The neon lights start flashing in a dazzle of colors, the background hipster music blares giving an upbeat mood. More dazzle of neon colors goes around and the camera zooms out to reveal the Apple logo and a figure appears dress in bright blue with a yellow Apple Watch band. That person is the CEO, Tim Cook, and he as always, begins with his signature move: “Good Morning !!”. “Peek Performance” show has started and it is the first Apple event of the year.