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The front rows at Apple's keynotes are usually reserved for Apple employees and often this includes the teams that built the products that are being announced. So the excitement is genuine, but from Apple employees, not random attendees.

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I showed up very late to an Apple keynote about 10 years back, and was grabbed while walking in by some staffer to sit in a third row seat. I had no affiliation with Apple; I assume I was picked because I "looked the part" (which was, apparently, a college aged nerdy computer science student).

So yeah, I'm sure it's mostly Apple employees, with randoms like myself thrown in here to make the crowd shots less homogenous.

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