One of Apple’s most successful products—which rarely gets recognized as such—is made not of aluminum and glass, but of words and pictures. The Apple keynote is the tool the company uses a few times a year to unveil its other products to millions of people.

To understand their hidden structure, Quartz reviewed more than a dozen Apple keynotes, logging and analyzing key elements. Here’s what we found.

Dan Frommer collected interesting data about Apple keynotes over at Quartz. Good preparation for tomorrow.