Apple keynotes used to have like a 30+ minute section devoted to games and other third party apps. Or the time where they demoed a remote-control car on stage (and it failed horrifically).
It might not be cool or interesting, but it's fairly standard 'Apple'.
If you watched it live, that keynote actually had the car fail for at least a couple of minutes while the makers tried to fix it. I'm sure the videos they have published now edited that lag.
