Performance Marketing

It Was Apple's Event, But These 4 Brands Got to Share the Spotlight

Nintendo, Nike and others took the stage, too

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Apple's Keynote event today at the Bill Graham Civic Auditorium in San Francisco heralded in the newest editions of the iPhone, Apple Watch and wireless earbuds (called AirPods) and a swatch of software additions and tweaks.

But while Apple CEO Tim Cook and other executives touted their wares and wearables, a number of stars from other brands also took to the stage to mark partnerships for various products. It seemed to be a noticeable shift, as Apple is now sharing with non-Apple companies more than in years past.