steve jobs presentation 2007

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Steve Jobs iPhone 2007 Presentation (Full Transcript)

• July 4, 2014 3:22 pm November 20, 2023 8:08 am
• by Pangambam S

On January 9, 2007, then Apple’s CEO Steve Jobs introduced the iPhone for the first time and the world of mobile devices changed forever. Here is the full keynote presentation by Steve Jobs….

  TRANSCRIPT: 

Steve Jobs- Apple CEO

This is the day I’ve been looking forward to for two and a half years.

Every once in a while, a revolutionary product comes along that changes everything and Apple has been – well, first of all, one’s very fortunate if you get to work on just one of these in your career. Apple has been very fortunate. It’s been able to introduce a few of these into the world.

1984 – we introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry.

In 2001, we introduced the first iPod. And it didn’t just change the way we all listen to music, it changed the entire music industry.

Well, today we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls . The second is a revolutionary mobile phone . And the third is a breakthrough Internet communications device .

So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone… are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone. Today, Apple is going to reinvent the phone, and here it is.

No, actually here it is, but we’re going to leave it there for now.

So, before we get into it, let me talk about a category of things. The most advanced phones are called smart phones, so they say. And they typically combine a phone plus some e-mail capability, plus they say it’s the Internet. It’s sort of the baby Internet into one device, and they all have these little plastic keyboards on them. And the problem is that they’re not so smart and they’re not so easy to use, and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are right there, they’re not so smart, and they’re not so easy to use.

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• Smartphones

Watch Steve Jobs Unveil the First iPhone 10 Years Ago Today

T oday, our smartphones function like a high-tech Swiss army knife, serving as everything from a communications device to a digital camera to an alarm clock. That multiple-use functionality is exactly how late Apple CEO Steve Jobs teased the first iPhone when he introduced it on stage ten years ago today, on Jan. 9, 2007.

“An iPod, a phone, and an Internet communicator,” Jobs said on stage during the Macworld conference. “Are you getting it? These are not three separate devices. This is one device.”

The first-generation iPhone would be considered primitive by today’s technology standards, with its 2-megapixel camera, iPod Touch-inspired design, and 3.5-inch touchscreen. And it certainly wasn’t the first portable phone capable of connecting to the Internet. But the first iPhone is widely credited with heralding in the modern smartphone era, with nearly all of today’s devices taking design and functionality cues from Apple’s original handset.

Read more: The 50 Most Influential Gadgets of All Time

A decade after its original debut, the iPhone has become Apple’s most popular product, accounting for most of the company’s revenue . Later this year, Apple is expected to unveil a new iPhone with a dramatically different design, potentially adding new characteristics like a curved screen and ditching the home button.

Watch Jobs’ full 2007 keynote below:

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• Steve Jobs Keynotes
• Interviews & Speeches

Macworld 2007 9 Jan 2007

The Macworld 2007 keynote is arguably the most important of all, as it represents the culmination of Steve Jobs' career. It's during this presentation that Steve Jobs introduced the iPhone, Apple's most revolutionary and most successful product. He also introduced the Apple TV (teased a few months before as iTV) and the change of the company's name from Apple Computer Inc. to Apple Inc.

Video Transcript

Note: for some videos, timestamps on the transcripts might be off by a few minutes due to the original videos having been edited for YouTube (typically, sections with music playing may have been removed).

[00:00:08] Steve Jobs (SJ) : Good morning. James Brown! So thank you. Thank you for coming. We're going to make some history together today. So welcome to Macworld.

[00:00:55] You know, it was it was just a year ago that I was up here and announced that we were going to switch to Intel processors, a huge heart transplant to Intel microprocessors. And I said that we would do it over the coming 12 months. We did it in seven months and it was the - it's been the smoothest and most successful transition that we've ever seen in the history of our industry. And it was because we made a beautiful, seamless version of OS X for Intel processors. And our team created Rosetta software, which lets you run PowerPC apps on top of Intel processors. Our hardware team got to cranking out a new Mac with Intel processors every month, and we completed this transition in seven months. But we didn't do this alone. We did this with help from a lot of folks. Our new colleagues at Intel really helped us, thank you very much. Our third party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors, thank you very much. And most of all our users, the minute you saw these lightning fast machines, you bought them. And we've had an extremely successful year and I want to thank our users very much.

[00:02:36] Now, as many of you know, our retail stores have for a while, been selling over half their Macs to people who've never owned a Mac before: switchers. Well, I'm pleased to report that now in the us Macs selling through all channels, over half of them are selling to people who've never owned a Mac before. It's not just limited to our retail stores anymore. Half the Macs we're selling in the US. We are taking up lots and lots of new members of the Mac family. And we couldn't be happier. As a matter of fact, here's one that might be coming on soon. Jim Allcin at Microsoft was quoted recently as saying if he didn't work for Microsoft, he would buy a Mac, and he's retiring soon, so I've alerted our Seattle stores to keep an eye out for him and give him really good service.

[00:03:28] You know, Vista's coming out, and you know, our ads with the Mac guy and the PC guy. We made a little ad for Vista and I'd love to show it to you now, if you'd like to see it. So let's go ahead and run it.

[00:03:45] (PC and Mac guy ad running)

[00:03:45] Ad Mac guy : Hello, I'm a Mac.

[00:03:45] Ad PC guy : And I'm a PC.

[00:03:46] Ad Mac guy : You going' for a checkup?

[00:03:47] Ad PC guy : Well, I'm upgrading to Vista today, which is great, but I get a little nervous when they mess around with my insides.

[00:03:52] Ad Mac guy : What do you mean? Isn't it just straightforward?

[00:03:54] Ad PC guy : Not really. Like a lot of PCs, I have to update my graphics card, my memory, if I want the premium package, I need a faster processor. It's major surgery.

[00:04:02] Ad Mac guy : Sorry about that.

[00:04:03] Ad PC guy : Listen, Mac, if I don't come back, I want you to have my peripherals.

[00:04:07] Ad Mac guy : Oh come on. PC. You're not gonn... Uh.. Speaking of peripherals...

[00:04:25] SJ : So, 2007 is going to be a great year for the Mac. But this is all we're going to talk about the Mac today. We're going to move on to some other things. And over the course of the next several months, we're going to roll out some awesome stuff for the Mac. But for today, we're going to move on.

[00:04:42] So the first thing I'd like to do is give you an update about our music business. As you know, we've got the iPod, best music player in the world. We've got the iPod nanos, brand new models, colors are back. And we've got the amazing new iPod shuffle.

[00:05:01] The iPod, in addition to being the world's best MP3 player, has become the world's most popular video player. And by a large margin. The iPod nano is the world's most popular MP3 player by a wide margin. And the new shuffle is the world's most wearable MP3 player. So we had an incredible lineup for this holiday season, all refreshed and new products.

[00:05:31] And I'd like to tell you a few things about iTunes now, that are pretty exciting. Number one, we have crossed a major milestone. We have sold over 2 billion songs on iTunes. It's amazong.

[00:05:50] Now, there was some - there was an article recently that said iTunes sales had slowed dramatically. I don't know what data they're looking at, but this is our data, and what we see is iTunes sales were really up this past year. It took us over three years to get to a billion songs. We got our second billion in ten months in 2006. And growing off us over 600 million song base, we doubled it in 2006. So we couldn't be happier with the growth rate of iTunes and selling 2 billion songs. Now we are selling over 5 million songs a day now. Isn't that unbelievable? 5 million songs a day. That's 58 songs every second of every minute of every hour of every day. And the last time we talked to you, we said that we were the fifth largest music reseller in the US. Now all these other guys sell music on CDs, and of course we sell it online, but if you add up all the music that's sold, we were the fifth largest reseller. Because of the growth of iTunes, I'm pleased to report that we have now passed Amazon, we sell more music than Amazon, and we are now number four.

[00:07:08] And you can guess who our next "target" might be. So that's an update for music.

[00:07:15] Now, I want to talk about TV shows. We've got awesome TV shows on iTunes. As a matter of fact, we have over 350 TV shows that you can buy episodes from on iTunes. And I'm very pleased to report that we have sold now 50 million TV shows on iTunes. Isn't that incredible?

[00:07:38] Now, let me go on to movies. When we started with television shows, the pioneering partner we had was the Walt Disney company. They decided to throw in with us and sell TV shows, and boy did it work. Well, when we decided to sell movies, they were right there with us again, as our pioneering partner to sell movies. And I am really pleased to announce that in the first four months of selling movies, we have sold 1.3 million movies on iTunes, which I think has exceeded all of our expectations.

[00:08:11] And today we have a new partner joining the Walt Disney company to sell movies on iTunes, and that is Paramount. Paramount is going to be selling movies on iTunes. And we're thrilled because they have some awesome movies. Let me just show you a few of the titles here that are going up as we speak

[00:08:39] All six Star Trek movies.

[00:08:45] So we are going to be moving up from the hundred movies we've offered so far to over 250 movies now offered on iTunes. These are getting up as fast as we can over the next week or so. And we hope to be adding even more movies as other studios throw in with us as 2006 rolls on. So that's an update on iTunes.

[00:09:05] Now, as I said, we had a very strong lineup of music players for this holiday season. We always have stiff competition. That's just part of this business. And we had a new competitor this last holiday season, which was of course Microsoft's Zune. So how did they do? Well, we don't have data for December yet because it's not out until next week or the week after, I forget, but we have data for November, which was their launch month, should have been real big. And they garnered 2% market share - 2% market share. iPod had 62% market share, and the rest had 36. Now again, we don't have data for December. We know we went up quite a bit in December in terms of market share and we'll find out how they did, but 2% in their launch month. So no matter how you try to spin this, what can you say?

[00:10:07] So that's an update on how we're doing in the music business, and we've got a few new ads for iPods. Now, we work with some of the greatest folks to create advertising and they created this wonderful ad that I'd love to show you right now. So let me go ahead and roll it.

[00:10:28] (iPod ad playing)

[00:10:28] Woo. Now, ust to let you in on our process a little bit. These guys are incredibly creative, they couldn't stop. And they took the same song, which is, you know, an up and coming British pop group, and they took the same dancers, and they did some different animation, and they came up with what you are about to see.

[00:11:23] (iPod ad playing)

[00:11:23] Isn't that great? So, those will be running shortly, and that is an update to our music business.

[00:12:06] Now I'd like to talk about a product we introduced in September. It was called - the code name was iTV. We have a new name for it. It's called Apple TV. But you should never - you should either go with your code name like we did with the Mac, or you should pick a code name in quite a bit - a real name quite a bit different than your code name. So I'll probably stumble and call this iTV five times today by mistake. I apologize. It's Apple TV.

[00:12:32] And Apple TV is a way to enjoy your media on your big screen TV. So let's backtrack and talk about what we did when we previewed this in September. You can buy great content on the iTunes music store: movies, TV shows, and music, of course. And you can download it to your computer, be it a PC or a Mac. I'm going to use a Mac here. You can put other content on your computer from other places too, of course. And you can put that content on your iPod, right? Now, you can go out and buy a widescreen TV, hook up an Apple TV to it, and wirelessly transmit that content from your PC to your Apple TV and watch it on your big screen TV. It's that simple, right? It's that simple.

[00:13:15] So this is it. Let's take a look at around the back and the connectors to refresh ourselves. We have a power connector, USB2 and Ethernet. We have wifi wireless networking built in. And then we have ways to get video out. An HDMI connector, which is digital audio and video. Or component video, and analog and digital audio, right. All at the back. Most people, however, will just use these three. They'll plug it in, there's no power brick necessary; and they'll hook up an HDMI cable to their wide screen TV, and they'll use wireless networking to get their content. So it's really, really easy to use.

[00:13:50] And let me tell you more, a little more in depth about what this box does. First of all, it delivers up to 720p high definition video, right? Number one. Number two, it's got a 40 gigabyte hard drive inside it. So it will store up to 50 hours of video, which comes in handy for something I'm about to show you. And it has 802.11 wifi wireless networking, and it's got all three of the popular standards, it's got b, g and the new draft n standard, which is really, really fast. And it's got an Intel processor in it, so it's got the processing horsepower to do the kinds of user interfaces we like to do. So it's a really cool box.

[00:14:33] It works with video music and photos. It was designed for wide screen TVs. It's got wifi wireless networking, internal 40 gig hard drive. You can auto sync your content from one computer and you can stream content from up to five computers. So let's examine this in a little more detail.

[00:14:56] Auto-sync from one computer. What does this mean? It means you can take one of the computers in your house and right from iTunes, just like you would set up an iPod, you can set up your Apple TV. And you can set up your Apple TV to say, Oh, take my 10, most recently purchased unwatched movies, and automatically put them on the hard drive of Apple TV, so that whenever I walk up to Apple TV, they're there. Right? So, let me show you, I'm going to do this with six TV shows. They just automatically, whenever I buy them, they just automatically will stream in the background to Apple TV and be stored on the hard drive. Right? So whenever I go to watch something, they're there.

[00:15:34] Now, I can also stream from up to five computers. In this case, I'm going to take content from five computers and I can watch it on Apple TV, but I will not store it on the hard drive, right? So you can just stream it live and watch it, from other computers in the house, or if your neighbor comes over with a notebook and they've got something cool that you want to watch in your wide screen TV. Again, PCs or Macs, I just choose the computer that I like.

[00:15:58] So this is Apple TV. And why don't we go ahead and show it to you. You can control it with this very simple remote. So let's go see a demo.

[00:16:08] This is the screensaver. Takes all your photographs here and just puts them on your TV and they're gorgeous. Cause as you know, photography, these days is high def with these amazing digital cameras that we have.

[00:16:21] So let's go into the main menu of iTV. Here's what it looks like. We've got movies, TV shows, music, podcasts, photos. So let's go into movies here and we go into movies and let's see here now. We can have, all my movies that are stored on iTV, as well as the iTunes top movies, I can go see what's selling on iTunes and stream it down and watch it on iTV. I can also look at theatrical trailers. Again, this is not stored on iTV. This is actually coming over the live internet into my house, through my internet gateway, wirelessly to Apple TV, and I can watch theatrical trailers streaming right from apple.com.

[00:17:07] So let's go in here and what's a cool trailer. I'm going to watch this one called the good shepherd. Where'd it go? Oh, gee. Good shepherd. There we go. Boom. So let's watch this. I just click on it. And this is streaming live from apple.com.

[00:17:26] (The Good Shepherd trailer plays)

[00:17:26] Trailer : Everybody has secrets to tell. My secrets are bigger than others. You understand that whatever we discuss here, doesn't leave this room. Of course. The president has asked me to look into creating a foreign intelligence service. My orders came through and I'll be going overseas. What are you gonna do there, save the world? I'll do what I can. Welcome to our little clubhouse. You're going to have to learn the English system of intelligence. I'm here to see a tailor. How was the fishing? Set the mangoes free.

[00:18:02] SJ : So you get the idea. You can sit on your couch and watch theatrical movie trailers with iTV. Now let's back up here and let's go play a movie. We've got Zoolander here, let's go play a little part of Zoolander. One of our new Paramount movies.

[00:18:21] (Zoolander trailer plays)

[00:18:21] Trailer : You think you're too cool for school, but I got a news flash for you, Walter Cronkite. You aren't. Who are you trying to get crazy with Eziel. Don't you know I'm loco? Hey, I got a wacky idea. What say we settled this on the runway, Han Solo. Stop.

[00:19:03] SJ : Isn't this great? So that's movies. And let's go take a look at TV shows here. Again, incredibly cool. Let's go into Heroes, a really great new show. And let's play an episode called Better Halves.

[00:19:28] (Hereos plays)

[00:19:28] Trailer : What's your system of bell. Some ancient Oriental voodoo? No system, Japanese people, very lucky. Japanese people better run out of luck soon, I'm starting to think I'm getting hustled. Easy, Ernie. It's a friendly game. No one is getting hustled. No hustle, only good fortune. Let's go. I'm in for 400. I'll bet 1000.

[00:20:49] SJ : Okay, well, that's TV shows. And now let me show you music. You know, iTV of course is - Apple TV - is primarily for video, but it turns out it's awesome for listening to music on your home theater system as well. We think a lot of people are going to buy it - buy it for that. So we've got music here. We've got the iTunes top music and top music videos. And let me go down into a playlist here. And I've got a favorites playlist. And I'll go into that. And I'll just shuffle some songs, cause I want to show you what it's like when you're playing music.

[00:21:26] (Music plays)

[00:21:26] So it does that, so it doesn't burn a hole in your plasma TV there. And we can go ahead and just go to the next track here. Next track.

[00:22:06] That's what it's like to play music.

[00:22:11] All right. So now let's go to Photos. You know, again, your photos are high def, these new digital cameras are awesome. And so you can just, again, move your photos to iTV or stream them over, over wireless networking. And see your photos right in your TV. So as an example, here's a photo album I made of a... They're just beautiful.

[00:23:04] So you get the idea. It's really cool to watch photos on your widescreen TV. Now what I've been demonstrating so far is primarily content that has been synced to Apple TV from my computer. And I'd like to show you what it's like when you want to connect to somebody else's computer. Let's say Phil Schiller, my neighbor, comes over and he's got his MacBook. And Phil, what do you got on your Mac? We've got some content we could watch?

[00:23:30] Phil Schiller : Hi neighbor. Yeah, I have some, a really cool show I was watching, and I wanted to show you on your Apple TV.

[00:23:36] SJ : Great. Well, let me just go down here to sources and here's the, you know, the Apple TV that I've been playing off the hard drive of. And I just say, I want to connect to a new iTunes right here. And iTunes is running on Phil's machine. It just says type in this pin. For security reasons. And fill types in the pin, into his MacBook. And the minute they're - they're fully authenticated now, and there's Phil's MacBook right up there, and I push it, and now I'm going to be looking at the content right off of Phil's MacBook. And what do you want to watch Phil?

[00:24:06] Phil Schiller : Let's go into TV shows.

[00:24:08] SJ : All right, here we go. Which one?

[00:24:10] Phil Schiller : I want to show you something from 30 Rock.

[00:24:12] SJ : All right. Go into 30 Rock here.

[00:24:14] Phil Schiller : And, there's a really funny scene in Jack meets Dennis.

[00:24:18] SJ : Jack meets Dennis. Okay, great. Here we go. And we're streaming off of Phil's MacBook to this Apple TV live.

[00:24:25] (30 Rock plays)

[00:24:25] Trailer : Oh my God, John, what are you doing in the wardrobe? Audience researcher's in our audience, doesn't like green. Oh, that's too bad, I like green. Researchers (unintelligble) and lets us know what we're thinking. What's too boring, what's too gay, what's too old. What's too old? It's a very good question. How old are you? I'm 29. What year were you born? 1977. When'd you graduate high school? 94. When will you turn 40? 2017. Junior high crush? Kirk Cameron. Prom team? Motown Philly, boys to men. What movie did you lose your virginity at? Aragnaphobia. Theater or drive-in? What's a drive in? Of course, I don't know why I bothered to ask. I can tell just from your physical appearance that you're obviously 29.

[00:25:07] SJ : All right. So, thank you, Phil.

[00:25:10] Phil Schiller : Thanks Steve.

[00:25:12] SJ : That is Apple TV. So we think this is pretty cool. Apple TV: movies, TV shows, music and photos, all on your widescreen TV. Really excited about it. So Apple TV, it's going to be priced at $299, right? $299 for all this built in. And we're going to be shipping them next month in February. And we are taking orders starting today. So. Apple TV, enjoy your media on your big screen TV. We think this is going to be really something quite special. Apple TV.

[00:26:22] (pauses to drink)

[00:26:22] This is a day I've been looking forward to for two and a half years.

[00:26:33] Every once in a while, a revolutionary product comes along that changes everything. And Apple has been - well, first of all, one's very fortunate if you get to work on just one of these in your career. Apple's been very fortunate. It's been able to introduce a few of these into the world.

[00:27:00] In 1984, we introduced the Macintosh. It didn't just change Apple. It changed the whole computer industry.

[00:27:21] In 2001, we introduced the first iPod. And it didn't just - it didn't just change the way we all listen to music. It changed the entire music industry.

[00:27:38] Well, today we're introducing three revolutionary products of this class.

[00:27:50] The first one is a widescreen iPod with touch controls.

[00:28:07] The second is a revolutionary mobile phone.

[00:28:24] And the third is a breakthrough internet communications device.

[00:28:32] So - three things. A widescreen iPod with touch controls, a revolutionary mobile phone and a breakthrough internet communications device. An iPod, a phone and an internet communicator. An iPod, a phone. Are you getting it? These are not three separate devices. This is one device. And we are calling it iPhone. Today - today, Apple is going to reinvent the phone.

[00:29:28] And here it is. (laughter)

[00:29:34] No. Actually here it is, but we're gonna leave it there for now.

[00:29:41] So, before we get into it, let me talk about a category of things. The most advanced phones are called smartphones, so they say. And they typically combine a phone plus some email capability, plus they say it's the internet, it's sort of the baby internet, in the one device. And they all have these plastic little keyboards on them. And the problem is that they're not so smart and they're not so easy to use.

[00:30:15] So if you kind of make a, you know, business school 101 graph with a smart axis and the easy to use axis, phones, regular cell phones, are kind of right there. They're not so smart. And then they're, you know, not so easy to use. But smart phones are definitely a little smarter, but they actually are harder to use. They're really complicated. Just for the basic stuff, people have a hard time figuring out how to use them. Well, we don't want to do either one of these things. What we want to do is make a leapfrog product that is way smarter than any mobile device's ever been. And super easy to use. This is what iPhone is. Okay? So. We're going to reinvent the phone.

[00:31:02] Now we're going to start.

[00:31:08] (pause to drink)

[00:31:08] With a revolutionary user interface. It's the result of years of research and development. And of course it's an interplay of hardware and software. Now, why do we need a revolutionary user interface? I mean, here's four smartphones, right? The Motorola Q, the Blackberry, Palm Treo, the Nokia E62, the usual suspects. And what's wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It's this stuff right here. They all have these keyboards that are there, whether you need them or not to be there. And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons just for it. And what happens if you think of a great idea six months from now? You can't run around and add a button to these things, they're already shipped. So what do you do? It doesn't work because the buttons and the controls can't change. They can't change for each application and they can't change down the road if you think of another great idea you want to add to this product.

[00:32:22] Well, how do you solve this? Hmm. It turns out, we have solved it! We solved it in computers 20 years ago. We solved it with a bitmap screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse, right?

[00:32:42] We solved this problem. So how are we going to take this to a mobile device? Well, what we're going to do is get rid of all these buttons and just make a giant screen. A giant screen.

[00:32:55] Now, how are we going to communicate this? We don't want to carry around a mouse, right? So what are we going to do? Oh, a stylus, right? We're going to use a stylus?

[00:33:05] No. Who wants a stylus? You have to get them, and put them away, and you lose them. Yuck. Nobody wants a stylus. So let's not use a stylus. We're going to use the best pointing device in the world. We're going to use a pointing device that we're all born with. We're born with ten of them. We're gonna use our fingers. We're going to touch this with our fingers.

[00:33:27] And we have invented a new technology called multi-touch, which is phenomenal. It works like magic. You don't need a stylus. It's far more accurate than any touch display that's ever been shipped. It ignores unintended touchesn, it's super smart. You can do multi finger gestures on it. And boy have we patented it. So.

[00:34:03] We've been very lucky to have brought a few revolutionary user interfaces to the market in our time. First was the mouse. The second was the click wheel. And now we're going to bring multi-touch to the market. And each of these revolutionary user interfaces has made possible a revolutionary product: the Mac, the iPod, and now the iPhone.

[00:34:31] So a revolutionary user interface. We're going to build on top of that with software.

[00:34:37] Now, software on mobile phones is like - it's like baby software. It's not so powerful. And today, we're going to show you a software breakthrough. Software that's at least five years ahead of what's on any other phone. Now, how do we do this? Well, we start with a strong foundation. iPhone runs OS X.

[00:35:08] Now, why would we want to run such a sophisticated operating system on a mobile device? Well, because it's got everything we need. It's got multitasking, it's got the best networking, it already knows how to power manage, we've been doing this on mobile computers for years. It's got awesome security. And to write apps, it's got everything, from Cocoa and the graphics, and it's got Core Animation built in, and it's got the audio and video that OS X is famous for. It's got all the stuff we want. And it's built right in to iPhone. And that has led us create desktop class applications and networking. Right? Not the crippled stuff that you find on most phones. This is real desktop class applications.

[00:35:59] Now, you know, one of the pioneers of our industry, Alan Kay has had a lot of great quotes throughout the years. And I ran across one of them recently that explains how we look at this. Explains why we go about doing things the way we do. Because we love software. And here's the quote. People who are really serious about software should make their own hardware. Alan said this 30 years ago, and this is how we feel about it. And so we're bringing breakthrough software to a mobile device for the first time. It's five years ahead of anything on any other phone.

[00:36:40] The second thing we're doing is we're learning from the iPod. Syncing with iTunes. You know, we're going to ship our hundred millionth iPod this year. And that's tens of millions of people that know how to sync these devices with their PCs or Mac and sync all of their media right onto their iPod. Right? So you just drop your iPod in and it automatically syncs. You're going to do the same thing with iPhone. It automatically syncs to your PC or Mac, right through iTunes.

[00:37:10] And iTunes is going to sync all your media onto your iPhone. Your music, your audio books, podcasts, movies, TV shows, music videos. But it also syncs a ton of data: your contacts, your calendars, and your photos, which you can get on your iPod today, your notes, your bookmarks from your web browser, your email accounts, your whole email set up, all that stuff can be moved over to iPhone, completely automatically. It's really nice. And we do it - we do it through iTunes. Again, you go to iTunes and you set it up, just like you'd set up an iPod or an Apple TV. And you set up what you want synced to your iPhone. And it's just like an iPod. Charge and sync. So sync with iTunes.

[00:37:57] Third thing I want to talk about a little is design. We've designed something wonderful for your hand. Just wonderful. And this is what it looks like. It's got a three and a half inch screen on it. It's really big. And it's the highest resolution screen we've ever shipped. It's 160 pixels per inch, highest we've ever shipped. It's gorgeous. And on the front, there's only one button down there. We call it the home button. It takes you home from wherever you are, and that's it.

[00:38:29] Let's take a look at the side. It's really thin. It's thinner than any smartphone out there at 11.6 millimeters. Thinner than the Q, thinner than the BlackJack, thinner than all of them. It's really nice. And we've got some controls on the side. We've got a little switch for ring and silent. We've got a volume up and down control.

[00:38:50] Let's look at the back. On the back, the biggest thing of note is we got a two megapixel camera built right in. The other side and we're back on the front.

[00:39:01] So let's take a look at the top now. We've got the headset jack, three and a half millimeter, all your iPod headphones fit right in. We've got a place, that little tray for your SIM card. And we've got one switch for sleep and wake, just push it to go to sleep, push it to wake up.

[00:39:19] Let's take a look at the bottom. We've got a speaker. We've got a microphone and we've got our 30-pin iPod connector. So that's the bottom.

[00:39:31] Now we've also got some stuff you can't see. We've got three really advanced sensors built into this phone. The first one is a proximity sensor. It senses when physical objects get close. So when you bring iPhone up to your ear to take a phone call, it turns off the display and it turns off the touch sensor instantly. Well, why do you want to do that? Well, one to save battery, but two, so you don't get spurious inputs from your face. You know, the touchscreen. Just automatically turns them off. Take it away, boom, it's back on. So it's got a proximity sensor built in. It's got an ambient light sensor as well. We sense the ambient lighting conditions and adjust the brightness of the display to match the ambient lighting conditions. Again, better user experience, saves power. And the third thing we've got is an accelerometer, so that we can tell when you switch from portrait to landscape. It's pretty cool, I'll show it to you in a minute. So, three advanced sensors built in.

[00:40:22] So. Let's go ahead and turn it on. This is the size of it. It fits beautifully in the palm of your hand. So. An iPod, a phone and an internet communicator. Let's start with the iPod.

[00:40:43] You can touch your music. You can just touch your music. It's so cool. You got a widescreen video. You can find your music even faster, gorgeous album art on this display. Built in speaker and why not? Cover Flow, first time ever on an iPod. And so rather than talk about this some more, let me show it to you.

[00:41:17] Alrighty. Now. I've got some special - special iPhones up here. They've got a little special board in them and so I can get some digital video out and I got a little cord here, which goes up to these projectors. And so I got some great images and you get to see what it really looks like.

[00:41:34] So let me - I've got a camera here so you can see what I'm doing with my finger for a few seconds. And let me go ahead and get that picture within picture up. I'm going to go ahead and just push the sleep/wake button and there we go, right there.

[00:41:48] And to unlock the phone, I just take my finger and slide it across. Right. You want to see that again? So asleep. We wanted something that you couldn't do by accident in your pocket. And just slide it across. Boom.

[00:42:02] And this is the home screen of iPhone right here. And so if I want to get in the iPod, I just go down that lower right-hand corner and push this icon right here and boom, I'm in the iPod. I want to get home. I push the home button right here and I'm home. Back in the iPod - I'm back in the iPod.

[00:42:20] Now, here I am. You see five buttons across the bottom. Playlists, artists, songs, videos, and more. I'm in artist right now. Well, how do I scroll through my list of artists? How do I do this? I just take my finger and I scroll. That's it.

[00:42:44] Isn't that cool? A little rubber banding up when I run off the edge. And if I want to pick somebody, let's say, I want to pick the Beatles, I just tap them. And here's the Beatles songs with their albums right here. I want to play Sergeant Pepper's. I just hit Sergeant Pepper's right there and, A Little Help From My Friends. Look at this gorgeous album artwork here. Of course, I got a volume control.

[00:43:12] Now I've got a little button up in the corner right here. You can see in the upper right-hand corner, I can hit that and flip the album art around. Here's all the other songs back here, and I can play Lovely Rita if I want to. Put it back around. Very simple. Right. I can set some stars back here just by setting the arrows. That's a five star album. Isn't that cool? Yeah, it's pretty nice.

[00:43:41] Now, let me show you something else. I just take my unit here and I turn it in landscape mode. Oh, look what happens! I'm in Cover Flow.

[00:43:57] Let's go into Dylan here. Let's play Like A Rolling Stone.

[00:44:04] I just thumb through. Thumb through my albums. It's real easy. Anytime I find something I like, I just turn it around, and play something. It's that easy.

[00:44:45] It's that simple. Ain't that great? Yeah.

[00:45:01] All right. I could play with this for a long time. Now, again, I've got playlists here. I can go into my playlist. I've got artists, I've got songs. I've got more over here. I've got, you know, albums, I got a great album view again, that shows all my album artwork right here, if I want. And I've also got audio books and compilations, things like that. I've also got videos here, so I push videos, and I've got here - I've got a podcast, video podcast loaded on, and a music video, and I've got a TV show and a movie. And I'd like to just show you the TV show here. This is an episode from The Office. All videos, we look at it in landscape.

[00:45:37] (The Office plays)

[00:45:37] Trailer : And now, an NBC presentation. Hey. Hey. Who are you faxing so early in the morning? Oh, um, kind of hard to explain. I don't have a ton of contact with this Scranton branch, but before I left, I took a box of Dwight's stationary. So from time to time, I send Dwight faxes from himself from the future. Dwight, at 8:00 AM today, someone poisons the coffee. Do not drink the coffee. More instructions will follow. Cordially, future Dwight

[00:46:33] SJ : We have touch controls on here of course. Isn't that awesome? Isn't that awesome? Let's go and, now I want to show you a movie playing. Let's play Pirates of the Caribbean, the second one here. Great movie, by the way. And...

[00:46:47] (Pirates of the Caribbean plays)

[00:46:47] Trailer : The bright side is you're back. And made it off...

[00:46:53] SJ : Now this is a widescreen movie. So I just double tap and I can see the whole thing here, or I can fill up the screen, whichever I like.

[00:47:12] And again, I've got on-screen controls here. Isn't this cool? So we can be watching feature-length movies, just like this.

[00:47:22] Alrighty. So that is the iPod. Pretty cool, huh? We've just started. So again, touch your music, scroll through your songs, scroll through your playlist. It's incredible. Widescreen video, like you've never seen on a portable device, 160 pixels per inch, gorgeous screen quality. Gorgeous album art and Cover Flow. It's the best iPod we've ever made.

[00:47:59] Again, some of the screenshots. It's unbelievable. Here's some album art I just put up so you can see what it looks like. Just no matter what you like, it looks pretty doggone gorgeous. And of course, Cover Flow and video with on-screen controls.

[00:48:30] You know, I was showing this to somebody. I was giving a demo to somebody a little while ago, who'd never seen this before inside Apple. And I finished the demo, I said, what do you think? He told me this. He said, you had me at scrolling. So. The iPhone with the most amazing iPod ever. You can now touch your music. So that's the iPod.

[00:48:57] Now let's take a look at a revolutionary phone. We want to reinvent the phone. Now what's the killer app? The killer app is making calls. It's amazing - it's amazing how hard it is to make calls on most phones. Most people actually dial them every time. Most people don't have very many numbers in their address book. They use their recents as their address book. Right? How many of you do that? I bet more than a few.

[00:49:28] So we want to let you use contacts, like never before. You can sync your iPhone with your PC or Mac and bring down all your contacts right into your phone. So you've got everybody's numbers with you at all times.

[00:49:42] We have something that's going to revolutionize voicemail today. We call it visual voicemail. Wouldn't it be great if you didn't, if you had six voicemails, if you didn't have to listen to five of them first before you wanted to listen to the sixth. Wouldn't that be great if you had random access voicemail? Well, we've got it. Just like email, you can go directly to the voicemails that interest you.

[00:50:05] Excellent audio quality. IPhone is a quad band GSM + Edge phone. We have decided - we decided to go with the most popular international standard, which is GSM. We're on that bandwagon, headed on that roadmap, and a plan to make 3G phones and all sorts of other amazing things in the future. So quad band, GSM + Edge. And of course we have wifi and Bluetooth 2.0 EDR built in as well.

[00:50:37] And so this is what it looks like when you get a call. This is what it sounds like. It's one of our ring tones you can pick, of course.

[00:50:49] So, I want to show you four things. I want to show you the phone app, photos, got a calendar, and SMS messaging. The kind of things you would find on a typical phone, but in a very untypical way now. So let's go ahead, take a look.

[00:51:15] So let's go to our phone first. You see that icon in the lower left-hand corner of the phone. I just push it right here and boom, I'm in the phone. And I've got five buttons across the bottom. Favorites, recents contacts, keypad, and voicemail. I'm in contacts right now. Again, how do I move around my contacts? I just scroll through them. And so let's say I want to make a call to Jony Ive. I can just push here, and I see Jony Ive's contacts, with all his information. His three phone numbers, his email, whatever else, his address, whatever else I've got. It's all in one place. And if I want to call Jony, all I do is push his phone number and I'll call his mobile number right now. And now we are calling Jony here.

[00:52:01] You turn on the speaker phone like this, if I want it to.

[00:52:07] Jony Ive : Hi, Steve.

[00:52:08] SJ : Hey Jony, how are you doing?

[00:52:10] Jony Ive : I'm good, how are you doing?

[00:52:12] SJ : Well, it's been two and a half years and I can't tell you how thrilled I am to make the first public phone call with iPhone.

[00:52:30] I remember when we first started working on this and it's just, it's just unbelievable. What? Whoa, what is this? I've got another call coming in, Jony, can I put you on hold for a minute?

[00:52:39] Jony Ive : Yeah, sure.

[00:52:39] SJ : Okay. So I put Jony on hold and. Hi, Phil!

[00:52:44] Phil Schiller : Hey Steve, I wanted to be the first call!

[00:52:48] SJ : Sorry, Phil. As you can see, it's put - it's put Jony on hold and Phil. I can just touch Jony and bring Jony back. Hey Jony, you there?

[00:52:55] Jony Ive : Yeah, I'm here.

[00:52:56] SJ : Hey, listen, Phil called. Do you mind if I conference him in?

[00:53:00] Jony Ive : Yes, sure.

[00:53:03] SJ : You can see the button has changed to merge calls right there in the middle. So I just pushed that right here. And now I've created a conference call.

[00:53:21] Jony, you there?

[00:53:22] Jony Ive : I'm here.

[00:53:23] SJ : Phil, you there?

[00:53:24] Phil Schiller : I'm still hanging on.

[00:53:27] SJ : So here we are. And - listen, I got to get back to my keynote. So if I want to do that, then I'm - I just touch this arrow right here. And I'm going to go ahead and take Jony private here, and put Phil on hold. Jony, do you have anything to say on the first phone call?

[00:53:43] Jony Ive : It's uh, it's not too shabby, is it?

[00:53:46] SJ : Haha. It's not too shabby. You take care, Jony!

[00:53:51] Jony Ive : I'll see you later.

[00:53:52] SJ : And I end this call and it - Phil's on hold. I take him off of hold. Phil, thanks very much. I got to get back to the keynote now.

[00:53:58] Phil Schiller : All right. Talk to you later.

[00:53:59] SJ : Bye-bye.

[00:53:59] Phil Schiller : Bye.

[00:54:00] SJ : Alrighty.

[00:54:11] So. Now I've also got a way to make a list of favorites here from my most often called numbers. So I can just touch it once and dial, dial the number. And I might want to add somebody to favorites. So let's say I want to add Phil Schiller. I just push that plus button in the upper right-hand corner, right there, and up pops my favorites. And I can just go to a. - S is here, and there, there's Phil. So Phil Schiller is right there. And I'll put, let's say I want to put Phil's work number and it's added Phil right there, you can see the favorites. I can edit favorites by pushing the edit button in the upper left hand corner. And I can move Phil up if I want to, you know, maybe the top. And let's say I'm not going to, you know - Tony's changed his number. I got to update this anyway, so I'm going to get rid of that and I could just remove Tony, boom! There we go. It's that simple to edit these things. Very very easy.

[00:54:58] I've got recents right here, which has all my recent phone calls. If I want to see the ones I've missed, which were in red, I can just go up and touch that button at the top. And boom, those are all the ones I've missed. And those are all the calls that I've placed or have gotten.

[00:55:14] If I want to dial the phone, if I'm real last century, I can push keypad here and I can dial a call just with - oops, called 4, sorry. Wrong number. Uh, 4-0-8, 9-9-6, 10, 10. And it formats the numbers. And if I want to, I can just keep dialing, let's say it's a European number. And the numbers just keep getting smaller, real simple, very simple to do that with the keypad.

[00:55:42] Now let me show you visual voicemail. This is so cool. This is a collaboration that we've done which I'll talk more about later. And it allows us to have random access voicemail, go directly to the voicemails we want. So as an example, I come to my voicemail and I said, Oh, there's one by Al Gore. I want to hear that one. I just push it.

[00:56:05] Al Gore : Hi Steve, it's Al. Wish I could be there today. I'm here in Nashville, training people to give my slide show, but I wanted to say congratulations on the iPhone. It is unbelievably cool. Good luck with the presentation. Call me later.

[00:56:20] SJ : Now, if I want to call Al back right now, I can just push that call back button. But I want to listen to one from Tim Cook. I've got here. So let me listen to Tim.

[00:56:26] Tim Cook : Hi Steve, it's Tim. I've got the results from last quarter. Revenue was, you know, I'll just wait and tell you when I see you in person. Good luck on the keynote. See you there.

[00:56:38] SJ : Ain't this awesome? And so I've got voicemail, how I want to listen to it, when I want to listen to it, in any order I want to listen to it, with visual voicemail. So that is a quick tour of the phone app.

[00:56:53] Now, what I want to do is show you SMS texting. So I just go to that SMS icon in the upper left hand corner and push it. And I not only have SMS texting, but I have multiple sessions. So I can be carrying on conversations with people and every time I get a new message from them, I'll be alerted to that, and I can go check it out. So, as an example here, I've got Eddie Cue and I've been carrying on a conversation with Eddie, and I just tap this, and here's the conversation I've been carrying on right here. Right. And if there's a new message, it'll tell me. So there's a new message from Phil. And let's see the conversation was what, Hey, Steve. Hi, still on for dinner tonight? Absolutely. Your turn to pick. I've picked Sushi Ran. How about seven o'clock tonight? And I say, I can just say, you know, sounds great. And I've got this little keyboard, which is phenomenal. It does error prevention and correction. And not that I won't make some, I probably will. But it's actually really fast to type on, it's faster than all these little plastic keyboards on all these smartphones.

[00:57:50] So I can just say, sounds great. See you there. And I can send that. And there it is. Right. It's that simple.

[00:58:22] And when Phil messages me back, I'll be alerted. I'll see the dot and I can just go pick up that conversation where it left off. If I want to send a message to Eddie or Scott, I just push this and send a message and go. It's so simple. So that's SMS messaging and you know, again, you've seen the keyboard, it's pretty awesome. We'll come back to that a little bit later.

[00:58:39] And the third app I want to show you as part of the phone package is Photos. You know, we have a two mega pixel camera built in, as I said, we also have the coolest photo management app ever. Certainly on a mobile device, but I think maybe ever. And so here's - here's our photos, I'm going to go into our photo library, and this is our library, and again, I can just scroll through photos here, with my finger. Pretty cool. Let me go to a photo album. I'll pick Italy. And I'll just - let's start at the top, and to go through pictures, I just swipe them. I can just swipe through my photo library. Oh, there's one that's landscape. I can just turn my device and take a look at it. Pretty cool, huh? Right. So I can even swipe when I'm in landscape here, you know. Ain't this awesome?

[00:59:28] The other thing I can do is I can take any of these pictures, and I can make them bigger. And so let me go ahead and get the camera back up. Yeah, there it is, right there. I can just take my fingers and I can - we call it the pinch - I can bring them closer together and move them further apart to make it bigger or smaller. And so I can just move them further apart. And stretch the image. Ain't that cool? And move it around. Ain't that cool?

[01:00:01] And now. Now what I can do is I can pick to make this my wallpaper. And of course I could, you know, jigger it around then, and just set the wallpaper. And now, when I, if I'm back at home and I go to sleep, when I wake up from here on out, until I've reset it, that's my wallpaper. Whenever I'm making a call, that's what I'm going to see. Boom, there we go.

[01:00:27] So photos, SMS, and the phone app. That is part of our phone package for iPhone.

[01:00:46] Get a call, again, really great call management features. Just scroll through contacts with your finger. All the information at your fingertips here. Favorites. Last century. Visual voicemail. Calendar, SMS texting, incredible photo app. The ability to just take any picture and make it your wallpaper. It's pretty unbelievable. And I think, when you have a chance to get your hands on it you'll agree, we have reinvented the phone. Okay.

[01:01:27] So. Now, let's take a look at an internet communications device. It's part of iPhone. So what's this all about? Well, we've got some real breakthroughs here. To start off with, we've got rich HTML email on iPhone. The first time, really rich email on a mobile device, and it works with any IMAP or POP email service. You got your favorite mail service, it'll likely work with it. And it's rich text email.

[01:02:02] We wanted the best web browser in the world on our phone, not a baby web browser or a WAP browser, a real web browser. And we picked the best one in the world, Safari. And we have Safari running on iPhone. It is the first, fully usable HTML browser on a phone.

[01:02:25] Third, we have Google Maps - maps, satellite images, directions, and traffic. This is unbelievable, wait till you see it. We have widgets, starting off with weather and stocks. And this communicates with the internet over Edge and wifi, and iPhone automatically detects wifi and switches seamlessly to it. You don't have to manage the network. It just does the right thing.

[01:02:57] Now, I want to take a second and talk about email. We hook up to almost any IMAP or POP3 mail service. I just want to give you some examples. IMAP of course is the best because you can keep your folders and all your email on the server and access it from anywhere. Yahoo Mail is IMAP, Microsoft Exchange has an IMAP option, and obviously .mac mail is IMAP as well. POP3, Google Gmail, AOL mail, and most ISPs are POP3 email. Now I want to take a minute and highlight one, Yahoo Mail. Yahoo Mail is the biggest mail service in the world, they have over a quarter billion users, biggest email service in the world. And today we are announcing with Yahoo that they are going to provide free push IMAP email to all iPhone customers. So, this isn't just IMAP email, it is push IMAP email, so when you get a message, it'll push it right out to the phone for you. Same as a Blackberry. Free IMAP push email from Yahoo. So we think this is a pretty big deal.

[01:04:07] So what I'd like to do now is I'd like to show you Mail, Safari, Google Maps, and widgets running on iPhone. So let's go see.

[01:04:26] So let's go into Mail. Second icon from the left on the bottom there. I just touch it with my finger and boom I'm there. And so I've got an inbox here - and this is by the way, running live on Yahoo IMAP email. This stuff is coming off of Yahoo servers, somewhere up in the cloud. And so I can see James Vincent here, sent me an email. And he's a proud father. And there we go. And I can just scroll it here. I've got in-line photos, rich text email. There we go. Let's look at another one. Phil Schiller. She loved the gift. Again, in-line photos, rich text. Pretty nice. Shopping list. Again, rich text right here. Pretty cool.

[01:05:17] Directions to Sushi Ran, for tonight's dinner. Now, iPhone of course, parses out phone numbers, and as you can see, there's a phone number in blue. I can just touch it and boom, I'm going to call this place, right. I don't really want to call them, so I'm going to end the call here. But you get the idea.

[01:05:34] And now this last one Ken Bereskin is one of our marketing folks, he just returned from Antarctica, Ken's a great photographer. And he took all these great photos of penguins in Antarctica. It's really cool. Look at this, isn't this great? Right in your email, right on your phone.

[01:05:52] And if I want to, by the way, I can look at my email with a split view, just like I do on my computer. And so I can select something here, and just look at it down here, if I want to peruse my messages real fast and just find that one message I was looking for. But I actually like the full screen view. And of course we have a standard inbox and drafts and sent, and all sorts of folders you can put things in as well. So it's real email, just like you're used to on your computer right here on your phone. It's extraordinary. And again, free IMAP email from Yahoo.

[01:06:27] Now, let me go ahead and just to create an email message, show you what that's like. So again, when I don't need the keyboard, it's not there, when I do, it's there. I want to send a message to let's say Phil, I just type P H and boom, Phil Schiller, it's address completion. And maybe I'll send one to Scott Forstall as well, and there's Scott right there. And let's say the subject is dinner. Dinner, and uh, let me, you know. Oops. See you tonight. Boom. And I just send "send", sends that email and we're done. So that is mail. Full desktop class email running on a mobile device.

[01:07:21] Alright, now. I want to show you something incredible.

[01:07:30] I want to show you Safari, running on a mobile device. So let's go to the web and here we are. I'm going to load in, rather than apple.com here, a little, a more universal site, I'm going to load in the New York Times, it's kind of a slow site because it's got a lot of images. Here we are loading it, we're loading it over wifi right now. And rather than just give you a WAP version of the New York Times, rather than give you this wrapped version all around, we're showing you the whole New York Times website. And there it is.

[01:08:02] And guess what I can do. I can just put this into landscape mode and there it is right there. And I can scroll here if I want, scroll up and down here. Boom. It's still loading it in. Here we go, or I can just get back like this. Now, this is really great, and I can see the whole page, but of course I can't read it, it's a little too small. So I can get in with my fingers and pinch it, but we have an optimization here, I can just double tap on anything and it automatically fills up the screen with it. And I can just scroll around like this; and scroll over here; and I can even make this text bigger if I want to. And there it is.

[01:08:49] Just double tap again, to get back to the full page. Isn't this cool? And so I'm just - look at this. There is the New York Times. And again, any article I want, boom, here we go. Boom. Unbelievable.

[01:09:08] Now, you can look at multiple web pages as well. You could have multiple web pages open. So I just push this button in the lower right-hand corner, shrinks it down, and I could add a new page if I want. And I'll go to Amazon here, out of my bookmarks. So let's go to Amazon. And I love to go to the DVD section of Amazon and see what DVDs are selling. I like it, especially when Disney's are at the top. And so here's Amazon coming in, even before the whole page is loaded, I'm just going to double tap on this and, I'm gonna say, let's go to the DVD section here, and now it's doing that. And here were are. And there's a section over here on the right-hand side, right there. And these are the top sellers updated hourly. Oh, look, Al's An Inconvenient Truth is number one. All right! And here's all the other movies. Grey's Anatomy, I like that. Pirates of the Caribbean, fantastic. And so I've got this right here and I can go back to the New York Times if I want. Let's zoom up to that picture so we can all see it. And again, here, ain't this cool? Just over there, go back to this one. I can get rid of them just by hitting the X, and there we go. Isn't that incredible? Safari.

[01:10:32] You know, if you've ever used, what's called a web browser on a mobile phone, you'll know how incredible this is. I hope you never really know. Because it's bad out there today. And this is a revolution of the first order to really bring the real internet to your phone.

[01:10:57] Let me show you some of our widgets here. Let's go to stocks right now and we're going to load stock information off the web. And just right onto the phone here. Oh, look, Apple's up. That's great. I can look at different graphs here if I want to. And, that's fantastic, let's look at the percentages here. Oh, good. Good, good. So I've got stocks right here and I can go look at the weather. Let's see what it's like outside. 49 degrees, but it's supposed to get the 61 today. So that's good, we'll just stay in here till it warms up. Now I've got Paris right here, I can have as many of these as I want. So it's nighttime in Paris. It's actually warmer in Paris at night than it is here today. Wow. Aspen. Well, no snow till later in the week. And Hawaii. Oh, it's raining. That's not good. Well, anyway, here's four places, Hawaii, Aspen, Paris and San Francisco. And again, the weather widget.

[01:12:06] Now to conclude with the internet device section here, I want to show you something truly remarkable, which is Google Maps on iPhone. I hit our maps application here and it's coming up. And it shows us North America, and I'm going to go to Moscone West. That's where we are right now. And here we are. Boom. That's where we are. Now, what I'm going to do is I'm going to go look for something. I'm going to certainly want a cup of coffee afterwards, so I'm just going to look for Starbucks, right? Starbucks. So I'm going to search for Starbucks and sure enough, there's all the Starbucks. Now I can get a list of Starbucks here so I can pick that one if I want. And I can even go look at that Starbucks and there it is. And let's give them a call.

[01:13:13] Starbucks operator : Good morning, this is Starbucks (unintelligible) , can I help you?

[01:13:16] SJ : Yes, I'd like to order 4,000 lattes to go, please. No, just kidding. Wrong number. Thank you. Bye-bye. OK.

[01:13:35] Now, I can zoom in, by just again, pinching, if I want to, or I can just double click the zoom in and I get just a higher and higher resolution versions of the map. So let's go somewhere else here that I've got bookmarked, and let's go to the Washington monument. And so here's Washington DC, and I could just double tap and, and I'm going in a little further here, just double tapping in, and there's the Washington monument there and I'll, double-tap in again. And, but now I want to show you something else, satellite images. So I just hit this button called satellite down at the bottom, and it's going to replace the map with satellite images. There we go. And I can just double tap in and double tap in again. And let's, let's, it's catching up to me here, there we go. And let's double tap in again. This is the Washington monument. There we go. Look at this. You see people down there. Oops, there we go. Isn't that incredible? Right on my phone! It's unbelievable.

[01:14:42] So let's go, I've got another one, the Eiffel tower, which is very cool. I set this one to be a - look at this. There's the Eiffel tower. There's people at the Eiffel tower, you can see. Look at that, isn't that incredible. And here just one last one, I have to show you the Colosseum in Rome. So again, here we are in Rome. That's as far as we can go with the map, but we can go a little further with the satellite. There's the Coliseum, there's the Roman Coliseum. Satellite imagery, right on the phone. Look at that. That's the Coliseum. Unbelievable. Right on our phone. What do you think, isn't that incredible?

[01:15:33] So, all these amazing things. This is a breakthrough internet communicator built right into iPhone. The first rich HTML email on a phone, the first real web browser on a phone. Best version of Google Maps on the planet, widgets and all with Edge and wifi networking. We're very, very happy with this. Again, email, push email, IMAP, free, Yahoo, and almost any other IMAP and POP mail service you want to hook up to. Incredible new technology for entering text far better than we've seen on phones before. A real browser on the phone, we can see real webpages in portrait or landscape. We can zoom in on what we want to take a look at more closely. Google Maps and widgets. It's the internet in your pocket for the first time ever.

[01:16:36] Now you can't, you can't really think about the internet, of course, without thinking about Google, right? And for Google, what we have on our phone, working with them is of course, Google search, we have that built right into the browser. Just type what you want, hit Google and you're off. And Google Maps. We've been working very closely with them to make this all happen. We're thrilled with the results. And it's my pleasure now to introduce Dr. Eric Schmidt, Google's CEO.

[01:17:14] Eric Schmidt : Congratulations, Steve. What an incredible job.

[01:17:23] So, Steve, you know, I've had the privilege of joining the board, and there's a lot of relationships between the boards. And I thought, you know, if we just sort of merge the companies, we could call them Applegoo? But I'm not a marketing guy. What I like about this new device and the new architecture of the internet is that you can actually merge without merging.

[01:17:49] Steve says that each company should do the absolutely best thing that they can do every time. And I think he's shown it once again today. And internet architectures - right?

[01:18:04] Internet architectures allow you now to take the enormous brain trust that is represented by the Apple development team and combine that with the open protocols and data services that companies like Google and the others represented that are coming up in a bit, to actually put them together in a seamless environment for end-users.

[01:18:25] What I particularly like about this is this the first time it's all to come together in one place. Now from a Google perspective, what we've done is we've pushed very, very hard to partner with others, in particular to partner with Apple - the companies, the cultures are similar: innovation, having fun while you're doing it, and also working with many, many different data services. So Steve showed a little bit of some of the components, some of the pieces and so forth that you can do, but understand that this is a set of data that's from maps and partners and so forth, so that you really can get the full integration. The person doesn't understand how hard it was to get it all together. It comes together seamlessly. From my perspective, this is the first of a whole new generation of data services, where these powerful base cloud computers, Google being, we hope a leading representative, provides HTML, XML and other sophisticated services that the Safari browser that's embedded in the iPhone and many other of its type devices, and future devices out of Apple, will be able to take advantage of. Steve, my congratulations to you, and - this product is going to be hot. Thanks.

[01:19:39] SJ : Thank you very much. As a board member, you'll get one of the first ones.

[01:19:51] Eric Schmidt : That's why I joined the board!

[01:19:57] SJ : Okay. Now, you also can't think about the internet without thinking about Yahoo. And again, on the phone, we've got Yahoo search built right in. You can select which one you want to use, just type in something, hit that Yahoo button, and boom you're off. And of course we also have Yahoo IMAP email services. And so it is my great pleasure to introduce Jerry Yang, co-founder and chief Yahoo. Jerry?

[01:20:35] Jerry Yang : Thank you, Steve. I'm not a board member of Apple, but I would love that one of these two, obviously. Wow. All this for a phone, pretty incredible. And what a great device, Steve, we are really proud at Yahoo to be partnering with Apple on not only the Yahoo IMAP email, the first one we're doing, but also hopefully on a whole variety of other popular services from Yahoo. One of the things that we're going to be doing with Apple is also launching some of our new services that we announced this week, the Yahoo Go, Yahoo OneSearch, and hopefully we can get Yahoo OneSearch, which is one of our new products, onto this phone, which is a really innovative way of looking at search. You're really able to not get the traditional web search results, but rather, get all the things you want, in a very concise format, aggregated you're typing. So this thing's like in San Francisco, you'll get all the local news, local weather and local maps all in one place. So we're looking forward to doing that.

[01:21:31] As Steve said, mail is a killer app on the phone. And Yahoo is really trying to re-design and re-innovate and reinvent the web experience and the internet experience on the mobile devices. So on the email, you can look forward not only to great web services, like the best spam protection, address books integration, and the calendar, if you're all on Yahoo. Just think, it's basically like having a Blackberry without the Exchange server. This is really going to be really great. Not only having a seamless experience from your PC, take in to your mobile internet. Yeah. There's some clapping out there, I can hear that.

[01:22:05] Lastly, we want to be able to really take what Apple is doing on the phone by reinventing the phone and reinventing the the device. We want to be able to do that on the internet. And what we're doing is really being able to take great form factors, great user experiences, and great UI that we're taking from, not only the web, but also in the backend services, and translate them into a seamless web experience. So we're big believers in great hardware and great software. And we're big believers in taking the web services and web 2.0 model and take it into the device world.

[01:22:38] So Steve, my address you have it all, please send it to me. Thanks again. Great to be your partner.

[01:22:56] SJ : You know, it's been great having the two greatest companies on the web, right down the block, Google and Yahoo. And we've been able to work with these guys really closely, and it's been an incredible pleasure to work on this great technology and bring it to everybody in iPhone. So thank you guys so much, you've really helped us put the internet in your pocket.

[01:23:21] So, internet communicator, an iPod, and a phone. Let's put them all together. And see what you can do in a real life scenario. So, let's take a look.

[01:23:39] I'm - I want to listen to some music, so I'm going to go into my iPod here and let's see in artists, I want to listen to, oh, maybe Red Hot Chili Peppers, I love those guys. And so I'm listening to a song of theirs.

[01:23:58] And let's see what happens when I get a phone call. Music fades out, screen changes. I got a phone call coming in. So I can ignore it, but I think I'm going to answer it. So I'll answer it. Howdy. Hi, Phil.

[01:24:23] Now it knows who Phil is, cause he's in my address book. So it puts his little picture up here and everything up there. And, hi Phil, listen, I'm kind of busy right now, what can I do for you?

[01:24:32] Phil Schiller : Oh, I was hoping you were done because of that - there's a photo that you had of Hawaii, I was kind of hoping you could send it to me, so I can use that as my wallpaper.

[01:24:40] SJ : Oh, okay. Uh, hold on just a sec. So I push the home button here, down at the bottom and I go home right here. And I'm still on the call, you can see the the phone thing flashing right there on the lower left. And I go into Photos. And now I'm in Photos. And again, you can see the bar across the top, the green bar. I can just touch that to return to the call. And Phil wants a photo that, he wanted to use it for a screensaver. It was one of the ones that was taken in Hawaii. I think it was this one. Yep. There it is. So you want me to mail this to you, Phil?

[01:25:08] Phil Schiller : Oh, that'd be great.

[01:25:09] SJ : All right. So I, again, I just go down here and push this button and rather than use it as wallpaper, I'm going to email it, and, so watch what happens now. It shrinks it a little bit and then a compose window will come up right behind it. There we go. And I will just tap in the, to field and send this to Phil here. Phil Schiller, there we go. And the email's there. Yep. It's there. And I'm just going to send it. Hey, Phil, that should be on its way right now.

[01:25:36] Phil Schiller : Okay, thanks.

[01:25:37] SJ : Yep. Anything else?

[01:25:39] Phil Schiller : Yeah, I was kind of hoping if it's done soon; that we can not only get some dinner, but maybe catch a movie tonight. Is there anything you want to see?

[01:25:46] SJ : Um, let me go check it out. I've got I think I got Fandango in my bookmarks here. And yes I do. Let's go to Fandango. I forgot what movies are playing.

[01:25:58] Phil Schiller : There's nothing personal here, I just want to go catch a movie. Don't want you to read too much into it.

[01:26:06] SJ : Okay. Here's Fandango. Let's just double tap and here's the movies playing. Yep. How about we go see Night at the Museum, I haven't seen that yet?

[01:26:14] Phil Schiller : I haven't either. That'd be great.

[01:26:16] SJ : Great. Alrighty. Hey, take care, Phil. Now, what I'm going to do is to go back to my call, I just touch the top here and I'm back to my call; and I'm just going to go ahead and end the call. And what happens now? Back in my music.

[01:26:46] So, this is what it's like when you put it all together. iPhone. Today, Apple is reinventing the phone.

[01:26:56] Now, how does this stack up? Let's go back to these guys. Let's take a look. Well, these are there, these are their home screens. And again, as you recall, this is iPhone's home screen. This, this is what their contacts look like. This is what iPhone's contacts look like. And again, you just pick one and you see everything about that person, all the information you have. This is what mail looks like on these smartphones. Again, this is what Mail looks like on iPhone. You have rich HTML, rich text email. This is what calendars look like on these guys. That's what calendars look like on iPhone. This is what the web looks like, and we try to make it look as good as we could on these. It usually looks worse and this is what you get. And of course, this is what you get on iPhone. And you can zoom in and see anything you want. And this is what you get from music players, nobody really uses them much, and this is what you get on iPhone. So after today, I don't think anyone's going to look at these phones quite the same way again.

[01:28:13] Now let me tell you about some accessories we've got for iPhone. Got some great stereo headphones we're going to be shipping. And they've got a little addition to them, which is this little thing right over here. It's a microphone and a switch. So you can talk, you have them in there, you can get a call and just talk. They have beautiful reception on the microphone. And just push it together to answer a call or hang up on a call. And so you can be wearing them, and just dangles right there and picks up your voice beautifully.

[01:28:41] And we also have a Bluetooth accessory headset that we're going to be shipping. There it is right there. It's incredibly small. And just to let you see what it looks like, it's got one button on the top for answering and hanging up a phone call. You never have to turn it off or on. It just goes to sleep. It automatically pairs with iPhone, so you don't have to worry about pairing. It's really simple. And it's very tiny. This is what it looks like in here. It's just beautiful. It's the coolest one that we've ever seen. So Bluetooth headset coming as well.

[01:29:12] Battery life, there's a lot of stuff. A lot of these phones, a lot of these smartphones have pretty, pretty low battery life. We've managed to get five hours of battery and that's for talk time or video or browsing. 5 hours of battery life and 16 hours of audio playback. So that's dramatically better than any of these smartphones.

[01:29:38] There's a tremendous amount of high technology in iPhone. We've been pushing the state of the art in every facet of this design. So let me just talk a little bit about it here. We've got the multi-touch screen, a first. Miniaturization, more than we've ever done before. A lot of custom silicon. Tremendous power management. OS X inside a mobile device. Featherweight precision enclosures. Three advanced sensors. Desktop class applications. And of course, the widescreen video iPod. We've been innovating like crazy for the last few years on this. And we filed for over 200 patents for all the inventions in iPhone, and we intend to protect them. So, a lot of high technology. I think we're advancing the state-of-the-art in every aspect of this design.

[01:30:46] So iPhone is like having your life in your pocket. It's the ultimate digital device. So what should we price it at? Well, what are these things normally cost? An iPod, the most popular iPod, $199 for 4-gig nano.

[01:31:08] What's a smartphone cost? Well, they say you get the phone and some of the internet with it, although that's questionable. But they cost somewhere between around 299, you can get them for 199, Palm just introduced a new one at 399 yesterday. So generally average about 299 with a two year contract. Now, these phones sort of do music, but nobody uses them for music as they're not very good, and so they end up buying an iPod to go with the phone. We know, we sell the iPod. And so people spend $499 on this combination. What should we charge for iPhone? Because iPhone's got a lot more than this stuff. Right? It's got video, real video. It's got this beautiful, gorgeous wide screen. It's got multi touch user interface. It's got Wifi. It's got a real browser. It's got HTML email, it's got Cover Flow, and on and on and on. And this stuff would normally cost hundreds of dollars. So how much more than 499 should we price iPhone?

[01:32:15] Well, we thought long and hard about it because iPhone just does so much stuff. So much better experience on a call and managing your contacts and visual voicemail, random access voicemail for the first time, and texting, and email, and real browser, and Google Maps and tremendous iPod and Cover Flow and video. What should we price this thing at? Well, for four gigabyte model, we're going to price it at that same 499, no premium whatsoever. $499. And, we're going to have an 8 gigabyte model for just 599. So we're going to price it starting at $499.

[01:33:04] Now when's it going to be available? We're going to be shipping these in June. Yeah, June. We're announcing it today because with products like this, we got to go and get FCC approval, which takes a few months. And we thought it'd be better if we introduce this rather than ask the FCC introduce - to introduce it for us. So here we are, and we're going to be shipping it in June in the US. We're going to Europe, hopefully by the fourth calendar quarter of this year, and Asia in 2008. So June, in just a few months, we'll be shipping in the US. And when we do, our partner is going to be Cingular. We've chosen Cingular. They are the best and most popular network in the country. 58 million subscribers. They are number one. And they're going to be our exclusive partner in the US.

[01:33:58] Now it's a unique partnership though. We're not just going to be selling phones and services together. We're going to be doing innovation together. We worked with Cingular on visual voicemail because it's an innovation that requires both innovation on the phone, and in the network. You can't do it in just one place, you have to do it in both places and collaborate. And so visual voicemail is the first fruit of this collaboration and you will see more. And when we start shipping in June, we'll be selling iPhone through our own stores and through Cingular stores.

[01:34:32] And it's my pleasure to introduce the CEO of Cingular, Stan Sigman.

[01:34:52] Stan Sigman : Congratulations, my friend. Thank you. Thank you.

[01:34:56] You know, Steve and I first met about two years ago in New York City. When he shared with me this vision that he had for this product. And we've been working on it for some time, and actually entered into a contractual agreement without us ever seeing the device or the phone. And that was because of the confidence that I have in Steve and his leadership team, to deliver on the vision that they have. And every time I see this, it's just, wow, it's just, wow. It's really, really cool. You've exceeded my expectations.

[01:35:38] It's a real honor for Cingular to be partnering with Apple today. And I've brought with me another company to celebrate in this. And it's a pretty big company. It's the new AT&T. You know 11 days ago, AT&T became a full part - I mean, Cingular became a full part of the new AT&T family. And this new family will help fulfill the vision we have of wireline, wireless, broadband, and video coming together on one device in the ways the customers haven't imagined. Today, Cingular and Apple are truly raising the bar.

[01:36:24] We're announcing a partnership that the mobile phone experience, taking it, the mobile phone experience, to a real, new level, by bringing together the best network with the best device. Networks are the foundation of what Cingular and AT&T do. Cingular offers the largest digital and voice data network in America, today. The Cingular network has the fewest dropped calls in this country. And AT&T is the largest provider of broadband internet services in this community. When it comes to networks, AT&T wrote the book. Their quality is legendary.

[01:37:09] Put this network experience that Cingular and AT&T have, and Apple products, together, and what do you get? First, you get the best voice and data services with the best user experience available anywhere. Second, you get real compelling products and services. For example, there's a voice visual voicemail that Steve mentioned, which lets you look at the voice message you want to hear, and when you want to hear it. As Steve mentioned, to create the visual voicemail, it took innovation on Cingular's part at the network level, and by Apple, with the device. And I promise, you'll see more of that coming down the road. Third, when you bought combined Cingular's 2100 retail stores, and number one wireless online store, with Apple's already legendary retail stores and online stores, you've got unmatched distribution. Yes, we're truly pleased to partner with Apple, to deliver one of the most eagerly awaited wireless products ever, the iPhone that he showed you. With the iPhone, you get a breakthrough wireless experience, and we'll be working shoulder to shoulder with Steve and his team to make sure that the integration of the iPhone and our network is seamless.

[01:38:41] This is only the beginning. We're just introducing a new product. We are changing the way companies work together. Apple and Cingular have a multi-year exclusive partnership. The new iPhone is only available with Cingular wireless services. This is not an MVNO. Ours is a unique relationship that lets Apple be Apple, and Cingular be Cingular.

[01:39:17] Apple has built a device combining the best phone, iPod, and mobile internet experience ever. iPhone owners will be Cingular and AT&T customers, our customers will get the best network and services in the business. People will benefit from the best that companies they already know and trust, in what they have to offer. Apple, Cingular and AT&T have come a long ways and now we're picking up the pace.

[01:39:54] A little over six years ago, Bell South and AT&T came together to form Cingular. 11 days, Cingular joined the new AT&T. Today, Cingular and AT&T are working together to provide our customers the most innovative, enjoyable, and reliable service in the industry. I hope you're as excited as we are in what we have to see and enjoy here. This is going to be a terrific ride. Thank you very much Steve, and congratulations. Thank you.

[01:40:43] SJ : You know, as Stan said, we started working together about two years ago. And we come from pretty different worlds, the telecommunications industry, the computer industry, and of course music with the iPod. And yet we have worked wonderfully together and we love these guys and we think it's - we're going to bring some great stuff to market over the years together.

[01:41:03] So, let's take a look at this market and how big it is.

[01:41:12] My clicker's not working. Oh, there it is. Maybe it is working. So how big is this market? Well, let's take a look. Nope. Alrighty. Clicker is not working. All right. They're scrambling backstage right now.

[01:41:50] You know, when I was in high school, Steve Wozniak and I - mostly Steve - made this little device called a TV jammer. And it was just, it was this little oscillator that'd put out frequencies that would screw up the TV. And Woz would have it in his pocket, and we'd go into like a dorm at Berkeley where he was going to school. And a bunch of folks would be watching like Star Trek, and he'd screw up the TV, and somebody got up to fix it, and just as they have their foot off the ground, he turned it back on. When they'd put their foot back on the ground, he'd screw up the TV again. And within five minutes, he'd have somebody like this, for the rest of the Star Trek episode.

[01:42:28] Okay. So maybe it's working now, or maybe they're going to have to click them for me. So game consoles, 26 million game consoles were sold in 2006, worldwide, actually a little smaller than you think. It's not such a big market. Digital cameras dwarfed it,at 94 million. MP3 players, 135 million and PCs, about 209. Mobile phones, just about a billion, last year, worldwide.

[01:42:58] So what does this tell you? What this tells you is that 1% market share equals 10 million units. This is a giant market. If you've just 1% market share, you're going to sell 10 million phones. And this is exactly what we're going to try to do in 2008, our first full year in the market, is grab 1% market share and go from there.

[01:43:21] So we're going to enter a very competitive market. A lot of players, we think we're going to have the best product in the world and we're going to go for it and see if we get 1% market share, 10 million units in 2008, and go from there. So.

[01:43:37] Today, we've added to the Mac and the iPod. We've added Apple TV, and now iPhone. And, you know, the Mac is the only one that you really think of as a computer. Right? And so we thought about this and we thought, you know, maybe our name should reflect this a little bit more than it does. So we're announcing today, we're dropping the "Computer" from our name. And from this day forward, we're going to be known as Apple Incorporated, to reflect the product mix that we have today.

[01:44:22] You know, I didn't sleep a wink last night. And I was so excited about today because, we've been so lucky at Apple. We've had some real revolutionary products. The Mac in 1984 is an experience that those of us that were there will never forget. And I don't think the world will forget it either. The iPod in 2001 changed everything about music. And we're going to do it again with the iPhone in 2007. We're very excited about this.

[01:44:55] You know, there's an old Wayne Gretzky quote that I love. I skate to where the puck is going to be, not where it has been. And we've always tried to do that at Apple since the very, very beginning. And we always will. So, thank you very, very much.

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The iPhone at 15: Steve Jobs Revealed His Greatest Product in 2007

The first iPhone went on sale on June 29, 2007 and it helped Apple grow into a $3 trillion company over the next 15 years.

• Patrick's play The Cowboy is included in the Best American Short Plays 2011-12 anthology. He co-wrote and starred in the short film Baden Krunk that won the Best Wisconsin Short Film award at the Milwaukee Short Film Festival.

On Jan. 9, 2007 at the MacWorld Expo, Steve Job unveiled the first iPhone.

Fifteen years ago today, the first iPhone went on sale. It was five months after Steve Jobs, in perhaps his most iconic Apple keynote,  introduced the original iPhone : "An iPod, a phone and internet communicator. An iPod, a phone, are you getting it?"

Steve Jobs revealed Apple's phone on Jan. 9, 2007. Night at the Museum was No. 1 in theaters. Nokia was the big name in phones. President Gerald Ford had been buried days earlier. And in a wildcard playoff game, the Indianapolis Colts had just defeated the Kansas City Chiefs before going on to win the Super Bowl. 

"iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone," Jobs said during his keynote speech.

The iPhone wasn't actually magical. There were even  behind-the-scenes efforts required to keep the iPhone from crashing while Jobs demonstrated it during the keynote . But 15 years later, it would be hard to argue that the iPhone wasn't revolutionary. Whether you are a loyal iPhone owner or have never owned one, the impact the iPhone has made in our daily lives is indisputable.

Read: What it was like attending the very first iPhone event

Months after being announced, the iPhone arrived in stores on June 29, 2007.

To celebrate the 15th anniversary of the iPhone, here are 15 facts about the iPhone and Apple.

Apple is now worth $3 trillion dollars

In 2007, Apple's market capitalization (the total value of all the shares of Apple stock) was $174.03 billion. On Jan. 3, 2022, it hit $3 trillion dollars , the highest market capitalization for any company ever.

The first iPhone had an aluminum body

The original iPhone came with a silver brushed aluminum finish. The current  iPhone 13 has an aluminum frame, glass front and back, and comes in five colors. The iPhone 13 Pro is available in three finishes.

An iPhone for $499

The original iPhone cost $499 and came with 4GB of storage. For $100 more you could get one with 8GB of storage. The iPhone 13 Pro Max costs $1,099 for 256GB of storage and tops out at 1TB of storage for $1,599.

It predates Instagram, Uber, TikTok and more

The following companies didn't exist in 2007: Instagram, Uber, TikTok, Twitch, Snap, Lyft, DoorDash, Tinder, Slack, Lime, Postmates, Venmo and Pinterest.

It only had a single camera

The original iPhone had a single camera and it was located on the back. The iPhone 13 Pro has four cameras (three on the back and one on the front).

You couldn't copy and paste

You couldn't copy and paste text with the original iPhone. In fact, copy and paste wasn't added until 2009 with the release of iPhone OS 3.

The first iPhone had 15 apps.

There were only 15 apps to start

The original iPhone had 15 apps: Calendar, Camera, Clock, Contacts, iPod, Maps (Google Maps), Messages, Notes, Phone, Photos, Safari, Stocks, Voice Memos, Weather and Settings.

The first of 34 iPhone models

There have been 34 iPhone models, and  Apple currently sells eight .

You couldn't record video

You couldn't record videos with the original iPhone. Now the iPhone 13 Pro can record 4K 60fps video and can even record in  ProRes at 4K 30fps .

A future movie maker

The following movies were filmed with an iPhone: Unsane , Tangerine , Detour , High Flying Bird , Snow Steam Iron and Lady Gaga: Stupid Love (which is technically a music video).

You couldn't text photos

The original iPhone didn't support MMS for sending things like photos and videos via text messages. It was added as a part of iPhone OS 3 .

A 3.5-inch screen

The original iPhone had a 3.5-inch screen. The iPhone 13 Mini has a 5.4-inch screen, the iPhone 13 comes with a 6.1-inch screen and the 13 Pro Max has a giant 6.7-inch screen.

Blue bubbles came later

FaceTime was released in 2010 and iMessage in 2011.

The App Store came later

The App Store opened on July 10, 2008 with 500 apps. According to Apple's website , there are currently 1.8 million apps in the App Store.

A million iPhones sold every day and a half

On Sept. 10, 2007 (74 days after the launch of the original iPhone) Apple sold its millionth iPhone. In 2018, Apple sold 216.7 million iPhones which is roughly a million iPhones sold every 1.5 days. Apple stopped sharing the number of iPhones sold after 2018.

How the original iPhone stacks up to the iPhone 7 Plus

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Steve Jobs’ iPhone 2007 Presentation

July 2, 2017 3:00pm by Barry Ritholtz

On January 9, 2007 Apple introduced the iPhone. The iPhone was a revolutionary product from Apple and it changed the way smart phones look in work. This video is from MacWorld 2007 were Steve Jobs introduced the original iPhone (1st Gen. / 2G).

This content, which contains security-related opinions and/or information, is provided for informational purposes only and should not be relied upon in any manner as professional advice, or an endorsement of any practices, products or services. There can be no guarantees or assurances that the views expressed here will be applicable for any particular facts or circumstances, and should not be relied upon in any manner. You should consult your own advisers as to legal, business, tax, and other related matters concerning any investment. The commentary in this “post” (including any related blog, podcasts, videos, and social media) reflects the personal opinions, viewpoints, and analyses of the Ritholtz Wealth Management employees providing such comments, and should not be regarded the views of Ritholtz Wealth Management LLC. or its respective affiliates or as a description of advisory services provided by Ritholtz Wealth Management or performance returns of any Ritholtz Wealth Management Investments client. References to any securities or digital assets, or performance data, are for illustrative purposes only and do not constitute an investment recommendation or offer to provide investment advisory services. Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Past performance is not indicative of future results. The content speaks only as of the date indicated. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in these materials are subject to change without notice and may differ or be contrary to opinions expressed by others. The Compound Media, Inc., an affiliate of Ritholtz Wealth Management, receives payment from various entities for advertisements in affiliated podcasts, blogs and emails. Inclusion of such advertisements does not constitute or imply endorsement, sponsorship or recommendation thereof, or any affiliation therewith, by the Content Creator or by Ritholtz Wealth Management or any of its employees. Investments in securities involve the risk of loss. For additional advertisement disclaimers see here: https://www.ritholtzwealth.com/advertising-disclaimers Please see disclosures here: https://ritholtzwealth.com/blog-disclosures/

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The ‘golden path,’ hidden Wi-Fi & cellular tricks behind the iPhone presentation ten years ago

Looking back at Steve Jobs demonstrating the first iPhone in 2007, it all looks so slick that it’s hard to believe just how close it came to falling over. The  Internet History Podcast has done a nice job of pulling together the inside story of how much preparation went into ensuring that the demo worked.

In practice demos, the iPhone – which was nowhere near complete – kept failing in various different ways.

Jobs rehearsed his presentation for six solid days, but at the final hour, the team still couldn’t get the phone to behave through an entire run through. Sometimes it lost internet connection. Sometimes the calls wouldn’t go through. Sometimes the phone just shut down.

Engineers came up with a combination of three things that allowed the prototype iPhone to make it through the demo …

Key to these was the order in which Steve demo’d the features of the phone.

The engineers identified a “golden path,” a specific set of demo actions that Jobs could perform in a specific order that afforded them the best chance of the phone making it through the presentation without a glitch. For example, Jobs could send an email and then surf the web, but if he reversed the order, the phone tended to crash.

Engineers also took steps to ensure that both Wi-Fi and cellular signals would be reliable.

Engineers masked the wifi that Jobs would be using onstage so that audience members couldn’t jump on the same signal. AT&T brought in a portable cell tower to make sure Jobs would have a strong signal when he made his demo phone call.

Even with a cell tower on-site, the team still wasn’t taking any chances.

Just to be on the safe side, the engineers hard-coded all the demo units to display five bars of cell strength, whether that happened to be true or not.

The first-generation iPhone didn’t offer 3G, and while that was partly a technical limitation of the time – 3G chips were not available at the time Apple started development work on the phone – it was also partly a deliberate decision based on both Apple and AT&T expecting it to be a hit.

This was also a purposeful hedge made by AT&T and Apple. They knew they weren’t ready for the amount of bandwidth iPhone users would soon be hoovering up. The decision to stick with EDGE was a decision to play for time. If anything, the iPhone was launched onto AT&T’s network about 18 months too early. The network couldn’t handle the surge in data usage, as early iPhone users could grumblingly attest to, but these early adopters were intended to be sacrificial lambs until the infrastructure could catch up.

Steve Jobs famously resisted the idea of standalone third-party apps, telling developers that they could do everything through the Safari engine.

He told John Markoff of the New York Times: “You don’t want your phone to be like a PC. The last thing you want is to have loaded three apps on your phone and then you go to make a call and it doesn’t work anymore. These are more like iPods than they are like computers.”

When other Apple execs kept trying to persuade him to change his mind, his capitulation was surprisingly low-key, recalls Eddy Cue.

Oh, hell, just go for it and leave me alone!

As Apple commemorates the 10th anniversary of the iPhone launch, we’d love to hear your own memories. Did you use the first-generation iPhone, or other early models? Do share your memories in the comments.

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Check out 9to5Mac on YouTube for more Apple news:

Introduced in 2007 by Steve Jobs, iPhone is Appl…

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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More From Forbes

11 presentation lessons you can still learn from steve jobs.

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Steve Jobs is still the word’s greatest corporate storyteller. I’ve seen plenty of talented speakers in the past year and I’ve written about many of them in this column but I have yet to find someone as good as Steve Jobs. This is why I have spent so many years reviewing, analyzing and sharing Jobs’ presentation techniques because leaders and entrepreneurs today need to carry on his legacy if we hope to inspire the world with our ideas. His keynote presentations continue to attract thousands of views on YouTube and he has profoundly impacted the way leaders communicate.

Earlier this year a Wall Street Journal article titled Bio As Bible featured managers who are imitating Steve Jobs based on what they’ve learned in Walter Isaacson’s biography and also from one of my books, The Innovation Secrets of Steve Jobs . While I’m very proud that the WSJ highlighted my content, dressing like Jobs is not going to inspire your audience. However, there are many other presentation techniques that you can and should copy from Steve Jobs.

Steve Jobs was an astonishing presenter because he informed, inspired, and entertained. In this article I outline 11 techniques from one presentation, the iPhone launch in 2007 . If your presentation is tomorrow and you only have time to incorporate a few ideas, then spend 7 minutes to watch this video where I highlight just three techniques from the same presentation. If you want the whole enchilada, read on.

Watch on Forbes:

Express your passion. Steve Jobs was passionate about design, he absolutely loved his new product, and he wore his enthusiasm on his black-mock sleeve. “It looks pretty doggone gorgeous,” he said with a big smile after showing the iPhone for the first time. Jobs often used words such as “cool,” “amazing,” or “gorgeous” because he believed it. Your audience is giving you permission to show enthusiasm. If you’re not excited about your idea, nobody else will be.

Create a Twitter-friendly headline. Jobs used a technique I’ve labeled the “Twitter-friendly headline,” a one-sentence summary of a product that perfectly captured the main message he wished to deliver. Shortly after showing the new phone, Jobs proudly proclaimed, “Today Apple is going to reinvent the phone.” The headline, “Apple reinvents the phone” was the only sentence on the slide. He repeated the headline several times during the presentation. A Google search for the phrase turns up about 25,000 links, most of which are directly from articles and blog posts covering the launch presentation.

Stick to the rule of three. Jobs instinctively understood that the number “3” is one of the most powerful numbers in communications. A list of 3 things is more intriguing than 2 and far easier to remember than 22. Jobs divided his iPhone presentation into three sections. He spoke about the iPod functions of the new iPhone, the phone itself, and connecting to the Internet. Jobs even had some fun with three. He stepped on stage and said, “Today we are introducing three revolutionary products. The first, a widescreen iPod with touch controls. The second, is a revolutionary mobile phone. And the third is a breakthrough Internet communications device.” As the audience applauded, Jobs repeated the three ‘products’ several times. Finally he said, “Are you getting it? These are not three separate devices, they are one device and we are calling it iPhone!”

Introduce a villain. All great stories have a hero and a villain. A Steve Jobs presentation was no exception. In 2007, why did the world need another mobile phone, especially from Apple? Jobs set up the narrative by introducing a villain—a problem in need of a solution: “Regular cell phones are not so smart and they are not so easy to use. Smartphones are a little smarter, but are harder to use. They are really complicated…we want to make a leapfrog product, way smarter than any mobile device has ever been and super easy to use. This is what iPhone is.”

Sell the benefit. After expanding on the villain (the problem), Jobs introduced the hero (the benefit). The benefit included the new user multi-touch user interface. According to Jobs, “It works like magic. You don’t need a stylus. It’s far more accurate than any touch display that’s ever been shipped. It ignores unintended touches. It’s super smart. You can do multi-finger gestures on it. And boy have we patented it.”

Build simple, visual slides. The average PowerPoint slide has forty words. In the first three minutes of Steve Jobs’ iPhone presentation, he uses a grand total of nineteen words (twenty-one if you include dates). Those words are also distributed across about twelve slides. For more tips on using ‘picture superiority’ in your slide design, please read my earlier article on Jeff Bezos and the end of PowerPoint as we know it.

Tell stories. Before Jobs revealed the new phone, he spent a moment to review the history of Apple, telling a story that built up to the big event. “In 1984, Apple introduced the first Macintosh. It didn’t just change Apple. It changed the whole computer industry. In 2001, we introduced the first iPod. It didn’t just change the way we all listen to music. It changed the entire music industry.” Stories can be brand stories, customer stories, or personal ones. In one very funny moment, Jobs’ clicker failed to advance the slides. After a few seconds of trying to fix it, he paused and told a short story of a how he and Steve Wozniak used to pull pranks on students at Wozniak’s college dorm. Woz had invented a device that jammed TV signals and they used it to tease students when they were watching Star Trek. It brought some levity to the keynote, the problem was fixed, and Jobs effortlessly moved along.

Watch this clip

Prepare and practice excessively. The clicker snafu that I just described teaches another great lesson for all presenters. Jobs casually laughed off the glitch, told a story, and got back to his presentation when his team resolved the issue. He never missed a beat and certainly didn’t get flustered. Jobs was legendary for his preparation. He would rehearse on stage for many hours over many weeks prior to the launch of a major product. He knew every detail of every demo and every font on every slide. As a result the presentation was delivered flawlessly. People often tell me, “I’m not as smooth as Jobs was.” Well, neither was he! Hours and hours of practice made Jobs look polished, casual, and effortless.

Avoid reading from notes. The introduction of the iPhone lasted about 80 minutes. Not once did Jobs read from a teleprompter or notecards. He had internalized the content so well that he didn’t need notes. During the demos, however, he did have a very short list of bullet points hidden from the audience’s view. Those bullets served as reminders and they were the only notes he relied upon.

Have fun. When Jobs first told the audience that Apple was going to introduce a mobile phone he said, “Here it is.” Instead of showing the iPhone, the slide displayed a photo of an iPod with an old-fashioned rotary dial on it. The audience got a kick out of it, laughing and clapping. They had been played and Jobs was enjoying their reaction. There were many funny moments, including a crank call. Jobs was demonstrating the maps feature to show how easy it was to find a location and call the number. He found a Starbucks nearby and called it. A woman picked up the phone and said, “Good morning, Starbucks. How can I help you?” Jobs said, “I’d like to order 4,000 lattes to go, please. No, just kidding. Wrong number. Bye bye.” The audience loved it. I’ve never seen Jobs enjoy himself more in a keynote.

Inspire your audience. Jobs liked to end his keynotes with something uplifting and inspiring. At the end of the iPhone presentation he said, “I didn’t sleep a wink last night. I’ve been so excited about today…There’s an old Wayne Gretzky quote that I love. ‘I skate to where the puck is going to be, not where it has been.’ We’ve always tried to do that at Apple since the very, very beginning. And we always will.”

Steve Jobs educated, entertained, informed, and inspired his audiences in every presentation. So can you. It takes work, planning, and creativity, but if someone is willing to listen to your ideas it’s worth the effort to make it great.

Read more: Untold Stories About Steve Jobs: Friends And Colleagues Share Their Memories

Gallery: Steve Jobs' Most Important Products

Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestsellers The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs . His new book, The Apple Experience , is the first book to reveal the secrets behind the stunning success of the Apple Retail Store. Carmine has recently launched an eLearning course titled, The New Rules of Persuasive Presentations . Follow Carmine on Facebook or Twitter .

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Troubleshooting, watch steve jobs introduce the original iphone in 2007.

Ten years ago today, on January 9, 2007, Steve Jobs introduced iPhone to the world.

In a highly anticipated keynote presentation, Jobs famously announced what seemed like three different products: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device… of course this was soon to be revealed as all contained within the same device; the iPhone. The rest, as they say, is history.

As iPhone turns ten years old, it’s worth watching the full MacWorld 2007 presentation of Steve Jobs introducing the very first iPhone to the world. If you’re feeling nostalgic or just want to see one of Jobs most legendary presentations, it has been embedded below for easy viewing:

Whether you’ve had an iPhone since the very beginning, or are a newcomer to the platform, it’s fun to look back a decade and see how the genuinely revolutionary product was unveiled and demoed. It’s not hyperbole to say the iPhone changed consumer electronics, cell phones and smartphones forever, completely changing the expectations of what a phone can do and what a phone should be.

(Image of Steve Jobs holding original iPhone via @pschiller on Twitter)

A month after the device debuted on stage, the very first iPhone commercial was aired on TV, which is a classic worth watching as well.

It certainly makes you wonder, where will iPhone be in another 10 years?

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Just stop worrying about all the gizmos you think you need and enjoy the ones you have. Just leave my Mac, my IPad and my IPhone alone, when something new from apple comes out if there something I feel I want or need I will think about it then. I still wish they had left IPhoto alone, I still use it I do not like photo at all. If it isn’t broke do not fix

Man, I agree 1000%. I feel like the company has been infiltrated by average people with share prices than in the quality it takes to make it great. Even the OS on both iPhone and Mac are getting slower, buggier and bloated and with fragmented feature sets leaves you trying to figure out if development is under one roof in Cupertino or like their manufacturing process and made everywhere. I like their products still more than most but in the end ecosystems will be built and competition will come along and they will become the Dell of the computer industry–trying to cheap it out and milk pro features with cool videos selling the product as a must-have. 7 phones in 10 years. Geezu, think about it. Make the model I have now the best and I may upgrade the next time around instead of moving on to something else where you change the features so I forget how to login to my phone and how the heck to add a song to a playlist in the Music app. Uggh. Steve wouldn’t have stood for the bullsh*t.

It’s because of people like you that cause Apple to continually change the OS, because its just not technically possible to dramatically change the hardware year on year.

Wrong on the number of iPhones in 10 years btw. 1st gen: June 29, 2007 3G: July 11, 2008 3GS: June 19, 2009 4: June 24, 2010 4S: October 14, 2011 5: September 21, 2012 5C, 5S: September 20, 2013 6 / 6 Plus: September 19, 2014 6S / 6S Plus: September 25, 2015 SE: March 31, 2016 7 / 7 Plus: September 16, 2016

Everyone wants the next revolutionary device, but nobody says what that is or should be. There’s only so much you can do to a damn phone unless you want it to make you fly.

Apple have to keep changing and adding features to the OS because people keep bleating about how they want or expect more.

FYI, neither iOS or macOS are bloated or fragmented. In fact they have never been so integrated across all platforms as they are now. If you want fragmentation, look at android, its a dogs breakfast of garbage along with the garbage hardware that it comes in. Anyone for an exploding samsung? Now thats true fragmentation for you.

I don’t share your concern about Apple 10 years from now.

I think it’s very important to remember that Apple, at the time the first iPhone was released, was a much smaller operation.

They were certainly on a growing track before iPhone and it was to continue in a huge way after this launch. The broke record after record after record after record.

I’mm nobody, but I have managed small to medium companies with annual revenues up to 60 million. I cannot for the life of me, imagine how hard it has to be – after the crazy intense growth they had to sustain for years, and at the overall scale they are at now – to be as attuned and attentive as they were back then on each and every product release, firmware release, and OS release.

That doesn’t make it ok, but I am not unhappy at all with any of my current Apple products. In fact, on Friday I added to one of the many memorable Apple moments in my life with the arrival of my AirPods.

As expected, and as with every Apple product I have purchased since 2004, I was surprised and delighted with everything about them. That is how you want every customer experience to be, no matter what you do.

As with most companies, answering to the stock market on a quarterly basis is a big problem for most publicly traded companies. It make you potentially take your eye off the ball.

Anyway, I’m pretty hopeful at least that this company will continue to delight customers like me long into the future.

I have an original iPhone and iPhone 3G, they are quite literally more responsive to touch and “faster” in the interface than modern iPhones. Sure the internet was slower, but the device is much faster. Why is that?

Steve Jobs was a perfectionist and Apple developed for him, the entire company perfected products for him. Now they seem to design by committee for who knows who, they don’t seem to know who their customer is anymore, but the company is certainly no longer perfecting products and there are compromises all over the place.

Back then we celebrated revolutionary new products and technologies, with amazing intuitive interfaces and amazing performance. Today we celebrate losing features like headphone jacks, worse performance, a clunky “redesigned” lockscreen that still doesn’t feel right and should never have been changed from the iconic slide-to-unlock, and iMessage stickers? Oh and new Emoji!

At this rate I am very concerned about where Apple will be in 10 years, it’s not heading in the right direction right now.

Very well put, and I couldn’t agree more.

Apple have nothing to do with emoji’s. Unicode is the body that oversees their upgrade, Apple just implement them to keep up with the standard.

As for the original iPhone, it was a revolutionary device, but it certainly wasn’t faster than any iPhone I have had since.

Living in the past doesn’t bring the future any faster.

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This Day In History : January 9

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Steve Jobs debuts the iPhone

On January 9, 2007, Apple Inc. CEO Steve Jobs unveils the iPhone —a touchscreen mobile phone with an iPod, camera and Web-browsing capabilities, among other features—at the Macworld convention in San Francisco . Jobs, dressed in his customary jeans and black mock turtleneck, called the iPhone a “revolutionary and magical product that is literally five years ahead of any other mobile phone.” When it went on sale in the United States six months later, on June 29, amidst huge hype, thousands of customers lined up at Apple stores across the country to be among the first to purchase an iPhone.

In November 2007—by which point more than 1.4 million iPhones had been sold—Time magazine named the sleek, 4.8-ounce device, originally available in a 4GB, $499 model and an 8GB, $599 model, its invention of the year. The iPhone went on sale in parts of Europe in late 2007, and in parts of Asia in 2008. In July 2008, Apple launched its online App Store, enabling people to download software applications that let them use their iPhones for games, social networking, travel planning and an every growing laundry list of other activities. Apple went on to over 10 updated models of the iPhone.

The iPhone helped turned Apple, which Jobs (1955-2011) co-founded with his friend Stephen Wozniak in California in 1976, into one of the planet’s most valuable corporations. In 2012, five years after the iPhone’s debut, more than 200 million had been sold. The iPhone joined a list of innovative Apple products, including the Macintosh (launched in 1984, it was one of the first personal computers to feature a graphical user interface, which allowed people to navigate by pointing and clicking a mouse rather than typing commands) and the iPod portable music player (launched in 2001), that became part of everyday modern life.

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• Rhetorical Analysis of the iPhone Keynote
• Inch by Inch – Speech
• Devil’s Advocate Speech by Al Pacino Speech
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• Figures of Speech
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Steve Jobs – Figures of Speech

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Introduction

Steve Jobs uses various different rhetorical measures to create emotional appeals in the audience. Some rhetorical figures and other elements may not be used without direct intention or even by accident. An indirect intentional use would be if a speaker wanted to create a certain effect and choose unconsciously an according action, e.g., a rhetorical figure. In this article we take a closer look on his use of figures of speech in the iPhone Presentation (MacWorld 2007 Keynote).

Jobs uses various rhetorical figures of speech. He applies these figures mostly in parts that appear to be well prepared, an indicator for these parts is is the low frequency of “uh”s and generally the style has a higher level in these areas, e.g., less colloquial language. Steve Jobs used figures of speech in his previous speeches, for an analysis of Steve Jobs Commencement Speech at Stanford University in 2005, take a look at the public speaking blog “Six Minutes” from the coach and public speaker Andrew Dlugan.

Rhetorical figures create certain impressions at the audience, yet these impressions depend on the context. Due to the large number of figures a description of the effects of each figure is omitted. What follows is a brief description of the structure of the applied figures with examples from the keynote in combination with an approximate timestamp. Since many figures are used in combination a note is added in parenthesis, if there is more than one figure present in a word sequence.

Figures of Speech used by Steve Jobs

Here is a list of the used figures with selected examples from the speech; roughly ordered by the frequency of appearances in descending order:

• Interrogatio is a rhetorical question, thus the answer is self-evident from the situation of the speaker.
• “…and I’d love to show it [a new ad] to you now, if you’d like to see it?” ([00:03:39])
• “Isn’t that unbelievable?” ([00:06:26])
• “Isn’t that incredible?” ([00:07:34])
• “Want to see that again?” ([00:41:47])
• “Pretty cool, huh?” ([00:47:30])
• Anaphora is the repetition of a beginning word (sequence) after a comma or colon.
• “As you know, we’ve got the.. the iPod, best music player in the world. We’ve got the iPod nanos, brand new models, colors are back. We’ve got the amazing new iPod Shuffle.” ([0:05:01])
• “We solved it in computers 20 years ago. We solved it with a bit-mapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. Right? We solved this problem.” ([00:32:27])
• Epiphora is the repetition of a concluding word (sequence) before a comma or colon. Most epiphoras are used in combination with anaphoras, thus they become symplokes.
• “Well, these are their these are their home screens. And again, as you recall, this is iPhone’s home screen. uhm this this is what their contacts look like. This is what iPhone’s contacts look like, and again,” ([01:27:23])
• Symploke is the combination of one or several anaphora(s) with one or several epiphora(s).
• “Our new colleagues at Intel really helped us. Thank you very much. Our thir… Our third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors. Thank you very much.” ([00:02:02])
• “In 1984, we introduced the Macintosh, it didn’t just change Apple, it changed the whole computer industry. In 2001, we introduced the first iPod, and… it didn’t just – it didn’t just change the way we all listen to music, it changed the entire music industry.” ([00:27:12] with parallelism and geminatio)
• “We’re gonna use the best pointing device in the world. We’re gonna use a pointing device that we’re all born with – we’re born with ten of them. We’re gonna use our fingers. We’re gonna touch this with our fingers.” ([00:33:33])
• “The first rich html e-mail on a phone. The first real Web browser on a phone.” ([01:15:35])
• Geminatio is the repetition of a word or word group within one sentence.
• “That’s 58 songs every second of every minute of every hour of every day.” ([00:06:26] with syndeton, parallelism, and climax.)
• “And the problem is that they’re not so smart and they’re not so easy to use, so if you kinda make a… Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are kinda right there, they’re not so smart, and they’re – you know – not so easy to use.” ([00:30:28])
• “And so I’ve got voice mail how I wanna listen to it, when I wanna listen to it, in any order I wanna listen to it with visual voice mail.” ([00:56:49] with asyndeton)
• Subiectio is a mock dialogue (thus a monologue) with question and answer, included in the speech to enhance the line of thought.
• “What does this mean? It means you can take one of the computers in your house, and right from iTunes, just like you would set up an iPod, you could set up your Apple TV.” ([0:15:00], with exemplum)
• “Well, how do you solve this? Hmm. It turns out, we have solved it!” ([00:32:27] with exclamatio)
• “And, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It’s, it’s this stuff right here.” ([00:31:33], with the message visually underlined on the slides)
• “How many of you do that? I bet more than a few.” ([00:49:19])
• Apostrophe is the turning away from the normal audience to another audience.
• “Phil, what do you got on your MacBook. You got some content we could watch?” [00:23:31]
• Exclamatio is an exclamation that expresses the emotional affection of the speaker.
• “I just take my unit here, and I turn it landscape mode, oh, look what happens! I’m in cover flow.” ([00:43:43])
• “The killer app is making calls!” ([00:49:04])
• “Wah, whoa, what is this?” ([00:52:30])
• “Oh, look, Apple’s up! That’s great!” ([01:11:13])
• Onomatopoeia is the use or invention a word whose sound imitates that which it names, due to the union of phonetics and semantics.
• “Boom.” (several times)
• Hyperbole is an exaggeration of the characteristics of an object or circumstance.
• “We also have the coolest photo management app uh ever, certainly on a mobile device, but I think maybe ever.” ([00:58:42])
• “It’s the coolest one that we’ve ever seen.” ([01:29:12])
• “Best version of Google Maps on the planet, widgets, and all with Edge and wi-fi networking.” ([01:15:56])
• “It’s the ultimate digital device.” ([01:30:53])
• Simile is an explicit comparison between two things, usually using “as” or “like”.
• “It [multitouch] works like magic.” ([00:33:33])
• “Now, software on mobile phones is like is like baby software.” ([00:34:55])
• “Just like you’d set up an iPod or an Apple TV. And you set up what you want synced to your iPhone. And it’s just like an iPod. Charge and sync. So sync with iTunes.” ([00:37:55])
• “Same as a BlackBerry.” ([01:03:51])
• Alliteration is the repetition of the same sound beginnings, especially of consonants, of at least two successive or neighboring words of a syntactical unit.
• “there was an article recently that said iTunes sales had slowed dramatically.” ([00:06:26])
• “Well, we don’t have data for December yet,” ([00:09:23])
• “It doesn’t work because the buttons and the controls can’t change. They can’t change…” ([00:32:22])
• “Now, we’ve also got some stuff you can’t see.” ([00:39:38])
• “I’ve got a camera here so you can see what I’m doing with my finger for a few seconds.” ([00:41:47])
• “And the third app I wanna show you as part of the phone package is photos.” ([00:58:42])
• “Starbucks, so I’m gonna search for Starbucks, and sure enough, there’s all the Starbucks.” ([01:13:02])
• Aporia is a (feigned) statement of doubt by the speaker and a question to the audience, about how he should act.
• “Now, how are we gonna communicate this? We don’t wanna carry around a mouse, right? So what are we gonna do?” ([00:32:54])
• “Well, how do I scroll through my lists of artists? How do I do this?” ([00:42:29])
• “So what should we price it at? Well, what do these things normally cost?” ([01:30:53])
• “What should we charge for iPhone?” ([01:31:46])
• “So how much more than $499 should we price iPhone?” ( [01:32:15])
• Climax is the increase from a weaker to a stronger expression. Thus, a word (sequence) is arranged in ascending order.
• “But smart phones are definitely a little smarter, but they actually are harder to use. They’re really complicated. Just for the basic stuff a hard time figuring out how to use them.” ([00:30:41])
• “First was the mouse. The second was the click wheel. And now, we’re gonna bring multi-touch to the market.” ([00:34:20])
• “And rather than just give you a WAP version of the New York Times, rather than give you this wrapped version all around, we’re showing you the whole New York Times Web site, and there it is.” ([01:08:00]; also includes a geminatio (”rather than”))
• “Wouldn’t it be great – if you didn’t – if you had six voice mails if you didn’t have to listen to five of them first before you wanted to listen to the sixth? Wouldn’t that be great if you had random access voice mail? Well, we’ve got it.” ([0:49:58] with interrogatio and anaphora)
• Asyndeton is a sequence of words or similar expression without the use of conjunctions.
• “We’ve got movies, TV shows, music, podcasts, photos.” ([00:16:06])
• “But it also syncs a ton of data: Your contacts, your calendars and your photos, which you can get on your iPod today, your notes, your..your bookmarks from your Web browser, your e-mail accounts, your whole e-mail set-up.” ([00:37:19])
• “Thinner than the Q, thinner than the BlackJack, thinner than all of them.” ([00:38:31] with anaphora.)
• “A lot of custom silicon. Tremendous power management. OSX inside a mobile device. Featherweight precision enclosures. Three advanced sensors.” ([01:30:00])
• Anadiplosis is the repetition of the last word of a sentence or sequence that is also the first word of the following sentence or sequence.
• “And they garnered two percent market share. Two percent market share. uh iPod had 62 percent market share, and the rest had 36.” ([00:09:43])
• “And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it.” ([00:32:07])
• “It doesn’t work because the buttons and the controls can’t change. They can’t change for each application, and they can’t change down the road if you think of another great idea you wanna add to this product.” ([00:32:22])
• Personification is the attribution of human properties towards things or animals. In the following examples “it” refers to the iPhone.
• “It already knows how to power manage.” ([00:35:00])
• “And if there’s a new message it will tell me.” ([00:57:27])
• “Now it knows who Phil is cause he is in my address book.” ([01:25:00])
• Polyptoton is the repetition of the same word but in a different form. In the following cases for verbs:
• “Ok, now, you also can’t think about the Internet without thinking about Yahoo.” ([01:19:51])
• “It automatically pairs with iPhone so you don’t have to worry about pairing.” ([01:29:00])
• Antitheton is the opposition of two facts of contrasting content. The opposite may be expressed in speech by means of single words, word groups, or sentences.
• “They all have these keyboards that are there whether you need them or not to be there.” ([00:31:43], also a geminatio “there”)
• “The kind of things you would find on a typical phone, but in a very untypical way now.” ([00:50:00])
• Euphemism is a substitution of an agreeable or non-offensive expression for one whose ordinary meaning might be harsh or unpleasant.
• “We wanted the best web browser in the world on our phone, not a baby web browser or a WAP browser, a real Web browser, and we picked the best one in the world, Safari, and we have Safari running on iPhone.” ([01:02:00])
• Confessio is the confession of an error or weak spot. In its original form it was the confession of an error towards the opposition.
• “… so I’ll probably stumble and call this iTV five times today by mistake. I apologize. So Apple TV.” ([00:12:32])
• “And I didn’t sleep a wink last night.” ([01:44:14])
• “It does error prot uh prevention and correction. Not that I won’t make some, I probably will.” ([00:57:45])
• Distributio is the division of the main concept in sub concepts. Due to expended visualization the main concept gains a greater importance.
• “So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone … are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone.” ([0:28:44] with parallelism)
• “So, Internet communicator, an iPod and a phone.” ([01:23:20])
• Polysyndeton is the repetition of conjunctions in a series of coordinate words, phrases, or clauses.
• “It’s got everything from Cocoa and the graphics and it’s got core animation built in and it’s got the audio and video that OSX is famous for.” ([0:35:43] with geminatio)
• Metaphor is a “comparison made by referring to one thing as another.” Steve Jobs seems to prefer the figure simile to metaphor.
• “A huge, heart transplant to Intel microprocessors.” ([00:01:03])
• “What we wanna do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use.” ([00:30:53])
• Allusio is an implicit reference to an opus, text, person, etc.
• “He told me this, he said, you had me at scrolling.” ([00:48:45]; is a reference to the movie Jerry Maguire, with the quote “you had me at hello”.)
• Anastrophe is the reversal of the normal sequence of two words in direct succession.
• “… and they all have these plastic little keyboards on them.” (instead of “little plastic”; [00:30:00])
• “And boy, have we patented it.” (instead of “we have”; [00:33:54])
• “… and up pop my favorites , …” ([00:54:30])
• Ambiguity is the polysemy of a word (sequence).
• “And you can guess who our next Target might be.” ([00:06:59]; “Target” is a chain of discount department stores and was selling more music than Apple.)
• Irony is the expression of something by means of a word or sentence that describes the opposite.
• “Oh, a stylus, right? We’re gonna use a stylus.” ([00:33:00])

Distribution and Usage of Figures of Speech in different Parts of the Presentation

The frequency of figures is not constant throughout the keynote. For the upcoming analysis the keynote was separated in five different parts, which are named Beginning, iPhone Intro, iPhone Demo, Summary, and Fade-out. The following analysis relates the frequency of the figures to that of the “uh”s. Here you can find a complete transcript of the iPhone keynote (MacWorld 2007) .

The size of the transcript was used in relationship to the distribution of figures and “uh”s, since it is difficult to use the time as an indicator, because there are various interruptions in form of advertisements, video clips, guest speakers, and other performances. Therefore, the size of the transcript without timestamps is used.

In the first 26 minutes, before the iPhone is presented, there are only a few figures. Also the number of “uh”s is about 55, which is nearly one third of all “uh”s in the whole keynote. The intro takes up about one quarter (23 %) of the transcripted text.

From [00:26:22] to [00:41:08], where Steve Jobs talks about the iPhone before he shows it to the audience, the use of figures is the highest in the keynote. This part takes a little less than 16 % of the whole transcripted text, but only about 2 % of the number of “uh”s. Thus, there is a strong negative correlation between the number of “uh”s and the usage of figures of speech. Additionally, the complexity of the figures of speech is high.

In the part from [0:41:10] to [1:26:56], where the iPhone is presented in detail during various demos, the use of figures is low to moderate, yet most figures are questioning figures like subiecto (self-answered questions) and the interrogatio (rhetorical questions) or simple effects like hyperboles (exaggerations) and onomatopoeia (”boom”). This part takes a little more than 43 % of the whole transcripted text and nearly 58 % of the number of “uh”s. Due to the many tech demos this is not unsurprisingly. The aforementioned figures fit to this purpose, because they are not too elaborate, yet provide aesthetics and certain degree of variation. Additionally, a lot of these figures are seen as the trademark phrases of Steve Jobs.

From [01:27:00] to [01:45:20] Steve Jobs makes a summary about the iPhone, then he continues with the price and the market. In this section of the keynote, the quantity and complexity of the figures is the second largest in the keynote. The “uh”s account for almost 5 % of all “uh”s in the keynote, whereas this part contains about 14 % of the transcripted text. This part uses mainly rhythm and speed figures, like long anaphoras (repetition of the beginning) and asyndetons (no use of conjunctions). Additionally, Steve Jobs used the aporia extensively, when he asked the audience how much Apple should price the iPhone.

The fadeout of the keynote lasts from about [1:45:21] to the end, where Steve Jobs thanks the families and introduces John Mayer. It contains almost 5 % “uh”s, which is the same number as the previous part. Yet, it amounts for only 2.5 % of text.

• Library of Rhetoric

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