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  • this is a 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 ones very fortunate if you get to work

  • on just one of these in your career apples 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 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

  • 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

  • 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 and here it is

  • No

  • actually here it is but we're gonna leave it there for now so before we get

  • into it

  • let me 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

  • email capability plus they say it's the internet or the baby internet into 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 so if you kind of

  • make a you know business school 101 graph with a smart axis and the easy to

  • use axis follows regular cell phones are kind of right there they're not so smart

  • and 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 has ever been and

  • super easy to use this is what iPhone is okay we're gonna reinvent the phone now

  • we're gonna start with a revolutionary user interface is 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 Motorola cue the BlackBerry Palm Treo 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 they're it's 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

  • 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 we solve this problem so how are we gonna take

  • this to a mobile device but what we're gonna do is get rid of all these buttons

  • and just make a giant screen a giant screen now how are we gonna communicate

  • this we don't want to carry around a mouse right so what are we gonna do

  • Oh a stylus right we're gonna use a stylus No

  • who wants a stylus you have to get them and put them away and you'll 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 gonna

  • use a pointing device that we're all born with were born with ten of them

  • we're gonna use our fingers we're going to touch us with our fingers 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 touches it's super smart you

  • can do multi-finger gestures on it and boy have we patented it

  • so 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 gonna 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 so a revolutionary user interface we're gonna

  • build on top of that with software now software on mobile phones is like it's

  • like baby software it's not so powerful and today we're gonna show you a

  • software or 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 10

  • why 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 the right 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 10 is famous for it's God 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 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 you know Alan said this thirty 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 the second thing we're doing is we're learning from the iPod syncing

  • with iTunes you know we're gonna ship our hundred millionth iPod this year and

  • that's a 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 gonna do the

  • same thing with iPhone it automatically syncs to your PC or Mac right through

  • iTunes 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 photos which you can get on your iPod

  • today your notes your your bookmarks from your web browser your email

  • accounts your whole email setup 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 sync to your iPhone and it's just

  • like an iPod charge and sync so sync with iTunes 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 a hundred and sixty 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 let's take a look aside it's really thin

  • it's thinner than any smartphone out there at eleven point six millimeters

  • thinner than the Q thinner than the Black Jack thinner than all of them it's

  • really nice and we got some controls on the side we got a little switch for ring

  • and silent we've got a volume up and down control 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 so let's take a look at the top

  • now we've got a headset jack three-and-a-half millimeter all your

  • iPod headphones fit right in we've got a place a little tray for your SIM card

  • and we've got one switch for sleeping wake just push it to go to sleep push it

  • to wake up let's take a look at the bottom we've got a speaker you've got a

  • microphone and we've got our 30 pin iPod connector so that's the bottom 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 why

  • do you want to do that well one to save battery but - so you don't get spurious

  • inputs from your face into the touch screen 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 you show it to you in a minute

  • so three advanced sensors built-in 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 phone

  • and an Internet communicator let's start with the iPod 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

  • all righty now I've got some special special iPhones up here they've got a

  • little special board in them enough so I can get some digital video out 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

  • 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 there we go right

  • there and to unlock the phone I just take my finger and slide it across all

  • right I'm gonna see that again they sleep we wanted something that you

  • couldn't do by accident in your pocket and just slide it across boom 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 now here I am you see five

  • buttons across the bottom playlists artists songs videos and more I'm an

  • 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

  • I mean that cool 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

  • want to play Sgt pepper's I just hit Sgt pepper's right there and you know it'll

  • help for my friends look at this gorgeous album artwork here of course I

  • got a blow in control 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 there's all the other songs back here and I can play lovely Rita if

  • I want to flip it back around very simple alright I can set some stars

  • back here just by setting the arrows that's a 5 stuff yeah

  • let me show you something else I just take my unit here and I turn it

  • landscape mode oh look what happens I'm in cover flow what's going to Dylan here

  • let's play like a rolling stone

  • I just come through

  • come through my albums real easy any time I find something I like I'm just

  • turned around play something that easy

  • it's that simple and that great yeah

  • all right I could play with this for a long time now again I've got playlists

  • here I can go into my playlists 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 audiobooks and

  • compilations since things like that I've also got videos here so I push videos

  • and I've got here I've got a pod cavity of podcasts loaded on in a music video

  • and I've got TV show in 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 in Atlanta NBC

  • presentation

  • who are you faxing so early in the morning Oh Ana who explained I don't

  • have a ton of contact with his grand branch but before I left I took a box of

  • Dwight's stationery so from time to time I send Dwight faxes from himself from

  • the future Dwight at 8 a.m. today someone poisons

  • to coffee do not drink the coffee more instructions will follow cordially

  • future Dwight

  • we have touch controls on here of course and that awesome awesome let's go and 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 now this is a widescreen movie so I just

  • DoubleTap and I can see the whole thing here all right off the screen whichever

  • I like

  • and again I've got on-screen controls here it's cool so we can be watching

  • future length movies just like this alrighty so that is the iPod pretty cool

  • huh we've just started so again touch your

  • music just scroll through your songs scroll through your playlist that'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

  • again some of the screenshots it's unbelievable here's some album art I

  • just put up so you see what it looks like just no matter what you like it

  • looks pretty doggone gorgeous

  • and of course coverflow and video with on-screen controls

  • you know I was showing this to somebody I was giving a demo to somebody a little

  • while ago who had 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 school so the

  • iPhone with the most amazing iPod ever you can now touch your music so that's

  • the iPod 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 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 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 will not be great if you have

  • random-access voicemail well we've got it just like email you can go directly

  • to the voicemails that interest you excellent all of the audio quality

  • iPhone is a quad-band