2024年1月4日发(作者：琦嘉歆)

乔布斯首款iphone发布会演讲稿

2007乔布斯首款iPhone发布会演讲稿

Thank you for ’re going to make some history

together ,welcome to know,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

I said that we would do it over the coming

12 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 it was because we made

a beautiful,seamless version of OSX for Intel

our team created Rosetta software which lets you run Power-PC

apps on top of OSX on Intel hardware team got

to cranking out a new Mac with Intel processors every month,and

we completed this transition in seven we didn’t do

this did this with the help of a lot of new

colleagues at Intel really helped you very

third-party developers rapidly moving their apps to universal

versions to run at native speeds on Intel you

very most of all,our minute you saw these

lightning-fast machines,you bought‘ we’ve had an

extremely successful year,and I want to thank our users very

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much.

Now,as many as you know,our retail stores have for a while

been selling over half their Macs to people who have never owned

a Mac before:,I’m pleased to report that now,in

the U.S.,Macs selling through all channels,over half of them

are selling to people who have never owned a Mac ’s not just limited to our retail stores the Macs

we’re selling in the are picking up lots and lots of

new members of the Mac family,and we couldn’t be

a matter of fact,here’s one that might be coming on

Allchin 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 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.

[Apple ad]

So,2007 is going to be a great year for the this

is all we’re going to talk about the Mac ’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

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the for today,we’re going to move on.

So,the first thing I like to do is give you an update about

our music you know,we’ve got the iPod,best music

player in the ’ve got the iPod nanos,brand new

models,colors are ’ve got the amazing new iPod

iPod,in addition to being the world’s best MP3

player,has become the world’s most popular video player,and

by a large iPod Nano is the world’s most popular

MP3 player,by a wide the new shuffle is the world’s most wearable MP3 we had an incredible line-up for

this holiday season,all refreshed and new I’d like

to tell you a few things about iTunes now that are pretty

one,we have crossed a major have

sold over 2 billion songs on ’s ,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 took us over three years to get to a billion

got our second billion in 10 months in growing

off an over 600 million song base,we doubled it in we

couldn’t be happier with the growth rate of iTunes and selling

2 billion songs.

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Now,we are selling over 5 million songs a day ’t

that unbelievable?That’s 58 songs every second of every minute

of every hour of every the last time we talked to you,we

said that we were the 5th largest music reseller in the

all these other guys sell music on CDs,and of course we sell

it if you add up all the music that’s sold,we were

the fifth-largest e of the growth of iTunes,I

am pleased to report that we have now passed sell more

music than Amazon,and we are now number you can guess

who our next Target might that’s an update for music.

Now I want to talk about TV ’ve got awesome TV shows

on a matter of fact we have over 350 TV shows that

you can buy episodes from on I’m very pleased to

report that we have sold now 50 million TV shows on ’t that incredible?

Now,let me go on to we started with television

shows,the pioneering partner we had was the Walt Disney

decided to throw in with us and sell TV shows,and boy did it

,when we decided to sell movies,they were right with

us there again as our pioneering partner to sell 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

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I think has exceeded all of our today,we have

a new partner joining the Walt Disney sell movies on

iTunes,and that is ’re thrilled because they have

some awesome me just show you a few of the titles

here that are going up as we six Star Trek

we are going to be moving up from the hundred movies we’ve

offered so far to over 250 movies now offered on

are getting up as fast as we can over the next week or

we hope to be adding even more movies as other studios throw

in with us as 2006 rolls that’s an update on iTunes.

Now,as I said,we had a very strong lineup of music players

for this holiday always have stiff ’s just part of this we had a new competitor this

past holiday season,which was,of course,Microsoft’s

how’d they do?Well,we don’t have data for December yet,because

it’s not out till next week or the week after,I we

have data for November,which was their launch month,should have

been real they garnered 2 percent market

percent market had 62 percent market share,and the

rest had ,we don’t have data for know we

went up quite a bit in December in terms of market

we’ll find out how they 2 percent in their launch

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,no matter how you try to spin this,what can you say?So

that’s an update on how we’re doing in the new music

business,and we’ve got a few new ads for know,we work

with some of the greatest folks to create they

created this wonderful ad that I’d love to show you right now,so

let me go ahead and roll it.

[Ad plays]

Now,just 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 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’re about to see.

[Ad plays]

Isn’t that great?So,those will be running that

is an update to our music business.

Now,I’d like to talk about a product we introduced in

code name was have a new name for ’s called Apple you should either go with your code

name,like we did with the Mac,or you should pick a code name

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 Apple TV.

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Apple TV is a way to enjoy your media on your big screen

let’s backtrack and talk about what we did when we

previewed this in can buy great content on the

iTunes music ,TV shows and music,of you

can download it to your computer,be it a PC or a Mac.I’m going

to use a Mac can put other content on your computer

from other places,of you can put that content on your

iPod,right?Now,you can go out and buy a wide-screen 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 ’s

that ?It’s that simple.

So,this is ’s take a look around the back at the

connectors to refresh have a power connector,USB

2,and we have wi-fi wireless networking built

then we have ways to get video HDMI

connector,which is digital audio and component video

and analog and digital ?All out the

people,however,will just use these ’ll plug it

’s no power brick they’ll hook up an

HDMI cable to their wide-screen TV,and they’ll use wireless

networking to get their it’s really,really easy to

use.

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Let me tell you a little more in-depth about what this box

of all it delivers up to 720p high-definition

?Number two,it’s got a 40 gigabyte

hard-drive inside of it will store up to 50 hours of

comes in handy for something I’m about to show

it has 802.11 wi-fi wireless networking,and it’s got

all three of the popular ’s got B,G,and the new

Draft N standard,which is really,really 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 it’s a really

cool works with video,music and was designed

for wide-screen ’s got wi-fi wireless

networking,internal 40 gig hard can auto-synch your

content from one you can stream content from up

to five let’s examine this in a little more

-synch from one 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 you can set up your Apple TV to say,oh,take

my ten most recently purchased unwatched movies and

automatically put them on the hard drive of Apple that

whenever I walk up to Apple TV,they’re ?So let me

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show you,I’m going to do this with six TV just

automatically,whenever I buy them,they just automatically will

stream in the background to Apple TV and be stored on the hard

?So whenever I go to watch something,they are there.

Now,I can also stream from up to five 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

you can just stream it live and watch it from other computers

in the if your neighbor comes over with a notebook and

they’ve got something cool that you want to watch on your

widescreen ,PCs or Macs,I just choose the computer that

I like.

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 let’s go see a is the screen all your

photographs here and just puts them on your TV and they’re

gorgeous,because as you know,photography these days is

high-def,with these amazing digital cameras that we

,let’s go into the main menu of iTV,and here’s what

it looks ’ve got movies,TV

shows,music,podcasts, let’s go into movies

we go into we have all my movies that are stored on

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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 ,this is not stored on is

actually coming over the live my house through

my Internet gateway,wirelessly to i—to Apple TV,and I can

watch theatrical trailers streaming from let’s

go in here,and watch a cool ’s one called the Good

let’s watch this,I just click on it,and this is

streaming live from .

[Movie trailer]

So you get the can sit on your couch and watch

theatrical movie trailers with ,let’s back up here,and

let’s go play a ’ve got Zoolander ’s go play

a little part of of our new Paramount movies.

[Movie clip]

Isn’t this great?So,that’s movies,and let’s go take a

look at TV shows ’s,again,incredibly ’s go into“Heroes,”a really great new show,and let’s play an episode

called Better Halves.

[TV clip]

OK,well,that’s TV let me show you

know,iTV,of course is—Apple TV is primarily for video,but it

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turns out it’s awesome for listening to music on your home

theater system,as think a lot of people are going to

buy it for we’ve got music here,we’ve got the iTunes

top music,top music let me go down into playlist

’ve got a favorites playlist,I’ll go into I’ll just shuffle some songs,because I want to show you what it’s like when you’re playing music here.

[Music plays]

So it does that so it doesn’t burn a hole in your plasma

TV we can go ahead and just go to the next track

that’s what it’s like to play t.

So now let’s go to ,your photos are

new digital cameras are so you can

just,again,move your photos to iTV or stream them over,over

wireless see your photos right on your as

an example,here’s a photo album I made of…just

you get the ’s really cool to watch photos on your

widescreen TV.

Now,what I’ve been demonstrating so far is primarily

content that has been synched to Apple TV from my computer and

I’d like to show you what it’s like when you want to connect

to someone else’s ’s say Phil Schiller my neighbor

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comes over and he’s got his ,what do you have on

your got some content we could watch?

[Demo with Phil Schiller]

Well,let me just go down here to sources,and here’s 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 says type in this PIN,for

security reasons,and Phil types in the PIN into his

’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?

Alright,here we go.…Alright go to 30 Rock here.…Jack

meets Dennis,OK, we ’re streaming off of Phil’s MacBook to this Apple TV live.

[TV clip]

Thankyou is Apple TV.

So we think this is pretty cool Apple ,TV

shows,music and photos all on your widescreen excited

about Apple TV is going to be priced at$?$299

for all this built we’re going to be shipping them next

month,in February,and we are taking orders starting

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,Apple your media on your big-screen

think this is going to be really something quite special Apple

TV.

This is a day I’ve been looking forward to for

two-and-a-half once in a while,a revolutionary

product comes along that changes Apple has been—well,first of all,one’s very fortunate if you get to work

on just one of these in your ’s been very

’s been able to introduce a few of these into the

world.1984,introduced the didn’t just change

changed the whole computer 2001,we

introduced the first iPod,and it didn’t just change the way

we all listen to music,it changed the entire music

,today,we’re introducing three revolutionary

products of this first one is a widescreen iPod with

touch second is a revolutionary mobile

the third is a breakthrough Internet communications

,three things:a widescreen iPod with touch controls;a

revolutionary mobile phone;and a breakthrough Internet

communications iPod,a phone,and an Internet

iPod,a phone…are you getting it?These are not

three separate devices,this is one device,and we are calling

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it ,Apple is going to reinvent the phone,and here

it ,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

most advanced phones are called smart phones,so they

they typically combine a phone plus some e-mail

capability,plus they say it’s the ’s sort of the

baby Internet,into one device,and they all have these little

plastic keyboards on 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

smart phones are definitely a little smarter,but they actually

are harder to ’re really for the basic

stuff people have a hard time figuring out how to use

,we don’t want to do either one of these

we want to do is make a leapfrog product that is way smarter

than any mobile device has ever been,and super-easy to

is what iPhone ?

So,we’re going to reinvent the ,we’re going to

start with a revolutionary user is the result of

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years of research and development,and of course,it’s an

interplay of hardware and ,why do we need a

revolutionary user ’s four smart

phone,right?Motorola Q,the BlackBerry,Palm Treo,Nokia E62—the usual ,what’s wrong with their user

interfaces?Well,the problem with them is really sort of in the

bottom 40 ’s this stuff right all have these

keyboards that are there whether or not you need them to be

they all have these control buttons that are fixed

in plastic and are the same for every ,every

application wants a slightly different user interface,a

slightly optimized set of buttons,just for what happens

if you think of a great idea six months from now?You can’t run

around and add a button to these ’re already

what do you do?It doesn’t work because the buttons

and the controls can’t 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? turns out,we have solved

it!We solved in computers 20 years solved it with a

bit-mapped screen that could display anything we any

user interface a pointing solved it with the

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solved this how are we going to take this

to a mobile device?What we’re going to do is get rid of all

these buttons and just make a giant ,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 wants a have to get

em and put em away,and you lose wants a

let’s not use a ’re going to use the best pointing

device in the ’re going to use a pointing device that

we’re all born with—born with ten of ’re going to use

our ’re going to touch this with our we

have invented a new technology called multi-touch,which is

works like don’t need a ’s far more accurate than any touch display that’s ever been

ignores unintended touches,it’s

can do multi-finger gestures on boy,have we patented

we have been very lucky to have brought a few

revolutionary user interfaces to the market in our

was the second was the click now,we’re

going to bring multi-touch to the each of these

revolutionary interfaces has made possible a revolutionary

product—the Mac,the iPod and now the ,a

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revolutionary ’re going to build on top of that

with ,software on mobile phones is like baby

’s not so powerful,and today we’re going to show

you a software re that’s at least five years

ahead of what’s on any other how do we do this?Well,we

start with a strong runs ,why would

we want to run such a sophisticated operating system on a mobile

device?Well,because it’s got everything we ’s got

’s got the best already knows

how to power ’ve been doing this on mobile computers

for ’s got awesome the right ’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 ’s got all the stuff we it’s built

right in to that has let us create desktop class

applications and the crippled stuff that you

find on most is real,desktop-class applications.

Now,you know,one of the pioneers of our industry,Alan

Kaye,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 here’s the quote:“People who are really

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serious about software should make their own hardware.”Alan

said that 30 years ago,and this is how we feel about so

we’re bringing breakthrough software to a mobile device for

the first ’s five years ahead of anything on any other

second thing we’re doing is we’re learning from the

iPod,synching with know,we’re going to ship our 100

millionth iPod this year,and that’s 10s of millions of people

that know how to synch these devices with their PCs or Mac and

synch all of their media right on to their ?So you

just drop your iPod in,and it automatically ’re going

to do the same thing with automatically synchs to your

PC or Mac right through is going to synch all of

your media onto your music,your audio

books,podcasts,movies,TV shows,music it also

synchs a ton of contacts,your calendars and your

photos,which you can get on your iPod today,your notes,your

bookmarks from your Web browser,your e-mail accounts,your

whole e-mail that stuff can be moved over to your

iPhone completely ’s really we do it

through ,you go to iTunes and you set it

like you’d set up an iPod or an Apple you set up what

you want synched to your it’s just like an

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and synch with iTunes.

Third thing I want to talk about a little is ’ve designed something wonderful for your hand,just

is what it looks ’s got a

three-and-a-half-inch screen on ’s really ,it’s the highest-resolution screen we’ve ever ’s 160

pixels per t we’ve ever ’s

on the front,there’s only one button down call it the

home you home from wherever you that’s

’s take a look at the ’s really ’s thinner

than any smart phone out there,at 11.6 r than

the Q,thinner than the BlackJack,thinner than all of ’s really 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 ’s look at the the back,biggest

thing of note is we’ve got a two-megapixel camera built right

other side,we’re back in the let’s take a look

at the top ’ve got a headset jack.3.5 millimeter all your

iPod headphones fit right ’ve got a place,a little tray

for your SIM card,and we’ve got one switch for sleep and

it to go to sleep,push it to wake ’s take a

look at the ’ve got a speaker,we’ve got a

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microphone,and we’ve got our 30-pin iPod that’s the bottom.

Now,we’ve also got some stuff you can’t ’ve got

three really advanced sensors built into this first

one is a proximity 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,,why do you want to do that?Well,one to

save battery,but two,so you don’t get spurious inputs from your

face into the touch automatically turns them

off,take it away,boom,it’s back it’s got a proximity

sensor built ’s got an ambient light sensor built in,as

sense the ambient lighting conditions and adjust the

brightness of the display to match the ambient lighting

,better user experience,saves the

third thing that we’ve got is an accelerometer,so that we can

tell when you switch from portrait to ’s pretty

it to you in a three advanced sensors built

in.

So,let’s go ahead and turn it is the size of

fits beautifully in the palm of your ,an iPod,a

phone,and an internet ’s start with the

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can touch your can just touch your music,it’s so ’ve got a widescreen can find your music

even us album art on this -in

speaker,and,why not?Cover time ever on an

rather than talk about this some more,let me show it to you.

,I’ve got some special iPhones up here,they’ve got a little special board in them so I can get some digital

video out,and I’ve got a little cord here which goes up to these

projectors,so I’ve got some great images,and you get to see

what it really looks ,let me,I’ve got a camera here so

you can see what I’m doing with my finger for a few

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 to unlock the phone I just take my finger

and slide it to see that again?We wanted something

that you couldn’t do by accident in your slide it

this is the home screen of iPhone right

so if I want to get in the iPod,I just go down to 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 in the ,here I am you see

five playlists across he sts,songs,videos and

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more.I’m in artists right ,how do I scroll through my

lists of artists?How do I do this?I just take my finger,and I

’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 I want to play ’s I just

hit ’s right there,and“A Little Help From My

Friends.”Look at this gorgeous album artwork course,I’ve got a volume ,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 ’s all the other

songs back I can play“Lovely Rita”if I want

back ,I can set some stars back here

just by setting the ’s a five star ’t that

cool?Yeah,it’s pretty nice.

Now,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 ’s go into Dylan here,let’s play“Like a Rolling

Stone.”I just thumb through,just thumb through my ’s real e I find something I like,I just turn it

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t that great?Alright.I could play with this for a long time.

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 albums.I’ve got a great album view again that shows all

my album artwork if I I’ve also got audio books and

compilations and things like that.I’ve also got videos

I push videos and I’ve got a video podcast loaded on,and a music

I’ve got a TV show and a movie,and I’d just like

to show you the TV show is an episode from The

videos we look at in landscape.

[Video plays]

We have touch controls on here,of ’t that

awesome?Isn’t that awesome?

Now I want to show you a movie ’s play Pirates

of the Caribbean,the second movie,by the way.

[Movie plays]

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 again,I’ve got on-screen controls

’t this cool?So we can be watching feature-length

movies just like that is the

cool,huh?We’ve just again,touch your music to

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scroll through your songs,scroll through your ’s reen video like you’ve never seen on a

portable device,160 pixels per inch,gorgeous screen

quality,gorgeous album art,and cover ’s the best iPod

we’ve ever ,some of the screen ’s

’s some album art I just put up,so you can

see what it looks ,no matter what you like,it looks

pretty doggone of course,cover flow and

video,with on-screen controls.

You know,I was showing this to somebody—I was giving a demo

to somebody a while ago,who had never seen this before,inside

I finished the demo,and I said what do you

told me this,they said,You had me at ,the iPhone

with the most amazing iPod can now touch your music.

So that’s the ,let’s take a look at a revolutionary

want to reinvent the ,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 people actually

dial them every people don’t have very many numbers

in their address book they use their recents as their address

?How many of you do that?I bet more than a ,we

want to let you use contacts like never can synch

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your iPhone with your PC or Mac and bring down all your contacts

right into your you’ve got everybody’s numbers with

you at all have something that’s going to

revolutionize voice call it visual voice ’t it be great 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 like e-mail you can go directly

to the voice mails that interest ent audio

is a quad-band,GSM plus Edge have

decided to go with the most popular international

standard,which is ’re on that bandwagon,headed on that

roadmap,and plan to make 3G phones and all sorts of amazing

things in the ,quad-band GSM plus edge,and of course

we have wi-fi and Bluetooth 2.0 EDR built in,as well.

So this is what it looks like when you get a is

what it sounds ’s one of our ring tones,you can pick

of course.

So,I want to show you four things.I want to show you the

phone app,photos,got a calendar,and SMS kind of

things you would find on a typical phone,but in a very untypical

let’s go ahead and take a let’s go to our phone

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see that icon in the lower left-hand corner,the

phone?I just push it right here,and boom,I’m in the

I’ve got five buttons across the

bottom:favorites,recents,contacts,keypad and voice mail.I’m

in contacts,right now, do I move around my contacts?I

just scroll through so,let’s say I want to make a call

to Jony Ive.I can just push here,and I see Jony Ive’s

context,with all his information:his three phone numbers,his

e-mail,whatever else,his address,whatever else I’ve ’s all in one if I want to call Jony,all I do is push

his phone number.I’ll call his mobile number right

now,we are calling Jony here.

Hey,Jony,how you doing?Well,it’s been 2.5 years,and I can’t tell you how thrilled I am to make the first public phone call

with iPhone.I remember when we first started working on

this,and it’s just ,what is this?I’ve got

another call coming ,can I put you on hold for a

minute?So I put Jony on hold and…

[Schiller says:Hey,Steve,I wanted to be the first call!"]

Sorry Phil!As you can see,it’s put Jony on hold,and Phil,I

can just touch Jony and bring Jony ,Jony are you

there?Hey listen,Phil you mind if I conference him

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in?

["I guess so,"I’ve says]

You can see the button has changed to merge calls right

there in the middle,so I just push that right here,and now,I’ve created a conference ,you there?Phil,you

there?[Yes.]

So here we are,and listen I gotta get back to my keynote,so

if I want to do that,I just touch this arrow right here,and I’m going to go ahead and take Jony private here and put Phil on

,do you have anything to say on the first phone call?

["It's not too shabby is it?"Ive says]

It’s not too take I end this ’s on hold.I take him off of ,thanks very much,I’ve

got to get back to the keynote ty.

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 the 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 pop my favorites,and I can just go to S is here and there’s Phil,so Phil Schiller is right I’ll put,let’s say

I want to put Phil’s work number,and it’s added Phil,right

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there you see favorites.I can edit favorites by pushing the edit

button in the left-hand corner,and I can move Phil up if I want

to,maybe to the let’s see,Tony’s changed his number

I’ve got to update this anyway,so I’m going to get rid of that

and I can just remove ,there we ’s that simple

to edit these ,very easy.I’ve got recents right

here,which is all my recent phone I want to see the

ones I’ve missed,which are 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

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 four, 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 to dial with the

let me show you visual voice is so

is a collaboration that we’ve done,which I’ll talk

more about later,and it allows us to have random access voice

directly to the voice mails we as an example,I

come to my voice mail,and I say,oh,there’s one by Al Gore.I

want to hear that one.I just push it.[Congratulatory message

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from Al Gore plays.]

Now,if I want to call Al back right now,I can just push that

call back I want to listen to one from Tim Cook that

I’ve got here,so let me listen to Tim.[Message plays]

Isn’t this so I’ve got voice mail 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 voice that is a quick tour

of the phone app.

Now what I want to do is show you SMS I just go

to that SMS icon in the upper-left-hand corner and push

I not only have SMS texting,but I have multiple I

can be carrying on conversations with people,and every time I

get messages from them,I can be alerted to that,and go check

it an example here,I’ve got Eddie Q 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

if there’s a new message it will tell so there’s a new

message from Phil,and let’s see the conversation was what.[SMS

messages]

And I’ve got this little keyboard which was

does error prevention and that I won’t make

some,I probably it’s actually really fast to type

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’s faster than all these little plastic keyboards on all

these smart I can just say sounds great,see you

I can send there it ’s that

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

I want to send a message to Eddie or Scott,I just push this and

send a message and ’s so that’s SMS

messaging,and again,you’ve seen the keyboard,it’s pretty

’ll come back to that a little later.

And the third app I want to show you as part of the phone

package is know,we have a two-megapixel camera built

in,as I also have the coolest photo management app

ever,certainly on a mobile device,but I think maybe

so 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 me go to photo album,I’ll pick Italy,and I just,let’s start at the to go

through pictures,I just swipe them.I can just swipe through my

photo ’s one that’s landscape.I can just turn

my device and take a look at cool,huh?So I can even

swipe when I’m in landscape ’t this awesome?The other

thing I can do is I can take any of these pictures and I can

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make them let me go ahead and get the camera back up.I

can 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 I can just move them further apart and

stretch the ’t that cool?I can move it around,and…isn’t that cool?And now what I can do is I can pick to make

this my of course,I could jigger it around then

and just set the wallpaper,and now if I’m back at home and I

go to sleep,when I wake up from here on out,until I reset

it,that’s my er I’m making a call,that’s what

I’m going to we photos,SMS and the phone

is part of our phone package for iPhone.

Get a call,again,just really great call management

features,just scroll through contacts with your the

information at your fingertips tes,last

century,visual voice ar,SMS texting,incredible

photo app,the ability to just take any picture and make it your

’s pretty unbelievable,and I think when you have

a chance to get your hand on it,you’ll agree,we have reinvented

the .

So,now,let’s take a look at an Internet communications

device as part of what’s this all about?Well,we’31 / 49

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ve got some real breakthroughs start off with,we’ve

got rich,html e-mail on first time really rich

e-mail on a mobile it works with any IMAP or POP

e-mail got your favorite mail service,it’ll likely

work with it’s rich text 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 is the

first fully usable html browser on a ,we have Google

,satellite images,directions and is

unbelievable,wait until you see have widgets,starting

off with weather and this communicates with the

Internet over EDGE and iPhone automatically detects

wi-fi and switches seamlessly to don’t have to manage

the just does the right ,I want to take a

second and talk about hook up to almost any IMAP or

POP3 mail service.I just want to give you some

of course is the best because you can keep folders and all your

e-mail on the server and access it from Mail is

oft Exchange has an IMAP

mail is IMAP,as 3,Google Gmail,AOL Mail,and most ISPs

are POP3 e-mail.

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Now,I want to take a minute and highlight

Mail is the biggest mail service in the

have over a quarter billion t e-mail service in the

world,and today,we are announcing with Yahoo that they are

going to provide free push IMAP e-mail to all iPhone

,this isn’t just IMAP is push IMAP

when you get a message,it will push it right out to

the phone for as a IMAP push e-mail

from we think this is a pretty big what I’d like to do now is I’d like to show you mail,Safari,Google

Maps and widgets running on let’s go see.

So let’s go into icon from the left on the

bottom there.I just touch it with my finger,and boom,I’m

so I’ve got an in-box here,and this is,by the

way,running live on Yahoo IMAP stuff is coming off

a Yahoo server somewhere up in the so I can say James

Vincent here sent me an ’s a proud father,and there

we I can just scroll here.I’ve got in-line photos,rich

text let’s look at another

loved the ,in-line photos,rich text,pretty

ng list,again,rich text right

ions to Sushi Ron for tonight’s ,iPhone

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of course parses out phone numbers and you can see there’s a

phone number in blue.I can just touch it,and boom,I’m going

to call this place.I don’t really want to call them so I’m

going to end the call you get the this last

one,Ken Bereskin is one of our marketing just returned

from ’s a great photographer,and he took all

these great photos of penguins in at this,it’s in your e-mail,right on your if I want

to by the way,I can look at my e-mail 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 I

actually like the full-screen of course,we have a

standard in-box and drafts,and all sorts of folders you can put

things in as it’s real e-mail,just like you’re used

to on your computer,right here on your ’s

again,free IMAP e-mail from Yahoo.

Now,let me go ahead and create an e-mail you

what that’s again,when I don’t need a keyboard it’s not I do,it’s there.I want to send a message

to,let’s say,Phil.I just type PH,and boom,Phil Schiller,it’s address completion and maybe I’ll send one to Scott

34 / 49

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Forrestal,as well,and there’s Scott right there,and let’s say

the subject is ,and I just hit sends that

e-mail,and we’re that is desktop class e-mail

running on a mobile device.

All right,now I want to show you something incredible.I

want to show you Safari running on a mobile let’s

go to the Web,and here we are.I’m going to load in,rather than

here,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,but here we’re loading and we’re loading over

wi-fi right rather than just give you a WAP version of

the New York Times,rather than giving you this wrapped version

all around,we’re showing you the whole New York Times Web

site,and there it what I can do,I can just put this

into landscape mode,and there it is right I can scroll

here if I up and down loading it

we I can just get back like ,this is really great

and I can see the whole page but of course I can’t read ’s a little too 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

I can just scroll around like this and scroll over here and I

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can even make this text bigger if I want to,and there it

double-tap again to get back to the whole ’t this

cool?Look at is the New York again,any

article I want,boom,there we ,you can

look at multiple Web pages as can have multiple Web

pages I just push this button in the lower-right hand

s it down,and I can add a new page if I

I’ll go to Amazon here out of my let’s go to

I love to go the DVD section of Amazon and see what

DVDs are selling.I like it especially when Disney’s are in the

,so here’s Amazon,and even before the whole page is

loaded on,I’m just going to double-tap on this,and I’m going

to say let’s go to the DVD section here,and now it’s doing

here we there’s a section over here in the

right hand side,and these are top sellers,updated

look,Al’s Inconvenient Truth is number here’s the other ’s Anatomy,I like s of the

so I’ve got this right here,and I can

go back to the New York Times if I up to that picture

so we can all see again,isn’t this cool?Just go over

there and get back to this one.I can get rid of it just by hitting

the there we ’t that incredible? know,if

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you’ve ever used what’s called a Web browser on a mobile

phone,you’ll know how incredible this is.I hope you’ll 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.

Let me show you something about widgets ’s go to

stocks right now,and we’re going to load stock information off

the Web,and just right onto the phone ,look,Apple’s

up!That’s great!Well,I could look at different graphs here if

I want that’s ’s look at the percentages

, I’ve got stocks right here,and I can

go look at the ’s see what it’s like outside.49

degrees,but it’s supposed to get to 61 today,so that’s ’ll just stay in here until it warms ,I’ve got Paris right

here.I can have as many of these as I want,so it’s nighttime

in ’s actually warmer in Paris at night than it is here

,well,no snow until later in the

,it’s raining,that’s not ,anyway,here’s

four ,Aspen,Paris and San Francisco,and

again,the weather widget.

Now,to conclude with the Internet device section here,I

want to show you something truly remarkable,which is,Google

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Maps on iPhone.I hit our maps application here and it’s coming

it shows us North America,and I’m going to go to Moscone

’s where we are right here we ’s where we ,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 ,I can

get a list of Starbucks here,and 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.

Good morning,Starbucks,how can I help you?

Yes,I’d like to order 4,000 lattes to go,,just

kidding,wrong .

Now,I can zoom in by just pinching if I want I can

just double click to zoom in,and I get just higher and higher

resolution versions of the let’s go somewhere else here

that I’ve got ’s go to the Washington

so here’s Washington,D.C,and I could just

double-tap and I’m going in a little further here,just

double-tapping there’s the Washington Monument

there,and I’ll double-tap in now I want to show you

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something ite I just hit this button

called satellite at the ’s going to replace the map

with satellite images,there we I can just double-tap

in,and double-tap in let’s double-tap in

is the Washington at this.I can see people down

,there we ’t that on

my phone!It’s let’s go,I’ve got another

one,the Eiffel Tower,which is very cool.I set this one to

be,look at this,there’s the Eiffel ’s people at

the Eiffel Tower you can at

here,one last one I have to show you,the Coliseum in

again,here we are in ’s as far as we can go with the

map,but we can go a little further with the ’s the ’s the Roman ite

imagery,right on the at ’s the

on the do you

’t that incredible?

So,all these amazing is a breakthrough

Internet communicator built right into first rich

html e-mail on a first real Web browser on a

version of Google Maps on the planet,widgets,and all

with Edge and wi-fi ’re very,very happy with

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,push free Yahoo and almost any other

IMAP and POP service you want to hook up ible new

technology for entering better than we’ve seen on

phones before.A real browser on the can see real Web

pages in portrait or can zoom in on what we want

to take a look at more Maps and ’s

the Internet in your pocket for the first time ,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 type what you want,hit Google

and you’re Google ’ve been working very closely

with them to make this all ’re thrilled with the

results,and it’s my pleasure now to introduce

Schmidt,Google’s CEO.

[Eric Schmidt]

Now,you also can’t think about the Internet without

thinking about again on the phone,we’ve got Yahoo

Search built right in,you can select which one you want to

type in something,hit that Yahoo button and boom,you’re of course,we also have Yahoo IMAP e-mail

so,it is my great pleasure to introduce Jerry

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Yang,co-founder and chief Yahoo.

[Jerry Yang]

You know,it’s been great having the two greatest companies

on the Web right down the 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 thank you guys very ’ve really helped us put the Internet in your pocket.

So,Internet communicator,an iPod and a ’s put

them all together and see what you can do in a real-life

,let’s take a look.I want to listen to some music,so

I want 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

so I’m listening to a song of let’s see

what happens when I get a phone fades

a phone call coming I can ignore it,but I

think I’m going to answer I’ll answer

Phil,listen I’m kind of busy right can I do for you?

[Schiller discussion.]

Oh,OK,hold on just a I push the home button on my

wallpaper and I go home right here,and I’m still on the

can see the phone thing flashing right there on the lower

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I go into photos and now I’m in photos and you can

see the bar across the top,the green bar,I can just touch that

to return to the Phil wants a photo that he wanted to

use it for his screensaver,it was one of the ones that was taken

in Hawaii,I think it was this ,there it you want

me to mail this to you,Phil?So I again I just go down here and

push this button,and rather than use it as wallpaper,I’m going

to e-mail watch what happens shrinks it a little

bit,and then a compose windows will come up right behind

we I will just tap in the to field and send this

to Phil here,Phil Schiller there we the e-mail is

there,yep,it’s there,and I’m just going to send

,Phil,that should be on its way right now.

Anything else?…Let me go check it out.I think I’ve got

Fandango in my bookmarks ,I ’s go to

Fandango,figure out what movies are playing.…To go back to my

call I just touch the top here,and I’m back at my call,and I’m just going to go ahead and end the happens now?Back

in my ,this is what it’s like when you put it all

Apple is reinventing the phone.

Now how does this stack ’s go back to these ’s take a ,these are their home again,as

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you recall,this is is what their contacts look

is what iPhone’s contacts look like,and again,you

just pick one and you see everything about that person,all the

information you is what mail looks like on these smart

this what mail looks like on have

rich,html,rich text is what calendars look like on

these is what calendars look like on is

what the Web looks like,and we tried to make it look as good

as we could on 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 this is what you get

for music players,nobody really uses them much,and this is what

you get on after today,I don’t think anyone is going

to look at these phones quite the same way again.

Now let me tell you about some accessories we’ve got for

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 ’s a microphone and a

switch,so you can talk,you have them in there,you can get a call

and just ful reception on the just

push it together to answer a call or hang up on a you

can be wearing just dangles right there and picks up

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your voice we also have a Bluetooth accessory

headset that we’re going to be shipping and there it is right

’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 never have to turn it off or

just goes to automatically pairs with iPhone so you

don’t have to worry about ’s really it’s very is what it looks like ’s just

’s the coolest one that we’ve ever

Bluetooth headset coming as well.

Battery life.A lot of these smart phones have pretty low

battery ’ve managed to get five hours of battery,and

that’s for talk time,video or hours of battery

life,and 16 hours of audio playback,so that’s dramatically

better than any of these smart is a tremendous

amount of high technology in ’ve been pushing the

state of the art in every facet of this let me just

talk a little bit about it ’ve got the multi-touch

screen.A urization,more than any we’ve done

before.A lot of custom dous power

inside a mobile rweight

p

precision

class advanced

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applications,and of course,the widescreen video ’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 ,a lot of high

technology.I think we’re advancing the state of the art in every

aspect of this iPhone is like having your life in your

’s the ultimate digital device.

So what should we price it at?Well,what do these things

normally cost?An iPod,the most popular iPod,$199 for 4 gig

’s a smart phone cost?Well,they say you get the phone

and some of the Internet with it,although that’s

they cost somewhere around$ can get

them for$ just introduced one at$399 yesterday,so they

generally average about$299 with a two-year ,these

phones sort of do music but nobody uses them for music because

they’re not very good and so they end up buying an iPod to go

with the know,we sell the so people spend$499

on this should we charge for iPod

has got a lot more than this ’s got ’s got this beautiful gorgeous wide ’s got multi-touch

user ’s got ’s got a real ’s got html ’s got coverflow and on and this

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stuff would normally cost hundreds of how much more

than$499 should we price iPhone?Well,we thought long and hard

about it,because iPhone just does so much much better

experience on call,on managing your contacts and visual voice

access voice mail for the first g and

e-mail and real browser and Google dous iPod and

cover flow and should we price this thing

,for a 4 gigabyte model,we’re going to price it at that

same$ premium whatsoever.$ we’re going to have

an 8 gigabyte model for just$ we’re going to price it

starting at$,when’s it going to be available?We’re

going to be shipping these in ’re announcing it today

because with products like this we’ve got to go ahead and get

FCC approval which takes a few months,and we thought it would

be better if we introduced this rather than ask the FCC to

introduce it for here we are,and we’re going to be

shipping it in June in the ’re going to Europe hopefully

by the fourth calendar quarter of this in Asia in

in June,in just a few months,we’ll be shipping in the

when we do,our partner is going to be ’ve chosen are the best and most popular network

in the country.58 million are number

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they’re going to be our exclusive partner in the ,it’s a unique partnership ’re not just going to be selling

phones and services ’re going to be doing innovation

worked with Cingular on visual voice e

it’s an innovation that requires both innovation on the phone

and in the can’t do it in just one have

to do it in both places and so visual voice mail

is the first fruit of this collaboration,and you will see

when we start shipping in June,we will be selling

iPhone through our own stores,and through Cingular

it’s my pleasure to introduce the CEO of Cingular,Stan Sigman.

[Sigman]

Let’s take a look at this market,and how big it

clicker’s not there it how big is this

market,well let’s take a r is not ’re scrambling backstage right know,when I was in high

school,Steve Wozniak and I,mostly Steve,made this little

device called the TV it was this little oscillator

that put out frequencies that would screw up the Woz

would have it in his pocket,and we’d go into like a dorm at

Berkeley where he was going to school and he’d screw up the

TV,and somebody would go up to fix it,and just as they had their

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foot off the ground,he’d turn it back they put their foot

back on the ground he’d screw up the TV within five

minutes he’d have somebody like this for the rest of the Star

Trek episode.

So game consoles.26 million game consoles were sold in 2006

worldwide,actually a little smaller than you’d ’s not

such a big l cameras dwarfed it at 94 3

players 135 PCs,about phones,just about

a billion last year, what does this tell you?What

this tells you is,that 1 percent market share equals 10 million

is a giant percent market share,you’re going to sell 10 million this is exactly what we’re going to try to do in 2008,our first full year in the

market,is grab 1 percent market share and go from we’re going to enter a very competitive market,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 can get 1 percent market

share,10 million units in 2008,and go from there.

So,today,we’ve added to the Mac and the ’ve added

Apple TV and now you know,the Mac is really the only

one that you think of as a ?And so we’ve thought

about this and we thought,you know,maybe our name should

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reflect this a little bit more than it 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 Inc.,to reflect

the product mix that we have today.I didn’t sleep a wink last

night.I was so excited about today,because we’ve been so lucky

at ’ve had some real revolutionary Mac

in 1984 is an experience that those of us that were there will

never I don’t think the world will forget it

iPod in 2001 changed everything about music,and we’re going to do it again with the iPhone in ’re very

excited about ’s an old Wayne Gretzky quote that I

love.I skate to where the puck is going to be,not where it has

we’ve always tried to do that at the very

very we always thank you very very much

for being a part of this.

Thank you to worker,families,and John Mayer performance.

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2024年1月4日发(作者：琦嘉歆)

乔布斯首款iphone发布会演讲稿

2007乔布斯首款iPhone发布会演讲稿

Thank you for ’re going to make some history

together ,welcome to know,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

I said that we would do it over the coming

12 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 it was because we made

a beautiful,seamless version of OSX for Intel

our team created Rosetta software which lets you run Power-PC

apps on top of OSX on Intel hardware team got

to cranking out a new Mac with Intel processors every month,and

we completed this transition in seven we didn’t do

this did this with the help of a lot of new

colleagues at Intel really helped you very

third-party developers rapidly moving their apps to universal

versions to run at native speeds on Intel you

very most of all,our minute you saw these

lightning-fast machines,you bought‘ we’ve had an

extremely successful year,and I want to thank our users very

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乔布斯首款iphone发布会演讲稿

much.

Now,as many as you know,our retail stores have for a while

been selling over half their Macs to people who have never owned

a Mac before:,I’m pleased to report that now,in

the U.S.,Macs selling through all channels,over half of them

are selling to people who have never owned a Mac ’s not just limited to our retail stores the Macs

we’re selling in the are picking up lots and lots of

new members of the Mac family,and we couldn’t be

a matter of fact,here’s one that might be coming on

Allchin 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 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.

[Apple ad]

So,2007 is going to be a great year for the this

is all we’re going to talk about the Mac ’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

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the for today,we’re going to move on.

So,the first thing I like to do is give you an update about

our music you know,we’ve got the iPod,best music

player in the ’ve got the iPod nanos,brand new

models,colors are ’ve got the amazing new iPod

iPod,in addition to being the world’s best MP3

player,has become the world’s most popular video player,and

by a large iPod Nano is the world’s most popular

MP3 player,by a wide the new shuffle is the world’s most wearable MP3 we had an incredible line-up for

this holiday season,all refreshed and new I’d like

to tell you a few things about iTunes now that are pretty

one,we have crossed a major have

sold over 2 billion songs on ’s ,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 took us over three years to get to a billion

got our second billion in 10 months in growing

off an over 600 million song base,we doubled it in we

couldn’t be happier with the growth rate of iTunes and selling

2 billion songs.

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Now,we are selling over 5 million songs a day ’t

that unbelievable?That’s 58 songs every second of every minute

of every hour of every the last time we talked to you,we

said that we were the 5th largest music reseller in the

all these other guys sell music on CDs,and of course we sell

it if you add up all the music that’s sold,we were

the fifth-largest e of the growth of iTunes,I

am pleased to report that we have now passed sell more

music than Amazon,and we are now number you can guess

who our next Target might that’s an update for music.

Now I want to talk about TV ’ve got awesome TV shows

on a matter of fact we have over 350 TV shows that

you can buy episodes from on I’m very pleased to

report that we have sold now 50 million TV shows on ’t that incredible?

Now,let me go on to we started with television

shows,the pioneering partner we had was the Walt Disney

decided to throw in with us and sell TV shows,and boy did it

,when we decided to sell movies,they were right with

us there again as our pioneering partner to sell 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

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乔布斯首款iphone发布会演讲稿

I think has exceeded all of our today,we have

a new partner joining the Walt Disney sell movies on

iTunes,and that is ’re thrilled because they have

some awesome me just show you a few of the titles

here that are going up as we six Star Trek

we are going to be moving up from the hundred movies we’ve

offered so far to over 250 movies now offered on

are getting up as fast as we can over the next week or

we hope to be adding even more movies as other studios throw

in with us as 2006 rolls that’s an update on iTunes.

Now,as I said,we had a very strong lineup of music players

for this holiday always have stiff ’s just part of this we had a new competitor this

past holiday season,which was,of course,Microsoft’s

how’d they do?Well,we don’t have data for December yet,because

it’s not out till next week or the week after,I we

have data for November,which was their launch month,should have

been real they garnered 2 percent market

percent market had 62 percent market share,and the

rest had ,we don’t have data for know we

went up quite a bit in December in terms of market

we’ll find out how they 2 percent in their launch

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,no matter how you try to spin this,what can you say?So

that’s an update on how we’re doing in the new music

business,and we’ve got a few new ads for know,we work

with some of the greatest folks to create they

created this wonderful ad that I’d love to show you right now,so

let me go ahead and roll it.

[Ad plays]

Now,just 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 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’re about to see.

[Ad plays]

Isn’t that great?So,those will be running that

is an update to our music business.

Now,I’d like to talk about a product we introduced in

code name was have a new name for ’s called Apple you should either go with your code

name,like we did with the Mac,or you should pick a code name

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 Apple TV.

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Apple TV is a way to enjoy your media on your big screen

let’s backtrack and talk about what we did when we

previewed this in can buy great content on the

iTunes music ,TV shows and music,of you

can download it to your computer,be it a PC or a Mac.I’m going

to use a Mac can put other content on your computer

from other places,of you can put that content on your

iPod,right?Now,you can go out and buy a wide-screen 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 ’s

that ?It’s that simple.

So,this is ’s take a look around the back at the

connectors to refresh have a power connector,USB

2,and we have wi-fi wireless networking built

then we have ways to get video HDMI

connector,which is digital audio and component video

and analog and digital ?All out the

people,however,will just use these ’ll plug it

’s no power brick they’ll hook up an

HDMI cable to their wide-screen TV,and they’ll use wireless

networking to get their it’s really,really easy to

use.

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Let me tell you a little more in-depth about what this box

of all it delivers up to 720p high-definition

?Number two,it’s got a 40 gigabyte

hard-drive inside of it will store up to 50 hours of

comes in handy for something I’m about to show

it has 802.11 wi-fi wireless networking,and it’s got

all three of the popular ’s got B,G,and the new

Draft N standard,which is really,really 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 it’s a really

cool works with video,music and was designed

for wide-screen ’s got wi-fi wireless

networking,internal 40 gig hard can auto-synch your

content from one you can stream content from up

to five let’s examine this in a little more

-synch from one 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 you can set up your Apple TV to say,oh,take

my ten most recently purchased unwatched movies and

automatically put them on the hard drive of Apple that

whenever I walk up to Apple TV,they’re ?So let me

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show you,I’m going to do this with six TV just

automatically,whenever I buy them,they just automatically will

stream in the background to Apple TV and be stored on the hard

?So whenever I go to watch something,they are there.

Now,I can also stream from up to five 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

you can just stream it live and watch it from other computers

in the if your neighbor comes over with a notebook and

they’ve got something cool that you want to watch on your

widescreen ,PCs or Macs,I just choose the computer that

I like.

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 let’s go see a is the screen all your

photographs here and just puts them on your TV and they’re

gorgeous,because as you know,photography these days is

high-def,with these amazing digital cameras that we

,let’s go into the main menu of iTV,and here’s what

it looks ’ve got movies,TV

shows,music,podcasts, let’s go into movies

we go into we have all my movies that are stored on

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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 ,this is not stored on is

actually coming over the live my house through

my Internet gateway,wirelessly to i—to Apple TV,and I can

watch theatrical trailers streaming from let’s

go in here,and watch a cool ’s one called the Good

let’s watch this,I just click on it,and this is

streaming live from .

[Movie trailer]

So you get the can sit on your couch and watch

theatrical movie trailers with ,let’s back up here,and

let’s go play a ’ve got Zoolander ’s go play

a little part of of our new Paramount movies.

[Movie clip]

Isn’t this great?So,that’s movies,and let’s go take a

look at TV shows ’s,again,incredibly ’s go into“Heroes,”a really great new show,and let’s play an episode

called Better Halves.

[TV clip]

OK,well,that’s TV let me show you

know,iTV,of course is—Apple TV is primarily for video,but it

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turns out it’s awesome for listening to music on your home

theater system,as think a lot of people are going to

buy it for we’ve got music here,we’ve got the iTunes

top music,top music let me go down into playlist

’ve got a favorites playlist,I’ll go into I’ll just shuffle some songs,because I want to show you what it’s like when you’re playing music here.

[Music plays]

So it does that so it doesn’t burn a hole in your plasma

TV we can go ahead and just go to the next track

that’s what it’s like to play t.

So now let’s go to ,your photos are

new digital cameras are so you can

just,again,move your photos to iTV or stream them over,over

wireless see your photos right on your as

an example,here’s a photo album I made of…just

you get the ’s really cool to watch photos on your

widescreen TV.

Now,what I’ve been demonstrating so far is primarily

content that has been synched to Apple TV from my computer and

I’d like to show you what it’s like when you want to connect

to someone else’s ’s say Phil Schiller my neighbor

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comes over and he’s got his ,what do you have on

your got some content we could watch?

[Demo with Phil Schiller]

Well,let me just go down here to sources,and here’s 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 says type in this PIN,for

security reasons,and Phil types in the PIN into his

’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?

Alright,here we go.…Alright go to 30 Rock here.…Jack

meets Dennis,OK, we ’re streaming off of Phil’s MacBook to this Apple TV live.

[TV clip]

Thankyou is Apple TV.

So we think this is pretty cool Apple ,TV

shows,music and photos all on your widescreen excited

about Apple TV is going to be priced at$?$299

for all this built we’re going to be shipping them next

month,in February,and we are taking orders starting

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,Apple your media on your big-screen

think this is going to be really something quite special Apple

TV.

This is a day I’ve been looking forward to for

two-and-a-half once in a while,a revolutionary

product comes along that changes Apple has been—well,first of all,one’s very fortunate if you get to work

on just one of these in your ’s been very

’s been able to introduce a few of these into the

world.1984,introduced the didn’t just change

changed the whole computer 2001,we

introduced the first iPod,and it didn’t just change the way

we all listen to music,it changed the entire music

,today,we’re introducing three revolutionary

products of this first one is a widescreen iPod with

touch second is a revolutionary mobile

the third is a breakthrough Internet communications

,three things:a widescreen iPod with touch controls;a

revolutionary mobile phone;and a breakthrough Internet

communications iPod,a phone,and an Internet

iPod,a phone…are you getting it?These are not

three separate devices,this is one device,and we are calling

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it ,Apple is going to reinvent the phone,and here

it ,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

most advanced phones are called smart phones,so they

they typically combine a phone plus some e-mail

capability,plus they say it’s the ’s sort of the

baby Internet,into one device,and they all have these little

plastic keyboards on 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

smart phones are definitely a little smarter,but they actually

are harder to ’re really for the basic

stuff people have a hard time figuring out how to use

,we don’t want to do either one of these

we want to do is make a leapfrog product that is way smarter

than any mobile device has ever been,and super-easy to

is what iPhone ?

So,we’re going to reinvent the ,we’re going to

start with a revolutionary user is the result of

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乔布斯首款iphone发布会演讲稿

years of research and development,and of course,it’s an

interplay of hardware and ,why do we need a

revolutionary user ’s four smart

phone,right?Motorola Q,the BlackBerry,Palm Treo,Nokia E62—the usual ,what’s wrong with their user

interfaces?Well,the problem with them is really sort of in the

bottom 40 ’s this stuff right all have these

keyboards that are there whether or not you need them to be

they all have these control buttons that are fixed

in plastic and are the same for every ,every

application wants a slightly different user interface,a

slightly optimized set of buttons,just for what happens

if you think of a great idea six months from now?You can’t run

around and add a button to these ’re already

what do you do?It doesn’t work because the buttons

and the controls can’t 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? turns out,we have solved

it!We solved in computers 20 years solved it with a

bit-mapped screen that could display anything we any

user interface a pointing solved it with the

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solved this how are we going to take this

to a mobile device?What we’re going to do is get rid of all

these buttons and just make a giant ,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 wants a have to get

em and put em away,and you lose wants a

let’s not use a ’re going to use the best pointing

device in the ’re going to use a pointing device that

we’re all born with—born with ten of ’re going to use

our ’re going to touch this with our we

have invented a new technology called multi-touch,which is

works like don’t need a ’s far more accurate than any touch display that’s ever been

ignores unintended touches,it’s

can do multi-finger gestures on boy,have we patented

we have been very lucky to have brought a few

revolutionary user interfaces to the market in our

was the second was the click now,we’re

going to bring multi-touch to the each of these

revolutionary interfaces has made possible a revolutionary

product—the Mac,the iPod and now the ,a

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revolutionary ’re going to build on top of that

with ,software on mobile phones is like baby

’s not so powerful,and today we’re going to show

you a software re that’s at least five years

ahead of what’s on any other how do we do this?Well,we

start with a strong runs ,why would

we want to run such a sophisticated operating system on a mobile

device?Well,because it’s got everything we ’s got

’s got the best already knows

how to power ’ve been doing this on mobile computers

for ’s got awesome the right ’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 ’s got all the stuff we it’s built

right in to that has let us create desktop class

applications and the crippled stuff that you

find on most is real,desktop-class applications.

Now,you know,one of the pioneers of our industry,Alan

Kaye,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 here’s the quote:“People who are really

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serious about software should make their own hardware.”Alan

said that 30 years ago,and this is how we feel about so

we’re bringing breakthrough software to a mobile device for

the first ’s five years ahead of anything on any other

second thing we’re doing is we’re learning from the

iPod,synching with know,we’re going to ship our 100

millionth iPod this year,and that’s 10s of millions of people

that know how to synch these devices with their PCs or Mac and

synch all of their media right on to their ?So you

just drop your iPod in,and it automatically ’re going

to do the same thing with automatically synchs to your

PC or Mac right through is going to synch all of

your media onto your music,your audio

books,podcasts,movies,TV shows,music it also

synchs a ton of contacts,your calendars and your

photos,which you can get on your iPod today,your notes,your

bookmarks from your Web browser,your e-mail accounts,your

whole e-mail that stuff can be moved over to your

iPhone completely ’s really we do it

through ,you go to iTunes and you set it

like you’d set up an iPod or an Apple you set up what

you want synched to your it’s just like an

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and synch with iTunes.

Third thing I want to talk about a little is ’ve designed something wonderful for your hand,just

is what it looks ’s got a

three-and-a-half-inch screen on ’s really ,it’s the highest-resolution screen we’ve ever ’s 160

pixels per t we’ve ever ’s

on the front,there’s only one button down call it the

home you home from wherever you that’s

’s take a look at the ’s really ’s thinner

than any smart phone out there,at 11.6 r than

the Q,thinner than the BlackJack,thinner than all of ’s really 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 ’s look at the the back,biggest

thing of note is we’ve got a two-megapixel camera built right

other side,we’re back in the let’s take a look

at the top ’ve got a headset jack.3.5 millimeter all your

iPod headphones fit right ’ve got a place,a little tray

for your SIM card,and we’ve got one switch for sleep and

it to go to sleep,push it to wake ’s take a

look at the ’ve got a speaker,we’ve got a

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microphone,and we’ve got our 30-pin iPod that’s the bottom.

Now,we’ve also got some stuff you can’t ’ve got

three really advanced sensors built into this first

one is a proximity 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,,why do you want to do that?Well,one to

save battery,but two,so you don’t get spurious inputs from your

face into the touch automatically turns them

off,take it away,boom,it’s back it’s got a proximity

sensor built ’s got an ambient light sensor built in,as

sense the ambient lighting conditions and adjust the

brightness of the display to match the ambient lighting

,better user experience,saves the

third thing that we’ve got is an accelerometer,so that we can

tell when you switch from portrait to ’s pretty

it to you in a three advanced sensors built

in.

So,let’s go ahead and turn it is the size of

fits beautifully in the palm of your ,an iPod,a

phone,and an internet ’s start with the

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can touch your can just touch your music,it’s so ’ve got a widescreen can find your music

even us album art on this -in

speaker,and,why not?Cover time ever on an

rather than talk about this some more,let me show it to you.

,I’ve got some special iPhones up here,they’ve got a little special board in them so I can get some digital

video out,and I’ve got a little cord here which goes up to these

projectors,so I’ve got some great images,and you get to see

what it really looks ,let me,I’ve got a camera here so

you can see what I’m doing with my finger for a few

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 to unlock the phone I just take my finger

and slide it to see that again?We wanted something

that you couldn’t do by accident in your slide it

this is the home screen of iPhone right

so if I want to get in the iPod,I just go down to 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 in the ,here I am you see

five playlists across he sts,songs,videos and

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more.I’m in artists right ,how do I scroll through my

lists of artists?How do I do this?I just take my finger,and I

’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 I want to play ’s I just

hit ’s right there,and“A Little Help From My

Friends.”Look at this gorgeous album artwork course,I’ve got a volume ,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 ’s all the other

songs back I can play“Lovely Rita”if I want

back ,I can set some stars back here

just by setting the ’s a five star ’t that

cool?Yeah,it’s pretty nice.

Now,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 ’s go into Dylan here,let’s play“Like a Rolling

Stone.”I just thumb through,just thumb through my ’s real e I find something I like,I just turn it

around,and play ’s that ’s that ’22 / 49

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t that great?Alright.I could play with this for a long time.

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 albums.I’ve got a great album view again that shows all

my album artwork if I I’ve also got audio books and

compilations and things like that.I’ve also got videos

I push videos and I’ve got a video podcast loaded on,and a music

I’ve got a TV show and a movie,and I’d just like

to show you the TV show is an episode from The

videos we look at in landscape.

[Video plays]

We have touch controls on here,of ’t that

awesome?Isn’t that awesome?

Now I want to show you a movie ’s play Pirates

of the Caribbean,the second movie,by the way.

[Movie plays]

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 again,I’ve got on-screen controls

’t this cool?So we can be watching feature-length

movies just like that is the

cool,huh?We’ve just again,touch your music to

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scroll through your songs,scroll through your ’s reen video like you’ve never seen on a

portable device,160 pixels per inch,gorgeous screen

quality,gorgeous album art,and cover ’s the best iPod

we’ve ever ,some of the screen ’s

’s some album art I just put up,so you can

see what it looks ,no matter what you like,it looks

pretty doggone of course,cover flow and

video,with on-screen controls.

You know,I was showing this to somebody—I was giving a demo

to somebody a while ago,who had never seen this before,inside

I finished the demo,and I said what do you

told me this,they said,You had me at ,the iPhone

with the most amazing iPod can now touch your music.

So that’s the ,let’s take a look at a revolutionary

want to reinvent the ,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 people actually

dial them every people don’t have very many numbers

in their address book they use their recents as their address

?How many of you do that?I bet more than a ,we

want to let you use contacts like never can synch

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your iPhone with your PC or Mac and bring down all your contacts

right into your you’ve got everybody’s numbers with

you at all have something that’s going to

revolutionize voice call it visual voice ’t it be great 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 like e-mail you can go directly

to the voice mails that interest ent audio

is a quad-band,GSM plus Edge have

decided to go with the most popular international

standard,which is ’re on that bandwagon,headed on that

roadmap,and plan to make 3G phones and all sorts of amazing

things in the ,quad-band GSM plus edge,and of course

we have wi-fi and Bluetooth 2.0 EDR built in,as well.

So this is what it looks like when you get a is

what it sounds ’s one of our ring tones,you can pick

of course.

So,I want to show you four things.I want to show you the

phone app,photos,got a calendar,and SMS kind of

things you would find on a typical phone,but in a very untypical

let’s go ahead and take a let’s go to our phone

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see that icon in the lower left-hand corner,the

phone?I just push it right here,and boom,I’m in the

I’ve got five buttons across the

bottom:favorites,recents,contacts,keypad and voice mail.I’m

in contacts,right now, do I move around my contacts?I

just scroll through so,let’s say I want to make a call

to Jony Ive.I can just push here,and I see Jony Ive’s

context,with all his information:his three phone numbers,his

e-mail,whatever else,his address,whatever else I’ve ’s all in one if I want to call Jony,all I do is push

his phone number.I’ll call his mobile number right

now,we are calling Jony here.

Hey,Jony,how you doing?Well,it’s been 2.5 years,and I can’t tell you how thrilled I am to make the first public phone call

with iPhone.I remember when we first started working on

this,and it’s just ,what is this?I’ve got

another call coming ,can I put you on hold for a

minute?So I put Jony on hold and…

[Schiller says:Hey,Steve,I wanted to be the first call!"]

Sorry Phil!As you can see,it’s put Jony on hold,and Phil,I

can just touch Jony and bring Jony ,Jony are you

there?Hey listen,Phil you mind if I conference him

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in?

["I guess so,"I’ve says]

You can see the button has changed to merge calls right

there in the middle,so I just push that right here,and now,I’ve created a conference ,you there?Phil,you

there?[Yes.]

So here we are,and listen I gotta get back to my keynote,so

if I want to do that,I just touch this arrow right here,and I’m going to go ahead and take Jony private here and put Phil on

,do you have anything to say on the first phone call?

["It's not too shabby is it?"Ive says]

It’s not too take I end this ’s on hold.I take him off of ,thanks very much,I’ve

got to get back to the keynote ty.

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 the 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 pop my favorites,and I can just go to S is here and there’s Phil,so Phil Schiller is right I’ll put,let’s say

I want to put Phil’s work number,and it’s added Phil,right

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there you see favorites.I can edit favorites by pushing the edit

button in the left-hand corner,and I can move Phil up if I want

to,maybe to the let’s see,Tony’s changed his number

I’ve got to update this anyway,so I’m going to get rid of that

and I can just remove ,there we ’s that simple

to edit these ,very easy.I’ve got recents right

here,which is all my recent phone I want to see the

ones I’ve missed,which are 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

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 four, 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 to dial with the

let me show you visual voice is so

is a collaboration that we’ve done,which I’ll talk

more about later,and it allows us to have random access voice

directly to the voice mails we as an example,I

come to my voice mail,and I say,oh,there’s one by Al Gore.I

want to hear that one.I just push it.[Congratulatory message

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from Al Gore plays.]

Now,if I want to call Al back right now,I can just push that

call back I want to listen to one from Tim Cook that

I’ve got here,so let me listen to Tim.[Message plays]

Isn’t this so I’ve got voice mail 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 voice that is a quick tour

of the phone app.

Now what I want to do is show you SMS I just go

to that SMS icon in the upper-left-hand corner and push

I not only have SMS texting,but I have multiple I

can be carrying on conversations with people,and every time I

get messages from them,I can be alerted to that,and go check

it an example here,I’ve got Eddie Q 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

if there’s a new message it will tell so there’s a new

message from Phil,and let’s see the conversation was what.[SMS

messages]

And I’ve got this little keyboard which was

does error prevention and that I won’t make

some,I probably it’s actually really fast to type

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’s faster than all these little plastic keyboards on all

these smart I can just say sounds great,see you

I can send there it ’s that

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

I want to send a message to Eddie or Scott,I just push this and

send a message and ’s so that’s SMS

messaging,and again,you’ve seen the keyboard,it’s pretty

’ll come back to that a little later.

And the third app I want to show you as part of the phone

package is know,we have a two-megapixel camera built

in,as I also have the coolest photo management app

ever,certainly on a mobile device,but I think maybe

so 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 me go to photo album,I’ll pick Italy,and I just,let’s start at the to go

through pictures,I just swipe them.I can just swipe through my

photo ’s one that’s landscape.I can just turn

my device and take a look at cool,huh?So I can even

swipe when I’m in landscape ’t this awesome?The other

thing I can do is I can take any of these pictures and I can

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make them let me go ahead and get the camera back up.I

can 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 I can just move them further apart and

stretch the ’t that cool?I can move it around,and…isn’t that cool?And now what I can do is I can pick to make

this my of course,I could jigger it around then

and just set the wallpaper,and now if I’m back at home and I

go to sleep,when I wake up from here on out,until I reset

it,that’s my er I’m making a call,that’s what

I’m going to we photos,SMS and the phone

is part of our phone package for iPhone.

Get a call,again,just really great call management

features,just scroll through contacts with your the

information at your fingertips tes,last

century,visual voice ar,SMS texting,incredible

photo app,the ability to just take any picture and make it your

’s pretty unbelievable,and I think when you have

a chance to get your hand on it,you’ll agree,we have reinvented

the .

So,now,let’s take a look at an Internet communications

device as part of what’s this all about?Well,we’31 / 49

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ve got some real breakthroughs start off with,we’ve

got rich,html e-mail on first time really rich

e-mail on a mobile it works with any IMAP or POP

e-mail got your favorite mail service,it’ll likely

work with it’s rich text 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 is the

first fully usable html browser on a ,we have Google

,satellite images,directions and is

unbelievable,wait until you see have widgets,starting

off with weather and this communicates with the

Internet over EDGE and iPhone automatically detects

wi-fi and switches seamlessly to don’t have to manage

the just does the right ,I want to take a

second and talk about hook up to almost any IMAP or

POP3 mail service.I just want to give you some

of course is the best because you can keep folders and all your

e-mail on the server and access it from Mail is

oft Exchange has an IMAP

mail is IMAP,as 3,Google Gmail,AOL Mail,and most ISPs

are POP3 e-mail.

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Now,I want to take a minute and highlight

Mail is the biggest mail service in the

have over a quarter billion t e-mail service in the

world,and today,we are announcing with Yahoo that they are

going to provide free push IMAP e-mail to all iPhone

,this isn’t just IMAP is push IMAP

when you get a message,it will push it right out to

the phone for as a IMAP push e-mail

from we think this is a pretty big what I’d like to do now is I’d like to show you mail,Safari,Google

Maps and widgets running on let’s go see.

So let’s go into icon from the left on the

bottom there.I just touch it with my finger,and boom,I’m

so I’ve got an in-box here,and this is,by the

way,running live on Yahoo IMAP stuff is coming off

a Yahoo server somewhere up in the so I can say James

Vincent here sent me an ’s a proud father,and there

we I can just scroll here.I’ve got in-line photos,rich

text let’s look at another

loved the ,in-line photos,rich text,pretty

ng list,again,rich text right

ions to Sushi Ron for tonight’s ,iPhone

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of course parses out phone numbers and you can see there’s a

phone number in blue.I can just touch it,and boom,I’m going

to call this place.I don’t really want to call them so I’m

going to end the call you get the this last

one,Ken Bereskin is one of our marketing just returned

from ’s a great photographer,and he took all

these great photos of penguins in at this,it’s in your e-mail,right on your if I want

to by the way,I can look at my e-mail 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 I

actually like the full-screen of course,we have a

standard in-box and drafts,and all sorts of folders you can put

things in as it’s real e-mail,just like you’re used

to on your computer,right here on your ’s

again,free IMAP e-mail from Yahoo.

Now,let me go ahead and create an e-mail you

what that’s again,when I don’t need a keyboard it’s not I do,it’s there.I want to send a message

to,let’s say,Phil.I just type PH,and boom,Phil Schiller,it’s address completion and maybe I’ll send one to Scott

34 / 49

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Forrestal,as well,and there’s Scott right there,and let’s say

the subject is ,and I just hit sends that

e-mail,and we’re that is desktop class e-mail

running on a mobile device.

All right,now I want to show you something incredible.I

want to show you Safari running on a mobile let’s

go to the Web,and here we are.I’m going to load in,rather than

here,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,but here we’re loading and we’re loading over

wi-fi right rather than just give you a WAP version of

the New York Times,rather than giving you this wrapped version

all around,we’re showing you the whole New York Times Web

site,and there it what I can do,I can just put this

into landscape mode,and there it is right I can scroll

here if I up and down loading it

we I can just get back like ,this is really great

and I can see the whole page but of course I can’t read ’s a little too 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

I can just scroll around like this and scroll over here and I

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can even make this text bigger if I want to,and there it

double-tap again to get back to the whole ’t this

cool?Look at is the New York again,any

article I want,boom,there we ,you can

look at multiple Web pages as can have multiple Web

pages I just push this button in the lower-right hand

s it down,and I can add a new page if I

I’ll go to Amazon here out of my let’s go to

I love to go the DVD section of Amazon and see what

DVDs are selling.I like it especially when Disney’s are in the

,so here’s Amazon,and even before the whole page is

loaded on,I’m just going to double-tap on this,and I’m going

to say let’s go to the DVD section here,and now it’s doing

here we there’s a section over here in the

right hand side,and these are top sellers,updated

look,Al’s Inconvenient Truth is number here’s the other ’s Anatomy,I like s of the

so I’ve got this right here,and I can

go back to the New York Times if I up to that picture

so we can all see again,isn’t this cool?Just go over

there and get back to this one.I can get rid of it just by hitting

the there we ’t that incredible? know,if

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you’ve ever used what’s called a Web browser on a mobile

phone,you’ll know how incredible this is.I hope you’ll 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.

Let me show you something about widgets ’s go to

stocks right now,and we’re going to load stock information off

the Web,and just right onto the phone ,look,Apple’s

up!That’s great!Well,I could look at different graphs here if

I want that’s ’s look at the percentages

, I’ve got stocks right here,and I can

go look at the ’s see what it’s like outside.49

degrees,but it’s supposed to get to 61 today,so that’s ’ll just stay in here until it warms ,I’ve got Paris right

here.I can have as many of these as I want,so it’s nighttime

in ’s actually warmer in Paris at night than it is here

,well,no snow until later in the

,it’s raining,that’s not ,anyway,here’s

four ,Aspen,Paris and San Francisco,and

again,the weather widget.

Now,to conclude with the Internet device section here,I

want to show you something truly remarkable,which is,Google

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Maps on iPhone.I hit our maps application here and it’s coming

it shows us North America,and I’m going to go to Moscone

’s where we are right here we ’s where we ,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 ,I can

get a list of Starbucks here,and 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.

Good morning,Starbucks,how can I help you?

Yes,I’d like to order 4,000 lattes to go,,just

kidding,wrong .

Now,I can zoom in by just pinching if I want I can

just double click to zoom in,and I get just higher and higher

resolution versions of the let’s go somewhere else here

that I’ve got ’s go to the Washington

so here’s Washington,D.C,and I could just

double-tap and I’m going in a little further here,just

double-tapping there’s the Washington Monument

there,and I’ll double-tap in now I want to show you

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something ite I just hit this button

called satellite at the ’s going to replace the map

with satellite images,there we I can just double-tap

in,and double-tap in let’s double-tap in

is the Washington at this.I can see people down

,there we ’t that on

my phone!It’s let’s go,I’ve got another

one,the Eiffel Tower,which is very cool.I set this one to

be,look at this,there’s the Eiffel ’s people at

the Eiffel Tower you can at

here,one last one I have to show you,the Coliseum in

again,here we are in ’s as far as we can go with the

map,but we can go a little further with the ’s the ’s the Roman ite

imagery,right on the at ’s the

on the do you

’t that incredible?

So,all these amazing is a breakthrough

Internet communicator built right into first rich

html e-mail on a first real Web browser on a

version of Google Maps on the planet,widgets,and all

with Edge and wi-fi ’re very,very happy with

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,push free Yahoo and almost any other

IMAP and POP service you want to hook up ible new

technology for entering better than we’ve seen on

phones before.A real browser on the can see real Web

pages in portrait or can zoom in on what we want

to take a look at more Maps and ’s

the Internet in your pocket for the first time ,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 type what you want,hit Google

and you’re Google ’ve been working very closely

with them to make this all ’re thrilled with the

results,and it’s my pleasure now to introduce

Schmidt,Google’s CEO.

[Eric Schmidt]

Now,you also can’t think about the Internet without

thinking about again on the phone,we’ve got Yahoo

Search built right in,you can select which one you want to

type in something,hit that Yahoo button and boom,you’re of course,we also have Yahoo IMAP e-mail

so,it is my great pleasure to introduce Jerry

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Yang,co-founder and chief Yahoo.

[Jerry Yang]

You know,it’s been great having the two greatest companies

on the Web right down the 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 thank you guys very ’ve really helped us put the Internet in your pocket.

So,Internet communicator,an iPod and a ’s put

them all together and see what you can do in a real-life

,let’s take a look.I want to listen to some music,so

I want 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

so I’m listening to a song of let’s see

what happens when I get a phone fades

a phone call coming I can ignore it,but I

think I’m going to answer I’ll answer

Phil,listen I’m kind of busy right can I do for you?

[Schiller discussion.]

Oh,OK,hold on just a I push the home button on my

wallpaper and I go home right here,and I’m still on the

can see the phone thing flashing right there on the lower

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I go into photos and now I’m in photos and you can

see the bar across the top,the green bar,I can just touch that

to return to the Phil wants a photo that he wanted to

use it for his screensaver,it was one of the ones that was taken

in Hawaii,I think it was this ,there it you want

me to mail this to you,Phil?So I again I just go down here and

push this button,and rather than use it as wallpaper,I’m going

to e-mail watch what happens shrinks it a little

bit,and then a compose windows will come up right behind

we I will just tap in the to field and send this

to Phil here,Phil Schiller there we the e-mail is

there,yep,it’s there,and I’m just going to send

,Phil,that should be on its way right now.

Anything else?…Let me go check it out.I think I’ve got

Fandango in my bookmarks ,I ’s go to

Fandango,figure out what movies are playing.…To go back to my

call I just touch the top here,and I’m back at my call,and I’m just going to go ahead and end the happens now?Back

in my ,this is what it’s like when you put it all

Apple is reinventing the phone.

Now how does this stack ’s go back to these ’s take a ,these are their home again,as

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you recall,this is is what their contacts look

is what iPhone’s contacts look like,and again,you

just pick one and you see everything about that person,all the

information you is what mail looks like on these smart

this what mail looks like on have

rich,html,rich text is what calendars look like on

these is what calendars look like on is

what the Web looks like,and we tried to make it look as good

as we could on 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 this is what you get

for music players,nobody really uses them much,and this is what

you get on after today,I don’t think anyone is going

to look at these phones quite the same way again.

Now let me tell you about some accessories we’ve got for

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 ’s a microphone and a

switch,so you can talk,you have them in there,you can get a call

and just ful reception on the just

push it together to answer a call or hang up on a you

can be wearing just dangles right there and picks up

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your voice we also have a Bluetooth accessory

headset that we’re going to be shipping and there it is right

’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 never have to turn it off or

just goes to automatically pairs with iPhone so you

don’t have to worry about ’s really it’s very is what it looks like ’s just

’s the coolest one that we’ve ever

Bluetooth headset coming as well.

Battery life.A lot of these smart phones have pretty low

battery ’ve managed to get five hours of battery,and

that’s for talk time,video or hours of battery

life,and 16 hours of audio playback,so that’s dramatically

better than any of these smart is a tremendous

amount of high technology in ’ve been pushing the

state of the art in every facet of this let me just

talk a little bit about it ’ve got the multi-touch

screen.A urization,more than any we’ve done

before.A lot of custom dous power

inside a mobile rweight

p

precision

class advanced

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applications,and of course,the widescreen video ’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 ,a lot of high

technology.I think we’re advancing the state of the art in every

aspect of this iPhone is like having your life in your

’s the ultimate digital device.

So what should we price it at?Well,what do these things

normally cost?An iPod,the most popular iPod,$199 for 4 gig

’s a smart phone cost?Well,they say you get the phone

and some of the Internet with it,although that’s

they cost somewhere around$ can get

them for$ just introduced one at$399 yesterday,so they

generally average about$299 with a two-year ,these

phones sort of do music but nobody uses them for music because

they’re not very good and so they end up buying an iPod to go

with the know,we sell the so people spend$499

on this should we charge for iPod

has got a lot more than this ’s got ’s got this beautiful gorgeous wide ’s got multi-touch

user ’s got ’s got a real ’s got html ’s got coverflow and on and this

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stuff would normally cost hundreds of how much more

than$499 should we price iPhone?Well,we thought long and hard

about it,because iPhone just does so much much better

experience on call,on managing your contacts and visual voice

access voice mail for the first g and

e-mail and real browser and Google dous iPod and

cover flow and should we price this thing

,for a 4 gigabyte model,we’re going to price it at that

same$ premium whatsoever.$ we’re going to have

an 8 gigabyte model for just$ we’re going to price it

starting at$,when’s it going to be available?We’re

going to be shipping these in ’re announcing it today

because with products like this we’ve got to go ahead and get

FCC approval which takes a few months,and we thought it would

be better if we introduced this rather than ask the FCC to

introduce it for here we are,and we’re going to be

shipping it in June in the ’re going to Europe hopefully

by the fourth calendar quarter of this in Asia in

in June,in just a few months,we’ll be shipping in the

when we do,our partner is going to be ’ve chosen are the best and most popular network

in the country.58 million are number

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they’re going to be our exclusive partner in the ,it’s a unique partnership ’re not just going to be selling

phones and services ’re going to be doing innovation

worked with Cingular on visual voice e

it’s an innovation that requires both innovation on the phone

and in the can’t do it in just one have

to do it in both places and so visual voice mail

is the first fruit of this collaboration,and you will see

when we start shipping in June,we will be selling

iPhone through our own stores,and through Cingular

it’s my pleasure to introduce the CEO of Cingular,Stan Sigman.

[Sigman]

Let’s take a look at this market,and how big it

clicker’s not there it how big is this

market,well let’s take a r is not ’re scrambling backstage right know,when I was in high

school,Steve Wozniak and I,mostly Steve,made this little

device called the TV it was this little oscillator

that put out frequencies that would screw up the Woz

would have it in his pocket,and we’d go into like a dorm at

Berkeley where he was going to school and he’d screw up the

TV,and somebody would go up to fix it,and just as they had their

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乔布斯首款iphone发布会演讲稿

foot off the ground,he’d turn it back they put their foot

back on the ground he’d screw up the TV within five

minutes he’d have somebody like this for the rest of the Star

Trek episode.

So game consoles.26 million game consoles were sold in 2006

worldwide,actually a little smaller than you’d ’s not

such a big l cameras dwarfed it at 94 3

players 135 PCs,about phones,just about

a billion last year, what does this tell you?What

this tells you is,that 1 percent market share equals 10 million

is a giant percent market share,you’re going to sell 10 million this is exactly what we’re going to try to do in 2008,our first full year in the

market,is grab 1 percent market share and go from we’re going to enter a very competitive market,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 can get 1 percent market

share,10 million units in 2008,and go from there.

So,today,we’ve added to the Mac and the ’ve added

Apple TV and now you know,the Mac is really the only

one that you think of as a ?And so we’ve thought

about this and we thought,you know,maybe our name should

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reflect this a little bit more than it 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 Inc.,to reflect

the product mix that we have today.I didn’t sleep a wink last

night.I was so excited about today,because we’ve been so lucky

at ’ve had some real revolutionary Mac

in 1984 is an experience that those of us that were there will

never I don’t think the world will forget it

iPod in 2001 changed everything about music,and we’re going to do it again with the iPhone in ’re very

excited about ’s an old Wayne Gretzky quote that I

love.I skate to where the puck is going to be,not where it has

we’ve always tried to do that at the very

very we always thank you very very much

for being a part of this.

Thank you to worker,families,and John Mayer performance.

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