Macworld San Francisco January 9, 2007
Today, we reinvent the phone.
A launch keynote in eleven beats.
Keynote Moscone West
Why today matters
Mac changed computers. iPod changed music. Today, phones.
One revolutionary product makes a career. This is the third.
The problem with today's phones
Smartphones: smarter, and harder to use.
Little plastic keyboards. Baby software. The baby Internet.
The reveal
Three products. One device.
- 01A widescreen iPod with touch controls
- 02A revolutionary mobile phone
- 03A breakthrough Internet communicator
Cingular9:42
The three things it does
Each of the three is a product on its own.
-
A phone
- Call by touching a name
- Visual Voicemail, an industry first
- Merge two calls into a conference
-
An iPod
- A 3.5-inch widescreen
- Touch controls and Cover Flow
- Plays your iTunes music and video
-
The Internet
- Rich HTML email
- A real web browser, whole pages
- Maps with search and directions
The breakthrough
Buttons fixed in plastic can't change. Software can.
No stylus. Multi-touch uses the pointer you were born with.
Same keys for every app, and they can never change.Every app gets exactly the controls it needs.
Phone
415 555 0109
Where are you?
Moscone. Keynote.
Demo moments
Don't describe it. Hand it over.
9:42
Tuesday, January 9
Cingular9:42
Cover Flow
Album 4 of 7
Tap a cover
Coffee shop
calling...
Good morning, how can I help you?
4,000 lattes to go, please.
Just kidding. Wrong number.
Who it's for
Everyone who carries a phone and an iPod.
Smartphones play music badly, so people buy an iPod too.
Price and availability
No premium. It costs what people already spend.
$299Typical smartphone, on contract
+$199iPod nano, 4GB
=$499What people spend today
$499
iPhone, with a two-year contract
- June 2007United States
- Late 2007Europe
- 2008Asia
- CingularExclusive US carrier
The goal
One percent of phones is 10 million units.
10M
iPhones in 2008, our first full year in the market.
- Game consoles 26M
- Digital cameras 94M
- MP3 players 135M
- PCs 209M
- Mobile phones About 1B
1% of phones, the 2008 goal
One more thing
We're dropping one word from our name.
Apple Computer, Inc.
The Mac, the iPod, Apple TV, and iPhone. Only one of them is a computer.
iPhone Ships in June