pitch unfairly

Cheat Codes · Launches and keynotes

Apple, 2007. Pitched unfairly, 2026.

Three products. One device. Zero buttons. Same story, same numbers. Rebuilt the way we'd pitch it today.

Template: Launch keynote

  • Macworld 2007
  • 3 products in 1
  • $499
Play the 2026 deck Read the real story Steal the structure
2007 Launch keynote

Apple

Three products. One device. Zero buttons.

Legend
Original craft
Unfair

The story→11 slides

It's a live deck. Press start, then scroll or use the arrow keys, or play it full screen.

Play the 2026 deck

Apple's launch keynote, slide by slide

Every slide opens the live deck right where it is.

  1. Apple deck, slide 1: Today, we reinvent the phone. 01Today, we reinvent the phone.
  2. Apple deck, slide 2: Mac changed computers. iPod changed music. Today, phones. 02Mac changed computers. iPod changed music. Today, phones.
  3. Apple deck, slide 3: Smartphones: smarter, and harder to use. 03Smartphones: smarter, and harder to use.
  4. Apple deck, slide 4: Three products. One device. 04Three products. One device.
  5. Apple deck, slide 5: Each of the three is a product on its own. 05Each of the three is a product on its own.
  6. Apple deck, slide 6: Buttons fixed in plastic can't change. Software can. 06Buttons fixed in plastic can't change. Software can.
  7. Apple deck, slide 7: Don't describe it. Hand it over. 07Don't describe it. Hand it over.
  8. Apple deck, slide 8: Everyone who carries a phone and an iPod. 08Everyone who carries a phone and an iPod.
  9. Apple deck, slide 9: No premium. It costs what people already spend. 09No premium. It costs what people already spend.
  10. Apple deck, slide 10: One percent of phones is 10 million units. 10One percent of phones is 10 million units.
  11. Apple deck, slide 11: We're dropping one word from our name. 11We're dropping one word from our name.

Then · 2007

How it really went

Read the real storyApple's press release, January 9, 2007
  1. Two and a half years of waiting: the Mac in 1984, the iPod in 2001
  2. Three revolutionary products: an iPod, a phone, an Internet communicator
  3. Not three devices. One. It's called iPhone
  4. Smart phones aren't so smart, and they're hard to use
  5. Kill the plastic keyboard, skip the stylus: multi-touch
  6. Demos: slide to unlock, Cover Flow, pinch, maps, 4,000 lattes
  7. It runs OS X; Google, Yahoo! and Cingular come on stage
  8. $499 for 4GB, $599 for 8GB, shipping in June on Cingular
  9. The goal: 1% of a billion phones, 10 million in 2008
  10. Apple Computer becomes Apple Inc.

Now · 2026 · 11 slides

What we changed

  • Three icons spin into oneAn iPod, a phone and a web tile orbit the stage, then land in the dock of a phone that wasn't there a second ago. Replay it as often as Steve repeated the list.
  • Plastic morphs into glassA 2006 smartphone loses its keyboard on cue. Flip between Phone, Text and iPod: the plastic keys never change, the glass redraws itself for every app.
  • A demo phone you can unlockDrag the slider, flick Cover Flow, search the map for coffee near Moscone West, and order 4,000 lattes before hanging up.
  • The goal is a sliverA billion phones next to every other gadget market, with the 1% goal drawn in blue. Drag the share and watch 10 million grow.

Steal the structure

Build your launch keynote like Apple did.

  1. 01 The promise Open on one sentence, the place and the date. Nothing else on the slide.
  2. 02 The moment Why today: the company's past breakthroughs on a timeline, and this one next.
  3. 03 The problem One napkin chart of what is wrong with today's category.
  4. 04 The reveal Name the pieces, let the room solve it, then say the product's name.
  5. 05 What it does The three jobs it does, each strong enough to be a product on its own.
  6. 06 The breakthrough The one technical idea, shown as a before and after.
  7. 07 Demo moments Three or four live moments the audience will retell.
  8. 08 Who it's for Name buyers by what they already carry and pay for.
  9. 09 Price and availability Do the price math out loud, then dates, regions and partners.
  10. 10 The goal One number you can be held to next year, against the market size.
  11. 11 One more thing A closing surprise bigger than the product, then get off stage.

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