00:01This is a day I've been looking forward to for 2 1⁄2 years.
00:13Every once in a while, a revolutionary product comes along that changes everything.
00:22And Apple has been...
00:25Well, first of all, one's very fortunate if you get to work on just one of these.
00:30In your career.
00:32Apple's been very fortunate.
00:34It's been able to introduce a few of these into the world.
00:40In 1984, we introduced the Macintosh.
00:44It didn't just change Apple.
00:47It changed the whole computer industry.
00:49Thank you.
00:59In 2001, we introduced the first iPod.
01:07And it didn't just change the way we all listen to music.
01:13It changed the entire music industry.
01:17Well, today, we're introducing three revolutionary products of this class.
01:29The first one is a widescreen iPod with touch controls.
01:46The second is a revolutionary mobile phone.
02:01And the third is a breakthrough internet communications device.
02:12So, three things.
02:15A widescreen iPod with touch controls.
02:18A revolutionary mobile phone.
02:20And a breakthrough internet communications device.
02:24An iPod.
02:27An iPod.
02:30An iPod.
02:31And an internet communicator.
02:33An iPod.
02:35A phone.
02:38Are you getting it?
02:43These are not three separate devices.
02:47This is one device.
02:50This is one device.
02:54And we are calling it iPhone.
03:01Today, today, Apple is going to reinvent the phone.
03:07And here it is.
03:17Actually, here it is.
03:18Actually, here it is.
03:18But we're going to leave it there for now.
03:23So, before we get into it, let me talk about a category of things.
03:30The most advanced phones are called smart phones.
03:34So they say.
03:36And they typically combine a phone plus some email capability.
03:41Plus, they say it's the internet.
03:43Sort of the baby internet into one device.
03:45And they all have these plastic little keyboards on them.
03:48And the problem is that they're not so smart.
03:52And they're not so easy to use.
03:55So, if you kind of make a, you know, business school 101 graph
03:58of the smart axis and the easy to use axis.
04:02Phones, regular cell phones are kind of right there.
04:04They're not so smart.
04:05And they're, you know, not so easy to use.
04:09But smart phones are definitely a little smarter.
04:12But they actually are harder to use.
04:14They're really complicated.
04:16Just for the basic stuff, people have a hard time figuring out how to use them.
04:20Well, we don't want to do either one of these things.
04:22What we want to do is make a leapfrog product that is way smarter
04:28than any mobile device has ever been and super easy to use.
04:32This is what iPhone is.
04:35Okay?
04:37So, we're going to reinvent the phone.
04:41Now, we're going to start with a revolutionary user interface.
04:51It's the result of years of research and development.
04:57And, of course, it's an interplay of hardware and software.
05:01Now, why do we need a revolutionary user interface?
05:04I mean, here's four smart phones, right?
05:07Motorola Q, the Blackberry, Palm Treo, Nokia E62, the usual suspects.
05:12And what's wrong with their user interfaces?
05:15Well, the problem with them is really sort of in the bottom 40 there.
05:20It's this stuff right here.
05:22They all have these keyboards that are there whether you need them or not to be there.
05:27And they all have these control buttons that are fixed in plastic
05:31and are the same for every application.
05:34Well, every application wants a slightly different user interface,
05:37a slightly optimized set of buttons just for it.
05:40And what happens if you think of a great idea six months from now?
05:43You can't run around and add a button to these things.
05:46They're already shipped.
05:47So, what do you do?
05:48It doesn't work because the buttons and the controls can't change.
05:53They can't change for each application and they can't change down the road
05:58if you think of another great idea you want to add to this product.
06:01Well, how do you solve this?
06:03Hmm.
06:04It turns out we have solved it.
06:06We solved it in computers 20 years ago.
06:09We solved it with a bitmap screen that could display anything we want,
06:14put any user interface up.
06:17and a pointing device.
06:19We solved it with the mouse, right?
06:21We solved this problem.
06:23So, how are we going to take this to a mobile device?
06:26Well, what we're going to do is get rid of all these buttons
06:29and just make a giant screen.
06:32A giant screen.
06:35Now, how are we going to communicate this?
06:37We don't want to carry around a mouse, right?
06:39So, what are we going to do?
06:40Oh, a stylus, right?
06:42We're going to use a stylus.
06:44No.
06:46No.
06:46No.
06:47Who wants a stylus?
06:49You have to get them and put them away and you lose them.
06:52Yuck.
06:53Nobody wants a stylus.
06:54So, let's not use a stylus.
06:57We're going to use the best pointing device in the world.
06:59We're going to use a pointing device that we're all born with.
07:02We're born with 10 of them.
07:03We're going to use our fingers.
07:05We're going to touch this with our fingers.
07:07And we have invented a new technology called multi-touch, which is phenomenal.
07:13It works like magic.
07:16You don't need a stylus.
07:19It's far more accurate than any touch display that's ever been shipped.
07:23It ignores unintended touches.
07:25It's super smart.
07:28You can do multi-finger gestures on it.
07:31And boy, have we patented it.
07:43We've been very lucky to have brought a few revolutionary user interfaces to the market in our time.
07:50First was the mouse.
07:52The second was the click wheel.
07:55And now we're going to bring multi-touch to the market.
07:59And each of these revolutionary user interfaces has made possible a revolutionary product.
08:06The Mac, the iPod, and now the iPhone.
08:10So, a revolutionary user interface.
08:13We're going to build on top of that with software.
08:17Now, software on mobile phones is like baby software.
08:23It's not so powerful.
08:25And today, we're going to show you a software breakthrough.
08:29Software that's at least five years ahead of what's on any other phone.
08:34Now, how do we do this?
08:35Well, we start with a strong foundation.
08:38iPhone runs OS X.
08:47Now, why would we want to run such a sophisticated operating system on a mobile device?
08:56Well, because it's got everything we need.
08:58It's got multi-tasking.
09:00It's got the best networking.
09:02It already knows how to power manage.
09:04We've been doing this on mobile computers for years.
09:07It's got awesome security.
09:09And the right apps.
09:10It's got everything from Coco and the graphics.
09:14And it's got core animation built in.
09:16And it's got the audio and video that OS X is famous for.
09:20It's got all the stuff we want.
09:22And it's built right in to iPhone.
09:24And that has let us create desktop class applications and networking.
09:30Right?
09:32Not the crippled stuff that you find on most phones.
09:35This is real desktop class applications.
09:39Now, you know, one of the pioneers of our industry, Alan Kaye, has had a lot of great quotes throughout
09:45the years.
09:46And I ran across one of them recently that explains how we look at this.
09:52explains why we go about doing things the way we do.
09:56Because we love software.
09:58And here's the quote.
10:00People who are really serious about software should make their own hardware.
10:05You know?
10:06Alan said this 30 years ago.
10:08And this is how we feel about it.
10:10And so we're bringing breakthrough software to a mobile device for the first time.
10:15It's five years ahead of anything on any other phone.
10:18To take a stab at the companion.
10:19Grazie.
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