9:39am - “Thank you Phil! That is Apple TV.”

9:40am - “We think this is pretty cool. Movies, TV shows, music, and photos all on your widescreen TV. Priced at $299.” “And, we’ll be shipping them in February, we’ll be taking order starting today.” “Enjoy your media on your bigscreen TV, we think this is really going to be something special.” Steve takes a swig. “Ahem.” Apple logo.

9:41am - “This is a day I’ve been looking forward to for two and a half years.” “Every once in a while a revolutionary product comes along that changes everything. One is very fortunate if you get to work on just one of these in your career. Apple has been very fortunate that it’s been able to introduce a few of these into the world. In 1984 we introduced the Macintosh. It didn’t just change Apple, it changed the whole industry. In 2001 we introduced the first iPod, and it didn’t just change the way we all listened to music, it changed the entire music industry.”

9:42am - “Well today, we’re introducing THREE revolutionary new products. The first one is a widescreen ipod with touch controls” The crowd goes wild. “The second is a revolutionary new mobile phone.”

9:43am - “And the third is a breakthrough internet communications device.” Tepid response on that last one, but he almost got a standing ovation on the phone. ‘

“An iPod, a phone, an internet mobile communicator. An iPod, a phone, an internet mobile communicator…. these are NOT three separate devices!”

“And we are calling it iPhone!”

“Today Apple is going to reinvent the phone. And here it is…” It’s a gag image, cheers.

9:44am - “Before we get into it, let me talk about a category of things … the most advanced phones are called smartphones. They typically involve a phone, have plastic little keyboards on them, the problem is they’re not so smart and they’re not so easy to use. If you make a biz school 101 graph, cellphones are at the bottom… smartphones are a little smarter, but they’re harder to use.”

9:45am - “We don’t want to make either one of these things — we want to make a leapfrog product, smart and easy to use. This is what iPhone is.” How the hell are they calling it iPhone, now? Linksys? Cisco?

9:46am - A revolutionary UI, the result of years of development — the result of years of development.” Shows Q, Treo, E62, BlackBerry.”

9:47am - “The problem is really in the bottom 40% — keyboards that are there whether you need them or not. They have control buttons that are fixed in plastic. Every app wants a different button. You can’t add new buttons. How do you solve this problem? We solved this problem — we solved it in computers 20 years ago. A bitmap screen that can display anything we want — with a pointing device.”

“So how are we going to take this to a mobile device? Get rid of all the buttons, and just make a giant screen. So how are we going to communicate? We’re going to use a stylus — no. Who wants a stylus?? Yuck!”

9:48am - “So let’s not use a stylus, we’re going to use the best pointing device in the world — our fingers. We have invented a new technology called multi-tuch. It works like magic, you don’t need a stylus, far more accurate than any interface ever shipped, it ignores touches, mutli-finger gestures, and BOY have we patented it!

9:49am - “We have been very lucky to have brought a few revolutionary user interfaces to the market — the mouse, the click wheel, and now Multi-Touch. Each has made possible a revolutionary product, the Mac, the iPod, and now the iPhone. We’re going to build on top of that with software. Software on mobile phones is like baby-software. Today we’re going to show you a software breakthrough. Software that’s 5-years ahead of what’s on any other phone.”
“iPhone runs OS X!”

Huge cheers. “Why would we want to run such a sophisticated OS on a mobile device? It’s got everything we need. Mulittasking, networking, power management, graphics, security, video, graphics, audio core animation…”

“9:51am - It let us create desktop class applications and networking, not the cripled stuff you find on most phones, these are real desktop applications.” He’s quoting Alan Kay -”People who are really serious about software should make their own hardware.” “So we’re bringing breakthrough software to a mobile device for the first time.”

“The second thing we’re doing is we’ve learned from the iPod, it syncs with iTunes. People know how to sync all their media with their iPod. iTunes is going to sync all your media to your iPhone — but also a ton of data. Contacts, calendars, photos, notes, bookmarks, email accounts…”

9:52am - “We do that through iTunes.” It shows 8GB on the screen.

9:52 - “The third thing — I want to talk a little about design. We’ve designed something wonderful.” 3.5-inch screen, highest resolution screen we’ve ever shipped, 160ppi. There’s only one button, the “home” button.

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