9:59am -”I just pick something and play something — it’s that easy.” Plays more. “It’s that simple, isn’t that great?”

“Alright, I can play with this for a long time.” You have been, over two years you say?

“I’ve also got audiobooks, I’ve videos. I’ve got TV shows and movies, this is an episode from the Office…”

10:01am - Touch play control overlays… it looks really good. You can drop into widescreen or pan and scan mode. “Again, on-screen controls, is this cool?”

10:02 - “So that is the iPhone. Pretty cool, huh? We’ve just started. So again, touch your music, scroll through your songs and your music. “

10:03am - “It’s unbelievable. Here’s some album art… no matter what you like, it looks pretty doggone gorgeous. … with onscreen controls. I was giving the demo to someone a little while ago, and I finished the demo and I said what do you think? They said ‘You had me at scrolling.’”

10:04am - “We want to reinvent the phone. What’s the killer app? The killer app is making calls! It’s amazing how hard it is to make calls on most phones. We want to let you use contacts like never before — sync your iPhone with your PC or mac. Visual voicemail — wouldn’t it be great if you didn’t have to listen to five of them to list to the sixth? Just like email you can go directly to the voicemails that interest you. iPhone is a quad-band GSM + EDGE phone.” No 3G! “We have WiFi and Bluetooth 2.0″

10:05am - “This is what it looks like when you get a call — this
is one of our ringtones. I want to show you the phone app, photos, calendar, and SM messaging. The kind of things you’d find on a typical phone. So let’s go ahead and take a look. So let’s go to our phone first, the phone icon in the lower left corner? Boom, I’m in the phone. I have favorites, contacts, …” Whoa, they put Jonathan Ive’s phone number up on screen. Ummm… not smart Steve, I hope that’s a PAYG line.

10:06am - “I can’t tell you how thrilled I am to make the first public phone call with iPhone.” It’s in speakerphone mode.

10:07am - “I remember when we first started working on this…” Phil Schiller’s on the other line. “Steve, I wanted to be the first call!”

10:08am - “Hey listen, Phil called, you mind if I conference him in? I just push that right here and now I’ve created a conference call. “Attendees scrolling up on top. “So here we are and listen, I have to get back to my keynote… Johnny, do you have anything to say on the first phone call?” “It’s not to shabby, is it?”

10:10am - “Phil, thanks very much I gotta get back to the keynote now.” Demoing favorites, it looks pretty easy, no doubt. “It’s that simple to edit these things. I’ve got recents right here, I can see all my recent phone calls… and those are all the calls I’ve placed or have gotten. If I want to dial the phone and I’m real last century, I can dial the numbers.” Dialing digits, the numbers get smaller as he dials. “Now let me show you visual voicemail, this is a collaboration which I’ll talk more about later. It allows us to have random-access voicemail. Oh, there’s a voicemail by Al Gore.”

10:11am - Tim Cook’s voicemail was of revenue results: “You know, this can wait until later…” Laughter.

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