On January 9, 2007, then Apple’s CEO Steve Jobs introduced the iPhone for the first time and the world of mobile devices changed forever. Here is the full keynote presentation by Steve Jobs….
Steve Jobs- Apple CEO
This is the 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 and Apple has been – well, first of all, one’s very fortunate if you get to work on just one of these in your career. Apple has been very fortunate. It’s been able to introduce a few of these into the world.
1984 – we introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry.
In 2001, we introduced the first iPod. And it didn’t just change the way we all listen to music, it changed the entire music industry.
Well, today we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device.
So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone… are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone. Today, Apple is going to reinvent the phone, and here it is.
No, actually here it is, but we’re going to leave it there for now.
So, before we get into it, let me talk about a category of things. The most advanced phones are called smart phones, so they say. And they typically combine a phone plus some e-mail capability, plus they say it’s the Internet. It’s sort of the baby Internet into one device, and they all have these little plastic keyboards on them. And the problem is that they’re not so smart and they’re not so easy to use, and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are right there, they’re not so smart, and they’re not so easy to use.
But smartphones are definitely a little smarter, but they actually are harder to use. They’re really complicated. Just for the basic stuff people have a hard time figuring out how to use them. Well, we don’t want to do either one of these things. What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been and super-easy to use. This is what iPhone is.
So, we’re going to reinvent the phone. Now, we’re going to start with a revolutionary user interface. It is the result of years of research and development, and of course, it’s an interplay of hardware and software.
Now, why do we need a revolutionary user interface. Here’s four smartphones, right? Motorola Q, the BlackBerry, Palm Treo, Nokia E62 — the usual suspects. And, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It’s this stuff right there. They all have these keyboards that are there whether or not you need them to be there. And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it.
And what happens if you think of a great idea six months from now? You can’t run around and add a button to these things. They’re already shipped. So what do you do? It doesn’t work because the buttons and the controls can’t change. They can’t change for each application, and they can’t change down the road if you think of another great idea you want to add to this product.