2024年5月11日发(作者：行车记录仪5个按键图解)

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2007乔布斯首款iPhone发布会演讲稿

’re going to make some history together ,wele to

know,it was just a year ago that I was up here and announced that we were going

to switch to Intel processors.A huge,heart transplant to Intel I

said that we would do it over the ing 12 did it in seven months,and it

was the—it’s been the smoothest and most successful transition that we’ve ever

seen in the history of our it was because we made a

beautiful,seamless version of OSX for Intel our team created

Rosetta software which lets you run Power-PC apps on top of OSX on Intel

hardware team got to cranking out a new Mac with Intel

processors every month,and we pleted this transition in seven we

didn’t do this did this with the help of a lot of new colleagues

at Intel really helped you very third-party developers rapidly

moving their apps to universal versions to run at native speeds on Intel

you very most of all,our minute you saw

these lightning-fast machines,you bought‘ we’ve had an extremely

successful year,and I want to thank our users very much.

Now,as many as you know,our retail stores have for a while been selling over

half their Macs to people who have never owned a Mac before:,I’’

s not just limited to our retail stores the Macs we’re selling in the

are picking up lots and lots of new members of the Mac family,and we

couldn’t be a matter of fact,here’s one that might be ing on

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Allchin at Microsoft was quoted recently as saying if he didn’t work for

Microsoft,he would buy a Mac,and he’s retiring soon,so I’ve alerted our Seattle

stores to keep an eye out for him and give him really good know,Vista’

s ing out,and you know our ads with the Mac guy and the PC guy,we made a little

ad for Vista,and I’d love to show it to you now,if you’d like to see it.

[Apple ad]

So,2007 is going to be a great year for the this is all we’’re going to

move on to some other things and over the course of the next several months we’

re going to roll out some awesome stuff for the for today,we’re going to

move on.

So,the first thing I like to do is give you an update about our music

you know,we’’’ve got the amazing new iPod iPod,in addition to being

the world’s best MP3 player,has bee the world’s most popular video player,and by

a large iPod Nano is the world’s most popular MP3 player,by a wide

the new shuffle is the world’s most wearable MP3 we had an

incredible line-up for this holiday season,all refreshed and new I’’

s ,there was an article recently that said iTunes sales had slowed

dramatically.I don’t know what data they’re looking at,but this is our data,and

what we see is iTunes sales were really up this took us over three years to get

to a billion got our second billion in 10 months in growing off

an over 600 million song base,we doubled it in we couldn’t be happier

with the growth rate of iTunes and selling 2 billion songs.

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’t that unbelievable?That’s 58 songs every second of every minute of every

hour of every the last time we talked to you,we said that we were the 5th

largest music reseller in the all these other guys sell music on CDs,and of

course we sell it if you add up all the music that’s sold,we were the

fifth-largest e of the growth of iTunes,I am pleased to report that we

have now passed sell more music than Amazon,and we are now

number you can guess who our next Target might that’s an update

for music.

’ve got awesome TV shows on a matter of fact we have over 350 TV

shows that you can buy episodes from on I’’t that incredible?

’re thrilled because they have some awesome me just show you a

few of the titles here that are going up as we six Star Trek we

are going to be moving up from the hundred movies we’ve offered so far to over

250 movies now offered on are getting up as fast as we can over the

next week or we hope to be adding even more movies as other studios

throw in with us as 2006 rolls that’s an update on iTunes.

’s just part of this we had a new petitor this past holiday

season,which was,of course,Microsoft’s how’d they do?Well,we don’t

have data for December yet,because it’s not out till next week or the week after,I

we have data for November,which was their launch month,should have

been real they garnered 2 percent market percent market

had 62 percent market share,and the rest had ,we don’t have

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data for know we went up quite a bit in December in terms of

market we’ll find out how they 2 percent in their launch

,no matter how you try to spin this,what can you say?So that’s an update

on how we’re doing in the new music business,and we’ve got a few new ads for

know,we work with some of the greatest folks to create

they created this wonderful ad that I’d love to show you right now,so let me go

ahead and roll it.

[Ad plays]

Now,just to let you in on our process a little bit,these guys are incredibly

creative,they couldn’t stop,and they took the same song,which is an up-and-ing

British pop group,and they took the same dancers,and they did some different

animation,and they came up with what you’re about to see.

[Ad plays]

Isn’t that great?So,those will be running that is an update to our

music business.

Now,I’’s called Apple you should either go with your code name,like

we did with the Mac,or you should pick a code name quite a bit—a real name quite

a bit different than your code name,so I’ll probably stumble and call this iTV five

times today by mistake.I Apple TV.

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Apple TV is a way to enjoy your media on your big screen let’’’s that

?It’s that simple.

’’’s no power brick they’ll hook up an HDMI cable to their

wide-screen TV,and they’ll use wireless networking to get their it’s

really,really easy to use.

Let me tell you a little more in-depth about what this box of all it

delivers up to 720p high-definition ?Number two,it’s got

a 40 gigabyte hard-drive inside of it will store up to 50 hours of

es in handy for something I’m about to show it has 802.11 wi-fi wireless

networking,and it’’s got B,G,and the new Draft N standard,which is really,really

it’s got an Intel processor in it,so it’s got the processing horsepower to

do the kinds of user interfaces we like to it’’s got wi-fi wireless

networking,internal 40 gig hard can auto-synch your content from one

you can stream content from up to five let’s examine this in a

little more -synch from one does this mean?It means you

can take one of the puters in your house,and right from iTunes,just like you would

set up an iPod,you could set up your Apple you can set up your Apple TV

to say,oh,take my ten most recently purchased unwatched movies and

automatically put them on the hard drive of Apple that whenever I walk up

to Apple TV,they’re ?So let me show you,I’m going to do this with six

TV just automatically,whenever I buy them,they just automatically will

stream in the background to Apple TV and be stored on the hard ?So

whenever I go to watch something,they are there.

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Now,I can also stream from up to five this case,I’m going to take

content from five puters,and I can watch it on Apple TV but I will not store it on the

hard you can just stream it live and watch it from other puters in the

if your neighbor es over with a notebook and they’ve got something

cool that you want to watch on your widescreen ,PCs or Macs,I just

choose the puter that I like.

So,this is Apple TV,and why don’t we go ahead and show it to you?You can

control it with this very simple let’s go see a is the screen

all your photographs here and just puts them on your TV and they’re

gorgeous,because as you know,photography these days is high-def,with these

amazing digital cameras that we ,let’s go into the main menu of iTV,and

here’’ve got movies,TV shows,music,podcasts, let’s go into movies

we go into we have all my movies that are stored on iTV,as

well as the iTunes top movies.I can go see what’s selling on iTunes and stream it

down and watch it on iTV.I can also look at theatrical ,this is not

stored on is actually ing over the live my house through my

Internet gateway,wirelessly to i—to Apple TV,and I can watch theatrical trailers

streaming from Apple .So let’’s one called the Good let’s watch

this,I just click on it,and this is streaming live from Apple .

[Movie trailer]

So you get the can sit on your couch and watch theatrical movie

trailers with ,let’s back up here,and let’’’s go play a little part of

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of our new Paramount movies.

[Movie clip]

Isn’t this great?So,that’s movies,and let’’’s go into“Heroes,〞a really great

new show,and let’s play an episode called Better Halves.

[TV clip]

OK,well,that’s TV let me show you know,iTV,of course is

—Apple TV is primarily for video,but it turns out it’s awesome for listening to

music on your home theater system,as think a lot of people are going to

buy it for we’ve got music here,we’’ve got a favorites playlist,I’ll go into

I’ll just shuffle some songs,because I want to show you what it’s like

when you’re playing music here.

[Music plays]

So it does that so it doesn’t burn a hole in your plasma TV we can

go ahead and just go to the next track that’s what it’s like to play

t.

So now let’s go to ,your photos are new digital

cameras are so you can just,again,move your photos to iTV or

stream them over,over wireless see your photos right on your

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as an example,here’s a photo album I made of…’s really cool to watch

photos on your widescreen TV.

Now,what I’ve been demonstrating so far is primarily content that has been

synched to Apple TV from my puter and I’d like to show you what it’s like when

you want to connect to someone else’’s say Phil Schiller my neighbor es over and

he’s got his ,what do you have on your got some

content we could watch?

[Demo with Phil Schiller]

Well,let me just go down here to sources,and here’s the Apple TV that I’ve

been playing off the hard drive of,and I just say I want to connect to a new iTunes

right here,and iTunes is running on Phil’’re fully authenticated now,and there’s

Phil’s MacBook right up there and I push it,and now I’m going to be looking at

the content right off of Phil’s MacBook and what do you want to watch,Phil?

Alright,here we go.…Alright go to 30 Rock here.…’re streaming off of Phil’s

MacBook to this Apple TV live.

[TV clip]

Thankyou is Apple TV.

So we think this is pretty cool Apple ,TV shows,music and photos all

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on your widescreen excited about Apple TV is going to be priced

at$?$299 for all this built we’re going to be shipping them next

month,in February,and we are taking orders starting ,Apple your

media on your big-screen think this is going to be really something quite

special Apple TV.

This is a day I’ve been looking forward to for two-and-a-half once

in a while,a revolutionary product es along that changes Apple has

been—well,first of all,one’’’s been able to introduce a few of these into the

world.1984,introduced the didn’t just change changed the

whole puter 2001,we introduced the first iPod,and it didn’t just change

the way we all listen to music,it changed the entire music ,today,we’

re introducing three revolutionary products of this first one is a

widescreen iPod with touch second is a revolutionary mobile

the third is a breakthrough Internet munications ,three

things:a widescreen iPod with touch controls;a revolutionary mobile phone;and a

breakthrough Internet munications iPod,a phone,and an Internet

iPod,a phone…are you getting it?These are not three separate

devices,this is one device,and we are calling it ,Apple is going to

reinvent the phone,and here it ,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 most

advanced phones are called smart phones,so they they typically bine a

phone plus some capability,plus they say it’’s sort of the baby Internet,into one

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device,and they all have these little plastic keyboards on 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 really for the basic stuff people have a hard time figuring out how

to use ,we don’t want to do either one of these we want to

do is make a leapfrog product that is way smarter than any mobile device has ever

been,and super-easy to is what iPhone ?

So,we’re going to reinvent the ,we’re going to start with a

revolutionary user is the result of years of research and

development,and of course,it’’s four smart phone,right?Motorola Q,the

BlackBerry,Palm Treo,Nokia E62—the usual ,what’’s this stuff right

all have these keyboards that are there whether or not you need them

to be they all have these control buttons that are fixed in plastic and are

the same for every ,every application wants a slightly different

user interface,a slightly optimized set of buttons,just for what happens if

you think of a great idea six months from now?You can’’re already

what do you do?It doesn’t work because the buttons and the controls can’t

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.

Well,how do you solve this? turns out,we have solved it!We solved in

puters 20 years solved it with a bit-mapped screen that could display

anything we any user interface a pointing solved it

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with the solved this how are we going to take this to a

mobile device?What we’re going to do is get rid of all these buttons and just make

a giant ,how are we going to municate this?We don’t want to carry

around a mouse,right?So what are we going to do?Oh,a stylus,right?We’re going

to use a wants a have to get em and put em away,and

you lose wants a let’’’re going to use a pointing device

that we’re all born with—’’re going to touch this with our we have

invented a new technology called multi-touch,which is works like

don’’s far more accurate than any touch display that’s ever been

ignores unintended touches,it’s can do multi-finger

gestures on boy,have we patented we have been very lucky to have

brought a few revolutionary user interfaces to the market in our was the

second was the click now,we’re going to bring multi-touch

to the each of these revolutionary interfaces has made possible a

revolutionary product—’’s not so powerful,and today we’re going to show you

a software re that’s at least five years ahead of what’s on any

other how do we do this?Well,we start with a strong

runs ,why would we want to run such a sophisticated

operating system on a mobile device?Well,because it’’’’’’s got everything from

Cocoa and the graphics and it’s got core animation built in and it’’s got all the

stuff we it’s built right in to that has let us create desktop

class applications and the crippled stuff that you find on most

is real,desktop-class applications.

Now,you know,one of the pioneers of our industry,Alan Kaye,has had a lot of

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great quotes throughout the years,and I ran across one of them recently that

explains how we look at this,explains why we go about doing things the way we

do,because we love here’s the quote:“People who are really serious

about software should make their own hardware.〞Alan said that 30 years ago,and

this is how we feel about so we’’s five years ahead of anything on any other

second thing we’re doing is we’re learning from the iPod,synching

with know,we’re going to ship our 100 millionth iPod this year,and

that’’’s really we do it through ,you go to iTunes and you

set it like you’d set up an iPod or an Apple you set up what you

want synched to your it’s just like an and synch

with iTunes.

’’’s really ,it’s the highest-resolution screen we’’s 160 pixels per

t we’’s on the front,there’s only one button down

call it the home you home from wherever you

that’’’’’s really we’ve got some controls on the side,we’ve got a

little switch for ring and silent,we’’s look at the the back,biggest thing of

note is we’ve got a two-megapixel camera built right other side,we’re back

in the let’’’ve got a place,a little tray for your SIM card,and we’’’

ve got a speaker,we’ve got a microphone,and we’ve got our 30-pin iPod

that’s the bottom.

Now,we’ve also got some stuff you can’’ve got three really advanced sensors

built into this first one is a proximity senses when physical

objects get close,so when you bring iPhone up to your ear,to take a phone call,it

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turns off the display,and it turns off the touch sensor,,why do you

want to do that?Well,one to save battery,but two,so you don’t get spurious inputs

from your face into the touch automatically turns them off,take it

away,boom,it’s back it’’s got an ambient light sensor built in,as

sense the ambient lighting conditions and adjust the brightness of the display to

match the ambient lighting ,better user experience,saves

the third thing that we’’s pretty it to you in a

three advanced sensors built in.

So,let’’s start with the can touch your can just touch your

music,it’’ve got a widescreen can find your music even us

album art on this -in speaker,and,why not?Cover time ever on

an rather than talk about this some more,let me show it to you.

,I’ve got some special iPhones up here,they’ve got a little special

board in them so I can get some digital video out,and I’ve got a little cord here

which goes up to these projectors,so I’ve got some great images,and you get to

see what it really looks ,let me,I’ve got a camera here so you can see what

I’’m going to go ahead and just push the sleep/wake button and there we

go,right to unlock the phone I just take my finger and slide it

to see that again?We wanted something that you couldn’t do by

accident in your slide it this is the home screen of

iPhone right so if I want to get in the iPod,I just go down to that lower

right hand corner and push this icon right here,and boom,I’m in the iPod.I want to

get home,I push the home button right here,and I’’’t that cool?A little rubber

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banding up when I run off the edge.

And if I want to pick somebody,let’s say I want to pick the Beatles,I just tap

them,and here’’’s right there,and“A Little Help From My Friends.〞Look at this

gorgeous album artwork course,I’ve got a volume ,I’’s all the

other songs back I can play“Lovely Rita〞’’t that cool?Yeah,it’s pretty

nice.

Now,let me show you something else.I just take my unit here,and I turn it

landscape mode,oh,look what happens!I’’s go into Dylan here,let’s play“Like a

Rolling Stone.〞’’’’t that great?Alright.I could play with this for a long time.

Again,I’’’’’’ve got a great album view again that shows all my album artwork

if I I’’ve also got videos I push videos and I’ve got a video

podcast loaded on,and a music I’ve got a TV show and a movie,and I’

d just like to show you the TV show is an episode from The

videos we look at in landscape.

[Video plays]

’t that awesome?Isn’t that awesome?

’s play Pirates of the Caribbean,the second movie,by the way.

[Movie plays]

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Now this is a widescreen movie so I just double-tap and I can see the whole

thing here,or I can fill up the screen,whichever I again,I’’t this cool?So we

can be watching feature-length movies just like that is the

cool,huh?We’’s reen video like you’’s the best iPod

we’’’s some album art I just put up,so you can see what it looks ,no

matter what you like,it looks pretty doggone of course,cover flow

and video,with on-screen controls.

You know,I was showing this to somebody—I was giving a demo to somebody

a while ago,who had never seen this before,inside I finished the

demo,and I said what do you told me this,they said,You had me at

,the iPhone with the most amazing iPod can now touch your

music.

So that’s the ,let’s take a look at a revolutionary want to

reinvent the ,what’s the killer app?The killer app is making calls!It’s

amazing,it’s amazing how hard it is to make calls on most people

actually dial them every people don’t have very many numbers in their

address book they use their recents as their address ?How many of you

do that?I bet more than a ,we want to let you use contacts like never

can synch your iPhone with your PC or Mac and bring down all your

contacts right into your you’ve got everybody’s numbers with you at all

have something that’’t it be great if you had six voice mails if you didn’

t have to listen to five of them first before you wanted to listen to the

sixth?Wouldn’t that be great if you had random access voice mail?Well,we’’re on

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that bandwagon,headed on that roadmap,and plan to make 3G phones and all

sorts of amazing things in the ,quad-band GSM plus edge,and of course

we have wi-fi and Bluetooth 2.0 EDR built in,as well.

’s one of our ring tones,you can pick of course.

So,I want to show you four things.I want to show you the phone

app,photos,got a calendar,and SMS kind of things you would find

on a typical phone,but in a very untypical let’s go ahead and take a

let’s go to our phone see that icon in the lower left-hand corner,the

phone?I just push it right here,and boom,I’m in the I’’m in

contacts,right now, do I move around my contacts?I just scroll through

so,let’s say I want to make a call to Jony Ive.I can just push here,and I

see Jony Ive’s context,with all his information:his three phone

numbers,his ,whatever else,his address,whatever else I’’’ll call his mobile number

right now,we are calling Jony here.

Hey,Jony,how you doing?Well,it’s been 2.5 years,and I can’t tell you how

thrilled I am to make the first public phone call with iPhone.I remember when we

first started working on this,and it’s just ,what is this?I’ve got

another call ing ,can I put you on hold for a minute?So I put Jony on hold

and…

[Schiller says:Hey,Steve,I wanted to be the first call!"]

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Sorry Phil!As you can see,it’s put Jony on hold,and Phil,I can just touch Jony

and bring Jony ,Jony are you there?Hey listen,Phil you mind if I

conference him in?

["I guess so,"I’ve says]

You can see the button has changed to merge calls right there in the middle,so

I just push that right here,and now,I’ve created a conference ,you

there?Phil,you there?[Yes.]

So here we are,and listen I gotta get back to my keynote,so if I want to do

that,I just touch this arrow right here,and I’m going to go ahead and take Jony

private here and put Phil on ,do you have anything to say on the first

phone call?

["It's not too shabby is it?"Ive says]

It’’s on hold.I take him off of ,thanks very much,I’ve got to get back

to the keynote ty.

So,now I’ve also got a way to make a list of favorites here,from my most-often

called numbers so I can just touch it once and dial the I might want to

add somebody to favorites,so let’s say I want to add Phil Schiller,I just push that

plus button in the upper right-hand corner right there,and up pop my

favorites,and I can just go to S is here and there’s Phil,so Phil Schiller is right

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I’ll put,let’s say I want to put Phil’s work number,and it’s added

Phil,right there you see favorites.I can edit favorites by pushing the edit button in

the left-hand corner,and I can move Phil up if I want to,maybe to the let’

s see,Tony’s changed his number I’ve got to update this anyway,so I’’’ve got

recents right here,which is all my recent phone I want to see the ones I’ve

missed,which are in red,I can just go up and touch that button at the top,and

boom,those are all the ones I’ve missed,and those are all the calls that I’ve placed

or have I want to dial the phone,if I’m real last-century,I can push keypad

here,and I can dial a call just with…oops,called four,

it formats the numbers and if I want to,I can just keep

dialing,let’s say it’s a European number,and the numbers just keep getting

smaller,real simple to dial with the let me show you visual

voice is so is a collaboration that we’ve done,which I’ll talk

more about later,and it allows us to have random access voice directly to

the voice mails we as an example,I e to my voice mail,and I say,oh,there’

s one by Al Gore.I want to hear that one.I just push it.[Congratulatory message

from Al Gore plays.]

Now,if I want to call Al back right now,I can just push that call back

I want to listen to one from Tim Cook that I’ve got here,so let me listen to

Tim.[Message plays]

Isn’t this so I’ve got voice mail how I want to listen to it,when

I want to listen to it,in any order I want to listen to it with visual voice that is

a quick tour of the phone app.

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Now what I want to do is show you SMS I just go to that SMS icon in

the upper-left-hand corner and push I not only have SMS texting,but I have

multiple I can be carrying on conversations with people,and every time

I get messages from them,I can be alerted to that,and go check it an

example here,I’ve got Eddie Q and I’ve been carrying on a conversation with

Eddie,and I just tap this,and here’s the conversation I’ve been carrying on right

if there’s a new message it will tell so there’s a new message

from Phil,and let’s see the conversation was what.[SMS messages]

And I’ve got this little keyboard which was does error

prevention and that I won’t make some,I probably it’’’

s that when Phil messages me back,I’ll be alerted,I’’s so

that’s SMS messaging,and again,you’ve seen the keyboard,it’’ll e back to that

a little later.

And the third app I want to show you as part of the phone package is

know,we have a two-megapixel camera built in,as I also have

the coolest photo management app ever,certainly on a mobile device,but I think

maybe so here’’m going to go into our photo library,and this is our

library and again,I can just scroll through photos here with my

me go to photo album,I’ll pick Italy,and I just,let’’s one that’s landscape.I

can just turn my device and take a look at cool,huh?So I can even swipe

when I’’’t that cool?I can move it around,and…isn’t that cool?And now what I

can do is I can pick to make this my of course,I could jigger it

around then and just set the wallpaper,and now if I’m back at home and I go to

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sleep,when I wake up from here on out,until I reset it,that’s my

er I’m making a call,that’s what I’m going to

we photos,SMS and the phone is part of our phone package for

iPhone.

’s pretty unbelievable,and I think when you have a chance to get your hand on

it,you’ll agree,we have reinvented the .

So,now,let’s take a look at an Internet munications device as part of

what’s this all about?Well,we’ve got some real breakthroughs start off

with,we’ve got rich,html on first time really rich on a mobile

it works with any IMAP or POP got your favorite mail

service,it’ll likely work with it’s rich text .We wanted the best web browser

in the world on our phone,not a baby web browser or a WAP browser,a real Web

browser,and we picked the best one in the world,Safari,and we have Safari running

on is the first fully usable html browser on a ,we have Google

,satellite images,directions and is unbelievable,wait until

you see have widgets,starting off with weather and this

municates with the Internet over EDGE and iPhone automatically detects

wi-fi and switches seamlessly to don’t have to manage the just

does the right ,I want to take a second and talk about .We hook up to

almost any IMAP or POP3 mail service.I just want to give you some

of course is the best because you can keep folders and all your on the server and

access it from anywhere. Mail is oft Exchange has an IMAP

mail is IMAP,as 3,Google Gmail,AOL Mail,and most ISPs are

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POP3 .

Now,I want to take a minute and highlight one. Mail. Mail is the biggest mail

service in the have over a quarter billion t service in the

world,and today,we are announcing with that they are going to provide free push

IMAP to all iPhone ,this isn’t just IMAP .It is push IMAP .So when

you get a message,it will push it right out to the phone for as a

IMAP push from .So we think this is a pretty big what I’d

like to do now is I’d like to show you mail,Safari,Google Maps and widgets running

on let’s go see.

So let’s go into icon from the left on the bottom there.I just touch

it with my finger,and boom,I’m so I’’’ve got in-line photos,rich text .So

let’s look at another loved the ,in-line photos,rich

text,pretty ng list,again,rich text right ions to

Sushi Ron for tonight’s ,iPhone of course parses out phone numbers

and you can see there’s a phone number in blue.I can just touch it,and boom,I’

m going to call this place.I don’t really want to call them so I’’s a great

photographer,and he took all these great photos of penguins in at

this,it’s in your ,right on your if I want to by the way,I can

look at my with a split view just like I do on my puter,and so I can select

something here and just look at it down here if I want to peruse my messages real

fast and just find that one message I was looking I actually like the

full-screen of course,we have a standard in-box and drafts,and all sorts of

folders you can put things in as it’s real ,just like you’’s

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again,free IMAP from .

Now,let me go ahead and create an you what that’s

again,when I don’t need a keyboard it’s not I do,it’s there.I want to

send a message to,let’s say,Phil.I just type PH,and boom,Phil Schiller,it’s address

pletion and maybe I’ll send one to Scott Forrestal,as well,and there’s Scott right

there,and let’s say the subject is ,and I just hit sends that ,and

we’re that is desktop class running on a mobile device.

All right,now I want to show you something incredible.I want to show you

Safari running on a mobile let’’’m going to load in the New York

Times,it’s kind of a slow site because it’s got a lot of images,but here we’re

loading and we’re loading over wi-fi right rather than just give you a

WAP version of the New York Times,rather than giving you this wrapped version all

around,we’re showing you the whole New York Times Web site,and there it

what I can do,I can just put this into landscape mode,and there it is right

I can scroll here if I up and down loading it

we I can just get back like ,this is really great and I can see the whole

page but of course I can’’’t this cool?Look at is the New York

again,any article I want,boom,there we ,you can look

at multiple Web pages as can have multiple Web pages I just

push this button in the lower-right hand s it down,and I can add a

new page if I I’ll go to Amazon here out of my let’s go

to I love to go the DVD section of Amazon and see what DVDs are

selling.I like it especially when Disney’s are in the ,so here’s Amazon,and

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even before the whole page is loaded on,I’m just going to double-tap on this,and

I’m going to say let’s go to the DVD section here,and now it’s doing

here we there’s a section over here in the right hand side,and these are

top sellers,updated look,Al’s Inconvenient Truth is number

here’’s Anatomy,I like s of the

so I’ve got this right here,and I can go back to the New York Times if I

up to that picture so we can all see again,isn’’t that incredible?

know,if you’ve ever used what’s called a Web browser on a mobile phone,you’

ll know how incredible this is.I hope you’ll never really know,because it’s bad out

there today,and this is a revolution of the first order,to really bring the real Internet

to your phone.

’s go to stocks right now,and we’re going to load stock information off the

Web,and just right onto the phone ,look,Apple’s up!That’s great!Well,I

could look at different graphs here if I want that’’s look at the percentages

, I’’s see what it’s like outside.49 degrees,but it’s

supposed to get to 61 today,so that’’ll just stay in here until it warms ,I’

ve got Paris right here.I can have as many of these as I want,so it’’s actually

warmer in Paris at night than it is here ,well,no snow until later in

the ,it’s raining,that’s not ,anyway,here’s four

,Aspen,Paris and San Francisco,and again,the weather widget.

Now,to conclude with the Internet device section here,I want to show you

something truly remarkable,which is,Google Maps on iPhone.I hit our maps

application here and it’s ing it shows us North America,and I’’’s where

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we ,what I’m going to do,is I’’m going to certainly want a cup of coffee

afterwards,so I’m just going to look for Starbucks,right?Starbucks,so I’m going to

search for Starbucks,and sure enough,there’s all the ,I can get a list

of Starbucks here,and I can pick that one if I want,and I can even go look at that

Starbucks,and there it is,and let’s give them a call.

Good morning,Starbucks,how can I help you?

Yes,I’d like to order 4,000 lattes to go,,just kidding,wrong

.

Now,I can zoom in by just pinching if I want I can just double click to

zoom in,and I get just higher and higher resolution versions of the let’s go

somewhere else here that I’’s go to the Washington so here’s

Washington,D.C,and I could just double-tap and I’m going in a little further

here,just double-tapping there’s the Washington Monument there,and I’’

s going to replace the map with satellite images,there we I can just

double-tap in,and double-tap in let’’t that on my

phone!It’s let’s go,I’ve got another one,the Eiffel Tower,which is

very cool.I set this one to be,look at this,there’’’’’’’t that incredible?

’re very,very happy with ,push .IMAP free and almost any other

IMAP and POP service you want to hook up ible new technology for

entering better than we’’s the Internet in your pocket for the first time

,you can’t really think about the Internet,of course,without thinking

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about Google,right?And for Google,what we have on our phone,working with

them is of course Google search,we have that built right into the type

what you want,hit Google and you’’’re thrilled with the results,and it’s my

pleasure now to introduce Schmidt,Google’s CEO.

[Eric Schmidt]

Now,you also can’t think about the Internet without thinking about .And

again on the phone,we’ve got Search built right in,you can select which one you

want to type in something,hit that button and boom,you’re of

course,we also have IMAP so,it is my great pleasure to introduce

Jerry Yang,co-founder and chief .

[Jerry Yang]

You know,it’s been great having the two greatest panies on the Web right

down the and .And we’ve been able to work with these guys really

closely,and it’’ve really helped us put the Internet in your pocket.

’s put them all together and see what you can do in a real-life ,let’

s take a look.I want to listen to some music,so I want to go into my iPod here and

let’s see,in artists,I want to listen to,oh,maybe Red Hot Chili Peppers,I love those

so I’m listening to a song of let’s see what happens when I

get a phone fades a phone call ing I can

ignore it,but I think I’m going to answer I’ll answer Phil,listen I’

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m kind of busy right can I do for you?

[Schiller discussion.]

Oh,OK,hold on just a I push the home button on my wallpaper and I go

home right here,and I’m still on the can see the phone thing flashing right

there on the lower I go into photos and now I’m in photos and you can

see the bar across the top,the green bar,I can just touch that to return to the

Phil wants a photo that he wanted to use it for his screensaver,it was one

of the ones that was taken in Hawaii,I think it was this ,there it you

want me to mail this to you,Phil?So I again I just go down here and push this

button,and rather than use it as wallpaper,I’m going to watch what happens

shrinks it a little bit,and then a pose windows will e up right behind

we I will just tap in the to field and send this to Phil here,Phil Schiller there

we the is there,yep,it’s there,and I’m just going to send ,Phil,that

should be on its way right now.

Anything else?…Let me go check it out.I think I’’s go to Fandango,figure out

what movies are playing.…To go back to my call I just touch the top here,and I’m

back at my call,and I’m just going to go ahead and end the happens

now?Back in my ,this is what it’s like when you put it all

Apple is reinventing the phone.

’’s take a ,these are their home again,as you recall,this

is is what their contacts look is what iPhone’s contacts look

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like,and again,you just pick one and you see everything about that person,all the

information you is what mail looks like on these smart this

what mail looks like on have rich,html,rich text .This is what calendars

look like on these is what calendars look like on is what the

Web looks like,and we tried to make it look as good as we could on usually

looks worse and this is what you get,and of course,this is what you get on

iPhone,and you can zoom in and see anything you this is what you get

for music players,nobody really uses them much,and this is what you get on

after today,I don’t think anyone is going to look at these phones quite

the same way again.

Now let me tell you about some accessories we’ve got for some

great stereo headphones we’re going to be shipping,and they’’s a microphone

and a switch,so you can talk,you have them in there,you can get a call and just

ful reception on the just push it together to answer a

call or hang up on a you can be wearing just dangles right there and

picks up your voice we also have a Bluetooth accessory headset

that we’’s incredibly small and just to let you see what it looks like,it’s got one

button on the top for answering and hanging up a phone never have to

turn it off or just goes to automatically pairs with iPhone so you don’’

s really it’’’s the coolest one that we’ve ever Bluetooth

headset ing as well.

’ve managed to get five hours of battery,and that’s for talk time,video or

hours of battery life,and 16 hours of audio playback,so that’’’ve

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got the multi-touch screen.A urization,more than any we’’ve been

innovating like crazy for the last few years on this,and we filed for over 200 patents

for all the inventions in iPhone,and we intend to protect ,a lot of high

technology.I think we’’s the ultimate digital device.

’s a smart phone cost?Well,they say you get the phone and some of the

Internet with it,although that’s they cost somewhere

around$ can get them for$ just introduced one at$399

yesterday,so they generally average about$299 with a two-year

,these phones sort of do music but nobody uses them for music

because they’’’’’’’’s got coverflow and on and this stuff would normally

cost hundreds of how much more than$499 should we price

iPhone?Well,we thought long and hard about it,because iPhone just does so much

much better experience on call,on managing your contacts and visual

voice access voice mail for the first g and and real

browser and Google dous iPod and cover flow and

should we price this thing ,for a 4 gigabyte model,we’re going to price it at

that same$ premium whatsoever.$ we’re going to have an 8

gigabyte model for just$ we’re going to price it starting at$,when’

s it going to be available?We’’re announcing it today because with products like

this we’ve got to go ahead and get FCC approval which takes a few months,and

we thought it would be better if we introduced this rather than ask the FCC to

introduce it for here we are,and we’’re going to Europe hopefully by the

fourth calendar quarter of this in Asia in in June,in just a few

months,we’’ve chosen are the best and most popular network in

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the country.58 million are number they’re going to be

our exclusive partner in the ,it’’’re going to be doing innovation

worked with Cingular on visual voice e it’s an innovation

that requires both innovation on the phone and in the can’t do it in

just one have to do it in both places and so visual voice

mail is the first fruit of this collaboration,and you will see when we start

shipping in June,we will be selling iPhone through our own stores,and through

Cingular it’s my pleasure to introduce the CEO of Cingular,Stan Sigman.

[Sigman]

Let’s take a look at this market,and how big it clicker’s not

there it how big is this market,well let’’re scrambling backstage right

know,when I was in high school,Steve Wozniak and I,mostly Steve,made

this little device called the TV it was this little oscillator that put out

frequencies that would screw up the Woz would have it in his pocket,and

we’d go into like a dorm at Berkeley where he was going to school and he’d screw

up the TV,and somebody would go up to fix it,and just as they had their foot off

the ground,he’d turn it back they put their foot back on the ground he’d

screw up the TV within five minutes he’d have somebody like this for

the rest of the Star Trek episode.

So game consoles.26 million game consoles were sold in 2006

worldwide,actually a little smaller than you’’s not such a big l

cameras dwarfed it at 94 3 players 135 PCs,about

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phones,just about a billion last year, what does this tell

you?What this tells you is,that 1 percent market share equals 10 million

is a giant percent market share,you’re going to sell 10 million

this is exactly what we’re going to try to do in 2008,our first full year

in the market,is grab 1 percent market share and go from we’re going to

enter a very petitive market,lot of players,we think we’re going to have the best

product in the world,and we’re going to go for it and see if we can get 1 percent

market share,10 million units in 2008,and go from there.

So,today,we’’ve added Apple TV and now you know,the Mac is

really the only one that you think of as a ?And so we’ve thought about

this and we thought,you know,maybe our name should reflect this a little bit more

than it we’re announcing today we’re dropping the puter from our

name,and from this day forward,we’re going to be known as Apple Inc.,to reflect

the product mix that we have today.I didn’t sleep a wink last night.I was so excited

about today,because we’’ve had some real revolutionary Mac in

1984 is an experience that those of us that were there will never I don’

t think the world will forget it iPod in 2001 changed everything about

music,and we’’’s an old Wayne Gretzky quote that I love.I skate to where the puck

is going to be,not where it has we’ve always tried to do that at

the very very we always thank you very very

much for being a part of this.

Thank you to worker,families,and John Mayer performance.

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