1

2007
iPhone launch 2007
https://www.youtube.com/watch?v=x7qPAY9JqE4 (Shorter Version)
https://www.youtube.com/watch?v=Av1gsGGeS1U (Full Version)
 CREATIVE OPENER – CREDIBILITY/HUMOUR CONCOCTION

Discussing overall business of Apple before the iPhone launch he put on a slide
a quote from Jim Allchin of Microsoft-

“We are picking up lots and lots of new members of the Mac family,
and we couldn’t be happier. As a matter of fact, here’s one that might
be coming on soon. Jim 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 service.”

2
PRESENTATION OF DATA

5M

58 songs every second

3
ACCENTUATING DATA WITH SELF-VALIDATING
RHETORICAL QUESTIONS/STATEMENTS

“We are selling over 5 million songs a day, now. Isn’t that
unbelievable? 5 million songs a day. That’s 58 songs every second of
every minute of every hour of every day.”

4
BATTERY LIFE OF APPLE TV
BOX

40 GB
 
50 hours of video

5
LANGUAGE GAMES - PUN
 “We sell more music than Amazon, and we are now number four.
And you can guess who our next Target might be,” (Pun on ‘Target’
as the music label).

6
CREDIBILITY- BRANDING EXERCISE –
HISTORICIZING USING PARALLELISMS
 “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.
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’s been very fortunate. 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 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.”
7
 OPENER FOR PHONE LAUNCH- JUMBO SUSPENSE
PACKAGE
“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.” (Shows a misleading
image of the phone for creating humour) 8
 EQUANIMITY DISRUPTER
“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 plastic little keyboards on them. And the problem is
that they’re not so smart and they’re not so easy to use, so if you kind of make a…
business school graph of the smart axis and the easy-to-use axis, phones, regular cell
phones are kind of right there: they’re not so smart, and they’re – you know – not so easy
to use. But smart phones are definitely a little smarter, but they actually are harder to use.
They’re really complicated. Just for the basic stuff a hard time figuring out how to use
them. Well, we don’t wanna do either one of these things. What we wanna 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.”

9
VISUAL REINFORCEMENT

iPhone
 
Apple reinvents the phone.

10
CREDIBILITY SLIDES

Revolutionary UI
 
Years of research & development

11
BALD SLIDES WITH JUST KEY
IDEAS

Revolutionary UI
 
Interplay of hardware & software

12
 QUASI-INTERROGATION METHOD
 Now, why do we need a revolutionary user interface? I mean, Here’s four smart phones, 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 (refers to the keyboard). It’s, this stuff right here. They all have these keyboards that
are there whether you need them or not, 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 wanna add to this product.

13
SOLUTION ARCHITECTURE
Well, how do you solve this?

Hmm. It turns out, we have solved it! We solved it in computers 20 years ago. We
solved it with a bit-mapped screen that could display anything we want. Put any
user interface up. And a pointing device. We solved it with the mouse. Right?
 
We solved this problem. So, how’re we gonna take this to a mobile device?
What we gonna do is get rid of all these buttons and just make a giant screen.

A giant screen.

14
 DELETING OPTIONS
Now, how are we gonna communicate this? We don’t wanna carry around a mouse,
right?
So what are we gonna do? Oh, a stylus, right?
We’re gonna use a stylus.
No. No. Who wants a stylus?
You have to get them and put them away, and you lose them. Yuck.
 
Nobody wants a stylus. So, let’s not use a stylus.
We’re gonna use the best pointing device in the world. We’re gonna use a pointing
device that we’re all born with – we’re born with ten of them. We’re gonna use our
fingers.

15
CREATING A MAGICAL AURA AROUND A PRODUCT

“We have invented a new technology called multi-touch, which is

16
CHRONOLOGY CREDIBILITY BUILDER – CROSS-PROMOTION

“So, so we have been very lucky to have brought a few revolutionary user
interfaces to the market in our time.
First was the mouse.
The second was the click wheel.
And now, we’re gonna bring multi-touch to the market.
And each of these revolutionary user interfaces has made possible a
revolutionary product – the Mac, the iPod and now the iPhone.
So, a revolutionary user interface.”

17
OPPORTUNISTIC PERSUASION – PHONE FEATURES

“Let me show you something about widgets here. Let’s go to stocks

18
TRANSITIONAL COMMUNICATIONS – TOPIC
OPENERS
 “The second thing we are doing is we are learning from the iPod, syncing
with iTunes. You know, we are going to ship our 100 millionth iPod this
year. (Again, not missing an opportunity to build credibility) “

 “Third thing I want to talk about a little is design.”

 “Now, to conclude with the Internet device section here, I wanna show
you something truly remarkable, which is, Google Maps on iPhone.”
 

19
EXPERT TESTIMONY
“One of the pioneers of our industry, Alan Kay, has had a lot of 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, cause
we love software. And here’s the quote: “People who are really serious about
software should make their own hardware.” You know, Alan said this 30 years
ago, and this is how we feel about it. And so, we’re bringing breakthrough
software to a mobile device for the first time. It’s five years ahead of anything
on any other phone.”

20
INTERVAL SUMMARIES WITH PERSUASIVE SPIKE
 
“So, all these amazing things. This is a breakthrough Internet communicator
built right into iPhone. The first rich html e-mail on a phone. The first real Web
browser on a phone. Best version of Google Maps on the planet, widgets, and all
with Edge and wi-fi networking. We’re very, very happy with this. Again, e-
mail. Push e-mail IMAP free Yahoo and almost any other IMAP and POP mail
service you wanna hook up to. Incredible new technology for entering text. Far
better than we’ve seen on phones before. A real browser on the phone. We can
see real Web pages in portrait or landscape. We can zoom in on what we wanna
take a look at more closely. Google Maps and widgets. It’s the Internet in your
pockets for the first time ever.”

21
TAG LINES
iPhone is like having your life in your pocket.

22
PERSUASIVE FINANCE – AGGREGATE COSTING NOT UNIT
COSTING

“So, what should we price it at? Well, what do these things normally cost? An
iPod, the most popular iPod, $199 for 4 gigabyte Nano. What’s a smart phone
cost? Well, they say you get the phone and some of the Internet with it, although
that’s questionable. But they cost somewhere around $299. You can get them for
$199. Palm just introduced one at $399 yesterday, so they generally average
about $299 with a two-year contract. Now, these phones sort of do music, but
nobody uses them for music because they’re not very good and so they end up
buying an iPod to go with the phone. We know, we sell the iPod. And so, people
spend $499 on this combination. What should we charge for iPhone?”

23
BENEFIT-CONTEXT FOR
PRICING
“Cause iPhone has got a lot more than this stuff, right.
It’s got video. Real video.
It’s got this beautiful gorgeous wide screen.
It’s got multi-touch user interface. It’s got wi-fi.
It’s got a real browser. It’s got html e-mail.
It’s got cover flow and on and on and on.”
 

24
 BENEFIT-CONTEXT FOR PRICING
“And this stuff would normally cost hundreds of dollars.
So how much more than $499 should we price iPhone?
Well, we thought long and hard about it, because iPhone just does so much stuff.
So much better experience on call, on managing your contacts, and visual voice mail.
Random access voice mail for the first time.
Texting and e-mail and real browser and Google Maps.
Tremendous iPod and cover flow and video.
What should we price this thing at?
Well, for a 4- gigabyte model, we’re gonna price it at that same $499. No premium
whatsoever. $499. And we’re gonna have an 8-gigabyte model for just $599. So,
we’re gonna price it starting at $499.”
25
 PERSUASIVE INTERPRETATION OF DATA
26 million game consoles were sold in 2006 worldwide, actually a little smaller than
you’d think. It’s not such a big market. Digital cameras dwarfed it at 94 million. MP3
players, 135 million. And PCs, about 209. Mobile phones, just about a billion last year,
worldwide. So, what does this tell you? What this tells you is, that 1 percent market
share equals 10 million units.

This is a giant market. One percent market share, you’re gonna sell 10 million phones.
And this is exactly what we’re gonna try to do in 2008, our first full year in the market,
is grab 1 percent market share and go from there. So, we’re gonna enter a very
competitive market, lotta players, we think we’re gonna have the best product in the
world, and we’re gonna go for it and see if we can get 1 percent market share, 10
million units in 2008, and go from there.

26
 DUAL CREDIBILITY MARKER
 “It’s been great having the two greatest companies on the Web right down the block.
Google and Yahoo. And we’ve been able to work with these guys really closely, and it’s
been an incredible pleasure to work on this great technology and bring it to everybody
in iPhone. So, thank you guys so much. You’ve really helped us put the Internet in your
pocket.”
 “We’ve chosen Cingular. They are the best and most popular network in the country. 58
million subscribers. They are number one. And they’re gonna be our exclusive partner
in the U.S. Now, it’s a unique partnership though. We’re not just gonna be selling
phones and services together. We’re gonna be doing innovation together.”

APPLE GOOGLE/YAHOO/CINGULAR

27
 CONCLUSION – EMOTION + CREDIBILITY
“I didn’t sleep a wink last night. And I was so excited about today, because we’ve
been so lucky at Apple.
We’ve had some real revolutionary products.
The Mac in 1984 is an experience that those of us that were there will never forget.
And I don’t think the world will forget it either.
The iPod in 2001 changed everything about music, and we’re gonna do it again with
the iPhone in 2007.
We’re very excited about this.”

28
SHOWS THIS PICTURE ON SLIDE…LOGOS
+ PATHOS

29
 CONCLUSION - QUOTATION
“You know, there’s an old Wayne Gretzky quote that I love.
"I skate to where the puck is going to be, not where it has been.”
And we’ve always tried to do that at Apple.
Since the very beginning.
And we always will. So, thank you very, very much for being a part of
this.”
 

30