Page 180 - The Apple Experience

product in history, Jobs introduced the Macintosh with a magician’s flourish.
On January 24, 1984, the Macintosh became the first computer to introduce

itself. After building the audience’s anticipation with a deftly crafted speech

with IBM playing the narrative’s antagonist, Jobs whipped the audience into

a frenzy of excitement. He then walked to the center of the stage where the

Macintosh had been sitting in a cloth bag on a small table. Jobs pulled out

the computer, attached the keyboard and mouse, and put in a floppy disk.

The theme from Chariots of Fire began to play, and the words MACINTOSH
INSANELY GREAT scrolled on the screen. The graphics were unlike

anything anyone had ever seen on a computer. Jobs smiled, turned to the

audience, and said, “We’ve done a lot of talking about Macintosh, but today,

for the first time, I’d like to let Macintosh speak for itself.” The audience
1
gasped and cheered as they heard the computer say, Hello, I’m Macintosh. It

sure is great to get out of that bag. Without the benefit of PowerPoint or Apple

Keynote (both of which had yet to be invented), Jobs gave one of the most
awe-inspiring product launches in history.

2001: 1,000 Songs in Your Pocket

The iPod began Apple’s transformation from a computer company into a

brand that would make devices to change the way we live, work, and play.

On October 23, 2001, Jobs unveiled the iPod—a music player that came

with 5 GB of storage, not a revolutionary advance in technology. But Jobs

had a wow moment in his pocket, literally. He said 5 GB of storage was

enough to carry 1,000 songs. Oh, and there was one more thing … 1,000
songs fit in your pocket. The size of the iPod—along with its ease of use—

made it different. “I just happen to have one right here in my pocket,” said
2
Jobs as he pulled an iPod from the front pocket of his signature blue jeans.