Page 181 - The Apple Experience

Apple Revolutionizes the Phone

On January 9, 2007, Steve Jobs introduced the iPhone and gave what I

consider his greatest presentation. As he did twenty years earlier in the

Macintosh presentation, he began by building the anticipation. “Every once

in a while a revolutionary product comes along that changes everything,” he
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said. He reminded his audience that Apple had introduced the Macintosh,

which revolutionized the computer industry, and the iPod that revolutionized
the music industry. “Today we’re launching three revolutionary products of

this class,” Jobs added. “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.” Jobs slowly repeated each of

the devices once, a second time, and a third. Finally he concluded, “Are you

getting it? These are not three separate devices. This is one device, and we

are calling it, iPhone!”
Steve Jobs knew how to turn a presentation into an awe-inspiring and

memorable event. He was the consummate salesman, and his techniques

work just as well on the sales floor as they did on the presentation stage.

Siri, What’s the Weather Like Today?

Siri is the personal assistant first introduced on the iPhone 4S. Siri lets you

use your voice to ask questions, send messages, schedule activities, place

phones calls, and much more. Because Siri knows what you say, understands

what you mean, and even talks back, it provides thousands of memorable

moments at Apple Stores.

Apple senior vice president of worldwide marketing, Phil Schiller,

introduced Siri on October 4, 2011. Before Schiller revealed Siri, he spent

the first twenty minutes of his presentation introducing the new iPhone 4S