10 years ago, on January 9, 2007, in San Francisco at the Macworld Conference & Expo, the founder of Apple Steve Jobs introduced the iPhone. And to this day, the world has changed with his help.
“Despite some shortcomings and omissions, the iPhone is ultimately a beautiful and breakthrough pocket computer,” Walt Mossberg wrote at the time in The Wall Street Journal.
Editorial The New The York Times also gave the device a positive review. Even though she noted that the device does not work with 3G, so users have to be content with slow EDGE. But does it matter at all?
Steve Jobs turned the world upside down with the "Golden Path"
To this day, ardent critics of the iPhone, including former Microsoft CEO Steve Ballmer, admitted that the smartphone turned the world upside down, changed lives and forced competitors to follow suit.
10 years ago, Steve Jobs looked like a messiah on stage, who came to change the human understanding of mobile devices. And everything that happened then looked magic.
But few people know how much effort Apple engineers spent so that those present at the Macworld Conference & Expo and online viewers perceived the presentation of the iPhone in this way.
Yes, the iPhone has changed the perception of modern smartphones. But January 9, 2007 worked unstable. Therefore, engineers created for Jobs "Golden Way", only during the passage of which the smartphone did not fail.
Steve Jobs insisted on the risks of a live presentation
The founder of Apple was not a brilliant engineer, because for this he had Steve Wozniak at first and a whole team of talents after, but his skills manager And marketer hard to overestimate.
That is why Jobs insisted on real or a live presentation of a device that would be better received than a recording. And the company and many of its competitors use this format today.
But according to Andy Grignon, who was then an engineer at Apple, before the presentation, the iPhone still worked extremely poorly. And Steve was not interested in how the Apple team would handle it.
In addition, the smartphone interrupted the call on its own, lost its connection to the network, caught terrible friezes, or simply turned off for no apparent reason. But 90 minutes of presentation held out.
The success of the iPhone - the will of chance and the deception of Steve Jobs
Steve set tasks for employees and demanded results. And he was not interested in how the engineers would get rid of the problem or what technology would implement his vision.
“The iPhone was the only really cool new thing that Apple was working on. He was very important for the company, so in this case I had to take a risk.” - Grignon.
In 2007, Steve was aware of the tricks that were used to deceive the audience. And on stage at the Macworld Conference & Expo, Jobs played the part, demonstrating not ready product.
“With Jobs' permission, we made sure that the iPhone constantly showed the maximum signal strength,” Andy says about the problems with losing connection with smartphone prototypes.
But as they say "Winners are not judged". Yes, in 2007, during the presentation of the iPhone, we were deceived. But in the end they brought the device to mind and changed the world- that's the only thing that matters today.
Who could make presentations better than the founder of Apple Corporation? Steve Jobs' Public Speaking Coach, CNN Host and Emmy Award Winner Carmine Gallo A detailed synopsis of his book is given below. Detailed planning and key thought
The audience expects an interesting story from you, not a set of slides.
Forget about the computer and write a presentation plan on paper. Only after the “framework” is ready can one deal with the technical side of the issue (i.e. preparing slides).
Screenwriter Nancy Duarte gives specific numbers: planning a report should take twice as long as preparing a presentation on a computer.
Start by identifying the key idea that you want to convey to your listeners. It will run like a red line throughout the presentation. The message should be similar in shape to a Twitter message: short, memorable, and attention-grabbing.
If you represent New Product or service, the key message should be to explain to potential customers their benefit from the purchase. Repeat the idea several times during the presentation so that it “settles” in the minds of the audience.
Don't forget - after each presentation, both people and journalists are looking for words to describe what they saw. A well-formulated key idea will help them navigate. At the presentation of the very first iPhone in 2007, Steve Jobs did all the work for the pen sharks. Then he gave them a ready-made headline: “Today Apple reinvents the phone.”
Background caption: "Apple reinvents the phone" It turns out that's how!
One of the creators of the legendary line of iPod players, Tony Fadell, revealed the secret of the success of presentations by Apple founder Steve Jobs. According to Fadell, Jobs' speeches were "magical" because he regularly turned to mentors for help, who taught him the art of getting and keeping attention.
Didn't hesitate to help
Tony Fadell said that Steve Jobs not only had the gift of persuasion and the ability to sell. He didn't hesitate to help others. Jobs occasionally resorted to the help of his mentors. They helped the founder of Apple and taught how to properly build and conduct presentations. Unfortunately, Fadell did not disclose the names of the mentors. The possibility cannot be ruled out that former manager Apple did not know them, and Jobs kept their names secret.
Best Steve Jobs Presentations
Steve Jobs had a lot of enchanting speeches. We decided to recall some of them.
1984 Jobs introduces the first Apple Macintosh. Be sure to watch this video and appreciate the jubilation of the public. It is real. Indeed, on that day, Apple introduced something completely new and never seen before.
In 1998, Apple introduced the world's first iMac. This presentation by Jobs is also recognized as one of the best in his portfolio.
2001, Jobs presented a device that changed the way the world listens to music. The original iPod was a complete technological revolution.
And, of course, iPhone presentation. Jobs's speech was taken apart into quotes, most of which are still used today. No wonder, because that evening "Apple reinvented the phone."
No story about Jobs's best performances would be complete without the Apple CEO's 2005 Stanford graduate acceptance speech. This is a classic that gives you goosebumps, motivates and makes you think.
Legendary quotes, laptop sleeve, condom pocket and more.
In a few weeks, the world will see the next iPhone model. As we already know, . But, of course, everyone wants to see the next presentation of the company from Cupertino and touch the magic of its products.
For the adherents of the company, the announcements of its new devices are akin to Christmas. Steve Jobs taught us this. He was a brilliant leader and knew that the issue of "packaging" and presentation of the product is no less important than the product itself.
We decided to remember exactly how this or that Apple product was shown for the first time.
1. iPod. year 2001
Before showing the music player that has become a model for the whole music industry for many years to come, Steve Jobs talked at length about the goals set by the company when developing the iPod.
Presentation video:
After reviewing the development phase of the player, Steve simply took the player out of his jeans pocket. After showing it to the public and causing a standing ovation, he added a phrase that has become legendary:
This amazing gadget holds 1000 songs and fits in my pocket.
2. iPod Nano. 2005
During the presentation of the company's new player, Steve Jobs repeated the trick with the pocket of his own jeans.
Only this time, Steve drew attention to a small pocket for a lighter and asked the audience a question:
Does anyone know what this pocket is for?
The audience laughed, and Steve took out a miniature iPod nano, which replaced the iPod mini.
Presentation video:
The CEO of Apple compared the thickness of the player with the thickness of a standard pencil, and the overall dimensions with the “classic” iPod and players from other companies, thereby showing the diminutiveness of the novelty.
By the way, there are many versions of the appearance of that very pocket. At Levi's, it is still called the "watch pocket" (at the end of the century before last, the pocket was used to store pocket watches). The second believe that during the gold rush, gold miners hid their finds in this pocket. Still others hide small things in it like lighters, coins, condoms, or even bank cards. How do you use the pocket? Share in the comments.
3. iPhone. 2007
One of the coolest Apple presentations ever.
At the very beginning of his speech, Steve Jobs promised to introduce three devices at once: the iPod with touch controls, the revolutionary mobile phone and internet communicator. He did not deceive, although only one device was presented.
Presentation video:
The entire presentation was filled with humor. Steve showed a slide with an iPod with a rotary dialer bolted to it. He said that the stylus sucks and our fingers are everything. He promised that the smartphone would work under OS X. And he almost ordered 4,000 lattes from Starbucks.
Joking aside, Jobs was damn right when he said:
Apple has reinvented the phone today.
4. MacBook Air. 2008
At the very end of the Macworld conference, Steve Jobs introduced the third type of Apple laptops.
After giving credit to Sony's TZ series laptop and comparing its specs to the killer data of Apple's new product, Steve walked over to his desk and picked up a large yellow envelope. Yes, there was a MacBook Air inside. This introduction of the new thin laptop looked grandiose.
Presentation video:
Jobs likened the length of the motherboard to the size of a pencil, noted the lack of an optical drive, and called the MacBook Air a wireless machine.
5. iPhone 4. 2010
As always, Steve Jobs joked during the presentation of the new iPhone.
Throw a stone at me if you've already seen it
Thus, hinting at the iPhone 4 left in the bar by one of the company's employees and eventually bought by Gizmodo journalists. Well you know.
Presentation video:
During the presentation itself, Steve called Jony Ive and turned on the video call, demonstrating the possibilities of FaceTime.
6. iPad. 2010
At the very beginning of the introduction of the tablet, Jobs ridiculed the Netbooks that were popular at that time (remember this class of devices?).
They are slow, with poor quality displays, and run on typical PC software. They're no better than regular laptops, they're just cheaper.
Presentation video:
After that, Steve demonstrated the iPad, lying on the coffee table next to the chair. This moment well characterized the future of the "bedside" device.
7. MacBook Pro Retina. 2012
The updated line of MacBook Pro with Retina displays was presented by Phil Schiller. In order to show the amazing thickness of the new laptop, he used his own finger.
Presentation video:
Great live comparison. In the truest sense of the word!
8 iPad Mini 2012
Apple hid its small tablet on one of the presentation slides behind a "regular" iPad. At a certain moment, the picture was unfolded and the iPad Mini appeared before the eyes of the audience.
Presentation video:
Thus, the size of the new device was demonstrated in comparison with the older brother. Effective, nothing to say.
Presentation for the Olympiad of the Eurasian Open Institute. Direction: Economics Topic: The greatest managers who changed lives. Person: Steve Jobs. The presentation was prepared by Volkov Oleg Vladimirovich. © Presentation made by Volkov Oleg Vladimirovich, for the EAOI Olympiad.
Education. Steve graduated from high school in the town of Cupertino, California. After school, he attended lectures held by Hewlett-Packard. There he met Steve Wozniak and worked with him during the summer holidays. In 1972, Steve Jobs entered Reed College in Portland, Oregon, where he dropped out after his first semester but continued to take a number of classes, including calligraphy. Steve later claimed that if he hadn't taken a course in calligraphy, "Mack would never have had multiple typefaces or proportional fonts."
Travel to India. In 1975, Steve Jobs and Daniel Kottke, who later became the first Apple employee traveled to India in search of spiritual enlightenment. In the US, Jobs returned as a shaven-headed Buddhist in traditional Indian clothing. During this time, he experimented with psychedelic substances and even used LSD. However, this period did not last long and he soon returned to work at Atari.
Company management. As the company grew, new leaders appeared in it, who had previously worked in successful firms. So, in 1978, Mike Scott of National Semiconductor became CEO* of the company. In 1983, the position was taken by John Scully of Pepsi, who was lured away by Steve with the famous question: "Do you want to sell sweet water for the rest of your life, or do you want to come with me and try to change the world?" *CEO (Chief Executive Officer)
Macintosh On January 24, 1984, at the annual meeting of shareholders, Jobs introduced the Macintosh computer with a graphical user interface, which became the first commercially viable small computer. However, in late 1984, the industry experienced a sales slump, which led to a deterioration in the working relationship between Jobs and Sculley. In May 1985, Scully fired Jobs, then head of the Macintosh division.
NXT Company. After leaving Apple, Jobs founded NeXT Computer, which developed computer hardware geared towards scientific and academic environments. The NeXTcube computer was described by Jobs as an "interpersonal" computer that could allow users to communicate and solve problems collaboratively. Steve paid excessive attention to the aesthetic perfection of NeXT products, as evidenced, for example, by the magnesium case of the NeXTcube computer. Such models could not be in great demand in the market, so in 1993 the company completely switched to software development.
Return to Apple. In 1996, Apple acquired NeXT for $429 million. Jobs returned to Apple and took over de facto* after the removal of Gil Amelio, who held position of CEO**. The official appointment to the position of interim chief executive officer took place in September 1997, and in 2000 at the Macworld Expo, Jobs officially got rid of the word "interim" in the title of his position and became the permanent CEO of Apple. * De facto - this means practiced, but not officially spelled out. “We do it this way, but the instructions do not say so” **CEO (Chief Executive Officer - Chief Executive Officer)
Apple products. The iPod* music player allowed the company to enter the consumer electronics and music industries. The debut of the player took place on October 21, 2001. Apple iPod Touch 2G *iPod ("iPod") is a trademark of Apple's series of portable media players that use flash memory or, in some models, a hard drive (the most famous iPod classic) as a storage medium.
Apple products. In 2007, the iPhone* (Fig. 01), a touchscreen mobile phone, was introduced, which combined the functions of the phone with the capabilities of the iPod, and the mobile browser of the model became a real revolution for mobile Internet. *iPhone is a line of quad-band multimedia smartphones developed by Apple Corporation. Smartphones combine the functionality of an iPod player, a communicator and an Internet tablet. They work under the Apple iOS operating system, which is a simplified and optimized version of Mac OS X for operation on a mobile device. (Fig. 01)
Business interests of Steve Jobs. Steve's business interests went beyond the computer industry. In 1986 he purchased The company Graphics Group, later renamed Pixar. After several years of loss, the company signed a contract with the Disney Corporation to produce several computer cartoons. Toy Story was released in 1995 and won an Oscar for Best Animated Feature Film. At the end of the contract, Pixar was acquired by Disney Corporation. After the merger was completed, Jobs became a board member of The Walt Disney Company and the largest private shareholder with approximately 7% of the shares.
A phrase by Steve Jobs. “Remembering that I am about to die is a great tool that helped me make all the most important decisions in life. The thought of imminent death The best way get rid of the illusion that you have something to lose. You are already naked, and there is no reason not to follow your heart. Death is the best invention of life." (Speech to students at Stanford, 2005) Death announcement. In the summer of 2004, Jobs told Apple employees that he had been diagnosed with pancreatic cancer. The malignant tumor was successfully removed surgically, but the disease was not completely defeated, and Jobs had to undergo regular treatment in the hospital. On January 17, 2011, Jobs was forced to take a long-term vacation to "focus on his health." However, on March 2, 2011, he spoke at the presentation of the iPad2. August 24, 2011 Jobs open letter announced his resignation as CEO of Apple. He thanked the employees of the corporation for their excellent work and strongly recommended that Tim Cook be appointed as his successor, who replaced Jobs during treatment. The Apple board of directors later unanimously elected Jobs as chairman.
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