Full transcript
0:04This is a day
0:06I've been looking forward to for two and
0:08a half years.
0:11[Applause]
0:16Every once in a while, a revolutionary
0:18product comes along that changes
0:21everything.
0:24And
0:26Apple has been well, first of all, one's
0:29very fortunate if you get to work on
0:31just one of these in your career.
0:35Apple's been very fortunate. It's been
0:38able to introduce a few of these into
0:41the world. In 1984,
0:45we introduced the Macintosh.
0:48It didn't just change Apple, it changed
0:50the whole computer industry.
1:03In 2001,
1:05we introduced the first iPod.
1:09And
1:10it didn't just
1:13it didn't just change the way we all
1:14listen to music, it changed the entire
1:17music industry.
1:20Well,
1:22today
1:24we're introducing three
1:28revolutionary products of this class.
1:33The first one
1:36is a widescreen iPod with touch
1:39controls.
1:50The second
1:52is a revolutionary mobile phone.
2:04And the third
2:07is a breakthrough internet
2:09communications device.
2:15So,
2:17three things. A widescreen iPod with
2:20touch controls, a revolutionary mobile
2:22phone, and a breakthrough internet
2:25communications device.
2:28An iPod,
2:31a phone,
2:33and an internet communicator.
2:37An iPod,
2:39a phone.
2:42Are you getting it?
2:47These are not three separate devices.
2:51This is one device
2:57and we are calling it
3:00iPhone.
3:02Today,
3:05today Apple is going to reinvent the
3:08phone.
3:10And here it is.
3:17No,
3:20actually, here it is, but we're going to
3:22leave it there for now. So,
3:26before we get into it,
3:30let me uh let me talk about a category
3:33of things. The most advanced phones are
3:35called smartphones,
3:37so they say. And uh they typically
3:40combine a phone plus some email
3:43capability plus they say it's the
3:45internet sort of the baby internet into
3:47one device and they all have these
3:49plastic little keyboards on them. Uh and
3:52the problem is that they're not so smart
3:56and they're not so easy to use. So if
3:58you kind of make a, you know, business
4:00school 101 graph of the smart axis and
4:03the easy to use axis, phones, regular
4:06cell phones are kind of right there. are
4:07not so smart and they're, you know, not
4:10so easy to use. Um, but smartphones are
4:14definitely a little smarter, but they
4:15actually are harder to use. They're
4:17really complicated. Just for the basic
4:20stuff, people have a hard time figuring
4:21out how to use them. Well, we don't want
4:24to do either one of these things. What
4:26we want to do is make a leaprog product
4:30that is way smarter than any mobile
4:32device has ever been and super easy to
4:35use. This is what iPhone is. Okay.
4:41So, we're gonna reinvent the phone.
4:44Now, we're gonna start
4:51with a revolutionary user interface
4:54is the result of years of research and
4:58development.
5:00And of course, it's an interplay of
5:02hardware and software. Now, why do we
5:06need a revolutionary user interface? I
5:08mean, here's four smartphones, right?
5:10Motorola Q, the BlackBerry, Palm Tree,
5:13Nokia E62, the usual suspects. And
5:16what's wrong with their user interfaces?
5:18Well, the problem with them is really
5:21sort of in the bottom 40 there. It's
5:23it's this stuff right here. They all
5:26have these keyboards that are there
5:28whether you need them or not to be
5:30there. And they all have these control
5:32buttons that are fixed in plastic and
5:35are the same for every application.
5:37Well, every application wants a slightly
5:39different user interface, a slightly
5:41optimized set of buttons just for it.
5:44And what happens if you think of a great
5:45idea six months from now? You can't run
5:47around and add a button to these things.
5:49They're already shipped. So, what do you
5:51do? It doesn't work because the buttons
5:54and the controls can't change. They
5:57can't change for each application and
5:59they can't change down the road if you
6:01think of another great idea you want to
6:03add to this product. Well, how do you
6:05solve this? H it turns out we have
6:09solved it. We solved it in computers 20
6:11years ago. We solved it with a bit mapap
6:14screen that could display anything we
6:17want. Put any user interface up and a
6:21pointing device. We solved it with the
6:23mouse. Right? We solved this problem.
6:26So, how are we going to take this to a
6:28mobile device? Well, what we're going to
6:30do is get rid of all these buttons and
6:33just make a giant screen. A giant
6:36screen.
6:38Now, how are we going to communicate
6:40this? We don't want to carry around a
6:41mouse, right? So, what are we going to
6:43do? Oh, a stylus, right? We're going to
6:46use a stylus.
6:48No.
6:49No. Who wants a stylus?
6:53You have to get them and put them away
6:54and you lose them. Yuck. Nobody wants a
6:57stylus. So, let's not use a stylus.
7:00We're going to use the best pointing
7:02device in the world. We're going to use
7:03a pointing device that we're all born
7:05with. We're born with 10 of them. We're
7:06going to use our fingers. We're going to
7:09touch this with our fingers. And we have
7:10invented a new technology called
7:13multi-touch, which is phenomenal. It
7:16works like magic.
7:20You don't need a stylus.
7:22It's far more accurate than any touch
7:24display that's ever been shipped. It
7:27ignores unintended touches. It's super
7:30smart.
7:31You can do multi-finger gestures on it.
7:35And boy, have we patented it.
7:37So,
7:42so
7:46we've been very lucky to have brought a
7:49few revolutionary user interfaces to the
7:51market in our time. First was the mouse,
7:56the second was the click wheel, and now
8:00we're going to bring multi-touch to the
8:02market. And each of these revolutionary
8:04user interfaces has made possible a
8:08revolutionary product. The Mac, the
8:10iPod, and now the iPhone. So, a
8:14revolutionary user interface. We're
8:16going to build on top of that
8:19with software. Now, software on mobile
8:22phones is like it's like baby software.
8:27It's not so powerful. And today we're
8:30going to show you a software
8:31breakthrough. Software that's at least
8:34five years ahead of what's on any other
8:37phone. Now, how do we do this? Well, we
8:39start with a strong foundation.
8:42iPhone runs OS 10.
8:48Now,
8:51why
8:53why would we want to run such a
8:56sophisticated operating system on a
8:58mobile device? Well, because it's got
9:00everything we need. It's got
9:02multitasking. It's got the best
9:05networking. It already knows how to
9:07power manage. We've been doing this on
9:08mobile computers for years. It's got
9:11awesome security. and to write apps.
9:14It's got everything from Coco and the
9:17graphics and it's got core animation
9:19built in and it's got the audio and
9:21video that OS 10 is famous for. It's got
9:24all the stuff we want and it's built
9:26right in to iPhone and that has let us
9:29create desktop class applications and
9:32networking,
9:34right?
9:36Not the crippled stuff that you find on
9:38most phones. This is real desktop class
9:41applications. Now, you know, one of the
9:45pioneers of our industry, Alan K, has
9:47had a lot of great quotes throughout the
9:49years. And I ran across one of them
9:51recently that explains how we look at
9:54this. Explains why we go about doing
9:58things the way we do because we love
10:00software.
10:02And here's the quote. People who are
10:04really serious about software should
10:06make their own hardware.
10:08You know, Allan said this 30 years ago
10:12and this is how we feel about it. And so
10:14we're bringing breakthrough software to
10:17a mobile device for the first time. It's
10:195 years ahead of anything on any other
10:22phone. The second thing we're doing is
10:24we're learning from the iPod syncing
10:26with iTunes. You know, we're going to
10:28ship our 100 millionth iPod this year,
10:31and that's a tens of millions of people
10:35that know how to sync these devices with
10:37their PCs or Mac and sync all of their
10:40media right onto their iPod, right? So,
10:43you just drop your iPod in and it
10:45automatically syncs. You're going to do
10:47the same thing with iPhone. It
10:49automatically syncs to your PC or Mac
10:52right through iTunes. And iTunes is
10:54going to sync all your media onto your
10:56iPhone, your music, your audiobooks,
10:58podcasts, movies, TV shows, music
11:01videos, but it also syncs a ton of data.
11:05Your contacts, your calendars, and your
11:06photos, which you can get on your iPod
11:08today, your notes, your your bookmarks
11:11from your web browser, your email
11:13accounts, your whole email setup. All
11:15that stuff can be moved over to iPhone
11:17completely automatically. It's really
11:19nice. And we do it we do it through
11:22iTunes
11:24again. You go to iTunes and you set it
11:26up just like you'd set up an iPod or an
11:28Apple TV and you set up what you want
11:30synced to your iPhone and it's just like
11:33an iPod. Charge and sync. So sync with
11:37iTunes.
11:40Third thing I want to talk about a
11:41little is design. We've designed
11:44something wonderful for your hand. Just
11:47wonderful. And this is what it looks
11:49like.
11:52It's got a three and a half inch screen
11:54on it. It's really big. And it's the
11:58highest resolution screen we've ever
12:00shipped. It's 160 pixels per inch.
12:03Highest we've ever shipped. It's
12:04gorgeous. And on the front, there's only
12:06one button down there. We call it the
12:08home button. It takes you home from
12:10wherever you are. That's it. Let's take
12:13a look at the side. It's really thin.
12:15It's thinner than any smartphone out
12:18there at 11.6 millimeters. Thinner than
12:21the Q, thinner than the Blackjack,
12:23thinner than all of them. It's really
12:25nice. And we got some controls on the
12:28side. We got a little switch for ring
12:29and silent. We've got a volume up and
12:31down control.
12:33Let's look at the back. On the back, the
12:35biggest thing of note is we got a 2
12:37megapixel camera built right in
12:42the other side. And we're back on the
12:44front. So, let's take a look at the top.
12:45Now, we've got a headset jack, 3 and a
12:49half millimeter. All your iPod
12:51headphones fit right in.
12:53We've got a place, a little tray for
12:55your SIM card, and we've got one switch
12:57for sleep and wake. Just push it to go
12:59to sleep. Push it to wake up. Let's take
13:02a look at the bottom.
13:05We've got a speaker.
13:07We got a microphone. And we've got our
13:0930 pin iPod connector.
13:12So, that's the bottom. Now, we've also
13:15got some stuff you can't see. We've got
13:18three really advanced sensors built into
13:20this phone. The first one is a proximity
13:22sensor. It senses when physical objects
13:25get close. So, when you bring iPhone up
13:27to your ear to take a phone call, it
13:30turns off the display and it turns off
13:32the touch sensor instantly. Why do you
13:34want to do that? Well, one, to save
13:35battery, but two, so you don't get
13:36spurious inputs from your face into the
13:38touchcreen. Just automatically turns
13:40them off. Take it away. Boom. back on.
13:42So, it's got a proximity sensor built
13:43in. It's got an ambient light sensor as
13:45well. We sense the ambient lighting
13:47conditions and adjust the brightness of
13:49the display to match the ambient
13:50lighting conditions. Again, better user
13:52experience, saves power. And the third
13:54thing we've got is an accelerometer so
13:57that we can tell when you switch from
13:59portrait to landscape.