乔布斯首款iPhone发布会演讲稿.docx

2007乔布斯首款iPhone发布会演讲稿
Thank you for ’re going to make some history together ,welcome to know,it was just a year ago that I was up here and announced that we were going to switch to Intel huge,heart transplant to Intel I said that we would do it over the coming 12 did it in seven months,and it was the—it’s been the smoothest and most successful transition that we’ve ever seen in the history of our it was because we made a beautiful,seamless version of OSX for Intel our team created Rosetta software which lets you run Power-PC apps on top of OSX on Intel hardware team got to cranking out a new Mac with Intel processors every month,and we completed this transition in seven we didn’t do this did this with the help of a lot of new colleagues at Intel really helped you very third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel you very most of all,our minute you saw these lightning-fast machines,you bought‘ we’ve had an extremely successful year,and I want to thank our users very much.
Now,as many as you know,our retail stores have for a while been selling over half their Macs to people who have never owned a Mac before:,I’m pleased to report that now,in the .,Macs selling through all channels,over half of them are selling to people who have never owned a Mac ’s not just limited to our retail stores the Macs we’’t be a matter of fact,here’s one that might be coming on 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 know,Vista’s coming out,and you know our ads with the Mac guy and the PC guy,we made a little ad for Vista,and I’d love to show it to you now,if you’d like to see it.
[Apple ad]
So,2007 is going to be a great year for the this is all we’re going to talk about the Mac ’re going to move on to some other things and over the course of the next several months we’re going to roll out some awesome stuff for the for today,we’re going to move on.
So,the first thing I like to do is give you an update about our music you know,we’ve got the iPod,best music player in the ’ve got the iPod nanos,brand new models,colors are ’ve got the amazing new iPod iPod,in addition to being the world’s best MP3 player,has become the world’s most popular video player,and by a large iPod Nano is the world’s most popular MP3 player,by a wide the new shuffle is the world’s most wearable MP3 we had an incredible line-up for this holiday season,all refreshed and new I’d like to tell you a few things about iTunes now that are pretty one,we have crossed a major have sold over 2 billion songs on ’s ,there was an article recently that said iTunes sales had slowed don’t know what data they’re looking at,but this is our data,and what we see is iTunes sales were really up this took us over three years to get to a billion got our second billion in 10 months in growing off an over 600 million song base,we doubled it in we couldn’t be happier with the growth rate of iTunes and selling 2 billion songs.
Now,we are selling over 5 million songs a day ’t that unbelievable?That’’s sold,we were the fifth-largest of the growth of iTunes,I am pleased to report that we have now passed sell more music than Amazon,and we are now number you can guess who our next Target might that’s an update for music.
Now I want to talk about TV ’ve got awesome TV shows on a matter of fact we have over 350 TV shows that you can buy episodes from on I’m very pleased to report that we have sold now 50 million TV shows on ’t that incredible?
Now,let me go on to we started with television shows,the pioneering partner we had was the Walt Disney decided to throw in with us and sell TV shows,and boy did it ,when we decided to sell movies,they were right with us there again as our pioneering partner to sell I am really pleased to announce that in the first four months of selling movies,we have sold million movies on iTunes,which I think has exceeded all of our today,we have a new partner joining the Walt Disney sell movies on iTunes,and that is ’re thrilled because they have some awesome me just show you a few of the titles here that are going up as we six Star Trek we are going to be moving up from the hundred movies we’ve offered so far to over 250 movies now offered on are getting up as fast as we can over the next week or we hope to be adding even more movies as other studios throw in with us as 2006 rolls that’s an update on iTunes.
Now,as I said,we had a very strong lineup of music players for this holiday always have stiff ’s just part of this we had a new competitor this past holiday season,which was,of course,Microsoft’s how’d they do?Well,we don’t have data for December yet,because it’s not out till next week or the week after,I we have data for November,which was their launch month,should have been real they garnered 2 percent market percent market had 62 percent market share,and the rest had ,we don’t have data for know we went up quite a bit in December in terms of market we’ll find out how they 2 percent in their launch ,no matter how you try to spin this,what can you say?So that’s an update on how we’re doing in the new music business,and we’ve got a few new ads for know,we work with some of the greatest folks to create they created this wonderful ad that I’d love to show you right now,so let me go ahead and roll it.
[Ad plays]
Now,just to let you in on our process a little bit,these guys are incredibly creative,they couldn’t stop,and they took the same song,which is an up-and-coming British pop group,and they took the same dancers,and they did some different animation,and they came up with what you’re about to see.
[Ad plays]
Isn’t that great?So,those will be running that is an update to our music business.
Now,I’d like to talk about a product we introduced in code name was have a new name for ’s called Apple you should either go with your code name,like we did with the Mac,or you should pick a code name quite a bit—a real name quite a bit different than your code name,so I’ll probably stumble and call this iTV five times today by Apple TV.
Apple TV is a way to enjoy your media on your big screen let’s backtrack and talk about what we did when we previewed this in can buy great content on the iTunes music ,TV shows and music,of you can download it to your computer,be it a PC or a ’m going to use a Mac can put other content on your computer from other places,of you can put that content on your iPod,right?Now,you can go out and buy a wide-screen TV,hook up an Apple TV to it,and wirelessly transmit that content from your PC to your Apple TV and watch it on your big screen ’s that ?It’s that simple.
So,this is ’s take a look around the back at the connectors to refresh have a power connector,USB 2,and we have wi-fi wireless networking built then we have ways to get video HDMI connector,which is digital audio and component video and analog and digital ?All out the people,however,will just use these ’ll plug it ’s no power brick they’ll hook up an HDMI cable to their wide-screen TV,and they’ll use wireless networking to get their it’s really,really easy to use.
Let me tell you a little more in-depth about what this box of all it delivers up to 720p high-definition ?Number two,it’s got a 40 gigabyte hard-drive inside of it will store up to 50 hours of comes in handy for something I’m about to show it has wi-fi wireless networking,and it’s got all three of the popular ’s got B,G,and the new Draft N standard,which is really,really it’s got an Intel processor in it,so it’s got the processing horsepower to do the kinds of user interfaces we like to it’s a really cool works with video,music and was designed for wide-screen ’s got wi-fi wireless networking,internal 40 gig hard can auto-synch your content from one you can stream content from up to five let’s examine this in a little more from one does this mean?It means you can take one of the computers in your house,and right from iTunes,just like you would set up an iPod,you could set up your Apple you can set up your Apple TV to say,oh,take my ten most recently purchased unwatched movies and automatically put them on the hard drive of Apple that whenever I walk up to Apple TV,they’re ?So let me show you,I’m going to do this with six TV just automatically,whenever I buy them,they just automatically will stream in the background to Apple TV and be stored on the hard ?So whenever I go to watch something,they are there.
Now,I can also stream from up to five this case,I’m going to take content from five computers,and I can watch it on Apple TV but I will not store it on the hard you can just stream it live and watch it from other computers in the if your neighbor comes over with a notebook and they’ve got something cool that you want to watch on your widescreen ,PCs or Macs,I just choose the computer that I like.
So,this is Apple TV,and why don’t we go ahead and show it to you?You can control it with this very simple let’s go see a is the screen all your photographs here and just puts them on your TV and they’re gorgeous,because as you know,photography these days is high-def,with these amazing digital cameras that we ,let’s go into the main menu of iTV,and here’s what it looks ’ve got movies,TV shows,music,podcasts, let’s go into movies we go into we have all my movies that are stored on iTV,as well as the iTunes top can go see what’s selling on iTunes and stream it down and watch it on can also look at theatrical ,this is not stored on is actually coming over the live my house through my Internet gateway,wirelessly to i—’s go in here,and watch a cool ’s one called the Good let’s watch this,I just click on it,and this is streaming live from .
[Movie trailer]
So you get the can sit on your couch and watch theatrical movie trailers with ,let’s back up here,and let’s go play a ’ve got Zoolander ’s go play a little part of of our new Paramount movies.
[Movie clip]
Isn’t this great?So,that’s movies,and let’s go take a look at TV shows ’s,again,incredibly ’s go into“Heroes,”a really great new show,and let’s play an episode called Better Halves.
[TV clip]
OK,well,that’s TV let me show you know,iTV,of course is—Apple TV is primarily for video,but it turns out it’s awesome for listening to music on your home theater system,as think a lot of people are going to buy it for we’ve got music here,we’ve got the iTunes top music,top music let me go down into playlist ’ve got a favorites playlist,I’ll go into I’ll just shuffle some songs,because I want to show you what it’s like when you’re playing music here.
[Music plays]
So it does that so it doesn’t burn a hole in your plasma TV we can go ahead and just go to the next track that’s what it’s like to play .
So now let’s go to ,your photos are new digital cameras are so you can just,again,move your photos to iTV or stream them over,over wireless see your photos right on your as an example,here’s a photo album I made of…just you get the ’s really cool to watch photos on your widescreen TV.
Now,what I’ve been demonstrating so far is primarily content that has been synched to Apple TV from my computer and I’d like to show you what it’s like when you want to connect to someone else’s ’s say Phil Schiller my neighbor comes over and he’s got his ,what do you have on your got some content we could watch?
[Demo with Phil Schiller]
Well,let me just go down here to sources,and here’s the Apple TV that I’ve been playing off the hard drive of,and I just say I want to connect to a new iTunes right here,and iTunes is running on Phil’s says type in this PIN,for security reasons,and Phil types in the PIN into his ’re fully authenticated now,and there’s Phil’s MacBook right up there and I push it,and now I’m going to be looking at the content right off of Phil’s MacBook and what do you want to watch,Phil?
Alright,here we go.…Alright go to 30 Rock here.…Jack meets Dennis,OK, we ’re streaming off of Phil’s MacBook to this Apple TV live.
[TV clip]
Thank you is Apple TV.
So we think this is pretty cool Apple ,TV shows,music and photos all on your widescreen excited about Apple TV is going to be priced at$?$299 for all this built we’re going to be shipping them next month,in February,and we are taking orders starting ,Apple your media on your big-screen think this is going to be really something quite special Apple TV.
This is a day I’ve been looking forward to for two-and-a-half once in a while,a revolutionary product comes along that changes Apple has been—well,first of all,one’s very fortunate if you get to work on just one of these in your ’s been very ’s been able to introduce a few of these into the ,introduced the didn’t just change changed the whole computer 2001,we introduced the first iPod,and it didn’t just change the way we all listen to music,it changed the entire music ,today,we’re introducing three revolutionary products of this first one is a widescreen iPod with touch second is a revolutionary mobile the third is a breakthrough Internet communications ,three things:a widescreen iPod with touch controls;a revolutionary mobile phone;and a breakthrough Internet communications iPod,a phone,and an Internet iPod,a phone…are you getting it?These are not three separate devices,this is one device,and we are calling it ,Apple is going to reinvent the phone,and here it ,actually here it is,but we’re going to leave it there for now.
So,before we get into it,let me talk about a category of most advanced phones are called smart phones,so they they typically combine a phone plus some e-mail capability,plus they say it’s the ’s sort of the baby Internet,into one device,and they all have these little plastic keyboards on the problem is that they’re not so smart and they’re not so easy to use,and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis,phones,regular cell phones are right there,they’re not so smart,and they’re not so easy to smart phones are definitely a little smarter,but they actually are harder to ’re really for the basic stuff people have a hard time figuring out how to use ,we don’t want to do either one of these we want to do is make a leapfrog product that is way smarter than any mobile device has ever been,and super-easy to is what iPhone ?
So,we’re going to reinvent the ,we’re going to start with a revolutionary user is the result of years of research and development,and of course,it’s an interplay of hardware and ,why do we need a revolutionary user ’s four smart phone,right?Motorola Q,the BlackBerry,Palm Treo,Nokia E62—the usual ,what’s wrong with their user interfaces?Well,the problem with them is really sort of in the bottom 40 ’s this stuff right all have t