Today, created ten years ago, Steve Jobs is a Monster: the Smombie. At 9. January 2007, Apple’s then-CEO in the world presented to the public the iPhone. The now best-selling product ever (depending on how you define “product”) has shaped our idea of what a Smartphone is. It has become the icon for the mobile Internet, and has changed entire industries. Computer and chip manufacturers, software companies, Telecom providers, raw material suppliers, social networks and, not least, the media can hardly be compared with what they were at the beginning of 2007. And Smombies Smartphone Zombies on the small screen in your Hand rigid and everything around forget – tripping anywhere in the world through the cities.
of Course, Apple is not alone and immediately a new age of Computers is justified. But the influence that the PR-event in that 9. January 2007 had a long-term, was huge. With the Knowledge of what has happened since then, the legendary Show is all the more visionary. Here it is.
0:01 Steve Jobs – black turtleneck, Jeans, white sneakers – clears his throat and says: “This is a day I’ve been looking forward to for two and a half years”. Every couple of years appeared to be a revolutionary product to change all that. On this day, he is going to introduce three such products: “The first is an iPod with a large, touch-sensitive screen. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communication.”
revolutionary, groundbreaking, Jobs sets the tone for the Rest of the idea – the today for Apple typical, boundless Man. At the time, however, entirely appropriate, was not, even if the audience understood you correctly. It is cheering, after the word iPod, it shouts enthusiastically to the word of mobile phone, because it had hoped and suspected, that Apple is entering the Smartphone market. But the term Internet communication device all the applause is just polite. From today’s perspective, a grandiose miscalculation. How the mobile Internet would change human communication, one could imagine at the time, hardly anyone.
2:17 Three Icons appear on the screen behind Jobs, one for the iPod, the phone and the Internet communication device. While Jobs are repeated, the list two and a half Times, the Icons of the sides of a cube. “Do you understand?”, Jobs asks in the louder end of the present Laugh. “These are not three separate devices. This is a device. And we are calling it iPhone.”
The day after the networking technology specialist Cisco a lawsuit against Apple. “iPhone” is at this time a registered trademark of Cisco. At the end of February 2007, the two companies agree that you shall not use the name of both.
3:04 “Today,” says Jobs, “invents Apple the phone. And here it is …” On the screen, there is an absurd-looking iPod with a dial.
It is one of the many Jokes in the Show. What at the time, no one suspects: Apple had filed for the ridiculous thing is actually a patent application. The real iPhone is holding Jobs for only a short time, then he puts it back in the pocket.
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