2007喬布斯首款iPhone發(fā)布會(huì)演講稿

1、2007喬布斯首款iPhone發(fā)布會(huì)演講稿Thank you for coming.Were going to make some history together today.So,welcome to Mac-world.You know,it was just a year ago that I was up here and announced that we were going to switch to Intel processors.A huge,heart transplant to Intel microprocessors.And I said that we would

2、 do it over the coming 12 months.We did it in seven months,and it was theits been the smoothest and most successful transition that weve ever seen in the history of our industry.And it was because we made a beautiful,seamless version of OSX for Intel processors.And our team created Rosetta software

3、which lets you run Power-PC apps on top of OSX on Intel processors.Our hardware team got to cranking out a new Mac with Intel processors every month,and we completed this transition in seven months.But we didnt do this alone.We did this with the help of a lot of folks.Our new colleagues at Intel rea

4、lly helped us.Thank you very much.Our third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors.Thank you very much.And most of all,our users.The minute you saw these lightning-fast machines,you boughtem.And weve had an extremely successful ye

5、ar,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:switchers.Well,Im pleased to report that now,in the U.S.,Macs selling through all channels,over half of them are selling

6、 to people who have never owned a Mac before.Its not just limited to our retail stores anymore.Half the Macs were selling in the U.S.We are picking up lots and lots of new members of the Mac family,and we couldnt be happier.As a matter of fact,heres one that might be coming on soon.Jim Allchin at Mi

7、crosoft was quoted recently as saying if he didnt work for Microsoft,he would buy a Mac,and hes retiring soon,so Ive alerted our Seattle stores to keep an eye out for him and give him really good service.You know,Vistas coming out,and you know our ads with the Mac guy and the PC guy,we made a little

8、 ad for Vista,and Id love to show it to you now,if youd like to see it.Apple adSo,2007 is going to be a great year for the Mac.But this is all were going to talk about the Mac today.Were going to move on to some other things and over the course of the next several months were going to roll out some

9、awesome stuff for the Mac.But for today,were going to move on.So,the first thing I like to do is give you an update about our music business.As you know,weve got the iPod,best music player in the world.Weve got the iPod nanos,brand new models,colors are back.Weve got the amazing new iPod Shuffle.The

10、 iPod,in addition to being the worlds best MP3 player,has become the worlds most popular video player,and by a large margin.The iPod Nano is the worlds most popular MP3 player,by a wide margin.And the new shuffle is the worlds most wearable MP3 player.So we had an incredible line-up for this holiday

11、 season,all refreshed and new products.Now Id like to tell you a few things about iTunes now that are pretty exciting.Number one,we have crossed a major milestone.We have sold over 2 billion songs on iTunes.Its amazing.Now,there was an article recently that said iTunes sales had slowed dramatically.

12、I dont know what data theyre looking at,but this is our data,and what we see is iTunes sales were really up this year.It took us over three years to get to a billion songs.We got our second billion in 10 months in 2006.And growing off an over 600 million song base,we doubled it in 2006.So we couldnt

13、 be happier with the growth rate of iTunes and selling 2 billion songs.Now,we are selling over 5 million songs a day now.Isnt that unbelievable?Thats 58 songs every second of every minute of every hour of every day.And the last time we talked to you,we said that we were the 5th largest music reselle

14、r in the U.S.Now all these other guys sell music on CDs,and of course we sell it online.But if you add up all the music thats sold,we were the fifth-largest reseller.Because of the growth of iTunes,I am pleased to report that we have now passed Amazon.We sell more music than Amazon,and we are now nu

15、mber four.And you can guess who our next Target might be.So thats an update for music.Now I want to talk about TV shows.Weve got awesome TV shows on iTunes.As a matter of fact we have over 350 TV shows that you can buy episodes from on iTunes.And Im very pleased to report that we have sold now 50 mi

16、llion TV shows on iTunes.Isnt that incredible?Now,let me go on to movies.When we started with television shows,the pioneering partner we had was the Walt Disney Co.They decided to throw in with us and sell TV shows,and boy did it work.Well,when we decided to sell movies,they were right with us there

17、 again as our pioneering partner to sell movies.And I am really pleased to announce that in the first four months of selling movies,we have sold 1.3 million movies on iTunes,which I think has exceeded all of our expectations.And today,we have a new partner joining the Walt Disney Co.to sell movies o

18、n iTunes,and that is Paramount.Were thrilled because they have some awesome movies.Let me just show you a few of the titles here that are going up as we speak.All six Star Trek movies.So we are going to be moving up from the hundred movies weve offered so far to over 250 movies now offered on iTunes

19、.These are getting up as fast as we can over the next week or so.And we hope to be adding even more movies as other studios throw in with us as 2006 rolls on.So thats an update on iTunes.Now,as I said,we had a very strong lineup of music players for this holiday season.We always have stiff competiti

20、on.Thats just part of this business.And we had a new competitor this past holiday season,which was,of course,Microsofts Zune.So howd they do?Well,we dont have data for December yet,because its not out till next week or the week after,I forget.But we have data for November,which was their launch mont

21、h,should have been real big.And they garnered 2 percent market share.Two percent market share.iPod had 62 percent market share,and the rest had 36.Again,we dont have data for December.We know we went up quite a bit in December in terms of market share.And well find out how they did.But 2 percent in

22、their launch month.So,no matter how you try to spin this,what can you say?So thats an update on how were doing in the new music business,and weve got a few new ads for iPods.You know,we work with some of the greatest folks to create advertising.And they created this wonderful ad that Id love to show

23、 you right now,so let me go ahead and roll it.Ad playsNow,just to let you in on our process a little bit,these guys are incredibly creative,they couldnt 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,a

24、nd they came up with what youre about to see.Ad playsIsnt that great?So,those will be running shortly.And that is an update to our music business.Now,Id like to talk about a product we introduced in September.The code name was iTV.We have a new name for it.Its called Apple TV.But you should either g

25、o with your code name,like we did with the Mac,or you should pick a code name quite a bita real name quite a bit different than your code name,so Ill probably stumble and call this iTV five times today by mistake.I apologize.So Apple TV.Apple TV is a way to enjoy your media on your big screen TV.So

26、lets backtrack and talk about what we did when we previewed this in September.You can buy great content on the iTunes music store.Movies,TV shows and music,of course.And you can download it to your computer,be it a PC or a Mac.Im going to use a Mac here.You can put other content on your computer fro

27、m other places,of course.And 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 TV.Its that simple.Right?Its that simple.So,this is it.Let

28、s take a look around the back at the connectors to refresh ourselves.We have a power connector,USB 2,and Ethernet.And we have wi-fi wireless networking built in.And then we have ways to get video out.An HDMI connector,which is digital audio and video.Or component video and analog and digital audio.R

29、ight?All out the back.Most people,however,will just use these three.Theyll plug it in.Theres no power brick necessary.And theyll hook up an HDMI cable to their wide-screen TV,and theyll use wireless networking to get their content.So its really,really easy to use.Let me tell you a little more in-dep

30、th about what this box does.First of all it delivers up to 720p high-definition video.Right?Number one.Number two,its got a 40 gigabyte hard-drive inside of it.So it will store up to 50 hours of video.Which comes in handy for something Im about to show you.And it has 802.11 wi-fi wireless networking

31、,and its got all three of the popular standards.Its got B,G,and the new Draft N standard,which is really,really fast.And its got an Intel processor in it,so its got the processing horsepower to do the kinds of user interfaces we like to do.So its a really cool box.It works with video,music and photo

32、s.It was designed for wide-screen TVs.Its got wi-fi wireless networking,internal 40 gig hard drive.You can auto-synch your content from one computer.And you can stream content from up to five computers.So lets examine this in a little more detail.Auto-synch from one computer.What does this mean?It m

33、eans 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 TV.And 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 TV.So tha

34、t whenever I walk up to Apple TV,theyre there.Right?So let me show you,Im going to do this with six TV shows.They just automatically,whenever I buy them,they just automatically will stream in the background to Apple TV and be stored on the hard drive.Right?So whenever I go to watch something,they ar

35、e there.Now,I can also stream from up to five computers.In this case,Im going to take content from five computers,and I can watch it on Apple TV but I will not store it on the hard drive.So you can just stream it live and watch it from other computers in the house.Or if your neighbor comes over with

36、 a notebook and theyve got something cool that you want to watch on your widescreen TV.Again,PCs or Macs,I just choose the computer that I like.So,this is Apple TV,and why dont we go ahead and show it to you?You can control it with this very simple remote.So lets go see a demo.This is the screen sav

37、er.Takes all your photographs here and just puts them on your TV and theyre gorgeous,because as you know,photography these days is high-def,with these amazing digital cameras that we have.So,lets go into the main menu of iTV,and heres what it looks like.Weve got movies,TV shows,music,podcasts,photos

38、.So lets go into movies here.And we go into movies.And we have all my movies that are stored on iTV,as well as the iTunes top movies.I can go see whats selling on iTunes and stream it down and watch it on iTV.I can also look at theatrical trailers.Again,this is not stored on iTV.This is actually com

39、ing over the live Internet.Into my house through my Internet gateway,wirelessly to ito Apple TV,and I can watch theatrical trailers streaming from A.So lets go in here,and watch a cool trailer.Theres one called the Good Shepherd.So lets watch this,I just click on it,and this is streaming live from A

40、.Movie trailerSo you get the idea.You can sit on your couch and watch theatrical movie trailers with iTV.Now,lets back up here,and lets go play a movie.Weve got Zoolander here.Lets go play a little part of Zoolander.One of our new Paramount movies.Movie clipIsnt this great?So,thats movies,and lets g

41、o take a look at TV shows here.Its,again,incredibly cool.Lets go into“Heroes,”a really great new show,and lets play an episode called Better Halves.TV clipOK,well,thats TV shows.Now let me show you music.You know,iTV,of course isApple TV is primarily for video,but it turns out its awesome for listen

42、ing to music on your home theater system,as well.We think a lot of people are going to buy it for that.So weve got music here,weve got the iTunes top music,top music videos.And let me go down into playlist here.Weve got a favorites playlist,Ill go into that.And Ill just shuffle some songs,because I

43、want to show you what its like when youre playing music here.Music playsSo it does that so it doesnt burn a hole in your plasma TV there.And we can go ahead and just go to the next track here.So thats what its like to play music.Alright.So now lets go to photos.Again,your photos are high-def.These n

44、ew digital cameras are awesome.And so you can just,again,move your photos to iTV or stream them over,over wireless networking.And see your photos right on your TV.So as an example,heres a photo album I made ofjust beautiful.So you get the idea.Its really cool to watch photos on your widescreen TV.No

45、w,what Ive been demonstrating so far is primarily content that has been synched to Apple TV from my computer and Id like to show you what its like when you want to connect to someone elses computer.Lets say Phil Schiller my neighbor comes over and hes got his MacBook.Phil,what do you have on your Ma

46、cBook.You got some content we could watch?Demo with Phil SchillerWell,let me just go down here to sources,and heres the Apple TV that Ive 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 Phils machine.It says type in this PIN,for

47、 security reasons,and Phil types in the PIN into his MacBook.Theyre fully authenticated now,and theres Phils MacBook right up there and I push it,and now Im going to be looking at the content right off of Phils MacBook and what do you want to watch,Phil?Alright,here we go.Alright go to 30 Rock here.

48、Jack meets Dennis,OK,great.Here we go.Were streaming off of Phils MacBook to this Apple TV live.TV clipThank you Phil.That is Apple TV.So we think this is pretty cool Apple TV.Movies,TV shows,music and photos all on your widescreen TV.Really excited about it.So Apple TV is going to be priced at$299.

49、Right?$299 for all this built in.And were going to be shipping them next month,in February,and we are taking orders starting today.So,Apple TV.Enjoy your media on your big-screen TV.We think this is going to be really something quite special Apple TV.This is a day Ive been looking forward to for two

50、-and-a-half years.Every once in a while,a revolutionary product comes along that changes everything.And Apple has beenwell,first of all,ones very fortunate if you get to work on just one of these in your career.Apples been very fortunate.Its been able to introduce a few of these into the world.1984,

51、introduced the Macintosh.It didnt just change Apple.It changed the whole computer industry.In 2001,we introduced the first iPod,and it didnt just change the way we all listen to music,it changed the entire music industry.Well,today,were introducing three revolutionary products of this class.The firs

52、t one is a widescreen iPod with touch controls.The second is a revolutionary mobile phone.And the third is a breakthrough Internet communications device.So,three things:a widescreen iPod with touch controls;a revolutionary mobile phone;and a breakthrough Internet communications device.An iPod,a phon

53、e,and an Internet communicator.An iPod,a phoneare you getting it?These are not three separate devices,this is one device,and we are calling it iPhone.Today,Apple is going to reinvent the phone,and here it is.No,actually here it is,but were going to leave it there for now.So,before we get into it,let

54、 me talk about a category of things.The most advanced phones are called smart phones,so they say.And they typically combine a phone plus some e-mail capability,plus they say its the Internet.Its sort of the baby Internet,into one device,and they all have these little plastic keyboards on them.And th

55、e problem is that theyre not so smart and theyre 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,theyre not so smart,and theyre not so easy to use.But smart phones are definitely a little

56、smarter,but they actually are harder to use.Theyre really complicated.Just for the basic stuff people have a hard time figuring out how to use them.Well,we dont want to do either one of these things.What we want to do is make a leapfrog product that is way smarter than any mobile device has ever bee

57、n,and super-easy to use.This is what iPhone is.OK?So,were going to reinvent the phone.Now,were going to start with a revolutionary user interface.It is the result of years of research and development,and of course,its an interplay of hardware and software.Now,why do we need a revolutionary user inte

58、rface.Heres four smart phone,right?Motorola Q,the BlackBerry,Palm Treo,Nokia E62the usual suspects.And,whats wrong with their user interfaces?Well,the problem with them is really sort of in the bottom 40 there.Its this stuff right there.They all have these keyboards that are there whether or not you

59、 need them to be there.And they all have these control buttons that are fixed in plastic and are the same for every application.Well,every application wants a slightly different user interface,a slightly optimized set of buttons,just for it.And what happens if you think of a great idea six months from now?You cant run around