130 DELIVER THE EXPERIENCE
Ive walked onstage, Jobs took a seat, and Ive gave the audi-
ence a six-minute crash course on notebook design. He explained
how the new process allowed Apple to start with a 2.5-pound
slab of aluminum and carve it out until the final frame weighed
just one-quarter of a pound. The result was a stronger, thinner,
and lighter computer. Jobs retook the stage and concluded the
segment by thanking Ive and reaffirming the headline of the
segment: “A new way to build notebooks.” Jobs may have his
hands all over Apple, but he knows what he doesn’t know. Jobs
shares the spotlight with other actors, who add credibility and
excitement to the plot.Your Best Sales Tool
When Apple launched an online movie-rental service, Jobs
announced the list of studios that would make films available
for online rentals via iTunes. The list included all the heavy-
weights—Touchstone, Sony, Universal, MGM, Walt Disney, and
others. Still, Apple faced skepticism. The company was launch-
ing a movie-rental service in a field with established competitors
such as Blockbuster and Netflix. Apple was betting that people
would want the choice of watching their movies on their com-
puters, iPods, iPhones, or wide-screen television sets via Apple
TV. Jobs added credibility to the initiative by sharing the stage
with one of Apple’s key partners.
“We have support from every major studio,” said Jobs.
“The first studio to sign up was Twentieth Century Fox. We’ve
developed a really great working relationship with Fox. It’s
my pleasure to introduce the chairman and CEO of Twentieth
Century Fox, Jim Gianopulos.”
An enthusiastic Gianopulos bounded onto the stage and
talked about what people want: great movies; easy access; conve-
nience; control over where, when, and how they watch movies;
and the ability to take the movie with them wherever they go.
“When Steve came to us with the idea, it was a no-brainer. It was
the most exciting, coolest thing we’ve ever heard,” Gianopulos
said. “Video rentals are not a new thing. But there was music