SCHILLER LEARNS FROM THE BEST 163
slide set yourself by watching the actual keynote presentation
on the Apple website or visiting Slideshare.net.^2 Deliver a “holy shit” moment. In true Steve Jobs fashion,
Schiller surprised the audience by announcing “just one more
thing” to close his presentation. He applied the rule of three as
he had done earlier, but this time to iTunes. He said there were
three new things for iTunes in 2009: a change to the pricing
structure, the ability of iPhone customers to download and
buy songs on their 3G cellular network, and the fact that all
iTunes songs would be DRM free (i.e., without copy protection).
Schiller received a big round of applause when he announced
that eight million songs would be DRM free “starting today”
and got an even bigger round of applause when he said that all
ten million songs on iTunes would be DRM free by the end of
the quarter. Schiller knew that DRM-free songs in iTunes would
be the big headline of the day, and he saved it for last. The
announcement did, indeed, dominate the news coverage that
followed.