14 0 DELIVER THE EXPERIENCE
History-Making Demo
Demonstrations and props play a role in every Steve Jobs pre-
sentation, some of which are more history-making than others.
“We’re going to make some history today,” Steve Jobs said as he
kicked off Macworld 2007. The history-making event was the
introduction of the iPhone:
“We want to reinvent the phone,” Jobs said. “I want to show
you four things: the phone app, photos, calendar, and SMSTABLE 12.1 JOBS’S GREAT DEMO AT THE 2008 WWDC
STEVE’S WORDS STEVE’S SLIDES
”Why do you want 3G? Well, you want
it for faster data downloads. And
there’s nowhere you want faster data
downloads than the browser and
downloading e-mail attachments.”Photographs of two icons: one
represents the Internet, and the
second represents e-mail“So, let’s take a look at the browser.
We’ve taken an iPhone 3G and, at the
same place and same location, we’ve
downloaded a website on the EDGE
network and one using 3G.”Animated image of two
iPhones loading a website
simultaneously: the same
National Geographic website
begins loading on each; the left
iPhone is on the EDGE network,
and the one on the right is using
the new iPhone 3G network
“Let’s see how we do.” [Jobs remains
silent as both images continue to load
on the screen; it’s a site with a lot of
images and a complex layout]Website loading on both iPhone
images“Twenty-one seconds on 3G; [waits
silently for an additional thirty seconds,
crossing his hands in front of his body,
smiling, watching the audience—
elicits laughs] fifty-nine seconds on
EDGE. Same phone, same location:
3G is 2.8 times faster. It’s approaching
Wi-Fi speeds. It’s amazingly zippy!”3G site has completely loaded,
while EDGE phone is still
loading