INTRODUCE THE ANTAGONIST 65
TABLE 6.1 JOBS’S iPHONE KEYNOTE PRESENTATION
STEVE’S WORDS STEVE’S SLIDES
”The most advanced phones are called
‘smartphones,’ so they say.”
Smartphone“They typically combine a phone plus
e-mail plus a baby Internet.”
Smartphone
Phone + Email + Internet“The problem is they are not so smart and
they are not so easy to use. They’re really
complicated. What we want to do is make a
leapfrog product that is way smarter than
any mobile device has ever been.”
Smartphone
Not so smart. Not so easy
to use.“So, we’re going to reinvent the phone.
We’re going to start with a revolutionary
user interface.”
Revolutionary UI“It is the result of years of research and
development.”
Revolutionary UI
Years of research &
development“Why do we need a revolutionary user
interface? Here are four smartphones: the
Motorola Q, BlackBerry, Palm Treo, Nokia
E62—the usual suspects.”
Image of four existing
smartphones: Motorola Q,
BlackBerry, Palm Treo, and
Nokia E62“What’s wrong with their user interface? The
problem with them is in the bottom forty.
It’s this stuff right there [points to keyboards
on the phones]. They all have these
keyboards that are there whether you need
them or not. And they all have these control
The top half of each image
fades away, leaving just
the bottom half—
the keyboardcontinuedsmartphones on the market, which, Jobs would argue, weren’t
very smart. Listed in the left column of Table 6.1 are excerpts
from the actual presentation; the right column shows the words
or describes the images on the accompanying slides.^3 Pay atten-
tion to how the slides act as a complement to the speaker.