The quick reference guide to Apple's keynotes
Seybold SF
Thursday, October 2, 1997
Moscone West
Public & Press
Steve Jobs
The video of this keynote doesn't appear to have ever been published on the web.
A transcript of this keynote was available on Seybold's web site.
Steve Jobs
  • Speaks about how important the design and publishing industry is to Apple, and that they're an unofficial board of directors
  • Then says that Apple has a new board of directors, and lists them off
  • We Made a Video
    We Made a Video
    The new board of directors at Apple
  • Reviews the Microsoft partnership
  • Says that the product line has been trimmed and reconfigured, but no announcements today
  • Mac OS
    Steve Jobs
  • Mac OS 8 just launched and has sold 1.6 million copies so far
  • Rhapsody is on schedule and will come out as a server first
  • Says the Newton is important, but the core of the company is the Mac
  • Cloning needs to change because the cost of providing the software is actually a subsidy to the clone vendors
  • WebObjects
    Steve Jobs
  • WebObjects sells about $50 million a year and climbing
  • eMate
    Steve Jobs
  • It's bizarre that the eMate is only sold in education markets, and that should change
  • Changes
    Steve Jobs
  • For better communications, we've hired Chiat Day for ads, CKS for marketing, and Niehaus Ryan for public relations
  • Want to change distribution channels to make them better customer experiences
  • Apple also needs to drastically reduce its inventory levels
  • Going to put more resources into education and the design and publishing markets
  • ColorSync
    Steve Jobs
  • ColorSync 2.5 is announced at Seybold, with AppleScript support and a monitor calibration framework
  • Apple has displays that work well with ColorSync, the Apple Vision 750 and 850, and Steve wants to rename them Apple ColorSync monitors
  • Does a demo of an image on a monitor with bad colors, and one that is calibrated with ColorSync
  • Announces that ColorSync will work with Internet Explorer on Mac
  • AppleScript
    Steve Jobs
  • Amazed that out of 25,000 HTML authors, 14.4% were using AppleScript
  • Mentions the L.A. Times needed 10 people to coordinate the 26 different editions of their TV Times, but it's all done with a single Mac with AppleScript now
  • WebObjects
    Steve Jobs
  • WebObjects came to Apple from Next
  • Lists some of the companies using WebObjects
  • There's a study that says the Return on Investment for Mac is three and a half times better than Windows NT
  • Mac OS
    Steve Jobs
  • Decided to treat the executives of Adobe, Quark and Macromedia as if they were Apple executives, and told them the whole plan. They're here to talk about their impressions, without giving away any details
  • Third Party Appearance
    Third Party Appearance
    Adobe's John Warnock
    Third Party Appearance
    Third Party Appearance
    Quark's Tim Gill
    Third Party Appearance
    Third Party Appearance
    Macromedia's Bud Colligan
    Steve Jobs
  • Apple is investing heavily in QuickTime
  • Marketing
    Steve Jobs
  • Says Apple was spending a huge amount on marketing and not getting much out of it, and brings up the examples of Got Milk and Nike
  • At Apple, we think different
  • We Made an Ad
    We Made an Ad
    Think Different
  • Shows some of the print ads from the Think Different campaign
  • Apple has had tough times, like other great brands, but Apple will turn it around because of its people
  • Q&A Session
    Q&A Session
    Questions from Jonathan Seybold and the audience