The quick reference guide to Apple's keynotes
Seybold SF 1998
DATE
Tuesday, September 1, 1998
LOCATION
Moscone West
AUDIENCE
Public & Press
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A 10-minute excerpt is available on YouTube.
A transcript of this keynote was available on Seybold's web site.
Dispositio
Intro Video
Intro Video
Think Different
Financials
Steve Jobs
  • Apple has gone from losing $1 billion the year before to making $200 million in profit
  • PowerMac
    Steve Jobs
  • Shows the 2 x 2 matrix of the Mac product line-up
  • Apple has sold over a million PowerMac G3s
  • Some new PowerMac configs were just announced with faster chips and lower prices
  • PowerBook
    Steve Jobs
  • The 14" PowerBook is so popular they can't make enough of them
  • Apple is going to discontinue the 13" model, and lower the price of the 14" model to start at $2799
  • Shows how you can watch a DVD on a PowerBook
  • iMac
    Steve Jobs
  • Recaps the features of the iMac
  • We Made a Video
    We Made a Video
    Simplicity Showdown: 26-year-old Adam Taggart assembles an HP Pavilion 8250 and 7-year-old Johann Thomas sets up an iMac, assisted by Brodie, a collie
    We Made an Ad
    We Made an Ad
    About as un-PC as you can get
    We Made an Ad
    We Made an Ad
    There's no step three
    We Made an Ad
    We Made an Ad
    Two Roads
    We Made an Ad
    We Made an Ad
    Traffic
    Mac OS
    Steve Jobs
  • Goes through the top four reasons why Mac OS 8.5 is a must-have upgrade, Sherlock, file copying, ColorSync, and AppleScript
  • Describes how Sherlock works
  • Mac OS
    Phil Schiller
  • Does a demo of Sherlock
  • Mac OS
    Steve Jobs
  • Says that copying an 185 MB file over a network takes 35 seconds in Mac OS 8.1, 30 seconds in Windows 98, 25 seconds in Windows NT, and 17 seconds in Mac OS 8.5
  • Mac OS
    Phil Schiller
  • Runs a speed test of copying large files using a Mac and a Compaq DeskPro Pentium II computer
  • Mac OS
    Steve Jobs
  • Describes how ColorSync works and the new features of AppleScript
  • Mac OS
    Phil Schiller
  • Runs some demo AppleScripts
  • Mac OS
    Steve Jobs
    Pretty Decent Joke
    Pretty Decent Joke
    "I have to admit it. We wrote a big AppleScript and it's running the company."
  • Mac OS 8.5 will be available in October
  • WebObjects
    Steve Jobs
  • WebObjects has over 3000 customers
  • Announces WebObjects 4.0, faster, runs on Mac OS X Server, and at a new lower price of $1499
  • Mac OS X
    Steve Jobs
  • Mac OS X comes from Mac OS 8 and Rhapsody technology
  • Goes through the features of Mac OS X
  • Talks about the Carbondator, to allow developers to see how much work an app need to be ported to Carbon
  • Mac OS X
    Ken Bereskin
  • Does some demos of Photoshop, Macromedia FreeHand, Quark Express and QuickTime on Mac OS X
  • Mac OS X
    Steve Jobs
    Third Party Appearance
    Third Party Appearance
    Adobe's Bruce Chizen
    Third Party Appearance
    Third Party Appearance
    Macromedia's Rob Burgess
    Third Party Appearance
    Third Party Appearance
    Quark's Tim Gill
  • Speaks about Apple's relationship with Adobe
  • Third Party Demo
    Third Party Demo
    Adobe's Ben Rotholtz
    InDesign (then codenamed "K2")
    Memoria

    If you're a clever showman, you'll save the best for last, preferably as a surprise to the audience.

    Steve Jobs knew this instinctively, and designed his presentations to leave the best reveal for the very end. Of course, it came to be known as the iconic "One More Thing".

    The first "One More Thing" was at the 1999 Macworld in San Francisco. While introducing an update to the iMac for 1999, Jobs listed off a faster processor, a larger hard drive, and a lower starting price. Then he put the words "One more thing..." on the screen, and announced that the iMac would come in colors.

    During the year and half he was at Apple before that event, he tried auditioning various ways to make that splash, to various degrees of success.

    At the 1998 edition of Macworld San Francisco, he casually mentioned that Apple has returned to profitability, pretty big news at the time, with an offhand comment right at the end.

    At Seybold New York in March 1998, he showed off a technology demonstration of a 400 MHz G3 PowerMac by saying he had "one last thing" to show us.

    Here at Seybold San Francisco, Jobs spent most of the keynote rehashing features for Mac OS 8.5 that were already demonstrated at earlier keynotes. When he was ready to foist upon the audience a sneak peak of Adobe's new InDesign page layout system, then codenamed K2, he took an approach that thankfully was never tried again: the word "Surprise" rendered in the singularly worst font ever used in an Apple keynote.

    If you're the sort of person who likes to slow down and stare at car accidents, I've grabbed an image of the offending word. To protect those with weak constitutions, I've obscured it using iOS 10's new click-to-reveal technology.

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