"Now we're going to do something really fun," said Steve Jobs, 80 minutes into this keynote.
This sounded promising. Keynotes are generally ordered so that the announcements get more and more exciting as the morning wears on. They often start with financial and retail updates, and then go through the iterative updates to existing products, before ending with what everyone is most excited to witness: the introduction of brand new products.
"I want to introduce what I think is a landmark, ground breaking app," Jobs continued.
Jobs had already this keynote announced new apps like iCal and iTunes 3. They've already done some impressive demos, like streaming music and wireless printing (with an actual printer set up on stage). And Jobs had just finished revealing the second generation of iPod, a product that Apple will soon devote entire keynotes to.
"I think this app is going to change a lot of things. We're going to look back on this app as the beginning of something pretty cool and pretty new."
The New York film crew, in love with audience reaction shots, had been giving us lots of close-up shots of audience members all morning, but clearly held back at this point since they might at any second fall to the floor from the edge of their seats.
"And that app is called iSync."
If you're using a screen-reader to listen to this text, an audio clip of a record-scratch should be inserted here.
It's a little bit jarring to hear Jobs be so enthusiastic about an app that was half-heartedly updated a few times for Panther and Tiger, left untouched in Leopard and Snow Leopard, and dropped from Lion.
But it's not the app itself Jobs is excited about, it's the concept. iSync was simply the first step to getting all your data synced between devices. He predicted it would grow in the future to sync more things, like photos. It didn't matter in the end which particular app does the syncing, and eventually Apple just shoved all that sync logic into iTunes.
You can tell Jobs felt this was a big deal, and over the next decade, Apple would keep iterating on the concept, trying some things that worked and some that didn't. When Jobs introduced iCloud in his last keynote, it really felt like Apple had figured it out. It was the ultimate "finally".