The quick reference guide to Apple's keynotes
There's something in the air
Macworld SF 2008
DATE
Tuesday, January 15, 2008
DURATION
1 hour, 16 minutes
LOCATION
Moscone West
AUDIENCE
Livestream & Press
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A standard definition version is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
Dispositio
Intro Video
Intro Video
Mac and PC celebrating the new year
"Just going to copy everything you did in 2007."
0:50
Mac OS X
Steve Jobs
  • 2007 was an extraordinary year for Apple
  • 5 million copies of Mac OS X Leopard delivered so far for a 19% install base
  • Shows review quotes for Leopard from the usual suspects
  • Microsoft shipping Office Mac 2008, native on Intel
  • Recaps how Time Machine works in Leopard
  • 4:50
    Accessories
    Steve Jobs
  • Introduces Time Capsule, an Airport Extreme with a hard drive in it
  • Available in February in two sizes, 500GB and 1TB
  • We Made an Ad
    We Made an Ad
    Get a Mac ad: Time Machine
    "Thanks PC" "Thanks PC" "Thanks PC"
    7:44
    iPhone
    Steve Jobs
  • 4 million sold in 200 days
  • SDK going to be released in late February
  • Demos the new features available in today's 1.1.3 update: maps with location, webclips, customize the home screen, SMS multiple people
  • Location determined using Skyhook Wireless's GPS map of wifi hotspots, and Google's map of cell towers
  • 20:30
    iPod touch
    Steve Jobs
  • Mail, stocks, notes and weather added to iPod touch, plus all the other new features added to iPhone
  • Price announcement of $20 met with complete silence from the audience
  • 22:16
    iTunes
    Steve Jobs
  • Four billions song sold and 125 million tv shows
  • Disappointed with only 7 million movies sold, so introducing movie rentals
  • Teases that they have studio support from Touchstone, Miramax, MGM, Lions Gate, New Line. Then reveals they also have movies from Fox, Warner Bros, Walt Disney, Paramount, Universal and Sony.
  • Works with Macs, PCs, iPods and iPhones
  • Rolls out today in the U.S., with international support later in the year
  • 29:26
    AppleTV
    Steve Jobs
  • Lots of companies have tried movies over the Internet onto televisions: Amazon, Tivo, Microsoft, Newflix, Vudu, Blockbuster
  • AppleTV was designed as an accessory for the computer, but it wasn't what people wanted
  • AppleTV "Take 2" doesn't require a computer and can rent HD movies directly on the device
  • Podcasts, Youtube and photos from Flickr and .Mac now available
  • Does a demo of the new user interface
  • Free software upgrade, with the hardware price reduced to $229
  • Third Party Appearance
    Third Party Appearance
    Fox's Jim Gianopulos
    Backstory for the rental deal
    54:27
    MacBook Air
    Steve Jobs
  • Adding a third notebook to the lineup
  • Competitor's thinnest notebooks are typically 3 pounds, about an inch thick, with an 11-inch display and miniature keyboard
  • The new MacBook Air goes from .76" to .16" in thickness
  • It fits inside an office envelope
  • It has a 13.3" LED display and full size backlit keyboard
  • Available with an 80 GB hard drive or 64 GB SSD
  • Intel engineered the Core 2 Duo 1.6 GHz chip to be 60% smaller than before
  • Third Party Appearance
    Third Party Appearance
    Intel's Paul Otellini
    Gives Steve a souvenir chip
  • Optional external SuperDrive available, but most people won't miss it
  • Instead, get your movies and music from iTunes, make backups with the Time Capsule, and install software with Remote Disc
  • Available in two weeks for $1799
  • We Made an Ad
    We Made an Ad
    The world's thinnest notebook
    Memoria

    To some people, it was odd that Blu-ray disc drives never made it onto a Mac system.

    Apple had no trouble progressing through the early years of optical disc advancement. They sold CD-ROM and CD-RW drives on the original 1998 iMac (famously eschewing the floppy drive), introduced the ComboDrive that could read DVDs in 2000, and the SuperDrive that wrote DVDs in 2001.

    One could have easily seen Apple introducing an "UltraDrive" at some point to handle HD discs (after paying Chrysler a bit of money for the name). At Macworld 2005, when Jobs declared it the year of HD video, he said he was anxiously awaiting a drive that would allow him to burn HD videos from iMovie.

    The main impediment was a format war. HD-DVD was fighting Blu-ray for supremacy, and Apple was not going to introduce a drive that backed the wrong horse.

    That format war ended in February 2008, with Toshiba throwing in the towel.

    But that date was too late for Apple to get on board. Just one month earlier, Apple introduced the MacBook Air, which signalled their intent to abandon the optical drive entirely.

    The confluence of product introductions that allowed this ball to start rolling is quite remarkable. With iTunes Movie Rentals and Time Capsule unveiled earlier that very keynote, Steve Jobs had a ready answer for people questioning the lack of an optical drive in the MacBook Air.

    It was only a matter of time before product refreshes would gradually eliminate the optical drive from each new design. The Mac Mini in 2011, the retina MacBook Pro and iMac in 2012, the Mac Pro in 2013, and the MacBook in 2015. As of 2016, there's only a single Mac left with a SuperDrive: a 13" MacBook Pro that hasn't been updated since 2012.

    If not for the format war, I think we would have seen the UltraDrive for a few years. But its days would have been numbered from the start.

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