The quick reference guide to Apple's keynotes
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Let's Rock
DATE
Tuesday, September 9, 2008
DURATION
1 hour, 4 minutes
LOCATION
Yerba Buena Center
AUDIENCE
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
0:00
iTunes
Steve Jobs
Pretty Decent Joke
Pretty Decent Joke
The reports of my death are greatly exaggerated
  • 8.5 million songs, 125K podcasts, 30K tv shows, 2600 movies, 3000 apps
  • 65 million accounts
  • #1 music distributer in any format in the U.S.
  • Adding television shows in HD
  • NBC is returning to iTunes
  • New version: iTunes 8 with accessibility and browsing features, plus Genius
  • Does a demo of albums, HD TV (clip of The Office) and Genius
  • 14:18
    iPod
    Steve Jobs
  • iPod has 73.4% market share
  • Over 5000 accessories out there
  • Rumor Acknowledgment
    Rumor Acknowledgment
    "They announce them even before we want them to."
  • Over 160 million sold to date
  • iPod Classic upgraded to 120 GB in size
  • New iPod nano (fourth generation) with hi-res screen of third generation and portrait orientation of the first two
  • Does a demo of cover flow, Genius, accelerometer, shake to shuffle
  • Available in lots of colors
  • Accessories: new armband, new headphones, new in-ear headphones
  • We Made an Ad
    We Made an Ad
    nano-chromatic
  • New thinner iPod touch with integrated volume controls and a built-in speaker "for casual listening"
  • Built in Nike+ app and receiver
  • 100 million apps downloaded from App Store, after only two months open, available in 62 countries
  • Does a demo of Genius and movies
  • 37:20
    App Store
    Phil Schiller
  • Does a demo of new game Spore origins
  • Does a demo of new game Real Soccer 2009
  • Does a demo of upcoming game Need for Speed Undercover
  • 44:56
    iPod
    Steve Jobs
  • Summarizes iPod touch
  • We Made an Ad
    We Made an Ad
    The funnest iPod ever
    48:04
    iPhone OS
    Steve Jobs
  • New version 2.1 of iPhone OS fixes lots of bugs
  • Musical Guest
    Musical Guest
    Jack Johnson
    Memoria

    Steve Jobs was a ferociously private person. Secrecy was the default mode for all aspects of his life, at home and with Apple.

    Even though it was becoming apparent to observers that he was ill, Apple had a very strict policy of offering no comment on rumors of Jobs's health. That didn't stop the speculation, which grew to a fever pitch in 2008.

    He was noticeably thinner at WWDC in June. In July, apparently worried that the New York Times was going to say he had cancer again, he made an off-the-record call to op-ed writer Joe Nocera to chew him out and try to kill the column.

    Then on August 27, 2008, Bloomberg News announced that Steve Jobs had passed away.

    It was a simple mistake; someone had pushed the publish button on an advance obituary of the sort that most news organizations have at the ready for older famous people.

    Jobs had fun with this by starting the keynote with the famous Mark Twain misquote "The reports of my death are greatly exaggerated". It allowed Jobs to address the health rumors without addressing them. He could bat them away with a joke.

    But his health continued to worsen as the year went on. He had no choice but to take another major medical leave four months from now.

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