The quick reference guide to Apple's keynotes
The spotlight turns to notebooks
DATE
Tuesday, October 14, 2008
DURATION
52 minutes
LOCATION
Apple Town Hall
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
0:15
Welcome
Steve Jobs
  • Welcome, today's all about notebooks
  • First want to give an update on the State of the Mac
  • 1:00
    Mac
    Tim Cook
  • We sold 2.5 million Macs last quarter, 2-3 times the rate of growth as the market. Why?
  • 1. Better computers, like the iMac and MacBook Air
  • 2. Better software, like Leopard, iLife, and iWork
  • 3. Compatibility, with Boot Camp and Fusion and Parallels
  • Pretty Decent Joke
    Pretty Decent Joke
    "When I look at this, frankly, it sends a shiver up my spine."
  • 4. Vista
    Microsoft
    Microsoft Opprobrium
    "I think it's fair to say that Vista hasn't lived up to what Microsoft hoped it would."
  • 5. Marketing
  • We Made an Ad
    We Made an Ad
    "I banish you. You are banished."
  • 6. Retail stores
  • 5:50
    Retail
    Tim Cook
  • 247 in 8 countries
  • 400,000 visitors a day
  • New store photos in Sydney and Beijing
  • 7:00
    Mac
    Tim Cook
  • Outgrew the market 14 of the last 15 quarters
  • Market share now 17.6%
  • Revenue share now 31.3%
  • #1 notebook supplier in education 39% market share
  • Shows photo of lecture hall of students all using Macs
  • 10:45
    MacBook Pro
    Steve Jobs
  • A new way to build notebooks
  • 11:20
    Unibody
    Jony Ive
  • Gives context by showing how the current MacBook Pro is assembled
  • It's a magnesium die casting welded to aluminum pressings and joined with a plastic gasket
  • With MacBook Air, they couldn't use that architecture, so developed unibody process
  • Shows a solid aluminum block that is carved into the unibody part and is lighter and stronger
  • 17:45
    MacBook Pro
    Steve Jobs
  • New graphics for notebooks, combining a chipset and graphics card into one chip, the Nvidia GeForce 9400M
  • New multi-touch glass trackpad
  • Shows the gestures you can use with the trackpad
  • New 15" MacBook Pro with aluminum unibody enclosure
  • Waiting
    Uncomfortable Waiting
    Steve hands out some unibody aluminum samples for the audience to touch.
    "We need them back"
  • Includes Nvidia 9600M GT
  • New Mini DisplayPort, SSD upgrade, 802.11n
  • 34:36
    MacBook Air
    Steve Jobs
  • Updated with Nvidia GeForce 9400M
  • New storage options and Mini DisplayPort
  • 36:13
    Displays
    Steve Jobs
  • New 24" LED Cinema Display using Mini DisplayPort
  • 38:00
    MacBook
    Steve Jobs
    One More Thing...
    One More Thing...
    An aluminum MacBook
  • Best selling Mac ever
  • New aluminum 13.3" MacBook with unibody enclosure, Nvidia 9400M, multi-touch trackpad and LED screen
  • White Zone
    We Made A Video
    (Starring People Trapped in a White Phantom Zone)
    Jony Ive      Dan Riccio      Bob Mansfield
    Memoria

    Steve Jobs loved to talk about design. Jony Ive loved to watch Steve Jobs talk about design.

    As we can see from his one and only appearance on stage at an Apple keynote, Ive nailed it. He didn't appear nervous, didn't stumble over any words, and had no trouble clicking the button on the remote to advance the slides.

    But why bother going on stage at an Apple keynote to discuss design, when instead you can sit in the audience and watch the master do it?

    Jobs was great at talking about design. For every brand new product that he unveiled on stage, the design of the product was usually bullet #1, the first tentpole feature he would talk about at its unveiling. It wasn't just the beauty of the object (which he certainly did point out), but how it was made and why it was made in a particular way.

    You can see that when he unveils the iMac G4 ("Let each element be true to itself"), the iPhone 4 ("What are these lines in this beautiful stainless steel band? It turns out this is part of some brilliant engineering which actually uses the stainless steel band as part of the antenna system."), and countless other products that he and Ive collaborated on.

    When it came time to put together the plan for this keynote, it would have been natural for Jobs to handle the discussion of the move away from notebooks assembled from many parts to a single unibody enclosure.

    It likely wasn't Ive's idea to present during the keynote. It had to have been Jobs who pushed him to do it. And it's telling that the other person invited on stage to speak is Tim Cook, in only his second major appearance in an Apple keynote.

    Jobs was about to go on another medical leave, getting a liver transplant. I bet in his mind, it wasn't so much auditioning successors, but at the very least, getting some feet wet to prepare for the future.

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