The quick reference guide to Apple's keynotes
It's only rock and roll but we like it
DATE
Wednesday, September 9, 2009
DURATION
1 hour, 14 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
Welcome
Steve Jobs
  • Comes out on stage to a standing ovation
  • Encourages everyone to become an organ donor, thanks the Apple community and executive team
  • 3:14
    iPhone
    Steve Jobs
  • 30 million iPhones sold
  • 75,000 apps in the App Store, downloaded 1.8 billion times
  • iPhone OS 3.1 released today, with bug fixes and new features, including Genius for the App Store and ringtones
  • 30,000 ringtones available to buy for $1.29
  • 6:41
    iTunes
    Steve Jobs
  • #1 music retailer in the world
  • 8.5 billion songs sold to 100 million accounts
  • iTunes 9 released today, with a cleaner user interface, Genius Mixes, improved syncing, Home Sharing, and iTunes LP
  • 27 million people have submitted their music library to Genius, analyzing 54 billion songs
  • 15:21
    iTunes
    Jeff Robbin
  • Does a demo of the new iTunes
  • 26:14
    iTunes
    Steve Jobs
  • Reiterates that iTunes 9 is available today
  • 26:51
    iPod
    Phil Schiller
  • 220 million iPods sold to date, with 73.8% market share in the U.S.
  • 20 million iPod touches sold to date
  • Espouses the advantages to owning an iPod touch, showing a picture of someone trying to shove a Dell laptop into their back pocket
  • We Made a Video
    We Made a Video
    Compilation of games for iPhone OS
    Third Party Demo
    Third Party Demo
    Ubisoft's Ben Mattes
    Assassin's Creed 2 for iPhone OS
    Third Party Demo
    Third Party Demo
    Tapulous's Bart Decrem
    Riddim Ribbon
    Third Party Demo
    Third Party Demo
    Gameloft's Mark Hickey
    Nova
    Third Party Demo
    Third Party Demo
    EA's Travis Boatman
    Madden NFL '10
  • Notes that when the iPod mini lowered its price from $249 to $199, sales doubled.
  • Offers the second-generation iPod touch at $199. New third-generation iPod touches are available at 32GB and 64GB capacities for $299 and $399
  • We Made an Ad
    We Made an Ad
    The funnest iPod ever
  • iPod classic capacity increased to 160 GB
  • iPod shuffle is controlled by buttons on the headphone cord, third-party headphones will be given the capability to control as well
  • iPod shuffle updated with new colors and a smaller 2GB model available for $59
  • A special edition iPod shuffle made with polished stainless steel will be available direct from Apple for $99
  • 56:32
    iPod
    Steve Jobs
    One More Thing...
    One More Thing...
    A video camera
  • Shows 4GB Flip camera for $149, and says that Apple wants to get in on this market by offering an 8GB video camera for free. "This is the new Apple, isn't it?"
  • They'll be offering it in a product a fifth as thick and a tenth the volume of the Flip: the new iPod nano
  • 100 million iPod nano total sales so far
  • New iPod nano has a larger display, adds Genius Mixes, FM radio antenna, voice recorder app, and pedometer
  • New anodized aluminum colors, $149 for 8GB and $179 for 16GB
  • We Made an Ad
    We Made an Ad
    nano shoots video
    Musical Guest
    Musical Guest
    Norah Jones
    Memoria

    Apple commonly employs a "Good Better Best" strategy when it decides what SKUs to offer for new products.

    It reflects the fact that three different versions of the same product covers the market much better than a single version. The Good model is the entry-price one, the Best model is a fully spec'd out SKU for pro or well-off customers, and the Better model is a happy medium.

    With Macs, it wasn't uncommon to see major new features only available on the more expensive models and unavailable on the entry-price one. When the iMac was refreshed in 2012, you could not get a Fusion Drive in the cheapest model.

    Having different features at the different price levels is rare with the iOS products. It's so much cleaner to just differentiate Good, Better and Best by offering three different storage capacities.

    The cheapest iOS product, the iPod touch, has seen this happen though. As Phil Schiller points out in this keynote, $199 is a magic price point, passing a psychological barrier for many consumers.

    The first two generations of iPod touch had entry prices of $299 and $229 respectively. It would have likely been difficult to maintain margins by lowering the third generation to $199 and still update it to include the iPhone 3GS's internals. They opted to only offer those features, like a faster processor and more RAM on the Better and Best models, where prices started at $299.

    For the Good entry-level model, they kept the second-generation iPod touch around for another year and lowered the price to $199.

    History repeated itself a few years later. When the fourth-generation iPod touch added a retina display and cameras, Apple knew the third-generation wouldn't sell at pretty much any price. They updated the entire Good, Better, Best lineup to be identical other than capacity, and reset the entry price back up to $229 again. Then when the fifth-generation iPod touch came out in 2012 with a larger 4" screen, they once again bisected the lineup, keeping the 3.5" fourth-generation model as their Good one for $199.

    Only with the sixth generation iPod touch, released without a keynote in 2015, did Apple finally debut a consistent new line-up of iPod touches, starting at $199.

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