The quick reference guide to Apple's keynotes
WWDC '10
Monday, June 7, 2010
1 hour, 52 minutes
Moscone West
Developers & Press
Steve Jobs
A standard definition version is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
Steve Jobs
  • Update on the release of the iPad
  • Provides proof that it is indeed magical
  • Sold 2 million in first 59 days in 10 countries
  • We Made a Video
    We Made a Video
    Compilation of news clips from iPad's introduction
  • 8500 iPad-designed apps, downloaded 35 million times
  • 7:28
    Steve Jobs
  • 5 million books downloaded
  • Updated app with notes, bookmarks and PDF viewing
  • 10:19
    App Store
    Steve Jobs
  • Two platforms: HTML 5 (open) and the App Store (curated)
  • 15000 apps submitted per week
  • Top three reasons why apps are rejected
  • Marvels at success of eBay app
  • Third Party
    Third Party Demo
    Netflix's Reed Hastings & John Ciancutti
    Netflix for iPhone
    Third Party
    Third Party Demo
    Zynga's Mark Pincus & Jen Herman
    Farmville for iPhone
    Third Party
    Third Party Demo
    Activision's Karthik Bala & Jason
    Guitar Hero for iPhone
  • 5 Billion downloads, $1 Billion paid to developers
  • 27:22
    Steve Jobs
  • Latest Smartphone Market Share (RIM 35%, iPhone 28%, Windows 19%, Android 9%)
  • Latest US Mobile Browser Usage (iPhone 58.2%)
  • Introducing the iPhone 4, with eight tentpole features
  • Feature #1: All new design
  • Rumor Acknowledgment
    Rumor Acknowledgment
    "Stop me if you’ve already seen this"
  • Feature #2: Retina display
  • Technical Difficulties
    Can't use Safari because the Wifi is overloaded
  • Feature #3: A4 chip
  • Feature #4: Gyroscope
  • Feature #5: New camera
  • 55:06
    Randy Ubillos
  • Introducing and demoing iMovie for iPhone
  • 1:01:00
    Steve Jobs
    Pretty Decent Joke
    Pretty Decent Joke
    "iMovie for iPhone: you'll be able to buy this right on your phone for $4.99--if we approve it."
    Uncomfortable Waiting
    Steve asks the audience to turn off their wifi.
    "I've got time"
  • Feature #6: iOS 4
  • Microsoft
    Microsoft Adulation
    Regarding Bing: "Microsoft's done a real nice job on this."
  • 100 millionth iOS device sold
  • Feature #7: iBooks
  • Feature #8: iAd
  • One More Thing...
    One More Thing...
  • Live on-stage FaceTime call with Jony Ive
  • We Made a Video
    We Made a Video
    Montage of people using FaceTime
    Memo Probably Sent Later That Day
    Memo Probably Sent Later That Day
    What's this about FaceTime being an open industry standard?
    White Zone
    We Made a Video
    (Starring People Trapped in a White Phantom Zone)
    Jony Ive      Greg Joswiak
    Scott Forstall      Bob Mansfield
  • Intersection of Technology and Liberal Arts
  • Memoria

    WWDC keynotes don’t often have a story.

    What does Apple have ready to ship this June? That Mac hardware and this piece of software and those developer tools? Perfect. That’s the WWDC keynote. It’s a hodgepodge of announcements, leading to headlines that read “Apple announces new Macs and software at developer conference” and you can practically see the general public’s eyes skipping over to the next article.

    In June 2010, Apple had lots of things ready to announce. A completely redesigned Mac mini. Safari 4.1 with several cool new features. Xcode 4 with a whole new user interface.

    None of that made the keynote though. After a brief victory lap for the iPad, Steve devoted the entire 2 hours to the iPhone 4, a product that already had its own story, starting a few months earlier.

    On April 19, 2010, 11 days after the iPhone OS 4.0 event, Gizmodo published its infamous article showing pictures of an iPhone 4 lost in a bar in Redwood City. Gizmodo got an insane amount of publicity and pageviews, and was blackballed by Apple PR until the Apple Watch keynote in September 2014.

    Gizmodo, which put its entire reputation on the line with this exposé, was more worried about getting called out for having a fake iPhone than the repercussions of having a real one. They asked for and received confirmation from Apple that this was their property.

    So the story going into WWDC was that Apple blew the debut of the new iPhone. The public has already seen it. It has weird black lines on the aluminum sides. It has a flat black shiny plastic back. It has a front-facing camera for you to use iChat with. Maybe it has a higher resolution screen.

    So when Steve finally introduced his last - and likely his favorite - iPhone, he went all in. He started with the new design. “Now, stop me if you’ve already seen this,” he said. “Believe me, you ain’t seen it.”

    He still had a few surprises up his sleeve, like the gyroscope, but he had an even better story for the already-spoiled features. It’s not just higher resolution; you can’t even see the pixels. It’s not just a better rear camera, you can actually make HD videos in iMovie right on the phone. And the glass back, steel sides and build quality are akin to a Leica camera.

    The story that came out of Moscone was entirely and unequivocally: “Trust me, you’re going to want an iPhone 4”

    The new Mac mini, with its unibody enclosure and $100 price hike, was unveiled with a press release the following week.