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Steve Jobs unveiled the first iPhone 17 years ago today

Steve Jobs with the original iPhone

Context is everything. On Sunday, January 7, 2007, Bill Gates gave the keynote address at the Consumer Electronics Show in Las Vegas. Hammering home Microsoft's then buzz phrase 'Digital Decade,' he talked about how great hardware wasn't enough, that we needed connected experiences. "Where people are being productive, doing new creative things, where they're mobile... that is the key element that is missing."

He said that, "Vista and the PC continue to have the central role," though he also claimed that Windows Vista was "the highest quality release that we've ever done."

Two days later and around 400 miles away, Steve Jobs introduced the very device, the very experience that Gates said was missing. He introduced the iPhone at Macworld San Francisco. While Jobs didn't use the term 'post-PC era' then, that's what the iPhone created. This was truly the device for productive, creative people on the move, and as an extra bonus, it ran OS X — now called macOS — rather than Windows Vista.

Many more things

That 2007 keynote is justifiably famous for how well it introduced the iPhone. Jobs opened it by saying that, "We're going to make some history together today" and it is the phone he meant.

His presentation is an example of a really finely produced keynote, and it takes you through the world of cell phones as they were before showing you exactly where they were all going wrong. And then how the iPhone would of course fix all that.

Today the segment showing what phones used to look like is a historical curiosity. But at the time, that wasn't the past, it was the present and these archaic-seeming phones were the best available.

If you dislike Apple, if your personal preference means you buy Androids instead of iPhones, you're still benefiting from that keynote today. During the many times Apple would later go to court over the similarities between iPhone and Android, it would present a graphic demonstrating its position. This is the one it showed when up against Samsung.

Yet the presentation did feature other things, some of which were roundly applauded at the time and one other that we've only truly learned to appreciate in the years since.

Jobs opened the presentation by referring back to what he'd announced the previous year. That 2006 keynote had been when Apple not only announced it was moving from PowerPC to Intel processors, it vowed to complete the transition for all Mac models within 12 months. In 2007, he referred to this as being a "huge heart transplant" and that, "we did it in seven months."

He said that Apple's previous year had been remarkably successful and he also specified that over half of all new Mac buyers were now switching from Windows. It had recently been half of all buyers in Apple Stores, but now it was 50 percent wherever you could buy a Mac.

Next, he showed a quote from a 2004 internal memo at Microsoft where Jim Allchin of the company's Senior Leadership team said, "I would buy a Mac today if I was not working at Microsoft."

Jobs revealed that Allchin was shortly to retire, so he's "alerted our Seattle stores to keep an eye out for him and give him really good service."

The rest of that Allchin memo, incidentally, included the statement that "Longhorn [codename for Vista] is a pig and I don't see any solution to this problem." Jobs didn't quote that, but he did run a new ad from the Get a Mac campaign specifically aimed at Vista.

"So 2007 is going to be a great year for the Mac," said Steve Jobs, "but this is all we're going to talk about the Mac today. We're going to move on to some other things."

Remember that back in the mid-2000s, there were more rumors about Apple introducing a phone than there are today about it making a car. Vastly more. So with these words, he was surely going to make the big announcement next.

Except he didn't. Instead, Jobs seemed to tease us by talking about Apple's music business. What appeared to be a diversion was just the first part of setting the stage for the day's real purpose.

But for now, Jobs revealed that they had just passed 2 billion song sales and that the iPod had become the world's most popular video player "by a large margin." He revealed that in the then first four months that movies had been available on iTunes, people had bought 1.3 million of them.

At the time, there were only 100 films on the service, but Jobs announced this would increase to 250 because Paramount was coming to iTunes.

Jobs managed to make 250 movies sound good — but there was one figure he didn't even try to put a gloss on. And that was sales of the Zune, Microsoft's iPod killer which had been released the previous November. Only figures for that launch month were available, but they showed that after a big launch, the Zune had managed only 2 percent market share.

"No matter how you try to spin this, ah, what can you say?" said Jobs.

At last the iPhone

Finally, at 24 minutes into the presentation, Jobs paused. "This is a day I've been looking forward to for two-and-a-half years," he said. Later, at the end of the keynote and when it had gone so well, he also confessed on stage: "You know, I didn't sleep a wink last night, I was so excited about today."

It turned out that there were other reasons to not sleep a wink and Apple engineers knew them all. While it was only revealed very much later , Jobs's presentation was attended by iPhone engineers who knew how easily it could all have gone wrong. The software wasn't finished, the whole phone was still being worked on, and if Jobs deviated from the planned demo, it was likely that the phone would crash.

Instead, as you know, the whole presentation went flawlessly. Or rather, most of it did.

My clicker isn't working

Having successfully concluded the demo of the new iPhone, Jobs went on to talk about market share and clicked to move on to his next slide. And clicked. And clicked.

He explained that the clicker wasn't working and picked up a spare — which appeared to also not work. "They're scrambling backstage right now," he told the audience.

This segment is completely forgotten now, yet at a key moment on this most crucial presentation of his Apple career, it went wrong. You can only imagine how nervous it must've made Jobs.

But then you can also admire how he managed to fill for 55 seconds with a story about how Steve Wozniak had built a clicker-like device at college to mess with people's TV reception.

Aiming for 1 percent

Earlier, Jobs had made you think that the Zune's 2 percent market share was disastrous. When he got the slides working, he built up to saying that Apple was aiming for a 1 percent share of the cellphone market — and that this was great.

There was a bit of a difference though. Using the latest 2006 figures available, Jobs said that the cell market had been around one billion phones. Apple was aiming for 10 million iPhones in the first year.

The iPhone didn't actually launch until June, but it then took only 74 days for the company to sell its first million of them.

Different company

It's just that the company was no longer Apple Computer, Inc. The very last thing Steve Jobs announced at this presentation 15 years ago was that the company was changing its name.

Standing in front of a side that showed the Mac, iPod, Apple TV , and iPhone, he pointed out that only the first of those is truly what you'd call a computer. "We've thought about this," he said, talking about how Apple was doing more than just computers, "and we thought maybe our name should reflect this a little bit more than it does."

From this day on, the company would now be known as just Apple, Inc — and it would truly never be the same again.

The iPhone was the first iOS device, a category that now includes the iPod touch, plus all the variations of the iPad.

In September 2018, Tim Cook announced that Apple was close to shipping its 2 billionth iOS device .

At the time, AppleInsider worked the numbers and calculated that the 2 billionth iPhone — specifically iPhone — would be sold in the middle of 2021. No one knew then about the impact of the coronavirus on all phone sales — but it was already true that sales had been declining worldwide.

Apple now doesn't report iPhone sales, and it has not announced crossing the 2 billion figure. However, in January 2021, Apple announced that there were then over 1 billion iPhones in current, active use.

That's not sold, not pre-ordered, but over 1 billion iPhones being used every day. And at the same time, Cook said there were 1.65 billion Apple devices in use worldwide.

The iPhone was an enormous gamble, and it has surely paid off enormously.

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This Day In History : January 9

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Steve Jobs debuts the iPhone

On January 9, 2007, Apple Inc. CEO Steve Jobs unveils the iPhone —a touchscreen mobile phone with an iPod, camera and Web-browsing capabilities, among other features—at the Macworld convention in San Francisco . Jobs, dressed in his customary jeans and black mock turtleneck, called the iPhone a “revolutionary and magical product that is literally five years ahead of any other mobile phone.” When it went on sale in the United States six months later, on June 29, amidst huge hype, thousands of customers lined up at Apple stores across the country to be among the first to purchase an iPhone.

In November 2007—by which point more than 1.4 million iPhones had been sold—Time magazine named the sleek, 4.8-ounce device, originally available in a 4GB, $499 model and an 8GB, $599 model, its invention of the year. The iPhone went on sale in parts of Europe in late 2007, and in parts of Asia in 2008. In July 2008, Apple launched its online App Store, enabling people to download software applications that let them use their iPhones for games, social networking, travel planning and an every growing laundry list of other activities. Apple went on to over 10 updated models of the iPhone.

The iPhone helped turned Apple, which Jobs (1955-2011) co-founded with his friend Stephen Wozniak in California in 1976, into one of the planet’s most valuable corporations. In 2012, five years after the iPhone’s debut, more than 200 million had been sold. The iPhone joined a list of innovative Apple products, including the Macintosh (launched in 1984, it was one of the first personal computers to feature a graphical user interface, which allowed people to navigate by pointing and clicking a mouse rather than typing commands) and the iPod portable music player (launched in 2001), that became part of everyday modern life.

Also on This Day in History January | 9

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Tips & Tricks

Troubleshooting, watch steve jobs introduce the original iphone in 2007.

Ten years ago today, on January 9, 2007, Steve Jobs introduced iPhone to the world.

In a highly anticipated keynote presentation, Jobs famously announced what seemed like three different products: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device… of course this was soon to be revealed as all contained within the same device; the iPhone. The rest, as they say, is history.

As iPhone turns ten years old, it’s worth watching the full MacWorld 2007 presentation of Steve Jobs introducing the very first iPhone to the world. If you’re feeling nostalgic or just want to see one of Jobs most legendary presentations, it has been embedded below for easy viewing:

Whether you’ve had an iPhone since the very beginning, or are a newcomer to the platform, it’s fun to look back a decade and see how the genuinely revolutionary product was unveiled and demoed. It’s not hyperbole to say the iPhone changed consumer electronics, cell phones and smartphones forever, completely changing the expectations of what a phone can do and what a phone should be.

(Image of Steve Jobs holding original iPhone via @pschiller on Twitter)

A month after the device debuted on stage, the very first iPhone commercial was aired on TV, which is a classic worth watching as well.

It certainly makes you wonder, where will iPhone be in another 10 years?

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Just stop worrying about all the gizmos you think you need and enjoy the ones you have. Just leave my Mac, my IPad and my IPhone alone, when something new from apple comes out if there something I feel I want or need I will think about it then. I still wish they had left IPhoto alone, I still use it I do not like photo at all. If it isn’t broke do not fix

Man, I agree 1000%. I feel like the company has been infiltrated by average people with share prices than in the quality it takes to make it great. Even the OS on both iPhone and Mac are getting slower, buggier and bloated and with fragmented feature sets leaves you trying to figure out if development is under one roof in Cupertino or like their manufacturing process and made everywhere. I like their products still more than most but in the end ecosystems will be built and competition will come along and they will become the Dell of the computer industry–trying to cheap it out and milk pro features with cool videos selling the product as a must-have. 7 phones in 10 years. Geezu, think about it. Make the model I have now the best and I may upgrade the next time around instead of moving on to something else where you change the features so I forget how to login to my phone and how the heck to add a song to a playlist in the Music app. Uggh. Steve wouldn’t have stood for the bullsh*t.

It’s because of people like you that cause Apple to continually change the OS, because its just not technically possible to dramatically change the hardware year on year.

Wrong on the number of iPhones in 10 years btw. 1st gen: June 29, 2007 3G: July 11, 2008 3GS: June 19, 2009 4: June 24, 2010 4S: October 14, 2011 5: September 21, 2012 5C, 5S: September 20, 2013 6 / 6 Plus: September 19, 2014 6S / 6S Plus: September 25, 2015 SE: March 31, 2016 7 / 7 Plus: September 16, 2016

Everyone wants the next revolutionary device, but nobody says what that is or should be. There’s only so much you can do to a damn phone unless you want it to make you fly.

Apple have to keep changing and adding features to the OS because people keep bleating about how they want or expect more.

FYI, neither iOS or macOS are bloated or fragmented. In fact they have never been so integrated across all platforms as they are now. If you want fragmentation, look at android, its a dogs breakfast of garbage along with the garbage hardware that it comes in. Anyone for an exploding samsung? Now thats true fragmentation for you.

I don’t share your concern about Apple 10 years from now.

I think it’s very important to remember that Apple, at the time the first iPhone was released, was a much smaller operation.

They were certainly on a growing track before iPhone and it was to continue in a huge way after this launch. The broke record after record after record after record.

I’mm nobody, but I have managed small to medium companies with annual revenues up to 60 million. I cannot for the life of me, imagine how hard it has to be – after the crazy intense growth they had to sustain for years, and at the overall scale they are at now – to be as attuned and attentive as they were back then on each and every product release, firmware release, and OS release.

That doesn’t make it ok, but I am not unhappy at all with any of my current Apple products. In fact, on Friday I added to one of the many memorable Apple moments in my life with the arrival of my AirPods.

As expected, and as with every Apple product I have purchased since 2004, I was surprised and delighted with everything about them. That is how you want every customer experience to be, no matter what you do.

As with most companies, answering to the stock market on a quarterly basis is a big problem for most publicly traded companies. It make you potentially take your eye off the ball.

Anyway, I’m pretty hopeful at least that this company will continue to delight customers like me long into the future.

I have an original iPhone and iPhone 3G, they are quite literally more responsive to touch and “faster” in the interface than modern iPhones. Sure the internet was slower, but the device is much faster. Why is that?

Steve Jobs was a perfectionist and Apple developed for him, the entire company perfected products for him. Now they seem to design by committee for who knows who, they don’t seem to know who their customer is anymore, but the company is certainly no longer perfecting products and there are compromises all over the place.

Back then we celebrated revolutionary new products and technologies, with amazing intuitive interfaces and amazing performance. Today we celebrate losing features like headphone jacks, worse performance, a clunky “redesigned” lockscreen that still doesn’t feel right and should never have been changed from the iconic slide-to-unlock, and iMessage stickers? Oh and new Emoji!

At this rate I am very concerned about where Apple will be in 10 years, it’s not heading in the right direction right now.

Very well put, and I couldn’t agree more.

Apple have nothing to do with emoji’s. Unicode is the body that oversees their upgrade, Apple just implement them to keep up with the standard.

As for the original iPhone, it was a revolutionary device, but it certainly wasn’t faster than any iPhone I have had since.

Living in the past doesn’t bring the future any faster.

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• Smartphones

Watch Steve Jobs Unveil the First iPhone 10 Years Ago Today

T oday, our smartphones function like a high-tech Swiss army knife, serving as everything from a communications device to a digital camera to an alarm clock. That multiple-use functionality is exactly how late Apple CEO Steve Jobs teased the first iPhone when he introduced it on stage ten years ago today, on Jan. 9, 2007.

“An iPod, a phone, and an Internet communicator,” Jobs said on stage during the Macworld conference. “Are you getting it? These are not three separate devices. This is one device.”

The first-generation iPhone would be considered primitive by today’s technology standards, with its 2-megapixel camera, iPod Touch-inspired design, and 3.5-inch touchscreen. And it certainly wasn’t the first portable phone capable of connecting to the Internet. But the first iPhone is widely credited with heralding in the modern smartphone era, with nearly all of today’s devices taking design and functionality cues from Apple’s original handset.

Read more: The 50 Most Influential Gadgets of All Time

A decade after its original debut, the iPhone has become Apple’s most popular product, accounting for most of the company’s revenue . Later this year, Apple is expected to unveil a new iPhone with a dramatically different design, potentially adding new characteristics like a curved screen and ditching the home button.

Watch Jobs’ full 2007 keynote below:

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Steve Jobs’ iPhone 2007 Presentation

July 2, 2017 3:00pm by Barry Ritholtz

On January 9, 2007 Apple introduced the iPhone. The iPhone was a revolutionary product from Apple and it changed the way smart phones look in work. This video is from MacWorld 2007 were Steve Jobs introduced the original iPhone (1st Gen. / 2G).

This content, which contains security-related opinions and/or information, is provided for informational purposes only and should not be relied upon in any manner as professional advice, or an endorsement of any practices, products or services. There can be no guarantees or assurances that the views expressed here will be applicable for any particular facts or circumstances, and should not be relied upon in any manner. You should consult your own advisers as to legal, business, tax, and other related matters concerning any investment. The commentary in this “post” (including any related blog, podcasts, videos, and social media) reflects the personal opinions, viewpoints, and analyses of the Ritholtz Wealth Management employees providing such comments, and should not be regarded the views of Ritholtz Wealth Management LLC. or its respective affiliates or as a description of advisory services provided by Ritholtz Wealth Management or performance returns of any Ritholtz Wealth Management Investments client. References to any securities or digital assets, or performance data, are for illustrative purposes only and do not constitute an investment recommendation or offer to provide investment advisory services. Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Past performance is not indicative of future results. The content speaks only as of the date indicated. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in these materials are subject to change without notice and may differ or be contrary to opinions expressed by others. The Compound Media, Inc., an affiliate of Ritholtz Wealth Management, receives payment from various entities for advertisements in affiliated podcasts, blogs and emails. Inclusion of such advertisements does not constitute or imply endorsement, sponsorship or recommendation thereof, or any affiliation therewith, by the Content Creator or by Ritholtz Wealth Management or any of its employees. Investments in securities involve the risk of loss. For additional advertisement disclaimers see here: https://www.ritholtzwealth.com/advertising-disclaimers Please see disclosures here: https://ritholtzwealth.com/blog-disclosures/

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The ‘golden path,’ hidden Wi-Fi & cellular tricks behind the iPhone presentation ten years ago

Looking back at Steve Jobs demonstrating the first iPhone in 2007, it all looks so slick that it’s hard to believe just how close it came to falling over. The  Internet History Podcast has done a nice job of pulling together the inside story of how much preparation went into ensuring that the demo worked.

In practice demos, the iPhone – which was nowhere near complete – kept failing in various different ways.

Jobs rehearsed his presentation for six solid days, but at the final hour, the team still couldn’t get the phone to behave through an entire run through. Sometimes it lost internet connection. Sometimes the calls wouldn’t go through. Sometimes the phone just shut down.

Engineers came up with a combination of three things that allowed the prototype iPhone to make it through the demo …

Key to these was the order in which Steve demo’d the features of the phone.

The engineers identified a “golden path,” a specific set of demo actions that Jobs could perform in a specific order that afforded them the best chance of the phone making it through the presentation without a glitch. For example, Jobs could send an email and then surf the web, but if he reversed the order, the phone tended to crash.

Engineers also took steps to ensure that both Wi-Fi and cellular signals would be reliable.

Engineers masked the wifi that Jobs would be using onstage so that audience members couldn’t jump on the same signal. AT&T brought in a portable cell tower to make sure Jobs would have a strong signal when he made his demo phone call.

Even with a cell tower on-site, the team still wasn’t taking any chances.

Just to be on the safe side, the engineers hard-coded all the demo units to display five bars of cell strength, whether that happened to be true or not.

The first-generation iPhone didn’t offer 3G, and while that was partly a technical limitation of the time – 3G chips were not available at the time Apple started development work on the phone – it was also partly a deliberate decision based on both Apple and AT&T expecting it to be a hit.

This was also a purposeful hedge made by AT&T and Apple. They knew they weren’t ready for the amount of bandwidth iPhone users would soon be hoovering up. The decision to stick with EDGE was a decision to play for time. If anything, the iPhone was launched onto AT&T’s network about 18 months too early. The network couldn’t handle the surge in data usage, as early iPhone users could grumblingly attest to, but these early adopters were intended to be sacrificial lambs until the infrastructure could catch up.

Steve Jobs famously resisted the idea of standalone third-party apps, telling developers that they could do everything through the Safari engine.

He told John Markoff of the New York Times: “You don’t want your phone to be like a PC. The last thing you want is to have loaded three apps on your phone and then you go to make a call and it doesn’t work anymore. These are more like iPods than they are like computers.”

When other Apple execs kept trying to persuade him to change his mind, his capitulation was surprisingly low-key, recalls Eddy Cue.

Oh, hell, just go for it and leave me alone!

As Apple commemorates the 10th anniversary of the iPhone launch, we’d love to hear your own memories. Did you use the first-generation iPhone, or other early models? Do share your memories in the comments.

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Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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Rhetorical Analysis of the iPhone Keynote

• Inch by Inch – Speech
• Devil’s Advocate Speech by Al Pacino Speech
• Scent of a Woman – Al Pacino’s Speech
• Figures of Speech
• Review – slide:ology
• Review – Presentation Zen
• Transcript – iPhone Keynote 2007
• Art of Public Speaking
• Composition Rhetoric
• Cookie Policy (EU)

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Introduction

This is the overview for the republished parts of my Masters Thesis iKeynote – Representation, Rhetoric, and Visual Communication by Steve Jobs in His Keynote at Macworld 2007 (University of Salzburg, Department of History, 2008). Here you can find various analyses and materials that deal with the keynote and Steve Jobs.

• Rhetorical Character Analysis of Steve Jobs
• Rhetorical Analysis
• Rhetorical Analysis of Steve Jobs Self-Portrayal (Ethos) in the iPhone Presentation (MacWorld 2007)
• Rhetorical Analysis of Steve Jobs Pathos in the iPhone Presentation (MacWordl 2007)
• Steve Jobs Usage of Figures of Speech
• Rhetorical Analysis of Steve Jobs Logical Appeal (Logos) in the iPhone Presentation (MacWordl 2007)
• Complete Transcript of the Keynote

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• Inch by Inch
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