iPhone首次发布乔布斯经典演讲 Steve Jobs introduces iPhone in 2007

this is a day I've been looking forward

to for two and a half years every once

in a while a revolutionary product comes

along that changes everything

and Apple has been well first of all

ones very fortunate if you get to work

on just one of these in your career

apples been very fortunate it's been

able to introduce a few of these into

the world 1984 we introduced the

Macintosh it didn't just change Apple it

changed the whole computer industry

in 2001 we introduced the first iPod and

it didn't just it didn't just change the

way we all listen to music it changed

the entire music industry well today

we're introducing three revolutionary

products of this class the first one is

a widescreen iPod with touch controls

the second is a revolutionary mobile

and the third is a breakthrough internet

communications device so three things a

widescreen iPod with touch controls a

revolutionary mobile phone and a

breakthrough internet communications

device an iPod a phone and an Internet

communicator an iPod a phone

these are not three separate devices

this is one device

and we are calling it iPhone

today

today Apple is going to reinvent the

phone and here it is

[Laughter]

now

actually here it is but we're gonna

leave it there for now so before we get

into it

let me let me talk about a category of

things the most advanced phones are

called smart phones so they say and they

typically combine a phone plus some

email capability plus they say it's the

internet or the baby internet into one

device and they all have these plastic

little keyboards on them and the problem

is that they're not so smart and they're

not so easy to use so if you kind of

make a you know business school 101

graph with a smart axis and the easy to

use axis phones regular cell phones are

kind of right there they're not so smart

and then they're you know not so easy to

use but smart phones are definitely a

little smarter but they actually are

harder to use they're really complicated

just for the basic stuff people have a

hard time figuring out how to use them

well we don't want to do either one of

these things what we want to do is make

a leapfrog product that is way smarter

than any mobile device has ever been and

super easy to use this is what iPhone is

okay so we're gonna reinvent the phone

now we're gonna start with a

revolutionary user interface is the

result of years of research and

development and of course it's an

interplay of hardware and software now

why do we need a revolutionary user

interface I mean here's four smartphones

right Motorola Q the BlackBerry palm

treo nokia e62 the usual suspects and

what's wrong with their user interfaces

well the problem with them is really

sort of in the bottom 40 there it's it's

this stuff right here they all have

these keyboards that are there whether

you need them or not to be there and

they all have these control buttons that

are fixed in plastic and are the same

for every application well every

application wants a slightly different

user interface a slightly optimized set

of buttons just

for it and what happens if you think of

a great idea six months from now you

can't run around and add a button to

these things they're already shipped so

what do you do it doesn't work because

the buttons and the controls can't

change they can't change for each

application and they can't change down

the road if you think of another great

idea you want to add to this product

well how do you solve this hmm

it turns out we have solved it we solved

it in computers 20 years ago we solved

it with a bitmap screen that could

display anything we want put any user

interface up and a pointing device we

solved it with the mouse right we solve

this problem so how are we gonna take

this to a mobile device well what we're

gonna do is get rid of all these buttons

and just make a giant screen a giant

screen now how are we gonna communicate

this we don't want to carry around a

mouse right so what are we gonna do Oh a

stylus right we're gonna use a stylus No

who wants a stylus you have to get them

and put them away and you'll lose him

yuck

nobody wants a stylus so let's not use a

stylus we're going to use the best

pointing device in the world we're gonna

use a pointing device that we're all

born with were born with 10 of them

we're gonna use our fingers we're going

to touch us with our fingers and we have

invented a new technology called

multi-touch which is phenomenal it works

like magic you don't need a stylus it's

far more accurate than any touch display

that's ever been shipped it ignores

unintended touches it's super smart you

can do multi-finger gestures on it and

boy have we patented it

so

we've been very lucky to have brought a

few revolutionary user interfaces to the

market in our time

first was the mouse the second was the

click wheel and now we're gonna bring

multi-touch to the market and each of

these revolutionary user interfaces has

made possible a revolutionary product

the Mac the iPod and now the iPhone so a

revolutionary user interface we're gonna

build on top of that with software now

software on mobile phones is like it's

like baby software it's not so powerful

and today we're gonna show you a

software or breakthrough software that's

at least five years ahead of what's on

any other phone now how do we do this

well we start with a strong foundation

iPhone runs OS 10

why

why would we want to run such a

sophisticated operating system on a

mobile device well because it's got

everything we need

it's got multitasking it's got the best

networking it already knows how to power

manage we've been doing this on mobile

computers for years it's got awesome

security and the right apps it's got

everything from cocoa and the graphics

and it's got core animation built in and

it's got the audio and video that OS 10

is famous for it's God all the stuff we

want and it's built right in to iPhone

and that has led us create desktop class

applications and networking right not

the crippled stuff that you find on most

phones this is real desktop class

applications now you know one of the

pioneers of our industry Alan Kay has

had a lot of great quotes throughout the

years and I ran across one of them

recently that explains how we look at

this explains why we go about doing

things the way we do because we love

software and here's the quote people who

are really serious about software should

make their own hardware you know Alan

said this thirty years ago and this is

how we feel about it and so we're

bringing breakthrough software to a

mobile device for the first time it's

five years ahead of anything on any

other phone