They can’t change for each application, and they can’t change down the road if you think of another great idea you wanna add to this product.

It doesn’t work because the buttons and the controls can’t change. 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 all have these keyboards that are there whether you need them or not to be there.Īnd they all have these control buttons that are fixed in plastic and are the same for every application. Now, why do we need a revolutionary user interface? I mean, Here’s four smart phones, right? Motorola Q, the BlackBerry, Palm Treo, Nokia E62 – the usual suspects.Īnd, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. is the result of years of research and development, and of course, it’s an interplay of hardware and software. Now, we’re gonna start… with a revolutionary user interface. What we wanna do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. Well, we don’t wanna do either one of these things. Just for the basic stuff a hard time figuring out how to use them. Umm… But smart phones are definitely a little smarter, but they actually are harder to use. It’s sort of the baby Internet, into one device, and they all have these plastic little keyboards on them.Īnd the problem is that they’re not so smart and they’re not so easy to use, so if you kinda make a… Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are kinda right there, they’re not so smart, and they’re – you know – not so easy to use. So they say.Īnd uh they typically combine a phone plus some e-mail capability, plus they say it’s the Internet. The most advanced phones are called smart phones. So, before we get into it, let me uh talk about a category of things. No, actually here it is, but we’re gonna leave it there for now. Today, today Apple is going to reinvent the phone, and here it is. These are not three separate devices, this is one device, and we are calling it iPhone. So, three things: a widescreen iPod with touch controls a revolutionary mobile phone and a breakthrough Internet communications device.Īn iPod, a phone, and an Internet communicator. The second: is a revolutionary mobile phone.Īnd the third is a breakthrough Internet communications device. The first one: is a widescreen iPod with touch controls. Well, today, we’re introducing three revolutionary products of this class.

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. It didn’t just change Apple, it changed the whole computer industry. It’s been able to introduce a few of these into the world.

First apple iphone keynote os x