WEBVTT

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[ BLANK_AUDIO ] 

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This is a day, I've been looking forward to, for two and 

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a half years. [ APPLAUSE ] 

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Every once in a while, a revolutionary product comes 

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along. That changes everything. [ BLANK_AUDIO ] 

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And Apple has been, well 

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first of all one's very fortunate if you get to work on just 

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one of these in your career. [ BLANK_AUDIO ] 

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Apple's been very fortunate, it's been able to Introduce 

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a few of these into the world. 1984, we 

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introduced the Macintosh. It didn't just change Apple, 

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it changed the whole computer industry. [ APPLAUSE ] 

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[ APPLAUSE ] 

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In 2001, we introduced the first iPod. [ APPLAUSE ] 

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And it 

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didn't just change the way we all listened to music It 

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changed the entire music industry. Well, 

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today, we're introducing three 

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revolutionary products of this class. The 

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first one [ BLANK_AUDIO ] 

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Is a widescreen iPod with touch controls. [ APPLAUSE ] 

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The second- [ APPLAUSE ] 

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Is a revolutionary mobile phone. [ APPLAUSE ] 

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[ APPLAUSE ] And 

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the third is a breakthrough Internet 

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communications device. [ APPLAUSE ] 

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So, 

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[ APPLAUSE ] 

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Three things, a wide screen iPod with touch controls, a 

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revolutionary mobile phone, and a breakthrough 

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Internet communications device. [ BLANK_AUDIO ] 

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An iPod, a phone. [ LAUGH ] 

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And an Internet communicator. An iPod. A 

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phone. [ APPLAUSE ] Are you getting it? [ APPLAUSE ] 

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These are not 

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three separate devices. This is one device. 

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[ APPLAUSE ] [ APPLAUSE ] And 

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we are calling 

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it iPhone. [ APPLAUSE ] Today Apple is going 

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to reinvent the phone. And here 

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it is. [ LAUGH ] [ APPLAUSE ] [ APPLAUSE ] 

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Now. [ APPLAUSE ] Actually 

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here it is, but we're gonna leave it there for now. 

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[ LAUGH ] So before 

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we get into it. [ LAUGH ] Let 

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me talk about a category of things, that most advanced 

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phones are called smartphones. So they say. And 

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they typically combine a phone plus some email 

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capability, plus they say it's the Internet, sort of the 

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baby Internet in the one device. And they all have 

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these plastic little keyboards on them. And the 

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problem is that they're not so smart. And they're 

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not so easy to use, so if you make a 

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business school 101 graph of the smart axis and the 

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easy to use axis, phones, regular cell phones, are right 

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there. They're not so smart and they're not so easy to 

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use. But smart phones are definitely a little smarter, 

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but they actually are harder to use. They're really 

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complicated. Just for the basic stuff, people have a 

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hard time figuring out how to use them. Well we don't 

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wanna do either one of these things. What we wanna 

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do is make a leap frog product that is way 

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smarter than any mobile device has ever been and 

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super easy to use. This is what iPhone is, okay? 

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[ APPLAUSE ] So, we're 

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going to reinvent the phone. Now, we're going to start, 

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with a revolutionary user interface. Is the 

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result of years of research and development and 

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of course it's an interplay of hardware and software. 

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Now why do we need a revolutionary user interface. 

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Here is four smart phones, right? Motorola Q, the 

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BlackBerry Palm Treo, Nokia E62, the usual suspects. 

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And, what's wrong with their user interfaces? Well, the 

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problem with them is really sort of in the bottom 40 

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there. It's this stuff right here. They all 

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have these keyboards that are there whether you need 

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them or not, to be there. And they all have these 

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control buttons that are fixed in plastic and are the 

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same for every application. Well, every application 

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wants a slightly different user interface. A slightly 

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optimized set of buttons just for it. And what happens 

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if you think of a great idea six months from now? You 

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can't run around and add a button to these things, 

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they're already shipped. So what do you do? It doesn't 

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work, because the buttons and the controls can't 

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change. They can't change for each application, and 

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they can't change down the road, if you think of 

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another great idea you wanna add to this product. Well 

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how do you solve this? It turns out we have solved it, 

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we solved it in computers 20 years ago. We solved it 

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with a bitmap screen that could display anything we 

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want, put any user interface up. And a pointing 

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device, we solved it with a mouse, right? We solved 

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this problem. So how are we going to take this to a 

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mobile device? Well what we're gonna do is get rid of 

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all these buttons and just make a giant screen, a 

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giant screen. [ APPLAUSE ] Now, how are we going to 

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communicate this? We don't want to carry around a 

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mouse, right? So what are we going to do? A stylus, 

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right? We're going to use a stylus. No. [ LAUGH ] Who 

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wants a stylus? [ LAUGH ] You have to get them and 

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put them away and you lose them, yuck. Nobody wants 

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a stylus, so let's not use a stylus. We're gonna use 

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the best pointing device in the world. We're gonna use 

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a pointing device that we're all born with. We're born 

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with ten of them. We're gonna use our fingers. 

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[ LAUGH ] We're gonna touch this with our fingers and 

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we have invented a new technology called 

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Multi- Touch. Which is phenomenal. It works like 

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magic. [ LAUGH ] 

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You don't need a stylus. It's far more accurate than 

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any touch display that's ever been shipped. It ignores 

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unintended touches. It's super smart. You can do 

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multi- finger gestures on it. And boy, have we 

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patented it. [ LAUGH ] 

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[ APPLAUSE ] 

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So we've 

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been very lucky to have brought a few revolutionary 

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user interfaces to the market in our time. First was the 

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Mouse. The second was the Click Wheel 

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and now we're gonna bring Multi- Touch to the 

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market. And each of these Revolutionary User 

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Interfaces has made possible a revolutionary product. 

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The Mac, the iPod and now the iPhone So, 

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a revolutionary user interface. We're going to build on 

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top of that with software. Now software 

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on mobile phones is like, it's like baby software. 

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It's not so powerful, and today we're going to show 

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you a software breakthrough. Software that's at least 5 

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years ahead Of what's on any other phone. Now, how 

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do we do this? Well, we start with a strong foundation. 

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iPhone runs OS 10. [ APPLAUSE ] Now- [ APPLAUSE ] 

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Why would we wanna run such a sophisticated 

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operating system On a mobile device. Well, because 

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it's got everything we need. It's got multitasking. It's 

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got the best networking. It already knows how to 

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power manage, we've been doing this on mobile 

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computers for years. It's got awesome security and the 

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right apps. It's got everything from Cocoa and 

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the graphics and it's got core animation built in. And 

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it's got the audio and video that OS- 10 is famous for. 

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It's got all the stuff we want, and it's built right into 

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iPhone. And that has let us create desktop class 

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applications and networking, not 

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the crippled stuff that you find on most phones. This is 

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real desktop class applications. Now, you know, one 

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of the pioneers of our industry, Allen Kay, has had a lot 

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of great quotes throughout the years. And I ran across 

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one of them recently that explains how we look at this. 

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Explains why we go about doing things the way we do, 

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because we love software. And here's the quote. 

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People who are really serious about software should 

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make their own hardware. [ APPLAUSE ] Alan said this 

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30 years ago. And this 

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is how we feel about it, and so we're bringing 

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breakthrough software to a mobile device for the first 

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time. It's five years ahead of anything on any other 

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phone. The second thing we're doing is we're learning 

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from the iPod syncing with iTunes. You know, we're 

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going to ship our 100 millionth iPod this year. And 

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that's tens of millions of people that know how to sync 

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these devices with their PCs or Mac. And sync all of 

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their media right onto their iPod. Right, so you just 

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drop your iPod in and it automatically syncs. You're 

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gonna do the same thing with iPhone. It automatically 

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syncs to your PC or Mac right through iTunes. And 

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iTunes is gonna sing all you media on to your iPhone. 

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Your music, your audiobooks, podcast, movies, TV 

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shows Music videos, but also syncs a ton of data. Your 

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contacts, your calendars, and your photos which you 

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can get on your iPod today. Your notes, your 

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bookmarks from your web browser, your email 

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accounts, your whole email setup, all that stuff can be 

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moved over to iPhone completely automatically. It's 

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really nice and we do it through iTunes. [ APPLAUSE ] 

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Again, you 

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go to iTunes, and you set it up. Just like you'd set up 

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an iPod or an Apple TV. And you set up what you want 

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synced to your iPhone, and it's just like an iPod. 

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Charge and sync. So sync with iTunes. 

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Third thing I want to talk about a little is design. We've 

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designed something wonderful for your hand, just 

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wonderful. And this is what it looks like. 

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[ BLANK_AUDIO ] It's got a 3. 5 Inch screen on it. It's 

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really big. And it's the highest resolution screen 

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we've ever shaped. It's 160 pixels per inch. Highest 

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we've ever shipped. It's gorgeous, and on the front 

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there's only one button down there. We call it the home 

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button. It takes you home from wherever you are, and 

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that's it. Let's take a look at the side. It's really 

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thin. It's thinner than any smartphone out there at 

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11. 5mm. Thinner than the cue, thinner than the 

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blackjack, thinner than all of them. it's really nice, and 

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we got some controls on the side. We got a little switch 

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for ring and silent. We got a volume up and down 

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control. Let's look at the back. On the back, 

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the biggest thing of note is we got a two megapixel 

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camera built right in. The 

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other side, we're back on the front, so let's take a look 

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at the top now. We've got a headset jack, 

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three and a half millimeter, all your iPod headphones 

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fit right in. We've got a place, a little tray for your SIM 

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card. And we've got one switch for sleep and wake. 

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Just push it to go to sleep, push it to wake up. Let's 

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take a look at the bottom. We've 

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got a speaker. You got a microphone. And 

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we've got our 30 pin iPod connector, so that's the 

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bottom. Now we've also got some stuff you can't see. 

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We've got three really advanced sensors built into this 

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phone. The first one is a proximity sensor. It senses 

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when physical objects get close. So when you bring 

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iPhone up to your ear. Take a phone call, it turns off 

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the display and it turns off the touch sensor instantly. 

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Why do you want to do that? One, to save battery. Two, 

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so you don't get [ UNKNOWN ] inputs from your face 

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into the touch screen. It just automatically turns them 

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off, take it away, BOOM! it's back on. So it's got a 

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proximity sensor built it. It's got an ambient light 

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sensor as well. We sense the ambient lighting 

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conditions and adjust The brightness of the display to 

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match the ambient lighting conditions, again, better 

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user experience, saves power. And the third thing 

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we've got is an accelerometer so that we can tell when 

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you switch from portrait to landscape