Stevenote

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Steve Jobs introduces the Macbook Air during his keynote at Macworld 2008

Stevenote is a colloquial term for keynotes by Apple CEO Steve Jobs given at events such as the Worldwide Developers Conference and previously the Macworld and Apple Expos. Jobs' vibrant speaking style and manner of exciting the crowd is often referred to as a "reality distortion field". Because most Apple product releases are first revealed to the public in these keynotes, Stevenotes often cause substantial swings in Apple's stock price.[1]

Jobs most recently gave a Stevenote on September 9, 2009, during which Jobs introduced iTunes 9, an updated version of Apple's iTunes software, a new iPod nano featuring a built-in video camera, improved iPod touch models, and a price reduction in the IPod shuffle line.

Contents

[edit] History

In 1997, Apple purchased NeXT and Steve Jobs returned to Apple after a 12 year absence following his forced resignation from the company in 1985. That year, he gave a keynote address in which he presented a detailed report on the company's status. The keynote featured an appearance by Microsoft CEO Bill Gates by satellite. Jobs announced a partnership with Microsoft comprising several key agreements that, according to Jobs, would benefit Apple and allow it to recover from its prolonged decline during the early and mid 1990s. Two major announcements were made during the keynote: first, that the next major release of Microsoft Office, Office 98, would be developed for the Macintosh, and second, that Microsoft's Internet Explorer web browser would be the default browser on all Macintosh computers. Despite heckling from the audience, Jobs explained why the partnership was favorable to Apple:

“ The era of setting this up as a competition between Apple and Microsoft is over, as far as I'm concerned. This is about getting Apple healthy, and this is about Apple being able to make incredibly great contributions to the industry to get healthy and prosper again. ”

Since then, Jobs has given keynote addresses at various trade expositions and conferences at least once a year, during which he announces updates to current Apple products or demonstrates new products and services. Nearly every major product upgrade or announcement during the last ten years has been made during a Stevenote. Among the products announced in Stevenotes are the original iMac all-in-one desktop computer in 1998, the Mac OS X operating system in 2000, the iPod music player in 2001, and the iPhone smartphone in 2007.

[edit] The "Stevenote" Address

[edit] Format

Stevenote addresses have usually been given at major trade expos. In the past, these have included the Macworld Conference & Expo and the Apple Expo. However, Apple has stopped exhibiting at both expos. As of 2010 the Worldwide Developer's Conference, organized and held by Apple itself at the Moscone Center in California, is the only major conference at which Apple exhibits and at which Jobs delivers a keynote address. In recent years, Jobs has given his Stevenotes in an auditorium at Apple's corporate campus. These Stevenotes, in contrast to those presented at the large trade fairs attended by Apple in the past, are by invitation only and are attended only by a relatively small number of journalists, employees, and guests.

Jobs is known for donning the same uniform in nearly every keynote. His outfit usually consists of a black long-sleeved mock St. Croix turtleneck, Levi's 501 blue jeans, and New Balance 991 sneakers.

[edit] Notable product introductions

[edit] "One more thing..."

An archetypal Steve Jobs Keynote starts with Jobs presenting sales figures for Apple products, and a review of Apple products released in the past few months. He then moves on to present one or more new products of moderate importance. After that, he feigns some concluding remarks, turns to leave the stage, then turns back and says "But there is one more thing...". Usually the audience has some idea as to what product will be unveiled due to the Apple rumors community, but this is not always the case.

Some of the products which were revealed as "One more thing...":

  • The AirPort base station and AirPort card after the iBook was introduced in Macworld Expo 1999.
  • The PowerBook G4.
  • The PowerMac G5 at WWDC 2003.
  • The fifth generation iPod with video, announced at a press conference self-referentially titled "One more thing...".
  • The MacBook Pro (at Macworld Expo 2006).
  • Introduction of selling movies via the iTunes Store in September 2006; a second "One more thing" in the same presentation also unveiled an upcoming product dubbed iTV (renamed to Apple TV at Macworld 2007). A third "One More Thing" was the lead-in to introduce a live performance of the song "Waiting for the World to Change" by John Mayer at the conclusion of the presentation.
  • Introduction of Safari for Windows Beta.
  • The iPod touch
  • The wireless version of the iTunes Store on the iPod touch and iPhone.
  • The Safari 3 Browser was shown running on Windows XP.
  • The new Macbook was introduced in October 2008 after the new Macbook Pro was introduced.
  • Though Steve Jobs did not present his Macworld 2009 keynote, Phil Schiller introduced the DRM free iTunes Music Store as a "one last thing".
  • The announcement of a video camera and speaker in the iPod Nano

[edit] See also

[edit] Further reading

  • Gallo, Carmine (2009). The Presentation Secrets of Steve Jobs. McGraw-Hill Professional. ISBN 978-0-07-163608-0-6. 

[edit] References

  1. ^ Marshal, Katie (2007-05-23). "Apple seen unloading new MacBook Pros and (possibly) iMacs at WWDC". Apple Insider. http://www.appleinsider.com/articles/07/05/23/apple_seen_unloading_new_macbook_pros_and_possibly_imacs_at_wwdc.html. 

[edit] External links

Retrieved from "http://en.wikipedia.org/wiki/Stevenote"
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