Stevenote

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

"Stevenote" is a colloquial term for the keynote speeches given by Steve Jobs, who was the former CEO of Apple, at events such as the Worldwide Developers Conference and previously the Macworld and Apple Expos. Because most Apple product releases were first revealed to the public in these keynotes, 'Stevenotes' often caused substantial swings in Apple's stock price.[1]

Jobs's final Stevenote was delivered on June 6, 2011 in which he announced iCloud, Apple's new cloud service. OS X Lion and iOS 5 were also announced that day. This was his last public appearance before his resignation as Apple's CEO on August 24, 2011 and death on October 5, 2011. New CEO Tim Cook currently gives Stevenotes, which began with the announcement of the iPhone 4S, one day before Jobs's death.

Contents

History [edit]

In late 1996, Apple purchased NeXT, and Steve Jobs returned to Apple after a 12-year hiatus following his forced resignation from the company in 1985. In mid-1997, 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 favourable 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 gave keynote addresses at various trade expositions and conferences at least once a year, during which he announced updates to current Apple products or demonstrated 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 clamshell iBook in 1999, the Mac OS X operating system in 2000, the iPod music player in 2001, the iPhone smartphone in 2007, and the iPad tablet in 2010.

The "Stevenote" Address [edit]

1998 [edit]

At the 1998 WWDC keynote, Steve Jobs announced that Apple Inc. was back on track. He reviewed the turnover rate at Apple and spoke about the changes in their distribution system. Steve spoke about apple.com, their online store. He said that Apple had sold 500,000 Power Macintosh G3 in the first six months. He covered the new PowerBook G3. Steve then showed the "Steamroller" commercial. As for the consumer market, Apple had 10,000,000 in consumer's home at the current time. Education had 6 million installed users. Steve discussed the iMac and QuickTime. He stated that the International Organization for Standardization adopted QuickTime file format as basis for MPEG 4. Steve said they would be adding Internet 'Live' Streaming (Real-time Transport Protocol) to QuickTime 3.0 when it was released in the fall of 1998. Steve introduced Peter Hoddie, the chief architect of QuickTime. Steve spoke about the three things they wanted to do with Java (programming language): Unify the Java Virtual Machine, Make it compatible, and Make it fast. He announced Apple's strategy for Mac OS X. He said that the 6,000+ good Application programming interfaces would now be called Carbon (API). Steve announced Mac OS 8 Codename Sonata would be released in the Third Quarter 1999. Rhapsody (operating system) 1.0 would be released in Third Quarter 1998. Steve introduced Avadis Tevanian to demo Carbon. Avie introduced Ben Waldman, the General Manager of the Macintosh Business Unit at Microsoft. Avie introduced Norm Meyrowitz, President of Macromedia Products. Avie introduced Greg Gilley, Vice President of Graphics Applications Development at Adobe Systems. Greg demoed Photoshop

1999 [edit]

WWDC 1999 was opened by HAL9000. Steve Jobs gave an update on Apple Worldwide Developers Conference 1999. 3,106 Mac apps had been announced since May 6, 1998, the date iMac debuted. Steve announced that Dragon Systems was bringing their speech recognition software to the Mac. Steve introduced Janet Baker, Co-Founder and CEO of Dragon Systems. Steve gave an update on profits, units, inventory, and cash. He announced that Sears would be added to their national distribution chain. Apple Inc. launched their store on Memorial Day 1999. Steve announced the new PowerBook line. During the week, Apple was giving away 50 PowerBooks to the attending developers; Steve gave away the first one. He gave an update on OpenGL, Java (programming language), and QuickTime. Steve invited Avie Tevanian and Phil Schiller on stage. Phil demoed OpenGL. Steve announced Java MRJ 2.1.2, which was the fastest Mac Java ever. Steve and Avie demoed Java. Phil demoed QuickTime 4. Steve reviewed Mac OS 8.5, which was released October 1998. Steve announced Mac OS 8.6. Steve discussed "Sonata", available Fall 1999, and gave a sneak peek. Phil demoed Sherlock 2 and the multiple users. Steve gave an update on Mac OS X Server 1.0. Steve said that in the Darwin (operating system) open source program, there were over 20,000 developers registered and over 175,000 component downloads. Phil demoed the Quartz graphics model. Steve covered the three application environments on top of the Darwin/Quartz foundation. The first was Classic Environment, previously known as Blue Box. The second was Carbon (API), which was announced at WWDC in 1998. The third was Cocoa (API), previously known as Yellow Box. Apple was developing a brand-new Finder (software). Apple was also developing a new Mail (application). Phil demoed the Finder and the MailViewer app.

At the Seybold Seminars Expo on August 31, 1999, Steve gave an update on Apple. Steve said they recently had announced their profits ending with the June Quarter. Mickey Drexler, of Gap Inc., became a member of the Board of Directors. Steve gave an overview of QuickTime. Apple partnered with Akamai Technologies to become a broadcast network. Content was provided by BBC News, Bloomberg Television, Fox News, Fox Sports, HBO, NPR, The Weather Channel, WGBH-TV, ABC News, ESPN, Rolling Stone, VH1, and Disney. New content as of August 31, 1999 was provided by Rhino Records and Warner Bros. Records. Steve called Phil Schiller on stage to demo QuickTime TV. Steve gave a preview of Mac OS 9. Steve showed nine internet power features: Sherlock 2, a personal shopper on the internet; Multiple Users, gave privacy and preferences to each user; VoicePrint Password, user's voice was their password; Keychain (Mac OS), one password unlocked everything; Auto Updating, user would always have the latest updates; Encryption, kept private files private; File Sharing Over Internet; AppleScript over TCP/IP, managed workflows across computers; and Network Browser. Phil came back out and demoed VoicePrint. Phil demoed Sherlock 2. Phil demoed AppleScript. Steve reviewed the iMac. Steve introduced Ozzie Osborne, General Manager of Speech Systems at IBM, to demo ViaVoice. Steve reviewed iBook and showed two TV ads. Steve reviewed AirPort and showed the AirPort Base Station TV ad. Steve reviewed the PowerBook. Steve showed the Power Mac G4. Steve called Phil back out to demo the Power Mac G4. Steve called Richard Crandall, a computer scientist, on stage to demo the G4. Steve introduced John Warnock, Chairman & CCO, Adobe Systems. Steve showed a Power Mac G4 TV ad. Steve introduced the Apple Cinema Display.

On October 5, 1999, Jobs mentioned that Akio Morita, of Sony, had died on October 3, 1999. Steve announced Mac OS 9. Steve talked about the nine internet power tools: Sherlock 2, Multiple Users, VoicePrint Password, Keychain, Auto Updating, Encryption, Internet File Sharing, AppleScript over TCP/IP, and Network Browser. Phil Schiller came on stage to demo Sherlock 2. Phil demoed Multiple Users, VoicePrint Password, Keychain, Encryption, Network Browser, and Auto Updating. Steve reviewed the Power Mac G4. Steve showed a Power Mac G4 TV ad. Steve reviewed the Apple Cinema Display. Steve reviewed the PowerBook. Steve reviewed the iBook. Steve announced the new iMac. Phil came out and demoed the graphics card. One more thing, Steve introduced the iMac DV. Steve demoed iMac DV and iMovie. Steve showed three TV commercials.

Notable product introductions [edit]

Steve Jobs shows Mac OS X running on an Intel Pentium 4

"One more thing..." [edit]

An archetypal Steve Jobs keynote started with Jobs presenting sales figures for Apple products, and a review of Apple products released in the past few months. He then moved on to present one or more new products of moderate importance. In a manner some found similar to Peter Falk's Columbo character [1], he typically feigned some concluding remarks, turned as if to make a false exit from the stage, then turned back to say "but there's one more thing". Usually the audience had some idea as to what product would be unveiled due to the Apple community but this was not always the case.

Some of the products which were revealed during a "One more thing..." segment:

  • Apple's return to profitability at MacWorld Expo San Francisco 1998
  • The iMac came in colors at MacWorld San Francisco 1999
  • The 22" Apple Cinema Display at Seybold 1999
  • The AirPort base station and AirPort card after the iBook was introduced at MacWorld Expo New York 1999
  • The iMac DV, iMovie, and iMac DV Special Edition in a special event in October 1999.
  • At MacWorld SF 2000, Aqua (user interface) was introduced. Jobs announced that he would be continuing in his role at Apple on a permanent basis, dropping the "i" (for "interim") from his title "iCEO"
  • The Power Mac G4 Cube, at MacWorld NY 2000
  • The PowerBook G4, at MacWorld SF 2001
  • The 17" iMac G4, at MacWorld NY 2002
  • The Power Mac G5 at WWDC 2003
  • The 12" Aluminum PowerBook G4 at MacWorld 2003
  • The iPod Mini, at MacWorld 2004
  • The iPod Shuffle, at MacWorld 2005
  • 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, at WWDC 2007
  • The Aluminum Unibody MacBook, at a notebook event in October 2008
  • The video camera and speaker in the fifth-generation iPod Nano at the Apple Music Event in September 2009
  • FaceTime video calling for the iPhone 4 at WWDC 2010
  • The Apple TV (2nd generation) running on iOS at the September 2010 Apple Music Event
  • A revised MacBook Air at a press event entitled "Back to the Mac" in October 2010
  • The iTunes Match service at WWDC 2011

References [edit]

  1. ^ Marshal, Katie (2007-05-23). "Apple seen unloading new MacBook Pros and (possibly) iMacs at WWDC". Apple Insider. 

External links [edit]
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