How was the typical day for Steve Jobs

10 years iPhone: "We call it iPhone"

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Ten years ago today, Steve Jobs created a monster: the smombie.

On January 9, 2007, Apple's then CEO presented the iPhone to the world public. The meanwhile best-selling product of all (depending on how you define "product") has significantly shaped our idea of ​​what a smartphone is. It has become a symbol for the mobile internet and has changed entire industries. Computer and chip manufacturers, software companies, telecom providers, raw material suppliers, social networks and, last but not least, media can hardly be compared with what they were at the beginning of 2007. And smombies - smartphone zombies who stare at the small screen in their hand and forget everything around them - stumble through cities all over the world.

Of course, Apple did not establish a new computer age on its own and directly. But the long-term impact that the PR event on that January 9th, 2007 had was tremendous. Knowing what has happened since then makes the legendary show all the more visionary. Here she is.

0:01 Steve Jobs - black turtlenecks, jeans, white sneakers - clears his throat and says, "This is a day I've been looking forward to for two and a half years". Every few years a revolutionary product appears that changes everything. On that day he will present three such products: "The first is an iPod with a large, touch-sensitive screen. The second is a revolutionary mobile phone. And the third is a groundbreaking Internet communication device."

Revolutionary, groundbreaking, Jobs set the tone for the rest of the performance - the limitless stupidity typical of Apple to this day. Which at the time was completely appropriate, even if the specialist audience did not really understand it. It cheers after the word iPod, it exclaims enthusiastically at the word mobile phone, because it had hoped and suspected that Apple would enter the smartphone market. But when it comes to the term internet communication device, it just claps politely. From today's perspective a terrific misjudgment. At that time, hardly anyone could imagine how much the mobile Internet would change human communication.

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2:17 Three icons appear on the screen behind Jobs, one each for the iPod, the telephone and the Internet communication device. While Jobs repeats the list two and a half times, the icons form the sides of a cube. "Do you understand?" Asks Jobs in the growing laughter of those present. "These are not three separate devices. This is one device. And we call it the iPhone."

The next day, network technology specialist Cisco files a lawsuit against Apple. "iPhone" is a registered trademark of Cisco at this time. At the end of February 2007, the two companies agreed that they could both use the name.

3:04 "Today," says Jobs, "Apple is reinventing the phone. And here it is ..." An absurd-looking iPod with a rotary dial appears on the screen.

It's one of many jokes on the show. What nobody suspected at the time: Apple had actually submitted a patent application for the ridiculous thing. Jobs only holds the real iPhone up for a moment, then he puts it back in his pocket.