1. Meet the iPhone

On January 9, 2007, Apple, Inc.’s Steve Jobs took the stage at San Francisco’s Moscone West convention center to open the annual Macworld Expo. Close to the 30-minute mark of his presentation, he moved, with these words, to the main subject of the day:

“Today, we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. The third is a breakthrough Internet communications device.

“A widescreen iPod, a mobile phone, and a breakthrough Internet communications device,” he repeated and repeated again until the crowd finally caught on with a roar.

Rather than describing three separate devices, Jobs was introducing one: the iPhone. ...

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