SCENE 4Create Twitter-Like Headlines
Today Apple reinvents the phone!
—STEVE JOBS, MACWORLD 2007
“Welcome to Macworld 2008. There is something clearly in the air today.”1 With that opening line, Steve Jobs set the theme for what would ultimately be the big announcement of his keynote presentation—the introduction of an ultrathin notebook computer. No other portable computer could compare to this three-pound, 0.16-inch-thin “dreambook,” as some observers called it. Steve Jobs knew that everyone would be searching for just the right words to describe it, so he did it for them: “MacBook Air. The world’s thinnest notebook.”
The MacBook Air is Apple’s ultrathin notebook computer. The best way to describe it is as, well, the world’s thinnest notebook. ...