SCENE 5Draw a Road Map

Today we are introducing three revolutionary products.


On January 9, 2007, thousands of Mac faithful watched as Steve Jobs delivered an electrifying announcement. “Today Apple reinvents the phone,” Jobs said as he revealed the iPhone for the first time to the public.1

Before delivering that headline, however, Jobs added to the drama and suspense when he told the audience that Apple would introduce not one, but three revolutionary products. He identified the first one as a wide-screen iPod with touch controls. This met with a smattering of applause. Jobs said the second product would be a revolutionary mobile phone. The audience cheered that announcement. And the third, said Jobs, was a ...

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