How to Articulate Your Thoughts Effectively

Here's the transcript for Steve Jobs' 2007 iPhone presentation in How to articulate your thoughts effectively - see here for the video's key takeaways.

How to articulate your thoughts effectively

A revolutionary product (4:57)

Once in a while, a revolutionary product comes along that changes everything. And Apple has been - well, first of all, one's very fortunate if you get to work on just one of these in your career. Apple's been very fortunate - it's been able to introduce a few of these into the world.

1984, we introduced the Macintosh. It didn't just change Apple; it changed the whole computer industry. [Crowd Cheering] In 2001, we introduced the first iPod and it didn't just change the way we all listened to music; it changed the entire music industry.

Well, today, we're introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. [Crowd Cheering] The second is a revolutionary mobile phone [crowd cheering] and the third is a breakthrough internet communications device. So three things, widescreen iPod with touch controls, a revolutionary mobile phone and a breakthrough internet communications device. An iPod, a phone and an internet communicator, an iPod, a phone... Are you getting it? [Crowd Cheering] These are not three separate devices. This is one device. [Crowd Cheering] And we are calling it: iPhone. [crowd cheering] Today, Apple is going to reinvent the phone.

Smart phones that are easy to use (12:19)

Let me talk about a category of things: the most advanced phones are called smart phones...so they say. And they typically combine a phone, plus some email capability. Plus, they say, it's the internet or the baby internet in the one device. And they all have these plastic little keyboards on them. And the problem is that they're not so smart and they're not so easy to use. So, if you kind of make a business school 101 graph with a smart axis and the "easy to use axis," phones, regular cell phones are kind of right there. They're not so smart. And they're not so easy to use. But smartphones are definitely a little smarter, but they actually are harder to use. They're really complicated just for the basic stuff. People have a hard time figuring out how to use them.

Well, we don't want to do either one of these things. What we want to do is make a leapfrog product that is way smarter than any mobile devices ever been and super easy to use. This is what iPhone is, okay? So, we're going to reinvent the phone. Now software on mobile phones is like baby software. It's not so powerful. And today we're going to show you a software breakthrough. Software that's at least five years ahead of what's on any other phone. Now, how do we do this? Well we start with a strong foundation: iPhone runs OS10 [crowd cheering].

Why would we want to run such a sophisticated operating system on a mobile device? Well, because it's got everything we need: it's got multitasking, it's got the best networking. It already knows how to power manage. We've been doing this on mobile computers for years. It's got awesome security and to write apps. It's got everything from Coco and the graphics, and it's got core animation built in, and it's got the audio and video that OS10 is famous for. It's got all the stuff we want and it's built right into iPhone. And that has let us create desktop class applications and networking.

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