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Steve Jobs iPhone 2007 Presentation (Full Transcript)

• July 4, 2014 3:22 pm November 20, 2023 8:08 am
• by Pangambam S

On January 9, 2007, then Apple’s CEO Steve Jobs introduced the iPhone for the first time and the world of mobile devices changed forever. Here is the full keynote presentation by Steve Jobs….

  TRANSCRIPT: 

Steve Jobs- Apple CEO

This is the day I’ve been looking forward to for two and a half years.

Every 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 has 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.

In 2001, we introduced the first iPod. And it didn’t just change the way we all listen 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 . The second is a revolutionary mobile phone . And the third is a breakthrough Internet communications device .

So, three things: a 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? These are not three separate devices, this is one device, and we are calling it iPhone. Today, Apple is going to reinvent the phone, and here it is.

No, actually here it is, but we’re going to leave it there for now.

So, before we get into it, 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 e-mail capability, plus they say it’s the Internet. It’s sort of the baby Internet into one device, and they all have these little plastic keyboards on them. And the problem is that they’re not so smart and they’re not so easy to use, and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are right there, they’re not so smart, and they’re not so easy to use.

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Tips & Tricks

Troubleshooting, watch steve jobs introduce the original iphone in 2007.

Ten years ago today, on January 9, 2007, Steve Jobs introduced iPhone to the world.

In a highly anticipated keynote presentation, Jobs famously announced what seemed like three different products: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device… of course this was soon to be revealed as all contained within the same device; the iPhone. The rest, as they say, is history.

As iPhone turns ten years old, it’s worth watching the full MacWorld 2007 presentation of Steve Jobs introducing the very first iPhone to the world. If you’re feeling nostalgic or just want to see one of Jobs most legendary presentations, it has been embedded below for easy viewing:

Whether you’ve had an iPhone since the very beginning, or are a newcomer to the platform, it’s fun to look back a decade and see how the genuinely revolutionary product was unveiled and demoed. It’s not hyperbole to say the iPhone changed consumer electronics, cell phones and smartphones forever, completely changing the expectations of what a phone can do and what a phone should be.

(Image of Steve Jobs holding original iPhone via @pschiller on Twitter)

A month after the device debuted on stage, the very first iPhone commercial was aired on TV, which is a classic worth watching as well.

It certainly makes you wonder, where will iPhone be in another 10 years?

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Just stop worrying about all the gizmos you think you need and enjoy the ones you have. Just leave my Mac, my IPad and my IPhone alone, when something new from apple comes out if there something I feel I want or need I will think about it then. I still wish they had left IPhoto alone, I still use it I do not like photo at all. If it isn’t broke do not fix

Man, I agree 1000%. I feel like the company has been infiltrated by average people with share prices than in the quality it takes to make it great. Even the OS on both iPhone and Mac are getting slower, buggier and bloated and with fragmented feature sets leaves you trying to figure out if development is under one roof in Cupertino or like their manufacturing process and made everywhere. I like their products still more than most but in the end ecosystems will be built and competition will come along and they will become the Dell of the computer industry–trying to cheap it out and milk pro features with cool videos selling the product as a must-have. 7 phones in 10 years. Geezu, think about it. Make the model I have now the best and I may upgrade the next time around instead of moving on to something else where you change the features so I forget how to login to my phone and how the heck to add a song to a playlist in the Music app. Uggh. Steve wouldn’t have stood for the bullsh*t.

It’s because of people like you that cause Apple to continually change the OS, because its just not technically possible to dramatically change the hardware year on year.

Wrong on the number of iPhones in 10 years btw. 1st gen: June 29, 2007 3G: July 11, 2008 3GS: June 19, 2009 4: June 24, 2010 4S: October 14, 2011 5: September 21, 2012 5C, 5S: September 20, 2013 6 / 6 Plus: September 19, 2014 6S / 6S Plus: September 25, 2015 SE: March 31, 2016 7 / 7 Plus: September 16, 2016

Everyone wants the next revolutionary device, but nobody says what that is or should be. There’s only so much you can do to a damn phone unless you want it to make you fly.

Apple have to keep changing and adding features to the OS because people keep bleating about how they want or expect more.

FYI, neither iOS or macOS are bloated or fragmented. In fact they have never been so integrated across all platforms as they are now. If you want fragmentation, look at android, its a dogs breakfast of garbage along with the garbage hardware that it comes in. Anyone for an exploding samsung? Now thats true fragmentation for you.

I don’t share your concern about Apple 10 years from now.

I think it’s very important to remember that Apple, at the time the first iPhone was released, was a much smaller operation.

They were certainly on a growing track before iPhone and it was to continue in a huge way after this launch. The broke record after record after record after record.

I’mm nobody, but I have managed small to medium companies with annual revenues up to 60 million. I cannot for the life of me, imagine how hard it has to be – after the crazy intense growth they had to sustain for years, and at the overall scale they are at now – to be as attuned and attentive as they were back then on each and every product release, firmware release, and OS release.

That doesn’t make it ok, but I am not unhappy at all with any of my current Apple products. In fact, on Friday I added to one of the many memorable Apple moments in my life with the arrival of my AirPods.

As expected, and as with every Apple product I have purchased since 2004, I was surprised and delighted with everything about them. That is how you want every customer experience to be, no matter what you do.

As with most companies, answering to the stock market on a quarterly basis is a big problem for most publicly traded companies. It make you potentially take your eye off the ball.

Anyway, I’m pretty hopeful at least that this company will continue to delight customers like me long into the future.

I have an original iPhone and iPhone 3G, they are quite literally more responsive to touch and “faster” in the interface than modern iPhones. Sure the internet was slower, but the device is much faster. Why is that?

Steve Jobs was a perfectionist and Apple developed for him, the entire company perfected products for him. Now they seem to design by committee for who knows who, they don’t seem to know who their customer is anymore, but the company is certainly no longer perfecting products and there are compromises all over the place.

Back then we celebrated revolutionary new products and technologies, with amazing intuitive interfaces and amazing performance. Today we celebrate losing features like headphone jacks, worse performance, a clunky “redesigned” lockscreen that still doesn’t feel right and should never have been changed from the iconic slide-to-unlock, and iMessage stickers? Oh and new Emoji!

At this rate I am very concerned about where Apple will be in 10 years, it’s not heading in the right direction right now.

Very well put, and I couldn’t agree more.

Apple have nothing to do with emoji’s. Unicode is the body that oversees their upgrade, Apple just implement them to keep up with the standard.

As for the original iPhone, it was a revolutionary device, but it certainly wasn’t faster than any iPhone I have had since.

Living in the past doesn’t bring the future any faster.

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Watch Steve Jobs unveil the very first iPhone 10 years ago today

Ten years ago today, January 9, 2007, was a milestone in the history of computing: The launch of the first iPhone.

It wasn't the first "smartphone," or the first phone with a camera. It wasn't the first mobile device to have a touchscreen, or to let users install apps. (In fact, the app store didn't even launch until 2008 , a year after the first iPhone was released!)

But it tied numerous disparate features together in a cohesive, well-designed whole — kickstarting a mobile revolution that has transformed the modern world.

Today's app economy is bigger than Hollywood , and WhatsApp, Snapchat, Uber, Tinder, and more are essential parts of modern culture, collectively used by hundreds of millions of people around the globe every day. Seven years ago, none of that existed.

Announcing the first iPhone, on-stage at the Macworld conference in 2007, the late Apple founder and CEO Steve Jobs was not humble about the device's possibilities. You can watch the full keynote below — or read on for the story behind it.

Jobs took to the stage in his trademark black turtleneck sweater for the now-legendary presentation.

"Every once in a while, a revolutionary product comes along that changes everything," the executive said. "Apple’s been very fortunate. It’s been able to introduce a few of these into the world."

"Well, 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. And the third is a breakthrough Internet communications device"

He went on: "An iPod, a phone, and an Internet communicator. An iPod, a phone … are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone."

The performance was carefully stage-managed — but it wasn't all plain sailing getting there.

According to a report from The New York Times from 2013, rehearsals were plagued with technical glitches. An early iPhone engineer said that Jobs was "intense," telling him: "‘If we fail, it will be because of you," and "you are [expletive] up my company."

Source: The New York Times

Apple is (in)famous for its secrecy — and Jobs reportedly even wanted contractors working on the presentation to sleep at the auditorium to prevent leaks. (In the end he was persuaded against the idea.)

When it launched, The New York Times described it as "not ... for everyone," and a "gamble." That "gamble" has propelled Apple to stratospheric heights, with the largest market cap of any country in the world today.

BBC tech reporter Rory Cellan-Jones recently wrote that he was criticised for giving what some argued was "undue prominence to a product launch." Today, he feels like his coverage was probably justified.

Source: BBC

Google and Apple would become bitter rivals, battling for supremacy on mobile. But Eric Schmidt, then CEO of Google, actually appeared on stage at the iPhone launch. He praised it as an "incredible job" that let companies like Google and Apple work "merge without merging."

Although hyped, dozens of features iPhone owners now take for granted were nowhere to be seen at the time. No App Store, no copy-paste, no changeable background, no picture messaging, no video camera, no Siri, no notification centre, and more.

We've rounded up even more here .

After two and a half years' development, the iPhone was announced on January 9, 2007. It went on sale in June that year.

Since then, more than 1 billion iPhones have been sold worldwide.

In a statement celebrating 10 years of the iPhone, Apple CEO Tim Cook said that “iPhone is an essential part of our customers' lives, and today more than ever it is redefining the way we communicate, entertain, work and live ... iPhone set the standard for mobile computing in its first decade and we are just getting started. The best is yet to come.”

Source: Apple

Finally, here's part of the press release that came out alongside the first iPhone, and the keynote again:

Apple Reinvents the Phone with iPhone

MACWORLD SAN FRANCISCO - January 9th, 2007

Apple today introduced iPhone, combining three products — a revolutionary mobile phone, a widescreen iPod with touch controls, and a breakthrough Internet communications device with desktop-class email, Web browsing, searching and maps — into one small and lightweight handheld device. iPhone introduces an entirely new user interface based on a large multi-touch display and pioneering new software, letting users control iPhone with just their fingers. iPhone also ushers in an era of software power and sophistication never before seen in a mobile device, which completely redefines what users can do on their mobile phones.

“iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone”, said Steve Jobs, Apple’s CEO. “We are all born with the ultimate pointing device — our fingers — and iPhone uses them to create the most revolutionary user interface since the mouse”.

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• Smartphones

Watch Steve Jobs Unveil the First iPhone 10 Years Ago Today

T oday, our smartphones function like a high-tech Swiss army knife, serving as everything from a communications device to a digital camera to an alarm clock. That multiple-use functionality is exactly how late Apple CEO Steve Jobs teased the first iPhone when he introduced it on stage ten years ago today, on Jan. 9, 2007.

“An iPod, a phone, and an Internet communicator,” Jobs said on stage during the Macworld conference. “Are you getting it? These are not three separate devices. This is one device.”

The first-generation iPhone would be considered primitive by today’s technology standards, with its 2-megapixel camera, iPod Touch-inspired design, and 3.5-inch touchscreen. And it certainly wasn’t the first portable phone capable of connecting to the Internet. But the first iPhone is widely credited with heralding in the modern smartphone era, with nearly all of today’s devices taking design and functionality cues from Apple’s original handset.

Read more: The 50 Most Influential Gadgets of All Time

A decade after its original debut, the iPhone has become Apple’s most popular product, accounting for most of the company’s revenue . Later this year, Apple is expected to unveil a new iPhone with a dramatically different design, potentially adding new characteristics like a curved screen and ditching the home button.

Watch Jobs’ full 2007 keynote below:

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The iPhone at 15: Steve Jobs Revealed His Greatest Product in 2007

The first iPhone went on sale on June 29, 2007 and it helped Apple grow into a $3 trillion company over the next 15 years.

• Patrick's play The Cowboy is included in the Best American Short Plays 2011-12 anthology. He co-wrote and starred in the short film Baden Krunk that won the Best Wisconsin Short Film award at the Milwaukee Short Film Festival.

On Jan. 9, 2007 at the MacWorld Expo, Steve Job unveiled the first iPhone.

Fifteen years ago today, the first iPhone went on sale. It was five months after Steve Jobs, in perhaps his most iconic Apple keynote,  introduced the original iPhone : "An iPod, a phone and internet communicator. An iPod, a phone, are you getting it?"

Steve Jobs revealed Apple's phone on Jan. 9, 2007. Night at the Museum was No. 1 in theaters. Nokia was the big name in phones. President Gerald Ford had been buried days earlier. And in a wildcard playoff game, the Indianapolis Colts had just defeated the Kansas City Chiefs before going on to win the Super Bowl. 

"iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone," Jobs said during his keynote speech.

The iPhone wasn't actually magical. There were even  behind-the-scenes efforts required to keep the iPhone from crashing while Jobs demonstrated it during the keynote . But 15 years later, it would be hard to argue that the iPhone wasn't revolutionary. Whether you are a loyal iPhone owner or have never owned one, the impact the iPhone has made in our daily lives is indisputable.

Read: What it was like attending the very first iPhone event

Months after being announced, the iPhone arrived in stores on June 29, 2007.

To celebrate the 15th anniversary of the iPhone, here are 15 facts about the iPhone and Apple.

Apple is now worth $3 trillion dollars

In 2007, Apple's market capitalization (the total value of all the shares of Apple stock) was $174.03 billion. On Jan. 3, 2022, it hit $3 trillion dollars , the highest market capitalization for any company ever.

The first iPhone had an aluminum body

The original iPhone came with a silver brushed aluminum finish. The current  iPhone 13 has an aluminum frame, glass front and back, and comes in five colors. The iPhone 13 Pro is available in three finishes.

An iPhone for $499

The original iPhone cost $499 and came with 4GB of storage. For $100 more you could get one with 8GB of storage. The iPhone 13 Pro Max costs $1,099 for 256GB of storage and tops out at 1TB of storage for $1,599.

It predates Instagram, Uber, TikTok and more

The following companies didn't exist in 2007: Instagram, Uber, TikTok, Twitch, Snap, Lyft, DoorDash, Tinder, Slack, Lime, Postmates, Venmo and Pinterest.

It only had a single camera

The original iPhone had a single camera and it was located on the back. The iPhone 13 Pro has four cameras (three on the back and one on the front).

You couldn't copy and paste

You couldn't copy and paste text with the original iPhone. In fact, copy and paste wasn't added until 2009 with the release of iPhone OS 3.

The first iPhone had 15 apps.

There were only 15 apps to start

The original iPhone had 15 apps: Calendar, Camera, Clock, Contacts, iPod, Maps (Google Maps), Messages, Notes, Phone, Photos, Safari, Stocks, Voice Memos, Weather and Settings.

The first of 34 iPhone models

There have been 34 iPhone models, and  Apple currently sells eight .

You couldn't record video

You couldn't record videos with the original iPhone. Now the iPhone 13 Pro can record 4K 60fps video and can even record in  ProRes at 4K 30fps .

A future movie maker

The following movies were filmed with an iPhone: Unsane , Tangerine , Detour , High Flying Bird , Snow Steam Iron and Lady Gaga: Stupid Love (which is technically a music video).

You couldn't text photos

The original iPhone didn't support MMS for sending things like photos and videos via text messages. It was added as a part of iPhone OS 3 .

A 3.5-inch screen

The original iPhone had a 3.5-inch screen. The iPhone 13 Mini has a 5.4-inch screen, the iPhone 13 comes with a 6.1-inch screen and the 13 Pro Max has a giant 6.7-inch screen.

Blue bubbles came later

FaceTime was released in 2010 and iMessage in 2011.

The App Store came later

The App Store opened on July 10, 2008 with 500 apps. According to Apple's website , there are currently 1.8 million apps in the App Store.

A million iPhones sold every day and a half

On Sept. 10, 2007 (74 days after the launch of the original iPhone) Apple sold its millionth iPhone. In 2018, Apple sold 216.7 million iPhones which is roughly a million iPhones sold every 1.5 days. Apple stopped sharing the number of iPhones sold after 2018.

How the original iPhone stacks up to the iPhone 7 Plus

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How It All Started: A Brief History of the First iPhone

It’s been over a decade since the launch of the most iconic smartphone that changed the world and transformed all our lives. As the latest iPhone 12 series takes the world by storm, it’s interesting to go back in time and unpack the very first iPhone and its history. Let’s rediscover what it had to offer and how it kicked off a technology revolution.

Transforming the World with Touch

In 2003, Apple was working on new input methods for the Mac with the aim of getting rid of the mouse and keyboard. This led to experiments with multitouch, and one of the first prototypes of a finger-controlled tablet was the Model 035. It was a large tablet that looked like a chunky version of an iPad. However, at the same time, mobile phones were just beginning to gain popularity, and Apple made a move that would revolutionize the industry forever.

The iPhone was the debut of the touchscreen, which would soon become standard in the world of smartphones. Sure, there had been smartphones available from established manufacturers before, but they had physical keyboards and a much smaller screen. This was one of the main aspects in which the iPhone changed the game. It boasted capacitive touch technology that Apple acquired from a small company known as Fingerworks that had invented it.

The Masterminds

One of the people credited with innovating Apple’s greatest product is Jony Ive. Back then, his team was working on some tablet prototypes. At the same time, other people at the company were focused on the iPod. It was becoming clear that the iPod would soon merge into a cellphone so that people could carry one device that would fulfill both their communication and music needs.

That’s why, in 2005, Apple collaborated with Motorola to release the Rokr E1, which was an iTunes phone that could play music bought from the iTunes Music Store. However, it could store just one hundred songs, had a terrible interface, and took too long to transfer songs from a computer. Needless to say, Steve Jobs hated it.

This led to the idea to merge the phone and tablet projects. Steve Jobs, Tony Fadell, Jon Rubenstein, and Phil Schiller met with Jony Ive to see a demo of the 035 prototype. They were impressed but also doubtful that the technology would work for a cell phone.

A crucial development came in the form of a small test app that used only part of the 035 tablet’s screen. You could scroll on it using a finger.

This led to the decision to develop two phones in parallel. This secret phone project was given the code name “Purple,” or just “P.” Within this, the project based on the iPod nano was called the P1, and the other one based on the 035 tablet was codenamed P2. It was an all-new multitouch device that represented a considerable risk on the company’s part because Apple had no experience with smartphone development. They were a successful computer and music company then, and if Project Purple had gone wrong, it could have destroyed the company’s credibility and reputation.

The P1 project was led by Fadell, and his team focused on further developing the iPod into a phone. After six months, they produced a working prototype that could make and receive calls using a rotary dial pad on the screen. However, it was a pain to use and had too many limitations, such as it couldn’t surf the net or run apps.

After six months of work on the iPod-plus-phone P1, the project was shelved by Steve Jobs, who thought it was better to focus on P2. However, Fadell was skeptical of touch screens, particularly because devices like Palm Pilots were awkward to use.

From Prototype to Phone

After the decision to go ahead with the P2, Jony spearheaded the industrial design, Fadell led engineering, and Forstall, previously looking after Mac OS X, was put in charge of adapting the computer operating system into one for the phone.

Jony’s design team worked on the iPhone without even seeing the operating system. They first worked with a blank screen and later had just a picture of the interface with mock icons. Similarly, the software team never got to see the prototype hardware.

In fall 2004, Jony’s design team began work on two styles of what would become the iPhone. One prototype was called “Extrudo,” and was led by Chris Stringer. It resembled the iPod mini and was made from a flattened tube of extruded aluminum that could be anodized in different colors.

The other design was named “Sandwich,” and was led by Richard Howarth. It was primarily made of plastic and was rectangular with evenly rounded corners. It had a metal band around the midpoint of its body, a centered display on the front, a menu button below the screen, and a speaker slot above the screen.

Jony’s team preferred the Extrudo, but it ran into several problems and was eventually shelved. So Apple began moving forward with the Sandwich prototype.

However, by 2006, this too was discarded due to design issues, and the team then turned to an old model they’d made earlier but had discarded in favor of Sandwich and Extrudo. This discarded model looked very similar to the iPhone that the world would eventually see. It had an edge-to-edge screen and a single Home button. A gently curved back snapped seamlessly onto the screen. It looked minimalist and elegant while also being functional. Of course, several developments were made before it was ready to be unveiled to the world in June 2007.

Exploring the Specs

The original iPhone was based on the P2 device of the Project Experience Purple (PEP) team at Apple. It was-named M68 and had a 3.5-inch LCD screen at 320×480 with 163 pixels per inch. It also boasted 802.11b.g Wi-Fi, a quad-band 2G EDGE data radio, Bluetooth 2.0 EDR, and a paltry 2-megapixel camera.

These specs might fade in comparison to today’s context, but back then, in 2007, it was still revolutionary and kicked off Apple’s trend of giving the world incredible new phones.

Under the hood, it was powered by an ARM-based 1176JZ(F)-S processor and PowerVR MBX Lite 3D graphics chip, manufactured by Samsung.

The onboard RAM was just 128MB, and the battery was 1400 mAh battery. At launch, it offered two NAND Flash-based storage tiers – 4GB or 8GB.

It also included sensors like an accelerometer that could automatically rotate the screen to match device orientation, a proximity sensor that would automatically turn off the display when close to the face, such as when taking a call, and an ambient light sensor to adjust screen brightness for optimal viewing experience automatically.

Lastly, it could be charged and synced to iTunes using the 30-pin connector.

Before the official release, Steve Jobs accidentally scratched the iPhone screen with the keys in his pocket. This led to Apple teaming up with Corning, who had invented a new, chemically hardened material. This was turned into the Gorilla Glass on the first iPhone.

What about Software?

As for the software side of things, many tweaks happened pre-release. For instance, the split-screen mode for email got canceled after Steve Jobs thought it looked too crowded on the small screen.

Since the ‘i’ in iPhone alludes to the internet, the first model of this iconic device came with a relatively full version of Safari, Apple’s renowned browsing experience from Mac. The team also used Google’s location data to create a superb Maps implementation for the mobile device.

However, the first iPhone did not have any third-party apps and maxed out at just 16GB of flash memory. It was also exclusive to the AT&T carrier, which had a notoriously slow and unreliable EDGE GSM network.

The original iPhone was first shipped on June 28, 2007, and even then, spiraling queues formed outside Apple Stores, particularly the flagship ones such as the glass cube in New York City.

Despite the buzz and anticipation, Apple’s competitors were dismissing the hype as temporary. The media dubbed the device as the Jesus Phone!

The Phone that Defined and Defied History

Even though it was just a little over a decade ago, the world was still very different back in 2007. Bandwidth was quite limited and expensive. Moreover, smartphones only appealed to niche user groups and not the masses.

The original iPhone sold over 6 million units in its first year on four carriers in four countries. Today, hundreds of millions of iPhones are sold on almost every carrier in almost every country. Apple has diversified into a range of smart tech products and services such as the Apple Watch, Apple TV, CarPlay and AirPlay, AirPods, HomePod, etc.

The first iPhone’s successor was the iPhone 3G that boasted 3G functionality, apps, and more. It arrived a year after the first device, which was discontinued the same week. The first generation iPhone was eventually declared obsolete in June 2013, before the launch of the iPhone 5 and 5S.

In 2013, a prototype of the first-generation iPhone sold for $1500 on eBay! After all, it’s now a relic of what technology is capable of achieving. Perhaps nobody could have predicted how the iPhone has evolved over the past thirteen years, but Apple and Steve Jobs made a bold move with that first device. The rest, of course, is history.

You may like to read:

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9 sales presentation lessons from steve jobs’ iphone keynote.

“Every once in a while, a revolutionary product comes along that changes everything …” 

Those were the now-iconic words spoken by then-Apple CEO Steve Jobs in his 2007 MacWorld keynote. 

This talk — well worth the 80-minute watch — was Jobs’ introduction (cough cough SALES PITCH) for the OG iPhone (aka, iPhone … aka iPhone 1).

It’s arguably the best sales presentation of all time, the GOAT if you will.

Hyperbole? Maybe, but Steve Jobs (and Apple) – no matter your feeling towards him or the company — have kinda sorta earned the right to hyperbole.

If you are an SDR/BDR or account executive (or anyone who does sales for a living), Jobs’ talk is something you must watch — and rewatch. It’s textbook for presentations, specifically ones that are sales in nature.

As you watch this Steve Jobs keynote (dare I say, Masterclass), be on the lookout for these 9 sales presentation lessons.

Sales Presentation Lesson #1: Demolish the status quo

“The most advanced phones are called smartphones (so they say).”

The problem, according to Steve Jobs? Smartphones are not so smart, and they’re not so easy to use.

He discusses this point around the 4-minute mark of his talk.

He says the current “smart” phones fall into one of the three categories: 

• not so smart
• hard to use, or 
• not so smart AND hard to use

It’s hard to imagine a pre-iPhone world, but the Treo, Moto Q, E62, and other cell phones were quite advanced for their time. They were pretty awesome.

But Jobs challenges that point. He shatters the status quo with a strong statement + powerful visual.

How this translates to sales: Instinct tells us to focus on the product’s benefits — (hopefully) positive and (relatively) easy to talk about.

But … focusing your message on the pain of the status quo is more persuasive than focusing on benefits.

If the status quo is no longer an option (iPhone > “smartphones”), your buyer is more likely to invest in the “new” option.

Accomplish this mindset change through the behavioral economics principle of loss aversion — humans will go to more extraordinary lengths to avoid loss than they will to gain benefits.

Loss aversion tugs on human nature. We will undergo 2x more effort to avoid a loss than to incur a gain . 

Example #1: It’s easier to convince someone to move away from a fire (loss aversion) than to move from a chair to a comfy sofa.

Example #2: People are more motivated to NOT lose $25,000 (loss aversion) than they are to earn $25,000.

Use this psychological bias to your advantage. Your close rates will bump up if you do it right.

Start by showing why the current situation is bad (see “Business School 101” graph above) and demolish the status quo.

Sales Presentation Lesson #2: THEN show the gain

You’ve talked about how the status quo is no more. You’ve got your buyer leaning in (captivated?), on the edge of their seat.

It’s time to show the gain your product or service offers.

Steve Jobs started every demo with some version of the following: “Now what if I wanted to do X? Here’s what that looks like…”

The “I” Jobs was referring to was him in the shoes of the customer. The “what that looks like” is the gain realized from the product/service offered.

Good sales presentations show what the product can do. Great sales presentations show what the customer can do (with the product).

To accomplish this, you must answer these three questions:

• What OUTCOME did the customer achieve?
• What ACTION did the customer take to accomplish this?
• What PRODUCT BENEFIT or INSIGHT made that action possible?

Here’s a sales template to get you started:

But you are not done after showing the gain. Not quite!

Sales Presentation Lesson #3: Keep switching between status quo and gain

Sales Tip #1 (status quo), then Sales Tip #2 (gain). 

Keep going back and forth between the status quo and the gain customers realize with your solution.

“Not the crippled stuff you find on most phones — these are the real, desktop-class applications.” About 9.5 minutes into his talk, Jobs comes back to the status quo, the “crippled stuff” … the industry-standard stuff yet is broken.

And then he hits the audience with the gain iPhone offers.

Status quo.

Back and forth. Back and forth.

Steve Jobs repeats this technique throughout the next hour+ of his talk. He keeps coming back to what he hates about the status quo over and over again to better tee up what he’s showing next.

In Nancy Duarte’s 2011 TEDxEast talk, The Secret Structure of Great Talks , she mentions this technique 6 minutes or so into her presentation (bold is mine): 

“At the beginning of any presentation, you need to establish what is. You know, here’s the status quo, here’s what’s going on. And then you need to compare that to what could be. You need to make that gap as big as possible because there is this commonplace of the status quo, and you need to contrast that with the loftiness of your idea. So it’s like, you know, here’s the past, here’s the present, but look at our future. Here’s a problem, but look at that problem removed. Here’s a roadblock; let’s annihilate the roadblock. You need to really amplify that gap. This would be like the inciting incident in a movie. That’s when suddenly the audience has to contend with what you just put out there: ‘Wow, do I want to agree with this and align with it or not?’ And in the rest of your presentation should support that.

“So the middle goes back and forth; it traverses between what is and what could be, what is and what could be. Because what you are trying to do is make the status quo and the normal unappealing, and you’re wanting to draw them towards what could be in the future with your idea adopted.”

The last sentence is the key. That’s your goal: “…make the status quo and the normal unappealing … what could be in the future with your idea…”

Sales Presentation Lesson #4: Lead with the “Oh S$#T” moment

There is no massive build-up, no long lead into the punchline. 

3 minutes into an 80-minute talk (3.75% of the way through!) Steve Jobs drops the iPhone name for the first time.

Too often, in sales pitches, there is a long lead-in, a huge build-up. We talk about our storied company history, our amazing customers, and so on.

Instead, flip your sales product demo upside down.

In this blog post , we share an example of a sales rep pitching a politician on building a new city on top of an empty plot of land in South Dakota. The example shows a typical sales demo.

The problem? It takes 20 minutes to get to the juicy stuff — what the city (in this case) will look like. 

Flipping the demo to lead with the result (a fabulous new city in South Dakota, a revolutionary smartphone called the iPhone) takes the guesswork out.

If done effectively, you’ve now piqued interest. It’s your job to maintain that interest throughout the remainder of your pitch.

Start with the outcome and allow the conversation to unfold from there naturally .

In the 3 million web-based sales product demos we analyzed using AI, we found winning product demonstrations mirror the same priorities raised during discovery calls, in priority order.

Start your sales product demo with the problem you spent the most time on during discovery, and go forward from there.

This is called “solution mapping” — helping guide you and your buyers by getting to the stuff that matters most first .

Sales Presentation Lesson #5: Obey the 9-minute rule

9.1 minutes.

For winning deals, 9.1 minutes is the average time to go through an introductory sales meeting presentation deck. 

This number is backed not only by Gong data, but also by science.

Humans are complex creatures, but we are also easily distracted. SQUIRREL!

A recent study showed the average human brain now has an attention span shorter than a goldfish . What? Every time I read that study … Mind. Blown.

In some instances, this 8-second attention span serves as an advantage , but it can be tricky when selling!

While our attention starts to wander after 8 seconds or so, as we mention here , neuroscientists have proven that our brains have a built-in stopwatch that stops around 9-10 minutes.

Notice how every 9-minutes or so, Steve Jobs introduces something in his talk to “perk up” the brain … to change the pace.

To command your customer’s attention, you must introduce a “brain-perking” change of pace, such as a new speaker, a video/live demo, or a dramatic story.

The first significant shift in the Jobs keynote is when he shows a video of the new iPhone in action. Notice he’s gone from talking with images only to sharing a live video.

Brain switch. Powerful stuff.

Jobs continues this “every 9 minutes” switch: Story to demo to story to demo. Jobs talking followed by (then) Google CEO Eric Schmidt talking.

This constant switching throughout the entire 80-minute presentation keeps the audience engaged.

Sales Presentation Lesson #6: Simplify your slides

We’ve all seen ‘em.

We’ve all been on the other side of a slide presentation that is full of words — words the seller reads VERBATIM from the slide.

It’s painful. It’s cringeworthy. It’s a colossal waste of (everyone’s) time.

Yet “busy slides” are still an issue for many-a-sales presentations.

Notice most of Steve Jobs’ slides (from more than a decade ago, mind you): 

• No lists with 17+ bullet points
• No paragraphs of words
• No fancy animations or wild things flying on and off the screen

Steve Jobs’ slides are — for the most part — a short headline + a single image. Each slide = one big idea.

P.S. We have a brand new Sales Presentation Template — for you, for free. Grab this fill-in-the-blanks template to create knockout sales presentations.

Sales Presentation Lesson #7: Load up on pronouns

a word that can function by itself as a noun phrase and that refers either to the participants in the discourse (e.g., I, you ) or to someone or something mentioned elsewhere in the discourse (e.g., she, it, this ). — Oxford Languages

Pronouns make things personal.

I. We. You. 

Jobs leans heavily on the use of pronouns. You can hear them peppered throughout all of his presentations. 

“Well, how do you solve this? Hmm. It turns out we have solved it. We solved it in computers 20 years ago. We solved it with a bit-mapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. We solved this problem. So how are we going to take this to a mobile device? What we’re going to do is get rid of all these buttons and just make a giant screen. A giant screen.”

7 “we’s” in a single paragraph!

He does the same with the pronouns “you” and “I.”

Gong has done some research on words and phrases top sellers use .

The best sales reps speak directly to buyers using the pronouns you, your, and your team 29% more often than their average and underperforming peers. 

A: “Users maximize their time with this workflow.”

B: “You’ll be more efficient with this workflow.”

Can you guess which seller closes more deals?

Users vs. You. A single word can have a significant impact.

Pronouns make the person (or team) on the other end feel more part of the conversation. Pronouns flip the script from generic, vague, and indirect to personal.

Pronouns allow buyers to visualize the product or the experience. It puts them in control.

Sales Presentation Lesson #8: Give signposts at the start

Step 1: Tell them what you are going to tell them. 

Step 2: Tell them. 

Step 3: Tell them what you told them.

Said another way …

Step 1: Preview your key points (“give pointers at the start”). Tease out the main idea.

Step 2: Share your key points and main idea — the meat of each section.

Step 3: Summarize (Sales presentation lesson #9).

Jobs spends a lot of time on Step 2, as any good speaker should.

However, he never misses the opportunity to preview each part of his presentation. He always starts by listing what he’s going to cover before just diving in.

30 or so minutes in, Jobs introduces the SMS section: “Now what I want to do is show you SMS texting” (Step 1).

Yeah, I know. The current smartphone has come a long way with SMS texting!

And then he does it (Step 2)— shows how texting works on the new iPhone.

Previewing upcoming content accomplishes two things: 

• It alerts the buyer “your question will be answered soon.” This allows them to focus on what is being shown instead of guessing what comes next.
• It creates a clear structure — a roadmap if you will. This section is focused; we aren’t just aimlessly meandering.

Note: It’s okay to be direct, “In this next section, I’m going to tell you about XYX.” It may sound a bit robotic, but better to err on the side of directness versus ambiguity and vagueness.

Sales Presentation Lesson #9: Get back to them at the end

When moving through a long presentation, it’s crucial to break things up every 9 minutes (see: Sales presentation lesson # 5) AND summarize what you covered.

Notice how when Steve Jobs wraps up a section, he often leads with, “So again …” This type of language signals, “I’m about to change chapters. Any questions before I move on?” 

He reviews and recaps what he’s just covered.

Jobs does this brilliantly while finishing the “iPod feature” section of his talk:

Note: While this slide appears to be counter to Sales presentation lesson #6 (Simplify Your Slides), it’s okay that he includes more words on this particular slide. After all, it’s a summary — a  takeaway slide — one that may be printed (or have someone take a picture of).

This summary slide check-in is essential.

Why? Gong data show that superstar sales reps are bombarded with questions during their demos compared to their peers .

In fact, top reps get 28% more questions from their buyers during product demos and technology-related discussions than “average” sales reps.

Pausing in between sections, summarizing what you’ve just covered, and allowing time for questions is essential to your success as a salesperson.

Our gift to you: Sales Presentation Template

Steve Jobs — love him or not — was one of the most talented business presenters of all time.

He balanced confidence and hyperbole with killer content and a style that kept his audience’s attention … for more than 8 seconds.

Take the 9 sales presentation tips from his 2007 iPhone keynote and incorporate them into your next sales presentation. 

Download our fill-in-the-blank Sales Presentation Template for some added flex, and start prepping your next product demo today.

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Steve Jobs Originally Envisioned the iPhone as Mostly a Phone

By: Dave Roos

Updated: October 3, 2023 | Original: September 12, 2018

As Apple's iPhones and other smartphones feature increasingly sophisticated cameras, processors and touch screens, the rise of the super-stocked device shows that even the inimitable Steve Jobs couldn’t predict the future.

The popular mythology around Jobs was that he was always thinking 10 years ahead of the rest of the computing and electronics world. Under Jobs’ leadership, Apple produced some of the most revolutionary and iconic pieces of consumer technology ever: the Apple IIc, the original Macintosh, the iMac G4, the iPod, the iPhone and iPad.

But the origin story of the first iPhone reveals that Jobs, while undeniably brilliant, was not a technological soothsayer who predicted our digital future. He was just trying to make a really cool phone.

Brian Merchant, author of The One Device: The Secret History of the iPhone , says that for all of the original iPhone’s game-changing innovations—the multitouch screen, the high-quality camera, the built-in accelerometers and gyroscopic sensors—Jobs conceived of the device as a cellphone, first and foremost.

And central to the concept of a cellphone back in 2005 and 2006 when the iPhone was being developed, was that it fit comfortably in your hand and in your pocket. “If the iPhone was uncomfortable to hold, that would have been a non-starter for Jobs,” says Merchant.

If you watch the 2007 Apple keynote when the iPhone debuted, the first thing Jobs says when he unveils the device is that “It fits beautifully in the palm of your hand.” Its size was perfectly suited for what Jobs believed was the original iPhone’s crowning achievement, making phone calls.

“We want to reinvent the phone,” said Jobs at the 2007 keynote. “What’s the killer app? The killer app is making calls. It’s amazing how hard it is to make calls on most phones.”

Merchant says that Jobs’ number one pet peeve, according to developers who worked on the original iPhone, was that his regular cellphone would drop calls. No doubt Jobs was jazzed about the iPhone’s groundbreaking touchscreen and Apple’s first-ever apps for music, photos, and SMS texting, but none of that could get in the way of making phone calls. The first iPhone shipped without the App Store, in fact, because Jobs didn’t trust third-party developers to prevent dropped calls.

“Which is insane to think now,” says Merchant. “Because the iPhone became famous for being kind of a crappy phone. The phone was the last thing anybody used it for.”

The iPhone took two-and-a-half years to develop and wasn’t even Jobs’ brainchild. In 2001, Apple released the iPod, a sleek, handheld digital music player that sold millions and catapulted Apple into the device market. Apple executives worried that the iPod would lose market share once cellphone manufacturers figured out how to put MP3 players on their phones. But not if Apple beat them to it.

The first prototype of an Apple phone shows just how stuck Jobs and his team were in existing technologies. According to Tony Fadell, one of the original designers of the iPod and the first three iPhones, the first concept was literally an “iPod phone.”

“It was an iPod with a phone module inside it,” Fadell told Venturebeat . “It looked like an iPod, but it had a phone, and you would select numbers through the same interface and so on. But if you wanted to dial a number it was like using a rotary dial. It sucked."

Jobs scrapped the design and started from scratch. At the time, there was a team of Apple engineers who had been playing with a device called the Fingerworks iGesture Pad invented by a man with hand injuries who couldn’t use a conventional mouse. Members of the team had worked on the Newton, Apple’s infamous flop of a PDA, but still believed touchscreens held promise.

“It was more of a ‘blue sky, future of computing’ kind of thing,” says Merchant. “The touchscreen research had gone through several iterations. It was briefly tied to a tablet, put aside, and had just kind of sat in the dark. Then Steve Jobs showed up and said, maybe this is the phone. Out of that mutation was how the iPhone was born inside Apple.”

With the touchscreen technology in place, Merchant says that many of the designers and engineers on the iPhone development team absolutely saw it as an opportunity to build an entirely new kind of mobile computer, exactly what the iPhone would become for its millions of loyal users.

“Steve Jobs didn’t,” says Merchant. “He thought it was cool, but the evidence suggests that Steve Jobs wanted to use Apple’s technology to build the best phone possible. And a phone fits in your hand.”

Subsequent generations of the iPhone stuck to the small design, incrementally increasing screen size, but nothing beyond 4 inches. Samsung was the first to release a truly huge phone in 2011. The Samsung Galaxy Note featured an almost comically huge (at the time) 5.3-inch screen and single-handedly popularized the term “phablet,” a cross between a phone and a tablet.

Jobs passed away from pancreatic cancer that same year. Whether or not it had anything to do with his absence, Apple released the iPhone 5 in 2012 with a noticeably larger 4-inch screen. Its first bona fide phablet was the iPhone 6 Plus, though, a 5.5-inch version released in 2014.

Simply put, the move toward larger screen sizes across the smartphone industry reflects the way that consumers are using their mobile devices. Jobs may not have imagined back in 2005 how the humble cellphone would become the primary platform for thousands of apps offering streaming music and video, real-time video chat, addictive video games and virtual and augmented reality experiences.

“The iPhone was designed to be a super slick phone in Steve Jobs’ mind,” says Merchant. “It was his development team and the demands of the user base that saw the potential in the new platform, that transformed the iPhone from a ‘slick phone’ into the culturally dominant, world-eating phenomenon that it is today.”

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Steve jobs’ surprise iphone reveal is still a presentation classic.

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SAN FRANCISCO, CA - JANUARY 9: Apple CEO Steve Jobs holds up the new iPhone that was introduced at ... [+] Macworld on January 9, 2007 in San Francisco, California. (Photo by David Paul Morris/Getty Images)

Apple’s first iPhone went on sale 15 years ago this week. Reporters who were in the auditorium when Steve Jobs took the stage five months earlier still recall the presentation that triggered the smartphone revolution.

Specifically, most people remember one moment that stood out in the 90-minute product launch. Jobs opened the presentation by announcing that Apple would introduce three new products. Jobs, a “master showman” according to CNET, then surprised the audience with the big reveal—the three products were all bundled in one device that would “revolutionize the phone.”

Fifteen years later, Jobs’ surprise reveal still holds up as one of the best presentations ever. The iPhone presentation became an instant classic for three reasons.

Use the Rule of Three

Steve Jobs understood the rule of three, a critical concept in communication theory. The rule simply states that people can recall a list of three points or three messages fairly easily. As the list expands, however, people have a harder remembering the entire list. Three seems to be the magic number.

So Jobs announced three new products. The first, he said, was a widescreen iPod with touch controls. “The second is a revolutionary mobile phone,” Jobs continued. “And the third is a breakthrough internet communications device.”

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To add further emphasis, Jobs repeated the list of three products three times: “So three things: a widescreen iPod with touch controls, a revolutionary mobile phone and a breakthrough internet communications device. An iPod, a phone, an internet communicator…”

What happened next was pure presentation genius.

Break a Pattern

Jobs often broke up presentations into three parts or focused on three benefits/features of a product. So it wasn’t unusual for Jobs to tease the audience by introducing three new devices. But Jobs, an exceptional communicator, also knew that breaking a pattern is a sure attention-getter.

The human brain cannot ignore “novelty,” something new and surprising. And breaking a pattern that audiences are expecting is an example of creating a novel presentation.

After Jobs repeated the list of new devices several times, he broke the pattern and said, “An iPod, a phone—are you getting it? These are not three separate devices. This is one device. And we are calling it iPhone,” Jobs finally revealed.

The audience erupted in cheers, partly due to their excitement over seeing a completely new product and because they had fallen for the act. They were ready to see three devices but even more thrilled to see the pattern broken.

Practice the Delivery

Jobs didn’t leave anything to chance. He practiced—a lot.

Former Apple executives who attended Jobs’ rehearsals for the iPhone launch told me that Jobs did not just review slides. He practiced the presentation like an actor prepares for a theatrical performance. Jobs spent days rehearsing every aspect of the presentation—from how he delivered his lines to how he used hand gestures to emphasize the main points.

Memorable business presentations require creativity, but the work is worth it. Jobs made presentations look effortless because he put a lot of effort into making them great.

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Behind-the-scenes details revealed about Steve Jobs' first iPhone announcement

The engineers and managers were downing Scotch in the fifth row of the Moscone Center as Apple's co-founder demonstrated an aspect of the iPhone. According to a new write-up in The New York Times Magazine , they were all quite nervous that the still-incomplete iPhone prototype would fail to perform some task during the demonstration, and whoever had been responsible for that feature prior to the demo would later have to suffer the wrath of Jobs.

The Times ' look back at the development of the iPhone reveals a process filled with setbacks, glitches, and obstacles. Andy Grignon, a senior radio engineer at Apple, contributes a first-hand perspective on the process, one filled with stress and high stakes.

“At first it was just really cool to be at rehearsals at all — kind of like a cred badge,” Grignon said of the rehearsals that preceded the actual iPhone unveiling. “But it quickly got really uncomfortable. Very rarely did I see him become completely unglued — it happened, but mostly he just looked at you and very directly said in a very loud and stern voice, ‘You are [expletive] up my company,’ or, ‘If we fail, it will be because of you.’ He was just very intense. And you would always feel an inch tall.”

Before those rehearsals, Apple was on lockdown. Apple is well known for its culture of secrecy, and the development of the iPhone was no different. Engineers were asked to sign non-disclosure agreements before they could even be told what they were working on, and then they were asked to sign documents reaffirming the previous agreements. "Rockstar" employees began disappearing from their departments, only to be seen later entering rooms with badge scanners and multiple other levels of security. The secrecy was aimed at preventing any leaks of what employees would soon find out was a "moon shot" of sorts for the then-iPod maker.

"It had been drilled into everyone’s head that this was the next big thing to come out of Apple," Grignon said, as the iPhone was essentially the only big, new product Apple had been working on at the time. “It was Apple TV or the iPhone... And if he had gone to Macworld with just Apple TV” — a new product that connected iTunes to a television set — “the world would have said, ‘What the heck was that?’ ”

The iPhone project — which would eventually cost $150 million to create, by some estimates — produced a number of prototypes. Among them was a device that looked like a joke slide Jobs showed before introducing the real iPhone: an iPod with a rotary dial in place of the click wheel. That design was rejected, as it "was not cool" in the way Apple wanted its products to be.

The team behind the iPhone's development came to realize that their earlier idea that building the device would be like building a small Mac was quite off the mark. Issues arose with battery life, the multitouch interface, and even build materials. Jobs and Apple design guru Jony Ive initially designed an iPhone made entirely from brushed aluminum; they had to be gently let down by Apple's antenna experts that such a design would block radio waves, rendering the device "a beautiful brick."

“And it was not an easy explanation," said Phil Kearney, a former Apple engineer. "Most of the designers are artists. The last science class they took was in eighth grade. But they have a lot of power at Apple. So they ask, ‘Why can’t we just make a little seam for the radio waves to escape through?’ And you have to explain to them why you just can’t.”

By the time the actual device was unveiled in San Francisco, nerves were frayed throughout the development team. The process was fraught with slammed doors, shouting matches, and exhausted engineers quitting in a huff, only to return once they had gotten a few nights' sleep. When the finale came — and it worked along with everything before it, we all just drained the flask.

The device that Jobs actually took onto the stage with him was actually an incomplete prototype. It would play a section of a song or video, but would crash if a user tried to play the full clip. The apps that were demonstrated were incomplete, with no guarantee that they would not crash mid-demonstration. The team eventually decided on a "golden path" of specific tasks that Jobs could perform with little chance that the device would crash in the actual keynote.

Jobs took the stage on January 9, 2007 in his trademark black turtleneck and jeans, saying "This is a day I have been looking forward to for two and a half years," before showing off Apple's revolutionary take on the phone. Grignon, by that time, was drunk, having brought a flask in order to calm his nerves. As Jobs swiped and pinched, some of his staff swigged and sighed in relief, each one taking a shot as the feature they were responsible for performed without a hitch.

"When the finale came," Grignon said, "and it worked along with everything before it, we all just drained the flask. It was the best demo any of us had ever seen. And the rest of the day turned out to be just a [expletive] for the entire iPhone team. We just spent the entire rest of the day drinking in the city. It was just a mess, but it was great.”

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What Tech Writers Said About the iPhone When It Debuted Ten Years Ago

Not everyone thought the sleek phone/browser/music player would have mainstream appeal

Jason Daley

Correspondent

Ten years ago today, Apple's former CEO Steve Jobs walked onto a stage at MacWorld in San Francisco and told the audience that they were going to make history that day. He wasn’t lying. At that presentation, Jobs unveiled the iPhone—an all-in-one device combining an iPod music player, fully-functional web browser, email communication device, camera and a cell phone. Slim and sleek, Apple fans went wild over the device, but not everyone saw it as a game changer. In fact, reviews at the time were decidedly mixed, with some prognosticators saying the phone would flop.

The ideas behind the iPhone weren’t new at the time—digital music players had been around for a while and cell phones were ubiquitous. Internet-enabled cell phones, like the  Blackberry , were also already an important part of American business culture (President Obama, for one, was a devotee of his Blackberry ). The iPhone, however, was the first to combine all those functions.

But that kind of pocket-computing power meant the little machine came at a big cost, ranging in price from  $499 to $599 . Competitors wondered if anyone beyond the business community really wanted to check email on the go.

Veteran tech writer John C. Dvorak wrote at MarketWatch that the phone was all hype and iPhone excitement was only kept alive by Apple loyalists. The problem, said Dvorak, was that the phone business was already mature and too competitive for a new company to break into. Even if the iPhone was successful, he wrote, phone customers were fickle and the phone “will be passé within three months.”

“There is no likelihood that Apple can be successful in a business this competitive…What Apple risks here is its reputation as a hot company that can do no wrong. If it's smart it will call the iPhone a ‘reference design’ and pass it to some suckers to build with someone else’s marketing budget. Then it can wash its hands of any marketplace failures.”

Steve Balmer, CEO of Microsoft—Apple’s main competitor in the computing and digital music player segments—was also dismissive of the newly announced device. “There’s no chance that the iPhone is going to get any significant market share,” he said in an interview with  David Lieberman at  USA Today . “No chance. It’s a $500 subsidized item. They may make a lot of money. But if you actually take a look at the 1.3 billion phones that get sold, I’d prefer to have our software in 60 percent or 70 percent or 80 percent of them, than I would to have two percent or three percent, which is what Apple might get.”

New York Times tech writer David Pogue didn’t even think Apple's phone would make it to the prototype stage. He wrote in 2006 “Everyone's always asking me when Apple will come out with a cell phone. My answer is, ‘Probably never.’”

In a 2012 Scientific American article , Pogue ranks that statement as one of the worst tech predictions of all time, but defends his logic.

“I knew that Steve Jobs would never tolerate the micromanagement that the carriers (Verizon, AT&T and so on) then exercised on every aspect of every phone they carried. ‘I cannot imagine Apple giving veto power to anyone over its software design. It just ain’t gonna happen,’ I wrote. What I didn't realize, of course, is that Jobs planned an end-run—a deal that Cingular ultimately accepted, which ran like this: ‘You let us design our phone without your input, and I'll give you a five-year exclusive.’ And the rest is history.”

Jemima Kiss at The Guardian also had a solid reason to doubt that the device would take off when it finally went on sale in late June 2007. In an article titled “iPhone Set to Struggle,” she writes that customers would likely reject the phone because it did not offer a fast 3G connection. She also cited a survey from the media agency Universal McCann that showed there wasn't a high demand for “converged devices” that combine media players, internet communications and cell service. According to that survey, only 31 percent of Americans said they were interested. The report concluded: The fact that 60 percent of people already owned individual devices that fulfilled all these needs meant demand would be low and Apple’s target of selling 10 million iPhones would be difficult to achieve.

Once media reviewers got their hands on the phones, however, the tone quickly changed. Pogue at The New York Times , for one, was a fan (with criticisms).

“As it turns out, much of the hype and some of the criticisms are justified. The iPhone is revolutionary; it’s flawed. It’s substance; it’s style. It does things no phone has ever done before; it lacks features found even on the most basic phones… But even in version 1.0, the iPhone is still the most sophisticated, outlook-changing piece of electronics to come along in years. It does so many things so well, and so pleasurably, that you tend to forgive its foibles.

In other words, maybe all the iPhone hype isn’t hype at all. As the ball player Dizzy Dean once said, 'It ain’t bragging if you done it.'”

Ellen Lee, reporting for the San Francisco Gate was probably the most prescient in understanding the potential for the new phone. “Looking back, the iPhone could mark a tipping point, encouraging the masses to look at their cell phone as more than a cell phone and prompting profound changes in everything from privacy to citizen journalism,” she writes. “It could—assuming the iPhone succeeds—help introduce a new age of mobile living.”

There’s no disputing that the iPhone and the smartphones that followed, including Android-powered Samsung products and Google’s Nexus and Pixel phones, along with a whole range of tablets, have brought the mobile society to fruition in the last decade. And while sales of the iPhone are beginning to stagnate for the first time since it was introduced, patents filed by Apple show that the top tech of 2007 might have a few more revolutionary products up its sleeve  in the coming years.

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Jason Daley | | READ MORE

Jason Daley is a Madison, Wisconsin-based writer specializing in natural history, science, travel, and the environment. His work has appeared in Discover , Popular Science , Outside , Men’s Journal , and other magazines.

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How Steve Jobs Faked His Way Through Unveiling the iPhone

Ten years ago today, Steve Jobs took the stage at Macworld and showed off a new device. You know the spiel. “So, three things: a 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? These are not three separate devices. This is one device! And we are calling it iPhone .”

Brian McCullough of the Internet History podcast pulls together a good collection of memories from the day of the event itself, showing how much of Jobs’s presentation was held together with tape and glue to ensure his brand-new device was successful, unlike Apple’s previous foray into cell phones, the little-loved and little-remembered Motorola Rokr .

After two-and-a-half years of extremely secretive work on what Apple code-named “Project Purple,” Jobs was ready to take the stage at the Moscone Center and show off the iPhone. The problem was that the iPhone itself wasn’t quite ready.

Jobs rehearsed his presentation for six solid days, but at the final hour, the team still couldn’t get the phone to behave through an entire run through. Sometimes it lost internet connection. Sometimes the calls wouldn’t go through. Sometimes the phone just shut down.

Per Andy Grignon, senior radio engineer for the iPhone: “Very rarely did I see him become completely unglued. It happened. But mostly he just looked at you and very directly said in a very loud and stern voice, ‘You are fucking up my company,’ or, ‘If we fail, it will be because of you.’”

Of course, if the iPhone failed onstage, it was because the prototype Jobs would be demoing was a bug-filled nightmare. From Fred Vogelstein’s 2013 write-up in The New York Times Magazine :

The iPhone could play a section of a song or a video, but it couldn’t play an entire clip reliably without crashing. It worked fine if you sent an e-mail and then surfed the Web. If you did those things in reverse, however, it might not. Hours of trial and error had helped the iPhone team develop what engineers called “the golden path,” a specific set of tasks, performed in a specific way and order, that made the phone look as if it worked.

Jobs also wanted to make sure that connectivity wasn’t an issue for the iPhone. But to do that required some shading around the edges. From the same Times Magazine report:

They had AT&T, the iPhone’s wireless carrier, bring in a portable cell tower, so they knew reception would be strong. Then, with Jobs’s approval, they preprogrammed the phone’s display to always show five bars of signal strength regardless of its true strength.

Jobs had more than just the reputation of the iPhone to contend with. CES was happening at the same time, and it was Jobs’s hope that the iPhone would steal headlines away from whatever was being debuted in Vegas that day. But there was still a nagging problem: In virtually every rehearsal Jobs had done with the phone, it would run out of memory at some point, causing the phone to crash and restart. The only fix was to have multiple backups on hand.

 Jobs had a number of demo units onstage with him to manage this problem. If memory ran low on one, he would switch to another while the first was restarted. But given how many demos Jobs planned, Grignon worried that there were far too many potential points of failure. If disaster didn’t strike during one of the dozen demos, it was sure to happen during the grand finale, when Jobs planned to show all the iPhone’s top features operating at the same time on the same phone. He’d play some music, take a call, put it on hold and take another call, find and e-mail a photo to the second caller, look up something on the Internet for the first caller and then return to his music.

McCullough goes on to explain what happened after — how Jobs had to be convinced to actually create an App Store (he wanted developers to simply do everything in Safari), and the struggle to get the next version of the iPhone, the iPhone 3G, off the slow-as-hell Edge data networks.

Jobs unveiling the iPhone is often pointed to as the pinnacle in tech presentations — one of the few times where the hype and grandeur actually matched the device on display. But it wasn’t just a master class in marketing and showmanship; it was a technological roll of the dice that ended up changing the world.

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In the presentation of the first-generation iPhone, Jobs knocked down the keyboard and the stylus, features that were popular among the high-end mobile phones of the time by BlackBerry, Motorola and Palm, and replaced it with a multitouch interface. The first iPhone only featured  a 3.5-inch screen with 320 x 480 pixel resolution, a 400 MHz processor, 128 MB of RAM, a 2-megapixel camera and up to 16 GB of storage. It also only operated on AT&T's EDGE networks instead of 3G, and was priced at $499 for the 4 GB model and $599 for the 8 GB model.

However, despite the limitations, the iPhone is now considered a massive breakthrough.

To follow up the 3G-less first-generation iPhone, Apple's next version of the smartphone incorporated the communication technology. The iPhone 3G, announced  in June 2008, was said to be twice as fast as the first iPhone, at half the price of only $199 for the 8 GB model and $299 for the 16 GB model. The iPhone 3G also replaced the aluminum chassis of the first iPhone with a plastic back.

Apple also upgraded then software of the iPhone to version 2.0, and introduced the App Store, which offered over 900,000 apps for the smartphone.

When it was announced  a year later in June 2009, the iPhone 3GS pushed the envelope even further, with claims that it is twice as fast as the iPhone 3G with longer battery life and a 3-megapixel camera. The new model also includes iPhone OS 3.0, which was what the mobile operating system was called before. The price of the 16 GB model was $199 while the 32 GB model was $299.

The iPhone 4 was unveiled  in June 2010, which replaced the plastic of the previous iPhones with a glass front and back and a stainless steel frame. The iPhone 4 featured the Retina display, which had a resolution of 960 x 640, an 800 MHz A4 chip, a 5-megapixel camera and iOS 4.

The smartphone, however, saw controversy as Apple's decision to have its frame also serve as its antenna backfired  as users complained of weaker signals when holding the lower left edge of the device. Apple released a software update to correct the signal indicator and offered free bumpers to all iPhone 4 owners that were affected by "Antennagate."

Apple cemented  the tradition of appending the letter S to its iPhone models with the announcement of the iPhone 4s on October 2011. The iPhone 4s looked very similar to the iPhone 4, but it included a lot of improvements internally such as a dual-core A5 processor and an 8-megapixel camera.

Along with the iPhone 4s, voice recognition assistant Siri, cloud storage service iCloud and iOS 5 was introduced.

The iPhone 5 was introduced  in September 2012, featuring an aluminum design and a 4-inch Retina display while powered by the A6 chip and iOS 6. The smartphone packed 1 GB of RAM, which helped it perform twice as fast as the iPhone 4S.

The iPhone 5 also introduced the Lightning connector, which is smaller and more durable than the previous connector used for Apple's devices.

iPhone 5s and iPhone 5c

Apple unveiled the iPhone 5s and iPhone 5c on September 2013, with the iPhone 5s featuring  a 64-bit A7 processor and the Touch ID fingerprint scanner technology, along with iOS 7 and the M7 motion coprocessor.

The iPhone 5c, on the other hand, is a budget-minded version of the smartphone released  by Apple that is powered by the A6 chip and features a 4-inch Retina display. Despite its lower price, the smartphone was also running by the iOS 7.

iPhone 6 And iPhone 6 Plus

The iPhone 6 and its larger sibling the iPhone 6 Plus were unveiled  by Apple in September 2014. The devices featured Retina HD display measuring 4.7 inches and 5.5 inches, respectively, with both powered by Apple's A8 chip, the M8 motion coprocessor and iOS 8.

The smartphones also introduced the mobile payment system Apple Pay, along with the Health app.

iPhone 6s And iPhone 6s Plus

The smartphones once again get the S treatment with the iPhone 6s and iPhone 6s Plus, which were announced  in September 2015. The smartphones are powered by Apple's A9 chip and the M9 motion coprocessor, along with iOS 9.

The devices also introduced the 3D touch technology, which senses pressure on the smartphone's screen to enable new gestures, and Live Photos, which bring images to life.

So what will Apple have in store for the iPhone 7? The company has not confirmed anything yet, but rumors are claiming  that the next version of the smartphone will have an aluminum alloy or liquidmetal body, will be waterproof, and that the home button will be removed to better highlight 3D Touch.

The iPhone 7 is also expected to be powered by 3 GB of RAM and Apple's A10 chip.

The smartphone will most likely be announced by Apple in September, when it will be adding one more chapter to the history of the iPhone.

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Warner Bros. Pictures at CinemaCon 2024: Everything Announced and Revealed

Joker: folie à deux, furiosa: a mad max saga, beetlejuice beetlejuice, and much more..

CinemaCon 2024 has officially kicked off and many of the big movie studios are in Las Vegas ready to show off what the future holds for each of them. We here at IGN are in attendance and will be breaking down all the big news from the biggest presentations.

We must sadly share, however, that not everything is released to the public right away after a presentation, do we will do our best to describe as much as we can so you can learn more about your favorite upcoming films!

Warner Bros. Pictures' presentation was the first we attended and was highlighted by Joker: Folie à Deux, Furiosa: A Mad Max Saga, and Beetlejuice Beetlejuice. We also got a new look at Kevin Costner's Horizon and M. Night Shyamalan's Trap.

Check out all the big news from Warner Bros. Pictures' CinemaCon panel below and be sure to stay tuned for more coverage as the week continues. And be sure to let us know what your favorite reveal was at CinemaCon!

Joker: Folie à Deux First Trailer Unites Joaquin Phoenix's Arthur Fleck With Lady Gaga's Harley Quinn

As we mentioned, not everything shown at CinemaCon is released to the public. Luckily for DC fans, the first trailer for Joker: Folie à Deux was and it is already taking the internet by storm.

In the footage, we see parts of Joaquin Phoenix's Arthur Fleck and Lady Gaga's Harley Quinn relationship. What is perhaps most striking is how it appears to switch from what could be described as their romantic delusions to a grimmer reality. It also looks to confirm a big change in Harley Quinn's story in that she will now be a patient at Arkham Asylum rather than a psychiatrist.

Director Todd Phillips took the stage to discuss the film and confirmed that while the sequel is not a full musical, music will be an "essential element." It also apparently won't "veer" too much from the original film and that Arthur Fleck has always had "music in him."

Joker: Folie à Deux will hit theaters on October 4, 2024.

Furiosa: A Mad Max Saga Footage Shows Anya Taylor-Joy on a Mission

The above trailer is not from CinemaCon.

Those in attendance at Warner Bros. Pictures' CinemaCon panel were treated to an extended sneak peek at Furiosa: A Mad Max Saga. The few moments on display showcased the early life story of Anya Taylor-Joy's Furiosa and her arduous journey to avenge her mom and lost childhood. We also saw some of this story in the most recent trailer for Furiosa.

Director George Miller also stopped by CinemaCon and said Furiosa will take place over a span of 16-18 years of backstory and Taylor-Joy shared that this is "the story of one woman's committment to impossible hope."

Furiosa: A Mad Max Saga rides into theaters on May 24, 2024.

Beetlejuice Beetlejuice Is Almost Back After 36 Years of Waiting

Beetlejuice Beetlejuice took center stage at Warner Bros.' presentation and we were shown new footage of the sequel in action alongside previous clips from the trailer. We get good looks at Keaton's Beetlejuice, the Deetzes - Winona Ryder's Lydia, Catherine O'Hara's Delia, and Jenna Ortega's Astrid - and even Willem Dafoe's character. Lydia also seemingly confirms the film will deal with the dead and the living trying to co-exist.

Keaton has seen the film two times now and says it is "really f***** good" and that Ortega is "just perfect" in the movie and got what they were going for right away.

Beetlejuice Beetlejuice opens in theaters on September 6, 2024.

Mickey 17 Trailer Shows the Many Lives of Robert Pattinson's Mickey

The first trailer for Mickey 17 was shown at Warner Bros.' panel and showed how Robert Pattinson's Mickey is an "expendable" asset who can be reprinted whenever he dies. The film is based on Edward Ashton's Mickey 7, but director Bong Joon-ho of Parasite fame changed the title to Mickey 17 because he kills Pattinson's character 10 more times than the book did.

The footage featured Pattinson acting against himself multiple times in this futuristic sci-fi world and Bong-ho knew he could play all these different versions of Mickey because he has a "crazy thing in his eyes." We also got to see Mark Ruffalo's dictator character, his wife who is played by Toni Collette, Mickey's girlfriend who is played by Naomi Ackie, and Steven Yeun, who will be playing Mickey's "strange buddy."

Mickey 17, which really is the story of a "simple man who ends up saving the world," will be released in theaters on January 31, 2025.

Horizon: An American Saga Gets a Breathtaking First Look

Footage from Horizon: An American Saga, the two-part Western epic that stars and is directed, produced, and co-written by Kevin Costner, was revealed at CinemaCon and what was shown was a breathtaking sizzle reel of sorts from the films that tell a story set in the Civil War expansion and settlement of the American West.

Costner said to the audience that he first tried to make these films back in 1988 and then in 2012 and he's so happy he now finally gets to get them across the finish line. However, his full plan for Horizon involves four movies that tell more of the story.

He also discussed how this film will explore the "promise" of America that was earned by people who claimed it for their own by being tough and resilient. However, that came at the expense of those already here. He also wants music to be an important focus for this epic and he even went to Scotland to get 92 musicians to work on the score.

Horizon: An American Saga Part 1 is set to arrive in theaters on June 28, 2024, and the second part will be released on August 16, 2024.

M. Night Shyamalan's Trap Looks to Send Audiences to a Concert Gone Wrong

M. Night Shyamalan's next film is called Trap and he told us that his daughter Saleka, who is a musician, helped him form the idea for the project. As for what the movie is about, Trap looks to tell a story of an immersive experience like a concert that turns into a thriller.

When the concert begins and the singer Lady Raven (played by Saleka!) comes on stage, something terrible happens and you come to find out this has all been a trap to capture a wanted serial killer who is played by Josh Hartnett.

Trap will be released in theaters on August 9, 2024.

Have a tip for us? Want to discuss a possible story? Please send an email to [email protected] .

Adam Bankhurst is a writer for IGN. You can follow him on X/Twitter @AdamBankhurst and on TikTok.

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How to Create a Photo Slideshow on iPhone

Creating a photo slideshow on your iPhone is a fantastic way to showcase your memories in a dynamic and visually engaging way. Whether it's reliving a recent holiday, celebrating a family event, or sharing your artistic endeavors, a slideshow can bring your stories to life.

Using the slideshow function also enhances your ability to share and enjoy memories, by offering a seamless way to compile and view your photos. It enables you to create a cinematic experience right on your ‌iPhone‌, complete with transitions and music. It's perfect for gatherings, where you can AirPlay a slideshow on a larger screen. Or you can use it for personal reflection and enjoy your favorite moments in a refreshing format.

Let's walk through the easy steps to create your own photo slideshow on ‌iPhone‌.

• Open the ‌Photos‌ app.
• Go to the Albums view and tap the desired album that you want to turn into a slideshow. Alternatively, in the Library view, choose Select and tap the pictures that you want to include in your slideshow.

• As the slideshow plays, tap the screen and choose Options to adjust the speed, theme and music. (If you don't want to be limited to the default music options, you can choose a song from your Music library.)
• To stream your slideshow to a nearby Apple device or smart TV, tap the AirPlay icon in the top-right corner, then select the preferred device.

That's all there is to it. If you're looking for a more dynamic presentation of your photos that you can preserve for repeat vewing, consider creating a Memory Video ( More ➝ Play Memory Video ). In addition to music options, Memory Videos include filters (or "Looks"), title options, and the ability to save your memory.

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How to see iPhone battery health and when is it time for a replacement?

Whether you’re just curious how your iPhone battery health is holding up or you’re having issues with battery life or unexpected shutdowns, it’s easy to check in iOS Settings. Below we’ll cover how to see iPhone battery health, tips on when to get a replacement, charge cycle expectations, and more.

iPhone 14 and 15 devices have the most expensive out-of-warranty battery replacements at $99. But we also saw a change in March 2023 that increased battery replacements for all of Apple’s older iPhone models by $20. That pushed iPhone 13 through iPhone X up to $89 and iPhone SE, iPhone 8, and earlier to $69.

If you upgrade your iPhone every year or two, you hopefully shouldn’t have an issue with a degraded battery, unless you end up with a defective one.

But for those who have iPhones that are two years old or older, low battery health ends up being an inevitability at some point due to chemical aging along with how many charge cycles they’ve gone through.

How to see iPhone battery health

• Open the Settings app on your iPhone
• Swipe down and tap Battery
• Now choose Battery Health & Charging
• Your current battery capacity is shown at the top

When should you replace an iPhone battery?

• Under the “Battery Health & Charging” section shown above, you should see a warning if your battery health is degraded and if it’s causing issues like unexpected shutdowns and/or unable to sustain peak performance.
• Apple says iPhone batteries are “designed to retain up to 80% of its original capacity at 500 complete charge cycles when operating under normal conditions.”

If you’re in the US, replacements are covered under the one-year included warranty or with AppleCare. However, if you’re out of warranty coverage, Apple charges a $69-99 fee for the iPhone battery replacement service.

When an iPhone battery drops below 80% of its original capacity, a feature called “performance management” may be automatically applied. This works to help prevent unexpected shutdowns.

However, it is possible to turn the performance throttling off. Look for the small “Disable” button at the end of the text below “Peak Performance Capability.”

If you see a message that says battery health degraded or unknown, head to an Apple Store, reach out to Apple Support, or an Apple Authorized Service Provider if you want to get a certified Apple battery replacement.

Top comment by Trudge Mastheo

I have no desire to replace a battery that has suitable durability for me. My 3.5 year old iPhone 11 is at 76% capacity, and lasts me for 36+ hours.

Since I charge it every night, there is no need for me to get a replacement. Once it fails to keep a charge for more than 24 hours, or once it can no longer keep up with the demand I put on it, then I will have it replaced.

How are charge cycles measured?

Here’s Apple’s description of how a charge cycle is determined:

You complete one charge cycle when you’ve used (discharged) an amount that equals 100% of your battery’s capacity — but not necessarily all from one charge. For instance, you might use 75% of your battery’s capacity one day, then recharge it fully overnight. If you use 25% the next day, you will have discharged a total of 100%, and the two days will add up to one charge cycle. It could take several days to complete a cycle.

You can read more specifics about iPhone battery and performance in Apple’s full support document . Thanks for reading our guide on how to see iPhone battery health!

Check out more 9to5Mac tutorials:

• How to take a scrolling screenshot on iPhone
• Here’s how to automate iPhone’s always-on display
• Cardio Recovery: What is the Apple Watch feature and how do you track it?

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Paramount shows 'Gladiator 2' as Disney goes R-rated

P aramount Pictures unveiled gory first-look footage from "Gladiator 2" as Disney put on an unusually R-rated presentation for movie theater bosses at the final day of CinemaCon in Las Vegas on Thursday.

In an extended trailer for the long-awaited "Gladiator" sequel, star Paul Mescal does battle in a Colosseum filled with rhinos, bloodthirsty baboons and even floating Roman warships, egged on by Denzel Washington's shadowy advisor.

"It is possibly more extraordinary than the first," said director Ridley Scott, speaking via video link.

The footage was met with an enthusiastic thumbs up at CinemaCon, an annual gathering at which Hollywood studios showcase their upcoming titles for movie theater owners and managers from around the world.

Ridley Scott's sequel will hit theaters in November, nearly 25 years after the release of the original, Oscar best picture-winning historical epic "Gladiator." 

All this week, promotional marble statues for "Gladiator 2" have adorned the casino floors of Caesars Palace, the Ancient Rome-themed casino and hotel in Las Vegas where CinemaCon is held.

As the previous film's main characters, played by Russell Crowe and Joaquin Phoenix, were killed off, a new crop of actors step in.

Mescal portrays gladiator Lucius, the nephew of Phoenix's villainous emperor, who was seen briefly as a child in the original film.

Pedro Pascal plays a military general, while Denzel Washington's mysterious character is seen in the extended footage plotting to topple the Roman Empire.

"Rome must fall. I need only to give it a push," he says in one scene.

The lavish presentation raised cheers even as both Paramount and the wider big-screen industry face uncertain times.

The parent company of Paramount -- one of Hollywood's oldest studios -- is currently locked in merger talks with Skydance, a media company founded by the billionaire Ellison family.

Meanwhile overall Hollywood box office receipts are expected to fall in 2024, largely due to last year's actors and writer strikes, which shuttered and delayed film productions.

On Thursday, Paramount executives also showcased titles such as "A Quiet Place: Day One," "Smile 2," "Transformers One" and "IF" -- a new comedy from John Krasinski and starring Ryan Reynolds.

Paramount film chief Brian Robbins even joked about the merger talks, suggesting one of his executives had launched a crowd-funded Kickstarter campaign to buy the studio.

- R-rated Disney -

Later on Thursday, Disney rounded off CinemaCon with its own star-studded presentation -- which took an unexpectedly adult turn.

The showcase included appearances from Dwayne "The Rock" Johnson -- promoting this November's "Moana 2" release -- and Amy Poehler, who returns in "Inside Out 2" this June.

Oscar-winning "Moonlight" director Barry Jenkins previewed his animated prequel "Mufasa: The Lion King," which hits theaters in December.

Disney unveiled footage of Harrison Ford making his Marvel superhero film debut in next year's "Captain America: Brave New World."

But the family-friendly studio's presentation departed from the usual script with a glimpse of "Deadpool & Wolverine," Disney's first R-rated superhero movie.

The film sees Reynolds' potty-mouthed antihero team up with Hugh Jackman's beloved "X-Men" star.

Both characters were previously owned by 20th Century Fox.

But Disney bought that rival studio and its properties in 2019, and is now weaving them into its hugely popular Marvel film series.

That has resulted in a Disney superhero movie that features adult language, explicit sexual references, and several meta jokes about the studios themselves.