Presentation-Secrets-Of-Steve-Jobs
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140 DELIVER THE EXPERIENCE<br />
TABLE 12.1 JOBS’S GREAT DEMO AT THE 2008 WWDC<br />
STEVE’S WORDS<br />
”Why do you want 3G? Well, you want<br />
it for faster data downloads. And<br />
there’s nowhere you want faster data<br />
downloads than the browser and<br />
downloading e-mail attachments.”<br />
“So, let’s take a look at the browser.<br />
We’ve taken an iPhone 3G and, at the<br />
same place and same location, we’ve<br />
downloaded a website on the EDGE<br />
network and one using 3G.”<br />
“Let’s see how we do.” [<strong>Jobs</strong> remains<br />
silent as both images continue to load<br />
on the screen; it’s a site with a lot of<br />
images and a complex layout]<br />
“Twenty-one seconds on 3G; [waits<br />
silently for an additional thirty seconds,<br />
crossing his hands in front of his body,<br />
smiling, watching the audience—<br />
elicits laughs] fifty-nine seconds on<br />
EDGE. Same phone, same location:<br />
3G is 2.8 times faster. It’s approaching<br />
Wi-Fi speeds. It’s amazingly zippy!”<br />
STEVE’S SLIDES<br />
Photographs of two icons: one<br />
represents the Internet, and the<br />
second represents e-mail<br />
Animated image of two<br />
iPhones loading a website<br />
simultaneously: the same<br />
National Geographic website<br />
begins loading on each; the left<br />
iPhone is on the EDGE network,<br />
and the one on the right is using<br />
the new iPhone 3G network<br />
Website loading on both iPhone<br />
images<br />
3G site has completely loaded,<br />
while EDGE phone is still<br />
loading<br />
History-Making Demo<br />
Demonstrations and props play a role in every <strong>Steve</strong> <strong>Jobs</strong> presentation,<br />
some of which are more history-making than others.<br />
“We’re going to make some history today,” <strong>Steve</strong> <strong>Jobs</strong> said as he<br />
kicked off Macworld 2007. The history-making event was the<br />
introduction of the iPhone:<br />
“We want to reinvent the phone,” <strong>Jobs</strong> said. “I want to show<br />
you four things: the phone app, photos, calendar, and SMS