Steve Jobs' MacWorld Expo 2007 Keynote Speech: Promoting the Innovative iPhone - Prof. And, Papers of Creative writing

Download Steve Jobs' MacWorld Expo 2007 Keynote Speech: Promoting the Innovative iPhone - Prof. And and more Papers Creative writing in PDF only on Docsity! Technological Belonging The technology world is a very competitive business, where the most innovative and revolutionary products take over the industry. Today only the top of line products do well in this very innovative field. The company Apple is a leader among this technical industry, producing many of today’s hot new electronics such as the iPod, the Mac computer, and the iPad. In such a competitive line of work, Apple must promote their products in the right way in order to consistently stay at the top this business. One such way that Apple does this is through the unveiling of new products at large expos. At the MacWorld Exposition in 2007, Apple co- founder Steve Jobs revealed the iPhone for the first time to the public through a thorough presentation. Throughout his keynote speech, Steve Jobs promotes Apple and the innovative iPhone by using comparison to create an us/them style relationship with the audience. With the thought of his company Apple in hand, Steve Jobs delivered a compelling speech at the MacWorld Exposition about the iPhone. Using words such as “revolutionary” and “innovative,” Jobs says that the iPhone and Apple are more advanced than the rest of the companies in this field. He represents the iPhone as the best new product on the market, having technology that “[is] at least five years ahead of… any other phone” (2). Throughout the speech, Jobs continues to say how innovative and original that Apple and their iPhone are in comparison to everyone else. Although some of his statements are debatable, Jobs continues to represent Apple in the brightest light, leaving all other companies behind. Steve Jobs makes sure that his audience knows that Apple specifically represents innovation and technological advancement as seen in his choice of words. Instead of just talking about how great the iPhone is, Jobs uses a “Business School 101” graph to show the differences between other smart phones and the iPhone. When talking about other smart phones, Jobs says that they may be a “little smarter” than normal phones but they are very difficult to use (1). Jobs makes these phones seem obsolete in comparison to the iPhone by pointing out their countless flaws. He represents these other phones as those that are behind technologically and also harder to use. This starts to create a sense of other smart phones being represented as a “they” while the iPhone and Apple are represented as “us”. While Jobs describes the iPhone as the most advanced cell phone, all other smart phones are labeled as “hard to use,” “not user friendly,” and inadaptable. Jobs also discusses the new revolutionary interface and how other companies have dealt with this aspect of the smart phone. “Nobody wants a stylus. So let’s not use a stylus,” states Jobs before talking about the iPhone’s new touch screen (1-2). He makes the stylus seem like an unnecessary aspect of a smart phone that no one really likes. The stylus is represented as an almost dorky thing whereas the iPhone’s touch screen is the new cool feature of a phone. Jobs tries to create a hip and fun feeling for everything that he represents through Apple while making other companies seem boring, out of date, and unpractical. This representation is consistent throughout the entire speech. In addition to discussing the unpractical stylus, Jobs also points out problems in the adaptability of the other smart phones. While the iPhone has a touch screen with adaptable keyboard, all other smart phones have a “problem with … the bottom 40,” a keyboard fixed in plastic that is unchangeable (Jobs). Jobs once again points out this flaw to separate Apple and the iPhone from other companies. The unsatisfying plastic keyboard is discussed and criticized before he talks about Apple solving this problem with the new touch screen once again. While “we” have the touch screen, “they” have a fixed unchangeable keyboard that doesn’t fit the user very well.