blags of matt
you should see a doctor about that leak
background
I've spent the last month in isolation meditating on The Device Who Comes from Apple. Based on sensory deprivation induced hallucinations and stalking Apple coworkers, I've come up with this outline for The Device Who Comes. Also, it helps I found a leaked draft copy of the January event script.

The leaked script had the actual product name redacted, so I call it i[REDACTED] throughout the script. The script below leaves out details relying on actually seeing the device (demo parts of the script), industry recaps, and the scripts of guests invited on-stage.

summary
The device will not be called iSlate. What is a 'slate?' It reminds me of a misshapen piece of granite chipped out of the earth with shards flying everywhere.

There is a good chance The Device Who Comes will not be prefixed with i.

The Device Who Comes will use a Natal-like control interface thereby pissing off Microsoft to no end.

Basic Description: 13" 300 ppi multi-touch screen with free-space gesture recognition. "Giant iPhone" mode (for App Store apps) and full OS X mode. First client device to fully rely on Apple's new personal content hosting service. Perfectly designed reader functionality supporting books from iTunes (they may rename iTunes at this point) and supporting all open data formats for books (pdf, mobi, epub). Also, a new custom Apple eMedia format will be released for richer content consumption experiences.

Wireless Partner: Verizon Wireless.
Initial Content Partners: NYT and Conde Nast.

Prices: $1199 with free 2-year Verizon Wireless access. $699 with $30/month two-year Verizon Wireless contract. $899 with no cellular radio included (wifi/bluetooth only).

draft keynote
Thank you for coming. We're going to make some history together again today. Welcome to the future.

[industry specific recap]

This is a day I've been looking forward to for six 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's been very fortunate. It's been able to introduce a few of these into the world. In 2007, we introduced the first iPhone, and it didn't just change the way we all use phones, it changed the entire mobile landscape. Well, today we're introducing three more revolutionary products of this class. The first one is a widescreen electronic reader with a full color, highest quality, multitouch screen. The second is the most portable Mac ever developed. And the third is a breakthrough service for managing your digital life. Electronic reader, extremely portable Mac, managing your digital life. Reader, portable Mac, digital life. Reader, Mac, Life... are you getting it? These are not three seprate devices. This is one device. And we are calling it i[REDACTED]. Today, Apple is going to reinvent the tablet computer, and here it is.

So, before we get into it, let me talk about a category of things. Current eBook readers on the market use something called eInk displays. These displays require no power while showing a page, but they only work in black and white and they are slow to turn pages. Slow to turn pages. In a book. Why do people use these? Some eBook readers also have Internet access, except everything is black and white and slow to change pages. Did you see tablets and readers from CES two weeks ago? There must have been over 100 tablet PCs and three dozen eBook reader models released. The "tablets" are all tiny and they all run Windows without regarding what form-factor the devices use. Desktop? Windows. Tablet? Same Windows. Same hair-tearing experience. The eBook readers all use the same underlying technology. Their only difference is what plastic case manufacturers use. Well, we don't want to just re-brand existing technology. What we want to do is make a leapfrog product that is way smarter than any mobile computer has ever been, and super-easy to use. This is what i[REDACTED] is. Okay?

So, we're going to reinvent the mobile computer. Now, we're going to start with a revolutionary user interface. It is the result of years of research and development. Now, why do we need a revolutionary user interface? Other tablets out there use a stylus -- a stylus -- or half-broken multitouch implementations. We can do better. i[REDACTED] is a full multitouch device, but it also has a camera built in. i[REDACTED] will also respond to just motions of your hand. See the camera there at the top? It constantly watches for gestures to be performed. In Reader Mode and want to go to the next page? Gesture from right to left and Boom. There's your page. Want to go back? Gesture from left to right. Want to scroll? Gesture in the direction you want to scroll. Boom. Isn't that amazing?

Let's talk about design. We've designed something wonderful for you to hold, just wonderful. This is what it looks like. It's got a thirteen inch screen on it. It's really big. And, it's not only the highest resolution screen we've ever shipped, it's also the highest resolution screen of its size available anywhere. It's 300 pixels per inch. Highest available anywhere. It's gorgeous. And on the front, there's only one button. It's the home button everybody is faimilar with from iPhone. Let's take a loook at the side. It's really thin. It's thinner than any tablet out there, at 8 mm. Thinner than an iPod touch. It's really nice. And we've got some touch spaces on the sides for quick navigation, along with volume controls. Let's look at the front. We've got a five megapixel camera and microphone built in to the top. Video capable. We've got a headset jack for listening to music. We've got a quick push-to-sleep button just like iPhone. And on the bottom we've got our 30-pin dock connector for charging.

Now, we've also got some stuff you can't see. We've got an extra-long-lasting battery. 8 hours of full use and up to 30 hours during light use. We've got an accelerometer so we can automatically switch from portrait to landscape. We've got an ambient light sensor for automatic brightness adjustment. We've got wifi and bluetooth built in. You can pair i[REDACTED] with your iPhone to see incoming calls and send text messages directly from the i[REDACTED] through iPhone.

So, now, let's take a look at Reader as part of i[REDACTED]. We've never offered books, magazines, or news for sale before. We're proud to announce a partnership with Conde Nast and the New York Times who will be creating content exclusively for i[REDACTED]. What other electronic reader gives you an insanely great mobile reading experience with full color videos and all the benefits of the web built right in? None that we've found. How do you get real-time, live updating content on i[REDACTED] no matter where you are? We'll get to that in a minute, but first let's show you hour Reader works. [DEMO]

Isn't that great? Now how do you get real-time articles on i[READER]? We've partnered with Verizon in the US and our iPhone partners internationally. You have real Internet access anywhere with i[READER]. [DEMO]

All right, now I want to show you something incredible. I want to show you how you get all your music, videos, books, photos, documents, email and more on to i[REDACTED]. This is a new way to manage your digital life. Over the past few years we've spent over $800M building data centers. $800M buys a lot of hard drives. When you have a desktop, laptop, iPhone, and i[REDACTED] we wanted to make it as simple as possible to keep everything up to date. Your home computer has an always-on internet connection. iPhone has an Internet connection anywhere. i[REDACTED] has an Internet connection anywhere. See a pattern? We're going to store everything for you. We'll stream music, stream videos, synchronize yours last read book positions, sync photos, documets, email, and everything else. On i[REDACTED], you have access to your entire library without having to download anything. Let's see how it works. [DEMO]

Let's talk about apps. On OS X, anything goes. On iPhone OS, we approve every application to maintain the integrity of the network and OS. You can't have people destroing their phones by downloading a malicious application. People live and die by their phones. But i[REDACTED] is something new. Do we open it up completely or do we approve everything? We've thought long and hard about the pros and cons each way. We decided: we'll let you choose. i[REDACTED] can run a full desktop OS X or i[REDACTED] can run in an iPhone-like mode where it only runs App Store apps. All i[REDACTED]s are in "giant iPhone mode" by default. If you go into the configuration menu, you can enable full OS X. We've satisfied the needs of every day users and advanced users alike. Simple mode gives you a giant, visually stunning, iPhone-type interface. Advanced mode gives you full desktop OS X in its most portable form ever.

So what's under the hood? i[REDACTED] has a super powerful dual-core 2GHz ARM CPU developed by Apple along with 2 GB of RAM, 802.11n wifi, and a cellular Internet connection. We talked about our plans for an always-on streaming device with all the US mobile carriers. Verizon is the best suited to meet the needs of our users now and in the future. They are building out the fastest nation wide data network and we've negotiated unlimited Apple streaming access on i[REDACTED]. All other Internet use through i[REDACTED] is capped at 10GB of celluar data per month. Data anywhere. Data everywhere. The bulit in five megapixel camera can be used for video chat anywhere. We have a gorgeous 13 inch 300 pixel per inch screen developed specifically for i[REDACTED]. It shows text sharper than a laser printer and images sharper than high def.

Battery life. Tablets out there have pretty low battery lives. We've managed to get eight hours of battery, and that's for watching videos and a lot of Internet browsing. That's eight hours of streaming video and audio. With light usage of just Reader and browsing a few websites, the battery life goes up to 30 hours.

So what should we price it at? Well, what do these things normally cost? First, what does i[REDACTED] replace? It can replace a MacBook you carry around when you don't really need the full power of a MacBook. That's at least $999. It replaces an ebook reader. A comprable ebook reader costs $500. We're including two years complete access to all Conde Nast and NYT content -- that's $1200. We're also including two years of our revolutionary media and document streaming service. i[REDACTED] replaces almost $2700 in other devices and services. What should i[REDACTED] cost? We've come up with three configurations. The first includes two years of Verizon Wireless unlimited data transfer between your streaming media and i[REDACTED]. i[REDACTED] + always on Verizon Wireless = $1199. The second lets you add i[REDACTED] to a Verizon Wireless account for $30/month. Two year contract required with Verizon Wireless. $699. The third option is i[REDACTED] with no cellular connection -- wifi only network access. That's $899. Now, when's it going to be available? We're going to be shipping these in May. We're announcing it today because with products like this we've got to go ahead and get FCC approval which takes a few months, and we thought it would be better if we introduced this rather than ask the FCC to introduce it for us. So here we are, and we're going to be shipping it in May in the U.S. We're going to Europe by the fourth calendar quarter of this year. Then Asia after that.

The Mac in 1984 is an experience that those of us that were there will never forget. And I don't think the world will forget it either. The iPod in 2001 changed everything about music. The iPhone in 2007 changed everything about mobile communications, and we're going to do it again with i[REDACTED] in 2010. We're very excited about this. There's an old Wayne Gretzky quote that I love. "I state to where the puck is going to be, not where it has been." And we've always tried to do that at Apple. Since the very very beginning. And we always will. So thank you very very much for being a part of this.

Questions?
i[REDACTED], The Device Who Comes, iworkforapple, youworkforapple, weallworkforapple, verizon, conde nast, NYT, ebook reader, live syncing, free space gestures
(1648 days ago)about
why are you here?
I work for Apple. We all work for Apple. Apple is life. Life is Apple.

-Matt
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