One Thousand Songs in Your Pocket
The October 23, 2001 iPod introduction — what Jobs said, in order, and how the 'one thousand songs in your pocket' line was constructed as a product description rather than a slogan.
The Devices
Three Products in One Device
The January 9, 2007 Macworld keynote — Jobs's structure of the announcement (widescreen iPod, revolutionary phone, internet communicator), the audience reaction he was playing to, and the lines that have been extracted and recirculated without the setup.
The Devices
The MacBook Air Came Out of an Office Envelope
The January 2008 Macworld moment when Jobs pulled the MacBook Air from a manila office envelope — what he said, what the envelope was, and why the gesture worked as communication.
The Devices
What He Said Nobody Believed
The January 27, 2010 iPad introduction and the critical reception it met — Jobs's stated case for the device (a third category between phone and laptop), the press reaction in the days after, and how the product settled the argument.
The Devices
The Pitch to the Labels, 2003
The April 2003 iTunes Music Store launch — what Jobs said publicly and what contemporaneous accounts say he told the record labels privately.
The Devices