From 4GB storage to 1024GB, the iPhone has had an incredible run that isn’t slowing down, and it all started on this day in 2007. Steve Jobs unveiled the iPhone to the world for the first time 18 years ago today.
Apple also opened pre-orders for the original Apple TV after Jobs revealed what was originally called iTV in September 2006. See both keynotes and press releases below:
iPhone
Watch the original keynote here:
And here’s a snippet from the original press release:
Apple Reinvents the Phone with iPhone
MACWORLD SAN FRANCISCO—January 9, 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.”
It all reads like an understatement 18 years later. View the press release in full here. For a bonus piece of trivia, see the Apple press release announcing an agreement between Apple and Cisco to use the name iPhone here:
Cisco and Apple Reach Agreement on iPhone Trademark
SAN JOSE and CUPERTINO, California—February 21, 2007—Cisco and Apple® today announced that they have resolved their dispute involving the “iPhone” trademark. Under the agreement, both companies are free to use the “iPhone” trademark on their products throughout the world. Both companies acknowledge the trademark ownership rights that have been granted, and each side will dismiss any pending actions regarding the trademark. In addition, Cisco and Apple will explore opportunities for interoperability in the areas of security, and consumer and enterprise communications. Other terms of the agreement are confidential.
Apple TV, née iTV
While the Apple TV is detailed again as part of the original iPhone event, it was first previewed by Steve Jobs a few months earlier with the name iTV. However, a trademark dispute with British television network ITV that clearly wasn’t worth fighting gave us the Apple TV box (and Apple TV app, and Apple TV service).
The first Apple press release to mention the set-top box is the iTunes 7 announcement. It includes a fun footnote not seen in other Apple press releases:
In addition, the iTunes Store (www.itunes.com) is now offering over 75 movies from Walt Disney Pictures, Pixar, Touchstone Pictures and Miramax Films, that customers can purchase and download to watch on their computers and iPods, and soon on their flat screen televisions with Apple’s upcoming iTV* player.
[…]
* iTV is the project’s internal code name and will not be the final product name.
Boilerplate text evolution
The reusable boilerplate text that concludes each Apple press release is fascinating to watch through the years. For example, the iTV press release concludes like this:
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning desktop and notebook computers, OS X operating system, and iLife and professional applications. Apple is also spearheading the digital music revolution with its iPod portable music players and iTunes online music store.
Of course, Apple knew that the iPhone was just around the corner. Apple updated its boilerplate text to include the iPhone in a March announcement covering Apple TV availability:
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and will enter the mobile phone market this year with its revolutionary iPhone.
18 years later, here’s how the boilerplate text has evolved:
Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, AirPods, Apple Watch, and Apple Vision Pro. Apple’s six software platforms — iOS, iPadOS, macOS, watchOS, visionOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, iCloud, and Apple TV+. Apple’s more than 150,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.
OK, who else feels 210 years old now? Happy birthday, iPhone.
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