And I pod. A phone. In an Internet communicator. An iPod. Are you kidding? These are not three separate devices. This is one UAE. And we are calling you. I poem The company's been working on it for over two years on the purple experienced project. It had gone from a tablet to a phone from a dream to reality, and just before he stepped up in front of the crowd jobs assembled his team and told them to remember the moment the moment before I fawn because in the next moment he believed everything would change. So during the keynote, Steve Jobs said that it was rare enough for accompanied even revolutionize one product category. And he Clint appaled already revolutionised two computers and the Mac and personal music players with the iPod. With the iPhone they'd be going for three. He set it up and knocked down the incumbents. It was really artful The way he did it. He talked about the physical keyboard and the stylists features at dominated the blackberries Motorola's and palms of the day. Then he introduced the multi touch interface. You know that we'd seen in things like Minority Report in some YouTube Demos who hadn't really seen it in consumer facing device. And it really let the iPhone smoothly pinched Zoom and the physics, pace interactivity included things like inertial scrolling and rubber banding, and multitasking, and directly manipulating things like cover flow, things that were pure. I candy. It led a move seamlessly from music playing to calling to the web and back again. And I know it's it's been fashionable to criticize iPhone multitasking, especially an earlier years, but that demo that demo where he and I know it was carefully arranged people who drink in in the audience hoping that he's talked to the quote, unquote Golden path to avoid crashes. But that demo when he went from calling from play music to calling Starbucks, to getting too, to know to calling other people to getting web and an email information for those of us who been using smartphones up until that point that multitasking was magical because our phones just couldn't do that. And if they did try anything like that, they would crash. So seeing all that, it it looked almost unreal. Here's what Apple said about it. Back then iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone. We are all born with the ultimate pointing device. Our fingers. And I phone users them to create the most revolutionary user interface since the mouse and jobs as point back then with the keyboards with the things. The bottom third of the fallen was that they were immutable be couldn't change. You are stuck with the keys a ship with the vice, if a company thought of a great new feature, an app required specific buttons, you just couldn't mail out a new button. You can retrofit A new button. And with stylists is if you remember back with style as his back then were resist. If you had to like the screens were resist of the stylists was dumb. It was a piece of plastic or metal that you would sort of Porsche into the screened in that screen would make contact, and that would reg the point. And they didn't work very well, and you had to push hard on them. And they were finicky. And he famously said, If you see a stylists, you blew it. And that's had some pushback with Apple pencil. But I think the difference is you shouldn't require a pencil Asian require the edge of your nail. You shouldn't require any of those things should be able to effortlessly interact with your product, and then any accessory you add to that should enhance the experience. Should make it better? Then what you had before that what was naturally given to you, but that act that that act of actually putting your finger on a screen and the capacities electrcity of your finger interacting with a device and things moving it at a frame rate and with a responsiveness that made them feel like you're almost glued to the screen that was quals. I magical back then you under the Arthur C Clarke definition of any technology sufficiently advanced is indistinguishable from Magic, and that really was the feeling back then. So we get into what was one of the mantras of the time, and that is technology alone is not enough. The original iPhone was based on the P two device are actually two competing devices. 25th Els team was working on sort of an iPod, fallen Olympic space device that was P one and P-2 was what this team Scott Forrest Ollongren Christie's team was working on in that was P-2. It was code-named M sixty eight. Uh, and I think it was supposed to if I remember correctly supposed to come out after P one B one was sort of they didn't think P to be ready in time, but P-2 started blowing past P one got things like messaging working even earlier. And it was just clear. I think once people Saad interacted with it that there was no need for P one and I think we saw the ripples of that play out both in infidel and maybe Rubinstein's later career choices. But this one This was really sort of the device Apple was looking for. It was iPhone one Kumble one had three point five inch LCD screen at three twenty four eighty which I think would literally fit around me to icons on an iPhone ten and one hundred six hundred sixty three PPI. So the opposite of retina. And that was the biggest green apple could put into the iPhone back then you know, there was just not possible to make a bigger screen. And we talk now about the size of phones are getting their passing six inches and Apple might ship a six point five inch or at least six point something in screen. Next year. Back then three point. Five Was it and had a acquired band to g edge radio. Apple has all his pink conservative with radios. It'll toot eleven BG wifi bluetooth 2.0 ADR and wait for it A to megapixel camera. It was powered by an armed based eleven seventy six Jay Ezeddine, Mrs ele, Canadian bracket f bracket dash s processor what to think. They pulled out of a Samsung set-top box or something And a power VR MB X, late three D graphics, chips. In that process there was manufactured by Samsung, who's made subsequent Apple process was a well at a fourteen 100 Milan power battery and one hundred twenty eight megabytes of onboard Ram to Nand flash base storage tears revealed that launched four gigabytes an eight gigabytes. But more importantly, iPhone also included several sensors that enhance the experience like an accelerometer that could automatically rotate the screen to the MAC to match the device orientation and approximity center that could automatically turn off the screen when it became close to your face and an ambient light center. The automatically. Just brightness and we sort of take all these sensors for granted. Now, we now have all sorts of other ones like magnometer digital compasses and six access gyroscopes And we have sensor fusion hubs that are integrated into the processors, and we're starting to get into medical uses of these processors. But back then this, It just made the device feel more alive Morris bonds of more aware of its surroundings. And it could also be charged. And critically, you could also be sync. I tunes. And now that seems just like the stone ages of sinking because we have I cloud in all sorts of online services. But back then I tunes thanks to the iPod was ubiquitous and the iPhone use the same thirty pin Doc connector that the iPod that some clearly popular device already used and people are already familiar with. And there are used to getting their music and some other things depending on how vanished they become with iPod onto it. And that sort of let iPod be a HALO device for iPhone in many ways. So what the original iPhone didn't have though. And again it seems. The Dark Ages now was CDMA, which was the technology back then used by Verizon and Sprint, and in Canada by Bell and tell us, tell us, ultimately switched to GSM long long ago of Rizon end sprint Doak stolen CDMA Ram reminisced To this day. I do not have any already a network of ability, and that meant that the iPhone could not work on the US onto of the US big carriers. But it didn't matter because fries and had turned down the original iPhone didn't want anything to do with it or with Apple back then. And so at iPhone was exclusive to singular And by the time it shipped Singler change names to AT & T. So it really only needed to be on GSM. And also like GPS and three G you Tim S H S P A data speeds. And like we said, there was no hardware keyboard no stylise. It also didn't have a removable use replaceable battery because Steve Jobs wanted to put the biggest battery. He couldn't it. And the biggest bad. A means you want to fill up all that space and that doesn't leave as much space for doors and things to take it away And in have SD card support. Because as much as that is a nerd dream today, it let all sorts of data and security issues. Um, back then and just it was difficult in where do apps reside. What happens when you pull the card out? They just wanted a really, really simple user experience. And none of that pleased. Existing power users, nor did the absence of an exposed file, system, copy and pace, any form of advanced text editing and critically too many support for third-party apps. Likewise. Since the iPhone didn't have a Web browser, which is what m- almost all mobile devices back then use It, did to support him MMS. We'll get to you safari in a moment, but Apple didn't think that they would need old technology, or they considered baby Internet technology in order to use a hut, a mobile technologies laden build a Web browser. And so he didn't have MMS originally on the iPhone. But all of it was wrapped up in this beat, blasted, aluminum, and black plastic banded case. And the black band was there for our F transparency for to let the radio signal out apples gotten way Becker that now you almost can't see the antenna lines anymore. But back then it was a whole bottom lower who would be lower fifth of the phone. And then there was the price, the iPhone debuted at four hundred ninety nine dollars for four gigabytes and five hundred ninety nine dollars for eight gigabyte models on contract is Mariscos of AT & T. That's a price you had to pay along with your AT & T contract. And they were under heard of at the time. I mean early Motorola razor flip phones were incredibly expensive as well. And I think he will forget how expensive some of those really lusts worthy phones were. But for most people, They were used to getting free or cheap on contract devices. And that's really what you need it to penetrate the mainstream art market to leave sort of like the. The affluent. In seeking higher end market, Um. But you know, That's what Apple went with. And from then on, they started sprinting because MacWorld wasn't a finish line. It was a shot from the starting pistol Johnny. I of Richard Howarth in the industrial design team. They work was largely completed. They did have a few things that he like Steve Jobs scratched one of his pre-leased iPhone screens with the keys in his pocket. And he asked the team to come up with a better solution. And they turned to Corning, which had invented a new chemically hardened. Glass products that use ion exchange technology to actually make the grass, the glass harder, But they hadn't found a commercial application for it. So Apple and Corning worked incredibly quickly to come up with what would become Gorilla Glass and incorporate that into the first iPhone. And now he's he Gorilla Glass sort of everywhere, almost every phone and a lot of other products any to a stand more abuse than I think was possible with with early plastic technology and certainly early glass technology. And the software team led by Scott Forrest all back. Then, Greg, Christie Bass ordering on design, Mike Mattis who famously did the camera and the photos app. And so many other natural with his apps team. They were working on the human interface and the interactively than working on it for a long time already, but things were still being tweet split screen for e-mail. For example, a got pulled after a Steve Jobs thought. It was too crowded on the small screen, and likewise, Henry laminant Llamas software engineering and frameworks team. In that included native apps and Richard Williamson's mobile web team that included the widget like apps, They had to make sure that everything that all the features not only performed reliably, But delightfully amid already gotten a full, a relatively full version of safari based on the same Web kit rendering engine that was developed by Don Melton and his team for the Mac. The got that up and running on the iPhone and again, thinking back most browsers, Like I think the pom arrest one was blazer and there was a pocket and explorer, but they were not real Web-browsers. And there were a lot of proxy browsers that would render web page on a server and and sort of send you the image of it onto your devices. But there was no device that I can recall. It had anywhere near an adequate browsing experience That was all on apples mobile safari team to get up and running. And it also taken Googles location, data and created what was at the time the best maps implementation ever seen on mobile. And then the last minute They were tasked with adding a YouTube as well. And this was all still before the phone shipped. And so. Steve Jobs, his famous appearance on June 6th on the WDC stage Mosconi West for Apple's worldwide developer Khan's conference where he announced, have 2.0 apps as a development platform for the iPhone and will do that on a separate show. Everthing fell out of that. But more importantly, he announced a launch date. So the very first iPhone it shipped on June twenty eight two thousand seven. Line-ups had already formed that Apple stores famously around the world, especially at flagship stores like the glass Cuba, New York City, and people in waiting for days outside and aligns went around the block. And then around again is the patient was stratospheric. Competitors were dismissing it, that the media was already calling it the Jesus phone, which sounds ridiculous in hindsight, but that's what that's what it felt like back then. And then the doors opened. So initial reaction was positive Watt Moss Berg in Katherine boat writing for the Wall Street Journal. Our verdict is that despite some flaws and feature emissions, the iPhone is on balance a beautiful and breakthrough, hand-held computer its software, especially sets a new bar for the smartphone industry and its clever finger touch interface which dispenses the style as and most buttons works well though it sometimes add steps to common functions. And what must Berg famously was one of the very few people. There was a mere handful of people who got a chance to actually review the first iPhone Ryan block. If memory serves, who was energy of engage at I time. Um, did everything he could to get an iPhone as early as possible in reviewed it as fast as he could, and he wrote. It's easy to see the device is extraordinarily simple for you such as a full featured phone in media player. Apple makes creating the spartan simplified you I look Oso easy, but we know it's not. And the devil's always in the details when it comes to portables to date. No one's made a fallen. That does so much with so little. And despite the numerous foibles of the iPhones, gesture base touch been interface. Bill learning curve, a surprisingly low. It's totally clear that the Abu with the iPhone Apple raised the bar not only for the cell phone, but for portable media players and multi-function convergence devices in general. And the novelty and experience were so good. Many people simply didn't care about missing features or high price tags. And that's something I learned dive into a little more because it it. It gets into what I call the minimal delightful product. And. Again, the original iPhone didn't do everything existing blackberry, or windows Mobile, or Palm or bath had Symbian devices did it didn't have MMS, didn't have third-party apps. It didn't have much new way of customization. Uh, but it didn't matter. It's multifaceted interface was so much fun that people who bought it were willing to live without those features simply because the experience was so great. And that's what makes the minimal delightful product, which is kind of different the minimal viable product which you here. It's a term You hear, talked about quite frequently. The definition that is the minimal, the minimal viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. So he could spin that to make a minimal delightful product, which would be the minimal delightful product is that for minimum delightful product is that fertile new product which allows customers to experience the maximum amount of affinity with the smallest feature set. And that's why I think people didn't care about the original iPhone missing features. Most of us cared more that we could pensions zoom and swipe and bounce around the photos up. And we delighted Not just in our cells, but more importantly in demonstrating that for our friends and the reactions, we've got both from our cells and from those around us, it sort of myths feel good about having bought it. Let us show off a little bit. It made other people. You know, maybe people were grumbling about missing features, but they exalt. We all exalted in just those few key ones that were there and it hit the balance of being both impressive and accessible features cannon did come later, but it never needed a second chance make a good first impression. It made a great first impression immediately. And that I think is a stark contrast. If we look at something like Apple watch which had its moments of delight, but it wasn't minimal enough from point and click to a thousand songs in your pocket to phone Internet device, an iPod, all in one. We went to a harder to sum up starting set. The watch still is a smash hit beyond any other risk. Computer in history has been in his overtaken. The entire regular watch business. And it's a business that any company on earth would give several of its executives to own up. But in those in that first year, it just wasn't the light factor wasn't as easy to sum up and hence, not as easy to. Show off, You can just got somebody say, Hey, look, here's the Carousel, or, Hey, look years the. Workout advocated, draw the same attention. I think that was really key to iPhone It just it's stunned people right out of the gate.