Luận văn thạc sĩ a disourse analysis of english sales presentations an integrated approach

0 VIETNAM NATIONAL UNIVERSITY, HA NOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES NGUYỄN THỊ HÀ MY A DISOURSE ANALYSIS OF ENGLISH SALES PRESENTATIONS: AN INTEGRATED APPROACH PHÂN TÍCH DIỄN NGƠN BÀI THUYẾT TRÌNH BÁN HÀNG TIẾNG ANH: ỨNG DỤNG ĐƯỜNG HƯỚNG TỔNG HỢP M.A Combined Programme Thesis Field : English Linguistics Code : 60.22.15 HANOI – 2012 z VIETNAM NATIONAL UNIVERSITY, HA NOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES NGUYỄN THỊ HÀ MY A DISOURSE ANALYSIS OF ENGLISH SALES PRESENTATIONS: AN INTEGRATED APPROACH PHÂN TÍCH DIỄN NGƠN BÀI THUYẾT TRÌNH BÁN HÀNG TIẾNG ANH: ỨNG DỤNG ĐƯỜNG HƯỚNG TỔNG HỢP M.A Combined Programme Thesis Field : English Linguistics Code : 60.22.15 Supervisor : Prof Nguyễn Hòa (PhD) HANOI – 2012 z TABLE OF CONTENTS DACLARATION .2 ACKNOWLEDGEMENTS ABSTRACT .4 TABLE OF CONTENTS…………………………………………………………5 LIST OF TABLES CHAPTER 1: INTRODUCTION .10 1.1 Rationale of the study 10 1.2 Aims of the Study 10 1.3 Scope of the study 11 1.4 Methods of the study 11 CHAPTER 2: DEFINING THE THEORETICAL FRAMEWORK .13 2.1 Discourse 13 2.1.1 The notion of discourse 13 2.1.2 Discourse and text 14 2.1.3 Spoken and written discourse 15 2.2 Genre 16 z 2.3 Register of discourse .17 2.3.1 The notion of register .17 2.3.2 The parameters of register 18 2.3.2.1 Field of discourse 18 2.3.2.2 Tenor of discourse .18 2.3.2.3 Mode of discourse 19 2.4 Coherence 31 2.4.1 Relevance 31 2.4.2 Discourse structure 33 2.5 English sales presentations 35 2.6 Conclusion .36 CHAPTER 3: METHODOLOGY .37 3.1 Literature review 37 3.2 Research methods 37 3.3 Subjects of the study .38 3.4 Data collection methods 38 3.4.1 Data 38 z 3.4.2 Discourse recordings 38 3.4.3 Samples selection and samples size 39 3.5 Analysis procedure 39 3.5.1 Transcription 39 3.5.2 Analysis process .40 CHAPTER 4: THE ANALYSIS OF ENGLISH SALES PRESENTATIONS 41 4.1 Register 41 4.1.1 Field of discourse of English sales presentations .41 4.1.2 Tenor of discourse of English sales presentations 42 4.1.3 Mode of discourse of English sales presentations 43 4.1.3.1 Use of grammar in English sales presentations 44 4.1.3.2 Use of vocabulary in English sales presentations .51 4.2 Coherence 57 4.2.1 Relevance of discourse of English sales presentations 57 4.2.2 Discourse structure of English sales presentations 59 4.2.2.1 The beginning 59 4.2.2.2 The body 60 z 4.2.2.3The ending .67 CHAPTER 5: CONCLUSION 74 5.1 Concluding remarks .74 5.2 Implications 75 5.2.1 Implication for business communication 75 5.2.2 Implications for the teaching and learning presentation skill 76 5.3 Limitations 77 5.4 Suggestions for further study 78 REFERENCES .79 APPENDIX 1: I APPENDIX 2: IX APPENDIX 3: XVII z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 LIST OF TABLES Chart 1: The frequency of occurrence of modal verbs in English sales presentations Chart 2: The frequency of occurrence of active and passive voices in English sales presentations Chart 3: The frequency of occurrence of four kinds of sentences in English sales presentations Chart 4: The frequency of occurrence of subject and other parts of speech as first element of sentences in English sales presentations Chart 5: The frequency of occurrence of types of adjectives in English sales presentations Chart 6: The frequency of occurrence of types of adverbs in English sales presentations Figure 1: Mode of discourse Table 1: Register analysis of the article “A back door to war” Table 2: Permission/Possibility/Ability modalities Table 3: Obligation/Necessity modalities Table 4: Volition/Prediction modalities Table 5: Classification of Adjectives in English Table 6: Classification of Adverbs in English z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 10 CHAPTER 1: INTRODUCTION 1.1 Rationale of the study In theory: Up to now, only few books and researches specialize in presentations, and most of them are guidance in making presentation in general, for example: Presentation Skills for Students (Emden, J & Becker, L., 2004) This thesis desires to investigate this new field and to be as a reliable source for a salesperson before making his sales presentation In practice: The rapid development of economy has created various challenges to Vietnamese companies; they are forced to act more effectively in the market One of their ways to compete with other companies is to make successful presentations to introduce new products, in which they can provide clients with full information about new products Making an effective sales presentation becomes a challenge for businesses and business training centers when there is mostly no study or research on this field Therefore, the investigation to famous sales presentations will be a good means for enterprises to attract more customers and to get more profits To make a persuasive sales presentation, it is undeniable to understand the discourse of sales presentation, especially register of discourse and coherence of discourse Register of discourse is investigated in terms of field of discourse, tenor of discourse and mode of discourse Coherence of a discourse is created by cohesion, relevance and discourse structure With the limited time, this paper only looks at register of discourse of sales presentation and coherence of discourse of sales presentation in terms of relevance and discourse structure 1.2 Aims of the Study z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 11 Due to the constraints in time and knowledge in Business English, this thesis will not able to cover all aspects of sales presentations, this study aims at: - Investigate register of the discourse of English sales presentations with three aspects: field of discourse, tenor of discourse and mode of discourse - Examine factors creating coherence of the discourse of English sales presentations: relevance and discourse structure These aims are to answer the research questions: - What is the register in terms of field of discourse, tenor of discourse and mode of discourse, of English sales presentation? - How coherence of discourse of English sales presentations is created via relevance and discourse structure? 1.3 Scope of the study In business, there are various ways for a salesman to seek customers‟ needs including sales letters, advertisements, or sales presentations, etc Within the limit of a M.A thesis, this research can only deal with one aspect of this broad area, that is sales presentations made by Steve Jobs, the CEO of Apple This study is confined to the register of sales presentations with three aspects: field, mode and tenor of the discourse Moreover, this thesis will focus on coherence of discourse of sales presentations with two factors: relevance and discourse structure 1.4 Methods of the study z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 12 This study adopts an integrated approach to discourse analysis, which looks into the concerned discourse in terms of register and coherence To this, descriptive method is used to describe data and characteristics of the population or phenomenon being studied The description is used for frequencies, averages and other statistical calculation of variables of register and coherence‟s relevant factors of discourse of sales presentations z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 93 can cancel if we want to So that just gives you few examples of how simple printing could be in iOS, and it is very powerful Now what is the Airplay You have known what AirTunes is, it is the streaming musical with wifi from your mobile devices Well change the name of AirTunes to AirPlay because it is not just the music anymore You can have stream audio and also video and photos over Wifi to other devices, and we will talk about it a little bit later So let me give you a brief demo of iSO 4.2 running on iPad Got my iPad here And we go ahead to the launch pen door, and I‟ve got some charts of music here, and just play that And I wanna go to the motive-testing bar Here it is Just go to the mail So the motive-testing is here Looking at the pen door and the background and mail We‟ve got motive threaten mail here Again, messages from Gary Dunn, and here he was talking about the Gibson Guitar So let‟s take a look at that Now we motive-test over the browser and here we are in the web Right Again We can just go over here and stop and start the music Very very simple So let me show you folder now Let‟s go ahead and make a folder with a new apps So I can just click on the trigle mode here and put MPA on the top of World Street Journal to make a folder called news radio I can rename if I want to And I go ahead to put the Financial Time in there and put the Troy in there And I can even put it down to the document file if I want to And now I‟ve got the new folder Right there with my new apps in it, right on my iPad So all of us use iPhone, know and love this feature And we love them and we can wait to get them on the iPad So once iOS 4.2 coming out, coming out in November, and it‟s going to be the free update for iPad, iPhone and iPad touch, not all features in it And so we couldn‟t be happier about the progress of the iOS 120,000 devices, 250,000 activations of new iOS devices per day, and two new generation of the iOS, one‟s coming out next week, the other‟s coming out in November We‟re really really happy with the iOS So that‟s the iOS update Now I would like to get on to the straight today: the iPods This is the music event which we unveil the cool music product we‟ve got lineups for the holiday and today is no exception So let me talk about iPods in some minutes How many iPods that we sold? 275 million Now one of the secret of the iPod success is that even though the iPods have a very high market share, we have never rested on our loyal; every year, we try to improve the iPods to make them even better for users And this year we‟ve gone gone wide, because we have all new iPods , z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 94 new, all-new designs for every single model of iPods It is really exciting It‟s the biggest change in the iPod lineups ever So let‟s start up with the iPod shuffle This is the first generation of the shuffle It bases on the concept that shuffle is the wonderful way of listening to music And we can make an affordable with our display You just shuffle the songs, it is super easy use with really big heat The second generation is even better It is tremendously smaller, it has clip, it has the ring buttons on it, which is really easy use The third generation, we took off the buttons and added voiceover so you can listen to your songs and add playlist Now you can talk through the playlist and you can take the playlist But people really miss the buttons, right? So they love the buttons in the second generation, but they love the voiceover and the playlists having in the third generation So what we wanna do, what make the best of both The new iPod shuffle which is even smaller than the second generation It‟s got the buttons, voiceover and playlists And it is really small So of course, it‟s got the clip, so it is instantly wearable It is really nice, just click and go And it has some features again: small and wearable, it‟s easy to use with buttons You‟ll never have to look down to the product to change the volume or go to next or previous song It‟s got playlists like the third generation, you can take the playlists that you want to You can get the mode of playing on your iPod shuffle Genius mixes, the very popular feature on the other iPods, and of course the Voiceover So totally you have the songs & artists, playlists, genius mixes, and 15 hours of using, 15 hours This is how the packaging look likes Really cute And it comes in different colors And it sells for just $49 That is the new iPod Shuffle We‟ve just got in storage So now let‟s look at the iPod nano This is the first generation of Nano It was the breakthrough, the first high competitive flash based music player And it was the first when it came out The next generation we took it through extreme aluminum, it‟s even better The third generation, the fourth generation even got the taller screen on it And the most recent generation has even taller screen Now how we make it better The iPod nano has been super popular What can we do? Well, we would like to make it smaller and we would like to make it better To make it smaller, there is only one way to that, and that‟s to eliminate the click view And the only way to eliminate the click view, we just have made it touch based And the only one good way to make it touch based that is the multi-touch So that‟s what we have done The new iPod nano has multi-touch And it is really small It‟s very tiny, so you can hold this just in your hand like this It‟s amazing And super easy use And it‟s so small which is able to put a clip on it too So it‟s z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 95 instantly wearable So multi-touch user interface, it‟s 46% smaller and 42% lighter In another words, it‟s nearly a half smaller, and it‟s a half lighter as the previous successor That doesn‟t happen too often It‟s got clip so no more armbands It‟s got volume buttons, high volume buttons, voiceover, FM radio, Nike+, pedometer, also stuffs like that And it works in 29 different languages So we‟re really excited about this It‟s got 24 hours of playing, 24 hour battery life So take a look take a look at some of the screens So you‟ve got a lot of different You‟ve got home screen and when you click through you‟ve got the radio and photos and portcards and sending, all different ways to listen to music songs, albums, composer You‟ve Nike+, voice memo And this is how it looks like when you scrolling through it You‟ve got the nice speed letter to find out where you are That‟s how album looks like with great album marks Here are some more The first two are radio, FM radio We‟ve got the clock, you can click on the armbands and make it as a watch, photos, and again the homescreen So this is how it looks like I‟ll show you how it works So I‟ve got one right here, and this is the iPod nano First go to the music Here it is I just go through like this, and let me go to E And I want to find Ella, and I just play the song And again here is the control I go to the next song, previous song There is genius and shuffle, repeat Really easy And again I can scribe by and go through I can just hold out any play and go back to the screen So it‟s very very easy to navigate around Let me show you some other screen here So we‟ve got here again radio, postcards, and photos, all different ways to look through the music and all other stuffs I‟ve got here So let me, so I want to, I listen to the albums a lot so I want to them the homepage so I just push down and a lip to move it So now I‟ve got albums in the front page And again I can just scroll through here, really easy And you know, go anywhere and play the song Really easy to Thank you Ok, let‟s see The last one I want to show you was the front home again I can look the song upside down, I just take my fingers to rotate and change the screen like that So that last thing I want to is just show you some photos on it And, let go to Nano upside down, oh, a lot of my life upside down Anyway you can look your photos in any way that you like It‟s really nice as well So that gives you a little bit ideas of the new iPod Nano And now the iPod nano comes in the same colors as the Shuffle does, plus more So really excited about this, really beautiful And it is still amazing to hold this in your hand with such a small thing It‟s always amazing This is the new iPod nano which is $149 for the 8GB version, $179 for the 16 version And enjoy the iPod Nano for the holiday seasons z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 96 So the new Shuffle, the new Nano that lives the iPod Touch The iPod touch has been a remarkable product for us and it has become the most popular iPod It is used to be the Nano, but in the last year, the Touch has become the most popular iPod And a lot of people call it the iPhone without the phone and also the phone without contract But even more remarkable, it becomes the number one portable game player in the world It‟s amazing The iPod touch, the iPod touch outsells Nintendo and Sony portable game combined It‟s been amazing It takes over 50 % market share of portable game player in both the US and worldwide It has become by far the most popular portable game player in the world And over 1.5 billion games and entertainment have been downloaded from the iTunes just to the iPod Touch, just for the iPod touch alone Over one and a half billion games and entertainment So what we wanna with the really successful iPod touch Well we wanna make it better, we wanna change it This is the new iPod Touch It‟s even thinner Let‟s go back again That‟s the curve one that‟s really thin, this is the new one, it‟s even more beautiful This is the top with the swift buttons, bottom with the handphone connection, speaker But even more remarkable is what we put inside it The new iPod Touch has amazing Retina display in it The same thing Retina with the iPhone It has times bigger pixels, with 326 pixels per inch You can even discern the individual pixel, that‟s remarkable display 24 bit color, LED, it is the best display in the world You can see them all in the iPhone, and it is now in the iPad Touch The Apple A4 chips, the same chip power with the iPhone The 3-axis Gyro for even better gaming iOS 4.1 with the Game Center And we‟ve added the front facing camera and Facetime Facetime in the iPod Touch Facetime over Wifi And we add the real camera as well with HD video recording All of this in a really thin thing 40 hours of music playback So that‟s the new iPod Touch Here‟s the front facing camera, here the real facing camera And again you can add video right on your phone, you can stream them, you can upload them over wifi youtube directly You can buy the movie app, the same one runs on iPhone and runs on iPod Touch And actually adding video on the phone And of course doing the Facetime, and not just with the other iPod Touches but now between iPhone and iPod Touch So it is really excited about this And of course we have Game Center So all of this now on an iPod Touch We are very very excited about this product So there‟s the packaging There are three models, the 8GB model $229, the 16BG model for $299 and the 64GB for $399 And the new iPod Touch joins the new iPod Nano and new iPod Shuffle for all new lineups for the holiday And they are all available next week and they are available for pre-ordering today z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 97 So go to the web and order today, they‟ll be shipping next week So we‟re very very excited about the amazing new lineups of iPod Now will be Apple of new ads, I have some ads and I would love to show you if you want to see Let‟s go ahead [ads] So the strongest of new lineups of iPod we‟ve ever had and we are really excited and want people to get a hand on the starting next week So here we are on September 1st, just a few of things that we talk about today The strongest of iPod lineups ever, brand new Shuffle, brand new amazing iPod Nano with multi-touch and incredible new iPod Touch Beautiful Nano, fantastic for athletic, Ipod shuffle iPod Nano now so small and compact which is wearable It is instantly wearable without the armbands, just click and go And the new iPod Touch including Facetime and not just between iPod Touches but also between iPhones and iPod Touches So the strongest lineups of iPod we‟ve ever had for the holiday season And the iOS, iOS 4.2 with HDR photos, Game Center So those products that we have to launch today, and hope you are as excited about it as we are And they are all rolling out some of them today, most of them next week So thank you for coming this morning and hope you are excited about this as we are We have a hand on Airy for the press setup And will see you soon Thank you very much z 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37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 98 APPENDIX 3: Apple special event, September 1, 2010: Apple CEO Steve Jobs unveils the revolutionary first iPad Hi Thank you Thank you for coming today Thank you Thank you Thank you Good morning and thank you all for coming today Uhm we want to take off 2010 by introducing a truly magical and revolutionary product today But before we get to that, I just give you a few updates The first is the update about iPod A few weeks ago, we sold out 250,000,000 iPod iPod has changed the way we discover and enjoy music and the 250,000,000 at this moment pass, just recognizing, put it amazing So that‟s the first update Second update is about the retail store You know, we now have 284 retail stores So amazing And last quarter of holiday quarter, we have over 50,000,000 visitors to our retail stores Fifty million people in quarter One of our newest stores is the new store in New York And it is really beautiful This is the sort of the performance Here it is the opening day, the corner of the street It is so wonderful to be put in stores with their phenomenon buying experience right in the neighborhood of the customers It feels great So this is one of our latest upgraded retail store Next update Store another kind, the apps store An incredible phenomenon The living applications for iPhone, users in iPod touch, users round the world We have over 140,000 applications now in the Apps store And a few weeks ago we announced that users have downloaded billion applications from the Apps store This is around 18 months since the … billion applications in the Apps store And lastly, we started Apple, started Apple in 1976, 34 year later, we just ended a holiday quarter, a first quarter 2010 with 16.5 billion Dollar of revenues I only don‟t believe that [clap from audience] Now what it means is that Apple is the over 50 billion dollar company Now I would like to forget that because it helps how we think about how Apple but it put you amazing z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 99 Now what makes Apple get revenue? Get from products: iPod, iPhone and of course Macs Now what is really interesting about this is that iPods are mobile devices, iPhones are mobile devices, and most of the Macs that we ship now are laptop, they are mobile devices too Apple is a mobile device company That‟s what we And we are to sell with 15.6 billion dollar revenue last quarter How Apple stack up to against the other companies that sell mobile devices And it turns out by revenue Apple is the largest mobile devices company in the world now It‟s amazing Apple is larger than Sony mobile devices business, selling great camera, video camera handset that they make It‟s bigger than Samsung mobile devices business with all the handset that they sell And by revenue, it is even bigger than Nokia mobile device business with all the handset that they sell Apple is the number one mobile device company in the world And those are the updates that we have today So now let‟s get to the main event A trouble [“last time there was this much excitement about a tablet, it had some commandments written on it” – The Wall Street Journal-]that I saw [laugh and clap from audience] But before we get to that, I wanna go back to 1991 when Apple, Apple announce to ship its first power books, this is the first model laptop computer Apple actually invented the model laptop computer with the first books, this is the first laptop that have the TFT screen, the first model LCD screen That is the first laptop that put keyboard-upgrading compressed and have integrated devices Of course, 20 years later we have incredible laptops now Just a few year ago in 2007, Apple re-invented the phone with the iPhone And a few years later, we got the great iPhone 3GS And so all of us use laptop and smartphones now, everyone use laptop and smartphones And the question is the reason, maybe, is there the third category of the device in the middle? Something between a laptop and a smartphone Of course we pass this question for you as well The would be high In order to really create a new category of devices, those devices had to be far better at doing some key tasks They had to be far better at the recent really important things Better than the laptop, better than the smartphone What kind of tasks? Well, things like browsing the webs, that‟s the very hard work Something that‟s better at browsing the webs than laptop, ok And email, enjoying photographs, video, watching video, enjoying music collection, playing games, reading ebooks Is there really a third category of device that can be better at these kinds of tasks? Than laptop and smartphone Otherwise, it has no reason for being Now some people has guessed that can be netbook The proper is that the netbook is better at anything They‟re slow, they has low quality displays, and they run PC software So they are not z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 100 better than laptop at anything, they just keep books, they just keep laptop And we don‟t think they are the third category of device But I think we got something that‟s real, and we would like to show it to you today for the first time And we call it the iPad So We show it to you now This is what it looks like I have had one, right here, that‟s what it looks like Very thin, just like this So this is the overview Very thin And you can change the background screen of the home screen, just like in any way you like, you can shift to the field, you can make at anything you want And what this device does is extraordinary You can browse the webs with it This is the best browsing experience you‟ve ever had It‟s phenomenal Just see the whole web page right in front of you And you can wave it with finger It‟s unbelievable display, display better than the laptop, display better than the smartphone And you can turn iPad any way you want Up down, side way, just depends on how you would want to use it And again, you can see the whole webpage It‟s phenomenal like holding the network in your hands, it‟s incredible experience Phenomenal for mail, that focuses on the message, you can that See your inbox Again, just turn iPad sideway in different view of email, push the Compose window, the keyboard pops up It‟s almost right size It‟s the dream to type on For photos, you‟re able to show, to tag the photos based on events Looking at your photos, flick through them with the great slideshow built in It‟s a wonderful way to share the photos with friends and family Built-in the calendar, see the monthly activities, daily activities and everything in between Builtin the great address book with the contacts Here‟s a great map application with the google map in Show the map, satellite view, zooming on things iPad is gorgeous when we enjoying the music collection And of course we have the iTune store built right in the iPad You can discover music, posture it, movies, TV shows, broadcast, iTune university, and everything built right in to the iPad Youtube, you watch Youtube wireless includes Youtube of high apps, they have a lot of high apps videos And of course it‟s gorgeous to watch TV shows and movies on So I just give you a little view of what the iPad can But nothing is like the seeing So I would love to show you now Take a look at it Again using the thing that is remarkable It‟s so much more internet than the laptop and it is so much more workable than the smartphone with the gorgeous large display Part iPad z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 101 So that is the large screen And I got the icons lying Let‟s go right to the web So here we are apple.com and I can go for other web, I just touch the bookmark icon and touch the New York Times, let‟s say And here we are the web New York Times You can fast with it And I can just scroll down here and look at the whole front page of the New York Times Anywhere I want to go, anything I want it bigger, I can make bigger That‟s the front page So I can … the New York Times so easily It‟s really great What I got here, uhm, see what is happening today Again, so easily to go the story like this The photograph in the story That‟s simple We have another website here I have Times magazine See what happens at Times website Just look through the website, see what is happening Scroll up over here, uhmmm Pandanco movies, go Pandanco on the iPad to buy a ticket, that‟s simple The whole website is in your hands We go another one National geographic [silent for waiting the connection of internet] Again we can look at the landscape if we like, go back to portrait That‟s very simple And adapt where you want to use it And again I can just browse the website to touch in the picture of animals, what I want to see Just gorgeous, right? In the … of your hands So that is browsing the web Go to the email So here I‟ve got the message You can see I can have photograph in the message And I can have my inbox right here I can change the sideway like this and I can also browse the message by having my inbox in the left Have a look and see what kind of message I‟ve got here Another one We go focus on the message here, and I can just, you know, make it bigger if I want to [look through the message inbox email] Here is the pdf You can touch the pdf, display it, show you the NaPa Velly, and I can extend my trip to another valley So that‟s how simple the email is So now if I want to reply a message, I can touch the compose button here and up pop the scroll keyboard and let say [typing on the iPad] So here we go, that‟s simple in doing email on the iPad Ok, next, go to the photos This is how Photos look likes I can look at everything like this Look at the photos again in portrait or landscape and just fly through I can look at any photo like this, by touching on it Again change it in portrait or landscape And just look through my photos And that‟s simple iPad part And if I want a mark, I can also divide faces, events, and places from my photos And what I have is I can look into any album for example uhmmm,and say what I‟m looking for, I can just open it now, that‟s not it, another one, now that‟s not it That‟s must be this one Yes, that‟s this z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 102 And again, just look through the photos I have from the bottom, or I can scroll through them, or I can just left to right through the photos Truly wonderful I have again events, faces All the photos with Lisa on here And places Show me a map of all the places I take photographs, so I can pose out one of the places, and see photos I took there, photos I took in New York Look at Paris, photos I took at Paris, just tap in this to open it And we can go to the slideshow, and so I can have slideshow here and select my music and pick out the transition and start slideshow [music and the slideshow on iPad] That‟s the idea Nice cool? So that‟s photos Just take a look at music collection built on iPad And here is my albums and I can just scroll through my albums, find something I like When I see something I like, I just tap on it, and PLAY, that‟s all See by artwork [Music] Just store works Bob Dylan again [Music] So again, a great way to enjoy your music on iPad, your home music collection Let me show you another thing, the iTune Store Again built right in I can sample music, a couple of songs, like them So here [music] And of course, in addition to the music, TV, movie shows, broadcast, books, and iTune view All right here, all built right in to the iPad Got a great calendar Here look at the month view, I can just write my think over Events, if I want more details on it, I can take the week view, day view or pay bills, you know Very nice calendar And great contact application Here is the address book Just scroll through to find the person I want, got it So that‟s example So great contact and calendar Now also we got a great map site I‟m showing you And again, here is the Eiffel tower, we just tap the corner, see the satellite view And again we can touch it, make it bigger as we like Here we go the Eiffel tower So great map search Just go the web location here This is the web location in San Francisco, and…uhm, I can type in “sushi” And we just find all the sushi places nearby And again I can just touch in the map to find one and here we see “Sushi bowls” So I wanna find out place after the presentation, maybe for lunch, so I hit on the Google street view right here, and there are Sushi bowls there [clap from audience] So probably so easy time finding sushi bowls as I Alright So that‟s map Now let me show you video Video is wonderful Video is great Let‟s go to the Youtube Uhmmm I wanna take a clip from web and movie that I know is the High Dept on Youtube And here it is.[ Music on the iPad] And again I can go to full screen here Go on the landscape That‟s on Youtube Is that incredible? Alright So that z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 103 Youtube Again, here the related clips and more than that person And again go the portrait or landscape And of course, video Go to landscape for this And we‟ve got movies, TV shows, music videos I will go to the TV shows like “The modern family” for example, take the episode, and watch it Let‟s go to the movies Let‟s pick Star trek, and let‟s go to the chapter, oh, what I would want Here we go [talk on the iPad] Go back, go to another movie that I love, that is “Up” And one of my favorite sequence ever in any movie is the sequence of the operator [Music on the iPad] and you can tap at the screen if you like Now is it wonderful? So that is video on the iPad I have just given you an overview of what the iPad can [ clap from audience].I have to say those, watching it is nothing Just get it in your hand, and feeling all that Just right…right in your hand and new right new creature So let‟s go back to the hardware a little bit The iPad is really thin It‟s a half inch thin And it weighs just 1.5 pounds, that‟s thinner and lighter than any netbook And it‟s got a gorgeous 9.7 inches IPS display Super high quality display Using iPad technology, you can get great angle of view as well Very high quality display And as you know, Apple built a vast capacity multitouch center in the world, married to a great display It‟s so graphic, super responsive iPad is powered by our own custom silicon We have an incredible group that does the custom silicon at Apple We‟ve the chip called A4 which is the most advantaged chip that‟s we‟ve ever done, that powers the iPad with the graphic, the iOS, the memory control, everything in one chip And it‟s screams And you can have 16, 32 or 64 GB of flash storage inside the iPad Capture the layer of wireless net working Wifi 802.11 n, and the layer Bluetooth 2.1 And the usual suspects, it is longer, concrete, speaker, microphone, 30-pin connector work in the whole eco-system of iPad accessory And it‟s got battery What is the battery life of this remarkable device? We‟ve been able to achieve 10 hours of battery life [clap from audience] 10 hours battery life, it means I can take a flight from San Francisco to Japan, and watch the video on whole way Really nice And in addition to the turnout of battery life, there is over a month of standby life So we can just set the iPad down, go for the incredible trip, come back after a month, and we can still have … It‟s so incredible Environmentally, iPad is the great citizen Arsenic-free, Brominated flame retardants free, Mercury free, PVC free and also aluminum and grasses are highly recyclable That‟s a little bit overview of the iPad hardware Now let‟s go back to software We‟ve seen some great built-in applications So all new built-in applications But now let‟s talk about third z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 104 party application Let‟s talk about the Apps Store And to help me to that, I would like to invite Scott Forstall, the SVP president of the iPhone software Start Thank Scott Is this incredible? And these guys only had two and a half weeks to work on the store So imaging what they can in the next few months People can go crazy So you‟ve seen the great apps I would like to show you one of our other apps It‟s really exciting to start reading app Now, I‟m on the great job of hindering the functionalities with the candle So this is how the candle look like, that many of you have used one This is reading a book on the new iPad It is really nice in the new app This is called the iBooks Now iBooks has the bookshop, looks like this with all your books If you want to read one, you just saw what it looks like So graphic, you can go to portrait to see both the pages if you like And in addition to having a bookshop, you can a button in the up left corner of the bookshop, which is the store And we created the new iBook store So great with the iBook app, to allow you to discover and posture and download iBooks right on the iPad So you can discover books, you have top chart lists, the New York Times best selling list And we‟ve got of the largest publishers in the world They are supporting us in this, and we can have all of their books on the store And we can open up the front gate for the rest of the publishers in the world starting the afternoon So we can have a lot of books in the bookstore It is very excited about this This is the great app.[clap from audience] So I will go ahead and show it to you So there are bookshops and here are some of the books And probably the best thing is let‟s go to the bookstore right now I have the store but I not like it, so just pass this way, let‟s push around Here is the iBook store And if you use the iTune in the Apps store, you‟re already familiar with this And we can look at the Book series, we can look at the New York Times, the selling list, etc Let‟s go back here And I wanna actually buy “The Compass Edward M Kennedy”, so I just tap on it I get more details about it here, take a look of over view of it And I wanna buy I can have a sample of reading if I like, but I know it already, so I just tap on this and buy this book And the book downloads right on to my bookshop like that And I show how it is It‟s just so simple And now if you want to read it, just tap on it, and here it is This is what it‟s like to read a book I can control, I just tap the centre, and to change to page I just tap anywhere on the right and I look forward Look back, just tap on the left That‟s it I can even … myself if I want by dragging it Just like this, you know Very simple [Clap] And I can go to the table of content here, and I can just pick a chapter and go there I can take chapter “Brotherhood” And again you can have the photo black and white or z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 105 color, you can have videos if you like in your book, whatever if you want Very very easy And this is what it looks like And we can change the font size if we like Bigger or smaller, and change the font Whatever you want And that is iBooks So iBooks, again, the great reader, the great online bookstore, the iBook All in one great app We use the ebook format, so it is the most popular book format in the world It is really excited about this I think iPad can make a graphic ebook reader, not just for popular book but we also excited about textbook as well Now, something very exciting, iWork Just a few weeks ago I had an iWork team, to take a job to make a version of iWork for the iPad And as usual, we actually have the iWork apps, keynote, pages and numbers, are really heavy apps They have a lot of work power To tell you about iWork on iPad, I would like to introduce Phil Schiller, the Supervisor president of product marketing Phil Thank you Phil Is this great, very happy So I will give you another thing I would like to talk a little bit more about the iTunes The iPad sync over the USB as iTunes on your Mac on the PC Exactly like in iPhone and iPod touch So when you sync, you sync everything You sync to photos, to music, your movies, your TV shows, your contacts, your calendar, your bookmarks, and of course all applications in the iPhone and iPad touch Back up to sync back The other rule in iPad, you can restore right on the back up right as your laptop So USB syncing to the to iTunes running on your Mac or PC, which is the real benefit Now I would like to talk about the wireless networking Every iPad has wifi in it, the layer ingrated wifi But we‟re also going to have mobile iPad with 3G Wireless built in as well as the wifi Now what is the cost for the data of plans? Well in the US, company typical choice is about $60 per month for a data of plans for the laptop We‟ve got a real breakthrough here We‟ve got outcome plans for iPad The first one gives you up to 250 MB of data per month Most people work by internet Cost of 250 MG of data per month, just $14.99 $ 14.99 [clap from audience] And if you need more, we have unlimited plan for just $29.99 So these are real good prices We‟ve got great breakthrough deal with AT&T providing services $14.99 for up to 250 MB, $29.99 for unlimited data And 18 AT&T free use of the Wifi hotpots all around the US There are more wifi hotpots than anyone, and it is really great as well z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 106 Now you turn it on and manage it You don‟t have to go to the store, you don‟t have to call any body, you can activate it right on the iPad itself And there is no contract, there is no contract and you can cancel anytime that you want So for 14.99 per month you can buy a new iPad, activate it right on the iPad $14.99 per month for 250 MB data and you can cancel whatever that you want We think it is phenomenal Now so we‟ve got breakthrough deal in the US, what about the international? We hope to have international deals display by the time July, June We think we can a lot of things by June So we can start tomorrow However, all the iPad 3G are unlocked, and they use new GSM micro sims so internationally some of the carriers of micro sims so very likelihood well this work and will be back on summer with even better deals for customers internationally So Wifi plus 3G if you want it which is very exciting about it And so iPad it‟s phenomenal to hold the internet in your hand, email, it‟s mobile device, the best device I‟ve ever seen for enjoying, sharing photography, great to enjoy music collection, and video phenomena on it It runs over 140,000 apps on the Apps Store and as well as the new generation of apps will be designed for specifically for the iPad And for new iBooks application with the iBooks store which carry totally 1000 books around on the iPad And the iWork for doing productively applications with the best display you‟ve never seen for something like this An amazing product, tremendous apps What should we price it out? Well, if you listen to the pudget, we want the price at under $1000, which is $999 When we set out to develop the iPad, we not only have ambitious technical goals, but we also have an aggressive price goal because we want to put this in the hands of lots of people And just like we were able to meet the technical goals, we‟ve met the cost goal And I‟m for real to announce that the iPad price is not start at $999 but just at $499 $499 At $499 a lot of people can afford an iPad So $499 for 16 GB iPad That is the basic model 16GB with wifi built in For 32GB $100 more and with $100 more you can ger 64GB for storage The 3G model cost only $130 to built in the radio, and so $629, $729 and $829 And these are the models of iPad that we have, starts at $499, and the most expensive with 64GB and 3G, just $829 We think this is unbelievable price offer So $499 Once you can get in your hands one of these, we will be shipping iPad in 60 days world wide availability of the Wifi models It will take us probably 30 days beyond that to get the 3G model through the approved process with the carrier So it takes 90days for the 3G models So soon you can get the Ipad in your hands starting at $499 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99