![]() Jobs favored viewing his products in extremes. In the latter case, since people were already intimately familiar with the G4 (as opposed to knowing the new iMac for a few minutes), he could show-off how precisely how the MacBook Pro was a quantum leap from the G4. Third, he mentioned the MacBook Pro’s predecessor, the PowerBook G4. Second, he referenced a product that was just introduced a few minutes prior in his keynote, the iMac desktop. In essence, Jobs explained the features that would make a useful addition to the lives of consumers. First, Jobs preferred to use rhetorical signposts to describe the most exciting features of a new product. Jobs helped the audience grasp the tenets of the new MacBook Pro in three ways. Now you can have videoconferencing right out of the box on the go. It has a 15.4-inch wide-screen display that is as bright as our cinema displays. These things are screamers…The new MacBook Pro is the fastest Mac notebook ever. What does this yield? It's four to five times faster than the PowerBook G4. It has an Intel Core Duo chip in it, the same as we’re putting in the new iMac, which means there will be dual processors in every MacBook Pro. A great example of this was when Jobs introduced the MacBook Pro on January 10, 2006: “Today we are introducing a new notebook computer we are calling the MacBook Pro. To accomplish this, Jobs would often make comparisons between existing and familiar Apple products. One of the best ways to put-on a show, according to Steve Jobs, was to break the status-quo. One of the most renowned magicians, David Blaine, summed-up Jobs as “…the ultimate showman who keeps the audience excited the whole way leading up to the reveal” (Gallo, 199). When introducing a brand-new product, the mindset of Steve Jobs can be compared to that of a magician. However, two completely-new products were the Time Capsule wireless-hard drive and the MacBook Air. For example, Steve Jobs gave a keynote on Januwhere he announced software updates for the iPhone and iPod touch. ![]() Neither of these categories are mutually-exclusive because the keynote itinerary can often update an existing product as well as introducing a completely- new product. In general, the keynote addresses of Steve Jobs fall into two categories: introducing a new product or updating a product.
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