A product launch that changed lives. A presentation that will be remembered forever.

On June 29, 2007, the world witnessed a momentous event that would change our communication. The late great Steve Jobs, Co-Founder of Apple, unveiled the iPhone. At the time, as a devoted BlackBerry user, I couldn't have imagined this device's profound impact. In fact, I was initially sceptical and thought it was a fad that would never take off.?

Fast forward 16 years, the recent launch of the iPhone 15, and I have just rewatched the extraordinary presentation (on my iPhone, of course!) that introduced this?revolutionary?product to the world. I’ve often watched it because I'm frequently asked which presentations stand out during Curayio "Presenting with Panache" training sessions. ?This?one always comes to mind. It's a masterclass in communication. Here’s why.?

1. The Power of Three

Steve Jobs was a master of innovation and presentation.?One of his core principles was the "Power of Three." This principle, deeply rooted in communication theory, posits that people can most effectively remember and engage with information when presented in three sets. Jobs brilliantly applied this concept to his iPhone presentation by unveiling three ground-breaking aspects of the device: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device. Repeating this trio throughout his presentation highlighted the iPhone’s core features and ensured his audience could easily recall them.

2. The Element of Surprise: Storytelling at Its Finest

Steve Jobs was a storytelling maestro, and the iPhone presentation showcased his storytelling prowess. Instead of merely introducing a new gadget, he wove a captivating narrative about how the iPhone would transform our lives. It was the story of a single device that combined an iPod, a phone, and an internet communicator—a device that would redefine how we communicate, work, and entertain ourselves. Through storytelling, Jobs forged a powerful emotional connection between the audience and the product, making them believe in the iPhone's transformative potential. Jobs leveraged our natural inclination toward novelty and surprise, leaving the audience thrilled and fully engaged.

3. Practice the Delivery and Using Powerful Visuals

Steve Jobs left nothing to chance; he practised relentlessly. His preparations weren't confined to reviewing slides; he rehearsed the entire presentation meticulously?to come across naturally and authentically. This is akin to an actor preparing for a grand performance. He also used humour, which requires impeccable timing to win the hearts and minds of his audience. From the cadence of his delivery to the emphasis placed on critical points through hand gestures, Jobs kept his audience?with him throughout. This dedication to perfection?and his confident ease?instilled believability in?his?audience. It assured them that Apple had created a product of unparalleled quality. Additionally, Jobs employed visuals powerfully and effectively, using minimal copy on each slide to bring the presentation to life.

Steve Jobs' unveiling of the iPhone in 2007 remains an iconic moment in the history of product launches. It combined surprise, impeccable timing, storytelling mastery, flawless demonstrations, attention to detail, anticipation, and a genuine connection with the audience. Steve Jobs' ability to captivate and inspire made this presentation a true masterclass in?the art of?presenting. His genuine enthusiasm was infectious, leaving the audience not only desiring an iPhone but also craving to be part of the Apple experience—a testament to the enduring impact of a genuinely legendary presentation.