As of 2010, the focus of Apple's launches is no longer the traditional opening keynotes for Macworld Expo, but only isolated events made by it on its campus in Cupertino or on Moscone West itself, whether at WWDC or at special moments intended for the press. This leaves an uncertainty about how she will approach them from now on, since several of her great launches have come in the various editions of the event, since 1997.
With three days to go before the start of Macworld Expo 2009, four for Phil Schiller's keynote, I bring the last article in our series that talks about the launches made by Apple in the previous editions of the event. I believe that at this point it will be easier to remember: we will start in 2005, and we will come until 2008, which ended less than three days ago. If you have not read the two previous articles, here is a tip to look at them a little more about the history that Ma built in these events.
2005: Anyone thinking about switching to Mac no longer has any excuses
Until then, one thing that Apple had never done in its history was a cheap computer at the height of PCs – well, it hasn't done it yet for us Brazilians, but that's beside the point. What many users wanted was a Mac that was not only cheaper, but also more compact and customizable: as beautiful and minimalist as Apple accessories were, there were people wanting a computer on which they could choose another monitor model, and maybe even another model of keyboard or mouse.
That was the main concept of the Mac mini, presented in this keynote for the first time. Apple knew how to make it really robust and cheap for people – including for us Brazilians, if we compare it to the price of an iMac at that time. "Anyone thinking about moving has no more excuses," said the Apple CEO. Its simple and compact design also made it possible for many people to go crazy with it, many of them never imagined by Steve Jobs.
(youtube) http://www.youtube.com/watch?v=GJpZGeihy0s (/ youtube)
However, the Mac mini was just one of the novelties. Before him, it was time to give attendees at the Moscone Center auditorium a little of what would come on Mac OS X 10.4 Tiger in April of that year. Steve Jobs demonstrated the new QuickTime 7, the biggest version of the video player ever released, in which the main novelty was the new MPEG-4 format, based on the H.264 codec.
(youtube) http://www.youtube.com/watch?v=904GQGkK84w (/ youtube)
Then, the Dashboard was introduced, at the time totally new in Mac OS X and stage of the technology of widgets that was totally open for developers. Less than 60 days after being launched on Tiger, it could be customized with more than 500 widgets. The video that is to watch one of the most funny of this series, in my opinion:
(youtube) http://www.youtube.com/watch?v=dlLNARg-3DQ (/ youtube)
Soon after, Steve Jobs launched a new version of iLife, without any bombshell news, except for his companion destined for productivity, the iWork destined to be the successor of the old AppleWorks, which was still from a time when we did not think about Mac OS X or iLife. In it, Pages was introduced, which was a new word processing application that brought the same sense of style as the first version of Keynote, launched in 2003 and updated as part of iWork.
(youtube) http://www.youtube.com/watch?v=vQ3VfiNXawg (/ youtube)
After describing the iPod scenario on the market, Steve Jobs presented a new model for his line, designed to compete even more within the segment of players based on flash memory: the first iPod shuffle was so simple to listen to music that you didn't even need to. a screen or click wheel. Still, it stood out for being able to play music in random mode, which was a feature widely used by iPod users.
(youtube) http://www.youtube.com/watch?v=nqL3wUlRFD0 (/ youtube)
2006: the transition to Intel processors (watch full keynote)
First announced during WWDC in 2005, the transition to Intel Macs really reached the end users during this edition of the Macworld Expo. The focus of the fair was not only the introduction of the first Macs of the new generation, but also the opportunity to be able to work closely on the first Universal Binaries, which ran on both the new Macs and most of the line, which continued to be manufactured with chips PowerPC for a few more months.
Apple took advantage of the fair to present two of them: iLife ’06 and iWork ’06. There was no demonstration on the new version of the productivity suite, but iLife won two last additions: the first was iWeb, for easy and fast production of sites where users were able to be much more concerned with the look and feel content than writing hundreds of lines of code. The second was Podcast Studio, integrated with GarageBand, which was used by Steve Jobs to record a podcast, right there:
(youtube) http://www.youtube.com/watch?v=EfuXcLCXlgI&feature=related (/ youtube)
Then Paul Otellini took the stage in order to deliver the first Intel processors in public to Steve Jobs. Six months earlier than expected, a new iMac was launched, the first of this new generation, which did not bring a revolutionary new design, but was three times faster than its predecessor. To complement, Apple also produced a new announcement related to the transition to Intel:
(youtube) http://www.youtube.com/watch?v=88bzOwgVAcM (/ youtube) (youtube) http://www.youtube.com/watch?v=434bcY2npow (/ youtube)
Finally, “One More Thing” was the new 15-inch MacBook Pro. As Apple was struggling to launch a new PowerBook with a PowerPC G5 processor – due to technical engineering and power consumption issues – the transition to Intel came at a good time: the new MacBook Pro was up to five times faster than the predecessor:
(youtube) http://www.youtube.com/watch?v=I6JWqllbhXE&feature=related (/ youtube)
2007: Apple TV and iPhone (watch full keynote)
In this edition of the fair, there was no, I think, for the first time, no advertisements related to the Mac. The main intention was to clarify that Apple stopped producing only computers, but also products intended for people's digital lifestyle. This started there in 2001, with the introduction of the iPod, but became even more relevant in 2006, with the introduction of iTV in the form of an internal project, which Steve Jobs made a point of mentioning again in 2007, under the name Apple. TV:
Soon after, Jobs introduced the iPhone to the public for the first time. Perhaps Apple's great catch was to present it as three products in one: a widescreen iPod, a revolutionary phone and the real concept of the internet on a cell phone – or smartphone, as you wish. No wonder he grew up as one of Apple's “legs”, but the thing goes a little further: the iPhone is the most notable proof that Apple sets trends in products, and the world follows – or tries to follow.
2008: Time Capsule, iPhone OS 1.1.3, iTunes Movie Rentals and MacBook Air
Anyway, we arrived at the year that just passed. Steve Jobs has promised, in this keynote, a year full of news, and I believe he has kept his promise. But you can't forget that the beginning of 2008 was full of news, almost every Tuesday. At Macworld Expo, Steve Jobs based his presentation on four new features. The first of these was the Time Capsule, a combination of an AirPort Extreme with an HD, made especially for the Time Machine, which served to contemplate the success of Leopard – 5 million copies sold in 90 days.
(youtube) http://www.youtube.com/watch?v=1P_0opL0tZU (/ youtube)
Then, iPhone OS 1.1.3 was launched, with important news for users connected to Maps, sending SMS to multiple people, extensions for playing movies, support for song lyrics, WebClips, customization of Home Screen… Ufa! For many people it was more important than version 2.0 announced at WWDC. What didn't please was the fact that it was free only for the iPhone, as it is today, in terms of OS updates:
(youtube) http://www.youtube.com/watch?v=3z5UNK8L2C0&feature=channel_page (/ youtube) (youtube) http://www.youtube.com/watch?v=8-0Ob5xwqps&feature=channel_page (/ youtube)
In announcing the results of the first year that films were sold on the iTunes Store, Steve Jobs also introduced iTunes Movie Rentals, with support from several Hollywood stadiums. Needless to say, it was his enormous influence in this medium – especially due to his participation in Pixar and later in Disney – that contributed to this endeavor, but the introduction of movie rentals on the iTunes Store was accompanied by a major update for Apple TV , which now works without the need for a computer:
(youtube) http://www.youtube.com/watch?v=WY-qBRdqaDk&feature=channel_page (/ youtube)
Finally, there was “something in the air”: that was the advertisement used to propagate the thinnest notebook in the world, the new MacBook Air. Today we know better how it is built, but at the time its repercussion was incredible, since the Being so thin didn't compromise the notebook's resources – except for the lack of FireWire and SuperDrive, but that's another story.
Nevertheless, it is yet another proof of how Apple knows how to dictate product trends, as we recently saw rumors from Dell about to launch a line of ultra-light notebooks. However, this is not a bad thing: although these examples are rated by most people as imitating those who had the idea first, what drives the market – including Apple – to evolve, and this always ends up being good for us, end users:
(youtube) http://www.youtube.com/watch?v=x5iPJwZkr6E&feature=channel_page (/ youtube) (youtube) http://www.youtube.com/watch?v=OP-UpM8Q-wc&feature=channel (/ youtube)
Finally, we reached 2009. Three days after Apple's last keynote at a Macworld Expo, we already have expectations about what's to come, right? Many news and rumors have been published on MacMagazine and other sites, and the tendency for them to materialize, as occurred in 2008:
As I said earlier, the reason we published this series on MacMagazine was just so that you could learn a little more about the launches that Jobs made at Macworld Expo, but there is an even more important reason: during the last 12 years, Apple has ceased to be It is an almost bankrupt company to become one of the most solid in the area of hardware and software. After 25 years since the launch of the first Macintosh, 2009 will be the year in which we will see, with greater relevance, changes aimed at adjusting the future.
We know that Apple and its product enthusiasts around the world like Jobs in front of the company, but the growing concerns that his state of health have not done him much good for the company. But what is worth remembering in all this that during all this time that we followed the news of Ma, we saw many talented people behind the scenes of everything she launched. In addition, we have seen analysts and acquaintances say that the CEO is doing well, and I believe that this concern is past time to be put aside, at least for now.
The fact that 2009 will be Apple's last participation in Macworld is somewhat more difficult to swallow, but it does not mean the end of such events. On the contrary: it serves as an incentive. One of the most important things behind an open platform for development is your community. And in the past few years, I've seen many talk about how much Macworld has declined, given the growth of the most important company in everyone's view. The same happened with Apple Expo in Paris, Macworld Expo New York and many others.
Perhaps this image published among the first photos of the Moscone Center for next week will serve to exemplify what I mean. In my opinion, next year should be the beginning of a new era, in which the entire community around Apple products around the world should work harder to make Macworld Expo an event capable of revolutionizing, “stopping traffic ”, To show Apple how important and interesting these conferences are. What really matters in them goes beyond the personal burden that certain personalities or companies give to revolutionary products that set trends, but in the work of everyone involved in their design, and of a community capable of creating incredible and creative things for them.
Well, I hope you enjoyed this series and I also hope you stay connected as much as you can in the special coverage of Macworld Expo 2009 that we are preparing for next week, here at MacMagazine. Thank you very much, since j!