The document outlines the rhetorical techniques used during the iPhone launch keynote, categorizing various elements into sections such as user interfaces, software, and design. It discusses the importance of engaging the audience using rhetorical strategies like interrogatio, geminatio, and hyperbole, among others, to emphasize key features and innovations of the device. The keynote serves as a structured presentation aimed at highlighting revolutionary aspects of the iPhone, comparing it with previous products like the iPod and addressing industry competition.

1. Born: 29-jun-2007No. 1 in 2007
Rhetorical techniques
(used for the iPhone launch)

2. Keynote Outline
1. Change and We did it before (Intro)
2. Status Quo and Vision
3. User Interfaces
4. Software
5. Design
6. iPod
7. Phone
8. Internet communications device
9. Internet companies - Google and Yahoo
10. Real Life Demo
11. Accessories, Battery, Technology, Pricing, Release, and Cingular

3. Part-1
1. Change and We did it before (Intro)
2. Status Quo and Vision
Part-2
1. First thing: User Interfaces and Software
2. Second thing: Learning from iPod
3. Third thing: Design
Part-3
1. iPod
2. Phone
3. Internet communications device
Part-4
1. Internet companies - Google and Yahoo
2. Real Life Demo
Part-5
1. Accessories, Battery, Technology, Pricing, Release,
and Cingular
Part-3
1. iPod outline (topics, details, conclusion)
a. Music
b. Video
c. Search
d. Album art/Speaker/Coverflow
2. Phone
a. Introduction
I. Making calls
II. Voice mail
III. GSM
b. Phone outline (topics, details, conclusion)
I. Phone app
II. SMS messaging
III. Photos
3. Internet communications device
a. Rich e-mail
b. Web browser
c. Google maps

4. Rhetorical techniques
(used for the iPhone launch)
1. Interrogatio
2. Geminatio
3. Power of Three
4. Asyndeton
5. Polysyndeton
6. Hyperbole
7. Anastrophe
8. Anaphora
9. Epiphora
10. Symploke
11. Tricolon
12. Metaphor
13. Simile
14. Personification
15. Antithesis
16. Exclamatio
17. Irony
18. Climax
19. Slogans

5. Interrogatio
– Employing a question as a way of confirming or reinforcing the
argument one has just made.
Dear Life, When I said "Can my day
get any worse" It was a rhetorical
question not a challenge.“

6. Interrogatio is a rhetorical
question, thus the answer is
self-evident from the situation
of the speaker. Help Understood
better, getting attention from
Audience
And to unlock the phone I just
take my finger and slide it across.
Want to see that again? Sleep.
We wanted something you
couldn’t do by accident in your
pocket.
Just slide it across. Boom.
Interrogatio

7. Interrogatio
Isn’t that great? Yeah.
Isn’t that cool? Yeah, it’s pretty nice.
Isn’t that awesome? Isn’t that awesome?
Isn’t this cool?
Pretty cool, huh?
Pretty cool, huh?
Yeah? Isn’t this awesome?
Isn’t that cool?
… isn’t that cool?
Isn’t this cool?
isn’t this cool?
Isn’t that incredible?
What’d’ya you think? Isn’t that incredible? (79 questions)

8. The second thing we’re doing is
we’re learning from the iPod,
syncing with iTunes.
You know, we’re gonna ship our
100 millionth iPod this year, and
that’s a lo… 10s of millions of
people that know how to sync
these devices with their PCs or
Mac and sync all of their media
right on to their iPod.
Right?
So you just drop your iPod in, and
it automatically syncs.
Rhetorical question add variety and interest
to a speech
Interrogatio

9. The first one is a proximity sensor. It senses when physical objects get close, so when you bring
iPhone up to your ear, to take a phone call, it turns off the display, and it turns off the touch
sensor, instantly.
Well, why do you wanna do that?
Well, one to save battery, but two, so you don’t get spurious inputs from your face into the
touch screen.
Engage the audience to think
with a rhetorical question:
If entire speech is a series of
statements, audience may
passively listen and absorb
little.
Interrogatio

10. Well, how do I scroll through my lists of artists?
How do I do this? I just take my finger, and I scroll.
A rhetorical question is a
question that is asked not to
get an answer, but instead to
elicit thought and
understanding on the part of
the listener
Interrogatio

11. I just take my finger, and I scroll.
That’s it. Isn’t that cool?
A little rubber banding up when I run off the edge.
Stir emotions by asking a
rhetorical question
Interrogatio

12. I mean, Here’s four smart phones, right? Motorola
Q, the BlackBerry, Palm Treo, Nokia E62 – the
usual suspects. And, what’s wrong with their user
interfaces? Well, the problem with them is really
sort of in the bottom 40 there. It’s, it’s this stuff
right here.
And what happens if you think of a great idea six
months from now? You can’t run around and add
a button to these things. They’re already shipped.
So what do you do?
It doesn’t work because the buttons and the
controls can’t change. They can’t change for each
application, and they can’t change down the road
if you think of another great idea you wanna add
to this product.
Interrogatio

13. Now, why do we
need a revolutionary
user interface?
Interrogatio

14. “Wouldn’t it be great – if
you didn’t – if you had six
voice mails if you didn’t
have to listen to five of
them first before you
wanted to listen to the
sixth? Wouldn’t that be
great if you had random
access voice mail? Well,
we’ve got it.”
Interrogatio

15. What we gonna do is get rid of all
these buttons and just make a giant
screen.
A giant screen.
Now, how are we gonna communicate
this? We don’t wanna carry around a
mouse, right? So what are we gonna
do?
Interrogatio
Aporia: A feigned statement of doubt by the speaker and a question to
the audience about how he should act.

16. Well, how do I scroll through my lists of
artists?
How do I do this? I just take my finger,
and I scroll.
Interrogatio
Aporia: A feigned statement of doubt by the speaker and a question to
the audience about how he should act.

17. What’s a smart phone cost?
Interrogatio
Aporia: A feigned statement of doubt by the speaker and a question to
the audience about how he should act.

18. So what should we price it at?
Well, what do these things
normally cost?
Interrogatio
Aporia: A feigned statement of doubt by the speaker and a question to
the audience about how he should act.

19. What should we charge for
iPhone?
Interrogatio
Aporia: A feigned statement of doubt by the speaker and a question to
the audience about how he should act.

20. So how much more than
$499 should we price
iPhone?
Interrogatio
Aporia: A feigned statement of doubt by the speaker and a question to
the audience about how he should act.

21. Geminatio
– Repeat word or word groups for dramatic effects
“And so I’ve got voice mail how I
wanna listen to it, when I wanna listen
to it, in any order I wanna listen to it
with visual voice mail.”
“

22. Steve jobs repeated words , or word groups, within the same sentence for dramatic effects.
“And so I’ve got voice mail how I wanna listen to it, when I wanna listen to it, in any order I
wanna listen to it with visual voice mail.”
Geminatio

23. And the problem is that they’re not
so smart and they’re not so easy to
use, so if you kinda make a…
Business School 101 graph of the
smart axis and the easy-to-use axis,
phones, regular cell phones are
kinda right there, they’re not so
smart, and they’re – you know – not
so easy to use
Geminatio

24. We’re gonna use the best
pointing device in the
world.
We’re gonna use a
pointing device that we’re
all born with – we’re born
with ten of them.
We’re gonna use our
fingers.
We’re gonna touch this
with our fingers.
Geminatio

25. Geminatio
We solved it in computers 20
years ago. We solved it with
a bit-mapped screen that
could display anything we
want. Put any user interface
up. And a pointing device.
We solved it with the mouse.
Right?
We solved this problem.

26. Asyndeton (uh-SIN-duh-ton)
– Removing conjunctions from a series to add emphasis
I came, I saw, I conquered.
– Julius Caesar“

27. In Asyndeton, speaker eliminates
conjunctions like “and” or “but”.
It makes a speech more dramatic and
effective by speeding up its rhyme
and pace.
Emphasize the gravity or drama
“And iTunes is gonna sync all of your
media onto your iPhone: Your music,
your audio books, podcasts, movies,
TV shows, music videos.”
Asyndeton

28. Asyndeton: Results in a hurried
rhythm or passionate effect
We’ve got the multi-touch screen. A
first.
Miniaturization, more than we’ve
done before.
A lot of custom silicon.
Tremendous power management.
OSX[cough] inside a mobile device.
Featherweight precision enclosures.
Three advanced sensors.
Desktop class applications, and of
course, the widescreen video iPod.
Asyndeton

29. Asyndeton emphasizes
extremely important statements.
It makes speaker appear more
powerful and forceful to
audience.
But it also syncs a ton of data:
Your contacts, your calendars
and your photos, which you can
get on your iPod today, your
notes, your..your bookmarks
from your Web browser, your e-
mail accounts, your whole e-
mail set-up. All that stuff can be
moved over to your iPhone
completely automatically.
Asyndeton

30. Asyndeton: It’s lack of
conjunctions between
coordinate phrases, clauses,
and words make the statement
ring in the ears of the listeners,
the statements stick.
It’s really thin. It’s thinner than
any smart phone out there, at
11.6 millimeters.
Thinner than the Q, thinner
than the BlackJack, thinner
than all of them.
Asyndeton

31. Polysyndeton: is the repetition of
conjunctions in a series of
coordinate words, phrases, or
clauses.
“It’s got everything from Cocoa and
the graphics and it’s got core
animation built in and it’s got the
audio and video that OSX is famous
for.”
Polysyndeton

32. Hyperbole
– Use of exaggeration to excite audience
We’ve designed something wonderful for your hand, just
wonderful. What we want to do is make a leapfrog product that is
way smarter than any mobile device has ever been, and super-easy
to use. It’s really nice. It’s gorgeous. It looks pretty doggone
gorgeous. It’s got awesome security.
– Steve Jobs
“

33. “We also have the coolest photo
management app uh ever, certainly
on a mobile device, but I think
maybe ever.”
Hyperbole: Steve jobs was a master at greatly
exaggerating certain characteristics
Hyperbole

34. And we have invented a new
technology called multi-touch,
which is phenomenal.
It works like magic.
You don’t need a stylus. It’s far
more accurate than any touch
display that’s ever been shipped.
It ignores unintended touches, it’s
super-smart.
Hyperbole

35. “Best version of Google Maps on the planet....”
Hyperbole

36. “It’s the coolest one that we’ve ever seen.”
Hyperbole

37. “It’s the ultimate digital device.”
Hyperbole

38. Anastrophe (uh-NASS-troh-fee)
– Inversion of conventional word order to add emphasis
Ask not what your country can do for you;
ask what you can do for your country–
John F.Kennedy“

39. “… and they all have
these plastic little
keyboards on
them.”
(instead of “little
plastic)
Anastrophe Anastrophe is a rhetorical term for the inversion of conventional word order.
It is used to emphasize one or more of the words that have been reversed

40. “And boy, have
we patented
it.”
(instead of “we
have”)
Anastrophe Anastrophe (from the Greek: ἀναστροφή, anastrophē, "a turning back or
about") is a figure of speech in which the normal word order of the subject,
the verb and the object is changed.

41. Anadiplosis
– Beginning a sentence or clause by repeating the last
word or words of the previous sentence or clause to
emphasize
Watch your thoughts, they become words.
Watch your words, they become actions.
Watch your actions, they become habits.
Watch your habits, they become your character.
Watch your character, it becomes your destiny.
“

42. And they all have
these control buttons
that are fixed in plastic
and are the same for
every application.
Well, every application
wants a slightly
different user
interface, a slightly
optimized set of
buttons, just for it.
Anadiplosis

43. Anadiplosis “It doesn’t work because the buttons and the controls can’t change. They
can’t change for each application, and they can’t change down the road if
you think of another great idea you wanna add to this product.”

44. Anadiplosis
Well, how do you solve this?
Hmm. It turns out, we have
solved it!
We solved it in computers 20
years ago.

45. Anaphora
– Repetition of a word or phrase at the beginning of
successive sentences or clauses.
“We shall fight in France, we shall fight on the seas
and oceans, we shall fight on the beaches, we shall
fight on the landing grounds, we shall fight in the
fields and in the streets, we shall fight in the hills …”
- Winston Churchill
“

46. Anaphora
We solved it in computers 20
years ago. We solved it with
a bit-mapped screen that
could display anything we
want. Put any user interface
up. And a pointing device.
We solved it with the mouse.
Right?
We solved this problem.

47. Anaphora
We’re gonna use the best
pointing device in the world.
We’re gonna use a pointing
device that we’re all born
with – we’re born with ten
of them. We’re gonna use
our fingers.
We’re gonna touch this with
our fingers.

48. Anaphora
It’s got video. Real video.
It’s got wha… this beautiful
gorgeous wide screen.
It’s got multi-touch user
interface. It’s got wi-fi.
It’s got a real browser. It’s got
html e-mail.
It’s got coverflow and on and
on and on.
And this stuff would normally
cost hundreds of dollars.

49. “Wouldn’t it be great – if
you didn’t – if you had six
voice mails if you didn’t
have to listen to five of
them first before you
wanted to listen to the
sixth?
Wouldn’t that be great if
you had random access
voice mail? Well, we’ve got
it.”
Anaphora

50. Epiphora
– Repetition of a word or phrase at the end of successive
sentences or clauses.
… that government of the people, by the people,
for the people, shall not perish from the earth.
— Abraham Lincoln“

51. Epiphora
“Well, these are their these
are their home screens. And
again, as you recall, this is
iPhone’s home screen. uhm
this this is what their contacts
look like. This is what iPhone’s
contacts look like, and again,”

52. Symploke
– Combination of one or more Anaphora with one or
more Epiphora.
"Much of what I say might sound bitter, but it's the truth. Much of what I say
might sound like it's stirring up trouble, but it's the truth. Much of what I say
might sound like it is hate, but it's the truth."
-- Malcolm X“

53. Symploke
“In 1984 we introduced the
Macintosh. It didn't just
change Apple, it changed the
whole industry. In 2001 we
introduced the first iPod, and
it didn't just change the way
we all listened to music, it
changed the entire music
industry. "

54. Symploke
We’re gonna use the best
pointing device in the world.
We’re gonna use a pointing
device that we’re all born
with – we’re born with ten
of them. We’re gonna use
our fingers.
We’re gonna touch this with
our fingers.

55. Symploke
“The first rich html e-mail on
a phone.
The first real Web browser
on a phone.”

56. Tricolon
– A series of three words, phrases or sentences that are
parallel in structure, length and/or rhythm.
We shall fight in France, we shall fight on the seas
and oceans, we shall fight on the beaches, we shall
fight on the landing grounds, we shall fight in the
fields and in the streets, we shall fight in the hills …
- Winston Churchill
“

57. Tricolon
“In 1984 we introduced the
Macintosh. It didn't just
change Apple, it changed the
whole industry. In 2001 we
introduced the first iPod, and
it didn't just change the way
we all listened to music, it
changed the entire music
industry. Well, today, we’re
introducing three
revolutionary products of this
class. "

58. Tricolon
“Well, today, we’re
introducing three
revolutionary products of this
class.
The first one: is a widescreen
iPod with touch controls.
The second: is a revolutionary
mobile phone.
And the third is a
breakthrough Internet
communications device.”

59. Tricolon
First was the mouse.
The second was the click
wheel.
And now, we’re gonna bring
multi-touch to the market.
And each of these
revolutionary user interfaces
has made possible a
revolutionary product – the
Mac, the iPod and now the
iPhone.

60. Metaphor
– Compares two different things without using connector (A is B)
"All the world's a stage, And all the men and women
merely players. They have their exits and entrances."
- William Shakespeare“

61. Metaphor
And uh they typically combine
a phone plus some e-mail
capability, plus they say it’s
the Internet. It’s sort of the
baby Internet, into one
device,....

62. Simile
– Compares two different things by using connector (A is like B)
Computers are like a bicycle for our minds
- Steve Jobs
“

63. “So iPhone is like having your life in your pocket”
Simile

64. “Now, software on mobile phones is like is like baby software.”
Simile

65. Antitheton (Antithesis)
– Contrasting two different (often opposite) ideas in the same
sentence or in two consecutive sentences
“To err is human; to forgive, divine.”
- Alexander Pope
“

66. “The kind of things you
would find on a typical
phone, but in a very
untypical way now.”
Antithesis

67. Exclamatio
– An exclamation that expresses the emotional affection of the
speaker
“The killer app is making calls!”
- Steve Jobs
“

68. “I just take my unit here,
and I turn it landscape
mode, oh, look what
happens! I’m in cover
flow.”
Exclamatio

69. “The killer app is making calls!”
Exclamatio

70. “Wah, whoa, what is this?”
Exclamatio

71. “Oh, look, Apple’s up! That’s great!”
Exclamatio

72. “Oh, a stylus,
right?
We’re gonna use
a stylus.”
Irony
Irony is the expression of something by means
of a word or sentence that describes the
opposite.

73. Personification
– Attribution of human properties towards things
It already knows how to power manage.”
- Steve Jobs
“

74. It already knows how to power manage.
Personification

75. And if there’s a new message it will tell me.
Personification

76. Now it knows who Phil is cause he is in my address book.
Personification

77. Climax
– Increase from a weaker to a stronger expression
But smart phones are definitely a little smarter, but
they actually are harder to use. They’re really
complicated...
- Steve Jobs
“

78. “But smart phones are definitely a little smarter, but they actually are
harder to use. They’re really complicated. Just for the basic stuff a hard
time figuring out how to use them.”
Climax

79. Slogans
– “Today, Apple is going to
reinvent the phone, and here it
is.”
– “So, we’re gonna reinvent the
phone.”
– “We wanna reinvent the
phone.”
– “…You’ll agree, we
have reinvented the phone.”
– “ Today Apple is reinventing the
phone.”
Steve Jobs also had specific phrases he wanted to repeat over and over. According to Carmine
Gallo, this was all intentional since “reinvent the phone” was in the press release Apple sent out
before the keynote.