Steve jobs iphone launch 2007

Editor's Notes

1. You may not be an Apple, iPhone or Steve Jobs fan – but no denying iPhone launch in 2007 was the catalyst for a mobile revolution Steve jobs is still the world’s greatest corporate storyteller. He delivered various keynotes some of which are considered world greatest presentations ever delivered. One of them was Iphone Launch in 2007. The iPhone launch unleashed a wave of enthusiasm that Apple still surfs today. Steve Jobs spent months working on iPhone 2007 product launch. The irony was that, for all the cutting-edge technology in the iphone, the text in his product launch was based on rhetorical devices that existed for thousand of years.Brilliant keynote, in which, he used lot of rhetorical techniques which swept away audience off their feet.
2. Steve Jobs uses various different rhetorical measures to create emotional appeals in the audience. Some rhetorical figures and other elements may not be used without direct intention or even by accident
3. Interrogatio is a rhetorical question, thus the answer is self-evident from the situation of the speaker.
4. How many of you’ve noticed sentences having opening “We’re gonna”? Ofcourse, he could have said this a whole lot quicker. But he wanted to communicate his emotion, so he repeated it. This is the authentic sound of passion. That’s how that day entire world felt the passion of Steve jobs launching iphone. Remember long queues outside apple store in US.
5. Asyndeton shuns the use of conjunctions in a series as burdensome and clumsy. And the longer the series the better! This scheme changes the rhythm of your rhetoric, either slowing it way down to create solemn drama (like Caesar) or speeding it up to create a sense of urgency: Use asyndeton sparingly. As with most figures, it can radically change the effectiveness of your discourse. Imagine if Caesar had decided to use a conjunction: “I came, saw, and conquered.” Or worse, a few conjunctions: “I came, and I saw, and I conquered.” The horror, the horror. Happy persuading!
6. When a writer or speaker uses asyndeton, she eliminates conjunctions like "and" or "but." This rhetorical device works to make a speech more dramatic and effective by speeding up its rhythm and pace. Public speakers use asyndeton when they want to emphasize the gravity or drama of their topics. 
7. Have you noticed exaggeration? What was that? Did it hurt anybody? No. We felt excited. Yes Exaggeration excites: it gets the endorphins flowing. Leaders do this kind of stuff all the time. Steve jobs was not straight talker. He used exaggeration to draw people in, make them care and move them. And by exaggeration, he changed people’s view of the world. Exaggeration is not necessarily a bad thing. Sometimes people actively want to be swept along and made to feel better about what they do: so exaggeration can be a good way of meeting people’s emotional needs. There might be your team member who’s struggling to see the light at the end of the tunnel. The exaggeration may be deceptive but it’s a noble deception – saying things like “This is a once-in-a-lifetime opportunity’, “It doesn’t get better than this” or “I’m giving my hear and soul to this company” is not going to hurt anyone.
8. Anastrophe: Rearrangement of the parts of a sentence or phrase that changes the proper or accepted word order. The most common use of anastrophe would be in a rhetorical situation that calls for humor. The typical arrangement of an English sentence is subject –> verb –> object. But apply the Anastrophe and you end up with object –> subject –> verb. When using anastrophe arrange the sentence any way you want! But make sure it’s still intelligible to your audience
9. Departure from normal word order for the sake of emphasis. 
10. How boring would Steve jobs be if he talked like the rest of us? And we have patented it
11. Anadiplosis can be used to demonstrate the relationship between things or events. It is often used to show cause and effect. Effect: Repetition of the words adds rhythm and cadence. The repeated words are emphasized. Anadiplosis often builds in intensity to a climax. 
12. Effect: Key words or ideas are emphasized, often with great emotional pull. Repetition makes the line memorable. The speaker’s words have rhythm and cadence. In English, an active sentence (“We developed the plan.”) is more effective than a passive sentence (“The plan was developed by us.”). Thus, anaphora is particularly effective when one wishes to emphasize the subject of an action. Speakers should be careful to limit the number of times a word or phrase is used in a single anaphora. For most speeches and presentations, three is an ideal number. Beyond three, a speaker risks sounding affected, theatrical or bombastic. 
13. How many of you’ve noticed sentences having opening clause “We’re gonna”? Ofcourse, he could have said this a whole lot quicker. But he wanted to communicate his emotion, so he repeated it. This is the authentic sound of passion. That’s how that day entire world felt the passion of Steve jobs launching iphone. Remember long queues outside apple store in US.
14. Effect: Because the emphasis is on the last word(s) of a series of sentences or phrases, epistrophe can be very dramatic. It is particularly effective when one wishes to emphasize a concept, idea or situation. Note, for example, the concepts emphasized in the quotes below: people; problems; moments; domination; togetherness; ability. Repetition makes the lines memorable. The speaker’s words have rhythm and cadence. Notes: Epistrophe is the counterpoint to anaphora. As is the case with anaphora, speakers should be careful not to overuse epistrophe. Epistrophe is effective even when the words differ slightly; for example, when they are singular and plural as in the quote from Bill Gates below. The potential downside of using epistrophe to emphasize the subject of an action is that the sentence is often in the passive voice, which is weaker than the active voice.
15. Effect: Three words, phrases or sentences combine to make a single, powerful impression. A tricolon allows you to emphasize your point in a pithy and memorable way. A tricolon is a powerful device for humour. The first two elements get the audience thinking you are going in one direction, but the third element introduces an unexpected twist. Notes: Tricolons are one of the most powerful rhetorical devices. There is something almost magical about the number three. In his book, Writing Tools: 50 Essential Strategies for Every Writer, Roy Peter Clark writes: “[T]hree provides a sense of the whole … the number three is greater than four. The mojo of three offers a greater sense of completeness than four or more. … Use one for power. Use two for comparison, contrast. Use three for completeness, wholeness, roundness.” A tricolon that is only three successive words is also known as a hendiatris. Examples include: Veni, vidi, vici.; Citius, Altius, Fortius; and Wine, Women and Song. The elements of a tricolon need not always be the exact same length. In fact, as Mark Forsyth has noted, tricolons sound especially good when the third element is longer than the preceding two; for example, Life, Liberty and the Pursuit of Happiness.
16. "This is a day I've been looking forward to for two and a half years." "Every once in a while a revolutionary product comes along that changes everything. One is very fortunate if you get to work on just one of these in your career. Apple has been very fortunate that it's been able to introduce a few of these into the world. 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."
17. See how he bundles everything in threes? The history of Apple is crunched into three. The iPhone’s features are also boiled down to three – internet explorer, touch-screen iPod and the revolutionary mobile phone....what of the revolutionary Camera, awesome user interface? Jobs used the rule of three throughout his career, in every momentous statement he ever made, from the Mac launch in 1984 to his famous Stanford commencement address and his final launch of the iPad. Steve Jobs knew that three is the magic number. So Why three? Some say it is because three is the earliest point at which a pattern can be detected. For instance, if I give you numbers 1 and 2, you could not say with confidence which number will come next. It could be 3 (if the patter is rising by one), it could be 4 (if the pattern is doubling). It is only when the third point in the sequence is added that the pattern becomes clear. This what gives the rule of three that conclusive feel, like the final nail in the argument. We can speculate why it works but ultimately the most important thing is that it does. Well, three is the magic number in rhetoric. It’s just putting things in threes. You put your argument in threes, it makes it sound more compelling, more convincing, more credible. So move over, from “Teen tigada, kaam bigada” which means “Bad luck comes in Three’s” to English proverb, “third time lucky”. Remember, Steve jobs used this power to become world class presentor.
18. Researchers have shown that three-part claims are more persuasive than four-part claims.
19. Effect: The contrast between the two ideas is starker than it would be in ordinary speech. The message or focus is usually on the second idea. Notes: Antithesis always contains two different ideas. The grammatical structure of antithesis should be balanced. The contrasting ideas must be expressed in a parallel manner. Aristotle said that antithesis makes it easier for the audience to understand the point being made.
20. Researchers have shown that three-part claims are more persuasive than four-part claims.
21. Effect: The contrast between the two ideas is starker than it would be in ordinary speech. The message or focus is usually on the second idea. Notes: Antithesis always contains two different ideas. The grammatical structure of antithesis should be balanced. The contrasting ideas must be expressed in a parallel manner. Aristotle said that antithesis makes it easier for the audience to understand the point being made.
22. Effect: The contrast between the two ideas is starker than it would be in ordinary speech. The message or focus is usually on the second idea. Notes: Antithesis always contains two different ideas. The grammatical structure of antithesis should be balanced. The contrasting ideas must be expressed in a parallel manner. Aristotle said that antithesis makes it easier for the audience to understand the point being made.
23. Effect: Three words, phrases or sentences combine to make a single, powerful impression. A tricolon allows you to emphasize your point in a pithy and memorable way. A tricolon is a powerful device for humour. The first two elements get the audience thinking you are going in one direction, but the third element introduces an unexpected twist. Notes: Tricolons are one of the most powerful rhetorical devices. There is something almost magical about the number three. In his book, Writing Tools: 50 Essential Strategies for Every Writer, Roy Peter Clark writes: “[T]hree provides a sense of the whole … the number three is greater than four. The mojo of three offers a greater sense of completeness than four or more. … Use one for power. Use two for comparison, contrast. Use three for completeness, wholeness, roundness.” A tricolon that is only three successive words is also known as a hendiatris. Examples include: Veni, vidi, vici.; Citius, Altius, Fortius; and Wine, Women and Song. The elements of a tricolon need not always be the exact same length. In fact, as Mark Forsyth has noted, tricolons sound especially good when the third element is longer than the preceding two; for example, Life, Liberty and the Pursuit of Happiness.
24. Effect: Three words, phrases or sentences combine to make a single, powerful impression. A tricolon allows you to emphasize your point in a pithy and memorable way. A tricolon is a powerful device for humour. The first two elements get the audience thinking you are going in one direction, but the third element introduces an unexpected twist. Notes: Tricolons are one of the most powerful rhetorical devices. There is something almost magical about the number three. In his book, Writing Tools: 50 Essential Strategies for Every Writer, Roy Peter Clark writes: “[T]hree provides a sense of the whole … the number three is greater than four. The mojo of three offers a greater sense of completeness than four or more. … Use one for power. Use two for comparison, contrast. Use three for completeness, wholeness, roundness.” A tricolon that is only three successive words is also known as a hendiatris. Examples include: Veni, vidi, vici.; Citius, Altius, Fortius; and Wine, Women and Song. The elements of a tricolon need not always be the exact same length. In fact, as Mark Forsyth has noted, tricolons sound especially good when the third element is longer than the preceding two; for example, Life, Liberty and the Pursuit of Happiness.