iPhone Turns 10: Watch Steve Jobs Introduce Apple's 'Revolutionary' Device

Steve Jobs
Shaun Curry/AFP/Getty Images

Steve Jobs attends a press conference in central London on Sept. 18, 2007. 

"This is a day I've been looking forward to for two and a half years."

So began Steve Jobs exactly 10 years ago today, right before introducing the iPhone to rapturous applause at an Apple event. Nine generations of the game-changing device have been released since, with well north of a billion sold. And on Jan. 9, 2007, it was abundantly clear from Jobs' language -- and the audience's reactions -- that he knew this was going to be a big fat deal.

"Every once in a while a revolutionary product comes along that changes everything," he said. "One's 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 computer 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..." 

It's at that point that Jobs rattles off three things, an iPod, a phone, and something he called an "internet mobile communicator." After some confused applause about that last thing, he admitted that "these are not three separate devices. And we are calling it iPhone. Today Apple is going to reinvent the phone. And here it is."

Watch the full iPhone introduction below:

Watch every iPhone ad through September 2016:

The iPhone triggered a revolution in mobile computing and became Apple's biggest moneymaker, but sales of its most recent generation -- the iPhone 7 -- have been sluggish. Apple's revenue dropped 8 percent to $216 billion in the most recent fiscal year -- the first time annual revenue has dipped since the iPod was unveiled in 2001. The company's operating profit declined 16 percent to $60 billion, mainly because it sold fewer iPhones for the first time since the device came out a decade ago.

Citing this downturn, Apple gave Jobs' successor, Tim Cook, a 15 percent pay cut -- he had to make due with $8.7 million last year instead of the $10.3 million he made the year prior.

The Associated Press contributed to this report.


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