130
DELIVER THE EXPERIENCE
Ive walked onstage, Jobs took a seat, and Ive gave the audience a six-minute crash course on notebook design. He explained how the new process allowed Apple to start with a 2.5-pound slab of aluminum and carve it out until the final frame weighed just one-quarter of a pound. The result was a stronger, thinner, and lighter computer. Jobs retook the stage and concluded the segment by thanking Ive and reaffirming the headline of the segment: “A new way to build notebooks.” Jobs may have his hands all over Apple, but he knows what he doesn’t know. Jobs shares the spotlight with other actors, who add credibility and excitement to the plot.
Your Best Sales Tool When Apple launched an online movie-rental service, Jobs announced the list of studios that would make films available for online rentals via iTunes. The list included all the heavyweights—Touchstone, Sony, Universal, MGM, Walt Disney, and others. Still, Apple faced skepticism. The company was launching a movie-rental service in a field with established competitors such as Blockbuster and Netflix. Apple was betting that people would want the choice of watching their movies on their computers, iPods, iPhones, or wide-screen television sets via Apple TV. Jobs added credibility to the initiative by sharing the stage with one of Apple’s key partners. “We have support from every major studio,” said Jobs. “The first studio to sign up was Twentieth Century Fox. We’ve developed a really great working relationship with Fox. It’s my pleasure to introduce the chairman and CEO of Twentieth Century Fox, Jim Gianopulos.” An enthusiastic Gianopulos bounded onto the stage and talked about what people want: great movies; easy access; convenience; control over where, when, and how they watch movies; and the ability to take the movie with them wherever they go. “When Steve came to us with the idea, it was a no-brainer. It was the most exciting, coolest thing we’ve ever heard,” Gianopulos said. “Video rentals are not a new thing. But there was music