Finally, Apple Rolls Out the ‘iPhone’

SAN FRANCISCO—Apple Computer CEO Steve Jobs has rarely failed to dazzle loyal customers during a keynote address.

And, at the 2007 Macworld Expo, Jobs even managed to go one better.

During his nearly two-hour address in San Francisco on Jan. 9, Jobs finally pulled back the curtain on the much-rumored, long-awaited iPhone. Rumors had been of a full-screen iPod, an Apple-branded phone, or some other Internet-aware mobile device. Instead, Jobs revealed a single device that subsumed all three descriptions.

Now with the iPhone to compliment a slate of consumer-driven products that includes a television and multimedia offering, the iPod music player and iTunes stores, Jobs also used this keynote to signal that Apple had now moved far beyond being a mere PC maker.

The company’s official name —Apple Computer— is now gone. Instead, Jobs chose a much more encompassing name that signals the company will focus more on its burgeoning multimedia business – Apple Inc.

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