The world changed on January 9, 2007. It was the Macworld trade show in San Francisco, an annual showcase for Apple products, and founder Steve Jobs was about to introduce a new gadget. “Every once in a while, a revolutionary product comes along that changes everything,” announced Jobs. The Macworld audience had a Pavlovian expectation for something game-changing that day. In 1984 Apple introduced the Macintosh, which went on to transform computing and make the mouse a mainstream accessory. Then in 2001, the iPod arrived. “It didn’t just change the way we all listened to music. It changed the entire music industry,” Jobs reminded his audience. (This was no exaggeration. When Apple began offering individual songs for ninety-nine cents on its iTunes store, the era of record companies selling entire albums was shattered.) “Today, we’re introducing three revolutionary products. The first one is a wide-screen iPod with touch controls.” Jobs paused for dramatic effect. On cue, the audience broke into hearty applause. “The second,” continued Jobs, “is a revolutionary mobile phone.” This time, before he could pause, cheers rang out—with a louder, prolonged burst of clapping. Apple had never manufactured a phone before. “And the third,” he went on, as a big screen behind him mirrored his words, “is a breakthrough internet communications device.” A whoop, followed by a polite round of clapping; by now the audience was a bit confused at the deluge of new products. Jobs let his words hang in the air, teasing the crowd as it waited in anticipation. “So, three things,” he recapped, as the screen behind him showed three Apple icons representing an iPod, a phone, and the internet. “A wide-screen iPod with touch controls, a revolutionary mobile phone, and a breakthrough internet communications device.” Silence. “An iPod, a phone, and an internet communicator,” Jobs repeated, as the screen displayed each of those icons in the center, flipping to reveal the next one. The animations behind Jobs had been carefully choreographed to match his words.