I’ve been to a lot of Apple keynotes. I’ll never forget these two

As someone who has been covering Apple for a really long time, I’ve been to a fair share of Apple keynote presentations. Even today, I look forward to the next one (which happens to be on June 8). But there’s something special about attending an Apple keynote in person, in a crowd of Apple customers, developers, and fans who hang on every word.

Apple has had several remarkable keynote moments in its 50 years. Everyone has their favorites. For me, two keynotes in particular stand out above them all. They were very different keynotes, but as I look back over the past five decades, they were also important hallmarks in Apple’s history.

1997: Steve Jobs returns and brings Bill Gates

Steve Jobs’ August 1997 Macworld Boston keynote was one of his most memorable presentations, but not for the performance or even the products announced. (In fact, no new products were introduced at all.) It was all about the circumstances of Apple at the time.

Apple was in a bad way. The company was losing money, the Mac lineup was a mess (things were so bad, Apple had a Mac OS licensing program), and CEO Gil Amelio had no clue how to turn things around. But then Apple bought NeXT, Steve Jobs came back, and was named interim CEO.

That sets the tone for the August 1997 Macworld Expo keynote, Jobs’ first since his return–a homecoming, in a way. IDG’s Colin Crawford opened the keynote by reminding people that Apple was in dire straits–at least, Crawford posited, that was the perception in the media. That set up the premise for Jobs, who explained the first steps Apple needed to take to get back on track. “Apple is executing wonderfully on many of the wrong things,” he said.

I was at the keynote as an associate editor for MacUser (Macworld’s main competitor at the time), but I was in an overflow room with several hundred people, so maybe our circumstances allowed us to be more reactive than being in the main hall. And that declaration by Jobs landed with a thud. The room stirred for a moment, but stopped because everyone wanted to hear how Jobs was going to save… us.

Jobs emphasized how change needs to start at the top. The main hall responded with applause, but my overflow room echoed with cheers. New board members were introduced, and attendees erupted when Bill Campbell was introduced. Jobs explained how Apple needed to prioritize the creative and education markets, and the crowd was again loudly vocal in agreement. The excitement was building; the temperature of the room became invigorating. Drastic changes were necessary, and this was a great start. Jobs was on a roll, saying things people wanted to hear.

Eventually, Jobs talked about partnerships, and Apple announced a partnership with Microsoft, of all companies. Suddenly, the mood in the room changed. Jobs announced an agreement to set Microsoft’s Internet Explorer as the default browser for Mac OS, and that Microsoft is making a $150 million investment in Apple.

Apple

That was a bomb that left people in my room dazed. People were not happy, and to top it off, Bill Gates came on screen to say a few words, words I couldn’t hear because the room was so loud with commotion. It was as if Apple had made a deal with the devil.

This keynote was a roller coaster, and everyone felt winded afterwards. The keynote had absolutely no tech talk in it, no new products, no whiz-bang demonstrations, no introduction of the latest and greatest developments, and no clever or cringy comedic moments. Jobs had a reputation as a showman, but this displayed another side of Jobs: sincere, direct, and speaking in language we all could understand. He was conscious of the moment; this wasn’t the time for marketing clichés and corporate doublespeak. It was, in a way, an intervention. Apple needed to start over, and Jobs detailed the first steps.

2007: The iPhone

In 2007, I was the reviews editor for MacAddict, and I went to the 2007 Macworld San Francisco keynote, where it was rumored that Apple was going to enter the smartphone market with a device that combined the iPod with a cellular phone. Rumors were all over the place about what the device would look like–and some, such as a former Macworld columnist who just wrote a new book about Apple, didn’t think Apple would really do it.

But the buildup to the expo made the iPhone seem like a forgone conclusion. The question was no longer whether the iPhone would happen, but what the iPhone would be. As I settled in with my fellow MacAddict editors in the west hall of Moscone Center before the keynote began, the excitement in the air was palpable. The anticipation before an Apple keynote is always present, but on this day, we all felt like something special was going to happen.

The first 15 minutes of the 2007 keynote are almost forgotten. It’s easy to find the keynote on YouTube, but most of the postings are copies of the same video that cuts out the first part of the presentation. In those 15 minutes, Steve Jobs talked about the transition to Intel processors, iTunes sales, and officially introduced the Apple TV.

Then Jobs paused to get a drink of water, pressed on his clicker for the next slide, and said, “This is a day I’ve been looking forward to for two and a half years.” It was a cue to let us know that we should strap in, because we were going to be in for one hell of a ride.

You probably know all about that ride: the three devices in one, picture of a rotary iPod, the exclamation that the iPhone runs Mac OS X, the introduction and demo of multitouch, the calls to Jony Ive and Phil Schiller in the audience (both of whom were using flip phones), the pinch to zoom demo, the “full internet” access, Jobs saying “boom” with every tap, even the awkward interlude with Cingular CEO Stan Sigman.

Going back and watching videos of the keynote, it may seem like the audience was very quiet during the whole thing. We were, because we were all so enthralled by what we were seeing: a product that none of us imagined, even in our wildest dreams. The iPhone exceeded all expectations, and we got to bear witness to something amazing. And this was peak Steve Jobs–charismatic, personable, relatable. He captured our attention, and we were all willing to give it. To this day. no other CEO is able to mesmerize and capture a room as he did–they may try, but that’s the thing, keynotes came effortlessly to Jobs, he barely had to try. He just did it.

Before this keynote, I used to dislike the phrase, “we just saw history being made,” because it’s used more often than it should be. But in this instance, it’s the best way to describe the keynote. I was fortunate enough to witness in person history being made and a master at his best, and I look back at the moment fondly. Here’s hoping for another 50 years of moments like these from Apple.