June 7, 2010: Steve Jobs introduces the iPhone 4 at Apple’s Worldwide Developers Conference in San Francisco.
“For 2010, we’re going to take the biggest leap since the original iPhone,” Jobs says, addressing a crowd inside Moscone Center. “So today, we’re introducing iPhone 4. Fourth-generation iPhone. Now, this is really hot.”
He then touted the device’s all-new design — and cracked a joke about the sensational leak that revealed the iPhone 4’s look in the preceding months.
“Now, stop me if you’ve already seen this,” Jobs said, to raucous applause, before cannily reclaiming the narrative. “Well, believe me, you ain’t seen it. You’ve gotta see this thing in person. It is one of the most beautiful designs you’ve ever seen.”
When people look back on Steve Jobs’ most audacious moves during his 1997-2011 stint as CEO, launching the iMac, the iPod, the iPhone and iPad are most frequently singled out as rightfully big achievements — as is his decision to open Apple-branded retail outlets and the iTunes Stores.


