Apple 2.0

Covering the business that Steve Jobs built

iPhone 4: The videos

June 7, 2010: 6:01 PM ET

Photo: Apple Inc.

On its website, Apple (AAPL) has posted the two videos it played for developers and the press during Steve Jobs' keynote Monday.

The FaceTime video, in particular, is a marketing masterpiece that hits every emotional button, from the fetal sonogram sent to a dad on duty overseas to a conversation between two deaf people who might never have communicated over a phone before. The director isn't named, but several readers have suggested that this must be the work of Sam ("American Beauty") Mendes.

You can see them here and here.

See also:

[Follow Philip Elmer-DeWitt on Twitter @philiped]

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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