Apple 2.0

Covering the business that Steve Jobs built

Exclusive: Mood analysis of Apple CEO Tim Cook's speech

October 16, 2013: 12:38 PM ET

The same technology applied to a Steve Jobs video produced very different results.

FORTUNE -- I confessed to a certain skepticism Monday when I posted an annotated YouTube video of Steve Jobs.

The sound of Jobs' voice had been run through a so-called "emotion detection engine" that provided commentary at 20-second intervals about what was really going on for Jobs behind the words he spoke -- his underlying mood and attitude {see Steve Jobs video: Loneliness, fatigue, emotional frustration)..

I didn't see how something like that could be done without a fair bit of time-consuming field work and machine learning. In my mind I placed it in the hierarchy of personality analysis somewhere between Astrology and Myers Briggs.

That was before I chatted with the folks at Beyond Verbal and played around with the Moodies app on their home page.

I'm still skeptical, especially about the idea -- floated in a Beyond Verbal promotional video -- that someday men will use their mobile apps to finally figure out what women want.

But the company has done a fair bit of field work and machine learning, processing recordings and questionnaires from more than 70,000 volunteers over the past 18 years.

And to prove that its results are not canned, Beyond Verbal was kind enough to provide the attached analysis of the first two minutes of Apple (AAPL) CEO Tim Cook's iPhone keynote last month.

"Emotional control, pedantic and maintaining of boundaries"?

You be the judge.

NOTE: You have to wait 20 seconds for the commentary to begin.

LINK: Beyond Verbal's YouTube channel with annotated videos of Barack Obama, Mitt Romney, Edward Snowden, Clint Eastwook and others.

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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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