It started a week before the keynote, when we arrived at 1
Infinite Loop with our app and two minute demo script. We thought
we were ready. We weren’t. They worked with us non-stop that
week to refine our app, shape our story and polish our script. We
rehearsed hundreds and hundreds of times (“Better. Now do it
again,” was a constant refrain), and presented to dozens of
different people inside Apple.