Two Minutes With Steve

Michael Sippey:

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.

Including Steve.

★ Thursday, 6 October 2011