Amongst many things, Steve Jobs is a master story teller. Every year he delivers two signature keynotes: one at MacWorld in January and one at Apple‘s World Wide Developer Conference in June. However, these keynotes are more than just new product introductions. They are true stage craft and accordingly they have become major media events. Job’s keynotes happen so infrequently and are so central to Apple that their importance cannot be understated. A great keynote sets the tone for the year to come. This happened at MacWorld 2007, where Jobs announced the AppleTV and the iPhone. At the same time, a weak keynote can be a significant disappointment.