I wrote this fake story on January 24, 2005, in an email to Peter Hirshberg after we jokingly came up with it during a phone call. Far as I know, it was the first mention of the word “iPhone.”
Apple introduces one-button iPhone Shuffle
To nobody’s surprise, Apple’s long-awaited entry into the telephony market is no less radical and minimalistic than the one-button mouse and the gum-stick-sized music player. In fact, the company’s new cell phone — developed in deeply secret partnership with Motorola — extends the concept behind the company’s latest iPod, as well as its brand identity.
Like the iPod Shuffle, the new iPhone Shuffle has no display. It’s an all-white rectangle with a little green light to show that a call is in progress. While the iPhone Shuffle resembles the iPod Shuffle, its user interface is even more spare. In place of the round directional “wheel” of the iPods, the iPhone Shuffle sports a single square button. When pressed, the iPod Shuffle dials a random number from its phone book.
“Our research showed that people don’t care who they call as much as they care about being on the phone,” said Apple CEO Steve Jobs. “We also found that most cell phone users hate routine, and prefer to be surprised. That’s just as true for people answering calls as it is for people making them. It’s much more liberating, and far more social, to call people at random than it is to call them deliberately.”
Said (pick an analyst), “We expect the iPhone Shuffle will do as much to change the culture of telephony as the iPod has done to change the culture of music listening.”
Safety was also a concern behind the one-button design. “We all know that thousands of people die on highways every year when they take their eyes off the road to dial or answer a cell phone,” Jobs said. “With the iPhone Shuffle, all they have to do is press one button, simple as that.”
For people who would rather dial contacts in order than at random, the iPhone Shuffle (like the iPod Shuffle) has a switch that allows users to call their phone book in the same order as listings are loaded loaded from the Address Book application.
To accommodate the new product, Apple also released Version 4.0.1 of Address Book, which now features “phonelists” modeled after the familiar “playlists” in iTunes. These allow the iPhone Shuffle’s phone book to be populated by the same ‘iFill’ system that loads playlists from iTunes into iPod Shuffles.
A number of online sites reported that Apple negotiating with one of the major cell carriers to allow free calls between members who maintain .Mac accounts and keep their data in Apple’s Address Book. A few of those sites also suggested that future products in the Shuffle line will combine random phone calling and music playing, allowing users to play random music for random phone contacts.
The iPhone Shuffle will be sold at Apple retail stores.