you deviate off the script, well, lots of bad things can happen. when steve comes up with, here's what i want to show. everything is dissected. the message is dissected into very specific actions. and let me go ahead and get that picture within picture up. i'm going to go ahead and just push the sleep/awake button. to take the phone, i just take my finger and slide it across. want to see that again? he's got several discreet parts of the demo. we had a flask of scotch with us. and after every little part, the person who was responsible for that portion, you know, took a hit. >> i want to make a call to johnny i. i can just push here and i see johnny i.'s contacts with all his information. >> the johnny i. call. oh, my god. there's all sorts of ways this could have gone sideways. >> hey, johnny. how are you? >> i'm good. how are you? >> it's been 2 1/2 years, and i can't tell you how thrilled i am to make the first public phone call with iphone.