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 unlock 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 you doing? >> 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. [ applause ] >> goes through the music.