So Steve started the rehearsal, going through slides on the â€œSwitcherâ€ ad campaign and then the Apple Stores.
At the end of the retail update, he was supposed to conclude with something like â€œ1.4 million visitors in the month of December alone,â€ but he added, â€œso to all of you in the press who doubted usâ€¦â€
And then clicked to reveal his special slide — poster art Iâ€™m sure everyone has seen before — a 1940â€™s-style rendering of a grinning man holding a big mug of coffee next to his face with this text alongside like a world balloon:
â€œHow about a nice cup of shut the fuck up.â€
And then the best part — the part we didnâ€™t know was coming — Steve paused, turned to his V.P. of Marketing and deadpanned, â€œWhat do you think, Phil? Too much?â€