A Little Prank

Don Melton:

So Steve started the rehearsal, going through slides on the “Switcher” ad campaign and then the Apple Stores.

At the end of the retail update, he was supposed to conclude with something like “1.4 million visitors in the month of December alone,” but he added, “so to all of you in the press who doubted us…”

And then clicked to reveal his special slide — poster art I’m sure everyone has seen before — a 1940’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:

“How about a nice cup of shut the fuck up.”

And then the best part — the part we didn’t know was coming — Steve paused, turned to his V.P. of Marketing and deadpanned, “What do you think, Phil? Too much?”