10:37: We're going to take you through a real-life scenario of a use case.

10:38: Listening to music via the iPod app.

10:38: Phone call comes in, music fades out, screen changes, and Steve answers the call.

10:39: He hits the "home key" because Phil Schiller wants a photo. So demanding. Couldn't you pick a better time?

10:39: Steve picks the photo from the photo album, hits compose, and sends an email to Phil.

10:40: Phil wants to watch a movie tonight, so Steve brings up Safari and looks up Fandango.

10:40: Steve hangs up the call, goes back to iPod, and the music starts up again. The crowd reacts as if he just offered everyone a free phone.