Apple & the IPhone 4 Launch
Apple tried to put the genie back in the bottle at its sold-out Worldwide Developer Conference, WWDC, when it launched the latest version of its iPhone , the iPhone 4.

The problem for the company was that the technology blog Gizmodo had stolen a lot of Apple’s thunder weeks ago when it released a flurry of photos and videos of a prototype of the phone which was left in a bar.

Even though Steve Jobs acknowledged the event indirectly, he refused to utter Gizmodo’s name and tried to imply he wasn’t bothered by the whole affair by joking with the audience “Stop me if you’ve seen this before”. In a bid to raise expectations above those set by the blog, he quipped “Believe me, you ain’t seen this.”