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In a two-hour speech at Macworld, Steve Jobs redefined the iPod, the mobile phone and his own company.

Apple Computer Incorporated is no more. On Jan. 9, CEO Steve Jobs announced that the name he and Steve Wozniak gave to their new business 30 years has changed. It will now be called simply Apple Inc. Jobs had deleted the word "computer" with the same ruthlessness that he once used to deny cursor keys to the original Macintosh, and an on/off switch to the iPod.

It was no coincidence that Jobs revealed this on the day that he unveiled the iPhone, Apple's long-awaited entry into the mobile marketplace. The device further broadens the scope of the company once known primarily for making things with keyboards. It also enhances Apple's legacy for swooping into a creatively moribund category and upending the established players with a level of style and innovation that has seemed beyond their grasp.



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