Ethos Establishes credibility by reminding the people of the history of Apple (0:45

to 1:20)
Pathos He is man who is clearly in love with developing groundbreaking products
(0:27 to 0:33). The passion he has for the product is evident throughout the speech.
Logos Clearly points out the negative aspects of other smartphones. (3:30 to
6:00)

Core Message iPhones superiority over other smartphones in the market.

How does it get effectively conveyed?
Simplicity.
The flow is very structured and explains complex concepts in a very simple manner.
E.g. to explain all the functionalities he first introduced the presentation as being
about 3 different products. (1:35 to 3:00).
The superiority of the iPhone is presented in an easy to follow chart. (4:00 to 4:40)
He draws an easy to follow parallel between the desktop computer and
smartphones to highlight their innovation (6:05 to 6:25)
Pictures are always easier to follow. The clever use of simple illustration throughout
the presentation is very effective.
Structure of the speech.
He initially talks about the history to establish credibility.
He introduces the three basic functionalities in a great manner. The fact that a
product could combine uses the functionalities of 3 different products is very
impressive as can be gauged by the audience reaction.
He uses illustrations and infographics to point out the flaws in existing smartphones
in an easy to follow manner.
He then describes the more advanced specifications (Revolutionary UI, Software,
Desktop class applications and networking, sync with iTunes), once he know the
audience is thoroughly engaged.
Attributes worth noting.
1. The introduction of the device: This was the most impressive aspect of the
presentation. The way he tricked audience into thinking that he was
introducing 3 products, but then later revealed that all three functionalities
are present in a single device, was very impressive.
2. Simplicity: He ensured maximum audience engagement by keeping things
very simple and minimalistic.

3. Humor with a hint of sarcasm: There were funny moments throughout the
speech (3:10 to 3:40, 6:35 to 7:10, 7:33 to 7:37) He also poked fun at the
competitors without sounding too arrogant (3:30 to 3:40)