The myth of pinch-to-zoom: how a confused media gave Apple something it doesn't own

In 2007, Steve Jobs stood on stage, listing the benefits of Apple's then-new iPhone touchscreen. "You can do multi-finger gestures on it," he said, moving his hands back and forth in the now-familiar pinch-to-zoom motion. Then he paused, and his expression changed. "And boy, have we patented it."

The crowd laughed and began applauding as the word "Patented!" appeared on the screen behind him. You can draw a straight line from that classic Jobs moment to last week, when a jury decisively agreed with Apple that Samsung had copied the iPhone too closely. But you can also draw a line from that moment to another, much more insidious phenomenon: the persistent belief that Apple has a definitive patent on the pinch-to-zoom gesture. Apple almost certainly likes the confusion: there's no more distinctive multitouch gesture than pinch-to-zoom, and it's great for Apple if everyone thinks it's patented. Steve Jobs standing on stage doing an exaggerated pinch-to-zoom with his hands right before saying multitouch was patented wasn't some coincidence. It was a master salesman at work — and his work seems to have been extremely effective.