I wasn't there for the WWDC 2008 presentation, but in the article's linked snippet Altman's collars are definitely not popped. Google images has plenty of refer

I wasn't there for the WWDC 2008 presentation, but in the article's linked snippet Altman's collars are definitely not popped. Google images has plenty of reference images for properly popped collars, reassuringly framed as motivational posters.