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[ Silence ]
[ Music & Cheering ]
[ Music ]
[ Applause & Cheering ]
Good morning.
Thanks to everyone for joining us this morning.
It's been an incredible year.
And tremendously busy already but we've got a few more things
to share with you before we close out the year.
As you saw from the video, we had an amazing reception
to the iPhone 6 and iPhone 6 Plus launch.
The stores were absolutely electrifying with energy.
It was unbelievable.
There was no better place on earth to be.
These phones are the best phones we've had ever created.
And the reviews have been off the charts.
It doesn't get any clearer or any better than this review
from one of the industries preeminent reviewers.
Walt Mossberg said simply,
"It's the best smartphone on the market."
You can't hope for better than that.
[ Applause ]
Now, with great reviews and a great customer response,
it's no wonder that these iPhones have become the fastest
selling iPhones in history.
And the first 30 days, we have set a new high watermark
for the most orders taken and I don't mean by a little,
by a lot, a whole lot.
[ Applause ]
Our rollout around the world is going well.
In fact, by the end of this week we'll be in 32 countries
and just in a few hours from now, we will launch in China
with support for TD-LTE and FDD-LTE, iPhone 6
and 6 Plus customers will have access
to China's fastest networks on all 3 major networks.
This is the very first time we've launched a new iPhone
on all three networks and we're doing it perfectly aligned
to the early stages of China's huge 4G rollout.
We couldn't be more excited about this and I will tell you
that the preorders as you might guess have set a new record.
We can't wait to get started.
With what's going on in China, what's going on here
and the other countries around the world and all of the reviews
and the customer response,
this is our biggest iPhone launch ever.
[ Applause ]
So, that's a quick update on iPhone.
Now, the iPhones also get the benefit
of another major announcement that we made last month
and of course I'm talking about Apple Pay
which is an entirely new way to pay for things
in stores and in apps.
Apple Pay is built right into Passbook integrated right in
and everything you need is built on iPhone 6 and 6 Plus.
It's an easy, it's secure and yes,
it's a private way to pay for things.
We think that it is going to be profound.
We're getting going in the United States.
We've got all three major networks supporting us
and we have all of the nation's top banks supporting us.
And just since last month announcing this we have signed
another 500 banks.
They will be rolling out support later this year
and early next year showing the support
and the enthusiasm around Apple Pay.
We've got many of the largest retailers
in the country supporting us and as you might guess
since we announced last month, there's even more
that will be rolling out between now and end of the year.
Now, Apple Pay also works online in apps.
You can buy products and services right in the app.
And it's pretty simple.
Find those pair of Beats headphones you want,
and boom, you've bought them.
I've been wanting this a long time
and Jimmy won't get me a pair.
[ Laughter ]
We've got a lot of people behind us here as well.
A lot of great apps and a lot of great developers
and as you might guess since last month,
many more people had committed to rollout between now
and the end of the year.
So, we believe Apple Pay is going to be huge.
It's going to change the way we pay for things.
And, I'm excited to announce today
that we are beginning on Monday.
[ Applause ]
The journey begins and we can't wait.
Now, also last month,
we announced an entirely new category.
Of course I'm talking about Apple Watch.
It's the most personal device we've ever created.
You can wear this powerful technology right on your wrist
and it's just as much about personal expression
as it is about functionality.
We've had great reception from the tech community.
But we've also had great reception from the health
and fitness community.
And, by people who know a lot about fashion
and style even more than I do.
[ Laughter ]
[ Applause ]
In fact, this month the Apple Watch is
on the cover of Vogue China.
We are really proud of this.
It's an incredible image and we're so proud
to be associated with Vogue in China.
Now, as we showed you last month, we have been working
with selected third party developers on Apple Watch.
And, like BMW, like American Airlines, like Starwood
and they've created some really unique personal experiences
for Apple Watch.
I'm pleased to tell you today that we have developed WatchKit
where many other developers can join this party
and we are rolling out WatchKit next month and time
for developers to really do some fantastic work before we begin
shipping Apple Watch.
We are-- we can't wait
to see what amazing experiences they'll come up with.
Now, Apple Watch will be shipping in early next year
and every day I look forward to that day.
[ Laughter ]
[ Applause ]
So, that's some quick updates around iPhone 6, iPhone 6 Plus,
Apple Pay and Apple Watch.
They join an incredible product lineup one
that I would call our strongest product lineup ever.
Each of these products are not only individually the best
in class within its category but they've been designed
to work seamlessly together.
And this is made possible by the most advanced operating systems
on the planet, iOS 8 and OS X Yosemite.
Today we've got some terrific updates on both of these
and to tell you all about them.
I like to turn this stage over to Craig Federighi.
Craig.
[ Applause and Cheering ]
Good morning.
[ Applause ]
Well, iOS 8 has been out for just under a month and I'd
like to give you a quick update.
Now, iOS 8 of course is a major new operating system
for iPhone, iPad, and iPod touch.
And the early reviews have been just great.
The Wall Street Journal said that "iOS 8 pulls out ahead
of the competition by leveraging the greatest strengths
of the iPhone: its app and its ecosystem."
But what's even cooler is just how many
of our customers are already using it.
You can see that in just under four weeks,
nearly half of iOS customers are running iOS 8.
Now, if you consider that in combination with iOS 7,
that means that 94 percent
of iOS users are running their operating system that shipped
in just over the last year
which means they're getting the latest features
and all the latest security protections.
Now, the situation with other mobile platforms is
somewhat different.
So, when you look at Android for instance, the vast majority
of customers are running an operating system that's more
than two years old.
And if you focus just on KitKat, the latest release.
After 313 days, it achieved just 25 percent penetration
of our user-base.
iOS 8 has nearly doubled that in just 26 days.
We couldn't be happier.
[ Applause ]
Now, iOS 8 is a major feature release with something
for all of our customers.
Things like TapToTalk, and easy location sharing in Messages.
Our new QuickType keyword
with smart predictive typing suggestions.
And Family Sharing that makes it easy to share your calendars,
your to-dos, your photos and even your purchases
on the App store and the iTunes store.
But what really sets iOS 8 apart is all the incredible
technologies that it puts in the hands of our developers.
It's amazing what they've done with them.
Let's take a look.
We'll start with extensions.
We've seen an absolute flood of updates to the App store
with applications improving their functionality
via extensions.
So now, with iOS 8, when you swipe down from the top
of your phone to get into your today view,
you have access not just to the system's built in widgets,
but also these great third party widgets as well.
And when it comes to sharing, you of course have all
of the system sharing options but also those
of the third party apps you use the most.
And so, with just a single tap for instance
from almost anywhere in the system,
you can post to Evernote.
Now, we've also added support for third party actions,
the ability to edit your photos using third party filters
without even leaving the photos app.
And access to your Documents.
Not just on iCloud, but also in Box, in Dropbox,
and just about any other box
where we happen to put some files.
Now, we also have support for third party keyboards.
So, whether you like to type by swiping your finger all
over the screen or enrich the life of your friends
with sending them animated gifs
or communicating your native language of Klingon,
iOS 8 has you covered, believe it
or not this is actually in the App store.
So
[ Laughter ]
[ Applause and Cheering ]
Go Klingon.
[ Applause ]
So, next up, HealthKit.
Developers really embraced HealthKit.
So, when you're taking a run, or cycling with Strava,
all of the data about your workout, activity data goes
into your Health profile in HealthKit.
With apps like Lifesum they are able
to combine activity information with information
about your eating habits to make a custom diet recommendations.
And then you have apps like Sharecare, AskMD which are able
to take your profile including things like data
from your Bluetooth scale or other sensors to make--
to offer personalized health consultation.
Now, we've also given developers access to Touch ID,
which means now if you want to get into eTrade
or unlock your passwords in one password, you can do it
with a security and the convenience of your fingerprint.
And then, there's Metal.
With Metal, you get direct access to the power
of the 64-bit A7, A8 and the amazing GPUs they have inside.
And so, whether you're racing around the track in Asphalt 8,
creeping around the rooftops in Assassin's Creed Identity,
or slashing your way through Gods of Rome,
you can do so with unparalleled visual fidelity,
things you never seen on mobile platforms.
[ Applause & Cheering ]
Next is Swift.
An entirely new programming language that we introduced
to take development of iOS and OS X apps to the next level.
Now, Wired said that, "Swift's impact could be greater
than any other language that has sprung up in recent years,
and it may achieve mass adoption faster
than any language in modern history."
And from everything we can see, they are right.
We've seen a flood of applications written in Swift,
in the App store already.
And our enterprise partner, IBM, has completely embraced Swift
for their custom enterprise applications.
In fact, they've said that, "Swift is incredibly interactive
and intuitive, giving the thousands of developers
on our teams the flexibility to create powerful apps
that will transform enterprise mobility."
[ Applause ]
There will be many new Swift programmers being mentored every
day because major universities have incorporated Swift
into their programming curriculum
to teach new students this awesome new language.
That's a quick update on iOS 8.
Now, let's turn our attention to iOS 8.1.
Now, needless to say when we put a major new operating system
in the hands of hundreds of millions
of users we do get a little bit of feedback.
And that takes us to improvements.
So, one of our major goals of course with iOS 8.1 is
to address the top sources of customer feedback and of course
to even bring back the beloved camera roll.
But not just that, we've added support in 8.1 for Apple Pay,
on iPhone 6 and 6 Plus and the public beta
of iCloud Photo Library.
So, now, everyone can have every photo you take
on all of your devices.
And this means that any organization you do,
or any edits you make on any device are instantly reflected
on all of your devices.
This is true on your iPhone, your iPad,
and you can even access your photo library on your Mac,
or on your PC via icloud.com.
Now, this isn't just your photos,
it's also your videos as well.
And they're on their original format and resolution.
No downscaling.
It's available in public beta with iOS 8.1
and it uses your iCloud storage.
So, your first five gigabytes are free,
for just 99 cents you can get 20 gigabytes more
and you can get a massive 200 gigabytes for just 3.99.
So, that's iOS 8.1 and a quick update on iOS 8.
Now, let's turn to OS X and Yosemite.
So, it was just this June
that we publicly unveiled Yosemite to the world.
The reception has been fantastic.
We've had over a million members of the Mac community sign
up to be part of the Yosemite public beta.
And the reception has been just awesome.
We're all in love with the gorgeous new design of Yosemite.
It's just amazing.
Has this gorgeous dock with these vibrant icons,
it's so precise, this clean and consistent use
of typography throughout the system.
Notification Center is more useful than ever.
Let you get it all of your widgets just
at a glance including third party content.
And Spotlight has been absolutely super charged.
So now, in addition to searching content locally in your Mac,
it also taps in to sources on the internet,
things like maps and Wikipedia.
Just right there whenever you need them.
And of course all of the apps built
into Yosemite have been completely revitalized
with this new UI.
So, Safari for instance, all the power of the world's most--
powerful browser are packed right
into that elegant toolbar right there at the top.
If you want to get it all of your favorites,
just tap in the address field, they're right there.
And if you start typing,
you don't just get Google search suggestions,
you also get Spotlight suggestions
which often provide the answer to your question
without even completing the search, it's just really fast.
Now, Safari is better at sharing than ever as well.
You can share the system sources and through extensions
to third party sources as well right with in the app.
Safari users also of course love tabs.
And so, we have a great new tab view provides a bird's-eye view
of all of your tabs, stacks, multiple pages from the sites
into stacks like this and you get access to tabs you've opened
across all your devices listed right there along the bottom.
But of course Safari is also blazing fast.
In fact, when you look at the kind of JavaScript that's
in typical websites, Safari is literary six times faster
than other browsers.
And when it comes to battery life,
no browser can compare to Safari.
If you look at our 13-inch MacBook Air for instance,
browsing Safari gets you more than two hours,
greater battery life than other major browsers
and with Netflix streaming, three hours longer.
Safari is just incredibly efficient.
Now, our Yosemite designed extensive course
to Mail as well.
It's not just gorgeous but it's more functional than ever.
Now, you're replying to a message and you need to fill
out a form, you can use mark up.
You can even fill out your signature
on a form right there inside the message.
It's incredibly convenient and you can also mark
up your drawings as with your pictures as well
which is a fantastic way to communicate.
Now, Mail also now has Mail Drop
so you can send absolutely enormous attachments
up to 5 gigabytes securely encrypted through iCloud.
Messages has a beautiful new design--
excuse me, for Yosemite as well.
And it has powerful features like named group chats,
easy location sharing and really convenient access
to all the photos that you share in your conversations.
iTunes has been updated for Yosemite as well.
It has a convenient new shelf across the top with all
of your recent additions to your library.
And then there's iWork.
It's the most popular desktop productivity suite
across all Apple devices
and it's a got a great update for Yosemite.
In addition to this beautiful new design, it's more functional
than ever with the side bar that summarizes all the comments
and documents that you have under review, we have an update
to Numbers, lots of power user features like the ability
to transpose tables in a single step.
And then there's Keynote with a customizable presenter display
and these cool new text effects.
It's really nice.
[ Applause ]
So next, there's iCloud Drive.
So, with iCloud drive, you can store any file in the cloud.
Its accessible right from the Finder,
right from the side bar there,
and you get access the application folders of all
of the applications on your Mac.
But not just that, also the data that you have scored
for application on your iOS devices.
And best yet, you can put any other files you want in there
and organize however you want in folders
with tags and search them.
And then access them across all of your devices,
your iOS devices, your Mac, and if you're having to work
under extreme duress even a Windows PC.
[ Laughter ]
So, now--
[ Applause ]
So, those are just some
of the wonderful new user features in Yosemite.
But actually, what makes both Yosemite and iOS 8
so special is the way that they work together.
Now, working together is something we've been focused
on for years now and at the center of it is iCloud.
It's almost easy to take
for granted the way we can edit our contacts
or update our calendar, or to-do's or Safari bookmarks
and we just know that it's going to be available to us
across all of our devices.
And now, with Yosemite and iOS 8, all of our documents
with iCloud Drive and all of our photos and videos are synced
with our iCloud Photo Library.
We've also advanced on technologies for our devices
to communicate in proximity, taking advantage
of the most advanced Wi-Fi
and Bluetooth low energy technologies.
So now, with the latest Macs and iOS devices,
you can actually AirDrop between iOS and OS 10.
And you can AirPlay to your Apple TV even
without connecting to any Wi-Fi network.
It's really awesome.
[ Applause ]
But the area where I think we've really taken it
over the top is something we call Continuity.
Now, with Continuity, your devices are aware of each other
and allow you to work at any moment
with the device that's right for that time.
It starts with Handoff where you can work on one device
and just pick up where you left off with just a swipe
across the lock screen of another.
And there's Instant Hotspot, so you can take advantage
of the cellular data connection of your phone from your iPad
or your Mac without even touching the phone in your bag.
There's the ability to receive text messages on any device.
So, not just your iMessages but also you can send
and receive SMS from any of your devices.
And finally, you can also make
and receive regular telephone calls using your Mac
as a speakerphone using your phone.
It's really magical.
And to drive that home, I'd like to give you demo now.
[ Applause ]
All right.
Well, so let's take a look at life in the world of Continuity.
Now, Tim has sent me a note here about doubling
down on secrecy at Apple.
We want to preserve the same kind of airtight security
or secrecy rather that makes a the announcements at an event
like today a shocking revelation to all of you.
So, I've been tasked to create a new employee
orientation presentation.
And so, I've been taking some photos around campus about some
of our new secrecy measures.
We're tightening things down a little bit.
So, we see redacting some things in the menu.
We don't want any leaks there.
We've upgraded the door to Johnny's lab and, you know,
I should favorite some of these photos because I think I'd
like to incorporate them in my presentation.
We're saving a step with the printer,
just go straight into the shredder.
And of course, we've increased the number of lasers
on the path to the bathroom.
So, that's good.
So, I can now incorporate this right here in my presentation.
We've got my cover slide here and this looks like a good place
to add that new content.
But, you know, I actually have my iPad right here.
And what's really great is with Continuity,
I can just pick up where I left off.
You know, it's in the lower left hand corner of the screen.
My iPad is aware of what I've been doing on my phone.
There's little keynote icon, I can swipe up
and it takes me right to that document
in exactly the place where I was working.
So, it knows right where I am.
I'm just going to open this up and we'll see
that I can see my photos here.
Let me try that again.
There we go, they are my
they're the photos that I just favorited.
And just to show you that this is all completely live.
I'm going to go back into my photo library here.
I'm going to favorite this last photo with the lasers,
give it a little heart.
And you'll notice here in--
on the iPad, it shows up automatically right there.
[ Applause ]
That's super cool.
So, let's just add that photo to my presentation.
And, you know, while I'm working on my iPad,
my phone can even be across the house.
And if I were to receive an SMS for instance,
I could pick it up-- oh, here it is.
What a coincidence.
Right here on my iPad.
This is a regular SMS.
Now it says, "Hey Craig, check out the latest Apple rumor."
Uh-oh, well, these are usually
have no merit at all but I'll just check
in as what this is all about.
Apple "Spaceship" actual spaceship.
OK. Well, it turns out in this case unfortunately they did
nail it.
So, this will be a good one to add
as cautionary tale to my presentation.
Now, I could do that right here in my iPad but, you know,
I've got this beautiful Mac right here.
Let me just pick up where I left off on a Mac.
So, we'll just look at the Mac display and you know
as the Mac is aware of what I've been doing.
You see right down here, it says
that I was using Safari in my iPad.
I click and it takes me right to that same page.
It's just magical.
And of course, I can get to my presentation as well.
We see I have iCloud Drive right here in the Finder.
And there's my keynote folder.
And of course there's my presentation
on secrecy at Apple.
So, I can open that up and of course it takes me exactly
to where I was in the presentation.
So, let's add my picture for about Controlling Leaks,
I can just drop that one right in there.
That's really cool.
And so, next, I'm going to move
on to the next slide in my presentation.
And, you know, I heard that our new Chief of Secrecy,
Steven Colbert has some concerns
about his part of the presentation.
And so, actually, I can give him a call
from my Mac right here at his office.
So, let's just type up Steven, there's his work number
and I can just dial right here and it's going to dial--
my Mac is going to actually make a speakerphone call
through my phone.
And by the way, yeah, I have the coolest job in the world.
I get to talk to Steven Colbert.
[ Ringing ]
Hello?
Hi Steven, it's Craig from Apple.
I'm sorry, I don't recognize that name.
Oh, oh, right.
Hello Red Delicious, this is Granny Smith, over.
Is the squirrel in the basket?
Roger. Foxtrot Thunderbolt Retina Swift Lightning.
OK. The line is secure.
Glad you called today.
I
[ Applause ]
I have some critical feedback.
[ Applause ]
I have some very critical feedback on the content
of your presentation today specifically I've got a big
problem with my title.
>> Well, Chief of Secrecy officer,
that's a pretty impressive title.
>> I just don't think it's big enough
to capture how important my role is at Apple, OK?
Let me run this one by you.
Hear me out.
Supreme Allied Commander of Super Secrecy.
I don't know.
Craig, if Supreme Allied Commander was good enough
for Ike, it's good enough for me.
OK it beat Hitler.
I will also accept Intergalactic Chancellor.
Intergalactic Chancellor, how about--
Yes.
Supreme Commander?
You let him know?
Who?
I'm sorry.
I mean, Chairman Honeycrisp.
Yes. Absolutely.
I will let the chairman know.
[ Applause ]
Glad you keep it my way.
Now, please, get back to work because you know what I see
when I look at my wrist?
My wrist, where's the watch?
Chop, chop, I'm Jonesing for some jewelry, Craig.
I'll get right on it Steven.
>> All right.
Over and out Granny Smith.
>> Over and out Red Delicious.
[ Cheering & Applause ]
I'm glad we were able to sort that out.
So, we-I have one more slide to work on my presentation here,
the-- oh, an email update from Phil
about a new badging protocol.
So, check out this video.
It really demonstrates Apple's commitment to badging excellent.
Well, that's great.
I'm going to drop that one in my presentation.
And, you know, I'm sure it's a great video.
So, I'd like to play this now.
And what's really cool is I have an Apple TV.
We can bring that up here and we can see it can actually AirPlay
from my Mac to my Apple TV just like this.
And project my presentation that way
so we can enjoy the presentation I put together.
And of course to control the presentation, you know,
the best remote you have is the one you're wearing
on your wrist.
So, I'll just bring up a remote here.
Let's see, so there is our Secrecy Team.
Of course, we've got the path to the bathroom, controlling leaks,
our new Supreme Commander.
And let's take a look at that video from Phil.
[ Music and Noise ]
[ Laughter ]
[ Music and Noise ]
See you at lunch.
[ Laughter & Applause ]
[ Music and Noise ]
[ Laughter ]
[ Applause & Cheering ]
>> Thank you.
Now, I have a full understanding of Continuity.
All right.
So, this is just a quick overview
of the amazing new Yosemite release
from its beautiful new design, powerful spotlight search,
iCloud Drive, the amazing and elegant new Safari
and of course, these Continuity features.
Now, there's much, much more to Yosemite
that I can possibly cover today
but the good news is I don't have to because now,
all of you can get access to Yosemite
on the Mac App Store today.
[ Applause ]
And you know what?
It's available for free.
There's also 8.1 which has its support for Apply Pay,
also iCloud Photo Library and Continuity available
for download this Monday.
And it's free as well.
[ Applause ]
Finally, iWork, an update for OS X also
for iOS also available today and also free.
[ Cheering & Applause ]
And that is my quick update on iOS 8 and OS X Yosemite.
Thank you.
Back to you Tim.
>> Thanks Craig.
[ Applause ]
It's really great to have Steven on board.
I hope he can do a better job than I've done
on controlling [inaudible].
I'd like to now talk about iPad.
The iPad is this simple and magical device.
It's always been a unique blend of simplicity and capability
but while the iPad has beautifully simple
on the outside since the very first one,
it has advanced technology just jam-packed on the inside.
From Apple's custom designed powerful chips
to the ultra-fast Wi-Fi and cellular connectivity
to the incredible eyesight and face time cameras.
The technology is jam-packed in this incredibly thin
and light package that you can take
with you everywhere you go and use all day long.
And as we packed more and more power and more
and more performance and more capability in iPad,
our customers and developers have begun to use it
in ways we could not imagine.
And now, as you look around, iPad is everywhere.
It's transforming the way we work, the way we learn,
the way we play, and it's transforming the way we
communicate, with so many people using iPad for so many things,
in so many different places.
It's not surprising that we've sold more iPads
in the first four years than we've sold
at any product in our history.
In fact, we've sold over 225 million iPads around the world.
[ Applause & Cheering ]
To put this in a little more perspective,
if you look at the top four by volume, PC manufacturers,
the number of sales that they've done for the last 12 months
and compare that to iPad, iPad beats them all.
And this is their entire PC lineup every notebook,
every desktop, every two in one, every all in one,
every toaster refrigerator in one, all of them.
This is pretty fantastic and not by a little but by a lot.
But what's more important to us is
that iPad has consistently been rated number one
in customer satisfaction.
This is what makes our heart sing
and iPad mini Retina has scored an unbelievable 100 percent
customer sat.
[ Applause ]
These numbers are-- you just don't see these numbers
in customer sat.
And so, why are so many iPad users so satisfied?
We think it comes back to this unique blend
of simplicity and capability.
And the fact that you can do so many things on iPad and you have
such a great experience doing it.
At the root of this is that we have over 675,000 apps
in the App Store that have been custom designed
to take advantage of the big beautiful screen on iPad.
And this is a huge advantage over our competition.
The Verge said it well, "A tablet is only as good
as what you can do with it, and thanks to the hundreds
of thousands of apps for the iPad Air, you can do more
with it than any other tablet."
This was one of the reasons they named the iPad Air,
"The best tablet you can buy."
[ Applause ]
So, iPad Air is number one in customer sat
but it's also number one in usage.
It's number one in education.
It's number one in enterprise.
It's number one in consumer.
When we launched the iPad Air just a year ago we did
so by showing that all of this power of the iPad was
in a design that was so thin.
It was thinner than a pencil.
You may remember this, so what do you do
when you make the best tablet in the world?
How do you make it better?
You do this.
[ Music ]
[ Applause ]
This
[ Applause ]
This is the new iPad Air 2.
It's unbelievably gorgeous, and look how thin it is.
Can you even see it?
[ Laughter ]
It is so incredible.
And to tell you more about it,
I'd like to invite Phil Schiller up.
Phil.
Thank you, Tim.
[ Cheering & Applause ]
Thanks.
[ Applause ]
Thank you.
Well, good morning everyone.
I'm so excited to be able to tell you
about the incredible new iPad Air 2.
It is the thinnest iPad we have ever made,
just 6.1 millimeters thin.
That's 18 percent thinner than the first iPad Air
which was already 20 percent thinner than the iPad before it.
It makes it the world's thinnest tablet.
It's incredibly beautiful to hold all day long.
The progress the team has made
over just the last couple years is unbelievable.
Here is the original first iPad next to the new iPad Air 2.
The new iPad Air 2 is so thin you can stack two of them
and still be thinner than the original iPad.
It is amazing.
[ Applause ]
What the team has done to pack so much technology
and performances into the thinnest iPad is unbelievable.
So, how did they do it?
Let's start with the display.
The display is made up of a number of components,
primarily the LCD, the touch layer and glass.
And in every iPad there's been a micro thin layer of air
between each of those layers.
We're not satisfied with that.
The team has optically bonded those together, laminated them
to make a single component with no air gap.
And that reduces the internal reflection
and makes a sharper image and a thinner display.
It makes the graphics of the text feel like they sit right
on top and you're touching them with your finger.
It's really beautiful.
In addition, we've now created an anti-reflective coating
for this multi-touch surface.
This has never been done in a tablet before.
It reduces reflections
by 56 percent making it even more beautiful as an image.
So, it is an incredible display.
It is the only tablet that has this kind of a surface
and has the lowest reflectivity of any tablet.
So, this would be the best tablet display you've ever seen
and the thinnest tablet, but there are so much more
that makes the iPad Air 2 great.
And it starts with the brains inside it.
A whole new generation chip, A8X.
You've heard of the A8 chip with the iPhone 6 and iPhone 6 Plus
and it's blowing people away.
But this is a new version created specifically
for iPad Air 2.
It is unbelievable.
It's a second-generation, 64-bit architecture.
It has 3 billion transistors.
The iPad Air had an A7 with 1 billion transistors.
Three billion, it delivers
up to 40 percent faster CPU performance
for most of your apps.
Some apps can achieve 2X performance in CPU.
And the graphics are out of this world.
Two and a half times faster what was already the industry reading
graphic performance.
Just look what the team has done.
The original iPad started with an A4 chip
and now we're 12 times faster than that with iPad Air 2.
And check out this graphics performance.
We're now at 180 times faster.
[ Applause ]
Add to that the work the software team is doing
with technologies like Metal so that developers get full access
of that performance without any software overhead.
We're able to now deliver console level graphics
in the palm of your hand.
And that's what a lot of the developers are doing.
We're working with game developers
and they're now bringing the engines not
from their mobile gaming
but from their desktop gaming systems right on to iPad Air 2.
And all these power in such a thin package,
the team has worked to ensure that you have
that great all day battery life, 10 hours of battery.
So you don't have to give up any of that.
Along with the A8X, we have the new M8, motion coprocessor.
This works to read data from the sensors like the accelerometer
and gyroscope and it instantly calibrates it
so all your apps get incredibly accurate data.
And there's also the new barometer
for measuring relative elevation
and developers can take advantage of that too.
But perhaps, the feature people love the most
about their iPads is the camera, the built-in iSight camera.
And some people have been surprised by that
but it really makes a lot of sense.
The iPad is the best view finder
for composing your photos and your videos.
You can see the scene, you can take incredible photos,
you can edit them right on the device and share them instantly
with people around the world.
And not only do we all like taking pictures and videos
but developers like taking advantage of these cameras
to build incredible applications that haven't existed
on any other platform, things like applications
for helping coaches train their players with coaches' eye
or consumer apps like Prizmo that lets you scan
and translate documents on the fly.
Or apps like Caribu that let a parent read with face time
to their children from anywhere around the world, or Homestyler
that lets you create a virtual reality image of your own home
than lay out the furniture and interior design of it.
This and hundreds of more applications take full advantage
of the cameras we've built into the iPad.
And they, the developers and the customers who use this app,
they're going to love the new iSight camera.
It's a huge jump forward for iPad.
It's a full new 8 megapixel iSight camera.
It has large 1.12 micron pixels.
Has a fast 2.4 aperture that takes photos at 1080p HD video.
It has a great sensor.
It's combined with the Apple design lens
but really what rounds it out is the brains behind it all,
the image signal processing that's done in that A8X chip.
And it does an incredible job.
I'm going to show you some photos now that were taken
with an iPad Air 2, unretouched right off of it,
and tell me you're not going to be blown away
that these were taken with an iPad.
Look at that photo, that's a beautiful landscape scene.
You can see the quality of the auto HDR
that creates an amazing exposure.
Look at the low noise in that blue sky
and it is a remarkable photo.
Here's another.
People are just not going to believe these are taken
with the iPad you bring with you to do work
and you're taking incredible photos with it.
Here's a shot from above the Golden Gate Bridge.
You see the incredible accurate color it delivers
and the great depth of field.
Here's my favorite of the bunch.
It's a portrait photo.
The skin tones are just perfect.
The background is painterly.
It's an amazing photo.
Of course, we all love taking macros
and showing them to the world.
Here's a great one.
Look at the level of detail on the feathers.
You can't tell, is that taxidermy or live.
Don't worry, it's live.
For the first time with iPad,
you can take large panoramas up to 43 megapixels.
So you take your iPad in vacation,
you can share your mountain scenery with all your friends.
For the first time on iPad, you can take burst mode photos.
So, taking something that's high speed action,
you can grab it just like this photo.
Yeah, isn't that incredible.
For the first time with the iPad iSight camera,
you can do timelapse.
So, here's a timelapse.
It's taken in Venice, you maybe recognize it.
Now, there's a group of boats that are going
to start coming down together.
See there they are.
That was the George Clooney wedding party that came
by as we were shooting them.
[ Applause ]
Still waiting for my invitation.
This we took recently in Albuquerque
at the balloon fiesta, that gathering there.
It's a lot of fun.
Yeah, it is.
Also, for the first time in iPad, you can do slo-mo videos.
Yeah, customers are going to love taking these.
This is 120 frames per second at 720p.
[ Noise ]
Pretty cool.
[ Applause ]
If you heard that audio, there's now dual microphones
to get better quality audio in your videos as well.
One addition to the all-new iSight camera
and all those capabilities is a new FaceTime camera
in front side as well.
A whole new FaceTime camera sensor,
has a larger 2.2 aperture, let's in 80 percent more light
and combined with the 8X chip, you get improved face detection.
For the first time, you can do burst selfies
which kids love to do.
This chip is amazing.
It does HDR with a single image not combining multiple images,
which keeps it really sharp.
And you can do videos with HDR as well.
So with all these great new cameras,
all these great new performance, also faster connectivity too.
iPad Air 2 has faster Wi-Fi, 802.11ac with MIMO.
That delivers 2.8 times faster performance
up to 866 megabit per second throughput.
There's also faster LTE with more bands.
There's up to 150 megabit per second,
that's using carrier aggregation.
And has 20 LTE bands that's more than any other tablet,
so it connects at high LTE speeds
on more networks around the world.
But perhaps the most requested feature
from customers is Touch ID.
[ Applause ]
Now like many of us, if you have Touch ID in your iPhone,
you've probably picked up your iPad and put your finger
on the Home button, only to see that it doesn't unlock
because you didn't have Touch ID.
We get used to it so quickly.
Well now with iPad Air 2, there is Touch ID
and it reads your fingerprint and quickly unlocks your iPad
without having to enter the passcode.
And it works with our stores.
So you can purchase in the iTunes Store, in the App Store,
and it works with the new iOS 8 developer apps
that support Touch ID so it can unlock Evernote or Mint
or your Day One journal, just with your fingerprint.
And as you know, all of us who use iPads,
we're prodigious shoppers.
We love to use our iPad to sit back and surf the web
and make purchases and--
particularly with all those 675,000 apps,
many of them help us make purchases.
And now, with Touch ID, you'll be able to use Apple Pay
to make online purchases.
Now this isn't for a retail point of sale purchase,
this is for online purchasing within all the apps,
they're going to support Apple Pay, and there are going
to be many of them growing starting on Monday.
So it would be the best way to shop online.
Of course, iPad Air 2 comes with the brand new iOS 8.1
that Craig just showed us
and all the incredible features it has.
And our developers have had a great time using the performance
of the A8X chip and taking advantage of all the power
on iPad 2 to do remarkable things, and developers have too.
We've given a few of them early access to the iPad Air 2
and to see what they can do with it
with their incredible applications.
Well, I like to show you two of those this morning.
The first is a great team, the-- two brothers started a company
in Lithuania, and they've had a hit application
in OS X called Pixelmator.
Perhaps you know it.
It's a professional quality image editing application.
It's been a big hit on the Mac and now they're here today
to show you the work they're doing on iPad.
I'd like to bring up Aidas to tell you all about it.
[ Applause ]
Welcome.
Thank you.
After two years of work, we are really excited
to show the new Pixelmator for iPad today.
It's a full featured image editing app.
We are going to open a 4K image of the Arabian Desert.
It's really exciting that we can work so smoothly
with large images like this.
The new iPad handles those images faster
and better than ever before.
We created a graphic, we're using the shadow
of the actual oryx in the sand and some text
which we'll bring in as a new layer.
I'd like to place it here at the bottom.
But you see, there is a straggler oryx
that would interfere with the graphic.
So, let's remove the oryx right now.
We were able to bring our repair tool
from our award-winning Mac version to the iPad
and it works fantastic.
By simply brushing over the oryx, our app will take care
of removing it but still maintain the background.
That is two times faster on the new iPad compared to iPad Air.
[ Applause ]
Notice how the texture in the sand is intact even
until the oryx is gone.
Let's place the graphic back at the bottom and size it to fit.
Now, let's blend the graphic with the background
to complement the color of the sand.
Next, I'd like to apply a filter to enhance the color
and darken the edges a bit.
We can adjust the depth and strength of the effect.
Notice the very fast response time.
So, that's a quick peek of Pixelmator
for iPad coming later this month in the App Store.
The power of the new iPad is perfect for the new Pixelmator.
We've seen improvement of up to three times
in many aspects of the app.
It's a fantastic pairing
that would make image editing a breeze.
Thank you.
[ Applause ]
>> Next, there's an exciting new video editing application
that has everyone abuzz, it's called Replay.
It's from a bunch of brilliant scientists from France.
And to tell you all about it, I like to bring up Jeff Boudier
to show you what they've been up to.
[ Applause ]
Welcome.
Thank you.
With Replay, you can use your iPad
to create amazingly rich videos
without knowing anything about editing.
With me is my co-founder Francois.
Let's take a look.
We all take so many photos, so many videos.
Often we don't have time to do anything with them.
Like these videos from a trip in Utah.
To make a nice movie edit out of all these,
it would take me hours of work, right?
Well, let's select all these clips
and see how long it takes Replay to make a movie.
[Background Music] My movie is already playing.
What just happened?
In one tap-- Thank you.
In one tap, Replay analyzed all my videos added beautiful motion
graphics and synchronized everything
to the beat of the music.
OK, let's do it again, but try a different style.
I love this style.
Replay runs computer vision algorithms
to find the best accent color
for each video then desaturates the rest.
And with Metal, this code runs 20 times faster
than using the CPU.
[ Applause ]
But this style is too romantic.
Let's try something more vibrant.
[Background Music] Nice.
I love how Replay picks the background colors
to match the videos.
Now, I want to add a text slide.
Let me show you how easy it is.
How about Utah road trip?
Just as easy, I can add captions,
trim videos, or reorder things.
The result again is instant.
We created a custom-rendering engine on top of OpenGL.
And with each new processor, Replay gets faster.
With A8X, we get four times faster rendering than on A7.
Now, I'm really excited to show you something never done before
on mobile.
It's very Hollywood.
See how the light interacts with the text.
I can even set the lighting color while my movie is playing.
This effect is called volumetric lighting and Replay renders it
in real time on the iPad.
This is truly desktop class performance.
We believe video creation should be easy and instant.
With this new iPad and Metal, our vision becomes reality.
This new style will be available end of October
and you can get Replay for free on the App Store today.
We can't wait to see what you'll create.
Thank you, thank you.
[ Cheering & Applause ]
So those are just two examples from the
over 675,000 apps from the App Store
that take unique advantage of iPad.
You can see now, the apps are doing things on iPad
on a thin mobile device
that previously would have taken high-end desktop computers
to do.
And you can do this anywhere you go.
So this is the new iPad Air 2 packed with an incredible range
of new technologies and innovation.
Next generation Retina display with no air gaps
and anti-reflective coating.
Our second-generation 64-bit chip for iPad,
the A8X with 3 billion transistors.
The new 8 megapixel iSight camera
and then all those incredible features.
The new FaceTime HD camera, ultrafast 802.11AC wireless
and 20 bands of LTE for fast performance around the world.
And of course the most requested feature, Touch ID.
All of this packed into the thinnest iPad we have ever made.
You just have to hold it outside when you get a chance to,
to see just how incredible this is.
It will blow you away.
So if you want to get one and if you're like me,
you're just dying to, what will it cost?
Well first, it comes in silver, space gray and the new gold
that you've seen here, and it starts at $499.
That's the price of the previous iPad Air for Wi-Fi with 16 gigs.
$599 for 64 gigs, that's $100 less than before.
And $699 for 128 gigs, again $100 less expensive than before.
So, much more power, great new features,
thinner device and more affordable.
There are also cellular versions for $130 more,
and that is the new iPad Air 2.
At the same time, we have an update today
for iPad mini as well.
We call it iPad mini 3.
It's the third generation of iPad mini.
It comes in silver, space gray and gold,
and of course it includes the new Touch ID feature as well.
It will start at $399, $499 and $599, new memory configurations,
and have cellular versions as well.
And both iPad Air 2, iPad mini 3 are made
in the most environmentally friendly way possible
and we're really proud of this
and I always want to part with that.
[ Applause ]
So those are the two new lines of iPad,
iPad Air 2, iPad mini 3.
We're going to keep iPad mini 2 and iPad Air on the line
and reduce them by $100 so everyone has something
at each price point, so those are more affordable as well.
And the original iPad mini, we're going to continue
to sell it now at our all new price
of just $249, previously was $299.
So that now means our lineup has the lowest price point ever
for iPad, $249, it means iPad 2--
mini 2 and iPad Air had been reduced by $100.
We have an all new iPad mini 3 and all--
a new iPad Air 2 at the high end with more features
and capabilities in the thinnest iPad we've ever offered.
So, a lot of changes up and down the entire line.
To get iPad mini 3 and iPad Air 2, you can start
to order them tomorrow.
We'll take preorders tomorrow, October 17th, and they'll begin
to ship by the end of next week.
So that's iPad.
[ Applause ]
I think this graphic says a lot in a very simple image
about the things we create, how beautiful they are,
how incredibly advanced they are at each category,
and how each one is pushing on the next
to be even better and to do even more.
As iPad continues to evolve and challenge what a computer can be
that you can hold all day long, it then challenges us
at the higher end to move those forward as well.
And nobody is better at that than Apple.
Let's talk a little bit about what's happening with the Mac.
We have the best lineup we've ever had.
It's the 30th birthday of the Mac this year,
and these are the best ever.
And their results are fantastic.
If you look at Mac compared to the rest of the industry,
this is based on the last quarter,
the Mac grew 18 percent year over year while the rest
of the industry didn't do as well.
And the reason is very simple.
Our customers love their Macs.
This summer we updated MacBook Air.
It got faster, better battery life, better value.
People bought them like crazy
and the reviews were off the charts.
I think this one said it best.
From the Wall Street Journal,
"The MacBook Air is the best laptop ever made."
Who are we to argue?
[ Laughter ]
[ Cheering & Applause ]
For customers who want a higher level of performance,
they love the MacBook Pro.
It delivers all day battery life, incredible performance
and best of all, that beautiful Retina display.
It's been really fun to watch the migration
of the Retina display.
It started with iPhone, we moved into iPod Touch and moved
into iPad and then into the Mac with the MacBook Pro.
Well today, we're really happy for you
to see the continuing march
of this incredible Retina technology
and the next step we're going to take with it.
[ Music ]
[ Applause & Cheering ]
So yes.
[ Applause ]
We are so excited to tell you
about the all new iMac with Retina display.
There has never been a desktop display like this.
It is simply stunning.
We have never seen a level of detail in a desktop display
as you'll see with this iMac.
It is truly remarkable.
It's a 27-inch display that has 5120 pixels by 2880 pixels.
If you're really fast with math you know
that is an insane 14.7 mega-- million pixels on one display.
It is the world's highest resolution display.
This is an incredible feat of engineering.
We call it the Retina 5K display.
So to put it in context, we all look at HD TVs all day.
They're 1920 x 1080, that's overlay those pixels on top
of the retina 5K display.
There are seven times more pixels
on the Retina 5K display than on your HD TV.
[ Cheering & Applause ]
Now let's compare that to the new standard 4K digital cinema.
And there it is, 4096 x 2160,
the Retina display still has 67 percent more pixels than that.
It is stunning.
What's more remarkable is the work the engineering team
to fit those 14.7 million pixels into our beautiful iMac design.
It's just five millimeters thin.
It's an incredible feat of engineering.
It took a lot of invention.
It starts with the chip that controls the display.
It's called a timing controller or TCON.
One didn't exist to drive this display quickly and efficiently
so our team had to invent one.
It started with having to create a new material, oxide TFT,
to be able to charge those pixels quickly and evenly
across the whole display.
And then taking technology from our Retina iPad display,
organic passivation, to reduce cross-talk
because those pixels are getting so close together,
to keep the image really sharp and beautiful.
It took building a new backlight technology,
an LED backlight that's just as bright as previously
but consumes less power and is thinner.
And all put together, this new display
with four times the number of pixels
of the previous version uses almost a third less energy.
That's incredible work.
And to make it even more beautiful,
we use our Apple photo alignment technology
to give higher contrast ratios on access,
and a new compensation film so it looks better off access too.
It is a remarkable feat of engineering
and the most beautiful desktop display for everything you do.
When you read text, it looks incredible, crisp and sharp,
with magazine quality.
If you work with photos, you have never worked
at a desktop display with this level of detail in your photos.
When you love to edit video like here in Final Cut Pro,
you've never had the ability to do 4K video editing,
pixel for pixel with room left
over for your bins and timelines.
And if you're Craig and you've worked so hard
on a beautiful version of OS X, there has never been a display
to show off that great new user interface as beautiful
as this new Retina 5K display.
We have a brief video to tell you a little bit more about it.
>> [Background Music] The Mac enables people
to do amazing things.
And for many people, it's the most important creative tool
that they use.
And what we really love doing is making it better.
On an iMac, the experience begins with the display.
And now we're really proud to introduce the first iMac
with the Retina 5K display.
With 14.7 million pixels, this goes way beyond HD.
It gives the ultimate all-in-one computer the ultimate display.
And it made you see incredible detail on a scale
that just hasn't been done before on a desktop.
We started by moving to an oxide TFT
or thin film transistor panel.
Oxide TFT is needed to get these many millions of pixels
to charge quicker and then stay charged longer.
We manufactured an oxide TFT based display more precisely
that had ever been done before.
One of the great results is the vivid brightness you see
across the whole screen.
Communicating to all of those pixels requires a lot
of brainpower.
In a display, it's called the timing controller or TCON.
The TCON tells every pixel what to do and when to do it.
For this new Retina display, a TCON didn't exist
that could do the job.
We had to create it, this single incredibly advanced chip that's
responsible for directing millions of pixels.
Whether you're looking at photos or text
or even editing 4K video, the picture is stunning.
We've also improved the contrast ratio so you get brighter whites
and darker blacks from any viewing angle.
>> When I'm working on imagery, I need to see the details in it
to make accurate judgments of color and exposure to be able
to make it look on screen exactly how it appeared to me
when I saw it in reality.
>> For this display to be possible,
millions of pixels have to be driven
with more energy efficiency.
We use power saving LEDs and organic passivation
which enables a clear accurate signal to be sent to each pixel.
This dramatically increases the display's performance
and image quality while actually decreasing its power uses
by 30 percent.
>> Every photograph I shoot, there is so much work
to be done before it's really finished.
To get there, the tools I use need to be powerful and precise.
And now that I've had a chance to experience the sharpness
and the resolution and the incredible tonal range
in the new iMac, I just can't imagine a better tool
for the work I do.
>> With its stunning Retina 5K display and all
of this new capability, the new 27-inch iMac is
by far the most amazing iMac we've ever built.
[ Applause & Cheering ]
So not only have we built an iMac
with the most incredible display we've ever made but
throughout the product line we've updated everything
to make it the best iMac ever.
So if you look inside it,
it has the fastest chip we've ever put in an iMac.
It starts with a 3 and a half gigahertz Intel quad-core i5
but upgradable to 4 gigahertz i7, the fastest ever in an iMac.
The graphics, a Radeon R9 M290X, upgradable to a 295X.
So how fast is that?
The previous fastest chip in an iMAac was 2.4 teraflops
to compute power, not bad.
This is 3.5 teraflops, 45 percent faster
than the previous version.
I/O is faster as well, it is now Thunderbolt 2,
20 megabit per second bin with [inaudible].
It's faster storage, standard terabyte Fusion Drive.
And it's all built together like all of our products
in the most environmentally friendly manner including
supporting the latest Energy Star 6.1.
So it's a very efficient desktop product.
So what does this amazing state of the art new iMac cost?
Well, let's make a comparison.
If you've ever tried to buy a high end display,
for example a new 4K IPS TFT display,
not quite as many pixels as the iMac,
not quite as beautiful display but still not bad.
You know that these range in the price of $3000 or more.
So that's why we're really excited to tell you the new iMac
with Retina 5K display is going to cost $2499.
[ Cheering & Applause ]
And for that, we throw in an entire computer.
It's got a 3 and a half gigahertz i5 standard,
Radeon R9 chip, 8 gigs of memory and a terabyte Fusion Drive.
And it starts to ship today.
So that is the new iMac with Retina display.
It joins the rest of the iMac line.
A 21 and a half inch iMac starting at $1099,
27-inch iMac starting at $1799, and the new iMac
with Retina 5K display at $2499.
I can't wait for you all to see it
and experience the incredible images that it produces.
There has never been a desktop computer like it.
I think it's the perfect fitting
to the 30th birthday of Macintosh.
We have one other small update today and that's the computer
that a lot of our customers love
and we're getting the first back.
It's called Mac mini.
Perhaps you've added one to your own home network,
but we have a whole new version today.
It's updated with faster processors,
fourth-generation Intel Core processors,
faster graphics Intel Iris and HD Graphics 5000,
faster storage, PCIe-based flash storage, faster Wi-Fi, 802.11ac
and now has two Thunderbolt 2 ports, so it's packed
with all the I/O you need in a very small design.
And most important to us, it is not only compacted
as the world's most energy efficient desktop computer
which is really great.
A lot of customers choose this for their first Mac.
Previously, Mac mini started at $599.
The new faster more capable Mac mini starts at just $499.
[ Applause ]
And it's shipping today as well.
So that's our update for the Mac.
Let me turn it back to Tim.
[ Applause ]
What do you think?
It's a very cool stuff.
[ Applause ]
This is the strongest lineup of products
that Apple has ever had.
And we believe that each one
of these play a very important role.
People need different types of technology
for the way they live their lives,
we all do different things.
In fact, many of us and many of our customers use more than one
of our products every day.
Sometimes you want to sit at your desk in front
of a huge beautiful immersive screen packed
with powerful technology.
And we've made that much better today
with the Retina 5K screen for iMac.
Sometimes you want to take that powerful technology
with you wherever you go.
And we've made our notebooks even better this year
with MacBook Air and MacBook Pro.
Sometimes you want to be close to your content, touching it,
and we've made that experience even better today
with the iPad Air 2, more powerful and incredibly fast.
Sometimes you want to hold that powerful technology in the palm
of your hand and there's no better thing for your hand
than the iPhone 6 and iPhone 6 Plus.
And soon, you can wear
that powerful technology right on your wrist.
Yup. This incredible lineup of products and the ecosystem
that supports them is something only Apple can create.
They're designed to be incredible products individually
but they're also designed to work together seamlessly.
And because we create both the hardware and the software,
we can deliver something that no one else can do.
A simple, intuitive, and yes,
a magical experience for our customers.
This is our vision of personal technology,
and we are just getting started.
I'd like to thank all the teams at Apple that have worked
so hard for not only this year--
much of what you see here is multi years of work--
to bring these products out on top of all the other things
that you've seen during the day.
They are doing the best work of their lives.
And I and the executive team really appreciate it.
[ Applause ]
I want to invite all of you to come across the hall
to get your eyes on this Retina 5K display.
You're not going to believe it, it's killer.
And to hold the iPad Air and see how thin and powerful it is.
We also have a station set up next door so that you can try
out Apple Pay if you haven't tried it yet
and you can be among the first to buy something on it.
[ Laughter ]
Thanks very much for joining us.
[ Applause & Cheering ]
[ Silence ] Subtitles End: mo.dbxdb.com