[ Music ]
>> People think that having a
disability is a barrier--
[ Music ]
-- but that's not the way I see
it.
You can catch up with friends.
>> Ready?
>> You can capture a moment with
your family.
>> One face.
Small face.
Focus locked.
>> And you can start the day
bright and early.
You can take a trip to somewhere
new.
[ Music ]
>> Three miles to the summit.
>> You can concentrate on every
word of a story.
>> A bird began to sing.
Jack opened his eyes.
>> You can take the long way
home.
[ Music ]
Or edit a film like this one.
[ Music ]
When technology is designed for
everyone, it lets anyone do what
they love.
Including me.
[ Cheering and Applause ]
>> Good morning.
Good morning.
Thank you.
I see a few iPhones out there.
Thank you.
Welcome back to the Apple Campus
and thank you so much for
joining us this morning.
I could not be prouder to share
that video with you this
morning.
Our teams work so incredibly
hard to make all of our products
accessible to everyone.
And today, we're launching a new
accessibility website.
It's all about the accessibility
features that we've designed and
built right into our products.
We believe that technology
should be accessible to
everyone.
And we hope that this website
becomes a great resource that
people can use all around the
world.
We believe that if people have
access to our products, they can
push humanity forward and change
the world a bit in the process.
It's incredibly humbling to see
the amazing things people do
with our products every day.
We've got-- Thank you.
[ Applause ]
We've got some great new
products to share with you this
morning and I'd like to start
this morning with a few updates
beginning with iPhone.
Of course we just launched the
iPhone 7 last month and people
are loving it.
We've had some incredible
reviews like this one, which
seems to say it all,
"Unparalleled and a cut above
anything in the industry."
I couldn't have said it better
myself.
More importantly, the customer
response has been very strong.
iPhone 7 makes the things that
you do every day so much better.
And one of those very important
things is taking great photos.
Customers had been using the
iPhone 7 camera and they are so
excited they've been sending us
some of the photos they've
taken.
I'd love to share some with you
this morning.
There's some really beautiful
ones like this one,
as well as this.
And this one.
They are absolutely beautiful.
And this is just a very small
selection.
iPhone 7 takes incredible
photos.
But it's not just about taking
great photos.
The fun is going back and
enjoying them and sharing them
with your friends and family.
And we've made that much easier
and much better with the new
memories feature which
automatically gives you new
memories every day right from
your photo library.
This is a new feature, but
despite that, already 400
million memories have been
viewed and enjoyed by iPhone
users.
This is the best camera, the
best photo experience and the
best iPhone we've ever made.
[ Applause ]
iPhone 7 is powered by iOS 10,
the world's most advanced mobile
operating system.
And the reviews are in for iOS
10, and it's official, iOS 10 is
awesome, a 5 out of 5.
I couldn't have said that better
either.
Customer reaction to iOS 10 has
been phenomenal.
In fact, in just over a month,
over 60% of our customers are
already using iOS 10.
And in contrast, the other guys
that shipped before iOS 10 are
not even at 1% yet.
And of course the reality is
that most devices will never get
this upgrade.
Now, earlier this week, we
shipped an update to iOS 10,
version 10.1, and it's got some
more cool new capabilities.
Perhaps the best feature is
portrait mode for the iPhone 7
Plus which offers a depth effect
to your photos.
So the person in the foreground
is so sharp and there's a
beautifully blurred background.
If you haven't seen it, it's
awesome.
And guess what, so many
customers have been sending us
some of the portraits they've
taken, and I'm really pleased to
share some with you this
morning, like this one.
And this one.
The results are just stunning.
It's amazing you can do this.
Now, if you haven't checked out
portrait mode yet with your
iPhone 7 Plus, I encourage you
to do it.
It's really awesome, this is a
huge feature.
Also this week, Apple Pay kicked
off in Japan with iPhone 7 and
the Apple Watch Series 2.
So now our customers in Japan
can use their iPhone 7 and their
Apple Watch Series 2 for transit
and for making payments.
This is a huge deal in Japan
because every day, there's over
160 million contactless
transactions made.
And we are offering the best
experience by far.
Now we've also introduced
support for transit in the Maps
app with iOS 10.1.
And this provides extensive
coverage all across Japan and it
has very detailed underground
layouts, it's really cool.
And so we've included cool new
features with this like local
signs and fare comparisons which
is far beyond what other folks
are doing, so this is now the
best and easiest way to get
around in Japan.
The new Apple Watch has also
gotten off to an amazing start,
and watchOS 3 makes the watch
experience so much simpler and
faster.
And we've been hearing the same
great response from reviewers
with the watch.
Like Digital Trends who says,
"the Apple Watch is the best
smartwatch you can buy.
It's simply the best by far."
And the Wall Street Journal
which said, "it can help you on
your path to becoming a
healthier human."
As you know, we designed the
Apple Watch to be the ultimate
device for a healthy life.
And we've been working with Nike
to provide the best running
experience out there.
Tomorrow, Apple Watch Nike+ is
available, and we think runners
around the world are going to
love it.
So as you can tell, it's been a
pretty busy week around here,
but we have more to announce
today.
And I'd like to start with Apple
TV.
[ Applause ]
With Apple TV, we want the
experience on your television to
be as great as the experience
across your Apple devices.
And so, when we launched the new
Apple TV, we launched with a
clear vision.
We believe the future of TV is
apps.
So, how are we doing on this?
Well, our developers now have
access to the biggest screen in
your home and in just a year, we
now have 8000 apps, and they're
across every category, from
lifestyle, to learning, to
fitness, to shopping, to food,
and over 2000 games, with some
amazing titles like Real Racing
3.
Now these games keep coming, new
games keep coming and there's a
very popular one coming before
the end of the year, and that is
Minecraft.
[ Applause ]
So now you can build new worlds
on your Apple TV and play with
your friends on their iPads and
iPhones.
It's going to be really fun.
Our customers also love watching
their favorite TV shows on Apple
TV like "Mr. Robot."
And in fact, we now have over
1600 apps from video content
providers for you to enjoy.
This is absolutely incredible
and it's an amazing amount of
content that's available to you.
You could-- In addition to your
favorite TV shows, you can watch
some incredible movies like
"Finding Dory".
You can watch live and on-demand
news.
You can even watch live sports
and so much more.
In fact, there's a new category
of apps emerging that combine
the power of Apple TV to make
watching video more interesting,
interactive and social.
And we have an example of that
to show you this morning.
And to do that, I'd like to
invite Ryan Troy from Twitter to
show us what we're talking
about.
Ryan.
[ Applause ]
>> Joining me today is our
product designer Jose Hernandez.
Today, we're going to show the
future of video made possible by
Twitter on Apple TV.
Let's jump in and watch Thursday
Night Football.
Fans love watching their
favorite live sport from the
largest screen in the house
sending millions of tweets a day
from their iPhones and iPads.
With a simple swipe on the
incredible Siri Remote, we can
bring that conversation in to
make viewing more entertaining
with tweets from athletes and
more insightful with stats from
journalists.
Looks like the Bears have
recovered in the end zone.
Now, the Twitter timeline comes
alive to show immediate
reactions.
[ Laughter ]
That pretty much sums up my
fantasy team this year.
Tweets also include video
replays and periscopes from
different vantage points.
I have to say, this is a great
way to watch TV.
With that touchdown, I think the
Bears might be able to win this
on defense alone.
At critical moments in the game
like this, audience polls let
Jose weigh in on the situation.
Once he's voted, live results
show up instantly.
Now, Jose sees some candor that
he wants to respond to.
Apple TV makes it easy for him
to send that tweet to his iPhone
so he can join the conversation.
Let's see how he responds.
[ Inaudible Remark ]
Strong choice.
In addition to NFL Thursday
Night Football, Twitter is very
excited to offer free premium
sports content from the NHL and
NBA, news from Bloomberg, and
election night coverage from
BuzzFeed.
We're merging live video,
social, sports and news in an
interactive format not possible
before Twitter on Apple TV.
It's what's happening.
Thank you.
[ Applause ]
Thank you, Ryan.
This is a great example of the
power of Apple TV and how apps
are changing the way that we
enjoy television.
Now, in fact-- So we now have so
many great apps and each of
these apps has an incredible
amount of amazing content.
With Siri and universal search,
we've made it easy to search
across your apps.
But universal search was just
the beginning for us.
We want to do even more to make
this experience even better.
We want Apple TV to be the one
place to access all of your
television, a unified TV
experience.
That's one place to access all
of your TV shows and movies.
One place to discover great new
content to watch.
So, today, we're announcing a
new app and we simply call it
TV.
[ Applause ]
It will completely change how
you watch TV with your Apple TV,
as well as your iPhone and iPad.
But rather than talk about it,
we just like to show you.
And to do that, I'd like to
bring up Jen Folds, a senior
designer on Apple TV to show you
all about it.
Jen?
[ Cheers and Applause ]
>> Thanks, Tim.
The new TV app is the first
place I go when I turn on my
Apple TV.
It brings the shows and movies
from all my video apps all into
one place.
So I start off in Watch Now
where the focus is on Up Next.
It has all the TV shows and
movies that I'm currently
watching from across all of my
apps.
You can see what's up next along
the bottom and get a little more
context for each in the top
right.
So for example, I bought Sing
Street on iTunes but didn't
finish watching.
And as you can see, Up Next lets
me continue from where I left
off.
For shows that I'm binging on
like "Homeland" on Showtime, the
next episode is right here ready
for me to start.
And for currently airing shows
that I'm watching like "The Big
Theory" on CBS, Up Next shows me
the newest episode once it's
available.
It's so great to finally have
one place to go for everything
I'm watching.
But it doesn't end there.
When I want to discover
something new, I just swipe
down.
Our editors have selected the
absolute best content and
showcase it in What to Watch and
the TV and Movie Spotlights.
And since all of these is
content from my apps, it means I
can just play everything I see
here.
I can choose to browse by
category or get a look even
further into the catalogue
available to me through these
hand curated collections.
So, if you're one that hasn't
seen "Game of Thrones" yet, now
is a great time to start.
And with Watch Now I just click
play.
I'm taken straight to HBO NOW
and the show starts.
[ Video Clip ]
So since I'm watching in HBO
NOW, pressing menu takes me to
the show details from within the
app.
And I can get back to TV just by
pressing the TV button.
As you can see, "Game of
Thrones" was automatically added
to the front of Up Next, so it's
easy for me to pick up later.
So that's Watch Now.
It's the best place for me to
continue watching and browse new
TV shows and movies across my
apps.
Now moving over to the library
view, I have all of my iTunes
purchases and rentals all in one
place.
And now you get a sneak peek at
some of my guilty pleasures like
the "Real Housewives".
True story.
When I'm in the mood for
something completely new, I head
over to the store where I can
explore great new content to add
to Watch Now.
There's new movies available
from iTunes and all of these
apps that I can just sign up to
access.
So when I find one that I like,
I can just click to install.
In just a few seconds, the app
installs on my Apple TV and it
will automatically download to
all of my other devices so I can
watch wherever I want.
[ Music ]
So here within STARZ I can
easily sign up or if I'm all
ready authenticated using
Apple's new single sign on
feature, I'll instantly get
access to all the great content
they have right here in the app.
And when I go back to TV, I can
see that Watch Now has
automatically been updated as
well to include the best of
STARZ like "Power" and "Star
Wars: The Force Awakens."
And the TV app doesn't just work
on my Apple TV.
It's on my iPhone and iPad as
well, which is great for when
I'm on the road or just relaxing
in my backyard.
So let's switch to my iPad.
So here's the new TV app.
It has everything that was in
the previous videos app right
here in my library and we've
added all the same features I've
just shown on Apple TV,
including Watch Now.
So in Up Next you can see that
"Game of Thrones" episode we
just played, as well as all my
other shows and movies.
And we have all that same great
curated content as well.
Now of course, Siri works great
with the TV app.
For shows that I'm watching, I
can just say play "Brooklyn
Nine-Nine".
>> OK, here is "Brooklyn
Nine-Nine".
>> Three ET, 5 minutes late.
Yikes. But I had to stop to get
some wine.
Hello good, sir.
I'd like your finest bottle of
wine, please?
>> That will be $1600.
>> Great, I'd like your $8est
bottle of wine, please.
It's from the finest vineyard in
Arkansas.
>> Yeah.
[ Laughter ]
[ Applause ]
>> So Siri knows exactly which
episode I was on and picked up
right where I left off.
Let's switch back to my Apple
TV.
So once again, you can see that
Up Next was automatically
updated with that episode we
just played on my iPad.
So that's the new TV app.
It brings the best shows and
movies from all my video apps
all into one place.
And it works across Apple TV,
iPhone, and iPad.
It's going to completely change
how we watch television.
[ Cheering and Applause ]
Now, I'd like to talk about
another important category and
that's live.
Apple TV has so many amazing
apps that are great for tuning
in to live news and sports.
And today, Siri is making it
easier than ever to watch the
live content that you want.
So now I can say things like
watch CBS News.
>> Running two masterpieces by--
>> Siri tunes in straight to
what's live on CBS.
Now since I'm watching in the
app, I can get more news just by
swiping up, and choose a
different story just by
clicking.
>> 911. What's the address of
the emergency?
>> We got a guy who just stole a
bike here at Walmart.
I got him roped and tied to a
tree.
>> What?
>> The cavalry arrived moments
later.
>> So that's great when I know
what channel I want.
But what about when I just want
to watch my favorite sport.
So let's say it's Saturday and
you know what that means,
college football day.
All I need to do is tell Siri to
turn on the game.
Watch the Louisville game.
Siri knows which app has the
game and takes me straight to
the action.
>> Finley looking at a blitz.
Throws one over the middle and
throws another interception.
>> Wow. Well, since this game
looks like a total runaway,
let's use Siri to find out what
other football games are on now?
Siri shows me all of today's
schedules and scores and even
which other games I can watch
live.
Well, I know a certain CEO and
Auburn alum that probably wants
to tune in, so let's take a
look.
[ Football Game Sounds ]
>> Look at Kam Martin.
Here he goes.
I mean this is just getting
silly in the box score right
now.
>> Siri makes it so easy to
catch all the exciting moments.
So with Siri live tune in and
the unified experience of the
new TV app, Apple TV is the best
place to watch TV shows, movies,
sports, and more.
Thanks so much.
[ Cheering and Applause ]
>> Thank you, Jen.
[ Applause ]
Thanks, Jen.
I'm very excited about the new
TV app for Apple TV, as well as
for iPhone and iPad.
So now there is a unified TV
experience.
That's one place to discover and
enjoy your favorite TV shows and
movies across all of your
devices.
Now, we're going to make the TV
app available for free with a
software update for tvOS and iOS
beginning in the United States
by the end of this year.
Apple TV, iPhone and iPad have
become the primary ways that
many of us enjoy watching
television.
And now with the TV app, there's
really no reason to watch TV
anywhere else.
So that's Apple TV and the new
TV app.
[ Cheering and Applause ]
The next thing we'd like to talk
about is something dear to all
of us at Apple, and that is the
Mac.
[ Cheering and Applause ]
The Mac is more than a product
to us, it's a testament to
everything we do and everything
we create at Apple.
The Mac is so incredibly
important to us.
But it's not just important to
us, it's important to the world.
It's had a profound impact in
education, design, business, the
arts, the sciences, and so many
areas.
The world's creative forces used
the Mac to push the world
forward.
We continue to push the Mac
experience forward with macOS.
And this year we launched the
best version yet, macOS Sierra.
It brought a lot of powerful new
features to the Mac such as
iCloud Drive, which makes all
the files on the desktop or in
the documents folder of one Mac
available to any other Mac, as
well as your iPhones and iPads.
And Universal Clipboard, letting
you copy content from your
iPhone or iPad in your Mac and
paste it in your Mac.
And hundred of thousands of
websites now are offering their
customers' Apple Pay.
So you can shop with your Mac
and then just with a click and a
tap complete your purchase.
Siri is now available on all
Apple platforms including the
Mac.
And on top of the capabilities
you've grown to love with Siri,
we've designed some specific
ones just for the Mac.
For instance, you can do detail
file searches just by asking
Siri.
This is incredible productivity
savings.
We're really excited about all
the things you can do with macOS
Sierra.
The Mac experience just keeps
getting better and better.
Now, you may not realize it but
this week happens to be a huge
week in the history of the Mac
and in the history of Apple.
This week marks the 25th
anniversary of our first
notebook.
It was on October 25th of 1991
that Apple unveiled the first
PowerBook.
[ Cheering and Applause ]
Now, the PowerBook actually
defined the modern notebook for
its time, changing the category
and changing Apple forever.
This was the first portable that
featured the keyboard for
design, so you could rest your
palms when you are typing.
It had a pointing device
integrated right into the palm
rest.
Now all of us take this for
granted today, but this is where
it all started.
It was also the first laptop
with an active matrix display.
Now we didn't stop here.
Every generation of Mac
notebooks had some major
innovation that wound up pushing
the industry forward.
The first Trackpad, the first
notebook with built-in WiFi, the
first aluminum unit body design,
the first with all flash storage
and the first with all day
battery life, and the first
retina display in a notebook.
For 25 years, we've been
defining and redefining what a
notebook is and what a notebook
can do.
And today, we're going to do it
again.
Let me show it to you.
[ Music ]
[ Cheering and Applause ]
This is the new MacBook Pro and
it is absolutely incredible.
To tell you all about it, I'd
like to invite Phil Schiller up.
Phil.
[ Cheering and Applause ]
>> Thank you, Tim.
Thank you.
Well, good morning everyone.
This is so exciting.
A new generation MacBook Pro and
it is seriously cool.
It has a whole new design made
of aluminum.
It is metal on all sides.
It is incredibly extreme.
And this kind of design is only
possible with the unique
collaboration between our
hardware engineering, our
operations, and our industrial
design team working together to
solve problems others haven't
even tried to tackle.
It is the new gold standard in
notebook computers that enables
innovations not possible before.
It comes in a 13-inch and
15-inch sizes in silver and
space gray, and it is simply the
thinnest and lightest MacBook
Pro we have ever made.
[ Applause ]
So let's dive into a few of the
details.
First, let's look at the 13-inch
MacBook Pro.
Here's the previous generation,
absolutely the leader in its
field in performance and thin
and light.
But here's the new 13-inch
MacBook Pro on the right.
Yes, it is just 14.9 millimeters
thin.
That's 17% thinner than the
previous generation, and it's
smaller too, 23% smaller in
volume, almost a quarter less.
That's a huge difference.
And it weighs less too.
It weighs just 3 pounds, almost
a half a pound less than the
previous version.
Let's turn it around so we can
see the all metal design on all
sides.
It is an absolutely stunningly
beautiful notebook.
Now let's look at the 15-inch
notebook.
Again, the previous 15-inch
MacBook Pro, the standard, the
best professional notebook that
had ever been made until today.
Here's the new 15-inch pro next
to it.
15.5 millimeters thin.
That's 14% thinner and it is
smaller as well, 20% smaller in
volume than the previous one.
One-fifth less, it's a huge
engineering feat.
And it weighs just four pounds.
Again, a half a pound less, four
pounds for a high performance
professional 15-inch notebook.
That's just unheard of.
But what's really impressive is
when customers open it up for
the first time and look inside,
because everything is all new.
There's a new Trackpad, a Force
Touch Trackpad.
It is twice as big as the
Trackpad in the previous
generation.
A lot more room for your
gestures.
And this is only possible
because of the Force Touch
technology.
In order to have a great click
feel with a mechanical click
mechanism, it would not be
possible.
This is really state of the art
and the best Trackpad we've ever
made.
The keyboard is all new as well.
It uses the butterfly switch
mechanism that we pioneered in
the 12-inch MacBook.
But now we've applied it to a
professional notebook, and in
this case there's a new switch
mechanism, a 2nd generation
butterfly.
It's more responsive and gives
an even greater sense of
keyboard travel as you press on
it.
It is a great keyboard.
And I could talk all day about
it but I think you're probably
looking at that area just above
it.
[ Laughter ]
[ Applause ]
What our team has done in this
area where function keys used to
exist is remarkable.
But before we get into that, I
do think it's worth a moment for
a requiem for the function key.
Many of you probably experienced
for the first time as some of us
did back with something like
this.
This is an IBM 3270 mainframe
terminal from 1971.
That's when many of us first
experienced this great new
technology called the function
key.
And it allowed us to do
operations on a mainframe
terminal.
Those function keys migrated to
our desktops and to our
notebooks.
Over 45 years, we've been using
function keys.
Well, actually for the last--
who knows how many years?
We really haven't been using
them anymore.
Because when is the last time
you've had a 3270 mainframe
terminal emulation session?
It's been a while, right?
So we've mapped other functions
on to these keys.
We've put volume and brightness
on them.
But this is crazy, keeping
45-year-old technology around
and mapping other things to
them.
Our design team is-- has taken
on the challenge to move forward
and say, what if we get rid of
them?
What could we do in their place?
What technology can we provide
that actually enhances the
experience that we all have with
our notebooks all day long?
And what they've done is truly
remarkable.
This is what it looks like.
It's a retina display.
It is multi-touch.
It responds to your gestures and
your taps and makes things
incredibly easy to use.
We call it Touch Bar.
[ Applause ]
Now Touch Bar can do so many
things to help us as we use our
MacBook Pro.
First, it replaces the standard
system functions we're used to.
So if you want to set the
brightness or the volume, it's
easier than ever before, just a
slide or a tap.
But it goes way beyond that.
The Touch Bar adapts to whatever
software you are using.
So for example, in this case,
we're in Safari.
And now the Touch Bar is showing
us buttons for our favorite
websites.
If you want to go to a website,
you could just slide along and
tap it and it takes you to that
website.
Once you're there, it changes
again.
Now it shows you a search field,
the back button, and add another
tab in your view, just the tools
you need for where you are.
And it goes beyond just being
application specific.
The Touch Bar can provide new
surfaces for tools that we use
all the time.
So for example, here I am in
photos and I want to straighten
that photo, I have a new
interface right there on Touch
Bar for straightening the photo.
And my hands are right down on
the keyboard where I want them
in a notebook.
It's a perfect experience.
And since it's near the
keyboard, it's also really
helpful when you're typing.
So as you're typing, the Touch
Bar can show you quick type
suggestions.
You could just tap on and type
even faster.
It is incredibly useful and
intuitive and really fun to use.
Well, next to Touch Bar is
another technology, Touch ID.
We're bringing Touch ID to the
Mac for the very first time.
[ Applause ]
So now, you can log in to your
Mac with your fingerprint.
And it's integrated right where
it belongs, in with the power
button.
It's supported by a second
generation Touch ID sensor so
it's really fast.
It's covered with a sapphire
crystal so it feels great.
And it's supported by a brand
new chip, the Apple T1 chip.
And this chip includes secure
enclave.
So now you could do Apple Pay
purchases with your finger right
on your MacBook Pro.
[ Applause ]
So this is the Touch Bar and
Touch ID.
And to show it to you working
live for the very first time,
I'm really excited to bring up
Craig Federighi.
Craig.
[ Applause ]
>> Well, good morning.
Thank you, Phil.
It's a rare privilege to be able
to be the first to show you the
amazing new MacBook Pro and
Touch Bar live in action.
And to do that, I'm going to
have to do a grand reveal here.
So here's my David Copperfield
moment.
All right.
Here it is, the new MacBook Pro.
Well, getting started on your
Mac has never been easier.
I can-- We've now brought Touch
ID to the Mac.
So now I can just take my finger
rest it on the Touch ID sensor
and I'm instantly inside my Mac.
Now I want to focus our
attention here on the amazing
new Touch Bar.
The first thing, is system
control, should be relieved to
see they're all still here.
So you can access your
brightness, your playback
controls, your audio and for the
first time ever, Siri has a
dedicated key right on the Mac
keyboard.
It's really great.
Now, Phil's touching eulogy for
the function keys may have been
a bit premature.
I know some of you had some 3270
emulation sessions plan for this
afternoon.
And good news, they can carry
on.
Because if you hold down the
function key, you notice they
come right back and available to
you right here.
It's a huge relief.
Now, normally you're going to
run with your system controls
tucked away in control strip.
What's really great is control
strip still makes it really easy
to do everything you want to do
with your system controls.
Because you have multi-touch,
you can tap and slide right here
to do things like adjusting your
volume and your brightness.
But you'll notice here on the
middle is an area for contextual
controls for the apps that you
run.
Let me show you those inside of
mail.
So here we are in mail and you
notice that the bar has been
transformed.
So now I have controls for
things like adjusting--
composing a message, replying,
even flagging, all right here.
And as I work my way through our
messages, you'll notice another
button here.
This one actually provides
predictions for where I might
want to file my messages based
on my previous filing habit.
So I can just send this one off
with a tap.
It's that easy.
Now because Touch Bar is part of
the keyboard, it's great for
typing.
I can reply to this message and
you notice I'm presented with
quick type options.
And quick type has learned how I
like to communicate.
So I can just respond to this
one with I'm totally stoked,
right there.
And when it comes to formatting
my text, Touch Bar has me
covered as well.
You see it presents formatting
controls.
So for instance, I can make the
text bold, change its color,
it's all that easy.
And when I want to address a
message, I'll just click in the
CC field here.
You see, it even predicts who I
might want to add to this
message.
I can do it just like this and
with a tap on the send button,
send this message on its way.
Now of course what I've done
here in terms of typing English
text has become totally passe.
It's all about emoji now.
So let me bring up messages.
And you'll see what happens as I
type pumpkins here on the bar,
quick type suggest a replacement
emoji that I can add with just a
tap.
But Touch Bar even provides a
great interface for browsing all
of my emoji.
I can slide through them just
like this or even browse them by
category.
It's super easy.
We'll just go back to my
frequently used.
I can finish composing my
response just like this.
Now sometimes, you get a message
from a friend and you realize
you want to give them that
necessary emotional ballast with
a quick response.
You can give them a thumbs up or
maybe even a heart to give them
that personal affirmation they
need to make it through the day.
It's really great.
You can do that all right on
your Touch Bar.
Now Touch Bar is really
fantastic for navigation in your
apps.
You see here I've opened a
Safari window that has multiple
tabs and Touch Bar is
transformed with a control for
moving between my tabs.
I get previews here, I can just
tap and move through my tabs
like this, or even slide and get
a preview.
And when I want to open a new
tab, well, that's easy too.
I can tap on the plus button and
you see right here, I have all
my favorites.
I'm just going to tap into an
item I've had my eye on here on
Etsy.
And you see now that Etsy is
bringing Apple Pay to their
checkout page, well, I can
actually buy this impulse
purchase here with just a tap,
can securely authorize the
payment with Touch ID.
It's that easy.
And soon I will be feeling the
amazing power of pyramids and
copper together.
It's going to be absolutely
fantastic.
All right, let's move on to
photos because the Touch Bar is
really great in photos.
Now I can take photos here full
screen.
This is obviously not my
personal photo library.
But I'm able to enjoy this photo
in full screen on my main
display because Touch Bar takes
over all of the navigation.
So I have the strip of all my
photos.
I can easily swipe between them
or flick my way to the end of my
library.
It's super easy to identify a
particular photo like this one.
And you notice, this is a video,
so I have playback controls
right on Touch Bar.
And if you notice, Touch Bar
also has a scrubbing control
with the preview of my video.
So I can just scrub the video
forward, backward, it's a really
great use of multi-touch.
Now Touch Bar is also great for
making quick edits.
So if I go to a photo like this
that maybe I want to rotate, you
notice there's a control on
Touch Bar to do that.
You can do it with just a tap.
And I can do more powerful edits
as well.
For instance, I might want to
make some adjustments on this
one.
I can use my leveling control.
You could see I could level just
like this.
It's really easy.
I can perform adjustments to
lighting for instance.
Tap into my light slider, I can
go darker or lighter.
I can also apply effects and
filters.
You see those filter are
actually previewed right here on
the Touch Bar.
So I can just tap through, look
at different effects, pick one
that I like.
There's even a button to preview
the before and after.
So I think those are a great set
of edits right there.
[ Applause ]
So, Touch Bar obviously, has
some amazing out of the box
controls to accelerate
everything you do on your Mac.
But pros really like to
customize their tools to match
their personal work flows.
And here, Touch Bar really
shines.
I'm going to show you something
in Finder.
So, here in Finder when I select
a file, we see we have a bunch
of useful controls that I can
quick look and share and even
tag my files right from the
Touch Bar.
But maybe, I want to do
something different.
Well now, I can customize my
Touch Bar.
And you see I get this pallet of
all of the capabilities
available to me.
Let's say, I like to connect
often to servers where I store
my big assets.
Well now, I can drag this
button.
And I want you to watch what
happens as I drag it to the
bottom of my main display, it
drops right through into the
Touch Bar, where I can position
it down there.
It's incredibly easy to
customize the system.
Now, you can customize your
control strip and even your set
of primary system controls.
So, I could add a do not disturb
button.
Or this cool new screenshot
control.
Just drag it down, place it
where I want it and just like
that, I've customized my Touch
Bar.
[ Applause ]
Now, for my grand finale, I want
to pull full circle and that's
back to Touch ID.
And so, for this final
demonstration, I'd like to bring
Phil Schiller to the stage.
Now--
>> Just someone random from the
audience.
>> Some random individual chosen
from the audience.
It turns out, I'm going to
reveal a little secret, Phil and
I actually share this machine.
And so, Phil is actually
enrolled his finger in Touch ID.
And when Phil places his finger
on the sensor, it actually
recognizes him and with a click,
he can fast user switch right
into his account.
[ Cheering and Applause ]
Fantastic finger work, Phil.
So, that is a quick
demonstration of the new MacBook
Pro and its amazing Touch Bar.
I hope you'll love it.
Thank you.
[ Cheering and Applause ]
>> Thanks Craig.
The one and only Craig Federighi
ladies and gentlemen.
Well, Craig showed you so many
great uses of Touch Bar on the
MacBook Pro and it doesn't stop
there.
It's integrated throughout the
system and throughout the
applications we all love.
So now, it's so much easier to
search for things in Maps with
Touch Bar.
It's so easy to answer a
Facetime call right from the
Touch Bar.
It's great for zooming between
weeks in your calendar.
It controls your music playback
when you're in iTunes.
This complete support across all
of the iWork applications, so
it's built into pages, keynote
and numbers.
It's awesome when you're editing
videos in iMovie.
And it's great for controlling
the musical instruments you play
in Garage Band.
We even built in Touch Bar
support into the ever popular
Terminal.
And for developers, they're
going to love the support in
Touch Bar, inside Xcode.
Not only for using Xcode but
creating Touch Bar in their own
applications.
There are so many great uses of
the Touch Bar.
It changes the experience we
have on our Mac and it's really
wonderful.
So now, let's turn to the
display.
The display in the new MacBook
Pro is simply the best display
we've ever made on a Mac.
Compared to the previous 15-inch
MacBook Pro, it is 67% brighter.
There's a 67% greater contrast
ratio.
It displays wide color with a
25% greater color gamut.
All this in the display that
consumes less power and is as
thin as a 12-inch MacBook
display.
It's amazing.
Now, let's flip it over and
let's look inside because the
engineering innovation is just
as remarkable on the inside of
the new MacBook Pro.
So, every 15-inch MacBook Pro
includes-- oops, I'm sorry.
Every MacBook Pro is the most
powerful MacBook Pro we've ever
made.
There you go.
So, inside every 15-inch MacBook
Pro is an Intel Core i7, 6th
generation quad-core chip.
It's paired with faster 2133
megahertz memory.
It is a really fast system.
It has faster graphics as well.
Radeon Pro graphics, this is the
AMD Polaris architecture up to 4
gigs of video memory and it
delivers graphics power that's
now 2.3 times faster than the
previous generation 15-inch
MacBook Pro.
And the storage is faster too,
now up to 3.1 gigabyte per
second.
You can figure with twice as
much up to 2 terabytes and it's
50% faster as well.
Now, all these performance of
faster CPU, faster graphics,
faster memory, faster storage in
a device that's thinner took--
creating in a whole new thermal
architecture.
The team has done an amazing job
at this.
New thinner heat pipes, new
innovative fan blades, and all
this to run the system cooler
and quieter as well.
But one thing that's not quieter
is the speakers.
The speakers fit into a smaller
space, but they put out more
volume and it sounds better too.
It's got twice the dynamic range
of audio.
Now, this is a system that just
flies.
And it is incredible with the
apps you use.
Everyday, you're going to feel
the performance increases.
So, here's some examples of the
performance difference between
the new 15-inch MacBook Pro and
the previous generation.
The new MacBook Pro at 3D
graphics 130% faster.
At gaming, 60% faster.
Video editing 57% faster.
This is the kind of performance
you feel, everyday real world
applications.
So, that's the 15-inch MacBook
Pro.
Now, let's look at the 13-inch
MacBook Pro.
It can be configured with
dual-core 6th generation Intel
i5 or i7 chips, also made it to
2133 megahertz system memory.
It has faster Intel Iris
graphics with 64 megs of eDRAM,
which provides up to two times
the graphics performance of the
previous generation.
And it also has the faster flash
storage.
In this case, that now delivers
twice the storage performance of
the previous 13-inch MacBook
Pro.
And here are some examples of
real world application test on
it.
The new 13-inch MacBook Pro is
103% faster at gaming than the
previous generation and 76%
faster both at video editing and
3D graphics.
Now, the system is much faster
and so is the I/O.
It is the fastest, most
versatile I/O we've ever built
into a MacBook Pro.
Both the 13 and the 15-inch have
four Thunderbolt 3 ports.
That delivers an incredible 40
gigabit per second of bandwidth.
It also supports USB 3.1 Gen 2
and of course DisplayPort 1.2.
And I know many of you know that
Thunderbolt 3 uses the USB-C
style connector.
And that means that any one of
the four ports can be your
charging port.
Plug it into which ever one you
want, left side, right side, and
that's your charging port.
But it's so much more versatile
than that.
Each one of the ports can be
power, it can be Thunderbolt, it
can be USB, display port, video
out with VGA or HDMI.
So here's an example, imagine
you're a Final Cut Pro editor
and you want to set up your
MacBook Pro on your workstation
at home or at work, you want to
build it out.
Well, here's an example of what
you can do with this incredible
system.
First, you want to add a
display.
And there are many displays you
can add over the display port,
but this one is really special.
This is a brand new LG display
that we worked together with
them on to make it an amazing
display for MacBook Pro
customers.
It's called the LG UltraFine 5K
Display.
It displays 5K resolution, it's
wide color, it has built-in
cameras, microphones and
speakers, it has three USB-C
ports.
So, you could plug peripherals
directly into the display.
And all of that connects to your
MacBook Pro over a single
Thunderbolt 3 cable.
Not only that, it also charges
the MacBook Pro over that same
cable.
It's the ultimate docking
station.
And it's so cool that why not
add two, right?
So, you could have two 5K
displays plus your built-in
15-inch Retina display, that's
almost 35 million pixels being
driven by the graphics of the
15-inch MacBook Pro.
With our two free Thunderbolt 3
ports, we're going to add not
only one, but two RAID storage
arrays.
This is the new Promise
Pegasus3.
It's configured with 24
terabytes per array here.
So, when you think about that
storage, those displays, this
level of expandability and
performance is not possible on
any other notebook.
It's truly remarkable.
We think Pro customers are going
to love using the MacBook Pro.
So, I want to show you three
examples of professional
applications being used on the
new MacBook Pro.
The first one, Final Cut Pro.
So, to show you that, I'm very
proud to bring up Susan
Prescott, VP of Apps Product
Marketing, Susan.
>> Thank you.
[ Applause ]
This is the new version of Final
Cut Pro with the redesigned
interface.
It looks great on the MacBook
Pro.
But I'm really excited to show
you how it also takes advantage
of the incredible graphics
horsepower this machine has got.
The beautiful wide color display
that Phil talked about and of
course, the amazing new Touch
Bar.
So, we're looking here at a
short film featuring a botanical
artist, a botanical artist who
creates stunning flower
sculptures.
It was shot and edited in 4K and
also in wide color.
I think it's absolutely
beautiful.
Let's take a look at the
beginning of the piece.
[ Music ]
The new Touch Bar lets me edit
in ways I never could before.
Right here in the Touch Bar, I
can see my entire timeline.
And it shows me exactly where I
am in my project.
And that's cool.
But even better, what could be
better, it's fully interactive.
So, I can drag to move through
my project.
I can just tap to jump to a
specific section.
And, I can even zoom in to get a
closer look.
It's pretty cool.
Now, I'm going to add a clip.
When I select it in the browser
in the top left, you may notice
my Touch Bar automatically
changes to show me relevant
controls.
So, for example, with just a
tap, I can see the start and end
of my time-lapse to make sure
it's what I want.
I'm going to drag it into my
timeline right here at the
bottom of the screen and I'm
going to add an audio clip to go
with it.
But I see here in my timeline
that the audio clip runs a
little bit longer than I'd like.
Well, good news, the Touch Bar
changed again to show me editing
controls I need.
It's so convenient that I can
trim the end of the clip with
just a tap in the Touch Bar.
Pretty amazing [applause] Thank
you.
It's great because I can also,
with the Touch Bar, do things I
do all the time, and it's even
easier.
Like, I can drag a slider to
adjust my volume.
If you look at the sound effect
I just added, you can see the
wave forms change.
I'll get it just right there.
And with a tap, I can add a fade
in and a fade out, pretty cool.
So, it's that simple.
Let's go ahead and take a look
at what we've done so far.
[ Music ]
In full screen, the Touch Bar
shows me the same detailed
overview of my timeline.
But it's great because now, I
can navigate without ever
leaving full screen.
And with the power of the
MacBook Pro, it's smooth and
precise even with really
demanding 4K footage.
I love that part, let me go back
again.
All right.
Let's go to the end where I'm
going to add one last shot.
It's this rather dramatic shot
of the sculpture installed in a
bamboo forest.
There lies the answer to what
botanical artists do.
So -- Some of you might have
been wondering.
The Touch Bar is great at
surfacing really useful features
that can be hard to discover in
a rich app like Final Cut Pro if
you're just searching through
menus.
So, for example, Play Around
shows me my edits in context.
So if I tap on that now, I'll
see a few seconds before and
after the clip I just added.
And it's a great way to watch
the end of our film.
[ Music ]
That -- Oops, all right.
That is a quick look at Final
Cut Pro with the incredible
performance of the MacBook Pro.
And as I hope you saw, the deep
integration with the Touch Bar,
it's just great.
Thanks so much.
[ Cheering and Applause ]
>> Thank you Susan.
Next, I want to show you a
product that our customers count
on and love so deeply,
Photoshop.
So many product, customers use
Photoshop across the projects
with their MacBook Pro.
And we're so happy to have with
us Bradee Evans, experienced
design manager for Adobe
Photoshop, Bradee.
[ Cheering and Applause ]
>> Hi, thank you.
This new MacBook Pro and
Photoshop are made for each
other.
This new edition of the Touch
Bar really combines with the
keyboard and this new giant
Trackpad to create this
incredibly natural expressive
and powerful new way of working
with Photoshop.
Let me see if I can show you
what I mean.
All right.
I have up here on the screen
this amazing image of a woman
climbing Tersanas Cave in
Greece.
But, what if this cave were not
in Greece?
What if it were here?
Now to pull this off, I'm going
to need to cut the cave out of
Greece.
And the tool for cutting things
out in Photoshop is called
Select and Mask.
And normally, it's in a menu or
a subtool.
But with the Touch Bar, it's
right here at my fingertips.
Now, you can see the Touch Bar
has changed to show me only the
controls I need for this task.
You can see how with my right
hand I'm mousing and selecting,
and with my left hand, I'm
adjusting the size of the brush.
It's a really fun and natural
way of working.
Let me see if I can get her legs
there.
I'm going to switch over to my
refinement tool.
And again, I can just resize
while I work.
Totally, this two-hand way of
working, it's really fun.
I don't know if you guys can
tell how much fun I'm having.
OK. All right.
Here we go.
All right.
Let's see how I did.
All right.
That's not bad for 10 seconds.
And that whole time, my two
hands were really working in
concert, and my eyes were up and
on my image.
Really makes a lot of sense.
It's really a good way of
working.
OK. So, this is great.
This is definitely not Greece.
But I'd like to see more drastic
of a change.
And adding content to an already
open document can be a lot of
mousing, but not with the Touch
Bar.
I'll just tap that, select the
sunset, put that right there,
and we'll move that under and
see how that looks.
All right, we're getting
somewhere.
I like this.
But it's kind of yellow.
And so, I'd like to add more
color.
And to do that, I'm going to
need to do some brushing.
But first, I'm going to go into
my Touch Bar, I'm going to
choose my favorites, and then
I'm going to add a new layer,
and then I'm going to go into
full screen.
Now, full screen is amazing as
was just said.
This is great.
I have no panels, I have to
menus and I can 100% focus on my
image.
And thanks to the Touch Bar, I
can get a lot more done in this
view mode.
So, brushing is so important to
so many workflows in Photoshop
that we actually created a mode
of the Touch Bar just for brush
control.
And here, I can adjust the size
of my brush and I'll adjust how
hard it is.
And then, I'll also adjust the
flow of color through my brush.
Now, speaking of color, you may
know, there are a lot of ways to
choose color in Photoshop.
But my new favorite by far is
with the Touch Bar.
This is absolutely awesome.
Down here, I can keep my right
hand dedicated on the Touch
Bar-- I mean, on the Trackpad
just for painting and not doing
any pointing or picking.
And my left hand is just kind of
sliding across this Touch Bar.
It's really awesome.
It almost feels like you're
playing a musical instrument,
and it's kind of hard to stop.
But I will stop.
OK, here we are.
So, this is looking pretty good
but my color isn't really
blending very well with the
layer below that.
And to do that-- to fix that,
I'm going to switch back into
the layer properties and I'm
going to change the blend mode.
Now normally choosing a blend
mode in Photoshop is a lot of
clicking and trying and hoping
and guessing.
But with the Touch Bar, it can
either be a scroll or a couple
of taps.
And this is really great, really
opens us up to a lot of creative
experimentation and leaves room
for serendipity to happen.
There, I can kind of like this.
This is pretty good.
What do you guys think?
All right.
[ Applause ]
Now, I've been doing all of
these blending and cutting and
painting completely fearlessly
because I know that right here
in my Touch Bar, I can scroll
all the way back through my
visual history and pick up
anywhere along the way without
losing any of my work.
All right.
And so, that--
[ Cheering and Applause ]
That is a preview of the new
amazing synergy between
Photoshop and the new MacBook
Pro with Touch Bar.
And we hope to have it in the
hands of our Photoshop users
before the end of the year.
Thank you.
[ Cheering and Applause ]
>> Thank you, Bradee.
And that's incredible.
Photoshop just flies in the new
MacBook Pro.
And you can see now how with
two-hand operations, one on
Trackpad, one on Touch Bar,
creates a new experience that we
think customers are going to
love using on the MacBook Pro.
For our third demo, we like to
bring up a music application.
There're so many incredible
professional music applications
on the Mac, and we thought we'd
pick a really fun one.
So, we're so excited for you to
see DJ Pro.
And to demo for you, we have
Karim Morsy, CEO of Algoriddim.
Karim.
[ Cheering and Applause ]
>> Thanks, Phil.
Good morning everyone.
You might know our app djay on
iOS, it won an Apple Design
Award, and it's used by millions
of DJs around the world.
I've been a DJ for almost 20
years.
And I've gone turntables and
vinyl all the way to digital.
The MacBook Pro is the standard
for professional DJs.
And we use dedicated controllers
when we perform live on stage.
Well, with the Touch Bar, we now
have one built right into the
Mac.
With multi-touch and dynamic
controls, the Touch Bar enables
the next generation DJ software.
Let's dive right in.
On the Touch Bar, you have
access to the core functionality
of DJ Pro.
Here is the sampler.
The sampler allows me to trigger
sound effects on top of my mix.
[ Music ]
Now, let's create a loop.
And using multi-touch, I can
simultaneously apply a filter.
[ Music ]
Now, let's zoom into the wave
form.
Here, I can scratch-
[ Music ]
-- and I can precisely find the
cue points to start my song.
[ Music ]
I'll set one here.
OK. Now, we're ready to perform
entirely with the Touch Bar.
Let's take it for a spin.
[ Music ]
[ Cheering and Applause ]
And this was all done right on
the Touch Bar.
It's a revolutionary tool for
DJs.
An update to Djay Pro is coming
later this year and we
absolutely can't wait for you to
check it out.
Thank you.
[ Cheering and Applause ]
>> Thank you Karim.
I mean, he absolutely killed it
in that.
That song was so much fun to
listen to.
And I'm sure you got it that he
was using both hands
simultaneously on Touch bar
because with its multi-touch
input, it can support up to 10
inputs from your fingers.
That's incredibly powerful.
And there are so many great
developers that have started
working on their apps for the
new MacBook Pro as well as Touch
Bar, and they're doing
remarkable things.
For example, Microsoft is
working to bring all of
Microsoft Office to MacBook Pro
with incredible Touch Bar
support.
So, you're gonna see Touch Bar
built in for Word, Excel,
PowerPoint, Outlook and even
Skype for business.
They're doing a great job for
Microsoft Office complete
support for MacBook Pro and
Touch Bar.
There are so many great tools.
Tools for graphic designers like
Affinity Designer supporting
Touch Bar and MacBook Pro.
For photographers like
Pixelmator.
For user interface designers
with Sketch, high-end video
editing and color grading with
DaVinci Resolve and on and on,
so many great professional
applications are going to take
unique advantage of this
incredible new experience.
And that's what the MacBook Pro
is.
It's an entirely new experience,
it's the gold standard of
notebooks, it's a brand new
design.
And we have a brief video to
tell you a little bit more about
it.
>> [Background music] The new
MacBook Pro combines the
fundamental qualities of an
ultraportable device with
uncompromising performance.
With our new design, the
product's overall volume has
been reduced dramatically.
This results in an extremely
purposeful and powerful creative
tool.
[ Music ]
It has the best Retina display
we've ever put in a notebook.
A precisely designed LED
spectrum projects through a
metal oxide backplane.
This yields a remarkably bright
high contrast picture with a
wider color gamut.
The larger Force Touch Trackpad
now provides an expansive area
for a whole range of gestures.
We've continued to refine our
keyboard design to be more
accurate and efficient.
Dome switches beneath each key
have been optimized for a more
responsive feel.
[ Music ]
We're introducing a new way to
interact with your notebook.
A multi-touch bar provides a
more intuitive, more immediate
connection to your content.
Commands that were once hidden
are now visible, easily
accessible and also
customizable.
In each application, the most
relevant controls are displayed
dynamically allowing you to work
with greater efficiency.
This is also the first Mac with
Touch ID.
This seamless integration of
hardware and software is truly
unique to Apple.
The speakers have also been
completely redesigned to
maximize air displacement and
project high fidelity
room-filling sound.
At its core, pro level processors
integrated with high speed
system memory and storage
technologies make everything you
do faster and more responsive.
In a notebook this powerful,
thermal management is critical,
thinner, variably spaced fan
blades propel air quietly
through a nearly solid
structure.
[ Music ]
The new MacBook Pro achieves a
design that optimizes both
performance and portability.
It marks a milestone in the
evolution of the Mac.
[ Music ]
[ Cheering and Applause ]
>> The new MacBook Pro runs our
latest version of macOS, Sierra.
And Sierra takes full advantage
of all the MacBook Pro has to
offer, its wide color display,
its Touch Bar, Touch ID and so
much more.
And the hardware and software
working together in these super
thin and light notebooks deliver
all day battery life.
Up to 10 hours of battery life
in both the 13-inch and the
15-inch.
This is an incredible new
generation of notebook.
Now, it might be fun to bring
back in that first generation of
notebook just for comparison.
[ Applause ]
It is remarkable how much has
occurred in just 25 years.
You may not remember that first
PowerBook 170 had a 9.8 inch
black and white active matrix640
by 480 display.
It's incredible now with the
15-inch Retina display how far
we have come.
That PowerBook 170 had a state
of the art 25 megahertz 68030
processor.
And we've done the math.
The new MacBook Pro is 6.8
million times faster.
[ Applause ]
Or, thought of another way, a
full year of compute time on
that PowerBook 170 can be
accomplished in less than five
seconds on the MacBook Pro.
It is remarkable.
We have advanced so far
including in how we make these.
Our MacBook Pros are all made
with arsenic-free glass,
mercury-free displays.
They're BFR-free, PVC-free,
beryllium-free.
They're all ENERGY STAR 6.1.
They're all EPEAT gold and of
course made highly recyclable
with their aluminum and glass.
The team has set out to make
simply the best notebooks ever
for our high-end professional
costumers.
And they've absolutely hit it
out of the park with the 13-inch
and 15-inch MacBook Pro.
And we think our Pro costumers
are going to love them.
Now we do have other costumers,
which is other products in our
line like MacBook Air and they
choose them for how thin and
light they are.
And we're going to continue to
offer MacBook Air with 13 inch
in our line.
But we challenged our team to
take this new design, this
13-inch MacBook Pro and could
then make a model that would be
really exciting for costumers
who would traditionally pick a
MacBook Air.
So, we're making a model the
13-inch MacBook Pro with
traditional function keys and
two Thunderbolt ports.
And we think that a lot of
potential MacBook Air costumers
are going to be very excited
about this product too.
So, how does it stack up?
Well you know, the MacBook Air
is beloved for its incredible
thin and light design.
Here it is.
Well let's bring the 13-inch
MacBook Pro in next to it.
Remember, we told you the
MacBook Pro is 14.9 millimeters.
That is thinner than the MacBook
Air.
It's actually 12% thinner.
[ Applause ]
Now, I know what some of you are
thinking.
You're saying, "Well, MacBook
Air is a wedge shape, so it's
probably smaller.
No. The MacBook Pro is 13%
smaller in volume than the
MacBook Air.
What about weight?
They both weigh the same 3
pounds.
So MacBook Pro weighs the same
as MacBook Air and it's thinner
and smaller.
So, let's look at them in
another way.
Here they are-- Here we are
looking down on top of a MacBook
Air.
Let's slide on the 13-inch
MacBook Pro on top of it.
You can see how much smaller it
gets, why it has a lower volume.
It's this advance design,
incredible new techniques that
make this 13-inch MacBook Pro so
small, so light.
Here they are back to back.
MacBook Air in the left MacBook
Pro on the right.
The MacBook Pro is smaller but
better in every way.
It has a 13-inch Retina display.
There's a faster processor,
faster memory, faster storage,
faster graphics, more advanced
Trackpad, more advanced
keyboard.
It is an incredible new product.
So now, you see we actually have
three models of the new MacBook
Pro.
A 13 inch with traditional
function keys, a 13 inch with
Touch Bar and a 15 inch with
Touch Bar.
Now, there are many
configurations of all these and
you can sit to it with all of
the different things you want on
it.
But they each of course have an
entry configuration.
So, I want to walk you through
those now.
The 13-inch MacBook Pro with
function keys starts with a 2
gigahertz dual-core, Intel Core
i5 and a turbo speeds up to 3.1
gigahertz.
So, it's really fats.
It has Intel Iris Graphics 540.
It has 8 gigs of faster system
memory, 256 gigs of faster flash
storage and two Thunderbolt 3
ports.
The 13-inch MacBook Pro with
Touch Bar and Touch ID starts
with a 2.9 gigahertz dual-core
i5.
It turbo speeds up to 3.3
gigahertz.
And of course, it has four
Thunderbolt 3 ports.
And the 15-inch MacBook Pro with
its Touch Bar and Touch ID
starts with a 2.6 gigahertz
quad-core i7.
It has Radeon Pro 450 graphics
and starts with 16 gigs of
memory.
The pricing for these three
configs are $1499, $1799 and
$2399.
You can order them today.
The MacBook Pro with function
keys start shipping today.
The two models with Touch Bar
and Touch ID starts shipping in
two to three weeks but of course
you can get in your order today.
So, those are our MacBook Pros.
Before we finish, I want to
bring back one other product as
you think about this line.
Here are the three new MacBook
Pros and I've added on the left
the 12-inch MacBook.
Because that 12-inch MacBook
started us on this path.
It created many of the
pioneering technologies that
we've now adapted and evolved
for the MacBook Pro.
And it really makes sense
together as you consider this
line 12 inch, 13 inch, 15 inch.
Two pounds, three pounds and
four pounds.
Starting at $1299 going up to
$2399 from the most extreme
portable notebook we've ever
made to the most powerful
notebook we've ever made.
We think this is the most
forward looking advanced
notebook line we have ever had.
Thank you very much.
Back to you Tim.
[ Cheering and Applause ]
>> Thank you.
We think you are going to love
this new MacBook Pro and we
can't wait to see all of the
amazing things that people are
going to do with it.
We're so excited that we made an
ad.
And I would love to show it to
you now.
[ Music ]
[ Cheering and Applause ]
>> The new MacBook Pro lineup
are the best notebooks we have
ever made and they're the most
advanced notebooks ever made.
They join other powerful
products that we've announced
this year.
The best smartwatch, the Apple
Watch Series 2, the best
tablets, iPad Pro with some
amazing new capabilities with
the Smart Keyboard and the Apple
Pencil.
And of course, the best
smartphone and the very best
iPhones we've ever created.
The iPhone 7 and the iPhone 7
plus.
We couldn't be more excited
about having our best product
lineup ever heading into the
holiday season.
I'd like to thank everyone for
coming and joining us this
morning.
And I particularly like to thank
everyone at Apple, who worked so
incredibly hard on creating
these products and building
them.
Thank you.
[ Applause ]
We have an amazing hand on area.
And I'd like to invite everyone
over there.
It's just right down the hallway
and you can get your hands on
the new MacBook Pros and see the
new TV app in action.
Thank you for coming.
[ Cheering and Applause ]