>> My desk is on the 7th
floor. If you need anything,
you can call me. Make sure to
keep your ID with you, because
you are going to need to badge
in every time you re-enter.
>> Cafeteria is on the 4th
floor, and we generally take
lunch about 12:30.
>> This is where I am sitting?
>> For now, yeah. With the
big move coming up, it's kind
of crazy around here. I
promise it's only temporary.
>> This is not an airBNB.
>> Where are we man?
>> I don't know, man! I don't
even know what city we're in!
>> Look out!
(Crash)
(Screaming)
>> World leaders are declaring
a global state of emergency
until the app situation can be
>> The Appocalypse is nigh.
>> Okay. Who wants to go
>> iTunes. Get your iTunes.
>> Do think we should have
gone with the puppy face.
>> I have to eat this whole
pizza by myself. Hashtag too
delicious to share. Hashtag
pizza emoji. Hashtag instant
food.
>> Brian, looking for Brian.
>> Hashtag does anybody want a
slice?
(Cheers and applause)
>> TIM COOK: Good morning!
(Cheers and applause)
I am so glad that really can't
happen.
(Laughter)
Welcome to WWDC. It's great
to be back in San Jose, the
heart of Silicon Valley and
right down the street from
Apple and our new campus. It's
been 15 years since we held the
Developer Conference in San
Jose, and an awful lot has
changed. But the one thing
that hasn't changed is our
commitment to the developer
community and our ability to do
amazing things together.
This is going to be the best
and biggest WWDC ever.
(Cheers and applause)
Every year we host WWDC to
bring Apple engineers and our
amazing developers together on
our collective mission to
change the world. And I am
pleased to tell you the Apple
developer community has never
been more vibrant. We now have
16 million registered
developers in the program
around the world, and we added
3 million last year alone.
We've got 5300 developers here
this morning, our largest group
ever. We have attendees this
morning from 75 countries
across the world. It's truly a
worldwide conference.
And we have the most student
developers with us this morning
ever!
(Applause)
In fact, one of our youngest is
here this morning.
(Cheers and applause)
His name is Yuma Soerianto.
He is from Australia. And he's
just ten years old. He started
coding when he was six, and he
already has five apps on the
App Store.
(Cheers and applause)
I met Yuma yesterday, and I
can't wait to see what he is
going to accomplish next.
And while we've got some great
up-and-coming developers like
Yuma, we've got some that got a
bit of a later start. Masako.
Masako Wakamiya is just 82
years old, and she's from
Japan, and she published her
first app earlier this year.
(Applause)
So if you haven't published
yet, there is still time.
(Laughter)
Let's give them a big round of
applause.
(Cheers and applause)
Now let's turn our attention
to our four incredible
platforms. Of course, as you
know, each of them stem from
the same core technology, but
each is uniquely expressed and
designed for the best
experience for where they work.
We keep pushing these
platforms forward, giving you,
the developers, powerful tools
and opportunities to change the
world. That's why this
developer conference is so
important.
Now, we have a lot to talk
about today, and I do mean a
lot. So I am dispensing with
the updates other than to tell
you Apple's doing great.
(Applause)
We have six important
announcements to share with you
this morning. So let's get
right into it, and I'll start
with tvOS. We recently
introduced the TV app on Apple
TV, iPhone, and iPad to create
the easiest way to discover and
enjoy your TV content from
across your video channels all
in one convenient place. We
launched it with support from
just a handful of video
channels, but now we have 50
partners integrated into the
TeV TV app. And today we are
really thrilled to announce
that Amazon is coming to the TV
app and all Apple TVs later
this year with Amazon Prime
Video. And of course, as you
know, Prime Video provides a
wealth of great content,
thousands of TV shows and
movies, and some great original
content like Transparent,
Mozart in the Jungle, Man in
the High Castle, and so much
more. We are so pleased to
welcome Amazon to Apple TV.
(Applause)
So that's tvOS. You'll be
hearing a lot more about tvOS
later this year.
Number two, let's talk about
Apple Watch.
(Applause)
Apple Watch has had incredible
growth this past year. In f
fact, it's the number one
selling smartwatch by far, and
what's most important to us is
that it's number one in
customer satisfaction again, by
far.
Apple Watch is designed to
help you live a healthier life,
and people are absolutely
loving the fitness capab
capabilities, the health
capabilities, the quick access
to information, and even the
ability to swim with it.
We've got some exciting
updates to the watchOS, and to
take you through them, I'd like
to invite Kevin Lynch up.
Kevin?
(Cheers and applause)
>> KEVIN LYNCH: Thank you, T
Tim. So watchOS is moving
forward really quickly, and I
am very excited to introduce
watchOS 4 today. This furthers
the areas that people love. It
also introduces new ways to
make the Watch more personal to
you.
Let's start with Watch Faces.
Now, Apple Watch is great for
quickly glances at information,
and many people are using a
watch face like this today.
You need to choose which
information shows up here, for
example, weather, Calendar,
Workouts, or maybe you would
like to look at the date,
reminders, and sunset.
Information you would like to
see varies based on time, your
location, and your routines.
What if we could actually show
you a selection of information
that you might need
automatically? Well, Siri is
becoming more and more
proactive assistant, knowing
what information you need when
you need it. And we've created
a new watch face is created by
Siri intelligence. This is the
new Siri watch face. It
automatically displays the
information most relevant to
you, and you can also access
Siri by tapping in the new
complication on the top left.
It automatically displays this
information with the same type
of intelligence we've applied
on iOS. We are using machine
learning to adapt automatically
based on the routines and the
apps that you use when you use
them. So in the morning I
might see, for example, commute
time and my first meeting. And
if I rotate the crown, I can
see more information from Siri.
For example, reminders or even
photo memories from this same
time last year or maybe from
this location. And throughout
the day, whenever you raise
your wrist, the face will
dynamically update with
information for you.
So for example, at noon, I
might see a reminder to make a
call, and I might get a pass to
a flight I am taking that
afternoon. So relevant passes
in Wallet can appear here right
in the face, including from
third-party apps.
Now, at the end of the day, I
might see what time the sun is
going to set, and also I can
get access to controls I tend
to use in the Home app at ni
night. So this is an
intelligent Proactive Assistant
right on your wrist, and this
is the new Siri face on Apple
Watch.
(Applause)
Now, sometimes you might like
kind of less information and
more graphics, and that's the
soul of the new kaleidoscope
face. It displays a beautiful
symmetrical pattern that slowly
changes throughout the day.
You can rotate the crown and
get this tripy effect whenever
you want. There's multiple
styles you can choose from.
For example, if you use a photo
like this, you can create a
variety of Kaleidoscope styles.
This is the new Kaleidoscope
face.
(Applause)
Now, Mickey and Minnie have
been a big hit on Apple Watch,
and more characters have been
working to find their way in,
and I am really excited to
welcome Woody and Jessie and
Buzz.
(Applause)
They are going to be right at
home inside the Watch, and they
are so much fun. And whenever
you raise your watch with the
Toy Story face, you are going
to see a variety of vignettes,
kind of like this.
(Laughter)
A lot of high jinks going on
in there.
So these are three really l
lively new faces in watchOS,
Siri face, Kaleidoscope, and
Toy Story.
(Applause)
Now let's talk about Activity.
Apple Watch has already been
helping many people improve
their health and fitness, and
Activity is one of the most
frequently used apps on
watchOS. In watchOS 4,
activity notifications are more
personalized to you to help you
close your rings more often.
You might start off each day
with some inspiration by
receiving an update like this.
This lets you know if you are
close to accomplishing an
achievement or what you can do
to match yesterday's goals.
These are all personalized to
you. As part of the smarter
coaching, we are also
introducing monthly challenges.
These challenges are designed
to help you either beat or
repeat something you
accomplished or came close to
doing, and they are all
achievable because they are
based on your real history.
Like every great coach, we
want to celebrate your success,
so we've added a little bit
more fun when you close your
rings or earn an achievement.
(Applause)
So you get smaller
celebrations for everyday
successes and bigger
celebrations for ha
harder-to-reach milestones.
We've also enhanced the
Workout app to be even easier
to use and more powerful, st
starting with the new UI, where
Quick Start is right up front.
You can just tap and go. It's
much easier. And customers
have really loved the new
swimming capabilities in Series
2. We are now enhancing the
pool swim workout with auto
sets. Just by taking a rest at
the edge of the pool will
automatically mark each set of
swimming that you are doing.
At the end, you will even get
your distance for each stroke
type and your pace for each set
that you are doing. We also
are creating -- it's great.
The pool swim thing is very
popular. We also created some
custom motion and heart rate
algorithms for a new Workout
type called high intensity
interval training. This is one
of the most popular workouts in
the world, so we know it's
going to be a favorite for a
lot of you when you start using
it.
If you like to do more than
one workout in a row, it's now
super easy to just swipe over
during a current workout and
then add another one by
pressing the plus button. You
just press plus, and I can
continue with another workout.
For example, I might do some
outdoor cycling here. I just
tap and I continue. Super easy
now to do multiple workouts in
a single session.
(Applause)
Now, many people are doing the
workouts indoors at a gym, and
we use gym equipment, it has
data the Apple Watch doesn't
have, and the Watch has data
the gym equipment doesn't have.
So you end up with numbers
like calories and distance that
don't quite match. In watchOS
4, we've come up with a great
solution to this. We are
enabling for the first time
two-way data exchange in
real-time with gym equipment.
You will be able to simply tap
your Apple Watch on an NFC
reader on gym equipment. Your
app will automatically launch
the Workout app, you can
connect, and the heart rate is
sent to the equipment, and data
like incline and speed is sent
from the equipment to your
watch. When you start the w
workout in your gym, it does
the same thing on your Watch.
Now all the information
matches, it's much easier and
more accurate. This is being
supported by the largest gym
manufacturing around the world,
provided in about 80% of
equipment in gyms today, and
Apple Watch-enabled equipment
will be rolling out starting
this fall.
(Applause)
Now let's talk about Music.
Apple Watch paired with AirPods
has really become a magical
combination. And we are
redesigning the Music app on
Watch to make this a really
great experience. With the new
Music app, we are going to
automatically sync music for
you based on what you love to
listen to. For example, we
will automatically get your
Apple Music mixes, like New
Music and Favorites, freshly
updated on your Watch. The
watch presents beautiful art
and playlist images, and you
can navigate using the dij Cal
crown. When you get to it, you
can tap and play. We support
Music playlists on the Watch
now, so the music you love is
going to be ready when you are,
making Apple Watch and AirPods
a truly magical experience.
That's the new Music app.
(Applause)
Now let's take a look at this.
To give you a quick demo of
watchOS 4, please welcome Vera
Carr from the Watch and Health
engineering team.
(Cheers and applause)
>> VOI
>> Thank you, Kevin. Good
morning. I am so excited to be
here. The first thing I want
to show you is the new dock. I
can now vertically scroll
through my recently used apps,
like the new Music app. Using
the dock makes finding the apps
I am looking for easier than
ever.
Next, let's look at the new
intelligent Siri Watch Face.
Here in the morning, I can see
things like the weather for
today, and my upcoming events.
Later today, I am heading back
to San Francisco to see my
parents, and in the afternoon,
the Siri face will proactively
update to tell me how long it
will take me to get there.
Tonight we are going to see the
new Alien movie, which I am
super excited about, no one
spoil it for me. For any
content in the Siri face, I can
tap directly into the app for
more details. Here, for
example, this Siri face has my
ticket, so tonight I can just
raise my wrist, and with one
tap, they will be ready.
The Siri face also shows me
timely content, like photo
memories and News. Here is a
news headline picked for me by
the brand-new News app now
available on Apple Watch. In
the app, I can view stunning
photos, glance at top news
stories throughout the day, and
save them for later to be read
on my phone.
We've also integrated our new
activity coaching notifications
directly into the Siri face.
Now, when it's near the end of
your day or you are close to
closing your rings, our
coaching algorithms will tell
you how much you need to walk
to hit your Move goal. I did a
lot of nervous pacing before
this, so now I just need to
take a 16-minute walk.
Let's close those rings.
We've added something new here
in Workout that's really cool.
Music instantly gets me
motivated, and now in watchOS
4, I can pick a playlist that
automatically starts with my
workout. Let's do it.
And when I am in a workout, I
can quickly swipe to the left
and control my music right h
here.
(Applause)
These are only a few of the
new features in watchOS 4. I
can't wait for you to try it
out. Back to Kevin to tell you
more.
(Cheers and applause)
>> KEVIN LYNCH: Terrific job,
Vera. Thank you.
There's a lot more coming in
watchOS 4, including, for
example, a new Flishlight in
the Control Center, which you
can also use as a blinking
safety light when you are doing
an evening run. There's a lot
more happening here.
Now, we of course have a
number of updates that enable
great apps by developers in
watchOS, including more support
for apps running in the
background, faster app
responsiveness, and some new UI
capabilities. We are also now
supporting native Core
Bluetooth on the Watch, which
is going to enable experiences
for apps that work with small
devices around you. So for
example, continuous glucose
monitoring directly from De
Dexcom's sensor to your Watch,
or Zapp Tennis, which connects
to a sensor on your racquet for
real-time swing analysis when
you are playing. Or Xensr,
which connects your Watch
directly to the sensor on your
surfboard so you can see the
height of the waves you are
catching and calorie burn all
while you're still in the
water.
(Applause)
Developer preview is available
today so you can get going, and
there is a free upgrade for
everyone across all Watches
this fall. That's just some of
what's coming in watchOS 4.
Please welcome Tim back to the
stage. Thank you.
(Cheers and applause)
>> TIM COOK: WatchOS 4 is a
great update.
Now, let's talk about a
product that in many ways is
the heart and soul of Apple.
And of course, I am talking
about the Mac.
(Cheers and applause)
There's never been a computer
quite like the Mac. The Mac is
so important in fueling the
world's passion and creativity.
It's a computer all of us love
to use, and no one can match
the Mac's deep integration of
hardware and software. And of
course, at the heart of the Mac
experience is macOS. And to
tell you about what's next with
macOS, please welcome Craig
Federighi. Craig.
(Cheers and applause)
>> CRAIG FEDERIGHI: Thank you.
good morning! Let's talk
about macOS. Now, our current
release of macOS, of course, is
macOS Sierra. Now, Sierra
brought Siri and Apple Pay to
the Mac, let you put your
documents and your desktop in
the cloud, and even let's you
unlock your Mac automatically
using the watch on your wrist.
Now, people are loving Sierra,
and we love it too, so we
wanted to spend this year
perfecting it. But of course,
the question is what do we call
it?
(Laughter)
So we enlisted once again our
crack marketing team. They
were giddy to hop in their
minibus, and this time venture
east, deep into the Sierras,
but this time ascending its
highest peaks, and when they
finally came back, they had a
name they said felt really,
really good, and it's my
privilege to announce for you
today macOS High Sierra.
(Laughter and applause)
Now, we talked to the guys and
we said this might be
misconstrued, but they assured
us this name is fully baked.
(Laughter)
So now, High Sierra is all
about deep technologies that
provide a powerful platform for
future innovations on the Mac.
But we couldn't help ourselves.
We also added some
refinements, and it starts with
Safari. Now, Safari is known
for its efficiency and its
legendary battery life, but
Safari is also incredibly fast.
In fact, we benchmarked Safari
on the same hardware running
macOS and Windows with all the
popular browsers, and Safari
smokes them in benchmark after
benchmark, Jetstream,
Speedometer, MotionMark, Safari
tops them all. That's right,
it is the world's faster br
browser with High Sierra. And
Safari's domination continues
with the new modern version of
JavaScript, ECMA Script5, where
you can see Safari delivers 80%
faster performance than Chrome.
Now, in addition to being
tremendously fast, Safari also
helps give you a serene
browsing experience. Now, you
know sometimes you go to read
an article, and instead of f
finding something to read, you
get this? Just some loud audio
and video that auto plays and
disrupts your whole reading
vibe. Well, now don't worry
about it because we have auto
play blocking in Safari.
(Applause)
Safari detects the sites that
shouldn't be playing video and
puts you in control. You can
always push Play.
Now, Safari is also key in
respecting your privacy. Have
you ever had this experience
where you go to buy something
on the Web, you even complete
the purchase, and then it seems
like everywhere you go on the
Web it just follows you around?
It kind of feels like you are
being tracked. That's because
you are!
(Laughter)
No longer because Safari has
intelligent tracking preve
prevention.
(Applause)
Safari uses machine learning
to identify trackers, segregate
the cross-site scripting data,
put it away, so now your
privacy, your browsing history,
is your own. It's not about
blocking ads. The Web behaves
as it always did. But your
privacy is protected.
Next I want to talk about some
refinements to Mail, and it
starts with search. So in
addition to providing searches
based on resency, search in
Mail is now using spotlight to
identify your top hits. So the
message you are looking for is
almost right there at the top.
If you are into using Mail in
full screen, now we support
Split View for your Compose
window. It's a great way to
compose mail.
(Applause)
And Mail is more efficient
than ever. It actually uses
35% less disk space for storing
your mail.
Now, probably our biggest area
of refinement in High Sierra is
in Photos. Yeah. Photos has
some great new organization and
editing tools. There's a
persistent sidebar and a new
view that has all your imports
in chronological order. And in
any view, up here in the upper
right, you can filter by your
keywords, by your favorites, by
just media types like video, so
it's really easy to get to just
what you are looking for.
We've also improved Faces. It
recognizes far more faces
automatically using advanced
convolutional neural networks.
And when you put effort into
categorizing and naming people,
well, that's now synchronized
automatically across all your
devices.
(Applause)
Now, we also have some great
enhancements to editing inside
of Photos. You can see here on
the right-hand side, all of
your editing tools are right
there, and there are a bunch of
great new ones, including
Curves, which allows you to
fine-tune your color contrast
in your image. And selective
color allows you to select
color in a range. If you like
to do edits in a pro tool like
Pixelmator, when you punch out
of that editing tool, all of
your edits automatically
synchronize right back to your
Photo Library.
(Applause)
Now, Apple pioneered printed
books based on projects you
construct right inside of the
photoapplication. Now we are
opening this up to third
parties. They are going to
offer some amazing new printing
services, full-frame w
wall-mounted photos, and even
publishing websites, all based
on projects right inside of
Photos.
Those are some quick
refinements, but I want to turn
return to the main story now,
and that's technology. We have
gone deep on the fundamentals,
data, video, and graphics. And
when it comes to data, the
fundamentals are in the file
system. Now, the Mac file
system has its roots, actually,
HFS, from 30 years ago. A lot
has changed since then. We
have a lot of flash drives, our
storage is a billion times
larger, and it's time for a
more modern file system, so I
am pleased to announce that we
are bringing the Apple File
System to macOS as our new
default.
(Applause)
Now, APFS is a thoroughly
modern file system, 64 bit top
to bottom. It's safe and
secure with built-in crash
protection and native
encryption, and it's ultra
responsive with modern features
like instant file and directory
cloning and high-performance
parallellized metadata
operations.
Now, what does that really
mean in practice? Well, let's
take a look at a simple file
duplication inside of Sierra.
So we are going to go up to the
File menu, select Duplicate on
these very large video files,
and it's going to copy. Just
like you expect, there's a lot
of data to be copied here. So
it takes a little while. Just
about done. There we go.
Now, let's watch that in High
Sierra. Well, we are going to
go up to the File menu, we are
going to select Duplicate, and
we are done.
(Applause)
Next up, video. The current
standard in video is H.264. In
fact, H.264 has really enabled
the revolution of streaming HD
video on the Internet. But of
course, the game has moved from
HD to 4K, and 4K high-dynamic
range video. And there's a new
standard to support this. It's
H.265 or HEVC. You want your
video to look great, preserve
all the detail and color, and
HEVC does it while saving up to
40% better compression than
H.264. We are building in
software encoder support into
High Sierra for all Macs and
hardware acceleration of HEVC
for the newest Macs. And we
are also building it into pro
tools, like Final Cut, Motion,
and Compressor.
Now I want to return to our
main story, which is graphics,
and graphics are all about the
GPU. The GPU has been the
performance superstar of the
last decades, delivering
incredible gains in compu
computational performance. N
Now, our API for h
high-performance graphics is
Metal, and developers have
taken amazing advantage to
Metal. This is Dawn of War 3
from Feral Interactive,
incredible graphics. This is
da Vinci resolve from
Blackmagic, which can
accelerate many operations. Of
course, we even use Metal
inside of photos for doing
machine learning in identifying
your photos.
But we've learned a lot
working with developers on
their adoption of Metal, and we
have a new version to announce
today. You'll never guess what
we called it. It's Metal 2.
(Laughter and applause.)
Metal 2 is tremendously fast.
In fact, it has great
optimizations and new APIs t
that, when adopted, deliver
another ten times improvement
in draw call throughput. Some
of you remember when Metal
first came out, it had a ten
times improvement over open GL.
That's a hundred times
improvement. Now, we've also
provided better -- sorry --
debugging and performance
analysis tools for you to
optimize your app for Metal,
and we are so excited about the
advances in Metal 2 that we've
taken the Mac windows server
and put it on top of Metal,
accelerating things like
Mission Control and some of our
most challenging system
animations are now buttery
smooth all the time.
Now, Metal is not just about
graphics. We are also using it
for machine learning. Can now
accelerate -- yes. We have
Metal performance shaders that
accelerate all kinds of deep
learning algorithms.
Another piece of Metal news
today is Metal for external
graphics. So you know our
MacBooks have this tremendous
balance of portability and
power, but sometimes for some
workflows, you need even more
power. You want to take
advantage of the incredible
Thunderbolt I/O on your MacBook
MacBook Pros to access external
graphics. We are going to make
this possible in Metal 2. We
are starting with the deve
developerKit that will be
available today. You can
actually order a Thunderbolt 3
enclosure with a h
high-performance AMD GPU, and
tune your apps for h
high-performance external
graphics. And then we'll be
rolling out support to all of
our customers in the months to
come.
Now, with this graphics power,
we are really doubling down on
our focus on pro content
creation. And that's
increasingly about VR content
creation. So we are bringing
Metal for VR to High Sierra.
(Applause)
Now, metal is delivering a VR
optimized display pipeline that
provides extremely high
performance, and we are
optimizing our pro apps, like
Final Cut, for doing things
like editing sphere Cal video
right inside the VR
environment. We are also
working with Value-of-. They
are bringing the Steam VR SDK
for Mac. And we are working
with Unity and Unreal to bring
their VR engines to the Mac.
It's really cool, and you might
just be seeing a little bit
more from us a little bit later
today on this topic.
That's a quick look at macOS,
some great technologies with
the Apple File System, HEVC
video, and incredible graphics,
with Metal 2, support for
external graphics, and VR
support on the Mac. And of
course, a bunch of fantastic
refinements.
Now, macOS High Sierra is
available for all of you today
as a developer beta, and if you
sign up at beta.apple.com,
we'll also have a public beta
available later this month.
And of course, it's shipping to
everyone as a free upgrade this
fall on all systems that
support Sierra.
Now, that's your update on
macOS High Sierra. I am going
to turn it over to our Vice
President of hardware
engineering, John Ternus, to
tell you more about the Mac.
Thank you.
(Applause)
>> JOHN TERNUS: Thank you,
Craig. So, we have some great
updates to talk about today
that span much of the Mac
product line, and let's begin
with the iMac. Now, the iMac
has been the gold standard of
desktops for many years, but we
are going to raise the bar once
again, and as always on the
iMac, it starts with the
display. Because the 4K and 5K
Retina iMac displays with high
resolution, excellent
brightness, and P3 color gamut
are the best displays on any
desktop. We are going to make
them even better. These new
displays are now going to be
500 nits. That's 43% brighter
than the previous generation.
And for the first time, we are
going to support 10-bit d
dithering, which means these
displays can reproduce up to a
billion colors. So your
content is going to look more
true to life than ever before.
Now, in addition, we've got
some great internal updates for
these iMacs. We will start
with the CPU because the whole
line is moving to Intel 7th
generation core processor, also
known as Kaby Lake. Kaby Lake
gives us better turbo
frequencies for more
performance, and also 10-HEVC
decode for playing high quality
video.
In addition, the iMac is
getting a boost for memory
capacity. The 21.5-inch
systems can be configured up to
32 gigabytes of memory, and the
27-inch can go up to 64
gigabytes of memory. Both are
double what the previous
generation iMac could do. We
are now going to make our
Fusion Drive standard on all
27-inch configs, and it's also
going to be standard on the
high-end 21.5-inch config as
well. In addition, our SSD
options are going to be up to
50% faster and now available up
to 2 terabytes. And the iMacs
are getting an I/O upgrade as
well because we are giving them
two USB-C connectors which
support Thunderbolt 3 we think
our users, especially pro
customers, will love this
because you can now hook up a
high-performance RAID array as
along with 5K display at the
same time.
Now let's talk about graphics.
As you heard earlier, we are
investing in software
technologies like Metal 2. We
are also investing in graphics
hardware, and every
configuration in this lineup is
going to get a big bump in
graphics. lelingts start with
the new entry-level iMac. This
system gets a big boost in
integrated GPU, which now has
64 megabytes of eDRAM. This
system is up to 80% faster than
the previous generation. Next
up is the 21.5-inch iMac with
Retina 4K display. The big
news here is that we are going
to be moving to discrete
graphics and making it standard
on all 4K iMax. That's --
iMacs. That's going to come in
this raid Yon GPUs with up to 4
gigabytes of VRAM. This yields
up performance improvements,
because this new system is up
to three times faster than the
previous generation for
graphics.
(Applause)
Now lastly, we have our
27-inch iMac. This is our most
popular desktop for our pro
customers. Obviously it's
going to get a bump in graphics
today as well. It's going to
have these raid Yon pro GPUs
with up to 8 gigabytes of VRAM.
This 27-inch iMac can now
deliver up to 5.5 teraflops of
graphics compute.
(Applause)
Which makes it a great
platform for VR content
creation. In fact, we've s
seeded some developers with
this new iMac in High Sierra so
that we could see what they can
do with virtual reality on the
Mac, and I am really excited
that we can give you a demo of
some of this amazing work right
now.
So I'd like to invite up on
the stage, here from Industrial
Light and Magic, is Academy
Award-winning visual FX artist
and Chief Creative Officer,
John Knoll. John?
>> JOHN KNOLL: Thank you, J
John.
Lucas films, story, design,
are all dwer twined. They
create immersive experiences
for people to enjoy at home, in
cinemas, and theaters. I have
always done my art development
on a Mac, so I am really
excited about these new iMacs.
I truly love the platform, so I
am especially excited to share
some of our VR content created
on these new iMacs in Epic's
unreal engine. I am joined by
Lauren Ridge, an Epic
programmer, who will be
backstage driving our demo.
Working together, we can work
in real-time to create an
immersive experience as we step
inside the Star Wars universe.
Now, Lauren's backstage, so we
can show you the environment
around her.
>> Now we are going to show
you from my perspective. Here
we are on the planet Mustafar.
Thanks to the native VR support
in macOS High Sierra, I can use
Unreal Engine's editor to
create content inside the VR
experience, and for the first
time, it's all powered by my
Mac. On my left motion
controller, I have my radial
menu which acts as my artist
palette. On the right, I have
the laser I use to interact
with the world. I have some
fire here, so let's try that
out.
>> JOHN KNOLL: All right.
Very nice. Let's do some set
dressing. What do you have?
>> Let's see. Let me open my
content browser. It has all
the assets I need to dress my
seen. I think I saw a good
landing spot for an imperial
shuttle over here, so let's
bring one of those in. We have
actually set up these smart
assets so they know exactly
where to come in for their
landing.
>> JOHN KNOLL: Great. All
right. Can we go wide?
>> Sure, I can hold on with
two hands and scale myself up.
I can also use this to rotate
the world around me.
>> JOHN KNOLL: Oh, very cool.
>> I have a fighter here too,
so let's bring one of those in.
Thanks to more than 5.5
teraflops of GPU performance,
manipulating objects is
super-smooth and really
intuitive.
>> JOHN KNOLL: Can we have a
quad Ron of those flying
overhead?
>> Okay. What about from over
there on the horizon to over
there by the castle?
>> JOHN KNOLL: Great. Per
Perfect. Okay.
>> All right. Let me teleport
back down.
>> JOHN KNOLL: Hey, seeing the
castle back there reminds me,
we are missing one important
element.
>> Right. How could I forget?
(Applause)
>> JOHN KNOLL: All right.
Nice. It looks really good
silhouette against the sky back
there. Can we go in closer?
>> Sure thing. It's really
cool how Metal 2 unlocks
Unreal's advanced rendering
feature set on the Mac.
>> JOHN
.
>> JOHN KNOLL: Really nice.
Let's play the scene from here.
>> Okay.
>> JOHN KNOLL: Oh, he is
upset. That's the third one
this week.
>> Whoa. I am glad he didn't
see me there.
>> JOHN KNOLL: Wouldn't be so
All right. Actually, let's
stop it right there.
>> That was a close one.
(Applause)
>> JOHN KNOLL: It's really
nice to see an iMac rendering
this level of graphics in VR
mode at a smooth 90 frames a
second. Really great. All
right. Thank you, Lauren.
(Cheers and applause)
Metal 2 and Unreal's -- or E
Epic's Unreal Engine will
enable the next generation of
storytellers. We use this
technology in our filmmaking
every day, for virtual set
scouting, for art direction,
and shot design. And that
means that this immersive
content can be made by the same
people that bring you the fi
films. That's incredibly
powerful.
At Lucas film and IMLX lab, we
are looking forward to using
our Macs to create new
experiences as we invite people
everywhere to step inside our
stories. Thank you.
(Applause)
>> JOHN TERNUS: Thank you,
John and Lauren. That was
awesome.
So that is our update to the
iMac line, and to recap, they
have the best Mac displays
we've ever made, faster
processors, higher memory
capacity, super-fast storage,
Thunderbolt 3, and as you saw,
incredible graphics perfo
performance.
So here's the line, and but
there's one more change because
we are going to bring even more
value to the iMac product line.
For the first time ever, we
are going to have a 4K iMac
that starts at just $1299.
(Applause)
But the updates don't stop
with just the iMac because we
are refreshing our notebooks
today as well. And together,
the MacBook and MacBook Pro
make up the strongest line of
notebooks we've ever had. But
we are going to make them even
better because we are moving to
Kaby Lake here as well.
And we are bringing faster
SSDs to our MacBook and faster
standard graphics to the
15-inch MacBook Pro. So a
great performance bump across
the board.
So here's that lineup, but
just like the iMac, we are
going to bring more value here
as well because we are going to
have a new configuration of the
13-inch MacBook Pro that also
starts at just $1299.
(Applause)
So there you have it. We've
updated seven of our most
popular Macs, and the MacBook
Air is going to get a bump in
megahertz as well. Even be
better, they are all shipping
today.
(Applause)
Now, we care deeply about the
environment, so as with all our
products, we have been working
really hard to ensure that
these new Macs are free of h
harmful chemicals, very energy
efficient, and highly
recyclable.
So that's everything we are
updating today, but it's not
actually everything we want to
show you today. Now, the iMac
line has incredible breadth.
It spans from an entry-level
system that's per pect for use
at home or in a school, all the
way up through that powerhouse
27-inch model, which allows
professional customers to
create amazing things every d
day.
But that said, there is
another class of pro users who
would love to be able to take
advantage of the iMac's display
and design, but they need
workstation-class performance
that can't possibly fit into an
all-in-one. Well, we wanted to
challenge that assumption, and
so we've been working really
hard to see just how far we can
push the iMac.
Now, this isn't going to be
shipping until the end of the
year, but I am really excited
to be able to give you a sneak
peek at what we have been up
to, and here it is.
(Cheers and applause)
Cool. So that is the new iMac
Pro. Now, the first thing
you'll notice, it features the
same great design as our
27-inch iMac, but it's in the
seriously badass Space Gray
finish. And with that stunning
new color and gorgeous 5K
display, this is without a
doubt the most beautiful iMac
we have ever made. But it's
also going to be by far the
most powerful iMac we've ever
made. In fact, this will be
the most powerful Mac we've
ever made because -- (Applause)
-- because we actually are
going to put workstation-class
performance into our incredible
5K iMac design.
Now, to do that, the team had
to completely rethink the
thermal architecture. And they
came up with this really
efficient dual centrifugal fan
solution, which generates
significantly more air flow
than a traditional iMac. In
fact, the iMac Pro has a gr
greater than 80% increase in
cooling capacity. So that
means we can deliver
unbelievable performance while
still maintaining the quiet
operation you'd expect from an
iMac.
So let's talk about what's
inside, and I want to start
with the CPU because we wanted
to go really big here. So the
iMac Pro is going to ship with
an 8-core Xeon processor. But
it's also go to ship with a
10-core Xeon processor.
(Applause)
And then we thought, you know,
we have gone this far. Let's
get really nutty. So we are
going to offer it with up to 18
cores.
(Cheers and applause)
That is a ton of compute
power. But we didn't want to
stop there because we wanted to
go really big on graphics as
well. So the iMac Pro is going
to use AMD's raid Yon Vega
graphics. This is their brand-
-- Radeon Vega graphics. It
features a completely new GPU
core and high-bandwidth
on-package memory. It's going
to be available with up to 16
gigabytes of VRAM and over 400
gigabytes per second of memory
bandwidth. We aren't going to
use an entry-level
configuration here because our
implementation is going to
offer up to 11 teraflops of
single precision compute power.
That's three times more than
the best GPU in a Mac Pro. But
it actually gets even better
because this Radeon Vega GPU
can also do half precision
compute, so that means the iMac
Pro can deliver up to 22
teraflops of half precision
computation. (Applause). This
is a really big deal for things
like machine learning
development. So the iMac Pro,
as you can see, will be a
monster when it comes to
graphics, but we didn't want to
stop there either. We are
going to let you configure it
with up to 128 gigabytes of ECC
memory. That's twice what you
can do in a standard 27-inch
iMac.
And up to 4 terabytes of 3
gigabyte per second SSD.
The iMac Pro will also have a
full complement of
high-performance I/O, including
four Thunderbolt 3 ports, and
for the first time ever in any
Mac, built-in 10-gigabit et
ethernet.
(Applause)
And with all that cutting-edge
I/O, you can do some pretty
amazing things. You can hook
up two 5K displays and two h
high-performance RAID arrays.
No iMac before could ever do
that. When you combine that
with the internal display, that
means the iMac Pro can drive up
to 44 million pixels.
There's so much more we don't
even have time to get into,
things like a 1080p FaceTime
camera, a user-configurable
visa mount option, 2 times
wider AVX instructions, and
even a UHS-II SD card slot.
With all these high-performance
technologies and our incredible
5K display, this iMacpro is
going to be an awesome
workstation for things like
real-time 3D rendering, high
frame rate, immersive VR,
machine learning development,
and super fast code compiling.
Now, speaking of workstations,
we wanted to compare the
starting configuration of the
iMac Pro to what's on the
market. If you were to go out
and build a comparably specced
system today, it would kovs
over $ -- it would cost over
$7,000. Keep in mind that's a
system that doesn't have our
best-in-class display, doesn't
have the incredible iMac
design, and obviously doesn't
run iOS.
We are going to price it at
just $4999.
(Applause)
And it's going to be available
in December.
So that's a sneak peek at the
iMac Pro. It packs works
workstation-class performance
into our incredible 27-inch
iMac design with its gorgeous
5K display, and it is going to
be the most powerful Mac we
have ever made. So that is all
of our Mac news today. Now,
back to Tim.
(Applause)
>> TIM COOK: Thanks, John.
All right. So many great
things happening with the Mac,
and John, I agree, that iMac
Pro really is badass.
All right. Next up, let's
talk about iOS.
(Cheers and applause)
The world's best and most
advanced mobile operating
system. Our customers love the
latest version, iOS 10, which
has an industry-leading 96%
customer satisfaction. And
it's absolutely incredible that
86% of our customers are
running iOS 10 and taking
advantages of its capabilities.
This blows away the other
platforms that suffer from
horrible fragmentation.
(Applause)
8 with iOS, developers can
always target the latest
capabilities and features of
our latest operating system and
be confident that there's
customers there for them.
Now, today, we are going to
take the world's best and most
advanced mobile operating
system and turn it up to 11!
(Applause)
And I'd like to invite Craig
back to take you through it.
Craig!
(Applause)
>> CRAIG FEDERIGHI: Thank you,
Tim. Hello again. Let's talk
about iOS 11. It's a big one.
Now, we have a big focus on
technologies in iOS 11, but
also some really big features.
We have a lot to talk about.
We are going to start with
Messages. Now, you all know in
iOS 10, we added iMessage apps
and stickers. People have had
a lot of fun with these, and
now in iOS 11, we are making
them more discoverable than
ever with this redesigned app
drawer. You can see you have
your apps accessible right
there at the bottom of the
screen, with just a tap you can
bring them up, scroll through
them, and tap into any app.
It's really easy, going to make
it a lot of fun for you to use
your apps and stickers.
Now, the big story with
Messages, though, is Messages
in iCloud because now with your
iMessages in iCloud, when you
sign in to another new device,
well, all of your conversations
are automatically synchronized.
(Applause)
And in fact, they stay in
sync, so if you want to delete
an embarrassing message that
you don't want in your
transcript, it goes away
everywhere, which is kind of
nice.
So this, of course, allows us
to optimize your device storage
because with your messages in
the cloud, we only need to keep
your most recent messages ca
cached on the device, so that
makes for smaller and faster
backups. This is available for
iOS and the Mac, and of course,
your messages remain end-to-end
encrypted.
Next, Apple Pay. We love
using Apple Pay to buy things
at retail. In fact, Apple Pay
is the number one contactless
payment service on mobile
devices, and by the end of the
year, it will be available in
more than 50% of retailers here
in the U.S. Yeah.
(Applause)
But in addition to paying at
retail, we use Apple Pay in
apps, we use it in the Web, and
there was one final frontier we
wanted to conquer, and that's
Apple Pay for person-to-person
payments.
(Cheers and applause)
Now, it's super simple because
it's integrated right in to
Messages as an iMessage app.
(Applause)
So you can send and receive
money right in your transcript.
Of course, when you send it,
you authenticate securely.
With Touch ID. And if you
receive money with iMessage, it
goes into your Apple Pay cash
card. And from there, you can
send it on to friends and
family if you are charitable.
You can make Apple Pay
purchases at retail or on the
Web, and of course, you can
pull it out and transfer it to
your bank. It's available
across all these iOS devices
and Apple Apple Watch too.
Thank you.
(Applause)
So next let's turn to Siri.
Now, Siri is used monthly for
more than 375 million devices.
It's absolutely huge. And it's
available in more languages and
more countries than any other
assistant, 21 languages in 36
countries. So for iOS 11, we
are making a big upgrade to
your primary interface in
dealing with Siri, and that's
Siri's voice. We've used deep
learning now to create a really
natural and expressive voice
for Siri, and I would like for
you to hear it.
>> SIRI: Here is the forecast
for the next ten days: Sunny,
sunny, and sunny.
>> CRAIG FEDERIGHI: Three
different ways to say "sunny."
Very powerful. Siri also has a
male voice, and it sounds
fantastic too.
>> SIRI: I love machine
learning, especially since I am
a machine ... learning.
>> CRAIG FEDERIGHI: Siri has a
great new visual interface as
well, and it's able to provide
you with follow-up questions
and answers with just a tap,
and multiple results when you
make a query, it's really h
handy. Now, Siri also has a
new capability, which is
translation. So you can now
ask something like: How do you
say what are the most popular
dishes in your restaurant?
Chinese? And Siri can say --
(Siri replying in Chinese)
>> CRAIG FEDERIGHI: Totally.
(Applause)
Now, translation initially
will support translation from
English to Chinese, French,
German, Italian, and Spanish,
and we'll have more language
combinations coming in the
months to come.
Now, when it comes to using
Siri to access your other
applications, we have SiriKit,
and SiriKit can now do more
than ever in iOS 11. Now you
can do task management by using
Siri to make tasks in omni
focus, take notes in Evernote,
or even bring up a QR code in
WeChat.
Siri isn't just a voice
assistant. With Siri
intelligence, Siri not only
understands your voice, it
understands the context. It
understands your interests. It
understands how you use your
device. This allows it to
ultimately understand what you
want next. Now, we've all
experienced this where Siri can
help us predict what apps we
might want to use next, give us
a time-to-leave notification
based on our calendar and where
we are, help us respond to a
text message. In iOS 11, Siri
uses on-device learning to
understand more about topics of
interest to us, so it can
actually suggest topics we
might be interested in learning
about in news; can help us
respond with our location for
getting to an appointment to
someone in Messages; and even
help us make a calendar
appointment based on something
we've just booked inside of
Safari on the Web. And what
Siri learns about you on twice
is now kept cineBG ed across
all of -- synced across all of
your devices so you are dealing
with one Siri. Of course, this
is kept completely private,
readable by only you and your
devices.
(Applause)
Next let's talk about the
camera. People love the
fantastic cameras in the iPhone
7 and 7 Plus. In fact, our
customers now take a trillion
photos per year. It's
absolutely amazing. And they
take a lot of video too, and
today they do it in H.264.
Now, with our latest iPhones in
iOS 7, they are using HEVC,
which is giving us up to two
times better compression for
camera-captured videos, which
means less storage space used
on your device and less space
used in the cloud. And we are
applying these same techniques
to replace JPEG capture with
what we call HEIF, h
high-efficiency image format.
It's based on HEVC, and it also
provides awesome-quality images
at half the size on your
device.
(Applause)
And of course, you can still
share completely compatibly
with others.
Now, with the iPhone 7 Plus,
we love taking these beautiful
portrait photos. Now with iOS
11, we can take low-light
photographs using optical image
stabilization, True Tone flash,
HDR delivers incredible image
quality, and we are taking the
depth information that we can
capture with two cameras and
exposing it to developers with
a new depth API, which has
allowed them to do incredibly
fun and artistic photos, like
this, using the depth API.
Now, when you are done taking
your photos, you go to enjoy
them in the Photos app, and one
of the ways I love enjoying
them is with the Memories
feature because Memories is
able to scan my library and
find all kinds of fun events,
and now it can do more than
ever. It uses machine learning
to identify things like sp
sporting events, even weddings,
anniversaries, memories of your
babies. It's really great.
And when you if to play those
back, you can see them not just
in normal landscape orien
orientation, but now watch them
in portrait, taking full
advantage of the height of your
display.
Now, when it comes to Live
Photos, we've got some great
enhancements as well. So you
can now trim your Live Photos,
the video around the still.
You can mark any part of your
video as your key photo, and so
much more.
So these are some of the big
features in iOS 11. There's
one other which is a major
redesign to Control Center.
Rather than show it in slides,
how about we do a demo?
(Applause)
All right. Let's take our
first live look -- no, I don't
want to do that -- let's take
our first live look at iOS 11.
I am going to just bring up
Control Center, as always, and
what you will notice is Control
Center is now a single page,
packs all the features into a
single page.
(Applause)
Of course, it has simple
switches. I will just do an
orientation lock. It's got a
beautiful little animation
there for the orientation lock.
It has sliders available so
you can adjust volume like
this. But it provides greater
depth because with 3D Touch, 3D
Touch on slider like this and
get access to more controls.
This allows us to pack lots of
capabilities really easily into
the design. So you see, we
have our wireless control, so I
can just tap on airplane mode.
But if I 3D touch on the
platter, I get access to even
more features. This is really
great with your music because
you can operate them here or
jump in for even more
information. So it's a really
great new Control Center, and I
think you are going to really
love it.
(Applause)
Now, we've also taken this
opportunity to redesign lock
screen and Notification Center
by making them one. So now
when I am on my lock screen,
when I unlock the device, just
like that, I can actually now
swipe back down, I am actually
on my lock screen, seeing those
notifications, but I can get at
all my other notifications just
by scrolling up like that.
It's a really great unifi
unification, and you still have
access, of course, to your
widgets on the left and your
camera on the right.
Now let's take a look at
Photos. These beautiful
portrait photos, but also these
great Live Photos, and you
know, Live Photos capture a
still, but then also a bunch of
video automatically captured
around it, and sometimes the
best shot wasn't the still.
Well, now we can go into edit
mode, we can trim this video if
we want, but we also can
capture just the frame we want
and make that our key photo.
(Applause)
Now, we can do other really
fun things with Live Photos.
Here's one great shot, this
girl blowing a bubble.
Wouldn't it be great if she
could just keep blowing that
bubble? Well, now she can. We
actually use computer vision to
compute a seamless loop around
this Live Photo. It's really
fun.
And we have another great
effect, so here's a fun jump in
the pool. But wouldn't it be
better if it bounced?
(Laughter). There it is.
(Applause)
We can really do some artistic
things with Live Photos as
well, so you see this is a shot
where we have still landscape,
but then this movement in the
water. Now, if you wanted to
capture this kind of motion,
traditionally, you'd have to
get a tripod and figure out how
to configure a long exposure on
your high-end camera. But now
you can actually just go into
the effects here and select
long exposure, and check it
out. It's really gorgeous.
(Applause)
Now, let's take a quick look
at Memories because you see,
Memories can now capture things
like activities, like SCUBA
diving, can spot your
anniversaries, these really
touching memories of your
children growing up, and most
importantly, your pets.
Let's play a movie about these
pets. What we will see is that
we play them, of course,
traditionally here in
landscape, which is a great way
to watch video. And of course,
Memories is using computer
vision to actually identify
photos of your pet and pick the
best scenes.
Now, what's great is I can
also rotate my phone now into
portrait, and it automatically
reformats to take full
advantage of the height of the
display.
That's a quick look at Mem
Memories.
(Applause)
Now, with Memories, we are
using machine learning to help
learn more about you and what
you are interested in, by
looking at your Photo Library.
But now in iOS 11, Siri does so
much more in learning how you
are using your device. So for
instance, if I am in Safari
here and I am reading about
Iceland, maybe I am considering
taking a trip there, there's
Reykjavik is a nice location.
Now Siri, actually on my de
device, spots my interest, so
when I go, let's say, into N
News, Siri automatically
surfaces for me a
recommendation that I might be
interested in news about
Iceland. I can just tap in and
heart this one like this. And
if I tap into a particular
article, we can see it mentions
certain locations in Iceland.
I think this one is called
Sniflesness, I hope that's okay
with anyone who speaks Ice
Icelandic. Siri knowsing this
something I might use in my
communication in the future.
So when I go into messages and
I start typing Reykjavik, check
it out. It learns that
Reykjavik is probably a word I
might type. And what about --
there it is -- Snaefellsnes.
Pretty awesome.
Now, let's take a look at
stickers because you notice
now, right on the bottom of the
display, we have access to all
my sticker packs. I can tap in
on the bottom here to my Star
Wars sticker pack, can tap and
slide, say select music, and
now we have Apple Pay right
here as a Messages app. What's
so cool is if I receive a
message saying I owe someone
money, well, you notice the
QuickType keyboard
automatically surfaces Apple
Pay as an option and picks the
amount out as what I might want
to pay. I can just tap the Pay
button, send, and authenticate
with my fingerprint, and just
like that, I've paid with Apple
Pay.
(Applause)
That is a quick demo of iOS
11.
But wait, there is more. It
starts with Maps. Now, in iOS
10, Maps brought beautiful new
clarity to navigation, and we
are now giving you enhanced
information for when you get
there to the mall. So we have
detailed floor plans now of
malls with placecards,
directory and search, and we
let you browse by floor. We
are going to be supporting
malls in all of these cities
out of the gate, and hundreds
more per month thereafter.
We are also bringing the
support to major airports. You
can see where security is so
you can plan -- (Applause).
Now, we will be supporting all
of these airports to start, and
again, building out more over
time.
And of course, we have more
improvements to and a half
navigation. Now in the upper
left, you can see your speed
limit. I hope you are paying
attention to that. And lane
guidance so you know which lane
to be in when you make your
next move in navigating.
(Applause)
We know in addition to
navigation, people like to do
more with their phones
sometimes while driving, and
our safest solution for doing
this is CarPlay. It lets you
keep your eyes on the road when
you are doing things like
asking Siri to play music. We
wanted to bring the same level
of safety to everyone who maybe
doesn't have one of the 200
models of car that currently
support CarPlay. And we are
building on the do not disturb
with a new feature we call "do
not disturb while driving," and
it's all about keeping your
eyes on the road. When you are
driving, you don't need to be
responding to these kinds of
messages. In fact, you don't
need to see them.
(Laughter)
So now, when you install iOS
11, we are going to use
Bluetooth to understand if you
are connected to a car or even
if you don't have Bluetooth, we
are going to use wi-fi Doppler
effect to measure that you are
moving in a car, and when you
finish that first drive, we are
going to suggest, hey, how
about we activate do not
disturb while triving. And
when we do -- driving. And
when we do, instead of seeing
all those notifications, we
have this new user interface
for you.
(Applause)
Now, if you are tempted and
you try to turn on your phone,
you are actually going to
receive this. A little
reminder that you are not
receiving notifications while
you are driving. But of
course, you might be sitting in
the backseat, in which case,
you can tell us "I'm not
driving." You can get through.
What if you are driving and
someone sends you a message?
Well, they can now get an
automatic response saying "I'll
see your message when I get
where I am going." And you can
also enable select people to
break through if it's
especially urgent, you can have
the peace of mind that you can
get contacted, they can reply
urgent, and that message will
go through.
We think this is going to be a
real important step in safety
in the car.
(Applause)
Next up, HomeKit. So HomeKit
provides a secure and private
way to automate all of your
devices, your home accessories,
and you can do it right inside
the Home app and control them
here, and also, of course, use
your voice with Siri. Now,
almost all the major accessory
makers are providing great
HomeKit accessories across all
of these categories, from
security cameras and door locks
to lights and fans. But
there's one category really
close to our heart that we
wanted to add to HomeKit, and
that's Speakers.
(Applause)
You will now be able to
configure speakers inside of
HomeKit and access them via our
new AirPlay 2 protocol. It
builds multiroom audio in
throughout iOS.
(Applause)
So you can play music to
select speakers throughout your
home right from the Music app,
and with Apple Music, we have a
new feature called shared up
next. If you have a friend
over, you have a playlist
going, maybe your friend wants
to contribute to that playlist,
they can do that without
interrupting the Music. You
can all party in to that
playlist. All speakers have
announced upcoming support for
AirPlay 2. But of course, many
of us already own a great
AirPlay 2-compatible speaker,
and those are the ones con
connected to our Apple TV. Now
your Apple TV can be played to
from your iPhone or iOS device
and Mac anywhere in the home.
Of course, if you turn on your
Apple TV, it can control p
playback homewide, including
using Siri. And we are
providing a great developer
API, so third-party audio apps
in iOS can all get in on the
multiroom audio fun.
Next is Apple Music. Now,
last fall we introduced an a
all-new design for Apple Music,
which brought greater clarity
and simplicity to the Apple
Music experience. We now have
27 million customers who are
really enjoying the curation as
well as the personalization of
Apple Music, but of course, a
lot of the way we discover
music is to ask one of our
friends "what have you been
listening to lately?"
Now in Apple Music, you will be
able to find out right inside
the application.
(Applause)
For all the music served up in
For You, you will see
indicators if this is music
your friends are listening to,
and they can configure their
profile, either to be public or
private and control what
playlists they share or what
music they share they want to
make available to their other
friends.
For developers, we are
providing a new API musicKit
for Music. This allows full
access to the Apple Music
service, both on device and
from your cloud service, and
you can do a tremendous amount
with this. Now, Nike has done
great exercise playlists using
the full Apple Music catalog
With Anchor, anyone can be a
DJJ using all 40 million songs,
and Shazam can automatically
add songs to your collection
that it identifies.
You know, one of the biggest
stories today for iOS 11 is
about the App Store. Now, to
give you the big news with the
App Store, I'd like to hand it
off to Phil Schiller. Thank
you.
(Applause)
>> PHIL SCHILLER: Thank you,
Craig.
Good morning, everyone. Let's
hear it from the way back of
the room. Come on. Good
morning, everyone.
(Cheers and applause)
Yes.
I am so excited to be able to
talk to you this morning about
the App Store. The App Store
is turning nine years old, and
it is going so well. There are
500 million weekly visitors to
the App Store who come to see
your amazing apps, and to
download them. They have now
downloaded over 180 billion
apps to date. That's
incredible. That does not
include auto-redownloads and
updates. Amazing.
And just recently we passed
$70 billion paid out to
developers to date.
(Applause)
30% of that in the last year
alone.
The apps are incredible, and
customers are doing things with
them that none of us had ever
imagined, like this. These are
people in Hong Kong playing
Pokemon Go.
(Laughter)
Pokemon Go is from Niantic.
It was one of the big hits from
last year, and there have been
a lot of big hits from last
year from big developers and
Indie developers alike.
Together, the developers at
Apple, we've made this the best
appellate form in the world.
So thank you.
(Applause)
Yes. Thank you for the
incredible apps you make that
we and our customers all love.
It's not by chance that the App
Store has become such a great
place. From the beginning,
we've had two very important
goals: To make the App Store a
trusted and safe place for
users, and to make it a great
opportunity for all developers.
We continue to work really
hard at that. Over the last
year, the team has done a lot
of great things to make the App
Store an even better store for
all of us. There's many things
I think we can talk about, but
I think one stands head and
shoulders above the rest,
faster app review times.
(Applause)
I am sure you are well aware
that the majority of apps are
all now reviewed in under 24
hours, many in just one to two
hours. The team is going to
keep working hard at that.
We have a lot more coming for
the remainder of the year. I
have highlighted a bunch of
things here. I will just point
out one of them. You can read
some of your favorite things up
there. Big request from
developers is called phased
releases, that when you -- yes.
Whoo for phased releases.
Come on.
Phased releases means when you
submit an app, you can choose
if you want it to be phased
over time so it doesn't hit
your infrastructure all at
once, and you can see how
customers are responding to
that update. So it's a really
great feature for you to take
advantage of.
There are a lot of things
coming this year, but there is
one that is incredibly gig
gigantic, and that is we are
going to do something that
we've never done before in the
nine years of the App Store.
We are going to completely
redesign it. A brand-new App
Store.
(Applause)
It is absolutely beautiful.
The App Store starts with a
brand-new tab called Today. Do
you remember back the first
time you started downloading
apps when you used the App
Store, and it was so much fun
to go in every single day and
discover the new apps that were
appearing? I mean, that's an
amazing feeling. And we are
bringing that back again with
this brand-new tab called To
Today, a whole-new way to
discover apps. It's a place
where we can feature the apps
we all love and the stories
about the developers who cr
created them. It's going to be
such a great place for
customers to discover your apps
every single day.
There's new new tab, Games.
The biggest area of the App
Store has its own dedicated
space now. For all of us who
love gaming, finding the
best-featured events for the
day, this is now a place to go
to experience all that's
happening with games.
Not only can we feature games,
but for the first time in the
App Store, we can feature
in-app purchases as well, a big
part of your business is now
there in the App Store so the
next time you have a brand-new
level, a brand-new character,
customers can see them right in
the App Store and click on them
and start the process to get
them right away.
And since games have their own
tab, now apps have their own
tab. This is everything that
we love about apps besides
games with dedicated features
and charts all there for
customers to enjoy.
And every app and every game,
of course, has its own product
page in the store. These are
more beautiful than ever, more
engaging with incredible
videos. You are going to love
all the features on your
product pages. And the
sessions here at WWDC to learn
how to take advantage of all
those great new app page
features.
These are just some of the new
things in the all-new App St
Store, the new Today tab, new
Games tab, nor Apps tab, and we
would love to show you to you
live for the first time.
Please Mel come Ann thy,
product manager, to show the
all-new App Store. Ann.
>> ANN THAI: Thanks, Phil. I
am so excited to show you the
all-new App Store, so let's get
to it it.
I am going to open the store,
and I land right here on the
Today tab, the new front of the
App Store that updates every
day. The first thing I see is
our top story, the world
premier of Monument Valley 2 is
finally here!
(Applause)
Let's check it out by tapping
on the card. This opens a
story view where we can learn
more about the game and what
makes it so great. Looks like
this is going to be even more
beautiful than the first. I
can watch videos that show me
what the gameplay is like. And
here's a cool quote from Dan
Gray at Ustwo Games about what
inspired them. I can share the
story with a friend, and what's
incredible is that we can
actually all download this
today, only on the App Store.
(Applause)
Let's see what else is
happening today. What have we
got here? Oh, here's a how-to
guide about VSCO. I use this
app all the time. Let's check
it out. This is packed full of
useful tips, so even if you
have an app already, you still
might learn something new, like
I didn't know you could use it
to make animated GIFs or JIFs.
Anyway, you can make them. I
just scroll back up and pull
down on the card, and I am back
in the feed.
Every day there's a new app of
the day and a new game of the
day and the daily list. These
are great because they are
focused on a theme or a goal,
like meditation. I have ac
actually been trying some of
these out to get ready for t
this, and (deep breath) it's
totally working.
(Laughter)
If I am busy and miss a day, I
can scroll down and see stories
from earlier in the week.
So that's the Today tab. If I
only want to see games, now I
can go to the new Games tab.
This is huge. Let's check it
out. Up at the top, I can see
the biggest new releases or
just what the game editors are
playing this week. If I scroll
down, I can watch a whole bunch
of game videos. And it's not
just previews, but also tips
and gameplay videos by editors
too. If I scroll down, I can
see charts that only feature
games, so it's really easy to
see what the most popular games
are separate from apps.
And now I can browse by game
categories too. This page is
just packed full of
recommendations. This artsy
game looks fun. Let's check it
out. I am going to tap on the
icon, and it opens up a
redesigned app page. It's more
beautiful and more useful. I
can watch more videos that show
me how fun this is, and this
badge at the top tells me it
was named Editor's Choice. If
I scroll down, I can see
ratings and reviews front and
center, so I can see what other
customers think before making a
choice, like this review. It
tells me this game is great for
killing time. Thanks, Furious
Potato Face.
(Laughter)
For all the incredible apps on
the store, there's a new tab
too, the Apps tab. Let's go
there. It shares the same
great design as the Games tab
but with a focus just on apps.
So that was just the first day
on the new App Store. Now you
can see why we are so excited
to have a beautiful new place
to share apps and games we love
with you.
Back to you, Phil.
(Cheers and applause)
>> PHIL SCHILLER: Thank you,
Ann. So that's your first
glimpse of an entirely new App
Store. We hope you love it, we
hope customers love it, and
they visit it every single day
to download your incredible
apps.
And that's it for the App
Store. Back to you, Craig.
(Applause)
>> CRAIG FEDERIGHI: Thank you,
Phil. The App Store looks just
fantastic.
So those are some of the big
features in iOS 11, but of
course, there's also core
technologies. Now, Metal 2 and
HEVC are coming to iOS as well.
But there's more, and it
starts with machine learning.
(Applause)
Now, you've seen the way we've
used machine learning
throughout the experiences on
Apple Watch, for instance, and
the predictive Siri Watch Face.
We use it on the iPad for palm
rejection when you are writing
with Apple Pencil. Of course,
we use it to extend your
battery life by predicting how
you are going to use your
device. And you've seen it
throughout Photos with Memories
and face recognition. Now, for
all of you developers, we want
to make powerful machine
learning easy for you to
incorporate in your apps, and
we are doing it via a set of
new APIs. It starts with the
Vision API, which provides face
tracking, face detection,
landmarks, all of these core
features we use inside of our
apps. And a natural language
API that provides capabilities
like tokenization and name
editing recognition. These are
all built on core ML, and core
ML provides high-performance
implementations of deep neural
networks, recurrent neural n
networks, convolutional neural
networks, support vector
machines, and they allow you to
take models that you have built
with any of these popular
third-party tools, and using
our machine learning model
converter, execute them with
tremendous performance on
device. It gives you all the
data privacy benefits and all
of the carefully tuned
compatibility with all of our
platforms. And the performance
really is incredible. You look
at this benchmark, it's called
Inception V3, it's a popular
photo recognition benchmark.
iPhone is 6 times faster than
Google pixel and the Samsung S8
using Core ML.
(Applause)
Next, I'd like to turn to AR.
Now, with Multi-Touch, we've
really changed the way that you
interact with the world on the
screen of your iPhone. And
with the camera, we've allowed
you to capture the world around
you. But when you bring these
things together, the results
can actually be quite profound.
Now, it's called augmented
reality, and we have a new core
technology called ARKit to
bring it to all of you, and I'd
like to show it to you in a
demo now.
So we've all seen a lot of
carefully edited vision videos
on this topic recently, but in
this case, I'd like to show you
something for real. So what we
see here is an iPhone that's
using its camera but using
computer vision, it's actually
able to identify surfaces such
as this table, and I can
actually just add an object.
This is a developer
application, a test appli
application, that you will all
be getting code for that allows
you to do these things.
Now, this is just a virtual
object -- (Applause) -- on this
table. Now -- (Applause).
We've got some steam in there
coming off the cup. Now, I can
add other objects to the scene,
and these things can actually
interact. Let's add a lamp.
And I want you to watch when I
turn the lamp on the dynamic
shadows here. I am going to
move the cup, and watch how the
shadow moves in relationship to
the light here. It's really
pretty incredible.
(Applause)
Now, I can add additional
objects. Let's add a vase to
this scene. I mean, isn't that
just incredible? You guys are
actually in the shot here with
these objects all in augmented
reality. So it gives you a
little bit of an idea of the
technology involved. It's
really pretty incredible.
Now, how do we do it? ARKit
provides fast and stable motion
tracking, and it uses all of
the sensors and the camera on
your device to do this. It
actually finds planes like
floors and tables. It's able
to estimate ambient light,
which helps us with the
rendering and also helps with
scale. You notice that cup hit
the table looking the size of a
cup, not the size of an
elephant. And we provide
integration to all kinds of
third-party frameworks to help
you with your rendering. The
implementation is possible
because we are able to take
advantage of the awesome
hardware on iOS devices, the
cameras, the high-performance
CPU and GPU, and the motion
sensors. And when you bring
the software together with
these devices, we actually have
hundreds of millions of iPhones
and iPads that are going to be
capable of AR. In fact, that's
going to make overnight ARKit
the largest AR platform in the
world.
(Applause)
We've had some third parties
in to take a look at ARKit, and
they are totally excited, and
we are just blown away by what
they have been able to
accomplish. IKEA, of course,
is places furniture everywhere,
and it's really super awesome.
But check this out. What you
can do with Batman LEGO. How
fun is this? Right on the
table, a LEGO with a live LEGO
Batman, and you can explode the
LEGO, like you can never do in
the real world, pan around it
and interact with Batman right
there. It's really awesome.
And then Pokemon Go, we have
all seen it before, but check
it out with ARKit. The Pokemon
is so real, he is right there
on the ground. As the ball
bounces, it actually bounces
right there in the real
environment. It's AR like you
have never seen it before.
Now -- (Applause) -- there's
one of these that I think you
just really need to see live.
Now, Wingnut AR is Director
Peter Jackson's new production
company that's dedicated to
producing AR content. We all
know Peter JARCson from his
incredible cinematic work on
movies like the Lord of the
Rings series, but he is now
really excited about AR, and to
show you what he has in the
works, I am thrilled to
introduce Wingnut AR's creative
Director, Alasdair Couell.
Alasdair.
(Applause)
>> ALASDAIR COULL: Thanks,
Craig. We are really excited
to share an exciting thing we
have been working on.
Dan is here with me for
Wingnut AR, so let's take a
look.
Here we use ARKit to detect
the plane on the table,
estimate its size, and lock our
content on the surface. Since
this is augmented reality, you
folks are all in the shot too.
(Applause)
This is all rendered in
real-time using the power of
Unreal Engine 4. We are in a
remote outpost at a desolate
world where supplies are sc
scarce. These are our to
townsfolk, they are expecting
some visitors soon, so they are
all starting to get ready for
their arrival. Except for this
guy down here, apparently. Who
That's our airships arriving
now. What's really cool here
is with ARKit's tracking, you
can get really close and choose
how to view the interaction.
It's like you are the Director
of your own experience. Oh,
looks like some raiders are
attacking.
Whoa, I guess that takes care
of that guy.
(Laughter)
Wouldn't it be cool to have
airship battles like this in
your own long-term?
living room?
Oh, I think they are going to
regret attacking this outpost.
Another one down. And we got
him.
Oh. Well, that didn't end
well for anyone. But our
heroes are limping away to
fight another day.
So that's one of the things we
have been up to at Wingnut AR.
(Cheers and applause)
Thank you. And the fact that
ARKit -- thank you. The fact
that ARKit enables hundreds of
millions of people to enjoy
experiences like this opens up
so many possibilities. I think
it's a real game-changer. Look
out for an AR experience from
us in the App Store later this
year. Thank you.
(Applause)
>> CRAIG FEDERIGHI: So what do
you think?
(Cheers and applause)
So those are some of the major
features in iOS 11. Of course,
there's much more than we have
time to talk about today, but I
want to highlight some features
of special interest to our
customers in China, like QR
code support integrated right
into the main camera,
accessible from the lock sc
screen, super useful for
customers in China.
So that's our update for iOS
11. I am going to turn it back
to Tim. Thank you.
(Applause)
>> TIM COOK: Thanks, Craig.
iOS 11 is absolutely jam
packed with great features, and
I can't wait for you to get
your hands on the new App Store
and ARKit.
Number five, an important part
of the iOS story is, of course,
iPad.
(Applause)
iPad has completely changed
the way we work, play, teach,
learn, and create. It's truly
a magical piece of glass that
transforms into anything you
want. We've been pushing the
boundaries on iPad, and today
we are going to push them
further than ever before. And
to tell you all about it, I'd
like to invite up Joz. Joz?
(Cheers and applause)
>> GREG JOSWIAK: Thank you,
Tim, and good morning,
everybody. I am so excited to
talk to you today about
iPad Pro.
When we first introduced
iPad Pro just 18 months ago, it
completely redefined what you
could do with your iPad. Along
with your incredible apps, it
allowed our users to do really
amazing things, from
professional design and
illustration to fashion to
architecture to engineering and
so much more. We are really
excited about what can be real
in your world today with
iPad Pro.
As you know, there's two
models to iPad Pro today.
There's a 13-inch and a
9.7-inch. And the 9.7-inch is
our most popular model. It has
a screen large enough to get
your work done, but it's in a
thin and light enough package
that allows you to take it with
you everywhere you go. Well,
today we are going to introduce
an all-new iPad Pro that's
going to take everything you
love about the 9.7-inch and
give you a whole lot more to
love. Let's take a look.
This is the new iPad Pro.
(Applause)
It's the first iPad Pro with a
larger 10.5-inch Retina
display. Now, why 10.5-inch?
Well, for one, it's a lot
larger. It's 20% larger than a
9.7-inch. But we are able to
reduce the borders by nearly
40%, which allows us to deliver
this incredibly compact design
that still weighs just one
pound.
Of course, 10.5-inch also
allows us to do some other
things. It's the perfect size
to allow us to display a f
full-size on-screen keyboard.
(Applause)
It's also the perfect size to
allow us to have a full-size
Smart Keyboard as well. And
when we deliver the Smart
Keyboard, we are going to have
support for more than 30
languages at launch, including
Chinese, and for the very first
time, a Japanese JIS keyboard.
(Applause)
Now, iPad Pro has always had
the best displays in the
industry, and both sizes are
going to get really incredible
new displays today. They are
the best displays that we have
ever made. They are packed
with incredible features like
True Tone for automatic white
balance, P3 wide-color gamut
for the best color, ultra-low
reflectivity, the best in the
industry. And they are 50%
brighter with 600 nits. And
this extra brightness and the
P3 wide color gamut means with
iOS 11, you will be able to
display HDR video for the first
time in an iPad for a really
immersive cinematic experience.
They are truly awesome
displays.
But our biggest breakthrough
is a feature we called pro
ProMotion. What is ProMotion?
We are able to take our unique
hardware and software
capabilities and dramatically
improve our display
performance. Now, typically,
up until today, mobile displays
have refreshed at 60 hertz,
which means they update their
content 60 times every second.
Well, on the new iPad Pro, we
have doubled that maximum
refresh rate to an incredible
120 hertz.
(Applause)
So what does that mean to you?
It means that all of your
motion content on your screen
is going to be smoother, cr
crisper, more responsive. Now,
this is something you have to
really touch and feel yourself
to appreciate because our
projection systems just aren't
capable of doing those type of
refresh rates, but I will tell
you the difference is dramatic.
And when you scroll, it's
buttery smooth.
Now, the higher refresh rate
also means that it works even
better with the Apple Pencil.
We already have the ind
industry-leading performance
for drawing and writing with
the Apple Pencil, but with
ProMotion, it gets even better.
It's more responsive and
reduces our latency to an
industry-best 20 milliseconds.
(Applause)
So drawing is incredibly fluid
and even more natural. You are
going to love using the Apple
Pencil with the new iPad Pro.
Another breakthrough with
ProMotion is these have become
the first mobile displays to be
able to dynamically adjust the
refresh rate, depending on what
you are looking at. This is a
really big breakthrough for
both display quality as well as
for power savings. When you
have fast-moving content, they
can update quickly. But they
can also update slower when you
don't need that type of refresh
rate. For example, a still
image. This allows us to save
a lot of energy and give you
better battery life. So
hopefully you see why these are
not just the best displays that
we have ever made, but we think
they are the most advanced
displays on the planet.
Next let's talk about
performance. iPad is already
best in clays for performance.
But we are not resting on our
laurels. These are the fastest
we've ever created. Inside
them, they are powered by the
A10X Fusion chip. The A10X has
a 6-core CPU, three
high-performance cores, three
high-efficiency cores, all
automatically managed by the
Apple performance controller.
It also has a 12-core GPU.
This is a powerhouse. And it
delivers 30% faster CPU
performance over our already
industry-leading A9X and 40%
faster graphics performance.
(Applause)
Our chip team has done just an
amazing job over the years with
the performance improvements,
and the results have been
staggering. They are
delivering an industry-leading
graphic performance that's more
than 500 times the original
iPad from just a few years ago.
But of course, numbers only
tell part of the story. To
demonstrate the real-world
performance of the A10X in the
new iPad Pro, I'd like to
invite Ash Hewson of serif to
give you a demo of their new
pro photo editing app called
affinity photo. Ash?
>> ASH HEWSON: Thanks, Joz. I
am thrilled today to be able to
he show you the iPad version of
affinity photo. This is a
truly high-end professional
photo editing tool. On this
latest iPad Pro, we can achieve
levels of performance which are
simply unattainable on any
other device. I am going to
try to show you that today by
creating a movie poster. I
have already set up a few l
layers, have these great
backgrounds, stormy sky, a
turbulent sea, and this ship.
The first thing you will notice
when you are using this is as
you are moving layers around,
rotating them, or even just
panning or zooming around your
work, I am seeing all of this
now at 120 frames a second. So
it seems incredibly smooth.
But when you come to edit
layers, because of Metal, we
can achieve performance more
than four times an i7 quad core
desktop PC. I will show you
what that means.
On this sea, I am going to
apply a filter, and look, just
with my finger, I can kind of
push the sea around. I can
even just flick a wave right
over the side of the ship.
It's a totally new way to kind
of interact with your designs.
And actually, everything is
this fast.
So let's say I wanted to set
this ship on fire, for example.
I've got this fireball here.
I can move this over the back
of the ship. To make that look
more realistic, I need to apply
a blend mode. Normally blend
modes are something that take a
lot of trial and error. Now
look at this. I can just scrub
down here and get an instant
preview of all of the different
blend modes, so it makes it
really, really easy to select
the right blend mode that I
want.
Now, of course, everything I
have done so far I have done
using Touch, but with iPad Pro,
we have the best stylus that's
ever been made. And we can do
some great stuff with Apple
Pencil too. A really great
example of of that is our
lighting filter. Here I choose
lighting. Make that a bit
bigger. Now I can actually
control the angle and tilt of
that light using Apple Pencil.
There's no latency whatsoever.
So it's a really immersive way
to work.
Now, I said at the start I was
creating a movie poster, and in
fact, what I am actually doing
is creating a pirate movie p
poster. So now I need a pi
pirate. I've got Captain Jack
Sparrow here. At the moment he
is on the wrong background.
What I need to do is cut him
out. I am going to use some
selection tools. To start
with, I am going to do -- you
can see how quick it is to do a
really quick selection with
Pencil to snap around the
edges. But of course, with
selections, what often happens
is you need to do a much more
accurate selection around hair.
To do that, we are going to do
a selection refinement. This
is something that takes a huge
amount of CPU power, but on
this latest iPad, it's twice as
fast as ever before, and you
can see pretty much instantly,
I get a selection down to
individual strands of hair.
(Applause)
And that's it. That's my p
poster complete, a professional
looking poster created on a
device that I can hold in my
hands. It's really incredible.
I really think that iPad Pro,
alongside Affinity Photo, is a
truly game-changing experience
for professional photo editing.
The best thing of all is you
can now experience it now
because I am delighted to
announce that Affinity photofor
Photo for iPad is available on
the App Store today. Thank
you.
(Cheers and applause)
>> GREG JOSWIAK: Wow, thank
you, Ash. That's amazing
performance, again, especially
for a twice that's so thin and
light in a simple one-pound
package you can take with you
everywhere you go. What's also
cool is despite all this
performance, the new iPad Pro
still delivers the same all-day
ten-hour battery life that our
iPad users love.
Next let's talk about cameras.
The new iPad Pro features the
latest camera system from our
iPhone 7. That means the same
high-performance 12-megapixel
sensor with optical image
stabilization. And it has the
ability to even capture and, of
course, edit 4K video on the
go. They are absolutely
fantastic cameras.
The front-facing cameras from
the iPhone 7 as well with all
of its great features, like
wide color gamut capture, auto
image stabilization, and the
entire display can light up to
become the world's brightest
and largest Retina flash.
We have great accessories as
well. The iPad Pro supports
USB 3, which means you are
going to get faster transfers
with your USB and SD camera
adapters. And we also support
fast charging, which means any
of our USB-C charge adapters
will now allow you to charge at
half the time.
And we have great new smart
covers we have available in
polyurethane, and we are
bringing back the popular
leather as well. Then we've
designed an all-new leather
sleeve with a built-in storage
for your Apple Pencil.
So that's the new iPad Pro
family, a lineup with the wo
world's most advanced displays,
including a brand-new 10.5-inch
size, an incredibly compact
design, powerful new A10X
Fusion chip, incredible new
cameras, and of course, as you
would expect, we make all these
in incredibly environmentally
friendly ways.
We are also going to double
the amount of memory that comes
at the beginning of these
configurations. Both sizes
will now start with 64
gigabytes of memory.
(Applause)
And the 10.5-inch with 64 gigs
will now be at $649, and it's
just $150 more to move up to
the bigger display at $799.
We are also going to have
configurations in 256 and 512
gigabytes, half a teraterabyte
of storage.
This is the new iPad Pro. You
can order them today. They'll
start shipping next week. And
of course, because they are
shipping now, they are going to
ship with iOS 10, but you will
be able to easily update to iOS
11 as a free update this fall.
But you haven't heard the full
iOS 11 story yet as relates to
iPad, so I'd like to invite
Craig back to the stage to tell
you about some incredible iPad
features coming in iOS 11.
>> CRAIG FEDERIGHI: Thank you.
Hey, everybody.
(Applause)
Yes, there is more iOS 11. If
you love iPad like I do, well,
buckle up. You are in for a
wild ride. We are taking iOS
to the next level. This is the
largest iOS release for iPad
we've ever done. Now, it
starts with the dock. Now, we
all know that dock, hovering
down there at the bottom of the
screen. It is more powerful
than ever. You can fill it
with apps. On the right,
there's a predictive area,
figures out what you are going
to use next, including your
Continuity apps. And now you
can summon the dock from
anywhere right from the bottom
of the screen and use it for
switching apps just like that.
And what's incredible is how
it's used for multitasking. So
now if you are in an app and
you swipe up, we can pull an
app out, just like that into
Slide Over.
(Cheers and applause)
Now, of course, you can snap
your apps into split view, but
what's really cool is the new
app switcher because it
preserves all of your spaces
with your app pairings. It's
really great.
Now, the iPad, of course, is
the ultimate multiihanded,
Multi-Touch device, so we are
so excited to bring drag and
drop to iPad.
(Applause)
You can drag images, you can
drag text, you can drag URLs,
you can multiselect and
multihand drag. It's a drag
fest. Now -- (Laughter) --
it's incredibly productive.
But of course, sometimes you
have to type, so we've made the
keyboard even more productive
as well. You can now flick on
keys to access punctuation and
numbers all without switching
planes. It's super fast and
super easy.
Now, we have a new app to
introduce to you today. And
it's called Files.
(Applause)
Files brings together all your
your files on your iPad. It
supports everything you expect,
nested folders, spring-loaded,
list view, tabs. It has this
beautiful view that brings it
together across all sources.
It also supports third-party
like Box, dropbox, and they are
all right here in your sidebar.
You know what? Let's do a
demo.
Let's take our first look at
iOS 11 on iPad.
So here we have our new dock
at the bottom. I can easily
drag right into the dock just
like this. It's a great way to
launch apps, as always. But
now it's also a great way to
switch apps. Just tap like
that.
Now, if I want to multitask,
check this out. Drag it out.
It's right there. Now I can
slide it off the screen, I can
now slide it over here. Both
these views are completely
live. I can go into Split View
just like this. But now I want
you to check out the new app
switcher. I am just going to
swipe up from the bottom and
keep swiping. It goes back
like that. Let's do that
again. That is so great. It's
that easy.
(Applause)
Now, you notice my spaces are
preserved, so over here on the
left, I have Mail and Safari.
In Split View, I can tap those
open like this. Let's try some
drag and drop. I am going to
drag a URL from the top of
Safari here right into this
mail message. Drag it and drop
it. Now, I can drag it -- y
yeah. Let's drag an image.
Yep. Just like that.
(Applause)
Now, I want to focus just on
mail because I am going to show
you dragging across spaces. So
let's go into photos. I have
some great photos here of some
potential drone protection
options for the new campus. So
I am going to start a drag, but
watch this. With my other
hands, I am going to tap. I
can add to this selection just
like that. And I can even
swipe up with my other hand
into multitasking, move over to
Mail, and drop.
(Applause)
Now, I want to show you Files.
I can bring up Files, of
course, right from the dock in
Split View just like this. And
it's a great way to deal with
attachments because I can take
this attachment in this mail
message, pick it up, and just
drop it right into this folder
of top secret projects.
(Applause)
Now let's dive all the way in
and take a closer look at the
Files app. We see it has this
gorgeous grid view, but it also
has a list view that provides
me all the details about my
files. I can sort them by size
or let's sort by date. I can
create new folders. Let's say
I want to create an R&D folder
right here. I am going to take
some of my top secret
prospective projects, and I can
do multiselect just like this.
Drop them in. Now, I can also
take the folder, drag it right
into my favorites, and these
are synced across all of my
guys. If I want to drag a
file, I drag it on there and
make it important.
Here on the left I have access
to all my cloud providers, like
Box, so you can see I have
files and folders that I am
using for collaboration. That
includes this drone defense
proposal right here,
presentation. And I want to
show you when I if into the
Recent view from the tab at the
bottom, notice I get a view
across everything, including
that one inside of Box.
I am going to tap into that
Keynote presentation, and for
my final act, I want to show
you how I can use files di
directly from the dock. Just
swipe up. If I tap and hold, I
get access to my recent assets.
I can just pick this up, drop
it down, just like that.
(Applause)
And that is a quick demo of
our productivity features on
iPad.
(Cheers and applause)
Now, next I want to talk about
Apple Pencil because Apple
Pencil has really created a
whole new way of working on
iPad, and with iOS 11, we've
integrated it deeply into the
system. Now, it starts with
markup because you can markup
anything you can quick look.
You can take Safari content.
We create it into a continuous
scrolling view that you can
markup. And you can actually
do this with any app that
supports printing because we
have a Create PDF option that
will create a marked-up PDF.
It's a really great way to
markup anything and share it.
We know a lot of people do
like to share with screenshots,
and so now when you take a
screenshot, we'll create a
thumbnail down in the bottom of
the screen. If you tap it, you
go instantly into markup, you
can mark it up right there and
share it.
Now, we've all -- (Applause).
It's really cool.
Now, we've also integrated
Pencil deeply into Notes. So
if you are working on a note
and later you are at the lock
screen, you want to get back,
just a tap of the Pencil on the
lock screen and you are right
back into your note. And we
have made your note handwritten
text searchable, so we can now
search handwriting. We use
deep learning to recognize what
you write. And if you are
doing primarily typed notes,
you can now also do inline
drawings right there.
(Applause)
It's very handy. Now, of
course, sometimes we still have
to deal with paper, so Notes
now has a built-in document
scanner. It can correct
perspective and contrast.
(Cheers and applause)
And when you bring the note
in, you can mark it up right
with your Pencil.
And we've integrated markup
into Mail as well, so you can
personalized your mail messages
with inline drawings.
Now, for a look at all of
these great new Pencil fea
features, I'd like to introduce
the man who heads iPad's
software engineering for us,
Toby Patterson, for a live
demo. Toby.
>> Good morning. Well, the
first thing I want to show you
is a quick way of getting to
your Notes using your Apple
Pencil. You just tap on the
lock screen like this, and it
slides up to reveal your Notes
beneath it. You can see here
I've got a handwritten note,
and I want to show you how easy
it is to create one of these.
Watch at the top of the note
here as I edit the title. Just
by putting the Pencil down and
writing, like this. After the
2017 Keynote. It's as natural
as putting pencil to paper.
Something paper can't help you
with is finding your notes
again later. We are using
machine learning to recognize
your handwriting and index it
in Spotlight.
Let's switch into Spotlight
now, and we will search for
that text to I just wrote out.
You can see here I've got the
new flick keyboard, which makes
it really easy to enter numbers
just by swiping down on the
keys like this. And you can
see there it's already found my
note as the top hit, even with
my atrocious handwriting.
(Applause)
We'll just tap on that and we
are back at the note.
Now, I am going to switch to a
different note now because I
want to show you how you can
mix drawing with typed text and
tables and all of Notes's other
great features. This is a note
that my young daughter shared
with me as part of a school
assignment, where she had to
work with her parents to
develop an idea for a new app.
Now, she asked me how many
copies of our app I thought I
might -- we might sell, and so
I want to quickly draw a graph
to give her some idea of that.
I am just going to press down
here with the Pencil to make
some space for my drawing. And
we can take that little grabber
and open up some more room.
Now, I am really bad at dra
drawing, but I just love doing
it. What's great about drawing
on the iPad is it works the
same way as it does with paper,
and that means it's really easy
for me to draw really badly
right here. Watch. I am just
going to put the Pencil down
and just like that, zoop, it's
so simple. I think you are
going to have a lot of fun
rediscovering the joy of
drawing.
But let's move on now.
So my daughter's learnt a few
things from me about how Apple
works, and before I left this
morning, she gave me an NDA to
sign.
(Laughter)
I am going to use the new
document scanner in Notes and
my Pencil to take care of that
in a snap. We will just tap
the plus button here to bring
up the document scanner, and
all I need to do is point the
camera at the piece of paper.
Notes will take the picture
automatically, even straighten
the page up, will open it up
full screen here, and now I
I just fill in the blanks with
my Pencil. And just like that,
I've got a signed copy of the
NDA saved away in my Notes.
Now, I see my daughter sent me
a message, and it must be
pretty important if she is
interrupting my demo, so if you
will excuse me, I am just going
to tap on that and see what she
has to say. Wow, an offer for
$100 million is really pretty
thrilling. I need to send this
to my wife right away. I am
going to take a screenshot of
this, and then we'll tap on the
thumbnail here to open up our
new screenshot editing UI.
From here, I can crop it down
to just the part of the image
that I want to send. I can
scribble a quick note with my
Pencil. And then I can bring
up the share sheet to send it
off to my wife right away.
So these are just a few of the
ways you can use your Pencil
with your iPad in iOS 11.
Back to you now, Craig. Thank
you.
(Cheers and applause)
>> CRAIG FEDERIGHI: It is so
great when your grade school
child gets $100 million of
funding.
(Laughter)
They do grow up so fast these
days.
Well, so these are some of the
great new features for the
iPad, and of course, they are
joined by all of these other
features you heard from earlier
today. We are really excited
about what we are doing with
iPad this year and really
excited about iOS 11. Now, iOS
11 is available to all of you
developers today, and if you
sign up at beta.apple.com, you
can get a beta at the end of
the month, and we are making it
available as a free upgrade to
everyone in the fall that
supports all of these devices.
That is your update for iOS
11. I am going to turn it back
over to Tim. Thank you.
(Cheers and applause)
>> TIM COOK: Thanks, Craig.
Thank you. iOS 11 really takes
iPad to a whole new level.
People are going to be able to
do more in more places than
ever before.
We are so excited about the
marriage of iOS 11 and the new
iPad Pro that we made a video,
and I'd love to run it for you.
(Cheers and applause)
>> TIM COOK: I hope you are as
excited about the new iPad Pro
and iOS 11 as we are.
Now, we've got one last thing
to talk to you about.
(Laughter)
Let's turn our attention to
music. Music has always been a
part of Apple's DNA. We first
revolutionized the music
industry with iTunes. Then we
forever changed the way people
listen to music on the go with
the iPod. And today, iPhone
has become the best portable
music player in the world, and
it's even better when it's
paired with Apple Music.
You now have 40 million songs
in your pocket. And when you
add AirPods, it brings an
absolutely magical experience
to wireless audio.
Now, so we have such a great
portable music experience, but
what about our homes? We think
we can do a lot to make this
experience much better.
Just like we did with portable
music, we want to reinvent home
music. And I'd like to invite
Phil up to tell you all about
it. Phil!
(Cheers and applause)
>> PHIL SCHILLER: Thank you.
This is really exciting. The
chance to reinvent the way we
enjoy music in the home. I
can't think of anything that
matters more to so many of us.
Why hasn't this happened yet?
There certainly are a lot of
companies hard at work making
products to enjoy music in our
home. But none of them have
quite nailed it yet. Some have
worked hard to make wireless
music sound good around our
homes. But these aren't smart
speakers. Others have worked
to make smart speakers that you
can talk to. They don't sound
so great when you listen to
music. We want to combine all
this in a product that can
really deliver a breakthrough
experience, and our team has
been hard at work for many
years now on a breakthrough
home speaker. It has to do a
few things really great if it's
going to be a great
breakthrough speaker. First,
it needs to rock the house.
Right? We need to enjoy our
music, whatever genre you love.
Really low or really loud,
free from distortion.
Second, it needs to be spa
spatially aware. It's going to
fit in different rooms in our
house, and it needs to be smart
enough to know what to do to
make the music sound great.
Third, it has to be really fun
to use. It has to have a bu
built-in musicologist, an
expert on music, who can help
us to hear the music we love or
discover music we are going to
love.
Now, we are working on this
speaker for later this year,
but we want to give you, 6,000
of our closest friends, a sneak
peek at it this morning.
And here it is.
(Cheers and applause)
It is absolutely beautiful,
and we call it ... HomePod.
(Cheers and applause)
Yes. Just like iPod
reinvented music in our
pockets, HomePod is going to
reinvent music in our homes.
So let's talk about these
features. First, rock the
house. The HomePod is just
under 7 inches tall. It's
covered in a seamless 3D mesh
fabric that has incredible
acoustic properties. And it
hides within it amazing audio
technology. For example, along
the bottom is a seven-array
beam-form tweeter pack that's
packed with seven tweeters,
each with their own individual
driver. They have precision
acoustic horns that drive the
audio from within and then out
along the bottom with
tremendous directional control,
and that will become really
clear in a bit as we talk about
how it works.
It has a really big woofer, a
four-inch woofer upper facing
with a large motor to move a
lot of air. And its automatic
base equalization and dynamic
software modeling so as we turn
the model up, it's free from
distortion.
And all of this is controlled
by an Apple A8 chip. Yes, the
same chip that powers the
iPhone is inside the HomePod.
It's perhaps the biggest brain
ever in a speaker, and it does
some incredible things.
(Applause)
It does real-time acoustic
modeling, audio beamforming,
and multichannel echo
cancellation. You don't have
to know what any of that is.
Just know that it sounds
incredible.
Next, we'll talk about this,
spatial awareness. What does
that mean? Well, you plug in
your HomePod to AC, and it gets
its music wirelessly. It's
compact enough you can put it
most anywhere in your house.
You can put it on a table, on a
shelf, against the wall in a
corner, and intelligently it
automatically detects the space
it's within. And it uses that
information to adjust the audio
to balance it and take full
advantage of the environment
and create a very spacious
sound. Now, we want to give
you a sense of what that
experience is like, so we want
to place the music in this room
and show you a visual
simulation to give you an
understanding of some of the
technologies it's using and how
it's adapting them to make
incredible sound out of this
compact speaker.
We are going to start by
playing an audio track. It
will be a full mix. Then we
will break it down into some of
the components that the HomePod
controls.
So that's a full rich audio
mix. But within it, HomePod
detects the center vocals and
can use beamforming to direct
that.
It gives incredible clarity and
precision. And then it can
detect something called direct
energy with the instrumentation
and direct that in the room as
In addition to that direct
energy, there's something
that's usually missing in mu
music, ambient audio, the
backing vocals and reverb.
HomePod can direct all of this
and pull it together to a full
rich mix that fills up your
room.
(Cheers and applause)
It's a really remarkable
experience to hear this kind of
a spacious sound come from such
a compact speaker. And if you
love one, you should see what
it's like when you set up two
and they automatically work
together to give this
incredible spacious sound that
really has the power to rock
your house.
Next, a musicologist. This
intelligent helper to help us
discover the music we love.
HomePod has incredible speaker
system that works together with
our Apple Music subscription.
From the beginning it's
designed to work with that.
Now, Apple Music, as you know,
provides music in the cloud,
and the speaker can get it
directly from the cloud. You
can get 40 million tracks, 2
million artists, tens of
thousands of playlists. But
not just any music library.
This is your music library. It
knows the playlists you've set
up, it knows the artists you
love, and all of them stream
directly to your HomePod.
It works with an array of six
microphones around the middle.
So as you talk to it and you
say those magic words "Hey S
Siri," you see a wave form
light up on top, and now it can
respond to your commands and
help serve up the music you
want to hear.
The Siri team has worked very
hard to adapt the domain of
music and Siri to be even
greater and understand more of
the questions we are going to
ask about music. Simple
things, obviously, like play
Beats One radio. We all want
to do that. Or play On Poppy.
Check it -- play I'm Poppy.
Check that out if you don't
know. Who is playing drums on
this track? Complex questions
like what was the top song on
May 5, 2016? Just play more
like that or I like that song.
These are free form. Siri
doesn't need a specific list of
commands. It can interpret
what you are saying and help
you discover the music you
love.
Even better, you don't have to
just sit next to the HomePod to
talk to it. You can be across
the room and speak to the
HomePod, even while loud music
is playing, and the speaker
array and microphones can pick
it up and hear what you are
saying.
So HomePod. It has the power
to rock the house. It has
spatial awareness so it
understands the rooms we place
it within. And it has the fun
interactivity of Siri becoming
a musicologist and helping us
to listen to the music we love.
And since Siri is built in
there and you can speak to it,
the team has also worked hard
to make it a great and helpful
home assistant as well.
We said that domain of music
is something Siri knows really
well in HomePod. There are
other domains as well. We
worked hard to pick the first
ones we think matter most in a
product like HomePod, so of
course it can play your
podcasts, but it can also do
things like give you news, give
you weather, traffic, sports.
You can ask it to set a
reminder, set a timer, text
someone with Messages, and if
you have HomeKit devices set up
in your home, you can set up
your HomePod to control your
HomeKit devices.
For example, with the HomePod
set up, you can say: When do
the Red Sox play next? They
are going to beat the yankees,
trust me.
Tune to NPR instead.
Flip a coin.
Remind me to bring snacks to a
party.
You can set up reminders,
check all the sports, news, and
weather, all directly with your
voice, talk to a HomePod that
gets information directly from
the cloud.
And if you have HomeKit
devices set up, you can say
simple things like: Are the
lights on? Turn the heat up.
Turn on the air conditioning.
Bring the shades down halfway.
Turn off the lights in the
bedroom. If you have set up
scenes in HomeKit, you can
control those as well. You can
say: I'm home.
It's movie time.
I am leaving now.
And the whole scene can
automatically happen just by
talking to your HomePod.
And because there is a HomeKit
base built into HomePod, that
means anywhere in the world
once you set up your first
HomePod, you can control your
HomeKit devices remotely using
the built-in app on your iPhone
or iPad.
Now, setting up the HomePod
and microphone array in your
home, you probably have a
question that we've worked very
hard to deal with, which is
privacy. Our team cares deeply
about your privacy. So for
example, it has that magic
phrase "Hey Siri." Until you
say it, nothing is being sent
to Apple. It recognizes when
you do say it, and from that
point, it sends an anonymous
Siri ID in order to help you
with the command you are
looking for. And of course,
that communication is all
encrypted.
So this is the HomePod. It's
a breakthrough home speaker.
Typically, wi-fi speakers, if
they are a good quality, are
$300 to $500. And a smart
speaker might cost you $100 to
$200. So it's not unreasonable
for a HomePod to be priced in
the range of $400 to $700. So
we are really excited to tell
you that HomePod is going to be
priced for $349.
(Applause)
It comes in white and Space
Gray. It will start shipping
this December, first in the
U.S., the UK, and Australia.
And then next year we'll start
bringing it around the world.
So that's HomePod.
Back to you, Tim.
>> TIM COOK: Thank you. It is
so cool. We really believe
it's going to take your home
music experience to the next
level.
Now, it's been an incredible
morning. We've shared with you
lots of things this morning,
and all of them are shipping
this year, some now, some in
the fall, and others at the end
of the year. We got started
with watchOS, more intuitive
and intelligent than ever
before, incredible new features
to help us live a healthier
life.
MacOS High Sierra, great
refinements and technologies
that will push the macOS
experience forward.
Updates to MacBook, MacBook
Pro, and iMac, faster and more
capable than ever before.
And iOS 11, a major update of
the world's best and most
advanced mobile operating
system, absolutely jam packed
with new features, including a
completely new App Store, p
peer-to-peer payments in Apple
Pay, and with ARKit, iOS 11
becomes the world's largest
augmented reality platform
overnight.
iPad is taken to a whole new
level with incredible iPad
features in iOS 11. It's the
biggest release for iPad ever.
And of course, a new lineup of
iPad Pro, with an all-new
perfect 10.5-inch size with
advanced displays, powerful new
features that enable people to
do more with their iPads than
ever before.
And we gave you two sneak
peeks, iMac Pro, an entirely
new workstation class of
products that we designed
specifically for our pro users;
and the HomePod, a breakthrough
home speaker with amazing sound
and incredible intelligence.
It will reinvent home audio.
Now, we have a hands-on area
for the press set up to attend
immediately after the Keynote.
And for all developers, we
welcome you to come by from
4:00 to 7:00 p.m. this evening.
We've got over 100 sessions
planned for you this week and
over a thousand Apple engineers
here to spend time with you, so
take advantage of the time.
Tomorrow we've got a special
fireside chat planned in the
morning in this room, and
someone will be joining us
that's devoted her entire
career to highlighting and
encouraging young people, wo
women, and doers. I am very
excited to tell you that
Michelle Obama will join us.
(Applause)
She'll be joining us for the
open session in this room
tomorrow, and she will be
talking about empowering people
from all walks of life to
change the world. This is a
very special treat, and I
encourage everyone to come.
I hope everyone here has a
fantastic week. Thank you.
Thank you.
(Cheers and applause)