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  • >> My desk is on the seventh

  • floor, if you need anything, you

  • can call me.

  • Make sure to keep your ID with

  • you because you're going to need

  • to badge in every time you

  • reenter.

  • The cafeteria is on the fourth

  • floor and we generally take

  • lunch about 12:30.

  • >> Cool. This is where I'm

  • sitting?

  • >> For now, yeah.

  • With the big move coming up,

  • it's kind of crazy around here.

  • I promise it's only temporary.

  • >> All right, thank you.

  • >> Mm-hmm.

  • [ Music ]

  • [ Foreign Language ]

  • [ Baby Crying ]

  • [ Music ]

  • >> Come let us in, we need

  • Airbnb.

  • >> This is not an Airbnb.

  • >> Where are we, man?

  • >> I don't know.

  • I don't even know what city

  • we're in.

  • >> Look out!

  • [ Music and Noise ]

  • >> World leaders are declaring a

  • global state of emergency until

  • the app situation can be

  • resolved.

  • >> Selfies, anybody?

  • Selfies, selfies!

  • >> The apocalypse is nigh!

  • The apocalypse is nigh!

  • >> OK. Who wants to go first?

  • [ Screams ]

  • [ Music ]

  • >> iTunes, get your iTunes.

  • >> Do you think we should have

  • gone with the puppy face?

  • >> I just ate this whole pizza

  • by myself.

  • Hashtag too delicious to share.

  • Hashtag pizza emoji.

  • >> Farm Ville 2 right here, yo.

  • >> Hashtag eat the food.

  • >> Brian, looking for Brian.

  • >> Hashtag does anybody want a

  • slice?

  • [ Music ]

  • [ Applause and Cheering ]

  • >> Good morning.

  • [ Applause and Cheering ]

  • I'm so glad that really can't

  • happen.

  • 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.

  • [ Applause and Cheering ]

  • Every year, we host WWDC to

  • bring Apple engineers and our

  • amazing developers together on

  • our collective mission to change

  • the world.

  • And I'm 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 three 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 and Cheering ]

  • In fact, one of our youngest is

  • here this morning.

  • His, his name is Yuma Sorianto.

  • He's from Australia and he's

  • just 10 years old.

  • He started coding when he was

  • six and he already has five apps

  • on the App Store.

  • [ Applause and Cheering ]

  • I met Yuma yesterday and I can't

  • wait to see what he's going to

  • accomplish next.

  • And while we've got some great

  • up and coming developers like

  • Yuma, we 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.

  • So--

  • [ Applause and Cheering ]

  • So, if you haven't published

  • yet, there is still time.

  • Let's give them a big round of

  • applause.

  • [ Applause and Cheering ]

  • 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'm dispensing with the

  • updates other than to tell you,

  • Apple is doing great.

  • [ Applause and Cheering ]

  • 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 TV app.

  • And today, we're really thrilled

  • to announce that Amazon is

  • coming--

  • [ Applause and Cheering ]

  • -- Amazon is coming to the TV

  • app and Apple-- 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 and Cheering ]

  • Apple Watch has had incredible

  • growth this past year.

  • In 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 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?

  • [ Applause and Cheering ]

  • >> Thank you, Tim.

  • >> So watchOS is moving forward

  • really quickly.

  • And I'm 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 glancing at information.

  • And many people are using a

  • watch face like this today.

  • And now, you need to choose what

  • information shows up here.

  • So for example weather, calendar

  • and workouts, or maybe you'd

  • like to look at the date and

  • reminders and sunset.

  • The information that you like to

  • see actually varies based on

  • time and 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 a proactive assistant

  • knowing what information you

  • need when you need it.

  • And we've created a new watch

  • face, which is powered by Siri

  • intelligence.

  • This is the new Siri watch face.

  • Now, it automatically displays

  • the information that's most

  • relevant to you.

  • And it can also access Siri by

  • tapping on the new complication

  • on the top left.

  • And it automatically displays

  • this information with the same

  • type of intelligence we've

  • applied on iOS.

  • We're using machine learning to

  • adapt automatically based on

  • your routines and the apps that

  • you use when you use them.

  • So in the morning, I might see

  • for example, can you time in my

  • first meeting.

  • And if I rotate the Crown, I can

  • see more information from Siri.

  • For example, reminders or even

  • photo memories from the same

  • time last year or maybe from

  • this location.

  • And throughout the day, whenever

  • you raise your wrist, the face

  • will dynamically update with the

  • 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 that I'm 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 night.

  • So this is an intelligent

  • proactive assistant right on

  • your wrist.

  • And this is the new Siri face on

  • Apple Watch.

  • [ Applause and Cheering ]

  • 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.

  • And you can rotate the Crown and

  • you can get this kind of trippy

  • effect whenever you want.

  • And there's multiple styles you

  • can choose from.

  • So for example if you use a

  • photo like this, you can create

  • a variety of Kaleidoscope

  • styles.

  • This is the new Kaleidoscope

  • face.

  • [ Applause and Cheering ]

  • 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'm really excited to

  • welcome Woody, and Jessie and

  • Buzz.

  • [ Applause and Cheering ]

  • They're going to be right at

  • home inside the watch and

  • there's so much fun.

  • And whenever you raise your

  • watch with the Toy Story Face,

  • you're going to see a variety of

  • vignettes kind of like this.

  • [ Laughter ]

  • There's a lot of hijinks going

  • on in there.

  • So these are three really 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 the

  • watch.

  • In watchOS 4, Activity

  • notifications are more

  • personalized to you.

  • There'll be "Close Your Rings"

  • more often.

  • So you might start off each day

  • with some inspiration by

  • receiving an update like this.

  • This lets you know if you're

  • close to accomplishing an

  • achievement or what you can do

  • to match yesterday's goals.

  • And these are all personalized

  • to you.

  • And as part of the smarter

  • coaching, we're also introducing

  • monthly challenges.

  • And these challenges are

  • designed to help you either beat

  • or repeat something that you

  • accomplish or came close to

  • doing and they're all achievable

  • because they're based on your

  • real history.

  • And 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 harder

  • to reach milestones.

  • Now, we've also enhanced the

  • Workout App to be even easier to

  • use and more powerful.

  • 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

  • Siris too.

  • And we're now enhancing the pool

  • swim workout with auto-sets.

  • So just by taking a rest at the

  • edge of the pool, it'll

  • automatically mark each set of

  • swimming that you're doing.

  • And at the end, you'll even get

  • your distance for each stroke

  • type and your pace for each set

  • that you're doing.

  • We also are creating-- It's

  • great, pool swim thing is very

  • popular.

  • We've also created some custom

  • motion and heart rate algorithms

  • for a new workout type called

  • High Intensity Interval

  • Training.

  • Now, 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.

  • Now, 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 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 when you 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.

  • So in watchOS 4, we've come up

  • with a great solution to this.

  • We're enabling for the first

  • time two-way data exchange in

  • real-time with gym equipment.

  • So you'll be able to simply tap

  • your Apple Watch, on an NFC

  • reader on the gym equipment.

  • Your watch will automatically

  • launch the Workout App and you

  • can connect.

  • And then your heart rate is read

  • by the watch and sent to the

  • equipment.

  • And data like incline and speed

  • is sent from the equipment to

  • your watch.

  • And when you start and stop the

  • workout in your gym machine, it

  • does the same thing on your

  • watch.

  • So now, all the information

  • matches, it's much easier and

  • it's a lot more accurate.

  • Now, this is being supported by

  • the largest gym manufacturers in

  • the world, provided 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 where redesigning the music

  • app and watch makes this a

  • really great experience.

  • With the new music app, we're

  • going to automatically sync

  • music for you based on what you

  • love to listen to.

  • So for example, it'll

  • automatically get your Apple

  • Music mixes like new music and

  • favorites freshly updated on

  • your watch.

  • And the app simply presents some

  • beautiful album art and playlist

  • images and you can just navigate

  • by rotating the Digital Crown.

  • When you get the album you like,

  • you can just tap and play.

  • So you can easily play your

  • music now and we support

  • multiple playlist and music on

  • the watch now.

  • So your music that you love is

  • going to be ready when you are

  • and making Apple Watch and

  • AirPods a truly magical

  • listening 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.

  • [ Applause and Cheering ]

  • >> Thank you, Kevin.

  • Good morning.

  • I'm so excited to be here.

  • The first thing I want to show

  • you is the new doc.

  • I can now vertically scroll

  • through my recently used apps

  • like the new music app.

  • Using the doc makes finding the

  • apps I'm looking for easier than

  • ever.

  • Next, let's look at the new

  • intelligent Siri watch face.

  • Here in the morning, I could see

  • things like the weather for

  • today and my upcoming events.

  • Later today, I'm 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're going to see the

  • new "Alien" movie, which I'm

  • super excited about.

  • No one spoil it for me.

  • For any content in the Siri

  • face, I could tap directly into

  • the app for more details.

  • Here for example, the Siri face

  • has my ticket so tonight, I can

  • just raise my wrist and with one

  • tap, they'll be ready.

  • The Siri face also shows me

  • timely content like photo

  • memories and news.

  • Here's 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're close to

  • closing your rings, our coach

  • algorithms will tell you how

  • much you need to walk to get

  • 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.

  • [ Music ]

  • And when I'm in a workout, I can

  • quickly swipe to the left and

  • control my music right here.

  • [ Applause and Cheering ]

  • 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.

  • [ Applause and Cheering ]

  • >> Terrific job, Vera.

  • Thank you.

  • There's a lot more coming in

  • watchOS 4 including, for

  • example, a new flashlight in the

  • control center, which you can

  • also use as a blinking safety

  • light when you're doing an

  • evening run.

  • So, a lot, 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.

  • And we're 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 Dexcom sensor to your

  • watch, or a Zepp Tennis, which

  • connects to a sensor on your

  • racket for real-time swing

  • analysis when you're playing, or

  • a sensor which connects your

  • watch to your surfboard so you

  • can actually see the height of

  • the waves you're doing and how

  • many calories you're burning

  • while you're still on the water.

  • So, lots of new possibilities

  • here for watchOS.

  • [ Applause ]

  • Developer preview is available

  • today so you can get going.

  • And there's a free upgrade for

  • everyone across all watches this

  • fall.

  • And that's just some of what's

  • coming in watchOS 4.

  • Please welcome Tim back to the

  • stage.

  • Thank you.

  • >> Thanks, Kevin.

  • [ Cheering Applause ]

  • 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'm talking

  • about the Mac.

  • [ Applause and Cheering ]

  • 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.

  • [ Applause and Cheering ]

  • >> Thank you.

  • Thank you, Tim.

  • Hey, good morning.

  • Well, 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 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.

  • 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

  • mini bus 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.

  • [ Applause and Cheering ]

  • Now, we talked to the guys and

  • we said there might be-- this

  • might be misconstrued but they

  • assured us this name is fully

  • baked.

  • So--

  • [ Laughter ]

  • 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 it's a 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, Safari is the

  • world's fastest desktop browser

  • with High Sierra.

  • [ Applause ]

  • And Safari's domination

  • continues with the new modern

  • version of JavaScript,

  • ECMAScript 5.

  • We 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 finding something to read,

  • you get this.

  • [ Music ]

  • Just some loud audio and video

  • that autoplays and disrupts your

  • whole reading vibe.

  • Well, now, don't worry about it

  • because we have autoplay

  • blocking in Safari.

  • [ Applause and Cheering ]

  • 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.

  • Now, have you ever had this

  • experience where you go to buy

  • something on the web and you

  • even complete the purchase.

  • And it seems like everywhere you

  • go on the web, it just follows

  • you around.

  • It kind of feels like you're

  • being tracked and that's because

  • you are.

  • [ Laughter ]

  • No longer, because Safari has

  • Intelligent Tracking Prevention.

  • [ Applause and Cheering ]

  • 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 recency,

  • search in Mail is now using

  • Spotlight to identify your top

  • hits.

  • So the message you're looking

  • for is almost always right there

  • at the top.

  • And if you're into using Mail in

  • full-screen, well 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.

  • Now-- 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 on 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're

  • 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 a

  • photo.

  • So you can see here on the

  • right-hand side, all of your

  • editing tools array.

  • And there are bunch of great new

  • ones, including Curves which

  • allows you to fine-tune the

  • color and contrast in your

  • image.

  • And Selective Color will teach

  • you modify color in a selective

  • range.

  • And I think you're going to like

  • this one because if you like to

  • do edits in a ProTool like

  • Pixelmator or Photoshop, well

  • now, when you punch out to that

  • other 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 photo

  • application.

  • And now, we're opening this up

  • to third parties.

  • They're going to offer some

  • amazing new printing services,

  • full-framed wall, mounted

  • photos, and even publishing

  • websites, all based on projects

  • right inside of photos.

  • So those are some quick

  • refinements but I want to return

  • to the main story now and that's

  • technology, this-- because we've

  • 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.

  • Well, a lot has changed since

  • then.

  • We have a lot of flash drives or

  • storage is a billion times

  • larger and it's time for more

  • modern file system.

  • So, I'm pleased to announce that

  • we're bringing the Apple File

  • System to macOS as our new

  • default.

  • [ Applause and Cheering ]

  • 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're going to go up to the

  • File menu.

  • It's like duplicate on this very

  • large video files.

  • And it's going to copy.

  • And just like you'd 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're going to go up to

  • the File menu, we're going to

  • subduplicate, and we're done.

  • [ Applause and Cheering ]

  • Next up, video.

  • Now, 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 is

  • 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.

  • And 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.

  • Now, we're building in software

  • encoder support in the High

  • Sierra for all Macs and hardware

  • acceleration of HEVC for the

  • newest Macs.

  • And we're also building it into

  • ProTools, 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 decade

  • delivering incredible gains in

  • computational performance.

  • Now, our API for

  • high-performance graphics is

  • Metal.

  • And developers have taken

  • amazing advantage of Metal.

  • This is Dawn of War III from

  • Feral Interactive, incredible

  • graphics.

  • This is DaVinci Resolve from

  • Blackmagic which can accelerate

  • many editing operations.

  • And, 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 and their

  • adoption of Metal and we have a

  • new version to announce today.

  • And you'll never guess what we

  • called it.

  • It's Metal 2.

  • [ Laughter ]

  • Now, Metal 2 is tremendously

  • fast.

  • In fact, it has great

  • optimizations and new APIs that

  • when adopted, deliver another 10

  • times improvement in draw call

  • throughput.

  • Now, some of you remember when

  • Metal first came out, it itself

  • had a 10 times improvement over

  • OpenGL.

  • You can multiply those numbers

  • together.

  • 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're so excited about the

  • advances in Metal 2 that we've

  • taken the Mac Window 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're also using it for machine

  • learning.

  • It can now accelerate-- yes, we

  • have Metal performance shaders

  • to 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 IO on

  • your MacBook Pros to access

  • external graphics.

  • So we're going to be making this

  • possible in Metal 2.

  • Now, we're starting with the

  • Developer Kit that will be

  • available today.

  • You can actually order a

  • Thunderbolt 3 enclosure with a

  • high-performance AMD GPU and

  • tune your apps for

  • high-performance external

  • graphics.

  • And then we'll be rolling out

  • support to all of our customers

  • in the months to come.

  • Now, with these graphics power,

  • we're really doubling down on

  • our focus on Pro content

  • creation.

  • And that's increasingly about VR

  • content creation.

  • And so, we're bringing Metal for

  • VR to High Sierra.

  • [ Applause ]

  • Now Metal is delivering a

  • VR-optimized display pipeline

  • that provides extremely high

  • performance.

  • And we're optimizing our Pro

  • apps like Final Cut for doing

  • things like editing spherical

  • video right inside the VR

  • environment.

  • We're also working with Valve.

  • They're bringing the SteamVR,

  • SVK to the Mac.

  • And we work with Unity and

  • Unreal to bring their engines

  • for VR to the Mac.

  • [ Applause and Cheering ]

  • It's really cool and you might

  • just be seeing a little bit more

  • from us later today on this

  • topic.

  • So 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 of 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 at

  • 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 and I'm going to

  • turn it over to our vice

  • president of Hardware

  • Engineering, John Ternus, to

  • tell you more about the Mac.

  • Thank you.

  • [ Applause and Cheering ]

  • >> 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're 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 their high

  • resolution, excellent brightness

  • and P3 color gamut, are the best

  • displays on any desktop.

  • But we're going to make them

  • even better.

  • So these new displays are now

  • going to be 500 nits.

  • That's 43% brighter than the

  • previous generation.

  • And for the first time, we're

  • going to support 10-bit

  • 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.

  • So we'll start with the CPU

  • because the whole line is moving

  • to Intel's 7th-generation Core

  • Processor, also known as Kaby

  • Lake.

  • Now, Kaby Lake gets this better

  • base and turbo frequencies for

  • more performance as well as

  • hardware-based 10-bit HEVC

  • decode which is great for

  • playing back high quality video.

  • In addition, these iMacs are

  • getting a boost when it comes to

  • memory capacity.

  • So the 21.5-inch systems can now

  • be configured with up to 32 gigs

  • of memory.

  • And the 27-inch can go all the

  • way up to 64 gigabytes of

  • memory.

  • Both of those are twice what the

  • previous generation can do.

  • Now, fast storage has always

  • been a key part of the iMac.

  • And so, we're going to now 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 IO

  • upgrade as well because we're

  • giving them two USB-C connectors

  • which support Thunderbolt 3.

  • And we think our customers

  • especially our Pro users are

  • really going to love this

  • because you can do some cool

  • things like hook up a

  • high-performance RAID array and

  • an external 5K display at the

  • same time.

  • So now, let's talk about

  • graphics.

  • And as you heard earlier, we're

  • investing heavily in graphic

  • software technologies like Metal

  • 2.

  • Well, we're also investing in

  • graphics hardware.

  • And every configuration in this

  • new iMac line is going to get a

  • big bump in its graphics

  • performance.

  • So we'll start with the

  • entry-level iMac.

  • Now this system gets a boost in

  • its integrated GPU by way of

  • Intel's Iris Plus Graphics which

  • now has 64 megabytes of eDRAM.

  • And the performance that we're

  • getting out of this is pretty

  • amazing because this system is

  • up to 80% faster in graphics

  • than the previous generation.

  • [ Applause and Cheering ]

  • Now next up is the 21.5-inch

  • iMac with Retina 4K display.

  • And the big news here is that

  • we're going to be moving to

  • discrete graphics and making it

  • standard on all 4K iMacs.

  • And that's going to come-- There

  • you go.

  • And that's going to come in this

  • Radeon Pro series GPUs with up

  • to 4 gigabytes of VRAM.

  • And again, this move to discrete

  • graphics yield to pretty

  • spectacular performance increase

  • because this new system is up to

  • three times faster than the

  • previous generation for

  • graphics.

  • [ Applause and Cheering ]

  • Now, lastly, we have our 27-inch

  • iMAc.

  • And this is our most popular

  • desktop for our Pro customers.

  • So obviously, it's going to get

  • a bump in graphics today as

  • well.

  • So it's going to have this

  • Radeon Pro 500 series GPUs with

  • up to 8 gigabytes of VRAM.

  • And again, we get a great

  • performance uplift.

  • In fact, this 27-inch iMac can

  • now deliver up to 5.5 teraflops

  • of graphics to you.

  • [ Applause and Cheering ]

  • Which makes it a great platform

  • for VR content creation.

  • In fact, we've seated 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'm 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 & Magic is academy-award

  • winning visual effects artist

  • and Chief Creative Officer John

  • Knoll.

  • John.

  • [ Applause and Cheering ]

  • >> Thank you, John.

  • [ Applause and Cheering ]

  • At Lucasfilm's ILMxLab, story,

  • concept design and technical

  • development are all intertwined.

  • They come together for us to

  • create immersive experiences for

  • people to enjoy at home, in

  • cinemas and at theme parks.

  • Now, I've always done my art and

  • development on the Mac so I'm

  • really excited about these new

  • iMacs.

  • I truly love the platform so I'm

  • especially excited to be able to

  • share some of our VR content

  • created on these new iMacs and

  • Epic's Unreal Engine.

  • I'm joined by Lauren Ridge, an

  • Epic programmer who will be at

  • 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.

  • >> And now, we're going to show

  • you from my perspective.

  • Here, we are in 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

  • accesses my artist palette.

  • Now on the right, I have the

  • laser I use to interact with the

  • world and some fire here.

  • So, let's try that out.

  • >> 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 scene.

  • I think I saw that landing spot

  • for an imperial shuttle over

  • here so let's bring one of those

  • in.

  • We've actually set up the smart

  • assets so they know exactly

  • where to come in for their

  • landing.

  • >> Great, all right.

  • Can we go wide?

  • >> Sure. I can grab on to them

  • with two hands and scale myself

  • up.

  • I can also use this to rotate

  • the world around me.

  • >> Very cool.

  • >> I have a TIE fighter here too

  • so let's bring one of those in.

  • Thanks to the more than five and

  • a half teraflops of GPU

  • performance, manipulating

  • objects is super smooth and

  • really intuitive.

  • >> Great, all right.

  • Can we have a squadron of those

  • flying overhead?

  • >> OK, what about from over

  • there on the horizon.

  • So, over there by the castle.

  • >> Right. Perfect, OK.

  • >> Right, let me teleport back

  • down.

  • >> Hey, seeing the castle back

  • there reminds me, we're missing

  • one important element.

  • >> Right, how could I forget?

  • >> All right.

  • Nice. All right, that's really

  • good.

  • Saw that 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

  • map.

  • >> Wow, yeah, really nice.

  • All right, now let's play the

  • scene from here.

  • >> OK.

  • [ Sound Effects ]

  • [ Music ]

  • >> Oh he's upset.

  • That's the third one this week.

  • [ Sound Effects ]

  • >> Whoa, I'm glad he didn't see

  • me there.

  • >> Wouldn't be so sure about

  • that.

  • [ Music ]

  • All right, actually, let's stop

  • it right there.

  • >> That was a close one.

  • [ Laughter ]

  • [ Applause ]

  • >> Well, it's really nice to see

  • in iMac rendering this level of

  • graphics in VR mode at a smooth

  • 90 frames a second.

  • Really great.

  • All right, thank you, Lauren.

  • [ Applause ]

  • Metal 2 and Unreal's-- or Epic's

  • Unreal Engine would 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 films.

  • That's incredibly powerful.

  • At Lucasfilm and ILMxLab, we're

  • looking forward to using our

  • Macs to create new experiences

  • as we invite people everywhere

  • to step inside our stories.

  • Thank you.

  • [ Applause ]

  • Well, thank you.

  • [ Applause ]

  • 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 performance.

  • So, here is the line and-- but

  • there's one more change because

  • we're going to bring even more

  • value to the iMac product line.

  • For the first time ever, we're

  • going to have a 4K iMac that

  • starts at just $1299.

  • [ Applause ]

  • But the updates don't stop with

  • just the iMac because we're

  • 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're going to make them

  • even better because we're moving

  • to Kaby Lake here as well.

  • And we're 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 is that lineup.

  • But just like the iMac, we're

  • going to bring more value here

  • as well because we're going to

  • have a new configuration of the

  • 13-inch MacBook Pro that also

  • starts at just $1299.

  • [ Applause ]

  • So there you'd 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.

  • And even better, they're all

  • shipping today.

  • [ Applause ]

  • Now, we care deeply about the

  • environment.

  • And so as with all our products,

  • we've been working really hard

  • to ensure that these new Macs

  • are free of harmful chemicals,

  • very energy efficient and highly

  • recyclable.

  • So that's everything we're

  • 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 perfect 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 day.

  • But that said, there's 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'm really excited to

  • be able to give you a sneak peek

  • of what we've been up to, and

  • here it is.

  • [ Music ]

  • [ 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 this 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've ever made.

  • But it's also going to be by far

  • the most powerful iMac we've

  • ever made.

  • In fact, this would 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

  • airflow than a traditional iMac.

  • In fact, the iMac Pro has a

  • 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.

  • [ Applause ]

  • But it's also going to ship with

  • a 10-core Xeon processor.

  • [ Applause ]

  • And then we thought, you know,

  • we've gone this far, let's get

  • really nutty.

  • So we're going to offer it with

  • up to 18-core.

  • [ Applause and Cheering ]

  • 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 Radeon Vega graphics.

  • This is a brand new workstation

  • class graphics architecture.

  • It features a completely new GPU

  • core and high bandwidth on

  • packaged memory.

  • It's going to be available with

  • up to 16 gigabytes of VRAM and

  • over 400 gigabytes per second of

  • memory bandwidth.

  • And 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 the 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.

  • This is a really big deal for

  • things like machine learning

  • development.

  • So the iMac Pro as you can see

  • is going to be a monster when it

  • comes to graphics, but we didn't

  • want to stop there either.

  • So we're going to let you

  • configure it with up to 128

  • gigabytes of ECC memory.

  • That's twice what you can do on

  • a standard 27-inch iMac.

  • [ Applause and Cheering ]

  • And up to 4 terabytes of 3

  • gigabyte per second SSD.

  • Now, the iMac Pro is also going

  • to 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 Ethernet.

  • [ Applause ]

  • And with all that cutting edge

  • I/O, you can do some pretty

  • amazing things.

  • So you can hook up two 5K

  • displays in two high-performance

  • RAID arrays, no iMac before

  • could ever do that.

  • And 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 VESA mount option,

  • two times wider AVX instructions

  • and even a UHS-II SD card slot.

  • So with all these

  • high-performance technologies

  • and our incredible 5K display,

  • this iMac Pro is going to be an

  • awesome workstation for things

  • like real-time 3D rendering,

  • high frame rate, immersive VR,

  • machine learning development,

  • and with all those cores and all

  • that memory, 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.

  • And so, if you were to go out

  • and build a comparably spec

  • system today, it will cost over

  • $7000.

  • And keep in mind, that's a

  • system that doesn't have our

  • best in class 5K display.

  • It doesn't have the iMac Pro's

  • incredible all-in-one design.

  • And then obviously doesn't run

  • Mac OS.

  • Well, this is the starting

  • configuration of the iMac Pro

  • and we're 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 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 and Cheering ]

  • >> Thanks John.

  • All right.

  • So many great things happening

  • with the Mac.

  • And John, I agree that iMac Pro

  • is really badass.

  • All right, next up.

  • Let's talk about iOS.

  • [ Applause and Cheering ]

  • 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 ]

  • 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're going to take

  • the world's best and most

  • advanced mobile operating system

  • and turn it up to 11.

  • [ Applause and Cheering ]

  • And I'd like to invite Craig

  • back to take you through it.

  • Craig?

  • [ Applause ]

  • >> 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're going to start with

  • Messages.

  • Now, you all know in iOS 10, we

  • had iMessage apps and stickers.

  • People had a lot of fun with

  • these.

  • And now in iOS 11, we're making

  • them more discoverable and 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.

  • It's 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

  • and iCloud, when you sign in to

  • another new device, well all of

  • your conversations are

  • automatically synchronized.

  • [ Applause ]

  • In fact, they stay in sync.

  • So if you want to delete an

  • embarrassing message that you

  • don't want in your transcript,

  • well 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 cached

  • on the device and so that makes

  • for smaller and faster backups

  • that is available for iOS and

  • the Mac.

  • And, of course, your messages

  • remain end-to-end encrypted.

  • Next, Apple Pay.

  • So 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 US.

  • Yeah.

  • [ Applause ]

  • But in addition of paying at

  • retail, we use Apple Pay in

  • apps, we use it in the web.

  • There was one final frontier we

  • wanted to conquer and that's

  • Apple Pay for person to person

  • payments.

  • [ Applause and Cheering ]

  • Now, it's super simple because

  • it's integrated right in to

  • messages as an iMessage App.

  • [ Applause and Cheering ]

  • 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 to your Apple

  • Pay cash card.

  • And from there, well 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.

  • And it's available across all

  • these iOS devices and Apple

  • Watch too.

  • Thank you.

  • [ Applause and Cheering ]

  • 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, in more countries

  • than any other system, 21

  • languages and 36 countries.

  • So for iOS 11, we're making a

  • big upgrade to your primary

  • interface in dealing with Siri,

  • not Siri's voice.

  • We've used deep learning now to

  • create a really natural and

  • expressive voice for Siri and

  • I'd like you to hear it.

  • >> Here's the forecast for the

  • next 10 days.

  • Sunny, sunny, and sunny.

  • >> Three different ways to say

  • sunny.

  • Very powerful.

  • Now, Siri also has a male voice

  • and it sounds fantastic too.

  • >> I love machine learning

  • especially since I'm a machine,

  • learning.

  • [ Laughter ]

  • >> So, Siri is a great new

  • visual interface as well.

  • And it's able to provide you

  • with followup questions and

  • answers with just a tap and

  • multiple results.

  • When you make a query, it's

  • really handy.

  • Now, Siri also has a new

  • capability, just translation.

  • So, you can now ask something

  • like, how do you say what are

  • the most popular dishes in your

  • restaurant in Chinese?

  • And Siri can say,

  • [ Foreign Language ]

  • 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.

  • So now, you can do task

  • management by using Siri to make

  • tasks and OmniFocus your things,

  • take notes in Evernote, do

  • banking in Citi Mobile or even

  • bring up a QR code in WeChat.

  • Now, Siri isn't just a voice

  • assistant, because with Siri

  • Intelligence, Siri not only

  • understands your voice, it

  • understands the context.

  • It understands your interest.

  • It understands how you use your

  • device.

  • And 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.

  • It 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 device is now kept synced

  • across all of your devices.

  • So you're dealing with one Siri

  • but of course this is kept

  • completely private, readable

  • only by you and your devices.

  • [ Applause ]

  • Next, let's talk about the

  • camera.

  • People love the fantastic

  • cameras in the iPhone 7 and 7

  • Plus.

  • And 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.

  • But now with our latest iPhones

  • in iOS 7, they get or 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're applying these same

  • techniques to replace JPEG

  • capture with what we call HEIF,

  • 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 Cheering ]

  • And, of course, you can still

  • share completely compatibly with

  • others.

  • Now, with the iPhone 7 Plus, we

  • love taking these beautiful

  • portrait photos.

  • And now, with iOS 11, we can

  • take low light photographs using

  • optical image stabilization,

  • True Tone Flash, HDR delivers

  • incredible image quality.

  • And we're 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're 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 a machine learning to

  • identify things like sporting

  • events, even weddings,

  • anniversaries, memories of your

  • babies.

  • It's really great.

  • And when you go to play those

  • back, you can see them not just

  • in normal landscape orientation

  • but now watch them in portrait

  • taking full advantage of the

  • height of your display.

  • Now, when it comes to live

  • photos, we have some great

  • enhancements as well.

  • So, you can now trim your live

  • photos, the video around the

  • still.

  • You can mark any part of the

  • video as your key photo and so

  • much more.

  • So, these are some of the big

  • features in the iOS 11.

  • There's one other which is a

  • major redesign, the Control

  • Center.

  • Rather than show in slides, how

  • about we do a demo?

  • [ Applause and Cheering ]

  • 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.

  • Now, I'm going to just bring up

  • Control Center as always and

  • what you'll notice is Control

  • Center is now a single page.

  • It packs all the features into a

  • single page.

  • Now, of course, it has simple

  • switches, I'll 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.

  • And this allows us to pack lots

  • of capabilities really easily

  • into the design.

  • So you see, we have our wireless

  • control so I could just tap on

  • Airplane Mode.

  • But if I 3D Touch on the

  • platter, I get access to even

  • more features.

  • And 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're really going to love it.

  • [ Applause and Cheering ]

  • Now, we've also taken this

  • opportunity to redesign lock

  • screen and notification center

  • by making them one.

  • So now, when I'm on my lock

  • screen, if I unlock the device,

  • just like that, I can actually

  • now swipe back down.

  • I'm 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 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, this 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 in to Edit

  • Mode, we could 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.

  • Now, here is one great shot,

  • this girl blowing a bubble.

  • But would it be greater-- 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.

  • [ Applause ]

  • And we have another great

  • effect.

  • So here's a fun jump in the

  • pool.

  • But wouldn't it be better if it

  • bounced?

  • There it is.

  • [ Applause ]

  • Now, we can really do some

  • artistic things with live photos

  • as well.

  • So, you see, this is a shot

  • where we have a still landscape

  • but then there's 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.

  • [ Applause ]

  • 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.

  • It can spot your anniversaries,

  • these really touching memories

  • of your children growing up, and

  • most importantly, your pets.

  • Let's play a movie about, you

  • know, these pets.

  • And what we'll 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.

  • [ Music ]

  • And that's a quick look at

  • Memories.

  • [ Applause ]

  • Now, with Memories, we're using

  • machine learning to help learn

  • more about you and what you're

  • interested in by looking at your

  • photo library.

  • But now in iOS 11, Siri does so

  • much more in learning how you're

  • using your device.

  • So for instance if I'm in Safari

  • here and I'm reading about

  • Iceland, maybe I'm considering

  • taking a trip there.

  • Here's Reykjavik as a nice

  • location.

  • Well, now, Siri actually on my

  • device spots my interest.

  • So when I go let's say into

  • News, Siri automatically

  • surfaces for me a recommendation

  • that I might be interested in

  • news about Iceland.

  • I could 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

  • Snaefellsnes.

  • I hope it's OK with anyone who

  • speaks Icelandic.

  • But what's great is now Siri is

  • learning this vocabulary.

  • It knows it might be something

  • I'm going to use in my

  • communication in the future.

  • So when I go into messages and

  • start typing a message and let's

  • say I start typing Reykjavik,

  • well check it out.

  • It learns that Reykjavik is

  • probably a word I might type.

  • And what about-- there it is,

  • Snaefellsnes.

  • [ Applause and Cheering ]

  • Pretty awesome.

  • [ Applause ]

  • 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 in the bottom here

  • to my Star Wars sticker pack, I

  • can tap and slide and say select

  • Music.

  • And we now have Apple Pay right

  • here as a messages app.

  • But what's so cool is if I

  • receive a message saying that I

  • owe someone money, well you

  • notice the quick type 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

  • finger print.

  • And just like that, I've paid

  • with Apple Pay.

  • And that is a quick demo of iOS

  • 11.

  • [ Applause and Cheering ]

  • But wait, there is more.

  • It starts with maps.

  • Now, in iOS 10, maps brought

  • beautiful new clarity to

  • navigation.

  • And we're now giving you

  • enhanced information for when

  • you get there to the mall.

  • So, we have detailed floor plans

  • now of malls with place cards,

  • directory and search.

  • And we let you browse by floor.

  • And we're going to be supporting

  • malls and all of these cities

  • out the gate and hundreds more

  • per month thereafter.

  • And we're also bringing the

  • support to major airports.

  • You can see where security is so

  • you can plan.

  • [ Applause ]

  • Now, we'll be supporting all of

  • these airports to start, and

  • again building out more over

  • time.

  • And, of course, we have more

  • improvements to navigation.

  • So now on the upper left, you

  • can even see your speed limit, I

  • hope you're paying attention to

  • that, and lane guidance so you

  • know which lane to be in to make

  • your next move when navigating.

  • [ Applause ]

  • Now, 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, lets you

  • keep your eyes on the road while

  • you're doing things like asking

  • Siri to play music.

  • Well, we wanted to bring this

  • same level of safety to everyone

  • who maybe doesn't have one of

  • the 200 models of cars that

  • currently support CarPlay.

  • And we're building on "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're driving, you don't

  • need to be responding to these

  • kinds of messages.

  • In fact, you don't need to see

  • them.

  • So now, when you install iOS 11,

  • we're going to use Bluetooth to

  • understand if you're connected

  • to a car.

  • Or even if you don't have

  • Bluetooth, we're going to use

  • WiFi Doppler effect to measure

  • that you're moving in a car.

  • And when you finish that first

  • drive, we're going to suggest,

  • hey how about we activate "Do

  • Not Disturb While Driving".

  • And when we do, instead of

  • seeing all those notifications,

  • we have this new user interface

  • for you.

  • [ Applause ]

  • Now, if you're tempted and you

  • try to turn on your phone,

  • you're actually going to receive

  • this, a little reminder that

  • you're not receiving

  • notifications while you're

  • driving.

  • But, of course, you might be

  • sitting in the back seat in

  • which case, you can tell us,

  • "I'm not driving and you could

  • get through."

  • But what if you are driving and

  • someone sent you a message?

  • Well, they can now get an

  • automatic response saying, "I'll

  • see your message when I get

  • where I'm 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 and

  • 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 and Cheering ]

  • 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 map and

  • control them here.

  • And also, of course, use your

  • voice with Siri.

  • Now, almost all of 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'll now be able to configure

  • your speakers inside of HomeKit

  • and access them via our new

  • AirPlay 2 protocol.

  • It builds multi-room audio in

  • throughout iOS.

  • [ Applause and Cheering ]

  • 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.

  • So if you have a friend over and

  • you have a playlist going and

  • maybe your friend wants to

  • contribute to that playlist,

  • well they can do that without

  • interrupting the music.

  • You all compile into that party

  • playlist.

  • Now, the-- all these speaker

  • makers 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

  • connected to our Apple TV.

  • Because now, your Apple TV can

  • be played to from your iPhone or

  • iOS device in Mac anywhere in

  • the home.

  • And, of course, if you turn on

  • your Apple TV, it can control

  • playback homewide including

  • using Siri.

  • And we're providing a great

  • developer API, so third party

  • audio apps in iOS can all get in

  • on the multi-room audio fun.

  • Next is Apple Music.

  • Now, last fall, we introduced

  • the 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?"

  • So now, in Apple Music, you'll

  • be able to find out right inside

  • the application.

  • [ Applause ]

  • For all the music served up and

  • for you, you'll see indicators

  • if this is the 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 are all the music

  • they share they want to make

  • available to their other

  • friends.

  • Now for developers, we're also

  • providing a new API MusicKit for

  • Apple Music.

  • This allows apps 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 DJ

  • using all 40 million songs.

  • And Shazam can automatically add

  • songs to your collection that it

  • identifies.

  • But, 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 and Cheering ]

  • >> Thank you, Craig.

  • Well, good morning everyone.

  • Let's hear it from the way back

  • of the room.

  • Come on. Good morning, everyone.

  • [ Cheering ]

  • 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

  • re-downloads and updates.

  • Amazing. And just recently, we

  • passed $70 billion paid out to

  • developers today.

  • [ Applause and Cheering ]

  • Yes. Thirty percent of that in

  • the last year alone, the apps

  • are incredible.

  • And customers are doing things

  • with them that none of us have

  • ever imagined.

  • Like this.

  • These are people in Hong Kong

  • playing Pokemon Go.

  • Pokemon Go is from Niantic.

  • It was one of the big hits from

  • last year and there have been a

  • lot of big hits last year from

  • big developers and indie

  • developers alike.

  • And together, the developers at

  • Apple, we've made this the best

  • app platform 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 we can talk

  • about but I think one stands

  • head and shoulders above the

  • rest, faster app review times.

  • [ Applause ]

  • Yes. I'm sure you're 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.

  • And we have a lot more coming

  • for the remainder of the year.

  • I've highlighted a bunch of

  • things here.

  • I'll just point out one of them.

  • You can read some of your

  • favorite things up there.

  • A big request in developers is

  • called phased releases.

  • Now when you--

  • >> Woo!

  • >> Yes, woo 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 really great feature for

  • you to take advantage of.

  • And there are a lot of things

  • coming this year but there is

  • one that is incredibly gigantic.

  • And that is we're going to do

  • something that we've never done

  • before in the nine years of the

  • App Store.

  • We're going to completely

  • redesign it, a brand new App

  • Store.

  • [ Applause ]

  • It is absolutely beautiful.

  • [ Applause ]

  • The App Store starts with a

  • brand new tab called Today.

  • Did you remember back the first

  • time you started downloading

  • apps when you use 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're bringing that back

  • again with this brand new tab

  • called 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 created them.

  • It's going to be such a great

  • place for customers to discover

  • your apps every single day.

  • There's another new tab, Games.

  • Games, the biggest area of the

  • App Store has its own dedicated

  • space now.

  • So for all of us who loves

  • gaming and finding the best

  • featured games of the day and

  • seeing charts about gaming, this

  • is now a place to go to

  • experience all that's happening

  • with games.

  • And 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, you have 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're going to love all the

  • features on your product pages

  • and there're 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 Store,

  • the new Today tab, new Games

  • tab, new Apps tab.

  • And we'd love to show it to you

  • live for the very first time.

  • So please welcome Ann Thai,

  • Product Marketing Manager for

  • the App Store to the stage.

  • Ann.

  • [ Applause and Cheering ]

  • >> Thanks Phil.

  • I'm so excited to show you the

  • new App Store.

  • So let's get to it.

  • I'm 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 premiere of

  • Monument Valley 2 is finally

  • here.

  • [ Applause and Cheering ]

  • 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.

  • It looks like this is going to

  • be even more beautiful than the

  • first.

  • I can watch videos that show me

  • what the game play 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?

  • 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 GIFs.

  • Anyway, you can make them.

  • I just scroll back up and pull

  • down on the card and I'm 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're

  • focused on a theme or a goal

  • like meditation.

  • I've actually been trying some

  • of these out to get ready for

  • this and it's totally working.

  • If I'm 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'm 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, FuriousPotatoFace.

  • 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're so

  • excited to have a beautiful new

  • place to share apps and games we

  • love with you.

  • Back to you, Phil.

  • [ Applause ]

  • >> 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

  • visit it every single day to

  • download your incredible apps.

  • And that's it for the App Store.

  • Back to you, Craig.

  • [ Applause ]

  • >> 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 coming to

  • iOS as well, but there's more

  • and it starts with machine

  • learning.

  • Now, you've seen the way we've

  • used machine leaning 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're writing

  • with Apple Pencil.

  • Of course, we use it to extend

  • your battery life by predicting

  • how you're going to use your

  • device.

  • And you've seen it throughout

  • photos with memories and face

  • recognition.

  • Well now, for all of you

  • developers, we want to make

  • powerful machine learning easy

  • for you to incorporate in your

  • apps.

  • And we're doing it via set of

  • new APIs.

  • Starts with the vision API which

  • provides face tracking, face

  • detection, landmarks, all of

  • these core features we use

  • inside of our apps.

  • And the natural language API

  • that provides capabilities like

  • tokenization and named entity

  • recognition.

  • Now, these are all built on Core

  • ML.

  • And Core ML provides high

  • performance implementations of

  • deep neural networks, recurrent

  • neural networks, convolution

  • neural networks, support vector

  • machines.

  • And they allow you to take

  • models that you've built with

  • any of these popular third party

  • tools.

  • And using our machine leaning

  • model converter, execute them

  • with tremendous performance on

  • device to give 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

  • called Inception v3.

  • It's a popular photo recognition

  • benchmark.

  • iPhone is six 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, it really

  • changed the way that you

  • interact with the world on the

  • screen of your iPhone.

  • And with the camera, it 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 the 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.

  • [ Applause ]

  • 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-- look, 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 application that you'll

  • all be getting code for that

  • allows you to do these things.

  • Now, this is a virtual object on

  • this table.

  • Now--

  • [ Applause ]

  • Get 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 up

  • on the dynamic shadows here.

  • I'm going to move the cup and

  • watch how the shadow moves in

  • relationship to the light here.

  • It's really pretty incredible.

  • Now, I can add additional

  • objects.

  • Let's add a vase to the scene.

  • I mean, isn't that just

  • incredible?

  • Well, you guys are actually in

  • the shot here with these objects

  • all in augment 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?

  • [ Applause ]

  • Well, ARKit provides fast and

  • stable motion tracking and it

  • uses all of the sensors and the

  • camera in 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've brought integration to

  • all kinds of third party

  • frameworks to help you with your

  • rendering.

  • The implementation is possible

  • because we're able to take

  • advantage of the awesome

  • hardware in 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.

  • And, 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've

  • been able to accomplish.

  • IKEA, of course, is placing

  • furniture everywhere and it's

  • really super awesome, but check

  • this out.

  • What you can do with Batman

  • Lego, I mean 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've all

  • seen it before but check it out

  • with ARKit.

  • The Pokemon is so real, he's

  • right there on the ground.

  • As the ball bounces, it actually

  • bounces right there in the real

  • environment.

  • It's AR like you've never seen

  • it before.

  • Now--

  • [ Applause ]

  • There's one of these that I

  • think you just really need to

  • see, see live.

  • Now, Wingnut AR is Director

  • Peter Jackson's new production

  • company.

  • It's dedicated to producing AR

  • content.

  • We all know Peter Jackson from

  • his incredible cinematic work on

  • movies like The Lord of the

  • Rings series.

  • But he's now really excited

  • about AR.

  • And to show you what he has in

  • the works, I'm thrilled to

  • introduce Wingnut AR's creative

  • director, Alasdair Coull.

  • Alasdair.

  • [ Applause ]

  • >> Thanks, Craig.

  • We're really excited to share an

  • exclusive sneak peek of

  • something we've been working on.

  • With the ARKit, you don't need

  • any special equipment or

  • tracking markers, it just works.

  • Dan is here with me for Wingnut

  • AR, so let's take a look.

  • Here we're using ARKit to detect

  • the plane of the table, estimate

  • its size and lock our content on

  • the surface.

  • And since this is augmented

  • reality, you folks are all in

  • the shop table.

  • [ Applause ]

  • This is all rendered in

  • real-time using the power of

  • Unreal Engine 4.

  • We're in a remote air post in a

  • desolate world where supplies

  • are scarce.

  • Airships come here to refuel,

  • get repairs and to trade.

  • These are our townsfolk.

  • They're expecting some visitors

  • soon so they're all starting to

  • get ready for their arrival.

  • Except for this guy down here

  • apparently.

  • Who hired him?

  • [ Sound Effects ]

  • That's our airships arriving

  • now.

  • And what's really cool here is

  • that with the ARKit's tracking,

  • you can get on really close and

  • choose how to view the action.

  • It's like you're the director of

  • your own experience.

  • Looks like some raiders are

  • attacking.

  • [ Sound Effects ]

  • [ Gunshots ]

  • [ Music and Noise ]

  • Oh, I guess that takes care of

  • that guy.

  • [ Music and Noise ]

  • Wouldn't it be cool to have

  • airship battles like this in

  • your own living room?

  • Oh, I think they're going to

  • regret attacking this air post.

  • [ Music and Noise ]

  • And another one down.

  • And we got him.

  • Oh, geez. 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've been up to, Wingnut AR.

  • And the fact that ARKit-- Thank

  • you.

  • [ Applause and Cheering ]

  • Thank you.

  • [ Applause ]

  • The fact that ARKit enables

  • hundreds and 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 ]

  • >> So what do you think?

  • [ Applause and Cheering ]

  • 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 codes that are

  • integrated right into the main

  • camera, accessible from the lock

  • screen, super use-- Yes, super

  • useful for customers in China.

  • So that's our update for iOS 11.

  • I'm going to turn it back to

  • Tim.

  • Thank you.

  • [ Applause and Cheering ]

  • >> That's right.

  • [ Applause and Cheering ]

  • 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 and Cheering ]

  • 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're going to push

  • them further than ever before.

  • And to tell you all about it,

  • I'd like to invite up Joz.

  • Joz

  • [ Applause and Cheering ]

  • >> Thank you, Tim.

  • And good morning, everybody.

  • I'm 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're really excited about what

  • can be real in your world today

  • with iPad Pro.

  • Well, 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're going to

  • introduce an all new iPad Pro.

  • It'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 and Cheering ]

  • It's the first iPad Pro with a

  • larger 10 and a half inch Retina

  • display.

  • Now, why 10 and a half 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 submit it in this

  • incredibly compact design that

  • still weighs just one pound.

  • And of course, 10.5-inch also

  • allows us to do some other

  • things.

  • It's the perfect size to allow

  • us to display a full-size

  • on-screen keyboard.

  • [ Applause and Cheering ]

  • 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're 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're the best displays that

  • we've ever made.

  • They're packed with incredible

  • features like True Tone for

  • automatic white balance, P3 wide

  • color gamut for the best color,

  • ultralow reflectivity, the best

  • in the industry.

  • And they're 50% brighter with

  • 600 nits.

  • And this extra brightness and

  • the P3 wide color gamut means

  • that with iOS 11, you'll be able

  • to display HDR video for the

  • first time in an iPad for really

  • immersive cinematic experience.

  • They're truly awesome displays.

  • But our biggest breakthrough is

  • a feature we call ProMotion.

  • So what is ProMotion?

  • Well, we were able to take our

  • unique hardware and software

  • capabilities and dramatically

  • improve our display performance.

  • Now, typically, up until today,

  • mobile displays have refresh at

  • 60 hertz, means they update the

  • content 60 times every second.

  • Well, on the new iPad Pro, we've

  • 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, 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'll tell you the difference

  • is dramatic.

  • And when you scroll, it's

  • buttery smooth.

  • Now, the higher refresh rate

  • also means it works even better

  • with the Apple Pencil.

  • We already have the

  • industry-leading performance for

  • drawing and writing with the

  • Apple Pencil, but with

  • ProMotion, it gets even better.

  • It's more responsive and it

  • reduces our latency to an

  • industry best 20 milliseconds.

  • [ Applause ]

  • So drawing is incredibly fluid

  • and even more natural, you're

  • going to love using the Apple

  • Pencil of the new iPad Pro.

  • Another breakthrough of

  • ProMotion is that these become

  • the first mobile displays to be

  • able to dynamically adjust the

  • refresh rate, depending on what

  • you're looking at.

  • This is a really big

  • breakthrough for both display

  • quality, as well as for power

  • savings.

  • So when you have dash-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've ever made, but we

  • think they're the most advanced

  • displays in the planet.

  • Next, let's talk about

  • performance.

  • iPad is already best in class

  • for performance.

  • But we're not resting on our

  • laurels.

  • These are the fastest we've ever

  • created.

  • Inside them, they're powered by

  • the A10X Fusion chip.

  • The A10X has a six-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

  • results have been staggering.

  • They're delivering an

  • industry-leading graphics

  • 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.

  • [ Applause ]

  • >> Thanks, Joz.

  • So I'm thrilled today to be able

  • to show you the iPad version of

  • Affinity Photo.

  • This is a truly high-end

  • professional photo editing tool.

  • And on this latest iPad Pro, we

  • can achieve levels of

  • performance which is simply

  • unattainable on any other

  • device.

  • And I'm going to try and show

  • you that today by creating a

  • movie poster.

  • I've already set up a few

  • layers.

  • I've kind of got this great

  • background of some stormy sky.

  • I've got a turbulent sea and

  • this ship.

  • Now, the first thing you'll

  • notice when you're using this is

  • as you're kind of moving layers

  • around, rotating them or even

  • just sort of panning and zooming

  • around your work, I'm seeing all

  • of these now at 120 frames a

  • second.

  • So it just feels incredibly

  • smooth.

  • But when you come to edit

  • layers, because of Metal, we can

  • achieve performance more than

  • four times than i7 quad core

  • desktop PC.

  • And I'll show you what that

  • means.

  • On this sea, I'm going to apply

  • a 12 filter.

  • And look, just with my finger, I

  • can kind of push this sea

  • around, or I can even just like

  • flick away 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-- So I wanted to set

  • this ship on fire, for example.

  • I've got this fire up all here.

  • I can move this over the back of

  • the ship.

  • But to make that look more

  • realistic, I need to apply blend

  • mode.

  • Now normally, blend modes is

  • something that takes a lot of

  • trial and error.

  • But now, look at this.

  • So I can just scrub down here

  • and I'll get an instant preview

  • of all the different blend

  • modes.

  • So it makes it really, really

  • easy to select the right blend

  • modes that I want.

  • Now of course, everything I've

  • done so far, I've 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 good example of that is

  • our lighting filter.

  • So here, I'll choose lighting,

  • and make that a bit bigger.

  • And look, I can actually control

  • now the angle and the 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'm actually

  • doing is creating a pirate movie

  • poster.

  • So now, I need a pirate.

  • And I've got Captain Jack

  • Sparrow here.

  • But at the moment, of course,

  • he's on the wrong background.

  • So what I need to do is cut him

  • out.

  • And I'm going to use some

  • selection tool to do that.

  • So, to start with, I'm just

  • going to do-- and you can see

  • how quick it is to do a really

  • quick selection with pencil to

  • sort of snap around the edges.

  • But of course, with selections,

  • what often happens is you need

  • to do a much more accurate

  • selection around hair.

  • And to do that, we're 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'll get a selection

  • down to individual strands of

  • hair.

  • [ Applause ]

  • And that's it, that's my 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.

  • And the best thing of all is

  • that you can now experience it

  • now, because I'm delighted to

  • announce that Affinity Photo for

  • iPad is available on the App

  • Store from today.

  • Thank you.

  • [ Applause and Cheering ]

  • >> Wow. Thank you, Ash.

  • That's amazing performance,

  • again, especially for a device

  • that's so thin and light in a

  • simple one-pound package you

  • could take with you everywhere

  • you go.

  • And what's also cool is despite

  • all this performance to new,

  • iPad Pro still delivers the same

  • all day 10-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're absolutely fantastic

  • cameras.

  • The front-facing cameras from

  • the iPhone 7 as well got all

  • these 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 that you're going to

  • get faster transfers with your

  • USB and SD camera adapters.

  • And this also-- We also support

  • fast charging, 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 then we're

  • bringing back the popular

  • leather as well.

  • And 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 line-up with the

  • world's most advanced displays

  • including a brand new 10 and a

  • half inch size and incredibly

  • compact design, powerful new

  • A10X Fusion chip, incredible new

  • cameras.

  • And of course as you would

  • expect, we make all this in

  • incredibly environmentally

  • friendly ways.

  • We're 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 and a half 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're also going to have

  • configurations in 256 and 512

  • gigabytes, half a terabyte of

  • storage in an iPad.

  • And as always, you can get any

  • of these models with LTE as

  • well.

  • So this is the new iPad Pro.

  • You can order them today.

  • They'll start shipping next

  • week.

  • And of course because they're

  • shipping now, they're going to

  • ship with iOS 10 but you'll 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 on iOS 11.

  • >> Thank you.

  • Hey, everybody.

  • [ Applause ]

  • Yes, there is more iOS 11.

  • If you love iPad like I do,

  • well, buckle up for -- You're 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're 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're in an app and

  • you swipe up, we can pull an app

  • out just like that into Slide

  • Over.

  • [ Applause and Cheering ]

  • 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 multi-handed,

  • multi-touch device and so we're

  • so excited to bring drag and

  • drop to iPad.

  • [ Applause and Cheering ]

  • You can drag images, you can

  • drag text, you can drag URLs,

  • you can multi-select and

  • multi-hand drag, it's a drag

  • fast.

  • Now, it's incredibly productive.

  • But of course sometimes you have

  • to type and so we 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.

  • [ Applause ]

  • Now, we have a new app to

  • introduce to you today, and it's

  • called Files.

  • [ Applause ]

  • Files brings together all your

  • files in your iPad.

  • It supports everything you'd

  • expect, nested folders,

  • spring-loading, list view,

  • favorites, search, tags and it

  • has this beautiful Recents view

  • that pulls it all together

  • across all of your sources.

  • Because it supports not only

  • iCloud, it also supports third

  • party storage providers like

  • Box, Dropbox, OneDrive and

  • Google Drive.

  • And they're all right here in

  • your sidebar.

  • You know what, let's do a demo.

  • >> All right.

  • [ Applause ]

  • Let's take our first look at iOS

  • 11 on iPad.

  • So here we have our new dock at

  • the bottom.

  • Now 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 I want you to check out the

  • new app switcher.

  • I'm just going to swipe for up

  • from the bottom and keep

  • swiping, goes back like that.

  • Let's do that again, that is so

  • great.

  • It's that easy.

  • [ Applause and Cheering ]

  • Now you notice my spaces are

  • preserved.

  • So over here on the left I have

  • mail in Safari.

  • In Split View I can just tap

  • those open like this.

  • Let's try some drag and drop.

  • So I'm going to drag the URL

  • from the top of Safari here

  • right into this mail message.

  • Drag it and drop it.

  • Now I can drag it, yup.

  • Let's drag an image.

  • Yup, just like that.

  • Now, I want to focus just on

  • mail, because I'm going to show

  • you dragging across spaces.

  • So let's go in to Photos.

  • I have some great photos here of

  • some potential drone protection

  • options for the new campus.

  • So I'm going to start to drag.

  • But watch this, with my other

  • hand I'm going to tap.

  • I can add to this selection just

  • like that.

  • And I can even swipe up with my

  • other hand in the 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 and Split

  • View just like this.

  • And it's a great way to deal

  • with attachments because I can

  • take this attachment and 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.

  • Now I can create new folders.

  • So let's say I want to create an

  • R&D folder right here.

  • I'm going to take some of my top

  • secret perspective projects and

  • I can do multi-select just like

  • this, drop them in.

  • Now I can also take the folder,

  • drag it right in to my

  • Favorites.

  • And these are synced across all

  • of my devices.

  • And if I want to tag a file, of

  • course I just drag it right on

  • there and make that one

  • important.

  • And you notice in addition to

  • iCloud here on the left, I have

  • access to all my cloud providers

  • like Box, so you can see I have

  • files here I'm using and folders

  • that I'm using for

  • collaboration.

  • And that includes this drone

  • defense proposal right here,

  • presentation.

  • And I want to show you when I go

  • into the Recents view from the

  • tab at the bottom, notice again

  • I view across everything

  • including that one inside the

  • Box.

  • I'm going to tap into that

  • keynote presentation and for my

  • final act, I want to show you

  • how I can use files 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.

  • And that is a quick demo of our

  • productivity features on iPad.

  • [ Applause and Cheering ]

  • 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 mark up anything

  • you can Quick Look.

  • You can take Safari content,

  • recreate it into a continuous

  • scrolling view that you can mark

  • up.

  • And you can actually do this

  • with any app that supports

  • printing, because we have a

  • create PDF option that will

  • create a markup PDF, it's a

  • really great way to mark up

  • 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

  • in the markup, you can mark it

  • up right there and share it.

  • Now, we've all-- It's really

  • cool.

  • [ Applause ]

  • Now, we've also integrated

  • Pencil deeply into Notes.

  • So if you're working on a note

  • and later you're at the lock

  • screen, you want to get back,

  • just a tap of the pencil to lock

  • screen and your right back into

  • your note.

  • And we've made your note

  • handwritten text searchable.

  • So we can now search handwriting

  • and we use deep learning to

  • recognize what you write.

  • And if you're doing primarily

  • typed notes, you can now also do

  • inline drawings, right there.

  • It's very handy.

  • [ Applause ]

  • 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.

  • And when you bring the note in,

  • you can mark it up, write with

  • your pencil.

  • [ Applause ]

  • And we've integrated markup in

  • the mail as well so you can

  • personalize your mail messages

  • with the inline drawings.

  • Now, for a look at all of these

  • great new Pencil features, I'd

  • like to introduce the man who

  • heads iPad software engineering

  • for us, Toby Paterson, for a

  • live demo.

  • Toby.

  • [ Applause and Cheering ]

  • >> Good morning.

  • [ Applause ]

  • 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.

  • Now 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.

  • Now something paper can't help

  • you with is finding your notes

  • again later.

  • We're using machine learning to

  • recognize your handwriting and

  • index it in Spotlight.

  • Let's switch into Spotlight now

  • and we'll search for that text

  • that I just wrote down.

  • 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.

  • We'll just tap on that and we're

  • back with the note.

  • [ Applause ]

  • Now, I'm 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 the notes'

  • 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 sell-- We might sell.

  • And so, I want to quickly draw a

  • graph to give her some idea of

  • that.

  • I'm just going to press down

  • here with the pencil to make

  • some space for my drawing and

  • then we can take that little

  • grabber and open up some more

  • room.

  • Now, I am really bad at drawing

  • but I just love doing it.

  • And 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'm just going to put the

  • pencil down and just like that,

  • zoom.

  • It's so simple, and I think

  • you're going to have a lot of

  • fun rediscovering the joy of

  • drawing.

  • But let's move on now.

  • So, my daughter's learned a few

  • things from me about how Apple

  • works.

  • And before I left this morning,

  • she gave me an NDA to sign.

  • I'm going to use the new

  • document scanner notes and my

  • pencil to take care of that in a

  • snap.

  • We'll 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.

  • We'll open it up full screen

  • here and 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's interrupting

  • my demo.

  • So if you'll excuse me, I'm 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'm 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.

  • [ Applause and Cheering ]

  • >> It is so great when your

  • grade school child gets $100

  • million of funding.

  • They just-- 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're joined by

  • all of these other features you

  • heard from earlier today.

  • We're really excited about what

  • we're 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're making it available as a

  • free upgrade to everyone in the

  • fall, supports all of these

  • devices.

  • That is your update for iOS 11.

  • I'm going to turn it back over

  • to Tim.

  • Thank you.

  • [ Applause and Cheering ]

  • >> That's right.

  • [ Applause ]

  • 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.

  • [ Alarm Ringing ]

  • [ Music ]

  • [ Applause ]

  • I hope you're 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.

  • 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.

  • [ Applause and Cheering ]

  • >> Thank you.

  • [ Applause and Cheering ]

  • 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,

  • but they don't sound so great

  • when you listen to music.

  • We want to combine all these 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.

  • And 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 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 built-in

  • musicologist, an expert on music

  • who can help us to hear the

  • music we love or discover music

  • we're going to love.

  • Now we're working on this

  • speaker for later this year, but

  • we want to give you, 6000 of our

  • closest friends, a sneak peek at

  • it this morning.

  • And here it is.

  • [ Music ]

  • [ Applause and Cheering ]

  • It is absolutely beautiful and

  • we call it HomePod.

  • Yes.

  • [ Applause and Cheering ]

  • 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 7 array beam-formed tweeter

  • pack that's packed with seven

  • tweeters, each with their own

  • individual driver.

  • They're 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,

  • 4-inch woofer upward facing with

  • a large motor to move a lot of

  • air.

  • It has automatic bass

  • equalization and dynamic

  • software modeling so that as we

  • turn the volume up, it's free

  • from distortion.

  • And all of this is controlled by

  • an Apple A8 chip.

  • Yes, the same chip that powers

  • the inside of our iPhone is

  • inside HomePod.

  • It's perhaps the biggest brain

  • ever in a speaker, and it does

  • some incredible things.

  • [ Applause and Cheering ]

  • It has real-time acoustic

  • modeling, audio beam-forming,

  • and multi-channel echo

  • cancellation.

  • You don't have to know any of

  • that, is just know that it

  • sounds incredible.

  • Next, we talk about this spatial

  • awareness.

  • Well, what does that mean?

  • Well, you plug in your HomePod

  • to AC and it gets its music

  • wirelessly.

  • And it's compact enough that you

  • can put it mostly anywhere in

  • your house.

  • You can put it on a table, on a

  • shelf, against the wall, in a

  • corner and it intelligently and

  • automatically detects the spaces

  • 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 play some 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 adopting them to make

  • incredible sound, on this

  • compact speaker.

  • So I'm going to start by playing

  • an audio track and it will be a

  • full mix and then I'm going to

  • break it down to some of the

  • components that the HomePod

  • controls.

  • [ Music ]

  • So that's a full rich audio mix

  • but within it, HomePod detects

  • the center vocals and can use

  • beam-forming to direct that.

  • [ Music ]

  • 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 well.

  • [ Music ]

  • In addition to that direct

  • energy, there's something that's

  • usually missing in music,

  • ambient audio, the backing

  • vocals and reverb.

  • [ Music ]

  • HomePod can direct all of these

  • and pull it together to a full

  • rich mix that fills up your

  • room.

  • [ Music ]

  • [ Applause and Cheering ]

  • 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 an 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

  • if the speaker can get it

  • directly from the cloud, it can

  • get 40 million tracks, two

  • 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 artist 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 Siri,"

  • you see a waveform 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 in Siri to be even greater

  • and understand more of the

  • questions we're going to ask

  • about music.

  • Simple things obviously like

  • Play Beats 1 Radio.

  • We all want to do that.

  • Or play "I'm Poppy".

  • Check it out if you don't know

  • what that's about.

  • Play something new.

  • Who's singing on this track?

  • Something I ask all the time.

  • Who's playing drums on this

  • track?

  • To complex questions like, what

  • was the top song on May 5th,

  • 2016.

  • You just play more like that or

  • I like that song.

  • It's a free form.

  • Siri doesn't need a specific

  • list of commands.

  • It can interpret what you're

  • saying and help you discover the

  • music you love.

  • And even better, you don't have

  • to just sit next to the HomePod

  • to talk to it.

  • It can be across the room and

  • speak to the HomePod even while

  • loud music is playing and the

  • speaker array and the

  • microphones can pick it up and

  • hear what you're saying.

  • So HomePod, it has the power to

  • rock the house in a spatial

  • awareness so that 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, well,

  • the team has also worked hard to

  • make it a great and helpful home

  • assistant as well.

  • We said the domain of music is

  • something Siri knows really well

  • in HomePod.

  • There are other domains as well.

  • We've worked hard to pick the

  • first ones that 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

  • speak to your HomePod and

  • control your HomeKit devices.

  • So for example, for the HomePod

  • set up, you can say, "When do

  • the Red Sox play next?"

  • They're 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 the

  • 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.

  • And if you've set up scenes in

  • HomeKit you can control those as

  • well.

  • You can say, "I'm home.

  • It's movie time.

  • I'm leaving now."

  • And the whole scene can

  • automatically happen just by

  • talking to your HomePod.

  • And because there is a HomePod

  • base-- the HomeKit base built

  • into HomePod, that means

  • anywhere in the world, once you

  • set up your first HomePod, you

  • control your HomeKit devices

  • remotely using the built-in Home

  • app on your iPhone or iPad.

  • Now, setting up a HomePod and

  • its microphone array in your

  • home, you probably have a

  • question that we've worked

  • really 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're

  • 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're a good quality, of $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're really excited to tell

  • you that HomePod is going to be

  • priced for $349.

  • [ Applause ]

  • It comes in white and space

  • gray.

  • It'll start shipping this

  • December, first in the US, UK,

  • and Australia.

  • And then next year we'll start

  • bringing it around the world.

  • So that's HomePod.

  • Back to you, Tim.

  • [ Applause and Cheering ]

  • >> 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 in technology 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,

  • 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 line up 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 peaks,

  • iMac Pro, an entirely new

  • workstation class of products

  • that we design 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 to

  • 7 p.m. this evening.

  • We've got over a hundred

  • 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, women and doers.

  • I'm 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'll 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.

  • [ Applause ]

>> My desk is on the seventh

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蘋果WWDC 2017主題演講 (Apple WWDC 2017 Keynote)

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    Amy.Lin posted on 2021/01/14
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