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  • [ Silence ]

  • [ Music & Cheering ]

  • [ Music ]

  • [ Applause & Cheering ]

  • Good morning.

  • Good morning.

  • Good morning.

  • Thanks to everyone for joining us this morning.

  • It's been an incredible year.

  • And tremendously busy already but we've got a few more things

  • to share with you before we close out the year.

  • As you saw from the video, we had an amazing reception

  • to the iPhone 6 and iPhone 6 Plus launch.

  • The stores were absolutely electrifying with energy.

  • It was unbelievable.

  • There was no better place on earth to be.

  • These phones are the best phones we've had ever created.

  • And the reviews have been off the charts.

  • It doesn't get any clearer or any better than this review

  • from one of the industries preeminent reviewers.

  • Walt Mossberg said simply,

  • "It's the best smartphone on the market."

  • You can't hope for better than that.

  • [ Applause ]

  • Now, with great reviews and a great customer response,

  • it's no wonder that these iPhones have become the fastest

  • selling iPhones in history.

  • And the first 30 days, we have set a new high watermark

  • for the most orders taken and I don't mean by a little,

  • by a lot, a whole lot.

  • [ Applause ]

  • Our rollout around the world is going well.

  • In fact, by the end of this week we'll be in 32 countries

  • and just in a few hours from now, we will launch in China

  • with support for TD-LTE and FDD-LTE, iPhone 6

  • and 6 Plus customers will have access

  • to China's fastest networks on all 3 major networks.

  • This is the very first time we've launched a new iPhone

  • on all three networks and we're doing it perfectly aligned

  • to the early stages of China's huge 4G rollout.

  • We couldn't be more excited about this and I will tell you

  • that the preorders as you might guess have set a new record.

  • We can't wait to get started.

  • With what's going on in China, what's going on here

  • and the other countries around the world and all of the reviews

  • and the customer response,

  • this is our biggest iPhone launch ever.

  • [ Applause ]

  • So, that's a quick update on iPhone.

  • Now, the iPhones also get the benefit

  • of another major announcement that we made last month

  • and of course I'm talking about Apple Pay

  • which is an entirely new way to pay for things

  • in stores and in apps.

  • Apple Pay is built right into Passbook integrated right in

  • and everything you need is built on iPhone 6 and 6 Plus.

  • It's an easy, it's secure and yes,

  • it's a private way to pay for things.

  • We think that it is going to be profound.

  • We're getting going in the United States.

  • We've got all three major networks supporting us

  • and we have all of the nation's top banks supporting us.

  • And just since last month announcing this we have signed

  • another 500 banks.

  • They will be rolling out support later this year

  • and early next year showing the support

  • and the enthusiasm around Apple Pay.

  • We've got many of the largest retailers

  • in the country supporting us and as you might guess

  • since we announced last month, there's even more

  • that will be rolling out between now and end of the year.

  • Now, Apple Pay also works online in apps.

  • You can buy products and services right in the app.

  • And it's pretty simple.

  • Find those pair of Beats headphones you want,

  • and boom, you've bought them.

  • I've been wanting this a long time

  • and Jimmy won't get me a pair.

  • [ Laughter ]

  • We've got a lot of people behind us here as well.

  • A lot of great apps and a lot of great developers

  • and as you might guess since last month,

  • many more people had committed to rollout between now

  • and the end of the year.

  • So, we believe Apple Pay is going to be huge.

  • It's going to change the way we pay for things.

  • And, I'm excited to announce today

  • that we are beginning on Monday.

  • [ Applause ]

  • The journey begins and we can't wait.

  • Now, also last month,

  • we announced an entirely new category.

  • Of course I'm talking about Apple Watch.

  • It's the most personal device we've ever created.

  • You can wear this powerful technology right on your wrist

  • and it's just as much about personal expression

  • as it is about functionality.

  • We've had great reception from the tech community.

  • But we've also had great reception from the health

  • and fitness community.

  • And, by people who know a lot about fashion

  • and style even more than I do.

  • [ Laughter ]

  • [ Applause ]

  • In fact, this month the Apple Watch is

  • on the cover of Vogue China.

  • We are really proud of this.

  • It's an incredible image and we're so proud

  • to be associated with Vogue in China.

  • Now, as we showed you last month, we have been working

  • with selected third party developers on Apple Watch.

  • And, like BMW, like American Airlines, like Starwood

  • and they've created some really unique personal experiences

  • for Apple Watch.

  • I'm pleased to tell you today that we have developed WatchKit

  • where many other developers can join this party

  • and we are rolling out WatchKit next month and time

  • for developers to really do some fantastic work before we begin

  • shipping Apple Watch.

  • We are-- we can't wait

  • to see what amazing experiences they'll come up with.

  • Now, Apple Watch will be shipping in early next year

  • and every day I look forward to that day.

  • [ Laughter ]

  • [ Applause ]

  • So, that's some quick updates around iPhone 6, iPhone 6 Plus,

  • Apple Pay and Apple Watch.

  • They join an incredible product lineup one

  • that I would call our strongest product lineup ever.

  • Each of these products are not only individually the best

  • in class within its category but they've been designed

  • to work seamlessly together.

  • And this is made possible by the most advanced operating systems

  • on the planet, iOS 8 and OS X Yosemite.

  • Today we've got some terrific updates on both of these

  • and to tell you all about them.

  • I like to turn this stage over to Craig Federighi.

  • Craig.

  • [ Applause and Cheering ]

  • Good morning.

  • [ Applause ]

  • Well, iOS 8 has been out for just under a month and I'd

  • like to give you a quick update.

  • Now, iOS 8 of course is a major new operating system

  • for iPhone, iPad, and iPod touch.

  • And the early reviews have been just great.

  • The Wall Street Journal said that "iOS 8 pulls out ahead

  • of the competition by leveraging the greatest strengths

  • of the iPhone: its app and its ecosystem."

  • But what's even cooler is just how many

  • of our customers are already using it.

  • You can see that in just under four weeks,

  • nearly half of iOS customers are running iOS 8.

  • Now, if you consider that in combination with iOS 7,

  • that means that 94 percent

  • of iOS users are running their operating system that shipped

  • in just over the last year

  • which means they're getting the latest features

  • and all the latest security protections.

  • Now, the situation with other mobile platforms is

  • somewhat different.

  • So, when you look at Android for instance, the vast majority

  • of customers are running an operating system that's more

  • than two years old.

  • And if you focus just on KitKat, the latest release.

  • After 313 days, it achieved just 25 percent penetration

  • of our user-base.

  • iOS 8 has nearly doubled that in just 26 days.

  • We couldn't be happier.

  • [ Applause ]

  • Now, iOS 8 is a major feature release with something

  • for all of our customers.

  • Things like TapToTalk, and easy location sharing in Messages.

  • Our new QuickType keyword

  • with smart predictive typing suggestions.

  • And Family Sharing that makes it easy to share your calendars,

  • your to-dos, your photos and even your purchases

  • on the App store and the iTunes store.

  • But what really sets iOS 8 apart is all the incredible

  • technologies that it puts in the hands of our developers.

  • It's amazing what they've done with them.

  • Let's take a look.

  • We'll start with extensions.

  • We've seen an absolute flood of updates to the App store

  • with applications improving their functionality

  • via extensions.

  • So now, with iOS 8, when you swipe down from the top

  • of your phone to get into your today view,

  • you have access not just to the system's built in widgets,

  • but also these great third party widgets as well.

  • And when it comes to sharing, you of course have all

  • of the system sharing options but also those

  • of the third party apps you use the most.

  • And so, with just a single tap for instance

  • from almost anywhere in the system,

  • you can post to Evernote.

  • Now, we've also added support for third party actions,

  • the ability to edit your photos using third party filters

  • without even leaving the photos app.

  • And access to your Documents.

  • Not just on iCloud, but also in Box, in Dropbox,

  • and just about any other box

  • where we happen to put some files.

  • Now, we also have support for third party keyboards.

  • So, whether you like to type by swiping your finger all

  • over the screen or enrich the life of your friends

  • with sending them animated gifs

  • or communicating your native language of Klingon,

  • iOS 8 has you covered, believe it

  • or not this is actually in the App store.

  • So

  • [ Laughter ]

  • [ Applause and Cheering ]

  • Go Klingon.

  • [ Applause ]

  • So, next up, HealthKit.

  • Developers really embraced HealthKit.

  • So, when you're taking a run, or cycling with Strava,

  • all of the data about your workout, activity data goes

  • into your Health profile in HealthKit.

  • With apps like Lifesum they are able

  • to combine activity information with information

  • about your eating habits to make a custom diet recommendations.

  • And then you have apps like Sharecare, AskMD which are able

  • to take your profile including things like data

  • from your Bluetooth scale or other sensors to make--

  • to offer personalized health consultation.

  • Now, we've also given developers access to Touch ID,

  • which means now if you want to get into eTrade

  • or unlock your passwords in one password, you can do it

  • with a security and the convenience of your fingerprint.

  • And then, there's Metal.

  • With Metal, you get direct access to the power

  • of the 64-bit A7, A8 and the amazing GPUs they have inside.

  • And so, whether you're racing around the track in Asphalt 8,

  • creeping around the rooftops in Assassin's Creed Identity,

  • or slashing your way through Gods of Rome,

  • you can do so with unparalleled visual fidelity,

  • things you never seen on mobile platforms.

  • [ Applause & Cheering ]

  • Next is Swift.

  • An entirely new programming language that we introduced

  • to take development of iOS and OS X apps to the next level.

  • Now, Wired said that, "Swift's impact could be greater

  • than any other language that has sprung up in recent years,

  • and it may achieve mass adoption faster

  • than any language in modern history."

  • And from everything we can see, they are right.

  • We've seen a flood of applications written in Swift,

  • in the App store already.

  • And our enterprise partner, IBM, has completely embraced Swift

  • for their custom enterprise applications.

  • In fact, they've said that, "Swift is incredibly interactive

  • and intuitive, giving the thousands of developers

  • on our teams the flexibility to create powerful apps

  • that will transform enterprise mobility."

  • [ Applause ]

  • There will be many new Swift programmers being mentored every

  • day because major universities have incorporated Swift

  • into their programming curriculum

  • to teach new students this awesome new language.

  • That's a quick update on iOS 8.

  • Now, let's turn our attention to iOS 8.1.

  • Now, needless to say when we put a major new operating system

  • in the hands of hundreds of millions

  • of users we do get a little bit of feedback.

  • And that takes us to improvements.

  • So, one of our major goals of course with iOS 8.1 is

  • to address the top sources of customer feedback and of course

  • to even bring back the beloved camera roll.

  • But not just that, we've added support in 8.1 for Apple Pay,

  • on iPhone 6 and 6 Plus and the public beta

  • of iCloud Photo Library.

  • So, now, everyone can have every photo you take

  • on all of your devices.

  • And this means that any organization you do,

  • or any edits you make on any device are instantly reflected

  • on all of your devices.

  • This is true on your iPhone, your iPad,

  • and you can even access your photo library on your Mac,

  • or on your PC via icloud.com.

  • Now, this isn't just your photos,

  • it's also your videos as well.

  • And they're on their original format and resolution.

  • No downscaling.

  • It's available in public beta with iOS 8.1

  • and it uses your iCloud storage.

  • So, your first five gigabytes are free,

  • for just 99 cents you can get 20 gigabytes more

  • and you can get a massive 200 gigabytes for just 3.99.

  • So, that's iOS 8.1 and a quick update on iOS 8.

  • Now, let's turn to OS X and Yosemite.

  • So, it was just this June

  • that we publicly unveiled Yosemite to the world.

  • The reception has been fantastic.

  • We've had over a million members of the Mac community sign

  • up to be part of the Yosemite public beta.

  • And the reception has been just awesome.

  • We're all in love with the gorgeous new design of Yosemite.

  • It's just amazing.

  • Has this gorgeous dock with these vibrant icons,

  • it's so precise, this clean and consistent use

  • of typography throughout the system.

  • Notification Center is more useful than ever.

  • Let you get it all of your widgets just

  • at a glance including third party content.

  • And Spotlight has been absolutely super charged.

  • So now, in addition to searching content locally in your Mac,

  • it also taps in to sources on the internet,

  • things like maps and Wikipedia.

  • Just right there whenever you need them.

  • And of course all of the apps built

  • into Yosemite have been completely revitalized

  • with this new UI.

  • So, Safari for instance, all the power of the world's most--

  • powerful browser are packed right

  • into that elegant toolbar right there at the top.

  • If you want to get it all of your favorites,

  • just tap in the address field, they're right there.

  • And if you start typing,

  • you don't just get Google search suggestions,

  • you also get Spotlight suggestions

  • which often provide the answer to your question

  • without even completing the search, it's just really fast.

  • Now, Safari is better at sharing than ever as well.

  • You can share the system sources and through extensions

  • to third party sources as well right with in the app.

  • Safari users also of course love tabs.

  • And so, we have a great new tab view provides a bird's-eye view

  • of all of your tabs, stacks, multiple pages from the sites

  • into stacks like this and you get access to tabs you've opened

  • across all your devices listed right there along the bottom.

  • But of course Safari is also blazing fast.

  • In fact, when you look at the kind of JavaScript that's

  • in typical websites, Safari is literary six times faster

  • than other browsers.

  • And when it comes to battery life,

  • no browser can compare to Safari.

  • If you look at our 13-inch MacBook Air for instance,

  • browsing Safari gets you more than two hours,

  • greater battery life than other major browsers

  • and with Netflix streaming, three hours longer.

  • Safari is just incredibly efficient.

  • Now, our Yosemite designed extensive course

  • to Mail as well.

  • It's not just gorgeous but it's more functional than ever.

  • Now, you're replying to a message and you need to fill

  • out a form, you can use mark up.

  • You can even fill out your signature

  • on a form right there inside the message.

  • It's incredibly convenient and you can also mark

  • up your drawings as with your pictures as well

  • which is a fantastic way to communicate.

  • Now, Mail also now has Mail Drop

  • so you can send absolutely enormous attachments

  • up to 5 gigabytes securely encrypted through iCloud.

  • Messages has a beautiful new design--

  • excuse me, for Yosemite as well.

  • And it has powerful features like named group chats,

  • easy location sharing and really convenient access

  • to all the photos that you share in your conversations.

  • iTunes has been updated for Yosemite as well.

  • It has a convenient new shelf across the top with all

  • of your recent additions to your library.

  • And then there's iWork.

  • It's the most popular desktop productivity suite

  • across all Apple devices

  • and it's a got a great update for Yosemite.

  • In addition to this beautiful new design, it's more functional

  • than ever with the side bar that summarizes all the comments

  • and documents that you have under review, we have an update

  • to Numbers, lots of power user features like the ability

  • to transpose tables in a single step.

  • And then there's Keynote with a customizable presenter display

  • and these cool new text effects.

  • It's really nice.

  • [ Applause ]

  • So next, there's iCloud Drive.

  • So, with iCloud drive, you can store any file in the cloud.

  • Its accessible right from the Finder,

  • right from the side bar there,

  • and you get access the application folders of all

  • of the applications on your Mac.

  • But not just that, also the data that you have scored

  • for application on your iOS devices.

  • And best yet, you can put any other files you want in there

  • and organize however you want in folders

  • with tags and search them.

  • And then access them across all of your devices,

  • your iOS devices, your Mac, and if you're having to work

  • under extreme duress even a Windows PC.

  • [ Laughter ]

  • So, now--

  • [ Applause ]

  • So, those are just some

  • of the wonderful new user features in Yosemite.

  • But actually, what makes both Yosemite and iOS 8

  • so special is the way that they work together.

  • Now, working together is something we've been focused

  • on for years now and at the center of it is iCloud.

  • It's almost easy to take

  • for granted the way we can edit our contacts

  • or update our calendar, or to-do's or Safari bookmarks

  • and we just know that it's going to be available to us

  • across all of our devices.

  • And now, with Yosemite and iOS 8, all of our documents

  • with iCloud Drive and all of our photos and videos are synced

  • with our iCloud Photo Library.

  • We've also advanced on technologies for our devices

  • to communicate in proximity, taking advantage

  • of the most advanced Wi-Fi

  • and Bluetooth low energy technologies.

  • So now, with the latest Macs and iOS devices,

  • you can actually AirDrop between iOS and OS 10.

  • And you can AirPlay to your Apple TV even

  • without connecting to any Wi-Fi network.

  • It's really awesome.

  • [ Applause ]

  • But the area where I think we've really taken it

  • over the top is something we call Continuity.

  • Now, with Continuity, your devices are aware of each other

  • and allow you to work at any moment

  • with the device that's right for that time.

  • It starts with Handoff where you can work on one device

  • and just pick up where you left off with just a swipe

  • across the lock screen of another.

  • And there's Instant Hotspot, so you can take advantage

  • of the cellular data connection of your phone from your iPad

  • or your Mac without even touching the phone in your bag.

  • There's the ability to receive text messages on any device.

  • So, not just your iMessages but also you can send

  • and receive SMS from any of your devices.

  • And finally, you can also make

  • and receive regular telephone calls using your Mac

  • as a speakerphone using your phone.

  • It's really magical.

  • And to drive that home, I'd like to give you demo now.

  • [ Applause ]

  • All right.

  • Well, so let's take a look at life in the world of Continuity.

  • Now, Tim has sent me a note here about doubling

  • down on secrecy at Apple.

  • We want to preserve the same kind of airtight security

  • or secrecy rather that makes a the announcements at an event

  • like today a shocking revelation to all of you.

  • So, I've been tasked to create a new employee

  • orientation presentation.

  • And so, I've been taking some photos around campus about some

  • of our new secrecy measures.

  • We're tightening things down a little bit.

  • So, we see redacting some things in the menu.

  • We don't want any leaks there.

  • We've upgraded the door to Johnny's lab and, you know,

  • I should favorite some of these photos because I think I'd

  • like to incorporate them in my presentation.

  • We're saving a step with the printer,

  • just go straight into the shredder.

  • And of course, we've increased the number of lasers

  • on the path to the bathroom.

  • So, that's good.

  • So, I can now incorporate this right here in my presentation.

  • We've got my cover slide here and this looks like a good place

  • to add that new content.

  • But, you know, I actually have my iPad right here.

  • And what's really great is with Continuity,

  • I can just pick up where I left off.

  • You know, it's in the lower left hand corner of the screen.

  • My iPad is aware of what I've been doing on my phone.

  • There's little keynote icon, I can swipe up

  • and it takes me right to that document

  • in exactly the place where I was working.

  • So, it knows right where I am.

  • I'm just going to open this up and we'll see

  • that I can see my photos here.

  • Let me try that again.

  • There we go, they are my

  • they're the photos that I just favorited.

  • And just to show you that this is all completely live.

  • I'm going to go back into my photo library here.

  • I'm going to favorite this last photo with the lasers,

  • give it a little heart.

  • And you'll notice here in--

  • on the iPad, it shows up automatically right there.

  • [ Applause ]

  • That's super cool.

  • So, let's just add that photo to my presentation.

  • And, you know, while I'm working on my iPad,

  • my phone can even be across the house.

  • And if I were to receive an SMS for instance,

  • I could pick it up-- oh, here it is.

  • What a coincidence.

  • Right here on my iPad.

  • This is a regular SMS.

  • Now it says, "Hey Craig, check out the latest Apple rumor."

  • Uh-oh, well, these are usually

  • have no merit at all but I'll just check

  • in as what this is all about.

  • Apple "Spaceship" actual spaceship.

  • OK. Well, it turns out in this case unfortunately they did

  • nail it.

  • So, this will be a good one to add

  • as cautionary tale to my presentation.

  • Now, I could do that right here in my iPad but, you know,

  • I've got this beautiful Mac right here.

  • Let me just pick up where I left off on a Mac.

  • So, we'll just look at the Mac display and you know

  • as the Mac is aware of what I've been doing.

  • You see right down here, it says

  • that I was using Safari in my iPad.

  • I click and it takes me right to that same page.

  • It's just magical.

  • And of course, I can get to my presentation as well.

  • We see I have iCloud Drive right here in the Finder.

  • And there's my keynote folder.

  • And of course there's my presentation

  • on secrecy at Apple.

  • So, I can open that up and of course it takes me exactly

  • to where I was in the presentation.

  • So, let's add my picture for about Controlling Leaks,

  • I can just drop that one right in there.

  • That's really cool.

  • And so, next, I'm going to move

  • on to the next slide in my presentation.

  • And, you know, I heard that our new Chief of Secrecy,

  • Steven Colbert has some concerns

  • about his part of the presentation.

  • And so, actually, I can give him a call

  • from my Mac right here at his office.

  • So, let's just type up Steven, there's his work number

  • and I can just dial right here and it's going to dial--

  • my Mac is going to actually make a speakerphone call

  • through my phone.

  • And by the way, yeah, I have the coolest job in the world.

  • I get to talk to Steven Colbert.

  • [ Ringing ]

  • Hello?

  • Hi Steven, it's Craig from Apple.

  • I'm sorry, I don't recognize that name.

  • Oh, oh, right.

  • Hello Red Delicious, this is Granny Smith, over.

  • Is the squirrel in the basket?

  • Roger. Foxtrot Thunderbolt Retina Swift Lightning.

  • OK. The line is secure.

  • Glad you called today.

  • I

  • [ Applause ]

  • I have some critical feedback.

  • [ Applause ]

  • I have some very critical feedback on the content

  • of your presentation today specifically I've got a big

  • problem with my title.

  • >> Well, Chief of Secrecy officer,

  • that's a pretty impressive title.

  • >> I just don't think it's big enough

  • to capture how important my role is at Apple, OK?

  • Let me run this one by you.

  • Hear me out.

  • Supreme Allied Commander of Super Secrecy.

  • I don't know.

  • Craig, if Supreme Allied Commander was good enough

  • for Ike, it's good enough for me.

  • OK it beat Hitler.

  • I will also accept Intergalactic Chancellor.

  • Intergalactic Chancellor, how about--

  • Yes.

  • Supreme Commander?

  • You let him know?

  • Who?

  • I'm sorry.

  • I mean, Chairman Honeycrisp.

  • Yes. Absolutely.

  • I will let the chairman know.

  • [ Applause ]

  • Glad you keep it my way.

  • Now, please, get back to work because you know what I see

  • when I look at my wrist?

  • My wrist, where's the watch?

  • Chop, chop, I'm Jonesing for some jewelry, Craig.

  • I'll get right on it Steven.

  • >> All right.

  • Over and out Granny Smith.

  • >> Over and out Red Delicious.

  • [ Cheering & Applause ]

  • I'm glad we were able to sort that out.

  • So, we-I have one more slide to work on my presentation here,

  • the-- oh, an email update from Phil

  • about a new badging protocol.

  • So, check out this video.

  • It really demonstrates Apple's commitment to badging excellent.

  • Well, that's great.

  • I'm going to drop that one in my presentation.

  • And, you know, I'm sure it's a great video.

  • So, I'd like to play this now.

  • And what's really cool is I have an Apple TV.

  • We can bring that up here and we can see it can actually AirPlay

  • from my Mac to my Apple TV just like this.

  • And project my presentation that way

  • so we can enjoy the presentation I put together.

  • And of course to control the presentation, you know,

  • the best remote you have is the one you're wearing

  • on your wrist.

  • So, I'll just bring up a remote here.

  • Let's see, so there is our Secrecy Team.

  • Of course, we've got the path to the bathroom, controlling leaks,

  • our new Supreme Commander.

  • And let's take a look at that video from Phil.

  • [ Music and Noise ]

  • [ Laughter ]

  • [ Music and Noise ]

  • See you at lunch.

  • [ Laughter & Applause ]

  • [ Music and Noise ]

  • [ Laughter ]

  • [ Applause & Cheering ]

  • >> Thank you.

  • Now, I have a full understanding of Continuity.

  • All right.

  • So, this is just a quick overview

  • of the amazing new Yosemite release

  • from its beautiful new design, powerful spotlight search,

  • iCloud Drive, the amazing and elegant new Safari

  • and of course, these Continuity features.

  • Now, there's much, much more to Yosemite

  • that I can possibly cover today

  • but the good news is I don't have to because now,

  • all of you can get access to Yosemite

  • on the Mac App Store today.

  • [ Applause ]

  • And you know what?

  • It's available for free.

  • There's also 8.1 which has its support for Apply Pay,

  • also iCloud Photo Library and Continuity available

  • for download this Monday.

  • And it's free as well.

  • [ Applause ]

  • Finally, iWork, an update for OS X also

  • for iOS also available today and also free.

  • [ Cheering & Applause ]

  • And that is my quick update on iOS 8 and OS X Yosemite.

  • Thank you.

  • Back to you Tim.

  • >> Thanks Craig.

  • [ Applause ]

  • It's really great to have Steven on board.

  • I hope he can do a better job than I've done

  • on controlling [inaudible].

  • I'd like to now talk about iPad.

  • The iPad is this simple and magical device.

  • It's always been a unique blend of simplicity and capability

  • but while the iPad has beautifully simple

  • on the outside since the very first one,

  • it has advanced technology just jam-packed on the inside.

  • From Apple's custom designed powerful chips

  • to the ultra-fast Wi-Fi and cellular connectivity

  • to the incredible eyesight and face time cameras.

  • The technology is jam-packed in this incredibly thin

  • and light package that you can take

  • with you everywhere you go and use all day long.

  • And as we packed more and more power and more

  • and more performance and more capability in iPad,

  • our customers and developers have begun to use it

  • in ways we could not imagine.

  • And now, as you look around, iPad is everywhere.

  • It's transforming the way we work, the way we learn,

  • the way we play, and it's transforming the way we

  • communicate, with so many people using iPad for so many things,

  • in so many different places.

  • It's not surprising that we've sold more iPads

  • in the first four years than we've sold

  • at any product in our history.

  • In fact, we've sold over 225 million iPads around the world.

  • [ Applause & Cheering ]

  • To put this in a little more perspective,

  • if you look at the top four by volume, PC manufacturers,

  • the number of sales that they've done for the last 12 months

  • and compare that to iPad, iPad beats them all.

  • And this is their entire PC lineup every notebook,

  • every desktop, every two in one, every all in one,

  • every toaster refrigerator in one, all of them.

  • This is pretty fantastic and not by a little but by a lot.

  • But what's more important to us is

  • that iPad has consistently been rated number one

  • in customer satisfaction.

  • This is what makes our heart sing

  • and iPad mini Retina has scored an unbelievable 100 percent

  • customer sat.

  • [ Applause ]

  • These numbers are-- you just don't see these numbers

  • in customer sat.

  • And so, why are so many iPad users so satisfied?

  • We think it comes back to this unique blend

  • of simplicity and capability.

  • And the fact that you can do so many things on iPad and you have

  • such a great experience doing it.

  • At the root of this is that we have over 675,000 apps

  • in the App Store that have been custom designed

  • to take advantage of the big beautiful screen on iPad.

  • And this is a huge advantage over our competition.

  • The Verge said it well, "A tablet is only as good

  • as what you can do with it, and thanks to the hundreds

  • of thousands of apps for the iPad Air, you can do more

  • with it than any other tablet."

  • This was one of the reasons they named the iPad Air,

  • "The best tablet you can buy."

  • [ Applause ]

  • So, iPad Air is number one in customer sat

  • but it's also number one in usage.

  • It's number one in education.

  • It's number one in enterprise.

  • It's number one in consumer.

  • When we launched the iPad Air just a year ago we did

  • so by showing that all of this power of the iPad was

  • in a design that was so thin.

  • It was thinner than a pencil.

  • You may remember this, so what do you do

  • when you make the best tablet in the world?

  • How do you make it better?

  • You do this.

  • [ Music ]

  • [ Applause ]

  • This

  • [ Applause ]

  • This is the new iPad Air 2.

  • It's unbelievably gorgeous, and look how thin it is.

  • Can you even see it?

  • [ Laughter ]

  • It is so incredible.

  • And to tell you more about it,

  • I'd like to invite Phil Schiller up.

  • Phil.

  • Thank you, Tim.

  • [ Cheering & Applause ]

  • Thanks.

  • [ Applause ]

  • Thank you.

  • Well, good morning everyone.

  • I'm so excited to be able to tell you

  • about the incredible new iPad Air 2.

  • It is the thinnest iPad we have ever made,

  • just 6.1 millimeters thin.

  • That's 18 percent thinner than the first iPad Air

  • which was already 20 percent thinner than the iPad before it.

  • It makes it the world's thinnest tablet.

  • It's incredibly beautiful to hold all day long.

  • The progress the team has made

  • over just the last couple years is unbelievable.

  • Here is the original first iPad next to the new iPad Air 2.

  • The new iPad Air 2 is so thin you can stack two of them

  • and still be thinner than the original iPad.

  • It is amazing.

  • [ Applause ]

  • What the team has done to pack so much technology

  • and performances into the thinnest iPad is unbelievable.

  • So, how did they do it?

  • Let's start with the display.

  • The display is made up of a number of components,

  • primarily the LCD, the touch layer and glass.

  • And in every iPad there's been a micro thin layer of air

  • between each of those layers.

  • We're not satisfied with that.

  • The team has optically bonded those together, laminated them

  • to make a single component with no air gap.

  • And that reduces the internal reflection

  • and makes a sharper image and a thinner display.

  • It makes the graphics of the text feel like they sit right

  • on top and you're touching them with your finger.

  • It's really beautiful.

  • In addition, we've now created an anti-reflective coating

  • for this multi-touch surface.

  • This has never been done in a tablet before.

  • It reduces reflections

  • by 56 percent making it even more beautiful as an image.

  • So, it is an incredible display.

  • It is the only tablet that has this kind of a surface

  • and has the lowest reflectivity of any tablet.

  • So, this would be the best tablet display you've ever seen

  • and the thinnest tablet, but there are so much more

  • that makes the iPad Air 2 great.

  • And it starts with the brains inside it.

  • A whole new generation chip, A8X.

  • You've heard of the A8 chip with the iPhone 6 and iPhone 6 Plus

  • and it's blowing people away.

  • But this is a new version created specifically

  • for iPad Air 2.

  • It is unbelievable.

  • It's a second-generation, 64-bit architecture.

  • It has 3 billion transistors.

  • The iPad Air had an A7 with 1 billion transistors.

  • Three billion, it delivers

  • up to 40 percent faster CPU performance

  • for most of your apps.

  • Some apps can achieve 2X performance in CPU.

  • And the graphics are out of this world.

  • Two and a half times faster what was already the industry reading

  • graphic performance.

  • Just look what the team has done.

  • The original iPad started with an A4 chip

  • and now we're 12 times faster than that with iPad Air 2.

  • And check out this graphics performance.

  • We're now at 180 times faster.

  • [ Applause ]

  • Add to that the work the software team is doing

  • with technologies like Metal so that developers get full access

  • of that performance without any software overhead.

  • We're able to now deliver console level graphics

  • in the palm of your hand.

  • And that's what a lot of the developers are doing.

  • We're working with game developers

  • and they're now bringing the engines not

  • from their mobile gaming

  • but from their desktop gaming systems right on to iPad Air 2.

  • And all these power in such a thin package,

  • the team has worked to ensure that you have

  • that great all day battery life, 10 hours of battery.

  • So you don't have to give up any of that.

  • Along with the A8X, we have the new M8, motion coprocessor.

  • This works to read data from the sensors like the accelerometer

  • and gyroscope and it instantly calibrates it

  • so all your apps get incredibly accurate data.

  • And there's also the new barometer

  • for measuring relative elevation

  • and developers can take advantage of that too.

  • But perhaps, the feature people love the most

  • about their iPads is the camera, the built-in iSight camera.

  • And some people have been surprised by that

  • but it really makes a lot of sense.

  • The iPad is the best view finder

  • for composing your photos and your videos.

  • You can see the scene, you can take incredible photos,

  • you can edit them right on the device and share them instantly

  • with people around the world.

  • And not only do we all like taking pictures and videos

  • but developers like taking advantage of these cameras

  • to build incredible applications that haven't existed

  • on any other platform, things like applications

  • for helping coaches train their players with coaches' eye

  • or consumer apps like Prizmo that lets you scan

  • and translate documents on the fly.

  • Or apps like Caribu that let a parent read with face time

  • to their children from anywhere around the world, or Homestyler

  • that lets you create a virtual reality image of your own home

  • than lay out the furniture and interior design of it.

  • This and hundreds of more applications take full advantage

  • of the cameras we've built into the iPad.

  • And they, the developers and the customers who use this app,

  • they're going to love the new iSight camera.

  • It's a huge jump forward for iPad.

  • It's a full new 8 megapixel iSight camera.

  • It has large 1.12 micron pixels.

  • Has a fast 2.4 aperture that takes photos at 1080p HD video.

  • It has a great sensor.

  • It's combined with the Apple design lens

  • but really what rounds it out is the brains behind it all,

  • the image signal processing that's done in that A8X chip.

  • And it does an incredible job.

  • I'm going to show you some photos now that were taken

  • with an iPad Air 2, unretouched right off of it,

  • and tell me you're not going to be blown away

  • that these were taken with an iPad.

  • Look at that photo, that's a beautiful landscape scene.

  • You can see the quality of the auto HDR

  • that creates an amazing exposure.

  • Look at the low noise in that blue sky

  • and it is a remarkable photo.

  • Here's another.

  • People are just not going to believe these are taken

  • with the iPad you bring with you to do work

  • and you're taking incredible photos with it.

  • Here's a shot from above the Golden Gate Bridge.

  • You see the incredible accurate color it delivers

  • and the great depth of field.

  • Here's my favorite of the bunch.

  • It's a portrait photo.

  • The skin tones are just perfect.

  • The background is painterly.

  • It's an amazing photo.

  • Of course, we all love taking macros

  • and showing them to the world.

  • Here's a great one.

  • Look at the level of detail on the feathers.

  • You can't tell, is that taxidermy or live.

  • Don't worry, it's live.

  • For the first time with iPad,

  • you can take large panoramas up to 43 megapixels.

  • So you take your iPad in vacation,

  • you can share your mountain scenery with all your friends.

  • For the first time on iPad, you can take burst mode photos.

  • So, taking something that's high speed action,

  • you can grab it just like this photo.

  • Yeah, isn't that incredible.

  • For the first time with the iPad iSight camera,

  • you can do timelapse.

  • So, here's a timelapse.

  • It's taken in Venice, you maybe recognize it.

  • Now, there's a group of boats that are going

  • to start coming down together.

  • See there they are.

  • That was the George Clooney wedding party that came

  • by as we were shooting them.

  • [ Applause ]

  • Still waiting for my invitation.

  • This we took recently in Albuquerque

  • at the balloon fiesta, that gathering there.

  • It's a lot of fun.

  • Yeah, it is.

  • Also, for the first time in iPad, you can do slo-mo videos.

  • Yeah, customers are going to love taking these.

  • This is 120 frames per second at 720p.

  • [ Noise ]

  • Pretty cool.

  • [ Applause ]

  • If you heard that audio, there's now dual microphones

  • to get better quality audio in your videos as well.

  • One addition to the all-new iSight camera

  • and all those capabilities is a new FaceTime camera

  • in front side as well.

  • A whole new FaceTime camera sensor,

  • has a larger 2.2 aperture, let's in 80 percent more light

  • and combined with the 8X chip, you get improved face detection.

  • For the first time, you can do burst selfies

  • which kids love to do.

  • This chip is amazing.

  • It does HDR with a single image not combining multiple images,

  • which keeps it really sharp.

  • And you can do videos with HDR as well.

  • So with all these great new cameras,

  • all these great new performance, also faster connectivity too.

  • iPad Air 2 has faster Wi-Fi, 802.11ac with MIMO.

  • That delivers 2.8 times faster performance

  • up to 866 megabit per second throughput.

  • There's also faster LTE with more bands.

  • There's up to 150 megabit per second,

  • that's using carrier aggregation.

  • And has 20 LTE bands that's more than any other tablet,

  • so it connects at high LTE speeds

  • on more networks around the world.

  • But perhaps the most requested feature

  • from customers is Touch ID.

  • [ Applause ]

  • Now like many of us, if you have Touch ID in your iPhone,

  • you've probably picked up your iPad and put your finger

  • on the Home button, only to see that it doesn't unlock

  • because you didn't have Touch ID.

  • We get used to it so quickly.

  • Well now with iPad Air 2, there is Touch ID

  • and it reads your fingerprint and quickly unlocks your iPad

  • without having to enter the passcode.

  • And it works with our stores.

  • So you can purchase in the iTunes Store, in the App Store,

  • and it works with the new iOS 8 developer apps

  • that support Touch ID so it can unlock Evernote or Mint

  • or your Day One journal, just with your fingerprint.

  • And as you know, all of us who use iPads,

  • we're prodigious shoppers.

  • We love to use our iPad to sit back and surf the web

  • and make purchases and--

  • particularly with all those 675,000 apps,

  • many of them help us make purchases.

  • And now, with Touch ID, you'll be able to use Apple Pay

  • to make online purchases.

  • Now this isn't for a retail point of sale purchase,

  • this is for online purchasing within all the apps,

  • they're going to support Apple Pay, and there are going

  • to be many of them growing starting on Monday.

  • So it would be the best way to shop online.

  • Of course, iPad Air 2 comes with the brand new iOS 8.1

  • that Craig just showed us

  • and all the incredible features it has.

  • And our developers have had a great time using the performance

  • of the A8X chip and taking advantage of all the power

  • on iPad 2 to do remarkable things, and developers have too.

  • We've given a few of them early access to the iPad Air 2

  • and to see what they can do with it

  • with their incredible applications.

  • Well, I like to show you two of those this morning.

  • The first is a great team, the-- two brothers started a company

  • in Lithuania, and they've had a hit application

  • in OS X called Pixelmator.

  • Perhaps you know it.

  • It's a professional quality image editing application.

  • It's been a big hit on the Mac and now they're here today

  • to show you the work they're doing on iPad.

  • I'd like to bring up Aidas to tell you all about it.

  • [ Applause ]

  • Welcome.

  • Thank you.

  • Thank you.

  • After two years of work, we are really excited

  • to show the new Pixelmator for iPad today.

  • It's a full featured image editing app.

  • We are going to open a 4K image of the Arabian Desert.

  • It's really exciting that we can work so smoothly

  • with large images like this.

  • The new iPad handles those images faster

  • and better than ever before.

  • We created a graphic, we're using the shadow

  • of the actual oryx in the sand and some text

  • which we'll bring in as a new layer.

  • I'd like to place it here at the bottom.

  • But you see, there is a straggler oryx

  • that would interfere with the graphic.

  • So, let's remove the oryx right now.

  • We were able to bring our repair tool

  • from our award-winning Mac version to the iPad

  • and it works fantastic.

  • By simply brushing over the oryx, our app will take care

  • of removing it but still maintain the background.

  • That is two times faster on the new iPad compared to iPad Air.

  • [ Applause ]

  • Notice how the texture in the sand is intact even

  • until the oryx is gone.

  • Let's place the graphic back at the bottom and size it to fit.

  • Now, let's blend the graphic with the background

  • to complement the color of the sand.

  • Next, I'd like to apply a filter to enhance the color

  • and darken the edges a bit.

  • We can adjust the depth and strength of the effect.

  • Notice the very fast response time.

  • So, that's a quick peek of Pixelmator

  • for iPad coming later this month in the App Store.

  • The power of the new iPad is perfect for the new Pixelmator.

  • We've seen improvement of up to three times

  • in many aspects of the app.

  • It's a fantastic pairing

  • that would make image editing a breeze.

  • Thank you.

  • [ Applause ]

  • >> Next, there's an exciting new video editing application

  • that has everyone abuzz, it's called Replay.

  • It's from a bunch of brilliant scientists from France.

  • And to tell you all about it, I like to bring up Jeff Boudier

  • to show you what they've been up to.

  • [ Applause ]

  • Welcome.

  • Thank you.

  • With Replay, you can use your iPad

  • to create amazingly rich videos

  • without knowing anything about editing.

  • With me is my co-founder Francois.

  • Let's take a look.

  • We all take so many photos, so many videos.

  • Often we don't have time to do anything with them.

  • Like these videos from a trip in Utah.

  • To make a nice movie edit out of all these,

  • it would take me hours of work, right?

  • Well, let's select all these clips

  • and see how long it takes Replay to make a movie.

  • [Background Music] My movie is already playing.

  • What just happened?

  • In one tap-- Thank you.

  • In one tap, Replay analyzed all my videos added beautiful motion

  • graphics and synchronized everything

  • to the beat of the music.

  • OK, let's do it again, but try a different style.

  • I love this style.

  • Replay runs computer vision algorithms

  • to find the best accent color

  • for each video then desaturates the rest.

  • And with Metal, this code runs 20 times faster

  • than using the CPU.

  • [ Applause ]

  • But this style is too romantic.

  • Let's try something more vibrant.

  • [Background Music] Nice.

  • I love how Replay picks the background colors

  • to match the videos.

  • Now, I want to add a text slide.

  • Let me show you how easy it is.

  • How about Utah road trip?

  • Just as easy, I can add captions,

  • trim videos, or reorder things.

  • The result again is instant.

  • We created a custom-rendering engine on top of OpenGL.

  • And with each new processor, Replay gets faster.

  • With A8X, we get four times faster rendering than on A7.

  • Now, I'm really excited to show you something never done before

  • on mobile.

  • It's very Hollywood.

  • See how the light interacts with the text.

  • I can even set the lighting color while my movie is playing.

  • This effect is called volumetric lighting and Replay renders it

  • in real time on the iPad.

  • This is truly desktop class performance.

  • We believe video creation should be easy and instant.

  • With this new iPad and Metal, our vision becomes reality.

  • This new style will be available end of October

  • and you can get Replay for free on the App Store today.

  • We can't wait to see what you'll create.

  • Thank you, thank you.

  • [ Cheering & Applause ]

  • So those are just two examples from the

  • over 675,000 apps from the App Store

  • that take unique advantage of iPad.

  • You can see now, the apps are doing things on iPad

  • on a thin mobile device

  • that previously would have taken high-end desktop computers

  • to do.

  • And you can do this anywhere you go.

  • So this is the new iPad Air 2 packed with an incredible range

  • of new technologies and innovation.

  • Next generation Retina display with no air gaps

  • and anti-reflective coating.

  • Our second-generation 64-bit chip for iPad,

  • the A8X with 3 billion transistors.

  • The new 8 megapixel iSight camera

  • and then all those incredible features.

  • The new FaceTime HD camera, ultrafast 802.11AC wireless

  • and 20 bands of LTE for fast performance around the world.

  • And of course the most requested feature, Touch ID.

  • All of this packed into the thinnest iPad we have ever made.

  • You just have to hold it outside when you get a chance to,

  • to see just how incredible this is.

  • It will blow you away.

  • So if you want to get one and if you're like me,

  • you're just dying to, what will it cost?

  • Well first, it comes in silver, space gray and the new gold

  • that you've seen here, and it starts at $499.

  • That's the price of the previous iPad Air for Wi-Fi with 16 gigs.

  • $599 for 64 gigs, that's $100 less than before.

  • And $699 for 128 gigs, again $100 less expensive than before.

  • So, much more power, great new features,

  • thinner device and more affordable.

  • There are also cellular versions for $130 more,

  • and that is the new iPad Air 2.

  • At the same time, we have an update today

  • for iPad mini as well.

  • We call it iPad mini 3.

  • It's the third generation of iPad mini.

  • It comes in silver, space gray and gold,

  • and of course it includes the new Touch ID feature as well.

  • It will start at $399, $499 and $599, new memory configurations,

  • and have cellular versions as well.

  • And both iPad Air 2, iPad mini 3 are made

  • in the most environmentally friendly way possible

  • and we're really proud of this

  • and I always want to part with that.

  • [ Applause ]

  • So those are the two new lines of iPad,

  • iPad Air 2, iPad mini 3.

  • We're going to keep iPad mini 2 and iPad Air on the line

  • and reduce them by $100 so everyone has something

  • at each price point, so those are more affordable as well.

  • And the original iPad mini, we're going to continue

  • to sell it now at our all new price

  • of just $249, previously was $299.

  • So that now means our lineup has the lowest price point ever

  • for iPad, $249, it means iPad 2--

  • mini 2 and iPad Air had been reduced by $100.

  • We have an all new iPad mini 3 and all--

  • a new iPad Air 2 at the high end with more features

  • and capabilities in the thinnest iPad we've ever offered.

  • So, a lot of changes up and down the entire line.

  • To get iPad mini 3 and iPad Air 2, you can start

  • to order them tomorrow.

  • We'll take preorders tomorrow, October 17th, and they'll begin

  • to ship by the end of next week.

  • So that's iPad.

  • [ Applause ]

  • I think this graphic says a lot in a very simple image

  • about the things we create, how beautiful they are,

  • how incredibly advanced they are at each category,

  • and how each one is pushing on the next

  • to be even better and to do even more.

  • As iPad continues to evolve and challenge what a computer can be

  • that you can hold all day long, it then challenges us

  • at the higher end to move those forward as well.

  • And nobody is better at that than Apple.

  • Let's talk a little bit about what's happening with the Mac.

  • We have the best lineup we've ever had.

  • It's the 30th birthday of the Mac this year,

  • and these are the best ever.

  • And their results are fantastic.

  • If you look at Mac compared to the rest of the industry,

  • this is based on the last quarter,

  • the Mac grew 18 percent year over year while the rest

  • of the industry didn't do as well.

  • And the reason is very simple.

  • Our customers love their Macs.

  • This summer we updated MacBook Air.

  • It got faster, better battery life, better value.

  • People bought them like crazy

  • and the reviews were off the charts.

  • I think this one said it best.

  • From the Wall Street Journal,

  • "The MacBook Air is the best laptop ever made."

  • Who are we to argue?

  • [ Laughter ]

  • [ Cheering & Applause ]

  • For customers who want a higher level of performance,

  • they love the MacBook Pro.

  • It delivers all day battery life, incredible performance

  • and best of all, that beautiful Retina display.

  • It's been really fun to watch the migration

  • of the Retina display.

  • It started with iPhone, we moved into iPod Touch and moved

  • into iPad and then into the Mac with the MacBook Pro.

  • Well today, we're really happy for you

  • to see the continuing march

  • of this incredible Retina technology

  • and the next step we're going to take with it.

  • [ Music ]

  • [ Applause & Cheering ]

  • So yes.

  • [ Applause ]

  • We are so excited to tell you

  • about the all new iMac with Retina display.

  • There has never been a desktop display like this.

  • It is simply stunning.

  • We have never seen a level of detail in a desktop display

  • as you'll see with this iMac.

  • It is truly remarkable.

  • It's a 27-inch display that has 5120 pixels by 2880 pixels.

  • If you're really fast with math you know

  • that is an insane 14.7 mega-- million pixels on one display.

  • It is the world's highest resolution display.

  • This is an incredible feat of engineering.

  • We call it the Retina 5K display.

  • So to put it in context, we all look at HD TVs all day.

  • They're 1920 x 1080, that's overlay those pixels on top

  • of the retina 5K display.

  • There are seven times more pixels

  • on the Retina 5K display than on your HD TV.

  • [ Cheering & Applause ]

  • Now let's compare that to the new standard 4K digital cinema.

  • And there it is, 4096 x 2160,

  • the Retina display still has 67 percent more pixels than that.

  • It is stunning.

  • What's more remarkable is the work the engineering team

  • to fit those 14.7 million pixels into our beautiful iMac design.

  • It's just five millimeters thin.

  • It's an incredible feat of engineering.

  • It took a lot of invention.

  • It starts with the chip that controls the display.

  • It's called a timing controller or TCON.

  • One didn't exist to drive this display quickly and efficiently

  • so our team had to invent one.

  • It started with having to create a new material, oxide TFT,

  • to be able to charge those pixels quickly and evenly

  • across the whole display.

  • And then taking technology from our Retina iPad display,

  • organic passivation, to reduce cross-talk

  • because those pixels are getting so close together,

  • to keep the image really sharp and beautiful.

  • It took building a new backlight technology,

  • an LED backlight that's just as bright as previously

  • but consumes less power and is thinner.

  • And all put together, this new display

  • with four times the number of pixels

  • of the previous version uses almost a third less energy.

  • That's incredible work.

  • And to make it even more beautiful,

  • we use our Apple photo alignment technology

  • to give higher contrast ratios on access,

  • and a new compensation film so it looks better off access too.

  • It is a remarkable feat of engineering

  • and the most beautiful desktop display for everything you do.

  • When you read text, it looks incredible, crisp and sharp,

  • with magazine quality.

  • If you work with photos, you have never worked

  • at a desktop display with this level of detail in your photos.

  • When you love to edit video like here in Final Cut Pro,

  • you've never had the ability to do 4K video editing,

  • pixel for pixel with room left

  • over for your bins and timelines.

  • And if you're Craig and you've worked so hard

  • on a beautiful version of OS X, there has never been a display

  • to show off that great new user interface as beautiful

  • as this new Retina 5K display.

  • We have a brief video to tell you a little bit more about it.

  • >> [Background Music] The Mac enables people

  • to do amazing things.

  • And for many people, it's the most important creative tool

  • that they use.

  • And what we really love doing is making it better.

  • On an iMac, the experience begins with the display.

  • And now we're really proud to introduce the first iMac

  • with the Retina 5K display.

  • With 14.7 million pixels, this goes way beyond HD.

  • It gives the ultimate all-in-one computer the ultimate display.

  • And it made you see incredible detail on a scale

  • that just hasn't been done before on a desktop.

  • We started by moving to an oxide TFT

  • or thin film transistor panel.

  • Oxide TFT is needed to get these many millions of pixels

  • to charge quicker and then stay charged longer.

  • We manufactured an oxide TFT based display more precisely

  • that had ever been done before.

  • One of the great results is the vivid brightness you see

  • across the whole screen.

  • Communicating to all of those pixels requires a lot

  • of brainpower.

  • In a display, it's called the timing controller or TCON.

  • The TCON tells every pixel what to do and when to do it.

  • For this new Retina display, a TCON didn't exist

  • that could do the job.

  • We had to create it, this single incredibly advanced chip that's

  • responsible for directing millions of pixels.

  • Whether you're looking at photos or text

  • or even editing 4K video, the picture is stunning.

  • We've also improved the contrast ratio so you get brighter whites

  • and darker blacks from any viewing angle.

  • >> When I'm working on imagery, I need to see the details in it

  • to make accurate judgments of color and exposure to be able

  • to make it look on screen exactly how it appeared to me

  • when I saw it in reality.

  • >> For this display to be possible,

  • millions of pixels have to be driven

  • with more energy efficiency.

  • We use power saving LEDs and organic passivation

  • which enables a clear accurate signal to be sent to each pixel.

  • This dramatically increases the display's performance

  • and image quality while actually decreasing its power uses

  • by 30 percent.

  • >> Every photograph I shoot, there is so much work

  • to be done before it's really finished.

  • To get there, the tools I use need to be powerful and precise.

  • And now that I've had a chance to experience the sharpness

  • and the resolution and the incredible tonal range

  • in the new iMac, I just can't imagine a better tool

  • for the work I do.

  • >> With its stunning Retina 5K display and all

  • of this new capability, the new 27-inch iMac is

  • by far the most amazing iMac we've ever built.

  • [ Applause & Cheering ]

  • So not only have we built an iMac

  • with the most incredible display we've ever made but

  • throughout the product line we've updated everything

  • to make it the best iMac ever.

  • So if you look inside it,

  • it has the fastest chip we've ever put in an iMac.

  • It starts with a 3 and a half gigahertz Intel quad-core i5

  • but upgradable to 4 gigahertz i7, the fastest ever in an iMac.

  • The graphics, a Radeon R9 M290X, upgradable to a 295X.

  • So how fast is that?

  • The previous fastest chip in an iMAac was 2.4 teraflops

  • to compute power, not bad.

  • This is 3.5 teraflops, 45 percent faster

  • than the previous version.

  • I/O is faster as well, it is now Thunderbolt 2,

  • 20 megabit per second bin with [inaudible].

  • It's faster storage, standard terabyte Fusion Drive.

  • And it's all built together like all of our products

  • in the most environmentally friendly manner including

  • supporting the latest Energy Star 6.1.

  • So it's a very efficient desktop product.

  • So what does this amazing state of the art new iMac cost?

  • Well, let's make a comparison.

  • If you've ever tried to buy a high end display,

  • for example a new 4K IPS TFT display,

  • not quite as many pixels as the iMac,

  • not quite as beautiful display but still not bad.

  • You know that these range in the price of $3000 or more.

  • So that's why we're really excited to tell you the new iMac

  • with Retina 5K display is going to cost $2499.

  • [ Cheering & Applause ]

  • And for that, we throw in an entire computer.

  • It's got a 3 and a half gigahertz i5 standard,

  • Radeon R9 chip, 8 gigs of memory and a terabyte Fusion Drive.

  • And it starts to ship today.

  • So that is the new iMac with Retina display.

  • It joins the rest of the iMac line.

  • A 21 and a half inch iMac starting at $1099,

  • 27-inch iMac starting at $1799, and the new iMac

  • with Retina 5K display at $2499.

  • I can't wait for you all to see it

  • and experience the incredible images that it produces.

  • There has never been a desktop computer like it.

  • I think it's the perfect fitting

  • to the 30th birthday of Macintosh.

  • We have one other small update today and that's the computer

  • that a lot of our customers love

  • and we're getting the first back.

  • It's called Mac mini.

  • Perhaps you've added one to your own home network,

  • but we have a whole new version today.

  • It's updated with faster processors,

  • fourth-generation Intel Core processors,

  • faster graphics Intel Iris and HD Graphics 5000,

  • faster storage, PCIe-based flash storage, faster Wi-Fi, 802.11ac

  • and now has two Thunderbolt 2 ports, so it's packed

  • with all the I/O you need in a very small design.

  • And most important to us, it is not only compacted

  • as the world's most energy efficient desktop computer

  • which is really great.

  • A lot of customers choose this for their first Mac.

  • Previously, Mac mini started at $599.

  • The new faster more capable Mac mini starts at just $499.

  • [ Applause ]

  • And it's shipping today as well.

  • So that's our update for the Mac.

  • Let me turn it back to Tim.

  • [ Applause ]

  • What do you think?

  • It's a very cool stuff.

  • [ Applause ]

  • This is the strongest lineup of products

  • that Apple has ever had.

  • And we believe that each one

  • of these play a very important role.

  • People need different types of technology

  • for the way they live their lives,

  • we all do different things.

  • In fact, many of us and many of our customers use more than one

  • of our products every day.

  • Sometimes you want to sit at your desk in front

  • of a huge beautiful immersive screen packed

  • with powerful technology.

  • And we've made that much better today

  • with the Retina 5K screen for iMac.

  • Sometimes you want to take that powerful technology

  • with you wherever you go.

  • And we've made our notebooks even better this year

  • with MacBook Air and MacBook Pro.

  • Sometimes you want to be close to your content, touching it,

  • and we've made that experience even better today

  • with the iPad Air 2, more powerful and incredibly fast.

  • Sometimes you want to hold that powerful technology in the palm

  • of your hand and there's no better thing for your hand

  • than the iPhone 6 and iPhone 6 Plus.

  • And soon, you can wear

  • that powerful technology right on your wrist.

  • Yup. This incredible lineup of products and the ecosystem

  • that supports them is something only Apple can create.

  • They're designed to be incredible products individually

  • but they're also designed to work together seamlessly.

  • And because we create both the hardware and the software,

  • we can deliver something that no one else can do.

  • A simple, intuitive, and yes,

  • a magical experience for our customers.

  • This is our vision of personal technology,

  • and we are just getting started.

  • I'd like to thank all the teams at Apple that have worked

  • so hard for not only this year--

  • much of what you see here is multi years of work--

  • to bring these products out on top of all the other things

  • that you've seen during the day.

  • They are doing the best work of their lives.

  • And I and the executive team really appreciate it.

  • [ Applause ]

  • I want to invite all of you to come across the hall

  • to get your eyes on this Retina 5K display.

  • You're not going to believe it, it's killer.

  • And to hold the iPad Air and see how thin and powerful it is.

  • We also have a station set up next door so that you can try

  • out Apple Pay if you haven't tried it yet

  • and you can be among the first to buy something on it.

  • [ Laughter ]

  • Thanks very much for joining us.

  • [ Applause & Cheering ]

  • [ Silence ]

[ Silence ]

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2014年10月のイベント (October Event 2014)

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