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  • [ Music ]

  • [ Silence ]

  • [ Applause ]

  • >> Thank you, thank you, thank you, thank you, thanks for joining us, and good morning.

  • I really love that video. We played it for the first time at the Developers Conference

  • in June and I wanted to open with that this morning because I think it does such an incredible

  • job of talking about our values. It reflects the unique way that Apple creates what we

  • believe are the very best products in the world. You're going to see some amazing products

  • this morning that could only have been developed in that unique way. We are really excited

  • to show them to you but before we dive right in, I've got a few updates beginning with

  • iPhone. As you may have heard, we launched two new designs last month. We launched the

  • amazing iPhone 5c in a range of gorgeous and vibrant colors. Harry McCracken of TIME Magazine

  • called it the perfect example of hardware and software integration. And we announced

  • the forward thinking iPhone 5s with its blazing fast 64-bit A7 chip, a stunning iSight camera

  • system, and of course Touch ID. Walt Mossberg of The Wall Street Journal called it our--called

  • it the best smartphone on the market. And millions of people agree by the end of the

  • launch weekend, we had sold 9 million iPhones making it the biggest iPhone launch ever.

  • [ Applause ]

  • The excitement and energy around the launch was absolutely palpable. And there was no

  • better place to witness it than in one of our retail stores. We prepared a brief video

  • for you this morning to share that excitement with you and I'd love to run it for you.

  • [ Pause ]

  • [ Music ]

  • [ Music & Discussions ]

  • [ Music & Cheering ]

  • [ Music ]

  • [ Applause ]

  • I know I can speak for everyone in Apple that when we see customer response like this, it

  • makes all the hard work worthwhile. Both new iPhones shipped with iOS 7, a bold new redesign

  • with great new features and the biggest change to iOS since the original iPhone. The reviews

  • have been tremendous. David Pogue of the New York Times called it some of Apple's best

  • work. And millions of customers, hundreds of millions of customers agreed. They love

  • the bold new redesign and the stunning new features. We made the updates easy and quick

  • to get in just five days after launch over 200 million devices were running iOS 7, making

  • it the biggest and fastest software upgrade ever. And I'm pleased to tell you that as

  • of today, nearly two-thirds of the devices are running iOS 7. Now, this is tremendous,

  • it blows away the other guys. And we love this because it makes, it gives our users

  • the latest software so they can enjoy the greatest features and the best possible experience.

  • One of the great new features that shipped with iOS 7 was iTunes Radio. iTunes Radio

  • is a fun and easy way to discover and explore new music. And it runs on iOS devices but

  • also in your Mac or PC through iTunes and even on your Apple TV. Artists loves iTunes

  • Radio. Justin Timberlake called it an amazing way to discover new music and debuted his

  • album on iTunes Radio. Now, even more importantly, customers love it. We now have had over 20

  • million users listen in on iTunes Radio and this number continues to grow. And they've

  • been really active. They've listened to over a billion songs. And this is just in the U.S.

  • in the last month. It's absolutely fantastic. Next stop, the App Store. The App Store continues

  • to grow in size and scope. We now have over a million apps on the App Store and our users

  • have downloaded an astonishing 60 billion times. Now, this is staggering, and the App

  • Store continues to be the best place for developers to be rewarded for their creativity. Developers

  • have now earned over 13 billion dollars. It's hard to imagine your life without these phenomenal

  • apps. It's been an enormous sea change. Next stop, the Mac. We have an amazing lineup of

  • desktops and notebooks. And we've had one focus since the beginning to build the best

  • personal computers in the world, computers that people just love to use. And we've done

  • that through a combination of incredible hardware and beautiful design coupled with OS X, the

  • world's most advanced desktop operating system and apps like iWork and iLife, phenomenal

  • apps for your productivity and creativity. And it all--Mac just works seamlessly with

  • all of your iOS devices with iCloud. And all of this comes together in this really delightful

  • experience that our users just love. Now, our competition is different, they're confused.

  • They chased after netbooks. Now they're trying to make PCs into tablets and tablets into

  • PCs. Who knows what they will do next? Well, I can't answer that question. But what I can

  • tell you is we have a very clear direction and a very ambitious goal. We still believe

  • deeply in this category. And we're not slowing down on our innovation. We've been really

  • hard at work on the Mac, and we've got some exciting new products to share with you this

  • morning. To start things off, we'd like to start with OS X and to do so, I'd like to

  • invite Craig Federighi to the stage. Craig?

  • [ Applause ]

  • >> Thank you, Tim. Well good morning. Well let's talk about OS X. So the team has been

  • hard at work on the latest release of OS X, our tenth release in the history of OS X.

  • And this one is a doozy. We really focused on three major areas in OS X. Some core technologies

  • to fundamentally accelerate the performance of your Mac, some features that smooth the

  • Mac experience, and some great new apps. Now, one of our biggest missions with Mavericks

  • was to fundamentally upgrade your hardware to get more charge out of your battery, to

  • get more out of your memory, and higher performance out of your GPU. Now, while we considered

  • going door to door with a bag of parts and we would love to meet you, we're software

  • guys and actually kind of shy. So, we decided to do it with some code. And we started with

  • power efficiency and made changes deep and broad across the systems and the result is

  • outstanding. Now of course, battery life varies by the model that you choose. But even if

  • you take our 13-inch MacBook Air, the latest which is just has fantastic battery life,

  • and all you do is install Mavericks, you get up to an hour longer web browsing on a single

  • charge and up to an hour and a half longer watching iTunes video. It's really fantastic.

  • We've also made big improvements with memory. Now, Mac users love to push their systems

  • to the limit, and that's great as long as you have enough memory. But when you start

  • to exhaust the system's free memory, things can slow down. And that's where our new Mavericks

  • feature called compressed memory comes in. With compressed memory, Mavericks can actually

  • compress almost instantaneously inactive parts of your--contents of memory making space for

  • new allocations. This allows us to fit 6 gigs of data in just 4 gigs of system RAM. And

  • what this means is you can run more applications and never slow down. Next, graphics. We've

  • made enhancements to the graphic system system-wide and we focused particularly on integrated

  • graphics. Now, some of our latest Macs include high performance integrated graphics where

  • the CPU is combined on the same die with the GPU and sharing the same system memory. Now

  • in the past, OS X allocated a static amount of memory set aside for graphics. But Mavericks

  • is much smarter. If you're running a task that needs lots of memory but doesn't need

  • much graphics, Mavericks can allocate just a little bit to graphics. But if you're doing

  • something graphics-intensive like playing many streams of high resolution video, Mavericks

  • can give the graphics subsystem everything it needs. And what this means is high performance

  • no matter what you're doing. Finally, we brought OpenCL to integrated graphics. Now OpenCL

  • takes compute-oriented tasks that would normally run on the CPU and instead, takes advantage

  • of the massive, parallel compute power of the GPU to make them run much faster. And

  • we see in benchmarks results of up to 1.8x acceleration for these tasks, and sometimes

  • 2x and higher for image-processing tasks. It's really fantastic. Now of course, Mavericks

  • has many great enhancements for your Mac user experience as well. Things like shared links.

  • So in Safari, you can discover new links on the web from people you follow on Twitter

  • and LinkedIn. We've enhanced notifications so now you can respond in a notification right

  • there while staying in the app that you're already in. In the Finder, we now have tags.

  • It's a great way to organize files no matter where they are, whether on your Mac or in

  • iCloud. And we made big improvements to our handling for multiple displays so you can

  • take an app full screen on any display and get at your dock and menu bar just like it's

  • your primary display no matter which display you're using. We've also brought some great

  • new apps to the Mac as well. We have a fantastic new Maps app. It's a native app, high performance,

  • Multi-Touch gestures, turn by--or driving directions, and flyover looks great on your

  • big Mac display. We've also brought iBooks to the Mac. You have your whole book library

  • there and your iBooks textbooks as well. But of course, the best way to appreciate and

  • experience Mavericks is with a demo, excuse me, and I'd like to give one to you right

  • now. All right, let's take a look here at Mavericks. And of course, the Mac has no equal

  • when it comes to a tool for getting projects done. I'm going to work on a project right

  • here and open up pages, and open up a document for "Mission to Mars." And what's really great

  • now in Mavericks is I also have access right here on my Mac to iBooks. So I have my book

  • library here, I can open one of my books, this is a textbook on Mars. Of course, you

  • see these beautiful interactive textbooks. I can just use Multi-Touch gestures to move

  • between the pages of a chapter just like this. Of course, they're these great interactives.

  • There's a video here I can play.

  • >> 3, 2, 1 start, 0 and lift off. The Atlas V .

  • It's really, really nice. It's a great way to learn but it's also a great way to

  • work. So if I have a quote for instance that I want to move into a report that I'm writing,

  • it's a citation, you can just click, drag that quote right into my document just like

  • that, and now, it's much easier to organize my content as well with tags. So you see here,

  • I have the contents in my documents folder. It's a lot in here. But I've been able to

  • categorize my topic with tags. So if I want to see on my content related to Mars, I could

  • just access it right here. So I'll drag an image out that I want to add to my document

  • just like this. That looks pretty good. And tagging your own document is really easy as

  • well. I can just click here on the title bar and add a tag. As you can see, I can select

  • from any tags I've already created like Mars. And I can also tag a single document with

  • multiple tags. So, this one also has to do with school. I'll tag it just like that. And

  • you'll notice, it appears here under Mars as well as under school. Now, Mavericks is

  • also really great for keeping track of what's going on even when I'm working. So for instance,

  • if a notification comes in, like this, let's see. Oh, yup, I can actually respond right

  • here to my wife. Let's see. OK, well, let's see, Phil is my fashion guru. So you can just

  • respond right there. It's really convenient.

  • [ Applause ]

  • Now, we support a new kind of notifications in Mavericks as well which is website notifications.

  • If I've signed up for a particular site, I can see a notification like this. Here, we'd

  • see Major League Baseball sent me a notification. Zoom back out here, you can see, I get a story

  • right here. I can read it like this. I have another notification from a website, this

  • one for an item I'm following on Gilt. Get a notification. It's available. That looks

  • really like just what I need. So, I can buy it right now. And what's great is with iCloud

  • keychain in Mavericks, my passwords are synced across all my devices so I can log right in

  • without having to remember or type my password. And that also works for entering my payment

  • information. Just click here into the card number field, my credit cards are listed,

  • you want to write down that number right now, and along with my expiration date. But you

  • don't have my security code. I have to enter that in manually for extra security. Now,

  • while we're here in Safari, let's take a look at our great new top sites view. And on the

  • left here, you see shared links. So I can click to view an article. Here's a nice one

  • about Apple's new campus. I for one look forward to working in outer space. So I can gesture

  • back right to my list and do searches. So for instance, I can search for stories shared

  • that have Mars in it, I can click in like this. And we have a great new reader view

  • as well. It looks really nice. And as I scroll through the articles with Safari's accelerated

  • scrolling, I can go right from the end of one article right into the next just continuously.

  • It's really just a fantastic way to read. As you can imagine, this is about a good time

  • for another notification. Here's one right here for my friend Mina who's just in town

  • and she wants to apparently meet at Coit Tower. Now with data detectors, I can actually just

  • click on this and get a view right of the time and appointment. But what's great is

  • when I go into our great new Calendar app, you notice it's also extracted the location.

  • It's even shown me a map of that location and the weather expected for that time. And

  • because Calendar is completely location aware, it also knows where my previous appointment

  • is and it can actually let me know how long it will take to travel from one spot to the

  • other. I can drive or walk. It looks like it's going to be a nice day, so I'll go ahead

  • and walk. You notice it marks out the travel time right here on my calendar. I can ask

  • to be alerted on my phone and computer when I need to leave. Now I'm just going to click

  • right into this map, be taken into a great Maps app. So of course we have Multi-Touch

  • gestures. We see Coit Tower here. I can zoom. I can pan the map around like this. And we

  • have a satellite view with of course flyover, and it just looks gorgeous. Looking into the

  • city here, you can see the route that I can travel up the Coit Tower. And when I'm ready

  • to go, I can just go right up here to the Share menu and send it to my iPhone where

  • it appears on my lock screen. I can swipe right in to turn by turn directions from my

  • route. So that's a quick demo of Mavericks.

  • [ Applause ]

  • So that's Mavericks. It's a fantastic release that extends your battery life, gets more

  • out of your memory, accelerates your graphics, has great features across the system and some

  • really fun new apps. But, you know, for those of us that work on Mavericks, what's most

  • important to us is seeing the software in the hands of as many Mac users as possible.

  • We want to get them all the latest technologies, the most innovative features and the kind

  • of robust security that's only possible through deep and infrastructural enhancements. And

  • so in the last--for the last several years, we've been on a mission. We've reengineered

  • our development process so we can put out regular major releases that renew your Mac

  • all the time and we've reinvent--reinvented the way we distribute OS X. So now, upgrading

  • your OS is as easy as downloading an app from the Mac App Store. Today, we're going to revolutionize

  • pricing because the days of spending hundreds of dollars to get the most out of your computer

  • are gone. Today, we announce a new era for the Mac because today we're announcing that

  • Mavericks is free.

  • [ Applause ]

  • Free is good. So we're doing free in not a small way, whether you have our latest release

  • Free is good. So we're doing free in not a small way, whether you have our latest release

  • Mountain Lion or even if you never upgraded and you're still running Lion or if you're

  • a complete laggard and you're still back on Snow Leopard. In a single step update, you

  • can get to Mavericks. And we wanted this to run on as many Macs as possible. So whether

  • you have a Mac Mini introduced in 2009 or even an iMac introduced way back in 2007,

  • you're entitled to Mavericks. And again, it's available for free. And the best part, it's

  • available today. Go out and get it.

  • [ Applause ]

  • Thank you very much. I'd like to hand it over now to Phil to tell you a little bit about

  • the MacBook. Thanks.

  • >> Thank you, Craig.

  • [ Applause ]

  • Well good morning everyone. I have the great pleasure to talk to you about MacBook. The

  • MacBook lineup is the best lineup of notebooks we have ever had. As you know this summer

  • at our Developer Conference we introduced an entire new generation of MacBook Air and

  • it's the best we have ever made, faster with incredible all-day battery life. Customers

  • have really fallen love with them. And the reviewers have been, well, just remarkable.

  • Wired wrote, the 13-inch MacBook Air is as close to perfection as a consumer notebook

  • gets. It doesn't get better than that. Well, unless you wrote this, the greatest laptop

  • ever made. Or this, Mind. Blown. Poof. Imagine it. It is safe to say that the MacBook Air

  • may be the best reviewed Mac we have ever made. And today we're happy to now turn our

  • attention to MacBook Pro. As you know, the MacBook Pro is the first personal computer

  • with a Retina display, a display with the pixel so small that in normal working distance,

  • your eye can't discern them and the images are gorgeous. And now we've brought out both

  • a 13-inch and a 15-inch Retina display MacBook Pro, and both are having major updates today.

  • First let's start with the 13-inch MacBook Pro. It is an incredible machine, and now

  • it is even lighter under three and a half pounds just 3.46 pounds. And the new 13-inch

  • MacBook Pro is thinner as well, just 0.71 inches thin. It's beautiful and thin and light

  • and it's incredibly fast, too. New 13-inch MacBook Pro is powered by an Intel Haswell

  • chip. This is a fourth generation dual core chip and that chip includes Intel Iris graphics,

  • integrated graphics that are even faster. In fact, they're up to 90 percent faster than

  • the previous generation for faster performance, faster graphics, and it gets better battery

  • life too, now up to 9 hours of battery life for all the things you love to do, reading

  • your mails, surfing the web, doing productivity and even watching movies that you've downloaded

  • from iTunes. So if you're a fan of the "Black Knight" as I am, you can watch the entire

  • trilogy on one charge. Yes.

  • [ Applause ]

  • If you're a closet Batman fan, you don't have to hide it. It's faster too in terms of the

  • Flash storage, PCIe-based Flash that's 60 percent faster than the previous generation.

  • Wi-Fi is faster too. It has 802.11ac that delivers up to three times the performance

  • over 802.11n at similar distances. And expansion is faster too with the new Thunderbolt 2.

  • It's up to twice as fast as the previous generation Thunderbolt. And all this performance and

  • battery life comes in a brand new MacBook Pro that's running Mavericks. Craig just told

  • you all about the incredible features and performance of Mavericks and the work of hardware

  • and software together to deliver an incredible notebook experience. The previous generation

  • 13-inch MacBook Pro started at $1499. We're really happy to tell you today that this new

  • 13-inch MacBook Pro starts at just $1299.

  • [ Applause ]

  • That's for a configuration with a 13-inch Retina display, 2.4 gigahertz dual core i5.

  • Four gigs of memory, Iris graphics and 128 gigabyte storage. And best of all it starts

  • shipping today. Next. Yup. Thank you.

  • [ Applause ]

  • Next, let's talk about the 15-inch MacBook Pro. This all new generation MacBook Pro is

  • powered by an Intel Crystalwell chip. This is the fourth generation quad core processor.

  • It includes Iris Pro graphics. Now this is integrated graphics that for many tasks over

  • the same performance has discrete graphics but it does it at a quarter less power. And

  • for those who do want discrete graphics, there are models with the new GeForce GT 7850M,

  • and this is a graphics power with two gigs of video memory twice as much as before. So

  • again, faster processing, faster graphics and longer battery life as well, up to eight

  • hours of battery life. The new 15-inch MacBook Pro also includes the faster PCIe-based Flash.

  • It also includes the faster 802.11ac Wi-Fi. It also includes new Thunderbolt 2 storage.

  • So it's just better across the entire system. And of course it comes with the OS X Mavericks.

  • And the previous generation 15-inch MacBook Pro started at $2199. You can guess what's

  • coming. The new MacBook Pro now starts at just $1999.

  • [ Applause ]

  • That's where configuration with a 15-inch Retina display, 2 gigahertz quad core i7,

  • 8 gigs of memory, Iris Pro graphics and a quarter terabyte of Flash storage. And best

  • of all, it's also shipping today.

  • [ Applause ]

  • As you know, we work really hard to make all of our products environmentally friendly and

  • these are both as well. Energy Star 6, EPEAT Gold, arsenic-free display, mercury-free display,

  • BFR free, PVC free and highly recyclable, with all that beautiful aluminum and glass.

  • So this is our notebook lineup, MacBook Air, MacBook Pro with a Retina display, two displays

  • sizes on each, 11 inch and 13 on Air, 13 and 15 on MacBook Pro starting at just $999. So

  • by far, the best lineup we've ever had in incredible upgrades across the whole line.

  • And that's our news for MacBook today.

  • [ Applause ]

  • Next, we'd like to tell you about Mac Pro. Somebody was hoping we would.

  • [ Laughter ]

  • Mac Pro, as you know, we gave a sneak peek at our Developer Conference this June. And

  • it's not a stretch to say people have been blown away by this incredible new design.

  • It's anodized aluminum enclosure with diamond cut chamfered edges, so many innovations like

  • the cooling system that is a single fan. The previous generation had eight fans in it,

  • where the innovation of the unified thermal core at its center. It is a computer that

  • packs an incredible amount of power into something that's 1/8 the volume of the previous generation.

  • That's simply remarkable. It is our vision, the future of the Pro desktop. And today we'd

  • like to tell you even more about it. So inside this new generation Mac Pro is the fastest

  • processor we've ever put in a Mac, a new generation Intel Xeon E5, comes in 4, 6, 8, or 12 core

  • designs, 30 megabyte L3 caches, super-fast buses at PCI Express generation 3 bus.

  • Inside it is the fastest memory we have ever put in a Mac, 1866 megahertz, DDR3 ECC memory

  • on a broad 4-channel controller, massive bandwidth and up to 64 gigabytes inside. Probably one

  • of the most remarkable things about this machine, the team set a goal to have a breakthrough

  • in graphics. It's the first Mac that come standard with dual workstation graphics, AMD

  • FirePro D300, D500 or D700 graphics, fast buses, huge amount of VRAM up to 12 gigabytes,

  • over half a terabyte of bandwidth to it and up to 7 teraflops of compute power. That's

  • power that can be used both for graphics as well as for compute-intensive tasks using

  • the open CL technology that Craig mentioned earlier. Storage inside is all flash based.

  • Simply put, you cannot put a hard drive in anymore that's as fast as this flash. This

  • PCI-based generation of flash is 10 times faster than a hard drive if we put one in.

  • 1.2 gigabyte per second reads, a gigabyte per second writes, up to a terabyte of flash

  • storage. It's an incredible storage system. If you want to expand it, while external expansion

  • begins with Thunderbolt 2, you can add expansion chassis, storage arrays and so much more.

  • That's massive throughput, you can bond them together with channel bonding and up to six

  • devices per port. And this is the heart of being able to create a true next generation

  • video work through model with a desktop computer, 4K video, 16 times the pixels of 1080 HD video.

  • You can have up to two displays plus a third HDMI display for broadcast monitoring. There's

  • never been a system that can do what the Mac Pro will be able to do for 4K video. Expansion,

  • it has a really cool feature. When you move it, there's a motion controller. And the I/O

  • illuminates to show your way. And there's a lot of great I/O, dual audio out, four USB3,

  • six Thunderbolt 2, dual gigabit ethernet, HDMI, the new generation HDMI up to 4K, Bluetooth

  • 4.0, 802.11 AC. This is packed and built for expansion. Now we have amazing customers and

  • we've built this so that they can do things that we can't imagine. And we've been dying

  • to get a few of them an early look at it and their hands on it and so they could tell

  • us all what they think of this new Mac Pro. I just want to tell you about three examples.

  • First, video editing, we have a new generation version of Final Cut Pro X designed to take

  • advantage of this new Mac Pro. We put one in the hands of Dean Devlin, filmmaker, you

  • may know of him from "Independence Day", "The Patriot", and "Leverage". He got the chance

  • to use the new Mac Pro and what did he have to say about it? "The Mac Pro makes real time

  • 4K video editing a reality. It's more powerful than I ever imagined and will change the way

  • I make movies." Photography, a new version of Aperture designed to take advantage of

  • the throughput of this incredible Mac Pro. Put one in the hands of Lucas Gilman, you

  • may know him, he's an amazing photographer, works for Sports Illustrated and National

  • Geographic. Here's what Lucas have to say, "The new Mac Pro cuts my editing time exponentially

  • giving me more time in the field shooting which is where I need to be." Last, music,

  • love this shot, it's so cool. Who doesn't want to be sitting next to that, Mac Pro.

  • [ Laughter ]

  • We gave one to Stuart Price, music producer for no one less than Lady Gaga, Madonna, and

  • The Killers, here's what Stuart had to say about it, "The new Mac Pro is blazing fast

  • and shockingly quiet. You have to not hear it to believe it. This is the perfect computer

  • for the recording studio." They seemed pretty excited. And we can't wait to get this in

  • the hands of more customers so they can show us what they can do with it. So the new Mac

  • Pro will cost $2,999 and that's with configuration with the 3.7 gigahertz quad-core Xeon,

  • 12 gigabytes of ultra-fast DRAM, dual FirePro D300s with 2 gigs of video memory each and

  • a quarter terabyte of high speed SSD. Now, if you know what D300s costs and that high

  • speed flash, you're actually super impressed with this pricing.

  • [ Laughter ]

  • It would be available before the end of the year. Like all of our products, we're making

  • it environmentally friendly. For a Pro desktop, it's Energy Star 6, EPEAT Gold, BFR free,

  • PVC free and highly recyclable, so recyclable that I'm sure if you don't want one, someone

  • else will die to get their hands on it.

  • [ Laughter ]

  • It's also energy efficient. It's up to 70 percent less energy consumption than the previous

  • Mac Pro. And this chart proves it. If you look at even sitting at idle consumes just

  • 43 watts compared to that the previous generation Mac Pro. It's incredibly quiet too. This is

  • really amazing. The new Mac Pro just puts out 12 decibels at idle. The team hit their

  • goal. They set a goal to make it no louder than a Mac Mini sitting on your desk. That's

  • astonishing for this kind of performance. The Mac Pro is an amazing new generation desktop

  • for pros and all of us and we're really proud that it's designed by an incredible team at

  • Apple in California. It is going to be assembled here in the U.S. In fact, there have been

  • over 2,000 people spread across 20 states helping us to prepare to build this incredible

  • new machine. And it's built with technologies and processes unlike anything we've ever done.

  • We've created a brief video to give you a peek inside what's it's like to create the

  • new Mac Pro.

  • [ Pause ]

  • [ Music ]

  • >> At Apple, manufacturing and design are inextricably linked. To make a product this

  • advanced as the Mac Pro. We had to pioneer entirely new processes. The end result is

  • a computer unlike any we've ever built. It's pretty amazing to see it all come together.

  • [ Music ]

  • [ Applause ]

  • So that's the new Mac Pro and that's our news today for Mac Hardware, the all new generation

  • MacBook Pro and the upcoming Mac Pro. Next, I'd like to turn it over to Eddy Cue.

  • [ Applause ]

  • >> Thanks Phil.

  • [ Applause ]

  • It's great to be here this morning to talk about apps. Our apps teams have been busy

  • updating both our creativity and productivity apps and these are the biggest updates ever.

  • So let's get started with iLife. This is the amazing apps that let you do great things

  • with your movies, your music, and your photos. And we've got brand new versions of iPhoto,

  • iMovie and GarageBand, all redesigned to take advantage of iOS7. And we've got brand new

  • versions for the Mac. Designed to harness the power of Mavericks. They're all 64 bit

  • you get fast performance and of course, they're integrative with iCloud. And we don't have

  • time to go through all of the new features, but I want to highlight just a few. Let's

  • take a look at iPhoto. Browsing your photos has never been faster or smoother than now,

  • thanks to 64 bits. And if you've got iOS, iPhoto has got a brand new look, it's clean,

  • it's beautiful, it's a great way to enjoy your favorite photos and albums. Now, photo

  • books have been hugely popular, but they've only been available on the Mac. Well now,

  • we're bringing it to iPad. And with iPhoto, it lays out your book and with Multi-Touch,

  • you can easily move your photos around or change the pages to make them look exactly

  • like you want. It then uploads it to Apple, we print it and we send you a beautiful coffee

  • table book right to your home and all of this right on your iPad. So a great update to iPhoto

  • for both Mac and iOS.

  • [ Applause ]

  • And we've got an amazing new version of iMovie with a ton of cool new features. We've completely

  • redesigned it, making it cleaner, simpler for iOS7 making it easy to browse and share

  • your videos with your family and friends. You don't need to create a project, you don't

  • need to edit, you can just select and tap share. But of course, iMovie lets you take

  • your videos and create incredible movies and we are bringing desktop class effects that

  • let you speed up or change the speed of the video to picture and picture all on an iPhone

  • or an iPad. On the Mac, we have a new design, makes it even better to browse your library

  • and share your favorite moments and of course, it's really easy to speed up or slow the video

  • which is great for the high frame rate video that you capture on your iPhone 5s.

  • [ Applause ]

  • We've got new cool feature called iMovie Theater. And this is like having a private screening

  • room right in iMovie. It takes all of your movies, your trailers and your shared clips

  • and puts them in a single place for you to see. And because it's integrated with iCloud,

  • when you create a movie on your iPhone, it's automatically available across all of your

  • devices. And of course, even on Apple TV. Next, GarageBand. This is the most popular

  • music creation app in the world and like iPhoto and iMovie, it's getting an all-new look for

  • iOS7. We're going from eight tracks to 16 tracks. And if you have a 64 bit device, you

  • can now do up to 32 tracks of music. So 32 tracks on an iPhone or iPad, it's incredible.

  • Your favorite album was probably created in 24 tracks. On the Mac, we've got a new look,

  • new design and a new sound library that gives something for everyone whether you play the

  • keyboard or need a killer guitar amp. There's one cool feature that I'd like to show you

  • right now and I'd like to bring up Zander Zon up to show you.

  • >> [Background Applause] Thanks Eddy. Good morning everyone. I'm just thrilled to be

  • able to show you the brand new GarageBand. Now, thanks to iCloud support, you can start

  • a song on your Mac or even your iPhone or iPad and you'll always have access to the

  • latest version. So, here we have a little song idea and it's built around a guitar riff.

  • Why don't we open it up from iCloud and let's give it a listen.

  • [ Music ]

  • OK, I think that has some promise. What would make it a lot more exciting is some killer

  • drums. Now, there's a great feature in GarageBand called Drummer and it gives you a virtual

  • session player that will play along with your songs but takes your direction. And it's really

  • fun and really easy to use. To use Drummer, you just go and create a new track and in

  • addition to all the apps as you've had before in GarageBand like your software instruments,

  • audio recordings, guitar amps, now you can create a Drummer track. And when I do that,

  • it starts me off with Kyle along with a set of these performance controls that's going

  • to let me tell and shape Kyle what--you know, what I wanted him to play. So the next time

  • I hit the spacebar, Kyle is going to start jamming along with the song until I tell him

  • to do something different. So, let's check this out.

  • [ Music ]

  • [Background Music] So that's a little tame. Why don't we grab this puck here and you increase

  • the energy and complexity. OK, that's more I like it. And we can change the drum that

  • he plays on. You can have him go to the toms or have them hit the crash cymbals. We can

  • even crank up the fills for a really big finish. OK, that's more rock and roll, sounds way

  • better. All right.

  • [ Applause ]

  • So you probably noticed it sounds incredibly realistic because Drummer is powered by performances

  • of some of the best session players in the world. So, these are the same musicians that

  • play with artists like Eric Clapton, Paul McCartney, and Adele. And if you ever want

  • a different sound or a different style, you can just try out a different Drummer. Now,

  • every new Mac comes with GarageBand and a great set of starter content including Kyle

  • and you can add 14 more drummers and a whole bunch of loops and instruments with a single

  • In-App Purchase. So, what I'll do here is change to alternative and you can see that

  • we've got Nicki and Aiden, let's check out Gavin and see what he brings to the song.

  • [ Music ]

  • Brings a whole different approach to the track.

  • [ Music ]

  • So you just play along until you find a drum groove that inspires you. So, that's just

  • a quick look at Drummer, it's one of the many new features in GarageBand and musicians are

  • going to love having these great drum grooves to play along with. Thank you.

  • [ Applause ]

  • That's good, Eddy.

  • >> Thanks Zander. That was awesome. I love GarageBand. So Drummer, just one of the hundreds

  • of new features available in the new iLife. So, amazing new versions for iOS, new versions

  • for the Mac and best of all, we're making them all free with the purchase of any new

  • Mac or iOS device.

  • [ Applause ]

  • And these updates are all available today.

  • [ Applause ]

  • And that's iLife. We can't wait to see the amazing things that you're going to do with

  • it. Now, our iWork's team has been hard at work at updating all of our productivity apps.

  • Pages, Numbers and Keynotes have all been redesigned to take full advantage of iOS 7.

  • And on the Mac, we've completely rewritten them from the ground up, all brand new, the

  • biggest updates of iWork ever, it's going to be great. The first thing is, we've got

  • full file compatibility. So now, you can open a document on any of your devices or any of

  • your platforms. Full file compatibility in iWork and because it's 64 bit, it's never

  • been faster. Now, you're also going to notice a brand new UI and the best part of this is

  • it's easier to do things while at the same time being more powerful. So let's take a

  • look at Pages for example. So, I'm editing a document in Pages, the keyboard comes up.

  • Now, I get a new tool across the top that makes it easy for me to tap and just change

  • the format of the text. On the Mac, we've got a new format panel on the right hand side

  • that's content sensitive. So, it shows you the right tool based on what you're doing.

  • So, let's say for example, I select some text; the panel on the side now lets me change the

  • style, the font. If I change and now select an image, the panel switches and now I can

  • change the arrangement, change the border. What's great about this is we're not cluttering

  • the screens with a lot of controls like you see in other apps. We let you focus on the

  • content you're creating. Numbers, we reinvented spreadsheets with Numbers and they're getting

  • even better. You can create gorgeous spreadsheets with our three object-based design. And of

  • course, they can have beautiful charts. But what's great is these charts can now be interactive.

  • So you can see how you're expenses are changing on a quarter by quarter basis. So a great

  • update to Numbers. Next, Keynote, the gold standard of presentation house. And we've

  • got some incredible new effects and animations. Some of you may have noticed some this morning

  • because we've actually been running the new Keynote in this presentation.

  • [ Applause ]

  • We've added object-based animation so that you can do things like this, write on an iPhone

  • or iPad. And all of the transitions have been updated with more realistic physics and we've

  • got new ones. They're great. And best of all, they're even fun. No one lets you do what

  • you can do with Keynote in any other app. And there's one more feature that I'd like

  • to show you. And I'd like to invite Roger Rosner up.

  • [ Applause ]

  • >> Thank you Eddy. Good morning. I'm super excited to show you folks the new iWork. So

  • imagine I've been working on a poster for Eddy's new album. You can fire up Pages here.

  • Open up this gorgeous poster.

  • [ Laughter ]

  • [ Applause ]

  • We're just getting started. It gets better. What I love about these apps. They are the

  • most powerful iWork apps we've ever made, but they're also the easiest to use. So I

  • can click on an object and you see my Format panel, it updates and it gives me just the

  • controls I need for that particular object. We have also styles now for every kind of

  • objects. So I can just click there, select some text, to choose a style. Really easy

  • to make my document [laughter] look just the way I want. And of course it wouldn't be Pages

  • if it didn't have awesome image handling. So I'm just going to drag in an even better

  • photo.

  • [ Laughter ]

  • >> You know Roger, I was going to wear that shirt today. Almost.

  • >> Another really great feature we have is we've made it super easy to share documents

  • with people. So I can click the Share button here in the Toolbar and we see a new menu,

  • "Share link via iCloud." And I'm going to choose to email. And what it's done is created

  • an email message for me and it just put a link to that document, right in the body.

  • I'm going to send it here to Eddy. What's really cool is when Eddy gets that link, he

  • can just click on it and the document opens right up in iWork for iCloud beta. It can

  • do it on any computer, a Mac or a PC. He doesn't need Pages installed. He doesn't even need

  • an iCloud account. It just opens right up. Super easy to share documents. But let me

  • show something super, super cool, move over to Safari here. You know, we introduced these

  • iWork for iCloud beta apps just a few months ago and millions of people have tried them

  • and we've just got an over the charts, off the charts feedback about how great they are.

  • The number one piece of feedback we got in terms of feature requests was Collaboration.

  • So, I am really proud to tell you today we are adding Collaboration to iWork for iCloud.

  • [ Applause ]

  • So, I just opened to an exact the same document in Pages for iCloud. And here I have a Share

  • button in the Toolbar. When I click on it, it shows me who's editing this document. Right

  • now, it's just me. But as soon as Eddy clicks that link I sent him, and there he is. Now,

  • we're both editing the same document at exactly the same time.

  • >> I think we can definitely improve this, Roger. Let's go ahead and change the text.

  • I want to change the--go a little bit more modern here on my name. And let's switch it

  • down here also.

  • >> That's looking good Eddy but I actually think we ought to use your stage name.

  • [ Laughter ]

  • >> No Roger, you know, I have actually gone back to my third grade stage name.

  • [ Laughter ]

  • And let's go ahead. I've got this killer album. And I'm going to go ahead and name it.

  • [ Laughter ]

  • >> All right. Well, I have an even better photo on my computer here. I'm just going

  • to drag it in from the Finder.

  • [ Laughter ]

  • And I move this text object up out of the way. What do you think?

  • >> That's awesome.

  • >> Thank you. That's the new iWork, the new iWork for iCloud. Thank you very much.

  • [ Applause ]

  • >> Wow is all I can say. Collaboration just one of the hundreds of new features available

  • in the new iLife. So now, you can create your document on your iPad. Edit it on your Mac

  • and even collaborate with a friend who stuck on a PC. Now others would have you spend a

  • small fortune every year just to get their apps. But we want to do something bold. Something

  • that changes the rules of the game and you know what's coming. We're taking all of these

  • productivity apps and making them available for free with the purchase of Mac and iOS.

  • [ Applause ]

  • And of course you can download them today.

  • [ Applause ]

  • So brand new versions of iLife, brand new versions of iWork, the biggest updates ever

  • and all free. And they're joining the more than 20 Apple apps being updated today for

  • both Mac and iOS. So I hope you can see why today is the biggest day ever for apps. Thank

  • you.

  • [ Applause ]

  • >> Thanks, Eddy.

  • [ Applause ]

  • I can't wait to hear the new album.

  • [ Laughter ]

  • These are really incredibly rich apps. And we've only scratched the surface and what

  • you can do with them. So I encourage to check them out. And now they're all free with Mac,

  • iPad or iPhone. Now, when you combine this announcement, with the announcement that Craig

  • made earlier, that OS X upgrades are free, we are turning the industry on its ear. But

  • this is not why we're doing it. We're doing it because we want our customers to have our

  • latest software and access to the greatest new features. And we think all of our customers

  • from consumers to educators, to enterprise and small business are going to love this

  • new experience of owning a Mac or an iOS device. Next stop, iPad. We'd launched the iPad three

  • and a half years ago with a very clear goal and a very ambitious objective. We called

  • iPad our most advanced technology in a magical and revolutionary device.

  • But not everyone saw it this way. Some didn't see the need for it.

  • Still others didn't think it could compete with the netbook. Who remembers netbooks?

  • [ Laughter ]

  • Still others doubted it would have any impact in the industry at all. But--[laughter] But

  • we've really believed in our vision. And iPad has gone on to become one of the most successful

  • products in Apple's history and one of the most successful in the industry.

  • [ Applause ]

  • And I'm pleased to tell you that earlier this month we sold our 170 millionth iPad.

  • [ Applause ]

  • This is an incredible number and I can't think of another product that's come so far, so

  • fast. Now, everybody seems to be making a tablet, even some of the doubters are now

  • making them. But regardless of what you might hear or read about how many are bought or

  • sold or activated, iPad is used more than any of the rest. And not just a little more,

  • a lot more. iPad is used over four times more than all of those other tablets put together.

  • And this is what is important to us. Because when you make a great product with the great

  • experience, this is how you know it, people use it. And what's even more rewarding to

  • us is that people love it. iPad is rated number one in customer satisfaction and has been

  • since the inception of the ratings. And the reason is because iPad combines into an incredible

  • experience. Hardware and amazing software and intuitive services, into an experience

  • that no one else can match. And iPad has become a great platform for third party developers.

  • We now have over 475,000 apps on the Apps Store. And these have been custom designed

  • for iPad, not the stretched out smartphone app that our competitors are doing. No one

  • else is close to this. But it's not about quantity, it's about quality. iPad offers

  • amazing ways for you to be creative or productive or educated or entertained wherever you might

  • go. So when you think about the combination of hardware, software services in this incredible

  • selection of apps. It's no wonder that iPad has had such a profound experience in such

  • a short period of time. Tech.pinions called iPad the biggest shift of our generation.

  • But what's most rewarding and inspiring to us is all of the amazing ways our customers

  • are using their iPads. We designed iPad to be the best tool for the things that you do

  • most often. But honestly, we could have never imagined all of the ways that our customers

  • would be using them. To celebrate our customer's creativity and genius of using their iPads,

  • we prepared a short video that I'd like to run for you this morning.

  • [ Mechanical Sounds ]

  • [ Music & Noises ]

  • >> Hi five.

  • >> You need a chicken for table 3?

  • [ Music & Noises ]

  • [ Applause ]

  • It's really an amazing video. And each of those scenes has an amazing story behind it.

  • We want to help our customers create even more amazing stories. Because we know that

  • this is just the beginning for iPad. And so we've been busy working on the next generation

  • of iPad. And to tell you all about it, I'd like to invite Phil back up on stage. Phil?

  • [ Applause ]

  • >> Thank you, Tim.

  • [ Applause ]

  • iPad is delivering a new vision for mobile computing unlike anything that has come before.

  • It all began with this amazing 9.7 inch, Multi-Touch display, and the incredible power that enabled

  • for software. The ability to hold the internet in your hands as you surf the web and do you

  • email, and make FaceTime calls. And over just three and a half years, the team has been

  • on a relentless path every year updating it with newer and better versions each delivering

  • further on this incredible vision of mobile computing. It's quite remarkable what they've

  • done. And today we think we have the biggest step yet in delivering the vision that is

  • iPad. We'd really love to show it to you right now.

  • [ Music ]

  • >> Vision iPad thinner, lighter more powerful than ever before and incredibly excitingly

  • new in so many ways that it deserves a new name.

  • [ Pause ]

  • [ Applause ]

  • We call it--

  • [ Applause ]

  • Yes, we call it iPad Air. That begins with that 9.7 inch Retina display. As you look

  • close you see that the bezel around it is smaller than ever, dramatically so. Let's

  • bring the previous generation in next to it. So you can see the bezel is 43 percent thinner

  • than the previous version making it more comfortable to hold in your hand. When you look at it

  • from the side, see how amazingly thin it is. Again, let's bring in the previous generation

  • next to it. It's dramatically thinner. Just 7.5 millimeters thin. That's 20 percent thinner

  • across the entire device. And to make an iPad this thin took a huge amount of work over

  • years. The team has just been remarkable in finding every tenth and hundredth of a millimeter,

  • from every level of the system, from the bezel to the Multi-Touch surface, to the display

  • and battery, and enclosure, shaving every hundredth of millimeter. And the benefits

  • are not only making it thin but lighter, too. The previous iPad weighed 1.4 pounds. The

  • new iPad Air weighs just 1 pound.

  • [ Applause ]

  • That makes it the lightest full-sized tablet in the world. The smaller bezel, lighter feel,

  • when you hold it, it will be a dramatically different experience than the previous iPad.

  • In fact, this happens every now and then. We have an Apple product that we introduce

  • where all the words and pictures don't quite do justice to how amazing it is. Until the

  • moment you pick it up the first time and feel it for yourself. And when you get to do that,

  • you'll understand why we are so excited about this iPad Air. Now what's inside is just as

  • amazing as what's outside, 'cause inside is the brand new Apple A7 chip that we just launched

  • with the iPhone 5s. And it's blown everything away in performance. In fact, Gizmodo wrote,

  • "Forget the specs, it blows everything away." And it does. It's a 64-bit desktop class architecture

  • in the palm of your hands. It's an amazing chip with over a billion transistors. We also

  • included the new M7 motion coprocessor as well. And the CPU performance is twice the

  • previous generation. And the graphics performance is double as well. We've charted that performance

  • over time. You can see from the original iPad which started with the very fast chip to begin

  • with as you may recall. And now we're up to eight times faster, half of that performance

  • coming now with iPad Air. In graphics performance, look at this increase, 72 times faster than

  • the original iPad.

  • [ Applause ]

  • Again, half of that coming with the new iPad Air. And you're going to feel that across

  • so many of the things you use, playing games, a two-fold increase, the ability to do great

  • 3D rendering. Professional applications, we're opening large files and doing complex operations

  • can be up to twice as fast. This is a screaming fast iPad. It's faster at Wi-Fi, too. For

  • the first time, we use MIMO technology in an iPad. That gives multiple antennas. So

  • it can get up to twice as fast 80211n performance as before. We've also expanded the ability

  • to have broadband wireless access in more places around the world with expanded LTE

  • coverage with more and more carriers. And throughout the entire product, just all of

  • the things that make a great iPad experience. A 5 megapixel iSight camera that also captures

  • HD video. The new Front Facing FaceTime camera with better low light illumination. And for

  • the first time, dual microphones for better audio capture, as well as Siri voice recognition.

  • All these performance, this thinner and lighter design and it still delivers amazing all-day

  • 10-hour battery life that our customers love. The new iPad Air comes in silver and white,

  • and space grey and black. And like all of our products, it's made incredibly environmentally-friendly.

  • The new iPad Air will replace our top of the line full-size iPad start at the same just

  • $499 for 16 gig Wi-Fi config; and with cellular technology, $629. And we have an iPad 2, it's

  • available at $399. We're going to keep that there because there are a lot of customers

  • that like getting access to a full-size iPad at just $399. So this is our full-size lineup,

  • iPad 2 at $399, iPad Air at $499. iPad Air will start shipping very shortly, November

  • 1st in a huge list of countries around the world. You'll notice one country for the first

  • time on our wave one is China, will get the new iPad Air with Wi-Fi right at the start

  • with the rest of these countries. This is our--probably the biggest leap forward ever

  • in a full-size iPad. We have a video to tell you a little bit more about it.

  • [ Pause ]

  • [ Music ]

  • >> We're often faced with a paradox to meet design, to make products smaller and lighter

  • while at the same time more powerful. The more we reduce a product's physical volume,

  • the more difficult it becomes to increase its power and maintain its battery life. But

  • if we can overcome these challenges, we can make something without compromising. iPad

  • Air is just 7.5 millimeters thin and weighs only 1 pound. We actually started work on

  • this product years ago. Designing and engineering the primary technologies that would be necessary

  • to make it. The new A7 chip is incredibly powerful. And also very power efficient. Because

  • of this efficiency, the battery could get smaller yet critically without any loss in

  • battery life. And of course, by reducing the battery size, the product became significantly

  • lighter. We reduced the dimensions of the bezel with less mass. The iPad S still retains

  • its structural rigidity. There's a simplicity to it, but there's nothing precious about

  • it. This integrity, this durability inspires confidence in a product that's meant to be

  • taken places, handled, and really used.

  • [ Music ]

  • >> With the iPad, we set out to redefine mobile computing. Up until now, 64-bit architecture

  • is something you'd normally only find in desktop computers. The new Apple-designed A7 chip

  • brings 64-bit technology. All of its advanced computing graphics to this ultra-portable,

  • 1 pound device. But even with all of this added processing power, iPad Air still has

  • an impressive 10-hour battery life. iPad Air is the first iOS device to support MIMO, or

  • Multiple-In, Multiple-out. It actually delivers twice the data transfer rate as the previous

  • generation. And the support for more LTE bands than on any other tablet because with a device

  • this thin and powerful, you will want to take it anywhere and always stay connected.

  • We've also improved the FaceTime and iSight cameras adding new processors and sensors, so you

  • get much clearer, sharper images and video. iOS 7 is essential to the iPad experience.

  • It's at the core of everything you do with iPad Air. And we're now making iMovie, iPhoto,

  • GarageBand, Keynote, Pages, and Numbers available for free because we believe that with these

  • amazing apps on this amazing device, possibilities of what you can create are limitless.

  • >> The iPad has always been a tool defined by the ways people actually use it. The iPad Air

  • is so capable and powerful. And yet, with its breakthrough size and weight, it's the

  • thinnest, lightest, and also the most advanced iPad we've ever built.

  • [ Music ]

  • [ Applause ]

  • >> So this is the all new generation of iPad Air. Next, let's talk about iPad Mini.

  • iPad Mini has been a big hit with customers because it delivers the complete iPad experience in

  • an even smaller design, 7.9 inch. It lets you do all the things that you would love to do

  • with iPad, to surf the web, do your email, make FaceTime calls, read books, watch movies,

  • and use all of hundreds of thousands of applications. Customers love the complete iPad experience

  • the iPad Mini delivers. The one most requested feature to add to iPad Mini is a beautiful

  • Retina display and that's what we're going to do today.

  • [ Applause ]

  • 3 The 7.9 inch Retina display, that's 2048 by 1536 pixels, the same number of pixels

  • as in iPad Air so it runs all the same software. When you use it for everything you do from

  • looking at photos, the pixels are so small that you can't see the individual ones at

  • a normal distance. Or text as sharp as the finest printed newspaper or magazine, the

  • experience is just amazing. And the new iPad Mini with Retina display is also powered

  • by this brand new A7 chip with its 64-bit architecture. This delivers a huge jump in performance for

  • iPad Mini up to four times faster at CPU tasks and up to eight times faster a graphics tasks.

  • You're going to feel performance across everything you do that's so fast. And still that great

  • all day 10-hour battery life. The iPad Mini with Retina display also gets the new two

  • times faster Wi-Fi with MIMO antennas. It gets the expanded LTE support for more carriers

  • around the world. It has everything you love about iPad, a 5 mega pixel iSight camera,

  • the new FaceTime HD camera. It comes in silver and white, and space gray and black.

  • And the new iPad Mini with Retina display would be priced at just $399, that's for 16 gigs

  • with Wi-Fi, and $529 with cellular technology. It'd be available later in November, and we're

  • going to keep the original iPad Mini on the line as well because as you know it starts

  • at just $329. But what we're going to do is at the same time lower the price of that iPad

  • Mini to just $299.

  • [ Applause ]

  • So that's the lowest price yet for an iPad giving you a full iPad experience for under

  • $300. And so here's what our lineup look like going into the holidays. You have iPad Mini

  • starting at $299, iPad Mini with Retina display at $399, the full size iPad 2 at $399, and

  • the brand new iPad Air at $499. Just incredible lineup unlike anyone else has in the industry,

  • something amazing in every price point. Now, in addition to that customers love protecting

  • their iPad with covers and cases, so we have new ones of those, too. The brand new iPad

  • cover made of polyurethane it works for both the iPad Mini and the new iPad Air comes in

  • these beautiful colors for just $39 each. And there's the iPad case that protects the

  • front and the back with a beautiful leather case and these amazing colors at $79 on iPad

  • Air and just $69 for iPad Mini. And both the cover and the case come in gorgeous

  • product (red) versions as well.

  • [ Applause ]

  • So that is the new iPad Mini with its Retina display and the all new generation iPad Air.

  • Now let me turn it back to Tim.

  • [ Applause ]

  • >> Thanks Phil.

  • [ Applause ]

  • It's been an incredible period for innovation in new products. Just in the last few weeks,

  • we've had our largest iPhone launch ever with the colorful iPhone 5c and the Forward Thinking

  • iPhone 5s. These are the best smartphones in the market. And we launched iOS 7, the

  • biggest change to iOS since the original iPhone with its bold new design and great new features.

  • And just today, the new MacBook Pros with stunning Retina displays, and incredible battery

  • performance. And the Mac Pro jaw-dropping, radical, it's the most powerful Mac we've

  • ever shipped and the future of our Pro Desktop. And of course all of our Macs have run with

  • OS X Mavericks, the most advanced desktop operating system. We also announced new versions

  • of iWork and iLife for both OS X and iOS. And we couldn't be prouder of both new iPads,

  • the iPad Mini with Retina display and the incredible thin and light iPad Air. We're

  • so excited about the new iPads that we've made a cool new ad that I'd like to run for

  • you now on the iPad Air.

  • [ Pause ]

  • [ Music ]

  • >> It's an extremely simple tool, but also extremely powerful. It could be used to start

  • a poem or finish a symphony. It has transformed the way we work, learn, create, share.

  • It's used to illustrate things, solve things and think of new things. It's used by scientists

  • and artists, scholars, and students. It's been to classrooms, board rooms, expeditions,

  • even to space. And we can't wait to see where you'll take it next.

  • Introducing the thinner, lighter, more powerful iPad Air.

  • [ Music ]

  • [ Applause ]

  • >> These amazing products are great examples of the type of innovation that only Apple

  • could deliver. This is what we mean by designed by Apple in California.

  • Other companies would be incredibly proud to just have one of these products,

  • but we couldn't be more pleased to be able to present all of them to you in time for the holidays.

  • I'd like to thank all of the people at Apple that work so hard in bringing all of these products to life.

  • It's a privilege of a lifetime of work alongside of all of these folks. We have a hands-on

  • area for the press and I would encourage you to get your hands on these products.

  • They're fabulous. Thank you for joining us.

  • [ Applause ]

[ Music ]

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B1 中級 美國腔

蘋果特別活動。2013年10月22日。 (Apple Special Event. October 22, 2013.)

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