Apple Keynote Oktober 2013 Livestream

we wo 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 it this morning because I think it does such an incredible job of talking about our value 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 eyesight 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 agreed by the end of the launch weekend we had sold 9 million iPhones making it the biggest iPhone launch ever 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 w the sunb CLS break this is life in motion and just when I could love this way break this is Life in Color today feels like no other the darkest gra the sunb cloud bre this is motion and just when I could run this anymore some of us CL break is life in col 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 POG 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 and just 5 days after launch over 200 million devices were running iOS 7 and I'm making it the biggest and fastest software upgrade ever and I'm pleased to tell you that as of today nearly 2third 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 love iTunes radio Justin Timberlake called it 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 US in the last month it's absolutely fantastic next up 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 it's hard to imagine your life without these phenomenal ABS it's been an enormous sea change next up 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 computer 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 os1 the world's most advanced desktop operating system and apps like I work and I live phenomenal apps for your productivity and creativity and it all and Max 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 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 os10 and to do so I'd like to invite Craig Figi to the stage Craig thank you good morning let's talk about OS 10 so the team has been hard at work on the latest release of os 10 our 10th release uh in the history of os10 and this one is a doozy we really focused on three major areas in OS 10 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 what we considered going door Todo with a bag of parts and we would have loved 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-in MacBook Air the latest which is just has fantastic battery life and all you do is install Mavericks you'll 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 systems free memory things can slow down and that's where a 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 six gigs of data in just four 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 graphics system systemwide and we focus 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 10 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 open cl to integrated Graphics now open CL 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 one 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 an iCloud and we've 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 uh 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 de 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 a 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 uh textbook on Mars of course you see these beautiful interactive textbooks I can just use multi-touch gestures to move between the uh pages of a chapter just like this of course there are these great interactives there's a video here I can play three two one start zero and LIF 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 uh into a report that I'm writing as a citation I 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 my documents folder there's a lot in here but I've been able to categorize the my topic with tags so if I want to see how my content related to Mars can 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 documents really easy as well I can just click here on the title bar and add a tag so 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 yep I can actually respond right here to my wife uh let's see okay well uh let's see uh Phil is my fashion Guru so you can just respond right there it's really convenient now 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 see Major League Baseball sent me a notification let's Zoom back out here you can see I get a story right here can read it like this I have another notification from a website this one for an item I'm following on guilt get a notification that's available that looks really like just what I need so I can uh 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 so 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 uh view an article here's a nice one about Apple's uh new campus uh I for one look forward to working in outer space uh so uh I can gesture back right to my list and uh do searches so for instance I can search for story shared that have Mars in it I can click in like this and we have a great new reader view as well 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 uh here's one right here from my friend Nina who's just in town and uh she wants to apparently uh meet at koit tower now with data detectors I can actually just click on this and get a view right of the uh 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'll 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 and 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 our great Maps app so of course we have multi-touch gestures we see quit Tower here I can uh Zoom I can Pan the map around like this and we have uh 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 to koit 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 BYT directions for my route so that's a quick demo of Mavericks so that's Maverick 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 infrastructural enhancements and so in the last for the last several years we've been on a mission we've re-engineered our development process so we can put out regular major releases that renew your Mac all the time and we've reinv reinvented the way we distribute OS 10 so now upgrading your OS is as easy as downloading an app from the Mac App Store but 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 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 complete lager 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 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 cig well good morning everyone I have the great pleasure to talk to you about MacBook the MacBook lineup is 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 is the best we've ever made faster with Incredible all day battery life customers have really fallen in love with them and the reviewers have been well just remarkable wired wrote the 13-in 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 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 a normal working distance your eye can't discern them and the images are gorgeous and now we've brought out both a 13in and a 15in r a display Macbook Pro and both are having major updates today first let's start with the 13-in MacBook Pro it is an incredible machine and now it is even lighter under 3 and2 lb just 3.46 lb and the new 13-in Macbook Pro is thinner as well just 71 in thin it's beautiful and thin and light and it's incredibly fast too new 13-in Macbook Pro is powered by an Intel Haswell chip this is a fourth generation dual core chip and that chip includes Intel Iris Graphics inated Graphics that are even faster in fact they're up to 90% faster than the previous generation so faster performance faster graphics and it gets better battery life too now up to nine hours of battery life for all the things you love to do reading your mail 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 if you're 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% faster than the previous generation Wi-Fi is faster too it has 80211 AC that delivers up to three times the performance over 80211 n at similar distances an 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-in MacBook Pro started at $4.99 we're really happy to tell you today that this new 13-inch MacBook Pro starts at just $12.9 9 that's for a configuration with a 13-inch Retina Display 2.4 GHz dual core i5 4 gigs of memory Iris graphics and 128 gigabyte of storage and best of all it starts shipping today next yep thank next let's talk about the 15-in MacBook Pro this all new generation MacBook Pro is powered by an Intel Crystal well chip this is a fourth generation quad core processor it includes Iris PR Graphics now this is integrated Graphics that for many tasks over the same performance as discret Graphics but it does it at a quarter less power and for those who do want discret Graphics there're models with the new GeForce GT 750m and this a graphics part with two gigs of video memory twice as much as before so again faster processing faster graphics and ler 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 80211 AC Wi-Fi it also includes new Thunderbolt 2 storage so it's just better across the entire system and of course it comes with os10 Mavericks and the previous generation 15-inch MacBook Pro started at $21.99 think you can guess what's coming the new Macbook Pro now starts at just $19.99 that's for configuration with a 15-in retina display 2 GHz quad core i7 8 gigs of memory Iris PR graphics and a/4 terabyte of flash storage and best of all it's also shipping today as you know we work really hard to make all of our products environmentally friendly and these are both as well ngery star 6 EP gold arsenic free display Mercury free display bfr free PVC free and highly recyclable with all that beautiful aluminum glass so this is our notebook lineup MacBook Air MacBook Pro with a retina display two display sizes on each 11 in and 13 on Air 13 and 15 on MacBook Pro starting at just $9.99 so by far the best lineup we've ever had an incredible upgrades across the whole line and that's our news for Macbook today next we like to tell you about Mac Pro somebody was hoping we would Mac Pro as you know 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 chamford 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' 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 Zeon E5 comes in four six eight or 12 core designs 30 megabyte L3 caches super fast buses a PCI Express Generation 3 bus inside it is the fastest memory we have ever put in a Mac 1866 MHz DDR3 ECC memory on a broad four 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 comes 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 seven Tera flops 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 and if you want to expand it well external expansion begins with Thunderbolt too can add expansion chassis storage arrays and so much more it has massive throughput you can Bond them together with Channel bonding can have up to six six devices per port and this is the heart of being able to create a true Next Generation video workr model with a desktop computer 4K 4K video 16 times the pixels of 1080p 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 io illuminates to show your way and has a lot of great IO dual audio out four USB 3 six Thunderbolt 2 dual gigabit Ethernet h HDMI the new generation HDMI up to 4K Bluetooth 4.0 80211 AC this is packed and built for expansion now we have amazing customers and we 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 so I want to tell you about three examples first video editing we have a new generation version of Final Cut Pro 10 designed to take advantage of this new Mac Pro we put one in the hands of Dean delin filmmaker may know of him from Independence Day the Patriot and leverage he got a chance to use the new Mac Pro and what did he have to say about it the Mac Pro makes realtime 4K video editing a reality it's more powerful than I ever imagined and it 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 amazing photographer works for Sports Illustrated National Geographic here's what Lucas had 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 looks so cool who doesn't want to be sitting there next to that Mac Pro we gave one to Stuart price music producer for none none 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 seem 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 $29.99 and that's for configuration with a 3.7 GHz quad core xon 12 gbt of ultra fast D Ram dual firepro d300s with two gigs of video memory each and a quar terabyte of high-speed SSD now if you know what d300s costs in that high-speed flash you're actually super impressed with this pricing it'll be available before the end of the year and like all of our products we're making it environmentally friendly for a pro desktop it's energy star 6 EP Gold bfr free PBC 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 it's also energy efficient it's up to 70% 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 compare that to the previous generation Mac Pro it's incredibly quiet too this is really amazing the new Mac Pro just puts out 12 DB 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 and it's going to be assembled here in the US 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 it's like to create the new Mac Pro at Apple manufacturing and design are inextricably linked to make a product as 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 h so that's the new Mac Pro and that's our news today for Mac hardware all new generation MacBook Pro and the upcoming Mac Pro next I'd like to turn it over to Eddie Q thanks Phil 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 I life 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 ioto iMovie and garage band all redesigned to take advantage of iOS 7 and we've got brand new versions for the Mac designed to harness the power of Mavericks they're all 64 bit so you get fast performance and of course they're integrated with iCloud now 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 ioto browsing your photos has never been faster or smoother than now thanks to 64 Bits And if you've got iOS ioto 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 I photo 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 ioto for both Mac and iOS and we've got an amazing new version of iMovie with a ton of cool new features we've completely redesigned it make it cleaner simpler for iOS 7 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 we've got a 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 put 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 Garage Band this is the most popular Music Creation app in the world and like ioto and iMovie it's getting an all new look for iOS 7 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 but there's one cool feature that I'd like to show you right now and I'd like to bring up Xander zor up up to show you thanks Eddie good morning everyone I'm just thrilled to be able to show you the brand new garage band 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 okay 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 garage B 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 really easy to use uh to use drummer you just go and create a new track and in addition to all the options you've had before in garage band like your software instruments audio recordings guitar amps now you can create a drummer track 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 want him to play uh so the next time I hit the space bar Kyle's going to start jamming along with the song Until I tell him to do something different so let's check this out so that's a little tame why don't we uh grab this Puck here and increase the uh the energy and complexity okay that's more like it and we can change the drum that he plays on can him go to the toms or have him hit the crack symbols we can even crank up the fills for a really big finish okay that's more rock and roll sounds way better right 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 Garage Band 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 inapp purchase so what I'll do here is change to Alternative and you can see that we've got Nikki and Aiden let's check out Gavin and see what he brings to the song brings a whole different approach to the track 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 garage band and musicians are going to love having these great drum grooves to play along with thank you thanks Ander that was awesome I love Garage Band so drummer just one of the hundreds of new features available in the new I life 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 and these updates are all available today and that's I life we can't wait to see the amazing things that you're going to do with it now our Eyeworks 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 I workor 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 and ey workor 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 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 be gorgeous spreadsheets with our free object-based uh 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 your expenses are changing on a quarter by quarter basis so a great update to numbers next keynote the gold standard of presentation apps 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 we've added object-based animations so that you can do things like this right 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 thank you Eddie good morning super excited to show you folks the new I work so imagine I've been working on a poster for Eddie's new album going to fire up Pages here open up this gorgeous poster 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 also have Styles now for every kind of object so I can just click there select some text choose a style really easy to make my document 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 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 create an email message for me and it's just put a link to that document right in the body I'm going to send it here to Eddie what's really cool is when Eddie gets that link he can just click on it and the document opens right up in I work for iCloud beta he 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 you something super super cool I'm going to move over to Safari here you know we introduced these I worked for iCloud beta apps just a few months ago and millions of people have tried them and we've just gotten over the 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 ior for iCloud so I just opened the exact same document in Pages for I Club uh and here I have a share button in the toolbar shows editing this document right now it's just me but as soon as Eddie 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 uh let's go ahead and uh change the text I want to change the go a little bit more modern here on my name and uh we'll switch it down here also that's looking good Eddie but don't you think we ought to use your stage name now Roger you know I have actually gone back to my uh third grade stage name and uh let's go ahead I I've got this killer album and I'm going to go ahead and name it all right well I have an even better photo on my computer here and I'm just going to drag it in from the finder and to move this text object up out of the way what do you think that's awesome thank you that's the new I work and the new I for I Cloud thank you very much wow is all I can say uh collaboration just one of the hundreds of new features available in the new I life so now you can create your document on your iPad edit it on your Mac and even collaborate with a friend who's 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 ma iOS and of course you can download them today so brand new versions of I life brand new versions of iew work 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 thanks Eddie I can't wait to hear the new album these are really incredibly Rich apps and we've only scratch the surface at what you can do with them so I encourage you 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 os10 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 up iPad we launched iPad three and a half years ago with a very clear goal and a very ambitious objective we called iPad our most advanced technology and 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 a net buug who remembers net bugs still others doubted it would have any impact on the industry at all but but we 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 and I'm pleased to tell you that earlier this month we sold our 1070 million iPads 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 a 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 thirdparty developers we now have over 475,000 apps on the App Store and these have been custom designed for iPad not this 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 ipet 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 one 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 customers creativity and Genius of using their iPads we prepared a short video that I'd like to run for you this morning what high five need a chicken for table three ch double slot jet stretch right 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 thank Tim iPad is delivering a new vision for mobile Computing unlike anything that has come before it all began with this amazing 9.7 in multi-touch display and the incredible power it enabled for software the ability to hold the internet in your hands as you surf the web and do your 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 would really love to show it to you right now the new generation iPad thinner lighter more powerful than ever before and Incredibly excitingly new in so many ways that it deserves a new name we call it yes we call it iPad Air and it begins with that beautiful 9.7 in Retina Display and as you look closer you see that the bezel around it is smaller than ever dramatically so that's bringing the previous generation in next to it you can see the bezel is 43% thinner than the previous version making it more comfortable to hold in your hand when you look at it from the side you 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% thinner across the entire device now to make an iPad this thin took a huge amount of work over years the team has just been remarkable and finding every tenth and every H 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 lb the new iPad Air weighs just one pound that makes it the lightest full-size 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 as 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 giz Moto 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 have also included the new M7 motion Co processor as well now this 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 a 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 and graphics performance look at this increase 72 times faster than the original iPad 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 twofold increase the ability to do great 3D rendering professional applications where 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 myo technology in an iPad that gives multiple antennas so you can get up to twice as fast 802 end performance as before we've also expanded the ability to have Broadband wireless access and more places around the world with expanded LTE coverage with more and more carriers and throughout the entire product there's all the things that make a great iPad experience a 5 megapixel eyesight camera that also captures HD video the new frontf facing FaceTime camera with better low light illumination and for the first time dual microphones for better better audio capture as well as Siri voice recognition all this performance this thinner and lighter design and it still delivers amazing all day 10hour battery life that our customers love the new iPad Air comes in silver and white and space gray and black and like all of our products it's made incredibly environmentally friendly the new iPad Air will replace our topof thee line fullsize IP had start at the same just $4.99 for 16 gig Wi-Fi config and with cellular technology 629 now we have an iPad 2 it's available at$ 3.99 we're going to keep that there because there are a lot of customers that like getting access to a fullsize iPad at just $3.99 so this is our fullsize lineup iPad 2 at 3.99 iPad Air at $4.99 iPad Air will start shipping very shortly nov November 1st in a huge list of countries around the world you'll notice one country for the first time on our on our on our wave one list China will get the new iPad Air with Wi-Fi right at the start with the rest of these countries this is our probably biggest Leap Forward ever in a full-size iPad we have a video to tell you a little bit more about it we're often faced with a paradox when we 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 compromises iPad Air is just 7.5 mm thin and weighs only 1 lb 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 reduce the dimensions of the bezel with less Mass the iPad a 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 with the iPad we set out to redefine mobile computer Computing up until now 64-bit architecture was something you'd normally only find in desktop computers the new Apple design A7 chip brings 64-bit technology all of its Advanced Computing Graphics to this Ultra portable 1pb 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 my model are multiple in multiple out it actually delivers twice the data transfer rate as the previous generation and the support for more LT bands than on any other tablet because with a device this thin and Powerful you'll want to take it anywhere and always stay connected we've also improved the FaceTime and eyesight 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 ioto Garage Band keynote pages and numbers available for free because we believe that with these amazing apps on this amazing device the 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 is the thinnest lightest and also the most advanced iPad we've ever built so this is the all new generation iPad Air next let's talk about iPad mini iPad Mini has been a big hit with customers because it Del delivers the complete iPad experience in an even smaller design 7.9 in it lets you do all the things that you love to do with iPad you surf the web do your email make FaceTime calls read books watch movies and use all those hundreds of thousands of applications customers love the complete iPad experience the iPad Mini delivers and 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 a 7.9 in Retina Display that's 248x 1536 pixels the same number of pixels as an iPad Air so it runs all the same software when you use it for everything you do from looking at photos where 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 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 at Graphics tasks you're going to feel performance across everything you do that's so fast and still that great all day 10hour battery life the iPad Mini with Reed display also gets the new two times faster Wi-Fi with myo antennas it gets the expanded LTE support for more carriers around the world has everything you love about iPad a 5 megapixel eyesight camera the new FaceTime HD camera comes in silver and white and space gray and black and the new iPad Mini with rened display display will be priced at just $3.99 that's for 16 gigs with Wi-Fi and 529 with cellular technology they'll be available later in November and we're going to keep the original iPad meting 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 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 will look like going into the holidays you'll have iPad Mini starting at $299 iPad Mini with rened display at 3.99 a full-size iPad 2 at 3.99 and the brand new iPad Air at $4.99 just an incredible lineup unlike anyone else has in the industry something amazing at every price point point now in addition to that customers love protecting their iPad with covers and cases so we have new ones of those too we have a 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 in these amazing colors it's $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 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 it's been an incredible period for Innovation and new products just in the last few weeks we've had our largest iPhone launch ever with the colorful iPhone 5C and the Ford 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 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 in the future of our Pro desktop and of course all of our Macs have run with OS 10 Mavericks the most advanced desktop operating system we also announced new version of I work and I life for both OS 10 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 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 boardrooms 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 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 liftime will work alongside of all of these folks we have a Hands-On area for the us and I would encourage you to get your hands on these products they're fabulous thank you for joining us