WWDC 2012 Keynote Address

Siri

Hello, and welcome to WWDC. I am Siri, your virtual assistant. And today, I was asked to warm up the crowd, which should be easy since the high will be 75 degrees. Thanks for that. So here we are in San Fran, the ATM of Silicon Valley, if you developers need investors to finance your app, I found 396 venture capital firms fairly close to you.

And hey, speaking of developers. How many developers does it take to change a light bulb? None, that’s a hardware problem. I see lots of familiar interfaces in the crowd. Looks like Instagram finally accepted Facebook’s friend request. Hey, any of you guys been working with Ice Cream Sandwich or Jelly Bean? Who’s making up these code names, Ben & Jerry? But seriously, I am excited about the new Samsung. Not the phone, the refrigerator, hubba-hubba.

And speaking of dinner, after the show, if you’re looking to paint the town red, I found a number of Sushi restaurants whose reviews mention $2 sake bombs fairly close to you. The guys at Yelp know what I’m talking about.

Wow, iPad really [crushed it] [ph].

Now I want to say something straight from the CPU, iPad, can you slow it down a bit? I love you guys. And it’s really hard for me to get emotional, because as you can tell, my emotions haven’t been coded yet. Thanks for being such a wonderful crowd. Have a great WWDC. And remember, you guys rock.

Timothy D. Cook

Good morning, good morning, good morning, good morning. Thank you, thank you. We have a great week planned for you, and some really cool stuff to show you this morning. This is our 23rd WWDC. Yes it’s older than many of you are, it’s the longest running developer conference that we’re aware of anywhere, and it’s sold out in record time, just an hour and forty three minutes. Two years ago, it took us eight days, and we thought that was really quick.

This is truly a worldwide conference. There’s attendees from over 60 countries here representing the vast majority of the world, and we have a great week planned, over 100 sessions, and over 100 hands-on labs, so you can take in your code, get some help tuning it or get just about any question you might have answered.

We also have over 1000 Apple engineers here. We’ve closed Apple for the week. So if you have any questions, they are here to help you. Please take advantage of them. I’d like to get started this morning by giving you just a few updates on the App Store. The App Store is the most vibrant app ecosystem on the planet. And the size and momentum are just phenomenal.

We now have over 400 million accounts on the App Store. These are 400 million accounts with credit cards and one click buying, so it’s simple and elegant to buy your apps. This is the store with the largest number of accounts with credit cards anywhere on the Internet that we’re aware of. And thanks to you, we have over 650,000 apps in that store, and 225,000 of these apps have been specifically designed for iPad to take advantage of the large beautiful canvas. This compares to just a few hundred for our competition.

Now, customers love the buying experience and they love the incredible apps that you’ve created. And I’m very pleased to announce a new milestone in the App Store. Customers have now downloaded an astounding 30 billion apps. This is a number that is so mindboggling and was unthinkable not too long ago. And developers have been well rewarded for this. We’ve written checks for over $5 billion to you guys. It’s become an economy in and of itself. The App Store now operates in over 120 countries around the world, and I’m pleased to announce that beginning later this month, we’re adding an additional 32 countries, so that you can sell your apps in 155 countries.

Now, despite these blowing numbers, what we do together is much more important than any set of numbers could ever reflect. For Apple, and I suspect many of you, our goal has always been to do great work, and in doing so make a difference in other people’s lives.

Nothing makes us happier than to see hundreds of thousands of developers around the world using our hardware and our software to create and share their latest, greatest ideas. And there are such heartwarming stories out there, of what the combination of our incredible devices, and your amazing apps have made in peoples lives.

We’ve prepared a video to highlight just a few of these, and I’d love to run it for you this morning. Let’s roll the video.

[Video Playback]

It’s a great reminder of what it’s all about, and why all of us do what we do. On behalf of Apple, we would like to thank everyone in the developer community for the incredible apps that you’ve done for us. Thank you.

Now, we love giving you a platform and a store to realize your dreams. And the teams at Apple have been hard at work to deliver even more innovations, so you can take your ideas even further. Today, we are announcing exciting new changes in our notebook line up and major release of OS X and iOS, the world’s most advanced desktop and mobile operating systems, making them even better so you can make even more amazing apps.

So let’s get right to it. I’d like to invite Phil Schiller on the stage to share with you some exciting changes in our notebook lineup. Phil?

Philip W. Schiller

Thank you. Good morning, everyone. Hope you’re having fun? I am. Well today, get to talk to about the MacBook line up. We are so proud of this lineup of notebooks. It is by far the best in the industry. The MacBook Air, the MacBook Pro each stand out in its respective area. And we have some really nice updates to each of them that I’m excited to tell you about.

First, let’s start with the MacBook Air. As you know, the MacBook Air has revolutionized the very idea of the modern notebook. With its all-aluminum enclosure, its incredible unibody architecture, it is a breakthrough and everyone is trying to copy it. But they find it’s not so easy. Our customers love how thin and light and capable this incredible consumer notebook is, and it has really changed the consumer notebook market.

So we’re going to update it with some really great features and updates, for example the latest processors. We’re now updating MacBook Air with the new generation, third generation Intel Core processors, otherwise known as Ivy Bridge. Depending on configurations, they can run upto 2 gigahertz of dual-core i7 speed. With Intel turbo boosting, they can get as high as 3.2 gigahertz. You can configure it up to 8 gigs of memory, and that’s now faster memory, 1600 megahertz memory.

And the integrated graphics that they run on are dramatically faster, up to 60% faster. So really nice speed increase. And as you know the MacBook Air is built entirely around Flash storage, and now you can put even more in it. You can put up to 512 gigabytes, that’s half a terabyte of Flash storage.

And one of the reasons we use Flash storage is it’s so zippy and quick to launch your applications, to boot up your machine, to wake up from sleep, but now we’re making it even faster, it’s up to twice as fast as before. That’s over 500 megabytes of read speed; I know some of you out there know what that means. It is faster than any hard drive that we can put in a notebook today. We’re also making the I/O faster on it, we’re adding USB 3.0. And USB 3.0, it’s really important, because it’s upto ten times faster than USB 2.0.

Now, other people started to add USB 3.0 into their products as well, and this is how they do it. So they’ll have ports on there, maybe USB 3.0 port, a USB 2.0 port, color code them so you can tell the difference. That’s not how we do it.

So here’s the MacBook Air. As you know, the MacBook Air has a port on each side, our customers like that, and we’re going to have USB 3.0 as well as USB 2.0 support, so you don’t have to think about it. You just use whatever port you want.

And we’re updating the FaceTime camera to the same camera technology that we have inside the MacBook Pro. FaceTime HD, 720p camera, so across the board a lot of really nice updates. Generally the MacBook Air comes in 11-inch and 13-inch size. So here are the configurations, let me bring up the 11-inch first. Let me highlight some of the things that have changed.

So it starts with 1.7 gigahertz dual-core i5, there’s more memory at the entry config, it’s faster as well as up to 4 gigabytes of memory, and we’ve got the integrated graphics now 60% faster, and of course faster Flash, faster USB and the prices are $999 and $1099, that’s $100 less expensive than before.

And here, the 13-inch configurations. You see they start with a 1.8 gigahertz dual-core i5, faster memory, faster graphics, faster USB and $1199 and $1499, both $100 less expensive than before. So that’s the update to the MacBook Air, and best of all, starts shipping today.

So next stop, we also have a really nice update to the MacBook Pro. As you know, the MacBook Pro, it is the quintessential professional notebook. Our customers really care greatly about having the incredible speed for their video editing, their music editing, graphics and design and photography, and we’re doing a lot of those same updates as well to MacBook Pro.

First, we’re updating the processors with new third generation core processors, otherwise known as Ivy Bridge. You can get speeds up to 2.7 gigahertz, and with the 15 inch up to quad-core i7 can be turbo boosted up to 3.7. The memory is also faster, upto 1600 megahertz, and the integrated graphics, which both the 13-inch and 15-inch use are also 60% faster.

Now if you know, the 15-inch also has discrete graphics in it, and we’re making that faster too. We got a new generation NVIDIA GeForce GT 650M, you probably know it as Kepler architecture graphics, depending on the configuration up to 1 gigabyte of memory in that, and it’s 60% faster than the previous discrete graphics. So that’s a lot faster too.

And as you might expect, we’re also updating the I/O. So it’s all USB 3.0 as well as USB 2.0. So it comes in a 13-inch and a 15-inch size, and let me show you those configurations. Here’s the 13-inch, highlight the changes. It starts with a 2.5 gigahertz dual-core i5, looking at four gigs or eight gigs standard memory, faster memory, faster integrated graphics, and of course the faster USB as well, for the same $1199 and $1499.

And here is the 15-inch, and its configuration. Now it starts with quad-core processors. It’s a 2.3 gigahertz quad-core i7, four or eight gigabytes of faster memory that new Kepler architecture and video graphics, 500 gigabyte or 750 gigabyte hard drive, this of course the same seven hours of battery life even with all that performance, just under an inch thin and 5.6 pounds, the same prices as before, $1799 and $2199. So that’s the update to the MacBook Pro, and it is shipping today as well.

So across the board, MacBook Air, MacBook Pro, all updated today. All with faster processors, faster graphics, faster memory, faster storage, faster Flash storage, faster USB 3.0, I mean nobody turns over their entire line as quickly and completely as we do at Apple. And we’re really proud of the engineering team and the work they do to do this quick, so that you can get the exact product you need.

So what’s next? Let me make a little bit room on the slide here. With the MacBook Air, the engineering team did something really bold. With the MacBook Air, they re-envisioned the consumer notebook. And they were aggressive in embracing new technologies, Flash storage, wireless networking and discarding legacy technologies that we could see trending out of the product line in the future, built-in optical drives, wired networking, things that eventually we could do without. And that enabled them to do something bold that really shook up the industry and created a new generation of consumer notebook.

So we’ve been asking the team to think about what would make a next-generation MacBook Pro? And it’s a great question. Do I know the answer? Well, let me start by some of the key ideas, right? You want a next-generation MacBook Pro to have a killer new display. I do, yeah. You want it to have an architecture built for the future, you want it to be radically thin and light. And of course, you want it to be bold and embrace the newest technologies, and be willing to discard the old legacy things, so you could make something unlike any other notebook that’s been made to-date.

So would you like to see the next-generation MacBook Pro? Let’s show it to you now. So the next-generation MacBook Pro is the most beautiful computer we have ever made. Well, the first thing you’re going to notice from the front, it’s dominated by an amazing magnificent new display. There’s never been a notebook that is this gorgeous. But really, if you wan to be shocked, let’s turn it around to its side, and see what it looks like from the side view.

Now, I know it’s tough to see from the audience, the challenge, showing something so thin and light and small from so far away. But just to give you a little context, here’s my finger next to it. All right, it’s thinner than my finger; even with it as close it is, because that display is so radically thin. It is a true breakthrough in engineering, and there has never been a notebook this thin, this light and this powerful for professional use.

Let’s bring it back around to the front. Don’t worry, we’re going to tell you all about it in just a minute. But we just have to enjoy for a second how incredible this is. So, close it up for now.

Let me go upto the slides and tell you some more about this incredible product. So the new next-generation MacBook Pro is 0.71 inches thin, that is remarkable. Putting it next to the existing current generation MacBook Pro, you see the difference, it’s a quarter thinner, but it’s a dramatic amount. In fact, let me bring the MacBook Air next to it. And you see, it’s about as thin as a MacBook Air, and it’s incredible.

And its weight, it weighs just 4.46 pounds, under 4.5 pounds. It is the lightest Pro notebook that we have ever made, even just lighter than the 13-inch MacBook Pro today. Probably the most amazing thing about it is this gorgeous display that it’s built with. It is a breakthrough in display engineering.

Yes, it is a Retina display, which means that pixels – the pixels on this display are so small that from a normal working distance your retina cannot discern those individual pixels, and to use it, it’s absolutely stunning.

It’s 15.4-inches across, but its pixel density, are you all sitting? This is really exciting, it is 2,880 pixels by 1,800 that’s four times the number of pixels in the previous generation MacBook Pro display, their density is 220 pixels per inch, and I know some of you are really smart out there and have already done the math, it’s 5,184,000 pixels that is the world’s highest resolution notebook display, and it, yes.

And it’s not only amazing because the number of pixels in it, but the quality of this display is the best we have ever made, it has higher contrast ratios, deeper blacks, it has the higher angle of view with IPS technology, and best of all you get the benefit of the glossy display with the rich color, but we’ve been able to reduce the glare and reflection by up to 75%. Makes it a joy to work on, now it ships with OS X Lion, but Lion has been updated, to take full advantage of that Retina display, so everything you do on it can look really sharp and beautiful. So the applications we include with Lion for example mail, mail has been updated, so reading your mail is like reading fine print it’s gorgeous.

Safari has been updated, surfing the web can be like experiencing magazine print quality, and many of the applications like iMovie and iPhoto have been updated. In iPhoto, when you are looking at thumbnail photos in the advanced view, you can see a clarity and level of detail you’ve never seen before in the display, it’s gorgeous. And not only they included applications, but we are also updating our professional applications as well to take full advantage of the Retina display. we have a major update to Aperture, our professional photo application and this is a breakthrough for a photographer, if you love working with photos not only is the whole UI been updated in every element for the Retina display, but you are now looking at four times the resolution of your photos as you work on them, it is absolutely a breakthrough event for photography.

And Final Cut Pro X is being updated for it as well, and this is remarkable because of the density of that Retina display that video area you see up on the top right in Final Cut that is a 100% pixel for pixel 1080p HD video right there in that window. That means there are over 3 million pixels left over for your magnetic timeline, for your video bins, for your [fps] [ph], and it also takes advantage of the amazing performance of this machine.

You’re going to be able to have up to nine simultaneous streams of ProRes video, four simultaneous streams of uncompressed video, it is incredible performance. Now applications do have to be updated to take advantage of this Retina display, if they aren’t, we can pixel double them and make them the proper size, but they don’t get the best effect until they do some extra work.

So we’ve been working with some key developers to give them a look of this incredible machine, and this amazing display, and they are doing some work that’s phenomenal. Let me give you a couple of examples. Adobe Photoshop, the great team at Adobe is doing amazing work on a version of Photoshop that would just be jaw-dropping, the resolution on that Retina display is just breakthrough, so if you like working with Photoshop this is going to be an amazing experience.

Autodesk is work on a new version of AutoCAD, it takes advantage of the Retina display, and it allows a level of detailed work in design never possible on a notebook before. And if you think it’s all just hard work and no play, there are some great games being created for it as well, this is Diablo 3, I know a few of you play this game, and you are going to see a gaming experience with this resolution unlike any of you have ever seen before, so all throughout this display is a breakthrough and makes possible a next generation notebook unlike any other.

Inside is just as amazing as that display; everything inside this next generation MacBook Pro has been reinvented especially to drive an incredible design and an incredible performance. Let’s take – well before I take the bottom of, isn’t the bottom of our computer prettier than anyone else’s top of their computer.

Let’s take it off. So this is the inside, you are the first to see the inside of the new generation MacBook Pro, it is a stunning work of engineering, you’re – obviously you can see that the inside is dominated by a battery pack, because to drive that retina display and all the performance you are about to hear about in something so thin and light takes tremendous work on battery technology and luckily our engineering team understands how to do breakthrough work and asymmetric battery pack to take advantage of every millimeter of space.

Well, here are a few of the things on the inside, what you’re going to find inside is the fastest processor as we can put into a notebook, quad-core i7 processors, up to 2.7 gigahertz, but you’re going to find inside not only the fastest memory you can put in but more of it, you can configure it with up to 16 gigabytes of 1,600 megahertz memory.

Inside is of course the new generation fastest graphics we can put into a notebook; the new Kepler architecture with up to a gigabyte of video memory and of course it’s built around Flash storage. If we are going to look forward that is the proper thing to build it around. And you’ve just heard how much faster Flash is but now you can configure with up to 768 gigabytes of internal Flash storage.

That’s three quarters of a terabyte inside of storage faster than any hard drive you can put into a notebook. So this amazing display or this high performance components, how is the battery life? We’re really proud that we’re getting up to seven hours of battery life or 30 days of standby. So you can really do your work on it.

Let’s take a look at the ports on it, here are the right hand side and left hand side you see an SD slot for your photos and videos, for the first time in a Mac notebook HDMI, so you can plug right into your TV or projection system and go. Of course USB 3 and USB 2 on both sides, most convenient; headphone port MagSafe 2; we took MagSafe but we had to make it even thinner to fit into a design like this and now two Thunderbolt ports, and this customer is perfect for utilizing all the new things coming out supporting Thunderbolt.

Let me give you an example, you can store all your applications and your OS on the internal drive, but a lot of professionals who want to have their work volumes externally, here is a new Promise drive, RAID drive, it’s Flash RAID running over Thunderbolt, it gets over 700 megabytes a second of read performance, it’s remarkable; or cameras like this brand new camera that was just announced at NAB the Blackmagic it is a Cinema 2.5K camera, it is a Flash based camera and also [I/O] [ph] over Thunderbolt, it’s remarkable, it was the hit of NAB.

And we can support legacy technology over Thunderbolt right on top, so we’re creating some adapters to help customers, for example a Thunderbolt to FireWire 800 adapter, if you need that and a gigabit Ethernet adapter as well.

So inside you can find all the things in a modern Mac notebook our customers want, a glass, multi-touch track pad for those beautiful gestures. Beautiful backlit keyboards they can work all night long.

The fastest networking, wireless networking put into a notebook 802.11n and that’s the restream for maximum bandwidth for our latest AirPort Extreme Base Stations and Bluetooth 4.0.

Our FaceTime HD camera, dual microphones and this uses beam forming to enable a new generation of voice applications. And the best stereo speakers we’ve ever put into a desktop or notebook computer, this is going to sound absolutely beautiful. Of course we love this so much, we couldn’t help ourselves, we made a video, and I’d like to run that for you now.

[Video Playback]

So the next generation MacBook Pro with Retina display. Let me tell you about its starting configuration. Of course you can configure other items as well. It begins with that Retina display, a 2.3 gigahertz quad-core i7, a full 8 gigs of 1600 megahertz memory, NVIDIA GT 650M with a full gigabyte of onboard video memory, 256 gigabytes of that fast Flash storage, full 7 hours of battery life, and under 4.5 pounds, starting at $2,199. And of course you can configure it even beyond that.

So we’re proud not only of incredible quality of the products we make, but also our work to make them environmentally friendly as well. So I want to make sure we bring up this checklist as we have in the past. It’s now ENERGY STAR 5.2, arsenic-free, mercury-free glass, BFR-free, PVC-free and of course the glass and the high-grade aluminum is really desired by recyclers. So we’re really proud of how hard the engineering team works on this aspect as well.

So the new next generation MacBook Pro with Retina display, it is the future and the best thing is, it’s going to start shipping today. So that completes our notebook lineup, a great update to MacBook Air, great update to the existing architecture MacBook Pro, and for the first time, the high-end of our line, the new flagship, the next generation MacBook Pro with Retina display, it’s simply the best computer Apple has every made.

Next, we’d like to talk to you about OS X. I’d like to bring up Craig Federighi to do that. Thank you.

Craig Federighi

Good morning. Good morning. So let’s talk about OS X. We are on our 8th major release of OS X, continuing more than a decade of combining the power of UNIX with the simplicity of the Mac, and the Mac has been doing great. We have 66 million Mac users now, triple what we had just five years ago.

Our latest release is Lion, and Lion was the first release distributed electronically via the Mac App Store, making it easier than ever to purchase, download, and install OS X, and the results have been fantastic. We’ve had 26 million copies shipped to-date, making it our best selling release ever.

In fact, 40% of OS X users are running Lion, and that’s a level we achieved in just nine months. As a basis of comparison, Windows 7 took 27 months to get to that same level. And now, less than one year later, we’re here to announce Mountain Lion.

With Mountain Lion our mission remains the same, to deliver the world’s most advanced operating system for notebook and desktop computers, with an interface optimized for multitouch trackpads and mice. And at the same time, Lion makes it more natural than ever to work with the other new devices in our lives.

Now, Mountain Lion is a major release, with over 200 new features. And this morning, I’d like to detail just eight for you and we’re going to start with iCloud. Now, since its introduction in October, iCloud has taken off like a rocket with 125 million registered users.

With Mountain Lion, we have the opportunity to build support for iCloud right in, so when you sign into your new Mac with your Apple ID, we automatically configure all of these applications to work with iCloud. And so whether you’re working in your mail, with your contacts, your calendar, all of your content is up-to-date across all of your devices.

And with Mountain Lion, we introduced three great new apps optimized for iCloud – messages, which brings iMessage for the first time to the Mac, reminders, and notes. But we’re also bringing integration for your document-based apps in Mountain Lion with a feature we call Documents in the Cloud.

Now, Documents in the Cloud does two important things: First, it makes it – provides a simple new way to access and organize your documents. When you launch an app like Pages, it comes up with a document library of all the Pages documents you have in the Cloud, organized chronologically, so the newest ones are easy to find right at the top. And second, Documents in the Cloud makes these document libraries available and up-to-date across all your Macs and all of your iOS devices.

Now, we’ve adopted Documents in the Cloud on all of our key document-based applications, like Pages, Numbers, and Keynote, and system apps like Preview and TextEdit, and we have a developer SDK so the developers can add the support in their apps as well. Well, that’s iCloud. And I’d like to give you a quick demo now.

So this is our first look, at Mountain Lion, you see we have a gorgeous new desktop image and a beautiful new glass dock. You’ll notice a couple of new items on that dock, including a new reminders app, and this is really handy if you’re taking to do it for yourself on the go, you can find them all automatically right here, the iCloud.

You can use multitouch gestures to page between your reminders. And we support location-based reminders for the first time in the Mac. So now, for instance, when I arrive at work, I’ll get notification, from my dad, to send him a Father’s Day card. And I dismiss a notification, they just fly away.

And then we have a great little notes app in Mountain Lion as well. So all the notes I take on my iPad, they are available right here, we support of course images and links. And of course you can open up notes in separate windows if you want to keep them around in your desktop for easy access.

But I think the really huge one here is messages, because with messages we bought iMessage to the Mac. So now if you are sitting using your Mac and your phone buzzes with a new iMessage coming in, we can respond right on your Mac, and all of the conversations that you had while on the go, they are up-to-date right here.

Creating a new conversation is super easy, you just start typing the name of one of your contacts and you can send them a message to their phone via Apple ID or via other legacy chat services as well. And iMessages – sorry, it’s all about iMessage, come on. So iMessage lets you send rich messages with images, attachments up to 100 MB in size, and even HD video. And that’s iMessage.

Next, I want to show you Documents in the Cloud, because it makes it really easy to find the documents you are looking for. So if I want to find numbers documents where would I go? Well, I’d launch numbers of course, and I’m presented with my document library right there with all my numbers documents. If I want to get PDFs for instance, launch preview, and there are all of my PDFs. And if I want to add a document to that cloud library, for instance, one of my download stack, I can just drag it right in. Now it’s available across all of my devices.

Now, I’m going to launch pages, and I’m working here on a poster, so I’m going to open that up. Now it turns out of course because this is in my cloud library that – it’s also available to me on my phone, where I also have a copy of pages running. And so here on my phone, I can actually not only view, but also make changes to this document and what I want you to do is watch what happens on the Mac as I actually go in here and go into my photo roll make a change, replace the picture, and the Mac will actually update automatically for me. There it is.

That’s just a little preview of life in Mountain Lion with iCloud. Next is a feature I think you are really going to love Notification Center, it’s coming to the Mac. So sometimes when you are using your Mac, it can decide that it has something to tell you. And in the past each application had its own unique way of getting your attention and some of them were somewhat disruptive.

Well, with Mountain Lion, we’ve replaced all of this with a consistent and elegant system based on Banners and Alerts. So Banners slide down from the top of the screen, right there into the upper right hand corner, and if you ignore them, they just slide out of the way. But you’re going to always get back to them with two figures from the right hand side of your trackpad, you can slide out and reveal Notification Center with notifications from all of your applications, and when you’re down, you just slide it back.

Now Alerts are for things that you want to make sure you don’t miss, so they come in the same elegant way, but they stay around until you dismiss them explicitly. Now sometimes you may be doing something when you don’t want to be interrupted by notifications. The Notification Center provides a nice little switch so you can temporarily disable those banners and notifications, and if you are presenting and you connect to a projector, will do it for you automatically. So that’s Notification Center.

Next up, Dictation; we are bringing Dictation to the Mac. So everywhere on your Mac where you can type, you can now talk and the Mac will do the typing for you. And because it’s built into the system, it works everywhere; you can talk into your Facebook webpage if you want or even in third party applications like Microsoft Word. That’s Dictation, it’s that simple.

Next is Sharing. Mac users love to share, links, images, videos, and now in Mountain Lion, we’ve made it easier than ever to share right from within the app where you are working. There is a share button right there in the toolbar, you click it, we present all of your sharing options, if I want to share to Twitter for instance, just select it, get a cute little Tweet Sheet, type whatever it is I find necessary to share with the outside world, click it, and like that, it’s on it’s way.

And we built sharing in across the systems. So if you are in Preview for instance, and you want to share the PDF you are looking at or messages, you can do it. If you are in any app where you can quick look, for instance you quick look into an image, you can post it up, sharing over Flickr.

And our support for sharing is more than skin-deep in Mountain Lion. Support for sharing services like Twitter is build right into the operating system. So when you go into system preferences and enter your login information, enter it just once, and any application you’ve authorized can access and connect to those social services. So that’s Sharing.

Next is the new Safari. The new Safari in Mountain Lion has the fastest JavaScript engine of any browser on the planet. But the first thing you will notice when you use Safari is the new unified smart search field. You type in it whatever you are looking for and Safari will present you with a well chosen top hit, yes, this is a very useful feature. Search suggestions and even matches automatically from your bookmarks and your browsing history.

Now sometimes what you are looking for is something that you were browsing earlier maybe on one of your other devices. Well, now, Safari has a feature called iCloud Tabs. You just click the cloud button on your toolbar and you get a list of all of the pages you have open across all of your other devices including your Macs. You just click it and you pick up your browsing right where you left off.

Now we also have a fantastic new feature, we call TabView, it lets you use gestures to visually navigate your tabs. I would like to show it to you now. So let’s take a look at the new Safari, you can see of course we have our unified search field right here at the top, I can type a few characters and Safari presents me with the top hit, as well as search suggestions and bookmark and history matches. You can click, we get some Safari’s lightning fast page loading. Safari also has a new scrolling architecture built on core animation, which makes scrolling just smooth and lightning fast, it’s really awesome.

Now, if you want to open a tab that you had opened for instance on another computer, I can just click the iCloud Tabs button you see all of them right there, documents I’d opened my iPad as well as on my iPhone, I click one, I can keep browsing right from where I left off.

Now, Lion has a feature where of course you can use multi-touch gestures to zoom in on your webpage. So for instance, zoom in like this you can zoom back out, but now what happens when I zoom even further out, watch, I am pulled into the TabView, where I have a live view across all of my tabs, I can use multi-touch gestures to scroll through them, select a tab, pinch and back out, it’s a fantastic way to browse your tabs in Safari.

Next, I want to show you how easy it is to share in Mountain Lion, you can select here in the share button, let say I want to tweet about this page, I click, get this beautiful little animation, I’ll just say heading down the coast, and I’ve sent a tweet on its way. But sharing works really well also in full-screen apps for instance I’ll just pan over here to full-screen iPhoto. Let’s open up a photo that I want to share and I want to share this to iMessage, but I don’t have to leave this full-screen experience to do that. I click on the system-wide share button, select messages and I get a little messaging sheet, right here I select the person I want to send to and just like that I have sent a message.

Now this is where Notification Center comes in because if I am working in a full-screen app and maybe someone responds back to that message I send back out, it will actually appear as a notification right there on my screen, there it is. And if I ignore it, of course it will just slide away, but if I want to get back to it that’s easy too, I take two fingers from the right hand side of my trackpad and I can just sweep out notification center, it’s completely fluid gesture. And if I want to get at any of these things, I can click for instance on this message and it takes me right to the conversation back in messages.

Now notifications also support notifications from Internet services like Twitter, so if I get a Twitter direct mentioned – direct message or mentioned, it will come in as a notification for me. And if I ever want to tweet at anytime, some bright idea occurs to me, I can just go right into notification center and I then can summon a Tweet sheet right here and of course I can use dictation to enter my Tweet. Having a great time showing off Mountain Lion at WWDC and there it is, tweeting from notifications tab.

So next I want to introduce you to a new technology in OS X, that we call Power Nap, it’s a great name, isn’t it? So you know, we all love using our Macs, but wouldn’t it be great if when we weren’t using them they were still working for us. Well now with Power Nap they will, because Power Nap keeps your Mac up to date while it sleeps, it fetches your email, keeps track of calendar and reminder updates and even fetches your photo stream.

And it gets better, if you ever brought your Mac home and just plugged it into charge for the night, well now it will also back itself up to your time capsule and even download App Store and system software updates automatically. Power nap automatically refreshes data, its operation is entirely silent, it doesn’t even spin up your fans, it goes easy on your battery and it’s compatible with the recent MacBook Airs, as well as that gorgeous new MacBook Pro with Retina display, that’s Power Nap.

Next is AirPlay Mirroring. AirPlay Mirroring, yes, AirPlay Mirroring is absolutely the easiest way to get whatever is on your Mac up on a projector or television. You just go up to your Mac to the AirPlay menu in your Mac menu bar, shows you any Apple TVs that are nearby, you select one and instantly you are mirroring that content and up to pixel for pixel 1080p resolution. This is fantastic for the classroom, for the meeting room, of course for your family room and we also support sending audio to AirPlay enabled stereo receivers and speakers, that’s AirPlay, and finally, it’s got to be really nice.

And finally Game Center, you know with the introduction of the Mac App Store, we’ve experienced a renaissance of gaming on the Mac and we’re making it even better by bringing Game Center from iOS to the Mac. And with Game Center on the Mac, you have your same Game Center account with all of your Game Center friends where you can track all your achievements and also keep track of all your games both iOS X and iOS games. But of course the Game Center is ultimately all about gaming and we support both turn-based and head-to-head gaming both Mac to Mac and cross platform iOS to Mac over Game Center.

I would like to give you a little demo of AirPlay and Game Center now. So the first thing I would like to do is show my Mac screen and then lets also summon my Apple TV, as you can see that as well. And you will notice up here on my Mac’s menu bar, I have an AirPlay menu and I can select this Apple TV, when I select it instantly my Mac display is mirrored to the Apple TV in 1080p. Now the rest of this demo is going to be viewing this content entirely over AirPlay. Of course I can do anything I would normally do on my Mac when I am on AirPlay, for instance launch Game Center. And here I see my Game Center account, as well as all of my, yeah – as well as all my, yeah, like I chose that right. And I can also see all of my Game Center friends, I’ve got one here Mr. X, who is been meaning to play me in this new game that’s coming out called a CSR Racing. So we’ll see if we can summon him to the stage for a little competition.

Okay. This is looking a little more serious than I was anticipating. So Mr. X here is actually working on an iPad, and on his iPad, he can invite me to play this game CSR Racing, which is an upcoming title from NaturalMotion, and when he does you notice I get of course a notification in Notification Center, I click on it and I’m instantly launched into the game. Now, NaturalMotion was originally developing this just as an iOS title, but they found it so easy to bring it to the Mac and integrate Game Center, they’ll be simultaneously releasing it for iOS and Mac this summer. All right, it looks like we are up for race I’m in the red, racer OS X on the right in white. Here we go.

Again this is over AirPlay everything you are seeing, let go. All right, I think I got you. Well, I guess with an outfit like that he was sure to win.

Okay, so this is just a quick overview of Mountain Lion, and in addition to these major features there is so much more there, things like VIPs in mail where you can mark any people that are important to you and new incoming messages will show up as notifications for you. Search in Launchpad, Gatekeeper to help keep your system free from malware and offline reading list or in Safari, if you add things to your reading list, you can still read them later even when you are disconnected from the Internet. But one area I want to highlight especially are some features we’re adding for China, the Mac has been growing fantastically in China and we have some wonderful features that we think that are going to make it even more popular there. We are really improving our Chinese input method for pin yin, we are providing a new Chinese dictionary, we are adding eight new fronts that are great for creating beautiful documents.

In Safari, we are adding support for Baidu, as an optional search provider and adding sharing support for the Sina microblogging website, as well as video sharing to Youku and Tudou. And finally we are making it really easy to set up your Mac with China’s top email services. So those were a few features for China, but of course yeah, it’s going to be important, get your apps ready for China.

So Mountain Lion is also a fantastic release for developers with over 1,700 new APIs, so you can add sharing, Game Center support, notification support, new high DPI APIs and gesture APIs to add those great multi-touch swipes to your apps. So Mountain Lion, we are going to be delivering it to customers next month via the Mac app store. And you know well Lion was priced I think very aggressively at $29.99, we want even more people to get their hands on Mountain Lion, it’s going to be just $19.99. And this price is for upgrades both from Lion and all the way from Snow Leopard and your single purchase will upgrade all of your personal Macs.

Finally for those of you who buy a new Mac starting today, I think that there are going to be a few, your upgrade to Mountain Lion will be free and all of you WWDC developers, today you get access to a near final developer preview, so you can get all your apps ready for Mountain Lion when it ships next month, that’s Mountain Lion. Thank you.

Next up I’d like to hand it over to Scott Forstall to give you an update on iOS.

Scott J. Forstall

All right, let’s talk about iOS. I find it incredible that through the end of March we’ve already sold more than 365 million iOS devices. And what I find almost equally amazing is that more than 80% of our customers are running the very latest version of iOS, iOS 5. Now if you compare that to the competition, they released their new product 4.0, about the same time that we released iOS 5. And about 7% of Android customers are running the latest version versus more than 80% the latest version of iOS, iOS 5.

Now, let me give you a quick update on a few of the features of iOS 5 that made it a great release, starting with Notification Center. Already 84 of the top 100 social apps are pushing notifications. In fact, we’re sending around 7 billion push notifications every single day. We have already sent more than 1.5 trillion, that is trillion, first time I think we’ve seen this number up here, more than 1.5 trillion push notifications already, it’s just amazing, Notification Center.

Next is iMessage. We have more than a 140 million iMessage users, they’ve sent more than a 150 billion messages and are currently sending more than a 1 billion messages every single day.

Next is Twitter. We integrated Twitter directly into iOS 5 and they’ve already seen a three times growth increase from the number of people on iOS using Twitter. Those customers have sent more than 10 billion Tweets from iOS 5 and nearly half of all the photos being shared with Twitter’s photo sharing service come from iOS 5. So great integration.

Next is Game Center. Game Center is a great gaming network. We have more than a 130 million people using it. They submit 5 billion scores every single week and two thirds of the top 100 games integrate with Game Center. And all of this result in some very, very satisfied customers. More than 75% of our customers check the top box from very satisfied compared to less than 50% for the competition.

Now, one of the reasons that our customers are so satisfied is that every single year since the original iPhone, we come out with a new OS full of great quality, amazing features and this year’s no exception, so I’m very happy to announce iOS 6. iOS 6 is a fantastic release. It has more than 200 new features, starting with some significant enhancements to Siri. I’ll walk you through a few, let’s start with Siri.

As you all know Siri has only been out for eight months and already does so much for you. It can send text messages, get all sorts of answers, set alarms, find out about the weather, make phone calls, create a reminder for kids, if you’re my kids you can just chat with it for a while, Siri is fantastic. But in these eight months Siri has been studying up and learning a lot more. So let me just go ahead and show you what Siri can do now in iOS 6.

So here I have a phone running iOS 6. The first thing that Siri has learned in last eight months is all about sports. So you can ask questions like, what was the score of the last Giants game?

Siri

The Giants were downed by the Rangers yesterday; the final score was 5 to 0.

Scott J. Forstall

So this looks great, we got this great scoreboard, I have to say I like the scores against Texas little better during the World Series, but great sports scores ask of Siri. You can also ask about individual players like this: What is Buster Posey’s batting average?

Siri

Buster Posey has a batting average of.290.

Scott J. Forstall

So you can see, you get player cards and player stats. It’s very cool. You can also ask about standings. What are the National League standings?

Siri

Here are the standings for the National League.

Scott J. Forstall

So you scroll down here and see the Giants there in second place. So Siri knows about baseball. Siri also knows about basketball. So I can ask, who is taller, LeBron or Kobe?

Siri

LeBron James appears to be slightly taller.

Scott J. Forstall

So we see this player card, there is LeBron James who is 6’8″, if I scroll down to Kobe’s card 6’6”. Now it’s not football season right now, but Siri also knows about football, so I can ask, when is the San Francisco 49ers first game of the season?

Siri

The 49ers – Packers game is September 9, 2012, 1:15 PM.

Scott J. Forstall

So the entire schedule right there. It’s just awesome. So Siri knows about sports. Next up, Siri has learned a lot more about restaurants. So I can ask, find a great place for dinner.

Siri

I found 15 restaurants. 14 of them are fairly close to you. I’ve sorted them by rating.

Scott J. Forstall

So you can see we have a lot more information about restaurants now, the average price of menu item, the type of restaurant. If I go ahead and choose one of these, I’ll choose Millennium. You can see all sorts of information about the restaurant. We have maps here. We’ve partnered with Yelp. So you can see reviews right in here, tap on that and here is the reviews. And if you want even more information just tap on any of these reviews and it will take you right to the Yelp app from the App Store.

I’ll go back, we’ve also partnered with OpenTable. So I can tap here to make reservations, takes me again to the OpenTable app right from the App Store, can choose a date, number of people and make a reservation, it’s that easy. So Siri knows a lot about restaurants now.

Next up, Siri’s become something of a movie buff. So you can ask also sorts of questions like, what movies are playing at the Metreon?

Siri

Okay. I found eight movies at the Metreon.

Scott J. Forstall

So I can tell you what movies are playing, I’ll go ahead and choose one, Marvel’s The Avengers. You see we’ve integrated with Rotten Tomatoes, so you can see ratings and reviews. You can even tap to watch the trailer right here in Siri.

[Video Playback]

So really, really cool. You can also ask questions about directors or actors, so I can say, show me movies starring Scarlett Johansson.

Siri

I found several movies starring Scarlett Johansson.

Scott J. Forstall

So to find current movies in the theater, as well as, previous catalog, just fantastic. Let me show you one more thing Siri has learned and that is how to launch apps. So now, you’ve all been creating incredible apps, now it’s so easy to get to them, if you are like me I have hundreds of apps in my phone. Let’s say, I want to play a game, I can just ask Siri now. Play Temple Run and it’s just like that. And those are just a few of the things that Siri has learned in iOS 6.

So before Siri did so much, but now, it’s just incredible, sports scores, you can ask for football scores or basketball both pro and college, you can ask for baseball, hockey, also soccer and we do a lot of the leagues including the English Premiere League. So sports scores. You can ask about movies, you can launch apps, make dinner reservations, you can now Tweet just by talking to your phone and there is this thing we’re calling Eyes Free.

Now, you’ve heard of Hands Free before, Hands Free allows you to keep your hands on the steering wheel while you use your phone. We want to integrate Siri even better with the car. And so we’re working with a number of car manufacturers to enable to use a button, right on the steering wheel to bring up Siri. Now since Siri can talk back to you, you don’t need and we don’t light up the screen of the iPhone, so you can keep your hands on the wheel and your eyes on the road and use Siri. Now a number of auto manufacturers have already committed to delivering Eyes Free Siri integration in the next 12 months.

We’re also taking Siri much more international. When we launched Siri, we launched it in English in the United States, Great Britain, Australia and we had French and German, recently we added Japanese. And now in iOS 6, we’re adding English and French tune for Canada. We’re adding Spanish tune for Spain, Mexico and the United States. We were adding Italian. For Switzerland, we’re adding Italian, French and German. We’re adding Korean, 60 countries represented here. We’re adding Mandarin, tune for Taiwan, Cantonese tune for Hong Kong and both Mandarin and Cantonese tune for Mainland, China.

Now as part of making Siri more international, we’re now taking local search which was U.S. only in iOS 5 around the world. So you can now do local search even in China and for the first time we’re taking Siri beyond the iPhone 4S, we’re bringing it to the new iPad. And these are just a few of the enhancements for Siri in iOS 6.

Next, Facebook integration. We have been working very closely with Facebook to create the best Facebook experience ever on a mobile device. We are integrating Facebook right in to iOS 6, you can now go to the settings app and enter your username and password and now you are ready to go. You don’t need to re-log in when you go to an app from the App Store, including Facebook’s app.

We’re also making it really easy to post a Facebook from many of our apps. So you can post photos from the Photos App, post about websites from Safari, post locations from maps, you can talk about your favorite app, your own app in this case, from the App Store. You can talk about movies, TV shows, and movies from the iTunes Store, you can talk some smack from the Game Center. We’ve also integrated it right in with Notification Center. So anywhere you are just drag your finger down from the top of the screen to reveal Notification Center and you can tap to post to Facebook, and we’ve added Twitter right into Notification Center as well.

We’ve also integrated Facebook with Siri, so you can just talk to your phone now to post to Facebook. And we’ve taken this deep integration and made it a public API, so it’s easy for apps on the App Store to integrate with Facebook. But we didn’t stop there. We’ve also integrated it with the App Store.

So now you can like apps and see which apps your friends like. And you can also do that for the iTunes Store with music, TV shows and movies. And if your friends are sharing say a phone number or an e-mail address from Facebook, those will appear in your contact list now, right on your iPhone and your iOS devices. Also your Facebook events will now appear in calendars along with birthdays. So we’ve taken a deep integration of Facebook right into iOS 6 and we’ve taken that same integration and brought it to the Mac. And that is Facebook integration.

Next are some really nice enhancements to the Phone app. Now, you’ve probably been in a meeting before where you receive a phone call, and you can’t answer it right then. And you wish it was easy to quickly text a message back to the person or be reminded to call them back later. On iOS 6, there is a new control on the right hand side of the incoming call and if you slide that up you get two new options, you can reply with a message or be reminded to call the person back later.

If you choose reply with a message, just tap then on any of these buttons will send a text message or an iMessage right to the caller and if you choose remind me later, you can be reminded in a hour, my favorite actually is the second one, remind me when I leave that will set up a geo-fence around your current location, so when you leave the meeting or leave the building, your phone will pop up an alert reminding you to call that person back. So remind me later.

Next up is something we’re calling Do Not Disturb. Now, I can see many of you are like me and you’ve been awakened in the middle of the night by a text message or a push notification or an unwanted phone call. And Do Not Disturb allows you to tell your phone not to bother you with such interruptions. Now those push notifications and text messages, they’ll still come to your phone; it just won’t light up the screen or make a sound to wake you up. They will be there for you in the morning.

Now you also with Do Not Disturb get fine-grained control over which phone calls you receive. So you can choose to receive no phone calls at all or just phone calls from your favorites or from a group that you create in your contact list. And if you choose this last setting here, repeated calls, if someone really wants to get a hold of you and they’re persistent and they call you back within three minutes because it’s an emergency that second call will come through, so some great enhancements to the phone app.

Next is FaceTime. FaceTime is the best way to have a video conference with someone. But there is one catch it only works over WiFi, so what happens if you’re somewhere where there isn’t WiFi, On iOS 6 we’re enabling FaceTime over cellular. So if you have either a WiFi or a cellular data connection, you can have a FaceTime call.

Also, we’re unifying your phone number and your Apple ID. So if some one, somebody already knows what’s going to happen? So if some one calls you on your phone number with a FaceTime call, you can answer that call on your iPad or even your Mac. And we’re doing the exact same thing with iMessage. So if someone sends an iMessage to your phone number, you can receive that and reply on your iPad or your Mac. And that’s FaceTime.

Next up is Safari. Safari is the best and the most popular mobile web browser on the planet. About two-thirds of all mobile web traffic comes from Safari on iOS and we are making it even better. As you heard earlier, we’re adding iCloud Tabs. So from say your iPad, you can see all the Safari windows and tabs that are opened on any of your other iOS devices or your Macs. We’re also adding offline reading list.

So in iOS 5 we added reading list, which is the great way for you to save a story, a web story way to read it later. And now as soon as you add it to the reading list will download and cache the story. So you can go and read that even if you later don’t have Internet connectivity. We’re also adding the ability to upload photos right from Safari to your favorite websites. We’re adding something we call Smart App Banners.

Now a lot of you have built great apps that are in the App Store and you also have websites. With Smart App Banners, if someone goes to your website Safari can optionally put up a banner letting them know about your native app in the App Store. Tapping this, so tapping that banner takes them right to the store to download your app.

And if they’ve already installed your app and they happen to come upon your website, well tapping on that will just switch right to your App Store app and the website can even tell the app what the person was doing on the website, so they can pickup in the app right where they left off on the website, really cool. We’re also adding full screen supports in landscape on the iPhone to take full advantage of the large Retina display. Some great Safari features.

Next up is Photo Stream. Photo Stream is one of the really nice free features in iCloud. It is the best way to get all of your photos to all of your devices, iOS devices and your Macs. And now on iOS 6 we’re adding Shared Photo Streams. Now Shared Photo Streams is a really easy way for you to share photos with your friends. It’s really simple, just choose the photos you like to share, choose the friends with whom you like to share them and that’s it, you’re done. Your friends will receive a push notification with those photos, the photos will appear in an album right in the photos app and you and your friends can all even comment on the photos.

In addition to iOS Shared Photo Streams go to your Mac with iPhoto and Aperture, you can view them in a web browser on a Windows and you can even view them on your television using Apple TV. And that is Shared Photo Streams.

Next are some great enhancements to mail, starting with VIPs. VIP allows you to mark some one whose messages you really want to be notified about. So once you mark some one as a VIP and they send you an e-mail, you get a notification right in the lock screen of that e-mail the same way you would for a text message. It’s also really easy to find messages from your VIPs when you are looking at message list, they have a star next to them and we’ve added a VIP mailbox, which gathers together all of those messages from your VIPs. And for those of you who like to flag messages, we’ve also added a flagged mailbox as well.

We’ve also made it really easy for you to insert photos and video right in the compose window and you can now open password protected Office docs right on your iOS device. And as last one, we added a fun new animation to pull and refresh your message list. So some great features for mail.

Next up is a brand new app we’re calling Passbook. Now Passbook is the simplest way to get all of your passes in one place. There are a lot of really great apps in the App Store that are starting to put passes, boarding passes and tickets into the apps. There are some airline apps, like this one from United, where you get your boarding pass right in the app.

There are some store card apps like this one from Starbucks, where you get the store card right in the app and you can use it to scan and pay for your coffee. And there are some movie ticket apps like this one where your movie ticket goes right into the app. And that was just great, but the problem is when you get to the movie theatre or to the airport, you have to fumble around to find the app and then find the ticket or the pass within the app.

So Passbook takes all of these passes and combines them together in one place and integrates it right into the OS and they’re beautiful. Here is a movie ticket from Fandango, we’ve created templates to make it really easy for all of you developers to build these great passes and tickets and it integrates right into the lock screen. So when you get to the movie theatre, your ticket automatically pops up on the lock screen, slide across here, scan it in, go in.

Let me go ahead and give you a quick demo of Passbook. All right, so here is Passbook, I’ve got some tickets, so here is a Fandango ticket for a movie, again these are beautiful, have a nice ticket for Giants game here. We have store cards, here is a card for Starbucks and then you can see has the balance there, when you use this to scan and pay for your coffee, the balance automatically gets updated.

Here is a store card for the Apple Store. We have boarding passes, here is one for Amtrak, and here are a couple for United Airlines and again we have two we grouped them together, here is a coupon for Target, here is an Express checking card for hotel. Now when you’re done with a card just flip it over there is a trash can at the top-left and we had a little bit of fun with this deleting your cards.

Now as I said, this is all integrated in with the phone and with the lock screen. So if I have my phone locked, and I go to my favorite Starbucks up comes my Starbucks Card. Slide across it, brings up my card, scan, pay for my coffee, and I’m out, so that easy. And all these cards are actually live, so if my gate changed, it’s got an update for my United Airlines gate change, it comes up I slide across here, there is my boarding pass updated, right in the app. So that is Passbook. The best way to get all of your passes, tickets together in one place.

Next is Guided Access. We set out to make the most accessible devices of anyone for all of our customers. And we’re really proud of how the accessibility community has been adopting iOS devices. Now, we’ve been surprised by the number of children with autism who have been flocking to our devices, especially our iPads. And we want to make that experience even better.

There are a lot of great apps on the App Store like this one that are designed specifically for children with autism. The problem is there are some controls, some settings and other controls in the app that you don’t want the child to tap while they’re using the app. So Guided Access allows you just circle those controls with your finger, we’ll figure out which ones you mean and we’ll disable those controls for you. The child now can use the app without accidentally hitting those. And we lock the device into a single app mode, so hitting the home button doesn’t leave the app.

Guided Access is great. It allows children with autism to learn independently on their iPad. Now this is great beyond children with autism. It’s really single app mode and single app mode has a lot of applications. There are a lot of schools who’ve been adopting iPads and some are starting to actually administer tests on their iPads. Well single app mode allows the teacher to lock that iPad into the test so the students can’t go look up the answers in Safari. And this also works great for museums who use iPads and iPod touches for guided tours, so single app mode in Guided Access.

Next is Maps, in iOS 6, we have built an entire new mapping solution from the ground up and it is beautiful. This is what Lake Tahoe looks like, we are doing all the cartography ourselves; here is New York City, San Francisco, this is a worldwide effort, we are covering the world, here is Italy, New Zealand, Singapore, Norway, Paris, and I am going to go through every city in the – beautiful, beautiful maps.

Now part of Maps is local search, you have to be able to find businesses and points of interest and so we have already ingested more than 100 million business listings around the world to make a great local search. Once you find a business, bring up the info card and it’s beautiful. We have integrated with Yelp, so you get reviews and ratings, and lots of photos right in the card. We are also building a traffic service. We have this great traffic view, so it’s easy to see where the incidents or where the slow traffic is. And on top of that, we overlay the incidents, so it’s easier for you to figure out whether traffic is likely to speed up in a given location anytime soon.

In addition to other data sources we are using anonymous real-time crowd sourced data right from our iOS users, to keep this traffic fresh and up-to-date. We are also building in turn-by-turn navigation. So it’s really simple, once you find a place you like to go just tap on that Quick Route button and you’re on your way. As you are going, we’ll be monitoring the traffic, we will give you your ETA. If the traffic slows down, in front of you we will update your ETA and they will start looking to reroute you around it to find a faster route. And if we do we’ll offer it to you and again you are on your way around the traffic.

All of this works from the lock screen as well, if you have plugged in your car. And of course, we’ve integrated it with Siri, so you just ask Siri to take you somewhere and you’re on your way. You can ask questions along your route, like where can I get gas and it’ll look for convenient gas stations along your route and of course the kids can ask the age old question.

Now a really fun feature that we’re adding to our Maps is something we call Flyover. We have been flying major metropolitan areas around the world in helicopters and in planes and we’ve been building up a 3D photographic model of these places and it is gorgeous. This is what it looks like on the iPhone, looks great on the iPad, let me just go ahead and give you a demo of our maps.

All right, so here is our maps, they are all vector based so everything is really fast to zoom in and out, you can rotate, you can rotate all the labels, when you zoom in far enough you’ll see building start to appears, you can tap on point of interest here is MoMA, get the info card, again beautiful, get reviews and ratings from Yelp, lots of photos. We also do 3D. So I can zoom in and see just what MoMA looks like. Zoom out a little bit here, sort of move around the city, rotate around, zoom back in there beautiful, I’ll go back to 2D. We have a satellite view of course, here is our satellite view.

But what I really want to show you is Flyover. Just go ahead and choose the Transamerica Pyramid. Now, this is not a movie. This is being rendered in real-time, so I can go ahead and rotate this myself, I can change the camera angle, fly through it myself, just beautiful; let me choose another place, how about the Sydney Opera House and again I can rotate this, let’s turn it so I can look back at the city, right behind the Opera House, I will zoom out a little bit, change the camera angle. And that is Flyover.

Now the last thing I’d like to show you is turn-by-turn directions. So let’s switch to the other device, we can’t all go and get in the car and drive around, so we have a simulator for turn-by-turn directions here. I’ll go ahead and choose Coit Tower. I’ll tap on the Quick Route button, it gives me three different options, I’ll choose Route 2. Let’s go ahead and start.

Siri

Starting route to Coit Tower, in 750 feet turn right onto Greenwich Street, then turn left onto Grant Avenue.

Scott J. Forstall

Now you can watch this adaptive cinematic camera angles as we go through corners.

Siri

In 400 feet, turn left onto Grant Avenue.

Scott J. Forstall

When two turns are close together we put both signs up for you.

Siri

In 300 feet, turn right onto Lombard Street.

Scott J. Forstall

You can see we have the footprint of all these buildings correct.

Siri

In a quarter mile arrive at your destination.

Scott J. Forstall

Now at any point I can get the ETA up top, it says one minute, simulator is going a lot faster than you should drive in San Francisco, we will get there faster. I can also just tap on overview, which allows me to zoom out, I can see any part of the route in any time, zoom in over here to sort of pan around or at any point just tap to resume. You see coming around Telegraph Hill here.

Siri

Arrived at Coit Tower.

Scott J. Forstall

And that is turn-by-turn directions. So a brand new mapping solution from the ground up in iOS 6. And these are only 10 of the more than 200 new user features in iOS 6. There were so much more in here. There are Game Center challenges, so now if you hit an achievement or a high score it’s easy to challenge your friends to try to beat you. We’ve improved the privacy controls, so you can manage whether an app has access your contacts, calendar, or photos. We’ve completely redesigned the stores, making those gorgeous and fluid and better promote your apps.

We’re working on made for iPhone hearing aids. We want the experience of people with hearing aids to be the best it’s ever been on an iPhone. We’ve added per-account signatures in mail, so if you have a personal mail account and a work mail account, you can have different signatures for each. We’ve added Lost Mode to find my iPhone, so if you’ve lost or misplaced your iPhone or iPad, or your iPhone in this case, you can send a phone number directly to that phone, like your home phone number or your spouse’s phone number. And now if someone finds it, they can just tap on there, and it will call that phone number back making it that much easier for you to get your phone back. And all those features you heard about for China, for OS X, we’ve added all of these to iOS 6 as well.

So iOS 6 is a phenomenal release for our customers, it is also an incredible release for all of our developers. We continue to strive to build the best platform on the planet for developers. There’s APIs for Pass Kit, so all those passes you saw for passbook are really simple to build with that API, there’s a reminders API, we have in-app content purchases. So if your app today links out say to iTunes to buy music that someone heard in your app, you can now sell that music right in your app with an in-app content purchase sheet.

Transit apps; when building maps we looked around and realized the best transit apps for metros, for hiking, for biking are coming from our developers. And so instead of trying to build those ourselves, we are going to integrate and feature and promote your apps for transit right within the maps app in iOS 6.

So iOS 6 is a great release for all of our developers, and we are giving out a beta of iOS 6 to our developers today. iOS 6 will ship this fall, it will support the iPhone 3GS and later, the second and third generation iPad and the fourth generation iPod touch. And that is iOS 6.

Now I’d like to turn it back over to Tim. Thank you.

Timothy D. Cook

So, what do you think? Isn’t it incredible? You’ve seen some incredible products this morning. Let’s review, the new MacBook Pro, delivers extreme performance in a radically thin and light design, with the stunning Retina display, the world’s highest resolution display. It’s the most advanced Mac we have ever built.

OS X Mountain Lion, the ninth major release of the world’s best desktop operating system, with iCloud and the new Notification Center, messages, dictation, Facebook integration; it’s the best OS X yet.

iOS 6, with 200 new features to the world’s most advanced mobile operating system with an entirely new Maps app, that’s incredible, Facebook integration, Shared Photo Streams, Passbook and much, much more.

Only Apple could make such amazing hardware, software and services. We are so proud of these products, as they are perfect examples of what Apple does best. And ultimately, it’s why people choose to come to work at Apple, and with Apple. To do the very best work of their lives, to create products that empower people to do great things, to make a difference in the lives of so many people around the world. The products we make, combined with the apps that you create can fundamentally change the world. And really, I can’t think of a better reason of getting up in the morning. I hope you have a fantastic week; I want to wish you the best week ever, the best conference ever.

Thank you very much for coming and joining us.

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Keynote Macworld 2007

Morning,
[0:00:28]
James Brown!
[0:00:30]

So thank you.
[0:00:37]

Thank you for coming.
We’re gonna make some history together today.
[0:00:50]
So, welcome to Macworld.
You know, it was.. uh it was just a year ago that I was up here and announced that we were gonna switch to Intel processors.[0:01:03]
A huge, heart transplant to Intel microprocessors. And uh I said that we would do it over the coming 12 months. We did it in seven months, and it was the [cough]
– it’s been the smoothest and most successful transition that we’ve ever seen in the history of our industry. [0:01:25]
And it was because [cough] we made a beautiful, seamless version of OSX for Intel processors. And our team created Rosetta software which lets you run PowerPC apps on top of OSX on Intel processors.
Our hardware team got to cranking out a new Mac with Intel processors every month, and we completed this transition in seven months. But we didn’t do this alone. We did this with the help of a lotta folks. [0:01:57]
Our new colleagues at Intel really helped us. Thank you very much. [cough] [0:02:04]
Our thir… [0:02:06]
Our third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors. Thank you very much. [0:02:18]
And most of all, our users. The minute you saw these lightning-fast machines, ya bought ‘em. And we’ve had an extremely successful year, and I want to thank our users very much.[0:02:32]

Now, as many of you know, our retail stores have for a while been selling over half their Macs to people who have never owned a Mac before: switchers. [0:02:48]
Well, I’m pleased to report that now, in the U.S., Macs selling through all channels, over half of them are selling to people who’ve never owned a Mac before. It’s not just limited to our retail stores anymore. Half the Macs we’re selling in the U.S.
We are picking up lots and lots of new members of the Mac family, and we couldn’t be happier. As a matter of fact, here’s uh uh uh one that might be coming on soon. Jim Allchin at Microsoft was quoted recently as saying if he didn’t work for Microsoft, he would buy a Mac, and he’s retiring soon, so I’ve alerted our Seattle stores to keep an eye out for him and give him really good service. [cough] [0:03:27]
You know, uh Vista’s coming out, and uh you know our ads with the Mac guy and the PC guy, uh we made a little ad for Vista, and I’d love to show it to you now, if you’d like to see it? So let’s go ahead and run it. [0:03:39]

[cough]

[Apple ad]
[0:04:17]

So, 2007 is gonna be a great year for the Mac. But this is all we’re gonna talk about the Mac today.
We’re gonna move on to some other things and over the course of the next several months we’re gonna roll out some awesome stuff for the Mac.
But for today, we’re gonna move on. [0:04:42]

So, the first thing I’d like to do is give you an update about our music business.
As you know, we’ve got the.. the iPod, best music player in the world.
We’ve got the iPod nanos, brand new models, colors are back.
We’ve got the amazing new iPod Shuffle. [0:05:01]
The iPod, in addition to being the world’s best MP3 player, has become the world’s most popular video player, and by a large margin.
The iPod Nano is the world’s most popular MP3 player, by a wide margin.[0:05:18]
And the new shuffle is the world’s most wearable MP3 player.
So we had an incredible line-up for this holiday season, all refreshed and new products.[0:05:31]
Now I’d like to tell you a few things about iTunes now that are pretty exciting.
Number one, we have crossed a major milestone. We have sold over 2 billion songs on iTunes. It’s amazing.
Now, there were some.. there was an article recently that said iTunes sales had slowed dramatically. I don’t know what data they’re looking at, but uh this is our data, and what we see is iTunes sales were really up this past year. uh It took us over three years to get to a billion songs. We got our second billion in 10 months in 2006. And growing off us over 600 million song base, we doubled it in 2006.
So we couldn’t be happier with the growth rate of iTunes and selling 2 billion songs.[0:06:26]
Now, we are selling over 5 million songs a day, now. Isn’t that unbelievable?
5 million songs a day. That’s 58 songs every second of every minute of every hour of every day. And the last time we talked to you, we said that we were the 5th largest music reseller in the U.S. Now all these other guys sell music on CDs, and of course we sell it online. But if you add up all the music that’s sold, we were the fifth-largest reseller. Because of the growth of iTunes, I am pleased to report that we have now passed Amazon. [0:06:59]
We sell more music than Amazon, and we are now number four. And you can guess who our next Target might be. So, so that’s an update for music.

[0:07:15]

Now I wanna talk about TV shows.
We’ve got awesome TV shows on iTunes. As a matter of fact we have over 350 TV shows that you can buy episodes from on iTunes. And I’m very pleased to report that we have sold now 50 million TV shows on iTunes. Isn’t that incredible? [0:07:34]
Now, now, let me go on to movies.
When we started with television shows, the pioneering partner we had was the Walt Disney Company.[0:07:47]
They decided to throw in with us and sell TV shows, and boy did it work. Well, when we decided to sell movies, they were right there with us again as our pioneering partner to sell movies. And I am really pleased to announce that in the first four months of selling movies, we have sold 1.3 million movies on iTunes, which I think has exceeded all of our expectations.[0:08:11]
And today, we have a new partner joining the Walt Disney Comany to sell movies on iTunes, and that is Paramount.
Paramount is gonna be selling movies on iTunes. And uh we’re thrilled because they have some awesome movies. Let me just show you a few of the titles here that are going up as we..
as we speak. [Cover flow of Movies]
[0:08:38]
All.. all six Star Trek movies. [0:08:45]
So we are gonna be moving up from the hundred movies we’ve offered so far to over 250 movies now offered on iTunes. These are getting up as fast as we can over the next week or so.
And we hope to be adding even more movies as other studios throw in with us as 2006 rolls on. So that’s an update on iTunes. [0:09:05]

Now, as I said, we had a very strong lineup of music players for this holiday season. We always have stiff competition. That’s just part of this business.
And we had a new competitor this last holiday season, which was, of course, Microsoft’s Zune. [00:09:21]
So how’d they do? Well, we don’t have data for December yet, cuz it’s not out till next week or the week after, I forget. [NOTE: present tense]
But we have data for November, which was their launch month, should have been real big. And they garnered two percent market share.
Two percent market share. uh iPod had 62 percent market share, and the rest had 36. [0:09:43]
Now again, we don’t have data for December. We know we went up uh uh quite a bit in December in terms of market share. And uh we’ll find out how they did. But two percent in their launch month.
So, no matter how you try to spin this, UHM what can you say? [0:10:01]

So that’s an update on how we’re doing in the new music business, and we’ve got a few new ads for iPods.
And we work with some of the greatest folks to create advertising. And uh.. uh they created this.. this wonderful ad that I’d love to show you right now, so let me go ahead and roll it. [0:10:22]

[Ad plays] [cough]
Whew. [0:10:58]

Now, just to let you in on our process a little bit. These guys are incredibly creative, they couldn’t stop. And they took the same song, which is a uh you know uh uh uh uh a up-and-coming British pop group, and they uhm.. they took the same dancers, and they did some different animation, and they came up with what you’re about to see. [0:11:20]

[Ad plays]
[0:11:55]

Isn’t that great? So, those’ll be running shortly. And that is an update to our music business. [0:12:07]

Now, I’d like to talk about a product we introduced in September. uh called, it was called the code name was iTV. We have a new name for it. It’s called Apple TV. uh but you should never, you should either go with your code name, like we did with the Mac, or you should pick a code name quite a bit – a real name quite a bit different than your code name, so I’ll probably stumble and call this iTV five times today by mistake. I apologize. So Apple TV. [0:12:32]

And uh Apple TV is a way to enjoy your media on your big screen TV.
So let’s let’s uh backtrack and talk about what we did when we uh previewed this in September.
You can buy great content on the iTunes music store: Movies, TV shows and music, of course. [0:12:49]
And you can download it to your computer, be it a PC or a Mac. I’m.. I’m gonna use a Mac here. You can put other content on your computer from other places too, of course. [0:12:57]
And you can put that content on your iPod, right?
Now, you can go out and buy a wide-screen TV, hook up an Apple TV to it, and wirelessly transmit that content from your PC to your Apple TV and watch it on your big screen TV.
It’s that simple. Right? It’s that simple. [0:13:15]
So, this is it. Let’s take a look at around the back at the connectors to refresh ourselves.
We have a power connector, USB 2, and Ethernet.
We have wi-fi wireless networking built in. And then we have ways to get video out. An HDMI connector, which is digital audio and video. Or component video and analog and digital audio. Right? All out the back.
Most people, however, will just use these three. They’ll plug it in. There’s no power brick necessary. And they’ll hook up an HDMI cable to their wide-screen TV, and they’ll use wireless networking to get their content. So it’s really, really easy to use. [0:13:50]

And let me tell you more a little more in-depth about what this box does. First of all it delivers up to 720p high-definition video. Right?
Number one.
Number two, it’s got a 40 gigabyte hard-drive inside it. So it will store up to 50 hours of video. Which comes in handy for something I’m about to show you. [0:14:10]
And it has 802.11 wi-fi wireless networking, and it’s got all three of the popular standards. It’s got B, G, and the new Draft N standard, which is really, really fast. And it’s got an Intel processor in it, so it’s got the processing horsepower to do the kinds of user interfaces we like to do. [0:14:31]
So it’s a really cool box. It works with video, music and photos. It was designed for wide-screen TVs. It’s got wi-fi wireless networking, internal 40 gig hard drive.
It, you can auto-sync your content from one computer.
And you can stream content from up to five computers. So let’s examine this in a little more detail. Auto-sync from one computer. What does this mean?
It means you can take one of the computers in your house, and right from iTunes, just like you would set up an iPod, you could set up your Apple TV. And you can set up your Apple TV to say, oh, take my ten most recently purchased unwatched movies and automatically put them on the hard drive of Apple TV. So that whenever I walk up to Apple TV, they’re there. Right? [0:15:20]
So let me show you, I’m gonna to do this with six TV shows. They just automatically, whenever I buy them, they just automatically will stream in the background to Apple TV and be stored on the hard drive. [0:15:30]
Right? So whenever I go to watch something, they are there.[0:15:34]
Now, I can also stream from up to five computers. In this case, I’m gonna take content from five computers, and I can watch it on Apple TV but I will..will not store it on the hard drive.[0:15:45]
Right, so you can just stream it live and watch it from other computers in the house. Or if your neighbor comes over with a.. a notebook and they’ve got something cool that you wanna watch on your widescreen TV. Again, PCs or Macs, I just choose the computer that I like. [0:15:57]

So, this is Apple TV, and oh why don’t we go ahead and show it to you? You can control it with this very simple remote. So let’s go see a demo. [0:16:06]
This is the screen saver. Takes all your photographs here and just puts them on your TV and they’re gorgeous, because as you know, phot…photography these days is high-def, with these amazing digital cameras that we have. [0:16:21]
So, let’s go into the main menu of iTV, and uh here’s what it looks like. We’ve got movies, TV shows, music, podcasts, photos. So let’s go into movies here. And we go into movies and uh, let’s see here now, we have uhm all my movies that are stored on iTV, as well as the iTunes top movies. I can go see what’s selling on iTunes and stream it down and watch it on iTV. I can also look at theatrical trailers. Again, this is not stored on iTV. This is actually coming over the live Internet. Into my house through my Internet gateway, wirelessly to i – to Apple TV, and I can watch theatrical trailers streaming right from Apple.com. So let’s go in here. [0:17:08]
And uh what’s a cool trailer? Uhmmm gonna watch..yeah this one called the Good Shepherd. [Mumbling where’d it go..oh G.. Good Shepard, there we go]
Boom. So let’s watch this, I just click on it, and this is streaming live from Apple.com. [0:17:23]

[Movie trailer] [0:18:01]

So you get the idea. You can sit on your couch and watch theatrical movie trailers with iTV.
Now, let’s back up here, and let’s go play a movie. uhm We’ve got Zoolander here. Let’s go play a little part of Zoolander. One of our new Paramount movies.[0:18:17]

[Movie clip] [0:19:07]

Isn’t this great?
So, that’s movies, and uh let’s go take a look at uh at in ZooTV shows here.
It’s…. again, incredibly cool. Let’s go into uh “Heroes,” a really great new show, and uh let’s play an episode called Better Halves. [0:19:26]

[TV clip] [0:20:47]

[Chuckles]. OK, well, that’s TV shows. And uh Now let me show you uh music.
You know, iTV, of course is – Apple TV is uh primarily for video, but it turns out it’s awesome for listening to music on your home theater system, as well. We think a lot of people are going to buy it uh buy it for that.
So we’ve got music here, we’ve got the iTunes top music and top music videos.
And uh let me go down into a playlist here. [0:21:15]
And uh, We’ve got a favorites playlist, I’ll go into that.
And I’ll just shuffle some songs, cause I wanna show you what it’s like when you’re playing music here. [0:21:24]

[Music plays] [cough]
[0:21:44]
So it does that so it doesn’t burn a hole in your uh plasma TV there.[0:21:48]
And uh we can go ahead and just go to the next track here.
next track.
So that’s what it’s like to play music. [0:22:07]
Alright. [0:22:12]

So now let’s go to photos. You know, Again, your photos are high-def. These new digital cameras are awesome. [0:22:19]
And so you can just, again, move your photos to iTV or stream them over, over wireless networking. And see your photos right on your TV. So as an example, here’s a photo album I made of uh. [0:22:33]

just beautiful.

[0:23:04]
So you get the idea. It’s really cool to watch photos on your widescreen TV.
[0:23:10]

Now, uh what I’ve been demonstrating so far uh is primarily content that has been synced to Apple TV from my computer and I’d like to show you what it’s like uh when you uh wanna connect to someone else’s computer. [0:23:24]
Let’s say uh Phil Schiller my neighbor comes over and uh he’s got his MacBook and.. Phil, what do you got on your MacBook. You got some content we could watch? [0:23:31]

[Phil Schiller]

[0:23:35]

Great, Well, let me just go down here to sources, and uh here’s the uh you know Apple TV that I’ve been playing off the hard drive of, and I just say I wanna connect to a new iTunes right here, and iTunes is running on Phil’s machine. It says type in this PIN, for security reasons, and Phil types in the PIN into his MacBook and uh the minute. They’re fully authenticated now, and there’s Phil’s MacBook right up there and I push it, and now I’m gonna be looking at the content right off of Phil’s MacBook and what you wanna watch, Phil? [0:24:07]
[Phil Schiller]

Alright, here we go. Which one?
[Phil Schiller]
Alright go to 30 Rock here.
[Phil Schiller]
… Jack meets Dennis, OK, great. Here we go. [0:24:21]
We’re streaming off of Phil’s MacBook to this Apple TV live. [0:24:24]

[30 Rock clip]
[0:25:05]

Alright, so, Thanks Phil.
[Phil Schiller]
That is Apple TV. [0:25:14]

[0:25:22] So we think this is pretty cool.
Apple TV. Movies, TV shows, music and photos all on your widescreen TV.
I’m really excited about it. So Apple TV is gonna be priced at $299.
Right? $299 for all this built in. [0:25:48]
And we’re gonna be shipping them next month, in February, and we are taking orders starting today.
So, Apple TV. Enjoy your media on your big-screen TV. We think this is gonna be really something quite special. Apple TV.[0:26:09]

[0:26:22]
This is a day I’ve been looking forward to for two-and-a-half years.[0:26:28]

Every once in a while, a revolutionary product comes along that changes everything. And Apple has been – well, first of all, one’s very fortunate if you get to work on just one of these in your career.
Apple’s been very fortunate. It’s been able to introduce a few of these into the world.
In 1984, we introduced the Macintosh. It didn’t just change Apple, it changed the whole computer industry.[0:27:12]
In 2001, we introduced the first iPod, and… it didn’t just – it didn’t just change the way we all listen to music, it changed the entire music industry. [0:27:36]
Well, today, we’re introducing three revolutionary products of this class. [0:27:48]

The first one: is a widescreen iPod with touch controls. [0:27:59]
The second: is a revolutionary mobile phone. [0:28:13]
And the third is a breakthrough Internet communications device.[0:28:28]

So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. [0:28:44]
An iPod, a phone, and an Internet communicator. An iPod, a phone … are you getting it? [0:29:01]
These are not three separate devices, this is one device, and we are calling it iPhone. [0:29:19]
Today, today Apple is going to reinvent the phone, and here it is. [0:29:30]
No, actually here it is, but we’re gonna leave it there for now. [0:29:41]

So, before we get into it, let me uh talk about a category of things. The most advanced phones are called smart phones. So they say. [0:29:57]
And uh they typically combine a phone plus some e-mail capability, plus they say it’s the Internet. It’s sort of the baby Internet, into one device, and they all have these plastic little keyboards on them.
uh And the problem is that they’re not so smart and they’re not so easy to use, so if you kinda make a… Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are kinda right there, they’re not so smart, and they’re – you know – not so easy to use. [0:30:28]
uhm But smart phones are definitely a little smarter, but they actually are harder to use. They’re really complicated. Just for the basic stuff a hard time figuring out how to use them. [0:30:41]
Well, we don’t wanna do either one of these things. What we wanna do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use.
This is what iPhone is. OK? [0:30:57]

[0:30:59]
So, we’re gonna reinvent the phone. [0:31:01]
Now, we’re gonna start… with a revolutionary user interface.. is the result of years of research and development, and of course, it’s an interplay of hardware and software.
Now, why do we need a revolutionary user interface? I mean, Here’s four smart phones, right? Motorola Q, the BlackBerry, Palm Treo, Nokia E62 – the usual suspects. [0:31:33]
And, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It’s, it’s this stuff right here.
They all have these keyboards that are there whether you need them or not to be there.
And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it.
And what happens if you think of a great idea six months from now? You can’t run around and add a button to these things. They’re already shipped. [0:32:07]
So what do you do?
It doesn’t work because the buttons and the controls can’t change. They can’t change for each application, and they can’t change down the road if you think of another great idea you wanna add to this product. [0:32:22]

Well, how do you solve this?
Hmm. It turns out, we have solved it! [0:32:27]
We solved it in computers 20 years ago. We solved it with a bit-mapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. Right?
We solved this problem. So how’re we gonna take this to a mobile device?
What we gonna do is get rid of all these buttons and just make a giant screen.
A giant screen. [0:32:54]
Now, how are we gonna communicate this? We don’t wanna carry around a mouse, right?
So what are we gonna do? Oh, a stylus, right?
We’re gonna use a stylus.
No. No. Who wants a stylus?
You have to get em and put em away, and you lose em. Yuck.
Nobody wants a stylus. So let’s not use a stylus.
We’re gonna use the best pointing device in the world. We’re gonna use a pointing device that we’re all born with – we’re born with ten of them. We’re gonna use our fingers.
We’re gonna touch this with our fingers. And we have invented a new technology called multi-touch, which is phenomenal. [0:33:33]
It works like magic.
You don’t need a stylus. It’s far more accurate than any touch display that’s ever been shipped.
It ignores unintended touches, it’s super-smart.
You can do multi-finger gestures on it.
And boy, have we patented it. [0:33:54]

So, so we have been very lucky to have brought a few revolutionary user interfaces to the market in our time.
First was the mouse.
The second was the click wheel.
And now, we’re gonna bring multi-touch to the market. [0:34:20]
And each of these revolutionary user interfaces has made possible a revolutionary product – the Mac, the iPod and now the iPhone. [0:34:30]
So, a revolutionary user interface.
We’re gonna build on top of that with software. Now, software on mobile phones is like is like baby software.
It’s not so powerful, and today we gonna show you a software breakthrough. Software that’s at least five years ahead of what’s on any other phone. [0:34:55]
Now how do we do this? Well, we start with a strong foundation: iPhone runs OSX.
Now, why, why would we wanna run such a sophisticated operating system on a mobile device? Well, because it’s got everything we need.
It’s got multi-tasking.
It’s got the best networking.
It already knows how to power manage. We’ve been doing this on mobile computers for years. It’s got awesome security.
And the right apps.
It’s got everything from Cocoa and the graphics and it’s got core animation built in and it’s got the audio and video that OSX is famous for.
It’s got all the stuff we want. [0:35:43]
And it’s built right into iPhone. And that has let us create desktop class applications and networking, right. [0:35:52]
Not the crippled stuff that you find on most phones. This is real, desktop-class applications. [0:35:59]

Now, you know, one of the pioneers of our industry, Alan Kay, has had a lot of great quotes throughout the years. And I ran across one of them recently that explains how we look at this.
Explains why we go about doing things the way we do, cause we love software.[0:36:18]
And here’s the quote: “People who are really serious about software should make their own hardware.” [0:36:25]
You know, Alan said this 30 years ago, and this is how we feel about it.
And so we’re bringing breakthrough software to a mobile device for the first time.
It’s five years ahead of anything on any other phone.
The second thing we’re doing is we’re learning from the iPod, syncing with iTunes.
You know, we’re gonna ship our 100 millionth iPod this year, and that’s a lo… 10s of millions of people that know how to sync these devices with their PCs or Mac and sync all of their media right on to their iPod. [0:36:59]
Right?
So you just drop your iPod in, and it automatically syncs.
You’re gonna do the same thing with iPhone. It automatically syncs to your PC or Mac right through iTunes.
And iTunes is gonna sync all of your media onto your iPhone: Your music, your audio books, podcasts, movies, TV shows, music videos. [0:37:19]
But it also syncs a ton of data: Your contacts, your calendars and your photos, which you can get on your iPod today, your notes, your..your bookmarks from your Web browser, your e-mail accounts, your whole e-mail set-up. All that stuff can be moved over to your iPhone completely automatically.
It’s really nice.
And we do it, we do it through iTunes. [0:37:41]
Again, you go to iTunes and you set it up. Just like you’d set up an iPod or an Apple TV. And you set up what you want synced to your iPhone. And it’s just like an iPod. Charge and sync. So sync with iTunes.[0:37:55]

Third thing I wanna talk about a little is design. [0:38:00]
We’ve designed something wonderful for your hand, just wonderful.
And this is what it looks like.
It’s got a three-and-a-half-inch screen on it. It’s really big.
And, it’s the highest-resolution screen we’ve ever shipped. It’s 160 pixels per inch.
Highest we’ve ever shipped. It’s gorgeous.
And on the front, there’s only one button down there.
We call it the home button. Takes you home from wherever you are.
And that’s it. Let’s take a look at the side. [0:38:31]
It’s really thin. It’s thinner than any smart phone out there, at 11.6 millimeters.
Thinner than the Q, thinner than the BlackJack, thinner than all of them.
It’s really nice.
And we’ve got some controls on the side, we’ve got a little switch for ring and silent, we’ve got a volume up and down control.
Let’s look at the back.
On the back, the biggest thing of note is we’ve got a two-megapixel camera built right in.
The other side, we’re back in the front.
So let’s take a look at the top now.
We’ve got a headset jack. 3 and half millimeter all your iPod headphones fit right in.
We’ve got a place, a little tray for your SIM card, and we’ve got one switch for sleep and wake. Just push it to go to sleep, push it to wake up. [0:39:18]
Let’s take a look at the bottom.
We’ve got a speaker, we’ve got a microphone, and we’ve got our 30-pin iPod connector.
So that’s the bottom.

Now, we’ve also got some stuff you can’t see.
We’ve got three really advanced sensors built into this phone. [0:39:38]
The first one is a proximity sensor. It senses when physical objects get close, so when you bring iPhone up to your ear, to take a phone call, it turns off the display, and it turns off the touch sensor, instantly.
Well, why do you wanna do that?
Well, one to save battery, but two, so you don’t get spurious inputs from your face into the touch screen.
Just automatically turns them off, take it away, boom, it’s back on.
So it’s got a proximity sensor built in.
It’s got an ambient light sensor, as well. We sense the ambient lighting conditions and adjust the brightness of the display to match the ambient lighting conditions.
Again, better user experience, saves power. [0:40:10]
And the third thing we’ve got is an accelerometer, so that we can tell when you switch from portrait to landscape. It’s pretty cool. Show it to you in a minute. So three advanced sensors built in.[0:40:22]

So, let’s go ahead and turn it on.
This is the size of it. It fits beautifully in the palm of your hand.
So, an iPod, a phone, and an internet communicator.
Let’s start with the iPod. You can touch your music.
You can just touch your music, it’s so cool.
You’ve got a widescreen video. [0:40:51]
You can find your music even faster.
Gorgeous album art on this display.
Built-in speaker, and, why not? Cover flow. First time ever on an iPod.
So rather than talk about this some more, let me show it to you. [0:41:08]

Alrighty.
Now, I’ve got some special – some special – iPhones up here, they’ve got a little special board in them so I can get some digital video out, and I’ve got a little cord here which goes up to these projectors, and uh so I’ve got some great images, and you get to see what it really looks like.
So, let me, I’ve got a camera here so you can see what I’m doing with my finger for a few seconds [sniff].
And uh let me go ahead and get that picture within picture up.
I’m gonna go ahead and just push the sleep/wake button and there we go, right there. [0:41:47]
And to unlock the phone I just take my finger and slide it across.
Want to see that again? Sleep.
We wanted something you couldn’t do by accident in your pocket.
Just slide it across. Boom.
And this is the home screen of iPhone right here.
And so if I want to get in the iPod, I just go down to that lower right hand corner and push this icon right here, and boom, I’m in the iPod.
I wanna get home, I push the home button right here, and I’m home. [0:42:16]
Back in the iPod. I am back in the iPod.
Now, here I am you see five buttons across he bottom.
Playlists, artists, songs, videos and more. I’m in artists right now.
Well, how do I scroll through my lists of artists? [0:42:29]
How do I do this? I just take my finger, and I scroll. [0:42:35]
That’s it. Isn’t that cool?
A little rubber banding up when I run off the edge.

And if I wanna pick somebody, let’s say I wanna pick the Beatles, I just tap them, and here’s the Beatles songs with their albums right here.
If I wanna play Sgt. Pepper’s I just hit Sgt. Pepper’s right there, and uh “A Little Help From My Friends.” [0:43:00]
Look at this gorgeous album artwork here.
Of course, I’ve got a volume control.
Now, I’ve got a little button up in the corner right here, you can see in the upper right-hand corner, I can hit that and flip the album art around.
There’s all the other songs back here.
And I can play “Lovely Rita” if I want to.
Flip it back around. Very simple.
Right, I can set some stars back here just by setting the arrows. Right?
That’s a five star album. Isn’t that cool? Yeah, it’s pretty nice.[0:43:40]

Now, let me show you something else.
I just take my unit here, and I turn it landscape mode, oh, look what happens!
I’m in cover flow.
Let’s go into Dylan here, let’s play “Like a Rolling Stone.”
I just thumb through, just thumb through my albums.
It’s really easy.
Anytime I find something I like, I can just turn it around, and play something.
It’s that easy.
[playing around with different music]
It’s that simple.
Isn’t that great? Yeah.
Alright. I could play with this for a long time. uh [0:45:05]

Now, Again, I’ve got playlists here.
I can go into my playlists. I’ve got artists. I’ve got songs.
Uh I’ve got more over here. I’ve got you know – albums.
I’ve got a great album view again that shows all my album artwork right here if I want.
uh And uh I’ve also got audio books and compilations and things like that.
I’ve also got videos here. [0:45:24]
So I push videos and uh I’ve got here i’ve got a podca.. video podcast loaded on, and a music video.
And I’ve got a TV show and a movie, and I’d like you to just show the uh TV show here. This is an episode from The Office. All videos we look at in uh.. in landscape. [0:45:38]

[Video plays – The Office] [0:46:33]

We have touch controls on here, of course.
Isn’t that awesome? Isn’t that awesome?
Let’s go uh… [0:45:40]

Now I wanna show you uh a movie playing. Let’s play Pirates of the Caribbean, the second one, here.
Great movie, by the way. And uh… [0:46:48]

[Movie plays] [continues to talk]
Now this is a widescreen movie so I just double-tap and I can see the whole thing here, or I can fill up the screen, whichever I like.
[stops talking]
[watches movie]

And again, I’ve got on-screen controls here. Isn’t this cool? [0:47:15]
So we can be watching feature-length movies just like this.
Alrighty. So that – is the iPod.
Pretty cool, huh? [0:47:30]
We’ve just started. So again, touch your music. [0:47:38]
scroll through your songs, scroll through your playlists. [0:47:41]
It’s incredible. Widescreen video like you’ve never seen on a portable device, 160 pixels per inch, gorgeous screen quality.
Gorgeous album art, and cover flow. [0:47:54]
It’s the best iPod we’ve ever made.
Again, some of the screen shots [sniff]. It’s unbelievable.
Here’s some album art I just put up, so you can see what it looks like.
Just, no matter what you like, it looks pretty doggone gorgeous.
And of course, cover flow and video, with on-screen controls.[0:48:28]

You know, I was showing this to somebody –
I was giving a demo to somebody a little while ago, who had never seen this before, inside Apple. And I uh finished the demo, I said what do you think.
He told me this, he said, you had me at scrolling. [0:48:45]
So, the iPhone with the most amazing iPod ever.
You can now touch your music. [0:48:55]

So that’s the iPod.
Now, let’s take a look at a revolutionary phone. [0:49:02]
We wanna reinvent the phone.
Now, what’s the killer app?
The killer app is making calls!
It’s amazing, it’s amazing how hard it is to make calls on most phones.
Most people actually dial them every time. [0:49:19]
Most people don’t have very many numbers in their address book they use their recents as their address book. Right?
How many of you do that? I bet more than a few.
So, we wanna let you use contacts like never before.
You can sync your iPhone with your PC or Mac and bring down all your contacts right into your phone. So you’ve got everybody’s numbers with you at all times. [0:49:41]
We have something that’s going to revolutionize voice mail today. We call it visual voice mail.
Wouldn’t it be great – if you didn’t – if you had six voice mails if you didn’t have to listen to five of them first before you wanted to listen to the sixth?
Wouldn’t that be great if you had random access voice mail? [0:49:58]
Well, we’ve got it. Just like e-mail you can go directly to the voice mails that interest you. Excellent audio audio quality. iPhone is a quad-band, GSM plus Edge phone.
We have decided, we decided, to go with the most popular international standard, which is GSM. We’re on that bandwagon, headed on that roadmap, and uh plan to make 3G phones and all sorts of other amazing things in the future. So, quad-band GSM plus edge, and of course we have wi-fi and Bluetooth 2.0 EDR built in, as well.[0:50:34]

[0:50:36]

And so this is what it looks like when you get a call.
This is what it sounds like. It’s one of our ring tones, you can pick of course.[0:50:45]

So, I wanna show you four things.
I wanna show you the phone app, photos, got a calendar, and SMS messaging. [0:50:00]
The kind of things you would find on a typical phone, but in a very untypical way now.
So let’s go ahead and take a look.
So let’s go to our phone, first. [0:51:17]
You see that uh icon in the lower left-hand corner, the phone?
I just push it right here, and boom, I’m in the phone.
And I’ve got five buttons across the bottom: favorites, recents, contacts, keypad and voice mail. I’m in contacts, right now, again. How do I move around my contacts?
I just scroll through them.
And so, let’s say I wanna make a call to Jony Ive.
I can just push here, and I see Jony Ive’s context, with all his information: his three phone numbers, his e-mail, whatever else, his address, whatever else I’ve got.
It’s all in one place.
And if I wanna call Jony, all I do is push his phone number. I’ll call his mobile number right now. And now, we are calling Jony here.

[0:52:07] Hey, Jony, how you doing?
Well, it’s been 2 and a half years, and I.. I can’t tell you how thrilled I am to make the first public phone call with iPhone.
I… I remember when we first started working on this, and it’s.. it’s just unbelievable. Wah, whoa, what is this? I’ve got another call coming in. Jony, can I put you on hold for a minute? Ok. So I put Jony on hold and …

Hi Phil.[0:52:44]
[Schiller says: Hey, Steve, I wanted to be the first call!”]

Sorry Phil! As you can see, it’s pu.. put Jony on hold, and Phil, I can just touch Jony and bring Jony back. Hey, Jony are you there?
Hey listen, uh Phil called. Do you mind if I conference him in?

[“I guess so,” Ive says]

You can see the m.. uh button has changed to merge calls right there in the middle, so I just push that right here, and now, I’ve created a conference call.
Jony, you there? Phil, you there?

So here we are, and uh listen I gotta get back to my keynote, so uh if I wanna do that, what i’m gonna.. I just touch this arrow right here, and uh I’m gonna go ahead and take Jony private here and uh put Phil on hold. Jony, do you have anything to say on the first phone call? [0:53:43]

[“It’s not too shabby is it?” Ive says]

It’s not too shabby. You take care, Jony.
And I end this call. and it..Phil’s on hold. I take him off of hold.
Phil, thanks very much, I gotta get back to the keynote now.
Bye-Bye.
Alrighty.[0:54:02]

So, now I’ve also got a way to make a list of favorites here, from my most-often called numbers so I can just touch it once and dial.. dial the number.
And I might wanna add somebody to favorites, so let’s say I wanna add Phil Schiller, I just push that plus button in the upper right-hand corner right there, and up pop my favorites, and I can just go to uh “S” is here and there’s Phil, so uh Phil Schiller is right there.
And uh I’ll put, let’s say I wanna put Phil’s work number, and it’s added Phil, right there you can see the favorites.
I can edit favorites by pushing the edit button in the upper left-hand corner, and I can move Phil up if I want to,you know maybe to the top.
And uh let’s see, i’m not gonna.. you know type Tony’s changed his number I’ve got to update this anyway, so I’m gonna get rid of that and I can just remove Tony. Boom, there we go.
It’s that simple to edit these things. Very, very easy.
I’ve got recents right here, which is all my recent phone calls. [0:55:02]
If I wanna see the ones I’ve missed, which are in red, I can just go up and touch that button at the top, and boom, those are all the ones I’ve missed, and those are all the calls that I’ve placed or have gotten.[0:55:14]
If I wanna dial the phone, if I’m real last-century, I can push keypad here, and uh I can dial a call just with … oops, called four, sorry.
Wrong number.
uh 408 uh 996-1010.
And it formats the numbers and uh if I want to, I can just keep dialing, let’s say it’s a European number, and the numbers just keep getting smaller, real simple.
Very simple to dial with the keypad.
Now let me show you visual voice mail. This is so cool.
This is a collaboration that we’ve done, which I’ll talk more about later, and uh it allows us to have random access voice mail.
Go directly to the voice mails we want.
So as an example, I come to my voice mail, and I say, oh, there’s one by Al Gore.
I wanna hear that one. I just push it. [Congratulatory message from Al Gore plays.]
[Sniff] [0:56:20]

Now, if I wanna call Al back right now, I can just push that call back button.
But I wanna listen to one from Tim Cook I’ve got here, so let me listen to Tim.
[Message plays with Joke about revenue]

Isn’t this awesome.
And so I’ve got voice mail how I wanna listen to it, when I wanna listen to it, in any order I wanna listen to it with visual voice mail. [0:56:49]
So that is a quick tour of the phone app.
Now what I wanna do is show you SMS texting.
So I just go to that SMS icon in the upper-left-hand corner and push it.
And I not only have SMS texting, but I have multiple sessions.
So I can be carrying on conversations with people, and every time I get a new message from them, I’ll be alerted to that, and go check it out.
So. As an example here, I’ve got Eddie Q and I’ve been carrying on a conversation with Eddie, and I just tap this, and here’s the conversation I’ve been carrying on right here, right. [0:57:22]
And if there’s a new message it will tell me.
And so there’s a new message from Phil, and uh let’s see the conversation was what: [0:57:27]

[SMS messages:]
Hey Steve
Hi
Still on for dinner tonight?
absolutely
your turn to pick
hmmm I pick Sushi Ran
how about 7 o clock tonight?
and I say, I can can just say, you know
sounds great

[0:57:37]

And I’ve got this little keyboard which is phenomenal.
It does error prot uh prevention and correction.
Not that I won’t make some, I probably will. [0:57:45]
But it’s actually really fast to type on. It’s faster than all these little plastic keyboards on all these smart phones.
So I can just say sounds great, see you there.
And I can send that. And there it is, right.
It’s that simple.
And when Phil messages me back, I’ll be alerted, I’ll see the dot, and I can just go pick up that conversation where it left off.
If I wanna send a message to Eddie I or Scott, I just push this and send a message and go.
It’s so simple.
So that’s SMS messaging, and uh you know again, you’ve seen the keyboard, it’s pretty awesome. We’ll come back to that a little bit later.

And the third app I wanna show you as part of the phone package is photos.[0:58:42]
You know, we have a two-megapixel camera built in, as I said. We also have the coolest photo management app uh ever, certainly on a mobile device, but I think maybe ever.
And uh so here’s uh here’s our photos. I’m going to go into our photo library, and this is our library and again, I can just scroll through photos here with my finger.
Pretty cool. Let me go to uh photo album, I’ll pick Italy, and I just uh, let’s start at the top.
And to go through pictures, I just swipe them. [0:59:09]
I can just swipe through my photo library. Oh There’s one that’s uh that’s landscape. I can just turn my device and take a look at it. Pretty cool, huh?
So.. Alright? So I can even swipe when I’m in landscape here.
Yeah? Isn’t this awesome?
The other thing I can do is uh I can take any of these pictures and uh I can make them bigger. And uh So let me go ahead and get the camera back up yeah there it is right there.
I can uh.. I can just take my fingers and I can, we call it the pinch, I can bring them closer together and move them further apart to make it bigger or smaller.
And So I can just move them further apart and stretch the image.
Isn’t that cool? [0:59:54]
I can move it around, and … isn’t that cool?
And now, now what I can do is I can uh pick to uh make this my uh wallpaper.
And of course, I could you know.. jigger it around then and just set the wallpaper, and now when I uh if I’m back at home and I go to sleep, when I wake up from here on out, until I reset it, that’s my wallpaper. [1:00:22]
Whenever I’m making a call, that’s what I’m gonna see. Boom.
There we go. So photos, SMS and the phone app. [1:00:31]
That is part of our phone package for iPhone.

[1:00:44] Get a call, again, really great call management features, just scroll through contacts with your finger.
All the information at your fingertips here.
Favorites, last century, visual voice mail.
Calendar, SMS texting, incredible photo app, the ability to just take any picture and make it your wallpaper.
It’s pretty unbelievable, and I think when you have a chance to get your hand on it, you’ll agree, we have reinvented the phone. OK. [1:01:23]

So, now, let’s take a look at an Internet communications device as part of iPhone.
So what’s this all about?
Well, we’ve got some real breakthroughs here.[1:01:41]
To start off with, we’ve got rich, html e-mail on iPhone.
The first time really rich e-mail on a mobile device. And it works with any IMAP or POP e-mail service. You got your favorite mail service, it’ll likely work with it. [1:01:59]
And it’s rich text e-mail.
We wanted the best web browser in the world on our phone, not a baby web browser or a WAP browser, a real Web browser, and we picked the best one in the world, Safari, and we have Safari running on iPhone.
It is the first fully usable html browser on a phone.

Third, we have Google Maps.
Maps, satellite images, directions and traffic. [1:02:34]
This is unbelievable, wait til you see it. We have widgets, starting off with weather and stocks. And this communicates with the Internet over EDGE and wi-fi.
And iPhone automatically detects wi-fi and switches seamlessly to.
You don’t have to manage the network. It just does the right thing.
Now, I wanna take a second and talk about email. we hook up to almost any IMAP or POP3 mail service. I just want to give you some examples. IMAP of course is the best because you can keep your folders and all your e-mail on the server and access it from anywhere.
uh Yahoo E.. Yahoo Mail is IMAP. Microsoft Exchange has an IMAP option. And obviously .Mac mail is IMAP, as well.
POP3, Google Gmail, AOL Mail, and most ISPs are POP3 e-mail. [1:03:27]

Now, I wanna take a minute and highlight one.
Yahoo Mail.
Yahoo Mail is the biggest mail service in the world.
They have over a quarter billion users.
Biggest e-mail service in the world, and today, we are announcing with Yahoo that they are going to provide free push IMAP e-mail to all iPhone customers. [1:03:51]
So, this isn’t just IMAP e-mail.
It is push IMAP e-mail. So when you get a message, it will push it right out to the phone for you. Same as a BlackBerry. Free IMAP push e-mail from Yahoo.
So we think this is a pretty big deal.
So what I’d like to do now is I’d like to show you:
Mail, Safari, Google Maps and widgets running on iPhone.
So let’s go see. [1:04:19]

So let’s go into mail.
Second icon from the left on the bottom there.
I just touch it with my finger, and boom, I’m there.
And so I’ve got an in-box here, and this is, by the way, running live on Yahoo IMAP e-mail.
This stuff is coming off a Yahoo server somewhere up in the cloud.
And uh so I can say James Vincent here sent me an e-mail.
And he’s a proud father.
And there we there we go. And I can just scroll here.
I’ve got in-line photos, rich text e-mail. there we go.
So let’s look at another one. Phil Schiller. [1:05:02]
She loved the gift.
Again, in-line photos, rich text, pretty nice.
Shopping list. [1:05:12] Again, rich text right here. Pretty cool.
Directions to Sushi Ran for tonight’s dinner.
Now, iPhone of course parses out phone numbers and as you can see there’s a phone number in blue.
I can just touch it, and boom, I’m gonna call this place.
I don’t really wanna call them so I’m going to end the call here.
But you get the idea.
And uh this last one uh, Ken Bereskin is uh one of our marketing folks.
He just returned from Antarctica. Ken’s a great photographer, and he took all these great photos of uh of penguins in Antarctica. [1:05:47]
It’s really cool. Look at this, it’s great. Right in your e-mail, right on your phone.
And if I want to – by the way – , I can uh look at my e-mail with a split view just like I do on my computer, and so I can select something here and just look at it down here if I want to peruse my messages real fast and just find that one message I was looking for.
But I actually like the full-screen view.
And of course, we have a standard in-box and drafts, and sent, and eh and and all sorts of folders you can put things in as well.
So it’s real e-mail, just like you’re used to uh on your computer, right here on your phone.
It’s extraordinary.
And again, free IMAP e-mail from Yahoo.[1:06:26]

Now, let me go ahead and just uh create an e-mail message.
Show you what that’s like.
So again, when I don’t need a keyboard it’s not there.
When I do, it’s there. I want to send a message to uh, let’s say, Phil.
I just type PH, and boom, Phil Schiller, it’s address completion and maybe I’ll send one to Scott Forrestal, as well, and there’s Scott right there, and uh let’s say the subject is uh dinner.
Dinner and uh.. uh. you know. oops.
See you tonight. Boom, and I just hit send.
Sends that e-mail, and we’re done.
So that is mail. Full desktop class e-mail running on a mobile device. [1:07:21]

Alright, now I wanna show you something incredible.
I wanna show you Safari running on a mobile device.
So let’s go to the Web, and here we are.
I’m gonna load in, rather than apple.com here, a.. a little uh.. more universal site.
I’m gonna load in the New York Times, it’s kind of a slow site because it’s got a lot of images, but here we are loading and we’re loading over wi-fi right now.
And rather than just give you a WAP version of the New York Times, rather than give you this wrapped version all around, we’re showing you the whole New York Times Web site, and there it is.
And Guess what I can do, I can just put this into landscape mode, and there it is right there.
And I can scroll here if I want.
Scroll up and down here. Still loading it in.
There we go. Or I can just get back like this. [1:08:19]
Now, this is really great and I can see the whole page but of course I can’t read it.
It’s a little too small. So I can get in with my fingers and pinch it but we have an optimization here. I can just double-tap on anything and it automatically fills up the screen with it.
And I can just scroll around like this and scroll over here and I can even make this text bigger if I want to, and there it is. [1:08:39]
Just double-tap again to get back to the full page. Isn’t this cool?
So I can just. Look at this.
There is the New York Times. And again, any article I want, boom, there we go.
Boom. Unbelievable.
Now, you can look at multiple Web pages as well. You can have multiple Web pages open. So I just push this button in the lower-right hand corner.
Shrinks it down, and I can add a new page if I want.
And uh I’ll go to uh Amazon here out of my bookmarks.
So let’s go to Amazon. And I love to go the DVD section of Amazon and see what DVDs are selling.
I like it especially when Disney’s are at the top.
Uh, [cough] And, uh so here’s Amazon coming, and even before the whole page is loaded on, I’m just going to double-tap on this, and.. and uh I’m gonna say let’s go to the DVD section here, and now it’s doing that.
And here we are. [1:09:51]
And there’s a section over here on the right hand side, right there, and these are the top sellers, updated hourly.
Oh look, Al’s Inconvenient Truth is number one.
Alright. And here’s all the other movies.
Grey’s Anatomy, I like that. Pirates of the Caribbean. Fantastic.
And so I’ve got this right here, and I can go back to the New York Times if I want.
You know. Zoom up to that picture so we can all see it.
And again, here isn’t this cool?
Just go over there and go back to this one.
I can get rid of them just by hitting the X. And there we go.
Isn’t that incredible? Safari.
You know, if you’ve ever used what’s called a Web browser on a mobile phone, you’ll know how incredible this is.
I hope you’ll never really know, because it’s it’s bad out there today, and this is a revolution of the first order, to really bring the real Internet to your phone.[1:10:57]

Let me show you something about widgets here.
uh Let’s go to stocks right now, i’m gonna load stock information off the Web, and uh just right onto the phone here.
Oh, look, Apple’s up!
That’s great! [1:11:13]
Well, I could look at different graphs here if I want to.
And uh that’s fantastic. Let’s look at the percentages here.
Oh, good. Good good. So I’ve got stocks right here, and uh I can go look at the weather.
Let’s see what uh what it’s like outside.
49 degrees, but it’s supposed to get to 61 today, so that’s good.
We’ll just stay in here until it warms up.
Now, I’ve got uh Paris right here. I can have as many of these as I want, so it’s nighttime in Paris. It’s actually warmer in Paris at night than it is here today.
Wow. Aspen, well, no snow til later in the week. [1:11:53]
And Hawaii. Oh, it’s raining, that’s not good.
Well, anyway, here’s four places. Hawaii, Aspen, Paris and San Francisco, and again, the weather widget. [1:12:06]

Now, to conclude with the Internet device section here, I wanna show you something truly remarkable, which is, Google Maps on iPhone.[1:12:18]
I hit our maps application here and it’s coming up.
And it shows us North America, and I’m gonna go to Moscone West.
That’s where we are right now.
And here we are. Boom.
That’s where we are. Now, what I’m gonna do, is I’m gonna go uh look for something.
I’m I’m gonna certainly want a cup of coffee afterwards, so I’m just gonna look for Starbucks, right?
Starbucks, so I’m gonna search for Starbucks, and sure enough, there’s all the Starbucks.
Now, I can get a list of Starbucks here, so I can pick that one if I want, and I can even go look at that Starbucks, and there it is, and let’s give em a call. [1:13:02]

[Good morning, Starbucks, how can I help you?]

Yes, I’d like to order 4,000 lattes to go, please.
No, just kidding, wrong number. Thank you. Bye-bye. OK. [1:13:25]

Now, I can zoom in by just again pinching if I want to.
Or I can just double click to zoom in, and uh I get just uh higher and higher resolution versions of the map.
So let’s go somewhere else here that I’ve got bookmarked.
And uh Let’s go to the Washington Monument.
And so here’s Washington, D.C, and I could uh just double-tap and uh I’m going in a little further here.
Just double-tapping in. [1:13:57]
And there’s the Washington Monument there, and I’ll double-tap in again.
And uh but now I wanna show you something else. Satellite images.
So I just hit this button called satellite down at the bottom. and It’s gonna replace the map with satellite images, there we go.
And uh I can just double-tap in, and double-tap in again.
And uh let’s it’s catching up to me.
There we go.
And let’s double-tap in again.
This is the Washington Monument.
There we go. Look at this.
I can see people down there.
Whoops, there we go.
Yep. Isn’t that incredible.[1:14:38]
Right on my phone! It’s unbelievable.
So let’s go, uh I’ve got another one, uh the Eiffel Tower, which is very cool.
I set this one uh to be uh, look at this, there’s the Eiffel tower.
There’s people at the Eiffel Tower you can see.
Look at that. isn’t that incredible.
And here, one last one I have to show you, the Colosseum in Rome. [1:14:59]
So again, here we are in Rome. That’s as far as we can go with the map, but we can go a little further with the satellite.
There’s the Colosseum. There’s the Roman Colosseum.
Satellite imagery, right on the phone.
Look at that. That’s the Colosseum. Unbelievable.
Right on the phone. What’d’ya you think? Isn’t that incredible? [1:15:27]

So, So, all these amazing things.
This is a breakthrough Internet communicator built right into iPhone.
The first rich html e-mail on a phone.
The first real Web browser on a phone.
Best version of Google Maps on the planet, widgets, and all with Edge and wi-fi networking. We’re very, very happy with this. [1:15:56]
Again, e-mail. Push e-mail IMAP free Yahoo and almost any other IMAP and POP mail service you wanna hook up to.
Incredible new technology for entering text.
Far better than we’ve seen on phones before.
A real browser on the phone. We can see real Web pages in portrait or landscape.
We can zoom in on what we wanna take a look at more closely.
Google Maps and widgets.
It’s the Internet in your pockets for the first time ever.
Now, you can’t you can’t really think about the Internet, of course, without thinking about Google, right?
And for Google, what we have on our phone, working with them is of course Google search, we have that built right into the browser.
Just type what you want, hit Google and you’re off.
And Google Maps. We’ve been working very closely with them to make this all happen.
We’re thrilled with the results, and it’s my pleasure now to introduce Dr. Eric Schmidt, Google’s CEO. [1:17:05]

[1:17:07][Eric Schmidt][1:19:47]

As a boardmember you’ll get one of the first ones. [1:19:51]

Ok, now, you also can’t think about the Internet without thinking about Yahoo.
And again on the phone, we’ve got Yahoo Search built right in, you can select which one you wanna use.
Just type in something, hit that Yahoo button and boom, you’re off.
And of course, we also have Yahoo IMAP e-mail services.
And so, it is my great pleasure to introduce Jerry Yang, co-founder and chief Yahoo. Jerry. [1:20:26]

[Jerry says, “congrats”]
thank you
[Jerry says, “thank you”]

[1:20:38]
[Jerry Yang]
[1:22:49]

[1:22:56] Thanks. You know, it’s been great having the two greatest companies on the Web right down the block.
Google and Yahoo.
And we’ve been able to work with these guys really closely, and it’s been an incredible pleasure to work on this great technology and bring it to everybody in iPhone.
So thank you guys so much. You’ve really helped us put the Internet in your pocket. [1:23:18]

[1:23:20]
So, Internet communicator, an iPod and a phone.
Let’s put them all together and see what you can do in a real-life scenario.
So, let’s take a look.
I’m uh I wanna listen to some music, so I’m gonna go into my iPod here and uh let’s see uh, in artists, I wanna listen to uh, oh, maybe Red Hot Chili Peppers, I love those guys.
And so I’m listening to a song of theirs. [1:23:57]
[1:23:58] [music plays]
And let’s see what happens when I get a phone call. [1:24:06]
Music fades out. Screen changes. Got a phone call coming in.
So I can ignore it, but I think I’m gonna answer it.
So I’ll answer it. Howdy. Hi Phil.
Now it knows who Phil is cause he is in my address book.
So it puts his little picture here and everything up there. Uh Hi Phil Listen I’m kind of busy right now. What can I do for you?

[Schiller discussion.]

Oh, OK, uh hold on just a sec.
So I push the home button here, down at the bottom on my – go home right here, and I’m still on the call.
You can see the uh the phone thing flashing right there on the lower left.
And I go into photos and now I’m in photos and again you can see the bar across the top, the green bar, I can just touch that to return to the call.
And uh Phil wants a photo that uh he wanted to use it for his screensaver, it was one of the ones that was taken in Hawaii, I think it was this one.
Yep, there it is. So you want me to mail this to you, Phil?
Alright, So I again I just go down here and push this button, and rather than use it as wallpaper, I’m going to e-mail it.
And uh So watch what happens now.
It shrinks it a little bit, and then a compose windows will come up right behind it. [1:25:21]
There we go. And uh I will uh just tap in the to field and send this to Phil here, Phil Schiller there we go.
And uh the e-mail is there, yep, it’s there, and I’m just gonna send it.
Hey, Phil, that should be on its way right now. [1:25:36]

Yup, Any else?
uhm Let me go check it out.
I Got uh.. I think I’ve got Fandango in my uh bookmarks here.
And uh, Yes, I do. Let’s go to Fandango, figure out what movies are playing.

Yeah, ok. Here is fandango let’s just double tap and here is the movies playing.
yep. How about we go see uh “night at the museum”? I haven’t seen that yet. [1:26:15]
Great, alrighty. Hey, take care Phil.
now what I’m gonna do is: To go back to my uh call I just touch the top here, and I’m back at my call, and I’m just gonna go ahead and end the call.
And uh What happens now?
Back in my music.
So, this is what it’s like when you put it all together. [1:26:50]
iPhone. Today Apple is reinventing the phone. [1:26:56]

Now how does this stack up.
Let’s go back to to these guys.
Let’s take a look.
Well, these are their these are their home screens.
And again, as you recall, this is iPhone’s home screen.
uhm this this is what their contacts look like.
This is what iPhone’s contacts look like, and again, you just pick one and you see everything about that person, all the information you have. [1:27:23]
This is what mail looks like on these smart phones.
Again this what mail looks like on iPhone.
You have rich, html, rich text e-mail.
This is what calendars look like on these guys.
This is what calendars look like on iPhone.
This is what the Web looks like, and we tried to make it look as good as we could on these.
It usually looks worse and this is what you get, and of course, this is what you get on iPhone, and you can zoom in and see anything you want.
And this is what you get for music players, nobody really uses them much.
Uh and this is what you get on iPhone.
So after today, I don’t think anyone is gonna look at these phones quite the same way again.[1:28:11]

Now let me tell you about some accessories we’ve got for iPhone.
Got some great stereo headphones we’re gonna be shipping.
And uh they’ve got a little addition to them, which is this little thing right over here.
It’s a microphone and a switch, so you can talk, uh you have them in there, you can get a call and just talk.
they’ve Beautiful reception on the microphone. And just push it together to answer a call or hang up on a call.
And So you can be wearing them and..
It just dangles right there and picks up your voice beautifully.
And we also have a Bluetooth accessory headset that we’re gonna be shipping and there it is right there.
It’s incredibly small and uh just to let you see what it looks like, it’s got one button on the top for answering and hanging up a phone call.
You never have to turn it off or on. It just goes to sleep.
It automatically pairs with iPhone so you don’t have to worry about pairing.
It’s really simple. And uh it’s very tiny.
This is what it looks like in-ear. It’s just beautiful.
It’s the coolest one that we’ve ever seen.
So Bluetooth headset coming as well.[1:29:12]

Battery life. There’s a lot of stuff.
A lot of these phones, a lot of these smart phones have pretty pretty low battery lives.
We’ve managed to get five hours of battery, and that’s for talk time, video or browsing.
Five hours of battery life, and 16 hours of audio playback.
So that’s dramatically better than any of these smart phones.
There is a tremendous amount of high technology in iPhone.
We’ve been pushing the state of the art in every facet of this design.
So lemme just talk a little bit about it here.
We’ve got the multi-touch screen. A first.
Miniaturization, more than we’ve done before.
A lot of custom silicon.
Tremendous power management.
OSX[cough] inside a mobile device.
Featherweight precision enclosures.
Three advanced sensors.
Desktop class applications, and of course, the widescreen video iPod.
We’ve been innovating like crazy for the last few years on this, and we filed for over 200 patents for all the inventions in iPhone, and we intend to protect them. [1:30:35]
So, a lot of high technology.
I think we’re advancing the state of the art in every aspect of this design.
So iPhone is like having your life in your pocket. It’s the ultimate digital device. [1:30:53]

So what should we price it at?
Well, what do these things normally cost?
An iPod, the most popular iPod, $199 for 4 gig nano.
What’s a smart phone cost?
Well, they say you get the phone and some of the Internet with it, although that’s questionable. But they cost somewhere around $299. You can get them for $199. Palm just introduced one at $399 yesterday, so they generally average about $299 with a two-year contract. [01:31:28]
Now, these phones sort of do music but nobody uses them for music because they’re not very good and so they end up buying an iPod to go with the phone.
We know, we sell the iPod. [01:31:36]
And so people spend $499 on this combination.
What should we charge for iPhone? [01:31:46]
Cause iPhone has got a lot more than this stuff, right.
It’s got video. Real video.
It’s got wha… this beautiful gorgeous wide screen.
It’s got multi-touch user interface. It’s got wi-fi.
It’s got a real browser. It’s got html e-mail.
It’s got coverflow and on and on and on.
And this stuff would normally cost hundreds of dollars.
So how much more than $499 should we price iPhone? [01:32:15]
Well, we thought long and hard about it, because iPhone just does so much stuff.
So much better experience on call, on managing your contacts, and visual voice mail.
Random access voice mail for the first time.
Texting and e-mail and real browser and Google Maps.
Tremendous iPod and cover flow and video.
What should we price this thing at?
Well, for a 4 gigabyte model, we’re gonna price it at that same $499. No premium whatsoever. $499.
And we’re gonna have an 8 gigabyte model for just $599. [1:32:58]
So we’re gonna price it starting at $499.
Now, when’s its gonna be available?
We’re gonna be shipping these in June. Yeah, June.
We’re announcing it today because with products like this we gotta go and get FCC approval which takes a few months, and we thought it would be better if we introduced this rather than ask the FCC introduce… to to introduce it for us. [1:33:23]
So here we are, and we’re gonna be shipping it in June in the U.S.
We’re going to Europe hopefully by the fourth calendar quarter of this year.
And Asia in 2008.
So June, in just a few months, we’ll be shipping in the U.S.
And when we do, our partner is gonna be Cingular.
We’ve chosen Cingular. They are they are the best and most popular network in the country.
58 million subscribers. They are number one. [1:33:55]
And they’re gonna be our exclusive partner in the U.S.
Now, it’s a unique partnership though.
We’re not just gonna be selling phones and services together.
We’re gonna be doing innovation together.
We worked with Cingular on visual voice mail.
Because it’s an innovation that requires both innovation on the phone and in the network.
You can’t do it in just one place.
You have to do it in both places and collaborate.
And so visual voice mail is the first fruit of this collaboration, and you will see more.
And when we start shipping in June, we will be selling iPhone through our own stores, and through Cingular stores. [1:34:31]
And it’s my pleasure to introduce the CEO of Cingular, Stan Sigman.

Thank you. Welcome friend.
[1:34:57]
[Sigman]
[1:40:30]

[1:40:43] You know, as Stan said we started working together at about 2 years ago and we come from pretty different worlds.
The telecommunications industry, the computer industry and of course music with the iPod.
And, uh and yet we have worked wonderfully together and we love these guys.
Ad we think its… we’re gonna bring some great stuff to the market over the years together. [1:41:04]

So, Let’s take a look at uh, at this market, and how big it is.
My clicker’s not working.
Oh. There it is.
Maybe it is working. So how big is this market, well let’s take a look.
No.
Alrighty.
Clicker is not working[with loud voice].
Alright. They’re scrambling backstage right now.

You know, when I was in high school.
Steve Wozniak and I, m.. mostly Steve, uh made this little device called the TV jammer.
And it, was, it was this little oscillator that put out frequencies that would screw up the TV.
And Woz would have it in his pocket, and we’d go into like a dorm at Berkeley where he was going to school and a bunch of folks was watching like Star Trek and he’d screw up the TV, and somebody’d go up to fix it, and and just as they had their foot off the ground, he’d turn it back on.
And If they put their foot back on the ground he’d screw up the TV again.
And within five minutes he’d have somebody like this for the rest of the Star Trek episode. [1:42:29]

Ok. So maybe it’s working now, maybe they’re gonna have to click ‘em for me. [1:42:32]

So game consoles.
26 million game consoles were sold in 2006 worldwide, actually a little smaller than you’d think. It’s not such a big market.
Digital cameras dwarfed it at 94 million.
MP3 players 135 million. And PCs, about 209.
Mobile phones, just about a billion last year, worldwide.
So what does this tell you?
What this tells you is, that 1 percent market share equals 10 million units.
This is a giant market.
If you just One percent market share, you’re gonna sell 10 million phones.
And this is exactly what we’re gonna try to do in 2008, our first full year in the market, is grab 1 percent market share and go from there.
So we’re gonna enter a very competitive market, lotta players, we think we’re gonna have the best product in the world, and we’re gonna go for it and see if we can get 1 percent market share, 10 million units in 2008, and go from there.[1:43:33]

So, today, we’ve added to the Mac and the iPod.
We’ve added Apple TV and now iPhone.
And you know, the Mac is the only one that you think really of as a computer. Right?
And so we’ve thought about this and we thought, you know, maybe our name should reflect this a little bit more than it does.
So we’re announcing today we’re dropping the computer from our name, and from this day forward, we’re gonna be known as Apple Incorporated, to reflect the product mix that we have today. [1:44:14]
And I didn’t sleep a wink last night.
And uh I was so excited about today, because we’ve been so lucky at Apple.
We’ve had some real revolutionary products.
The Mac in 1984 is an experience that those of us that were there will never forget.
And I don’t think the world will forget it either.
The iPod in 2001 changed everything about music, and we’re gonna do it again with the iPhone in 2007.
We’re very excited about this.
You know, there’s an old Wayne Gretzky quote that I love. [1:45:03]
I skate to where the puck is going to be, not where it has been.
And we’ve always tried to do that at Apple.
Since the very very beginning.
And we always will. So thank you very very much for being a part of this.[1:45:20]

Now

thanks

[Music]

Thank you very much. [1:46:50]

Thank you. It’s uh….

I could ask you, uh I wanna highlight the folks here who worked on this products.
I could ask them to sit down, but you wouldn’t see them.
So if we all could sit down, I could ask them to stand stand up.
Could all the folks around here, who worked on these products stand up?

Let’s get ‘em a round of applause.

There’s a lot of them back in Cuptertino as well, so thank you guys so much.

And I also can’t leave without thanking the families.
All of our families.
They haven’t seen a lot of us, ‘specially in the last 6 months.
And uh, as I’ve said said often, you know, without the support of our families, we couldn’t do what we do.

We get to do this amazing work and uh they
they understand when we’re not home for dinner on time and.
when commitments we’ve made we can’t keep, cause we gotta be be in the lab, working on something cause the intro is coming up.
And uh you don’t know how much we need you and appreciate you.
So thank you.

So we’ve got a really special treat today.
uhm We don’t have a lot of traditions at Apple,
outside of making great products.
But One of them is that John Mayer helped us at almost every MacWorld in the last several years.
And uh uh John Agreed to come and perform for us today
John’s a three time a grammy winner.

And This year he’s been nominated for 5 Grammy Awards.
Including album of the year for Continuum.

Best rock album for Try.

Best solo vocal performance for Route 66 from the movie Cars

The other you can read up there.

Its great. We are so lucky to have him.

It is our pleasure to welcome John Mayer.

[John Mayer plays]

so thank you all very much for coming this morning
and uh, we’ll see you all soon
thanks

Macworld Conference 2007

Thank you for coming. We’re going to make some history together today. So, welcome to Macworld.

You know, it was just a year ago that I was up here and announced that we were going to switch to Intel processors. A huge, heart transplant to Intel microprocessors. And I said that we would do it over the coming 12 months. We did it in seven months, and it was the – it’s been the smoothest and most successful transition that we’ve ever seen in the history of our industry. And it was because we made a beautiful, seamless version of OSX for Intel processors. And our team created Rosetta software which lets you run PowerPC apps on top of OSX on Intel processors. Our hardware team got to cranking out a new Mac with Intel processors every month, and we completed this transition in seven months. But we didn’t do this alone. We did this with the help of a lot of folks. Our new colleagues at Intel really helped us. Thank you very much. Our third-party developers rapidly moving their apps to universal versions to run at native speeds on Intel processors. Thank you very much. And most of all, our users. The minute you saw these lightning-fast machines, you bought ‘em. And we’ve had an extremely successful year, and I want to thank our users very much.

Now, as many as you know, our retail stores have for a while been selling over half their Macs to people who have never owned a Mac before: switchers. Well, I’m pleased to report that now, in the U.S., Macs selling through all channels, over half of them are selling to people who have never owned a Mac before. It’s not just limited to our retail stores anymore. Half the Macs we’re selling in the U.S. We are picking up lots and lots of new members of the Mac family, and we couldn’t be happier. As a matter of fact, here’s one that might be coming on soon. Jim Allchin at Microsoft was quoted recently as saying if he didn’t work for Microsoft, he would buy a Mac, and he’s retiring soon, so I’ve alerted our Seattle stores to keep an eye out for him and give him really good service. You know, Vista’s coming out, and you know our ads with the Mac guy and the PC guy, we made a little ad for Vista, and I’d love to show it to you now, if you’d like to see it.

[Apple ad]

So, 2007 is going to be a great year for the Mac. But this is all we’re going to talk about the Mac today. We’re going to move on to some other things and over the course of the next several months we’re going to roll out some awesome stuff for the Mac. But for today, we’re going to move on.

So, the first thing I like to do is give you an update about our music business. As you know, we’ve got the iPod, best music player in the world. We’ve got the iPod nanos, brand new models, colors are back. We’ve got the amazing new iPod Shuffle. The iPod, in addition to being the world’s best MP3 player, has become the world’s most popular video player, and by a large margin. The iPod Nano is the world’s most popular MP3 player, by a wide margin. And the new shuffle is the world’s most wearable MP3 player. So we had an incredible line-up for this holiday season, all refreshed and new products. Now I’d like to tell you a few things about iTunes now that are pretty exciting. Number one, we have crossed a major milestone. We have sold over 2 billion songs on iTunes. It’s amazing. Now, there was an article recently that said iTunes sales had slowed dramatically. I don’t know what data they’re looking at, but this is our data, and what we see is iTunes sales were really up this year. It took us over three years to get to a billion songs. We got our second billion in 10 months in 2006. And growing off an over 600 million song base, we doubled it in 2006. So we couldn’t be happier with the growth rate of iTunes and selling 2 billion songs.

Now, we are selling over 5 million songs a day now. Isn’t that unbelievable? That’s 58 songs every second of every minute of every hour of every day. And the last time we talked to you, we said that we were the 5th largest music reseller in the U.S. Now all these other guys sell music on CDs, and of course we sell it online. But if you add up all the music that’s sold, we were the fifth-largest reseller. Because of the growth of iTunes, I am pleased to report that we have now passed Amazon. We sell more music than Amazon, and we are now number four. And you can guess who our next Target might be. So that’s an update for music.

Now I want to talk about TV shows. We’ve got awesome TV shows on iTunes. As a matter of fact we have over 350 TV shows that you can buy episodes from on iTunes. And I’m very pleased to report that we have sold now 50 million TV shows on iTunes. Isn’t that incredible?
Now, let me go on to movies. When we started with television shows, the pioneering partner we had was the Walt Disney Co. They decided to throw in with us and sell TV shows, and boy did it work. Well, when we decided to sell movies, they were right with us there again as our pioneering partner to sell movies. And I am really pleased to announce that in the first four months of selling movies, we have sold 1.3 million movies on iTunes, which I think has exceeded all of our expectations. And today, we have a new partner joining the Walt Disney Co. to sell movies on iTunes, and that is Paramount. We’re thrilled because they have some awesome movies. Let me just show you a few of the titles here that are going up as we speak. All six Star Trek movies. So we are going to be moving up from the hundred movies we’ve offered so far to over 250 movies now offered on iTunes. These are getting up as fast as we can over the next week or so. And we hope to be adding even more movies as other studios throw in with us as 2006 rolls on. So that’s an update on iTunes.

Now, as I said, we had a very strong lineup of music players for this holiday season. We always have stiff competition. That’s just part of this business. And we had a new competitor this past holiday season, which was, of course, Microsoft’s Zune. So how’d they do? Well, we don’t have data for December yet, because it’s not out till next week or the week after, I forget. But we have data for November, which was their launch month, should have been real big. And they garnered 2 percent market share. Two percent market share. iPod had 62 percent market share, and the rest had 36. Again, we don’t have data for December. We know we went up quite a bit in December in terms of market share. And we’ll find out how they did. But 2 percent in their launch month. So, no matter how you try to spin this, what can you say? So that’s an update on how we’re doing in the new music business, and we’ve got a few new ads for iPods. You know, we work with some of the greatest folks to create advertising. And they created this wonderful ad that I’d love to show you right now, so let me go ahead and roll it.

[Ad plays]

Now, just to let you in on our process a little bit, these guys are incredibly creative, they couldn’t stop, and they took the same song, which is an up-and-coming British pop group, and they took the same dancers, and they did some different animation, and they came up with what you’re about to see.

[Ad plays]

Isn’t that great? So, those will be running shortly. And that is an update to our music business.

Now, I’d like to talk about a product we introduced in September. The code name was iTV. We have a new name for it. It’s called Apple TV. But you should either go with your code name, like we did with the Mac, or you should pick a code name quite a bit — a real name quite a bit different than your code name, so I’ll probably stumble and call this iTV five times today by mistake. I apologize. So Apple TV.

Apple TV is a way to enjoy your media on your big screen TV. So let’s backtrack and talk about what we did when we previewed this in September. You can buy great content on the iTunes music store. Movies, TV shows and music, of course. And you can download it to your computer, be it a PC or a Mac. I’m going to use a Mac here. You can put other content on your computer from other places, of course. And you can put that content on your iPod, right? Now, you can go out and buy a wide-screen TV, hook up an Apple TV to it, and wirelessly transmit that content from your PC to your Apple TV and watch it on your big screen TV. It’s that simple. Right? It’s that simple.

So, this is it. Let’s take a look around the back at the connectors to refresh ourselves. We have a power connector, USB 2, and Ethernet. And we have wi-fi wireless networking built in. And then we have ways to get video out. An HDMI connector, which is digital audio and video. Or component video and analog and digital audio. Right? All out the back. Most people, however, will just use these three. They’ll plug it in. There’s no power brick necessary. And they’ll hook up an HDMI cable to their wide-screen TV, and they’ll use wireless networking to get their content. So it’s really, really easy to use.

Let me tell you a little more in-depth about what this box does. First of all it delivers up to 720p high-definition video. Right? Number one. Number two, it’s got a 40 gigabyte hard-drive inside of it. So it will store up to 50 hours of video. Which comes in handy for something I’m about to show you. And it has 802.11 wi-fi wireless networking, and it’s got all three of the popular standards. It’s got B, G, and the new Draft N standard, which is really, really fast. And it’s got an Intel processor in it, so it’s got the processing horsepower to do the kinds of user interfaces we like to do. So it’s a really cool box. It works with video, music and photos. It was designed for wide-screen TVs. It’s got wi-fi wireless networking, internal 40 gig hard drive. You can auto-synch your content from one computer. And you can stream content from up to five computers. So let’s examine this in a little more detail. Auto-synch from one computer. What does this mean? It means you can take one of the computers in your house, and right from iTunes, just like you would set up an iPod, you could set up your Apple TV. And you can set up your Apple TV to say, oh, take my ten most recently purchased unwatched movies and automatically put them on the hard drive of Apple TV. So that whenever I walk up to Apple TV, they’re there. Right? So let me show you, I’m going to do this with six TV shows. They just automatically, whenever I buy them, they just automatically will stream in the background to Apple TV and be stored on the hard drive. Right? So whenever I go to watch something, they are there.

Now, I can also stream from up to five computers. In this case, I’m going to take content from five computers, and I can watch it on Apple TV but I will not store it on the hard drive. So you can just stream it live and watch it from other computers in the house. Or if your neighbor comes over with a notebook and they’ve got something cool that you want to watch on your widescreen TV. Again, PCs or Macs, I just choose the computer that I like.

So, this is Apple TV, and why don’t we go ahead and show it to you? You can control it with this very simple remote. So let’s go see a demo. This is the screen saver. Takes all your photographs here and just puts them on your TV and they’re gorgeous, because as you know, photography these days is high-def, with these amazing digital cameras that we have. So, let’s go into the main menu of iTV, and here’s what it looks like. We’ve got movies, TV shows, music, podcasts, photos. So let’s go into movies here. And we go into movies. And we have all my movies that are stored on iTV, as well as the iTunes top movies. I can go see what’s selling on iTunes and stream it down and watch it on iTV. I can also look at theatrical trailers. Again, this is not stored on iTV. This is actually coming over the live Internet. Into my house through my Internet gateway, wirelessly to i — to Apple TV, and I can watch theatrical trailers streaming from Apple.com. So let’s go in here, and watch a cool trailer. There’s one called the Good Shepherd. So let’s watch this, I just click on it, and this is streaming live from Apple.com.

[Movie trailer]

So you get the idea. You can sit on your couch and watch theatrical movie trailers with iTV. Now, let’s back up here, and let’s go play a movie. We’ve got Zoolander here. Let’s go play a little part of Zoolander. One of our new Paramount movies.

[Movie clip]

Isn’t this great? So, that’s movies, and let’s go take a look at TV shows here. It’s, again, incredibly cool. Let’s go into “Heroes,” a really great new show, and let’s play an episode called Better Halves.

[TV clip]

OK, well, that’s TV shows. Now let me show you music. You know, iTV, of course is — Apple TV is primarily for video, but it turns out it’s awesome for listening to music on your home theater system, as well. We think a lot of people are going to buy it for that. So we’ve got music here, we’ve got the iTunes top music, top music videos. And let me go down into playlist here. We’ve got a favorites playlist, I’ll go into that. And I’ll just shuffle some songs, because I want to show you what it’s like when you’re playing music here.

[Music plays]

So it does that so it doesn’t burn a hole in your plasma TV there. And we can go ahead and just go to the next track here. So that’s what it’s like to play music. Alright.

So now let’s go to photos. Again, your photos are high-def. These new digital cameras are awesome. And so you can just, again, move your photos to iTV or stream them over, over wireless networking. And see your photos right on your TV. So as an example, here’s a photo album I made of … just beautiful. So you get the idea. It’s really cool to watch photos on your widescreen TV.

Now, what I’ve been demonstrating so far is primarily content that has been synched to Apple TV from my computer and I’d like to show you what it’s like when you want to connect to someone else’s computer. Let’s say Phil Schiller my neighbor comes over and he’s got his MacBook. Phil, what do you have on your MacBook. You got some content we could watch?

[Demo with Phil Schiller]

Well, let me just go down here to sources, and here’s the Apple TV that I’ve been playing off the hard drive of, and I just say I want to connect to a new iTunes right here, and iTunes is running on Phil’s machine. It says type in this PIN, for security reasons, and Phil types in the PIN into his MacBook. They’re fully authenticated now, and there’s Phil’s MacBook right up there and I push it, and now I’m going to be looking at the content right off of Phil’s MacBook and what do you want to watch, Phil?

Alright, here we go. … Alright go to 30 Rock here. … Jack meets Dennis, OK, great. Here we go. We’re streaming off of Phil’s MacBook to this Apple TV live.

[TV clip]

Thank, you Phil. That is Apple TV.

So we think this is pretty cool Apple TV. Movies, TV shows, music and photos all on your widescreen TV. Really excited about it. So Apple TV is going to be priced at $299. Right? $299 for all this built in. And we’re going to be shipping them next month, in February, and we are taking orders starting today. So, Apple TV. Enjoy your media on your big-screen TV. We think this is going to be really something quite special Apple TV.

This is a day I’ve been looking forward to for two-and-a-half years. Every once in a while, a revolutionary product comes along that changes everything. And Apple has been — well, first of all, one’s very fortunate if you get to work on just one of these in your career. Apple’s been very fortunate. It’s been able to introduce a few of these into the world. 1984, introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry. In 2001, we introduced the first iPod, and it didn’t just change the way we all listen to music, it changed the entire music industry. Well, today, we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device. So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone … are you getting it? These are not three separate devices, this is one device, and we are calling it iPhone. Today, Apple is going to reinvent the phone, and here it is. No, actually here it is, but we’re going to leave it there for now.

So, before we get into it, let me talk about a category of things. The most advanced phones are called smart phones, so they say. And they typically combine a phone plus some e-mail capability, plus they say it’s the Internet. It’s sort of the baby Internet, into one device, and they all have these little plastic keyboards on them. And the problem is that they’re not so smart and they’re not so easy to use, and so if you kind of make a Business School 101 graph of the smart axis and the easy-to-use axis, phones, regular cell phones are right there, they’re not so smart, and they’re not so easy to use. But smart phones are definitely a little smarter, but they actually are harder to use. They’re really complicated. Just for the basic stuff people have a hard time figuring out how to use them. Well, we don’t want to do either one of these things. What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super-easy to use. This is what iPhone is. OK?

So, we’re going to reinvent the phone. Now, we’re going to start with a revolutionary user interface. It is the result of years of research and development, and of course, it’s an interplay of hardware and software. Now, why do we need a revolutionary user interface. Here’s four smart phone, right? Motorola Q, the BlackBerry, Palm Treo, Nokia E62 — the usual suspects. And, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It’s this stuff right there. They all have these keyboards that are there whether or not you need them to be there. And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it. And what happens if you think of a great idea six months from now? You can’t run around and add a button to these things. They’re already shipped. So what do you do? It doesn’t work because the buttons and the controls can’t change. They can’t change for each application, and they can’t change down the road if you think of another great idea you want to add to this product.

Well, how do you solve this? Hmm. It turns out, we have solved it! We solved in computers 20 years ago. We solved it with a bit-mapped screen that could display anything we want. Put any user interface up. And a pointing device. We solved it with the mouse. We solved this problem. So how are we going to take this to a mobile device? What we’re going to do is get rid of all these buttons and just make a giant screen. Now, how are we going to communicate this? We don’t want to carry around a mouse, right? So what are we going to do? Oh, a stylus, right? We’re going to use a stylus. No. Who wants a stylus. You have to get em and put em away, and you lose em. Yuck. Nobody wants a stylus. So let’s not use a stylus. We’re going to use the best pointing device in the world. We’re going to use a pointing device that we’re all born with — born with ten of them. We’re going to use our fingers. We’re going to touch this with our fingers. And we have invented a new technology called multi-touch, which is phenomenal. It works like magic. You don’t need a stylus. It’s far more accurate than any touch display that’s ever been shipped. It ignores unintended touches, it’s super-smart. You can do multi-finger gestures on it. And boy, have we patented it. So we have been very lucky to have brought a few revolutionary user interfaces to the market in our time. First was the mouse. The second was the click wheel. And now, we’re going to bring multi-touch to the market. And each of these revolutionary interfaces has made possible a revolutionary product — the Mac, the iPod and now the iPhone. So, a revolutionary interface. We’re going to build on top of that with software. Now, software on mobile phones is like baby software. It’s not so powerful, and today we’re going to show you a software breakthrough. Software that’s at least five years ahead of what’s on any other phone. Now how do we do this? Well, we start with a strong foundation. iPhone runs OSX. Now, why would we want to run such a sophisticated operating system on a mobile device? Well, because it’s got everything we need. It’s got multi-tasking. It’s got the best networking. It already knows how to power manage. We’ve been doing this on mobile computers for years. It’s got awesome security. And the right apps. It’s got everything from Cocoa and the graphics and it’s got core animation built in and it’s got the audio and video that OSX is famous for. It’s got all the stuff we want. And it’s built right in to iPhone. And that has let us create desktop class applications and networking. Not the crippled stuff that you find on most phones. This is real, desktop-class applications.

Now, you know, one of the pioneers of our industry, Alan Kaye, has had a lot of great quotes throughout the years, and I ran across one of them recently that explains how we look at this, explains why we go about doing things the way we do, because we love software. And here’s the quote: “People who are really serious about software should make their own hardware.” Alan said that 30 years ago, and this is how we feel about it. And so we’re bringing breakthrough software to a mobile device for the first time. It’s five years ahead of anything on any other phone. The second thing we’re doing is we’re learning from the iPod, synching with iTunes. You know, we’re going to ship our 100 millionth iPod this year, and that’s 10s of millions of people that know how to synch these devices with their PCs or Mac and synch all of their media right on to their iPod. Right? So you just drop your iPod in, and it automatically synchs. You’re going to do the same thing with iPhone. It automatically synchs to your PC or Mac right through iTunes. iTunes is going to synch all of your media onto your iPhone. Your music, your audio books, podcasts, movies, TV shows, music videos. But it also synchs a ton of data. Your contacts, your calendars and your photos, which you can get on your iPod today, your notes, your bookmarks from your Web browser, your e-mail accounts, your whole e-mail set-up. All that stuff can be moved over to your iPhone completely automatically. It’s really nice. And we do it through iTunes. Again, you go to iTunes and you set it up. Just like you’d set up an iPod or an Apple TV. And you set up what you want synched to your iPhone. And it’s just like an iPod. Charge and synch. So synch with iTunes.

Third thing I want to talk about a little is design. We’ve designed something wonderful for your hand, just wonderful. This is what it looks like. It’s got a three-and-a-half-inch screen on it. It’s really big. And, it’s the highest-resolution screen we’ve ever shipped. It’s 160 pixels per inch. Highest we’ve ever shipped. It’s gorgeous. And on the front, there’s only one button down there. We call it the home button. Takes you home from wherever you are. And that’s it. Let’s take a look at the side. It’s really thin. It’s thinner than any smart phone out there, at 11.6 millimeters. Thinner than the Q, thinner than the BlackJack, thinner than all of them. It’s really nice. And we’ve got some controls on the side, we’ve got a little switch for ring and silent, we’ve got a volume up and down control. Let’s look at the back. On the back, biggest thing of note is we’ve got a two-megapixel camera built right in. The other side, we’re back in the front. So let’s take a look at the top now. We’ve got a headset jack. 3.5 millimeter all your iPod headphones fit right in. We’ve got a place, a little tray for your SIM card, and we’ve got one switch for sleep and wake. Push it to go to sleep, push it to wake up. Let’s take a look at the bottom. We’ve got a speaker, we’ve got a microphone, and we’ve got our 30-pin iPod connector. So that’s the bottom.

Now, we’ve also got some stuff you can’t see. We’ve got three really advanced sensors built into this phone. The first one is a proximity sensor. It senses when physical objects get close, so when you bring iPhone up to your ear, to take a phone call, it turns off the display, and it turns off the touch sensor, instantly. Well, why do you want to do that? Well, one to save battery, but two, so you don’t get spurious inputs from your face into the touch screen. Just automatically turns them off, take it away, boom, it’s back on. So it’s got a proximity sensor built in. It’s got an ambient light sensor built in, as well. We sense the ambient lighting conditions and adjust the brightness of the display to match the ambient lighting conditions. Again, better user experience, saves power. And the third thing that we’ve got is an accelerometer, so that we can tell when you switch from portrait to landscape. It’s pretty cool. Show it to you in a minute. So three advanced sensors built in.

So, let’s go ahead and turn it on. This is the size of it. It fits beautifully in the palm of your hand. So, an iPod, a phone, and an internet communicator. Let’s start with the iPod. You can touch your music. You can just touch your music, it’s so cool. You’ve got a widescreen video. You can find your music even faster. Gorgeous album art on this display. Built-in speaker, and, why not? Cover flow. First time ever on an iPod. So rather than talk about this some more, let me show it to you.

Alrighty. Now, I’ve got some special iPhones up here, they’ve got a little special board in them so I can get some digital video out, and I’ve got a little cord here which goes up to these projectors, so I’ve got some great images, and you get to see what it really looks like. So, let me, I’ve got a camera here so you can see what I’m doing with my finger for a few seconds. And let me go ahead and get that picture within picture up. I’m going to go ahead and just push the sleep/wake button and there we go, right there. And to unlock the phone I just take my finger and slide it across. Want to see that again? We wanted something that you couldn’t do by accident in your pocket. Just slide it across. Boom. And this is the home screen of iPhone right here. And so if I want to get in the iPod, I just go down to that lower right hand corner and push this icon right here, and boom, I’m in the iPod. I want to get home, I push the home button right here, and I’m home. Back in the iPod. Now, here I am you see five playlists across he bottom. Playlists, songs, videos and more. I’m in artists right now. Well, how do I scroll through my lists of artists? How do I do this? I just take my finger, and I scroll. Isn’t that cool? A little rubber banding up when I run off the edge.

And if I want to pick somebody, let’s say I want to pick the Beatles, I just tap them, and here’s the Beatles songs with their albums right here. If I want to play Sgt. Pepper’s I just hit Sgt. Pepper’s right there, and “A Little Help From My Friends.” Look at this gorgeous album artwork here. Of course, I’ve got a volume control. Now, I’ve got a little button up in the corner right here, you can see in the upper right-hand corner, I can hit that and flip the album art around. There’s all the other songs back here. And I can play “Lovely Rita” if I want to. Flip back around. Very simple. Right, I can set some stars back here just by setting the arrows. That’s a five star album. Isn’t that cool? Yeah, it’s pretty nice.

Now, let me show you something else. I just take my unit here, and I turn it landscape mode, oh, look what happens! I’m in cover flow. Let’s go into Dylan here, let’s play “Like a Rolling Stone.” I just thumb through, just thumb through my albums. It’s real easy. Anytime I find something I like, I just turn it around, and play something. It’s that easy. It’s that simple. Isn’t that great? Alright. I could play with this for a long time.

Again, I’ve got playlists here. I can go into my playlists. I’ve got artists. I’ve got songs. I’ve got more over here. I’ve got albums. I’ve got a great album view again that shows all my album artwork if I want. And I’ve also got audio books and compilations and things like that. I’ve also got videos here. So I push videos and I’ve got a video podcast loaded on, and a music video. And I’ve got a TV show and a movie, and I’d just like to show you the TV show here. This is an episode from The Office. All videos we look at in landscape.

[Video plays]

We have touch controls on here, of course. Isn’t that awesome? Isn’t that awesome?

Now I want to show you a movie playing. Let’s play Pirates of the Caribbean, the second one. Great movie, by the way.

[Movie plays]

Now this is a widescreen movie so I just double-tap and I can see the whole thing here, or I can fill up the screen, whichever I like. And again, I’ve got on-screen controls here. Isn’t this cool? So we can be watching feature-length movies just like this. Alrighty. So that is the iPod. Pretty cool, huh? We’ve just started. So again, touch your music to scroll through your songs, scroll through your playlists. It’s incredible. Widescreen video like you’ve never seen on a portable device, 160 pixels per inch, gorgeous screen quality, gorgeous album art, and cover flow. It’s the best iPod we’ve ever made. Again, some of the screen shots. It’s unbelievable. Here’s some album art I just put up, so you can see what it looks like. Just, no matter what you like, it looks pretty doggone gorgeous. And of course, cover flow and video, with on-screen controls.

You know, I was showing this to somebody — I was giving a demo to somebody a while ago, who had never seen this before, inside Apple. And I finished the demo, and I said what do you think. They told me this, they said, You had me at scrolling. So, the iPhone with the most amazing iPod ever. You can now touch your music.

So that’s the iPod. Now, let’s take a look at a revolutionary phone. We want to reinvent the phone. Now, what’s the killer app? The killer app is making calls! It’s amazing, it’s amazing how hard it is to make calls on most phones. Most people actually dial them every time. Most people don’t have very many numbers in their address book they use their recents as their address book. Right? How many of you do that? I bet more than a few. So, we want to let you use contacts like never before. You can synch your iPhone with your PC or Mac and bring down all your contacts right into your phone. So you’ve got everybody’s numbers with you at all times. We have something that’s going to revolutionize voice mail. We call it visual voice mail. Wouldn’t it be great if you had six voice mails if you didn’t have to listen to five of them first before you wanted to listen to the sixth? Wouldn’t that be great if you had random access voice mail? Well, we’ve got it. Just like e-mail you can go directly to the voice mails that interest you. Excellent audio quality. iPhone is a quad-band, GSM plus Edge phone. We have decided to go with the most popular international standard, which is GSM. We’re on that bandwagon, headed on that roadmap, and plan to make 3G phones and all sorts of amazing things in the future. So, quad-band GSM plus edge, and of course we have wi-fi and Bluetooth 2.0 EDR built in, as well.

So this is what it looks like when you get a call. This is what it sounds like. It’s one of our ring tones, you can pick of course.

So, I want to show you four things. I want to show you the phone app, photos, got a calendar, and SMS messaging. The kind of things you would find on a typical phone, but in a very untypical way. So let’s go ahead and take a look. So let’s go to our phone first. You see that icon in the lower left-hand corner, the phone? I just push it right here, and boom, I’m in the phone. And I’ve got five buttons across the bottom: favorites, recents, contacts, keypad and voice mail. I’m in contacts, right now, again. How do I move around my contacts? I just scroll through them. And so, let’s say I want to make a call to Jony Ive. I can just push here, and I see Jony Ive’s context, with all his information: his three phone numbers, his e-mail, whatever else, his address, whatever else I’ve got. It’s all in one place. And if I want to call Jony, all I do is push his phone number. I’ll call his mobile number right now. And now, we are calling Jony here.

Hey, Jony, how you doing? Well, it’s been 2.5 years, and I can’t tell you how thrilled I am to make the first public phone call with iPhone. I remember when we first started working on this, and it’s just unbelievable. Woah, what is this? I’ve got another call coming in. Jony, can I put you on hold for a minute? So I put Jony on hold and …

[Schiller says: Hey, Steve, I wanted to be the first call!”]

Sorry Phil! As you can see, it’s put Jony on hold, and Phil, I can just touch Jony and bring Jony back. Hey, Jony are you there? Hey listen, Phil called. Do you mind if I conference him in?

[“I guess so,” Ive says]

You can see the button has changed to merge calls right there in the middle, so I just push that right here, and now, I’ve created a conference call. Jony, you there? Phil, you there? [Yes.]

So here we are, and listen I gotta get back to my keynote, so if I want to do that, I just touch this arrow right here, and I’m going to go ahead and take Jony private here and put Phil on hold. Jony, do you have anything to say on the first phone call?

[“It’s not too shabby is it?” Ive says]

It’s not too shabby. You take care. And I end this call. Phil’s on hold. I take him off of hold. Phil, thanks very much, I’ve got to get back to the keynote now. Alrighty.

So, now I’ve also got a way to make a list of favorites here, from my most-often called numbers so I can just touch it once and dial the number. And I might want to add somebody to favorites, so let’s say I want to add Phil Schiller, I just push that plus button in the upper right-hand corner right there, and up pop my favorites, and I can just go to S is here and there’s Phil, so Phil Schiller is right there. And I’ll put, let’s say I want to put Phil’s work number, and it’s added Phil, right there you see favorites. I can edit favorites by pushing the edit button in the left-hand corner, and I can move Phil up if I want to, maybe to the top. And let’s see, Tony’s changed his number I’ve got to update this anyway, so I’m going to get rid of that and I can just remove Tony. Boom, there we go. It’s that simple to edit these things. Very, very easy. I’ve got recents right here, which is all my recent phone calls. If I want to see the ones I’ve missed, which are in red, I can just go up and touch that button at the top, and boom, those are all the ones I’ve missed, and those are all the calls that I’ve placed or have gotten. If I want to dial the phone, if I’m real last-century, I can push keypad here, and I can dial a call just with … oops, called four, sorry. Wrong number. 408-996-1010. And it formats the numbers and if I want to, I can just keep dialing, let’s say it’s a European number, and the numbers just keep getting smaller, real simple. Very simple to dial with the keypad. Now let me show you visual voice mail. This is so cool. This is a collaboration that we’ve done, which I’ll talk more about later, and it allows us to have random access voice mail. Go directly to the voice mails we want. So as an example, I come to my voice mail, and I say, oh, there’s one by Al Gore. I want to hear that one. I just push it. [Congratulatory message from Al Gore plays.]

Now, if I want to call Al back right now, I can just push that call back button. But I want to listen to one from Tim Cook that I’ve got here, so let me listen to Tim. [Message plays]

Isn’t this awesome. And so I’ve got voice mail how I want to listen to it, when I want to listen to it, in any order I want to listen to it with visual voice mail. So that is a quick tour of the phone app.
Now what I want to do is show you SMS texting. So I just go to that SMS icon in the upper-left-hand corner and push it. And I not only have SMS texting, but I have multiple sessions. So I can be carrying on conversations with people, and every time I get messages from them, I can be alerted to that, and go check it out. As an example here, I’ve got Eddie Q and I’ve been carrying on a conversation with Eddie, and I just tap this, and here’s the conversation I’ve been carrying on right here. And if there’s a new message it will tell me. And so there’s a new message from Phil, and let’s see the conversation was what. [SMS messages]

And I’ve got this little keyboard which was phenomenal. It does error prevention and correction. Not that I won’t make some, I probably will. But it’s actually really fast to type on. It’s faster than all these little plastic keyboards on all these smart phones. So I can just say sounds great, see you there. And I can send that. And there it is. It’s that simple. And when Phil messages me back, I’ll be alerted, I’ll see the dot, and I can just go pick up that conversation where it left off. If I want to send a message to Eddie or Scott, I just push this and send a message and go. It’s so simple. So that’s SMS messaging, and again, you’ve seen the keyboard, it’s pretty awesome. We’ll come back to that a little later.

And the third app I want to show you as part of the phone package is photos. You know, we have a two-megapixel camera built in, as I said. We also have the coolest photo management app ever, certainly on a mobile device, but I think maybe ever. And so here’s our photos. I’m going to go into our photo library, and this is our library and again, I can just scroll through photos here with my finger. Pretty cool. Let me go to photo album, I’ll pick Italy, and I just, let’s start at the top. And to go through pictures, I just swipe them. I can just swipe through my photo library. There’s one that’s landscape. I can just turn my device and take a look at it. Pretty cool, huh? So I can even swipe when I’m in landscape here. Isn’t this awesome? The other thing I can do is I can take any of these pictures and I can make them bigger. So let me go ahead and get the camera back up. I can take my fingers and I can, we call it the pinch, I can bring them closer together and move them further apart to make it bigger or smaller. So I can just move them further apart and stretch the image. Isn’t that cool? I can move it around, and … isn’t that cool? And now what I can do is I can pick to make this my wallpaper. And of course, I could jigger it around then and just set the wallpaper, and now if I’m back at home and I go to sleep, when I wake up from here on out, until I reset it, that’s my wallpaper. Whenever I’m making a call, that’s what I’m going to see. Boom. There we go. So photos, SMS and the phone app. That is part of our phone package for iPhone.

Get a call, again, just really great call management features, just scroll through contacts with your finger. All the information at your fingertips here. Favorites, last century, visual voice mail. Calendar, SMS texting, incredible photo app, the ability to just take any picture and make it your wallpaper. It’s pretty unbelievable, and I think when you have a chance to get your hand on it, you’ll agree, we have reinvented the phone. OK.

So, now, let’s take a look at an Internet communications device as part of iPhone. So what’s this all about? Well, we’ve got some real breakthroughs here. To start off with, we’ve got rich, html e-mail on iPhone. The first time really rich e-mail on a mobile device. And it works with any IMAP or POP e-mail service. You got your favorite mail service, it’ll likely work with it. And it’s rich text e-mail. We wanted the best web browser in the world on our phone, not a baby web browser or a WAP browser, a real Web browser, and we picked the best one in the world, Safari, and we have Safari running on iPhone. It is the first fully usable html browser on a phone. Third, we have Google Maps. Maps, satellite images, directions and traffic. This is unbelievable, wait until you see it. We have widgets, starting off with weather and stocks. And this communicates with the Internet over EDGE and wi-fi. And iPhone automatically detects wi-fi and switches seamlessly to it. You don’t have to manage the network. It just does the right thing. Now, I want to take a second and talk about e-mail. We hook up to almost any IMAP or POP3 mail service. I just want to give you some examples. IMAP of course is the best because you can keep folders and all your e-mail on the server and access it from anywhere. Yahoo Mail is IMAP. Microsoft Exchange has an IMAP option. And obviously .Mac mail is IMAP, as well. POP3, Google Gmail, AOL Mail, and most ISPs are POP3 e-mail.

Now, I want to take a minute and highlight one. Yahoo Mail. Yahoo Mail is the biggest mail service in the world. They have over a quarter billion users. Biggest e-mail service in the world, and today, we are announcing with Yahoo that they are going to provide free push IMAP e-mail to all iPhone customers. So, this isn’t just IMAP e-mail. It is push IMAP e-mail. So when you get a message, it will push it right out to the phone for you. Same as a BlackBerry. Free IMAP push e-mail from Yahoo. So we think this is a pretty big deal. So what I’d like to do now is I’d like to show you mail, Safari, Google Maps and widgets running on iPhone. So let’s go see.

So let’s go into mail. Second icon from the left on the bottom there. I just touch it with my finger, and boom, I’m there. And so I’ve got an in-box here, and this is, by the way, running live on Yahoo IMAP e-mail. This stuff is coming off a Yahoo server somewhere up in the Cloud. And so I can say James Vincent here sent me an e-mail. He’s a proud father, and there we go. And I can just scroll here. I’ve got in-line photos, rich text e-mail. So let’s look at another one. Phil Schiller. She loved the gift. Again, in-line photos, rich text, pretty nice. Shopping list, again, rich text right here. Pretty cool. Directions to Sushi Ron for tonight’s dinner. Now, iPhone of course parses out phone numbers and you can see there’s a phone number in blue. I can just touch it, and boom, I’m going to call this place. I don’t really want to call them so I’m going to end the call here. But you get the idea. And this last one, Ken Bereskin is one of our marketing folks. He just returned from Antarctica. Ken’s a great photographer, and he took all these great photos of penguins in Antarctica. Look at this, it’s great. Right in your e-mail, right on your phone. And if I want to by the way, I can look at my e-mail with a split view just like I do on my computer, and so I can select something here and just look at it down here if I want to peruse my messages real fast and just find that one message I was looking for. But I actually like the full-screen view. And of course, we have a standard in-box and drafts, and all sorts of folders you can put things in as well. So it’s real e-mail, just like you’re used to on your computer, right here on your phone. It’s extraordinary. And again, free IMAP e-mail from Yahoo.

Now, let me go ahead and create an e-mail message. Show you what that’s like. So again, when I don’t need a keyboard it’s not there. When I do, it’s there. I want to send a message to, let’s say, Phil. I just type PH, and boom, Phil Schiller, it’s address completion and maybe I’ll send one to Scott Forrestal, as well, and there’s Scott right there, and let’s say the subject is dinner. Boom, and I just hit send. It sends that e-mail, and we’re done. So that is mail. Full desktop class e-mail running on a mobile device.

All right, now I want to show you something incredible. I want to show you Safari running on a mobile device. So let’s go to the Web, and here we are. I’m going to load in, rather than apple.com here, a more universal site. I’m going to load in the New York Times, it’s kind of a slow site because it’s got a lot of images, but here we’re loading and we’re loading over wi-fi right now. And rather than just give you a WAP version of the New York Times, rather than giving you this wrapped version all around, we’re showing you the whole New York Times Web site, and there it is. Guess what I can do, I can just put this into landscape mode, and there it is right there. And I can scroll here if I want. Scroll up and down here. Still loading it in. There we go. Or I can just get back like this. Now, this is really great and I can see the whole page but of course I can’t read it. It’s a little too small. So I can get in with my fingers and pinch it but we have an optimization here. I can just double-tap on anything and it automatically fills up the screen with it. And I can just scroll around like this and scroll over here and I can even make this text bigger if I want to, and there it is. Just double-tap again to get back to the whole page. Isn’t this cool? Look at this. There is the New York Times. And again, any article I want, boom, there we go. Boom. Unbelievable. Now, you can look at multiple Web pages as well. You can have multiple Web pages open. So I just push this button in the lower-right hand corner. Shrinks it down, and I can add a new page if I want. And I’ll go to Amazon here out of my bookmarks. So let’s go to Amazon. And I love to go the DVD section of Amazon and see what DVDs are selling. I like it especially when Disney’s are in the top. And, so here’s Amazon, and even before the whole page is loaded on, I’m just going to double-tap on this, and I’m going to say let’s go to the DVD section here, and now it’s doing that. And here we are. And there’s a section over here in the right hand side, and these are top sellers, updated hourly. Oh look, Al’s Inconvenient Truth is number one. Alright. And here’s the other movies. Gray’s Anatomy, I like that. Pirates of the Caribbean. Fantastic. And so I’ve got this right here, and I can go back to the New York Times if I want. Zoom up to that picture so we can all see it. And again, isn’t this cool? Just go over there and get back to this one. I can get rid of it just by hitting the X. And there we go. Isn’t that incredible? Safari. You know, if you’ve ever used what’s called a Web browser on a mobile phone, you’ll know how incredible this is. I hope you’ll never really know, because it’s bad out there today, and this is a revolution of the first order, to really bring the real Internet to your phone.

Let me show you something about widgets here. Let’s go to stocks right now, and we’re going to load stock information off the Web, and just right onto the phone here. Oh, look, Apple’s up! That’s great! Well, I could look at different graphs here if I want to. And that’s fantastic. Let’s look at the percentages here. Oh, good. Good good. So I’ve got stocks right here, and I can go look at the weather. Let’s see what it’s like outside. 49 degrees, but it’s supposed to get to 61 today, so that’s good. We’ll just stay in here until it warms up. Now, I’ve got Paris right here. I can have as many of these as I want, so it’s nighttime in Paris. It’s actually warmer in Paris at night than it is here today. Wow. Aspen, well, no snow until later in the week. And Hawaii. Oh, it’s raining, that’s not good. Well, anyway, here’s four places. Hawaii, Aspen, Paris and San Francisco, and again, the weather widget.

Now, to conclude with the Internet device section here, I want to show you something truly remarkable, which is, Google Maps on iPhone. I hit our maps application here and it’s coming up. And it shows us North America, and I’m going to go to Moscone West. That’s where we are right now. And here we are. Boom. That’s where we are. Now, what I’m going to do, is I’m going to go look for something. I’m going to certainly want a cup of coffee afterwards, so I’m just going to look for Starbucks, right? Starbucks, so I’m going to search for Starbucks, and sure enough, there’s all the Starbucks. Now, I can get a list of Starbucks here, and I can pick that one if I want, and I can even go look at that Starbucks, and there it is, and let’s give them a call.

Good morning, Starbucks, how can I help you?

Yes, I’d like to order 4,000 lattes to go, please. No, just kidding, wrong number. Thank you. Bye-bye. OK.

Now, I can zoom in by just pinching if I want to. Or I can just double click to zoom in, and I get just higher and higher resolution versions of the map. So let’s go somewhere else here that I’ve got bookmarked. Let’s go to the Washington Monument. And so here’s Washington, D.C, and I could just double-tap and I’m going in a little further here, just double-tapping in. And there’s the Washington Monument there, and I’ll double-tap in again. But now I want to show you something else. Satellite images. So I just hit this button called satellite at the bottom. It’s going to replace the map with satellite images, there we go. And I can just double-tap in, and double-tap in again. And let’s double-tap in again. This is the Washington Monument. Look at this. I can see people down there. Whoops, there we go. Yep. Isn’t that incredible. Right on my phone! It’s unbelievable. So let’s go, I’ve got another one, the Eiffel Tower, which is very cool. I set this one to be, look at this, there’s the Eiffel tower. There’s people at the Eiffel Tower you can see. Look at that. Incredible. And here, one last one I have to show you, the Coliseum in Rome. So again, here we are in Rome. That’s as far as we can go with the map, but we can go a little further with the satellite. There’s the Coliseum. There’s the Roman Coliseum. Satellite imagery, right on the phone. Look at that. That’s the Coliseum. Unbelievable. Right on the phone. What do you think. Isn’t that incredible?

So, all these amazing things. This is a breakthrough Internet communicator built right into iPhone. The first rich html e-mail on a phone. The first real Web browser on a phone. Best version of Google Maps on the planet, widgets, and all with Edge and wi-fi networking. We’re very, very happy with this. Again, push e-mail. IMAP free Yahoo and almost any other IMAP and POP service you want to hook up to. Incredible new technology for entering text. Far better than we’ve seen on phones before. A real browser on the phone. We can see real Web pages in portrait or landscape. We can zoom in on what we want to take a look at more closely. Google Maps and widgets. It’s the Internet in your pocket for the first time ever. Now, you can’t really think about the Internet, of course, without thinking about Google, right? And for Google, what we have on our phone, working with them is of course Google search, we have that built right into the browser. Just type what you want, hit Google and you’re off. And Google Maps. We’ve been working very closely with them to make this all happen. We’re thrilled with the results, and it’s my pleasure now to introduce Dr. Eric Schmidt, Google’s CEO.

[Eric Schmidt]

Now, you also can’t think about the Internet without thinking about Yahoo. And again on the phone, we’ve got Yahoo Search built right in, you can select which one you want to use. Just type in something, hit that Yahoo button and boom, you’re off. And of course, we also have Yahoo IMAP e-mail services. And so, it is my great pleasure to introduce Jerry Yang, co-founder and chief Yahoo.

[Jerry Yang]

You know, it’s been great having the two greatest companies on the Web right down the block. Google and Yahoo. And we’ve been able to work with these guys really closely, and it’s been an incredible pleasure to work on this great technology and bring it to everybody in iPhone. So thank you guys very much. You’ve really helped us put the Internet in your pocket.

So, Internet communicator, an iPod and a phone. Let’s put them all together and see what you can do in a real-life scenario. So, let’s take a look. I want to listen to some music, so I want to go into my iPod here and let’s see, in artists, I want to listen to, oh, maybe Red Hot Chili Peppers, I love those guys. And so I’m listening to a song of theirs. And let’s see what happens when I get a phone call. Music fades out. Screen changes. Got a phone call coming in. So I can ignore it, but I think I’m going to answer it. So I’ll answer it. Howdy. Hi Phil, listen I’m kind of busy right now. What can I do for you?

[Schiller discussion.]

Oh, OK, hold on just a sec. So I push the home button on my wallpaper and I go home right here, and I’m still on the call. You can see the phone thing flashing right there on the lower left. And I go into photos and now I’m in photos and you can see the bar across the top, the green bar, I can just touch that to return to the call. And Phil wants a photo that he wanted to use it for his screensaver, it was one of the ones that was taken in Hawaii, I think it was this one. Yep, there it is. So you want me to mail this to you, Phil? So I again I just go down here and push this button, and rather than use it as wallpaper, I’m going to e-mail it. So watch what happens now. It shrinks it a little bit, and then a compose windows will come up right behind it. There we go. And I will just tap in the to field and send this to Phil here, Phil Schiller there we go. And the e-mail is there, yep, it’s there, and I’m just going to send it. Hey, Phil, that should be on its way right now.

Anything else? … Let me go check it out. I think I’ve got Fandango in my bookmarks here. Yes, I do. Let’s go to Fandango, figure out what movies are playing. … To go back to my call I just touch the top here, and I’m back at my call, and I’m just going to go ahead and end the call. What happens now? Back in my music. So, this is what it’s like when you put it all together. iPhone. Today Apple is reinventing the phone.

Now how does this stack up. Let’s go back to these guys. Let’s take a look. Well, these are their home screens. And again, as you recall, this is iPhone. This is what their contacts look like. This is what iPhone’s contacts look like, and again, you just pick one and you see everything about that person, all the information you have. This is what mail looks like on these smart phones. Again this what mail looks like on iPhone. You have rich, html, rich text e-mail. This is what calendars look like on these guys. This is what calendars look like on iPhone. This is what the Web looks like, and we tried to make it look as good as we could on these. It usually looks worse and this is what you get, and of course, this is what you get on iPhone, and you can zoom in and see anything you want. And this is what you get for music players, nobody really uses them much, and this is what you get on iPhone. So after today, I don’t think anyone is going to look at these phones quite the same way again.

Now let me tell you about some accessories we’ve got for iPhone. Got some great stereo headphones we’re going to be shipping, and they’ve got a little addition to them, which is this little thing right over here. It’s a microphone and a switch, so you can talk, you have them in there, you can get a call and just talk. Beautiful reception on the microphone. And just push it together to answer a call or hang up on a call. So you can be wearing them. It just dangles right there and picks up your voice beautifully. And we also have a Bluetooth accessory headset that we’re going to be shipping and there it is right there. It’s incredibly small and just to let you see what it looks like, it’s got one button on the top for answering and hanging up a phone call. You never have to turn it off or on. It just goes to sleep. It automatically pairs with iPhone so you don’t have to worry about pairing. It’s really simple. And it’s very tiny. This is what it looks like in-ear. It’s just beautiful. It’s the coolest one that we’ve ever seen. So Bluetooth headset coming as well.

Battery life. A lot of these smart phones have pretty low battery lives. We’ve managed to get five hours of battery, and that’s for talk time, video or browsing. Five hours of battery life, and 16 hours of audio playback, so that’s dramatically better than any of these smart phones. There is a tremendous amount of high technology in iPhone. We’ve been pushing the state of the art in every facet of this design. So let me just talk a little bit about it here. We’ve got the multi-touch screen. A first. Miniaturization, more than any we’ve done before. A lot of custom silicon. Tremendous power management. OSX inside a mobile device. Featherweight precision enclosures. Three advanced sensors. Desktop class applications, and of course, the widescreen video iPod. We’ve been innovating like crazy for the last few years on this, and we filed for over 200 patents for all the inventions in iPhone, and we intend to protect them. So, a lot of high technology. I think we’re advancing the state of the art in every aspect of this design. So iPhone is like having your life in your pocket. It’s the ultimate digital device.

So what should we price it at? Well, what do these things normally cost? An iPod, the most popular iPod, $199 for 4 gig nano. What’s a smart phone cost? Well, they say you get the phone and some of the Internet with it, although that’s questionable. But they cost somewhere around $299. You can get them for $199. Palm just introduced one at $399 yesterday, so they generally average about $299 with a two-year contract. Now, these phones sort of do music but nobody uses them for music because they’re not very good and so they end up buying an iPod to go with the phone. We know, we sell the iPod. And so people spend $499 on this combination. What should we charge for iPhone. Cause iPod has got a lot more than this stuff. It’s got video. Real video. It’s got this beautiful gorgeous wide screen. It’s got multi-touch user interface. It’s got wi-fi. It’s got a real browser. It’s got html e-mail. It’s got coverflow and on and on. And this stuff would normally cost hundreds of dollars. So how much more than $499 should we price iPhone? Well, we thought long and hard about it, because iPhone just does so much stuff. So much better experience on call, on managing your contacts and visual voice mail. Random access voice mail for the first time. Texting and e-mail and real browser and Google Maps. Tremendous iPod and cover flow and video. What should we price this thing at. Well, for a 4 gigabyte model, we’re going to price it at that same $499. No premium whatsoever. $499. And we’re going to have an 8 gigabyte model for just $599. So we’re going to price it starting at $499. Now, when’s it going to be available? We’re going to be shipping these in June. We’re announcing it today because with products like this we’ve got to go ahead and get FCC approval which takes a few months, and we thought it would be better if we introduced this rather than ask the FCC to introduce it for us. So here we are, and we’re going to be shipping it in June in the U.S. We’re going to Europe hopefully by the fourth calendar quarter of this year. And in Asia in 2008. So in June, in just a few months, we’ll be shipping in the U.S. And when we do, our partner is going to be Cingular. We’ve chosen Cingular. They are the best and most popular network in the country. 58 million subscribers. They are number one. And they’re going to be our exclusive partner in the U.S. Now, it’s a unique partnership though. We’re not just going to be selling phones and services together. We’re going to be doing innovation together. We worked with Cingular on visual voice mail. Because it’s an innovation that requires both innovation on the phone and in the network. You can’t do it in just one place. You have to do it in both places and collaborate. And so visual voice mail is the first fruit of this collaboration, and you will see more. And when we start shipping in June, we will be selling iPhone through our own stores, and through Cingular stores. And it’s my pleasure to introduce the CEO of Cingular, Stan Sigman.

[Sigman]

Let’s take a look at this market, and how big it is. My clicker’s not working. Oh there it is. So how big is this market, well let’s take a look. Clicker is not working. They’re scrambling backstage right now. You know, when I was in high school, Steve Wozniak and I, mostly Steve, made this little device called the TV jammer. And it was this little oscillator that put out frequencies that would screw up the TV. And Woz would have it in his pocket, and we’d go into like a dorm at Berkeley where he was going to school and he’d screw up the TV, and somebody would go up to fix it, and just as they had their foot off the ground, he’d turn it back on. If they put their foot back on the ground he’d screw up the TV again. And within five minutes he’d have somebody like this for the rest of the Star Trek episode.

So game consoles. 26 million game consoles were sold in 2006 worldwide, actually a little smaller than you’d think. It’s not such a big market. Digital cameras dwarfed it at 94 million. MP3 players 135 million. And PCs, about 209. Mobile phones, just about a billion last year, worldwide. So what does this tell you? What this tells you is, that 1 percent market share equals 10 million units. This is a giant market. One percent market share, you’re going to sell 10 million phones. And this is exactly what we’re going to try to do in 2008, our first full year in the market, is grab 1 percent market share and go from there. So we’re going to enter a very competitive market, lot of players, we think we’re going to have the best product in the world, and we’re going to go for it and see if we can get 1 percent market share, 10 million units in 2008, and go from there.

So, today, we’ve added to the Mac and the iPod. We’ve added Apple TV and now iPhone. And you know, the Mac is really the only one that you think of as a computer. Right? And so we’ve thought about this and we thought, you know, maybe our name should reflect this a little bit more than it does. So we’re announcing today we’re dropping the computer from our name, and from this day forward, we’re going to be known as Apple Inc., to reflect the product mix that we have today. I didn’t sleep a wink last night. I was so excited about today, because we’ve been so lucky at Apple. We’ve had some real revolutionary products. The Mac in 1984 is an experience that those of us that were there will never forget. And I don’t think the world will forget it either. The iPod in 2001 changed everything about music, and we’re going to do it again with the iPhone in 2007. We’re very excited about this. There’s an old Wayne Gretzky quote that I love. I skate to where the puck is going to be, not where it has been. And we’ve always tried to do that at Apple. Since the very very beginning. And we always will. So thank you very very much for being a part of this.

Apple Special Event January 2010(iPad)

Good morning and thank you all for coming today.
We want to kick off 2010 by introducing a truly magical and revolutionary product today.
But before we get to that…
I’ve just got a few updates.
The first is an update about iPods.
A few weeks ago…
we sold our 250,000,000th iPod.
iPods have changed the way we discover, purchase and enjoy music…
and with 250,000,000 million I just didn’t want to let this moment pass without recognising it.
It’s pretty amazing.
So that’s our first update.
Second update is about our retail stores.
You know: we now have 284 retail stores.
It’s amazing.
And last quarter, the holiday quarter…
we had over 50,000,000 visitors to our stores.
Fifty million people in one quarter.
One of our newest stores is our fourth store in New York City.
It’s on Broadway, a few blocks up…
from Linking Center.
It’s really beautiful.
This is shot before it opened — it will never look this good again..!
Here it is on opening day…
a shot across the street…
It is so wonderful to be putting these stores with their phenomenal buying experience..
right in the neighborhoods of our costumers.
It feels great.
So this is one of our latest and greatest retail stores.
Next update: a store of another kind.
The App Store: an incredible phenomenon.
delivering applications to iPhone and iPod Touch users…
around the world.
We have over 140,000 applications now in the App Store.
And…
A few weeks ago we announced…
a user downloaded the 3,000,000,000th app from the App Store.
This is in around 18 months since inception.
Three billion applications in the App Store.
And lastly…
We started Apple in 1976.
34 years later…
we just ended our holiday quarter, our first fiscal quarter of 2010…
with $15.6 billion dollars of revenue.
I don’t even believe that.
What that means is that Apple is now a 15 billion dollar company.
I’d like to forget that cause that’s not how we think about Apple…
but it is pretty amazing.
Now – where does Apple get this revenue?
It gets it from three product lines: iPods, iPhones, and of course Macs.
Now what’s really interesting about this is that iPods are mobile devices.
iPhones are all mobile devices and most of the Macs that we ship now are laptops.
They’re mobile devices too.
Apple is a mobile devices company.
That’s what we do.
And we asked ourselves: with 15 billion dollars of revenue last quarter…
How does Apple stack up against all the other companies that sell mobile devices?
And it turns out that by revenue…
Apple is the largest mobile devices company in the world now.
It’s amazing.
Apple’s larger than Sony’s mobile devices business…
selling great camcorders and digital cameras and stuff that they make.
It’s bigger than Samsung’s mobile devices business with all their handsets they sell…
And by revenue…
It’s even bigger than Nokia with all the handsets that they sell.
Apple is the number one mobile devices company in the world.
So those are the updates that we have today.
So now let’s get to the main event.
I chuckled when I saw this.
But before we get to that — I want to go back to 1991…
when Apple announced and shipped its first Powerbooks.
This was the first modern laptop computer.
Apple actually invented the modern laptop computer with these Powerbooks.
It was the first laptop that had a TFT screen.
The first modern LCD screens.
It was the first laptop that pushed the keyboard up…
creating palmwrests and had an integrated…
pointing device.
In this case, a trackball.
Well, of course, almost 20 years later we’ve got incredible laptops now.
Just a few years ago, in 2007…
Apple reinvented the phone with the iPhone.
And a few years later we’ve got the great iPhone 3GS: the best phone in the world.
And so all of us use laptops and smartphones now.
Anyone uses a laptop and/or a smartphone.
And the question has arisen lately…
Is there room for a third category of devices in the middle?
Something that’s between a laptop and a smartphone.
And of course we’ve pondered this question for years as well.
The bar is pretty high.
In order to really create a new category of devices…
those devices are going to have to be far better at doing some key tasks.
They’re have to be far better at doing some really important things.
Better than a laptop, better than a smartphone.
What kind of tasks?
Well, things like browsing the web: that’s a pretty tall word there.
Something that’s better at browsing the web than a laptop?
Okay..?
Doing email, enjoying and sharing photographs, video — watching videos, enjoying your music collection, playing games, reading eBooks.
If there’s going to be a third category of devices it’s gonna have to be better at these kinds of tasks…
than a laptop or a smartphone, otherwise it has no reason for being.
Now, some people have thought: [IRONIC]‘That’s a netbook!
‘ The problem is: netbooks aren’t better at anything!
They’re slow…
they have low quality displays and they runs clunky old PC software.
So they’re not better than a laptop at anything, they’re just cheaper.
They’re just cheap laptops.
And we don’t think they’re a third category device.
But we think we’ve got something that IS.
And we’d like to show it to you today for the first time.
And we call it…
the iPad.
Let me show it to you now.
This is what it looks like…
I happen to have one…
Right here.
And that’s what it looks like.
Very thin.
Looks just like this.
So!
Let’s get you a little overview.
It’s very thin.
And you can change the background screen, the home screen…
to personalize it any way you want.
People will put their own photos on them, I’m sure, but…
we ship a few and you can make it anything you want.
And what this device does…
is extraordinary.
You can browse the web with it…
It’s the best browsing experience you’ve ever had.
It’s phenomenal to see a whole webpage right in front of you…
and you can manipulate it with your fingers.
It’s unbelievably great.
Way better than a laptop.
Way better than a smartphone.
And you can turn iPad any way you want.
Up, down, sideways…
it automatically adjusts however you want to use it.
And again: to see the whole webpage is phenomenal.
Right there: holding the internet in your hands.
It’s an incredible experience.
Phenomenal for mail.
Want to focus on a message?
You can do that.
See your inbox.
Again, just turn iPad sideways.
Get a different view on your mail…
Push the compose window…
a keyboard pops up that’s almost life-size.
It’s a dream to type on.
For photos…
Your albums are shown in stacks of photos.
Your albums are advanced.
You can unfold them…
look at all your photos…
Flick through them…
It’s got some great slideshows built-in.
It’s a wonderful way to share your photos with friends and family.
Built-in: a calendar so you can see your months activities…
or day activities and everything in between.
Built-in: a great address book for your contacts…
It has a great Maps application which works with Google’s back hand.
It shows you maps…
satellite view…
you can zoom in on things…
iPad is an awesome way to enjoy your music collection.
And of course…
we have the iTunes Store.
Built right into the iPad.
so you can discover music, you can purchase it…
movies, t.v.
shows, podcasts, iTunes University…
everything.
Built right into the iPad.
YouTube.
You can watch YouTube on it including YouTube videos in high def.
now.
They’ve got a lot of high def.
videos.
And of course: it’s awesome to watch t.v.
shows and movies on it.
So that gives you a little overview of what the iPad can do.
But it’s nothing like seeing it.
That’s why I’d love to show it to you now.
Let’s take a look at it.
Again: using this thing is remarkable.
It’s so much more [?
] than a laptop and it’s so much more capable than a smartphone…
with this gorgeous large display.
So this is the lock screen.
I unlock it…
The icons fly in.
Let’s go right to the web.
So here we are at apple.com…
And I’m just going to go to Safari.
I just touch the bookmarks icon…
and touch the New York Times.
That’s it.
And here we are, right at the New York Times.
You can see how fast it is.
And I can just scroll around here…
and look at the whole front page of the New York Times.
Anywhere I want to go…
anything I want to make bigger.
If I want to go into a story…
I can just touch it and I can read that story.
Back to the front page.
So I can browse around the New York Times…
so easily.
It’s really great.
And I can go down here…
See what’s happening today…
It’s just so easy to go into a story like this.
See the photographs, read the story.
It’s that simple.
If we go to another website here…
now let’s go to Times Magazine…
see what’s up on Times’ website.
Just flick through the website, see what’s happening…
Go to another one here.
Um…
Fandango.
‘want to buy some tickets to a movie grab the tablet that’s in the kitchen…
Go to Fandango on your iPad and buy your tickets.
It’s that simple.
The whole website in the palm of your hands.
Let’s go to another one.
National Geographic.
And again: you know…
we can look at this in landscape mode if we’d like.
Go back to portrait…
It’s very, very simple.
It adapts to the way I want to use it.
And again, I can zip around this website, just touching on pictures of animals…
what I want to see.
It’s just gorgeous.
Right in the palm of your hand.
So!
That is browsing the web.
Let’s go to email.
So here I’ve got a message.
As you can see I can have photographs in the message.
And I can have my inbox right here.
I can turn it sideways, like this…
and I can also browse messages, just by having my inbox here on the left.
I can take a look and see what kind of messages…
I’ve got.
Here is another one.
This is the Paris metro.
We can go focus on that message here and…
I can just make this as big as I want.
‘check out the metro in Paris.
Napa Valley…
Here’s a PDF.
I can just tap on the PDF.
It displays it, it shows me all the wineries.
And I can plan out my trip to Napa Valley.
So that’s how simple Mail is.
Now if I want to reply to a message…
we can go ahead and send the message, I just hit the…
compose button here.
And up pops this gorgeous keyboard.
And let’s say Scott Forstall and Phil Schiller.
And um…
Oops.
Now, there we go.
It’s that simple to do email on the iPad.
Okay!
Next, let’s go to Photos.
This is what Photos looks like.
I can just look at everything as a list of photos.
Again, in portrait and landscape, and just fly through.
I can look at any photo like this just by tapping on it.
And again, turn it from portrait to landscape…
and just flick through my photos.
It’s that simple.
I also can look at my photos as albums…
and it grabs the meta data from any PC or Mac.
And, If I’m on a Mac…
I can also get Events, Faces and Places from iPhoto.
And once I have these, I can look inside of any album as an example.
Um, and say, you know, is this the one I’m looking for..?
and I can just pinch it open: no that’s not it…
Is this the one?
No…
That’s not it.
This must be the one.
Yup.
That’s it.
Again, just flick through these photos…
I have a little bar at the bottom if I want to scrub through them.
Or I could just flick left or right through the photos.
It’s really wonderful.
I have Events, Faces…
Now let’s see al the photos with Liz in them.
And: Places.
It shows me a map of all the places I’ve taken photographs.
So I can just hold down one of the pins, push on one of the pins, and see all the photos I took there, see all the photos in New York.
Let’s go to Paris.
Here’s all the photos I took in Paris.
Just tap on it to open them.
And, in addition to just looking at them as we have them, we have built-in slideshows.
And so I can bring up a slideshow here and select my music, pick one of the different transitions.
I’ll pick one called Origami, and then push ‘Start slideshow’.
[MUSIC PLAYS] You get the idea.
Isn’t that cool?
[APPLAUSE] So that’s photos.
Let’s take a look at our music collection.
Built-in iPod, and here’s all my albums…
And I can just scroll through my albums…
find something I like…
When I see something I like I just tap on it.
And say, yeah, just play a song.
[MUSIC PLAYS] See the album artwork.
It just all works.
Bob Dylan again.
So again, a great way to enjoy your music on your iPad.
Your whole music collection.
Um, let me show you a few other things.
The iTunes Store.
Again, built right in.
I can sample music, discover songs, buy them…
[MUSIC PLAYS] And of course, in addition to music, I’ve got movies, t.v.
shows, podcasts, audiobooks and iTunesU.
All right here, all built right into the iPad.
It’s got a great calender.
You can get month view.
I can just drag my finger over events to get more detail on ‘em.
I can look at things as a week view, or a day view, or a list view.
Very nice calender.
And…
great contacts application, great address book.
Just go through like this if we want…
Here’s Scott, as an example.
So, great contacts and calenders.
Now, we’ve also got a great Maps app, as I was showing you.
And again, here’s the Eiffel Tower
we just tap the corner, let’s go to satellite view.
And again, we can just pinch this as big as we’d like.
There we go, there’s the Eiffel Tower.
So great Maps app.
Um…
let’s go to our current location here…
Here’s our current location in San Fransisco and I’m going to type in ‘sushi’…
And we should find all the sushi places nearby, and again I can just tap on a pin and there we go.
Here’s Sushi Boat…
so I want go find that one after this presentation, maybe get some lunch, and I can just hit on Google Street View right here, and there’s Sushi Boat right there.
[APPLAUSE] So I will probably have a pretty easy time finding Sushi Boat as I go get some sushi.
All right!
So that’s Maps.
Now let me show you video.
Video is wonderful.
Let’s go to YouTube
I’m going to pick a clip called ‘Wet and Woofy’, that I know is in high def.
on YouTube…
and here it is.
And again, I can even go full screen here, go into landscape…
Look at that.
That’s of of YouTube!
Isn’t that incredible?
[MUSIC FROM VIDEO PLAYS] All right.
So that’s YouTube and again, here are the related clips and more from that person…
And again, whether it’s in portrait or landscape, it just all works.
And of course, Videos.
Let’s go into landscape for this…
And we’ve got movies, t.v.
shows, music videos…
and I go into a t.v.
show like Modern Family as an example, pick an episode and watch it.
Let’s do that with a movie.
Let’s pick Star Trek, and let’s go to chapters…
ooh, what’s a good one?
Here we go.
[SOUNDS FROM MOVIE] And again, I can scrub through if I want to…
[MORE SOUNDS FROM MOVIE] Isn’t that nice?
Let’s go back…
pick another movie that I LOVE…
which is Up.
[LAUGHTER] Awesome movie.
And um, one of my favorite sequences EVER, in any movie, is this sequence in Up right here.
[EVEN MORE SOUNDS FROM MOVIE] Isn’t that wonderful?
So that is video on the iPad.
And that gives you a little bit of an overview as to what the iPad can do.
Do you like it?

I have to say though…
Watching it is nothing like getting one in your hands and feeling all of that just right in your hands, right underneeth your fingertips.
So!
Let’s go back to the hardware a little bit: The iPad is really thin.
It’s half an inch thin, and it weighs just one and a half pounds.
That is thinner and lighter than ANY netbook.
And it’s got a gorgeous 9.7 inch IPS display.
Super high quality display, using IPS technologies so get great angle of view as well.
Very high quality display.
And as you know, Apple builds the best capasative multi-touch sensors in the world, married to our great display, it’s terrific.
Super responsive, super precise.
iPad is powered by our own custom silicone.
We have an incredible group that does custom silicone at Apple.
We have a chip called A4, which is our most advanced chip we’ve ever done, which powers the iPad.
It’s got the processor, the graphics, the audio, the memory controller, and everything in this one chip.
And it screams.
And you can have 16, 32 or 64 GB of flash, solid state storage, inside the iPad.
It’s got the latest at wireless networking.
WiFi, 802.11n, and the latest Bluetooth 2.1.
And the usual suspects: accelerometer, compass, speaker, microphone, it’s got a 30-pin connector, so it plugs in a whole ecosystem of iPod accessories…
And it’s got battery.
What is the battery life in this remarkable device?
We’ve been able to achieve…
TEN hours of battery life…
[APPLAUSE] …in this 1.5 pound device.
Ten hours of battery life, which means I can take a flight from San Fransisco to Tokio and watch video the WHOLE way on one charge.
It’s pretty nice.
[APPLAUSE] AND…
in addition to ten hours of battery life, it has over a month of standby life.
So we can just set the iPad down, it will go to sleep automatically, and if we’d come back in a month it would still have charge.
It’s remarkable.
Environmentally, the iPad is a great citizen.
It’s arsenic-free, brominated flame retardant-free, Mercury free, PVC-free, and its aluminium and glass inclosure is highly recyclable.
So that’s a little bit of an overview of the iPad’s hardware.
Now, let’s go back to software.
We’ve seen some great built-in applications.
All-new built-in applications.
But now let’s talk about third-party applications.
Let’s talk about the App Store.
And how’d we do that?
I’d like to invite Scott Forstall, our Senior Vice President of iPhone software.
Scott?
[APP-LAUSE] Good morning.
The App Store has been a huge success.
We launched it just about a year and a half ago, and already our customers have downloaded over three billion apps, choosing from more than a 140,000 available on the store.
Well, we’ve built the iPad to run virtually every one of these apps unmodified, right out of the box.
Now, we can do that in two ways: we can run these apps with pixel for pixel accuracy, black box, in the center of the screen.
We can also automatically pixel double and run those apps full screen.
This is really cool, let me go ahead and show you how it works.
So here I have an iPad, we’ve downloaded a number of apps from the App Store, all unmodified.
Let me launch just a couple for you.
Let’s start with Facebook.
Here it is.
This is the Facebook that you know and love, it just works.
I can tap on a photo, I can flick to a new photo, and now, if you look in the bottom right corner of the screen, there’s a button that says “2x”.
When I tap on it, we automatically scale the application up to full screen.
When I go back to my news feed, I can switch, say, to my profile, see my Wall…
It all just works.
Now, Facebook uses a lot of text, photos and some video.
But what about an application that really drives the graphics hardware?
What about a game?
Let me go ahead and launch a game here.
This comes from ESPN, and it’s called “X Games Snocross“.
Now you can see, at the beginning of this game, it plays a video.
The video works great on the iPad.
[SOUNDS FROM GAME] All right, let’s skip the rest of the video, and get right to the game.
So Race, and Arcade, going to choose Default, I’ll race Breckenridge with Levi, and let’s go.
So here you can see this is an Open GL ES game, so it really drives the graphics hardware.
And again, this is an unmodified game right of the App Store.
I’m steering it with the accelerometer, and even the game I can take full screen.
So you can see…
here are some tricks…
um, you can see that even with an Open GL ES game, very graphically intense…
[LAUGHTER] …you get tremendous frames…
(?
?
Please correct me here) They’re smooth and they’re incredibly fun.
So…
So there you go.
Right out of the App Store, unmodified.
[APPLAUSE] So the great thing is: all of these iPhone apps, that you know and love, that you’ve already been running, will run on your iPad.
In fact, you can buy your new iPad, just take it home, hook it up to iTunes, download all those apps that you already have, right onto your iPad, and you’re good to go.
Now, if the developer spends some time modifying their application, they can take full advantage of this large touch screen display.
And you could see that’s what we did for all of our applications.
We rewrote the user interface of every one of our apps to take full advantage of this large touch screen display that comes with the iPad…
like photos, and music, calender, and YouTube.
They all look great.
And we expect the developers are going to do the same thing.
So to that end, we’ve enhanced the iPhone SDK to now support development for the iPad as well.
And we’re releasing this SDK today.
So developers…
[APPLAUSE] Developers can go to apple.com today and download the SDK and get going.
And this SDK even includes an iPad simulator.
You could run your iPad apps right on your Mac, as you develop them.
You know, we think it’s going to be a whole other gold rush for developers as they build apps for the iPad.
And of course, every iPad comes with the App Store loaded up on it.
So we have a great distribution channel to get your apps out to all of our costumers.
Now, we’re going to take a highlight and feature all of the apps that are built specifically for the iPad in the store.
You’re still able to get to all of the iPhone apps, but if you create an application specifically for the iPad, we’re going to put it front and center.
Now, we’re really excited about the possibilities for developers for the iPad.
And so, just about two weeks ago, we invited a few developers to Apple, to give them a sneak peek at the iPad and see what they can create in just a couple of short weeks.
I’d like to invite a few of them on stage to show you what they’ve created, starting with Gameloft.
Gameloft is one of the largest developers of games for the iPhone and iPod Touch.
They have over sixty games on the App Store, that have been downloaded more than a 55,000,000 times.
To show you what they’ve been able to do in just a couple of weeks on the iPad, I’d like to invite up Mark Hickey.
Mark.
[APPLAUSE] -Scott.
Thank you.
Good morning.
Today, my colleague Bob (?
) and I are here to show you some amazing new gameplay mechanics that we’ve worked into our award winning first person shooter called Nova.
So what’s different about Nova on the iPad versus Nova on the iPhone or the iPod Touch?
Well, when you hold the device in your hands, you’ll see the display is just huge, which makes the game immensely fun to play.
But the size also gives you a lot more flexibility when it comes to controlling the game.
For example, I can slide the D-pad up and down the side of the screen.
Or if I want to quickly access some fire power, I can drag the rocket launcher down there to the fire button.
So with the control setup that we like, take a look at the bottom left corner of the screen.
We’ve added a mini map, and you can stretch the mini map out across the screen, just by dragging the corner with your finger.
When we do that you’ll notice there’s a red dot on the screen.
This tells us that there’s a enemy nearby.
Well, another cool feature that we’ve added is that now you can slide two fingers across the screen to throw grenades, like so.
And shot.
So the iPad gives us the ability to interact with the game world in ways that weren’t really possible before.
In order to open these airlocks you physically apply three fingers to the control disc and turn your hand in order for the passage to open.
Now, we all know that first person shooters are about combat, so we designed a system that we’re calling MTA: Multiple Target Acquisition.
With the rocket launcher selected you can drag the targeting box around a group of enemies and then fire off all of them simultaneously.
Check it out.
[BLAM BAM BOOM] Definitely useful when your out [?
] Now, this is what we’re able to accomplish in just a few short days working with this exciting new hardware.
The game is looking incredible at this higher resolution and the form factor opens up countless new doors for us in terms of games design.
You’ll be able to see what else we have in store for you when the iPad version of Nova ships later this year.
Thank you very much.
[APPLAUSE] -Thanks Mark.
Great stuff.
Next up: The New York Times.
The New York Times has been publishing a newspaper for more than a hundred and fifty years.
It is commonly referred to as ‘the paper of record’, for the huge readership both nationally and internationally.
It also produces one of the best web news sites in the world, and one of my favorites.
To tell you about their plans for the iPad, I’d like to invite up Martin Nisenholtz.
Martin.
[APPLAUSE] -Thanks, Scott.
It’s great to be here today.
I want to introduce my colleague Jeniffer Brooke, the interaction designer on this application and Adam, the engineer.
So, Steve showed you the website: the Times website is just incredibly beautiful.
Unbelievable imagery, unbeatable readability.
So why did we come out here three weeks ago to develop this new application for the iPad?
Well, we developed an application for the iPhone that has been downloaded over three million times, and we optimized that for that device.
And now we want to do the same thing for the iPad.
Creating something that joins the best imprint, with the best of digital, all rolled up into one.
Something that you can really emerce yourself in, lean back and enjoy.
So let’s take a look.
-I’m s excited to show you what we’ve been working on the last couple of weeks.
We think that we’ve captured the essence of reading a newspaper, the finite snapshot in time.
The exquisite photography, images and content, and a superiour reading experience, all in our native application.
Let’s take a look.
From the front page you can easily flip through sections, tap into articles, or we can skip ahead to my favorite section to see today’s latest stories.
It captures the essence of reading a newspaper, but as you’re about to see, it’s so much more.
I can save articles to my reading list, and it will sync to my iPhone so I can read them whenever I want.
Or we can jump ahead 36 hours to see the latest story in Travel.
The reading experience is great.
You can tap to change the number of columns, resize text with a pinch, or we can flip through dozens of amazing slideshows.
Let’s jump to Sports to see the latest coverage in the Olympics.
[SOUNDS FROM EMBEDDED VIDEO] When you’re done reading, simply turn on updates to get breaking news and latest stories in all sections.
It’s everything you love about the paper, everything you love about the web, and everything you expect from the Times.
-Thanks Jeniffer.
So this is just the beginning…
[APPLAUSE] Thanks.
We’ve been active for three weeks and we’re incredibly phyched to tie near the next version of digital journalism.
Thanks so much.
-Thank you.
-Thank you.
-I already find myself reading the New York Times with my iPad in the morning through Safari.
I can’t wait to get this app.
Next is Brushes.
Brushes is an extremely popular iPhone painting app.
It’s used by artists all over the world to create amazing works or art just using their fingertips.
Equally amazing is the fact that Brushes is a one person shop.
To show you what he’s been able to accomplish in just a couple of weeks, I’d like to bring up that one person: Steve Sprang.
Steve.
-Thanks Scott.
Good morning.
Brushes is a simple yet powerful painting application designed for the iPhone.
Artists of all skill levels have used it to create countless paintings with just their fingertips.
These paintings have appeared on the web, in galleries, and even in printings.
New York city streets by George Colombo have been used on the cover of the New Yorker on three occasions.
Today I’d like to show you how Brushes looks on the iPad.
We’ll start here in the gallery, where I’ve included a handful of original iPhone paintings.
You can slide between these and you’ll be able to share them in a variety of ways.
When you want to edit a painting, simply tap it and it expands to fill the screen.
Brushes takes full advantage of the new interface elements available on iPhone OS 3.2, allowing to access your controls without significantly obscuring your artwork.
The color panel has been redesigned to include an area where you can store your favorite colors.
This can be rearranged and you can double tap one to quickly select it and dismiss the panel.
Of course, all of your favorite brushes from iPhone are available here too.
You can adjust the size, the spacing, and the opacity.
By pinching, you can zoom in up to 32 times, and by tapping and holding, you can activate the eyedropper tool which allows you to pick up existing colors off the painting.
Painting is as simple as dragging your finger across the screen.
In this example, I’m removing the umbrella by painting over it with the background color.
If you mess up, you can always undo.
When you’re done painting, just tap the gallery button to return to the gallery.
On the iPad, Brushes is going to support in-app playback of your paintings.
Just tap the play button to see a replay of your actions.
I’m really excited about the possibilities for Brushes on this device.
Artists have already done amazing things on the iPhone, and I think with this larger screen they’re going to have a true portable paint studio.
I can’t wait to see what they’re going to do with it, and I plan to have Brushes available at the product launch.
Thank you.
[APPLAUSE] -Thanks Steve.
It’s amazing.
Imagine an artist with a canvas this large that they can carry anywhere they go, including art students, and it weighs only a pound and a half.
No paints, no easel, it’s going to be incredible.
Next up: Electronic Arts.
Electronic Arts has been a major supporter of the iPhone platform ever since we launched the App Store.
With over 40 titles already.
EA is the number one worldwide publisher of mobile games.
To show you what they’re doing for the iPad, I’d like to invite up Travis Boatman.
Travis.
[APPLAUSE] -Thanks Scott.
Hey everybody.
So when Apple invited us to come on site and work with them on the iPad, we couldn’t have been more excited.
But as gamers, the first thing we wanted to check out, is its performance.
[NEED FOR SPEED INTRO SOUNDS] And what better game than Need for Speed?
And as you can see here, we’ve got a gorgeous 3D version of the BMW M3GT displayed on this huge display.
What you’re going to see next, it takes a very short period of time do get up and running on the device.
The reason why that’s important is that means we’re going to be able to bring all of the other great EA games from the App Store to this device in no time.
[STARTING VEHICLE] Now, we’ve made games for consoles and we’ve made games for the iPhone, but building for the iPad is something completely different.
It’s a little bit like holding a high definition television screen just inches from your face.
That field of view and this sensation of speed that you get is just incredible.
This thing is so light, that you can hold this thing in your hands, and uses the accelerometer to steer our car like a steering wheel.
Really cool.
It’s also fully touch-enabled.
We had a lot of fun with experimenting with different types of interfaces.
For example, if John wants to see inside the car, there’s no button for that.
Just tap right on the car.
We also started adding fun things like the shifter.
Again really intuitive.
The user just swipes up or down with his finger to change gears.
We also added mirrors.
You simply tap on the mirror to look behind you.
[CAR CRASHES] Well, yeah, you have to be careful where you’re looking when you’re driving…
[LAUGHTER].
But other than just a large screen and it being completely touch-sensitive, again, for us performance is really important.
And a game like Need for Speed really pushes the limits.
So we want to show you how fast this device in this game really goes.
[VROOOOMMM VROOOOOOOOMMM] Yeehaw!
That’s great, John.
[LAUGHTER AND APPLAUSE] So that’s Need for Speed running on the iPad.
You can expect a lot more great stuff coming from EA soon.
Thanks everybody.
[APPLAUSE] – Thanks Travis.
And last up is MLB.com.
MLB.com is the official website of particularly baseball and the publisher of MLB.com At Bat.
And that app has been downloaded over 2 million times and it has streamed over 16 million videos, making it one of the most popular sports apps in the App Store.
To show you what they’re doing with the iPad, I’d like to invite up Chad Evans.
Chad!
– Thanks Scott.
[APPLAUSE] ‘Morning everybody.
Joining me is Tracy, our director at mobile engineering.
We were extremely excited to build something for the iPad, and we realized that we couldn’t just take our existing iPhone application and make it bigger.
We really need to create a whole new experience to take advantage of the big, gorgeous, interactive display.
So let’s take a loot at the demo.
So you’re currently looking at our live game experience with data from last April.
Across the top, you have our lead scoreboard which allows you to navigate to any of the day’s games.
On the field, you have our game date pitch tracker [?
] which shows you the trajectory of every pitch thrown.
And you can tap on a pitch to bring up additionally details.
You can also tap any player to open his baseball card, so you can see all the stats relevant to the current game situation.
And now, with all this great screen space, we can actually show you video highlights while all this is going on, so you can replay the game’s best.
[BASEBALL GAME COMMENTARY] I love that.
Across the bottom, you’ve got your game controls.
You can see the box score, the field, the summary, the batter-pitcher matchup, and scroll through a line-up.
And it looks like we’ve got a man on first now, so we can take a look at all the action with MLB.tv where you can watch live with your choice of home or away announcers.
So the first thing you’ll notice, is that baseball looks absolutely amazing on this screen.
And now, we can enhance it with great live data from MLB.com, like the scoreboard, the field, the box score, and player cards, all while you watch.
Let’s take a look.
[ENTHUSIASTIC COMMENTARY] So, we really think this device with this big, interactive display allows us to create a really rich, immersive, interactive experience who enjoy the national pass-time.
[?
] Thank you.
[APPLAUSE] – Now everyone knows that instead of carrying a transistor radio to the backyard, to listen to baseball, I’ll be taking my iPad and this app.
Now we really are incredibly excited about the opportunities for developers to build amazing apps for the iPad, and we’re providing a SDK today to let developers get going on that.
Now, while we wait for those apps to come out, we can all run all of our existing iPhone apps unmodified, right on our iPad.
And that is the App Store for the iPad.
Steve.
[APPLAUSE] – That’s great.
Thank you, Scott!
Isn’t it awesome?
And these guys only had two and a half weeks to work on this stuff.
So imagine what they’re going to do in the next few months.
People are going to go crazy.
So we’ve seen some really great apps, let me show you another one of our apps that we’re very excited about.
Of course, that’s a ebook reading app.
Now, Amazon has done a great job of pioneering this functionality with their Kindle.
We’re going to stand on their shoulders and go a bit further.
So this is what a Kindle looks like, I’m sure many of you have used one.
This is reading a book on the new iPad.
It’s really nice, and our new app is called iBooks.
Now, iBooks has a bookshelf.
It looks like this, where you’ve got all your books.
If you want to read one — you just saw what it looks like, it’s terrific, you can go into portrait to see both pages if you’d like.
And in addition to having your bookshelf and being able to read books, there’s a button in the upper left corner of the bookshelf, which is the store.
And we’ve created the new iBook Store.
Fully integrated with the iBooks app, to allow you to discover and purchase and download ebooks right on your iPad.
So you can discover books, we’ve got of course our top charts lists, the New York Times bestseller lists, and we’ve got five of the largest publishers in the world that are supporting us in this and we’re going to have all their books on the store, and we’re going to open up the flood gates for the rest of the publishers in the world starting this afternoon.
So we’re going to have a lot of books in the iBook Store.
We’re very excited about this.
This is a great app.
[APPLAUSE]
[APPLAUSE] So…
let me go ahead and show it to you.
So there’s our bookshelf, and here’s some of our books, and probably the best thing is — let’s go in the store right now, I hit the store button and it’s kinda like a secret passageway…
it flips around.
[LAUGHTER] And here is the iBook Store.
And if you’ve used iTunes or the App Store, you’re already familiar with this.
And um, we can looks at books here, we can look at the New York Times‘ bestseller lists, etcetera.
Let’s go back here.
I want to actually buy True Compass by Edward Kennedy, so I just tap on it, I get more detail about it here.
I can take a look at the reviews of it, and I’m going to buy it.
I can get a sample of it if I’d like, but I’m sold already so I’m just going to tap on it and buy this book.
And the book downloads right on to my bookshelf like that.
And that’s all there is!
[APPLAUSE] It’s just so simple!
And now if I want to read that book, I just tap on it.
And here it is.
This is what it’s like to read a book.
I have some controls, I can just tap in the center and the controls go away…
I can get them back, send them away…
And to flip the page, I just flip forward, I tap anywhere on the right, and I flip forward.
Flip back, just tap on the left…
That’s it!
I can even flip myself if I want by dragging it, if I’d like.
[LAUGHTER AND APPLAUSE] Very simple.
And I can go to the table of contents here…
And um, I can just pick a chapter and go there…
I’m going to pick part two, Brotherhood…
And again, you can have photos: black and white or color, you can have video if you’d like in your books, whatever the offerer wants…
it’s very, very easy.
And this is what it’s like.
And we can change the font size if we’d like, bigger or smaller.
We can change the font…
Pick a different font…
Whatever you want.
And that is iBooks.
[APPLAUSE] So iBooks…
again, a great reader, a great online book store: the iBook Store.
All in one really great app.
We use the ePub format and so it is the most popular open book format in the world.
We’re very very excited about this.
The iPad is going to make a terrific ebook reader, not just for popular books, but we’re also very excited about text books as well.
Now…
something very exciting.
iWork.
A year ago, I asked the head of our iWork team to take a look at creating a version of iWork for the iPad.
And the initial reaction was: ‘Eh, the iWork apps: Keynote, Pages and Numbers are really heavy duty apps: they require a lot of horsepower.
Could the tablet power them?
‘ And the answer turned out to be resounding: you betcha.
And then, could we come up with an entirely new user interface for these apps?
It’s very different running on a personal computer.
And what they came up with is really magnificent.
And so, to tell us about iWork on the iPad, I’d like to invite up Phil Schiller, our senior vice president of product marketing.
[APPLAUSE] [Phil:] Thank you.
Good morning everyone.
This is really exciting.
iWork is a suite of applications that millions of millions of our costumes on the Mac truly love.
These applications are innovative, beautiful, they’re creative, they’re fun, and our costumers at home, in schools and in business, are able to create professional quality presentations, word processing documents and spreadsheets all with this amazing software.
And Steve told you the iWork team has been hard at work for a year now, to see if they can take this amazing software and bring it to a multi-touch tablet: the iPad.
And I can tell you, they’ve done some amazing and remarkable work.
We have a completely new version of Keynote, designed specifically for the iPad, where you can create professional presentations just with your fingers.
There’s a completely new version of Pages; it is the most beautiful word processor you will ever see.
And there’s a completely new version of Numbers, a spreadsheet that is fun and cool to use.
What the last time someone has told you THAT?
[LAUGHTER] And really, the only way to appreciate how amazing this software is, is for me to show you.
So I’m really honored to be the first to show you the new iWork applications on the tablet.
So here we go.
[IRONIC:] I get to sit in the chair!
!
[LAUGHTER] Let’s launch Keynote.
Keynote runs in landscape orientation, because that’s the way our slides are; slides are designed horizontally and when we launch into Keynote, the first this we do is we see our slide library.
This is the library of presentations that we’ve created in Keynote.
I can create a new presentation by just tapping the button to do so, and I have access to these gorgeous templates; just as you’d expect in Keynote.
I’m going to go into this first presentation: ‘Seven Wonders of the World’.
We open it up, and the first thing you see, is a great layout.
I have a big, beautiful slide to work on, so I can create my content, I get some menu items on the top, and I have my slide navigator, something familiar to all Keynote users, on the left hand side.
To move around the slide navigator I just scroll with my finger.
It’s that easy.
To go into a slide, just tap on it.
Slide 2.
Now, this slideshow has beautiful text, great templates.
Slide 3, you can see there’s a table; you can create tables right in Keynote.
The next slide, slide 4, shows a chart; you can create beautiful charts and graphs in Keynote.
Now here I am on slide 5, the introduction slide, and I want that further up in the presentation.
How do I move the slide around in the navigator without a keyboard or mouse?
It is really simple: I hold my finger down on it, it pops up out of the canvas, I drag it wherever I want and let go, and now I have rearranged my slide.
That’s for one slide, what if I want to move a bunch of slides?
Watch this.
I’m going to pick slide 5, drag it over, and then I’m going to tap 4, tap 3, and they create a bundle that I can drag and place anywhere I want, and they snap into place.
So multi-touch gestures used to arrange all my slides.
Slide 8 shows we have incredible graphics and photos on this…
but how do I get them in?
I’ve got a media navigator.
I can get right into all my content, like my photos…
my photo albums and I can just bring them right on.
And when I bring my photos on to a slide, how do I move them around?
Of course, I use my finger: I just tap on a photo, and I can drag it around, place it wherever I want, with those convenient guides that I’m used to, to help me align things…
but to resize a photo — how do I do that?
Easy.
I grab one of these blue handles and start resizing.
Now let’s say I’m resizing this photo, and I want it to be exactly the same size as the one below it?
While I’m resizing, I just tap the other one, it sees it want to match them, and I let go and they’re not matched to the same size.
If I want to rotate this photo, I use two fingers.
If I want to mask a photo, watch this, I just double tap, and now I can expand this image, I can move it around, tap done, and I’ve just done a mask!
And that’s an advanced technique that people do in presentations, that’s so easy in Keynote.
What else is easy?
Animations.
Keynote has beautiful animations.
The same is true on the iPad.
Let’s say I want to bring this chart in with a build?
Well, I go into animation mode, it’s a button on the top right, and I see there’s no effect assigned yet, so I’m going to tap the Build In button, and I have access to all these great animations.
Let’s do a scale, and it will automatically preview that scale.
I use the same technique if I want to create transitions on slides.
In animation mode, I tap the slide, I see that there hasn’t been a transition set yet, so I select it.
I have great transitions.
Let’s pick the cube, and it will preview that as well.
So very quickly and easily, with just my finger, I’m doing very advanced slide animation techniques.
And whenever I’m ready to present, I start wherever I want, we’ll start with slide 6, I hit the play button.
And once I do that, we’re now presenting…
I can advance slides by either tapping or swipe right to go forward or left to go back.
So I tap and I go to the next slide, tap to bring up that chart we just animated, tap to do that cute transition we just did, and watch this one: when I tap, that’s called ‘magic move’, an automatic animation transition created in Keynote.
A very advanced feature, that’s on the iPad as well.
Look at the quality of some of these graphics and transitions.
They’re just beatiful.
Anytime I want to get out of it, I just double tap, and I’m back into Keynote, and to all my presentations.
So that’s a very quick preview of Keynote, and all the power it has on the iPad.
Now let’s go to Pages.
[APPLAUSE]

Steve Jobs unveils the iPad

For months it’s been one of the closest-guarded secrets in technology but no more.
“We’d like to show it to you today for the first time.
And we call it, the iPad.” At a packed news conference in San Francisco on Wednesday Apple CEO Steve Jobs unveiled the iPad, a tablet computer that attempts to bring the Web, e-mail, entertainment and games together in a single, portable device.
The computer sports a 9.7 inch HD touchscreen and runs on a 1 gigahertz processor developed by Apple.
It can run all iPhone applications and Apple will also offer a word processor, spreadsheet and other productivity apps.
It also features a compass, accelerometer, speaker, microphone and Bluetooth 2.1, but no camera.
As with the iPhone at the center of the iPad is the Internet.
“You can browse the Web with it.
It’s the best browsing experience you’ve ever had.
It’s phenomenol to see a whole Web page in front of you that you can manipulate with your fingers.” The iPad links with the iTunes Store for content and there are two ways to get online.
“Every iPad has Wi-Fi in it.
The latest and greatest Wi-Fi but we’re also going to have models with 3G cellular wireless data built-in.” The iPad has been the subject of a huge amount of speculation over the last few weeks and perhaps nothing has been debated more than its likely price, which some had put as high as a thousand dollars.
On Wednesday Jobs announced a much lower starting price.
“I am thrilled to announce to you that the iPad pricing starts not at $999 but at $499.” “For 32GB it’s $100 more and for another $100 beyond that you get 64GB of storage.
The 3G models cost an extra $130.” WiFi versions of the iPad will beginning shipping worldwide in 60 days and 3G models should follow a month later.
With Wednesday’s announcement perhaps the biggest unanswered question is ‘will customers bite?
‘ Something that was on the mind of Jobs himself.
“Do we have what it takes to establish a third category of products.” Tablets have been tried before.
Bill Gates has been pushing tablet computing for years with little success, this is the Origami from 2006, but the prospect of the Apple tablet has reinvigorated the sector.
At this month’s CES Microsoft showed off several new tablet PCs — it called them slate PCs — due out in 2010.
Technology has come a long way in the last few years and Apple’s iPad is likely to set the bar by which competitors will be judged but it will be consumers that ultimately decide if there’s a need for a device somewhere between a smartphone and PC.
With reporting by Agam Shah and Stephen Lawson in San Francisco, this is Martyn Williams, IDG News Service.

iPad review by accessorygeeks

Hey geeks it’s Miller from accessorygeeks.com.
Today we’re going to have a first accessorygeeks review of the almighty ipad.
Just came out not too long ago and wow we have some accessories for you.
Ok now before we start talking about all the awesome accessorygeeks ipad accessories such as great silicone case..
We’re gonna go and show the products that come with it.
So here is the ipad wall adapter that goes with it.
You just easily plug into the wall right there.
Now there are two versions Wifi and the 3G.
3G is not owned yet.
So we have the WiFi and you can also get it into a 16, 32 and 64 gigabytes ipad.
We have the 16.
So now we have the sixteen and Wifi here.
There’s gonna be actually the top button right there that primarily the on and off switch which you can just hold it there.
The next one on the top right is the lock switch.
Right here we lock it on to demonstrate, what’s going on?
Just lock again show you just let it go.
Ow you like to draw in there..
The next longer button is divided into two sections.
It is the volume where you can go higher volume or lower volume and there we go pretty low.
We can demonstrate for you later on in the book as you can see right here and you can just up means higher, down means lower.
Simple as that.
Just keep in mind the people do not like to call this the giant ipod touch.
It is bigger and It’s a little more unique you know there are similarities to the ipod.
So we just go and call the ipad since it has it’s name.
Alright so we make a quick demonstration on how to put this together.
So you buy the red silicone casing right here.
You just go and line it up with the little groove for the button of bottom and there is a little section on the side.
Just go and match it up.
Flip around and now your ipad is ready and safe for the world and fashionable like I do.
We also have a screen protector, thanks for our CEO David who put it on a demonstration video on earlier.
Now we can go and sort of, you can search the web on this, this one has a safari.
And as you can see here, everything as I said it’s pretty quick.
The Wifi is pretty amazing on this.
You can see a lot of things doing any network.
You can also check your emails, it got a little aps for that.
Let’s go into your photos, we have few photos there.
Also an ipod we don’t have a very much music since we just got it yet and there you have it.
So well do the calendar, it got aps standard to the ipod itself the ipod touch.
There we go..
the contacts, very little contact right now.
Ow at last my contact.
Here we are have the notes, we have a few of them there right.
Here we call for that one said right there, we also have map which is awesome for you to use.
We also have a youtube which is amazing to have since we’re on youtube many times.
As you can see here the HD here is amazing.
It also comes in HD which is really good and you can totally expand it right there as you can see and watch it.
This is one of my favorite video by the way.
The tracking ball.
You can see it turns out really good, you can change the frame size, let’s get back out of this, cool.
And we have itunes, let’s see here, there it is..
We have itunes, it’s really awesome right there, off course the aps store.
Ow let’s see here..
Oww we have settings, you see, you can change a lot of things around.
The notifications, that the weather log, no this is a geek suggestive point if you got the extra cash, you do it.
So what a cool story, let’s see here, that will be doing..
Pandora is awesome aps to use just for the music lovers out there.
You’ll definitely watch out for all the cool musics.
We also have ibook which is small review right here we have Winnie the pooh.
And as you can see it’s gonna be real competition towards a kindle.
And it’s just awesome to use, as the graphic on it for reading.
It’s the strange eyes of howl, and also the pictures come out really good because of the HD.
Facebook, off course facebook is gonna be great to use on this.
As you can see here you know, many friends that we have we have so many ipad accessory over accessorygeek.com that we don’t know what to do.
So come on over and check out all the cases, screen protectors and here’sthat we have to offer for your new ipad and so much more.
So just lay back and enjoy all the things you have to offer with the ipad.
This is a little something for you guys.
And as a geek myself I would say, you know, this is a really good product if you guys have the extra cash.
I would suggest you’re just getting this.
And off course remember it’s the ipad, not ipod touch, even though, there are similarities, there are differences.
So that’s what keeps them a differently unique.
Alright geeks, well I’m Miller over accessorygeeks.com.
We’re gonna keep you updated.
And always remember you got it from a geek.

Top 5 defects of iPhone 4S

Everyone sneered at the iPhone 4S when it came out, then they proceeded to buy them up at a clip that made every other iPhone before it look like a warm up act. But that doesn’t mean we love everything about the 4S all the time. I’m Brian Cooley with the Top 5 things we hate about the iPhone 4S, according to a recent survey of hundreds of iPhone users done by ChangeWave Research. No.5 is dropped calls. 8% of you say this. A fairly modest number. But don’t go get cocky AT&T. ChangeWave points out this is very much thanks to Verizon entering the market and cleaning up the iPhone’s image as Mr. Butterfingers when it comes to holding on to a call. No.4, data coverage and speed. 9% of you on this one. Nothing puts that knot in your stomach like the 3G indicator going off and on when you’re surrounded by towers, outdoors! But 9% of you said, yep, that happens to me and makes me wonder what’s so damn smart about this phone. No.3 is screen size. 11% of you on this one. iPhone users know the feeling of looking over at the person next to them and thinking, wow, what a cool little tablet they have – until they realize it’s just an Android phone. Then they turn back to their iPhone, screw their monocle and their ? and squint. Apple needs to bump up the screen size to at least compete with the smaller Android phones. It’s a visual era, ample screen size is no longer a luxury. No.2, 4G. 30% of you point this one out. This is big. 4G is the most sought-after new feature by people shopping for a smartphone. They don’t care about the technology itself, they just want the phone to work online faster than a PC with a modem. Assume this will be done when the iPhone 5 ?. If not, assume Apple will have its first iPhone flop on its hands. Before I take you to No.1, here are the Top 5 things people say they love about their 4S, led by Siri, the world’s most popular party trick, and followed closely by the still best in the business interface which translates to ease of use. It’s amazing how much stuff you can sell when folks realize they’ll be able to figure it out. The No.1 thing iPhone 4S users hate about it is short battery life. Doesn’t matter what your phone does if it isn’t on. Now Apple’s longstanding policy on non-removable batteries means you can’t carry a spare, and that’s like a klugey PITAs anyway. But Apple needs to improve this most basic behavior in real life. By the way, it may not be a problem with the iPhone as much as the fact that iPhone users tend to use their phone more – a lot of surveys have pointed that out – but that’s not their problem, it’s Apple’s. For more on the iPhone, whatever the generation it is, go over to Cnet.com and click on cell phones. And for more top 5s like this, it’s top5.cnet.com. I am Brian Cooley, thanks for watching.