Apple – Special Event Keynote – October 2016

People think that having a disability is a barrier... but I don't see it that way. You can catch up with friends. Ready? You can capture a moment with your family. A face. Small face. Focus locked. And you can start your day bright and early. You can take a trip somewhere new. Three miles to the summit. You can focus on every word of a story. A bird started singing. Jack opened his eyes. You can take the long way home. Or edit a movie like this. When technology is designed for everyone, it allows anyone to do what they love.

Including me. Good morning. Good day. Good day. Good day. Thank you. Thank you. I see some iPhones out there. Thank you. Welcome back to Apple Campus and thank you very much for joining us this morning. I couldn't be more proud to share that video with you this morning. Our teams work incredibly hard to make all of our products accessible to everyone. And today we launched a new accessibility website. These are accessibility features that we have designed and integrated directly into our products. We believe that technology should be accessible to everyone. And we hope that this website becomes a great resource that people can use all over the world.

We believe that if people have access to our products, they can push humanity forward and change the world a little in the process. It's humbling to see the amazing things people do with our products every day. We have... Thank you. We have some fantastic new products to share with you this morning and I'd like to start this morning with some updates starting with the iPhone. Of course, we just launched the iPhone 7 last month and people love it. We've received incredible reviews like this one, which seems to say it all: "Incomparable and superior to anything in the industry." I couldn't have said it better myself.

More importantly, customer response has been very strong. iPhone 7 makes the things you do every day so much better. And one of those very important things is taking great photographs. Customers had been using the iPhone 7 camera and are so excited that they sent us some of the photos they took. I'd love to share some with you this morning. There are some really beautiful ones like this, plus this one. And this. They are absolutely beautiful. And this is just a small selection. The iPhone 7 takes amazing photos. But it's not just about taking great photos. The fun is going back, enjoying them, and sharing them with your friends and family.

And we've made it so much easier and better with the New Memories feature that automatically gives you new memories every day right from your photo library. This is a new feature, but despite this, iPhone users have already seen and enjoyed 400 million memories. This is the best camera, the best photography experience, and the best iPhone we've ever made. iPhone 7 runs iOS 10, the world's most advanced mobile operating system. And the reviews for iOS 10 are in, and it's official, iOS 10 is incredible, a 5 out of 5. I couldn't have said it better either. Customer reaction to iOS 10 has been phenomenal. In fact, in just over a month, more than 60% of our customers are already using iOS 10.

And in contrast, the others that were released before iOS 10 don't even reach 1% yet. And of course, the reality is that most devices will never get this update. Now, earlier this week, we shipped an update to iOS 10, version 10.1, and it has some more interesting new capabilities. Perhaps the best feature is the portrait mode for the iPhone 7 Plus, which offers a depth effect to your photos. The person in the foreground is very sharp and there is a beautifully blurred background. If you haven't seen it, it's amazing. And guess what, many clients have been sending us some of the portraits they have taken and I am very happy to share some with you this morning, like this one.

And this. And this. And this. The results are simply impressive. It's amazing that you can do this. Now, if you haven't tried portrait mode with your iPhone 7 Plus yet, I encourage you to do so. It's really amazing, this is a huge feature. Also this week, Apple Pay started in Japan with iPhone 7 and Apple Watch Series 2. So now our customers in Japan can use their iPhone 7 and Apple Watch Series 2 for transit and to make payments. This is a big problem in Japan because more than 160 million contactless transactions are made every day. And we are offering the best experience by far.

We've also now introduced support for public transportation in the Maps app with iOS 10.1. And this provides extensive coverage throughout Japan and has very detailed underground layouts, it's really cool. That's why we've included exciting new features like local signs and fare comparisons that go far beyond what other people do, so now this is the best and easiest way to get around Japan. The new Apple Watch is also off to an amazing start, and watchOS 3 makes the watch experience much simpler and faster. And we've heard the same great response from reviewers about the watch. As Digital Trends says, "The Apple Watch is the best smartwatch you can buy.

It's simply the best by far." And the Wall Street Journal said: "it can help you on your path to becoming a healthier human being." As you know, we designed Apple Watch to be the ultimate device for healthy living. And we've been working with Nike to provide the best running experience out there. Tomorrow, the Apple Watch Nike+ will be available and we think runners around the world will love it. As you can see, it's been a pretty busy week around here, but we have more to announce today. And I would like to start with Apple TV. With Apple TV, we want the experience on your TV to be as great as the experience on your Apple devices.

That's why when we launched the new Apple TV, we did so with a clear vision. We believe that the future of television is applications. So how do we go about this? Well, our developers now have access to the biggest screen in your home and in just one year, we now have 8000 apps, and they are in all categories from lifestyle, learning, fitness, shopping, food and 2000+ games , with some amazing titles like Real Racing 3. Now these games keep coming out, new games keep coming out and there is a very popular one coming before the end of the year, and that is Minecraft.

Now you can build new worlds on your Apple TV and play with your friends on their iPads and iPhones. It is going to be very fun. Our customers also love watching their favorite TV shows on Apple TV like "Mr. Robot." And in fact, we now have over 1600 video content provider apps for you to enjoy. This is absolutely amazing and there is an incredible amount of content available for you. You could... In addition to your favorite TV shows, you can watch some amazing movies like "Finding Dory." You can watch news live and on demand. You can even watch live sports and much more.

In fact, a new category of apps is emerging that combine the power of Apple TV to make watching videos more interesting, interactive and social. And we have an example of that to show you this morning. And to do that, I'd like to invite Ryan Troy from Twitter to show us what we're talking about. Ryan. Today I am joined by our product designer, José Hernández. Today we are going to show the future of video made possible thanks to Twitter on Apple TV. Let's go in and watch Thursday night football. Fans love watching their favorite sport live from the biggest screen in the house and send millions of tweets a day from their iPhones and iPads.

With just a swipe on the amazing Siri Remote, we can incorporate that conversation to make viewing more entertaining with tweets from athletes and more insightful with statistics from journalists. It looks like the Bears have bounced back in the end zone. Now, the Twitter timeline comes to life to show immediate reactions. That pretty much sums up my fantasy team this year. The tweets also include video replays and periscopes from different points of view. I must say that this is a great way to watch television. With that touchdown, I think the Bears could win this on defense alone.

At critical moments in the game like this, audience polls allow José to weigh in on the situation. Once he has voted, the live results appear instantly. Now, José sees a certain frankness that he wants to respond to. Apple TV makes it easy for you to send that tweet to your iPhone so you can join the conversation. Let's see how he responds. Strong choice. In addition to NFL Thursday Night Football, Twitter is excited to offer free premium sports content from the NHL and NBA, news from Bloomberg, and election night coverage from BuzzFeed. We're merging live video, social media, sports, and news in an interactive format that wasn't possible before Twitter on Apple TV.

It's what's happening. Thank you. Thanks, Ryan. This is a great example of the power of Apple TV and how apps are changing the way we enjoy television. Now, in fact... we now have so many great apps and each of these apps has an incredible amount of amazing content. With Siri and Universal Search, we make searching in your apps easy. But universal search was just the beginning for us. We want to do even more to make this experience even better. We want Apple TV to be the only place to access all your TV, a unified TV experience.

That's one place to access all your TV shows and movies. A place to discover new and fantastic content to watch. So today we announced a new app and we simply call it TV. It will completely change the way you watch TV with your Apple TV, as well as your iPhone and iPad. But instead of talking about it, we just like to show it to you. And to do that, I'd like to bring up Jen Folds, Apple TV Senior Designer, to show you all about it. Jen? Thanks, Tim. The new TV app is the first place I go when I turn on my Apple TV.

It brings together shows and movies from all my video apps in one place. So I start with Watch Now, where the focus is on What's Next. It has all the TV shows and movies I'm currently watching on all my apps. You can see what's next at the bottom and get a little more context for each one at the top right. So, for example, I bought Sing Street on iTunes but didn't finish watching it. And as you can see, Up Next allows me to pick up where I left off. For shows I'm watching like "Homeland" on Showtime, the next episode is here ready to start.

And for shows I'm currently watching like "The Big Theory" on CBS, Up Next shows me the newest episode once it's available. It's great to finally have somewhere to go to see everything I'm seeing. But the thing do not ends there. When I want to discover something new, I simply swipe down. Our editors have selected the best content and showcase it in What to Watch and Featured TV & Movies. And since this is all content from my apps, it means I can play everything I see here. I can choose to search by category or take an even deeper look at the catalog available to me through these carefully curated collections.

So if you haven't seen "Game of Thrones" yet, now is a good time to start. And with Watch Now I just click play. I am taken directly to HBO NOW and the show begins. So, since I'm watching HBO NOW, pressing the menu takes me to the show details from the app. And I can go back to the TV by simply pressing the TV button. As you can see, "Game of Thrones" was automatically added to the front of Up Next, making it easy for me to pick it up later. So that's Watch Now. It's the best place to keep watching and exploring new TV shows and movies on my apps.

Now moving on to the library view, I have all my iTunes purchases and rentals in one place. And now you can check out some of my guilty pleasures like "Real Housewives." True story. When I'm in the mood for something completely new, I head to the store where I can explore great new content to add to Watch Now. There are new movies available on iTunes and all these apps that I can simply sign up to access. So when I find one I like, I can just click to install it. In just a few seconds, the app installs on my Apple TV and will automatically download to all my other devices so I can watch wherever I want.

So here at STARZ I can easily sign up or, if I'm ready and authenticated using Apple's new single sign-on feature, I'll have instant access to all the great content they have here in the app. And when I go back to the TV, I can see that Watch Now has also automatically updated to include the best of STARZ like "Power" and "Star Wars: The Force Awakens." And theTV app not only works on my Apple TV. It's also on my iPhone and iPad, which is great for when I'm traveling or just relaxing in my backyard. So let's switch to my iPad.

So here is the new TV app. It's got everything that was in the previous Videos app here in my library, and we've added the same features I just showed off on Apple TV, including Watch Now. So on Up Next you can watch the "Game of Thrones" episode we just played, as well as all my other shows and movies. And we have the same great curated content too. Now, of course, Siri works great with the TV app. For the shows I'm watching, I can just say "Brooklyn Nine-Nine." Okay, here's "Brooklyn Nine-Nine." Three ET, 5 minutes late. Oh. But I had to stop to have some wine.

Hello good sir. I would like your best bottle of wine, please? That will be $1600. Great, I'd like your $8 bottle of wine, please. It comes from the best vineyard in Arkansas. Yes. Then Siri knows exactly what episode I was on and picked up right where I left off. Let's go back to my Apple TV. Once again, you can see that Up Next automatically updated with that episode we just played on my iPad. That's the new TV app. It brings together the best shows and movies from all my video apps in one place. And it works on Apple TV, iPhone and iPad.

It's going to completely change the way we watch television. Now I would like to talk about another important category and that is live. Apple TV has so many amazing apps that are great for tuning into live news and sports. And today, Siri makes it easier than ever to watch the live content you want. Now I can say things like watching CBS News. Running two masterpieces of-- Siri tunes directly into what's broadcast live on CBS. Now that I'm watching in the app, I can get more news just by swiping up and choosing a different story with a click. 911.

What is the address of the emergency? We have a guy who just stole a bike here at Walmart. I tied him with a rope and to a tree. What? The cavalry arrived moments later. So it's great when I know what channel I want. But what happens when I just want to watch my favorite sport? So let's say it's Saturday and you know what that means, college football day. All I need to do is tell Siri to turn on the game. Watch the Louisville game. Siri knows which app the game has and takes me right into the action.

Finley watching a bombing. He throws one up the middle and throws another interception. Wow. Well, since this game seems totally crazy, let's use Siri to find out what other soccer games are out there now. Siri shows me all the schedules and results for today and even what other games I can watch live. Well, I know a certain CEO and Auburn alum who probably wants to tune in, so let's take a look. Look at Kam Martin. Here it goes. I mean this is getting silly right now. Siri makes it super easy to capture all the exciting moments.

So with Siri live tuning and the unified experience of the new TV app, Apple TV is the best place to watch TV shows, movies, sports, and more. Thank you so much. Thanks, Jen. Thanks, Jen. I'm very excited about the new TV app for Apple TV, as well as iPhone and iPad. So now there is a unified television experience. That's one place to discover and enjoy your favorite movies and TV shows on all your devices. Now, the TV app will be available for free with a software update for tvOS and iOS starting later this year in the United States.

Apple TV, iPhone and iPad have become the main ways many of us enjoy watching television. And now, with the TV app, there's really no reason to watch TV anywhere else. This is Apple TV and the new TV application. The next thing we'd like to talk about is something we all appreciate at Apple, and that's the Mac. The Mac is more than a product to us, it's a testament to everything we do and everything we create at Apple. The Mac is incredibly important to us. But it's not only important for us, it's important for the world. It has had a profound impact on education, design, business, arts, sciences and many areas.

The world's creative forces used the Mac to propel the world forward. We continue to advance the Mac experience with macOS. And this year we launched the best version yet, macOS Sierra. It brought many powerful new features to the Mac, such as iCloud Drive, which makes all the files on a Mac's desktop or documents folder available to any other Mac, as well as your iPhones and iPads. And Universal Clipboard, which lets you copy content from your iPhone or iPad to your Mac and paste it to your Mac. And hundreds of thousands of websites now offer Apple Pay to their customers.

So you can shop with your Mac and then, with just a click and a tap, complete your purchase. Siri is now available on all Apple platforms, including Mac. And in addition to the capabilities you love about Siri, we've designed some specific ones just for Mac. For example, you can perform detailed file searches just by asking Siri. This is an incredible productivity savings. We're really excited about all the things you can do with macOS Sierra. The Mac experience just keeps getting better and better. You may not realize it, but this week is a big week in Mac history and in Apple history.

This week marks the 25th anniversary of our first notebook. It was on October 25, 1991 when Apple introduced the first PowerBook. Now, the PowerBook truly defined the modern laptop of its time, changing the category and changing Apple forever. This was the first laptop to include the keyboard by design, so you could rest your palms when typing. It had a pointing device built directly into the palm rest. Nowadays we all take this for granted, but this is where it all started. It was also the first laptop with an active matrix display. Now we didn't stop here. Every generation of Mac laptops had some important innovation that ended up driving the industry forward.

The first Trackpad, the first laptop with built-in WiFi, the first aluminum drive body design, the first with all-flash storage and the first with all-day battery life, and the first retina display in a laptop. For 25 years, we've been defining and redefining what a laptop is and what a laptop can do. And today we are going to do it again. Let me show you. This is the new MacBook Pro and it is absolutely incredible. To tell you everything, I would like to invite Phil Schiller. Phil. Thanks, Tim. Thank you. Well, good morning everyone. This is very exciting. A new generation MacBook Pro and it's really cool.

It has a completely new design made of aluminum. It's metal everywhere. It's incredibly extreme. And this type of design is only possible with the unique collaboration between our hardware engineering, our operations, and our industrial design team working together to solve problems that others have not even attempted to address. It's the new gold standard in laptops, enabling innovations that weren't possible before. It comes in 13- and 15-inch sizes in silver and space gray, and is simply the thinnest and lightest MacBook Pro we've ever made. So let's dive into some of the details. First, let's look at the 13-inch MacBook Pro.

Here is the previous generation, absolutely leading its field in performance and thin and light. But here's the new 13-inch MacBook Pro on the right. Yes, it is only 14.9 millimeters thick. It is 17% thinner than the previous generation and also smaller, 23% smaller in volume, almost a quarter smaller. That's a big difference. And it also weighs less. It weighs only 3 pounds, almost half a pound less than the previous version. Let's flip it over so we can see the all-metal design all around. It is an absolutely incredibly beautiful notebook. Now let's look at the 15-inch laptop. Again, the previous 15-inch MacBook Pro, the standard, the best professional laptop ever made.

Here's the new 15-inch pro next to it. 15.5 millimeters thick. It is 14% thinner and also smaller, 20% smaller in volume than the previous one. One fifth less is a great engineering feat. And it weighs only four pounds. Again, half a pound less, four pounds for a high-performance 15-inch professional laptop. That is simply unheard of. But what's really impressive is when customers open it for the first time and look inside, because everything is new. There is a new Trackpad, a Force Touch Trackpad. It is twice as large as the previous generation Trackpad. Much more space for your gestures. And this is only possible thanks to Force Touch technology.

To have an excellent click feel with a mechanical click mechanism would not be possible. This is truly the latest in technology and the best Trackpad we have ever created. The keyboard is also completely new. It uses the butterfly switch mechanism we pioneered on the 12-inch MacBook. But now we have applied it to a professional laptop, and in this case there is a new switch mechanism, a second generation butterfly. It's more responsive and provides an even greater keyboard-sliding feel when you press it. It's a great keyboard. And I could talk all day about it, but I think you're probably looking at that area right above.

What our team has done in this area where function keys used to exist is remarkable. But before we get into that, I think it's worth spending a moment on a requiem for the function key. Many of you have probably experienced for the first time what some of us have experienced with something like this. This is an IBM 3270 mainframe terminal from 1971. That's when many of us first experienced this great new technology called the function key. And it allowed us to perform operations on a mainframe terminal. Those function keys migrated to our desktops and laptops. We have been using function keys for over 45 years.

Well, actually for the last... who knows how many years? We haven't really been using them anymore. Because when was the last time you had a 3270 mainframe terminal emulation session? It's been a while, right? So we have assigned other functions to these keys. We have given them volume and shine. But this is crazy, keeping technology from 45 years ago and mapping other things to them. Our design team has taken on the challenge of moving forward and saying: what if we get rid of them? What could we do instead? What technology can we offer that will truly improve the experience we all have with our laptops throughout the day?

And what they have done is truly extraordinary. This is what it looks like. It is a retina display. It is multi-touch. It responds to your gestures and touches and makes everything incredibly easy to use. We call it Touch Bar. Now the Touch Bar can do a lot of things to help us while using our MacBook Pro. First of all, it replaces the standard system functions that we are used to. So if you want to set the brightness or volume, it's easier than ever, just swipe or tap. But it goes much further than that. The Touch Bar adapts to whatever software you're using.

So, for example, in this case, we're in Safari. And now the Touch Bar shows us buttons for our favorite websites. If you want to go to a website, you can simply swipe and tap on it and it will take you to that website. Once you're there, it changes again. It now shows you a search field, the back button, and adds another tab in your view, just the tools you need for where you are. And it goes beyond being a specific application. The Touch Bar can provide new surfaces for the tools we use all the time. So for example, here I am in photos and I want to straighten that photo, I have a new interface right there in the touch bar to straighten the photo.

And my hands are right on the keyboard where I want them in a notebook. It is a perfect experience. And since it's close to the keyboard, it's also very helpful when you're typing. So while you type, the Touch Bar can show you quick typing suggestions. You could just tap and type even faster. It's incredibly useful, intuitive, and really fun to use. Well, along with the Touch Bar there is another technology, Touch ID. We're bringing Touch ID to Mac for the first time. You can now sign in to your Mac with your fingerprint. And it's integrated right where it belongs, with the power button.

It's backed by a second-generation Touch ID sensor, so it's really fast. It's covered with a sapphire crystal so it feels great. And it's backed by an all-new chip, the Apple T1 chip. And this chip includes a secure enclave. Now you can make Apple Pay purchases with your finger right on your MacBook Pro. This is the Touch Bar and Touch ID. And to show it working live for the first timeOnce again, I am very excited to mention Craig Federighi. Craig. Well, good morning. Thanks, Philo. It's a rare privilege to be the first to show you the incredible new MacBook Pro and Touch Bar live and in action.

And to do that, I'm going to have to make a big reveal here. So here's my David Copperfield moment. Alright. Here it is, the new MacBook Pro. Well, getting started with your Mac has never been easier. I can... Now we've brought Touch ID to the Mac. So now I can just place my finger on the Touch ID sensor and I'm instantly inside my Mac. Now I want to focus our attention here on the amazing new Touch Bar. First of all, is system control, you should be relieved to see that everyone is still here. So you can access your brightness, your playback controls, your audio, and for the first time, Siri has a dedicated key right on your Mac keyboard.

It's really cool. Now, Phil's touching praise for function keys may have been a little premature. I know some of you had a plan for 3270 emulation sessions this afternoon. And the good news is that they can move forward. Because if you hold down the function key, you'll notice that they come back and are available to you right here. It's a great relief. Now, you'll typically run with the system controls hidden in the control strip. What's really great is that the control strip makes it very easy to do whatever you want with the system's controls. Since it has multi-touch, you can tap and swipe here to do things like adjust the volume and brightness.

But you'll notice that here in the middle there is an area for contextual controls for the applications you run. Let me show you the ones inside the mail. So here we are in the mail and you notice that the bar has transformed. Now I have controls for things like adjusting: composing a message, replying, and even dialing, all here. And as I go through our messages, you'll notice another button here. This actually provides predictions for where I might want to archive my messages based on my previous archiving habit. So I can send this one with a tap.

It is easy. Now because the Touch Bar is part of the keyboard, it's great for typing. I can reply to this message and you will see that I am presented with quick typing options. And the fast guy has learned how I like to communicate. So I can respond to this by saying: I'm totally excited, right there. And when it comes to formatting my text, Touch Bar helps me too. You will see that it features formatting controls. So, for example, I can make the text bold, change its color, it's that easy. And when I want to send a message, I just click on the CC field here.

You see, it even predicts who you might want to add to this message. I can do it like this and with a tap on the send button, send this message on its way. Now, of course, what I've done here in terms of writing English text has become totally outdated. Now it's all about emoji. So let me show messages. And you'll see what happens as I type pumpkins here in the bar, the quick guy suggests a replacement emoji that I can add with just a tap. But Touch Bar even provides a great interface for browsing all my emoji.

I can swipe through them like this or even search for them by category. Too easy. We will return to my frequent use. I can finish writing my answer like this. Now, sometimes you receive a message from a friend and you realize that you want to give them that necessary emotional ballast with a quick response. You can give them a thumbs up or even a heart to give them that personal affirmation they need to get through the day. It's really great. You can do it right on your Touch Bar. Now the Touch Bar is really great for navigation in your apps.

You see, I opened a Safari window that has multiple tabs and the Touch Bar transforms with a control to move between my tabs. I get previews here, I can just tap and move around my tabs like this, or even swipe and preview. And when I want to open a new tab, well, that's easy too. I can tap the plus button and you'll see here, I have all my favorites. I'm going to take advantage of an item I've had my eye on here on Etsy. And now you see that Etsy is adding Apple Pay to their checkout page.

Well, I can make this impulse purchase here with just one touch and I can authorize the payment securely with Touch ID. It is easy. And soon I will feel the amazing power of the pyramids and copper together. It's going to be absolutely fantastic. Alright, let's move on to the photos because the Touch Bar is really great in photos. Now I can take photos here in full screen. Obviously this is not my personal photo library. But I can enjoy this photo in full screen on my main screen because the Touch Bar takes care of all the navigation.

So I have the strip of all my photos. I can easily slide between them or scroll to the end of my library. It is very easy to identify a particular photo like this. And you'll notice that this is a video, so I have playback controls right on the Touch Bar. And if you notice, the Touch Bar also has a pan control with the preview of my video. Then I can scroll the video back and forth, it's a really great use of multi-touch technology. Now the Touch Bar is also great for making quick edits. So if I go to a photo like this that maybe I want to rotate, you'll notice there's a control on the Touch Bar to do that.

You can do it with just one touch. And I can also make more powerful edits. For example, you may want to make some adjustments to this one. I can use my leveling control. You could see he could level like that. It's really easy. I can make adjustments to the lighting, for example. Tap my light slider and I can make it darker or lighter. I can also apply effects and filters. You see, those filters actually preview here on the Touch Bar. So I can just play, see different effects and choose one I like. There's even a before and after preview button.

So I think that's a great set of edits. So, the Touch Bar obviously has some awesome controls out of the box to speed up everything you do on your Mac. But professionals really like to customize their tools to match their personal workflows. And here, the Touch Bar really shines. I'm going to show you something in Finder. So here in Finder, when I select a file, we see that we have a bunch of useful controls that I can quickly search and share and even tag my files right from the Touch Bar. But maybe you want to do something different.

Well, now I can customize my Touch Bar. And you see, I have this palette of all the capabilities available to me. Let's say I like to frequently connect to servers where I store my large assets. Okay, now I can drag this button. And I want you to see what happens when I drag it to the bottom of my home screen, it drops right to the Touch Bar, where I can put it down there. It is incredibly easy to customize the system. Now you can customize your control strip and even your set of primary system controls. So, you could add a do not disturb button.

Or this cool new screenshot control. Just drag it down, place it wherever you want, and just like that, I'll customize my Touch Bar. Now, for my grand finale, I want to come full circle and go back to Touch ID. So for this final demo, I'd like to bring Phil Schiller on stage. Now-- Just someone random from the audience. Some individual chosen at random from the audience. Turns out I'm going to reveal a little secret: Phil and I share this machine. And so, Phil actually registered his finger in Touch ID. And when Phil places his finger on the sensor, it actually recognizes it and, with one click, he can quickly switch users directly to his account.

Fantastic finger work, Phil. This is a quick demo of the new MacBook Pro and its amazing Touch Bar. I hope you like it. Thank you. Thanks Craig. The one and only Craig Federighi, ladies and gentlemen. Well, Craig showed you a lot of great uses for the Touch Bar on the MacBook Pro and it doesn't end there. It's built right into the entire system and into all the apps we all love. It's now much easier to search for things in Maps with the Touch Bar. It's very easy to answer a Facetime call right from the Touch Bar.

It's great for zooming in between weeks on your calendar. Control your music playback when you're in iTunes. This complete support across all iWork apps, so it's built into Pages, Keynotes, and Numbers. It's amazing when you edit videos in iMovie. And it's great for controlling the musical instruments you play in Garage Band. We even added Touch Bar support to the ever-popular Terminal. And developers will love the Touch Bar support within Xcode. Not only to use Xcode but also to create Touch Bar in your own applications. There are so many great uses for the Touch Bar. It changes the experience we have on our Mac and is truly wonderful.

Now let's move on to the screen. The display on the new MacBook Pro is simply the best display we've ever created on a Mac. Compared to the previous 15-inch MacBook Pro, it's 67% brighter. There is a 67% higher contrast ratio. Displays a wide range of colors with a 25% larger color gamut. All this on a screen that consumes less power and is as thin as that of a 12-inch MacBook. It's amazing. Now, let's turn it around and look inside because the engineering innovation is equally notable inside the new MacBook Pro. So, every 15-inch MacBook Pro includes... Oops, sorry! Every MacBook Pro is the most powerful MacBook Pro we've ever created.

There you go. So inside each 15-inch MacBook Pro is a sixth-generation quad-core Intel Core i7 chip. It is combined with faster 2133 megahertz memory. It's a really fast system. It also has faster graphics. Radeon Pro Graphics, this is the AMD Polaris architecture with up to 4 gigs of video memory and offers graphics power that is now 2.3 times faster than the previous generation 15-inch MacBook Pro. And storage is faster too, now up to 3.1 gigabytes per second. You can calculate with double up to 2 terabytes and it is also 50% faster. Now, all this faster CPU performance, faster graphics, faster memory, faster storage in a thinner device was necessary, creating an entirely new thermal architecture.

The team has done an incredible job on this. New thinner heat pipes, new innovative fan blades and all this to make the system run cooler and quieter. But one thing that isn't quieter are the speakers. The speakers fit into a smaller space, but they put out more volume and sound better too. It has twice the dynamic range of audio. Now this is a system that just flies. And it's amazing with the apps you use. Every day you will feel that performance increases. Below are some examples of the performance difference between the new 15-inch MacBook Pro and the previous generation.

The new MacBook Pro with 130% faster 3D graphics. In games, 60% faster. 57% faster video editing. This is the kind of performance you feel in everyday real-world applications. So, that's the 15-inch MacBook Pro. Now, let's look at the 13-inch MacBook Pro. It can be configured with dual-core 6th generation Intel i5 or i7 chips and also has 2133 megahertz system memory. It has faster Intel Iris graphics with 64 megabytes of eDRAM, providing up to twice the graphics performance of the previous generation. And it also has the fastest flash storage. In this case, it now offers twice the storage performance of the previous 13-inch MacBook Pro.

And here are some real-world application testing examples. The new 13-inch MacBook Pro is 103% faster in games than the previous generation and 76% faster in both video editing and 3D graphics. Now, the system is much faster and so is the I/O. It's the fastest and most versatile I/O we've ever built into a MacBook Pro. Both the 13-inch and 15-inch feature four Thunderbolt 3 ports. That delivers an incredible 40 gigabits per second of bandwidth. It also supports USB 3.1 Gen 2 and of course DisplayPort 1.2. And I know many of you know that Thunderbolt 3 uses the USB-C style connector. And that means any of the four ports can be your charging port.

Plug it into whichever one you want, left side, right side, and that will be your charging port. But it's much more versatile than that. Each of the ports can be power, it can be Thunderbolt, it can be USB, display port, video output with VGA or HDMI. Here's an example: Imagine you're a Final Cut Pro editor and you want to set up your MacBook Pro on your workstation at home or at work, you want to build it. Well, here's an example of what you can do with this amazing system. First, you want to add a screen. And there are many displays you can add via the display port, but this one is really

special

.

This is a new LG screen that we worked with them onto make it an amazing display for MacBook Pro customers. It's called the LG UltraFine 5K display. It shows 5K resolution, has wide colors, has built-in cameras, microphones and speakers, has three USB-C ports. Therefore, you can connect peripherals directly to the screen. And all of that connects to your MacBook Pro via a single Thunderbolt 3 cable. Not only that, it also charges your MacBook Pro via the same cable. It is the ultimate docking station. And it's so cool, why not add two, right? So it could have two 5K displays plus its built-in 15-inch Retina display, meaning almost 35 million pixels powered by the graphics of the 15-inch MacBook Pro.

With our two Thunderbolt 3 ports free, we'll be adding not just one, but two sets of RAID storage. This is the new Promise Pegasus3. It's configured with 24 terabytes per array here. So when you think about that storage, those screens, this level of expandability and performance isn't possible on any other laptop. It is truly extraordinary. We think Pro customers will love using the MacBook Pro. So I want to show you three examples of pro apps being used on the new MacBook Pro. The first one is Final Cut Pro. So to show you that, I'm very proud to mention to Susan Prescott, Vice President of Application Product Marketing, Susan.

Thank you. This is the new version of Final Cut Pro with the redesigned interface. It looks great on the MacBook Pro. But I'm really excited to show you how it also takes advantage of the incredible graphics power this machine has. The beautiful wide color screen that Phil talked about and of course the amazing new Touch Bar. So we're watching a short film starring a botanical artist, a botanical artist who creates stunning flower sculptures. It was filmed and edited in 4K and also in wide color. I think it's absolutely beautiful. Let's take a look at the beginning of the piece.

The new Touch Bar allows me to edit like never before. Right here on the Touch Bar, I can see my entire timeline. And it shows me exactly where I am in my project. And that's great. But even better, what could be better, it's completely interactive. So, I can drag to move around my project. I can just tap to jump to a specific section. And I can even get closer to get a closer look. It's great. Now I'm going to add a clip. When I select it in the browser at the top left, you can notice that my Touch Bar automatically changes to show me relevant controls.

So, for example, with just one tap, I can see the start and end of my time-lapse to make sure it's what I want. I'll drag it into my timeline here at the bottom of the screen and add an audio clip to go with it. But I see here on my timeline that the audio clip is a little longer than I would like. Well, good news, the Touch Bar changed again to show me the editing controls I need. It's so convenient that I can trim the end of the clip with just a tap on the Touch Bar.

Pretty amazing. Thank you. It's great because I can also, with the Touch Bar, do things that I do all the time, and it's even easier. For example, I can drag a slider to adjust my volume. If you look at the sound effect I just added, you can see how the waveforms change. I'll get it right there. And with a touch, I can add a fade in and out, very cool. So, it's that simple. Let's go ahead and take a look at what we've done so far. In full screen, the Touch Bar shows me the same detailed overview of my timeline.

But it's cool because now I can navigate without having to go out of full screen. And with the power of the MacBook Pro, it's smooth and precise even with really demanding 4K images. I love that part, let me come back again. Alright. Let's go to the end where I'm going to add one last shot. It's this rather dramatic shot of the sculpture installed in a bamboo forest. Therein lies the answer to what botanical artists do. So... some of you may have been wondering. The Touch Bar is great for displaying really useful features that can be hard to discover in a rich app like Final Cut Pro if you're just digging through the menus.

So, for example, Play Around shows me my edits in context. So if I tap on that now, I'll see a few seconds before and after the clip I just added. And it's a great way to see the end of our movie. That... Oops, okay. This is a quick look at Final Cut Pro with the incredible performance of the MacBook Pro. And as I hope you've seen, the deep integration with the Touch Bar is just great. Thank you so much. Thank you Susana. Next, I want to show you a product that our customers count on and love deeply: Photoshop.

With so many products, customers use Photoshop on every project with their MacBook Pro. And we're very happy to have Bradee Evans, experienced design manager for Adobe Photoshop, Bradee, with us. Hello, thank you. This new MacBook Pro and Photoshop are made for each other. This new edition of the Touch Bar really combines with the keyboard and this new giant Trackpad to create this incredibly natural, expressive and powerful new way of working with Photoshop. Let me see if I can show you what I mean. Alright. I have here on the screen this amazing image of a woman climbing the Tersanas cave in Greece.

But what if this cave wasn't in Greece? What if she was here? Now, to accomplish this, I'm going to need to cut through the Grecia cave. And the tool for cropping things out in Photoshop is called Select and Mask. And usually, it's in a menu or a sub tool. But with the Touch Bar, I have it at my fingertips. Now you can see that the Touch Bar has changed to show me only the controls I need for this task. You can see how with my right hand I'm moving the mouse and selecting, and with my left hand I'm adjusting the brush size.

It's a really fun and natural way of working. Let me see if I can get her legs there. I'm going to switch to my refinement tool. And again, I can resize as I work. Totally, this way of working with two hands is really fun. I don't know if you guys can tell how much fun I'm having. OK. Alright. Here we go. Alright. Let's see how it went. Alright. That's not bad for 10 seconds. And all that time, my two hands were actually working in unison and my eyes were fixed on my image. It really makes a lot of sense.

It's really a good way to work. OK. So this is great. This is definitely not Greece. But I would like to see a more drastic change. And adding content to an already open document can be time-consuming, but not with the Touch Bar. I'll just tap on it, select the sunset, put it there and we'll move it down and see what it looks like. Alright, we're getting somewhere. I like this. But it's something yellow. And then, I'd like to add more color. And to do that, I'll need to brush a little. But first, I'm going to go to my Touch Bar, choose my favorites, then add a new layer, and then go full screen.

Now, full screen is amazing, as just said. This is great. I have no panels, I have menus and I can focus 100% on my image. And thanks to the Touch Bar, I can do a lot more in this display mode. So the brush is so important to so many workflows in Photoshop that we created a Touch Bar mode just for brush control. And here I can adjust the size of my brush and I'll adjust its hardness. And then I'll also adjust the flow of color through my brush. Now, speaking of color, you may know that there are many ways to choose color in Photoshop.

But my new favorite, by far, is the Touch Bar. This is absolutely amazing. Down here, I can keep my right hand dedicated to the touch bar, that is, the trackpad only for painting and not pointing or selecting. And my left hand slides across this touch bar. It's really amazing. It almost feels like you're playing a musical instrument and it's a little hard to stop. But I'll stop. Well, here we are. So this looks pretty good, but my color doesn't really blend very well with the layer below that. And to do that... to fix that, I'm going to go back to the layer properties and change the blending mode.

Now, typically, choosing a blend mode in Photoshop involves a lot of clicking, trying, waiting, and guessing. But with the Touch Bar, it can be a scroll or a couple of taps. And this is really cool, it really opens us up to a lot of creative experimentation and leaves room for serendipity to happen. There, I might like this. This is pretty good. What do you think? Alright. Now, I've been blending, cutting, and painting without fear because I know that right here on my Touch Bar, I can scroll back through my visual history and continue anywhere along the way without losing any of my work.

Alright. And so, that... This is a preview of the amazing new synergy between Photoshop and the new MacBook Pro with Touch Bar. And we hope to have it in the hands of our Photoshop users before the end of the year. Thank you. Thanks, Bradee. And that's incredible. Photoshop just flies on the new MacBook Pro. And now you can see how two-handed operations, one on the Trackpad and one on the Touch Bar, create a new experience that we think customers will love using on the MacBook Pro. our third demo, we like to show a music application. There are so many amazing professional music apps on Mac, and we thought we'd pick a really fun one.

We're so excited for you to check out DJ Pro. And to demo you, we have Karim Morsy, CEO of Algoriddim. Karim. Thanks, Phil. Hello, everyone. You may know our djay app on iOS, it won an Apple design award and is used by millions of DJs around the world. I have been a DJ for almost 20 years. And I've gone from record players and vinyl to digital. The MacBook Pro is the standard for professional DJs. And we use dedicated controllers when we play live on stage. Well, with the Touch Bar, we now have one built right into the Mac.

With dynamic, multi-touch controls, the Touch Bar enables next-generation DJ software. Let's dig deeper. In the Touch Bar, you have access to the main functionality of DJ Pro. Here's the sample. The sampler allows me to activate sound effects in addition to my mix. Now, let's create a loop. And by using multi-touch, I can apply a filter simultaneously. Now, let's zoom in on the waveform. Here I can scratch and precisely find cue points to start my song. I'll put one here. OK. Now we are ready to go fully into action with the Touch Bar. Let's give it a try.

And all of this was done right on the Touch Bar. It's a revolutionary tool for DJs. An update to Djay Pro is coming later this year and we can't wait for you to try it out. Thank you. Thanks Karim. I mean, he absolutely killed it on that one. That song was so fun to listen to. And I'm sure you understood that I was using both hands simultaneously on the Touch Bar because with its multi-touch input, it can support up to 10 inputs from your fingers. That's incredibly powerful. And there are many excellent developers who have started working on their apps for the new MacBook Pro and Touch Bar, and they are doing extraordinary things.

For example, Microsoft is working to bring all of Microsoft Office to MacBook Pro with incredible Touch Bar support. So, you'll see a built-in Touch Bar for Word, Excel, PowerPoint, Outlook, and even Skype for Business. They are doing a great job for full Microsoft Office support for MacBook Pro and Touch Bar. There are so many great tools. Tools for graphic designers like Affinity Designer that support Touch Bar and MacBook Pro. For photographers like Pixelmator. For UI designers with Sketch, high-end video editing and grading with DaVinci Resolve, and more, many great professional applications will uniquely take advantage of this incredible new experience.

And that's what the MacBook Pro is. It's a completely new experience, it's the gold standard of laptops, it's a completely new design. And we have a short video to tell you a little more about it. The new MacBook Pro combines the fundamental qualities of an ultraportable device with uncompromising performance. With our new design, the total product volume has been drastically reduced. This results in an extremely useful and powerful creative tool. It has the best Retina display we've ever installed on a laptop. A precisely engineered LED spectrum is projected through a metal oxide backplate. This produces a remarkably bright, high-contrast image with a wider color gamut.

The larger Force Touch Trackpad now offers a wide area for a wide range of gestures. We continue to refine our keyboard design to make it more precise and efficient. The dome switches beneath each key have been optimized for a more responsive feel. Introducing a new way to interact with your laptop. A multi-touch barprovides a more intuitive and immediate connection to your content. Commands that were previously hidden are now visible, easy to access, and also customizable. In each application, the most relevant controls are displayed dynamically allowing you to work more efficiently. This is also the first Mac with Touch ID.

This seamless integration of hardware and software is truly unique to Apple. The speakers have also been completely redesigned to maximize air displacement and project high-fidelity surround sound. In essence, professional-grade processes integrated with high-speed system memory and storage technologies make everything you do faster and more responsive. In a laptop, this powerful thermal management is critical: thinner, favorably spaced fan blades quietly push air through a nearly solid structure. The new MacBook Pro achieves a design that optimizes both performance and portability. It marks a milestone in the evolution of the Mac. The new MacBook Pro runs our latest version of macOS, Sierra.

And Sierra takes full advantage of everything the MacBook Pro has to offer: its large color display, Touch Bar, Touch ID, and more. And the hardware and software that work together in these super thin and light laptops deliver all-day battery life. Up to 10 hours of battery life on both the 13-inch and 15-inch. This is an amazing new generation of laptops. Now, it might be fun to bring back that first generation of laptops just for comparison. It's amazing how much has happened in just 25 years. You may not remember that the first PowerBook 170 had a 9.8-inch 640-by-480 black-and-white active matrix display.

It's amazing how far we've come now with the 15-inch Retina display. That PowerBook 170 had a state-of-the-art 25-megahertz 68030 processor. And we have done the calculations. The new MacBook Pro is 6.8 million times faster. Or, looked at another way, a full year of computing time on that PowerBook 170 can be achieved in less than five seconds on the MacBook Pro. It's remarkable. We've made progress so far even in how we do them. All of our MacBook Pros are made with arsenic-free and mercury-free glass screens. They do not contain BFR, PVC or beryllium. All are ENERGY STAR 6.1. They are all EPEAT gold and of course are highly recyclable with their aluminum and glass.

The team has set out to create simply the best laptops ever created for our high-end professional customers. And they've absolutely nailed it with the 13-inch and 15-inch MacBook Pro. And we think our professional customers will love them. Now we have other customers, which are other products in our line like MacBook Air, and they choose them because of how thin and light they are. And we will continue to offer 13-inch MacBook Air in our lineup. But we challenged our team to take this new design, this 13-inch MacBook Pro, and then we could create a model that would be really interesting to customers who would traditionally choose a MacBook Air.

So, we're creating a 13-inch MacBook Pro model with traditional function keys and two Thunderbolt ports. And we believe that many potential MacBook Air customers will also be very excited about this product. So how does it compare? Well, you know, the MacBook Air is highly appreciated for its incredible thin and light design. Here it is. Well, let's put the 13-inch MacBook Pro next to it. Remember, we told you that the MacBook Pro measures 14.9 millimeters. It is thinner than the MacBook Air. In reality, it is 12% thinner. Now I know what some of you are thinking. You're saying, "Well, the MacBook Air is wedge-shaped, so it's probably smaller.

No. The MacBook Pro is 13% smaller in volume than the MacBook Air. What about the weight? They both weigh about same, 3 pounds. So the MacBook Pro weighs the same as the MacBook Air and is thinner and smaller. So let's look at them another way. Here they are... Here we are looking down at the top of a MacBook Air. Let's slide the 13-inch MacBook Pro at the top. You can see how much smaller it gets and why it has a smaller volume. It's this advanced design and incredible new techniques that make this 13-inch MacBook Pro so small and light Here they are one after the other.

MacBook Air on the left MacBook Pro on the right. The MacBook Pro is smaller but better in every way. It has a 13-inch Retina display. There's a faster processor, faster memory , faster storage, faster graphics, a more advanced Trackpad and a more advanced keyboard. It's an amazing new product. Now you'll see that we actually have three models of the new MacBook Pro. A 13-inch with traditional function keys, a 13-inch with a Touch Bar, and a 15-inch with a Touch Bar. Now, there are many configurations of all of this and you can sit with all the different things you want.

But each of them, of course, has an input configuration. So, I want to walk you through them now. The 13-inch MacBook Pro with Function Keys starts with a 2-gigahertz dual-core Intel Core i5 processor and a turbo with speeds up to 3.1 gigahertz. So, they are really fats. It has Intel Iris Graphics 540. It has 8 gigs of faster system memory, 256 gigs of faster flash storage, and two Thunderbolt 3 ports. The 13-inch MacBook Pro with Touch Bar and Touch ID starts with a dual-core i5 at 2 .9 gigahertz. Its turbo accelerates up to 3.3 gigahertz. And of course, it has four Thunderbolt 3 ports. And the 15-inch MacBook Pro with Touch Bar and Touch ID starts with a 2.6 gigahertz quad-core i7.

It has Radeon Pro 450 graphics and starts with 16 gigs of memory. The prices for these three configurations are $1,499, $1,799, and $2,399. You can order them today. The MacBook Pro with function keys starts shipping today. The two models with Touch Bar and Touch ID will start shipping in two to three weeks, but you can of course place your order today. So, those are our MacBook Pros. Before I finish, I want to remind you of another product as you think about this line. Here are the three new MacBook Pros and I added the 12-inch MacBook to the left. Because that 12-inch MacBook started us on this path.

It created a lot of the pioneering technologies that we've now adapted and evolved for the MacBook Pro. And it really makes sense together when you consider this 12-inch, 13-inch, 15-inch line. Two pounds, three pounds and four pounds. From $1,299 to $2,399, from the most extreme laptop we've ever made to the most powerful laptop we've ever made. We believe this is the most advanced and forward-thinking line of laptops we've ever had. Thank you so much. Back to you Tim. Thank you. We think you'll love this new MacBook Pro and we can't wait to see all the cool things people will do with it.

We are so excited that we made an announcement. And I'd love to show it to you now. The new MacBook Pro line are the best laptops we've ever made and are the most advanced ever made. They join other powerful products we have announced this year. The best smartwatch, the Apple Watch Series 2, the best tablets, iPad Pro with amazing new capabilities with the Smart Keyboard and Apple Pencil. And of course, the best smartphone and the best iPhones we've ever made. The iPhone 7 and iPhone 7 plus. We couldn't be more excited to have our best line of products heading into the holiday season.

I would like to thank everyone for coming and joining us this morning. And I would particularly like to thank everyone at Apple, who worked incredibly hard to create these products and develop them. Thank you. We have an incredible area. And I would like to invite everyone who is there. It's right down the hall and you can get your hands on the new MacBook Pros and see the new TV app in action. Thanks for coming.