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Apple - WWDC 2015

Feb 27, 2020
TIM COOK: Good morning! Good day! Good day. Good day. Good day! Thanks for joining us. And welcome to San Francisco. Welcome to WWDC


. While we may not have, thank you, high-flying trapeze acts, we have a lot of great things to talk about this morning. This developer conference continues to be the epicenter of change not only for Apple, but also for the industry. This is our 26th WWDC. We have attendees today from more than 70 countries, and 80 percent are here for the first time. This is our most global conference ever. And a special shout out to our 350 scholarship winners.
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These guys are amazing. I spent some time with them yesterday. Our youngest scholarship recipient is a 12-year-old girl from New York. She is going to have a fantastic future ahead of her. We have more than one hundred sessions planned for you and more than 150 laboratories so that you can have our latest technologies in your hands. And we have over a thousand Apple engineers to answer any questions you may have. Now, we have a lot more people who would have liked to be here this morning, but unfortunately, as you can see, we can't fit any more. And so, for the first time, we're not only livestreaming the Keynote, but we're also livestreaming 30 sessions of the conference.
apple   wwdc 2015

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Now, before I get started on the show, I'd like to mention something I saw on the news a few days ago. This is Brandon Moss of the Cleveland Indians, and he hit his 100th career home run last Tuesday. Obviously, it's a huge milestone if you're a baseball player. Not many people do this. And you can imagine how much it would mean to him to have that ball. As it turned out, the ball was hit in the Indians' bullpen, and his teammates decided to play a prank on him. They decided to hold him for ransom. And this is the list of things they asked for.
apple   wwdc 2015
Apple Watches, iPad, MacBook Air, iPhone. Is incredible. It's a shopping list for the Apple Store. Now, Brandon would have had to hold up an Apple Store to get that ball back. That didn't seem quite right to us, so what we're going to do is pay the ransom. And I have the ball right here. We are giving Brandon the ball, and we are going to give him everything his teammates asked for so that everyone is happy. So congratulations Brandon on 100 home runs and good luck on the next 100. Now, we have a jam-packed morning for you. Let's start with OS X.
apple   wwdc 2015
We're bringing a lot of great new capabilities to the Macintosh. And next we have a big update for iOS, the world's most advanced mobile operating system. And today we bring native apps to the watch with a new version. With a new version of watchOS, giving developers even more time to create even better Watch apps that will change the world. Now these three ecosystems together provide incredible opportunities for developers and incredible possibilities for users. So we're very excited about this. There's a lot here, so I'm going to skip my normal updates other than to let you know that everything is going great.
And I'd like to bring in my friend and colleague Craig Federighi to walk you through OS X and iOS. Craig. CRAIG FEDERIGHI: Good morning! It's great to be with you here at WWDC. The team has been doing an amazing job this year and I'm delighted to be able to share it with you today. Let's start with OS X. Now our current release, Yosemite, is a big, bold, beautiful release with a gorgeous new user interface and innovative features like Continuity that let you work across your devices like never before. Now Yosemite's adoption rate is just amazing. In fact, more than 55 percent of active Mac users are running our latest update, and this is unprecedented in the history of our industry.
In fact, Yosemite has the fastest adoption rate of any PC operating system. So thanks. So for our next big OS X release, we knew we wanted to build on those Yosemite strengths with some really cool improvements and advancements. The only real question, of course, was what to call it. So we had to turn once again to our excellent marketing team at Apple. Now, in typical California fashion, they began with a kick-off meeting for the project. And then he immediately went to an off-site equipment building. Now, of course, they're in their traditional Apple Marketing Free-Bottom Fridays garb.
They say it's all part of their process. I'm not sure I understand. In the end, this didn't return any names, so a consultant was called in. He told them that the answer lay within. Not within themselves, but within Yosemite. And so the new name for OS X is OS X El Capitan. For El Capitan, we focused on two main areas: experience and performance. For the experience, we've made Spotlight more expressive, more powerful, and more informed than ever before. We've made big improvements to the apps you use the most, and we've made some really cool advances in the area of ​​how you manage windows on the system.
But instead of just talking about it, I'd like to show it to you, so let's get started with a demo right now. Now your first task, of course, in a demo or every time you wake up your Mac, is to find the cursor, and El Capitan makes it easier than ever. I just made that little smoothie that we all normally make, and there it is. He comes right over to greet you. It is very useful. Now, we brought other great gestures to the system. I'm just going to go here in Mail. I have a message here from Eddy.
He looks like - well, now - - that's a keeper. So, I can mark it as unread to keep it by just swiping two fingers across the trackpad just like that. And this one I would like to delete, so I'm going to delete it just like that. So some really nice little gestures. Now let's move on to Safari. Now, in Safari, I have some sites that I like to be close to because I check them every once in a while throughout the day, and now in Safari, I can pin those sites like this. So, I'm going to pin my Twitter site here.
And of course I've been following the Warriors. Go Warriors, we're going to make it. So. Now, pinned sites have many special properties. For one, if I close this window and reopen it, you'll see that my pinned sites are all there and load instantly. Now, pinned sites also behave differently when I follow links, so I'm just going to click one here and you'll notice it opens in a new tab, but my pinned site remains. Now I'm going to open a couple more links. This, let's see, this. I'll take a quick look. This looks like some kind of presentation video.
This one is about the Giants. Has this ever happened to you? You're like, where is this audio coming from? Now with just one touch you can mute it or find out where it came from and turn it off just like that. So I'm interested in watching this Giants game, and now Spotlight can help me. So I'm just going to do a search for the SF Giants, and we see that right now I'm getting the scores for the current games, the next games. It looks like the game I want to go to is Friday, so I can look up the weather on Friday.
Look, we have the time. We can even resize the Spotlight panel and move it around. I mean, there is innovation; Hey? But now I can also express myself in my own words in Spotlight search, so I can do things like Brian's slides, and you'll find them there. But what about Brian's slides on El Capitan? He'll see, I find exactly what I'm looking for in my own words. Now this works great in other apps too. Let's try it in Mail. So I've been very busy, of course, the last few days, so I've been running a bit behind with my mail.
I want to see the messages I've received from Phil but haven't responded to yet. So I'm just going to say "email I ignored from Phil." There are a few, but I'll get back to him right after the show. Then, of course, it's also great in Finder, so if you wanted to see documents I was working on last year right now, you could say something like "documents I worked on last June." And I find exactly what I'm looking for. So this is really a great way to search. Next, I want to move on to window management, so I'm just going to run a script here that will open a bunch of windows to simulate what my desktop looks like after a day working on OS X because it's a powerful system. and we tend to keep a lot of things open.
OS X provides great ways to navigate your windows, and one of them is Mission Control. In El Capitan, we made Mission Control smoother, simpler, and faster than ever before. I'm going to take three fingers and swipe up on the trackpad. We get this beautiful overview of Mission Control. I'm going to introduce Safari. Let's do it again and open Mail. Like this. It works very well. Of course, OS X offers great tools for arranging your windows, too, and one of them is Full Screen. I'm going to take this window here full screen and I'm going to respond.
Looks like there's a message here from Eddy. He apologizes for leaving the team dinner last night. He was apparently preparing for the Keynote. That's understandable. But it looks like I actually just got a new email from Jeff here, and now I can just click away, and then... oh wait. Trapped, Eddie. So I think I'll just drag this, actually, right into my Compose window, it automatically jumps out, and I can do it like this. It's really great. And I can even open tabs in Compose too. It is very useful. So this is a great way to now work full screen in Mail.
Thank you. Now, we've done something totally new to El Capitan, and that's the ability to very easily work in two windows side by side. So I'm going to click and hold the green button here. And you see it's prompting me to choose sides. I'll just drop it. And you'll notice that I get an exposure of all my other windows. Let me pick the new news app, just like that. Of course, I can change the size of this window to give it the style I want. How about that blur? Again, innovation. So, great way to work. Here I can drag links, for example, from Safari to here.
You'll notice that in the new Notes app, I get a nice graphical link that gives me a nice thumbnail that helps me identify what I dragged in there. I'm going to drag some yurts. I think yurts, first mentioned on the WWDC main stage. There you go. I have some yurts here. Great way to work in split screen. We also provide a very easy way to move windows to your own desktops. So let me take this window here, I'm going to drag it past the top of the screen and drop it like this. So easy. I can also do this to take a full screen window.
So let's take pictures just put it here I took it full screen. Look at this. I'm going to take Messages, drop it into Photos, and create a split view like this. Completely amazing. And that's a quick look at some improvements to the El Capitan experience. So we saw in El Capitan a powerful way to search in Spotlight that allows you to compose your searches in your own words. You know more than ever, you can check the weather, stocks, game scores. We saw gestures, for example, just swipe to delete in Mail. And, of course, pinning sites in Safari and the ability to easily mute tabs.
A great new Notes app that supports text styles, checklists, and graphical links. And better window management than ever with a beautiful new mission control interface, easy access to the space bar, and of course the ability to split the view and adjust it to see exactly what you're looking for, every pixel of your image. screen dedicated to Your content. Of course, there is much more to experience on El Capitan, but now I want to move on to acting. So we've optimized performance across the system. In fact, we're seeing a 1.4x speedup in app launch, a 2x improvement in app-switching agility.
The time to receive the first Mail messages, twice as fast. Open a PDF in preview, four times faster. But we've also made deep architectural improvements, and that brings us to Metal. Thank you. Last year we introduced Metal at WWDC as a way to speed up graphics in high performance games. It removes the overhead of OpenGL, providing a high-performance API that gives the game direct access to the power of the underlying graphics hardware. Well, this year we're bringing Metal to the Mac. And we're doing more than that. Because we're taking the graphics stacks that apps in OS X are built on, Core Animation and Core Graphics, and moving them away from OpenGL to run natively on top of Metal, making everything you do faster.
We're seeing 50 percent improvements in rendering performance and a 40 percent reduction in the amount of CPU needed to render graphics. That means improved performance for your apps and better battery life. But the benefits of Metal do not end there. Metal is also ideal for high performance applications. In fact, Metal combines the powerOpenCL computing and the graphics power of OpenGL in a higher performance API that does both. And what we've seen from working with early professional developers is really phenomenal. Adobe came along, and before long, they were able to deliver an eight-fold improvement to their rendering effects within After Effects, and they were able to take the drawing engine in Illustrator, move it over to Metal, and take types of UI that were previously non-interactive. , like zooming in on extremely detailed drawings, and makes it completely seamless and interactive, thanks to Metal.
Adobe is so pleased with this that it said it's committed to adopting Metal in its OS X apps, seeing performance increases of up to 8x. They're excited about what it can do for their Creative Cloud users. Of course, Metal is also fantastic for games with 10x enhancement. That's a tenfold improvement in drawing performance. So we brought in Epic to see what they could do in a short amount of time, and the results are really phenomenal. I'd like to welcome Josh Adams and Billy Bramer to the stage for a quick demo. Thanks, Craig. Thank you very much for having us here today.
So last year Metal revolutionized graphics on iOS, and now Apple surprises us again by bringing Metal to the Mac. Of course, this is great news for games, but also for the tools we use to create those games. Here you are looking at Epic's upcoming multiplayer title, Fortnite, running entirely on Metal. We're modifying it directly within the Unreal Engine, a development tool that powers many of today's best games. There's quite a bit going on in this scene though, so let's break it down. First, there are 64 different layers of render effects, and that's a lot. However, they all combine to produce what you see on the scene today.
If we go into a simple wireframe mode, you can see the thousands of building blocks that make up this world. We can start adding layers, flat shading, detailed lighting, runtime shadows, and eventually blending them all together to bring Fortnite's fun and light-hearted aesthetic to life. What's interesting here, though, is that all of the effects you're seeing are done entirely in real time. Notice how the shadows and objects interact nicely as Josh moves the car. Finally, we can change the time of day on the fly, drastically altering the mood of the entire scene. This is all thanks to the efficiency of Metal.
In fact, we're seeing a 70 percent reduction in CPUs compared to OpenGL, allowing developers like us to create richer 3D worlds. Speaking of those worlds, let's jump into the game, Fortnite. Now, if you've ever built a pillow fort and fought imaginary monsters with your friends, you know how to play Fortnite. This is the doomsday scenario you've been training for since you were a kid. It's a wonderfully stylized universe. You can destroy whatever you want. Gather resources and build a fort. So let's go ahead and wreck this car. Pick up your metal. And continue our rampant destruction by cutting down this tree to get some wood for later.
Did we mention that there are purple death storms, like this one, for example? we should go Fortunately, while we were exploring, we found a multitude of weapons and this broom. If we can cross the field, our friend has been busy building a fort in it... did we mention that storms are made of monsters? We're going to need something a little better than this broom. Nice! There's our friend laying down covering fire. Hey, watch out! We call that moving the power cord. I have a bad feeling about this. You're going to need a bigger fort. Set a trap, head inside.
It seems that an enemy has broken into our fort. Alright. Let's use the wood we gathered earlier to fix this wall, build some stairs, meet our friend at the top. I'm glad you could do it. Whether you're a gamer or a game developer, Metal opens up new possibilities for rich and engaging worlds. You can download Unreal Engine for Mac right now, and the Fortnite for Mac beta starts this fall. Thank you so much. CRAIG FEDERIGHI: Thanks guys. That was great. We are totally impressed with what Epic has been able to accomplish in such a short amount of time.
And that's partly because the work they've done to adopt Metal into their rendering engines for iOS immediately pays dividends on OS X, and we're seeing it with many other developers also bringing their game engines immediately to the Mac. And professional app builders are seeing the benefits of Metal too, the likes of The Foundry and Autodesk. I think we are going to see professional users, gamers and all of us benefiting from the performance advantages of Metal. That's El Capitan, experience and performance improvements. Now, El Capitan is available to all developers today. We'll be doing a public beta one more time in July and rolling it out to everyone with a free update this fall.
And that's our OS X update. Next, you guessed it, iOS. Now our current big iOS release is iOS 8, and iOS 8 was a great release with tons of new features for users and a phenomenal set of technologies that developers have been able to use to bring completely new experiences to the platform. The update rate for iOS has been fantastic. We have 83 percent of active iPhone users currently running the latest operating system. And this is really important because it means that they're not only getting the latest features, but they're also up to date with all the security fixes, and you can know as a developer that you can target all users with the latest and greatest APIs.
And this is a benefit that is actually still unique to iOS. So now we're looking forward to iOS 9, and when we came up with what we wanted to achieve, first and foremost, we wanted to raise the foundation of the platform, things like extending battery life, improving performance, and improving security to protect data from users. customers. But there was more we wanted to do. Add intelligence throughout the user experience in a way that improves the way you use your device without compromising your privacy. Things like enhancing the apps you use most and taking the iPad experience to the next level.
I want to start today with intelligence and Siri. Now, Siri has quietly become incredibly popular. It serves more than a billion requests per week. And this is partly because Siri has become very good at understanding what we say. In the last year alone, we've seen a 40 percent drop in the rate of word errors, down to 5 percent. That's an industry-leading figure. And Siri is 40 percent faster than ever to respond to what we say. Now for iOS 9, Siri has a beautiful new user interface and is capable of much more. Things like "show me photos of Utah from last August" can instantly show you the right photos from your photo library.
And Siri is really great at getting reminders. You can now ask Siri things like "remind me to get my coffee off the roof of my car when I get in." Because Siri now knows when you've gotten in the car. And of course, we often want to take reminders about things we're viewing on our device, some content within our app, maybe a Safari. You can now say things like "remind me of this when I get home", and that reminder is directly referenced with a link to what specifically you were looking at when you took that reminder. So Siri is a great assistant.
But the best assistants are proactive. And so, in iOS 9, we're bringing proactivity to the entire system. So let's say you like to run in the morning, and when you do, you like to listen to music. Well, now your phone can learn that about you, and when you plug in your headphones, it can automatically offer Now Playing right on your lock screen. And all of this is sensitive to the context of time, place, and even the devices you're connected to, so it does the same thing in the car later and could deliver the audiobook you've been listening to.
Now, like a great assistant, your iPhone can now take the invitations you receive in your email and, without you touching them, automatically put them on your calendar and even give you a time to leave a reminder, taking into account the conditions current traffic and, of course. , with just a swipe, gives you access to driving directions. Now has this ever happened to you, you get a call, the number seems a little familiar, but you're really not sure who it is? Like a great assistant, your phone can now search your email and find out who that person might be and suggest them right on the Incoming Call screen.
It is very useful. Now this kind of proactivity is also great when it comes to search. So now, when you swipe left from the home screen to go to Search, you see that Siri offers some great suggestions, things like people you might want to contact now based on your upcoming meetings and your communication patterns. , apps you might want to launch based on, for example, what you just downloaded from the app store and haven't tried yet, or apps you usually use at this time of day, and also easy-to-use links one tap to relevant nearby locations, and even breaking news.
When it comes to search, we also know more than ever. So, for example, you can search for sports results. And now we support searching for videos on popular video sites like Vivi, Vimeo, YouTube, and the iTunes Store. And we've got these great descriptive cards with a Play button so you can play right from your search result. More importantly, we now have an API for search. So now, when a user does a search, we can find content behind the apps that she has installed on the device and pull it up in Results, and when they tap, they link directly to the app.
See, for example, here Airbnb. They can get their result. Of course, we even provide a convenient backlink so they can go right back to their search results. We think these kinds of smart features really make a big difference to your iOS experience. And to show you how, I'd like to give you a quick demo right now. So I want to show you a day in the life with iOS 9, and today we're going to start with a typical day for me. Let's start in my room when I get up in the morning. Since my phone knows that I like to meditate in the morning, you'll notice that it offers me a meditation app right here on the bottom left of the screen.
So I can swipe up from the bottom left and it takes me right into meditation. Ah, this is so serene. Well, looks like I have a message here from Phil. Phil says he's hosting the invite for tonight's big karaoke potluck, and can I pick this super awesome karaoke machine? Well, you know, Siri actually, when I take reminders, she can link me directly to what I'm looking for, so if I want to remember to take this, I can just say this to Siri: "Remind me about this later today." Then Siri will set a reminder, and you'll see the link back to what I'm looking for.
Well, I guess meditation probably isn't for me after all, so maybe I'll move on to working out. So I'm heading to the home gym here, and because my phone knows that when I'm at the home gym and I plug in headphones and like to listen to music, look what happens when I plug in my headphone cord. He jumps to the right and offers me some energetic music. So let's all crack a movement. I don't know what kind of exercise we're all getting here, but pretty good. Looks like I actually have that invitation that Phil was going to send me.
Now, normally I would have to go to Mail, look at the time, put this in my Calendar, but in fact, my phone has done it automatically for me. Let me just scroll down here in the Notification Center and we'll look at my calendar for the day. Notes that it has automatically already been added right there. Now looking at the rest of my day, ahead of me I have my vocal warm-ups for karaoke, then WWDC. Looks like I have a little time to prepare my plate for the big potluck. So I'm going to go to the kitchen now, and we're going to go inside.
When I'm looking for recipes, for example, I like to go to Search. Let's swipe to Search. We see that Siri already, before she typed a character, she made me suggestions of people she could contact, for example, like Trent Reznor, my vocal coach. So I can only play. Here I can call on Trent and he can help me tap into my inner pain and anger that allow me to fuel my vocal performances. I haven't really been able to find the pain and anger, truth be told. Also, we have all these great apps that I can run and locations nearby;
For example, since it's morning, you see coffee and tea and places to have breakfast are suggested.As well as news. But in this case, I actually want to do a search. So I have some potatoes that I think I could use in this recipe. So let's find dad. Here notice that I get search results directly from Yummly. Let me go into Yummly, and you'll see that I deep link directly, so I get the great view that that app provides. Now, French fries aren't exactly what I'm looking for, so I'm going to click the back link here, and I'm able to navigate right to another result, Canadian Poutine.
That looks exactly as the doctor ordered. Yes. Let's see the ingredients. It looks like 6 tablespoons of unsalted butter. I'm down with that. I'm going to make at least a double batch. So I can use Find to do a conversion from tablespoons, figure out how much that is. So that's actually 3/4 of a cup. I'm going to round up to an even quarter and make myself a nice poutine. So search is really useful, but Siri is also great at searching. So I want to move on to later today. When I think I'll be reminiscing about WWDC's past. I can ask Siri to help me with that.
Show my photos from last June in San Francisco. Oh yeah, this is great, all these WWDC photos. You'll notice that Photos in iOS 9 now has this big scroll bar at the bottom, so I can easily scroll through the photos super fast, like this. Whoops, now we're at karaoke night. This is a good thing. Phil really makes an amazing Viking singer. This is good. But of course, the king of karaoke -- -- Eddy Cue. In fact, when I want to get excited and inspired for karaoke night, I like to turn to my Eddy karaoke album, so let's do that now.
Show me my karaoke pictures of Eddy. Oh, that's the teacher at work. Hit: I love this hat. This is totally silly. Good thing. Well, I could really stare at them all day, but actually, my assistant has given me a reminder based on traffic conditions that it's time to go, so I'm going to finish this smart demo on iOS 9. So you've seen how we've We've been able to bring intelligence throughout the iOS 9 experience, but we do it in a way that doesn't compromise your privacy. We don't pull your email, photos, or cloud contacts to learn about you.
We honestly don't want to know. All of this is done on the device and stays on the device, under your control. And if we have to perform a search on your behalf, for example, for current traffic conditions, it is anonymous, not associated with your Apple ID, not linked to other Apple services, and not shared with third parties. Why would you do that? It is under your control. That's smart in iOS 9. Next, let's move on to Apple Pay. And to explain that, I'd like to bring our Vice President of our Apple Pay business, Jennifer Bailey, to the stage.
Jennifer. JENNIFER BAILEY: Thank you, Craig. It's great to be here. We've been hard at work on our goal of replacing the wallet, and today we have some exciting updates for you. I hope you've tried Apple Pay with our super easy, secure, and private payment method. We started with credit and debit cards last year, and now we have over 2,500 banks that support Apple Pay. And this fall, Discover will bring Apple Pay to more than 50 million cardholders. Popular merchants are also expanding their acceptance of Apple Pay, including large retailers that will support Apple Pay this year, including Trader Joe's, Baskin-Robbins and JCPenny.
These amazing brands join a long list of the biggest and best merchants supporting Apple Pay since our launch in October. And if you're a basketball fan, if you're lucky enough to have tickets to the final, you'll be able to pay for the use of your team's logo in both stadiums with Apple Pay. Small businesses are important to us too, which is why we're working with innovative companies like Square to enable millions of small businesses to accept Apple Pay. This fall, Square is launching a terrific new reader. Pre-orders start today at and will be available in our Apple retail stores starting this fall.
With fantastic support from merchants both large and small, we'll surpass 1 million locations accepting Apple Pay next month. And thanks to our amazing developers, we also have a lot of momentum inside the apps. Apple Pay is so easy to use in-app that our developers tell us they are seeing payment rates more than double. And we're adding new apps with Apple Pay to the App Store every day. Here are some of the latest, representing a wide variety of categories, from Delta in travel to Etsy, the leading craft marketplace. These apps join an incredible group that is redefining new and simpler ways to pay.
We are also excited to work with Pinterest. Later this month, Pinterest will launch shoppable pins, where you can buy items from thousands of stores, including Neiman Marcus and Macy's, directly from the Pinterest app using Apple Pay, and only on iOS. With the big push for Apple Pay in the US, we're now excited to announce that we're bringing Apple Pay to the UK. And it's coming next month! We'll be launching with eight of the most popular banks, with more coming this fall. With this great lineup of banks, we will support over 70 per cent of credit and debit cards in the UK.
Large retailers are also lining up to support Apple Pay, including Boots, Costa Coffee and iconic British brands such as Marks and Spencer and Waitrose. We will have over 250,000 Apple Pay-enabled locations in the UK. That's more than we started in the US with our initial launch. We're also delighted that our customers can travel and pay their fares on London's transport system with Apple Pay. So Apple Pay is coming to the UK. Now let's talk about some of the new features we're adding in iOS 9. First, you'll be able to add your store, credit and debit cards. Store cards offer unique membership benefits, and leading retailers like Kohl's, JCPenney and BJs will be the first to offer their cards on Apple Pay.
We will also be adding loyalty and rewards cards, also with a wide variety of merchants. Kohl's is bringing Yes2You programs, Walgreens is bringing its Balance Rewards card and, for coffee and donut lovers, Dunkin' Donuts is bringing Apple Pay to its DDPerks starting this fall. and Apple Pay automatically presents the correct card, so you'll never miss a reward. With the expansion of Apple Pay and new types of cards, we decided to change the name from Passbook to Wallet. One place for all your credit and debit cards, loyalty cards, boarding passes and more. We told you last year that our ultimate goal was to replace the wallet, and we're well on our way to getting there.
We couldn't be happier with the progress towards our vision and the momentum of Apple Pay. Thank you. CRAIG FEDERIGHI: That's Apple Pay. Now let's move on to our improvements to the apps you use most, and we'll start with Notes. About half of our iPhone users use Notes regularly, and for iOS 9, we've got some really cool improvements. It starts with the way you work with plain text. So now Notes provides a really useful toolbar with formatting options, making it easy to eg create titles, heading styles, numbered lists. But of course we all like to create checklists in our notes, and Notes makes it really easy.
And of course, you can bookmark your items with just a tap. Now, because a picture is worth a thousand words, we've made it easy to access your camera and camera roll, and put photos right in your notes. We're also providing a great new way to capture your ideas simply by drawing with your finger. We offer excellent drawing tools. You can make sketches with these tools and place them inside your note. Now, I don't know if you're like me, but a lot of times the things I want to put in my notes are things I'm looking at that I find in other apps, like a web page in Safari.
So now, from the Share sheet, you can simply with a tap add a link directly to your notes. And we make it really easy to find your notes. So we organized them by time, of course, and now we have these great thumbnails that let you see your embedded images at a glance, but we also offer this cool new Attachments view that shows you all your photos, your map links, your links to websites, and when you tap, you can go right back to the note where they came from. Now Notes is great on iPhone, iPad, and of course Mac too.
And all your content stays up to date across all your devices via iCloud. That's a quick Notes update. Next, let's move on to Maps. We continue to invest heavily in Maps and the improvements are truly amazing. We are seeing five billion user requests per week. Usage on iOS is 3.5 times that of the next leading map app. Now, Maps, of course, has historically been driver-focused. They emphasize things like highways and roads. But we know that many of our iOS users are mainly focused on public transport, so now we have created a great map just for them. Yes, it is Transit.
With Transit, we provide a map that highlights all the different public transport lines, buses and trains, metro stations, etc., and when you touch a station, you can see all the lines that run through it with their departure times. And we do multimodal routing, whether you take a train, subway, bus or ferry. And we provide step-by-step directions, including walking time. But we've taken special care to get the details right, the ones that matter, with Transit. For example, if you take a subway station like this one at Columbus Circle in New York, it's not just a dot on a map.
If you look closer, it's actually a huge underground structure that spans many city blocks, so we carefully inspect all entrances and exits so we can give you walking directions based on travel time from where you actually are. Now, this not only saves you a ton of walking, but it's probably the difference between catching your train on time and getting stuck. It's really great. We've taught Siri all about Transit, so it's easy to ask Siri for directions. And we're going to roll out Maps, Transit, starting with these cities around the world, and -- -- with these and 300 more in China.
Now when it comes to searching Maps, we now let you find nearby locations by type with just a tap. And when you find the location you're interested in, the card will immediately tell you at the bottom if it supports Apple Pay. Support those Apple Pay merchants. Maps is great on iPhone and iPad, and of course Mac too. And that's Maps. The apps we chose to integrate with iOS are there because they represent essential experiences to live on a mobile device. And there's been one we've wanted to do for years, something many of us want to do every day on our device, so today I'm excited to announce that we're introducing a new app, and it's called News.
News is beautiful content from the best sources in the world personalized for you. Now, here's an article in News. It's absolutely stunning. Now, publishers can easily create beautiful content using gorgeous images, custom layout, and rich typography. But News is also interactive, so to give you a glimpse of News in action, I'd like to invite our Vice President of Application and Product Management, Susan Prescott, to the stage. susana SUSAN PRESCOTT: Thank you, Craig. Thank you. I'm so excited to be the first person to show you our new News app. It's right here on the home screen. The first thing News wants to do is get an idea of ​​what I like, so it'll give me a short list of really great options to choose from.
And you'll see that as you play, additional recommendations will appear at the bottom to give you even more options. So I read Atlantic, Wired, New York Times and ESPN. I'm still with you warriors! And Daring Ball Of Fire. Topics, too, such as science, pastry and travel. I could go on, but I think this is a good start, so I'll tap Done. News creates a custom feed called For You. It's based on the choices I just made and it's all my news in one place. You can see that it looks very good. It's easy to scan and updates every time I check News.
Articles can come from anywhere, but the best ones are created in our new Apple News format, like this article from Wired featuring Rashida Jones, amazing at Parks & Rec and The Office. Look at the rich typography, the beautiful images, and my favorite part is the really fun animations. It's fast and fluid. We think this offers the best mobile reading experience ever. To go to the next article, I just swipe. It's not just great for magazines; it is also ideal for newspapers. This is a New York Times article, and it looks like a New York Times article. Swipe down, there's aonline photo gallery, fast and smooth to swipe.
Go to the next article, this is from Quartz, but I'm looking at it because I said I'm interested in science. It's a pretty good article on a font based on Albert Einstein's handwriting. The animation makes it come to life, and frankly, who knew it had such crisp handwriting? It's kind of interesting. Swipe again and I get a Bon Appetit item. Great summer recipes and a crazy little thing that moves which is kind of fun. So I'm kind of busy right now, so I'm going to go ahead and bookmark this for later reading. Now, ESPN, I love you, Steph.
Now, I read the ESPN articles, but there are also some beautiful photos and videos. Some embedded photos and videos. Not so last night. Let's see if Steph can do this. Whistle. Alright. He will be there for us next game. Also, data and statistics are part of the fun of sports, so of course rich info graphics can be part of it. I'm going to swipe back to For you. Now, News is smart, so the more I read, the better it shows me the stories that matter to me. But what if I want to discover something new? I can tap here at the bottom under Explore and Explore, based on what I've read, it will show me new channels from publishers you might be interested in and suggested topics.
Well, I love technology. I'm going to go ahead and follow that. But News tracks more than a million topics. So I can be much more specific about my interests. To do that, I can tap Search and type. I'm going to write swift. And I get a series of results, from Taylor Swift to what I was looking for, Apple's new programming language. So it's a beautiful feed, and what's really cool about it is that there are powerful machine learning algorithms that analyze the content of the articles to figure out which stories belong in which article. This seems just what I expected.
I'm going to go ahead and add Swift to my favorites. So let's take a look at Favorites. I'm going to play down here. Favorites is where I can see everything I'm following, including Swift, which I just added. It's a great place to go if you want to dig deeper into a particular topic or if you want to read a newspaper or magazine. Let's say today I want to read Wired. You can tell I'm on the Wired channel. You'll see the Wired logo at the top and the Wired channel starting with Top Stories. I can scroll through and see a collection of all the print and web stories created in Apple News format, and it looks great.
I'm going to look at one more story. He is the first civilian artist in space. Cool and really cool concept. I want to show you this. We've taken photo galleries to the next level with something we call Photo Mosaics. Look how pretty it looks on the page. Awesome. And, unsurprisingly, I just tap to zoom in on photos. Looks great. We believe there has never been a more beautiful magazine reading experience, overall mobile reading experience, and this is just one of many channels with beautiful stories created in the Apple News format. That's a very quick look at News.
We can't wait to have it in your hands. Thank you so much. CRAIG FEDERIGHI: That's News. Awesome content. Personalized for you. Fantastic on iPad and on iPhone too. And of course, unlike almost every other news aggregation service we know of on the planet, News is designed from the ground up and built with your privacy in mind. We work with leading publishers such as The New York Times, which will deliver 33 articles daily to News users, and ESPN, which will provide the depth and breadth of its phenomenal sports reporting. And Conde Nast, who bring content from 17 of their magazines, like Vanity Fair, Vogue, GQ, Wired, and Bon Appetite.
And they will be joined by many, many others read by millions of users daily. News isn't just for media titans. Great content comes from all kinds of sources and we want you all on News, so whether it's a local newspaper, blog or special interest publication, they'll all be here. We will launch News from the United States, the United Kingdom and Australia. We think you will really like it. Next, let's move on to the iPad. Now, the iPad is a transformative device. For our users in education, business, and at home, for many of them, their iPad is their primary computer.
And iPads are tremendously powerful, so in iOS 9 we're taking the iPad experience to a whole new level. Now, start with something really simple, which is how you work with text. That brings us to the QuickType keyboard. Now in iOS 8, we're introducing the Suggestion Bar that makes it faster than ever to type and enter what you're trying to enter. But now, in iOS 9, we've added shortcuts to that bar, so with just a tap, you can cut, copy, paste, format your text, access your attachments. It is very useful. But you know, what makes a Multi-Touch keyboard so special is that it can be anything you want.
You can transform. So now when you want to move the cursor or make a selection, you can now place two fingers on the keyboard and it instantly becomes a trackpad. You can move the cursor, you can make selections. Of course, you can use the shortcut bar to cut, drag to a new place, and paste, editing faster than ever and without your fingers slipping off the home row. It's really great. And if you also occasionally want to connect a physical keyboard to your iPad, we've made it better than ever. We provide a way to discover all the shortcuts that can speed up your operations in apps using the keyboard, and we provide shortcuts to switch between apps.
This may seem familiar to some of you. As well as the search in Spotlight. That's QuickType, but now I want to move to the bigger one, and that's Multitasking. So the iPad has always supported forms of multitasking, like this great graphical task switcher and these nice four-finger gestures that let you move between apps. But for iOS 9, we're taking it to a whole new place and I'd like to show it to you now. So let's start here on my iPad. And what I'm going to do first is double tap the Start button and you'll see our new task switcher.
It's really beautiful. Great full screen previews of all apps. Just move to the right in Safari like this. But of course, often when I'm in an app like Safari, I just want to quickly check my messages. So now just by sliding a finger from the side, I can slide it in with what we call Slide Over. Of course, it is completely interactive. I can take a quick look, maybe write a reply, post it back, I'm back in Safari. Do that again. From the top, I can pull down and bring up other apps. So, let's bring Calendar.
Of course, fully interactive so you can seize another day. Let's bring another app. I'm going to bring the new Notes app. So. Now sometimes of course I want to keep working in Notes and Safari at the same time, so I can just tap here in the splitter, and now I'm in split view. Both are fully active. In fact, for the first time, multi-application, Multi-Touch, I can move both at the same time. Now, Notes is pinned to the side now, so I want to show you what happens when I switch apps. I'm going to move here to Photos.
You'll notice that I now have Photos with Notes on the side. This is really great if I'm taking notes while working through a bunch of experiences. And of course, those four-finger gestures continue to work great, so I can swipe back to Safari. I can follow links, of course, from my notes. Let me tap on this link and you'll see Safari load it right here on the side. I can adjust the division. Let me turn that down to a good 50/50 view with Notes and Safari. I can touch links to other apps, so let's follow a link to Maps.
Maps: I really want precision in location. Thanks, very helpful. It slides to the right and shows me the location. I can follow another link, Maps fits, I can stay focused here on these two apps side by side. Let's say I now want to work with Notes in full screen. I can cross over like this and I'm in full screen Notes. This gives me a great opportunity to show you what's new with the QuickType keyboard. I have a to-do list that I'm building here. I'm going to add an item here to buy a new cooler. Here we go.
On second thought, I should probably borrow one. I'm going to bring two fingers down on the keyboard, swipe over here. I can reposition the cursor like this. Touch and make a selection. Expand selection. And write "borrow". Too easy. I can do bigger moves too. I can go to the top here, maybe select the whole sentence, drag down, maybe make a checklist like this and check them off. So. Super cool. Next, I want to show you multitasking in the context of something I think we all do quite a bit on our iPads, which isn't it, which is watching ESPN.
So let's show a video. I'm going to play right here. Now often when I'm watching a video I might decide I want to search for something or check something or maybe even get a notification, and I want you to see what happens when I play. Watch the video. Now I have Picture in Picture. So I can still listen, I can still see my video, I can of course change the PIP size if I want to, like this. I can move it around the screen so it doesn't interfere with what I'm working on. I can even move it to the side.
Sometimes I just want to listen for a while while I work. Of course, it stays with me wherever I go. I can check it out, and when I'm done, just tap to save it. And that's multitasking in iOS 9. So iOS 9 offers this great app switcher, and of course it's also available on iPhone. On iPad, we have Slide Over so you can bring apps in from the side. You can tap and enter split view for two simultaneous live apps. And of course, Picture in Picture. Now, we provide developer APIs to allow your apps to work this way, and the good news is that you've already done most of that work because you've adopted Auto Layout and sizing classes to work really well in the iPhone 6 and 6 Plus, well, that carries over to the iPad as well.
Twitter came in and was able to do it in a matter of minutes. It was really amazing. Slide Over is now available for iPad Air, Air 2, mini 2 and mini 3, as is Picture in Picture, and our most powerful split view is available on our most powerful iPad, iPad Air 2. That's multitasking. So we've seen some great end-user features, but of course we've also focused on foundations. Performance wise, as you saw earlier in El Capitan with OS X, we took the basic frameworks we use to draw on the system, Core Animation and Core Graphics, and placed them on top of Metal.
We're seeing huge speedup, 1.6x improvements in animations and scrolling, and a 50 percent reduction in CPU usage for drawing. It's really great. With battery life, we focused on real-world use cases and optimized them. And we're seeing an addition of one hour of typical use on a full charge on the iPhone. Now, we know that for many of you, if you're running low on power, you start looking for switches and turn off features in the hopes of extending your battery life a little longer. Well, now in iOS 9, we give you a single switch to enter what we call Low Power Mode, and it pulls levers you didn't even know existed and is capable of extending your battery life by an additional three hours of typical use on greater than that additional hour.
It's really great. Now with security, we want to protect our users' data on the device and in the cloud, so we're adding two-factor authentication and making it easy for everyone to protect their data in iCloud. And with Software Update, we want everyone to get to iOS 9, so we've made major improvements to the architecture of our wireless updates and have been able to reduce the amount of free space you need to get to iOS 9 from 4.6. gigs needed to get to iOS 8 at just 1.3, so we think everyone will get to iOS 9. So iOS 9, system-wide intelligence, Apple Pay, improvements to really popular apps like Notes and Maps, a whole new news app and amazing features now for iPad with multitasking and QuickType and of course improvements to the bases.
Now, iOS 9 is a great release for our users, but once again, it's a fantastic release for all of you developers, bringing a ton of new features. You saw search extensibility. We are adding UI tests to Xcode. Yeah! We have a new technology called App Thinning, which optimizes your downloads to exactly the subset of resources needed for that user's device, so you can get, take up less space on the device. It's really great. Now, when it comes to gaming, we've improved SpriteKit, SceneKit and Metal and introduced three new frameworks, GameplayKit to bring path-driven artificial intelligence to avoid obstacles and find paths;
Model I/O to provide a beautifullighting in your 3D models; and Replay Kit. Allows you to enhance your apps to allow users to record their gameplay as video and share it. It's really great. Now, HealthKit has been on fire, so we continue... well, we actually added water to HealthKit. We are not trying to put out the fire. We are adding many additional health metrics to track, such as hydration, UV exposure, and reproductive health. Now, HomeKit has taken off with manufacturers introducing HomeKit peripherals to the market now in areas like thermometers, locks, and lights. And now in iOS 9, we're adding support for blinds, sensors of all kinds.
For example, carbon monoxide sensors, motion sensors. And we are also adding support for security systems. Perhaps most importantly, we let you access your home remotely and securely through iCloud. No matter where you are, you can control all your HomeKit devices. Next, CarPlay. So CarPlay supports audio apps and now in iOS 9 it also supports automaker apps to control things in your own car without leaving the CarPlay experience. And CarPlay supports more screen types, wider aspect ratios, high DPI. But the most important thing with CarPlay is that we pull the cord. In the cars of the future, you'll be able to get in your car without taking your phone out of your bag or pocket and start experiencing CarPlay effortlessly.
It's going to be really great. Finally, let's talk about Swift. Everyone knows that the growth Swift has been experiencing is unprecedented, and we've all seen it with the deluge of apps hitting the App Store. Well, now we're stepping on the gas this year with Swift 2. Now, Swift was designed from the ground up to be fast, and we've continued to roll out targeted optimizations throughout the year, and now with Swift 2, we have a whole new optimization technology that's especially great for complex applications and object-oriented programming that we call full module optimization, and the results are really fantastic.
Plus, we're bringing the language features you've requested the most, a fancy new error handling model, the ability to view your interfaces as synthesized headers in Xcode, and the feature Tim has been begging for all year, protocol extensions. . Everyone is going to love it. Now, we believe that Swift is the next great programming language, in which we will all be programming applications and systems for the next 20 years. And we believe that Swift should be everywhere and used by everyone, so we're going to do something really big. Today we are announcing that Swift will be open source. We'll implement the compiler and standard libraries for iOS, OS X, and Linux.
And it will all be available by the end of the year. That's Swift, and that's iOS 9. We're doing a developer beta, you guessed it, today, and for the first time for a major iOS release, a public beta, so sign up now at beta.


.com, and you can get the beta version when it comes out in July. And of course, we'll roll it out as a free update in the fall. And iOS 9 will be compatible with all devices that were compatible with iOS 8. We won't rule out any this year because we want everyone to get iOS 9.
That's iOS 9. I really appreciate your time. Have a fantastic conference. Thank you. TIM COOK: Thanks, Craig. iOS just keeps getting better and better for our many hundreds of millions of users, and iOS 9 takes it to an even higher level with amazing new apps and intelligence built right into iOS. And as an avid iPad user, I'm also incredibly excited about how much it expands the iPad experience as we continue to usher in the post-PC era. With El Capitan, we've created a new version of OS X that dramatically improves the experience and user experience and Macintosh performance. And of course, Swift.
You just heard that Swift provides a single language so you can build apps for both OS X and iOS. There really are so many possibilities for you to use these platforms and these tools to build amazing applications that will affect business, healthcare, education, and really everything in our lives. There is seemingly no limit to what you can do. And of course, to support this, the App Store is very important. It's hard to believe that the App Store launched only seven years ago. It's hard to remember a day without him. Now, I'm happy to announce that the App Store recently passed a major milestone.
The App Store has surpassed 100 billion app downloads. The growth rate and momentum is absolutely staggering. The industry has never seen anything like it before. The App Store has forever changed software and software distribution. And it has also been an economic blessing. We have now paid out over $30 billion to developers. The App Store remains the most profitable app marketplace on the planet. Now, we couldn't be more proud of the work you're doing. Increasingly, developers are transforming, empowering, and reinventing the very important things we do in our daily lives. We made a video about his incredible impact and how far he's come in such a short time, and I'd love to play it for you now.
Eight years ago, when the iPhone was released, it didn't have an App Store. And there was a tremendous desire from developers and customers for Apple to allow the creation of third-party apps. We all had this dream that apps would become really important, but it took some time to realize how they would affect everything we care about, and as that cumulative effect kicked in, we all started to realize, oh my gosh, this is more Bigger than any of us imagined. Applications plus portable devices, I think it's a defining moment in civilization. I put it there with the invention of the microscope and the telescope.
We live in a time when the most powerful tools ever imagined for investigating and probing our world are in the hands of virtually everyone. If you think the Industrial Revolution was transformative, the App Store is so much bigger. I don't think we've seen anything reach mass adoption at anywhere near this rate. For example, electricity took more than a hundred years to reach its first 50 million users. It took television 13 years, and the App Store reached 50 million users in just 17 months. What the App Store did was give each and every developer a voice. It's a testament that two people in a room working on an idea can launch an app and instantly have hundreds of millions of people very quickly.
The iPhone made photography universally accessible. I can't think of a single industry that doesn't need an app. People want data at their fingertips. They want personalized experiences. They want power over their money. And it's not just for banking; It's for every industry. The App Store has fundamentally changed the way we all need to deliver. It's leveling the playing field. We don't have to own things. We don't have to own our own cars. We don't have to own our own music. We can call him when we need him. That's a big change, coming from the idea of ​​not just convenience but people building infrastructure around that.
Now we are not talking about hundreds of people who benefit from an idea, but millions. If you had told me as a kid that you could write down an idea and then film that idea and then distribute it to the world on a device that you could also put in your pocket, I never would have stopped. laughing, and would have thought you were crazy. The App Store gives everyone access to incredibly powerful tools, and an incredible generation of filmmakers and storytellers is coming. Kids love technology and love to interact with the iPad and apps. That wonder and wonder that goes on is actually used to help that person learn.
Certainly, in education there is a lot of potential to take the classroom anywhere. We all know we're in this magical moment. There are so many amazing apps out there and they do things for people that change their lives. Music for me is like everything. It's really special. This amazing feeling that music gives me, I want everyone to have, even if the person can't hear. So the idea of ​​the app is to present music for deaf people. I'm going to put them on your wrist, so if you play, you can feel the vibrations. I can feel it.
Did you feel that, Rob? My dream is to bring music to the whole world. It's an amazing time to be a developer. We're still at the beginning of all of this, this moment where the technology of an iPhone and an iPad and the watch enable so many amazing things. There is so much that can still change and evolve due to the power of apps. TIM COOK: On behalf of everyone at Apple, we want to thank the developer community for all they've done. Thank you. You have changed so many parts of all of our lives and transformed the world in the process.
Now, we want to talk about now the next opportunity to transform the world. And that's the chance to bring native apps to the watch with a new version of watchOS. For us, this is a giant moment. This is how we felt when we launched the App Store. Opening up a new platform for developers to create new apps that can truly change people's lives. We really believe deeply in this space. We believe in technology designed for the wrist. And we believe that opening up the platform will create powerful new uses that we can only begin to imagine today.
We started making the Apple Watch available just six weeks ago, and it's pretty amazing that we're already talking about the next version of watchOS today. This new version will have great new capabilities and bring native apps right to your wrist. To tell you all about it, I'd like to invite my friend and colleague Kevin Lynch. kevin KEVIN LYNCH: Hello. We're making very fast progress on watchOS, and I'm very excited to talk with you about the improvements coming to watchOS, as well as the powerful new capabilities for app development. Let's start with the improvements. Enhancements include great new Timepiece features, improvements to communication as well as Health & Fitness, and support for new capabilities in Apple Pay, Maps, and Siri.
Let's start with the clock. Now Apple Watch is already a great watch, the most customizable in the world, and a lot of that is down to watch faces and how you can change them. We're adding some new watch faces in watchOS 2. That includes a beautiful new photo watch face so you can select any photo you have and create a watch face from it. You can create more than one and switch between them as you wish. Or you can select a photo album, and each time you raise your wrist, you'll see a different photo from your album appear.
It's a great way to view your photos throughout the day. We went a bit further with this and took some photos ourselves. We did some time lapse photography in some beautiful places around the world. The way this works is when you raise your wrist, you'll see this 24-hour session that we've done in different places, and it will be the current time there. If it is at noon, you will see noon in London. If it's night, you'll see Big Ben illuminated. We have done this not only for London, but for other places as well. You can choose between Hong Kong, Mack Lake, which is a beautiful place in the Sierras, as well as New York, Shanghai and London.
It's a great way to see some really beautiful images—both your own and these time-lapse images—on your wrist. You can personalize your watch with these images, but you can also choose to display whatever information you want on your watch face with something in traditional watch terms called Complications. With watchOS 2, we're very excited to allow app developers to create their own complications. So you'll be able to do things like display your flight time from United, view the status of your home control system, view the charge level of your electric car, or view sports scores, for example, from the MLB app.
You can choose the information you like to see the most directly on the watch face. It's going to be really great. And this will work not only on the modular face, but also on the others that support Complications. You'll be able to choose from a variety of templates, and we'll make them look beautiful on each of the different clock faces. So it's going to be a very quick way to see this information. Now, we went further than this. We think it's great to be able to see current information, but what about future information, like the weather later today or your meeting after the current one?
What if you could go forward in time and see that up-to-date information on the watch face? Well, we're supporting that in watchOS 2 with something we call Time Travel. And you'll be able to rotate your Digital Crown, and you'll be able to go back and forth in time, and the information will update right on your screen. Let's take a look here. So I have my meeting in the middle there and the weather and the charge level of the car and the weather in London. When I turn the crown, you can see the time change and it shows methe things that are coming.
Now, we know that a very popular one here might be the Action Complication, but we haven't cracked it yet. We are working on it. You can keep turning, keep moving forward, make it through tonight. You can see that I have a date tonight, the weather is going to be good, the time in London will be 2:00 am. m. You can see all the information you like to see whenever you want to look at it. A very, very fun way to interact with the time on your watch. That is time travel. Now, we also thought: What would be a great experience for the watch when it's sitting on your nightstand and charging?
Well, we created a new UI for this in watchOS 2 called Nightstand Mode. When you put your watch on its side and it is charging you will get this beautiful screen now and of course you can set an alarm that will wake you up in the morning and it will be something like this. So a lovely little bedside alarm clock now with Apple Watch, and the buttons on the side and crown act as your Snooze and Off button. A very fun way to have a nightstand view on your watch. Those are some of the great new Timepiece features coming with watchOS 2.
Let's break down the communication. Now Apple Watch is already great for communicating with your friends. You can simply press the side button and see your 12 friends that you have selected. Now, we realize that some of you have more than 12 friends, so now in watchOS 2, you can have different sets of friends that you can select from, and you can add a friend directly from your watch by pressing the plus sign and add a friend. just there. Isn't that cool? Now when you're communicating with someone, you can make a phone call or send a message or send a drawing with Digital Touch, and now in watchOS 2, you'll be able to use multiple colors in your drawings, so you can draw a beautiful flower that has more of a colour.
Even my drawings are starting to look better now with this. Also an email. You can now read email on your watch. With watchOS 2, you'll be able to reply to emails. And with the phone, you can already receive phone calls on your watch. We'll now support FaceTime Audio, so you'll receive high-fidelity calls on your wrist. And with Health & Fitness, Apple Watch is already a great partner for Health & Fitness. With watchOS 2, we enable your favorite fitness apps to run natively on the watch so you can use them wherever you are, and your workouts with these apps will directly contribute to your activity throughout the day, which will be really cool. so if you go on a bike ride, it will count.
We're also enabling Siri to launch workouts, so you can just raise your wrist and say, hey Siri, start a 30-minute run in the park, and it'll launch the workout app and get going for you. You can also say things like "go for a 300-calorie bike ride" or "go a 5-mile run," and you'll start your workout without ever having to touch the clock. When you achieve something, there are some beautiful new achievements that you will see that look like this. They spin right away, they're beautiful, you can play with them in 3D on the watch, they're now engraved on the back with your name, and you can share them with others via Messages, Facebook, or Twitter.
Really great Health and Fitness. With Apple Pay, you saw some of the great new support we're bringing for store cards and rewards cards. We're supporting that on the watch, so you can select a store card and use it directly on your watch in a trading terminal by simply waving it at the store stand there. And with Wallet coming to the Watch, all your rewards cards will be there, and you can use them right from your Watch as you shop, too. With Transit, we're of course supporting mass transit capabilities in Maps now, so you'll be able to see transit lines on your wrist.
In fact, you can see the departure times of the different nearby stations. When you're browsing, you'll get step-by-step instructions on how to get around the different modes of public transportation you use. With Siri, we continue to add new domains for Siri. In watchOS 2, we're enabling Siri to give you public transit directions, like bus directions to the Ferry Building, which will look like this and you can start navigating. Or you can control things in your home with Siri, you can say things like "Hey Siri, set the scene for dinner," and it will communicate with any HomeKit-enabled device in your house and set the lights however you want.
Isn't that cool? It will be great. Another great thing is that you can ask for any of the Glances that you have, so you can say “hey Siri, show me the Instagram Glance”, and it will appear right on your watch face. This could be a peek that you haven't currently selected. It's a great way to display information from third-party apps right there in Siri. Those are just some of the highlights of what's coming in watchOS 2. We think it's going to be a really great update to Watch. Now, that's not all. Of course, we also focused on what we can do for developers, and from day one, you can build Apple Watch apps using something called WatchKit, and that's led to thousands of Apple Watch apps being built, and these apps today on day work depending on your phone.
So you might have, for example, an app on your watch and the UI is running on your phone and the UI is on your watch, but all of your current app logic is running on your phone. . With native apps you'll be able to move that logic to the watch so both the UI and logic are there, everything will run locally, performance will be great, responsiveness will be great, it's going to be a great new frontier for apps at Apple Watch with native app support. When you're actually walking away from your phone sometimes, your apps will be able to network directly with known Wi-Fi networks, so you can get the information you want wherever you are with your watch.
So we heard from you while we were working on native apps, a lot of feature requests for things you'd like to do on the watch. These are some of the things we've heard. So we've been hearing that. Let's go over some of the things that will now be possible in watchOS 2. You can see how we did it here. So one of the things we heard was that we really wanted to access the microphone on the watch. So yes, in watchOS 2, you can access the microphone right on the watch and bring that audio right into your app.
We also hear that you want to play audio through the speaker. You can do that. WatchOS 2 with native apps, you can play through the Watch speaker or you can play audio to a connected Bluetooth headset or speaker, both short-form and long-form audio. Video. We know you wanted to play the video. You can play short-form videos directly on the watch face. It looks beautiful on the watch screen. Access to HealthKit. We definitely hear that. You'll now have access to native HealthKit on the watch, including streaming heart rate data, so if you're doing, say, a bike ride with Strava, you can see what heart rate zone you're in while cycling .
HomeKit is native to the watch, so you can talk to and control your HomeKit devices from your watch. We think this is going to be a great future for control right from your wrist. You will be able to access the Accelerometer so that you can obtain movement data. So, for example, from the iPING golf app here, you can check the tempo of your golf swing as you swing the golf club with your watch on. Taptic Engine is one of the things that we've really put a lot of work into to make it a great experience on the wrist.
We give you access to the Taptic Engine for the development of your application. You will be able to choose from a variety of different sensations, as well as the audio that will come out of the speaker. So, for example, if I'm unlocking my car here, I'll get feedback on my wrist, both audio and felt. So. Another great interaction on the watch is using the Digital Crown to manipulate the UI, and we're also enabling access to the Digital Crown with watchOS 2. You'll be able to control custom UI elements like changing the temperature here just by turning the crown like this.
Super easy way to interact with your watch. So we've done a great job of providing a lot of access to the clock now with native apps. I'd like to show you a demo now with some examples. So I have a watch here and I'm going to put it on. It's connected to the screen here via this little cable. Alright. Let's start by looking at three examples of new features in watchOS 2, then I'll show you three apps. Let's start with making a photo face, so I'll press my digital crown here, I'll go to the home screen. My pictures are there.
You can see I have a ton of photos here. I can zoom in with the crown, move around and choose a photo that could make a nice watch face like that. I want to zoom in and crop out a bit more. I'm going to zoom in a little bit more, move it like this to make it look good. I think it's going to be a great watch face, so I just Force Touch, choose Create Watch Face, and that's it, a beautiful new watch face. Let's look at time travel. I'll go to my modular face, I got more information here.
I have flight schedules here at United. I can see the temperature, the charge level of my VW car and the weather in London. So I just turn the Crown here, I can move forward in time. The weather is updating. My flight leaves, as you can see, at 1:45. I wonder if my charge level will be enough to get me to the airport. So if I keep moving forward in time here, we'll arrive at 1:45, and you can see that my charge level will be great to get to the airport. In fact, you can go ahead and check the boarding time and arrival time of your flight.
So you can get a great preview of your day just by turning the crown clockwise on the watch face. It is fun. Just push the crown in and return to Home. If you get an email, you can reply to it now in watchOS 2. This is an email you just received from Marc. I can reply to this by pressing the button just below the message, or you can use Siri to reply to a message directly from a notification . If I only use Siri here, I can answer like this. Answer: I would love to. So Siri is doing the message there.
She has created an answer. I just press Send, and now it's over to Marc. So, with just a press of the crown, you can use Siri to send a message right from your wrist. Now, let's look at some third-party apps. Let's look at the VW app that you saw in the slides a second ago. I'll show you how that works. Here it is. Now, I can lock my car just by pressing this control here. Reply right away. You can see that the app also opened very quickly. And I can control the temperature here that we were seeing earlier just by turning the crown.
You can see how responsive it is as I go up and down in temperatures here. Really cool. I'll have it nice and warm to me so when I come down it'll be nice and toasty. Well. Turn it on. Alright. I have confirmation that it actually enabled that on my car now. Microphone access is going to be really useful in apps, and some of the apps that will really benefit are communication apps like We Chat. Many messages sent through WeChat are audio messages, so let's see how these will work with watchOS 2. I have a message from Becky.
I can reply by hitting the Reply button, and you can see I now have a microphone so I can do an audio reply. Let's do that. That sounds great. You can see that while I was recording it, it got the audio levels of my voice and now it's sending it to Becky. I can also reply with stickers here. There are different categories of them. Now that Digital Crown can connect to the user interface, I can flip through recent stickers, quickly pick one I like, and send that too. Very quick to now interact with all these new controls that you have available in watchOS 2.
Now, let's take a look at Vine. Vine is a great example of video playback on the watch, and its format is really perfect for the watch face. Here's a recent one on Vine. So that's the video playing right on the watch face. Those are just a few examples of what you can do now with watchOS 2, and I'm really excited to see what you all do with it all. So, some great new enhancements are coming your way, as well as some super powerful app development tools for you. And we've been working very hard on this, and I'm very happy to say that all of this stuff is available today to start building these native apps.
Just six weeks from our launch, it's amazing. Then it will be available in the fall for everyone, and we will work on all watches, of course, and it will be free. So this has been a great adventure. We're just getting started here, and I'm really looking forward totake the journey with all of you on Apple Watch. Thank you so much. Let's go back to Tim. Thanks Tim. TIM COOK: Thank you, Kevin. We're very excited to bring Apple Watch to the world, and can't wait to see what you do with watchOS. And we couldn't be more excited about how developers and users will use the powerful ecosystems of products and platforms, three incredible platforms.
The opportunities are truly limitless. Now, before we close this morning, we have... one more thing. I'd like to tell you about something we've been working very hard on and something we're very excited about. You know, we love music, and music is a very important part of our lives and our culture. We've had a long relationship with music at Apple, and music has had a rich history of change, some of which we've been a part of. We made a great video on the history of music, and I would like to play it for you this morning. TIM COOK: Today we're announcing Apple Music, the next chapter in music, and I know you're going to love it.
It will change the way you experience music forever. To tell you more about it, I'd like to name someone who knows more about music and the musical experience than anyone I know. He has worked with incredible artists from Bruce Springsteen to John Lennon and many others. We are delighted to have him as part of the Apple team. Please join me in welcoming Jimmy Iovine. Jimmy. JIMMY IOVINE: Thank you, Tim. Well, it's really an honor to be here. I'm here because in 2003, the recording industry was a ball of confusion. We had Napster, we had LimeWire, we had BitTorrent.
This giant invader from the north, technology. I look at my guys saying, well what do we do with this? So I went to Apple, and I saw Steve Jobs and Eddy Cue, and they showed me something brilliant and innovative, a simple and elegant way to buy music online, iTunes. I'm like, wow, the ads are real. These guys really think differently. So they could help move culture in the same way that art moves culture. Technology and art can work together, at least at Apple. So now in


, the music industry is a fragmented mess. If you want to stream music, you can go here.
If you want to stream some video, you can check out some of these places. If you want to follow some artist, there is more confusion for that. So I went up to Tim Cook and Eddy Cue and said, guys, can we build a bigger and better ecosystem with the elegance and simplicity that only Apple can do? A complete thought around music. And so I'm here today so proud of everyone who's worked so hard, and I'm going to introduce you to Apple Music. Music has such power in our lives. The way we listen to and experience music is undergoing a profound change these days.
Having access to almost all of the world's music at your fingertips and in your pocket is amazing. And yet, there must be a place where music can be treated less like digital bits and more like the art that it is, with a sense of respect and discovery. And if that place could really accommodate and support the artists who make the music, not just the A-list artists, but the kids in their rooms, give everyone a home and a way to interact with their audiences, that that would be pretty cool. And that's what we set out to do with Apple Music.
In Apple Music, all the ways you love music can now live together. Stream from the millions of songs on iTunes anytime and on demand, along with handpicked playlists, recommendations, and everything else that's cool and hot right now. And broadcasting every day on Apple's first 24/7 global radio station, live in over 100 countries, Beats 1 is hosted by Zane Lowe in Los Angeles. Ero Dodden in New York. New York City all over the world, this is Beats 1. And me, Julie out of London. We can't wait to play you the music we have prepared. And at the heart of Apple Music is Connect, where artists can share with fans like never before.
Songs, remixes, demos, mix tapes, photos, videos, lyrics, sound bites. Really any way an artist chooses to express themselves. TRENT REZNOR: For the fans, we tried to create a complete experience, combining the world's music catalog with music not already in that catalog, directly from the artist to you in a shared experience with Beats 1. For the artists , we have built an ecosystem that we hope can begin to provide the tools to grow, nurture and sustain careers. A place, a complete thought around music. JIMMY IOVINE: Thank you. That's Apple Music and the great Trent Reznor. It's all the ways you love music, all in one place.
And that place is already in almost a billion hands around the world. One app, one app on your iPhone. Apple Music is three things. It is a revolutionary music service. Oh. A revolutionary music service curated by the leading music experts we help select. These people will help you with the most difficult question in music. When you're listening to a playlist, what song is next? The only song that is as important as the one you are currently listening to is the one that follows it. Now imagine this. You are in a special moment. You are exercising or some other special moment.
Right, Dre? He works out a lot. And your heart is beating. And you're about to increase the reps. And the next song comes out, ehhh! buzz kill. You may ask why that happened. It happened because it was probably programmed only by an algorithm. Algorithms alone cannot do that emotional task. You need a human touch, and that's why at Apple Music we want to bring you the right song, the right playlist, at the right time, all on demand. Now the world's first live 24-hour radio station, so Trent Reznor calls me and says I've got it. This is what we are going to do.
Let's build the world's first live radio station broadcasting from three cities and playing music that's not based on research, genre, or drum beats, just music that's cool and feels cool. A station that has only one master, the music itself. So I said why do artists always have the best ideas that are practically impossible to execute? So I said, well, wait a second. That's why we're at Apple. We're at Apple to help make artists' dreams come true. So we built the station, and it's a music lover's dream. If you love great music without restrictions, you'll love Beats 1 by Apple Music.
Finally, Connect, a fantastic way for established, new, and even non-signed artists to connect directly with music lovers anywhere. This is going to be very powerful for musicians. Can you imagine being an up-and-coming artist and being able to share your music on the world's biggest music platform that people already have, Apple Music? Remember, this is an ecosystem. It's built to fit. It feeds back. When you upload your music to Apple Music, anything can happen. So now let me leave the real heavy lifting to my great friend, Eddy Cue, and tell you how it all works together. EDDY CUE: Thank you, Jimmy.
It's great to be here this morning with you. Apple Music is a revolutionary music service, and it starts with My Music. We've added some great new iTunes features, like the Up Next queue, and also your recently added albums and songs on top. And all the music you've bought, along with the playlists you've created on your Mac or iPhone, are here. Now, of course, you can search your music library, but now you can search and stream the millions and millions of songs that we have on iTunes. Now, in addition to My Music, when you can stream and listen to any song you want, you need a great place to start, and that's why we've created For You.
For You recommends playlists and albums we think you'll love. They are customized to your liking based on the music you listen to, the artists you love. And it's not just about algorithms. They are recommendations made by real people who love music, and they are our team of experts. Now, let's take a look at New. Here you'll discover new artists and albums every week, along with the top charts and each of our playlists, all curated by people, available by genre or by activity. So when you think of Apple Music, it's My Music, For You, and New. It makes it fun and easy to experience the world's music catalogue.
And that's the revolutionary music service. Now let's talk about the radio. The truth is that Internet radio is not really radio. It's just a playlist of songs. So we wanted to do something really big. We wanted to create a live global radio station that broadcasts around the world, and we did that with Beats 1. It's the best radio station in the world now meets the best voice in the world, and that's why we hired Zane Lowe. Zane is a masterful interviewer and an influential musical figure in his own right, and to tell you more about it, here's Zane.
ZANE LOWE: I'm a music fan. I play records. What I love is seeing a group of people react to a great record for the first time. When I put that record on the radio, the audience tells me, the timelines light up, my friends tell me, my phone lights up. They love it or they hate it. But create a debate. That's what good music does on the radio. When Apple first asked me to get involved in this, we were told to put great music ahead of the average, the unexpected, the undiscovered, the anticipated, the underrated. His words: Move the needle.
And that's what we're doing. We have real music fans running this place. We have great music DJs and amazing artists who are in the studio right now creating real radio shows that will blow your mind. And the only place that can come up with an imaginative idea as big as this: Apple. We're called Beats 1. We're always on, playing the music we love. EDDY CUE: So Beats 1. It's global, it's live, it's broadcast 24/7, and it's coming from New York, Los Angeles and London, and that's Radio. Then we wanted to find a way to bring fans closer to the artists they love, and we called it Connect.
It's a place where artists can upload their music, their videos, their photos, all directly to a fan. Take Pharrell, a favorite musician and songwriter of mine. He is prolific and does a lot. Let me show you how it works with Connect. He takes a lot of photos. He writes a lot of lyrics. He is experimenting and mixing songs all the time. Or he just has something new and interesting to say. All this lives in Connect. Artists can post and post and upload anything, even directly to Facebook, Twitter, and their own website, and fans can like and comment on those posts.
And it's not just for one artist, but for all the artists you love. And to give you a little taste of what it's like to be an artist on Connect, I'd like to invite a friend, Drake. DRAKE: Thank you. I mean, honestly, what an honor it is to be in this room with so many people who have changed the way the world engages with technology, so please give each other a round of applause. For example, I bought this vintage Apple employee jacket using a tool known in the rap world as the Internet. It's going to be huge this year.
It is out of this world. He's excited, you know, that guy over there. Honestly, in all seriousness, I came here today to share my story, about how technology has changed what I do for a living. I am from Toronto, Canada. You know, when I was a kid, I always wondered if my city or even my country would have someone bursting onto the global music scene as a true superstar. You know, the dream seemed unattainable at the time. Even myself, I tried to do it the traditional way, the towering buildings of the New York label, the lobby full of other people's achievements.
It is unlikely to think that every talented artist will have an opportunity to validate his vision. And that's when the game changed. And we had to change it. My team and I bring our vision and our music directly to the people. And that was the first time they really noticed us. The dream of being a new artist like myself five years ago and connecting directly with an audience has never been closer and more attainable than now. Look, now we encourage you to spend time on your body of work, spend time on your craft, put together the right body of work, and instead of having to post your stuff in all these different and sometimes confusing places, all its alive. in a very simple, very easy place, and that is Connect.
It is right from where you are in your city in front of your computer. And this approach is the one we broke in 2008, and it's been refined and simplified, of course, by the great folks at Apple. So you know, as I work tirelessly on this next album, it comes at the perfect time for me. Given the huge success of my last mix tape going straight to iTunes, this really... can't wait to incorporate Apple Music and especiallyConnect on what I'll do next. I'm very excited about what I'm working on. And as an artist, I can tell all those kids sitting at home that it's really amazing to be a part of something that I believe in, and this is something that makes everything simpler for the modern musician like me and the modern music consumer like you.
So I hope you enjoy Apple Music. I hope you enjoy Connect. My name is Drake, and thanks for his time. I appreciate it. EDDY CUE: Thank you, Drake. And that is Connect. Now, I'd love to give you a demo of Apple Music, but before we get started, I want to wish Phil Schiller a happy birthday. So let's go ahead and launch our new Music app. You will immediately notice that it has a new user interface, much easier to use. The recently added albums and songs from him at the top. Let's play this new Spoon song that I added.
One of the things you'll notice is that we have a new mini player at the bottom that always shows you what's playing. If I tap on it, it goes full screen and I can see the beautiful artwork, all the playback controls. I can just swipe down, and it's gone. Now, I like to view my music by artist. It's very easy to do that too. I'll just hit Albums, switch to Artists, and let's take a look at Aretha Franklin. The first thing you'll notice is that we add beautiful illustrations to all artist pages. Notice when I swipe up, it disappears and you see Aretha at the top.
No demo is complete without playing this song. Now, not only do you get all your Aretha Franklin songs in your music library, but you can also play Everything, and now you can see all the songs on Apple Music, including the latest release, what's the title track, what's the best album is. Now, it's hard to stop this song, but I want to keep going. Now let's go back to my library and take a look at my playlists. Now, despite last night's game, I'm gearing up for tomorrow night and have already started creating my playlist. One of the first things you'll notice is that you can add your own artwork to your playlist.
I'm going to do this tonight, set up the Warriors, but let's get back to it. It's karaoke night, and these are some of the songs our team has to look forward to tonight. Let's go ahead and play that. Just imagine. Now if I touch the mini player I can see the full screen. If I tap on the right side next to the playback controls, I can see the entire playlist and it's very easy for me to rearrange it. Let's say I want to turn Jealous back up, and now that's the next song to play. It's that easy.
Now that's great. The first time we go to For You, we want to know a little about your musical tastes, so we are going to ask you what genres you like. I'm a huge fan of rock, pop, hip-hop, and alternative. And now he will ask me about some artists that I like. Well I love Bruce Springsteen so I'm going to tap twice. I like Lorde, like Alabama Shakes. Now we're going to take all this information you've provided, along with all your playlists and songs you've purchased from iTunes, and we're going to make recommendations just for you.
So here's one inspired by Bruce Springsteen. Here's one called Bring the Big Rock. Let's play that. That's a great Foo Fighters song. I can play and see the rest of the songs. You will definitely like this playlist. Now, here's another one from Pharrell. I also get new albums that are available to me, and even some classic albums that I should be listening to. And here are some new albums from the artists I really love. Now here's an interesting one, a Cuban playlist. You may be wondering how it got there. Well, I really like Latin music, so Apple Music knows that and recommends this playlist to me.
Let's take a look. It definitely turns my Cuban blood on. Now this is a playlist that I definitely want to keep, so I'm going to hit the plus sign and I've now added it to my playlist. Now, let's take a look at what's new. You can see the new albums at the top. More here, and even the hot singles that are available. Let's put this one from Florence and the Machine. I can keep scrolling and see some recent releases. But of course, everyone loves charts, so let's go ahead and take a look at charts, let's see the best songs.
The best albums. And even the best music videos. We have tens of thousands of HD music videos, all ad-free. Let's take a look at this one from Mark Ronson. I have to work on some of those moves for next year. Now sometimes you just want to sit back and let someone else be your DJ, so let's go Radio. And to give you a little taste of what Beats 1 will sound like... Beats 1. We welcome our special guest, Florence from Florence and the Machine. On paper it sounds great, not like you think a rock and roll album would be made.
Was that you in your sweatpants? That was me in an anorak riding my bike to the studio. We are looking for the most exciting music and people who love it in every corner of the world, broadcasting to 100 countries. That shared experience just got so much bigger. > LA. New York City. London. EDDY CUE: That's really impressive. Let's take a look at Connect and see what my favorite artists are up to. Here's Pharrell and some behind-the-scenes footage. Here's Chris Cornell. This is an interesting one. He's posted the lyrics to a new song that he's coming out before, obviously even recorded it.
Here is the Bastille. They are working on his next album. Let's see what they have to say. Mark just got here, and we're working on a song called Blame, which some of you may have heard at festivals or gigs before, but we're so excited to finally record it. It's a song about gangsters. And yes, this is the riff, which we already have sounding great. EDDY CUE: It's great to be able to go behind the scenes and see the process an artist goes through to create a song. As we continue down, here's a picture of Alabama Shakes a couple of nights ago.
And here's a studio session, actually, at Capital Studio A. Those of you who know, Capitol Studio is one of the major studios, historical, and Alabama Shakes was there a couple of nights ago. EDDY CUE: Again, be able to see things you've never been able to hear or see. Loren Kramar, you've probably never heard of him. He is an unsigned artist, I just started following him. He has posted a new song on Connect and I would love to play it now. First time someone listens to it. Just imagine that you are a new artist and look at all the people who have been able to listen to this song right now thanks to Connect.
So Loren Kramar. Remember that name. We think it's going to be really huge. Now, of course, you can always search for music across all of our millions and millions of songs. I like to do a little bit of stuff with Siri because Siri has been learning a lot more about music. She plays Born to Run. It's one of my favorite songs of all time. Let's be a little more specific. Play the top ten songs on Alternative. If I tap the Next queue, I can see the top ten songs and what's next. Now I feel like reminiscing a bit, and let's go back to my high school days when I graduated.
It plays the title track from May 1982. Now, that brings back some memories, but we'll save that for another time. Have you ever been to the movies and loved the soundtrack or song that was there, but you don't know the name or forgot it afterwards? Well, it's very easy with Siri. Play Selma's song. Let's do it again. Play Selma's song. And that's Siri, and that's Apple Music. It's a revolutionary music service with recommendations just for you, a live global radio station featuring the world's best DJs, an exciting way for fans to connect with artists, and of course, it's joined by the iTunes Music Store. , the best place to buy music Apple Music is all the ways you love music, all in one place.
We're launching in over a hundred countries later this month with iOS 8.4 for your iPhone, iPod touch, and iPad, as well as a new version of iTunes for Mac, a new version of iTunes for Windows, and Android coming this fall. . Apple Music will cost just $9.99 a month, the cost of one album. We want everyone to try it, so we're making the first three months free. Now, we want to do something really great for families. Today you have to buy a music subscription for each person. Or you share an account even though you're not supposed to. And now not all of you can play at the same time, and your playlists and recommendations get messed up.
Well, with Apple Music, for just $14.99, you can have up to six family members. Everyone gets their own account, their own library, their own recommendations. It's an incredible value. And that's Apple Music. Thank you. Give it back to Tim. TIM COOK: Thanks, Eddy. Isn't it amazing? We love Apple Music and hope you do too. And we're very excited about that, and with all the countries we're launching into, we made a big announcement to tell the world. And I'd love to run it for you now. This is Zane Lowe from Beats 1. We've got the whole world locked in on this one.
Brand new Pharrell. Now, music connects with all of us on such a deep and emotional level. We couldn't be happier to launch Apple Music, and we can't wait for you to start listening to it at the end of the month. This has been a packed morning. I hope you enjoyed it as much as we did. We want to thank everyone for joining us, especially the developers, and I'd like to acknowledge all the people at Apple, all of our team who have worked so hard to make and create all of these products that you've seen this morning. .
Thanks guys. It is an incredible privilege of a lifetime to work with them. Now, I have one last thing. Before we go, it's only fitting to celebrate the launch of Apple Music with an incredible musical performance by one of the hottest new artists in music today, and not only is he a hot new artist, but he's making a world premiere of his most new from him. song this morning Please, leave it for The Weeknd. TIM COOK: Ladies and gentlemen, The Weeknd! Have a great week everyone! It's great to be together!

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