Apple - WWDC 2015

TIM COOK: Good morning! Good day! Good day. Good day. Good day! Thank you for joining us. And welcome to San Francisco. Welcome to WWDC

2015

. 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 remains the epicenter of change not only for Apple, but also for the industry. This is our 26th WWDC. Today we have attendees from more than 70 countries, and 80 percent are here for the first time. This is our most global conference to date. And a special shout out to our 350 scholarship winners.

These guys are amazing. Yesterday I spent some time with them. Our youngest scholarship winner is a 12-year-old girl from New York. A fantastic future awaits her. We have over a hundred sessions planned for you and over 150 labs so you can get your hands on our latest technologies. And we have over a thousand Apple engineers to answer almost any question you may have. Now, we have many more people who would have liked to be here this morning, but unfortunately, as you can see, we cannot accommodate any more people. And so, for the first time, we will not only livestream Keynote, but we will also livestream 30 sessions from the conference.

Now, before we jump right into the show, I'd like to mention something I saw on the news just a few days ago. This is Brandon Moss of the Cleveland Indians, and last Tuesday he hit his 100th career home run. Obviously, it's a big milestone if you're a baseball player. Not many people do this. And you can imagine what it would mean for him to have that ball. It turns out that the ball was hit in the Indians bullpen and his teammates decided to play a little prank on him. They decided to hold him for ransom. And this is the list of things they asked for.

Apple Watches, iPads, MacBook Airs, iPhones. Is incredible. It's a shopping list for the Apple Store. Now, Brandon would have had to rob 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 will give the ball to Brandon and we will give him everything that his teammates asked of us so that everyone is happy. Congratulations Brandon on one hundred home runs and good luck with the next hundred. Now we have a packed morning for you.

We're going to start with OS X. We're bringing a lot of great new capabilities to the Macintosh. And next we have a big update for iOS, the most advanced mobile operating system in the world. And today we bring native applications to the Watch with a new version. With a new version of watchOS, giving developers even more time to create even better apps for the Watch 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 usual updates other than to tell you that everything is going very well.

And I'd like to invite 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 incredible job this year and I'm delighted to be able to share it with you today. Let's start with OS Now, Yosemite's adoption rate is simply incredible. 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 to our excellent Apple marketing team once again. Now, in typical California style, they began with an initial project meeting. And then I immediately headed to an off-site team building. Now, of course, they're in their traditional Apple Marketing Free-Bottom Fridays attire. They say it's all part of their process. I'm not sure I understand it. In the end, this yielded no names, so they called in a consultant.

He told them that the answer lay within. Not within themselves, but within Yosemite. Therefore, the new name of OS X is OS X El Capitan. For El Capitan, we focus on two main areas: experience and performance. For added experience, we've made Spotlight more expressive, more powerful, and more insightful than ever. We've made big improvements to the apps you use most, and we've made some really fantastic advancements in the area of ​​how to manage Windows on your system. But instead of just talking about it, I'd like to show you, so let's start 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 do that little shake that we all normally do and there it is. He comes straight out to greet you. It's really useful. Now we have brought other great gestures to the system. I'm going to go here on Mail. I have a message here from Eddy. It seems like... well, now... that's a goalie. So I can mark it as unread to keep it just by sliding two fingers across the trackpad just like that.

And I would like to delete this one, so I'm going to remove it just like that. Some really nice little gestures. Now let's move on to Safari. Now, in Safari, I have a few sites that I like to keep because I check them intermittently 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. Come on warriors, we are going to achieve it. So. Now, pinned sites have many special properties. For one thing, if I close this window and reopen it, you'll see that my pinned sites are there and load instantly.

Now, pinned sites also behave differently when I follow links, so I'm going to click on one here and you'll see it open in a new tab, but my pinned site remains. Now I'm going to open a couple more links. This one, let's see, this one. 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 wonder: Where does this audio come from? Now, with just one touch, you can mute it or find out where it came from and turn it off just like that.

I'm interested in watching this Giants game and now Spotlight can help me. So I'm going to do a search for the SF Giants and we see that I now get the scores for the current games and the upcoming games. It looks like the game I want to go to is on Friday, so I can look up the weather for Friday. Look, we have the weather. We can even resize the Spotlight panel and move it. I mean, there is innovation; Hey? But now I can also express myself in my own words in Spotlight searches, so I can do things like Brian slides, and see, I find them there.

But how about Brian's slides on El Capitan? You see, I find exactly what I'm looking for in my own words. Now this works great in other applications as well. Let's try it in Mail. I've been very busy, of course, the last few days, so I'm a little behind on my mail. I want to see the messages I received from Phil but haven't responded to yet. So I'm just going to say "mail I ignored from Phil." There are a few, but I'll get back to him right after the show. Below, of course, is also great in Finder, so if I wanted to see the documents I was working on last year at this time, I could say something like "documents I worked on last June." And I find exactly what I'm looking for.

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 have a lot of things open. OS X offers great ways to navigate Windows, and one of them is Mission Control. In El Capitan, we made Mission Control smoother, simpler, and faster than ever. I'll take three fingers and slide them up on the trackpad.

We get this great overview of Mission Control. I'll just introduce Safari. Let's do it again and open Mail. Like this. It works very well. Of course, OS X also provides great tools for organizing your windows, and one of them is full screen. I'm going to take this window here full screen and I'm going to respond. There seems to be a message here from Eddy. He apologizes for abandoning the team dinner last night. Apparently he was preparing for Keynote. So that's understandable. But it looks like I actually just got a new email from Jeff, and now I can just click it and it hides, and then... oh, wait.

Arrested, Eddy. So I think I'll just drag this right into my Compose window, it'll jump in automatically, and I can do it like this. It's really great. And I can even open tabs in Compose. It's really useful. This is a great way to work full screen in Mail. Thanks. Now we've done something totally new in 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, that's prompting me to choose a side. I'll just drop it. And you'll see that I get an exposure of all my other windows.

Let me choose the new News app, just like that. Of course, I can resize this window to give it the style I want. How's that blur? Again, innovation. Excellent way of working. Here I can drag links, for example, from Safari right here. You'll notice that in the new Notes app there's a nice graphical link that gives me a nice thumbnail to help me identify what I dragged there. I'm going to bring some yurts. I think yurts are first mentioned on the main stage at WWDC. There you go. I have some yurts here. Great way to work in split screen.

We also provide a really easy way to move windows to your own desktops. So let me take this window here, I'll just drag it past the top of the screen and drop it like this. So easy. I can also do this to take a window full screen. So let's take pictures, just put them here, I took them full screen. Look at this. I'll take Messages, put them in Photos, and create a split view like this. Completely amazing. And here's a quick look at some experience improvements on El Capitan. So we saw in El Capitan a powerful form of Spotlight search that allows you to compose your searches in your own words.

You know more than ever, you can check the weather, stocks and game results. 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 on your screen. dedicated to Your content. Of course, there is much more to experience in El Capitan, but now I want to focus on the performance.

That's why we've optimized performance throughout the system. In fact, we're seeing a 1.4x speedup in app launches, a 2x improvement in speed when switching between apps. The time to receive your first Mail messages, twice as fast. Open a PDF in preview, four times faster. But we've also made profound 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 eliminates 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 Mac. And we're doing more than that. Because we're taking the graphics stacks that apps are built on in OS X, Core Animation and Core Graphics, and moving them 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 do graphics. That means better performance for your apps and longer battery life. But the benefits of Metal don't end there. Metal is also excellent for high-performance applications. In fact, Metalcombines the computing power of OpenCL and the graphics power of OpenGL into a higher-performance API that does both.

And what we've seen working with early professional developers is truly phenomenal. Adobe came in and, before long, they were able to deliver an eightfold improvement in their rendering effects within After Effects, and they were able to take the drawing engine in Illustrator, move it over Metal, and take types of UI that weren't interactive before, like It zooms in on extremely detailed drawings, and makes it completely seamless and interactive, thanks to Metal. Adobe is so pleased with this that they said they are committed to adopting Metal in their OS X applications, seeing up to 8x performance increases.

They're excited about what it can do for their Creative Cloud users. Of course, Metal is also great for gaming with a 10x improvement. That's a tenfold improvement in drawing performance. So we hired Epic to see what they could do in a short time and the results are truly 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 inviting us here today. So last year Metal revolutionized graphics on iOS, and now Apple surprises us again by bringing Metal to Mac. Of course, this is great news for games, but also for the tools we use to create them.

Here you can check out Epic's next multiplayer title, Fortnite, which will run 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 render effect layers, and that's a lot. However, they all combine to produce what you see in the current scene. 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 shadows, detailed lighting, runtime shadows, and eventually we combine them all to bring Fortnite's fun, upbeat aesthetic to life.

However, the interesting thing here is that all the effects you're seeing are done completely 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. All this is 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 get 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 beautifully stylized universe. You can destroy whatever you want. Gather resources and build a fort. So let's go ahead and destroy this car. Gather your metal. And we will continue our senseless destruction by cutting down this tree to obtain wood for later. Did we mention that there are deadly purple storms, like this one, for example? We should go. Luckily, 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 on the other side of the... did we mention that storms are made of monsters?

We'll need something a little better than this broom. Nice! There's our friend making cover 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 that wood we gathered earlier to fix this wall, build some stairs, and meet up with our friend upstairs. I'm glad you were able to 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 beta for Mac 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 achieve in such a short time. And this is partly because the work they did to adopt Metal in their rendering engines for iOS immediately pays dividends on OS Professional app makers are also seeing the benefits of Metal, people like The Foundry and Autodesk. I think we'll see pro users, gamers, and all of us benefit from Metal's performance advantages.

That's El Capitan, improvements in experience and performance. Now, El Capitan is available to all developers today. We'll be holding a public beta once again in July and rolling it out to everyone with a free update this fall. And that's our OS X update. Next up, you guessed it, iOS. Now, our current big iOS release is iOS 8, and iOS 8 was a big 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 not only do they get the latest features, but they are also up to date with all the security fixes, and you as a developer can know that you can target all users with the latest and greatest APIs. And this is a benefit that actually remains exclusive to iOS. So now we're looking forward to iOS 9, and as we conceived of what we wanted to achieve, first and foremost, we wanted to elevate the foundation of the platform, things like extending battery life, improving performance, and improving security to protect. customer data.

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 but without compromising your privacy. Things like improving 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. Serves more than 1 billion requests per week. And this is partly because Siri has become very good at understanding what we say. In the past year alone, we have seen a 40 percent reduction in the word error rate, down to 5 percent.

That's an industry-leading figure. And Siri responds 40 percent faster than ever 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 from Utah last August" can instantly show you the right photos from your photo library. And Siri is really great at getting reminders. Now you can ask Siri things like "remind me to grab my coffee from 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 receive reminders about things we're viewing on our device, some content within our app, maybe a Safari.

Now you can say things like "remind me about this when I get home," and that reminder will refer you directly with a link to what you were specifically 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 are bringing proactivity to the entire system. 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 the lock screen.

And all of this is context-sensitive to the time, place, and even the devices you're connected to, so you do the same thing in the car later and it might bring up the audiobook you've been listening to. Now, like a great assistant, your iPhone can now accept the invitations you receive in your email and, without even touching them, automatically place them in your calendar and even give you a time to leave a reminder, taking into account the current traffic conditions and Of course, just a swipe away gives you access to driving directions. Now, has this ever happened to you?

You get a call, the number looks familiar, but you're not really sure who it is. Like a great assistant, your phone can now search your email and find out who that person could be and suggest it to you right on the Incoming Call screen. It is very useful. Now, this type of proactivity is also great when it comes to search. So now, when you swipe left on the home screen to access Search, you see that Siri offers great suggestions—things like people you might want to contact now based on your upcoming meetings and communication patterns, apps You may want to launch it based on, for example, what you just downloaded from the App Store and haven't tried yet, or what apps you usually use at this time of day, and also simple one-touch links 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 iTunes Store. And we have these cool flashcards with a Play button so you can play right from your search result. Most importantly, we now have an API for search. So now, when a user performs a search, we can find content behind the apps she has installed on the device and open them in Results, and when they tap, they link directly to the app.

You can see, for example, here Airbnb. You can get your result. Of course, we even provide a convenient backlink so they can go straight back to their search results. That's why we think these types of intelligence features really make a big difference to your iOS experience. And to show you how, I'd like to give you a quick demo now. So I want to tell you about a day in the life with iOS 9, and today we'll start with a typical day for me. Let's start in my room when I wake 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 here at the bottom left of the screen.

So I can swipe up from the bottom left and I'm taken right into meditating. Ah, this is so serene. Well, it looks like I got a message from Phil. Then Phil says he's preparing the invitation for the big karaoke potluck tonight, and can I still buy this awesome karaoke machine? Well, you know, Siri actually, when I get reminders, can link me directly to what I'm looking for, so if I want to remember to pick this up, I can say this to Siri: "Remind me about this later today." Then Siri will create 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 exercising. So I'm heading to the home gym here, and since my phone knows that when I'm at the home gym and I plug in the headphones and I like to listen to music, watch what happens when I plug in my headphone cable. He jumps up and offers me energetic music. So let's all make a move. I don't know what kind of exercise we're all doing here, but pretty good. It looks like I actually have the invitation that Phil was going to send me.

Now, normally I would have to go to Mail, check the time, put this in my Calendar, but in fact, my phone did it automatically for me. Let me scroll down to Notification Center and we'll see my calendar for the day. You'll notice that it's already been added automatically right there. Now, if we look at the rest of my day, ahead of me is my vocal warm-ups for the karaoke performance, then WWDC. Looks like I have a little time to prepare my plate for the big potluck. So now I'm going to go into the kitchen and let's just swipe.

When I'm looking for recipes, for example, I like to go to Search. Let's just go to Search. We see that Siri already, before typing a character, she made suggestions to me about people she could contact, for example, like Trent Reznor, my vocal coach. Then I can just play. Here I can call on Trent and he can help me tap into my inner pain and rage to fuel my vocal performances. I haven't really been able to find the pain and anger, truth be told. Plus, we have all these great apps I can run and nearby locations; For example, how is it morning?You see that places are suggested to drink coffee and tea and have breakfast.

In addition to news. But in this case, I really want to do a search. I have some potatoes that I think I could use in this recipe. Then let's find dad. Here you will notice that I get search results directly from Yummly. Let me go to 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'll hit the back link here and I can search directly for another result, Canadian Poutine. It's exactly the same as what the doctor ordered.

Yes. Let's look at the ingredients. It looks like 6 tablespoons of unsalted butter. I agree with that. I'm going to make at least a double batch. Then I can use Search to do a tablespoon conversion and figure out how much that is. So that's actually 3/4 cup. I'm going to round up to a quart and make myself a nice poutine. So search is very useful, but Siri is also great for searching. So I want to move on to later today. When I think I'll be reminiscing about WWDC. I can ask Siri to help me with that. Shows my photos from last June in San Francisco.

Oh yeah, all these photos from WWDC are great. You'll notice that Photos in iOS 9 now has this cool scroll bar at the bottom, so I can easily swipe through photos really quickly, just like that. Wow, 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 really pumped up and inspired for karaoke night, I like to turn to my Eddy karaoke album, so let's do that now. Show my Eddy karaoke photos. Oh, that's the master at work.

Hit... I love this hat. This is totally stupid. Good thing. Well, I really could look at them all day, but actually, my assistant has reminded me, based on traffic conditions, that it's time to go, so I'm going to conclude this demo of intelligence in iOS 9. 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 scrape your email, photos, or contacts into the cloud to learn things about you. Honestly, we just don't want to know. All of this is done on the device and remains on the device under your control.

And if we need to perform a search on your behalf, for example to find out 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 smarts in iOS 9. Next, let's move on to Apple Pay. And to explain, I'd like to bring on stage our vice president of our Apple Pay business, Jennifer Bailey. Jennifer. JENNIFER BAILEY: Thank you, Craig. It's great to be here. We have been working hard on our goal of replacing the wallet and today we have some exciting updates for you.

I hope everyone has tried Apple Pay with our super easy, secure and private payment method. Last year we started with credit and debit cards and now we have over 2,500 banks that support Apple Pay. And this fall, Discover will bring Apple Pay to its more than 50 million cardholders. Popular merchants are also expanding their acceptance of Apple Pay, including major retailers that will support Apple Pay this year, including Trader Joe's, Baskin-Robbins, and JCPenny. These amazing brands join a great 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 finals, you'll be able to pay for all use of your team's logo in both arenas using 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 gorgeous new reader. Pre-orders begin today at square.com and will be available in our Apple retail stores starting this fall. With fantastic support from merchants both large and small, next month we will surpass one million locations accepting Apple Pay. And thanks to our amazing developers, we have great momentum within apps as well. Apple Pay is so easy to use in the app that our developers tell us they're seeing a more than double increase in payment rates.

And every day we add new apps with Apple Pay to the App Store. Below are some of the latest additions, representing a wide variety of categories, from Delta in travel to Etsy, the leading marketplace for crafts. These apps join an incredible group that is redefining new, easier ways to pay. We're also excited to work with Pinterest. Later this month, Pinterest will launch Buyable 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 will arrive next month! We're launching with eight of the most popular banks, with more coming this fall. With this huge range of banks, we will support over 70 per cent of credit and debit cards in the UK. Big retailers are also lining up to support Apple Pay, including Boots, Costa Coffee and iconic British brands including Marks and Spencer and Waitrose. We will have over 250,000 Apple Pay compatible locations in the UK. That's more than we started in the US in our initial launch. We are also delighted that our customers can travel and pay their fares on London's transport system with Apple Pay.

This is Apple Pay 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 cards, credit cards, and debit cards. Store cards offer unique membership benefits and leading retailers like Kohl's, JCPenney and BJ's will be the first to offer their cards in Apple Pay. We'll also be adding loyalty and rewards cards, also with a 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 never miss a reward.

With the expansion of Apple Pay and new card types, we decided it's time to rebrand from Passbook to Wallet. One place for all your credit and debit cards, loyalty cards, boarding passes and more. Last year we told you that our ultimate goal was to replace the wallet and we are on the right track to achieve that. We couldn't be happier with the progress toward our vision and the momentum of Apple Pay. Thank you. CRAIG FEDERIGHI: So 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 have some really cool improvements. It starts with how you work with simple text. Notes now provides a really useful toolbar with formatting options, so it's easy, for example, to create titles, header styles, and numbered lists. But of course we all like to create checklists in our notes, so Notes makes it really easy. And of course, you can bookmark your items with just one tap. Now, because a picture is worth a thousand words, we make it easier to access your camera and camera roll and put photos directly into your notes.

We also offer a great new way to capture your ideas simply by drawing with your finger. We provide excellent drawing tools. You can make sketches with these tools and place them directly 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 that I'm looking at and that I find in other applications, for example, a web page in Safari. Now, from the Share sheet, you can simply add a link directly to your notes with one tap. And we make it really easy to find your notes.

So we organized them by time, of course, and now we have these cool 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 them you can go straight 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 on all your devices through 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 impressive. We see five billion user requests per week. Usage on iOS is 3.5 times higher than the next leading map app. Now, Maps, of course, has historically focused on drivers. They emphasize things like highways and roads. But we know that many of our iOS users are primarily focused on public transportation, so now we've created a great map just for them. Yes, it's Transit. With Transit, we provide a map that emphasizes all the different transportation lines, buses and trains, subway stations, etc., and when you tap on a station, you can see all the lines that pass through it with their departure times.

And we do multi-modal routes, whether you're taking a train, subway, bus or ferry. And we provide step-by-step instructions, including timing for walking directions. 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 examine all the entrances and exits so we can give you walking directions based on the travel time from where you actually are.

Now, not only does this save you a lot of walking, but it's also probably the difference between catching the 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 these and 300 more in China. Now, when it comes to searching in Maps, we now let you find nearby locations by type with just one 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 Apple Pay merchants. Maps is great on iPhone and iPad, and of course on Mac too. And that's Maps. The applications that we have chosen to integrate into iOS exist because they represent fundamental experiences to live on a mobile device. And there's something 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 world's best sources personalized for you. Now, here's an article in the News. It's absolutely stunning.

Now, publishers can easily create engaging content using gorgeous images, custom layouts, and rich typography. But News is also interactive, so to give you a look at News in action, I'd like to invite our VP of Applications and Product Management, Susan Prescott, to the stage. Suzanne. SUSAN PRESCOTT: Thanks, 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 I tap, additional recommendations 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 fireball. Also topics such as science, baking and travel. I could go on, but I think this is a great start, so I'll play Done. News creates a custom feed called For You. It's based on the decisions I just made and it's all my news in one place. You can see it looks great. 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 Wired article with 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 believe this offers the best mobile reading experience ever. To move on to the next article, I simply swipe. It's not just great for magazines; It is alsogreat for newspapers. This is a New York Times article and it looks like a New York Times article. Swipe down, there is a photo gallery right online, fast and smooth to swipe.

Go to the next article, this one is from Quartz, but I see it because I said I'm interested in science. It's a pretty interesting article about a font based on Albert Einstein's handwriting. The animation brings him to life and, frankly, who would have thought he had such careful handwriting? It's something interesting. Swipe again and I'll get a Bon Appetit article. Great summer recipes and a crazy little thing that is so much fun. So I'm a little busy right now, so I'll go ahead and bookmark this to read later. Now, ESPN, I love you, Steph. Now, I read ESPN for the articles, but there are some beautiful photos and videos as well.

Some photos and videos embedded. Not so much last night. Let's see if Steph can do this one. Whistle. Alright. He will be there for us next game. Plus, data and statistics are part of the fun of sports, so of course information-rich graphs can be part of it. I'm going back to For You. Now, the news is smart, so the more I read, the better it shows me the stories that interest me. But what if I want to discover something new? I can tap here at the bottom on Explore and Explore, based on what I've read, will show me new channels from publishers I 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. This way 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 range of results, from Taylor Swift to what I was looking for, Apple's new programming language. 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 determine 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'll tap here. Favorites is where I can see everything I follow, including Swift, which I just added. It's a great place to go if I want to delve deeper into a particular topic or if I 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 swipe and see a collection of all the print and web stories created in Apple News format, and it looks fantastic.

I'm going to see 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, as expected, I simply tap to enlarge the photos. Looks great. We believe there has never been a more beautiful magazine reading experience, a mobile reading experience in general, and this is just one of many channels with beautiful stories created in Apple News format. This is a very quick look at News.

We can't wait to get it in your hands. Thank you so much. CRAIG FEDERIGHI: That's news. Awesome content. Customized for you. Fantastic on iPad and also on iPhone. And of course, unlike any other news aggregation service we know of on the planet, News is designed from the ground up with your privacy in mind. We work with leading publishers, such as The New York Times, which will deliver 33 stories daily to News users, and ESPN, which will provide the depth and variety of its phenomenal sports reporting. And Conde Nast, which brings content from 17 of its magazines, such as Vanity Fair, Vogue, GQ, Wired and Bon Appetite.

And they will be joined by many, many others read by millions of users daily. News is not just for media titans. Great content comes from all kinds of sources and we want them all in News, so whether it's a local newspaper, a blog or a special interest publication, they will all be here. We will launch News starting in the United States, the United Kingdom and Australia. We think you'll 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 to work with text. That brings us to the QuickType keyboard. Now, in iOS 8, we introduced the suggestion bar which 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 one tap, you can cut, copy, paste, format your text, and access your attachments. It's really useful. But you know, what makes a Multi-Touch keyboard so special is that it can be whatever you want.

It can be transformed. So when you want to move the cursor or make a selection, you can simply place two fingers on the keyboard and it will instantly become 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 location, and paste, editing faster than ever and without your fingers leaving the home row. It's really great. And if you occasionally want to connect a physical keyboard to your iPad as well, we've done 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 provide shortcuts for switching apps.

This may sound familiar to some of you. In addition to searching in Spotlight. That's QuickType, but now I want to move on to the most important one, and that's multitasking. That's why the iPad has always supported forms of multitasking, like this cool graphical task selector 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 Home button and you'll see our new task switcher.

It's really beautiful. Large full screen previews of all apps. Just go directly to Safari like this. But of course, often when I'm in an app like Safari, I just want to quickly check my messages. Now, with just a swipe from the side, I can slide it in with what we call Slide Over. Of course, it is totally interactive. I can take a quick look, maybe type a reply, return it and I'm back in Safari. Do that again. From above, I can pull down and open other applications. So let's introduce Calendar. Of course, fully interactive so you can take advantage of another day.

Let's bring another application. I'm adding the new Notes app. So. Now, sometimes, of course, I want to continue working in Notes and Safari at the same time, so I can tap here on the splitter and now I'm in split view. Both are fully active. In fact, for the first time, in multi-application, Multi-Touch, I can move both at the same time. Now, Notes is pinned to the side, so I want to show you what happens when I switch apps. I'm going to go to Photos here. You'll notice that I now have Photos with Notes on the side.

This is really cool if I take notes while working on a bunch of experiences. And of course, those four-finger gestures still work great, so I can go back to Safari. I can follow links, of course, from my notes. Let me tap this link and you'll see Safari load it here on the side. I can adjust the division. Let me move on to a nice 50/50 view with Notes and Safari. I can tap links to other apps, so let's follow a link to Maps. Maps: I really want location accuracy. Thanks, very useful. It slides right in and shows me the location.

I can follow another link, Maps adjusts, I can stay focused right here on these two apps side by side. Let's say I now want to work with Notes in full screen. I can cross like this and I'm in Notes full screen. This gives me a great opportunity to show you what's new with the QuickType keyboard. I have a to-do list I'm creating here. I'm going to add an article here to buy a new cooler. Here we go. On second thought, I should probably borrow one. I'm going to place two fingers on the keyboard and swipe over here.

I can reposition the cursor like this. Tap and make a selection. Expand the selection. And write "borrow." It's really easy. I can do bigger moves too. I can go to the top here, maybe select the entire sentence, drag it 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 that I think we all do a lot on our iPads, which is not that, 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 can decide that 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 tap.

Watch the video. Now I have Picture in Picture. So I can still listen, I can see my video, and of course I can change the PIP size if I want, like that. 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 take it out and when I'm done, I can 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 in apps from the side. You can tap and enter split view to view two apps live simultaneously. 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 adopted auto layout and size classes to work great on the iPhone 6 and 6 Plus Well, that carries over to the iPad. Twitter came in and was able to do it in a matter of minutes. It was really amazing.

Now, Slide Over is 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, the iPad Air 2. That's multitasking. We've seen some great features for the end user, but of course we've also focused on the fundamentals. Performance-wise, as you saw previously on El Capitan with OS We're seeing huge speedups, 1.6x improvements in animations and scrolling, and a 50 percent reduction in CPU usage for drawing. It's really great. When it comes to battery life, we focus on real-world use cases and optimize them. And we're seeing an addition of one hour of typical use on a full charge on the iPhone.

Now, we know that many of you, if you are running out of power, start looking for switches everywhere and turning off features in hopes of extending your battery life a little more. 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 battery life by an additional three hours of typical use on on top of 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 added two-factor authentication and made it easy for everyone to protect their data in iCloud.

And with Software Update, we want everyone to be able to access iOS 9, so we've made significant improvements to the architecture of our over-the-air updates and have been able to reduce the amount of free space you need to get to iOS 9 out of the 4, 6 gigs it took to get iOS 8 down to 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 brand new News app and incredible features now for iPad with Multitasking and QuickType and, of course, improvements to the basics. Now, iOS 9 is a big release for our users, but again, it is a fantastic release for all developers as it brings a ton of new features.

See search extensibility. We're 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 and take up less space on the device. It's really great. Now when it comes to gaming, we have improved SpriteKit, SceneKit and Metal and introduced three new frameworks, GameplayKit to provide artificial intelligence with pathsto avoid obstacles and find paths; Model I/O to provide beautiful lighting on your 3D models; and ReplayKit. It allows you to enhance your apps to allow users to record their gameplay as a video and share it.

It's really great. Now, HealthKit has been on fire, so we continued... well, actually added water to HealthKit. We are not trying to put out the fire. We're adding many additional health metrics to track, for example hydration, UV exposure, and reproductive health. Now, HomeKit has taken off with manufacturers introducing HomeKit peripherals to the market in areas such as thermometers, locks, and lights. And now in iOS 9, we're adding support for blinds and sensors of all kinds. For example, carbon monoxide sensors, motion sensors. And we're also adding support for security systems. Perhaps most importantly, we allow you to access your home remotely and securely through iCloud.

So 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 and high DPI. But the most important thing with CarPlay is that we are pulling the cord. In the cars of the future, you will be able to get into 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. You all know that the growth that Swift has experienced is unprecedented and we have all seen it with the avalanche of applications hitting the App Store. Well, now we are stepping on the accelerator this year with Swift 2. Now, Swift was designed from the beginning to be fast and we have continued to implement specific optimizations throughout the year, and now with Swift 2, we have a completely new optimization technology that It is especially great for complex applications and object-oriented programming which we call full module optimization and the results are really fantastic. Plus, we're bringing the language features you've been asking for the most, an elegant new error handling model, the ability to view your interfaces as synthesized headers in Xcode, and the feature Tim's been asking for all year: protocol extensions. .

You're all going to love it. Now, we believe that Swift is the next big programming language, the one in which we will all program applications and systems for the next 20 years. And we think Swift should be everywhere and used by everyone, so we're going to do something really big. Today we announced that Swift will be open source. We will implement the compiler and standard libraries for iOS, OS X and Linux. And everything will be available at the end of the year. So that's Swift, and that's iOS 9. We're doing a (you guessed it) developer beta today, and for the first time for a major iOS release, a public beta, so sign up now at beta.

apple

.com. , and you'll be able to get the beta 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 support all devices supported by iOS 8. We won't rule any out 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 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 far it extends the iPad experience as we continue to lead the way in the post-PC era.

With El Capitan, we have created a new version of OS X that dramatically improves the user experience and performance of the Macintosh. And of course, Swift. You just heard that Swift provides a single language for building apps for both OS X and iOS. There really are so many possibilities for you to use these platforms and these tools to create incredible applications that will impact 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 key. It's hard to believe that the App Store launched just seven years ago.

It's hard to remember a day without it. Now, I'm excited 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 amazing. The industry has never seen anything like this before. The App Store has forever changed software and software distribution. And it has also been an economic blessing. We have already paid more than 30 billion dollars to developers. The App Store remains the most profitable app marketplace on the planet. Now, we couldn't be more proud of the work he's doing. Increasingly, developers are transforming, empowering, and reimagining 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 show it to you now. Eight years ago, when the iPhone was launched, it didn't have the App Store. And there was a tremendous desire from developers and customers for Apple to allow the creation of third-party applications. We all dreamed that apps were going to become really important, but it took us a while to realize how they would affect everything we care about, and when that cumulative effect showed up, we all started to realize, oh my god, this is bigger than what any of us imagined.

Apps plus wearable 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 to investigate and probe our world are in virtually everyone's hands. If you think the Industrial Revolution was transformative, the App Store is much bigger. I don't think we've seen anything that reaches mass adoption at a rate close to this. For example, it took more than a hundred years for electricity 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 a voice to each and every developer. 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 is for all industries. The App Store has fundamentally changed the way we all need to comply. 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. This is a big change, coming not only from the idea that it's convenient, but also from people building an infrastructure around it. Now we are not talking about hundreds of people who benefit from an idea, but millions. If you had told me when I was a kid that you could write down an idea and then film it and then distribute it to the world on a device that you could also put in your pocket, I would never have stopped. laughing, and I would have thought you were crazy.

The App Store gives everyone access to incredibly powerful tools, and there's an incredible generation of filmmakers and storytellers coming up. Kids love technology and love interacting with the iPad and apps. That wonder and awe that sparks 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 are in this magical moment. There are so many amazing apps that 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 it, 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 everyone. It's an amazing time to be a developer. We're still at the beginning of all of this, at this point in time where the technology of an iPhone, an iPad, and the Watch allows for so many incredible things. There are many things that can still change and evolve thanks to the power of applications.

TIM COOK: On behalf of everyone at Apple, we want to thank the developer community for everything they've done. Thank you. You have changed many parts of our lives and transformed the world in the process. Now we want to talk about the next opportunity to transform the world. And that's the opportunity to bring native apps to the Watch with a new version of watchOS. For us, this is a giant moment. That's how we felt when we launched the App Store. Open a new platform to developers to create new applications 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 surprising that today we're already talking about the next version of watchOS. This new version will have great new capabilities and will bring native apps right to your wrist. To tell you everything, I would like to invite my friend and colleague Kevin Lynch. Kevin. KEVIN LYNCH: Hello. We're moving very quickly on watchOS, and I'm very excited to talk to you about the improvements coming to watchOS, as well as powerful new capabilities for app development.

Let's start with the improvements. Improvements include great new Watch features, improvements to communication as well as Health & Fitness, and support for new Apple Pay, Maps, and Siri capabilities. Let's start with the clock. Now, the Apple Watch is already a truly fantastic watch, the most customizable in the world, and a lot of that is down to the watch faces and how you can change them. We're adding some new watch faces in watchOS 2. This includes a beautiful new Photos 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 like.

Or you can select a photo album and every time you raise your wrist, you'll see a different photo appear from your album. It's a great way to see your photos throughout the day. We went a little further and took some photos ourselves. We did some time lapse photography in some beautiful places around the world. The way this works is that when you raise your wrist, you'll see this 24-hour session that we've done in different locations, and it will be the current time there. If it is 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 also for other places. 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 really beautiful images, both of you 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 excited to let app developers create their own complications. This way you can do things like show the time of your flight from United, see the status of your home control system, look at the charge level of your electric car or see sports scores, for example, from the MLB application.

You can choose the information you like to see most directly on your watch face. It's going to be really great. And this will work not only on the modular face but also on all 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 watch faces. So it's going to be a really quick way to see this information. Now we go further. We think it's really cool to be able to see current information, but what about future information, like the weather later today or your meeting after today?

And what if you could move forward in time and see that updated information on your watch face? Well, we backed it up in watchOS 2 with something we call Time Travel. And you'll be able to rotate your Digital Crown, 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 time in London. When I turn the crown, you can see thatIt changes the time and shows me things to come.

Now, we know that a very popular one here could be the stock complication, but we haven't solved it yet. We are working on it. You can keep turning, keep going and make it to tonight. You can see 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 want to see at the time you want to see it. A really fun way to interact with the time on your watch. That's time travel. Now, we also thought: What would be a great experience for the Watch when it's on the nightstand and charging?

Well, we've created a new UI for this in watchOS 2 called Nightstand Mode. When you put your watch on its side and it's charging, you'll get this beautiful time display and of course you can set an alarm that will wake you up in the morning and it will go off something like this. So, a nice little bedside alarm clock now with Apple Watch, and the side buttons and crown act as snooze and sleep buttons. A really fun way to have a nightstand view on your watch. These are some of the cool new watch features coming with watchOS 2.

Let's look at the communication. Now, the 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 and you can add a friend right from your watch by pressing the plus sign and add a friend . just there. Isn't it great? Now, when you communicate with someone, you can make a phone call, 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 than 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 now answer phone calls on your watch. We're now supporting FaceTime Audio, so you'll get ultra-high-fidelity calls right on your wrist. And with Health & Fitness, Apple Watch is already a great partner for Health & Fitness. With watchOS 2, we're allowing 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 great, as well.

If you go out for a bike ride, it will count. We also let Siri start workouts, so you can just raise your wrist and say, hey Siri, start running for 30 minutes in the park, and it will launch the Workout app and get it going for you. You can also say things like "go for a 300-calorie bike ride" or "go for a 5-mile run" and it will start the workout without having to touch the watch at all. When you achieve something, you will see some beautiful new achievements that look like this. They spin straight out, they're beautiful, you can play with them in 3D on the watch, they now have your name engraved on the back and you can share them with people via Messages, Facebook or Twitter.

Really great health and fitness. With Apple Pay, check out some of the great new compatibility we're offering for store cards and rewards cards. We support it on the Watch, so you can select a store card and use it directly on your Watch at a merchant terminal by simply waving it at the store stand. And with the arrival of Wallet to Watch, all your rewards cards will be there, and you'll also be able to use them right from your Watch while you make purchases. With Transit, we now, of course, support public transportation capabilities in Maps, so you can see transit lines on your wrist.

In fact, you can see the departure times of the different stations nearby. When you are browsing, you will get step-by-step instructions on how to use the different public transportation you use. With Siri, we continue to add new domains for Siri. In watchOS 2, we let Siri give you public transportation 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 house with Siri, you can say things like "hey Siri, set the dinner scene," and it will communicate with any HomeKit-enabled devices in your house and set the lights however you want.

Isn't it great? It will be great. Another great thing is that you can request any of the Glances you have, so you can say "hey Siri, show me Instagram Glance" and it will appear right on your watch face. This could be a look you don't currently have selected. It's a great way to display information from third-party apps directly to Siri. These 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 the Watch. Now, that's not all. Of course, we also focus on what we can do for developers and from day one you can create apps for Apple Watch using something called WatchKit, and that has allowed thousands of apps to be created for Apple Watch now, and these Today apps work depending on your phone.

So you could 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 the logic are there, everything will run locally, performance will be great, responsiveness will be great, it'll be a great new frontier for apps on Apple Watch with native app support. When you sometimes step away from your phone, your apps will be able to communicate directly with known Wi-Fi networks, so you can get the information you want wherever you are with your watch.

While working on native apps, we heard from you many requests for features you would like to do on the watch. These are some of the things we have heard. So we've been hearing that. Let's go over some of the things that will be possible now in watchOS 2. You can see how we did it in this. 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 directly on the watch and bring that audio directly to your app. We also hear that you want to play audio from the speaker.

You can do that. WatchOS 2 with native apps, you can play through the watch speaker or you can play audio on a connected Bluetooth headset or speaker, both short form and long form. 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 heard that. You'll now have access to native HealthKit on the watch, including streaming heart rate data, so if you're doing, for example, a bike ride with Strava, you'll be able to see what heart rate zone you're in while you're cycling. .

HomeKit is native to the Watch, so you'll be able to talk to and control your HomeKit devices from your Watch. We think this will be a great future for control directly from the wrist. You will be able to access the Accelerometer to obtain movement data. So, for example, from the iPING golf app here, you can check the pace of your golf swing while swinging the golf club with your watch on. Taptic Engine is one of the things we've really worked hard on to make it a great experience on the wrist. We provide you access to Taptic Engine for your application development.

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 receive feedback on my wrist, both audio and feel. 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, simply by turning the crown like this. A very simple way to interact with your watch. So we've done a great job of providing a lot of access to the Watch now with native apps.

I would 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 by taking a face photo, so I'll press my Digital Crown here and 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, scroll and choose a photo that could be a nice watch face like that.

I want to zoom in and crop it a little bit more. I'm going to get a little bit closer, I'm going to move it like this to get it right. I think it's going to create a great watch face, so I just force tap, choose Create Watch Face, and voila, a beautiful new watch face. Let's look at time travel. I'll go to my modular face, I have more information here. I have flight schedules here on United. I can see the temperature, the charge level of my VW car and the time in London. So I just turn the Crown here and I can move forward in time.

The time is updated. My flight leaves, as you see, at 1:45. I wonder if my charge level will be enough to get to the airport. So if I keep moving forward in time here, we'll get there at 1:45 and you can see my charge level will be great for getting 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 by simply turning the Crown clockwise on the watch face. It is fun. Simply press the Crown and return to Home.

If you receive an email, you can reply to it now in watchOS 2. Here's an email that just came from Marc. I can reply to this by pressing the button right below the message, or you can use Siri to reply to a message directly from a notification . If I just use Siri here, I can respond like this. Answer: I would love to. So Siri is broadcasting the message there. She has created a response. I just press Send and now it's sent 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 you saw in the slides a second ago. I'll show you how it works. Here it is. Now I can lock my car just by pressing this control here. Respond immediately. You can see that the app also opened very quickly. And here I can control the temperature that we were looking at before just by turning the crown. You can see how responsive it is as I raise and lower the temperatures here. Really cool. I'll get it nice and warm for me, so when I go down there, it'll be nice and warm.

Well. Turn it on. Alright. I got confirmation that it actually enabled it on my car now. Microphone access will be really useful in apps, and some of the apps that will really benefit are communication apps like We Chat. Many messages sent via WeChat are audio messages, so let's see how it will work with watchOS 2. I have a message from Becky. I can respond by pressing the Reply button and you can see I now have a microphone so I can give an audio response. Let's do that. That sounds great. You can see while he was recording it, he got the audio levels of my voice and now sent them to Becky.

I can also reply with stickers here. There are different categories of them. Now that the Digital Crown can connect to the UI, I can flip through recent stickers, quickly choose one I like, and simply send that too. It's very quick to interact now with all these new controls 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 directly 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 all of this.

So, some great new improvements are coming 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 is available to you today to start building these native applications. With only six weeks to go until our launch, it's incredible. Then it will be available in the fall for everyone and of course we will work on all the watches and it will be free. So this has been a great adventure. We are just getting started and I am looking forward to the journey ahead with everyone.you on the Apple Watch.

Thank you so much. Let's go back to Tim. Thanks, Tim. TIM COOK: Thanks, Kevin. We're so excited to have the Apple Watch in 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 truly are limitless. Now, before we close this morning, we have... one more thing. I'd like to tell you about something we've been working really hard on and something we're really 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 participated in. We made a great video about the history of music and I would like to I would like to play it for you this morning. TIM COOK: Today we announced Apple Music, the next chapter in music, and I know you'll love it. It will change the way you experience music forever. To tell you more about this, I would like to mention 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 you join the Apple team. Please join me in welcoming Jimmy Iovine. Jimmy. JIMMY IOVINE: Thanks, Tim. Well, it's truly 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, 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 say, 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. Now, in

2015

, the music industry is a fragmented mess. If you want to stream music, you can go here. If you want to stream any video, you can check out some of these places. If you want to follow an artist, there is more confusion about it. So I reached out to Tim Cook and Eddy Cue and said, guys, can we build a bigger, better ecosystem with the elegance and simplicity that only Apple can do?

A complete reflection on music. And so, today I am here very proud of everyone who has worked so hard and I will introduce you to Apple Music. Music has so much power in our lives. The way we listen to and experience music is undergoing a profound change these days. Having access to almost all the world's music at our fingertips and in our pockets is extraordinary. And yet, there needs to be a place where music can be treated less like digital bits and more like the art it is, with a sense of respect and discovery. And if that place could truly house and support the artists who make the music, not just the top artists, but the kids in their rooms, give them all 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. On Apple Music, all the ways you love music can now coexist. Stream millions of songs on iTunes anytime, on-demand, along with curated playlists, recommendations, and everything that's hot in music right now. And streaming every day is 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 around the world, this is Beats 1. And me, Julie, outside 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 their 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 fans, we're trying to create a complete experience, combining the world's music catalog with music that's not already in that catalog, directly from the artist to you in a shared experience with Beats 1. For artists, we've 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 in one place.

And that place is already almost in the hands of a billion people around the world. One application, a single application on your iPhone. Apple Music is three things. It is a revolutionary music service. Oh. A revolutionary music service curated by leading music experts we help curate. These people will help you with the most difficult question in music. When you listen to a playlist, what song comes next? The only song as important as the one you're listening to at that moment is the one that follows. 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 plays, ehhh! Kills the buzz. You might be wondering why that happened. It happened because it was probably programmed only by an algorithm. Algorithms alone cannot perform that emotional task. You need a human touch and that's why at Apple Music we want to give you the right song, the right playlist, at the right time, all on demand. Now the world's first radio station live 24 hours a day, so Trent Reznor calls me and tells me I've got it.

This is what we are going to do. Let's build the world's first live radio station broadcast from three cities that plays music that's not based on research, not based on genres, not based on drum beats, just music that's great and feels great. 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 are at Apple. We're at Apple to help artists' dreams come true.understood. So we built the station and it's every music lover's dream.

If you love good music without restrictions, you'll love Beats 1 from Apple Music. Finally, Connect, a fantastic way for established, new and even unsigned artists to connect directly with music lovers everywhere. This will 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 largest music platform that people already have, Apple Music? Remember, this is an ecosystem. It is built to fit. They feed off each other. When you upload your music to Apple Music, anything can happen. So now let me leave the really heavy lifting to my great friend, Eddy Cue, and tell you how this all works together.

EDDY CUE: Thanks, 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 recently added albums and songs at the top. And all the music you've purchased, 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 we have on iTunes. Now, in addition to My Music, when you can stream and listen to any song you want, you need a good 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 taste 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 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 top charts and each of our playlists, all human-curated, 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 catalog.

And that is the revolutionary music service. Now let's talk about Radio. The truth is that Internet radio is not really radio. It's just a playlist of songs. And that's why we wanted to do something really big. We wanted to create a live global radio station that broadcast around the world and we did it with Beats 1. It's the best radio station in the world and now it's got the best voice in the world, and that's why we hired Zane Lowe . Zane is a masterful interviewer and 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 play that record on the radio, the audience tells me, the timelines light up, my friends tell me, my phone lights up. They love him or they hate him. But it creates a debate. That's what good music does on the radio. When Apple first asked me to be involved in this, they told us 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 carry out an idea as imaginative as this is Apple. We're called Beats 1. We're always playing the music we love. EDDY CUE: So Beats 1. It's global, it's live, it's broadcast 24/7, and it comes from New York, Los Angeles, and London, and that's Radio. Next, 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 are free to upload their music, their videos, their photos, everything directly to a fan. Take Pharrell, one of my favorite musicians and songwriters, for example. 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 letters. He is experimenting and mixing songs all the time. Or he just has something new and interesting to say. All of this lives directly in Connect. Artists can post, post and upload anything, including 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 idea 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 deals with technology, so give each other a round of applause, please. For example, I bought this vintage Apple employee jacket using a tool known in the rap world as the Internet. This year is going to be huge.

It's 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 changed what I do for a living. I'm from Toronto, Canada. You know, when I was a kid, I always wondered if in my city or even my country there would be someone who would burst onto the world music scene as a real superstar. You know, the dream seemed unattainable at the time. Even I tried to do it the traditional way, with the imposing buildings of the New York label and the lobby full of other people's achievements.

It is unlikely to think that every talented artist will have the 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 we really noticed each other. The dream of being a new artist like me 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 work, spend time on your craft, put together the right work, and instead of having to post your stuff in all these different and sometimes confusing places, it all has life. in a very simple and very easy place: Connect.

It's right from where you are in your city in front of your computer. And this approach is how we broke out in 2008, and it's been refined and simplified, of course, by the great people at Apple. 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 that went straight to iTunes, this really...can't wait to incorporateApple Music and especially Connect in what I will 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 I believe in, and this is something that simplifies everything for the modern musician like me and the modern music consumer like you.

I hope you enjoy Apple Music. I hope you enjoy Connect. My name is Drake and thanks for your time. I appreciate it. EDDY CUE: Thanks, 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. Your recently added albums and songs at the top. Let's play this new Spoon song 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 it, it comes up full screen and I can see the beautiful artwork and all the playback controls. I can swipe down and it disappears. Now I like to look at my music by artist. It's very easy to do that too. I'll just tap Albums, switch to Artists, and let's take a look at Aretha Franklin. The first thing you'll notice is that we add beautiful artwork to all artist pages. Notice that 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 tap All and now you can see all the songs on Apple Music, including the latest release, what the top song is, what the top 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 getting ready 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, prepare the Warriors, but let's get back to it. It's karaoke night and these are some of the songs our team is looking 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 find it very easy to rearrange it. Let's say I want to move Jealous again and now that will be the next song that plays. It's that easy. That's great. The first time we go to Para Ti we want to know a little about your musical tastes, that's why we are going to ask you what genres you like. I'm a big fan of rock, pop, hip-hop and alternative.

And now he's going to ask me about some artists I like. Well, I love Bruce Springsteen, so I'll tap twice. I like Lorde, like Alabama Shakes. Now we're going to take all the information you've given us, along with all your playlists and songs you've purchased on iTunes, and make recommendations just for you. 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 just play and watch the rest of the songs. You are definitely going to 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 check out. And here are some new albums from artists I really love. Now, here's an interesting one, a Cuban playlist. You might be wondering how that got there. Well, I like a lot of Latin music, so Apple Music knows this and recommends this playlist to me. Let's take a look. It definitely gets my Cuban blood flowing. Now, this is a playlist that I definitely want to keep, so I'm going to tap the plus sign and added it now to my playlist.

Now, let's take a look at what's new. You can see new albums at the top. More here, and even the hottest singles available. Let's play this one from Florence and the Machine. I can keep scrolling and check out some recent releases. But of course, everyone loves charts, so let's go ahead and take a look at the charts, 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 get to Radio. And to give you a little taste of what Beats 1 will sound like... Beats 1. Please welcome our special guest, Florence from Florence and the Machine. On paper, it sounds great, not how you think a rock and roll album would be made. Was that you in sweatpants? That was me in an anorak cycling to the studio. We seek out the most exciting music and the people who love it in every corner of the world, broadcasting it to 100 countries. That shared experience became much greater. > Los Angeles.

New York City. London. EDDY CUE: That's really amazing. Let's take a look at Connect and see what my favorite artists are up to. Here's Pharrell and some behind-the-scenes pictures. Here's Chris Cornell. This is an interesting one. He has released the lyrics to a new song that will be out soon, obviously, he has even recorded it. Here is the Bastille. They are working on his next album. Let's see what they have to say. Mark just finished over 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 really excited to have finally recorded it.

It's a song about gangsters. And yes, this is the riff, which already sounds great. EDDY CUE: It's great to be able to go behind the scenes and see what the process an artist uses to create a song. As we continue down, here's a photo from Alabama Shakes a couple 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 historic studios, and Alabama Shakes was there a couple of nights ago. EDDY CUE: Again, you will be able to see things that you have 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's released a new song on Connect and I'd love to play it now. The first time someone hears it. Imagine 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 among all our millions and millions of songs. I like doing some things 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 ten best 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 little, and let's go back to my high school days when I graduated. Play the theme song from May 1982. That brings back some memories, but we'll save that for another time. Have you ever gone to the movies and loved the soundtrack or song that was there, but you don't know the name or have forgotten it afterwards?

Well, it's really easy with Siri. Selma's song plays. Let's do that again. Selma's song plays. 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 with the world's best DJs, an exciting way for fans to connect with artists and of course, added to this is the iTunes Music Store, the best place to buy music. Apple Music brings together all the ways you love music, all in one place. We'll launch in over a hundred countries later this month with iOS 8.4 for 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, which is why we offer the first three months for free. Now we want to do something really cool for families. Today you have to buy a music subscription for each and every person. Or you share an account even though you're not supposed to. And now you can't all play at the same time and your playlists and recommendations are ruined. Well, with Apple Music, for just $14.99, you can have up to six family members. Each one has their own account, their own library, their own recommendations.

It is an incredible value. And that's Apple Music. Thank you. Give it back to Tim. TIM COOK: Thanks, Eddy. Isn't it amazing? We really love Apple Music and we hope you do too. And we're very excited about it, and with all the countries that we're rolling out to, 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 engaged with this one. Pharrell new. Now, music connects with all of us on a very deep emotional level. We couldn't be happier to launch Apple Music and we can't wait until you start listening to it at the end of the month.

This has been an intense morning. I hope you enjoyed it as much as we did. We want to thank everyone for joining us, especially the developers, and I would like to recognize all the people at Apple, all of our team that has worked so hard to create all of these products that you have 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 from one of the hottest new artists in music today, and not only is he a hot new artist, he's also making a world premiere of his most recent. 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!