Apple – WWDC 2016 Keynote

Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Before we begin the

keynote

, we would like to take a moment to talk about the tragedy that occurred yesterday in Orlando, Florida. We offer our deepest condolences to all those whose lives were affected by this violence. It was a senseless and unscrupulous act of terrorism and hatred, aimed at dividing and destroying. The Apple community is made up of people from all over the world, from different backgrounds and points of view. We celebrate our diversity. We know that it makes us stronger and makes us all move forward.

Please rise and join us in a moment of silence to honor the victims and the people who loved them. Thank you. Thank you. Hello and welcome to WWDC

2016

. It's great to be here at the legendary Bill Graham Auditorium in beautiful San Francisco. We have a big, packed morning planned for you and we couldn't be more excited. Let me give you some details about this year's conference. This is our 27th Worldwide Developers Conference. The developer community has never been more vibrant. We now have 13 million registered developers and 2 million were added in the last year alone. This year's conference sold out more than 5,000 attendees and millions more watched on the livestream.

This is truly a global conference. We have people here from more than 74 countries. We're excited to attract so many new developers. More than 70% of this year's conference attendees are attending the conference for the first time. We are now investing in the next generation of developers. This year we have awarded 350 scholarships. These guys are amazing. If you see them, be sure to congratulate them. This year we have over 100 conference attendees who are under 18 years old. The youngest, the youngest, is only nine years old. Wow. I met her yesterday and she will be a great developer. This week we try to help you get the most out of our platforms.

That's why we have over 100 engineer-led sessions and over 150 hands-on labs with over 1,000 Apple engineers here to help you throughout the week. The App Store started eight years ago with just 500 apps. Recently, we passed an important milestone. We now have 2 million apps in the App Store. Its 2 million apps were downloaded 130 billion times. And as you know, the App Store is the best business opportunity for developers. We are about to spend $50 billion paid directly to developers. This is absolutely amazing. And of course, successful developers mean we have the best apps on our platform for users and this is what really matters.

We now have a busy morning planned, but I'd like to take a moment to talk about why we do what we do at Apple. Our north star has always been to improve people's lives by creating great products that change the world. And we've been doing this for a long time. But today, for the first time, we are going to talk to you about four Apple platforms. Each of these platforms defines categories and changes the world. The Macintosh changed personal computing. Today, it is the most innovative and beloved personal computer on the planet. The iPhone changed phones forever.

It's the ultimate smartphone experience and the gold standard by which everything else is measured. The iPad magically transforms a glass canvas into anything you want it to be. It is our clearest expression of the future of personal computing. The Apple Watch, with only a year of life, is already the definitive device for a healthy life. And Apple TV just announced it last fall based on the idea that the future of television is apps; It is already transforming the largest screen in our homes. Now, we love creating great apps, we love creating great products that change the world, but we can't do it alone.

Developers are a crucial part of that journey. You are... You are part of everything we do and everything we will do in the future. Because it is together how we enrich people's lives. We now bring you four incredible platforms that power these world-changing product experiences. watchOS, tvOS, OS X, iOS. Today we're going to advance each of these platforms and we'd like to start with watchOS. And to do that, I'd like to invite Kevin Lynch. Kevin. Thanks, Tim. So I'm very excited to talk to you about watchOS and show you some of what's to come. Now, people who use Apple Watch love it, especially for quick glances at information and quick interactions.

And our main focus is performance and we've made system-wide optimizations, including a significant speedup in app startup time. Your app should respond instantly. The information you look at should be updated before you go searching, so it's ready the instant you are and you don't have to wait. In watchOS 3, your favorite apps can respond instantly. So let's take a look. So let's achieve this by keeping your favorite apps in memory. We'll support background data refreshes and update information so it's ready the instant you are, and then we'll support quick launch of these apps and interacting with them.

This will work for both built-in apps and third-party apps. Let's take a look at an example. This is watchOS 2 and we will see an app called Onefootball. We'll launch it from the bottom left complication and see how long it takes. So here we are launching the app, it takes a few seconds to launch and then once it launches, it loads some data, refreshes and here we go. This is a pretty typical example of watchOS 2. Now, we'll look at the launch of Onefootball on watchOS 3. Are you ready? Okay, don't blink. That's all. So that example is about seven times faster but it looks like a million times faster.

Now we've made it really easy to access your favorite apps. You can simply press the side button under the crown to reveal what we call the spring. You can choose which apps go here and quickly scroll through them. Apps are now both visible and interactive rather than separate concepts. This is a dramatic improvement in the feel of using the watch. So this increased performance allowed us to access our favorite apps quickly. We want to be able to access them from anywhere. So using the side button, we can access them easily. Now, another key design goal we had was to make the watch feel more familiar.

And so we finish with the clock face, now we add the control center. You just swipe up from the bottom, like on iOS, and it's very familiar. So this is a big improvement in how it feels to use apps and navigate the watch very simply and easily in watchOS 3. Now, we've also made it more powerful for replying to messages. So now, when you receive a message, you'll be able to see ways to respond right there. We have eliminated this step. You don't need to hit reply now. You can choose how you would like to respond. And if you just scroll down, you'll see your smart replies right below the message.

Then you can tap reply in less than a second. Now, sometimes you don't see exactly the answer you like and you're not in a situation where you can use dictation, so wouldn't it be great if you could type your message on the watch? Well, we're introducing a new way to do it with something we call Scribble. With Scribble, you have a new way to respond by simply typing whatever you want on the screen, and you can quickly draw the letters of your message right there, like typing something like Starbucks. You can see that the letters go on top of each other.

This is a great new way to reply with just the answer you like on your watch. Now, the watch face is ideal for quick glances and reflects your style as well as the character of the device. Now we have Mickey as a fun watch face that I like to use on the weekends, but I know what my daughter will really love because Minnie is coming to the watch now. And of course, you can choose from a variety of colors for her outfit that match her bracelets perfectly. Now, one of the most frequent things people do is look at their Activity rings and we're adding a new watch face specifically for that called Activity, so it's a great and beautiful way to see your rings throughout the day. .

Not only does it come in the analog version, but also a very good chronograph version and a digital version, so it's a great way to see your progress throughout the day. We also added a really simple new face that we call Numbers, which is very beautiful, and the hours actually rotate around the dial during the day, and you can choose from a variety of fonts to match your style, so a really new Simple clock face called Numbers. Now, there are many watch faces to choose from and we are finding that people switch between faces for different occasions, so we will make it very easy.

You can now swipe to change the face you want to use and choose which faces you want and how they are set up so you can access them easily. We also added the ability to add more complications to faces like the weather here on the face in the photo. So now it's really easy to navigate and use your watch faces too. Let's see all this working live. For a demo, let's welcome Stacey Lysik. Stacy. Thanks, Kevin. Good day. I couldn't be more excited to have the opportunity to show you watchOS 3 today. I wake up and find my new favorite face, just the girl I've been looking for.

Now, in watchOS 3, you have one place to keep all your favorite apps. You choose which apps go in your dock and you choose the order. I can open my base by pressing the side button. And I can swipe through my apps one at a time or place my finger on these dots at the bottom of the screen and fly across my dock to get to any app. And the apps in my dock are active, so I can take a quick look at information without even launching an app, like how close I am to closing my activity rings.

And the apps have been redesigned to put me one tap away from what I want to do most. Let's take a look at the Timer app. One touch to start it and it will be there waiting for me. I can still set a custom timer if that's what I want to do, but the most common options for a timer are here on the screen. So with one tap, I can set a timer for 10 minutes and get back to what I was doing. Even my favorite apps from the App Store can be in my dock, like Sweat with Kayla and Lyft, and they're lightning fast too.

We'll see. With one touch, I can call a car. Wow, three minutes. I have a lot to show you, like new apps, reminders and Find My Friends, which have been designed specifically for this type of quick interaction. Let's look at Reminders. Now I can carry all my lists with me throughout the day and check things off as I do them. Here is my wish list. You don't get to do this very often, but today is just one of those days. Find My Friends takes advantage of background updates to ensure I always have the best and latest location for my friends and family.

Now I no longer have to worry if my children arrived on time for their activities. And we wanted to make changing your watch face as easy as sliding apps onto your dock. And while Minnie is fabulous for a casual weekend, sometimes I want to wear something simple and elegant. Now, with an edge-to-edge swipe, I can get to my Numbers face. And for those of you as obsessed as I am with closing your rings, we now have the Activity face. Every time I raise my wrist, I see those big, beautiful rings reminding me to get up and get moving.

And I can start my training directly from the face. With the New Quick Start feature, I can avoid setting a goal and just get started. I didn't really come dressed to work out today, so I'm going to swipe and that will take us back to the clock face. Notifications are still right where you think they would be, displayed from the top of the screen. This is a message I saved from my friend Isabel. She's been teaching me a little Mandarin and she wants me to answer her about dinner tonight in Chinese. I can do it with the new Scribble feature.

Scribble works in English and Chinese and knows what language my keyboard is set to. So, with my finger I can write a quick message. or 8 o'clock. These are just a few of the features of watchOS 3 but, of course, there is more. Let's go back to Kevin. That was amazing, Stacey. Thank you. And it's very exciting to reach this new level of performance in the watch. And we're finding that people who wear Apple Watch wear it all the time. And this opens up some great new ways we can help. And one of them is to get help incritical situations with the push of a button that's really on you.

For example, you may have a medical emergency or security situation. And we will be able to help with that with SOS on the watch and will make asking for help easier. To activate it, simply press and hold the side button. A countdown will start to let you know you're calling 911. And then you'll be on a live call with emergency services right on your watch. This works like a cellular call through your iPhone or directly from the watch if you're connected to WiFi. Now, if you're done talking to emergency services on the phone, the watch will automatically notify your emergency contacts and they'll send them a message.

The message will also include a map of your current location so they know where you are and can coordinate with each other. Now, after sending the message, your watch will display your medical ID, which is also a new feature in watchOS. You have things like, for example, your age and allergies and other information that you would like to include there. And SOS works not only in the US but also internationally. So, for example, you may be traveling somewhere like Hong Kong and you don't know what the emergency number is to call but your Apple Watch does.

So in this case, you call 999 instead of 911. So this is an emergency feature that you won't use often, but when you need it, it will be there and that is SOS. Now, one of the main reasons why people wear watches nowadays is for fitness and health reasons. And we're improving the activity and workout apps and adding a new app that we think you'll love. Take a look at this, let's welcome Jay Blahnik. Thanks, Kevin. Thank you. So we know that one of the most popular apps on the Apple Watch is the Activity app. And as Kevin and Stacey have mentioned, many people have told us that they actually become more active because they become addicted to closing the activity rings.

And we love hearing that. But we also know that many people are motivated by other things. Some people are motivated by getting support from family and friends. And if you're like me, you're motivated by old-fashioned competition and we wanted to make that possible too. So with watchOS, we introduced activity sharing. And it couldn't be simpler. All you have to do is swipe to the right of your own activity rings and there you will also see the rings of your selected family and friends. Now you can sort by the metric that is most important to you. So you can sort by steps, you can sort by workouts, you can even sort by minutes of exercise.

Here you'll see that I've sorted by movement ring and I'm right where you expected me to be. Stacey is beating me up, but I'm killing Jeff, which makes me very happy. If you want to see more details, all you have to do is tap anyone in your activity list and you'll be able to see their activity rings up close, but you'll also be able to see things like their daily step count and workouts even from third parties. parties. But one of my favorite features is that you can communicate directly with the people you share activity with right in the Activity app via messages.

And when you do, you'll receive smart answers geared toward fitness and activity. Some are supportive, others are a little more competitive, but you can also do some fun things. For example, at the end of a workout, you can send your heart rate increase to one of your active friends. Or increase your heart rate to one of your active friends or you can also send chats in your own voice directly through audio messages. We think this will be a great way for you and your friends to stay motivated to keep each other active and we can't wait for you to try it.

Now, our team has been working hard to enable features that allow more people to use the Activity and Training apps. And one group we've been thinking about a lot is wheelchair users. Now, many wheelchair users already have an Apple Watch. And they witnessed it and told us they love it because it gives them instant access to messages and notifications right from their wrist. And this is particularly important because many wheelchair users have to store their iPhone securely throughout the day. But to deliver a great activity and training experience, we also recognize that we can't use the same algorithms we've used for non-wheelchair users because the biomechanics are completely different.

For example, many wheelchair users use a semicircular technique when pushing their wheelchair during the day. But as the terrain changes and the speed changes, they can switch to an arc technique or a single loop technique. And this is what makes it complicated. These are just some of the techniques you can use. We knew that to do this well, we not only had to do a lot of studies but we would also need to enlist the help of experts. So, we worked with the Challenged Athletes Foundation and the Lakeshore Foundation. These are two of the largest organizations in the world dedicated to promoting the physical fitness of people in wheelchairs.

With your help we were able to carry out the studies. And we were able to do it in a wide variety of wheelchair users, including some veterans. And now, wheelchair users will have a stage. Timeout notifications will be changed to roll time. There will be two workouts in the training apps specifically dedicated to wheelchair users and of course the activity rings will be optimized for wheelchair pushes. We couldn't be more excited about this feature and are incredibly grateful to our partners for helping make it possible. Now, one of the things we've learned about health on Apple Watch is that simple things like activity rings can be very powerful in helping people change their behavior.

But we also know that health involves much more than just being fit. And we've been thinking way beyond that. So with watchOS, we're launching a new health app, it's called Breathe. And it's designed to guide you through simple deep breathing sessions that can help you calm your mind, relax your body, and better deal with everyday stress. Now, yoga practitioners have been using deep breathing exercises for thousands of years as a way to positively impact the body and mind. But the medical community has also embraced deep breathing as a great way to improve daily health. Dr. Deepak Chopra, an early proponent of mind-body medicine, said, "Taking a moment every day to breathe deeply can reduce stress, calm the mind-body, and have long-term health benefits." .

Now accessing the application is easy. You can start it from your watch face, you can start it from the base or like the reminders on the stand, you can actually set up smart notifications to remind you and start developing this as a habit every day. When you open the app, you can easily change the amount of time you want to spend your session, from one to five minutes by simply turning the digital crown. And when you're in the app experience, you'll be guided by beautiful images that will make it really easy to follow. And if you prefer to do this with your eyes closed, you can activate the haptic feedback and a few gentle touches will guide you and you can do it without even looking.

When the session ends, you will receive a summary. And you will also get your heart rate from the last few seconds of the session you just did. Now, if you already breathe deeply, we think this will be a great way to incorporate it into your day more frequently. But for those of you who don't know, we think this will be a great way to get started and just an easier way to help you live a better day. These are just a few of the exciting updates we have planned for fitness and health in watchOS. Now I'm going to give it back to Kevin.

Thanks, Jay. That was really fantastic. I was actually using the Breathe app behind the scenes. It helped me a little. Therefore, watchOS 3 is a big step forward for you as developers. When someone adds your apps to the dock or watch face, they benefit from the whole instant start experience we're showing and get background time to update their information before someone goes and looks. And that will allow for really fast interactions with your app on the watch. Now you can create native apps for the watch that you can run independently of the iPhone, but we're also adding a number of new APIs that you can take advantage of when you create apps for the watch.

One of them is the support now for Apple Pay within its app on the watch, so you can make purchases right there. Fitness apps will now be able to run in the background during workouts, allowing access to real-time heart rate information and movement data. This will enable a whole new category of fitness apps on the watch. We're also enabling much richer and more expressive apps on watchOS, including support for SpriteKit and SceneKit, support for native Crown events, and touch gestures. You can clap, it's okay. Audio and video can be integrated directly within your app's UI and you can connect between devices with Game Center and CloudKit.

So we're really excited about the new apps that can now be created on the watch and they're going to be amazing. This is a great new opportunity for all of you. And the preview version for you is available today, so you can get started. And the free update is coming to all watch users this fall and will feel like a brand new watch. And that's just some of what's coming in watchOS, thank you very much. So now for a look at tvOS, welcome the one and only Eddy Cue. So, let's talk about tvOS and Apple TV.

Last fall, we introduced the next generation of Apple TV, and for the first time, developers had a modern platform like iOS to develop in the living room. And we said that the future of television is applications. And the response to Apple TV has been incredible. This is what Chris Albrecht, CEO of Starz, had to say. tvOS has allowed Starz to create an experience on Apple TV unlike anything we've done before and our subscribers love it. This is what the CEO of BoomBit, a very popular iOS game developer, had to say. We easily extended our iOS gaming experience into the living room, something that's incredibly difficult to do on traditional consoles.

Our last generation Apple TV had 80 video channels and thanks to many of you we now have over 1,300 video channels. And we have more than 6,000 native applications in just seven months. And I have some new applications to tell you. First, Sling, which offers a huge selection of live cable channels, is coming to Apple TV today. Fox Sports Go, I'm a big sports fan, four sports games at the same time on one screen are coming to Apple TV this summer. Molotov, a revolutionary new television service in France with more than 100 live video-on-demand channels exclusively on iOS and Apple TV will arrive next month.

Great sports games like NBA 2K, adventure games like Minecraft story mode, and SketchParty. You use your iPhone or iPad to draw and then sit in front of the TV to guess. It's so fun to do this with your group of friends. Now we have some great updates to tell you about for tvOS and let me start with the Apple TV Remote app. Now Apple TV comes with the amazing Siri remote. Use touch for navigation, Siri to tell you what you want to see, and motion to play. But many of our customers have told us that they would love to have an app on their iPhone that had all of those same capabilities, so we're creating a new version of the remote app.

This is what it looks like. It has a beautiful playback screen with playback controls, but most importantly, all the functions of the Siri remote. You have touch for navigation, Siri to give commands, and use the accelerometer and gyroscope to play. And of course, you can enter text with the keyboard. Next let's talk about Siri. Siri changed the way we interact with our TV because now we simply tell it what we want to watch. And we're making it even better because now you can search for movies by topic. Now my daughter is going to high school this fall and I remember when I went to high school, it's been a while and there are some great movies that I would love to see with her.

And now Siri makes this really easy because all I can say is: she finds high school comedies from the '80s. I'm sorry. We will do it again. She finds high school comedies from the '80s. And there are some of my favorites. In fact, I've seen them all.Let's take a look at "Ferris Bueller's Day Off" and with just one tap, we can start watching it. Siri now searches for over 650,000 movies and TV shows, but what about YouTube? Well, that's easy too because now just ask Siri. Search YouTube for Steph Curry's three tips. Siri starts YouTube and shows you the results.

But a big part of your television experience is the live channels. And we have some great channels on Apple TV like ABC, CBS, FX and many more that offer you live channels. But to start watching, you need to find the app, launch it, and then find the channel. Well, we have a great new feature called Live Tune-In. And all you have to do: watch ESPN 2. Take them right into the action. Objective. And this already works with many great channels and we are making Live Tune-In available on both your iPad and Apple TV. And one problem with this is, let's be honest, when you go in and start a video channel app for the first time, you get something like this.

And you have to find a browser, authenticate with a code, and then authenticate with your TV provider. Well, let's make this change a little bit. But it's worse because you have to do it for everyone in every application. And now we're going to make all of this go away with the feature we call single sign-on. You sign in once on your Apple TV and get access to all your network apps. And we make it even better, we... A later page, we'll show you all the apps you now have access to. And of course, we're bringing this to iOS as well.

Now, in addition to single sign-on, we have some other great updates. Now Apple TV looks beautiful, but there are times when you wish it was darker because you're in a home theater or a dark room and now that's really easy because you can just switch to dark mode. And we want to make it even easier for customers to get their apps. And just like when you download an app on your iPhone, it automatically downloads to your Apple TV, now it automatically downloads to your Apple TV and this is really cool and I'm going to show you.

So I get the Major League Baseball app on my iPhone, you do nothing and there it is, right on your Apple TV. Now there has never been a better time for all of you to create apps for the big screen and we have some great new features for you too. Firstly, ReplayKit where you can live stream your gameplay or save the video to share later. We have PhotoKit, it gives you access to your entire iCloud photo library, all the videos, all the photos. And, of course, HomeKit, where you can create apps to control all the devices in your... in... home.

And those are just a few of the many features we have. Things like support for four game controllers, multiplayer gaming sessions, and much more. And that's a quick tvOS update. A new remote app for Apple TV, great improvements to Siri, with topic search, YouTube and Live Tune-In. Obviously single sign-on, so now you get access to all your network applications and great developer tools. And you all will get a developer preview today. I can't wait to see all the apps they start building and our customers will get them this fall and that's tvOS. Now, to talk to you about OS X, here's Craig Federighi.

Good morning. And good morning, it's great to be back at WWDC to talk to you about OS Now, I'm not talking about some supposedly prepared members of the marketing team going on some kind of vision quest around California in search of a special name. In fact, I'm talking about the name OS X itself. You know, OS X has been with us as a name for more than 15 years. And it served us very well. But when we look at him alongside his younger siblings, something stands out. We realized there was a name that would be much clearer and much more elegant.

And that's how we are doing it. The name of the world's most advanced desktop operating system is now Mac OS. Of course, each version of Mac OS has a special name in honor of a place that is especially important to us here in California. And this year's Mac OS is no different. But this time the choice was obvious. Our latest OS X is macOS Sierra. Now Sierra is a fantastic new release. With a big focus on continuity, iCloud, and the fundamentals of the Mac experience. I want to start with continuity. Because continuity is like magic, your devices can detect themselves around you and use secure peer-to-peer wireless protocols to let you move from task to task between your devices seamlessly.

What we wanted to undertake this year, a task that we all do many times a day whenever we start using our Mac and that feature is called auto unlock. So... Nowadays, when you walk up to your Mac for the first time to use it, the experience is something like this. You open it, you're faced with a password field, then you type, and then maybe you misspell, and then you type your password again, and then you're in and using your Mac. But many of us already know that we already have an authenticated device from safely on our wrists that it already knows who we are and can tell it to our Mac.

And so then, when we open our Mac, it could look a little more like that. And we are inside. It's that easy. And we made it really safe by using the time-of-flight network to make sure that it's you who is so close to the machine that unlocks it, so it's really cool. Now, the next continuing feature in macOS Sierra is the universal clipboard. Now... Wow, gasp. So, but I know that copy and paste is fundamental to the way we use our Macs for so many years. But what if when you're even on your iPhone and you find some new text and you just want to copy it, when you then go to your Mac, you can just paste it directly?

And now you can do it with images, video, everything completely automatic. Now I would like to move on to iCloud and specifically iCloud Drive. Now, with iCloud Drive, you can place documents on your iCloud Drive that you explicitly want to be available on your other systems, as well as your iOS devices. And customers have been quite a bit of this. In reality, there are 10 billion customer documents in iCloud Drive today. But we want to take this one step further. We want all your documents and your desktop to be accessible from anywhere. So when you're on a Mac, maybe you're putting things in your normal documents folder, well of course those should be available to you on your other Macs.

But you know, for 30 years, we all learn to do the work, the things we're working on right now, well, where do we put them? Very often it is on our desk. So let's make our desktop available on our other Macs as well, and make those files available on the go on our iPhones. Now you can. Next, optimized storage. You know, we love using our Macs and we fill them with a lot of things. But you're going to end up in a situation like this. And we know, what do you do about it? Well it turns out that we are going to give you a solution.

And it works in two ways. First, it helps you make space for the files you... your new files by keeping your older ones in the cloud. So whether it's your full resolution photos, when the others are in iCloud Drive, or movies you've already watched in iTunes or even those old email attachments, we can free up that space locally and make those things available to you on demand. But we also want to make it easy for you to automatically delete files you'll never use again. Things like Safari's web cache and maybe the trash you keep forgetting to empty and the redundant data that gets stored in mail, well, we can get rid of all that too.

And we provide a really simple user interface to help you do it. Now, as a task, we took a system that was almost full, had about 20 gigs free, and put it to the test. Now I had many photos and many documents. It had movies that had already been watched, mail with many attachments, applications, system files, etc. And we flip all the switches for optimized storage. And we went from 20 free gigs to 150 free gigs. So, we think that will make a difference for all of you. Next, Apple Pay. That's why we all love using Apple Pay in stores to pay with our phones and our Apple Watch at the register and to shop within the apps on our iOS devices.

So of course we wanted to bring this experience to Mac. We thought a lot about exactly the right way to do it. And I think we had achieved it. I think we could have an accessory business for some carrying straps, it could be a big help. No, that's not how people go to shop on our Macs. We shop online, on the web, in Safari. And so what are we doing? We're bringing Apple Pay to the web. So now, when you shop online, you'll have a Pay with Apple Pay button available. When you click on it, a sheet appears asking you to securely authenticate your purchase using continuity directly on your iPhone with Touch ID.

And of course, this works with your Apple Watch too. So, you can authenticate with just a tap on your wrist. And already many, many merchants have signed up to have their web stores support Apple Pay on the web. And Apple Pay is expanding greatly geographically. It is now available in the United States, United Kingdom, Canada, Australia, China and Singapore. And in the coming months it will arrive in Switzerland, France and Hong Kong. Now next I want to move on to part of the Mac experience, and that is tabs. You know, many of us love using tabs to take a bunch of windows we have in Safari and organize them neatly into a set of tabs.

Well, now we want to bring that to all your multi-window applications. So maybe you have several windows open on the maps, well you could organize them into tabs. But since it is integrated into the system, you can also do it with third-party applications. In fact, we've implemented it so that the apps you already have installed can support it out of the box without any modifications, so there are tabs everywhere. Next, picture in picture. We love watching videos on the web. But sometimes we like to follow a video while doing other work. Well, now you can. You can press the picture in picture button.

Your video has a nice little PIP. You can move it around the screen and it also works great in full screen. So, these are seven great macOS Sierra features. But there is one more. And this year, I'd like to take an unusual step by allowing this feature to present itself. Hello, it's me. It sure is great to be on Mac. How about a demo? That's right. Siri is coming to Mac. And it looks like Siri would like to give a demo. Let's go for it. So, we have macOS Sierra right here. And the first thing you'll notice is that here at the dock we have access to Siri.

Then I can ask Siri a question. Say, do you like being on a Mac? Pretty impressive, lots of space, aluminum unibody walls and no complaints about the lack of windows. So-- So, it's the same Siri we know and love. But now, on a Mac, you can do so much more. Things like fancy file queries like showing the files I worked on last week offsite. Did I ever tell you that your file is so stylish? So, we have my search results. But what's really awesome is that I can refine that fancy query with a follow-up like, just the ones that Ken sent me that I tagged as draft.

For your filling pleasure. Then you'll see that I have just the files I'm looking for right there. But the good thing is that this is a useful result that you may want to obtain during the day while I work. So I can click this plus button and pin it here in my notification center. And it's... yeah, it's really cool. And this works for many of your Siri results. So I'm going to open up this offsite team presentation, just working on a little project here. I'll take this one full screen. We see that we are planning an external site.

There are a lot of activities. But while I work in full screen, Siri is there for me and helps me multitask. So, I can do things like play my power ballad playlist. Oh yeah. So, Siri to the rescue with some amazing tunes. I can let this play all day. But I think we'll continue with the demonstration. So I can use Siri's results here to help me complete this presentation. So, I have an image result here for slacklining. Let me click on my Siri result. Drag it directly into my presentation. And I can also have Siri search the web for me.

So, let's search the web for falconry images. Here are some images of falconry that I found on the web. Okay. Looks like lots of fun. So,I can pull the results directly from Siri and drag them into my document. It's pretty epic. But, you know, I'd like to replace this map with one I've been working on here on my iPad. So my iPad is great because I can use my Apple Pencil to do some drawings. So, let's say, I'm going to take my Apple Pencil here and I'm going to draw a path. Maybe we'll take a hike like this, maybe around here, just like that.

Well, that looks like the drawing I want. But of course now I would like to have it on my Mac. So how do I do that? Well, why don't I copy it? But I don't just copy it to my iPad because when I go back to my Mac, I can paste it like I would anything else; in fact, it automatically transfers it wirelessly to my document. . So now that I looked at this trip, I realized it's a horrible idea. So, I can use Siri to message my friend. Tell Ken maybe we should watch a movie. Here you have your message ready to send.

You bet. Sent. So, I can use Siri, of course, to send messages at any time. And you can also help me find that movie. What new movies are showing this Friday? I found eight movies showing on Friday. Okay. So, Siri has delivered some results. And "Finding Dory" looks really good. So let's open that up. Now I can go watch the trailer. But you could also put it here in picture-in-picture. And as you see in picture-in-picture, I can change the size if I want. I can reposition the PIP window to any corner. And of course, it works great in full screen, right on top of my other content.

So, this movie looks pretty good. So I think I'll go back to the browser. And actually let's buy some tickets. So, I see there's a presentation here at 7:15, I'll select it. Select the quantity. We are going with 10 of us. And here you see, buy with the Apple Pay button. So notice what happens when I click buy Apple Pay, I'm prompted to confirm here on my iPhone. I only used Touch ID with my fingerprint. And I can authenticate my transaction securely just like that. And that's a quick look at macOS Sierra. So Sierra, some great features for continuity, cloud, Apple Pay, user experience, and of course Siri.

And there's a lot more than you'll hear later today. Now, Sierra is available to developers today in developer preview form and we will do a public beta in July. You can sign up now at beta.

apple

.com. And they will be available to everyone else in the fall on all of these systems. That's your update on macOS. Next, let's move on to iOS. So iOS, we're reaching a big milestone because now I'm excited to introduce iOS 10. Now, iOS 10 is a big release for developers. And it's the biggest iOS release ever for our users. Now, there are 10 important features that I want to talk about today.

And let's start with number one: user experience. Now, in iOS 10, we've redesigned the lock screen experience. With rich notifications, they give you quick interaction with apps through expanded use of 3D Touch. But instead of just talking about it, how about I show it to you right now? Let's do a demonstration. Now, one thing that many of us have noticed now that we have our iPhone 6ses with the incredibly fast Touch ID sensor is that we can bypass our notifications on our lock screen. We didn't even get to see them. And so, in iOS 10, we have a great solution.

It's called rising to wake up. And it lets you see what's on the lock screen without touching a button. Let me show you now. I just raised my wrist and the phone activated like that. Now, the first thing you will notice is that these beautiful notifications no longer make us darken your wallpapers. So, you can see that. But the most important thing is that they are truly interactive through 3D Touch. So, for example, with this calendar.notification, I can just tap on it in 3D. And I can go in and get all these rich details about this invitation.

I can see my calendar. And I can accept right here. Now this is especially good with messages. Let's play 3D on that one. And here, you see, I see the message they sent me. I can answer right here, the keyboard. But the nice thing is that I can stay in the conversation, right here on the lock screen. And even get rich responses, like images directly online. And this also works great with third-party apps. So, for example, if I get a notification from Uber, I can just press and I get this fully interactive, animated live status update in my car as it arrives.

It's really great. Now, of course, as always, you can receive your notifications right here, from the top of the screen. But now, with 3D Touch, if you want to delete them, you can just press and delete them all with one touch. It's really great. The control center is now also available from the bottom of the screen. We can just slide up from below. Look, it's beautifully redesigned and gives me great access to all my controls. But if I swipe, you see, we have a special area for our music with nice big controls and beautiful album art right there.

Now, we've made it easier than ever to access your camera from the lock screen. So, I can swipe in from the right and there's my camera. And it's easy to take a picture of my demo notes, right there. That's good. And we've made it easier than ever to access your widgets. Simply slide to the other side. You can see I have my weather. I have my calendar. I get my top news. And note that these widgets have the ability to get more information. Then I can show more and see the rest of my day. You would like to think.

And I can even get more information here from the apps on my home screen. So, for example, I seem to have a decent amount of unread emails. And now, if I 3D Touch there, I can see who it is that I've been ignoring all this time, my VIPs. Now, if I swipe here, I can also get great activity information without even launching the app. I just go into 3D Touch and look at my rings. And this can also work very well with third-party applications. So, I'm going to jump to ESPN. I can see information about my latest equipment.

And if I want that widget to be available at all times in the My Today view, I can just add that widget that way. And I go to my view today and there it is. And I can get more information about that program. And you see, I get a graphical update of the highlights of the latest game. And if I tap, live action. Curry to Igoudala. Shot clock at seven. Curry fakes and hits a three. Pop. Explosion. Stephen Curry from center. It's a 10-point game. Oh yes. So, this is a quick look at the new lock screen and home screen experience in iOS 10.

You've got a beautiful new control center, interactive notifications, and great ways to use your widgets. It's also great on iPhone and iPad. Next up, number two, Siri, a big part of the user experience on iOS. Now, Siri serves more than two billion customer requests per week. And there are so many things you can ask Siri. But now in iOS 10, Siri will be able to do so much more because we're opening up Siri to developers. Now you can ask Siri things like sending a WeChat to Nancy saying: I'll be five minutes late. And Siri can activate the WeChat UI directly within the Siri environment.

Now, of course, Siri, because it understands the domains of things like messaging, allows you to say things in many different ways. I could have said WeChat Nancy that I will be five minutes late or I need to send a message to Nancy via WeChat saying that I will be five minutes late. And you could do that in all kinds of different languages. But since we now have a heavy API in iOS 10, it allows Siri to take on that part of the work and allows the extension to do what it does best, like send messages. That's why we now support messaging with apps like Slack and WhatsApp and, of course, WeChat.

You could do things like book rides on Siri with services like Uber, Lyft, and Didi in China, search for photos on apps like IM, Shutterfly, and Pinterest. And you can start, pause, and stop your workouts in apps like MapMyRun, Runtastic, and Runkeeper. And even make payments to send money to friends, with things like Number 26, Square Cash and Alipay in China. And make VoIP calls through apps like Cisco Spark, Vonage, and Skype. And it also works very well in the car. Because with CarPlay, you can now securely send messages and make VoIP calls, all within the CarPlay environment with your favorite apps.

And that's a quick update on Siri. Number three, QuickType. And the big news this year is that we're bringing Siri's intelligence to the keyboard. So today, QuickType can use context to help predict what words you might type next. Well, now we are using deep learning and a technique specifically called LSTM to enable much more intelligence in a broader context. So, we can tell the difference between the Orioles who play in the playoffs and the kids who play in the park automatically. And Siri can help you respond smarter than ever. So, they may ask you: where are you?

Well, Siri can suggest you right there in the suggestion bar to provide your current location. Tap it and you can get your location with the map right in your transcript. And people may ask you about a friend's contact information; Well, Siri can automatically offer the most relevant contacts. Now, locally on your device, Siri has information about what you've been doing. And so, you can extract information from a message that maybe says, oh, are you talking about dim sum at 11 a.m.? Sunday? Well, when you go to automatically create a calendar event, Siri can fill it in with things like, oh, that must be brunch.

Fill in the location. Choose the time. It's really smart. And Siri does much more. You can check your calendar availability automatically. Help you paste a recent address automatically. Fill it in based on the addresses you were browsing in other apps. It can help you search for terms you recognize, such as movies and restaurants. With one tap, you can get more information. And Siri now: QuickType keyboard supports multi-language typing. So if you like to type, alternating between perhaps English, Spanish or Italian, you don't have to change keyboards. QuickType can follow you automatically. So, that's QuickType. Next, number four are the photos.

Now, we love capturing so much of our lives on our cameras with... our iPhones. They are so cool. And with iCloud Photo Library, we have those photos with us on all of our devices. Well, we wanted to give you easier ways, of course, to find and experience the photos you've taken. And one of those is with places. We now allow you to see all your photos on a map. It's a great way to relive a trip, for example. But the big news in photography this year is advanced computer vision. We're applying advanced deep learning techniques to bring facial recognition to the iPhone and it's all done locally on the device by leveraging the power of advanced silicon across all of our iOS devices.

You can automatically include all your most important people in people albums, all with your privacy protected. Now, we are also applying the same type of technology with deep learning to object and scene recognition. In fact, we do 11 billion calculations per photo to be able to detect things like there's a horse, there's water, there's a mountain. And with this, you can perform really powerful searches on your device. But, you know, sometimes the magic of experimenting with your photos isn't just about finding the photo you know you're looking for, but about accidentally remembering a memory that would be so special.

And that's why we're now using advanced AI to analyze your entire photo library, all done locally on the device, to group photos and match them based on location, people involved, and scenes. And from this, you will be able to bring to light the memories that would be most relevant to you at any given time. We can advance things like trips. We can detect trips that could be important to you. We can determine if you might want to see highlights photos from last weekend or last year and offer them to you at just the right time. We can bring back memories of people who are special to you or groups of people.

And the themes, the special photos you took, for example, when you are in the water, on the beach, in the mountains, can create wonderful memories that you can examine over time. But most importantly, we bring them together in an intuitive user interface that makes them so attractive. And I would like to show you that experience now. So let's take a look at the photos. We see that here is a photo album of a family.But what you'll notice at the bottom is this new tab called Memories. We'll see. As we can see here, there are several memories that have been offered at this memory speed.

And at the top, there is a vacation that the system has detected where the family took a trip to Tahoe City. Let's dig in and take a look at a memory. Now you see that there is actually a movie at the top, more on that later. And below, there's this beautiful layout of photo highlights. Now I can tap Show All and see a grid of each photo that was taken. But you can see how the summary cleverly pulls out the most special photos into these highlights that are really cool to explore. Now, if we go further down, we see that a group of people who are in the photo actually appear, the family, grandmother, grandfather and uncle.

And a map of where all those photos were taken. And down here, we've linked some other memories you might want to see related to this one. And it's really smart. Then you see the memories of Santa Cruz and the 4th of July, where grandma and grandpa were on the trip to Tahoe City and on these. So those are offered as related. And this trip to Tahoe City was an outdoor vacation, so they would offer another one like Alaska. And as you can see, there was another time the family was also in Tahoe City, but this time in the winter.

And I'm going to jump to that related memory. And you see once again, we have photos and videos at the bottom. But I want to highlight the movie up here. You know, we all take so many pictures and movies and never put them back together into something we'd like to see. But now our iPhone can do it for us automatically. Let's see what the iPhone has created for this memory. So isn't it great? The Photos app's advanced computer vision now analyzes only the right parts of the video to include the right photos and edits them along with the right mood and to the right music.

Now, when you have a memory like this, you often want to share it. And sometimes you might want to make it a little bit shorter, for example for sharing, so I can use this slider at the bottom and say, I'd like it to be shorter. And maybe you want to change the mood a little. You'll notice there's a mood slider right above and it was a big snowball fight. So I'll choose epic. And based on these changes, the film will be completely re-edited with new music. We'll see. That's pretty epic. And that's a quick look at Memories in iOS 10.

It's really great on your iPhone and it's great on your iPad too. And Mac gets many of these new features too. The great new facial recognition engine, scene and object recognition search, and the ability to browse photo and video galleries of your memories and Apple TV are a great way to experience those movie memories on Apple's biggest screen. your house. So that's Photos. Next, I want to talk about the big news for all of our most important services here at Apple. And to do that, I'm bringing number five, six and seven, Eddy Cue, back to the stage.

Swirl. Thanks, Craig. I love the new photos. I can't wait to do it. So, let's talk... Let's start with Maps. Last year we introduced Near, a great way to find places and transit with an incredible amount of detail, including all the entrances and exits to each station. But for iOS 10, we have a completely new design for Maps. It starts by making it easy to access location controls and details. And we're making Maps do more for you upfront. It's more proactive. So you swipe up from the bottom and you can make suggestions. Maps knows that I usually go to work at this time, or it can look at a calendar event and find the location.

It also gives you convenient ways to filter the places you might want to go. For example, let's take a look at the nearby restaurants. But we're in San Francisco, I'm in the mood for seafood. So I can scroll along the bottom and now I can see all the seafood restaurants in San Francisco. Now, we're also applying all of these new designs to the navigation so you get more information, it's easier to follow and control, and we're even including traffic on the route. Now when you are driving it will automatically zoom in and as you drive it will automatically zoom out.

And you can even zoom in and out further ahead to see what the traffic conditions are. We now provide quick controls to allow you to view route details. So now, you can even look and see on your route where there are food or gas stations and Maps will tell you how much longer it will take you if you go to any of them. And of course, we'll make it available on CarPlay. And if there's a lot of traffic ahead, Maps will proactively give you alternative routes and tell you how much time it will save you. And we're making it safer to follow directions while keeping your eyes on the road, because now, you can get turn-by-turn right in your car's instrument cluster.

We think you'll love these updates, but there's more because we're opening Maps to developers. Now, with map extensions, you can enable all the new capabilities in Maps. For example, you can make a reservation using a popular app like OpenTable. You choose the number of people and the time directly within Maps. And since these are extensions, they are open to all developers around the world, such as Ding and Ping in China and Zomato in many countries around the world. And when you're ready to go, tap the instructions and you'll now be offered the new option to book a ride.

And with app extensions like Uber, you can choose any type of car, pay for it with Apple Pay, and see the status. Again, I can find a restaurant, I can make a reservation, I can order a car, I can pay for it, and I can see when it will arrive, all without leaving maps behind. And these extensions are open to all developers, here is the Chinese travel service app, Didi and Maps. Number six, Music. So Apple Music lets you play millions of songs, thousands of playlists curated by our team of experts, and it's been an incredible year.

We now have over 50 million paid subscribers. This is the fastest music service ever in its first year. And we've learned a lot along the way. And that's why today we have a completely new Apple Music redesigned from the ground up. We want to bring greater clarity and simplicity to every aspect of Apple Music, and here's what it looks like. It has a beautiful... It has a beautiful new design language that allows the music to take center stage. Nothing shows this more than Now Playing. Now the new structure makes it clear where you are and also emphasizes the features you use every day, and all of these changes combine to create a new music app that's more intuitive and familiar.

And now, to give you a demonstration, I would like to invite Bozoma Saint John. Thanks, Eddy. Alright. Ladies and gentlemen, I'm so excited to show you the new Apple Music. Now many people listen to his music from their library. Now when we open the music app, you will see that the first tab is Library. People also have huge music libraries. It's now easier to navigate with simple sections like Playlist, Artist, Albums, Songs and now a new section called Downloaded Music. When I click on Downloaded Music, you'll see that this is where all the music that's on my iPhone 6 is located.

Now, I call myself super enforcer mom because I'm flying everywhere and now it really does. It's easy for me to see all the music on my iPhone. There is also the recently added section and this includes the albums, songs and playlist that I recently added to my library. You'll see there's tons of amazing music here, like this classic, Sugar Hill Gang, and it seems only fitting to start this party off with some Rapper's Delight, right? Come on, let's listen to something. Let's go everyone. Now you recognize this rhythm, right? Come on, let's make this whole auditorium great.

Come on. One, two, three, let's go. One, two, three, stone. Yes, there you have it. Alright. Now let's use multiple tabs, okay? Look at the bottom of the screen. You'll see the artwork, title, and controls so you can skip them. And when we open it up, you'll see that there are beautiful details in the artwork, the controls and now, there are letters. So come on, let's rap. Come on. Let's go everyone. Okay, you know what? No. Let's pause this, okay? 'Cause some kids don't rap to the beat, okay? But you'll have plenty of time to study the lyrics on your own, okay?

Alright. Let's go to the next tab, For you. I love it for you. It's my favorite part of Apple Music. And do you know why? Because it's all about me. Yes, that is correct. Now you will see that at the top, For you, there is a Discovery Mix. Now this contains the songs that have been chosen just for me, so I can discover new artists and new music. There's also Recently Played, like we just listened to Sugar Hill Gang, so it's there, I can easily navigate to it. And a daily curated playlist. Now it's Monday. I usually like to walk into the office on Mondays and look at today's playlist.

It's called a fashion runway strut. That's all about me. It's right here, okay? Now, this isn't a typical Monday, but I still want to know what I'm strutting about, so let's listen. What we have? Yes it's correct. Just say, understand it girl. OK? Now listen, I could understand it, okay? I could go up and down the stage. It's too early for that. I don't want to hurt them, okay? So let's pause this, okay? Alright. Okay, but let's get back to this. OK. So the rest of For You, as you'll see, has amazing music that, again, for my taste, I have playlist here, albums and there's even Connect.

Now the artist I follow has released art, music, videos and all kinds of amazing things that I can connect with. Browse, this tab is for everyone, okay? Apple Music editors have taken a lot of time, listened to tons of music to tell us what's the latest and greatest as you'll see right now, the hottest album, Nick Jonas, okay? Everyone pay attention. Now we also have this easy navigation down here with new music, curated playlists, and even top charts. So we click on Top Charts and we can see who it is...look at that, it's Drake. I mean, Drake has been at the top of the charts for a while, okay?

But you can see who else is there. Now let's go to the Radio. The radio is live in almost one hundred countries. Do you know it? Don't you think it's live? Alright, Beats 1 is becoming the biggest radio station in the world. Now we can explore Beats 1 and see what's live and listen right now. We can also see upcoming shows and we can even see featured shows from legendary artists like Dr. Dre, Pharrell Williams, Mary J. Blige, Sir Elton John. Have the kids listened to your program? It's called Rocket Hour, okay? It's amazing. And if you haven't heard it, you can tap here and listen to it on demand whenever you want.

That is awesome. Now when I want to listen to music non-stop, I can watch all the stations and listen to genre-based stations like Pure Pop because I like to listen to pop music all day, why not? But I think since we're getting to the end, I'd like to do something a little different and play something for the world, right? So let's play some real hits. Let's see what we have. That sounds like the beginning of some good Ghanaian high life music. Very good guys. Basically, it's all new Apply Music. I hope you enjoyed it. Thank you.

Whoa, whoa, whoa. Thanks Boz. This is the new Apple Music. It's amazing on your iPhone, iPad, Mac and PC. Your Apple TV and Android too and that's Music. Number seven, let's talk about news. And last fall, we launched Apple News to bring you the best stories from the best editors, all personalized for you. And we present it with a great set of posts, but we have many more. We now have over 2,000 posts on Apple News and our readers love it. In fact, we have over 60 million monthly users reading news and with iOS 10, we have some big changes.

Start with a completely new design. This is what it looks like. We've taken all the stories in For You and divided them into clear sections that make them easier to follow. Here are the top stories. Here is Trending where you can see the most popular stories right now. All the topics you follow, like sports and news, are smart enough to create new topics based on what you read. Here's one for me about Formula 1 racing. And you'll love our Featured Stories, where our editors select the best stories. But we wanted the News Feed to be the place where you read all the stories from your favorite publications, and that's why we introduced Subscriptions.

So now you can read all the articles from magazines like National Geographic, newspapers, newspapers like the Wall Street Journal directly within the news. And alsoof subscriptions, we bring breaking news notifications. And now, you get the biggest stories right on your lock screen. That's our big update to News, all-new designed subscriptions and breaking news notifications, and that's news. I'd like to give it back to Craig now. Thanks, Eddy. They're just some fantastic new designs. Now, let's move on to number eight and that is HomeKit. You know, before we announced HomeKit two years ago, the home accessories space was a mess of incompatible and insecure protocols and accessories that required you to download a separate app that you had to learn just to control each individual accessory.

But with HomeKit we have changed all that. We make sure your home automation products work together easily and securely. And this year, we've rounded out the set of accessory types supported by HomeKit to include important new categories like cameras and door locks. And in fact, virtually every major home accessory manufacturer ships or has announced support for HomeKit. And home builders are getting on board, too. Some of the largest home builders here in the United States and China are now building new homes with HomeKit integrated. So you can move in and start taking control of your home.

But you know, this year we're taking the next big step for HomeKit and iOS in the home. We're building on the HomeKit framework with a great new app we call Home. It's right on the iOS home screen. Now, when you launch the Home app, you'll be able to see your own custom wallpaper and all your accessories. No matter who it is, they are made and you can control them very easily. If you want to turn on the light, of course, just touch it. If you want to adjust the dimmer, we'll just press a little harder and slide and you can adjust the dimmer just like that.

So you can touch, touch, touch all the accessories in your home, but sometimes you would like to trigger a change in all of them. And for that we have something we call Scenes. So, for example, if you want to get ready for bed, you can tap Goodnight. You'll see that they will close the living room blinds, close the front door, and adjust the thermostat, all in one step. Siri now also knows how to interact with Scenes. So in the morning, you say good morning to Siri. Well, Siri can automatically prepare your home for the day and you can also control your accessories without launching an app because HomeKit is built right into the control center.

Swipe up on the control center, you can swipe to see your home controls and which ones to touch, for example, to open your garage door. Now, HomeKit also takes advantage of our interactive notifications. So if someone rings your doorbell, for example, you can ring and get a live feed from the front door camera, talk to that person on the intercom if you want, and even unlock the door, all right from the screen. lock your iPhone. Now yes. Now that your Apple TV is always on, always plugged in, and always connected to the network in your home, it can serve as a secure point for remote access and automation within your home.

So when you're on the move, you can access all your accessories, securely encrypt them end-to-end, and you can set up automation like Geofences so that when you pull into the driveway, you can make sure the garage door opens. The lights will come on and maybe even the hot tub will turn on in the back, all automatically. Now the Home app is great on the iPhone. It's also fantastic on the iPad. Many people like to use the iPad as the ultimate home control device, whether mounted on the wall or on the coffee table. And of course, there's nothing better than the remote control you always have with you on your wrist, the Apple Watch, which also comes with built-in home control support.

This is a quick update on Home. Next yes, thank you. Number nine, phone. You know, we all get a lot of calls, but we want to make sure that when you miss your calls, you have the best experience possible. Now, you can get the voicemail transcript of your incoming calls to see what they're about without having to listen to them. Of course, sometimes we're there and get a call like this and wonder what the heck it is about. And unfortunately, in China, this can be a real problem, where there is a lot of voicemail spam. That's why we now support an API extension where third parties like Tencent can automatically provide information to alert you of potential phone spam.

This will be very useful for many people around the world. Now, of course, people love to make calls using many, many different types of apps. And today, the experience is something like that when you get a call, a notification on your lock screen. Well, now in iOS 10, we have a great new VoIP API, which means your experience with incoming calls can be like this. VoIP apps can now be integrated into the lock screen. They are integrated into Recents on your phone. They are in your phone's favorites. And your contact card has been improved, so it remembers how you like to call each person and you can access them that way with just one tap.

That's why we've been working with our partner Cisco to elevate mobility in the enterprise. And now, using our VoiP API combined with your Cisco Spark app, it has never been easier to use your iPhone at work because in addition to receiving calls made to your personal cell number, you can also receive calls made to your work number directly from your iPhone. whether you're at your desk or on the go. It's really useful and that's Telephone. Next... OK, thank you. Next up, number 10 and this one is fantastic, is Messages. Now Messages is the most used app on iOS and people love to share things with Messages, whether it's photos or links to their favorite websites, but they look like that, but not anymore because now we have rich links.

So when you share links, you get website illustrations and pulled titles, it's really cool. And it's especially awesome when you can share things like videos because they can play online within the transcript. Look how that guy leaves. Now, of course, we love using our camera for sharing and we've improved the camera in Messages. Now, when you open the camera, you immediately see what is right in front of it. As someone in marketing thought, that's what someone sees when they zoom in with their camera. And you can also slide in and see your family. It's such an incongruous set of images.

Then, you can tap on them and insert them directly into your transcription. It's really convenient. Now people really love Emojis and we've now made them three times bigger in the transcript, which is fantastic. And to help you always find the right emoji, we give you emoji predictions as you type, which is very helpful. But, you know, sometimes you've written the entire message and at the end you realize that you're completely missing an emojiification. And that is why we have provided the solution. When you tap the emoji button, we'll highlight all the emojiable words here and you just tap, tap, tap, tap, emoji.

The children of tomorrow will not understand the English language. These are some great new features in Messages. But you know, we wanted to do something more fundamental with messaging because today it doesn't matter what you say, it's always the same bubble. It always... this looks the same, but not anymore because now we have bubble effects. So if you want to say it out loud, you can say it out loud. And if you want to put it more mildly, now you can do that too. And, you know, sometimes you want to convey something personal. An invisible ink offers you the way to do it.

So you can just swipe on the bubble and delete the message that way and it's a really great way to share a surprise, a little scared to see what's behind it. You can just slide. OK. Now... So sometimes you just like to send a quick affirmation, a quick tap back and now you can do it. Just tap and your thumbs up can go right there in the transcript. But you know, there is nothing more personal than your own handwriting. That's why we now support handwritten messages, such as handwriting bubbles. And you see, when it appears, the care with which the ink just sits on the transcription.

It's really beautiful. And of course, we also support the digital touch. This way you can send these very animated sketches, but also with video, photos, even things like your heartbeats. And sometimes, what you say really deserves to use the entire screen. Now messages can do that too. You know, making all of this possible in Messages has been a huge effort, a cross-functional effort across Apple. So for our demo today, I wanted to feature some cues from our engineering team and our human interface design team to provide a demo. So let's give a warm welcome to Bethany and Emron.

Let's go up. Thanks Craig. We're so excited to finally be able to show you what we're working on. Now Emron and I are going to show you the different ways we use messages, but I'll start by first jumping into a thread with my sister Lori, who just arrived at a graduation. So let's write back and tell her to give her my love and tell her that I told her happy graduation day. OK. Now, normally, I would look for the perfect emoji to add at the end. But now when I tap the emoji button to switch to the emoji keyboard, words appear all over my message that can be swapped for emoji or automatically highlighted and all I have to do is tap to replace them.

Then I'm going to tap on replace love and I'm going to choose the type of hearts I want to send. I'm going to be dazzled I think. And I can tap on happy and I choose how happy and I choose how happy I want to be. What do you think? Why don't you opt for the one that's upside down? Well, no. I'm going to-- Okay. -- yes. Hey, be you Bethany, be you. I'm going to make the eyes closed a little bit happy and I tap on the graduation and then I switch to the cap, which there's no chance, I would have found it.

None, we would have been here for days. True story. So I'm going to go ahead and send it. So, Lori simply sent a digital touch video and the amazing thing about this is that she created all of this using digital touch right from Messages. And it's a lot of fun to do, right? Yes, and it's very, very fun to watch and I'll let you know how I feel about it, using tap X, which is as easy as double tapping and sending a heart. It's that fast and fun and honestly, it's my favorite way to communicate now.

Then Lori says she can't wait to see me this summer and I feel the same way. So I'll let him know and say, "Me too." And I'm going to send this using a bubble effect. Then I just press and hold the send button. And I think her gentleness will really let her know how I feel. So I'm going to choose that one. What a great Bethany. Alright then. I think that sounded a little sarcastic. Well, I think Lori felt it, that's for sure. So now we're both going to show you how fun things have become with a group of friends.

I'm going to come in and revive a chat here by sending a digital touch photo. Now, Bethany just wants to show us how fantastic those digital touch videos look. Let's take a look at how easy it is to make one. I'm going to start the camera here. Do you want some space up here? Yes, just a little. It's a process, you know? Yes. Okay. Alright. I choose a color. What would you say, what do you think, what color? Yellow. Yellow. Very good, and I add my usual greeting and sending. It's that easy. It looks good on the big screen.

Hey, looks like Freddy is here and as always loud and always ready to talk about music and sent over an Apple Music link. And the nice thing about this is that I can show them online without having to leave my conversation. It's simply the best way to share music. Let's give and listen. Oh, the LCD sound system always sounds so good, especially on Bill Graham. Anne seems to agree, she said it herself using a handwritten message and these things are always so personal, always so fresh. Let's respond and say they destroyed it. And I'm going to do it, sending a bubble effect.

I'm going to pick my favorite, which is Slam, Bam always gets my point across. I think you abuse that a little bit, I'm just going to say it. You know what? It never gets that old. Yes. Right? It's fantastic, that one. Wow, looks like I trashed the demo for a moment. Alright, let's try a different one here. Yes. Yes. Oh, looks like we might need backup. Let's see it here, they destroyed it. There you go. Once again. That works, once again. What do you say? Yeah. Bam, it always looks good. I really consume all the time, don't I?

Yes. Well, here we go. You know what, our friends are always late to the game, they really are. Yes, that's true. It's true. OK, it looks like they're playing in San Francisco and, as you'd expect with a band like that, they're sold out. Now Bethanysent an effect with invisible ink, this is great for when you want to save something as a surprise that looks like you can have. Now, to reveal the entire contents, all I have to do is use my finger to remove the particles. Let's take a look. Oh, Bethany, you got us tickets. You know.

Always moving forward. Always responding, it seems like everyone else agrees. I'm going to show my appreciation by sending some big emoji here, be sure to include me there. And to close, let's do it with a full screen effect. We have some beautiful ones here, like beautiful balloons. Let's move on to the confetti. So I'm going to go with this one. Nothing beats a full screen moment. Those are iOS 10 messages, all of them. We can't wait for you to try it. Thank you. Thank you, Bethany and Emron. It's just amazing work. Well, those are some highlights of Messages, but you know, we thought that when it comes to expressing yourself, we could do a lot more if we could harness all the creativity of all of you developers, and that's why we're also opening Messages to developers with iMessage apps.

With iMessage apps, iMessage has an app drawer with all your iMessage apps, you can tap the plus sign and go to the App Store and search for other apps. You download them, of course. They are here in your drawer. And there are so many different types of apps you can create. From things like stickers, an artist can also create stickers without even writing any code. But developers who want to write code have access to the full iOS SDK, including camera access, so they can get amazing animated effects with apps like JibJab. You can perform more sophisticated tasks as well as payments with Square Cash, allowing you to pay someone directly through the message thread.

They can receive it and redeem it on the receiving end directly within Messages. There are many things you can do with iMessage apps. I'd like to show you a couple of possibilities in a demo right now. We'll see. So let's get into a conversation here. Look here there is a thread with the family. Now I can reply with text, of course, but now with iMessage apps, I can open my app drawer and access all my different iMessage apps, including some cool stickers. Let me dive into these Mickey stickers. We can see that they are all animated.

In fact, I can look at them like that. I can swipe through my stickers, so maybe some from "Inside Out." Here are some from "Finding Dory." If I want to send one, just tap and release it like this. It's really easy and they are a lot of fun. And now, here I received another photo and the best thing about the stickers is that you can peel them off and stick them to the bubbles. So, you know, this one would cool down if it could sunbathe around here. Maybe put that up there in the corner and then maybe seal a little bit here on the side.

So. It's really cool what you can do with these messages. Well, look, I got a message from Brian. Let's take a look at this. He says, "Let's place an order for lunch after the

keynote

." And we can see that he's actually doing it with an iMessage app. So he used DoorDash and is placing an order at Curry Up Now. Then I can tap and see what's going on. There is now a group cart where we all collaborate through the iMessage apps. I'll look at that. It looks like Phil ordered the Naughty Naan and Jaws ordered, and Brian ordered too.

So I can place my order. And I'm going to go for this deconstructed Samosa. That looks pretty good. And I'm sure Tim would like one too. And, well, it would be rude if, you know, we ate in front of you without bringing you anything. So we'll move this up a little bit here and we can add it to our cart like this and then drop it and write the messages. And it's lucky that Brian pays for this. So one last thing I'd like to show you about iMessage apps are these types of really fun interactive apps.

And an example is JibJab. So let's jump right here to JibJab. We see that there are a lot of fun things. You can scroll through and see the options which of course I can also select from a gallery of faces. Let's maybe pick Eddy and, you know, I can put him in the transcript just like that. And I think this gives you an idea of ​​the power of the iMessage apps and iOS 10. So these are the new Messages. Of course, it's fantastic on your iPhone. All of this is also available to you on your iPad. And your Mac and your Apple Watch can also receive all this interactive content.

That's Messages, part of 10 huge features in iOS 10. But of course, there's a lot more we can't have. We'll talk about it now, but I can't help but mention just a couple more things, like the collaboration with Notes. . Now you can work live with multiple people on the same note. Conversation view in Email, so you can move from message to message in a single thread on your iPhone and iPad. Live photos are better than ever. They have... We have digital video image stabilization. So they are buttery smooth and now editable too. And finally, split view in Safari on iPad.

So you can place two websites side by side in Safari on your iPad. Now, iOS 10 is a fantastic release for our users. It's also a huge release for our developers. If you think about it, experiences like lock screen with notifications. Phone, maps, messages, all the important areas of iOS are now open to developers, and many other options. But, you know, all this great work on iOS 10 would be meaningless to us if it came at the expense of your privacy. That's why, in every function we perform, we carefully consider how to protect your privacy. With apps like FaceTime, Messages, and HomeKit, we make sure to use end-to-end encryption by default and always to protect your communication.

And when it comes to performing advanced AI and deep learning analysis of your data, we do it on the device using the incredible power of your iPhone and Mac silicon, keeping your personal data under your control. And when you search the Internet, perhaps a route and maps search or a Spotlight information search, we don't create a user profile. Now, of course, one of the important tools for making software smarter is detecting patterns in how various users use their devices. For example, you might want to know what new words are trending so you can more easily offer them on a QuickType keyboard.

Well, differential privacy is a research topic in the area of ​​statistics and data analytics that uses hashing, subsampling, and noise injection to enable this type of collaborative learning while keeping each individual user's information completely private. Now, Apple has been doing some very important work in this area to enable differential privacy to be implemented at scale and we brought in the professor and researcher who literally co-wrote the book on differential privacy to take a quick look at what we were doing. and he called the work innovative. He went on to say that incorporating differential privacy broadly into Apple's technology is visionary and positions Apple as the clear privacy leader among today's technology companies.

We think it should have great features and great privacy. You demand it and we are dedicated to providing it to you. So that, well, actually it's one more thing. You know, we're really excited about everything you just saw with iOS 10. We couldn't help ourselves. We made a video. I'd love to show it to you now. Let's do it. And that's iOS 10. All developers get the developer preview today. And again, we'll do a public beta in July. Sign up now at beta.

apple

.com and we'll let you know when you can download it. And iOS 10 will be available to all of our users this fall as a free update on all of these devices.

That's iOS. Now I would like to return it to Tim. Thank you so much. Thanks, Craig. iOS 10 is fantastic and a huge release. I couldn't be more proud and excited about the incredible advancements across all of our platforms. Now, as we said before, an important part of making this platform so capable are our developers. We believe it's critical that we provide the best tools so you can build the best apps. That's why we created Swift. Swift is a powerful and intuitive programming language for iOS, Mac OS, watchOS, and tvOS. And writing Swift code is fun and interactive and applications written in it are incredibly fast.

Since we launched Swift less than two years ago, we've seen an amazing response from the developer community. There are already over 100,000 apps that have adopted the use of Swift code, including great apps like Twitter, Strava, and Lyft. Now we wanted everyone to use Swift, so we released it as open source in December and since then the adoption has been amazing. It is already the number one language project on GitHub. Swift is powerful but also simple and accessible. Therefore, it can be your first programming language. This is a very important point for us. Because Swift is so easy to learn, it has the potential to attract many more people to programming.

And this is an idea that we would like to take even further. That's why today we present a new application for iPad. We call it Swift Playgrounds. Swift Playgrounds will revolutionize the way people learn to code and they will be able to do it right on their iPad, making it instantly accessible to hundreds of millions of people around the world. There has never been anything like this. We believe it's the best way to teach everyone how to code, combining the powerful Swift programming language and the powerful capabilities of the iPad. To show you, I'd like to invite Cheryl Thomas.

Cheryl? Thanks, Tim. I'm thrilled to show you Swift Playgrounds, an amazing new app that transforms the way kids learn to code. I'll release it right now. We land on this beautiful screen full of personalized Apple content. Above there are lessons and below we have challenges. I'm going to start with the first lesson of Swift Fundamentals. We see a preview of the content with graphics and a description and I open it. It starts with an introduction to the coding concept I'll be learning and when I'm good and ready, I can tap on the bottom corner to start coding.

On the right, you can see that we have an interactive world that I can explore using touch. I'll slide it in, it looks good, and I'll pinch to zoom. This is Byte. He is my character. I think he is irresistible. And I will be controlling it with code. On the left are instructions that explain and guide me through the problem I will be solving and below is where I enter my code. Byte has been waiting patiently, so I'll tap to enter the Swift code. You can see that the commands have appeared at the bottom. These are like QuickType hints, but for the code, my goal in this lesson is to get you to the end of that path and collect the gem.

So I'll tap forward three times and then I'll pick up the gem. Look at the world on the right as I run my code. The byte advances. He follows the commands in the exact order I entered, gets the gem, and I complete my first lesson. Kids will love them. Now I can continue to the next lesson in the series or I can jump to wherever I want. To do that, I tap on the top left to open the table of contents and you can see that we've included a lot of great content here to engage and motivate students.

This one in loops, winding all sides, looks a bit interesting. I'm going to check that. Now we have a few lines of code completed. I'll go ahead and run it and see what happens. The byte advances. He gets the gem but then just stops. Poor. You'll need some help. The solution here, and I know everyone has it, is that I need to repeat that block of code four times so that Byte travels to all four sides of the world. To do that, I'll need a for loop. I'll tap the plus sign at the top to open my code library and all I have to do is simply drag a for loop directly into my code.

Now look at this. I can tap on that loop, grab the end, and just drag it all over my code. Alright, I'm going to tap on the number placeholder and set this loop to repeat four times. You can see it well. OK. Keep your eyes on Byte while I run my code. Move forward, grab the gem, do a spin and this time with the for loop added, continue. I finished another lesson and am on my way to mastering loops. Wouldn't it have been great when we were all learning to code? I mean, come on, students, let me hear it.

Come on. Swift Playgrounds is a fantastic app for mastering the basics, but it doesn't stop there. Let me teach you. I'll tap in the top left corner to go to my library in Playgrounds. I can also explore advanced coding and use the power of the iOS SDK to do almost anything I want. Turns out I have something I've been working on. It combines in an interesting way mytwo favorite things, physics and emoji. OK. You can see that this is much more sophisticated than what we have been doing. I have some emoji on the right, thank goodness.

I can tap to add more. And that's a big bee. OK. Now I can throw them too. And since these are physics emojis, they create a nice little reaction. But you also notice that everyone is falling to the bottom. And that's because it's not gravity that is fixed. So I'm going to go ahead and play with gravity a little bit because who doesn't like to do that. I'm going to double tap to bring up the keyboard. We have created a completely new coding keyboard and it is amazing. The key... mm-hmm. The keyboard has the numbers and symbols.

We are using Swift programming and they are at my fingertips. I'm going to quickly set the world angle, world.angle equal to the gyro angle. You can see it well. OK. Now, look at the bottom of the keyboard. There is a V key. It also has an asterisk. See what happens when I press and drag down. I get an asterisk for multiplication. You're going to be able to see that again. I bet you knew that, right? Look at the W key. I'm going to press and drag down to get the number two. OK. Let's see what kind of impact this had.

Let's take this full screen and run my code. Of course, because my playground now has access to the iPad hardware, when I pick up the iPad and tilt it, all of my emoji react. And that's how they like it. I have to tell you. OK. So I've shown you just a sample of what you can create on your own and a small sample of amazing lessons. That's Swift Playgrounds, a fun and powerful new way for kids to learn to code. Back to you, Tim. Thanks, Cheryl. It looks absolutely incredible. And because we combine basic coding skills with real-life code, Swift Playgrounds can deeply impact the way kids learn to code.

So today we are launching it with the developer preview. It will be in public beta next month. And it will be in the App Store when iOS 10 launches in the fall. We now believe that programming should be a mandatory language in all schools. So to help make this happen, we're making Swift Playgrounds free. And we hope that this gift to children and schools around the world will help make coding part of the school day. That's Swift Playgrounds. Now, powerful tools like these allow developers to create great applications. They also help the next generation of developers on their journey to change the world.

And to motivate this new generation of developers, we created a video about what first inspired some great Apple developers to start coding and I'd love to show it to you now. Hello world. So this is the first computer I ever coded on. At first, my biggest challenge was not having access to a computer. The first line of code I wrote was a bouncing ball. It would bounce around the screen, hit the edges, and then come back. I think the first one was like a to-do list, it was a to-do list. I remember the first time I did it when it worked and it was like magic.

I realized that I can do anything with code. Anything I can think of, I can do it. In Beirut we experience power cuts every day. Let me see if I can make a simple algorithm that can provide the power outage time. It shouldn't cost your life to give life. What happens if we compress all these health guidelines into small movies? I am a person who saw a problem and created a solution to stop or help a woman in domestic violence. What we wanted, what we needed did not exist. So at some point you just say, okay, let's do it ourselves.

Let's make an application. Well, when I start an app for the first time, I have to have a plan. We start with that little spark, that seed of a new and fresh idea. There is this fear of code, as if it is very difficult or inaccessible, but in reality it is not. Someone who doesn't even know anything about code, if they really studied some simple Swift code, they could probably understand it. Everything is possible and everything comes from that first step. Actually, the launch of the app was a great moment. I told everyone, how to download my app, it's in the App Store.

I was dancing. I called all my friends that I cried with. It's such a crazy feeling because there are so many emotions, so many desires, so many dreams. I always tell my students: do you have electricity in Beirut? My son did it. He built it. And the girls, is he single? By the end of

2016

, 1 million women will have a safe delivery thanks to the Safe Delivery application. People gather in public spaces. Create a kind of happiness. It creates a kind of healing effect for the soul. Don't touch my code. Dear Keira, young people like you are the leaders of tomorrow.

You inspire me and give me tremendous hope for the future. Michelle and I wish you all the best. Sincerely, Barack Obama. These tools are something we desperately need as we try to change the world. I think the more people can learn to code and learn to build apps, the more problems can be solved. I feel like I'm creating things that can really change the way people live, which is amazing. I want to be this amazing coder, this senior off-chain developer where everyone comes to me and says, can you fix this? And I was like, yeah, like, you know, just write the code and papaw, dadadam.

And like, wow, you can do this. Hurrah. It's really amazing to see the inspiration of so many amazing developers. I can't wait to see what this next generation of developers will create to make the world a better place. So I told you it was going to be packed. What a great morning! Great updates from - for all platforms, starting with watchOS, faster performance, better navigation, all new fitness and health features to help you live a better life. tvOS, the future of television is apps, and now it's gotten a lot better with expanded series search and single sign-on. macOS Sierra, which brings Siri and Apple Pay to Mac along with other incredibly powerful features.

And a gigantic launch of iOS, the mother of all launches, incredible new features for Messages, completely new designs for Photos, Apple News and Apple Music, and incredible new opportunities for developers to integrate their apps with Siri, Maps and Messages . At Apple, we believe that technology should elevate humanity, it should enrich people's lives in all the ways they want to experience it, whether on your wrist, in your living room, on your desk, in the palm of your hand, in the car. , or even automate your home, this is a great moment for us, four great platforms that become even more capable of working with all of you.

I'd like to thank all the developers here today and everyone watching us who has partnered with us in our quest to change the world for the better. And of course, I'd like to thank everyone at Apple, all the teams that worked so hard to make this day happen. Thank you very much and have a fantastic week.