Apple — WWDC 2017 Keynote

My desk is on the 7th floor, if you need anything you can call me. Be sure to take your ID with you because you will need a badge each time you re-enter. The cafeteria is on the fourth floor and we usually have lunch around 12:30. Great. Is this where I'm sitting? For now, yes. With the big move coming up, it's a little crazy around here. I promise you it's only temporary. Okay, thanks. Mm-hmm. Come and let us in, we need Airbnb. This is not an Airbnb. Where are we, man? I don't know. I don't even know what city we are in.

Watch out! World leaders are declaring a global state of emergency until the application situation is resolved. Selfies, anyone? Selfies, selfies! The apocalypse is near! The apocalypse is near! Good. Who wants to go first? iTunes, get your iTunes. Do you think we should have gone for the puppy face? I just ate all this pizza by myself. Hashtag too delicious to share. Pizza emoji sticker. Farm Ville 2 right here, me. Hashtag eat the food. Brian, looking for Brian. Hashtag anyone want a piece? Good morning. I'm so glad it can't really happen. Welcome to WWDC. It's great to be back in San Jose, the heart of Silicon Valley and just down the street from Apple and our new campus.

It's been 15 years since we held the developer conference in San Jose and a lot has changed. But the one thing that hasn't changed is our commitment to the developer community and our ability to do amazing things together. This is going to be the biggest and best WWDC ever. Every year, we host WWDC to bring Apple engineers and our amazing developers together in our collective mission to change the world. And I'm happy to tell you that Apple's developer community has never been more vibrant. We now have 16 million developers registered with the program around the world. And we added three million just last year.

We have 5,300 developers here this morning, our largest group yet. We have attendees this morning from 75 countries around the world. It is truly a world conference. And we have the largest number of student developers with us this morning. In fact, one of the younger ones is here this morning. Hers, her name is Yuma Sorianto. She is from Australia and she is only 10 years old. She started coding when she was six years old and already has five apps on the App Store. I met Yuma yesterday and I can't wait to see what she's going to pull off next.

And while we have some promising developers like Yuma, we have some who started a bit later, Masako. Masako Wakamiya is only 82 years old, she is from Japan and published the first app of hers earlier this year. So... So, if you haven't posted yet, there's still time. Let's give them a big round of applause. Now, let's turn our attention to our four amazing platforms. Of course, as you know, each one comes from the same core technology, but each one is uniquely expressed and designed to provide the best experience in the place where they work. We continue to power these platforms by providing you, the developers, with powerful tools and opportunities to change the world.

That's why this developer conference is so important. Now, we have a lot to talk about today. And I mean a lot. So I dispense with the updates other than to tell you that Apple is doing very well. We have six important announcements to share with you this morning. So let's jump right in and I'll start with tvOS. We recently introduced the TV app on Apple TV, iPhone, and iPad to create the easiest way to discover and enjoy TV content from all your video channels, all in one convenient place. We launched with the support of only a handful of video channels, but now we have 50 partners integrated into the TV app.

And today, we're very excited to announce that Amazon is coming, Amazon is coming to the TV app and Apple, and all Apple TVs later this year with Amazon Prime Video. And of course, as you know, Prime Video offers a lot of great content, thousands of TV shows and movies, and great original content like "Transparent", "Mozart in the Jungle", "Man in the High Castle", etc much more. We're excited to welcome Amazon to Apple TV. That's tvOS. You'll be hearing a lot more about tvOS later this year. Number two, let's talk about the Apple Watch. Apple Watch has had incredible growth in the past year.

In fact, it's the number one selling smartwatch by far. And what is most important to us is that it is again number one in customer satisfaction by far. Apple Watch is designed to help you live a healthier life. And people love the fitness capabilities, the health capabilities, the quick access to information, and even the ability to swim with it. We have some exciting updates for watchOS, and to guide you, I'd like to invite Kevin Lynch. Kevin? Thanks Tim. So watchOS is moving very fast. And I'm very excited to introduce watchOS 4 today. This encourages areas that people love.

It also introduces new ways to make the watch more personal to you. Let's start with the watch faces. Now Apple Watch is great for taking a quick look at information. And many people are using a watch face like this nowadays. And now, you have to choose what information is displayed here. So, for example, the weather, calendar and workouts, or maybe you would like to see the date, reminders and sunset. The information you like to see actually varies depending on the weather, your location, and your routines. What if we could show you a selection of information you might need automatically?

Well, Siri is increasingly becoming a proactive assistant that knows what information you need when you need it. And we've created a new watch face, powered by the intelligence of Siri. This is the new Siri watch face. Now, it automatically displays the information that is most relevant to you. And you can also access Siri by tapping on the new complication at the top left. And it automatically displays this information with the same kind of intelligence that we've applied in iOS. We are using machine learning to automatically adapt based on your routines and the apps you use when you use them.

So in the morning, I could see, for example, can you guys schedule my first meeting? And if I rotate the Crown, I can see more information from Siri. For example, reminders or even photo memories from the same time last year or perhaps from this location. And throughout the day, every time you raise your wrist, your face will dynamically update with information for you. So, for example, at noon, I might see a reminder to make a call, and I might get a pass for a flight I'm taking that afternoon. Therefore, the relevant passes in the Wallet can appear here directly on the face, even from third-party applications.

Now, at the end of the day, I can see what time the sun is going to set, and I can also access the controls I usually use in the launcher app at night. So this is a smart proactive assistant right on your wrist. And this is the new face of Siri on Apple Watch. Now, sometimes you might like less information and more graphics. And that is the soul of the new Kaleidoscope face. It shows a beautiful symmetrical pattern that slowly changes throughout the day. And you can rotate the crown and you can get this kind of trippy effect whenever you want.

And there are various styles for you to choose from. So, for example, if you use a photo like this, you can create a variety of Kaleidoscope styles. This is the new face of Kaleidoscope. Now Mickey and Minnie have been a huge hit on Apple Watch and more characters have been working to find their way. And I'm very excited to welcome back Woody, Jessie and Buzz. They'll be right at home inside the clock and there's lots of fun. And every time you pick up your Toy Story Face watch, you'll see a variety of cartoons just like this one.

There's a lot of mischief going on there. So these are three really animated new faces in watchOS, Siri face, Kaleidoscope and Toy Story. Now, let's talk about Activity. Apple Watch has already been helping many people to improve their health and fitness. And Activity is one of the most used apps on the watch. In watchOS 4, activity notifications are more personalized for you. There will be "Close Your Rings" more often. So you can start each day with some inspiration by receiving an update like this. This lets you know if you're close to achieving a milestone or what you can do to match yesterday's goals.

And these are all personalized for you. And as part of training smarter, we also present monthly challenges. And these challenges are designed to help you beat or repeat something you've achieved or came close to achieving and they're all achievable because they're based on your true story. And like all great trainers, we want to celebrate your success, so we added a little more fun when you close your rings or earn an achievement. So you get smaller celebrations for the everyday successes and bigger celebrations for the harder-to-reach milestones. Now, we've also improved the Workout app to make it even easier to use and more powerful.

Starting with the new user interface where the quick launch is right up front, you can just tap and go. It's much easier. And customers also loved the new swimming capabilities in Siris. And now we are improving swimming training in the pool with automatic series. So just by lounging on the edge of the pool, it will automatically mark every swim set you're doing. And at the end, you'll even get your distance for each stroke type and your pace for each set you're doing. We are also creating-- It's great, swimming in the pool is very popular. We've also created some custom movement and heart rate algorithms for a new type of training called high-intensity interval training.

Now this is one of the most popular workouts in the world. So we know that it is going to be the favorite of many of you when you start using it. Now, if you like to do more than one workout in a row, it's now super easy to swipe through a current workout and then add another by pressing the plus button. Just press more and I can continue with another workout. For example, you could do outdoor cycling here. Just tap and go, super easy now to do multiple workouts in one session. Now, many people are doing the workouts inside a gym.

And when you use the gym equipment, you have data that the Apple Watch doesn't have, and the watch has data that the gym equipment doesn't. So you end up with numbers like calories and distance that don't quite match up. So in watchOS 4, we have found a great solution for this. We are enabling real-time two-way data exchange with gym equipment for the first time. So, just tap your Apple Watch, on an NFC reader on the gym equipment. Your watch will automatically launch the training app and you will be able to connect. And then the watch reads your heart rate and sends it to the computer.

And data like incline and speed is sent from the computer to your watch. And when you start and stop a workout on your gym machine, it does the same on your watch. So now, all the information matches up, it's much easier and much more accurate. This is now being supported by the world's largest gym manufacturers, who provide around 80% of the equipment in gyms today. And Apple Watch-enabled equipment will roll out starting this fall. Now let's talk about music. Apple Watch paired with AirPods has truly become a magical combination. And where the redesign of the music app and the clock make this a really cool experience.

With the new music app, we'll automatically sync music for you based on what you like to listen to. So, for example, you'll automatically get your Apple Music mixes as new music and freshly updated favorites on your watch. And the app simply features beautiful album art and playlist images and you can navigate by turning the digital crown. When you get the album you like, you can just tap and play. So you can easily play your music now and we support multiple playlists and music on watch now. So the music you love will be ready when you are, making Apple Watch and AirPods a truly magical listening experience.

That's the new music app. Now, let's take a look at this. For a quick demo of watchOS 4, please welcome Vera Carr from the Watch and Health Engineering team. Thanks Kevin. Good day. I'm so excited to be here. The first thing I want to show you is the new document. I can now scroll vertically through my recently used apps, like the new music app. Using the document makes finding the apps I'm looking for easier than ever. Next, let's look at the new smart watch faceSiri. Here in the morning I was able to see things like the weather for today and my upcoming events.

Later today, I'm going back to San Francisco to see my parents. And in the afternoon, Siri's face will proactively update to tell me how long it will take to get there. Tonight, we're going to see the new "Alien" movie, which I'm really excited about. Nobody spoils it for me. For any content on Siri's face, you could directly access the app for more details. Here, for example, Siri's face has my ticket, so tonight, I can just raise my wrist and with a tap, they'll be good to go. Siri's face also shows me timely content like photo memories and news.

Here's a news headline curated for me by the new News app now available on Apple Watch. In the app, I can view stunning photos, catch a glimpse of top stories throughout the day, and save them to read later on my phone. We've also integrated our new activity training notifications right into the face of Siri. Now, when you're nearing the end of your day or close to closing your rings, our trainer algorithms will tell you how far you need to walk to reach your movement goal. Before this, I was walking a lot nervously, so now I only need to walk for 16 minutes.

Let's close those circles. We've added something new here in Training that's really cool. Music motivates me instantly, and now in watchOS 4 I can choose a playlist that automatically starts with my workout. Let's do it. And when I'm working out, I can swipe left and control my music right here. These are just a few of the new features in watchOS 4. I can't wait for you to try it out. Let's go back to Kevin to tell you more. Fantastic job, Vera. Thank you. There's a lot more to come in watchOS 4, including, for example, a new flashlight in Control Center, which you can also use as a flashing safety light when running at night.

So much, much more is happening here. Now, of course, we have a number of updates that enable great apps from developers on watchOS, including better support for apps running in the background, faster app responsiveness, and some new UI capabilities. user. And now we also support native Core Bluetooth on the watch, which will enable experiences for apps that work with the small devices around you. So, for example, continuous glucose monitoring, directly from the Dexcom sensor to your watch, or a Zepp Tennis, which connects to a sensor on your racket for real-time swing analysis when you're playing, or a sensor that connects your watch to your surfboard so you can see the height of the waves you're riding and how many calories you're burning while still in the water.

So there are a lot of new possibilities here for watchOS. The developer preview is available today to get you started. And there's a free update for everyone on all watches this fall. And that's just some of what's coming in watchOS 4. Please welcome Tim back to the stage. Thank you. Thanks Kevin. WatchOS 4 is a big update. Now, let's talk about a product that, in many ways, is the heart and soul of Apple. And of course, I'm talking about the Mac. There's never been a computer like the Mac. The Mac is so important to fueling passion and creativity in the world.

It's a computer we all love to use, and no one can match the Mac's deep hardware and software integration. And, of course, at the heart of the Mac experience is macOS. And to fill you in on what's next with macOS, please welcome Craig Federighi, Craig. Thank you. Thanks Tim. Hello good morning. Well, let's talk about macOS. Now our current version of macOS, of course, is macOS Sierra. Now, Sierra has brought Siri and Apple Pay to the Mac, letting you put your documents and desktop in the cloud and even unlock your Mac automatically using the watch on your wrist.

Now, people love Sierra and we love her too. So, we wanted to spend this year perfecting it. Of course, the question is, what do we call it? So we once again recruited our crack marketing team. They were in a daze to hop on their minibus and this time venture east into the Sierras, but this time ascending to their highest peaks. And when they finally came back, they had a name that they said felt really, really good. And I'm privileged to announce to you today, macOS High Sierra. Now, we talked to the guys and we said that there could be… this could be misconstrued, but they assured us that this name is completely baked.

So... Now, High Sierra is all about deep technologies that provide a powerful platform for future innovations on the Mac. But we couldn't help it, we also added some improvements. And it starts with Safari. Now, Safari is known for its efficiency and legendary battery life, but Safari is also blazing fast. In fact, we benchmark Safari on the same hardware running macOS and Windows against all the popular browsers and Safari tests them benchmark after benchmark, JetStream, Speedometer, MotionMark. Safari beats them all. That's right, Safari is the world's fastest desktop browser with High Sierra. And Safari's dominance continues with the new modern version of JavaScript, ECMAScript 5.

We can see that Safari offers 80% faster performance than Chrome. Now, in addition to being blazingly fast, Safari also helps give you a smooth browsing experience. Now, you know, sometimes you'll read an article and instead of finding something to read, you get this. Just some loud audio and video that plays automatically and interrupts your entire reading environment. Well, now don't worry because we have autoplay blocking in Safari. Safari detects sites that shouldn't play videos and puts you in control. You can always press play. Now, Safari is also key to respecting your privacy. Now, have you ever had this experience where you go to buy something on the web and even complete the purchase?

And it seems that wherever you go on the web, it just follows you. It feels like you're being tracked and that's because you are. Not anymore, because Safari has smart tracking prevention. Safari uses machine learning to identify trackers, segregate scripting data between sites, save it, so now, your privacy, your browsing history is yours. It is not about blocking ads, the web behaves as usual, but your privacy is protected. Next, I want to talk about some improvements to Mail, and it starts with search. So, in addition to providing topical-based searches, search in Mail now uses Spotlight to identify its top results.

Therefore, the message you are looking for is almost always at the top. And if you like using Mail in full screen, we now support Split View for your compose window. It's a great way to compose email. And Mail is more efficient than ever. In fact, it uses 35% less disk space to store your mail. Now probably our biggest area of ​​refinement in the High Sierra is in the photos. Now-- Yes, photos have new organizing and editing tools. There's a persistent sidebar and a new view that has all your imports in chronological order. And in any view up here in the top right, you can filter by your keywords, by your favorites, just by media types like video, so it's really easy to get to exactly what you're looking for.

We have also improved the faces. It recognizes many more faces automatically using advanced convolutional neural networks. And when you struggle to categorize and name people, well, that now automatically syncs across all your devices. Now, we also have some great improvements to editing within a photo. So you can see here on the right hand side, all the editing tools. And there are a ton of cool new ones, including Curves, which lets you adjust the color and contrast of your image. And Selective Color will teach you how to modify color in a selective range. And I think you're going to like it because if you like to make edits in a ProTool like Pixelmator or Photoshop, well now when you switch to that other editing tool, all your edits are automatically synced to your photo. library.

Now, Apple pioneered printed books. Project-based, you build within the photos app. And now, we're opening this up to third parties. They are going to offer amazing new printing services, full framed walls, photo mounts and even publishing websites all based on projects within photos. Those are some quick refinements, but now I want to get back to the main story and that's technology, this, because we've dug into the fundamentals, data, video, and graphics. And when it comes to data, the fundamentals are in the file system. Now the Mac file system has its roots actually, HFS from 30 years ago.

Well, a lot has changed since then. We have a lot of flash drives or the storage is a billion times bigger and it's time for a more modern file system. Therefore, I am happy to announce that we will be bringing the Apple File System to macOS as our new default system. APFS is now a completely modern file system, 64-bit from top to bottom. It's safe and secure with built-in failover protection and native encryption. And it's ultra-responsive with modern features like instant file and directory cloning and high-performance parallel metadata operations. Now, what does that really mean in practice?

Well, let's take a look at a simple file duplication within Sierra. So let's go up to the File menu. It's like a duplicate in these very large video files. And it will be copied. And as expected, there's a lot of data to be copied here, so it takes a bit of time, almost done, there we go. Now, let's look at that in High Sierra. Well, we're going to go up to the File menu, we're going to subduplicate and that's it. Video below. Now the current standard in video is H.264. In fact, H.264 has really enabled the revolution of HD video streaming on the Internet.

But of course the game goes from HD to 4K and 4K high dynamic range video. And there's a new standard to support this, it's H.265 or HEVC. And you want your video to look great, retain all the detail and color, and HEVC does it while saving up to 40% more compression than H.264. Now, we're adding software encoder support to High Sierra for all Macs and HEVC hardware acceleration for newer Macs. And we're also integrating it into ProTools, like Final Cut, Motion, and Compressor. Now, I want to get back to our main story, which is graphics and graphics is all about the GPU.

The GPU has been the performance superstar of the past decade, delivering incredible gains in computing performance. Now our API for high performance graphics is Metal. And the developers have taken incredible advantage of Metal. This is Dawn of War III from Feral Interactive, amazing graphics. This is Blackmagic's DaVinci Resolve, which can speed up many editing operations. And of course, we even use Metal within photos to do machine learning when identifying your photos. But we've learned a lot working with developers and their adoption of Metal and we have a new version to announce today. And you'll never guess what we call it.

It's Metal 2. Now, Metal 2 is tremendously fast. In fact, it has great optimizations and new APIs that, when adopted, provide another 10x improvement in draw call performance. Now some of you remember when Metal first came out it had a 10 times improvement over OpenGL. You can multiply those numbers together. That's a hundredfold improvement. We now also provide better debugging and performance analysis tools so you can optimize your application for Metal. And we're so excited about the advancements in Metal 2 that we've taken Mac Window Server and put it on top of Metal, speeding up things like Mission Control. And some of our most challenging system animations are now buttery smooth every time.

Now, Metal isn't just about graphics. We are also using it for machine learning. Now you can speed up: Yes, we have Metal performance shaders to speed up all kinds of deep learning algorithms. Another Metal news today is Metal for External Charts. So you know our MacBooks have this tremendous balance between portability and power. But sometimes, for some workflows, you need even more power. You want to take advantage of the amazing Thunderbolt IO on your MacBook Pro to access external graphics. So we're going to make this possible in Metal 2. Now, we start with the dev kit that will be available today.

In fact, you can order a Thunderbolt 3 enclosure with a high-performance AMD GPU and tune your applications for high-performance external graphics. And then we'll be supporting all of our customers in the coming months. Now, with this graphics powerhouse, we're really doubling down on our focus on content creation.professional. And that is increasingly about creating VR content. And so, we're bringing VR Metal to High Sierra. Now Metal offers a visualization pipeline optimized for virtual reality that provides extremely high performance. And we're optimizing our Pro apps like Final Cut to do things like edit spherical video within the VR environment.

We are also working with Valve. They're bringing SteamVR, SVK to the Mac. And we're working with Unity and Unreal to bring their engines for VR to the Mac. It's really cool and you might see a little more from us later today on this topic. So that's a quick look at macOS. Some great technologies with Apple File System, HEVC Video and amazing graphics with Metal 2 support for external graphics and Mac VR support and of course a bunch of fantastic refinements. Now, macOS High Sierra is available to all of you today as a developer beta. And if you sign up at beta.

apple

.com, we'll also have a public beta available later this month, and of course it'll be out there as a free update this fall on all Sierra-compatible systems.

Now, that's your update on macOS High Sierra, and I'll pass it on to our VP of Hardware Engineering, John Ternus, so he can tell you more about the Mac. Thank you. Thanks, Craig. So we have some great updates to talk about today that span much of the Mac product line. And let's start with the iMac. Now, the iMac has been the gold standard of desktop computers for many years, but we're raising the bar once again. And as always on the iMac, it starts with the screen. Because iMac 4K and 5K Retina displays with their high resolution, excellent brightness, and P3 color gamut, are the best displays on any desktop.

But we are going to make them even better. So these new displays will now be 500 nits. That's 43% brighter than the previous generation. And for the first time, we'll support 10-bit dithering, which means these displays can reproduce up to a billion colors. Therefore, your content will look more real than ever. Now, in addition, we have excellent internal updates for these iMacs. So we'll start with the CPU because the entire line is moving to Intel's 7th generation core processor aka Kaby Lake. Now, Kaby Lake gets these better base and turbo frequencies for increased performance, as well as hardware-based HEVC 10-bit decoding, which is great for playing high-quality video.

Also, these iMacs are getting better when it comes to memory capacity. So 21.5-inch systems can now be configured with up to 32 gigs of memory. And the 27-inch can go up to 64 gigabytes of memory. Both are double what the previous generation can do. Now, fast storage has always been a key part of the iMac. So now we're going to make our Fusion Drive standard on all 27-inch setups. And it will also be standard on the higher-end 21.5-inch configuration. Additionally, our SSD options will be up to 50% faster and will now be available up to 2 terabytes. And iMacs are also getting an IO upgrade because we're giving them two USB-C connectors that support Thunderbolt 3.

And we think our customers, especially our Pro users, will love this because you can do some cool stuff like a RAID array of high performance and a 5K external display at the same time. So now, let's talk graphics. And as you've heard before, we're investing heavily in graphics software technologies like Metal 2. Well, we're also investing in graphics hardware. And each configuration in this new line of iMac will see a big boost in graphics performance. So, we'll start with the entry-level iMac. Now this system gets a boost to its integrated GPU via Intel's Iris Plus Graphics, which now has 64 megabytes of eDRAM.

And the performance that we're getting from this is pretty amazing because this system is up to 80% faster in graphics than the previous generation. Now next up is the 21.5-inch iMac with Retina 4K display. And the big news here is that we're moving to discrete graphics and making it standard on all 4K iMacs. And that's coming-- There you have it. And that will come in this Radeon Pro series GPU with up to 4 gigabytes of VRAM. And again, this move to discrete graphics yields a pretty dramatic performance boost because this new system is up to three times faster than the previous generation for graphics.

Now, finally, we have our 27-inch iMAc. And this is our most popular desktop for our Pro customers. So obviously there's going to be a graphics boost today as well. So you'll have these Radeon Pro 500 series GPUs with up to 8 gigabytes of VRAM. And again, we get a huge performance improvement. In fact, this 27-inch iMac can now give you up to 5.5 teraflops of graphics. Which makes it a great platform for VR content creation. We've actually sat some developers down with this new iMac on High Sierra so we can see what they can do with VR on the Mac.

And I'm really excited that we can give you a demo of some of this amazing work right now. So I'd like to invite to the stage, here from Industrial Light & Magic, Academy Award-winning visual effects artist and creative director John Knoll. John. Thanks, John. At Lucasfilm's ILMxLab, story, concept design, and technical development are all intertwined. They come together so we can create immersive experiences for people to enjoy at home, in theaters, and in theme parks. Now, I've always done my art and development on the Mac, so I'm very excited about these new iMacs. I really love the platform, so I'm especially excited to be able to share some of our VR content created on these new iMacs and Epic's Unreal Engine.

I'm joined by Lauren Ridge, a programmer from Epic who will be backstage running our demo. Working together, we can work in real time to create an immersive experience as we step into the "Star Wars" universe. Now, Lauren is backstage so we can show her the environment around her. And now, we'll show you from my perspective. Here, we are on the planet Mustafar. Thanks to native VR support in macOS High Sierra, I can use the Unreal Engine editor to create content within the VR experience. And for the first time, everything works with my Mac. On my left motion controller, I have my radial menu, which accesses my artist palette.

Now on the right, I have the laser that I use to interact with the world and some fire here. So let's try that. Very good. Very pretty. Let's do a little preparation. What do you have? Let's see. Let me open my content browser. It has all the assets I need to dress up my scene. I think I saw that landing site for an Imperial shuttle around here, so let's bring one of those over. In fact, we've set up smart assets so they know exactly where to come in for their landing. Great, okay. Can we go wide?

Sure. I can grab them with both hands and increase my scale. I can also use this to rotate the world around me. Very good. I have a TIE fighter here too, so let's get one of those. With over five and a half teraflops of GPU performance, object manipulation is super fluid and truly intuitive. Great, okay. Can we have a squadron of those flying overhead? OK, how about from there on the horizon? So, there by the castle. Right. Perfect, okay. Right, let me teleport down. Hey, seeing the castle back there reminds me that we're missing an important element.

Right, how could I forget? Very good. Nice. Alright, that's really good. I saw that against the sky back there. Can we get closer? Sure. It's really cool how Metal 2 unlocks Unreal's advanced rendering feature set to the map. Wow, yeah, very nice. Alright, now let's play the scene from here. Good. Oh, he's upset. It's the third this week. Wow, I'm glad you didn't see me there. I wouldn't be so sure about that. Alright, actually, let's stop it right there. That was close. Well, it's really nice to see the iMac render this level of graphics in VR mode at 90 frames per second.

Really great. Very good, thank you, Lauren. Metal 2 and Unreal's-- or Epic's Unreal Engine would enable the next generation of storytellers. We use this technology in our film production every day for virtual set research, art direction, and shot design. And that means this immersive content can be made by the same people who bring you the movies. That is incredibly powerful. At Lucasfilm and ILMxLab, we can't wait to use our Macs to create new experiences as we invite people everywhere into our stories. Thank you. Good thank you. Thank you, John and Lauren. That was amazing. That's our update to the iMac line.

And long story short, they have the best Mac displays we've ever made, faster processors, bigger memory, ultra-fast storage, Thunderbolt 3, and, as you've seen, incredible graphics performance. So here's the line and... but there's one more change because we're going to bring even more value to the iMac product line. For the first time, we're getting an iMac 4K that starts at just $1,299. But the upgrades don't stop with just the iMac because we're also upgrading our laptops today. And together, MacBook and MacBook Pro make up the strongest line of laptops we've ever had. But we're going to make them even better because we're moving to Kaby Lake here, too.

And we're bringing faster SSDs to our MacBook and faster standard graphics to the 15-inch MacBook Pro. So a huge performance boost across the board. So here's that lineup. But just like the iMac, we're also going to bring more value here because we're going to have a new configuration of the 13-inch MacBook Pro that also starts at just $1299. So there you would have it. We've updated seven of our most popular Macs, and the MacBook Air will also get a megahertz boost. And even better, they all ship today. Now, we care deeply about the environment. And as with all of our products, we've been working hard to ensure that these new Macs are free of harmful chemicals, highly energy efficient, and highly recyclable.

So that's all we're updating today. But, in reality it is not all that we want to show you today. Now the iMac lineup is incredibly broad. It ranges from an entry-level system that's perfect for use at home or at school, all the way to that powerful 27-inch model that empowers professional customers to create amazing things every day. But with that said, there's another class of Pro users who would love to take advantage of the iMac's display and design, but need workstation-class performance that can't possibly fit in an all-in-one. Well, we wanted to challenge that assumption, so we've been working very hard to see how far we can take the iMac.

Now this won't ship until the end of the year, but I'm really excited to be able to give you a sneak peek at what we've been up to, and here it is. Cool. That's the new iMac Pro. Now the first thing you'll notice is that it features the same great design as our 27-inch iMac, but it's finished in a really badass space gray. And with that stunning new color and gorgeous 5K display, this is hands down the most beautiful iMac we've ever made. But it will also be, by far, the most powerful iMac we've ever made.

In fact, this would be the most powerful Mac we've ever made because… because we're actually putting workstation performance into our amazing iMac 5K design. Now, to do that, the team had to completely rethink the thermal architecture, and they came up with this really efficient dual centrifugal fan solution that generates significantly more airflow than a traditional iMac. In fact, iMac Pro has a more than 80% increase in cooling capacity. That means we can deliver incredible performance while maintaining the quiet operation you'd expect from an iMac. So let's talk about what's inside and I want to start with the CPU because we wanted to go really big here.

So the iMac Pro will ship with an 8-core Xeon processor. But it will also ship with a 10-core Xeon processor. And then we're like, you know, we've come this far, let's go really crazy. So we're going to offer it with up to 18 cores. That's a ton of computing power. But we didn't want to stop there because we also wanted to do great things with graphics. So the iMac Pro will use AMD's Radeon Vega graphics. This is a new workstation class graphics architecture. It features a completely new GPU core and high bandwidth on thepacked memory. It will be available with up to 16 gigabytes of VRAM and more than 400 gigabytes per second of memory bandwidth.

And we're not going to use an entry-level configuration here because our implementation will offer up to 11 teraflops of single-precision computing power. That's three times more than the best GPU in the Mac Pro. But it's actually even better because this Radeon Vega GPU can also perform half-precision calculations. That means the iMac Pro can deliver up to 22 teraflops of medium-precision computing. This is a big problem for things like machine learning development. So the iMac Pro, as you can see, is going to be a monster when it comes to graphics, but we didn't want to stop there either. So we'll let you configure it with up to 128 gigabytes of ECC memory.

That's double what you can do on a standard 27-inch iMac. And up to 4 terabytes of 3 gig SSDs per second. Now iMac Pro will also have a full complement of high-performance I/O including four Thunderbolt 3 ports and, for the first time on any Mac, built-in 10 gigabit Ethernet. And with all that cutting-edge I/O, you can do some amazing things. So you can connect two 5K displays in two high-performance RAID arrays, something that's never been possible on an iMac before. And when you combine that with the internal display, that means the iMac Pro can handle up to 44 million pixels.

There is much more. We don't even have time to get into things like a 1080p FaceTime camera, a user-configurable VESA mounting option, twice as extensive AVX instructions, and even a UHS-II SD card slot. So with all these high-performance technologies and our incredible 5K display, this iMac Pro will be an incredible workstation for things like real-time 3D rendering, high frame rates, immersive virtual reality, machine learning development and all of those cores and all that memory, super fast code compilation. Now speaking of workstations, we wanted to compare the initial configuration of the iMac Pro with what's on the market.

And so, if you were to go out and build a comparable-spec system today, it would cost you upwards of $7000. And keep in mind, it's a system that doesn't have a best-in-class 5K display. It doesn't have the amazing all-in-one design of the iMac Pro. And then, obviously, it doesn't run Mac OS. Well, this is the initial configuration of the iMac Pro and we're going to price it at just $4999. And it will be available in December. This is a sneak peek at iMac Pro. It packs workstation performance into our stunning 27-inch iMac design with its gorgeous 5K display.

And it's going to be the most powerful Mac we've ever made. That's all our Mac news today. Now, back to Tim. Thanks John. Alright. So many great things that happen with the Mac. And John, I agree that the iMac Pro is really cool. Alright, next one. Let's talk iOS. The best and most advanced mobile operating system in the world. Our customers love the latest version, iOS 10, which has an industry-leading 96% customer satisfaction rating. And it's absolutely amazing that 86% of our customers are using iOS 10 and taking advantage of its capabilities. This beats the other platforms that suffer from horrible fragmentation.

With iOS, developers can always target the latest capabilities and features of our latest operating system and be sure there are clients out there for them. Now, today, we're going to take the world's best and most advanced mobile operating system and bump it up to 11. And I'd like to invite Craig back to guide you. Craig? Thanks Tim. Hello again. Let's talk about iOS 11. It's big. Right now, we have a big focus on the technologies in iOS 11, but also on some really important features. We have a lot to talk. Let's start with Messages. Everyone knows that in iOS 10 we had iMessage apps and stickers.

People had a lot of fun with this. And now in iOS 11, we're making them more discoverable, and always with this redesigned app drawer. You can see that you have your apps accessible right there at the bottom of the screen with just a tap, you can open them, scroll through them and tap on any app. Too easy. You will find it very fun to use your apps and stickers. Now the big story with messages is messages in iCloud. Because now with your iMessages and iCloud, when you sign in on another new device, all your conversations are automatically synced.

In fact, they stay in sync. So if you want to remove an embarrassing message that you don't want on your transcript, it disappears everywhere, which is nice. So this of course allows us to optimize your device storage because with your messages in the cloud, we only need to keep your most recent messages cached on the device and that makes for smaller and faster backups. available for iOS and the mac And of course, your messages remain end-to-end encrypted. Next, Apple Pay. So we love using Apple Pay to buy things at retail. In fact, Apple Pay is the number one contactless payment service on mobile devices.

And by the end of the year, it's going to be available at over 50% of retailers here in the US Yes. But in addition to paying retail, we use Apple Pay in apps, we use it on the web. We wanted to conquer one last frontier: Apple Pay for person-to-person payments. Now, it's super simple because it's built directly into messages as an iMessage app. So you can send and receive money right on your transcript. Of course, when you send it, you authenticate securely with Touch ID. And if you get money with iMessage, it goes to your Apple Pay cash card.

And from there you can send it to friends and family, if you're charitable you can make Apple Pay purchases in stores or on the web. And of course you can take it out and transfer it to your bank. And it's available on all these iOS devices and Apple Watch as well. Thank you. Next, let's move on to Siri. Siri is now used on more than 375 million devices every month. It is absolutely huge. And it's available in more languages, in more countries than any other system, 21 languages ​​and 36 countries. So for iOS 11, we're making a big update to its main interface to deal with Siri, not Siri voice.

We've used deep learning now to create a really natural and expressive voice for Siri and I'd like you to hear it. Here's the forecast for the next 10 days. Sunny, sunny and sunny. Three different ways to say sunny. Very powerful. Now, Siri is also male voiced and it sounds fantastic too. I love machine learning, especially since I'm a machine learning. So Siri is also a great new visual interface. And it can provide you with follow-up questions and answers with just one tap and multiple results. When you make a query, it is very helpful. Now, Siri also has a new ability, translation only.

So now you can ask something like, how do you tell what are the most popular dishes in your restaurant in Chinese? And Siri can say Totally. Now the translation will initially support translation from English to Chinese, French, German, Italian and Spanish with more language combinations coming in the coming months. Now when it comes to using Siri to access other apps, we have SiriKit. And SiriKit can now do more than ever before in iOS 11. So now you can manage tasks using Siri to do tasks and OmniFocus, take notes in Evernote, do banking on Citi Mobile, or even open a QR code in WeChat. .

Now, Siri isn't just a voice assistant, because with Siri Intelligence, Siri not only understands your voice, but also understands the context. understand your interest Understand how you use your device. And this allows you to ultimately understand what you want next. Now, we've all experienced this where Siri can help us predict what apps we'd want to use next, give us a time to leave a notification based on our calendar and where we are, help us respond to a text. In iOS 11, Siri uses on-device learning to better understand the topics we care about. So it can actually suggest topics that we might be interested in learning about in the news.

It can help us reply with our location to get to someone in messages. And even help us make a calendar appointment based on something we just booked within Safari on the web. And what Siri learns about you on your device now stays in sync across all your devices. So you're dealing with a Siri but of course this is kept completely private, only you and your devices can read it. Next, let's talk about the camera. People love the fantastic cameras on the iPhone 7 and 7 Plus. And in fact, our customers now take a trillion photos per year. It's absolutely amazing.

And they also take a lot of videos. And today, they do it in H.264. But now, with our latest iPhones on iOS 7, they get or use HEVC, which gives us up to two times better compression for video captured with the camera, which means less used storage space on your device and less used space on your screen. cloud. And we're applying these same techniques to replace JPEG capture with what we call HEIF, High Efficiency Image Format. It is based on HEVC and also provides impressive quality images at half the size of your device. And of course, you can still share in a completely compatible way with others.

Now with the iPhone 7 Plus, we love taking these beautiful portraits. And now with iOS 11, we can take pictures in low light using optical image stabilization, True Tone Flash, HDR offers incredible image quality. And we're taking the depth information that we can capture with two cameras and exposing it to developers with a new Depth API that has allowed them to make incredibly fun and artistic photos like this one using the Depth API. Now when you are done taking your photos, go enjoy them in the Photos app. And one of the ways that I love to enjoy them is with the Memories feature because Memories can scan my library and find all kinds of fun events.

And now, you can do more than ever. It uses machine learning to identify things like sporting events, even weddings, anniversaries, baby memories. It's really great. And when you go to play them, you can view them not only in normal landscape orientation, but also in portrait mode making the most of the height of your screen. Now, when it comes to live photos, we also have some great improvements. So now you can crop your live photos, video around the still image. You can mark any part of the video as your key photo and much more. So, these are some of the great features of iOS 11.

There is another one that is a major redesign, the Control Center. Instead of showing in slides, how about we do a demo? Alright, let's take our first live look. No, I don't want to do that. Let's take our first live look at iOS 11. Now, I'm going to show Control Center as usual and what you'll notice is that Control Center is now a single page. Gather all the features on a single page. Now of course it has simple switches, I'll just do an orientation lock. It has a beautiful little animation there for the orientation lock. It has sliders available so you can adjust the volume like this.

But it provides more depth because with 3D Touch, 3D Touch on a slider like this and you get access to more controls. And this allows us to package a lot of capabilities very easily into the design. As you can see, we have our wireless controller, so I can only touch Airplane Mode. But if I do 3D Touch on the turntable, I have access to even more features. And this is really great with your music because you can operate them here or jump over to learn even more. So it's a really cool new Control Center and I think you're really going to love it.

Now, we have also taken this opportunity to redesign the lock screen and notification center making them one. So now when I'm on my lock screen, if I unlock the device, just like that, now I can swipe down. I'm actually on my lock screen seeing those notifications, but I can access all my other notifications just by scrolling up, like this. It's a great unification and you still have access, of course, to your widgets on the left and your camera on the right. Now let's take a look at the photos, these beautiful portrait photos but also these great live photos.

And, you know, Live Photos captures a still image, but also a lot of automatically captured video around it, and sometimes the best shot wasn't the still image. Well, now we can go into edit mode, we can crop this video if we want, but we can also just capture the frame that we want and make it our key shot. Now, we can do other really fun things with live photos. Now here's a great shot, this girl blowing a bubble. But would it be better...great if she could just keep blowing that bubble? Well now, she can. In fact, we use thecomputer vision to compute a continuous loop around this live photo.

It's really fun. And we have another great effect. So here's a fun jump in the pool. But wouldn't it be better if it bounced? There is. Now, we can also do some artistic things with live photos. So, you see, this is a shot where we have a still landscape but then there's movement in the water. Now, if you wanted to capture this kind of movement, traditionally you'd have to get a tripod and figure out how to set a long exposure on your high-end camera. But now you can actually go into effects here and select Long Exposure.

And check it out. It's really beautiful. Now, let's take a quick look at the memories. Because you see, memories can now capture things like activities, like scuba diving. You can spot your anniversaries, these really touching memories of your kids growing up, and most importantly, your pets. Let's put on a movie about, you know, these pets. And what we'll see is, of course, we traditionally play them here in landscape format, which is a great way to watch video. And, of course, Memories uses computer vision to identify photos of your pet and choose the best scenes. Now, the best part is that I can also rotate my phone now in a vertical position and it automatically reformats to take full advantage of the screen height.

And that's a quick look at Memories. Now with Memories, we're using machine learning to help it learn more about you and what interests you by looking at your library of photos. But now in iOS 11, Siri does a lot more to learn how you're using your device. So, for example, if I'm on Safari here and I'm reading about Iceland, maybe I'm considering taking a trip there. Here is Reykjavik as a good place. Well now, Siri actually on my device picks up my interest. So when I go to, say, News, Siri automatically shows me a recommendation that you might be interested in news about Iceland.

I could tap and heart this one like this. And if I touch a particular article, we can see that it mentions certain places in Iceland. I think this one is called Snaefellsnes. I hope it's okay with anyone who speaks Icelandic. But the good thing is that now Siri is learning this vocabulary. She knows that it could be something that I am going to use in my communication in the future. So when I go into messages and I start typing a message and let's say I start typing Reykjavik, check it out. He learns that Reykjavik is probably a word he could spell.

And what about... there it is, Snaefellsnes. Pretty impressive. Now, let's take a look at the stickers. Because you'll notice that now, right at the bottom of the screen, we have access to all of my sticker packs. I can tap on the bottom here on my Star Wars sticker pack, I can tap and swipe and say select Music. And now we have Apple Pay here as a messaging app. But what's cool is that if I get a message that I owe someone money, you'll notice that the quick-type keyboard automatically brings up Apple Pay as an option and selects the amount you might want to pay.

I can only tap the Pay button, submit and authenticate with my fingerprint. And so, I have paid with Apple Pay. And that's a quick demo of iOS 11. But wait, there's more. It starts with maps. Now in iOS 10, Maps bring a beautiful new clarity to navigation. And now we're giving you enhanced information for when you arrive at the mall. Therefore, we now have detailed shopping center floor plans with location cards, directory and search. And we let you navigate by floor. And we're going to support malls and all these cities from the start and hundreds more a month thereafter.

And we also take the support to the main airports. You can see where security is so you can plan. Now, we will support all of these airports to get started, and again we will build more over time. And of course we have more navigation improvements. So now on the top left you can even see your speed limit, I hope you're paying attention to that, and lane guidance so you know which lane you need to be in to make your next move when navigating. Now, we know that besides navigation, people like to do more with their phones while driving.

And our safest solution for doing this is CarPlay, it lets you keep your eyes on the road while you do things like ask Siri to play music. Well, we wanted to bring this same level of security to everyone who might not have one of the 200 car models that currently support CarPlay. And we are developing "Do Not Disturb" with a new feature we call "Do Not Disturb While Driving". And it's all about keeping your eyes on the road. When you're driving, you don't need to respond to these kinds of messages. In fact, it is not necessary to see them.

Now when you install iOS 11, we'll use Bluetooth to find out if you're connected to a car. Or even if you don't have Bluetooth, we're going to use the WiFi Doppler effect to measure that you're moving around in a car. And when that first ride is over, we're going to suggest, hey, how about we turn on Do Not Disturb While Driving. And when we do, instead of seeing all those notifications, we've got this new UI for you. Now, if you're tempted and try to turn on your phone, you'll actually get this, a little reminder that you're not getting notifications while you're driving.

But, of course, you may be sitting in the back seat, in which case you can tell us, "I won't drive and you could pass." But what if you're driving and someone texted you? Well, now they can get an automated reply that says, "I'll see your message when I get to where I'm going." And you can also let Select People break through if it's especially urgent. You can rest assured that they can contact you and respond urgently and that message will pass. We believe that this is going to be a very important step in car safety. Next, HomeKit.

So HomeKit provides a secure and private way to automate all your devices, your home accessories and you can do it directly within the home map and control them here. And also, of course, use your voice with Siri. Now, almost every major accessory manufacturer offers great HomeKit accessories in all of these categories, from security cameras and door locks to lights and fans. But there is a category very close to our hearts that we wanted to add to HomeKit. And that's Speakers. Now you'll be able to set up your speakers within HomeKit and access them through our new AirPlay 2 protocol.

Build multi-room audio across all of iOS. So you can play music to select speakers throughout your home right from the Music app. And with Apple Music, we have a new feature called Shared Up Next. So if you have a friend and they have a playlist and maybe your friend wants to contribute to that playlist, you can do that without interrupting the music. You all compile to that party playlist. Now all of these speaker manufacturers have announced upcoming AirPlay 2 support, but of course many of us already have a great AirPlay 2-compatible speaker and those are the ones plugged into our Apple TV.

Because now, your Apple TV can be played from your iPhone or iOS device on Mac anywhere in the house. And of course, if you turn on your Apple TV, you can control playback throughout the home, including using Siri. And we're providing a great API for developers, so third-party audio apps on iOS can get in on the multi-room audio fun. Next up is Apple Music. Now, last fall, we introduced the new design for Apple Music, which brings greater clarity and simplicity to the Apple Music experience. We now have 27 million customers who truly enjoy the selection and personalization of Apple Music.

But of course, a lot of the way we discover music is by asking one of our friends, "What have you been listening to lately?" So now, in Apple Music, you'll be able to find out within the app. For all the music on offer and for you, you'll see indicators if this is the music your friends are listening to and they can set their profile to public or private and control which playlists they share or all the music they listen to. share that they want to make available to their other friends. Now, for developers, we also offer a new MusicKit API for Apple Music.

This allows apps to have full access to the Apple Music service, both on the device and from your cloud service. And you can do a great deal with this. Now, Nike has created great workout playlists using the entire Apple Music catalog. With Anchor, anyone can be a DJ using the 40 million songs. And Shazam can automatically add songs to your collection that it identifies. But, you know, one of the biggest stories today for iOS 11 is about the App Store. Now, to give you the big news from the App Store, I'd like to give it to Phil Schiller.

Thank you. Thanks, Craig. Well good morning everyone. Let's hear it from the back of the room. Come on. Hello, everyone. Yes. I'm very excited to be able to talk to you this morning about the App Store. The App Store is nine years old and doing very well. There are 500 million weekly visitors to the App Store who come to view and download your amazing apps. They have now downloaded over 180 billion apps to date. That is incredible. That does not include automatic re-downloads and updates. Amazing. And recently, we passed $70 billion paid out to developers today. Yeah. Thirty percent of that in the last year alone, the apps are amazing.

And customers are doing things with them that none of us had imagined. Like this. These are people in Hong Kong who play Pokémon Go. Pokemon Go is from Niantic. It was one of the big hits of the past year and there have been a lot of big hits in the past year from both big developers and indie developers. And together, the developers at Apple, we've made this the best app platform in the world. So thanks. Yes. Thanks for the awesome apps you think we and our customers love. It's no coincidence that the App Store has become a great place.

From the beginning, we have had two very important goals: to make the App Store a trustworthy and safe place for users and to make it a great opportunity for all developers. We continue to work very hard on that. Over the past year, the team has done a lot of great things to make the App Store an even better store for all of us. There are many things we can talk about, but I think one stands head and shoulders above the rest, faster app review times. Yes. I'm sure you are well aware that most apps are now reviewed in less than 24 hours, many in just an hour or two.

The team will continue to work hard on that. And we have much more to come for the rest of the year. I've highlighted a lot of things here. I will only point out one of them. You can read some of your favorite things there. A big request from developers is called phased releases. Now when you-- Woo! Yeah, look for phased releases, come on. Staggered releases mean that when you submit an application, you can choose whether you want it to be staggered over time so that it doesn't impact your infrastructure all at once, and you can see how customers respond to that update.

So it's a really great feature for you to take advantage of. And there are many things to come this year, but there is one that is incredibly gigantic. And that's that we're going to do something we've never done before in the nine years of the App Store. We're going to completely redesign it, a whole new App Store. It is absolutely beautiful. The App Store starts with a new tab called Today. Do you remember the first time you started downloading apps when you were using the App Store and it was so much fun going in every day and discovering the new apps that appeared?

I mean, it's an amazing feeling. And we're bringing it back with this new tab called Today, a whole new way to discover apps. It's a place where we can feature the apps we all love and the stories about the developers who created them. It's going to be a great place for customers to discover your apps every day. There is another new tab, Games. Games, the largest area of ​​the App Store now has its own dedicated space. So for all of us who love gaming and finding the best featured games of the day and viewing charts about games, this is now a place to experience everything that's happening with gaming.

And not only can we feature games, but for the first time on the App Store, we can also feature in-app purchases. A lot of your business is now on the App Store, so the next time you have a new level, have a new character, customers can see them right on the App Store, click on them, and start the process of getting them right away. And since games have their own tab, nowapps have their own tab. This is everything we love about apps, plus games with dedicated graphics and features, all for customers to enjoy. And each app and each game, of course, has its own product page in the store.

These are more beautiful than ever, more attractive with amazing videos. You'll love all the features on their Product Pages and there are sessions here at WWDC to learn how to take advantage of all the great new features on the App Page. These are just some of the new things in the new App Store, the new Today tab, the new Games tab, the new Apps tab. And we'd love to show it to you live for the first time. So let's welcome Ann Thai, App Store Product Marketing Manager, to the stage. Ana. Thanks Phil. I'm very excited to show you the new App Store.

Let's go for it. I'm going to open the store and I land right here on the Today tab, the new front of the App Store that's updated every day. The first thing I see is our main story, the world premiere of Monument Valley 2 is finally here. Let's check it by tapping on the card. This opens up a story view where we can learn more about the game and what makes it so great. It looks like this is going to be even more beautiful than the first one. I can watch videos that show me what the game is like.

And here's a cool quote from Dan Gray at Ustwo Games about what inspired them. I can share the story with a friend and the amazing thing is that we can all download it today, only on the App Store. Let's see what else is going on today. What do we have here? Here is a handy guide on VSCO. I use this app all the time. We'll see. This is packed with helpful tips. So even if you already have an app, you might learn something new, like you didn't know you could use it to create animated GIFs or GIFs.

Anyway, you can do them. I just scroll up and flick down on the card and I'm back in the feed. Every day there is a new app of the day and a new game of the day and the daily list. They're great because they focus on a theme or goal like meditation. I've actually been testing a few of these to prepare for this and it's totally working. If I'm busy and miss a day, I can scroll down and see stories from earlier in the week. So that's the Today tab. If I just want to see games, I can now go to the New Games tab.

This is huge. Let's see. Up at the top, I can see the top new releases or just what game publishers are playing this week. If I scroll down I can see a bunch of gameplay videos. And it's not just previews, but also tips and gameplay videos from the editors. If I scroll down I can see graphics that only feature games. So it's really easy to see what are the most popular games separated from the apps. And now I can also browse game categories. This page is full of recommendations. This art game looks like fun. We'll see.

I'm going to tap on the icon and it opens up a redesigned app page. It is prettier and more useful. I can see more videos that show me how much fun this is. And this badge at the top tells me that it was named an editor's choice. If I scroll down I can see the ratings and reviews front and center to see what other customers think before making a decision. Like this review tells me that this game is great for killing time. Thanks, FuriousPotatoFace. For all the amazing apps in the store, there is also a new tab, the Apps tab.

We're going over there. It shares the same great design as the Games tab but with a focus only on apps. That was just the first day on the new App Store. Now you can see why we're so excited to have a beautiful new place to share the apps and games we love with you. Coming back to you, Phil. Thanks, Ana. So that's the first look at a whole new App Store. We hope you like. We hope customers love it and visit it every day to download its amazing apps. And that's it for the App Store. Coming back to you, Craig.

Thanks, Phil. The App Store looks just fantastic. Those are some of the great features of iOS 11. But of course, there are core technologies as well. Now Metal 2 and HEVC are coming to iOS too, but there's more and it starts with machine learning. Now, you've seen the way we've used machine tilt throughout experiences on Apple Watch, for example, and the predictive Siri watch face. We use it on the iPad for palm rejection when writing with Apple Pencil. Of course, we use it to extend battery life by predicting how you're going to use your device. And you've seen it through photos with memories and facial recognition.

Well now for all of you developers out there, we want to make powerful machine learning easy to incorporate into your applications. And we're doing it through a set of new APIs. It starts with the Vision API which provides face tracking, face detection, waypoints, all these core features that we use within our apps. And the natural language API that provides capabilities like tokenization and named entity recognition. Now all of these are built on Core ML. And Core ML provides high-performance implementations of deep neural networks, recurrent neural networks, convolutional neural networks, support vector machines. And they allow you to take models you've created with any of these popular third-party tools.

And using our machine-inclined model converter, run them with tremendous performance on the device to give you all the data privacy benefits and all the carefully tuned compatibility with all our platforms, and the performance is truly amazing. Take a look at this benchmark called Inception v3. It is a popular photo recognition landmark. The iPhone is six times faster than the Google Pixel and the Samsung S8 with Core ML. Next, I'd like to move to AR. Now with Multi-Touch, it really changed the way you interact with the world on your iPhone screen. And with the camera, it allowed you to capture the world around you.

But when you put these things together, the results can be quite profound. Now it's called augmented reality and we have a new core technology called ARKit to bring it to all of you. And I'd like to show it to you in a demo right now. We've all recently seen a lot of carefully edited vision videos on this subject, but in this case I'd like to show you something real. So what we see here is an iPhone looking, using its camera but using computer vision, it can actually identify surfaces like this table and I can actually just add an object.

This is a developer app, a test app for which everyone will get code that allows them to do these things. Now, this is a virtual object on this table. Now... Put some steam coming out of the cup. Now I can add other objects to the scene and these things can really interact. Let's add a lamp and I want you to see when I turn on the lamp in the dynamic shadows here. I'm going to move the cup and see how the shadow moves relative to the light here. It's really quite amazing. Now, I can add additional objects.

Let's add a vase to the scene. I mean, isn't that just amazing? Well, they're actually in the shot here with these objects in augmented reality. So it gives you a little idea of ​​the technology involved. It's really quite amazing. Now how do we do it? Well, ARKit provides fast and stable motion tracking and uses all of your device's sensors and camera to do this. It actually finds planes like floors and tables. It is able to estimate ambient light, which helps us with rendering and also helps with scaling. You notice that the mug hits the table and appears to be the size of a mug, not the size of an elephant.

And we've brought the integration to all sorts of third-party frameworks to help you with your rendering. The implementation is possible because we can take advantage of the incredible hardware of iOS devices, cameras, high-performance CPU and GPU, and motion sensors. And when you combine the software with these devices, we actually have hundreds of millions of iPhones and iPads that will be AR capable. And indeed, that will make ARKit the world's largest AR platform overnight. We've had a few third parties take a look at ARKit and they're totally excited and blown away by what they've been able to achieve.

IKEA of course is putting furniture all over the place and it's really amazing but check this out. What can you make with Batman Lego? I mean, how fun is this? Right on the table, a Lego with a live Lego Batman on it, and you can blast the Lego like you never can in the real world, move it around and interact with Batman right there. It's really amazing. And then Pokémon GO, we've all seen it before, but check it out with ARKit. The Pokémon is so real that it is right there on the ground. As the ball bounces, it actually bounces right there in the real environment.

It's AR like you've never seen it before. Now-- There's one of these that I think you really need to see, see live. Now, Wingnut AR is the new production company for director Peter Jackson. He is dedicated to producing AR content. We all know Peter Jackson from his incredible cinematographic work in movies like the Lord of the Rings series. But he is now very excited about AR. And to show you what he's got in the works, I'm delighted to introduce Wingnut AR Creative Director Alasdair Coull. Alasdair. Thanks, Craig. We're so excited to share an exclusive sneak peek at something we've been working on.

With ARKit, you don't need any special equipment or tracking markers, it just works. Dan is here with me for Wingnut AR, so let's take a look. Here we are using ARKit to detect the plane of the table, estimate its size, and lock our content to the surface. And since this is augmented reality, all of you are at the table in the store. All of this is rendered in real time using the power of Unreal Engine 4. We are at a remote air outpost on a desolate world where supplies are scarce. Airships come here to refuel, repair, and trade.

These are our citizens. They are expecting some visitors soon, so everyone is starting to prepare for their arrival. Except for this guy here apparently. Who hired him? Those are our aircraft arriving now. And what's really cool here is that with ARKit's tracking, you can get really close and choose how you view the action. It is as if you were the director of your own experience. Looks like some raiders are attacking. Oh, I guess that fixes that guy. Wouldn't it be great to have airship battles like this in your own living room? Oh, I think they're going to regret attacking this air post.

And another below. And we have it. Oh my gosh. Well, that didn't end well for anyone. But our heroes hobble away to fight another day. That's one of the things we've been doing, Wingnut AR. And the fact that ARKit... Thank you. Thank you. The fact that ARKit allows hundreds and millions of people to enjoy experiences like this opens up so many possibilities. I think it's a real game changer. Look out for our AR experience on the App Store later this year. Thank you. So what do you think? Those are some of the main features of iOS 11.

Of course, there is much more that we have time to talk about today, but I want to highlight some features of special interest to our customers in China, such as QR codes that are integrated correctly. on the main camera, accessible from the lock screen, super usability-- Yes, super useful for customers in China. So that's our update to iOS 11. I'm going to give it back to Tim. Thank you. That's right. iOS 11 is absolutely packed with great features and I can't wait for you to get your hands on the new App Store and ARKit. Number five. An important part of the iOS story is, of course, the iPad. iPad has completely changed the way we work, play, teach, learn, and create.

It is truly a magical piece of glass that transforms into whatever you want. We've been pushing the limits on the iPad. And today, we are going to boost them more than ever. And to tell you everything, I would like to invite Joz. Joz Thanks, Tim. And good morning to all. I'm so excited to talk to you about iPad Pro today. When we first introduced iPad Pro just 18 months ago, it completely redefined what you could do with your iPad. Along with its amazing apps, it enabled our users to do some truly amazing things, from professional design and illustration to fashion, architecture, engineering, and much more.

We're very excited about what can be real in your world today with iPad Pro. Well, as you know, there are two models of iPad Pro today. There's a 13-inch and a 9.7-inch. And the 9.7-inch is our most popular model. It has a big enough screen to get your work done, but it's in a thin and light enough package that you can take it with you wherever you go.Well, today we're introducing a new iPad Pro. It's going to take everything you love about the 9.7-incher and give you a whole lot more to love. We'll see. That's the new iPad Pro.

It's the first iPad Pro with a larger 10 1/2-inch Retina display. Now why 10 and a half inches? Well, for one thing, it's much bigger. It is 20% larger than a 9.7-inch. But we're able to reduce the edges by almost 40%, allowing us to present it in this incredibly compact design that still weighs just one pound. And of course, 10.5 inches also allows us to do other things. It's the perfect size to allow us to display a full-size on-screen keyboard. It is also the perfect size to allow us to have a full size smart keyboard. And when we ship the Smart Keyboard, we'll have support for more than 30 languages ​​at launch, including Chinese and, for the first time, a Japanese JIS keyboard.

Now, the iPad Pro has always had the best displays in the industry. And both sizes will have some seriously amazing new displays today. They are the best screens we have ever made. They're packed with incredible features like True Tone for auto white balance, P3 wide color gamut for the best color, industry-best ultra-low reflectivity. And they are 50% brighter at 600 nits. And this extra brightness and P3's wide color gamut mean that with iOS 11, you'll be able to display HDR video for the first time on an iPad for a truly immersive cinematic experience. They are truly amazing displays.

But our biggest breakthrough is a feature we call ProMotion. So what is ProMotion? Well, we were able to take our unique hardware and software capabilities and drastically improve the performance of our display. Now typically, until today, mobile displays refresh at 60 hertz, which means they refresh content 60 times per second. Well, on the new iPad Pro, we've doubled that maximum refresh rate to a whopping 120 hertz. So what does that mean for you? It means all your moving content on your screen will be smoother, sharper and more responsive. Now this is something you really have to touch and feel like you appreciate because our projection systems just aren't capable of doing those kinds of refresh rates.

But I will tell you that the difference is dramatic. And when you're on the go, it's smooth as butter. Now the higher refresh rate also means it works even better with Apple Pencil. We already have industry-leading performance for drawing and writing with Apple Pencil, but with ProMotion, it gets even better. It's more responsive and reduces our latency to 20 milliseconds, the best in the industry. So drawing is incredibly fluid and even more natural, you'll love using the Apple Pencil on the new iPad Pro. Another breakthrough for ProMotion is that they become the first mobile displays to be able to dynamically adjust the refresh rate, depending on what you're looking at. .

This is a huge advance for both display quality and energy savings. So when you have fast-moving content, you can be updated quickly. But they can also update more slowly when you don't need that kind of refresh rate. For example a still image, this allows us to save a lot of power and give you better battery life. So we hope you'll see why these aren't just the best displays we've ever made, but we believe they're the most advanced displays on the planet. Next, let's talk about performance. The iPad is already the best in its class when it comes to performance.

But we are not resting on our laurels. These are the fastest we've ever created. Inside, they work with the A10X Fusion chip. The A10X has a six-core CPU, three high-performance cores, three high-efficiency cores, all automatically managed by Apple's performance controller. It also has a 12-core GPU. This is a power. And it delivers 30% faster CPU performance than our already industry-leading A9X, and 40% faster graphics performance. Our chip team has done an amazing job over the years with performance improvements and the results have been amazing. They deliver industry-leading graphics performance that's more than 500 times that of the original iPad from just a few years ago.

But of course, the numbers only tell part of the story. To demonstrate the actual performance of the A10X on the new iPad Pro, I'd like to invite Ash Hewson from Serif to give you a demo of his new Pro photo editing app called Affinity Photo. Ash. Thanks, Joz. So today I'm delighted to be able to show you the iPad version of Affinity Photo. This is a truly high-end professional photo editing tool. And on this latest iPad Pro, we're able to achieve levels of performance that are simply unachievable on any other device. And I'm going to try to show you today by creating a movie poster.

I have already set up some layers. I have a great background of a stormy sky. I have a troubled sea and this ship. Now the first thing you'll notice when you're using this is that you're moving layers around, rotating them, or just panning and zooming around your work, I'm seeing all of this now in 120 frames a second. So it feels incredibly smooth. But when it comes to layer editing, thanks to Metal, we can achieve more than four times the performance of a quad-core i7 desktop PC. And I'll show you what that means. On this sea, I'm going to apply a filter 12.

And look, with just my finger, I can push this sea, or I can even slide it over the side of the ship. It's a whole new way to interact with your designs. And actually, everything is that fast. So we're going to-- So I wanted to set this ship on fire, for example. I have this fire all here. I can move this over the back of the ship. But to make it look more realistic, I need to apply the blend mode. Now normally blend modes are something that requires a lot of trial and error. But now, look at this.

So I can scroll over here and I'll get an instant preview of all the different blend modes. So it makes it very, very easy to select the correct blend modes that I want. Now, of course, everything I've done so far, I've done using touch. But with the iPad Pro, we have the best stylus ever made. And we can also do cool things with the Apple Pencil. A very good example of that is our lighting filter. So here, I'll pick the lighting and make it a little bigger. And lo and behold, now I can control the angle and tilt of that light using Apple Pencil.

There is no latency, at all. So it's a really immersive way of working. Now, I said at the beginning, I was creating a movie poster. And in fact, what I'm actually doing is creating a bootleg movie poster. So now, I need a pirate. And I have Captain Jack Sparrow here. But at the moment, of course, he is in the wrong background. So what I have to do is cut it. And I'm going to use some selection tool to do that. So for starters, I'm just going to do... and you can see how quick it is to do a really quick selection with a pencil to adjust the edges.

But of course with picks, what often happens is that you need to make a much more precise pick around the hair. And to do that, we're going to do a selection refinement. This is something that requires a lot of CPU power, but on this latest iPad, it's twice as fast as before. And you can see almost instantly, I'll get a selection of individual strands of hair. And that's it, that's my complete poster, a professional looking poster created on a device I can hold in my hands. It's really amazing. I truly believe that iPad Pro, together with Affinity Photo, is a truly innovative experience for professional photo editing.

And best of all, you can now experience it now, because I'm happy to announce that Affinity Photo for iPad is available on the App Store starting today. Thank you. Wow. Thank you Ash. That's incredible performance, again, especially for a device that's so thin and light in a mere one-pound package you can take with you wherever you go. And what's also great is that despite all this new performance, the iPad Pro still offers the same 10-hour all-day battery life that our iPad users love. Next, let's talk about the cameras. The new iPad Pro features the latest camera system from our iPhone 7.

That means the same high-performance 12-megapixel sensor with optical image stabilization. And you even have the ability to capture and, of course, edit 4K video on the go. They are absolutely fantastic cameras. The front-facing cameras on iPhone 7 also have all these great features, like wide color gamut capture, automatic image stabilization, and the entire screen can light up to become the world's largest and brightest Retina flash. We have great accessories too. iPad Pro supports USB 3, which means you'll get faster transfers with its USB and SD camera adapters. And this too: we also support fast charging, which means that any of our USB-C charging adapters will now have you charging in half the time.

And we've got great new Smart covers that we have available in polyurethane and then we're bringing back the popular leather as well. And then we've designed a completely new leather case with built-in storage for your Apple Pencil. That's the new iPad Pro family, a lineup of the world's most advanced displays, including a new 10½-inch size and incredibly compact design, a powerful new A10X Fusion chip, and incredible new cameras. And of course, unsurprisingly, we do all of this in incredibly environmentally friendly ways. We're also going to double the amount of memory that comes at the beginning of these configurations.

Both sizes will now start with 64 gigabytes of memory. And the 10 1/2-inch with 64 gigs will now be $649 and it's only $150 more to upgrade to the bigger screen at $799. We're also going to have 256 and 512 gig configurations, half a terabyte of storage on an iPad. And as always, you can also get any of these models with LTE. So this is the new iPad Pro. You can order them today. They will start shipping next week. And of course, because they're shipping now, they'll ship with iOS 10, but you'll be able to easily upgrade to iOS 11 as a free update this fall.

But you still haven't heard the full story of iOS 11 as it relates to the iPad. So I'd like to invite Craig back on stage to talk to you about some amazing iPad features that come with iOS 11. Thank you. Hello everyone. Yes, there's more iOS 11. If you love the iPad like I do, well, buckle up: you're in for a wild ride. We're taking iOS to the next level. This is the biggest release of iOS for iPad we've ever done. Now, start with the pier. Now we all know that the dock at the bottom of the screen is more powerful than ever.

You can fill it with applications. To the right is a predictive area, it determines what you are going to use next, including your continuity applications. And now you can invoke the dock from anywhere from the bottom of the screen and use it to switch apps just like that. And what's amazing is how it's used to multitask. So now if you're in an app and you swipe up, we can bring out an app like that in Slide Over. Now of course you can snap your apps into Split View, but what's really cool is the new app switcher, because it preserves all your spaces with your app pairings.

It's really great. Now, the iPad, of course, is the ultimate multi-handed, multi-touch device, so we're very excited to bring drag and drop to the iPad. You can drag images, you can drag text, you can drag URLs, you can multi-select and multi-hand drag, it's very fast. Now, he's incredibly productive. But of course, sometimes you have to type, so we also made the keyboard even more productive. Now you can tap the keys to access the score and numbers without switching planes. It's super fast and super easy. Now, we have a new app to introduce to you today, and it's called Files.

Files brings together all your files on your iPad. It supports everything you'd expect, nested folders, auto upload, list view, favorites, search, tags and it's got this lovely Recent view that brings everything together across all your sources. Because it doesn't just support iCloud, it also supports third-party storage providers like Box, Dropbox, OneDrive, and Google Drive. And they're all here in your sidebar. You know what, let's do a demo. Very good. Let's take a first look at iOS 11 on iPad. So here we have our new dock at the bottom. Now I can easily drag right onto the dock this way.

It's a great way to launch apps as usual. But now it's also a great way to switch apps. Just play like that. Now if I wantmultitask, look at this, drag it, it's right there. Now I can slide it off the screen. Now I can slide it over here. Both views are completely live. I can go into Split View like this. But I want you to check out the new app launcher. I'm going to swipe up from the bottom and keep swiping, go back like this. Let's do it again, that's great. It is easy. Now you notice that my spaces are preserved.

So here on the left I have mail in Safari. In split view, I can only touch the ones that are open like this. Let's try a little drag and drop. So I'm going to drag the URL from the top of Safari here right into this email. Drag and drop it. Now I can drag it, yes. Let's drag an image. Yes, just like that. Now, I want to just focus on the mail, because I'm going to show you how to drag between spaces. So let's get into Photos. Here I have some great photos of some possible drone protection options for the new campus.

So I'm going to start dragging. But look at this, with the other hand I'm going to tap. I can add to this selection just like that. And I can even swipe up with my other hand in multitasking, move to mail, and drop. Now I want to show you the files. Of course, I can open files directly from the Dock and Split View as well. And it's a great way to handle attachments because I can take this attachment and this email, pick it up, and drop it right into this top-secret project folder. Now let's dig all the way down and take a closer look at the Files app.

We see that it has this beautiful grid view, but it also has a list view that gives me all the details about my files. I can sort them by size or sort them by date. Now I can create new folders. So let's say I want to create an R&D portfolio right here. I'm going to take some of my top secret perspective projects and I can do a multi-select like that, drop them. Now I can also take the folder, drag it directly to my Favorites. And these are synced across all my devices. And if I want to tag a file, of course I just drag it there and make it important.

And you'll notice that in addition to iCloud here on the left, I have access to all my cloud providers like Box, so you can see that I have files here that I'm using and folders that I'm using for collaboration. And that includes this drone defense proposal right here, presentation. And I want to show you when I go into the Recent view from the tab at the bottom, notice again that I see everything, including the one inside the box. I'm going to build on that main presentation, and for my final act, I want to show you how I can use files right from the Dock, just swipe up.

If I tap and hold I get access to my recent assets. I can just pick this up, drop it just like that. And that's a quick demo of our productivity features on iPad. Now, next, I want to talk about Apple Pencil, because Apple Pencil has really created a whole new way of working on iPad. And with iOS 11, we've integrated it deeply into the system. Now start with the markup, because you can mark anything you can in Quick View. You can take content from Safari, recreate it in a continuous scrolling view that you can bookmark. And actually, you can do this with any app that supports printing, because we have a PDF creation option that will create a markup PDF, it's a really great way to bookmark anything and share it.

We know a lot of people like to share with screenshots, so now when you take a screenshot, we'll create a thumbnail at the bottom of the screen. If you tap on it, you instantly go into bookmarking, you can bookmark it right there and share it. Now, we all have-- It's really cool. Now, we've also integrated Pencil deeply into Notes. So if you're working on a note and then you're on the lock screen, you want to go back, just tap the stylus to lock the screen and go back to your note. And we've made the handwritten text of your note searchable.

So now we can look up handwriting and we use deep learning to recognize what you write. And if you mainly write notes, now you can also draw pictures online, right there. it's very handy. Now, of course, we still sometimes have to deal with paper, so Notes now has a built-in document scanner. You can correct perspective and contrast. And when you bring the note, you can mark it, write with your pencil. And we have also integrated branding in the mail so that you can personalize your mails with the drawings in line. Now, to take a look at all these great new features in Pencil, I'd like to introduce the man who leads iPad software engineering for us, Toby Paterson, for a live demo.

Toby Good morning. Well, the first thing I want to show you is a quick way to get to your notes using your Apple Pencil. Just touch the lock screen like this and it slides up to reveal your notes below. Now you can see that I have a handwritten note and I want to show you how easy it is to create one of these. Please look at the top of the note here as I edit the title. Just putting down the pen and writing like that, after the

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presentation. It's as natural as putting pen to paper. Now, one thing paper can't help you with is finding your notes again later.

We're using machine learning to recognize your handwriting and index it in Spotlight. Let's switch to Spotlight now and find that text I just wrote. You can see here that I have the new touch keyboard that makes it very easy to enter numbers by just swiping down the keys like this. And you can see there he already found my note as a top hit even with my atrocious lyrics. We'll tap on that and come back with the note. Now, I'm going to switch to a different note now, because I want to show you how you can mix drawing with written text and tables and all the other great features of notes.

This is a note my young daughter shared with me as part of a school assignment where she had to work with her parents to come up with an idea for a new app. Now, she asked me how many copies of our app I thought I could sell-- We could sell. So I want to quickly draw a graph to give you an idea of ​​that. I'm going to press down here with the pencil to make room for my drawing and then we can take that little clip and open up more space. Now, I'm really bad at drawing, but I love doing it.

And the nice thing about drawing on the iPad is that it works the same way it does on paper. And that means it's very easy for me to draw very badly here. Look. I'm going to put down the pencil and just like that, zoom in. It's so simple, and I think you're going to have a lot of fun rediscovering the joy of drawing. But let's continue now. So my daughter learned a few things from me about how Apple works. And before I left this morning, she gave me an NDA to sign. I'm going to use the new doc scanner notes and my stylus to take care of that in a flash.

We'll just hit the plus button here to bring up the document scanner and all I have to do is point the camera at the piece of paper. Notes will take the photo automatically, even straighten the page. We'll open it here in full screen and I just fill in the blanks with my pencil. And so, I have a signed copy of the NDA saved in my notes. Now I see that my daughter sent me a message and it must be very important if she is interrupting my demo. So if you'll excuse me, I'm going to tap on that and see what it has to say.

Wow, an offer for $100 million is really very exciting. I need to send this to my wife right away. I'm going to take a screenshot of this and then we'll tap on the thumbnail here to open up our new screenshot editing UI. From here, I can crop it to just the part of the image that I want to send. I can scribble a quick note with my pencil, and then I can open the share sheet to send it to my wife right away. These are just a few of the ways she can use her stylus with her iPad in iOS 11.

Let's get back to you now, Craig. Thank you. It's great when your child in elementary school receives $100 million in funding. They just... They grow up so fast these days. Well, these are some of the great new features for the iPad, and of course, they're on top of all these other features that you've heard about today. We're very excited about what we're doing with iPad this year and with iOS 11. Now iOS 11 is available to all of you developers today. And if you sign up at beta.

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.com, you can get a beta version at the end of the month and we'll make it available as a free update to everyone in the fall, it's compatible with all these devices.

That's your update to iOS 11. I'll give it back to Tim. Thank you. That's right. Thank you. iOS 11 really takes iPad to a whole new level. People will be able to do more in more places than ever before. We're so excited about the coming together of iOS 11 and the new iPad Pro that we made a video and I'd love to show it off. I hope you're as excited about the new iPad Pro and iOS 11 as we are. Now, we have one last thing to talk to you about. Let's turn our attention to the music. Music has always been part of Apple's DNA.

We first revolutionized the music industry with iTunes. Then we forever changed the way people listen to music on the go with iPod. And today, iPhone has become the world's best portable music player and it's even better when combined with Apple Music. Now you have 40 million songs in your pocket. And when you add AirPods, it brings an absolutely magical experience to wireless audio. Now, we have a great portable music experience. But what about our homes? We believe that we can do a lot to make this experience much better. Just like we did with portable music, we want to reinvent home music.

And I'd like to invite Phil to tell you all about it. Phil. Thank you. This is really exciting, the opportunity to reinvent the way we enjoy music at home. I can't think of anything that is more important to many of us. Why hasn't this happened yet? Undoubtedly, there are many companies working hard in the manufacture of products to enjoy music in our home. But none of them have made it yet. Some have worked hard to make wireless music sound good in our homes, but these aren't smart speakers. Others have worked to make smart speakers that you can talk to, but don't sound as good when you're listening to music.

We want to combine all of this into a product that can truly deliver an innovative experience. And our team has been hard at work for many years on an innovative home speaker. And he's got to do some really cool stuff if he's going to be a great innovative speaker. First, he needs to rock the house, right? We need to enjoy our music, whatever genre you like, very low or very high, without distortion. Second, you must be spatially aware. It is going to fit in different rooms in our house and it has to be smart enough to know what to do to make the music sound good.

Third, it has to be a lot of fun to use. It has to have an integrated musicologist, a music expert who can help us listen to the music we love or discover the music we're going to love. We're now working on this speaker by the end of this year, but we want to give you 6,000 of our closest friends a sneak peek this morning. And here it is. It's absolutely beautiful and we call it the HomePod. Yes. Just like the iPod reinvented music in our pockets, HomePod will reinvent music in our homes. So let's talk about these features.

First, shake the house. The HomePod is just under 7 inches tall. It's covered in a seamless 3D mesh fabric that has incredible acoustic properties and hides incredible audio technology within. For example, at the bottom is a 7-beam tweeter pack that includes seven tweeters, each with its own individual driver. They are precision acoustic drivers that drive audio from in and then out along the bottom with tremendous directional control. And that will become really clear in a moment as we talk about how it works. It's got a really big woofer, an upward facing 4-inch woofer with a big motor to move a lot of air.

It has automatic bass equalization and software dynamic modeling so that as we turn up the volume, it's free of distortion. And all this is controlled by an Apple A8 chip. Yes, the same chip that powers the inside of our iPhone is inside the HomePod. It's perhaps the biggest brain ever seen in a speaker, and it does amazing things. It has real-time acoustic modeling, audio beamforming, and multi-channel echo cancellation. You don't have to know any of that, just know that it sounds amazing. Next, we talk about this spatial awareness. Well what does that mean? Well, you plug your HomePod into AC and it receives your music wirelessly.

And it's compact enough to fit almost anywhere in the house. You can put it on a table, on a shelf, againstthe wall, in a corner and intelligently and automatically detects the spaces inside. And it uses that information to adjust the audio, balance it, and make the most of the environment and create a very spacious sound. Now, we want to give you an idea of ​​what that experience is like. So we wanted to play music in this room and show you a visual simulation so you understand some of the technologies it uses and how it adopts it to produce incredible sound from this compact speaker.

I'll start by playing an audio track and it will be a full mix and then I'll break it down into some of the components that the HomePod controls. So that's a full, rich audio mix, but within it, HomePod detects the center vocals and can use beamforming to steer that. Gives incredible clarity and precision. And then you can detect something called direct energy with the instrumentation and direct that into the room as well. In addition to that direct energy, there is something that is often missing from the music, the ambient audio, the choruses and the reverb. HomePod can drive all of this and tie it together into a full, rich mix that fills your room.

It's a truly remarkable experience to hear this kind of spacious sound coming from such a compact speaker. And if you love one, you should see what it's like when you set up two and they automatically work together to deliver this incredible spacious sound that really has the power to rock your house. Next, a musicologist. This smart helper to help us discover the music we love. HomePod has an amazing speaker system that works alongside our Apple Music subscription. From the ground up, it's designed to work with that. Now Apple Music, as you know, provides cloud music and if the speaker can get it directly from the cloud, you can get 40 million tracks, two million artists, tens of thousands of playlists.

But not just any music library, this is your music library. You know the playlists you've set up, you know the artist you love, and they all stream right to your HomePod. It works with an array of six microphones in the middle, so when you talk to it and say those magic words, "Hey Siri," you see a waveform light up on top and it can now respond to your commands and help you out. the music you want to hear. The Siri team has worked very hard to tailor Siri's music proficiency to be even bigger and better understand the questions we're going to ask about music.

Simple things, obviously, like Play Beats 1 Radio. We all want to do that. Or play "I'm Poppy." Take a look if you don't know what it is. Play something new. Who sings on this track? Something I ask all the time. Who plays the drums in this song? To complex questions like what was the title track on May 5, 2016. You just play more like that or I like that song. It is a free form. Siri doesn't need a specific list of commands. It can interpret what you say and help you discover the music you love. And even better, you don't have to sit next to HomePod to talk to it.

You can be across the room and talk to the HomePod even while loud music is playing and the set of speakers and microphones can pick you up and hear what you're saying. So HomePod has the power to rock the house with spatial awareness so it understands the rooms we put it in. And it has the fun interactivity of Siri becoming a musicologist and helping us listen to the music we love. And since Siri is built right in there and you can talk to it, well, the team has also worked hard to make it a great and useful home assistant.

We said mastering music is something Siri knows all too well on the HomePod. There are other domains too. We've worked hard to pick the first few that we think are most important in a product like HomePod, so of course you can play your podcasts. But it can also do things like give you news, weather, traffic, sports. You can ask him to set a reminder, set a timer, text someone. And if you have HomeKit devices set up in your home, you can talk to your HomePod and control your HomeKit devices. So, for example, for the HomePod setup, you can say, "When do the Red Sox play next?" They're going to beat the Yankees, trust me.

Tune in to NPR instead, flip a coin, remind me to bring snacks to a party. You can set reminders, check all the sports news and weather all right with your voice, talk to a HomePod that pulls the info straight from the cloud. And if you have HomeKit devices set up, you can say simple things like: Are the lights on? Do you turn on the heating? Turn on the air conditioning? And if you've set up scenes in HomeKit, you can control those too. You can say, "I'm home. It's movie time. I'm leaving now." And the whole scene can happen automatically just by talking to your HomePod.

And because there's a HomePod dock, the HomeKit dock built into HomePod, that means anywhere in the world, once you set up your first HomePod, you can control your HomeKit devices remotely using the built-in Home app on your iPhone or iPad. Now, when setting up a HomePod and its microphone array in your home, you probably have a question that we've worked really hard to solve, which is privacy. Our team cares deeply about your privacy. So, for example, you have that magic phrase, hey Siri. Until you say so, nothing will be sent to Apple. It recognizes when you say it and from then on sends an anonymous Siri ID to help you with the command you're looking for.

And of course, all communication is encrypted. So this is the HomePod. It is an innovative home speaker. Wi-Fi speakers, if they are of good quality, usually cost between $300 and $500. And a smart speaker can cost you anywhere from $100 to $200. So it's not unreasonable for a HomePod to be priced in the $400 to $700 range. So we're very excited to tell you that HomePod will be priced at $349. It comes in white and space gray. It will start shipping this December, first in the US, UK and Australia. And then next year we'll start taking it around the world. That's HomePod. Coming back to you, Tim.

Thank you. It is so cool. We truly believe it will take your home music experience to the next level. Now, it's been an amazing morning. We've shared a lot with you this morning and it's all coming this year, some now, some in the fall, and some at the end of the year. We're starting with watchOS, more intuitive and smarter than ever, amazing new features to help us live healthier lives. macOS High Sierra, major refinements in technology that will boost the macOS experience. Upgrades to MacBook, MacBook Pro and iMac, faster and more capable than ever. And iOS 11, a major update to the world's best and most advanced mobile operating system, absolutely packed with new features, including an all-new App Store, Apple Pay peer-to-peer payments.

And with ARKit, iOS 11 becomes the world's largest augmented reality platform overnight. iPad is taken to a whole new level with amazing iPad features in iOS 11. It's the biggest release for iPad to date. And, of course, a new line of iPad Pros at a completely new and perfectly sized 10.5-inch with advanced displays, powerful new features that allow people to do more with their iPads than ever before. And we're bringing you two sneak peeks, iMac Pro, a whole new class of workstation products designed specifically for our Pro users. And HomePod, an innovative home speaker with incredible sound and incredible intelligence.

It will reinvent home audio. Now, we have a convenient area for the press to attend immediately after the

keynote

address. And for all the developers, we invite you to come in from 4 p.m. m. to 7 p.m. m. tonight. We have over a hundred sessions planned for you this week and over a thousand Apple engineers here to spend time with you, so take advantage of the time. We have a special morning breakout planned in this room tomorrow. And we will be joined by someone who has dedicated her entire career to highlighting and encouraging youth, women, and doers.

I am very excited to tell you that Michelle Obama will be joining us. She will join us for the open session in this room tomorrow and she will talk about empowering people from all walks of life to change the world. This is a very special gift and I encourage everyone to come. I hope everyone here has a fantastic week. Thank you. Thank you.