October Event 2018 — Apple

Wow! Thank you! Thank you! Thank you! Thank you! Wow! Thank you! Wow! Wow! Thank you! Wow! Thank you! Thank you! Good day! It's great to be in New York. We love New York and it's great to be here with all of you. You know, New York is home to one of the most vibrant creative communities on the planet. And so it's only natural that it has a very special place in our hearts at Apple. Today we are especially excited to be at the Brooklyn Academy of Music. This is a historic center for the arts. For over 150 years, it has showcased the work of adventurous and avant-garde artists from around the world while serving the creative community here in Brooklyn.

Apple's goal has always been to provide people with the tools to unleash their creativity. That's why we're here today to talk about our most creative products, and of course it all starts with the Mac. The Mac was the first computer designed for creativity and has become one of the most essential creative tools in the world. We're amazed by the creative things people do every day around the world with Macs. So we made a video of some of these special people and I'd love to show it to you now. We are so inspired by these people and how Mac has played such a vital role in his creativity.

People love the Mac and use it to create all kinds of amazing things every day. So it's no surprise to see that Mac continues to attract so many new customers. In fact, more than half of Mac buyers worldwide are new to Macs, and that number is a notable 76% in China. We're adding millions and millions of new customers every quarter, bringing our total active installed base to a major new milestone of 100 million Macs. But most importantly for us, survey after survey, Macs continue to rank number one in satisfaction. of the client, by far. We are incredibly proud of this.

Of course, one of the factors driving high Mac customer satisfaction is macOS: macOS is the soul of the Mac, with its beautiful and easy-to-use interface. We just released macOS Mojave and it's by far the best version of macOS, and people really love it. Great care has been taken to refine the appearance and add more capacity, while preserving its legendary ease of use. MacOS Mojave brings new features inspired by our Pro users but designed for all of us, from the new Gallery view that lets you scroll through your files and find exactly what you're looking for, to the spectacular new look of Dark Mode, which helps you to focus directly on your content.

We have a feature called Piles, which is a whole new way to make your desktop clutter-free. I really needed this and it's really great. And a completely redesigned and customized Mac App Store. Mac OS Mojave helps our users get the most out of their Mac. Whether they want a powerful desktop experience or the freedom that comes with the portability of a laptop, our customers love their Macs. And they especially love one Mac in particular, one that they carry with them everywhere and use for everything they do: the MacBook Air. When Steve pulled that MacBook Air out of that envelope, it became clear that things would never be the same.

The MacBook Air's innovative, incredibly thin, wedge-shaped design not only influenced the rest of the Mac product line for years to come, it changed the industry. It had an innovative unibody design and new technologies such as the first all-flash architecture. And it was the first thin and light laptop with all-day battery life. The MacBook Air truly embraced the notion that less could be more and in the process redefined the modern laptop. Unlike any laptop before or since, the MacBook Air has become the most beloved laptop of all time. It's time for a new MacBook Air, one that takes the MacBook Air experience even further in the areas that matter most to our customers.

And of course, what we all want in a MacBook Air is a retina display! And today I'm incredibly excited to introduce an all-new MacBook Air with retina display and much more, and here it is. This is the new Macbook Air and I would like to mention Laura Lagrove, vice president of hardware engineering, to tell you all about it: Laura. I'm very excited to be here today to talk to you about the MacBook Air. Every part of the product has been redesigned and redesigned. Every detail has a remarkably precise fit and finish and everything you see and touch has been carefully refined.

It's absolutely beautiful. Now, as Tim said, the number one feature customers wanted in a MacBook Air was a retina display, but we've improved it in every way. The familiar aluminum bezel (sorry), the familiar aluminum bezel of the current MacBook Air is no more. The new Air's sleek design brings the display glass to the edge of the case, forming edges that are 50% narrower. It has a 13.3-inch screen, which is the perfect size for a laptop of this type. And when it comes to resolution, we take the pixels and quadruple them, providing four times the resolution for over four million pixels.

This way, both text and images are clearer and more detailed. And with 48% more color, those images are more realistic than ever. All of this combines to give the new MacBook Air a retina display that we know our customers will love. And even with this narrower border design, we were still able to keep the FaceTime camera at the top of the screen, which is exactly where you want it when making a FaceTime call. And now, with the Group FaceTime feature in macOS Mojave, you can invite all your friends to the conversation. Now, the MacBook Air has another new feature that customers have been asking for, and that's Touch ID.

Now, with the touch of a finger, you can unlock your MacBook Air, buy something cool on Apple Pay, or use Touch ID with a third-party app, like 1Password. With a durable sapphire crystal surface, we've placed the Touch ID sensor directly on the keyboard. And to enable Touch ID, the new Air comes with Apple's T2 security chip. T2 features a secure enclave that protects Touch ID information, but also ensures that software loaded during the boot process has not been tampered with, giving the Air the most secure boot process of any laptop. T2 also features an SSD controller that has automatic on-the-fly data encryption, offering the most secure storage of any laptop so you can rest assured your files and data are safe.

In addition to security, T2 has many other features. It has a redesigned system management controller. It has an audio driver that delivers wide stereo sound and an always-on processor that enables Hey Siri. Next up, the keyboard, where we've gone far beyond simply adding Touch ID. The new MacBook Air has our next-generation keyboard with keys that offer four times the stability of the previous generation, creating a modern keyboard with a more precise and responsive typing experience, and backlit with individual LEDs behind each and every key. keys for more precise lighting. . And a modern keyboard deserves to be combined with a modern trackpad, which is why we've replaced the old version of the springboard with a new Force Touch trackpad.

It has 20% more surface area, which expands the functionality of multi-touch gestures. And with pressure-sensing and haptic feedback capabilities, it's quieter and more capable. This offers a trackpad experience that Apple is known for. Now, whether in bedrooms or lounging on the couch at home, we know customers spend a lot of time watching videos on their MacBook Air, so we wanted to offer a better sound experience. Our acoustic engineering team has made great strides in audio performance across all of our products, and the MacBook Air is no exception. It is 25% louder. It has twice as much bass and wide stereo sound.

Additionally, it has a three-microphone array, which will make group FaceTime calls crystal clear and also improves Siri voice recognition. And the new MacBook Air needs next-generation I/O. So the new MacBook Air has two Thunderbolt 3 ports. From charging to data transfer to video output, it's the most versatile port out there. And there are plenty of devices you can connect, from Thunderbolt and USB-C external storage, to a 5K display or eGPU, which accelerate graphics by up to 17 times. Thus, the new Air can connect to practically anything. Now let's talk about the specifications. There's an 8th-generation dual-core CPU, along with Intel's latest integrated graphics.

And it also supports up to 16 GB, faster memory, which is double the capacity of the previous Air. And SSDs that have up to 1.5 TB capacity and are 60% faster. That's why MacBook Air gives you the performance you need for all your daily tasks. Now, the MacBook Air set the standard for great battery life in a thin and light computer, and the new MacBook Air is no exception. It has the same 12 hours of wireless web browsing, but now it has up to 13 hours of iTunes movie playback. Apple engineering teams love big challenges. And so we thought, what if we added all these awesome new features while making the MacBook Air even more portable?

Well, the team responded. The new Air has an incredible 17% less volume than its predecessor. And it's incredibly thin. It's just 15.6mm, 10% thinner than the previous Air. And yet, with all these new features, the new MacBook Air weighs only 2.75 pounds. That's a quarter of a pound lighter than the previous Air. Perfect for the notebook you want to take with you everywhere. This is the new MacBook Air, with an impressive 13-inch retina display, Touch ID, advanced security, a Force Touch trackpad and much more. And with all the care and attention we put into design and engineering, our teams work just as hard to ensure our products are environmentally friendly.

In fact, in the new MacBook Air we use 100% recycled tin on our logic board. And we've significantly increased the amount of post-consumer recycled plastic in our internal components, like speakers. But there is a big goal that we have had for many years. Every Mac case is made of aluminum. We now use aluminum because it has incredible strength, durability and beauty. To achieve this, we have had to rely on the extraction of high purity ore, until today. Apple's metalworking team has designed an aluminum alloy that uses excess aluminum from the production process, offering the same great features we've come to expect in all of our products.

And this is a great advance. That's why today we are very proud to say that each new MacBook Air is made from 100% recycled aluminum. This helps reduce the new Air's carbon footprint by nearly 50% and makes it the greenest Mac ever. So, to hear more about this alloy and all the new features of the MacBook Air, we have created a video that I would like to show you now. When the MacBook Air was introduced, it defined what an ultra-thin, ultra-light laptop could be. With the new MacBook Air, we're bringing many of our most advanced technologies to this iconic design.

The powerful new features of macOS Mojave come to life on the incredibly vivid and precise retina display. It contains more than 4 million pixels, providing extraordinary clarity, high contrast and brilliant colors. The 8th generation dual-core processor is powerful and efficient, while helping to achieve all-day battery life. Apple's T2 security chip brings advanced security and Hey Siri to the MacBook Air. Along with a Touch ID sensor, it enables Apple Pay and lets you unlock your Mac with the touch of a finger. The next-generation butterfly keyboard is backlit and provides more stability, precision and responsiveness. And a much larger Force Touch trackpad has built-in force sensors that let you click anywhere and experience a greater level of control.

Hi-Fi speakers offer much more volume and bass for fuller sound and wide dynamic range. Thunderbolt 3 integrates USBC into the most powerful and versatile port ever created. And for the first time, the unibody case is made from 100% recycled aluminum. To achieve this, we invented a new custom alloy. It is designed to use fine shavings of recaptured aluminum that are re-engineered down to the atomic level. This new alloy is as beautiful and robust as any we have used before. And it makes the MacBook Air the greenest Mac ever. With powerful new technologies, an all-new design, and three beautiful finishes, the new MacBook Air not only reinvents what our most beloved Mac can be, but also how it can be built.

What a great leap forwardfor MacBook Air. Thus, the new MacBook Air is configured with 8 GB of memory, a 1.6-core i5 processor with Turbo up to 3.6 and 128 GHz of storage, and will have a starting price of $1,199. Making it the most affordable Mac retina we've ever offered. You can order it starting today. And it will be available next week. This is the redesigned and redesigned MacBook Air. So whether you're a student, writer, entrepreneur, or just new to the Mac, we think you'll love it. Now back to Tim. Thank you! Thanks, Laura! What a fantastic and beautiful new MacBook Air!

I can't wait for you to get your hands on this. I really think you're going to love it. Now there is another small but powerful Mac that our users have been waiting for. And here it comes. The new Mac mini! Now I'd like to introduce you to Tom Boger, our head of Mac product marketing, to tell you all about the new Mac mini. Thomas! Thanks, Tim! I can't wait to tell you about the biggest update ever for the new Mac mini. Now, I'm sure you've noticed that we've given it an amazing space gray finish. On the one hand, we know our Pro customers will love it.

But second, this new Mac mini is a real beast on the inside. This is why. The first thing our customers wanted us to do is give them more powerful processors. Now every Mac mini starts with 4 cores. Taking performance to a whole new level. But we didn't think it was enough, so we will also give you 6-core Mac mini processors. And these are not moving parts, no. It is an eighth generation CPU with higher power and also faster graphics. So the performance increase is incredible. Making the Mac mini, wait for it, five times faster than before! Think about that, five times faster!

Copying traditional desktop apps, like Logic and Photoshop, and workflow apps, like MainStage and Compressor, makes it by far the most powerful Mac mini we've ever made. The next step is memory. Now, the previous Mac mini went up to 16 GB of memory. So naturally, the new Mac mini has 32GB of memory. But we didn't want to stay there either. So the new Mac mini can now have up to 64 GB of memory. And not only is this memory faster, it's also SO-DIMM, something we know our Mac mini customers will really appreciate. The next step is storage. Now, many Mac mini customers depend on the speed and reliability of SSDs.

Now every Mac mini has all-flash storage, with SSDs that are up to four times faster and capacities up to 2TB. And that's double the capacity of the previous Mac mini. And every new Mac mini also has the Apple T2 security chip, with many new features, including HEVC video encoding which, get this, 30 times faster! Is incredible. So to cool down all this powerful new technology, the new Mac mini has an all-new thermal system with twice the airflow, while still being super quiet. And finally, connectivity. Mac mini customers love having tons of ports. And the new Mac mini delivers.

With gigabit ethernet, four (count 'em, four) Thunderbolt 3 ports, one HDMI port, two USB-A ports, you can connect to just about anything. Not only that, you can also configure Mac mini with 10-gigabit Ethernet for ultra-fast network performance. Now Mac mini is a much faster, more capable Mac desktop that lets you choose your own display, keyboard, and mouse. But the Mac mini can go much further. Small but powerful, Mac mini is the perfect component for many creative uses, such as running MainStage on a sound system for live performances. Or use it for the production of a live interactive art performance, as students do today at the California Institute of the Arts.

Or use more than one so you can encode video faster in apps like Compressor. And on a film set, as Paramount Pictures is doing in the filming of Rocket Man, its musical fantasy about Sir Elton John. Or use Mac mini to compile code from a MacBook Pro, so you can do other tasks. Or join multiple Mac minis together so you can form your own construction farm. Or put together thousands of them, like Mac Stadium, a company that has almost 8,000 Mac minis. 8000! Which developers use to create some of your favorite apps, like Candy Crush, Shopify. They wanted more.

They run 24/7 with data centers around the world, it's the very definition of mission critical and it all runs on Mac mini. This is the new Mac mini, with all these great new features. The base configuration has 8GB of memory, a 3.6GHz quad-core processor, and a 128GB SSD. And it starts at just $799. And with that performance and features, it's by far the best value we've ever offered in a Mac mini. You can configure it with up to 64 GB of memory, a higher frequency Core i7 processor, up to 2 TB SSD and 10 Gb Ethernet. You can order it starting today and it will be available next week.

And like all our products, it meets all the requirements of the environmental checklist. And like the new Air, we're increasingly using post-consumer recycled plastic in parts like the foot. And each Mac mini case is made from (you guessed it) 100% recycled aluminum. Contributing to reducing your carbon footprint by almost 50%. So that's the new Mac mini. It's the biggest update ever, and we can't wait to get it into the hands of all those customers who are passionate about Mac mini. And now, back to Tim. Okay! Thanks, Tom, and thanks again, Laura. The new Macbook Air and Mac mini are absolutely incredible!

These new Macs will help our customers be even more productive and creative. Now, there are ways Apple aims to inspire the creativity of our users, including in our stores. The mission of our stores has always been to enrich the lives of our customers by educating them and inspiring them to go even further. One of the new ways we take your creativity even further is through our Today at Apple sessions. Yeah! To share more with you about the latest from Today at Apple, I'd like to invite Angela, Angela! Good morning. Good day. It's great to be back in New York and we especially love being a part of the creative energy here in Brooklyn.

This is what we are trying to replicate around the world. You've heard us talk about retail as our most important product, how we think of architecture as our hardware and internal experience as our software. We call it Today at Apple. We start with the things that are core to Apple's DNA, the things that people use devices the most and trust us to teach them, like photography, music, gaming, and app development. And as Apple continues to develop curricula like Everyone Can Code and Everyone Can Create, we incorporate these lessons and techniques into our Today at Apple programming for all customers, including educators and entrepreneurs.

And we hold all our sessions in all 505 retail stores, such as at Apple Cotai Central in Macau, which opened a few months ago. Here, customers attend a session called Photo Walks, where they learn new features, such as portrait lighting and depth control, while exploring the city together in a real social way. Or Apple Garosugil in Seoul, which opened last spring, where clients participate in labs, our most advanced sessions, like a music lab called Building Your Sound co-created with Florence of Florence and the Machine, where our creative professionals They help customers compose a song using GarageBand. And also this month, as part of EU Code Week, we're hosting sessions like Swift on iPad and Xcode on Mac, delivering over 2,000 coding sessions across Europe.

And at Apple Piazza Liberty in Milan, which just opened last summer, customers love Sketch Walks, where they learn to capture the city by drawing and painting on the iPad. And we're especially excited when our sessions inspire clients to go even further with their passions, like Sarah, who after attending a few Live Art sessions at a lab in Florence, illustrated and published her first children's book. And as we continue to drive the design of our flagships to be even greater gathering places where everyone is welcome, we are also creating global platforms for local talent. Photographers, musicians, developers and artists share their creative gifts.

This month, in partnership with The Big Draw festival, local artists have been leading sessions at our global flagship facilities, teaching and celebrating drawing, like Josh Cochran, a local New York artist, who will lead a session on the other side from the street this afternoon. Since launching Today on Apple just 18 months ago, we've held more than 18,000 sessions per week, attended by millions of curious creatives around the world. And with the latest version of the Apple Store app, we've made it even easier for you to discover what's happening near you. Simply tap the Sessions tab and you'll see a summary of the most recent Today at Apple sessions in your city.

You'll also recommend sessions based on the products you own and exclusive programs like Music Labs, Kids Hour, and Photo Walks. This is a quick update on Today at Apple, our new in-store experience since its launch, but we won't stop there. Today we announce 60 newly designed sessions. Video: Video, music, and design have been expanded, and we're adding rides and labs to most categories. And of course, we use the latest Apple technologies, like AR and Siri Shortcuts. We're creating our first video lab called Small Screen Magic, co-created with video creator Zach King. You will learn how to record and edit fun videos using the Clips app.

We will also be introducing a new photo lab called Fun Family Portraits. You'll use live photography to capture the action, experiment with filters, and use the Apple Pencil to make your portraits even more fun. And we're introducing a design lab called Drawing Treehouses, created jointly with architects Foster and Partners, where you'll learn architectural principles through the lens of fantasy. And for Mac, we're launching a new Pro series, like this video lab called Color and Mood with Final Cut Pro. You'll learn how to use color to enhance the visual feel of your footage. And a music lab called Advanced Beat Making with Logic Pro, where you'll test audio, design sounds, and program different styles of beats.

This is a preview of some of the new sessions that will be released in the new year. And to scale even further Today at Apple, in every city, every day, in every store, we are also updating our existing fleet, creating forums in more than 70 stores a year, like this recent renovation of Apple Covent Garden in London, which It just reopened a few days ago and today they are live streaming the

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. And we will continue to open flagship products designed to amplify Today at Apple around the world. In June, we opened our first flagship in Seattle: Apple University Village.

And on November 10, we launched Today at Apple at our first store, Apple Iconsiam in Bangkok, Thailand, and we're excited to be part of the creative energy in this city. And a few weeks later, we opened Apple Champs-Elysees, with one of our most important forums in Europe to continue being part of the creative renaissance in Paris. And like all of our Apple products, we continue to minimize our environmental footprint. In fact, all of our retail stores are powered by 100% renewable energy. We believe Today at Apple could be retail's biggest platform to enrich lives. It is designed to foster human connection, inspire new learning, and unlock creativity and creative thinking for all generations.

And Today at Apple comes to life thanks to our 3,000 Apple creatives and entire retail team, whose passion, energy and commitment to humanized technology help unlock the creative potential within us all. Thank you so much. Back to you, Tim. Wow! Nobody else has anything like Today on Apple. In addition to 3,000 creative professionals, we have more than 70,000 team members dedicated to helping you get the most out of your products. And they are the best team on the planet! I'm moving to New York. Now let's talk about another powerful and creative product: the iPad. iPad: The iPad is a magical piece of glass that instantly transforms into anything you want: portable, versatile and powerful, yet incredibly easy to use.

We've already sold more than 400 million iPads, making it by far the most popular tablet. No one else is even close. But what you may not know is that we've sold more iPads in the last year than the entire laptop lineup of all the major laptop manufacturers. This makes the iPad not only the most popular tablet, but also the most popular computer in the world! It's pretty phenomenal. Now, the current iPad lineup consists of the iPad mini, the iPad, and the iPad Pro. The iPad mini and theiPad are our most affordable iPads, bringing versatility and capability to as many users as possible.

While iPad Pro pushes the boundaries to deliver our most cutting-edge creative iPad experience. It includes our most advanced technologies and our highest performance. The iPad Pro offers so many capabilities to our users and we are absolutely amazed by the creative things they have done with it. That's why we created iPad Pro. Today we're announcing an all-new iPad Pro. It will further boost what you can do on iPad or any computer. And here it is. This is the new iPad Pro! And to tell you everything, I want to mention my colleague, John Ternus, vice president of hardware engineering.

John! Thanks, Tim! I'm delighted to be able to tell you about this new iPad Pro. It marks the biggest change since the original iPad. And we have improved it in every way possible. In fact, this is really the iPad we dreamed of building from the beginning. We've always felt that the iPad should focus solely on the screen. And on this new iPad Pro, we have an LCD screen that extends from edge to edge and top to bottom. Now, we achieve this design by rounding the corners of the screen using the same pixel masking and anti-aliasing technology that we introduced in the iPhone X-R.

Just like on the X-R, we call it a liquid retina display. It includes our most advanced technologies, such as Wide Color, True Tone, ProMotion and, of course, support for Apple Pencil. And all of this combines to deliver the most accurate, responsive and beautiful display we've ever created. Now, the narrow edge design gave us a chance to take a fresh look at the sizes of our iPad Pro. The original 10.5-inch iPad Pro is an incredible device, offering plenty of room to get your work done and a case that's Big enough to support a full-size keyboard, but still weighs only one pound and is super portable.

It really has been the ideal choice for most of our iPad Pro customers. That's why we decided to keep that perfect footprint but offer it an even larger screen. This is the same go-anywhere size you loved in the 10.5-inch design, but now with an 11-inch screen. And it has a quarter of a million more pixels. But of course, for our customers who want an even larger canvas, we also offer the 12.9-inch screen. And all that space makes multitasking and working with the Apple Pencil an incredible experience. With this new iPad Pro, we can offer the same big screen experience in a much more portable package.

And this is the new 12.9-inch iPad Pro. It's dramatically smaller. In fact, it's now almost exactly the same size as an 8 1/2 x 11 sheet of paper. And it's not only smaller, but thinner. These new iPad Pros are only 5.9mm thick. In the case of the 12.9-inch model, it is almost 15% thinner than before. In total, that means this new 12.9-inch iPad Pro has an incredible 25% smaller volume than its predecessor. It fundamentally changes the experience of using it. You really have to hold one to understand it. And we believe that when people do that, many more people will move to the larger size.

It really is the definitive iPad. And that's especially true because you now have Face ID. Now, on iPhone X, Face ID sets the bar for intuitive, seamless and secure authentication. But it's even better on the iPad Pro. On the iPad Pro, Face ID offers facial authentication that's more secure than any tablet or computer. With a simple glance, you can unlock your iPad, log into your favorite apps, and of course, you can even pay for something with Apple Pay. Face ID is enabled by the Truth Depth camera which is hidden in this slim bezel. It uses depth technology for greater security and accuracy than any 2D facial scanner.

But bringing it to the iPad Pro meant we had to optimize the cameras and even had to retrain the underlying neural networks to work specifically in all the ways you use your iPad: portrait, landscape, connected to a keyboard. And no matter how you use these new iPad Pros, they'll always be face up. Now that it supports Face ID, you may have noticed that there is no longer a home button. Well, the lack of a home button means that all those familiar gestures from the iPhone 10 now come to the iPad. So, for example, you can swipe down from the top right corner to reach the control center.

Access the dock by swiping up from the bottom. If you continue swiping up and pausing, you will reach the App Switcher. And you can even swipe along the bottom edge to quickly switch between your most recently used apps. You can work with two applications at the same time using Split View. Simply drag an app from the Dock to the side and then you can easily drag and drop it between them. And Slide Over gives you a quick view of another app, like when you need to quickly reply to a message. There is always plenty of space to do what you need.

This new iPad experience is all about making the most of these large screens, with room for creativity and working with multiple apps at once. And all of that is possible thanks to what we put under the hood, because these new iPad Pros are powered by the new A12X Bionic, and this is a monster! Like the A12 in our latest phones, it's built with our latest 7nm technology. No other tablet, laptop, or even desktop computer has been able to make this leap forward. And it offers a big leap in both performance and energy efficiency. But since this is an X chip, it means we went bigger than the A12, much bigger.

In fact, this new A12X has more than 10 billion transistors. But what's most incredible is what we've been able to do with all of them. The A12X features an 8-core CPU with 4 performance cores and 4 high-efficiency cores. And with our next-generation performance controller, multithreaded workloads can now take advantage of those 8 cores simultaneously. The results of all this are quite surprising. Single-core performance is up 35% compared to last year's already very fast iPad Pro. And with increased core count and efficiency gains, multicore workloads are now up to 90% faster. This is a big step forward. And here's another way to think about it.

These iPad Pros are faster than 92% of all laptop PCs sold in the last 12 months, including the most popular Core i7 models from major manufacturers. Of course, our X chips have always been about big graphics, and these new iPad Pros don't disappoint. The A12X Bionic has an all-new Apple-designed 7-core GPU that delivers twice the performance of the previous generation. And this is great. Compared to our first-generation iPad, the graphics on these new iPad Pros are now 1,000 times faster. That's crazy! To put it another way, the iPad Pro offers Xbox One S-class graphics performance in a product that is 94% smaller and does not require an AC cable.

In fact, like all of our iPads, it offers incredible all-day battery life. But of course, we didn't stop with just an amazing CPU and graphics. On board the A12X and for the first time on an iPad, we have our latest generation of neural engine. And just like the A12, the neural engine is capable of performing an incredible 5 trillion operations per second, all of which is in the service of delivering incredible performance on machine learning tasks. That said, these new iPad Pros are not only faster than your last computer, they're also smarter and more capable. Some apps can do amazing things, like Photos, which uses machine learning to classify and organize your photos so you can always find what you're looking for.

And it also stitches all those photos and videos together to create those amazing memories. But other apps can take advantage of this too, like Pixelmator Photo, which uses a neural network derived from over 20 million image pairs to determine how to intelligently enhance your photos, just like a professional photographer would. And our chip team has done much more with the A12X. Dedicated hardware blocks offer high performance and high efficiency in everyday tasks such as capturing images and recording videos. There's simply nothing like it in other traditional PC chipsets. And this year we have a new fast storage controller in the A12X that allows for up to 1TB of storage capacity.

We think this will really help unlock those creative and professional workflows. And that fast new storage controller also enables something else that's really important: a high-performance computer deserves a high-performance connector. And so, on these new iPad Pros, we moved to USB-C. This brings a whole new set of capabilities to the iPad Pro, such as connecting your accessories to change the way you use your iPad, cameras, musical instruments, or even stands. Or connect to external high-resolution displays up to 5K. And with USB-C, you can connect to these data and display accessories at the same time. We think our Pro customers will really love this.

And plus, for the first time on these iPad Pros, we now support charging via USB-C, so you can even charge your iPhone when you're on the go. Now, one of the most important and revolutionary accessories for the iPad Pro has been the Apple Pencil. With its lowest latency, sub-pixel accuracy, and force and tilt detection, the Apple Pencil is absolutely the tool you should turn to whether you're retouching. a photograph, taking notes or drawing. And with these new iPad Pros, the second generation pencil has been completely redesigned. The new Apple Pencil attaches magnetically to the iPad Pro.

It automatically pairs and begins charging wirelessly. And since it's always charging, it's always ready to go whenever you need it. Tapping the screen with the Apple Pencil will wake up the iPad Pro and instantly launch the Notes app. And this year, there's a whole new way to interact with the Apple Pencil. Simply tap it twice to change modes. In Notes, you can switch between your current tool and the eraser. And in other apps, this behavior will be customizable, putting even more control in the hands of our users. Also this year, we have a new Smart Keyboard Folio that continues to provide a great typing experience in a thin and light design with no pairing, charging or batteries required, and is even easier to use.

Magnetically attaches to iPad Pro and protects both the front and back. And there's one screen angle that's great on your lap and another that's great on your desk. We think this is what makes the iPad so unique. No other device can easily adapt to your needs like the iPad does. On its own, iPad is the most personal and powerful tool for all the things you do most. But by adding the right accessory, the experience is totally transformed. Add the Apple Pencil and it becomes your sketchbook. Add the Smart Keyboard and it becomes your mobile office. Or add an external monitor and you have an editing bay.

No other device offers this level of flexibility. But not only is iPad great for all the things you do today, it's also the perfect tool for creating entirely new experiences, like Augmented Reality. With its large screen and thin, light design, the iPad is the best device ever created for AR. And we've optimized these iPad Pros to make AR even better. We've calibrated the cameras and sensors of all these components in A12X to deliver realistic graphics, real-time lighting and object tracking, and incredible textures and reflections. And with ARKit 2, we give applications improved surface detection and persistent experiences.

And all of this combines to completely transform the way you interact with the world around you. These new iPad Pros are equipped with our most advanced technology. There's the new all-screen design with liquid retina display, advanced Face ID, the A12X Bionic chip that delivers incredible pro-grade performance, 4-speaker audio, and this time with woofer and tweeter pairs in each corner. They sound amazing and offer wide stereo output. Gigabit-class LTE and eSIM technology in our cellular models for excellent conductivity wherever you go. And many more features that make this our best iPad. And now we have all-new designs for the Apple Pencil, Smart Keyboard Folio, and USB-C, delivering high-performance connectivity to a wide variety of accessories.

But that being said, the new iPad Pro really comes to life through the amazing apps designed for it. And to tell you more about that, I'd like to invite Shaan Pruden, Senior Director of Worldwide Developer Relations, to the stage: Shaan. Our developers are amazing! Today there are more than a million applications designed specifically to transformyour iPad into anything you need with just a touch. And with the new iPad Pros, the apps you already know and love will look better and run even faster than before, like Procreate for sketching an illustration, capturing notes with Notability, or using Morpholio Trace for architectural drawings.

But with the performance and capabilities of the new iPad Pro, our developers will be able to create experiences that were not possible before. For the first time, Autodesk is bringing the AutoCAD desktop engine to the iPad. This will allow customers to view and edit files containing hundreds of thousands of objects like the ones you see here with performance as fast as the fastest PCs. And this is Ubisoft's Assassin's Creed Rebellion, a console fan favorite coming to iPad for the first time. The new iPad not only unlocks stunning visual effects, like ambient fog and sunlight streaming through these windows, but it also delivers a next level of texture and detail in everything you see.

And it runs at an incredible 120 frames per second, something no console can offer. Millions of DJs around the world use djay Pro and Algoriddim has been able to harness the power of the A12X Bionic to deliver up to five times more video clips that you can mix simultaneously. And using Core ML, dozens of audio samples can be combined in key and rhythm in real time to deliver perfectly tuned and rhythmic performances, unprecedented on a mobile device. As you can see, iPad Pro offers the power and versatility our customers demand wherever they are. Now, I would like to introduce you to two developers to show you what is possible on these new devices.

First, let's talk about games. Featuring a large 120Hz display with Pro performance and 4-speaker audio, iPad Pro is the ultimate gaming platform you can take anywhere. And here to show you what they've been able to accomplish is Greg Thomas, Executive Vice President of 2K Games. For more than 20 years, NBA 2K has set the standard for realistic gameplay and attention to detail. Every year, fans are thrilled to be able to experience the NBA on their consoles. And now, with this incredible new iPad, 2K and Visual Concepts have brought the same console realism to iOS. Everything we are going to show you today has never before been possible on a mobile device.

Choose your favorite team and players. Many of you may recognize the Barclays Center. We've recreated it exactly so your Brooklyn Nets will feel at home today. But I see that my friend Mike has chosen the world champion Golden State Warriors. But if you want to play like Steph Curry, you can play like Steph Curry. Watch the player with the blue circle at his feet as the rest of the team moves down the court. Using a combination of seamless motion and inverse kinematics, we can create an unlimited number of animations, all at 60 frames per second. Well, let's take a step back and look at this beautiful stadium.

Even spectators and thousands of fans are individually represented in high resolution. This new iPad is simply amazing and provides an experience that rivals consoles for the first time. Well, let's take a look at a player. How about D'Angelo Russell? We meticulously recreated each NBA player using high-end shaders to bring out every detail. Just look at his hair, the precise tattoos, the beads of sweat on his skin. We've even rendered his shirt down to the holes. Okay, let's get back to the game and see how the warriors are doing. Oh, nice move! This is amazing and now we can add post visual effects such as anti-aliasing, HDR bloom and depth of field.

In fact, we are rendering almost six million pixels at full retina resolution without upscaling. Well, we have a little time left in this game. Mike, why don't you show us what you've got? Oh, time is running out. Buzzer Beater Steph Curry: Game Winner! Good shot! NBA 2K Mobile: see you on the court. Thanks, Greg. This is just a glimpse of the incredible performance of the new iPad. As you can see, the developers will take their games to the next level. Now let's move on to creativity. We've worked closely with our friends at Adobe for over 30 years, creating tools that have spawned new technologies.industries.

And today we are delighted to have you here to show you the future of creativity. Please welcome Adobe's VP of Design, Jamie Myrold. Thanks, Shaan. I am very excited to be here today. So at Adobe, the future of creativity extends beyond the desktop. Creative professionals want the ability to create with power and ease whenever and wherever inspiration strikes. A few weeks ago at Adobe MAX, we revealed Photoshop on iPad and also previewed Project Aero, our new augmented reality design tool. And today, we're so excited to show off both, taking full advantage of the revolutionary performance of the incredible new iPad Pro.

To show you, I asked Chantel to join me... Chantel. Thanks, Jaime. Let me show you the real Photoshop on iPad. Photoshop means having the familiar tools you need right where you expect them, right here in the toolbar. Photoshop means having the full power of your layer stack and adjustments. Now I want this middle flower to really stand out. So let's add an adjustment layer and we can find a shade that really looks good... okay, right there. And now let's use the brush tool and I can come in here and recolor that mask and reveal the white petals underneath.

And I'm doing this with the Apple Pencil. It feels so fluid and intuitive. It's great to be here with the canvas. Okay, let's activate a blend mode and that's it. Now, this is Photoshop reinvented for touch. That's why we have instituted many ways to have a contextual user interface. So I can use this touch modifier under my thumb to switch between things that I do all the time, so duplicate and move. Now that flower looks great framed by those pops of yellow and we're ready to get started. Well. So let's zoom out and you can see this entire bouquet.

It's made up of 135 individual flower images and you'll see that there's a really intricate mask applied to the entire layer stack. That means that when I want to make adjustments, I can just turn them up, down, and get right to the saturation level I want to see. Excellent. Okay, let's zoom out all the way. And you can see the magnitude of this piece. It's a real PSD, the same one you would work with on the desktop. They are more than 3 GB. It's 157 layers, 12,000 x 12,000 pixels, and I'm scaling it up at lightning speed, no lie. And that's thanks to working on this new 8-core iPad Pro of pure power.

So at Adobe, we know that creative professionals need to dive deep into the pixel-precision level, but then just as easily come back out and see the full image. That's why we've implemented a shortcut on the Apple Pencil. Simply tap twice and exit again; tap twice and re-enter. Ladies and gentlemen, this is Photoshop on iPad, just the way you always wanted. Now let's talk about how you can experience your Photoshop files in a whole new way. This piece measures 9' x 9' when printed to scale. And here, on the screen, it already has the power to amaze and inspire, but what if you wanted to enter that redwood forest?

Well, with Project Aero, now you can. So let's take a look at the same PSD here in Aero, and now it has space between those layers. And since it's augmented reality, I can do things like incorporate some interactive elements, like these butterflies. And I can set them to animate when I start the experience and now I can use my iPad to become the cinematographer of this moment. Now, with Photoshop, Project Aero, and iPad, creatives can express themselves in a whole new medium with the tools they already know and love. Back to you, Jamie. Thanks, Chantel. That was really amazing and that file created by Ysabel LeMay was just magnificent.

So to summarize, what you just saw, this was the real Photoshop. By this I mean the actual Photoshop engine that runs on the iPad Pro, completely reinvented to deliver the touch simplicity and precision of the Apple Pencil. Soon, creative professionals will be able to create and edit high-fidelity Photoshop files on the iPad Pro. We also showed them Project Aero, which is our new augmented reality design tool, and this tool will give designers the ability to use their skills in Photoshop to create next-generation immersive content. Look for both in the App Store in 2019. Thank you very much.

Back to you, Shaan. Wow! That was incredible! Thank you, Jamie and Chantel. On iPad Pro, these tools are powerful enough for professionals but easy enough to use for anyone. And that's why we're so excited to partner with Adobe on these and other next-generation apps for creative professionals. This is what we mean when we talk about the iPad being a magical piece of glass that can be anything you need it to be. And with the next generation of apps from our developers, it will completely change the way you do things in ways you never imagined. Back to you, John.

Thanks, Shaan. Those are some amazing apps. It's amazing how much performance we've packed into these iPads. We're so excited about the new iPad Pro that we made a video and I'd love to show it to you now. This is the new iPad Pro. It's different than any iPad or anything we've done before because everything has changed, starting with the screen, like a full screen, which goes edge to edge in an incredibly thin profile... no, thinner! No, thinner than that! Yes, that thin. So it's not impossible. All it took was adapting a larger screen to a smaller form factor, including individual pixels to create perfectly rounded corners, redesigning the TrueDepth camera system, making the speakers smaller but louder, adding microphones, reducing the LEDs, and taking it all up to the edge so that it fits within that narrow boundary, and the whole thing still weighs about a pound.

So when you hold it, the technology seems to recede and you're left feeling like you're essentially holding light. That's because the Liquid Retina display is our most advanced and responsive display yet. There is no longer a home button because it has Face ID, the safest and easiest way to unlock your iPad. It's been redesigned to work in either direction, so there's no wrong way to unlock or use it. It also has the most powerful and smartest chip we've ever created, made even smarter thanks to Apple's Neural Engine, now on iPad for the first time. It's powerful enough for Photoshop...yes, real Photoshop.

And thanks to the chip, everything you do (like surf the Internet, send messages at the same time, drag and drop) is faster than ever, and faster than 92% of laptop PCs. But that is not all. We don't just think about the iPad or the accessories, but about how they all connect. That's why there are 102 magnets, all precisely aligned to create a perfect system. So you can do this and charge your Pencil at the same time. Drawing or writing will feel as natural as... well, a pen, only better, because its cylindrical touch sensor gives you more control, like switching tools with a double tap.

There's also a new keyboard that snaps into place like this one, and this one, which is perfect for Group FaceTime. And with USB-C, this now connects to that, that, that and that. This makes things easier even if what you do is complex. The iPad Pro is more versatile, more portable and more capable. It's like a computer but different from any computer. This is the new iPad Pro. The new iPad Pro is a huge step forward for the iPad and for computers. Now, of course, like all of our products, every iPad Pro is manufactured in a way that is good for both our customers and the environment.

And in fact, the excess aluminum created in the manufacturing process of these iPad Pro cases is recycled to form the material used in the MacBook Air and Mac mini. The 11-inch iPad Pro is offered in these four storage options and starts at $799. And there's nothing else that comes close to this combination of performance and portability. The 12.9-inch iPad Pro is offered with these same storage options and starts at $999. And of course, both models are also available in LTE configurations. Customers can start placing orders today and they will appear next week on the 7th. Now, in addition to the new Pro, the current 10.5-inch Pro will continue to be available along with the 6th generation iPad and iPad mini 4.

This It's the new iPad Pro and we couldn't be more excited about it. Now back to Tim. These are the most exciting iPads we've ever created. Not only does this change the way we think about the iPad, it changes the way we think about computers. Now, before I close, I have a quick update: iOS12 is off to an incredible start. It has been installed on more systems in the first month than any version in history. This is incredible. And it's still a tear. In fact, aA staggering 60% of all iOS devices out there already run iOS12. This is simply unheard of!

And today we ship 12.1. This update includes Group FaceTime, with up to 32 of your friends simultaneously, as well as some other great new features, including dual-SIM support for iPhone X-S and iPhone X-R with eSIM. There are also over 70 great new emojis with which you can express yourself however you want. This is the best version of iOS ever created. Check it out. What a great morning! The new thinner and lighter MacBook Air, now with Touch ID and this beautiful retina display. And our most beloved Mac is now our greenest Mac. And the new Mac mini is the most powerful and versatile Mac mini ever created.

And our Today at Apple sessions in our retail stores, designed to help our customers take their creativity even further. And the incredible new iPad Pro, with its beautiful all-screen design, packed with advanced features and the A12X Bionic, the most powerful chip we've ever created. You will be surprised what you can do with this product. Now, at Apple, we love how people use our products to create truly wonderful things and launch them into the world. This has been our mission from the beginning. We have always believed deeply in the power of creativity to change things and advance the human race.

And it's a great honor for us to be a part of what people create every day, all over the world. Now what better way to celebrate that creativity than with an incredible musical performance. I would like to introduce you to an artist who has used her unique talent to create brilliant, evocative, genre-defying music. The Apple Music team is proud to have worked with her since the early days of her career and she has sold more than 15 million albums worldwide. But most importantly, the creativity and emotional honesty of her work is undeniable. She is one of our favorites.

Please join me in welcoming this New York native, the wonderfully talented Lana Del Rey! Well, thank you very much. Thanks to Tim for asking us to come down and sing a couple of songs for you. I'm lucky to have Jack Antonoff with me playing piano. . And I just wanted to say that we're really honored to play for Apple and it's a company that has done a lot to change the way we consume music but also, for people like Jack and I, the way we make music and record, whether at home or in the studio. So with that, they told us not to swear, for that reason, I can't tell you the name of the next record that Jack and I made.

But the first song we're going to do is the last one we recorded and it's called "How to Disappear." Thank you so much. Again, in the name of bad language, I won't say the title of the second track. I'll call it Venice for now and it's a song we released a couple of weeks ago. Thank you so much. Lana Del Rey! I'd like to thank everyone for joining us in New York today and everyone who's been watching online, and I'd like to thank everyone at Apple who made today possible and makes every day possible. It couldn't be done without you.

We have a handy area with these amazing products right down the street at One Hanson Place. We'll have someone escort you there. I encourage you to go try them for yourself. They are amazing! Thanks again. Maybe I'll see you in your neighborhood. See you'.