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 therefore 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 more than 150 years, it has showcased the work of adventurous and forward-thinking artists from around the world while serving the creative community here in Brooklyn.

Apple's focus has always been on giving people 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 it has become one of the world's most essential creative tools. We're in awe of the creative things people around the world are doing every day with the Mac. So we made a video of some of these special people and I'd love to play it for you now. We are very inspired by these people and how the Mac has played such a vital role in their creativity.

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

Of course, one of the drivers of high Mac customer satisfaction is macOS: macOS is the lifeblood of the Mac, with its beautiful, easy-to-use interface. We just released macOS Mojave and it's the best version of macOS by far and people love it. Great care has been taken to refine the look and add more capability, all while preserving its legendary ease of use. MacOS Mojave brings new features that were 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 amazing new look of Dark Mode, which helps you focus directly on your content.

We have a feature called Stacks, 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 a Mac on In particular, one that they carry with them everywhere and use for everything they do, and that's the MacBook Air. When Steve took the MacBook Air out of that envelope, it was clear that things would never be the same again.

The innovative, incredibly thin, wedge-shaped design of the MacBook Air not only influenced the rest of the Mac product line for years to come, it also 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 notebook with all-day battery life. MacBook Air truly embraced the notion that less could be more and redefined the modern laptop in the process. Unlike any laptop before or since, the MacBook Air has become the most beloved laptop ever. 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 a new MacBook Air with a retina display and so much more, and here it is. This is the new Macbook Air and I'd 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 is remarkably precise in fit and finish, and everything you see and touch has been painstakingly refined.

It is absolutely beautiful. Now, as Tim said, the number one feature that customers wanted in a MacBook Air has been a retina display, but we've improved the display in every way. The familiar aluminum bezel, sorry about that, the familiar aluminum bezel of the current MacBook Air is gone. The sleek design of the new Air brings the display glass to the edge of the case, forming 50% narrower edges. It has a 13.3-inch screen, which is the perfect size for such a portable laptop. And when it comes to resolution, we've taken pixels and quadrupled them, delivering four times the resolution for over four million pixels.

Thus, both text and images are sharper and more detailed. And with 48% more color, those images are more lifelike than ever. All of this comes together to give the new MacBook Air a retina display that we know our customers are going to love. And even with this narrower border design, we were 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 into the conversation. Now the MacBook Air has another new feature that customers have been asking for, and that's Touch ID.

So now, with just the touch of a finger, you can unlock your MacBook Air, buy something cool with 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 notebook. T2 also features an SSD controller that has automatic data encryption on the fly, offering the most secure storage of any laptop so you can be sure your files and data are safe.

In addition to security, T2 has a host of other features. It has a redesigned system management controller. It has an audio controller that delivers wide stereo sound and an always-on processor that enables Hey Siri. Next, the keyboard, where we've gone way beyond just 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 key for more illumination. accurate. . And a modern keyboard deserves to be paired with a modern trackpad, so we replaced the old version of the Springboard with a new Force Touch trackpad.

It has 20% more surface area that expands the functionality of multi-touch gestures. And with pressure-sensing capabilities and haptic feedback, it's quieter and more capable. This offers a touchpad 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 improve the 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% higher. It has twice the bass and wide stereo sound.

Plus, it has a three-microphone array, which will make those group FaceTime calls crystal clear, and it also improves Siri voice recognition. And the new MacBook Air needs state-of-the-art I/O. So the new MacBook Air has two Thunderbolt 3 ports. So, from charging to data transfer to video output, it's the most versatile port around. And there are plenty of devices you can connect, from Thunderbolt and USB-C external storage, to a 5K display or eGPU, that speed up graphics by up to 17x. So the new Air can connect to just about anything. So now let's talk about the specs.

There's an eighth-generation dual-core CPU, along with the latest Intel integrated graphics. And it also supports up to 16GB, faster memory, which is double the capacity of the previous Air. And SSD up to 1.5TB capacity and 60% faster. So MacBook Air offers the performance you need for all your daily tasks. Now the MacBook Air has 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 great 12 hours of wireless web browsing, but now it has up to 13 hours of iTunes movie playback. Apple's engineering teams love a big challenge.

So we thought, what if we added all these amazing 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, which is 10% thinner than the previous Air. And yet, with all these new features, the new MacBook Air weighs just 2.75 pounds. That's a quarter-pound lighter than the previous Air. Perfect for the laptop you want to take with you everywhere. This is the new MacBook Air, with a stunning 13-inch retina display, Touch ID, advanced security, a Force Touch trackpad, and 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 the speakers. But there is a big goal that we have had for many years. All Mac cases are made of aluminum. Now, we use aluminum because it has incredible strength, durability, and beauty. To achieve that, we have had to rely on mining high purity ore, to this day.

Apple's metallurgy team has engineered an aluminum alloy that uses excess aluminum from the production process, delivering the same great characteristics we expect in all of our products. And this is a great advance. We're very proud to say today that every new MacBook Air is made from 100% recycled aluminum. This helps reduce the carbon footprint of the new Air 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've created a video that I'd like to play for you now. When the MacBook Air was introduced, it defined what an ultrathin and ultralight laptop could be.

With the new MacBook Air, we've incorporated many of our most advanced technologies into this iconic design. The powerful new features of macOS Mojave come to life on the incredibly vivid and accurate retina display. It contains more than 4 million pixels, which provide remarkable clarity, high contrast, and brilliant colors. The 8th generation dual-core processor is powerful and efficient, while helping to achieve all-day battery life. The Apple T2 Security Chip brings advanced security and Hey Siri to MacBook Air. Paired 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 finer level of control. Hi-fi speakers deliver much more volume and bass for fuller sound and a wide dynamic range. Thunderbolt 3 integrates USBC into the most powerful and versatile port ever created. And for the first time, the unibody shell is made from 100% recycled aluminum. To achieve this, we invented a new custom alloy. It is designed to use fine shavings of reclaimed aluminum that have been re-engineered down to the atomic level.

This new alloy is as beautiful and robust as any we have used before. And it makes 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 favorite Mac can be, but also how it can be made. whatgreat leap forward for MacBook Air. So the new MacBook Air is configured with 8GB of memory, a 1.6-core i5 processor with Turbo up to 3.6, and 128GHz of storage, and will start at $1,199. Which makes it the most affordable retina Mac we've ever offered. You can order it from today.

And it will be available next week. So that's the redesigned and redesigned MacBook Air. So whether you're a student, writer, entrepreneur, or just new to 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 have this in your hands. I really think you will love it. Now, there's another small but mighty Mac that our users have been waiting for. And here it comes. The new Mac mini! Now I'd like to introduce Tom Boger, our Mac product marketing manager, to tell you all about the new Mac mini.

Thomas! Thank you Timothy! I can't wait to tell you about the biggest update ever made to the new Mac mini. Now, I'm sure he's noticed that we've given it an amazing space gray finish. For one thing, we know our Pro customers are going to love it. But two, this new Mac mini is a real beast on the inside. This is why. The first thing our customers wanted us to do was give them more powerful processors. So now every Mac mini starts with 4 cores. Taking performance to a whole new level. But we thought that wasn't enough, so we're also giving you 6-core Mac mini processors.

And these are not moving parts, no. These are higher powered 8th generation CPUs with faster graphics too. So the performance increase is amazing. Making Mac mini up to, wait, five times faster than before! Think of that, five times faster! It pulls from traditional desktop apps like Logic and Photoshop and workflow apps like MainStage and Compressor, making it by far the most powerful Mac mini we've ever made. The next step is memory. Now the previous Mac mini has gone up to 16GB of memory. So naturally the new Mac mini moves to 32GB of memory. But we didn't want to stay there either.

So the new Mac mini can now go up to 64GB of memory. And this memory isn't just faster, it's also an 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. So now every Mac mini has 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 its many new features, including HEVC video encoding that, 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 lots 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, it can connect to just about anything. And not only that, you can also configure Mac mini with 10 gigabit Ethernet for lightning-fast network performance. So now the Mac mini is a much faster and much 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 performance. Or using it for the production of a live interactive art performance, as students are doing today at the California Institute of the Arts. Or use more than one so you can blast through video encoding faster in apps like Compressor. And on a movie set, as Paramount Pictures is doing on the set 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 things.

Or connect multiple Mac minis together so you can form your own build farm. Or stack thousands of them together, like Mac Stadium, a company that has nearly 8,000 Mac minis. 8000! Which developers use to build some of their 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 entry configuration has 8 GB of memory, a 3.6 GHz quad-core processor and a 128 GB 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 up to 64 GB of memory, a higher frequency Core i7 processor, up to a 2 TB SSD and with 10 Gb Ethernet. You can order it starting today and it will be available next week. And like all of our products, it ticks all the boxes on the environmental checklist. And just like the new Air, we're using more and more post-consumer recycled plastic in parts like the foot. And all Mac mini enclosures are made from, you guessed it, 100% recycled aluminum.

Helping to reduce 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 so passionate about Mac mini. And now, back to Tim. Very good! Thanks Tom and thanks again Laura. The new Macbook Air and Mac mini are absolutely amazing! These new Macs will help our customers to be even more productive and creative. Now, there are ways Apple aims to inspire creativity in 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're taking your creativity even further is through our Today at Apple sessions. Yeah! To share more with you about the latest on 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 largest product, how we think of architecture as our hardware, and internal expertise as our software. We call it Today at Apple.

We start with the things that are central to Apple's DNA, the things people use devices for the most and trust us to teach them about, like photography, music, gaming, and app development. And as Apple continues to develop curricula like Code for Everyone and Create for Everyone, we're incorporating these lessons and techniques into our Today at Apple programming for all customers, including educators and entrepreneurs. And we hold all of our shoots in all 505 retail stores, such as Apple Cotai Central in Macau, which opened a few months ago. Here, customers attend a session called Photo Walks, where they learn new features like 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 help customers to compose a song using GarageBand. And also this month, as part of EU Code Week, we host sessions like Swift on iPad and Xcode on Mac, teaching over 2000 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 through drawing and painting on the iPad.

And we're especially excited when our sessions inspire clients to go further with their passions, like Sarah here, who after attending a few Live Art sessions in a lab in Florence, illustrated and published her first children's book. And as we continue to push the design of our flagships to be even better gathering places where everyone is welcome, we're also creating global platforms for local talent. Photographers, musicians, developers, and artists share their creative gifts. This month, in association with The Big Draw festival, local artists have been leading sessions at our global flagships, teaching and celebrating drawing, such as Josh Cochran, a local New York artist, who is leading a session at across the street this afternoon.

Since Today at Apple launched just 18 months ago, we've run more than 18,000 sessions a week, attended by millions of curious creatives from around the world. And with the latest version of the Apple Store app, we've made it even easier for you to find out what's going on near you. Just tap the Sessions tab and you'll see a highlight of the most recent Today at Apple sessions in your city. It will 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 to Today at Apple, our new store experience since we launched, but we won't stop there.

Today we are announcing 60 newly designed sessions. Video: Video, music, and design have all 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 are creating our first video lab called Small Screen Magic, co-created with video creator Zach King. You will learn how to record and edit funny videos with the Clips app. We are also introducing a new photo lab called Funny Family Portraits. You'll use Live Photos to capture the action, experiment with filters, and use Apple Pencil to make your portraits even more fun.

And we're featuring a design lab called Drawing Treehouses, co-created 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 Creation 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're also upgrading our existing fleet, setting up forums in more than 70 stores a year, like this recent Apple Covent Garden renovation in London, which just ended. reopened a few days ago and they are live streaming the

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today. And we'll continue to unlock flagship products designed to amplify Today at Apple around the world. In June, we opened our first flagship store 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 a part of the creative energy in this city.

And a few weeks later, we opened the Apple Champs-Elysees, with one of our greatest forums in Europe to continue to be 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 greatest platform for enriching lives. It is designed to foster human connection, inspire new learning, and unlock creativity and creative thinking for all generations. And Today at Apple is brought to life by our 3,000 Apple creatives and entire retail team, whose passion, energy and commitment to humanized technology help unleash the creative potential in all of us.

Thank you so much. Coming back to you, Tim. Wow! No one else has anything like Today at Apple. In addition to 3,000 creative professionals, have over 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 am moving to New York. Now let's talk about another powerful and creative product, the iPad. iPad: iPad is a magical piece of glass that instantly transforms into anything you want it to be: portable, versatile and powerful, yet incredibly easy to use. We've now sold over 400 million iPads, making it the most popular tablet by far.

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 line of laptops from all the major laptop manufacturers. This makes the iPad not only the most popular tablet, but also themost popular computer in the world! It's pretty great. Today's iPad lineup now consists of the iPad mini, iPad, and iPad Pro. iPad mini and iPad 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. iPad Pro brings so much power to our users, and we're absolutely in awe of the creative things they've done with it. That's why we created iPad Pro. Today we're announcing a new iPad Pro. It'll push even further what you can do on iPad or any computer. And here it is. This is the new iPad Pro! And to tell you all about it, I want to mention my colleague, John Ternus, vice president of hardware engineering. John! Thank you Timothy! I'm delighted to be able to tell you about this new iPad Pro.

It marks the biggest change from the original iPad. And we have improved it in every possible way. In fact, this really is the iPad we dreamed of building from the ground up. We've always felt that the iPad should be all about the screen. And on this new iPad Pro, we have an LCD screen that stretches from edge to edge and top to bottom. Now, we achieve this design by rounding the corners of the screen using the same anti-aliasing and pixel masking technology that we introduced in the iPhone X-R. Just like on the X-R, we call it a liquid retina display.

It's packed with our most advanced technologies, like Wide Color, True Tone, ProMotion, and of course, Apple Pencil support. And it all comes together to deliver the most accurate, responsive, and beautiful display we've ever created. Now, the narrow border 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 amazing device, offering plenty of space to get your work done and a case that It's big enough to support a full-size keyboard, yet still weighs just one pound and is super portable. It really has been the go-to choice for most of our iPad Pro customers.

So we decided to keep that perfect footprint but give it an even bigger 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 bigger canvas, we also offer the 12.9-inch screen. And all that real space makes multitasking and working with 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 so is the new 12.9-inch iPad Pro.

It is 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 just smaller, it's also thinner. These new iPad Pros are just 5.9mm thick. In the case of the 12.9-incher, it is almost 15% thinner than before. So, taken together, that means this new 12.9-inch iPad Pro has a whopping 25% less bulk than its predecessor. It fundamentally changes the experience of using it. You really have to hold one to understand it. And we think that when people do, a lot more people will go to the larger size. It really is the ultimate iPad.

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

But bringing it to iPad Pro meant we had to optimize the cameras and even had to retrain the underlying neural networks to work specifically for all the ways you use your iPad: portrait, landscape, connected to a keyboard. And no matter how you use these new iPad Pros, they're always right side up. Now with Face ID support, you may have noticed that there is no longer a home button. Well, not having a home button means that all those familiar gestures from the iPhone 10 are now coming to the iPad. So, for example, you can swipe down from the top right corner to get to the control center.

You access the dock by sliding up from the bottom. If you continue to swipe up and pause, you'll reach the App Launcher. And you can even swipe the bottom edge to quickly switch between the most recently used apps. You can work with two applications at the same time using Split View. Just drag an app from the dock to the side, and then you can easily drag and drop 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 enough 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 made possible by 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 based on our latest 7nm technology. No other tablet, laptop, or even desktop has been able to make this leap. And it offers a huge 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 amazing 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, multi-threaded workloads can now take advantage of all 8 cores simultaneously. The results of all this are quite amazing. Single-core performance has increased by 35% compared to last year's iPad Pros, which were already blazing fast. And with increased core counts and efficiency gains, multi-core 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 notebook PCs sold in the last 12 months, including the most popular Core i7 models from major manufacturers. Now, of course, our X chips have always been great 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! In other words, iPad Pro delivers Xbox One S-class graphics performance in a package that's 94% smaller and requires no AC cord.

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

And also stitch 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 more than 20 million image pairs to determine how to intelligently enhance your photos, just like a professional photographer would. And our chip team has done a lot more with A12X. Dedicated hardware blocks provide high performance and high efficiency for everyday tasks like 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 enables up to 1TB of storage capacity.

We think this will really help unleash those creative professional workflows. And that new fast storage controller also enables something else which is really great because a high performance computer deserves a high performance connector. And so, in these new iPad Pros, we're moving to USB-C. This brings a whole new set of capabilities to iPad Pro, like connecting your accessories to change the way you use your iPad, cameras, musical instruments, or even docks. Or connect to high-resolution external 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 are really going to love this.

And also, for the first time on these iPad Pros, we now support charging via USB-C, so you can even charge your iPhone on the go. Now one of the biggest and most revolutionary accessories for the iPad Pro has been the Apple Pencil, with its lower latency, sub-pixel precision, force and tilt sensing, the Apple Pencil is absolutely the go-to tool, whether you're retouching a photo, taking notes or drawing. And with these new iPad Pros, the second-generation stylus has been completely redesigned. The new Apple Pencil magnetically attaches to iPad Pro. It automatically pairs and begins charging wirelessly. And because 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 it will launch instantly into the Notes app. And this year, there's a whole new way to interact with Apple Pencil. Just double tap it to switch 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 deliver a great typing experience in a thin, lightweight design that requires no pairing, no charging, no batteries, and is even easier to use.

Magnetically attaches to iPad Pro and protects both front and back. And there's a screen angle that's great on your lap and another that's great on your desk. We think this is what makes iPad so unique. No other device can easily adapt to your needs the way iPad does. On its own, iPad is the most personal and powerful tool for all the things you do most. But by adding just the right accessory, it totally transforms the experience. Add Apple Pencil, it becomes your sketchbook. Add the Smart Keyboard, 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 iPad is not only amazing 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, iPad is the best device ever made for AR. And we've optimized these iPad Pros to make AR even better. We've calibrated the cameras and sensors in all of these components in A12X to deliver realistic graphics, real-time lighting and object tracking, and incredible textures and reflections. And with ARKit 2, we're giving apps improved surface detection and persistent experiences.

And all of this comes together to completely transform the way you can interact with the world around you. These new iPad Pros are packed 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-level performance, 4-speaker audio, and this time with woofer and tweeter pairs in each corner. They sound amazing and offer a wide stereo output. Gigabit-class eSIM and LTE technology on our cellular models for great 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, which offers high-performance connectivity to a wide variety of accessories.

But with that being said, the new iPad Pro really does come to life through the amazing apps that have been designed for it. And to tell you more about that, I'd like to invite Shaan Pruden, Senior Director of Global Developer Relations, to the stage: Shaan. Our developers are awesome! Today, there are over a million apps designed specifically to transform your iPad into anything you need with just a tap. And with the new iPad Pros, the apps you already know and love will look better and work even faster than before, like Procreate for drawing 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 weren't possible before. For the first time, Autodesk will bring 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 fan favorite on console coming to iPad for the first time. The new iPad not only unlocks stunning visual effects like ambient fog and sunlight filtering through these windows, it also delivers a higher level of texture and detail to everything you watch.

And it runs at an incredible 120 frames per second, something no console can offer. djay Pro is used by millions of DJs around the world, 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 keyed and synced in real time to deliver perfectly in tune and rhythmic performances—something unprecedented on a mobile device. As you can see, iPad Pro offers the power and versatility our customers demand wherever they are. Now I'd like to introduce two developers to show you what's possible on these new devices.

First, let's talk about the games. On the big 120Hz screen with professional performance and 4-speaker audio, iPad Pro is the ultimate gaming rig 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 have been delighted to be able to experience the NBA on their consoles. And now, with this incredible new iPad, 2K and Visual Concepts have brought that same console realism to iOS. Everything we're going to show you today has never been possible on a mobile device before.

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

Even the sidelines and the thousands of fans are individually rendered in high resolution. This new iPad is simply amazing, delivering an experience that rivals consoles for the first time. Ok, let's take a look at a player. What about D'Angelo Russell? We meticulously recreate every NBA player using high-end shaders so every detail pops. He just looks 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 into the game and see how the warriors fare. Oh nice move! This is impressive, and now we can add post visual effects such as anti-aliasing, HDR bloom, and depth of field.

In fact, we're 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 got? Oh, time is running out. Steph Curry, horn blaster -- winner of the game! Good shot! NBA 2K Mobile: See you on the court. Thanks, Greg. That's 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 industries.

And today, we're thrilled to have them here to show you the future of creativity. Please welcome Adobe's Vice President of Design, Jamie Myrold. Thank you, Shaan. I'm so 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 unveiled Photoshop on iPad and also previewed Project Aero, our new augmented reality design tool. And today, we're very excited to show you both, taking full advantage of the innovative performance of the amazing new iPad Pro.

To show you, I asked Chantel to join me… Chantel. Thank you, Jamie. 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 its stack of layers and their adjustments. Now I want this flower in the middle to really stand out. So let's add an adjustment layer and we can find a tone that really looks good, okay, right there. And now let's use the Brush Tool and I can go in here and recolor that mask and just reveal the white petals underneath.

And I'm doing this with the Apple Pencil. It feels so smooth and intuitive. It's great to be here with the canvas. Alright, we're going to drop a blend mode in there and there we go. Now this is Photoshop reimagined for touch. So we've instituted a lot of ways to have a contextual user interface. So I can use this touch modifier under my thumb to switch between doing the things that I do all the time, so duplicate and move. Now that flower looks great framed by those hints of yellow and we're ready to go. Well. So let's zoom out and you can see this whole bouquet.

It's made up of 135 individual flower images, and you'll see that there's a really complex mask applied to the entire stack of layers. That means that when I want to make adjustments, I can increase it, decrease it, and directly dial in the saturation level I want to see. Excellent. Okay, let's get as close as possible. And you can see the grand scale of this piece. It's a real PSD, the same one you'd work with on your desktop. They are more than 3 GB. It's 157 layers, 12,000 x 12,000 pixels, and I get it close to lightning fast, no lie. And that's thanks to working on this new iPad Pro with 8 cores of pure power.

So at Adobe, we know that creative professionals need to dig down to the level of pixel precision, but then easily get back out there and see the big picture. So we've instituted a shortcut on the Apple Pencil. Double tap and exit again; double tap and re-enter. Ladies and gentlemen, this is Photoshop on iPad, just the way you've always wanted it. 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 screen, it already has the power to amaze and inspire, but what if you wanted to step into that redwood forest?

Well, with Project Aero, now you can. So let's take a look at that same PSD here in Aero, and now it has space between those layers. And because this is augmented reality, I can do things like bring in 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. Coming back to you, Jamie.

Thank you, Chantel. That was really amazing and that file created by Ysabel LeMay was just magnificent. So to recap, what you just saw, this was the real Photoshop. By that I mean the actual Photoshop engine that runs on iPad Pro, completely reimagined for the simplicity of touch and precision of Apple Pencil. Soon, creative professionals will be able to create and edit high-fidelity Photoshop files on the iPad Pro. We're also showing Project Aero, which is our new augmented reality design tool, and this tool will give designers the ability to put their skills to use in Photoshop to create immersive next-generation content.

Please look for both on the App Store in 2019. Thank you very much. Coming back to you, Shaan. Wow! That was incredible! Thank you Jamie and Chantel. On iPad Pro, these tools are powerful enough for professionals, yet easy enough for anyone to use. 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. Thank you, 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 now. That's the new iPad Pro. It's unlike any iPad or anything we've ever done before because everything has changed, starting with the screen, like a full screen, going from edge to edge in an incredibly thin profile, no! , thinner! No, thinner than that! Yes, that skinny. So it's not impossible. It just required fitting a bigger screen into a smaller form, including individual pixels to create perfectly rounded corners, redesigning the TrueDepth camera system, making the speakers smaller but louder, adding microphones, reducing the LEDs, pushing it all to the edge. so that it fits within that narrow border, with everything still weighing about a pound.

So when you hold it, the technology seems to recede and you're left with the feeling that you're essentially holding the light. That's because the liquid retina display is our most advanced and responsive display ever. There is no home button anymore 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 intelligent chip we've ever created, made even smarter by Apple's Neural Engine, now in iPad for the first time. It's powerful enough for Photoshop, yes, real Photoshop.

And thanks to the chip, everything you do—browsing the web, messaging at the same time, dragging and dropping—is faster than ever and faster than 92% of notebook PCs. But that is not all. We don't just think about the iPad or the accessories, but 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 Pen at the same time. Drawing or writing will feel as natural as, well, a stylus, 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 as well, and this is perfect for Group FaceTime. And with USB-C, this now connects to that, that, that, and that. This makes things easy even if what you do is complex. iPad Pro is more versatile, more portable, more capable. It's like a computer but different from any computer. That's the new iPad Pro. The new iPad Pro is a big step forward for the iPad and for computers. Now of course, like all of our products, every iPad Pro is made in a way that's 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 back into 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 in these same storage options and starts at $999. And of course, both models are also available in LTE configurations. Customers can start ordering 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 alongside the sixth-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 made. This doesn't just 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 amazing start. It has been installed on more systems in the first month than any other version in history.This is incredible. And she stays in a tear. In fact, a staggering 60% of all iOS devices are already running iOS12. This is simply unheard of!

And today, we're shipping 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 that you can express yourself however you want. This is the best iOS version ever. 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.

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 amazed at what you can do with this product. Now at Apple, we love how people use our products to create truly amazing things and show them off to the world. This has been our mission from the beginning. We have always believed deeply in the power of creativity to change things, to move the human race forward.

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'd like to introduce you to an artist who used her unique talents to make brilliant and evocative music that defies the genre. 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 favourites.

So please join me in welcoming this New York native, the wonderfully talented Lana Del Rey! Well, thank you very much. Thanks to Tim for inviting us to come down and sing a couple of songs for you. I'm lucky to have Jack Antonoff with me, playing the 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 me, the way we make music and record, whether it's at home or in the studio.

So with that, we were told not to cuss, so 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 swearing, 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 and every day possible.

It couldn't be done without you. We have a handy area with these amazing products just down the street at One Hanson Place. We'll have people escort you there. I encourage you to go try them for yourself. They are amazing! Thanks again. I can see you in your neighborhood. See you'.