WWDC 2018 Keynote — Apple

Northern California Bay Area. Here is the setting for a truly remarkable natural event. Every year, one of the world's most mysterious species makes a great migration. To reach this utopian destination, these unique mammals will instinctively embark on a nomadic journey from all corners of the world. This is the developer, or as it is more commonly known, the developer. Eleven and a half months of hibernation have taken their toll, and the sun is as harsh as these cave-dwelling nocturnal creatures must receive daylight. For most, this momentous migration is the first; while for a select few the pilgrimage is a consecrated tradition.

Originating in the remote garages of Silicon Valley, developers evolved at unprecedented speed. To understand how, we must observe them here, in their sacred temple. And so it begins. As developers flock to the event, access to the herd can be hard to come by. For some, integrating is easier said than done. To distinguish themselves, developers identify each other through decorative tribal symbols. These extraordinary coolidges are designed to seduce and attract. Here, a pack of young rebels playing. The security of the numbers allows them to-- oh, wait a minute. Now they have caught a silver crested indigenous king developer.

Although tempting, one can look but not touch the mane. The feeding frenzy at the big gathering. Moving like a pack of hungry piranhas, this frugal breed will spare no bite. Those who can, pull rank in the main cuts. The event culminates with what is known as the

keynote

address. As the doors open, a behavior can be found. Developers running at full speed, fighting to secure a coveted front row seat. After the ceremony, the latest beta software is released, it's nature at its cruelest. Only the most powerful apps will survive. The many developer languages ​​are a mystery to modern science.

Just look at these letters, symbols, formulas, and muttered jargon. Only these enlightened shamans can decipher its true meaning. The creative bonds formed during the great migration will allow these geniuses to unlock our future world. The developer is certainly a species for which scientists will continue to study. Good morning! Good day. I listen to student developers. Good morning and welcome to WWDC

2018

. It's great to be back in San Jose with everyone. We have developers here from all over the world this morning, from 77 countries. That is more than ever. And I couldn't be happier to announce that we now have over 20 million Apple developers around the world.

That is more than ever. We have 6,000 people in the room this morning. Welcome. And many millions more watching online. Now the way developers can share their amazing work is through the App Store. Your creativity and hard work have made the App Store the best place to get the best apps. Next month, the App Store turns ten years old. And in these ten years, the App Store has fundamentally changed the way we all live. It has enabled countless new businesses, created tens of millions of jobs, spawned entirely new industries, and changed our lives forever. The App Store is the world's largest app marketplace, and we now welcome more than 500 million weekly visitors.

This is amazing. It is the most amazing app market the world has ever seen. We are also pleased to announce that this week we will achieve another huge milestone. The money that developers have earned through the App Store will exceed $100 billion. This is fair, this is more than remarkable. The App Store is clearly the best place for you to be rewarded for your hard work and creativity. Now at Apple, we know that developers are a powerful group of creators, who can achieve and build anything they can imagine with their code. We want more people to learn the power of code and it all starts with Swift and Swift Playgrounds.

We built Swift to be easy, to make it as easy to learn to code as easy to use our products. Swift is extremely popular. In fact, it is the fastest growing programming language out there. Now Apple developers are already using it in large numbers. In fact, more than 350,000 apps have been written in Swift on the App Store. We now believe that coding is an essential skill and we believe that every school in the world should offer it. Learning to code has many benefits. Develop problem solving and critical thinking skills. That's why he created Code for All with free teaching and learning resources so everyone can learn to code.

It has been very successful and is now available to tens of millions of students around the world. Imagine what this new generation of programmers will create. Whatever it is, I'm sure it's going to change the world. At Apple, we're all about changing the world and making it a better place. Our goal is to put the customer at the center of everything we do. That's why, together with you, the developer community, we're working hard to bring new and better experiences to our customers to help them live a better day. And these experiences, of course, are expressed through our four amazing platforms.

Today is all about software, and we have some very exciting updates across all four platforms. Let's start with iOS. IOS embodies our philosophy of putting the customer at the center of everything we design. Every year, we deliver a major iOS update that brings amazing new features that will shock the world. To tell you all about what we had planned for this year, I'd like to introduce Craig Frederique. Craig. Hello, good morning. Alright. The next release of iOS is, you guessed it, iOS 12. Now our customers will, of course, receive iOS 12 as a free software update. Now, it's easy to forget now, but iOS pioneered this approach of helping you get more out of the device you already own through free updates.

And some of those updates have been really quite deep. Like the App Store, which gives us a whole new way to discover and download apps. It was delivered via a software update, just like the folders we use to organize those apps. Can you imagine living without Find My iPhone or iMessage with its end-to-end securely encrypted messaging? Or the iPad productivity revolution with Slide Over, Split View and Drag and Drop, or AR, changing the way we interact with the world around us, all delivered through software updates. And of course we want to bring these improvements to as many of our customers as possible. iOS 11 supports devices that were introduced as far back as 2013, such as the iPhone 5S.

And we love the way customers are rushing to update to our latest releases. In fact, half of our customers upgraded to iOS 11 in just seven weeks. Is incredible. Now that we're here today, 81 percent of our more than 1 billion active iOS devices are running our latest version. And now when you look at the competition, it's hard to say that they really have a software upgrade model. So iOS has the fastest adoption of any operating system, but what's much more important to us is customer satisfaction, and we're happy to report that customer satisfaction with iOS 11 is at 95 percent.

Now delivering all of these features across such a wide range of devices to maintain high performance is a challenge we take very seriously, which is why for iOS 12, we're doubling down on performance. We're working end-to-end making improvements to make your device faster and more responsive, and because we want these changes to be available to all of our customers, iOS 12 will be available on all of the same devices as iOS 11. This is the biggest foundation ever supported by an Apple release, and we're focusing our efforts especially on older devices. And while it's still early days, we're very pleased with some of the results we're seeing.

And so I would like to share some with you. And I'm going to use an example of a popular phone from a few years ago. This is the iPhone 6 Plus. Now, on that device, iOS 12 offers a number of improvements to common operations. You'll see apps launch up to 40 percent faster. The keyboard can scroll up to 50 percent faster, and you can swipe to take a photo up to 70 percent faster. Now our deeper focus this year is optimizing the system when it's under load, and that's where performance is most needed and where iOS 12 really shines. Now, we put iOS 12 through our stress test and found that under those conditions, the Share Sheet appeared twice as fast and apps launched twice as fast.

These are big, big improvements. Now, this had changes-- thank you very much. This required improvements in many, many places in the system, and I want to highlight just one. And it starts with silicon. You know, our close collaboration with our chip team has allowed us to optimize iOS across the gamut of our A-series silicon. Now, CPUs traditionally respond to a higher demand for performance by slowly increasing their clock speed. Well, now in IOS 12, we are much smarter. When we detect that you need a burst of performance, like when you start scrolling or launch an app, we instantly boost processor performance to its highest states, delivering high performance, and turn it down just as quickly to preserve battery life.

Now these are just a few of the improvements that are coming to not just our older devices, but the entire range of devices, and that's a quick performance upgrade. Now, if this is all we did in iOS 12, I think it would be a great release, but we've done more. Much more. And we have a lot to cover today, and it starts with augmented reality. Yes. Now AR is transformational technology. By bringing experiences into the real world, it enables all kinds of new experiences, changing the way we play and the way we work, and in iOS 12, we wanted to make an easy way to experience system-wide AR and to do that, we We brought together some of the brightest 3D minds at Pixar, and together we created a new file format for AR.

It's called USDZ and it's a compact single-file format that's optimized for sharing while retaining great 3D graphics and even animations. Now, you can use USDZ system-wide from the Files app to Safari, even share them via messages and mail, and the best part is that you can place these 3D objects in the real world. It's something that's like a quick glimpse of AR. It's really amazing. Now, we want all kinds of creatives to be able to create content for AR, so we're working with the leading 3D tool companies and 3D libraries to support USDZ. Now, one company that has been involved with USDZ and ARKit is Adobe, and to tell you what they're doing, I'd like to invite Abhay Parasnis, their CTO, on stage.

Abhay. Thanks Craig. It's great to be here this morning. That's why at Adobe we believe that augmented reality is an incredibly important technology. And with ARKit, Apple is by far the most powerful platform for AR. So earlier Craig talked about the USDZ format. It's actually a big problem. Now there's a way to deliver AR experiences across the entire iOS experience. So today we're announcing that we're bringing native USDZ support to Adobe's Creative Cloud. With Creative Cloud, designers and developers will now be able to use familiar apps—apps they know and love, like Photoshop or Dimension—to create amazing AR content and easily bring it over to USDZ.

And of course, we are not going to stop there. We're bringing the power of immersive design to Creative Cloud with a new set of services and apps, including a new iOS app that lets everyone design amazing AR experiences fast. So you will be able to bring images, videos, text, anything from Creative Cloud right into a native AR environment. In fact, for the first time with Creative Cloud and iOS, you'll get what you see is what you get when editing in AR. It's great. So, join us this afternoon for the State of the Union, where we'll be able to give you a sneak peek at some of these new immersive design tools for the first time.

Thank you. Coming back to you Craig. Thank you Abhay. Now a critical part of enabling AR is accurate measurement, and luckily the precise calibration of the sensors on iOS devices and our tight hardware software integration mean we do it very well and want everyone to be able to take advantage of this capability. So we're introducing a new app, and it's called Measure. It makes it very easy to measure objects, detect rectangles and get their dimensions, and measure lines along surfaces, and I'd like to show you now. Now looking for something to measure I ended up diggingin the attic and found my old suitcase from my traveling days in college.

Lots of memories here. Now I'm in the Measure app, and you'll see that I can easily measure across this suitcase just by tapping and dragging a line, like this, and check it out. It is a measure. Now what's really cool is that I can extend these measurements so that I can touch, drag along another edge like that, and even bring it to full 3D by dragging down like that. Isn't that cool? Now I mentioned that we could automatically detect rectangles and show you the dimensions of the objects. So I have a photo here actually. It's one that my mom always wanted me to travel with when she was a baby, so you see, what I can do with Measure is it automatically detects the dimensions of that photo.

I can tap and get, oh yeah, a nice baby, right? And you can get measurements like that. It's really fantastic. Now, I would like to turn now to USDZ and its system-wide support. You know, you can experience USDZ in so many places, and one of those places is the news. Now here is an article. We are all used to seeing images in news articles. But look at this. Here you see a USDZ asset. You can just touch this little 3D control and jump right in and experience it. You can see the amazing animations that are possible and of course it is fully interactive.

So I can zoom in and pan. Isn't it amazing? Now USDZ is also great on the web. So here I am at the Fender website and I let you configure your guitar with whatever type of finish and pickguard you want. So I can select a setup option here, and then I can see the guitar that I've setup. So I'm just going to tap. Of course I can see the guitar here, but wouldn't it be great if I could see it in the real world in its actual size? Well there it is. Check it out. I think I'll capture that for posterity.

And that's a quick look at USDZ and Measure in iOS 12. Next up, thanks. Next, I'd like to talk about the key technology behind these augmented reality experiences, and that is ARKit. ARKit opens up the world of AR to hundreds of millions of users, making it the largest AR platform in the world by far. And we're at a relentless pace of advancement with AR, and that continues today with ARKit 2. Yes. ARKit 2 brings advancements with improved face tracking, more realistic rendering, and support for 3D object detection and persistence, allowing you to start augmented reality experiences associated with a particular object or physical space, such as starting a game based on a physical toy or having a physical classroom serve as the basis for a lesson that was created in AR.

But probably the best thing is the support for shared experiences. Now this offers real multi-user augmented reality. You and the people around you will be able to see your own perspective in a common virtual environment. And to help all developers get started, we created this sample app written in Swift that everyone will get today. Now, see how both players and even a third observer can experience the same environment in real time. It's really fun. Now, we've also brought a select few developers into our labs over the past few weeks to work with ARKit, and they love it.

Now, one of them is Lego. And what they have done is so much fun that you just have to see it. So I'm happy to invite Martin Sanders, Lego's chief innovation officer, on stage to give you a live demo. Martin. Craig, thank you very much. Creating and playing with physical Lego sets brings great joy to millions of children and Lego fans around the world. And now, with ARKit 2, we can expand those creative possibilities like never before and take things beyond the physical. What we try to do is combine the physical and the digital to really open up those possibilities for creative play, because our Lego sets are really the jumping off point for all those kids' imaginations.

And when we get a chance to really integrate ARKit 2, it takes it to the next level. Let me show you what I mean. Here we have the Assembly Square. It's one of our Lego building sets and it already has so many great details that it's amazing to play with. But wouldn't it be great if we could take things even further? Well, now with 3D object detection, we can recognize our models and bring them to life. And just look at all of those rich details that we can now bring to our sets, because when we combine the physical and the digital in this way, it really opens up those possibilities for creative play.

And there is a lot to do here. Did you see these icons of people and objects? Well, they represent missions and stories that we can explore. And with a world as rich and immersive as this, who wouldn't want to play? So let's add a character. How about this little one here? Welcome back, let's go on an adventure. Impressive. Let's go on an adventure. But going on an adventure with friends is usually much more fun. Anders, why don't you come over here? I'm always up for an adventure. Perfect. Because now with ARKit 2's multi-user support, we can play with up to four friends in the same space.

Let's go ahead and add a few things from our collection, Anders. Okay. I'll add a bank here. Very nice, I like it. How about we take this for a spin? Let's look at all those rich details that you can see on the outside of the building and even inside. Yeah, I think I'll add this guy. It will definitely keep the bank safe. Oh look, my character is hungry. Let's take him to the bakery. Well, let's see what they have. Because now, with ARKit 2, we can see inside our physical creations and check all the details that were previously hidden.

We have a dancer, a little music session and we're going to take a bath... Oops, sorry. Forward. Oh, another game trigger at the bakery. Let's see what happens when I click on this. Mmm, cool. Oh, that doesn't look very good. Anders, I have a situation. I'm going to need your help here. Yeah, okay, okay. I have a fire truck. Perfect. You put out those flames while... oh, oh dear. Someone's stuck on the roof, so I'm going to use this helicopter to go pick up these clowns. How are you doing there, Anders? I'm almost done, I'm almost done.

Great. Those guys are safe. And the flames seem to be almost out. Perfect, we did it. If that? And we've even unlocked a new item for our collection. But the fun doesn't have to end there because with ARKit 2, we can save our entire world on our physical stage and pick up where we left off. Alright. That's great. Very funny. But what makes this really amazing is how, with a single Lego build and ARKit 2, it really opens up those possibilities for creative play. So look out for more Lego AR experiences on the App Store later this year.

Thank you very much to all. Isn't that cool? That's our update on AR and iOS 12. Next, I'd like to move on to Photos. You know, over a trillion photos are taken on iPhone every year, and Photos is the best way to relive and share those moments. This year we're making photos even better, and it all starts with Search. Search has powerful object and scene recognition. It lets you search for photos based on things like finding cars, dogs, or flowers, and that's a great way to explore your library, but in iOS 12, search now starts working even before you start typing with search suggestions. .

It will highlight things for you, like key moments and people who are important to you, places where you've taken some great photos, and even photo categories like hiking and water sports. And the Search is more powerful than ever. You can search for places by business name. So you could search for SFMOMA or even a broad category like museum. Y Photos indexes more than four million events by time and place. Things like sporting events and concerts, so you can search for them and find photos you took at those events. And the search is super powerful. Now you can search for various search terms like surf and vacation and even get additional search term suggestions to help you find exactly what you're looking for.

And now in iOS 12 we have a completely new tab. It's called For You. And with For You, you have all your memories, those great throwback movies, but more like Highlight Photos that highlight a photo you took on this day in years past. And Effect Suggestions, for example, suggest playing a live photo or applying a new portrait effect to one of your portrait photos. And we even highlight your shared album activity. Now, when it comes to sharing, there are many ways to share photos, but our goal is to share great photos with the people who matter most, and that's why this year in For You we've added Sharing Tips.

So imagine that you have gone to a big dinner with some friends and took some photos. Well, later in For You you will see a suggestion like this to share those photos. If you tap, you'll see that Photos even recommends a set of photos from that set that you might want to share and suggests who you might want to share them with, in part by the people who appeared in the photos. And when you share them, they're shared in full resolution from your iCloud Photo Library, and when your friend receives them, something truly magical happens. His phone searches your libraries for other photos you took at that event and suggests they share them with you, so you both end up with a complete outfit.

Now this is based on iMessage, so of course it's private, it uses end-to-end encryption, and all of that intelligence is done with on-device machine learning. So that's your quick update on Photos in iOS 12, and then let's move on to Siri. Siri is now by far the most used digital assistant in the world, with over 10 billion requests processed every month, and because Siri works across all your devices, it's always there to help you get things done throughout the day. By now we all know that Siri works with many third-party apps for things like messaging, ride-sharing, and payments.

But we wanted Siri to be able to do a lot more for you, and we're doing that by leveraging the power of apps with a new feature called Shortcuts. Now with Shortcuts, any app can expose quick actions to Siri. Let's see some examples. Now say you have the Tile app because you are always losing your keys. Well, the Tile app may expose the option to add a Siri Shortcut. And you can assign your own phrase, like I lost my keys, would be a nice option, and when you say it, Siri will automatically activate Tile and show you right in the Siri UI to start ringing your Tile like this.

It's really great. Of course, there are many uses for this kind of thing. You could say game time to get your team's TeamSnap schedule or help me relax to start a meditation or order my groceries to order the usual. You know, with millions of apps, Shortcut allows for incredible possibilities in how you use Siri. Now, as you know, Siri is more than just a voice. Siri is working all the time in the background to give you proactive suggestions before you even ask, and now with Shortcut, Siri can do so much more. So, for example, let's say you order coffee every morning at Phil's before you go to work.

Well now, Siri can suggest you do just that right on your lock screen. You tap on it and you can order directly from there. Or if you use Active to track workouts when you get to the gym, that suggestion will appear right on your lock screen. And this even works when you go down to Search. You will receive excellent suggestions. For example, if you're late for a meeting, Siri will suggest that you send a text to the meeting organizer. Or when you go to the movies, suggest that you turn on Do Not Disturb. That is being considerate.

And remind you to call grandma on her birthday. Just tap and it will dial the call for you. Now, we think we're all going to really enjoy using Shortcuts, so we went a step further. We wanted to let you create your own shortcuts as users, multiple steps across multiple apps, and we're doing that with a new Shortcuts app. So with the Shortcuts app, you can do something like create a shortcut for sailing time, and you could get the sailing report, look up the current weather, get the ETA for the beach, and even create a reminder to get protective. solar when you get there.

Now, it's all done with simple drag and drop steps in the shortcut editor right here. Too easy. Now, to show you how shortcuts can simplify your day, I'd like to invite one of our Siri Shortcuts project leaders, Kim Beverette, up on stage to give you a live demo. Kim Hey! I'm very excited to show you Siri Shortcuts. To do that, I'm going to guide you through my day. So imagine it's morning. I drive to work, pick up the phone, and see this suggestion from Phil's Coffee. Siri has learned that I do this most mornings, so now I can just tap the suggestion and see allthe details i need to confirm my perfect mint monkey dough right here on the lock screen without even going into the app.

So let's get caffeinated. And I'm done. Fast forward a bit, and I'm sitting at my desk in my office and I need to know when my next meeting is. I'm going to the Up Next widget, and it looks like I'm running a little late for a pretty important meeting, so I should probably let someone know. And it looks like Shortcuts is a few steps ahead of me. I could call the meeting, or I could tell the organizer that I'm late. I should probably tell Arie what's going on. That seems like just what I want to say, sorry Arie, let's send it off.

Perfect. I also want to show you how you can add a Siri Shortcut. So let's take a look at Kayak. I keep all the details of my Kayak trip. The most important thing is my post-WWDC relaxation trip to Los Angeles. You can see I have my flight, my hotel, all the details, everything I need, but what I really want is to be able to use this and get this information with my voice while I'm on the go. So let's go back, and I can tap add to Siri, record my custom phrase, travel plans, and that's it.

So now when I land at the airport and I'm about to get a taxi and I could really use the address of the hotel, I can only say, travel plans. Kayak says his hotel is at 929 South Broadway. You can check in after 3 p.m. Isn't that cool? It's great. So I'd love to be on vacation, but I should probably, I don't know, finish this demo, so let's get back to work and I can show you how the Shortcut app can help me with my commute home. We start in the Gallery, where there are hundreds of pre-built shortcuts that you can download, or we can jump into the library, and I've got a bunch of shortcuts here, but I want to show you my shortcut back home.

You can see that it's just a series of steps. It takes my location and travel time, and sends my ETA to my roommate. Set my HomeKit thermostat to 70 degrees and turn on my fan. And finally, it gets directions home with Apple Maps with the best route to avoid traffic. Now this is pretty good, but I happen to be an NPR News junkie, so I should probably add that to my shortcut to save myself some trouble. on the way home. Let's hit search, and there's a bunch I can add here, but I can only hit Siri Suggestions, and there it is, play KQED Radio, we'll drag this, drop it, and that's it.

I've already added the Siri Shortcut with a custom phrase, heading home, so now whenever I leave work, I can simply say, heading home. You'll be there in an hour. I texted Cheryl. Your thermostat is set to 70 degrees and I turned on the fan. Playing KQED Radio. Right? It's Siri Shortcuts in iOS 12. Thank you very much. Thanks Kim. And that's Siri Shortcuts. It works on iPhone and iPad, and of course you can run your shortcuts from your home device and your Apple Watch. And that's your quick update on Siri. Next, let's talk about the apps, and to tell you about the latest ones, I'll pass them on to Susan.

Susan Hello. Thanks Craig and it's great to be here. I'm excited to tell you about some great updates on some of our most popular apps, starting with one of my favorites, News. So News is a personalized feed where you can see all the stories you want to read collected from trusted sources. And our top stories are curated by the Apple News editorial team to create a great collection of curated content. With our new explore tab, you can discover new channels and topics, and we've made it even easier to jump to your favorites because that's why they're your favorites, right?

The news shines on the iPad. We added a new sidebar and it's a great way to navigate. It makes it easy and fun to delve into the areas that matter most to you. So that's news. Now, we've completely rebuilt the Stocks app and it has a beautiful new design. Of course, you can still see stock prices and changes at a glance, but we've added sparks, those little charts, that show how stocks are performing throughout the day. And that's great, but are you ready? We're very excited to announce that we're bringing Apple News to Stocks. I'm really excited about that, and the top stories in Stocks feature business news, right, curated by the editors of Apple News.

It's pretty cool. You can tap any stock for a more detailed view, so you can see an interactive chart that now includes after-hours prices, and see relevant Apple News headlines curated by our Apple News editor. So it looks great. And if you tap on one of those headlines, you'll see the full article without leaving the app, and of course, it's formatted to look great on the iPhone. Now with iOS 12, we're bringing Stocks to iPad. It's pretty cool, and we took advantage of the larger screen, so you can keep an eye on your stocks on the left while browsing your financial news.

It is a great experience. Voice notes below. We've also completely rebuilt Voice Memos to make it even easier to use, and we're bringing Voice Memos to iPad for the first time. Importantly, we've also added iCloud support so your recordings stay in sync across all your devices. We think iPad users will love this. And we think iBooks is the best way to discover and experience eBooks and audiobooks, and with iOS 12, we're introducing a whole new design, and we think the update is so cool we're calling it Apple Books. , a new name. Very dramatic. We left the i Apple Books has some great new features.

For example, Read Now, with a preview that makes it very easy for you to pick up right where you left off. And there's so much more, including an impressive new store that makes browsing your eBooks and audiobooks better than ever. We love these updates and we think you will too, but we also have a smart and safe way to use your apps in the car. I think you know I'm talking about Car Play. Car Play already supports third-party voice and audio messages, you know, calling and voice messaging apps, your problem knows. But what you may not know is that with IOS 12, Car Play will also support third-party navigation apps.

So now you have even more options when you use Car Play. That's a very quick look at some of our application dates, and Craig, back to you. Thank you, Susan. Well, now I'd like to take a moment to talk about something that's been on a lot of people's minds lately. You know, the iPhone and iPad are some of the most powerful tools ever created for learning, exploring, and staying in touch, but some apps demand more of our attention than we might realize. They beg us to use our phone when we really should be taking care of something else.

They send us bursts of notifications, trying to lure us in for fear of missing something. And for some of us, it's become such a habit that, you know, we may not even recognize how distracted we've become. Well, we've thought deeply about this and today we're announcing a comprehensive set of built-in features to help you limit distraction, focus and understand how you're spending your time, and balance the many things that are important to you. Now start with Do Not Disturb. There are times of the day, or times when you just don't want to be disturbed, and one of them, of course, is night.

Sometimes you wake up in the middle of the night and look at your phone, maybe just to see the time, and you're faced with something like this, a barrage of notifications that keep you spinning around and preventing you from going back to sleep. . That's why we introduced Do Not Disturb at Bedtime, where all you'll see is this. Nothing to make you spin. And in the morning, yes. In the morning when you wake up, you gently relax into your day. You can tap when you want to start checking those notifications. Now we have all found ourselves in situations like this.

Now, rest assured, you hit the landing on this one. But now Do Not Disturb can help, and we've made it easier than ever to use Do Not Disturb because we now have a great new mode where when you press Do Not Disturb and Control Center, you can set an end time for Do Not Disturb. Disturb for when you leave a particular place or when an event on your calendar ends. So I think we're all going to be using Do Not Disturb a lot more. Now next I want to talk about notifications. Notifications now help us stay informed and connected to important things happening throughout the day, and we'd like to give you more control over how many notifications you receive, so we're enabling what we call Instant Tune in for notifications right from the lock screen You can touch a notification, and from there you can choose to send future notifications from that app directly to Notification Center, without going through the lock screen.

Or turn them off entirely, and Siri will even help you by suggesting that you turn off notifications for apps you no longer use. Now, we also wanted to help you manage a large number of notifications. So I'm happy to announce that we're bringing iOS support for grouped notifications. Notifications are grouped not only by app, but also by topic and thread. It gives you a great overview of the notifications you have received. You can touch and watch a particular group. But of course, just as important, with just a swipe, you can sort through a whole bunch of notifications.

That's Notifications. Now, in addition to these great features to help you limit distractions, we wanted to go further, and that's with a feature we call Screen Time. Screen time gives you insight and control over how you spend your time, and it starts with reports. Every week, you get a weekly activity summary detailing how you used your iPhone or iPad. You tap and you can see your full activity report. It is very detailed. You get detailed information about how much time you're spending, where you're spending it, and even how your usage breaks down throughout the day or night.

You get a summary of the time you spend in apps, how much time you spend, how often per hour you pick up your phone, and what attracts you and which apps send you the most notifications. Now, armed with this information, you can make decisions about how much time you want to spend with your device each day. But we know there are people who would like a little extra help managing their app usage, and for them we've created App Limits. So if you see an app in your activity report that you'd like to spend a little less time on, you can set your own limit, and then throughout the day when you're using the app, you'll get a helpful notification. letting him know that time is almost up.

And once you've reached your limit, instead of the app, you'll see this. It's time to move. Now, we'll let you give yourself an extension if you want, but we'll send you a reminder later to go ahead. This is now synced across your iPhone and iPad as well, so your limits apply to your total usage. And we think this will be useful for many people, but especially for some children. And we know that this is something that can help families strike the right balance for them. And of course, it starts with giving your kids great information so they get an activity report of their own, but as a parent, you also get one on your device, and based on what you see, you have the option to create assignments. .

Now you have many options. One of them is downtime, when you want your kids to be completely unplugged. For example, at bedtime. And you can also limit your kids' time on apps by category or by individual app. Now, there are some apps that you might want to allow them to always use. For example, you might want them to be able to access your phone at all times, so they can communicate with you. Or maybe you want to give them access to educational apps. And you can also limit access to only movies, apps, and websites that you think are age-appropriate.

Now this works of course on your iPhone and iPad and uses family sharing so it's very easy to set up and you can manage it all remotely from your main parent device. And those are just a few: Screen Time has great features to help you manage your time better. Now, next, I would like to talk about one of the most important uses of our devices, and that is communication. And we'll start with the messages. Messages has given us fun ways to express ourselves with emoji and now Animoji, and one of the things that makes Animoji so fun is how expressive they are, you know, from smiles to frowns to nods to blinks.

Animoji does an amazing job of tracking our expressions. And this year, we're taking Animoji to a whole new level with the revolutionary new technology we call Tongue Detection. That's how it is. Now you can make yourFavorite Animoji do this. We are all going to stick our tongues out at our phones in the near future. Now, too, we're also introducing some cool new Animoji that I think everyone will love, like the ghost, the koala, the tiger, and the T-Rex. But we wanted to take Animoji even further by making it even more personal. So today I'm excited to announce the arrival of the Memoji era.

That's how it is. With Memoji you can create your own personalized Animoji. Now these Animoji can look like you or the real you. And we've worked hard to create a rich set of customization options that allow our customers to create an incredibly diverse set of Memoji. It's really amazing what you can create. And we've designed a beautiful new experience for creating these Memoji that makes the process fun and easy. Now, to tell you more about it, I'd like to invite one of our Animoji and Messages feature managers, Kelsey Peterson, to give you a live demo. Kelsey.

Good day. I can't wait to tell you what's new in Messages. Let's start with Animoji. First, you need to meet the newest members of the team. We have a new cat in town, our tiger. She is so pretty. And now, my personal favourite, the koala. I'm getting excited scrolling through here. However, not everyone can be cute and cuddly, so here is our T-Rex. And we have our own friendly little ghost. Very funny. And if I swipe to the right, this is where I can create my own Memoji. Let me show you how easy it is. I recently got a haircut so I want one that matches the new me.

So I selected a skin color and now I'm trying to figure out just the right amount of freckles. It's a real Goldilocks setting. Yes, these are perfect. Well. In the main event. There are so many hairstyles to choose from. First, I'm going to take my color and then like I said I need to shorten it a bit. Alright. No, this is the one. Now that I'm done, I can of course select my eye color, and what's really amazing is that as I make changes, the character on top comes to life. There are tons of options to customize.

I could add earrings, but what I really want is a great pair of Sunnies, so I'll go to the glasses and pick out some frames. Maybe not for today. I think I need two lenses. These are the Now that I have frames, I'm going to tint my lenses to make a great pair of sunglasses. Perfect. Well. I think I'm ready. I'll tap Done, which will save my beautifully crafted Memoji right here in the drawer along with the rest of my gear. And that's how simple it is to create your own Memoji. Now I have a completely new feature to present to you.

This wasn't even on Craig's slides. We're bringing fun effects to the Messages camera. We'll see. I have a message here from my partner. It seems that he is informing me that he bought our dog, Ferdinand, another little hat for dogs. This isn't even the first. I think this is the perfect opportunity for an answer with this fun new camera. So I'll tap to raise the camera, and then I can see this little star here on the left. Tapping on that gives me a strip with all kinds of new effects. So you could add things like shapes or text.

But let's take a look at these filters. Oh. So this is a comic. It's a lot of fun, but for an answer about a little dog hat, I think I'm going in a different artistic direction. So what I really need to do is add a sticker from one of my favorite sticker packs. Ferdy seemed pretty excited about the new dog hat, so I'll put it here, and now we have a new way to use Animoji. I can apply my favorite Animoji right here live. Here's the Memoji I just created, but I really only have one. It's mine with a very similar red hat, which is perfect for twinning with my pup.

So I'm going to set up my take, snap, and send. And that's a demonstration of the fun new effects on messages. To you Craig. That's Memoji and some fun new effects in the camera and messages. Next, let's talk about Facetime. Yes. Facetime is the way many of us connect with the people in our lives and share some of our most important moments, and it helped us deepen our connection with people important to us wherever they are and, of course, it's a fun place just to hang out. Now this year Facetime is going to take a big leap because today we are introducing Group Facetime.

Now, you'll be able to talk face to face with two people, three people, actually up to 32 simultaneous participants. Now setting up a group call couldn't be easier. Instead of typing one person's name, you can type many. You can call them by tapping on audio or video, but we also introduced a great new way because Facetime is now integrated into messages, so you can quickly go from a group chat you have right into a group Facetime, and group members can join and meet unsubscribe at any time. It's really great. Would you like to see it? Well, let's do a demo.

Well, I think for our first live demo of the Facetime group, I'll be reaching out to the folks in Cupertino. I can dive into this conversation that I'm having with the Facetime team members, and it sounds like they're actually already on a group Facetime call, so I'll join right away. Hello everyone. Hi Craig. Check it out. So it's this beautiful Facetime UI with these big beautiful tiles right up front where you see some of the Facetime team leaders, and at the bottom is an area that we call the list that contains everyone else. And of course I'm right there in the bottom right corner.

Hi Craig. Wait, am I on the big screen? Yeah Lauren, this is not a test. You're in front of 6,000 of your biggest new fans. Now, what you probably noticed is that when Lauren spoke, her tile automatically got larger to reflect her prominence in the conversation. This is fully automatic. Hello Roberto, how are you doing there in Cupertino? I'd say it's going pretty well, and Lauren, I'm sorry for stealing the spotlight from you. So of course this works for the people on the list as well. When they speak, they come forward. Hi Christopher, are you ready to make your grand entrance?

Finally, my time has come. Hello World. Now, well done. Now you can control this as well, so I want to bring Woody front and center, I just do a double tab. There is. Woody, your baby is doing admirably here. Thanks Craig. It's exciting to finally be able to share Group Facetime with everyone. It sure is. Now, we not only have all this, but we also brought the fun effects to the Facetime camera. I can only tap and have access to Animoji, filters, and all my sticker packs, and everyone else on the call can apply them too.

Now this is the future. Hi Craig. Check this out, I'm a comic book koala, something I always wanted to be. I'm glad you've finally been able to express that side of you, Roberto. Hey Tim, is that you? Yeah, it's me. I've signed up to help test Facetime. Very good. Well thanks Tim. Every little bit counts. Happy to help, and thanks to everyone on the Facetime team for making it happen. I can't wait to start using it every Sunday night to follow the leadership team. I'm looking forward to it, Tim. Of course what I'm really looking forward to is making Group Facetime available to everyone in iOS 12.

Thanks guys for a fantastic call. See you back in Cupertino. That's Group Facetime. It works on iPhone, iPad, and Mac, and you can even answer an audio on your wrist on your Apple Watch. So that's Facetime and Messages, and this is iOS 12. Improved performance, new AR experiences, Siri Suggestions, Screen Time, Memoji, and fun camera effects for Messages and Group Facetime. I hope you like it. I'm going to give it back to Tim. Thank you. Thanks, Craig. IOS 12 looks fantastic, and we can't wait for everyone to get their hands on it. Next, we'd like to talk about the Apple Watch.

Yes. When we started developing the watch many years ago, we had a vision of how impactful and essential it could be in our lives, so we worked very hard to create something that you would love and want to wear all the time, and customers love it In fact, Apple Watch is number one in customer satisfaction, and not just this year, but every year since we launched it in 2015. And the growth has been incredible. Apple Watch grew 60 percent last year. We're constantly hearing from customers about the many ways Apple Watch has changed their lives. And I'd like to share just one of them with you this morning.

Mary Dovgen was sailing with her husband, John, when due to a medical condition, all of John's muscles went completely limp and he fell into the freezing water. With her arms around John to keep him from drowning, Mary couldn't reach her phone for help. But with her Apple Watch, she was able to call Siri, or use Siri to call 911, and rescuers soon arrived and saved John's life. As Mary told us, if it weren't for my Apple Watch, I really wouldn't be here today. This is just one of the many stories we've heard about how Apple Watch is impacting people's lives.

They range from getting people more active to helping users live healthier lives to even alerting users to an elevated heart rate. Apple Watch brings such amazing capabilities right to the wrist, and of course, at the heart of it is watchOS. We're excited to introduce watchOS 5 today, giving you even more ways to stay active and connected, and I'd like to hand it over to Kevin Lynch to tell you all about it. Kevin Good morning. You know, stories like that, about how Apple Watch is supporting people all over the world even in extreme situations like Mary and John, but also in their daily lives, it's really very motivating for us as a team.

And there are things you do every day that shape your life. And Apple Watch has two working to help support those activities every day. First, staying active to increase your well-being and health, and second, staying connected to the people and information that matter most to you, and we're moving watchOS in both areas. Let's start with health and fitness. Now, a lot of the power of the health and fitness features we've put into Watch is really powered by the investment we make to make sure the data you see is accurate. The data from our custom heart rate sensor, accelerometer, gyroscope, GPS, is fully validated.

In fact, from our fitness lab, we've studied over six terabytes of data where 12,000 study participants logged over 90,000 hours of sessions. And they actually burned 2.3 million calories doing this. We believe this is the largest biometric data collection of its kind. And we take this information and work to integrate it seamlessly with the user experience, so that when you raise your wrist and look at your activity rings, the information is not only accurate, but meaningful to you. We really love hearing about your approach to closing these rings. And we actually enable this through various ways on the Apple Watch.

First of course we do daily training so you can see what your goals are for the day. We also support celebrations when you achieve your goals, and we have special edition challenges like the most recent birthday challenge we did. And on a monthly basis, we make custom monthly goals for you. And of course, the activity app also supports activity sharing, which has become one of the most popular features of the activity app. However, many of you love the thrill of good old-fashioned competition, so in watchOS 5, you can challenge any of your activity-sharing friends to a seven-day competition whenever you want.

And if they accept, each one tries to win the week by closing their rings and earning points. You earn one point for each ring percentage you close. And while you're in the middle of a competition, your progress notifications are updated, not only showing you the progress your friends are making, but also your position in the competition. And when you win, you get a new prize. We're very excited about this edition, and if you're a competition, it gives you a whole new way to enjoy the activity app. Now, when you're… now, when you want to do a workout, there are many types of workouts you can choose from, and they all have custom algorithms to measure things like calorie burn, pace, distance, elevation gain , and when you're swimming, it even counts laps and detects which strokes you're using.

And with Gym Kit, your metrics are in sync with your favorite gym equipment. And we're very excited to bring more improvements to workouts in watchOS 5, starting with a new workout type for yoga. Now this works primarily off of your heart rate, and we calibrated it based on your fitness throughout the rest of the day, so now you can more accurately track thoseyoga sessions, including those intense Vinyasa sessions. New, we have also added a new type of walking training. This takes pace, heart rate, and elevation gain into account so you can get exercise credit more accurately while hiking steep terrain or really long stages.

And the Apple Watch has become a great running companion, especially now that we've added GPS, cellular, and music streaming. And now we're making this an even better experience for training and racing. In addition to current and average pace, you now have the option to track your rolling mile pace, which is how fast you ran the mile immediately before. Now you can also set a custom pace alert, so your Apple Watch will touch you when you're above or below the pace you've set. And finally, runners will now get cadence so you can see your current steps per minute.

We are very excited for runners to try this out. Now, sometimes you forget to start a workout while on call, but you have started exercising, and to solve this now, we are adding automatic workout detection. So your Apple Watch will now offer to start tracking your workout if it detects that you're starting one. And even if you hit start sometime after you've started exercising, you'll get retroactive credit for the workouts you did. And it will be compatible with all these great workouts on Apple Watch. Now, when you slow down your movement or your heart rate drops but you forget to finish your workout, of course the Watch will detect that too and suggest you stop.

So all these new features—activity competitions, the new yoga and hiking coaching, new features for runners, and automatic workout detection—allow you to more accurately track your workouts and stay motivated while doing it. Now let's talk about staying connected. Apple Watch lets you stay in the moment while also easily connecting with the people and information that matter to you. And the introduction of cell phone made this even better. You can stay connected even when you're out at night, running a few errands, or even going for a swim. Or, stay in touch when your phone isn't readily available to you.

And staying connected with the people you love is something our customers love about Apple Watch. You can easily make or receive a phone call, and you can hear the emotion and tone at the other end of the voice while speaking in real time. Or you can use Messages to have short, impromptu conversations with loved ones in a Message threat. In watchOS 5, you'll have a whole new way to communicate on your watch. That's voice in real time but with the spontaneity of short messages. Did you steal my chips? Maybe. I can't wait until you go to college.

Introducing Walkie Talkie. This is a new Apple Watch app. It's a fun and easy way to talk with friends and family. Let's take a look at how it works. First, you choose who you'd like to enable Walkie Talkie with, and suggest a few people you communicate with often, so you can easily add them. Now the first time you do this, your friend will receive a one-time request to allow a walkie talkie connection with you. If they agree, they can talk to each other on a walkie talkie whenever they want. And to do this, just press to talk, and then your friend can hear your voice like a walkie talkie.

And they're going to feel a beep just before your voice comes out. And this new watch-to-watch connection works over cellular or Wi-Fi, and it has really high-quality audio. And it's a lot of fun. We can't wait for you to try this. That's a walkie-talkie. Now, last year, we introduced a Siri watch face, which presents you with the right information at the right time. And Siri does this using machine learning, so it'll get better at predicting your actions over time by combining data like the time of day, your location, your daily routines, or what apps you use and when.

We're now making some great improvements to the Siri watch face. First, we are adding new content. So now you can get live sports results, you can get the commute time to home or work, or you can see your heart rate, for example, after a workout or your resting heart rate. And we're also adding Siri Shortcuts. So the shortcuts you saw in iOS 12 will also be available in watchOS. So, in addition to getting relevant information, you will also receive planned shortcuts directly on the Siri watch face. So by raising your wrist, you can do things right away, like turn on the leaving-the-home scene, start a walk outside, or play your favorite morning playlist.

And these shortcuts are applied based on whether you normally perform those actions at those times. Now it's very easy to just tap and perform those actions. Plus, for the first time, you can now use third-party apps on the Siri watch face. Now you can see both relevant content and shortcuts to your favorite apps. So if you always go for a run with the Nike Plus Run Club at a certain time or log your meals with LoseIt or use City Mapware to find your ride home, just raise your wrist and tap, it's that easy. So new content, support for shortcuts, and third-party apps make the display phase of Siri even more powerful.

Now currently, to talk to Siri, you raise your wrist and say, hello Siri. And when you think about this, it's a pretty strong signal when you raise your wrist and talk to your watch. It's like when someone is standing right in front of you, you don't need to say hello because you already have their attention, so we're bringing this same social cue to Siri on the watch so you no longer need to say, Hey Siri. Just raise your wrist and talk to Siri. We are also now bringing a number of improvements to Notifications, which are now more actionable and interactive.

So, for example, with this notification from Quantis, you can check in and share your flight details directly from the notification. After you finish a ride with Dee, you can scroll down. You can rate your trip and pay with Apple Pay right there in the notification. And with this one on Yelp that your table is ready, if you need a little more time, you can extend your reservation a little by just tapping here. So now it's very easy to interact instead within Notifications. We have also improved our message notification. Today, if someone sends you a web link, you can't see it on your list.

With watchOS 5, we've integrated WebKit, so you now have the ability to view web content and mail or messages. You can even tap on that link, yes, to easily see things like menus here. And while we think full navigation doesn't make sense on your wrist, there are times when you do get content. You'd like to watch it right on the spot, and now you'll be able to and watch OS 5. And the contents can be formatted for the small screen, and where the reader is available, you use it on the watch. So WebKit on watchOS. Now with watchOS 4, we're introducing a whole new way to listen to music on the go.

You can stream 48 million songs on your wrist with Apple, or you can listen to automatically created and synced playlists. And now, with watchOS 5, we've got even more to listen to. That's how it is. Apple's podcast app is coming to Apple Watch. Upcoming episodes of podcasts you're subscribed to will automatically sync to your watch, so you can get them right there, or you can just ask Siri to stream a podcast for you, and it'll start playing and resume playing on all your devices so you can pick up right where you left off. That's Podcast. Those are the great new features coming in watchOS 5.

So stay connected to the people and information that matter most, interactive notifications, web content, new content and Siri Face Shortcuts, podcasts and of course, walkie talkie. Now we'd like to show you these things live and in action, and we thought we'd up the challenge a bit in our live demo here today to keep it interesting. So Jules, who helps lead our fitness experiences, will actually do the demo while he's riding his bike. So Jules has a coaching background and knows how to move, demonstrate and motivate all at the same time. Take it off, Jules. Thanks Kevin.

I've got some cool stuff to show you that I think you're going to really love, and the bonus is that I get to work closing my rings while I'm at it. So first, I'm very excited to show you how easy it is to start a workout with GymKit. I just tap connect and accept on the watch, and now I can control and start the workout right here from the console on the bike. All my data between the watch and the bike is in sync, and all my training metrics are accurate. Now, normally I wouldn't be trying to demonstrate things to you and crash a workout at the same time, but I do want to show you activity competencies.

And to do that, I need to keep moving. This morning I got this notification and it says that your competition with Jay has been reduced to the last day and is very close. Do you have what it takes to win? Do I have what it takes? You bet I do. But if I scroll down, I can see that Jay's up a couple of points, and that's not right because this ends tonight. So I think I'm going to add a little bit of resistance to this workout here and work to gain as many points as possible and get ahead of Jay by the time this demo is over.

I can just tap here and send him a little chat to let him know I'm coming for him. Let me show you interactive notifications because I have a dinner reservation tonight that I made through Yelp. If everything goes well here, I'm going out with my friends from work to celebrate. And since we all know that Jay is going to lose this competition, maybe I should invite him so that I can be his gift. Now I can simply add to the number of guests and confirm right here in the app without having to open it. It's that easy.

Now in watchOS 5 notifications from apps are grouped together in a smart way and here are a couple of messages from my friend Catherine. We're trying to go on a yoga retreat this summer and it looks like she sent me a link. Now, I can tap here and see if she has found a good place for us to go. Oh yeah, this looks beautiful. I'm already in, but I can continue to scroll through the site and maybe read a bit more about the recall, including checking the dates to make sure they work. And I can do all of that here from my wrist.

Let me show you the improvements we've made to the new Siri watch face. At the top here, you see the workout I'm in right now, and when I'm ready to get back into it, I can just play. Next up is Glow Baby, because it's around this time every day that I check the app to see if my husband has logged our one-year-old's nap. Oh, good job, honey. You got two hours of sleep, and your parents know that a good nap equals a good night, so I'm looking forward to that. ARKANSAS. As I scroll through my day, I can see my next meeting.

I can see the traffic and directions to places I'm going to later today. Here's that dinner Siri found on my calendar, and waiting for me at the end of my day is a short cut to my evening meditation or ten percent happier, nicer. Now, I want to review this competition, but I thought it might be a good idea to get some moral support from my number one fan. And you heard Kevin say that the walkie talkie is so good for staying in touch with close friends and family. So I set my daughter up with a walkie talkie so she can help demonstrate what it's like to get one and maybe give me some love here.

There she is. Mommy, I'll see you on TV. Isn't that fun? How am I doing? So good. I know you will beat Uncle Jay, #mommyforthewin. Thanks peach. I love you. And that's how the walkie talkie works. ARKANSAS. Now is the time to review this competition and see if I have done enough to get ahead. I'm going to take the activity and swipe to see the score. Oh yeah. Sorry Jay, but the day is still young. Thank you all, and back to you, Kevin. Way to go, Jules. So in watchOS 5 we've enabled even deeper integration into the watch for apps, allowing them to work in the moment.

And apps can include interactive controls within notifications so you can do more quickly without even opening an app like extending your parking lot with Pay by Phone. And with Shortcuts, there are also new opportunities for third-party apps to appear on Apple Watch directly on the watch face. You can tap a shortcut on Siri's face to order coffee, rent a bike, or pick up where she left off in a workout. You can even use your custom Siri commands you created on your phone to speak to your watch. And for the applicationsnative apps that create rich experiences, we've improved the Training API for better performance, and added the ability for third-party apps to play audio in the background.

This allows you to easily sync things, of course, like audiobooks, favorite playlists, guided meditations right to your watch, and being able to play continuously in the background. Now watchOS comes with plenty of other features, like the ability to customize the button layout in your control center, or you can add an air quality complication to your watch face, but a really exciting one is watchOS badges. the students. You will have the ability to add your student ID card to the wallet on your iPhone and Apple Watch. And this works by simply holding your watch close to a meter anywhere you can use your student ID cards on and off campus.

You can get access to places like your dorm room or the library or events on campus. You can even pay for things like snacks, laundry, or dinner, and this works with your watch or your phone, and will be available this fall starting at these colleges and expanding to more campuses over time. Now, this is Pride month as well, and we're so excited to introduce an all-new educational watch strap for Pride. And we didn't stop there. We made a beautiful new face that goes perfectly with the band. And the face and band are available today. And if you want to use the new watch face, you can choose to add it from the watch face gallery starting at noon today.

That's just some of what's coming in watchOS 5. Thank you very much. Let's go back to Tim. Thanks Kevin. Thank you Kevin. WatchOS just keeps getting better and better, and we're excited for you to try all these great new features to help you stay more active and connected. Next up is Apple TV. Last September, we introduced Apple TV 4K and our customers love it. Since its introduction, the Apple TV business has grown an incredible 50 percent. Today, we've got some great new enhancements to Apple TV 4K and tvOS, and we think you're going to love them. So I'd like to invite Apple TV Lead Designer Jen Fuls on stage to tell you all about it.

Jen. Thanks Tim. Apple TV is built on an amazing platform, tvOS. And tvOS is designed specifically for the living room, making it easy to enjoy your favorite TV shows, movies, apps, and games. Now, as Tim mentioned, last September, we introduced Apple TV 4K with the goal of bringing the highest quality movie experience right into your home. It offers 4K and high dynamic range, including support for HDR 10 and Dolby Vision. Time said the new Apple TV is a hi-fi powerhouse. And to make sure you can enjoy this beautiful experience with as much content as possible, iTunes offers the largest collection of 4K HDR movies.

And we've upgraded your previously purchased movies to 4K HDR for free on all available titles. There's also, thank you, plenty of 4K and HDR TV shows available on popular services like Amazon Prime video and Netflix, too. And we know that it's not just great image quality that makes for an amazing movie experience. It's also amazing sounding. Apple TV 4K brings you the latest in audio technology, Dolby Atmos. With Atmos, you get room-filling sound. The perfect complement to the stunning visuals of Apple TV 4K. Now what makes Atmos so special is that unlike a traditional surround sound setup, where sound is mapped to channels like left or right, Dolby Atmos has the ability to completely immerse you.

Atmos moves sound in three-dimensional space, creating an experience with powerful audio that flows around you. It puts you right in the center of the action. All this with a home theater setup as simple as a Dolby Atmos-compatible soundbar and Apple TV 4K. In fact, Apple TV 4K is the only streaming player that is both Dolby Vision and Dolby Atmos certified. And this fall, iTunes is bringing you the largest collection of Atmos content in the world. And just like with 4K HDR, your iTunes libraries will be updated to include Dolby Atmos on all supported titles for free.

Now, of course, these movies and many more are available on the Apple TV app. The Apple TV app is the center of your video experience, a single place to find and watch what you love in your favorite apps. It's on Apple TV, iPad, and iPhone, where you can find not only On Demand movies and TV shows, but also live content, including sports. The Apple TV app now offers a wide variety of live sports. And we've added live news to make it even easier to stay up to date. The live sports and news providers edition brings TV app coverage to over 100 video channels, giving you a huge selection of content in one place.

With all this, Apple TV is the best box to connect to your TV. And that's truer now than ever as more and more cable companies fundamentally change the way video gets to your TV. This typical cable box is becoming a thing of the past as these companies embrace Internet-based delivery. And many of them share our vision of Apple TV as the only device for live content, On Demand and cloud DVR. And we've already started working with partners around the world to make this a reality. In France, we are working with Canal Plus. Nearly a third of French households subscribe to Canal's services, and its subscribers can now choose Apple TV to access more than 100 live channels and some of the biggest sports, including the French Open in 4K.

In Switzerland, we have partnered with Salt. Salt has just launched a new TV service with over 300 live TV channels and it's exclusively available on Apple TV. And I'm very excited to announce that here in the US, Charter Spectrum is coming to Apple TV later this year. That means up to 50 million households will be able to choose Apple TV to access all of their live channels and thousands of On Demand shows. And they'll be able to use Siri and the TV app to access their TV service not only on Apple TV but also on iPhone and iPad.

Now, with almost any cable subscription, you can get access to dozens of video channels like ESPN, Showtime, NBC and many more, but it used to be very complicated to set it up, having to authenticate each app individually. I'm sure all of you have seen that six-digit code that you have to go online and type in a web browser. Well, last year we introduced single sign-on. Enter your cable credentials just once and we'll unlock all apps compatible with your subscription. Well now we're making it even easier with zero logins. So now, if you're on your TV provider's broadband network, we'll securely and automatically unlock all compatible apps included with your TV service.

No credentials are required. It just works. Charter Spectrum, this is really awesome, and Charter Spectrum will be the first to support zero sign-on, and we'll be adding more providers over time. We also give you even more options to control your Apple TV. For example, you can get quick access on your iPhone where Apple TV users will get the Apple TV remote automatically added to the control center. And, for those who have home control systems installed, we're working with leading providers so they can use their remotes to control their Apple TV, even with support for Siri. At Apple, I love working with an amazing team that builds a product that I enjoy every day and on the biggest screen in my home.

I can watch all my favorite movies, TV shows and more. Over 40 million songs, including the best metal on Apple Music. All my photos, videos and memories, as well as thousands of applications and games that many of you have created. And Apple TV brings some amazing views right into my living room with Aerials. Now one of the questions I get the most about antennas, especially my family members is where is this? Well, this ball with just a touch of the Siri remote, now you will be able to see all the Arial locations. And, you can even swipe between locations so you can see even more.

And today, I have an amazing new location to share with you. Over the last year we've been collaborating closely with an amazing partner, shooting some stunning footage from around the world with a unique point of view, and here it is. Land. This is filmed by astronauts aboard the International Space Station. You can see Sicily right next to the boot of Italy and see that Mediterranean sea. The blue is just phenomenal. So here's a fun fact. The Space Station makes one orbit every 90 minutes, which means they have 16 sunrises and sunsets every day. And with all those sunsets, the night can be particularly impressive because of the way those urban areas are filled with light.

Here we are flying over South Korea towards Japan. You can see Tokyo appearing at the top, some distant stars, and even the upper reaches of Earth's atmosphere, which is that orange band that wraps around Earth. And here's one that might look a little more familiar. This is the Northern California coast heading south. You can see Lake Tahoe surrounded by snow caps and the San Francisco Bay. These are truly amazing and offer a unique perspective on the world. I would like to say a huge thank you to the International Space Station National Laboratory and CASIS for all their help in making this a possibility.

These will look amazing at home in 4K HDR. That's tvOS. Apple TV gives you incredible picture and sound with 4K HDR and now with Dolby Atmos. And the Apple TV app is the center of your video experience. Available on Apple TV, iPad, and iPhone, it's the one place to find all your favorite TV shows, movies, sports, and news. And with that, I'll give it back to Tim. Thank you. Thanks Jen. Apple TV 4K and tvOS look and sound amazing. You're really going to love it. Next up is the Mac. At Apple, yes. We love the Mac.

The Mac was the first computer to make powerful technology so easy to use and put the customer at the center of the experience. And of course, that remains at the core of all Apple products. For more than 30 years, the Mac has empowered people to create all kinds of amazing things, from the personal to the professional. Today, we're excited to take Mac one giant leap forward. The next version of macOS is packed with new features inspired by professional users but designed for everyone. I'd like to bring Craig back to talk about it. Craig. Hello again. It's true that macOS is at the heart of what makes a Mac a Mac.

And we want as many Mac users as possible to have access to our latest software, and that's why six years ago, with the introduction of OS 10 Mavericks, we started offering our macOS updates free to Mac users. And 2013 was also the year we first introduced our California naming theme. Now, after spending a year by the sea, we're not just modernizing the look of macOS, we're heading to the mountains with macOS Yosemite. Now, as you know, our crack marketing organization is in charge of naming Mac releases, and as you've probably noticed, they went down the mountain for four years.

In El Capitan we added metal, our innovative graphics technology. At Sierra, we brought Siri to the Mac and expanded our capabilities and continuity. And last year with High Sierra, we focused on deep technology, preparing the Mac for future innovations. Well, this year, we made some amazing changes to macOS, and we left the high country for a completely different but no less beautiful place and here still in California, and I'd like to take you there now. Our next macOS release is macOS Mojave. Now, Mojave is beautiful during the day, but what really captured our imaginations was the beauty of the desert at night.

And this inspired one of our most distinctive new features, and I'd like to show you now. Here we are live on macOS Mojave and I'd like to show you a new side of Mojave. We call it dark mode. And as you see, dark mode is not just about the dock or the menu bar. It extends to your Windows Chrome, your sidebar, and even Windows content, and it's great for professionals. It makes photographic content absolutely jump off the screen. It's just beautiful. Is very good. And this is great not only for photography, but also for working on presentations or documents.

It's also great to do ordinary things. Maybe you are working in a dark environment. Just look at the calendar. Even mail in dark mode. Is so big. And I think some of us are going to want to run dark mode just because it's cool. I mean your emoji looks great. Your photos look great. I mean see your album art and music or your For You feed in Apple Music. But I think an audience that will especially appreciate the dark modeIt's some of you here in this room, our developers, because Expo looks amazing in dark mode. Whether it's your source code or even the UI builder and all of its inspectors, they look fantastic in black.

And that's a quick look at dark mode. Now, we were so inspired by this moody wallpaper that we decided to add a new feature to Mojave that I think you'll enjoy. It's called dynamic desktop, and when you use it, your desktop changes subtly throughout the day, from morning to noon to night. It's pretty cool. Now, there's a lot more to Mojave that I'd like to share with you through demos, and it starts with the desktop. Now the desktop is so crucial to how many of us use our Macs. When we have files that we're actively working on, we often put them on the desktop, but the result can be a desktop that looks something like this.

And now in Mojave we have a really cool solution, and we call it Desktop Stacks. Everything on your desktop is automatically organized in these stacks, and they can be organized by type, by date, or even by tag, and they're really easy to use. Just click on them. You can see all the content in the stack. You can double-click to open a document and save it. And they stay organized. So, for example, if I forward a mail, maybe I drag an image, I want it to look at what happens because the image flies right onto the correct stack.

Now you can scrub your piles too. So, for example, I'm going to rub this pile. You see, I can select between different photos, choose one. Actually, let me hide the mail here halfway. I got a little excited with myself, with all my stacking action. So I can just drag this out and drop it like this. And that's a quick look at Stacks. Now-- We've also brought some cool new changes to the browser. I would like to show you now. Now start with a new view. We all like to use icon view, list view. Of course there is a column view, but now we have added a whole new view called gallery view.

It has a large preview at the top, a set of thumbnails at the bottom, and makes it easy to preview images, videos, presentations, documents, spreadsheets, PDFs, and of course, with images that you often like. Sometimes you want more details, for example. example, how they were captured, and now the new sidebar in Mojave really helps because it now supports full metadata, so you can see around your photo, the camera you took the photo with, the type of lens, the aperture setting , etc. forward. It is very useful. And you'll notice that also at the bottom there's this new area called Quick Actions and Quick Actions that you act on the current photo.

So for example, if I have a photo like this and I want to edit it, I don't have to open it and use a new app. I can rotate it here inside the browser. It's really powerful. This sidebar is now available in other browser views. So, for example, I'm just going to open the preview pane here, and I'm going to multi-select a PDF, as well as multiple images, and you'll notice that the quick actions area is contextual, so it shows me create PDF as an option. I'm going to click create PDF and it will assemble all these photos into one PDF just like that.

But what's really cool is that these actions are also customizable, so you can create automatic actions and assign them to buttons right here inside the Finder. You'll then notice that now that I have this PDF selected, I have an option to run a custom auto action I've created called Watermark PDF. When I click on it, my custom action is executed and my document is watermarked, just like that. And those are some quick improvements to the finder. Now, one tool that I think a lot of us love when working with files is Quick Look, and now in Mojave, we've made Quick Look more powerful than ever by integrating Markup.

Let me show you how it works. As you can see below, I have a permission slip and it is a PDF document. I'm just going to press space to Quick Look it, and you'll notice that I now have the option to invoke Markup. I click and now have access to my markup tools, including my ability to sign this document. I can drag my signature like this, and that's it. Now this works for all types of files. So, for example, with images I can rotate and crop, and with video I can even crop here within Quick Look.

And that's a quick look at Quick Look. Next, I want to talk about how we capture content on our Mac because one of the tools that I think a lot of us use all the time is Screenshots, and we've made Screenshots more powerful than ever in Mohave. So let's take a look here at a web page, and I'm going to take a screenshot the traditional way. I'm going to take a screenshot of a selection of the page, and I want you to look at what's going on at the bottom right. I get an instant thumbnail of that screenshot, and when I double-click, I get an accelerated workflow right in Markup, where I have access to all my tools.

So, for example, if I want to create an extension here, I can drag it. Increase. It is easy. But now we also make it easy to access a variety of tools, so when I open my screenshot, you'll see I'm presented with this hud that tells me I can capture the entire screen, a selected window, or a selection, but we've also added capture Screenshot for video directly on the screenshot. Let me show you how it works. So I'm going to go to a web page here that has an animation running. I'm going to open up my screenshot tools and say record selected area.

I'm going to make a good selection here. Well. And I'm recording like this. Of course I can manipulate the app, so everything will be reflected in my recording, and when I'm done, I can click the stop button up here. And now you'll notice I have this thumbnail on the bottom right. Well, I can actually take this and drag it into a new space and embed it right into a document, just like that. Now, we've further improved the way you capture content, and that brings me to Continuity. So Mac users love Continuity for the way it allows us to work across all of our devices with things like Air Drop or the ability to unlock your Mac using your Apple Watch.

When it comes to capturing content, we'll be walking around with one of the world's best content capture devices in our pockets, our phones. So we wanted to take Continuity to the Mac with a feature we called Continuity Camera. Let me show you how it works. So here in my Keynote presentation, I have a space that's waiting for a new photo, and on my phone right here. Well, when I select this object, I can choose to take a photo. And I want you to watch what happens when I select this on my phone. Automatically turns on immediately ready to take a picture.

So I can take one like that, and when I do, I can select to use photo, and it's applied directly to my document. Isn't that cool? Now this also works for scanning documents. So here I have a place where I could use a scan. Once again I will select from the menu and this time I will scan the document. Again, my camera turns on, this time right on my document scanner. I just scanned like this. I can save it. And my scan goes right away, and I think I forgot to hit the save button. Sorry about that everyone.

There you have it, it appears immediately in my document. Thank you. And so, I can take photos, still images, and even capture video, and this is a quick look at some of the great new features in Mojave. Next, I'd like to move on to applications. We're bringing news to the Mac. Now News has all the stories you've come to expect from News on iOS, and it looks amazing on the Mac screen. You get the top stories curated by our editors, the trending stories, it's personalized for you and that it's not for me, and you also get this great new sidebar where you can drill down and jump right to the topics and channels you follow.

The news is going to be great. We also have Stocks for Mac. Now you get your stock prices combined with high-quality business news delivered from Apple News. It shows you your watch list with its prices on the left, and you can drill down into this interactive chart for more information and, of course, great news. We're also bringing Voice Memos to the Mac. Voice Memos is now the most popular voice recorder on iOS, and many of us use it to capture music or lecture recordings, and now that Voice Memos syncs via iCloud with your Mac, you can take those recordings you make and, for example, drag them. directly into Garage Band as the basis for a song.

Finally, I'm happy to announce that Home is also coming to the Mac. You've got all your plugins right here. You can run your scenes and monitor your video cameras and of course with Siri you can control your home with your voice. Those are four great new apps coming to Mojave. Next, I would like to talk about security and privacy. You know, one of the reasons people choose Apple products is because of our commitment to security and privacy. And we believe that your private data should remain private, not because you've done anything wrong or have something to hide, but because there may be a lot of sensitive data on your devices, and we believe you should be in control of whose. sees it.

Now, to start, we protect your information on your devices using state-of-the-art hardware and software, and this year we'll be adding further protections around how apps can access that information. Today, Apple devices communicate with you before giving an app access to information like your location. You'd know because you'll see an alert like this, and macOS already provides API-level protections for things like contacts, photos, calendar, and reminders, but now in Mojave, we're expanding these protections to include your camera. and your microphone, in addition to protecting sensitive parts of your file system, such as your mail database, your message history, and your backups.

And all this is protected by default for any application you run on the system, an important protection. Next, I want to cover some great improvements to Safari. Safari works very hard to protect your privacy, and this year it's doing even more. Last year, we introduced Intelligent Tracking Prevention to drastically reduce the ability of apps to track you across websites using cookies. This is the kind of thing where you look at a product on a site. Then you move to another site and another site and somehow this follows you wherever you go. Well, we've all seen these, these like buttons and share buttons and these comment fields.

Well, it turns out that these can be used to track you whether you click on them or not, so we're closing that down this year. Now if you want to interact with one of these or one of these apps tries to access that information, you'll get this and you can decide to keep your information private. Now, next, let's talk about fingerprints. You know, data companies are smart and ruthless, and in addition to cookies, they use another method called Fingerprinting. And that's how it works. Just like you can be identified by a fingerprint, it turns out that when you browse the web, your device can be identified by a unique set of characteristics, such as its settings, the fonts you've installed, and the insulin plug-in you might have on it. device.

And these data companies can use the feature set to build a unique fingerprint to track your device from one site to another. With Mojave, we're making it much more difficult for trackers to create a unique fingerprint. We are presenting web pages with only a simplified system configuration. We're showing you only the built-in sources, and legacy supplemental insulin is no longer supported, so you can't contribute to a digital footprint, and as a result your Mac will look more like everyone else's Mac, and it'll be a lot harder for data companies to uniquely identify your device and track it.

Now, we're bringing all these new protections to Safari in both Mojave and iOS 12. Next, let's talk about the Mac App Store, and to do that, I'd like to invite Anne Tye, our marketing producer, to the stage. App Store administrator. Ana. Last year, we launched a completely redesigned App Store on iOS. Every day we celebrate apps, games, and developers. We've written over 4,000 stories for the New Today tab, and hundreds of them have been read by over a million people. The response has been incredible and we have learned a lot. We have a bunch of great new features coming later this year that we'll be covering in sessions.

This year, we're turning our attention to the Mac App Store. Since its launch in 2011, it has changed the way we download and install software.for Mac, making it easy with just one click. It is the largest catalog of applications for Mac in the world. It is also a reliable and safe place to download software. Trusting where you get your apps from has become more important than ever. Developers can distribute their apps to 155 countries and get payment processing worldwide, and it offers seamless software updates from one place. This adds up to a great experience for our users.

We spend a lot of time thinking about what people do on their Macs and wanting to create a place organized around those topics. So we've redesigned an all-new Mac App Store from the ground up, and we're excited to show it off to you now. It has a beautiful user interface that should feel familiar yet new and designed first and foremost to be a great Mac app. Starting with the new discover tab, where every week you can find in-depth editorials on the best Mac apps through stories and collections, and see what's hot on the charts. Here is a story about the musician and founder Karim Morsy.

Learn how he uses his app, Djay Pro 2, and get inspiration for your own set. Helpful videos play automatically, so you can see what apps are capable of before you download them. Visit the new Create, Work, Play, and Develop tabs, where you'll find helpful advice and expertise around each topic. Here's the Create tab where you can find apps that bring your artistic ideas to life. These tabs will also help you get the most out of the apps you already have with tips and tutorials that even the most experienced users will find useful. The work, game, and development tabs all share the same beautiful design, and you can still browse by category in the categories tab.

We've also redesigned the product pages, incorporating many iOS features based on what we learned there. It has more useful information, like video previews available on the Mac App Store for the first time, an app ranking if it's in graphics, and if it's been named an editor's choice. Ratings and reviews are now front and center and are very important for app discovery. So we introduced a ratings and reviews API for Mac apps. Now it's easier than ever for people to leave feedback. We are very excited about the new Mac App Store. We have already talked to some developers and they are also very excited.

Like Microsoft, which will bring Office 365 to the Mac App Store later this year. And Adobe brings Lightroom CC. Panic is bringing Transmit. And Bare Bones brings BB Edit. And many more big names are also coming to the new Mac App Store. We can't wait for you to visit the new Mac App Store. Now, I'll give it back to Craig. We believe the Mac App Store will inspire new generations of apps, so we want to talk about some of the technologies that will be behind some of the next generations. We talked earlier about ARKit. I want to talk about two more.

And let's start with Metal. Now Metal is the technology for getting higher performance graphics and computing from graphics processors. Metal was designed for modern GPUs. It's incredibly efficient and that allows amazing console level games like Epic's Fortnight to work great for the first time on mobile devices. But Metal also makes it possible to scale these games to take full advantage of modern Macs. In fact, on iOS and Mac, there are over a billion Metal-enabled devices, and we're constantly making Metal better. To bring the highest GPU performance within reach of every Mac, we recently added support for external GPUs, and this works with Metal, and the results are truly amazing.

For example, when running a filter in DaVinci Resolve, watch it scale on the blazing fast iMac Pro as you add up to four eGPUs. Now the results are even more amazing when you take a 13-inch MacBook Pro and add an eGPU, achieving speeds of up to 8.5x. It's pretty impressive. Now, eGPUs are also enabling Macs to reach new levels of performance and realism in 3D rendering and gaming. Now this beautiful forest that you see here is not a video capture. This is from Unity's new interactive Book of the Dead demo, and it's playing live right now on a MacBook with an eGPU powering this display.

I mean, doesn't it look amazing? Now, of course, because this is live, we can check what happens later, so let's get going. Unity now uses Metal's unified graphics and computing to generate real-time lighting and complex post-processing effects. Very cool. And all of that is displayed live on a MacBook running with an eGPU. It's great. Now another place that we're getting incredible acceleration with Metal is in machine learning. And nowadays ML specialists often use one of these third-party libraries to train their models using servers, and now it turns out that we can speed up tools like this with our new Metal performance shaders.

We're seeing speedups of up to 20x and using the GPU with Metal instead of CPU-based training. And while speeding up these tools is great, we actually think there's a better way for most developers, and that's to train on the Mac you already own using a great new tool we call Create ML. Now Create ML is designed to let you train without being a machine learning expert. You can train vision and natural language models. You can bring your own custom data, and it's really easy to use because everything is built right into Swift. In fact, you can use Xcode Playgrounds to train your model.

Just drag one, you're training, you can drag your test set too, and training is GPU accelerated so it's blazing fast. Now, as an example, we work with Memrise. He's a developer who uses the camera to identify objects and speak them in multiple languages, and in the past they'd train their model on 20,000 images and it would take them 24 hours to do it. Well, now with Create ML, they can train that same model in 48 minutes on a MacBook Pro. And on iMac Pro, it's just 18 minutes. And what is even more incredible is that the model in the past for them was 90 megabytes, and now it is only three megabytes.

It is a big difference. We're also now making models run much faster on the device using Core ML 2. Core ML is now our technology for high-performance machine learning on the device, and now it's better than ever. It's 30% faster on-device processing using a technique called batch predictions, and can reduce your model size by up to 75% using quantization. And that's Core ML and Create ML. You no longer have to be a machine learning expert to incorporate these techniques into your application. Now, these technologies are redefining what's possible in apps, and they're common not just for macOS but for iOS as well, and the fact that Mac and iOS share so much technology has led people to keep asking us the question almost every day. years: Are you merging iOS and macOS?

So I'd like to take a moment to briefly address this question. Of course not. We love the Mac for what it is, and we love macOS because it was built explicitly as unique features of Mac hardware, like keyboard and trackpad ergonomics, flexibility in displays and storage, and for the power it puts out there. It makes the Mac capable of almost anything. So we think this question actually comes from something else. You know, Mac users have access to a vast set of great native apps, apps that take full advantage of the power of Mac technologies. But Mac users also use apps based on other technologies.

We routinely access web-based experiences like Netflix that are built on WebKit, the standards-based web technology in Safari, and we also sometimes run cross-platform games based on technology like Metal. And all of these platforms enrich the Mac user experience. But we think there's room for one more, so we'd like to give you a sneak peek into a multi-year project we've got underway. Because we see a great opportunity for the Mac to take advantage of the world's largest application ecosystem. It's called iOS. I think you might be familiar with it. Now, there are millions of iOS apps out there, and we think some of them would be absolutely great on the Mac, and Mac users would love to have them there.

And from a technical standpoint, it's actually a great fit because, from day one, iOS and macOS have shared common ground. But iOS devices and Mac devices, of course, are different, and the user interfaces are somewhat different, as are the underlying frameworks. And that makes porting an application from one to another work today. We wanted to make this a lot easier, so we took some key frameworks from iOS and brought them to the Mac. And we've tailored them for Mac-specific behaviors like trackpad and mouse use, window resizing, the integration of things like copy and paste and drag and drop into system services on the Mac.

Now, phase one of this effort is to test it on ourselves. So this year in macOS, we took some of our own iOS apps and brought them to the Mac using those technologies to make sure they work well. In fact, you've heard about several of them today, and it turns out they're great Mac apps, and we can bring them to the Mac with very few code changes. Now this is coming to developers next year. So you can easily bring your iOS apps to the Mac, and in the meantime, we hope you enjoy News, Stocks, Voice Memos, and Home in Mojave.

We are now very excited about Mojave. From the desktop, Stacks, to Finder with gallery view, improved screenshots and markup, News and Home on the Mac for the first time. Actions and, of course, the redesigned Mac App Store. And of course there is even more. Like APFS it now supports Fusion and hard drives, and Safari tabs can now have favicons if you want them there. And of course Group Facetime. That's macOS Mojave. I hope you like it. I'm going to give it back to Tim. Thank you so much. Thanks, Craig. What a great macOS update, and what a wonderful morning.

We're starting iOS 12 with all-new capabilities including taking AR further than ever, bringing Siri to any app with Siri Shortcuts and ScreenTime, and great new communication features like Memoji and Group Facetime. And watchOS, now with Walkie Talkie, activity, competitions, new workouts, new Siri capabilities and much more. And Apple TV 4K now with Adobe Atmos, some great new partnerships, and the ease of zero sign-in. And you're going to love those new Aerial screensavers. And macOS Mojave with the new Dark Mode, great updates to the desktop and browser, improved privacy and security, and a completely redesigned Mac App Store.

The updates will be available to our users this fall, and there will be developer betas for each after this morning's Keynote. Thank you. Now, before we close, we wanted to celebrate you and the amazing work you do, so we went out and talked to some of the most important people in your lives, the ones who know you best, and made a short video. , and I'd love to run it for you now. I have no idea how to create an app. I do not understand anything. Ask me another question. My son is a developer at Robinhood. My daughter, Jody, is a WWDC

2018

scholarship winner.

My brother started and founded Yelp. All applications. Timeless. One drop. Splitter bugs. Task. Homework, you talk to her. My brother Derek created the Refugees and Immigrants app the creative, the collective. Why did I say the creative. At Christmas, when most kids would want skis or something, he wanted computer books. He stayed in his room, playing games while the other children played outside. And when she's actually programming, we almost always have to tell my daughter to stop, but then my daughter will say, just give me another ten minutes. I want to solve this first. When I see him code, his eyes move in a weird way and he's totally focused.

Even when my friends are home, I would say, we'll look at Christopher, look at him. And they would say, wow. When we first came up with the idea, we said, okay, good luck. he started out in his little one-bedroom apartment with next to nothing, and he sacrificed eating a burger and just eating ramen just to be able to, and i'm like buying the burger. And he says no, it's three dollars that he could put towards the application. Jeremy went out to build the first version of Yelp, and it was a complete fiasco, a complete failure. he put a lot of effort into a couple of different titles, and you've never heard of them.

And, you know, that's a really hard feeling. That was definitely a low point for Jeremy because it was like, hey, we have to rearrange and try again. What Jeremy noticed in the data was that at thePeople loved to write reviews, and that was really the genesis of the second version of Yelp, which worked. You have to really be okay with waking up to failure and then at the end of a bunch of failures, it's a great thing. Tessa didn't really think I wanted to make an app. Tessa found a problem, a food waste that you could use to help solve the app.

Emma's grandmother was diagnosed with Alzheimer's. She even forgot my daughter's birthday. So Emma tried to search for an app that she could help, but she couldn't find it. So she said, you know, why don't we do it ourselves? My husband was diabetic. That inspired Jeffrey to do something about diabetes and is an answer to many people's prayers. Jessie won iPhone Game of the Year. She couldn't believe that she made it. I want to say that for me it was extraordinary. She pulled out her cell phone, and I saw her app on her phone, and I was like trying not to freak out, but oh my gosh!

For my wife, it's not just creating, it's really wanting to be a part of something big. The one lesson I learned from Jeremy every day is determination, tenacity and focus. He foresaw the impact the iPhone was going to have and went all-in on having an app for it, and I think that was one of the biggest things Yelp did. I think he's made a huge difference, as have thousands of others. She doesn't just want to learn, she also wants to teach others and it makes me very proud to see her flourish. As a parent, nothing beats letting your kids do whatever they want, because it doesn't matter how much money you've made.

They really are changes that you have left behind. And expect to leave many changes behind. I love that video, and I'm glad some of the developers are in the audience this morning. His stories are great examples of all his passion and his creativity. We love the work you do and the impact you have on the world. He deeply inspires all of us at Apple every day. On behalf of everyone at Apple, thank you. And I'd also like to thank everyone at Apple who made today possible. Days like this only come from years of effort and hard work and great sacrifice, and for that I thank them and their families.

Let's have an amazing week together. Thank you.