[ Music ]
[ Applause ]
[ Music ]
[ Applause ]
>> Wow!
Thank you!
Wow!
Thank you!
Wow!
Thank you!
Wow!
Thank you!
Good morning!
It is so great to be in New
York.
We love New York and it's so
great to be here with all of
you.
You know, New York is home to
one of the most vibrant creative
communities on the planet.
And so it's only natural that it
would have a very special place
in our heart at Apple.
Today, we are especially
thrilled to be at the Brooklyn
Academy of Music.
[ Applause ]
This is a historic center for
the arts.
For over 150 years, it's
showcased the work of
adventurous and cutting-edge
performers all around the world
while serving the creative
community here in Brooklyn.
Apple's focus has always been on
providing people the tools to
unleash their creativity.
That's why we're here today to
talk about our most creative
products, and of course that all
starts with the Mac.
[ Applause ]
The Mac was the first computer
that was designed for
creativity, and it's become one
of the world's most essential
creative tools.
We are in awe of the creative
things that people do every day
all around the world with the
Mac.
So we made a video of just some
of these special people and I
would love to play it for you
now.
[ Music ]
[ Applause ]
We are so inspired by these
people and how the Mac has
played such a vital role in
their creativity.
People love the Mac and they use
it to create all kinds of
amazing things every day.
So it's not surprising to see
that the Mac continues to
attract so many new customers.
In fact, over half of Mac buyers
worldwide are new to Mac, and
that number is a remarkable 76%
in China.
We're adding millions and
millions of new customers every
quarter, bringing our total
active installed base to a new
major milestone of 100 million
Macs.
[ Applause ]
But what's most important to us
is that in survey after survey,
the Mac continues to be rated
the number one in customer
satisfaction -- by far.
We are just so incredibly proud
of this.
Of course, one of the drivers
for Mac's high customer
satisfaction is macOS -- macOS
is the soul of the Mac, with its
beautiful and easy-to-use
interface.
We just released macOS Mojave
and it is the best version of
macOS by far, and people are
really loving it.
Great care has been taken to
refine the look and feel and add
more capability, all while
preserving its legendary ease of
use.
MacOS Mojave brings new features
that have been inspired by our
Pro users but designed for all
of us -- from the new gallery
view which allows you to scroll
through your files and find
exactly what you're looking for,
to the dramatic new look of Dark
Mode, which helps you focus
right on your content.
We've got a feature called
Stacks, which is a brand-new way
to make your desktop clutter
free.
I really needed this, and it's
really cool.
And an entirely redesigned and
personalized Mac App store.
Mac OS Mojave helps our users
get the most out of their Mac.
Whether they want a powerful
desktop experience or the
freedom that comes with the
portability of a notebook, our
customers love their Macs.
And they especially love one Mac
in particular, one that they
take with them everywhere they
go and use for everything they
do -- and that is the MacBook
Air.
[ Applause ]
When Steve pulled that MacBook
Air out of that envelope it was
clear that things would never be
the same.
The MacBook Air's
groundbreaking, incredibly thin,
wedge-shaped design not only
influenced the rest of the Mac
product line for years to come,
it changed the industry.
It had a breakthrough unibody
design and new technologies like
the first all-flash
architecture.
And it was the very first thin
and light notebook with all-day
battery life.
MacBook Air truly embraced the
notion that less indeed could be
more and it redefined the modern
notebook in the process.
Unlike any notebook that's come
before or since, MacBook Air has
become the most beloved notebook
ever.
[ Applause ]
It's time for a new MacBook Air
[cheering], one that takes the
MacBook Air experience even
further in the areas that are
most important to our customers.
And of course, what we all want
in a MacBook Air is a retina
display!
[ Applause ]
And I'm incredibly excited today
to introduce an all-new MacBook
Air with a retina display and a
whole lot more -- and here it
is.
[ Music ]
[ Applause ]
This is the new Macbook Air and
I'd like to bring up Laura
Lagrove, VP of Hardware
Engineering, to tell you all
about it -- Laura.
[ Applause ]
>> I'm really excited to be here
today to talk to you about the
MacBook Air.
Every part of the product has
been redesigned and
reengineered.
Every detail has a remarkably
precise fit and finish and
everything you see and touch has
been carefully refined.
It's absolutely beautiful.
[ Applause ]
Now, as Tim said, the number one
feature customers have wanted in
a MacBook Air has been a retina
display, but we've made the
display better in every way.
The familiar aluminum bezel --
sorry about that -- the familiar
aluminum bezel of the current
MacBook Air is gone.
The new Air's sleek design takes
the display glass right to the
edge of the enclosure, forming
borders that are 50% narrower.
It features a 13.3 inch display,
which is the perfect size for
such a portable notebook.
And when it comes to resolution,
we've taken the pixels and
quadrupled them, providing four
times the resolution for over
four million pixels.
[ Applause ]
So both text and images are
sharper and more detailed.
And with 48% more color, those
images are more lifelike than
ever.
All of this comes together to
give the new MacBook Air a
retina display we know our
customers are going to love.
And even with this narrower
border design, we were still
able to keep the FaceTime camera
at the top of the display, which
is exactly where you want it
when making a FaceTime call.
And now, with the Group FaceTime
feature in macOS Mojave, you can
invite all of your friends to
the conversation.
Now next, the MacBook Air has
another new feature that
customers have been asking for,
and that's Touch ID.
[ Applause ]
So now, with just the touch of a
finger, you can unlock your
MacBook Air, buy something cool
on Apple Pay, or use Touch ID
with a third-party app, like
1Password.
With a durable sapphire crystal
surface, we've put the Touch ID
sensor right into the keyboard.
And to enable Touch ID, the new
Air comes with Apple's T2
Security Chip.
T2 features a secure enclave
which protects Touch ID
information, but it also ensures
that software loaded during the
boot process has not been
tampered with, offering the Air
the most secure boot process of
any notebook.
T2 also features an SSD
controller which has automatic
on-the-fly data encryption,
offering the most secure storage
of any notebook so you can feel
confident that your files and
data are safe.
In addition to security, T2 has
a whole host of other features.
It has a redesigned system
management controller.
It has an audio controller which
delivers wide stereo sound and
an always-on processor that
enables Hey Siri.
Next, the keyboard, where we've
gone way beyond just adding
Touch ID.
The new MacBook Air has our
latest generation keyboard with
keys that offer four times the
stability over the previous
generation, creating a modern
keyboard with a more precise and
responsive typing experience --
and backlit with individual LEDs
behind each and every key for
more accurate illumination.
And a modern keyboard deserves
to be paired with a modern
trackpad, so we've replaced the
old diving board version with a
new Force Touch trackpad.
It has 20% more surface area
which extends the functionality
of multitouch gestures.
And with pressure sensing
capabilities and haptic
feedback, it's quieter and more
capable.
So this delivers a trackpad
experience that Apple is known
for.
Now, whether it's in dorm rooms
or lounging on the sofa at home,
we know customers spend a lot of
time watching videos on their
MacBook Air, so we wanted to
make a better sound experience.
Our acoustic engineering team
has made huge strides in audio
performance in all of our
products -- and the MacBook Air
is no exception.
It is 25% louder.
It has two times more bass and
wide stereo sound.
In addition, it has a
three-microphone array, which
will make those Group FaceTime
calls crystal-clear and it also
improves the voice recognition
of Siri.
And the new MacBook Air needs
next-generation I/O.
So the new MacBook Air has two
Thunderbolt 3 ports.
So from charging to data
transfer to video-out, it's the
most versatile port ever.
And there's a whole host of
devices you can connect -- from
Thunderbolt and USB-C external
storage, up to a 5K display, or
eGPUs, that accelerate graphics
up to 17 times.
So the new Air can connect to
just about anything.
So now let's talk about the
specs.
There's an 8th-generation
dual-core CPU, along with the
latest Intel integrated
graphics.
And it also supports up to 16
GB, a faster memory, which is
double the capacity of the
previous Air.
And SSD's that are up to 1.5 TB
in capacity and 60% faster.
So MacBook Air delivers the
performance you need for all of
your everyday tasks.
Now, the MacBook Air set the bar
for great battery life in a thin
and light computer, and the new
MacBook Air is no exception.
It has the same great 12 hours
of wireless web browsing, but
now has up to 13 hours of iTunes
movie playback.
Engineering teams at Apple love
a great challenge.
And so we thought, what if we
add all these amazing new
features while making the
MacBook Air even more portable?
Well, the team responded.
The new Air has an unbelievable
17% less volume than it's
predecessor.
[ Applause ]
And it's incredibly thin.
It's just 15.6 mm, which is 10%
thinner than the previous Air.
And yet, with all these new
features, the new MacBook Air
weighs just 2.75 pounds.
[ Applause ]
That's a quarter pound lighter
than the previous Air.
Perfect for the notebook you
want to take with you
everywhere.
So that's the new MacBook Air,
with a stunning 13 inch retina
display, Touch ID, advanced
security, a force touch
trackpad, and so much more.
And with all the care and
attention that we put into
design and engineering, our
teams work just as hard to
ensure that our products are
environmentally friendly.
In fact, on the new MacBook Air,
we use 100% recycled tin in our
logic board.
And we have significantly
increased the amount of
postconsumer recycled plastic in
our internal components, such as
the speakers.
But there's one big goal that
we've had for many years.
Every Mac enclosure is made from
aluminum.
Now, we use aluminum because it
has incredible strength,
durability, and its sheer
beauty.
To achieve that, we've had to
rely on mining high purity ore,
that is until today.
Apple's metallurgy team has
designed an aluminum alloy that
uses excess aluminum from the
production process, delivering
the same great characteristics
we expect in all of our
products.
And this is a huge breakthrough.
So we're really proud to say
today that every new MacBook Air
is made from 100% recycled
aluminum.
[ Applause ]
This helps reduce the carbon
footprint of the new Air by
nearly 50% and makes it the
greenest Mac ever.
So to hear more about this alloy
and all of the new features of
the MacBook Air, we've created a
video that I'd like to play for
you now.
>> When MacBook Air was
introduced, it defined what an
ultrathin, ultralight notebook
could be.
With the new MacBook Air, we're
bringing many of our most
advanced technologies to this
iconic design.
The powerful new features in
macOS Mojave come to life on the
incredibly vivid and precise
retina display.
It contains over 4 million
pixels, which provide remarkable
clarity, high contrast, and
brilliant color.
The 8th-generation dual-core
processor is powerful and
efficient, while helping to
achieve all-day battery life.
The Apple T2 Security Chip
delivers advanced security and
Hey Siri to MacBook Air.
Along with a Touch ID sensor, it
enables Apple Pay and allows you
to unlock your Mac with just the
touch of a finger.
The latest generation butterfly
keyboard is backlit and provides
more stability, precision, and
responsiveness.
And a much larger force touch
trackpad has built in force
sensors that allow you to click
anywhere and experience a finer
level of control.
High fidelity speakers deliver
significantly more volume and
bass for a fuller sound and wide
dynamic range.
Thunderbolt 3 integrates USBC
into the most powerful and
versatile port ever.
And for the first time, the
unibody enclosure is made from
100% recycled aluminum.
To accomplish this, we invented
a new custom alloy.
It's designed to use fine
shavings of recaptured aluminum
that are reengineered down to
the atomic level.
This new alloy is as beautiful
and robust as any we've used
before.
And it makes MacBook Air the
greenest Mac ever.
With powerful new technologies
and an all new design and three
beautiful finishes, the new
MacBook Air not only reimagines
what our most loved Mac can be,
but also how it can be made.
[ Applause ]
>> What a huge leap forward for
MacBook Air.
So the new MacBook Air is
configured with 8 GB of memory,
a 1.6 core i5 processor with
Turbo up to 3.6, and 128 GHz of
storage, and will start at
$1199.
Making it the most affordable
retina Mac we've ever offered.
[ Applause ]
You can order it starting today.
And it will be available next
week.
[ Applause ]
So that's the redesigned,
reengineered MacBook Air.
So whether you're a student, a
writer, an entrepreneur, or
simply new to Mac, we think
you're going to love it.
Now back to Tim.
[ Applause ]
>> Thank you!
Thank you, Laura!
What a fantastic and beautiful
new MacBook Air!
I can't wait for you to get your
hands on this.
I really think you're going to
love it.
Now, there's another small but
mighty Mac our users have been
waiting for.
And here it comes.
[ Music ]
[ Applause ]
The new Mac mini!
Now I'd like to introduce you to
Tom Boger, our head of Mac
Product Marketing to tell you
all about the new Mac mini.
Tom!
[ Applause ]
>> Thank you, Tim!
I can't wait to tell you about
the biggest update ever to the
new Mac mini.
Now, I'm sure you've noticed
that we've given it an awesome
space gray finish.
For one, we know our Pro
customers are going to love
that.
But, two, this new Mac mini is
an absolute beast on the inside.
Here's why.
The number one thing our
customers wanted us to do is
give it more powerful
processors.
So now every Mac mini starts
with 4 cores.
[ Applause ]
Taking performance to a whole
new level.
But we didn't think that was far
enough, so we're also giving Mac
mini 6 core processors as well.
[ Applause ]
And these aren't mobile parts,
no.
These are higher power
8th-generation CPUs with faster
graphics too.
So the performance boost is
incredible.
Making the Mac mini up to --
wait for it -- five times faster
than before!
[ Applause ]
Think about that, five times
faster!
Ripping through traditional
desktop apps, like Logic and
Photoshop, and workflow apps,
like MainStage and Compressor,
making this by far the most
powerful Mac mini we've ever
made.
Next up is memory.
Now, the previous Mac mini went
up to 16 GB of memory.
So naturally, the new Mac mini
goes to 32 GB of memory.
But we didn't want to stop there
either.
So the new Mac mini can now go
up to 64 GB of memory.
[ Applause ]
And not only is this memory
faster, it's also an SO-DIMMs,
something we know our Mac mini
customers will really
appreciate.
Next up is storage.
Now, many Mac mini customers
depend on the speed and
reliability of SSD's.
So now every Mac mini has all
flash storage, with SSD's that
are up to four times faster, and
capacities up to 2 TB.
And that's double the capacity
of the previous Mac mini.
And every new Mac mini also has
the Apple T2 security chip, with
its many new features, including
HEVC video encode that -- get
this -- 30 times faster!
[ Applause ]
It's incredible.
So to cool all this powerful new
technology, the new Mac mini has
an entirely new thermal system
with double the airflow, while
still being super quiet.
And finally, connectivity.
Mac mini customers love having
lots and lots of ports.
And the new Mac mini delivers.
With gigabit ethernet, four --
count them, four -- Thunderbolt
3 ports, an HDMI port, two USB-A
ports, it can connect to almost
anything.
And not only that, you can
configure the Mac mini with 10
gigabit ethernet as well for
superfast networking
performance.
So now the Mac mini is a much
faster, way more capable Mac
desktop that allows you to
choose your own display,
keyboard, and mouse.
But the Mac mini can go so much
further.
Small yet powerful, the Mac mini
is the perfect component for
many creative uses, like running
MainStage in a sound rig for
live performances.
Or using it for the production
of a live interactive art
performance, as students are
doing today at the California
Institute of the Arts.
Or use more than one so you can
fly through video encoding
faster in applications like
Compressor.
And on a movie set, as Paramount
Pictures is doing in the filming
of Rocket Man, their musical
fantasy about Sir Elton John.
Or use Mac mini to compile code
from a MacBook Pro, so it can do
other tasks.
Or string a number of Mac minis
together so you can form your
own build farm.
Or rack thousands of them
together, like Mac stadium -- a
company that has nearly 8000 Mac
minis.
8000! That developers use to
make some of your favorite apps,
like Candy Crush, Shopify.
They wanted more.
They run 24/7 with data centers
around the world, it's the very
definition of mission-critical
and it all runs on Mac mini.
So that's the new Mac mini, with
all these great new features.
The entry config has 8 GB of
memory, a 3.6 GHz quad-core
processor, and 128 GB SSD.
And it starts at just $799.
[ Applause ]
And with those performance and
features, it's by far the best
value that we've ever offered in
a Mac mini.
You can configure it up to 64 GB
of memory, a higher frequency
Core i7 processor, up to 2 TB
SSD, and with 10 Gb Ethernet.
You can order it starting today
and it will be available next
week.
[ Applause ]
And like all of our products, it
checks all of the boxes on the
environmental checklist.
And like the new Air, we're
using more and more
post-consumer recycled plastic
in parts like the foot.
And every Mac mini enclosure is
made from -- you guessed it --
100% recycled aluminum.
[ Applause ]
Helping to reduce its carbon
footprint by nearly 50%.
So that's the new Mac mini.
It's the biggest update ever and
we can't wait to get it into the
hands of all of those customers
out there that are so passionate
about the Mac mini.
And now, back to Tim.
[ Applause ]
>> All right!
Thank you, Tom, and thanks
again, Laura.
The new Macbook Air and Mac
mini, they are absolutely
amazing!
These new Macs are going to help
our customers be even more
productive and more creative.
Now, there are ways that Apple
aims to inspire creativity in
our users, including in our
stores.
The mission of our stores has
always been to enrich the lives
of our customers by educating
and inspiring them to go even
further.
One of the new ways that we're
taking their creativity even
further is through our Today at
Apple sessions [applause].
Yeah!
[ Applause ]
To share more with you about the
latest on Today at Apple, I'd
like to invite up Angela --
Angela!
[ Applause ]
>> Good morning.
Good morning.
It is so great to be back in New
York, and we especially love
being a part of the creative
energy here in Brooklyn.
This is what we're trying to
replicate all over the world.
You've heard us talk about
retail as our largest product,
how we think about the
architecture as our hardware and
the experience inside, like our
software.
We call it Today at Apple.
We started with the things that
are core to Apple's DNA, things
people most use the devices for
and trust us to teach them, like
photography, music, gaming, and
app development.
And as Apple continues to
develop curriculum like Everyone
Can Code and Everyone Can
Create, we embed these lessons
and techniques into our Today at
Apple programming for all
customers, including educators
and entrepreneurs.
And we hold all of our sessions
in all 505 retail locations,
like at Apple Cotai Central in
Macau, which opened a few months
ago.
Here, customers are attending a
session called Photo Walks,
where they learn new features,
like portrait lighting and depth
control, while exploring the
city together in a real social
way.
Or Apple Garosugil in Seoul,
which opened this past spring,
where customers participate in
labs, our most advanced
sessions, like a music lab
called Building Your Sound
co-created with Florence of
Florence and the Machine, where
our creative pros help customers
compose a song using GarageBand.
And also this month, as a part
of EU Code Week, we hosted
sessions like Swift on iPad and
Xcode on Mac, teaching over 2000
coding sessions throughout
Europe.
[ Applause ]
And at Apple Piazza Liberty in
Milan, which just opened this
past summer, customers are
loving Sketch Walks, where they
learn to capture the city
through drawing and painting on
iPad.
And we're especially thrilled
when our sessions inspire
customers to go even further
with their passions, like Sarah
here, who after attending a few
Live Art sessions in a lab in
Florence, illustrated and
published her first children's
book.
[ Applause ]
And as we continue to push the
design of our flagships to be
even greater gathering places
where everyone is welcome, we're
also creating global platforms
for local talent.
Photographers, musicians,
developers, and artists share
their creative gifts.
This month, in partnership with
The Big Draw festival, local
artists have been leading
sessions in our flagships
globally, teaching and
celebrating drawing -- like Josh
Cochran, a local New York
artist, who's leading a session
across the street this
afternoon.
Since the launch of Today at
Apple only 18 months ago, we
have held over 18,000 sessions a
week, attended by millions of
curious creatives around the
world.
[ Applause ]
And with the newest release of
the Apple Store app, we've made
it even easier for you to find
out what's happening near you.
Just tap on the Sessions tab and
you'll see a spotlight of the
newest Today at Apple sessions
in your city.
It will also recommend sessions
based on the products that you
own, and signature programs like
Music Labs, Kids Hour, and Photo
Walks.
That's a quick update on Today
at Apple, our new in-store
experience since we launched,
but we're not stopping here.
Today, we're announcing 60
newly-designed sessions.
[ Applause ]
Video -- video, music, and
design have all been expanded,
and we're adding walks and labs
to most categories.
And of course, we're using
Apple's latest technologies,
like AR and Siri Shortcuts.
We're creating our first video
lab called Small Screen Magic,
co-created with video maker Zach
King.
You'll learn how to shoot and
edit fun videos using the Clips
app.
We're also introducing a new
photo lab called Fun Family
Portraits.
You'll use live photos to
capture action, experiment with
filters, and use Apple Pencil to
make your portraits even more
fun.
And we're introducing a design
lab called Drawing Treehouses,
co-created with architects,
Foster and Partners, where
you'll learn architectural
principles through the lens of
fantasy.
And for the Mac, we're launching
a new Pro series, like this
video lab called Color and Mood
with Final Cut Pro.
You'll learn how to use color to
enhance the visual feeling of
your footage.
And a music lab called Advanced
Beat Making with Logic Pro,
where you'll sample audio,
design sounds, and program
different styles of beats.
So that's a sneak peak of a few
of the new sessions launching in
the new year.
And to further scale Today at
Apple in every city, every day,
in every store, we're also
upgrading our existing fleet,
creating forums in over 70
stores a year, like this recent
renovation of Apple Covent
Garden in London, just reopened
a few days ago and they're live
streaming the event today.
And we'll continue to open
flagships designed to amplify
Today at Apple around the world.
In June, we opened our first
flagship in Seattle: Apple
University Village.
And on November 10th, were
launching Today at Apple at our
first store, Apple Iconsiam in
Bangkok, Thailand, and we're
excited to be a part of the
creative energy in this city.
And a few weeks later, we open
Apple Champs-Elysees, with one
of our grandest forums in Europe
to further be a part of the
creative renaissance in Paris.
And just like all of our Apple
products, we continue to
minimize our environmental
footprint.
In fact, all of our retail
locations run on 100% renewable
energy.
[ Applause ]
We feel that Today at Apple
could be retail's greatest
platform for enriching lives.
It's designed to encourage human
connection, inspire new
learning, and unlock creativity
and creative thinking for all
generations.
And Today at Apple is brought to
life by our 3000 Apple Creatives
and the entire retail team,
whose passion, energy, and
commitment to humanized
technology helps unleash the
creative potential in us all.
Thank you so much.
Back to you, Tim.
[ Applause ]
>> Wow! No one else has anything
like Today at Apple.
In addition to the 3000 creative
pros, have over 70,000 team
members that are dedicated to
help you get the most out of
your products.
And they are the best team on
the planet!
[ Applause ]
I am moving to New York
[laughter].
Now let's talk about another
powerful, creative product,
iPad.
[ Applause ]
iPad -- iPad is a magical piece
of glass that transforms
instantly into anything you want
it to be -- portable, versatile,
and powerful, while at the same
time, be incredibly easy to use.
We've now sold well over 400
million iPads, making it the
most popular tablet by far.
No one else is even close.
But what you might not know is
we've sold more iPads in the
last year than the entire
notebook lineup of all of the
biggest notebook manufactures!
[ Applause ]
This makes iPad not only the
most popular tablet, but the
most popular computer in the
world!
It's pretty phenomenal.
Now, the iPad line today is
comprised of the iPad mini, the
iPad, and the iPad Pro.
The iPad mini and the iPad our
most affordable iPads and they
bring versatility and capability
to as many users as possible.
While iPad Pro pushes the
boundaries to deliver our most
cutting edge creative iPad
experience.
It includes our most advanced
technologies and our highest
performance.
iPad Pro delivers so much
capability to our users, and we
have been absolutely amazed at
the creative things they've done
with it.
That's why we created iPad Pro.
Today we're announcing an all
new iPad Pro.
[ Applause ]
It's going to push what you can
do on iPad or on any computer
even further.
And here it is.
[ Music ]
[ Applause ]
This is the new iPad Pro!
And to tell you all about it, I
want to bring up my colleague,
John Ternus, Vice President of
Hardware Engineering.
John!
[ Applause ]
>> Thank you, Tim!
I am thrilled to be able to tell
you about this new iPad Pro.
It marks the biggest change
since the original iPad.
And we have made it better in
every possible way.
In fact, this really is the iPad
we dreamed about building from
the very beginning.
We've always felt that the iPad
should be all about the display.
And in this new iPad Pro, we
have an LCD that stretches from
edge to edge and top to bottom.
Now, we achieved this design by
rounding the corners of the
display using the same pixel
masking and anti-aliasing
technology that we introduced in
the iPhone X-R.
Just like in the X-R, we call it
a liquid retina display.
It is packed with our most
advanced technologies, like Wide
Color, True Tone, ProMotion, and
of course, support for Apple
Pencil.
And this all comes together to
deliver the most accurate,
responsive, and beautiful
display we have ever made.
Now, the narrow border design
gave us an opportunity to take a
fresh look at our iPad Pro
sizes.
The original 10.5 inch iPad Pro
is an amazing device, that
offers plenty of area to get
your work done, and an enclosure
that's large enough to support a
full-size keyboard, but it's
still just one pound and super
portable.
It really has been the ideal
option for most of our iPad Pro
customers.
So we decided to maintain that
perfect footprint but give you
an even bigger display.
This is the same take-anywhere
size you loved in the 10.5 inch
design, but now with an 11 inch
display.
[ Applause ]
And it has a quarter million
more pixels.
But of course, for our customers
who want an even larger canvas,
we also offer the 12.9 inch
display.
And all that real estate makes
multitasking and working with
Apple Pencil an incredible
experience.
With this new iPad Pro, we're
able to offer that same
large-screen experience in a
much more portable package.
And this is the new 12.9 inch
iPad Pro.
[ Applause ]
It is dramatically smaller.
In fact, it's now almost exactly
the same size as an 8 1/2 x 11
piece of paper.
And it's not just smaller, it's
also thinner.
These new iPad Pros are just 5.9
mm thin.
In the case of the 12.9 inch,
it's nearly 15% thinner than
before.
So altogether, that means this
new 12.9 inch iPad Pro is an
incredible 25% less volume than
its predecessor.
[ Applause ]
It fundamentally changes the
experience of using it.
You really have to hold one to
understand it.
And we think when people do,
many more folks will move up to
the larger size.
It really is the ultimate iPad.
And that's especially true
because it now has Face ID.
[ Applause ]
Now, on iPhone X, Face ID set
the bar for intuitive, seamless,
and secure authentication.
But it's even better on the iPad
Pro.
On iPad Pro, Face ID delivers
facial authentication that is
more secure than any tablet or
any computer.
With a simple glance, you can
unlock your iPad, you can log in
to your favorite apps, and of
course, you can even pay for
something with Apple Pay.
Face ID is enabled by the Truth
Depth Camera which is tucked
away into this thin bezel.
It uses depth technology to
greater security and accuracy
than any 2-D face scanner.
But bringing it to the iPad Pro
meant we had to optimize the
cameras and we even had to
retrain the underlying neural
networks to work specifically in
all the ways that you use your
iPad: portrait, landscape,
attached to a keyboard.
And no matter how you use these
new iPad Pros, they are always
right-side up.
Now with support for Face ID,
you might have noticed there's
no longer a home button.
Well, no home button means that
all those familiar gestures from
the iPhone 10 now come to the
iPad.
So, for instance, you can swipe
down from the upper right-hand
corner to get to control center.
You access the dock by swiping
up from the bottom.
If you continue swiping up and
pause, you get to the App
Switcher.
And you can even swipe along the
bottom edge to quickly switch
between your most recently used
apps.
You can work with two apps at
once using Split View.
You just drag an app up from the
dock to the side, and then you
can easily drag-and-drop between
them.
And Slide Over gets you a quick
view to another app, like when
you need to quickly respond to a
message.
There's always plenty of room to
get what you need done.
This new iPad experience is all
about making the most of these
large displays, with space for
creativity and to work with
multiple apps at once.
And all that is possible because
of what we put under the hood,
because these new iPad Pros are
powered by the all-new A12X
Bionic -- and this thing is a
monster!
[ Applause ]
Just like the A12 in our latest
phones, it's built on our latest
7 nm technology.
No other tablet, laptop, or even
desktop has been able to make
this leap forward.
And it offers a huge jump in
both performance and energy
efficiency.
But since this is an X chip, it
means we went bigger than the
A12 -- much bigger.
In fact, this new A12X has more
than 10 billion transistors.
[ Applause ]
But what's more incredible is
what we've been able to do with
all of them.
The A12X features an 8-core CPU
with 4 performance cores and 4
high-efficiency cores.
And with our latest-generation
performance controller,
multithreaded workloads can now
leverage all 8 of those cores
simultaneously.
The results of all this are
pretty amazing.
Single core performance is up by
35% compared to last year's
already really fast iPad Pros.
And with the increase in core
count and gains in efficiency,
multicore workloads are now up
to 90% faster.
[ Applause ]
This is a huge step forward.
And here's another way to think
about it.
These iPad Pros are faster than
92% of all the portable PCs sold
in the last 12 months, including
the most popular Core i7 models
from the top manufacturers.
Now of course our X chips have
also always been about big
graphics, and these new iPad
Pros do not disappoint.
The A12X Bionic has an all-new
Apple-designed 7-core GPU that
delivers two times the
performance of the previous
generation.
And this is great.
Compared to our 1st-generation
iPad, the graphics in these new
iPad Pros is now 1000 times
faster [applause].
That is nuts!
[ Applause ]
To put it another way, the iPad
Pro delivers Xbox One S-class
graphics performance in a
product that's 94% smaller, and
there's no AC cord required.
In fact, like all of our iPads,
it delivers amazing all-day
battery life.
But of course, we didn't stop
with just incredible CPU and
graphics.
On board the A12X and coming for
the first time to an iPad, we
have our latest generation of
the neural engine.
And just like in the A12, the
neural engine is capable of
delivering an unbelievable 5
trillion operations per second,
which is all in service of
delivering incredible
performance in ML tasks.
So with that, these new iPad
Pros aren't just faster than
your last computer, they're also
smarter and more capable.
Some apps can do some amazing
things, like photos, which uses
machine learning to classify and
organize your photos so you can
always find what you're looking
for.
And it also stitches together
all of those photos and videos
to create those amazing
memories.
But other apps can take
advantage of this as well, like
Pixelmator Photo, which uses a
neural network derived from over
20 million image pairs to
determine how to intelligently
enhance your photos, just like a
pro photographer would.
And our chip team has done so
much more with A12X.
Dedicated hardware blocks
deliver high performance and
high efficiency in everyday
tasks, like capturing images and
shooting video.
There's simply nothing like this
in other traditional PC
chipsets.
And this year we have a new fast
storage controller on the A12X
which enables up to 1 TB in
storage capacity.
[ Applause ]
We think this is really going to
help to free up those creative
pro work flows.
And that new fast storage
controller also enables
something else that's really big
because a high-performance
computer deserves a
high-performance connector.
And so in these new iPad Pros,
we're moving to USB-C.
[ Applause ]
This brings a whole new set of
capabilities to the iPad Pro,
like connecting your accessories
to change how you use your iPad,
cameras, musical instruments, or
even docks.
Or connecting to high-resolution
external displays up to 5K.
And with USB-C, you can connect
to these data accessories and
displays at the same time.
We think our Pro customers are
really going to love this.
And also, for the first time on
these iPad Pros, we now support
charging out over USB-C, so you
can even charge your iPhone when
you're on the go.
[ Applause ]
Now, one of the most important
and game-changing accessories
for the iPad Pro has been the
Apple Pencil, with its lowest
latency, subpixel precision,
force and tilt sensing, the
Apple Pencil is absolutely the
tool to reach for whether you're
retouching a photo, jotting down
notes, or sketching.
And with these new iPad Pros,
the second-generation pencil has
been completely redesigned.
The new Apple Pencil attaches
magnetically to the iPad Pro.
It automatically pairs and
starts charging wirelessly.
[ Applause ]
And because it's always
charging, it's always ready to
go the moment you need it.
Tapping the screen with the
Apple Pencil will wake the iPad
Pro and launch instantly into
the Notes app.
And this year, there's a whole
new way of interacting with the
Apple Pencil.
Just tap twice on it to switch
modes.
In Notes, you can switch between
your current tool and the
eraser.
And in other apps, this behavior
will be customizable, which puts
even more control into our
users' hands.
Also this year, we have a new
Smart Keyboard Folio that
continues to deliver great
typing experience in a thin and
light design with no pairing,
charging, or batteries required
-- and it's even simpler to use.
It magnetically attaches to the
iPad Pro and it protects both
the front and the back.
And there's a screen angle that
is great in your lap, and
another that's great at your
desk.
We think this is what makes iPad
so unique.
No other device can easily adapt
to your needs the way that iPad
can.
On its own, iPad is the most
personal and powerful tool for
all of the things that you do
most.
But by adding just the right
accessory, it totally transforms
the experience.
Add the Apple Pencil, it becomes
your sketchbook.
Add the Smart Keyboard, it
becomes your mobile office.
Or add an external monitor, and
you have an editing bay.
No other device offers this
level of flexibility.
But not only is iPad amazing for
all of the things you do today,
but also the perfect tool for
creating totally new
experiences, like Augmented
Reality.
With its large display and a
thin and light design, iPad is
the best device ever created for
AR.
[ Applause ]
And we've optimized these iPad
Pros to make AR even better.
We've calibrated the cameras and
sensors in all of these
components in A12X to deliver
realistic graphics, real-time
lighting and object tracking,
and incredible texturing and
reflections.
And with ARKit 2, we give apps
enhanced surface detection and
persistent experiences.
And all of this comes together
to completely transform how you
can interact with the world
around you.
These new iPad Pros are packed
with our most advanced
technology.
There's the new all-screen
design with liquid retina
display, advanced Face ID, the
A12X Bionic chip delivering
incredible, Pro-level
performance, 4-speaker audio --
and this time with woofer and
tweeter pairs in each corner.
They sound amazing and they
offer wide stereo output.
Gigabit-class LTE and eSIM
technology in our cellular
models for great conductivity
wherever you go.
And so many more features that
make this our very best iPad.
And we now have brand-new
designs for the Apple Pencil,
the Smart Keyboard Folio, and
USB-C, which offers
high-performance connectivity to
a wide variety of accessories.
But that said, the new iPad Pro
really comes to life through the
incredible apps that have been
designed for it.
And to tell you more about that,
I'd like to invite Shaan Pruden,
Senior Director, Worldwide
Developer Relations to the stage
-- Shaan.
[ Applause ]
>> Our developers are amazing!
Today there are over a million
apps specifically designed to
transform your iPad into
anything you need with just a
tap.
And with the new iPad Pros, apps
you already know and love are
going to look better and perform
even faster than before -- like
Procreate for sketching an
illustration, capturing notes
with Notability, or using
Morpholio Trace for
architectural drawings.
But with the performance and
capabilities of the all-new iPad
Pros, our developers are going
to be able to create experiences
that were not possible before.
For the first time, Autodesk
will be bringing the desktop
engine of AutoCAD to the iPad.
This will allow customers to
view and edit files that contain
hundreds of thousands of objects
like you see here with
performance as fast as the
fastest PCs.
[ Applause ]
And this is Assassin's Creed
Rebellion from Ubisoft, a fan
favorite on the console coming
to the iPad for the first time.
Not only does the new iPad
unlock stunning visual effects,
like ambient fog and sunlight
streaming through these windows,
but it also delivers on the next
level of texture and detail on
everything you see.
And it's running at an
unbelievable 120 frames per
second, something no console can
deliver.
[ Applause ]
djay Pro is used by millions of
DJs around the world, and
Algoriddim's been able to
harness the power of the A12X
Bionic to deliver up to five
times as many video clips that
you can mix simultaneously.
And using Core ML, dozens of
audio samples can be key and
beat matched in real time to
deliver performances that are
perfectly in tune and on rhythm
-- unprecedented on a mobile
device.
[ Applause ]
As you can see, iPad Pro
delivers the power and
versatility our customers demand
wherever they are.
Now, I'd like to introduce you
to two developers to show you
what's possible on these new
devices.
First, let's talk about gaming.
On the large, 120 Hz display
with Pro performance and
4-speaker audio, iPad Pro is the
ultimate gaming platform you can
take anywhere.
And here to show you what
they've been able to accomplish
is Greg Thomas, Executive Vice
President at 2K Games.
[ Applause ]
For more than 20 years, NBA 2K
has set the standard for
realistic game play and
attention to detail.
Each year, fans have been
delighted to be able to
experience the NBA on their
consoles.
And now, with this incredible
new iPad, 2K and Visual Concepts
have brought that same console
realism to iOS.
Everything we're going to show
you today has never been
possible on a mobile device
before.
Choose your favorite team and
players.
Many of you may recognize
Barclays Center.
We've recreated it exactly so
that your Brooklyn Nets feel
right at home today.
But I see my buddy Mike here has
chosen the World Champion Golden
State Warriors.
But if you want to play as Steph
Curry, you can play as Steph
Curry.
Watch the player with the blue
circle at his feet as the rest
of the team moves across the
court.
Using seamless motion matching
and inverse kinematics, we're
able to create an unlimited
number of animations, all at 60
frames per second.
Okay, let's take a step back and
look at this beautiful arena.
Even the sidelines and the
thousands of fans are
individually rendered in high
resolution.
This new iPad is simply amazing
and it provides an experience
that rivals consoles for the
very first time.
Okay, let's take a look at a
player.
How about D'Angelo Russell?
We meticulously recreate every
single NBA player using high-end
shaders to get all of the
details to pop.
Just look at his hair, the
accurate tattoos, the beads of
sweat on his skin.
We've even rendered his jersey
down to the pin holes.
Okay, let's get back to game and
see how the warriors are doing.
Oh, nice move!
This is stunning, and now we're
able to add visual post effects,
such as anti-aliasing, HDR
bloom, and depth of field.
In fact, we're rendering nearly
six million pixels at full
retina resolution with no
upscaling.
Okay, we've got a little bit of
time left in this game.
Mike, why don't you show us what
you've got?
Oh, time running out.
Steph Curry, buzzer beater --
game-winner!
Nice shot!
NBA 2K Mobile -- we'll see you
on the court.
[ Applause ]
>> Thanks, Greg.
That's just a glimpse of the
amazing performance of the all
new iPad.
As you can see, developers will
be taking their games to the
next level.
Now let's turn to creativity.
We've worked closely with our
friends at Adobe for over 30
years, creating tools that have
sparked entire new industries.
And today, we're delighted to
have them here to show you the
future of creativity.
Please welcome Adobe's VP of
Design, Jamie Myrold.
[ Applause ]
>> Thanks, Shaan.
I am so excited to be here
today.
So, at Adobe, the future of
creativity extends beyond the
desktop.
Creative professionals want the
ability to create with power and
ease whenever and wherever
inspiration strikes.
A few weeks ago, at Adobe MAX,
we revealed Photoshop on the
iPad, and we also previewed
Project Aero, our new augmented
reality design tool.
And today, we are super excited
to show both of these, taking
full advantage of the
breakthrough performance of the
amazing new iPad Pro.
To show you, I've asked Chantel
to join me -- Chantel.
>> Thank you, Jamie.
Let me show you the real
Photoshop on iPad.
Photoshop means having the
familiar tools you need right
where you expect them, here in
the toolbar.
Photoshop means having the full
power of your layer stack and
your adjustments.
Now I want to make this flower
in the middle really stand out.
So let's add an adjustment layer
and we can find a hue that
really looks nice -- okay, right
about there.
And now let's use the brush tool
and I can come in here and color
back on that mask and just
reveal the white petals below.
And I'm doing this with the
Apple Pencil.
It feels so smooth and
intuitive.
It's great to be right here with
the canvas.
Okay, let's drop a blend mode on
there and there we go.
Now, this is Photoshop
reimagined for touch.
So we have instituted many ways
to have contextual UI.
So I can use this touch modifier
under my thumb to switch between
doing things I do all the time
-- so duplicate and move.
Now that flower looks nicely
framed by those pops of yellow
and we're ready to go.
Okay. So let's zoom out and you
can see this full bouquet.
It's made up of 135 individual
flower images, and you'll see
that there's this really
intricate mask applied to the
whole layer stack.
So that means that when I want
to make adjustments, I can just
dial it up, dial it down, and
dial right into the saturation
level that I want to see.
Great. Okay, let's zoom all the
way out.
And you can see the sheer scale
of this piece.
It a real PSD, the same I would
work with on the desktop.
It's over 3 GB.
It's 157 layers, 12,000 x 12,000
pixels, and I'm zooming through
it at lightning speed, no lie.
[ Applause ]
And that is thanks to working on
this new iPad Pro with 8 cores
of pure power.
So, at Adobe, we know that you
creative pros need to dive down
deep into the pixel level of
precision, but then just as
easily get right back out and
see the full picture.
So we've instituted a shortcut
on the Apple Pencil.
Just double tap, get right back
out -- double tap, get right
back in.
[ Applause ]
Ladies and gentlemen, this is
Photoshop on iPad, just like
you've always wanted.
[ Applause ]
Now let's talk about how you can
experience your Photoshop files
in a whole new way.
This piece is 9' x 9' when
printed at scale.
And here on the screen, it
already has the power to awe and
inspire, but what if you wanted
to step into that redwood
forest?
Well, with Project Aero, now you
can.
So let's take a look at that
same PSD here in Aero, and it
now has space between those
layers.
And because this is augmented
reality, I can do things like
bring in some interactive
elements, like these
butterflies.
And I can set them to animate
when I start the experience and
now, I can use my iPad to become
the cinematographer of this
moment.
[ Applause ]
So now with Photoshop, Project
Aero, and iPad, creatives can
express themselves in a whole
new medium with the tools they
already know and love.
Back to you, Jamie.
[ Applause ]
>> Thanks, Chantel.
So that was truly amazing and
that file created by Ysabel
LeMay was just gorgeous.
So, to recap, what you just saw,
this was the real Photoshop.
By this I mean the actual
Photoshop engine running on iPad
Pro, fully reimagined for the
simplicity of touch and the
precision of Apple Pencil.
Soon, creative professionals are
going to have the ability to
create and edit high fidelity
Photoshop files on the iPad Pro.
We also showed you Project Aero,
which is our new augmented
reality design tool, and this
tool will give designers the
ability to use their skills in
Photoshop to create
next-generation immersive
content.
Look for both of these in the
App Store in 2019.
Thank you so much.
Back to you, Shaan.
[ Applause ]
>> Wow! That was incredible!
Thank you, Jamie and Chantel.
On iPad Pro, these tools are
powerful enough for
professionals but easy enough
for anyone to use.
And that's why we're so excited
to be partnering with Adobe on
these and other next-generation
apps for creative pros.
This is what we mean when we
talk about the iPad being a
magical piece of glass that can
be anything you need it to be.
And with the next generation of
apps from our developers, it's
going to completely change how
you get things done in ways
you've never imagined.
Back to you, John.
[ Applause ]
>> Thanks, Shaan.
Those are some incredible apps.
It's amazing how much
performance we've packed into
these iPads.
We are so excited about the
all-new iPad Pro that we made a
video, and I'd love to run it
for you now.
>> This is the new iPad Pro.
It's unlike any iPad or anything
we've made before because
everything has changed, starting
with the screen, as an
all-screen, that goes
edge-to-edge on an impossibly
thin profile -- no, thinner!
No, thinner than that!
Yeah, that thin.
So it's not impossible.
It just required fitting a
larger display into a smaller
form, including individual
pixels to create
perfectly-rounded corners,
reengineering the TrueDepth
Camera System, making the
speakers smaller but louder,
adding microphones, shrinking
LEDs, pushing it all to the very
edge so it fits within that
narrow border, with everything
still weighing about a pound.
So when you hold it, the
technology seems to recede and
you're left feeling like you're
essentially holding light.
That's because the liquid retina
display is our most advanced and
responsive display ever.
There's no more home button
because it has Face ID, the most
secure and seamless way to
unlock your iPad.
It's been redesigned to work in
any direction, so there's no
wrong way to unlock it or use
it.
It also has the most powerful
and smartest chip we've ever
made, made even smarter by the
Apple neural engine, now on iPad
for the very first time.
It's powerful enough for
Photoshop -- yeah, real
Photoshop.
And because of the chip,
everything you do -- like
surfing the web, messaging at
the same time, dragging and
dropping -- is faster than ever,
and faster than 92% of portable
PCs.
But that's not all.
We didn't just think about the
iPad or the accessories, but how
they all connect.
That's why there are 102
magnets, all precisely aligned
to create a perfect system.
So you can do this -- and charge
your Pencil at the same time.
Drawing or writing will feel as
natural as -- well, a pencil --
only better, because its
cylindrical touch sensor gives
you more control, like switching
tools with a double tap.
There's also a new keyboard that
snaps into place like this --
and this -- which is perfect for
Group FaceTime.
And with USB-C, this now
connects to that, that, that,
and that.
This makes things easy even if
what you do is complex.
iPad Pro is more versatile, more
portable, more capable.
It's like a computer but unlike
any computer.
This is the new iPad Pro.
[ Applause ]
>> The new iPad Pro, it's such a
huge leap forward for iPad, and
for computers.
Now of course, like all of our
products, every iPad Pro is made
in ways that are good for both
our customers and for the
environment.
And in fact, the excess aluminum
that was created in the process
of making these iPad Pro
enclosures is recycled back into
the material that's used in the
MacBook Air and the Mac mini.
The 11-inch iPad Pro is offered
in these four storage options
and it starts at $799.
[ Applause ]
And there is nothing else out
there that comes close to this
combination of performance and
portability.
The 12.9-inch iPad Pro is
offered in these same storage
options and it starts at $999.
[ Applause ]
And of course, both models are
available in LTE configurations
as well.
Customers can start placing
orders today and they're going
to be showing up next week on
the 7th.
[ Applause ]
Now, in addition to the new Pro,
the current 10.5-inch Pro will
continue to be available
alongside the 6th-gen iPad and
iPad mini 4.
This is the new iPad Pro and we
could not be more excited about
it.
Now back to Tim.
[ Applause ]
>> These are the most exciting
iPads we have ever created.
This doesn't just change the way
we think about iPad, it changes
the way we think about
computers.
Now, before we close out, I have
one quick update -- iOS12 is off
to an unbelievable start.
It's been installed on more
systems in the first month than
any version in history.
This is incredible.
And it's remaining on a tear.
In fact, an amazing 60% of all
iOS devices out there are
already running iOS12.
This is just unheard of!
And today, we're shipping 12.1.
This update includes Group
FaceTime, with up to 32 of your
friends simultaneously -- as
well as some other great new
features, including dual-SIM
support for iPhone X-S and
iPhone X-R with eSIM.
There's also over 70 great new
emojis where you can express
yourself any way you would like.
This is the best iOS version
ever.
Check it out.
[ Applause ]
What a huge morning!
The all-new MacBook Air thinner
and lighter, now with Touch ID
and this beautiful retina
display.
And our most loved Mac is now
our greenest Mac.
And the new Mac mini, it's the
mightiest and most versatile Mac
mini ever.
And our Today at Apple sessions
in our retail stores, designed
to help our customers take their
creativity even further.
And the incredible new iPad Pro,
with its beautiful all-screen
design, chock-full of advanced
features and the A12X Bionic,
the most powerful chip we have
ever created.
You're going to be amazed by
what you can do with this
product.
Now, at Apple, we love how
people use our products to
create truly wonderful things
and put them out into the world.
This has been our mission from
the very beginning.
We've always believed deeply in
the power of creativity to
change things, to push the human
race forward.
And it's such a great honor for
us to be a part of what people
create every day, all around the
world.
Now what better way to celebrate
that creativity than with an
amazing musical performance.
I'd like to introduce an artist
that's used her unique talent to
make brilliant and evocative
music that defies genre.
The Apple music team is proud to
have worked with her from the
earliest days of her career, and
she's gone on to sell over 15
million albums around the world.
But most importantly, the
creativity and emotional honesty
of her work is undeniable.
She is one of our favorites.
So please join me in welcoming
this New York native, the
wonderfully talented Lana Del
Rey!
[ Applause ]
>> Well, thank you so much.
Thanks to Tim for asking us to
come down and sing a couple of
songs for you.
I'm lucky enough to have Jack
Antonoff with me, playing on the
piano.
[applause].
And I just wanted to say, we're
really honored to be playing for
Apple and it's a company that's
done so much to change the way
that we consume music but also,
for people like me and Jack, the
way that we make music and
record, whether it's at home and
in the studio.
So with that, they told us not
to swear so, for that reason, I
can't tell you the name of the
upcoming record that me and Jack
made.
But the first song that we're
going to do from it is the last
song we recorded for it, and
it's called "How to Disappear."
[ Music ]
[ Applause ]
Thank you so much.
Again, in the name of swearing,
I won't say the title of the
second track.
I'll call it Venice for now and
it's a song we released a couple
-- couple of weeks ago.
[ Music ]
[ Applause ]
Thank you very much.
[ Applause ]
>> Lana Del Rey!
[ Applause ]
I'd like to thank everyone for
joining us today in New York and
everyone that's been watching
online, and I'd like to thank
everyone at Apple who made today
possible and makes every day
possible.
It couldn't be done without you.
We've got a hands-on area with
these amazing products just down
the road at One Hanson Place.
We'll have people escort you
over there.
I encourage you to go try them
out for yourselves.
They are amazing!
Thanks again.
I may see you in your
neighborhood.
See ya'.
[ Applause ]