The Talk Show

00:00:00 ◼   ► [ Background Sounds ]

00:00:03 ◼   ► >> Ladies and gentlemen.

00:00:05 ◼   ► [ Cheering ]

00:00:09 ◼   ► Thank you for joining us in San Jose's gorgeous California

00:00:13 ◼   ► Theater for tonight's live presentation of the talk show.

00:00:18 ◼   ► At this time, won't you please take a moment

00:00:23 ◼   ► to silence your cellphones and other electronic devices.

00:00:27 ◼   ► And then won't you please welcome to the stage my friend and yours John Gruber.

00:00:34 ◼   ► [Applause]

00:00:54 ◼   ► Hello and welcome to the talk show live from WWDC 2017.

00:01:02 ◼   ► We have a good show, I think. We have a beautiful theater, I know.

00:01:10 ◼   ► So something to get out of the way up front, this show would not have possibly happened without our sponsors.

00:01:18 ◼   ► We have three perfect sponsors for this show.

00:01:21 ◼   ► Our first sponsor is Jamf.

00:01:23 ◼   ► J-A-M-F.

00:01:26 ◼   ► Jamf specializes in Apple device management.

00:01:30 ◼   ► If you have mobile devices and a small company

00:01:33 ◼   ► and you need them, the MDM management type stuff,

00:01:38 ◼   ► go to them, they support Apple stuff.

00:01:40 ◼   ► They're Apple only.

00:01:42 ◼   ► They support Apple stuff before it's out.

00:01:43 ◼   ► They're already probably working on the betas for iOS 11.

00:01:47 ◼   ► It's absolutely great.

00:01:49 ◼   ► Go to jamf.com/talkshow, and you will find out more.

00:01:57 ◼   ► Our second sponsor, another great sponsor,

00:01:59 ◼   ► perfect for this audience, is MacStadium.

00:02:03 ◼   ► [APPLAUSE]

00:02:05 ◼   ► It is time to get your build server out of your office

00:02:08 ◼   ► closet or out from under your desk

00:02:10 ◼   ► and put it in the hands of some professionals.

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00:02:13 ◼   ► You can't just go and get some no-name Linux server

00:02:17 ◼   ► and have Xcode running on it, you need a Mac.

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00:02:28 ◼   ► All of their cloud accounts start with a 30-day free trial

00:02:35 ◼   ► that is production ready, so when your 30-day free trial

00:02:38 ◼   ► is over and you're like, I wanna pay, I wanna go with this,

00:02:41 ◼   ► you just roll right over and you're already got it.

00:02:44 ◼   ► visit maxstadium.com/df for more information.

00:02:51 ◼   ► [LAUGHTER]

00:02:55 ◼   ► Are you guys dying?

00:02:56 ◼   ► You guys probably want to know who's the guest?

00:02:58 ◼   ► [LAUGHTER]

00:02:59 ◼   ► Should I just tell you that and then I'll do the other sponsor?

00:03:01 ◼   ► [AUDIENCE REACTS]

00:03:03 ◼   ► Our third sponsor, great sponsor.

00:03:06 ◼   ► Are there any Indiv developers here in the audience?

00:03:09 ◼   ► [APPLAUSE]

00:03:12 ◼   ► Our third sponsor is SetApp.

00:03:14 ◼   ► SetApp, if you haven't heard about it, is a new subscription service for indie Mac apps.

00:03:20 ◼   ► You pay $9.99 a month as a user, and you get access.

00:03:23 ◼   ► They have over 70 apps in the service.

00:03:27 ◼   ► Think of it as like Netflix for apps.

00:03:30 ◼   ► It is quite a deal, and they've got a ton of great apps in there.

00:03:34 ◼   ► It's brought to you by MacPaw, a long-time independent Mac developer, the makers of CleanMyMac

00:03:42 ◼   ► and Gemini and a bunch of other stuff.

00:03:44 ◼   ► So they know the indie Mac market.

00:03:47 ◼   ► They are tried and true indie Mac developers.

00:03:50 ◼   ► It's a great service.

00:03:52 ◼   ► If you're a user, which is probably more people

00:03:54 ◼   ► than developers, go there and check it out.

00:03:56 ◼   ► And if you're a developer, certainly go there

00:03:58 ◼   ► and look at it and see if it makes sense for your app

00:03:59 ◼   ► to be part of their service.

00:04:01 ◼   ► Go to setapp.com and you can find out more.

00:04:06 ◼   ► And last but not least, one of the great traditions

00:04:11 ◼   ► of this show is I think every single time I've done it,

00:04:14 ◼   ► I don't know, I lost count,

00:04:15 ◼   ► I think it's like the sixth one, maybe seventh,

00:04:17 ◼   ► but I think every single time we've had an open bar

00:04:20 ◼   ► and that open bar has been sponsored by the same company,

00:04:23 ◼   ► the great people at MailChimp.

00:04:25 ◼   ► (audience cheering)

00:04:29 ◼   ► So if you enjoyed a few beverages before the show,

00:04:35 ◼   ► you can thank MailChimp for that and I thank them.

00:04:37 ◼   ► It's a great company.

00:04:38 ◼   ► If you have email marketing needs, go check out MailChimp.

00:04:40 ◼   ► It's terrific.

00:04:42 ◼   ► And I thank them for sponsoring the open bar here

00:04:46 ◼   ► 'cause I certainly wasn't gonna pick up the bill.

00:04:48 ◼   ► (audience laughing)

00:04:50 ◼   ► I know how some of you drink.

00:04:51 ◼   ► I don't know what that was.

00:04:56 ◼   ► We'll get past it.

00:04:58 ◼   ► So yesterday when I was at the,

00:05:01 ◼   ► the last, there's one last group of people I wanna thank

00:05:05 ◼   ► and that's you, all of you.

00:05:07 ◼   ► Those of you in this room,

00:05:09 ◼   ► those of you listening at home,

00:05:11 ◼   ► yesterday during the press event,

00:05:13 ◼   ► there's all sorts of stuff backstage,

00:05:14 ◼   ► and there's briefings, and you have schedules,

00:05:16 ◼   ► and there's people in the press,

00:05:17 ◼   ► you have to sit around all day.

00:05:19 ◼   ► While you guys are in the State of the Union,

00:05:21 ◼   ► people like me are sitting around talking,

00:05:22 ◼   ► and I got to talk with Walt Mossberg.

00:05:25 ◼   ► (audience cheers)

00:05:29 ◼   ► But yeah, it was a great talk, it always is.

00:05:32 ◼   ► He's exactly what you think he's like in person.

00:05:35 ◼   ► He's full of very strong opinions.

00:05:38 ◼   ► (audience laughing)

00:05:40 ◼   ► But he was talking about what we do,

00:05:42 ◼   ► and I was telling him how, you know,

00:05:44 ◼   ► what I loved about him was that he was a columnist,

00:05:46 ◼   ► and that to me there was something in my head

00:05:48 ◼   ► about the style of writing that's writing a column,

00:05:50 ◼   ► and that's what I always wanted to do at Daring Fireball,

00:05:52 ◼   ► and he was very complimentary.

00:05:53 ◼   ► I said, "Yeah, I can see that.

00:05:54 ◼   ► "I think you'd do a great job."

00:05:55 ◼   ► But then he said, "You know what?

00:05:58 ◼   ► "I've really enjoyed these last few years is I've,"

00:06:01 ◼   ► he said, "I've really enjoyed podcasting."

00:06:03 ◼   ► And I said, "You know, I have too,

00:06:06 ◼   ► But from when I was a senior in high school until I actually got Daring Fireball as a

00:06:12 ◼   ► job off the ground, I thought I want to be a columnist.

00:06:16 ◼   ► I want to be a writer and I want to write something like this.

00:06:18 ◼   ► I never in a million years thought that I would be a broadcaster as something that I

00:06:23 ◼   ► should put on my tax return.

00:06:27 ◼   ► But I am.

00:06:28 ◼   ► There's no question that the podcast is half my job.

00:06:31 ◼   ► And I enjoy it and it is totally unexpected.

00:06:35 ◼   ► And for some reason, I love everybody who reads Daring Fireball.

00:06:39 ◼   ► If you read it and you don't really listen to the show, that's fine.

00:06:45 ◼   ► But for some reason, I feel like I have more of a connection with the people who listen

00:06:48 ◼   ► to the show, like bumping into people on the sidewalk here in San Jose.

00:06:53 ◼   ► And if you do see me anytime this week, please say hello.

00:06:56 ◼   ► But the people who say, "I love your show," seem more connected personally than the people

00:07:02 ◼   ► who say, "I love Daring Fireball."

00:07:04 ◼   ► I love both of them and it's all complimentary,

00:07:06 ◼   ► but I just thank all of you for being here.

00:07:09 ◼   ► I really cannot believe that I'm here

00:07:12 ◼   ► in this theater for this show.

00:07:14 ◼   ► (audience applauding)

00:07:18 ◼   ► I also feel like maybe listeners of the show

00:07:27 ◼   ► have more of a sense of my actual personality.

00:07:30 ◼   ► Like maybe my writing kind of conceals it

00:07:32 ◼   ► and it's a little bit more formal.

00:07:34 ◼   ► But if you do know me at all, you know that I,

00:07:38 ◼   ► when I find something I like, I like to keep going with it.

00:07:42 ◼   ► And so if you liked last year's show, I think you'll like,

00:07:48 ◼   ► (audience cheering)

00:07:51 ◼   ► I think you're gonna like this year's show too.

00:07:58 ◼   ► Let me introduce Phil Schiller and Craig Federighi.

00:08:03 ◼   ► [APPLAUSE]

00:08:26 ◼   ► Nice little place you have here.

00:08:29 ◼   ► So Craig, did you think my intro went on too long?

00:08:31 ◼   ► Is that why you ran?

00:08:32 ◼   ► Like, it's a habit.

00:08:34 ◼   ► All right, big secret thing here.

00:08:37 ◼   ► So whenever we do keynotes, Craig always bolts on stage.

00:08:42 ◼   ► He's full of energy and he runs out there.

00:08:44 ◼   ► And it's really impressive, right?

00:08:46 ◼   ► Because it just kicks things off, just like that.

00:08:49 ◼   ► And the rest of us don't.

00:08:52 ◼   ► And rehearsing for this keynote, someone who remained nameless

00:08:59 ◼   ► said, it's so great when Craig does that.

00:09:01 ◼   ► You should all run on stage.

00:09:04 ◼   ► And I said, no, because I'll trip and fall and be an idiot.

00:09:09 ◼   ► And then I'll regret it.

00:09:11 ◼   ► So it's his thing.

00:09:13 ◼   ► And it's a great thing.

00:09:14 ◼   ► And it's impressive.

00:09:16 ◼   ► Wow, thank you, Phil.

00:09:17 ◼   ► Thank you.

00:09:18 ◼   ► [APPLAUSE]

00:09:21 ◼   ► All right.

00:09:25 ◼   ► I don't know about you guys, I thought yesterday's keynote was longer than most podcasts.

00:09:34 ◼   ► Right about the same.

00:09:35 ◼   ► But we covered more stuff.

00:09:45 ◼   ► You covered a lot of stuff, which is going to make tonight very difficult.

00:09:49 ◼   ► - It also seemed as though there could have been more.

00:09:53 ◼   ► What was the first draft of the keynote?

00:09:57 ◼   ► - Three and a half hours.

00:09:58 ◼   ► (audience laughing)

00:09:59 ◼   ► Truth.

00:10:00 ◼   ► - It's true.

00:10:01 ◼   ► - So we had to cut.

00:10:03 ◼   ► In a perfect world, we would have liked to get to two hours.

00:10:06 ◼   ► It's a goal that we think it's kind of hard

00:10:08 ◼   ► to hold your bladder for some people longer than two hours.

00:10:12 ◼   ► But that's as close as we got.

00:10:13 ◼   ► We got close, but not there, and we cut a lot.

00:10:17 ◼   ► And we kind of ran out of this stuff.

00:10:20 ◼   ► We just don't want to cut any of this stuff.

00:10:22 ◼   ► We love it.

00:10:22 ◼   ► - I thought, running through stuff from the keynote,

00:10:27 ◼   ► I want to talk about the Mac first.

00:10:29 ◼   ► (audience cheers)

00:10:34 ◼   ► Because not just that yesterday was a very strong day

00:10:37 ◼   ► for the Mac on software, on laptop hardware,

00:10:41 ◼   ► on desktop hardware, but in the recent months

00:10:44 ◼   ► with discussions we've had and your announcements

00:10:47 ◼   ► about the Mac Pro, I feel like the Mac,

00:10:50 ◼   ► not that it's in a different place,

00:10:51 ◼   ► but it's certainly in a different place

00:10:55 ◼   ► perception-wise now than a year ago.

00:10:57 ◼   ► I thought, here's one thing,

00:10:58 ◼   ► I would just throw this off the bat,

00:10:59 ◼   ► I thought that the Mac stuff alone yesterday

00:11:03 ◼   ► would have made a pretty good Mac World Expo keynote

00:11:06 ◼   ► back in the day.

00:11:06 ◼   ► (audience laughing)

00:11:09 ◼   ► - We used to find a way to stretch things out.

00:11:12 ◼   ► (audience laughing)

00:11:14 ◼   ► - I don't know about Mac World,

00:11:15 ◼   ► - At least at Apple Expo Paris or Japan.

00:11:17 ◼   ► (audience laughs)

00:11:20 ◼   ► - So starting with Mac OS, so when you,

00:11:24 ◼   ► Craig, when you introduced Mac OS High Sierra.

00:11:28 ◼   ► - Uh-huh.

00:11:28 ◼   ► (audience laughs)

00:11:32 ◼   ► Where you going with this?

00:11:33 ◼   ► - I was seated in the press area with friend of the show,

00:11:36 ◼   ► sometimes guest of the show, Serenity Caldwell

00:11:38 ◼   ► was right next to me, and you were 30 seconds into it

00:11:42 ◼   ► after the name and she says to me,

00:11:45 ◼   ► "I can't believe it, I don't think he's gonna make

00:11:46 ◼   ► "a high joke."

00:11:48 ◼   ► - She doesn't know Craig that well.

00:11:51 ◼   ► - As soon as she said that to me, you made the joke.

00:11:55 ◼   ► It's a tradition.

00:11:58 ◼   ► I was very happy about this announcement

00:12:00 ◼   ► because, if people listen to the show,

00:12:03 ◼   ► my hope for the Mac is, look, the Mac has all the major

00:12:06 ◼   ► tent pole style features that it needs.

00:12:08 ◼   ► I think what it just needs is sort of refinement.

00:12:12 ◼   ► And is that, that's what the name High Sierra

00:12:15 ◼   ► sort of sets the bar for?

00:12:17 ◼   ► - It's a proud, it could have been Snow Sierra or something.

00:12:20 ◼   ► (audience laughing)

00:12:21 ◼   ► We've done that.

00:12:22 ◼   ► There's a proud tradition of Mac releases

00:12:24 ◼   ► that I think some of our most loved releases sometimes

00:12:27 ◼   ► are when we take a year to refine and perfect

00:12:30 ◼   ► and we wanted to do it again.

00:12:31 ◼   ► - Mountain Sierra wouldn't have worked.

00:12:34 ◼   ► - That's the thing.

00:12:35 ◼   ► It was Snow Sierra, Mountain Sierra,

00:12:36 ◼   ► where do we go with this?

00:12:38 ◼   ► our crack marketing team.

00:12:40 ◼   ► (audience laughing)

00:12:43 ◼   ► - First of all,

00:12:46 ◼   ► (audience cheering)

00:12:49 ◼   ► first of all, I don't appreciate when you use

00:12:52 ◼   ► the crack word and point to me.

00:12:54 ◼   ► (audience laughing)

00:12:57 ◼   ► But second of all, it is a sad state

00:12:59 ◼   ► when you're naming products and you're more afraid

00:13:02 ◼   ► of what your head of engineering is gonna say about it

00:13:04 ◼   ► than all the press and all the customers.

00:13:07 ◼   ► But truth be told.

00:13:09 ◼   ► - Now, it's one of those things,

00:13:15 ◼   ► and it happened repeatedly through the keynote,

00:13:17 ◼   ► and this is how you can tell it was a JamPad keynote,

00:13:19 ◼   ► is one of the things that you guys do in a keynote

00:13:21 ◼   ► is when you get to the end of a segment,

00:13:23 ◼   ► and you still have 20 or 30 other things

00:13:26 ◼   ► that are new about this subject,

00:13:28 ◼   ► you'll put up like a catch-all slide.

00:13:30 ◼   ► And in the press area, people like tend to

00:13:33 ◼   ► take their phone out or if they have a standalone camera,

00:13:35 ◼   ► and then they'll point up and they'll take a picture of that

00:13:37 ◼   ► and then in their notes at the end they have these,

00:13:39 ◼   ► go through all those catch up slides,

00:13:41 ◼   ► see if there's anything interesting.

00:13:42 ◼   ► And it went by so fast where it kept happening

00:13:45 ◼   ► where people would be like, oh, it's gone.

00:13:47 ◼   ► (audience laughing)

00:13:48 ◼   ► But one of the little things you called out

00:13:50 ◼   ► was a 35% improvement in the efficiency of storage of mail.

00:13:55 ◼   ► - Yeah.

00:13:56 ◼   ► - And that's the sort of thing

00:13:58 ◼   ► that's like music to my ears about this

00:14:00 ◼   ► because to me it's not that there's all these people

00:14:02 ◼   ► out there whose MacBooks are stuck to the limits

00:14:05 ◼   ► of the drive with mail, but that's the sort of thing

00:14:09 ◼   ► that only happens when you really go through the code

00:14:12 ◼   ► and do a refactoring.

00:14:16 ◼   ► - Yeah, yeah, well, and really starting out this year,

00:14:19 ◼   ► every team went and said, hey, what do we wanna make faster

00:14:24 ◼   ► in ARIA, the code, the Finder guys were like,

00:14:26 ◼   ► hey, it should be a little faster to open a Finder window.

00:14:29 ◼   ► So they put some focus on that.

00:14:32 ◼   ► Every demo of the Photos team,

00:14:34 ◼   ► they bring in the slowest Mac they could find

00:14:35 ◼   ► and show me how fast it was launching.

00:14:37 ◼   ► It's like that, here's 100,000 photo library,

00:14:42 ◼   ► let's see how fast it launches, right?

00:14:44 ◼   ► So yeah, when you start seeing stats like that,

00:14:47 ◼   ► it is a sign of everybody in engineering

00:14:52 ◼   ► putting a focus and going deep in their area.

00:14:54 ◼   ► - And you're saying that this is the type of release

00:14:57 ◼   ► where teams can say, here's what we would like

00:15:01 ◼   ► to throw effort at, 'cause we're not happy

00:15:05 ◼   ► with the performance of this part of the system.

00:15:09 ◼   ► If you can give us the time and let us do it,

00:15:11 ◼   ► we can really get that going.

00:15:12 ◼   ► - Yeah, absolutely.

00:15:13 ◼   ► I mean, certainly at Apple, there's a real blend of saying,

00:15:17 ◼   ► hey, we're coming out with a new machine, a new iMac Pro

00:15:21 ◼   ► with a really interesting architecture.

00:15:22 ◼   ► We all have to do our part to make that possible,

00:15:26 ◼   ► or if you look at the iPad Pro and what it took

00:15:28 ◼   ► to do promotion, huge effort.

00:15:30 ◼   ► So this, yeah, it's awesome.

00:15:33 ◼   ► - You're skipping ahead, iPad.

00:15:34 ◼   ► - Sorry, sorry Mac.

00:15:36 ◼   ► But so there's definitely a fair amount

00:15:41 ◼   ► where we have goals as a company and as a release

00:15:44 ◼   ► where we ask all teams to pull in what's so awesome

00:15:47 ◼   ► about Apple is the teams will all rally to the cause.

00:15:51 ◼   ► But at the same time, this release, we said,

00:15:53 ◼   ► listen, here's 50% of the time off the top.

00:15:57 ◼   ► Tell us how you just want to make your stuff better.

00:15:59 ◼   ► And teams took to it.

00:16:01 ◼   ► It's great to have great people.

00:16:04 ◼   ► Safari got a pretty good chunk of that.

00:16:09 ◼   ► And it seemed like you were-- just flat out said,

00:16:14 ◼   ► Safari is faster than Chrome.

00:16:17 ◼   ► You helped prompt me to do that.

00:16:19 ◼   ► Yeah?

00:16:19 ◼   ► Yeah.

00:16:20 ◼   ► Yeah.

00:16:21 ◼   ► It was a few weeks ago that you wrote something about Safari

00:16:25 ◼   ► and you were, you complimented Safari in one regard

00:16:29 ◼   ► and then you said, yeah, and it's okay

00:16:31 ◼   ► that Safari's not the fastest.

00:16:32 ◼   ► And I'm like, what?

00:16:34 ◼   ► (audience laughing)

00:16:36 ◼   ► And I realize when every time one opens their browser

00:16:39 ◼   ► and goes to a particular search engine

00:16:41 ◼   ► that there's an ad that says get a faster browser

00:16:44 ◼   ► that eventually it seeps in and people stop

00:16:46 ◼   ► questioning where that's coming from.

00:16:50 ◼   ► And so we thought we'd bring some knowledge.

00:16:55 ◼   ► And it's all true, man.

00:16:57 ◼   ► I mean, that team is unbelievably obsessive

00:17:01 ◼   ► about performance.

00:17:01 ◼   ► And they're absolutely the best in the industry.

00:17:05 ◼   ► And the Safari team rules, WebKit team,

00:17:08 ◼   ► the combination of them.

00:17:09 ◼   ► And they build the fastest browser on the planet.

00:17:12 ◼   ► And honestly, I'm getting sick of people not giving them

00:17:16 ◼   ► their due.

00:17:17 ◼   ► So we had to say it.

00:17:19 ◼   ► (audience cheering)

00:17:21 ◼   ► Go Safari team.

00:17:22 ◼   ► - Beware a pissed off engineer.

00:17:29 ◼   ► - And I thought that the Safari news yesterday

00:17:36 ◼   ► hit on the major themes that Apple has been,

00:17:40 ◼   ► I mean performance is obviously something

00:17:42 ◼   ► you guys always care about, so there's that,

00:17:43 ◼   ► we just covered that.

00:17:44 ◼   ► But then the other angle is the privacy angle, right?

00:17:49 ◼   ► And so there's a new intelligent tracking prevention, and you talked about it, but can

00:17:56 ◼   ► you nerd out on us a little more here about what's intelligent about it?

00:18:00 ◼   ► Yeah, you bet.

00:18:02 ◼   ► You know, actually years ago, Safari was the first browser to have these mechanisms to

00:18:09 ◼   ► try to prevent cross-site tracking.

00:18:13 ◼   ► And there became a point where the tracking industry, the tracking industrial complex

00:18:20 ◼   ► is pretty inventive.

00:18:23 ◼   ► And they came up with some pretty wild mechanisms.

00:18:27 ◼   ► I mean, for a while it was how can we use storage and flash and how can we use any API

00:18:31 ◼   ► you can imagine to try to maintain a tracking cookie effectively across everywhere you go

00:18:37 ◼   ► on the web.

00:18:39 ◼   ► And the Safari team has been really drawing deep to try to solve this problem.

00:18:46 ◼   ► And we figured out that through a combination of essentially double keying the cookie, saying

00:18:53 ◼   ► if you pulled a resource and you were on -- I don't want to pick a particular publication

00:18:59 ◼   ► -- you were on publication A and it included some JavaScript that tried to pull content

00:19:03 ◼   ► from this tracker, that instead of allowing that to be keyed

00:19:09 ◼   ► by the tracker's domain, which would be the same domain when

00:19:11 ◼   ► you pulled that tracker from another site,

00:19:14 ◼   ► we'd segregate it.

00:19:14 ◼   ► We'd say, oh, well, this tracker's

00:19:16 ◼   ► going to see a different cookie when you're on site A

00:19:18 ◼   ► than when you're on site B than when you're on site C.

00:19:19 ◼   ► So we started siloing it.

00:19:21 ◼   ► But these guys are even more insidious than that.

00:19:24 ◼   ► And so we had to actually use some local machine learning

00:19:27 ◼   ► to figure out which are trackers,

00:19:30 ◼   ► to partition their data, to delete their data.

00:19:33 ◼   ► But all of this is really just to meet,

00:19:36 ◼   ► I think, what is many reasonable people's expectation, right?

00:19:39 ◼   ► - Right. - When I'm on this site,

00:19:40 ◼   ► I know I'm seeing their ads,

00:19:41 ◼   ► I don't expect that there's any record anywhere else

00:19:44 ◼   ► about what I was looking at.

00:19:46 ◼   ► And we think that's the way the web should be,

00:19:51 ◼   ► and the Safari team had to work incredibly hard

00:19:52 ◼   ► to make that so.

00:19:53 ◼   ► (audience applauding)

00:19:56 ◼   ► (Applause)

00:20:02 ◼   ► I use the word creepy a lot talking about the tracking,

00:20:05 ◼   ► and I do think it's creepy, and I feel like somehow

00:20:08 ◼   ► because it's online on a screen and it's computerized

00:20:12 ◼   ► and nobody really knows what happens,

00:20:13 ◼   ► that people aren't creeped out in the way that they would be in the real world.

00:20:17 ◼   ► Like if I go to Macy's and I'm looking at jeans,

00:20:23 ◼   ► And I decide, eh, I don't like them.

00:20:26 ◼   ► I'm not going to buy any jeans.

00:20:27 ◼   ► And then I go into another store and somebody comes up to

00:20:29 ◼   ► me and says, would you like some jeans?

00:20:32 ◼   ► Right.

00:20:33 ◼   ► That's creepy.

00:20:36 ◼   ► I'm immediately thinking, how do you know this?

00:20:40 ◼   ► What is going on here?

00:20:41 ◼   ► Let me see the jeans, though.

00:20:42 ◼   ► But I am creeped out.

00:20:46 ◼   ► And that's why it works.

00:20:47 ◼   ► Because maybe, obviously sometimes it works.

00:20:50 ◼   ► But I do think that there should be a

00:20:53 ◼   ► a reasonable expectation of privacy in that regard.

00:20:55 ◼   ► And just putting your browser in private mode

00:20:59 ◼   ► isn't a great solution to that because then you

00:21:01 ◼   ► lose all sorts of helpful user features that are based on,

00:21:05 ◼   ► hey, we're remembering stuff.

00:21:07 ◼   ► Yeah, and that was actually the hardest part about it.

00:21:10 ◼   ► It's easy to do if you're willing to completely break

00:21:12 ◼   ► the web.

00:21:13 ◼   ► Right.

00:21:14 ◼   ► But what's the point of that?

00:21:18 ◼   ► But the kind of thing that-- it's not just I go here

00:21:22 ◼   ► and I look at the jeans, I mean it's,

00:21:24 ◼   ► you go here and then they say, hey, we noticed that your

00:21:28 ◼   ► car, your lease on your car is nearly up.

00:21:32 ◼   ► And they don't say that, but they know that, right?

00:21:34 ◼   ► They're like, we know you own, I don't know what you own

00:21:37 ◼   ► if you own a car, but, do you own a car?

00:21:40 ◼   ► - I was gonna buy the Apple car.

00:21:41 ◼   ► - Okay, so, at the time,

00:21:45 ◼   ► (audience applauding)

00:21:47 ◼   ► well done.

00:21:51 ◼   ► But we're going to have to work on that then.

00:21:53 ◼   ► If-- you know.

00:21:55 ◼   ► [LAUGHTER]

00:21:57 ◼   ► They know.

00:21:59 ◼   ► They're correlating, hey, we know what you bought

00:22:02 ◼   ► at the grocery store, and we know this,

00:22:03 ◼   ► and they tie it together.

00:22:05 ◼   ► And it's like, yeah, it's creepy.

00:22:07 ◼   ► Well, it's great that Safari is working on it.

00:22:08 ◼   ► And then the other one, too.

00:22:10 ◼   ► And it got a huge--

00:22:11 ◼   ► I never know what you guys can tell.

00:22:12 ◼   ► Here, we get pretty good audience feedback.

00:22:14 ◼   ► But--

00:22:15 ◼   ► [LAUGHTER]

00:22:15 ◼   ► It's very direct.

00:22:17 ◼   ► The auto block feature got a huge applause,

00:22:22 ◼   ► and it's because people are so,

00:22:24 ◼   ► people use their MacBooks all over the place,

00:22:27 ◼   ► whether it's work or a library or something,

00:22:29 ◼   ► and when all of a sudden you click a link,

00:22:30 ◼   ► somebody's like check this out,

00:22:31 ◼   ► and you get all this sound, it's embarrassing.

00:22:34 ◼   ► - It is a great way to tell who's not

00:22:36 ◼   ► paying attention in a meeting.

00:22:38 ◼   ► (audience laughing)

00:22:41 ◼   ► I kid you not, literally, while we were reviewing

00:22:46 ◼   ► this feature, the slides for this feature in one of our rehearsals, somebody's browser

00:22:51 ◼   ► goes off playing an ad.

00:22:53 ◼   ► And this is someone who shall not be named who is not yet running the beta.

00:22:57 ◼   ► And it was a perfect proof point.

00:23:00 ◼   ► >> I'm going to make a bet.

00:23:01 ◼   ► I'm going to bet it was Eddie.

00:23:11 ◼   ► Eddie is one of our best beta testers.

00:23:14 ◼   ► He was already on the beta.

00:23:17 ◼   ► Eddie is aggressive with the betas.

00:23:20 ◼   ► In fact, in most of our executive team meetings,

00:23:23 ◼   ► Eddie is updating two or more devices on the boardroom table.

00:23:27 ◼   ► He's going to spread out that morning's update.

00:23:30 ◼   ► It's true. This is really true.

00:23:33 ◼   ► Is there anything in macOS High Sierra

00:23:37 ◼   ► that either didn't get time on stage

00:23:39 ◼   ► on stage or didn't get enough that you would like to talk about?

00:23:42 ◼   ► Oh boy. Yeah, you know, on the way over here I was tapping out notes to myself on all the

00:23:50 ◼   ► things I was going to forget to say when I got here. I feel like I'm not going to pull

00:23:54 ◼   ► my phone out right now and look at that list.

00:23:57 ◼   ► Oh, that's all right. What about the face syncing across devices? Now that's something

00:24:06 ◼   ► that we talked about last year.

00:24:10 ◼   ► And it was per device.

00:24:14 ◼   ► And so you'd get a new device.

00:24:16 ◼   ► And it even-- again, throughout the year,

00:24:19 ◼   ► it played into when the new MacBook Pros came out last fall.

00:24:25 ◼   ► And some people were saying, eh, my battery life

00:24:28 ◼   ► isn't that great.

00:24:28 ◼   ► And you guys looked into it.

00:24:29 ◼   ► And part of it is the first run experience.

00:24:31 ◼   ► And it's redoing spotlight indexes and this stuff.

00:24:36 ◼   ► - Clearly you guys, it wasn't there last year

00:24:40 ◼   ► simply because it wasn't done.

00:24:41 ◼   ► It wasn't like you didn't have it on the.

00:24:44 ◼   ► - No, we've been working on it.

00:24:45 ◼   ► And it's actually something that's harder to get right

00:24:48 ◼   ► than you think because when you go through the process

00:24:51 ◼   ► of classifying your photos, we offer up and we say,

00:24:56 ◼   ► hey, is this John?

00:24:57 ◼   ► And then, you know, is this John?

00:24:58 ◼   ► And you say yes, yes.

00:24:59 ◼   ► But when you say yes to one face,

00:25:02 ◼   ► we're actually saying, okay, well there are a thousand

00:25:04 ◼   ► of the photos we saw that we think are the same person

00:25:07 ◼   ► as this, so we're going to count those all as John.

00:25:09 ◼   ► But all you really told us is about that one photo.

00:25:13 ◼   ► And so what we actually sync-- and it's important

00:25:16 ◼   ► that we get this right-- is we sync only the photos,

00:25:19 ◼   ► the specific photos you told us about.

00:25:21 ◼   ► And then each-- because that's really the true data, right?

00:25:24 ◼   ► That's what the user really told us.

00:25:26 ◼   ► And then we sync that information.

00:25:28 ◼   ► And then each device, because they're independently

00:25:30 ◼   ► doing photo recognition, are taking that

00:25:33 ◼   ► and re-deriving the coming to the common result

00:25:36 ◼   ► on all your machines to synchronize.

00:25:37 ◼   ► So we synchronized actually very little data

00:25:39 ◼   ► and it's all just the truth data

00:25:41 ◼   ► and then we're able to pull back the right solution.

00:25:44 ◼   ► But getting that architecture completely right

00:25:46 ◼   ► was, took a little longer than we would have liked

00:25:50 ◼   ► and so we're super excited to have it done now.

00:25:52 ◼   ► - But do you think it's safe to say,

00:25:53 ◼   ► I think that in broad strokes there are people

00:25:56 ◼   ► who think that while Apple places a very high priority

00:26:01 ◼   ► on privacy and there's features that are useful

00:26:04 ◼   ► to have going through the cloud

00:26:07 ◼   ► and Apple therefore misses out on some features

00:26:10 ◼   ► because of their stance on privacy

00:26:12 ◼   ► because they don't want it to go through the cloud.

00:26:15 ◼   ► I get the impression that it's more that sometimes

00:26:17 ◼   ► it takes longer to do it because you're only gonna do it

00:26:20 ◼   ► in a way that is very, very,

00:26:23 ◼   ► it takes longer to do it with privacy.

00:26:25 ◼   ► - I think it takes longer to sometimes to do things right

00:26:27 ◼   ► and I think we've come up with architectures

00:26:30 ◼   ► and we started to talk about some today,

00:26:33 ◼   ► or I mean it's a day, God, it's been a blur,

00:26:35 ◼   ► but yesterday I guess it was, wasn't it?

00:26:37 ◼   ► That about how we're actually able to sync some information

00:26:42 ◼   ► through the cloud like what Siri derives about you

00:26:46 ◼   ► in a way that's completely secure and then encrypted.

00:26:49 ◼   ► So we're starting to build some of the tools

00:26:52 ◼   ► that enable us to keep all the privacy properties we want

00:26:55 ◼   ► but have some of those cloud

00:26:59 ◼   ► characteristics. And so I think we'll be getting faster and faster in this regard, but we've got to preserve privacy along the way.

00:27:07 ◼   ► [Applause]

00:27:15 ◼   ► It was announced last year, APFS, but it's out now. It's on my phone. It's been on my phone for a couple of months.

00:27:24 ◼   ► What was that like when that iOS update rolled out?

00:27:29 ◼   ► To have a .3 update that changed the file system.

00:27:34 ◼   ► And the other thing too is you guys,

00:27:41 ◼   ► Tim had the slide where 90% of iPhone users

00:27:45 ◼   ► are on the latest.

00:27:46 ◼   ► So they're gonna get upgraded.

00:27:48 ◼   ► - Our file system team is unbelievable.

00:27:51 ◼   ► What they, yeah, they deserve.

00:27:55 ◼   ► (audience applauding)

00:27:58 ◼   ► What they pulled off in a couple of years,

00:28:03 ◼   ► I think any comparable benchmark of file systems

00:28:07 ◼   ► in the past has probably taken a decade.

00:28:08 ◼   ► And when, I mean their degree of automation and rigor,

00:28:13 ◼   ► I mean they're coming in saying,

00:28:15 ◼   ► okay we've gone from five nines to six nines

00:28:17 ◼   ► on the reliability of this process.

00:28:20 ◼   ► We actually had this process running for earlier iOS updates

00:28:25 ◼   ► where when you updated to 10.1 or 10.2,

00:28:30 ◼   ► we were trial migrating your whole file system,

00:28:33 ◼   ► consistency checking it, reporting back to us

00:28:36 ◼   ► whether the upgrade was 100% clean,

00:28:38 ◼   ► and then rolling it back.

00:28:40 ◼   ► (audience cheering)

00:28:49 ◼   ► - There's the old carpenters saying,

00:28:51 ◼   ► measured twice, cut once.

00:28:52 ◼   ► (audience laughing)

00:28:53 ◼   ► With a file system change for a,

00:28:56 ◼   ► Phil, how many iPhones are in use?

00:28:59 ◼   ► - Over a billion.

00:28:59 ◼   ► (laughing)

00:29:02 ◼   ► - So it's more like measured--

00:29:05 ◼   ► - So remember that video at the beginning?

00:29:06 ◼   ► - Right. - The apocalypse?

00:29:07 ◼   ► - Right, yeah.

00:29:09 ◼   ► - Yeah, it got it wrong.

00:29:10 ◼   ► - That's what it could have been had it not worked.

00:29:12 ◼   ► But it was absolutely the,

00:29:15 ◼   ► I mean, never in the history of file systems

00:29:18 ◼   ► Has there been a growth from zero to hundreds of millions,

00:29:23 ◼   ► almost literally overnight?

00:29:25 ◼   ► - All right.

00:29:28 ◼   ► (audience applauding)

00:29:31 ◼   ► The other half of the Mac story is hardware,

00:29:37 ◼   ► and yesterday was, in my opinion,

00:29:40 ◼   ► a huge day for Mac hardware.

00:29:42 ◼   ► Now, you spoiled a bit of it a couple of weeks ago.

00:29:47 ◼   ► (audience laughs)

00:29:48 ◼   ► But I actually feel like that round table discussion

00:29:52 ◼   ► and the stories that came out of it

00:29:54 ◼   ► actually made yesterday's keynote

00:29:57 ◼   ► a little bit more dramatic,

00:29:58 ◼   ► because it seemed to me that as John Turnus was up there

00:30:01 ◼   ► introducing the new iMacs,

00:30:05 ◼   ► and talking about the higher end configs

00:30:09 ◼   ► that are available,

00:30:10 ◼   ► it sounded to me like he might be describing

00:30:12 ◼   ► the iMac configurations more like pro configurations

00:30:17 ◼   ► that you openly discussed at that meeting.

00:30:20 ◼   ► And I was like, well maybe that's,

00:30:21 ◼   ► maybe they're not gonna call it like iMac Pro.

00:30:24 ◼   ► They're just going to keep beefing up these systems.

00:30:27 ◼   ► And there were other people in the press,

00:30:29 ◼   ► you know we don't talk a lot, we're trying to listen,

00:30:31 ◼   ► but it seemed like everybody was like, is that the,

00:30:33 ◼   ► that's the--

00:30:33 ◼   ► - Yeah, it was like 64 gigs of RAM and 5.5 teraflops.

00:30:36 ◼   ► I mean it was a meaningful, it is a pretty awesome machine.

00:30:42 ◼   ► The VR demo on the planet Mustafar,

00:30:46 ◼   ► where the woman was meeting Darth Vader,

00:30:49 ◼   ► that was running on the iMac

00:30:51 ◼   ► that you could go to the Apple Store and buy today.

00:30:53 ◼   ► - That's right. - Right?

00:30:54 ◼   ► - Yeah.

00:30:55 ◼   ► - And then came the iMac Pro.

00:30:59 ◼   ► (audience laughing)

00:31:01 ◼   ► - Is that the name of this podcast?

00:31:03 ◼   ► And then came the iMac Pro.

00:31:04 ◼   ► - And everybody immediately in the press started saying,

00:31:09 ◼   ► well this, wait, are they announcing the Mac Pro?

00:31:12 ◼   ► that they were going, this is the Mac Pro.

00:31:16 ◼   ► I got a text from someone, I got a text from Bill Evans

00:31:22 ◼   ► at Apple PR, like 10 seconds after this happened,

00:31:25 ◼   ► he goes, this is not the Mac Pro, by the way.

00:31:27 ◼   ► (audience laughing and applauding)

00:31:31 ◼   ► But, talk to me about the iMac Pro,

00:31:36 ◼   ► and who do you think it's for,

00:31:39 ◼   ► Where is this, who is this for that the already pretty pro

00:31:44 ◼   ► Core i7 27-inch iMac isn't enough for?

00:31:50 ◼   ► - Well, I think that there's a bunch of customers already

00:31:55 ◼   ► that use the iMac Pro for pro work.

00:31:57 ◼   ► In fact, we talked about this in the round table,

00:31:59 ◼   ► that if you look at the total universe of pro users on Mac,

00:32:03 ◼   ► the biggest group is on MacBook Pro.

00:32:06 ◼   ► The second biggest group is on an iMac, the current iMacs,

00:32:11 ◼   ► and third biggest is on Mac Pro.

00:32:14 ◼   ► And so we have a bunch of people already happy

00:32:17 ◼   ► with what iMac does today, and they use their iMacs,

00:32:21 ◼   ► and so now they get more with the faster iMacs.

00:32:25 ◼   ► The hope is, and the belief is, that there are customers

00:32:29 ◼   ► across all of those who want more performance,

00:32:33 ◼   ► and they like all-in-ones.

00:32:35 ◼   ► I mean, that's the Mac started, that's its life.

00:32:38 ◼   ► It began, it's all in one is the beauty of it,

00:32:41 ◼   ► the integration of it.

00:32:42 ◼   ► And if we can give them the kind of performance

00:32:44 ◼   ► you expect from a tower desktop in an iMac,

00:32:48 ◼   ► there's a base of customers who want that

00:32:50 ◼   ► more than the current iMac has.

00:32:52 ◼   ► And they're pushing the boundaries of video editing

00:32:56 ◼   ► and 3D rendering and doing AI work

00:33:01 ◼   ► and want massive fast build times.

00:33:04 ◼   ► and to them there isn't enough power.

00:33:06 ◼   ► As much as you can give them, they can use.

00:33:08 ◼   ► And that there are customers for that.

00:33:10 ◼   ► How many, we don't know, do we start shipping and see,

00:33:12 ◼   ► we think we have a handle on what that is,

00:33:14 ◼   ► we forecast what we planted,

00:33:16 ◼   ► but it's significant to the Mac business,

00:33:20 ◼   ► and we'll see to the universe of computing,

00:33:22 ◼   ► but already the response have been getting emails

00:33:25 ◼   ► and tweets and posts from people who are saying,

00:33:28 ◼   ► I'd never imagined I could get an iMac like this,

00:33:30 ◼   ► this is what I want, so we'll see.

00:33:32 ◼   ► - Yeah.

00:33:33 ◼   ► The other part of the hardware story,

00:33:35 ◼   ► and there's also new MacBook Pros,

00:33:36 ◼   ► and the new MacBook,

00:33:39 ◼   ► and a megahertz improvement to the MacBook Air.

00:33:44 ◼   ► (audience laughing)

00:33:47 ◼   ► I think you said it gets more megahertz.

00:33:52 ◼   ► - It does, we put several more in the box.

00:33:54 ◼   ► (audience laughing)

00:33:57 ◼   ► - But I think a big part of the hardware news

00:34:00 ◼   ► that came out yesterday is the eGPU story,

00:34:04 ◼   ► external GPU.

00:34:05 ◼   ► (audience applauding)

00:34:08 ◼   ► - Got some Thunderbolt fans in the audience.

00:34:10 ◼   ► - Talk to me about the work that goes into that,

00:34:15 ◼   ► where it's not,

00:34:16 ◼   ► it must have a big part to do with your team,

00:34:20 ◼   ► where it's not just find some of the electrical engineers

00:34:24 ◼   ► and say, give us a GPU and we'll plug it in to Thunderbolt

00:34:28 ◼   ► and graphics will get better.

00:34:30 ◼   ► It doesn't work like that.

00:34:33 ◼   ► Yeah, that's pretty much how it went.

00:34:37 ◼   ► No, I mean, there are a whole bunch of things.

00:34:39 ◼   ► I mean, certainly, at the level of-- a Mac has never

00:34:44 ◼   ► had a GPU disappear on it.

00:34:46 ◼   ► I mean, not certainly in the way that it was going to recover from.

00:34:50 ◼   ► And so at a whole system architectural level

00:34:53 ◼   ► and a software architectural level,

00:34:54 ◼   ► the idea that a GPU becomes something

00:34:57 ◼   ► that could appear on the system and could disappear

00:34:59 ◼   ► on the system and that that's okay,

00:35:01 ◼   ► (audience laughing)

00:35:04 ◼   ► is a very big thing to sort out at many levels.

00:35:11 ◼   ► And so we had to work on that.

00:35:13 ◼   ► The other thing that was true not just in our stack,

00:35:16 ◼   ► but will be true in third party apps as well,

00:35:20 ◼   ► is Thunderbolt has actually

00:35:22 ◼   ► really pretty substantial bandwidth,

00:35:25 ◼   ► but the latency is higher

00:35:26 ◼   ► than if you're right on the local bus.

00:35:28 ◼   ► And so certain graphics workloads

00:35:32 ◼   ► have done a really good job of managing.

00:35:34 ◼   ► I'm going to move all my textures over there.

00:35:36 ◼   ► I'm going to do a relatively few number of round trips

00:35:39 ◼   ► between that GPU that's doing a ton of work on the data

00:35:41 ◼   ► that has cached over there and the CPU.

00:35:44 ◼   ► And actually, a lot of the VR engines, the big gaming

00:35:47 ◼   ► engines like the ones from Epic and Unity,

00:35:49 ◼   ► actually perform pretty great on any GPU.

00:35:51 ◼   ► It's almost as if it's right on the bus

00:35:53 ◼   ► because they're so well-tuned for how they move the data.

00:35:56 ◼   ► But there are a lot of apps that are not nearly so disciplined

00:36:01 ◼   ► in how they manage those round trips.

00:36:02 ◼   ► And so that latency can be problematic.

00:36:05 ◼   ► Now, when we work with them, we can find ways

00:36:07 ◼   ► to tune that out of the system.

00:36:10 ◼   ► But out of the gates, we know that's

00:36:12 ◼   ► going to take some time.

00:36:13 ◼   ► And so that's why we wanted to first get it out there,

00:36:16 ◼   ► have a developer kit, have the developers who

00:36:18 ◼   ► have pro apps that really could scale with the GPU,

00:36:22 ◼   ► and give them time to work with us

00:36:24 ◼   ► and use the tools we provided to optimize their apps

00:36:27 ◼   ► so that when customers get any GPU,

00:36:30 ◼   ► they actually experience the benefits.

00:36:32 ◼   ► - The other thing is that,

00:36:36 ◼   ► we talk about GPUs and it's obviously graphics

00:36:41 ◼   ► is the G in GPUs and you think of things like AR and VR

00:36:44 ◼   ► and it's no surprise that they were

00:36:46 ◼   ► major parts of the demos yesterday,

00:36:52 ◼   ► 'cause they demoed well.

00:36:54 ◼   ► and they are graphics.

00:36:56 ◼   ► But the other thing that's going on

00:36:58 ◼   ► in the world of computer science at large

00:37:01 ◼   ► is that all of this machine learning work

00:37:04 ◼   ► is going through GPU processing, not CPU processing,

00:37:08 ◼   ► 'cause that's just, I don't know.

00:37:11 ◼   ► But it's beyond, it's over my pay grade

00:37:14 ◼   ► of how I understand how computers work.

00:37:16 ◼   ► But the eGPU is gonna be a major factor in that too, right?

00:37:19 ◼   ► - That's right.

00:37:20 ◼   ► I mean, I put up a chart of the growth and performance

00:37:24 ◼   ► of GPUs, we didn't show the line for CPUs,

00:37:26 ◼   ► but it wasn't quite as impressive.

00:37:28 ◼   ► (audience laughs)

00:37:29 ◼   ► Right?

00:37:30 ◼   ► Because GPUs are a case where as we've been able to shrink,

00:37:34 ◼   ► increase transistor density, you can essentially

00:37:37 ◼   ► just throw more and more transistors at the problem

00:37:40 ◼   ► of graphics processing and it pretty much scales up.

00:37:43 ◼   ► It's just a very parallelizable task.

00:37:45 ◼   ► And it turns out that if you want teraflops of performance

00:37:49 ◼   ► to run a machine learning model,

00:37:52 ◼   ► it's you can parallelize that on a GPU

00:37:54 ◼   ► and you can get tremendous wins.

00:37:56 ◼   ► And the CPU just can't compare.

00:37:59 ◼   ► And it kind of, if you look at the trajectory

00:38:01 ◼   ► on the road forward, you're gonna continue to see

00:38:03 ◼   ► that kind of path, just because the nature

00:38:04 ◼   ► of the parallel computation of a GPU.

00:38:07 ◼   ► And so an eGPU is absolutely an awesome solution for that.

00:38:12 ◼   ► And that's also why it's important that we're putting

00:38:14 ◼   ► these kind of big GPUs in systems

00:38:16 ◼   ► like the high-end iMac and iMac Pro.

00:38:19 ◼   ► For some tasks, it's absolutely the best tool for the job.

00:38:21 ◼   ► And I think providing APIs like Metal and now Metal 2,

00:38:28 ◼   ► for any of you developers out there,

00:38:30 ◼   ► if you have a computationally intensive task,

00:38:32 ◼   ► the absolutely the rocket fuel you have

00:38:36 ◼   ► is to move that task onto the GPU if at all possible.

00:38:39 ◼   ► And I know you don't want to skip to iPad,

00:38:41 ◼   ► but if you saw that Affinity Pro demo, stunning what they've

00:38:45 ◼   ► been able to achieve compared to, you know,

00:38:47 ◼   ► they're blowing away what people are doing

00:38:48 ◼   ► in many cases on desktops because they're making

00:38:50 ◼   ► such efficient use of metal and the power of the GPU

00:38:54 ◼   ► to do work that in years past,

00:38:56 ◼   ► people tried to write that code on the CPU

00:38:59 ◼   ► and they're just seeing unbelievable acceleration.

00:39:01 ◼   ► - Also, I don't wanna lose the fact that

00:39:04 ◼   ► when you think about how we're doing the rollout

00:39:06 ◼   ► and the plan of the eGPU to developers first

00:39:09 ◼   ► and then customers later, this isn't about just,

00:39:12 ◼   ► hey, get some great Twitch gaming on Mac.

00:39:14 ◼   ► This is about a pro strategy.

00:39:17 ◼   ► And so just like we launched the iMac Pro,

00:39:19 ◼   ► and we're doing work on the Mac Pro,

00:39:21 ◼   ► and we're doing Metal 2 work,

00:39:23 ◼   ► the eGPU was about what would a pro user want?

00:39:25 ◼   ► How do they want to get it?

00:39:26 ◼   ► And what apps do they need,

00:39:28 ◼   ► and how long is it gonna take for those to be tuned

00:39:29 ◼   ► so they can count on them to get their job done?

00:39:32 ◼   ► This isn't just a quick throw it out there thing.

00:39:35 ◼   ► So we did it as another example

00:39:36 ◼   ► on the list of things we're doing for pro customers.

00:39:39 ◼   ► - Yeah.

00:39:39 ◼   ► (audience applauding)

00:39:43 ◼   ► (audience applauding)

00:39:46 ◼   ► One of the things I loved about the Star Wars demo,

00:39:51 ◼   ► well I mean number one, I loved that it was John Knoll.

00:39:54 ◼   ► I was like why isn't the audience storming the stage,

00:39:57 ◼   ► it's John fucking Knoll.

00:39:59 ◼   ► The guy invented Photoshop.

00:40:01 ◼   ► Holy shit, here he is.

00:40:03 ◼   ► - Thank you all for holding back on that.

00:40:05 ◼   ► (audience laughing)

00:40:08 ◼   ► - But the thing I loved about the demo is sure,

00:40:11 ◼   ► I like Star Wars, I can imagine it.

00:40:13 ◼   ► It'd be very fun to put some VR on

00:40:16 ◼   ► and have a fight with Darth Vader in a game or something

00:40:19 ◼   ► with this high graphic showing off the graphics.

00:40:22 ◼   ► But what I liked about the demo was

00:40:24 ◼   ► that she wasn't playing a game, she was doing creative work.

00:40:28 ◼   ► It was creative professional work of moving stuff.

00:40:31 ◼   ► And you can see, it's like what PageMaker or QuarkXPress

00:40:36 ◼   ► was to doing graphic design on screen.

00:40:40 ◼   ► this is what it's like to do 3D creation.

00:40:42 ◼   ► It makes sense that you'd want to create this 3D stuff

00:40:46 ◼   ► in a 3D view like this.

00:40:47 ◼   ► So I love that the demo was really more of

00:40:50 ◼   ► like a really cool creative app.

00:40:54 ◼   ► - Yeah, you're totally right.

00:40:55 ◼   ► I mean, it is funny that we've been doing

00:40:57 ◼   ► almost our 3D creation in 2D.

00:41:00 ◼   ► - Right. - Right.

00:41:01 ◼   ► And so to actually put yourself as in the real world

00:41:04 ◼   ► in a 3D environment in order to look at what you've created,

00:41:07 ◼   ► I mean, instead of this cycle where I'll try to manipulate

00:41:09 ◼   ► it in 2D and then I'll try to render on it to now be able to interact with it in 3D and

00:41:17 ◼   ► to get that stereoscopic sense of it live as you're moving.

00:41:22 ◼   ► It's instant feedback.

00:41:24 ◼   ► It's such a productive way to work.

00:41:26 ◼   ► And this is great for VR.

00:41:28 ◼   ► It's also actually, you know, it's one of these hard things to get through in a demo

00:41:32 ◼   ► on a flat screen, but also in AR when you can have an object and walk around it and

00:41:38 ◼   ► get closer and do these kinds of things in real space,

00:41:42 ◼   ► it gives you this sense of what you're working on

00:41:47 ◼   ► that's really tough to capture in a traditional environment.

00:41:50 ◼   ► And so as Phil says, this really,

00:41:52 ◼   ► our big inspiration in supporting VR

00:41:55 ◼   ► is about content creation.

00:41:57 ◼   ► - I think the other thing I got out of yesterday's keynote,

00:42:01 ◼   ► and it's not, you know, every year,

00:42:02 ◼   ► it depends on what you have to announce.

00:42:04 ◼   ► And sometimes it's more developer-oriented,

00:42:06 ◼   ► and sometimes it's not,

00:42:07 ◼   ► just because that's what's ready in early June.

00:42:10 ◼   ► But I thought yesterday's was a very, very developer

00:42:13 ◼   ► first keynote.

00:42:15 ◼   ► In terms of-- there's less of an emphasis,

00:42:18 ◼   ► especially on the Mac side, I think, in some ways,

00:42:21 ◼   ► of tent pole features for users.

00:42:24 ◼   ► And it was more about new frameworks for developers,

00:42:26 ◼   ► like ARKit.

00:42:27 ◼   ► I mean, ARKit's a big one.

00:42:29 ◼   ► Is it called-- is there a VRKit or no?

00:42:31 ◼   ► It's just ARKit.

00:42:32 ◼   ► But--

00:42:33 ◼   ► It's Metal.

00:42:34 ◼   ► Right.

00:42:34 ◼   ► And the Metal 2.

00:42:35 ◼   ► And Metal 2.

00:42:36 ◼   ► Right.

00:42:37 ◼   ► In other words, and what I heard was that

00:42:39 ◼   ► that when the hands-on area opened up at four to attendees,

00:42:44 ◼   ► the number of developers who were trying to, you know,

00:42:48 ◼   ► get, see what this is like,

00:42:50 ◼   ► the enthusiasm was just through the roof

00:42:52 ◼   ► and the line was out the door down the hall.

00:42:55 ◼   ► - Yeah, well I mean, it was evident really in presenting it

00:42:58 ◼   ► just, you know, when we got to the slide with AR on it,

00:43:01 ◼   ► I mean, the room started to lift a little bit

00:43:05 ◼   ► And it's clear there are so many creative minds out there

00:43:10 ◼   ► that are just itching to take advantage of what we've done.

00:43:13 ◼   ► And we really saw that with the,

00:43:16 ◼   ► sometimes you work on something and you know,

00:43:18 ◼   ► you have a feeling how important it can be,

00:43:20 ◼   ► how big it can be,

00:43:22 ◼   ► but then you start bringing a couple early developers in

00:43:24 ◼   ► and they start taking a look at it and you're like,

00:43:27 ◼   ► wow, this is gonna be even bigger than we thought.

00:43:29 ◼   ► And that's the reaction.

00:43:31 ◼   ► So that's what's so exciting about getting it out here now,

00:43:35 ◼   ► suddenly millions of developers really are gonna have

00:43:38 ◼   ► an opportunity to kick the tires on this

00:43:42 ◼   ► and do a whole bunch of things with it

00:43:44 ◼   ► that we really couldn't even imagine.

00:43:46 ◼   ► - And to tie a knot on the Mac segment,

00:43:48 ◼   ► I really felt like yesterday's combination

00:43:50 ◼   ► of software announcements, developer announcements,

00:43:53 ◼   ► not just features in Mac OS, but developer frameworks

00:43:58 ◼   ► and things that developers can create in Mac OS

00:44:00 ◼   ► combined with, I think, a very, very impressive

00:44:03 ◼   ► hardware story that still doesn't involve the Mac Pro

00:44:08 ◼   ► that you talked about two months ago, really should put

00:44:13 ◼   ► to rest the notion that Apple is losing interest in the Mac

00:44:18 ◼   ► and that the Mac is some team that's sitting there with cob

00:44:22 ◼   ► webs and dust gathering on them.

00:44:24 ◼   ► Glad to hear that came through.

00:44:33 ◼   ► That's the truth.

00:44:33 ◼   ► - We'll say it over and over and over again.

00:44:37 ◼   ► We said it before and at least now I think

00:44:39 ◼   ► there's tangible reasons for people to trust it,

00:44:41 ◼   ► that the future of the Mac is really strong.

00:44:44 ◼   ► We have a long roadmap ahead, this complete commitment

00:44:47 ◼   ► from the whole company that we're dedicated to it

00:44:50 ◼   ► and the investment's really strong there

00:44:53 ◼   ► and we think we're gonna keep the Mac at the forefront

00:44:55 ◼   ► of what makes the best personal computing

00:44:57 ◼   ► and that's what we believe, that's what we want to do

00:44:59 ◼   ► and I'm glad people saw some of that this week.

00:45:03 ◼   ► I am.

00:45:04 ◼   ► (audience applauding)

00:45:07 ◼   ► All right.

00:45:11 ◼   ► iPad, iPad Pro.

00:45:13 ◼   ► Another one, and this is a recurring theme,

00:45:15 ◼   ► it was with the HomePod speakers,

00:45:17 ◼   ► hard to demo in a big cavernous room

00:45:20 ◼   ► to see how this is gonna sound in your living room.

00:45:22 ◼   ► VR is kind of hard to demo on a 2D screen.

00:45:28 ◼   ► The 120 megahertz refresh rate of scrolling on the thing,

00:45:32 ◼   ► It's hard to show on a, I don't know, 30 frames per second video, I don't know.

00:45:38 ◼   ► But when you get your hands on this thing, I don't know, has anybody here seen the new

00:45:42 ◼   ► iPad Pros yet?

00:45:48 ◼   ► It feels like...

00:45:49 ◼   ► It's awesome.

00:45:50 ◼   ► It's all new.

00:45:51 ◼   ► It's sort of almost like a step like going from non-retina to retina, because it's like

00:45:56 ◼   ► this, I don't want to go back.

00:45:58 ◼   ► It really is.

00:45:59 ◼   ► - There, it was actually, I don't know,

00:46:01 ◼   ► it was probably three years ago

00:46:02 ◼   ► when we put together prototypes

00:46:05 ◼   ► and we were using a Mac Pro to drive a custom display

00:46:10 ◼   ► and get it running, a special board to run at 120 hertz

00:46:16 ◼   ► and we had a Safari webpage that we'd all pre-rendered

00:46:20 ◼   ► and we could do it at 120 hertz

00:46:22 ◼   ► and we were just one after another gathering around it.

00:46:25 ◼   ► Right?

00:46:26 ◼   ► (audience laughing)

00:46:27 ◼   ► And everyone was just, you know, oh my God,

00:46:31 ◼   ► we have to do this.

00:46:32 ◼   ► And, but it took that kind of dedication to it

00:46:37 ◼   ► because then it's like, okay,

00:46:39 ◼   ► let's talk to the silicon team, right?

00:46:41 ◼   ► Let's put this, let's go build some silicon

00:46:44 ◼   ► that we can ship in a few years

00:46:45 ◼   ► because it really took that.

00:46:47 ◼   ► I mean, the whole, it required custom silicon

00:46:50 ◼   ► and then it required big changes to our graphics drivers,

00:46:54 ◼   ► our core animation, now schedules,

00:46:56 ◼   ► animations at variable frame rates.

00:46:58 ◼   ► You can say, well, my animation needs to run at 30,

00:47:02 ◼   ► or mine needs to run at 60 or 120,

00:47:05 ◼   ► and it knows how to then drive the display appropriately.

00:47:08 ◼   ► Obviously, we had to manage power.

00:47:11 ◼   ► And then we'd optimize every app,

00:47:12 ◼   ► 'cause they had half as much time

00:47:14 ◼   ► to get the next frame ready.

00:47:16 ◼   ► - Pencil team, take advantage.

00:47:18 ◼   ► - And the pencil team, so now it's great,

00:47:21 ◼   ► because we have twice as many opportunities

00:47:23 ◼   ► to draw as you're moving your pencil,

00:47:25 ◼   ► but then we also upped the scanning rate.

00:47:28 ◼   ► We doubled that to 240 to capture where the pencil was.

00:47:33 ◼   ► And so this was just a massive, one of these things

00:47:36 ◼   ► that's just a massive effort across silicon hardware

00:47:39 ◼   ► and software to pull something off where you really,

00:47:42 ◼   ► you know, this early glimpse of how great it can be

00:47:45 ◼   ► and then to just have it come together.

00:47:48 ◼   ► And I'll just, you know, Phil was in a meeting,

00:47:50 ◼   ► he had one and I was out of my corner of the eye.

00:47:53 ◼   ► I'm like, oh my God, that's such smooth scrolling

00:47:55 ◼   ► happening over there, you know, if it was like pages

00:47:57 ◼   ► or something.

00:47:58 ◼   ► - I was using the new iPad Pro without others

00:48:01 ◼   ► knowing I had it yet in our own internal meeting.

00:48:04 ◼   ► And so I figured I'm being really subtle.

00:48:06 ◼   ► I get in a case nobody can tell,

00:48:07 ◼   ► and I'm just using, and Craig's doing this double-taking.

00:48:11 ◼   ► What?

00:48:12 ◼   ► Yeah.

00:48:13 ◼   ► - Yeah, it's great.

00:48:16 ◼   ► And I think some others have pushed on resolution

00:48:19 ◼   ► as the big thing.

00:48:20 ◼   ► Actually, I think our focus on color depth, on refresh rate,

00:48:25 ◼   ► I mean these are where the really big wins are,

00:48:31 ◼   ► on brightness, true tone display.

00:48:35 ◼   ► I mean I think our display team is just doing unreal work

00:48:39 ◼   ► and it's great to-- (audience applauding)

00:48:48 ◼   ► I thought that that really showed too,

00:48:50 ◼   ► just to go back as I skipped it,

00:48:52 ◼   ► but I thought that the new iMac displays in person,

00:48:56 ◼   ► it's like this seems impossible.

00:48:58 ◼   ► It really looks more like a piece of film

00:49:03 ◼   ► with a bright projection,

00:49:06 ◼   ► like rear projection coming through.

00:49:08 ◼   ► It's incredible.

00:49:09 ◼   ► And I have to say, somebody who owns the first 5K iMac,

00:49:13 ◼   ► when the second one came out

00:49:14 ◼   ► and it had the wider color gamut,

00:49:16 ◼   ► It's like, that looks nice, but I don't need to upgrade.

00:49:19 ◼   ► And now I feel like my iMac at home looks dim.

00:49:22 ◼   ► I mean, it's--

00:49:23 ◼   ► I suggest you upgrade.

00:49:25 ◼   ► [LAUGHTER]

00:49:28 ◼   ► What-- tell me about everything that

00:49:31 ◼   ► is encompassed by ProMotion.

00:49:35 ◼   ► What is that-- it blurred-- I don't-- what?

00:49:38 ◼   ► Like, is the 120 hertz thing part of ProMotion?

00:49:41 ◼   ► Yeah, it's 120 hertz.

00:49:43 ◼   ► It's the whole variable refresh rate

00:49:46 ◼   ► that allows us, 'cause when you're driving at 120 hertz,

00:49:48 ◼   ► of course, that's more computationally intensive, right?

00:49:50 ◼   ► You're rendering twice as many frames,

00:49:52 ◼   ► you're driving the display twice as fast,

00:49:54 ◼   ► so that's inherently consuming more power,

00:49:56 ◼   ► and so the key about ProMotion is both,

00:49:59 ◼   ► from a power savings point of view,

00:50:01 ◼   ► a lot of the time things aren't moving,

00:50:02 ◼   ► and we can take the refresh rate way down,

00:50:04 ◼   ► which has a commensurate savings in power,

00:50:06 ◼   ► and so net it's a win, but also there's content

00:50:10 ◼   ► like that you're watching movie content,

00:50:12 ◼   ► and maybe it's shot at 24 or 48,

00:50:15 ◼   ► and normally you're doing this three two pull down

00:50:17 ◼   ► to hit 60 and it's actually slightly uneven

00:50:20 ◼   ► and now on a promotion display it's perfect, right?

00:50:24 ◼   ► And so you get none of that.

00:50:25 ◼   ► (audience applauding)

00:50:28 ◼   ► - On the software side for iOS,

00:50:36 ◼   ► iPad in particular got a huge amount of attention

00:50:41 ◼   ► this year in iOS 11 with significant improvements,

00:50:46 ◼   ► expansion to multitasking, multiple things on screen at once

00:50:51 ◼   ► with drag and drop.

00:50:54 ◼   ► Is that, on iOS, was that,

00:50:58 ◼   ► am I making it harder than it seems,

00:51:02 ◼   ► but is the sandbox nature of iOS make it harder

00:51:06 ◼   ► for the drag and drop because it seems like

00:51:09 ◼   ► Anything you can drag, you should be able to drag now,

00:51:12 ◼   ► but is that, are there implications for that

00:51:15 ◼   ► with sandboxing that--

00:51:16 ◼   ► - Oh, there totally are.

00:51:18 ◼   ► The team has gotten, has built up quite a security

00:51:23 ◼   ► architecture to make these kinds of things

00:51:25 ◼   ► actually pretty natural for us to do,

00:51:27 ◼   ► but when you're starting to drag,

00:51:30 ◼   ► you're conceivably dragging that content

00:51:33 ◼   ► over many apps on which you don't actually intend to drop.

00:51:37 ◼   ► you can be starting a drag and then swiping over

00:51:41 ◼   ► multiple applications and so our interaction is such

00:51:45 ◼   ► that we tell the app about what kind of thing

00:51:50 ◼   ► it might be going to receive, but we don't actually

00:51:53 ◼   ► let it manipulate the data and even if it wants

00:51:56 ◼   ► to tell us that oh, because you're hovered over me

00:51:59 ◼   ► and the user might drop over me, I want you to scale

00:52:02 ◼   ► the photo a little differently because this is how

00:52:04 ◼   ► it would look here, we do that, we let it tell us

00:52:06 ◼   ► without ever giving it the data.

00:52:08 ◼   ► And the system will render without giving it the data.

00:52:11 ◼   ► And then when you drop, OK, now you've given permission

00:52:14 ◼   ► to have access to the data.

00:52:15 ◼   ► And we're actually able-- sometimes

00:52:17 ◼   ► the data that's being dragged, it

00:52:18 ◼   ► could be some giant image or movie that the source app has.

00:52:24 ◼   ► And when you drop it on the destination,

00:52:25 ◼   ► we're able to instantly transfer it to the destination

00:52:28 ◼   ► because we use APFS instant snapshots to hand it

00:52:33 ◼   ► a copy of the file.

00:52:36 ◼   ► and it can start consuming it,

00:52:38 ◼   ► and the other app can even then go ahead and modify it,

00:52:40 ◼   ► it doesn't matter, we've taken an instant cheap snapshot

00:52:43 ◼   ► to transfer the data securely.

00:52:44 ◼   ► So there's absolutely a lot of thought

00:52:48 ◼   ► that goes into making that secure,

00:52:50 ◼   ► but in the end, it all comes together.

00:52:53 ◼   ► - You can give the example also in files,

00:52:55 ◼   ► how you give access to reading a specific file to a app

00:52:59 ◼   ► without giving everything open to it.

00:53:01 ◼   ► - Yeah, that's right, I mean, in the traditional

00:53:04 ◼   ► PC architecture, every app, if it wanted to be able to

00:53:08 ◼   ► browse your documents folder or your desktop,

00:53:11 ◼   ► well it can see all those files, it can read those files,

00:53:14 ◼   ► and even modify all those files.

00:53:16 ◼   ► On iOS, of course, everything exists in that sandbox,

00:53:19 ◼   ► but what happens is with the Files app,

00:53:21 ◼   ► if you drag a image out of any folder you have

00:53:26 ◼   ► into Keynote or into whatever third party app,

00:53:31 ◼   ► we're just punching a very small hole in the sandbox, right?

00:53:34 ◼   ► to get it just that access.

00:53:36 ◼   ► So even a rogue app can't go and look at all your files.

00:53:41 ◼   ► - And the path to that pinprick is through user actions,

00:53:45 ◼   ► which is an implicit granting of permission.

00:53:48 ◼   ► - Yeah, there's no dialogue popping up saying,

00:53:51 ◼   ► do you want to grant this app the access to this file?

00:53:53 ◼   ► Because your action is, you knew,

00:53:58 ◼   ► you indicated that you knew you wanted that app

00:53:59 ◼   ► to see that file and only that file.

00:54:01 ◼   ► We don't want to grant any more than what you

00:54:03 ◼   ► and your gesture indicated you were trying to accomplish.

00:54:06 ◼   ► Huge, huge applause line.

00:54:08 ◼   ► I mean, I think people have been dying for this.

00:54:12 ◼   ► But the Files app.

00:54:13 ◼   ► Yeah.

00:54:14 ◼   ► [APPLAUSE]

00:54:18 ◼   ► So it's not just files on your iPad.

00:54:21 ◼   ► And it works with third parties.

00:54:25 ◼   ► The demos included Box and Dropbox.

00:54:28 ◼   ► But there's also APIs that apps can use.

00:54:32 ◼   ► So that like, if somebody had like a chat app,

00:54:37 ◼   ► like a WeChat or one of those type things,

00:54:40 ◼   ► and you wanted to be able to have the user pick any file,

00:54:45 ◼   ► not just an image from your image library,

00:54:49 ◼   ► they don't have to write the code for that.

00:54:50 ◼   ► There's a standard with the files app.

00:54:52 ◼   ► It's sort of like the iOS equivalent

00:54:54 ◼   ► of open and save dialog box.

00:54:56 ◼   ► - That's right, and in fact,

00:54:58 ◼   ► one of our real test cases for this

00:55:02 ◼   ► were the iWork apps, Pages, Keynote, and so forth.

00:55:04 ◼   ► They traditionally had their own file browser.

00:55:06 ◼   ► But of course, their own file browser

00:55:07 ◼   ► could only browse the files inside the apps container.

00:55:12 ◼   ► And we were able to make the, essentially,

00:55:16 ◼   ► as you say, the sort of open and save panel, the library view

00:55:19 ◼   ► that we provide to third party apps, a level of fidelity

00:55:24 ◼   ► that we could just replace the entire implementation

00:55:26 ◼   ► inside of those apps with the system panel

00:55:29 ◼   ► and make it extensible enough that they could do,

00:55:32 ◼   ► at the app level, everything they wanted

00:55:33 ◼   ► while giving them this full access.

00:55:35 ◼   ► So we think this is gonna drive a lot of functionality

00:55:39 ◼   ► across all these apps, 'cause they're gonna get access

00:55:41 ◼   ► to safe browsing for the user, the whole file system,

00:55:45 ◼   ► but also consistency.

00:55:47 ◼   ► So you'll have actually a good file browser built

00:55:50 ◼   ► to all these apps.

00:55:51 ◼   ► - The Files app is also just a fascinating topic

00:55:55 ◼   ► because of the path it took to get to where we are.

00:55:59 ◼   ► As you recall, when we started with iOS,

00:56:02 ◼   ► one of the goals was if you could recreate a computer

00:56:04 ◼   ► post-internet age, what are the problems that occurred

00:56:08 ◼   ► that were good things went awry,

00:56:10 ◼   ► and how do you fix them for the future?

00:56:12 ◼   ► And one of the areas was file management.

00:56:15 ◼   ► That on a PC, it's great that we've got our file systems

00:56:18 ◼   ► and we launch apps by launching files,

00:56:21 ◼   ► but for most consumers, they actually don't manage

00:56:24 ◼   ► the files with hierarchies that are logically organized.

00:56:27 ◼   ► They actually just go to the internet and say,

00:56:28 ◼   ► "Oh, download this, download this,"

00:56:29 ◼   ► and it spreads everywhere,

00:56:31 ◼   ► and desktops are filled with a complete mess

00:56:33 ◼   ► and nobody can find anything.

00:56:35 ◼   ► So one of the goals with iOS from the beginning was,

00:56:37 ◼   ► how do you fix that so the average consumer using it

00:56:40 ◼   ► never runs into that problem?

00:56:42 ◼   ► And so we had the document model of managing files

00:56:45 ◼   ► just built in automatically,

00:56:47 ◼   ► which is great for the billion users,

00:56:49 ◼   ► but of course through the years,

00:56:51 ◼   ► pros and advanced users have said,

00:56:53 ◼   ► "No, I like to create a hierarchy.

00:56:55 ◼   ► "I need to create workspaces

00:56:56 ◼   ► "where I manage all my documents together

00:56:58 ◼   ► And in the beginning we thought, we don't know how we make these two things make sense

00:57:02 ◼   ► together.

00:57:03 ◼   ► And that's what's happened with the files.

00:57:04 ◼   ► There's years of investigation and figuring out how to do that and solve for that.

00:57:09 ◼   ► And so for most consumers, they will never need to use the files out.

00:57:14 ◼   ► They work just as they did already on iOS.

00:57:16 ◼   ► They use their phone with one hand, they get to the documents, they get to what they want.

00:57:20 ◼   ► They don't have a desktop cluttered with files and they don't get confused by it.

00:57:24 ◼   ► But anyone else who wants it, it's there and it works within it.

00:57:27 ◼   ► So it's very consistent between the two models.

00:57:29 ◼   ► - I mean it speaks to the difference between

00:57:31 ◼   ► iOS and Mac as platforms that the Mac,

00:57:33 ◼   ► and it's just the way it was designed,

00:57:35 ◼   ► and I think it's too late to change,

00:57:36 ◼   ► but when you boot up a new Mac,

00:57:40 ◼   ► where do you wind up after you go through the first run?

00:57:43 ◼   ► You wind up in the Finder.

00:57:45 ◼   ► You're in the file system.

00:57:45 ◼   ► That's the starting point.

00:57:47 ◼   ► And on iOS, you've got,

00:57:50 ◼   ► now you've got Dropbox, you've got Box,

00:57:52 ◼   ► you've got your iCloud Drive,

00:57:53 ◼   ► so if you have a shared folder on Dropbox,

00:57:55 ◼   ► You can get it from any app that supports it,

00:57:57 ◼   ► but when you start up, what do you see?

00:57:59 ◼   ► You see the same thing you saw

00:58:00 ◼   ► when the iPad shipped originally.

00:58:03 ◼   ► Here's your apps.

00:58:04 ◼   ► - Yeah, yeah, no, and I mean, part of the wonder

00:58:07 ◼   ► of the iPad is that it's brought computing

00:58:10 ◼   ► to both the very young and the very old

00:58:13 ◼   ► in a way that computers weren't able to reach,

00:58:16 ◼   ► and we didn't wanna break that,

00:58:20 ◼   ► and we feel great that we've been able to have,

00:58:23 ◼   ► many of us who want to take advantage

00:58:26 ◼   ► of this additional power, but do it in a way

00:58:28 ◼   ► that we can have that and not break

00:58:30 ◼   ► what has made the iPad so special.

00:58:33 ◼   ► And I think we did that with files.

00:58:34 ◼   ► And I think we also, I think I've been pretty,

00:58:37 ◼   ► I feel really successful in preserving that

00:58:39 ◼   ► with how we've handled the doc and multitasking.

00:58:42 ◼   ► If you don't flick from the bottom of the screen

00:58:45 ◼   ► and you just hear that little kid

00:58:47 ◼   ► who just hits the home button,

00:58:48 ◼   ► 'cause you know you wanna go back and see your stuff,

00:58:51 ◼   ► that just works.

00:58:52 ◼   ► it still works just as it did before.

00:58:54 ◼   ► But if you're someone who is more sophisticated

00:58:57 ◼   ► and it's very natural,

00:58:58 ◼   ► flick up into the app, switch it,

00:58:59 ◼   ► pull something down, move it around,

00:59:01 ◼   ► like it scales up to all of that

00:59:03 ◼   ► in a way that I think really gives a more

00:59:06 ◼   ► pro user more capability.

00:59:10 ◼   ► - And there's like a path.

00:59:11 ◼   ► It's not like you have to jump off a cliff to go there.

00:59:13 ◼   ► It's like you can--

00:59:15 ◼   ► - Pretty continuous experience, yeah.

00:59:16 ◼   ► - And it reminds me of like features that are there

00:59:20 ◼   ► for quote unquote power users in the Mac

00:59:22 ◼   ► where most people, if they wanna find a folder,

00:59:24 ◼   ► find a folder, double click it,

00:59:26 ◼   ► and then double click the next thing.

00:59:28 ◼   ► And people who, like us, who use it all the time,

00:59:31 ◼   ► know you can use the arrow keys and command down,

00:59:33 ◼   ► command down to go down the file hierarchy.

00:59:36 ◼   ► But that's not there for the regular user who just needs,

00:59:39 ◼   ► they don't have to go down to eight levels of hierarchy

00:59:41 ◼   ► 'cause they only have two.

00:59:42 ◼   ► - That's right, yep.

00:59:43 ◼   ► - And they could just double click.

00:59:45 ◼   ► iOS software features, some of them.

00:59:50 ◼   ► One of them that struck me were the new Siri voices.

00:59:53 ◼   ► - Yeah.

00:59:54 ◼   ► - And it seems to me like in this verbal communication,

00:59:59 ◼   ► the AI assistant computing, that the voice of the device

01:00:04 ◼   ► is sort of like the equivalent of the typeface in a GUI

01:00:08 ◼   ► where you want it to be nice.

01:00:11 ◼   ► It seemed very impressive.

01:00:14 ◼   ► I didn't get to play with it yet,

01:00:15 ◼   ► but it seems like it's really, really much more realistic.

01:00:18 ◼   ► - Oh yeah, it's a really, it's a big improvement.

01:00:21 ◼   ► I completely agree with the metaphor.

01:00:23 ◼   ► I mean, the voice is the interface, it is the typeface.

01:00:27 ◼   ► It is here, and it colors the whole experience.

01:00:31 ◼   ► And this voice is, and the synthesis that goes into it

01:00:36 ◼   ► is completely Apple developed, and we really were able

01:00:42 ◼   ► to build something starting from the state of the art

01:00:46 ◼   ► in using deep learning to understand

01:00:49 ◼   ► how to inflect the voice,

01:00:51 ◼   ► how to, you know, where to place the pauses,

01:00:54 ◼   ► how to stitch together all of these pieces of natural speech

01:00:58 ◼   ► and it makes a big difference.

01:01:00 ◼   ► You know, we're still not done.

01:01:01 ◼   ► I mean, speech, the human voice is an incredibly

01:01:05 ◼   ► sophisticated thing and we are incredibly sensitive

01:01:07 ◼   ► about how we interpret it.

01:01:11 ◼   ► But this is a big step forward and yeah,

01:01:14 ◼   ► I had an incident, I guess I'm a little,

01:01:16 ◼   ► should be a little ashamed of it, but I was driving with a friend who is not a disclosed

01:01:21 ◼   ► Apple employee. Like a month ago with my phone and I forgot it had the new voice on it and

01:01:28 ◼   ► I was hooked up to CarPlay and Siri started talking and he's like, "Wow, that sounds really

01:01:36 ◼   ► good." Like, "Really? I don't notice anything." It's the speakers.

01:01:43 ◼   ► >> It's the speakers.

01:01:45 ◼   ► >> Yeah, must be.

01:01:46 ◼   ► I don't know what to say.

01:01:46 ◼   ► Yeah.

01:01:47 ◼   ► >> I'll tell you one other thing that happened throughout many

01:01:49 ◼   ► of the Siri topics through the keynote.

01:01:51 ◼   ► I'm going to say something unbelievably risky.

01:01:55 ◼   ► Hey, Siri.

01:01:57 ◼   ► And it wasn't that long ago where I would now literally get 10,000 emails.

01:02:03 ◼   ► What did you do?

01:02:04 ◼   ► You just set off my device and blah, blah, blah.

01:02:06 ◼   ► And very few people had that experience throughout the show.

01:02:11 ◼   ► and for good engineering reasons of a lot of advancements

01:02:16 ◼   ► done in the recognition of your own voice

01:02:18 ◼   ► versus other people's and multiple devices

01:02:20 ◼   ► not all going off at the same time

01:02:22 ◼   ► and a lot of really great improvements there.

01:02:24 ◼   ► - And that seems like the type of feature

01:02:25 ◼   ► that takes a lot of work and then gets no credit at all

01:02:29 ◼   ► because when you say hey Siri, here in this theater

01:02:31 ◼   ► and people's phones aren't lighting up,

01:02:34 ◼   ► that's just the way it's supposed to be

01:02:36 ◼   ► because clearly that's not what I was trying to do

01:02:38 ◼   ► but when they do, people notice.

01:02:40 ◼   ► You can stop using dingus, maybe.

01:02:42 ◼   ► [LAUGHTER]

01:02:44 ◼   ► [APPLAUSE]

01:02:50 ◼   ► Yeah, I don't know if people--

01:02:52 ◼   ► We might have a new title for the episode.

01:02:53 ◼   ► There we go.

01:02:56 ◼   ► Yeah, I don't know if people are really conscious of it.

01:02:58 ◼   ► And we've made improvements on it this year as well.

01:03:01 ◼   ► But we built a mechanism into Siri,

01:03:06 ◼   ► where if you have multiple devices of your own,

01:03:10 ◼   ► and this was a problem certainly at Apple

01:03:12 ◼   ► where a lot of us have a lot of devices around our office,

01:03:16 ◼   ► and you'd say the Siri trigger phrase

01:03:19 ◼   ► and every one of your devices,

01:03:21 ◼   ► which would correctly recognize you,

01:03:23 ◼   ► but they'd all independently correctly recognize you

01:03:25 ◼   ► and all start responding together in this chorus.

01:03:29 ◼   ► (audience laughing)

01:03:30 ◼   ► And that wasn't great.

01:03:32 ◼   ► And we knew, of course, coming out with HomePod as well,

01:03:35 ◼   ► we'd only be adding to the chorus.

01:03:38 ◼   ► And so we built something where actually

01:03:41 ◼   ► all of your devices are coordinating wirelessly.

01:03:46 ◼   ► And so the moment they all hear you,

01:03:49 ◼   ► they all broadcast to each other

01:03:52 ◼   ► which one they think is closest to you,

01:03:56 ◼   ► like a sense of how close,

01:03:58 ◼   ► which one they think you're talking to,

01:03:59 ◼   ► and they also will sense which one

01:04:01 ◼   ► was most recently used by you,

01:04:03 ◼   ► 'cause maybe you're using your phone,

01:04:05 ◼   ► and the fact your iPad's close,

01:04:06 ◼   ► but you're probably thinking about your phone,

01:04:08 ◼   ► weighs into it, and they essentially instantly vote

01:04:10 ◼   ► on who should respond, and the others all quiet down,

01:04:13 ◼   ► and one of them speaks up.

01:04:15 ◼   ► But this, I mean, it's a really subtle thing,

01:04:17 ◼   ► it involves all of this networking,

01:04:19 ◼   ► and it's so important to having a great experience

01:04:22 ◼   ► with something like using your voice to ask a question.

01:04:25 ◼   ► - And some other companies might do that on their servers,

01:04:27 ◼   ► but we do it locally.

01:04:28 ◼   ► - We do, yeah.

01:04:29 ◼   ► (audience applauding)

01:04:32 ◼   ► (audience applauding)

01:04:35 ◼   ► So on that point, I think that there is,

01:04:43 ◼   ► consensus is the wrong word, but the conventional wisdom,

01:04:47 ◼   ► the conventional wisdom is that the doing it

01:04:51 ◼   ► on your device's first strategy that Apple has with this

01:04:56 ◼   ► is flawed and that the strategy of doing it

01:05:00 ◼   ► in a monstrous thing like the opening apocalypse movie

01:05:05 ◼   ► in a cloud server is going to leave you behind.

01:05:09 ◼   ► And I got the sense in the keynote yesterday

01:05:12 ◼   ► that you guys are confident of your chances

01:05:15 ◼   ► in the Siri versus the other companies' products battles

01:05:20 ◼   ► coming already here and coming in years to come.

01:05:24 ◼   ► - Yes.

01:05:25 ◼   ► (audience laughing)

01:05:28 ◼   ► (audience applauding)

01:05:31 ◼   ► One more iMessage, or not iMessage thing,

01:05:34 ◼   ► one more iOS thing was the iMessage syncing,

01:05:36 ◼   ► and that ties in with the Mac as well.

01:05:39 ◼   ► This seems like the type of thing that's gonna make

01:05:44 ◼   ► a lot of people very happy, and I think it really helps,

01:05:48 ◼   ► maybe with you guys, there's Apple employees who test,

01:05:51 ◼   ► like you said, disclose hardware,

01:05:55 ◼   ► but for someone like me who, again, I'm not complaining,

01:05:58 ◼   ► I love my job, this is amazing that I get review units

01:06:00 ◼   ► of hardware, but then I wind up with seven of these things

01:06:05 ◼   ► and I set up a new iPhone and if I don't download

01:06:08 ◼   ► a whole backup from the cloud,

01:06:10 ◼   ► I don't have my iMessage there, but I will now.

01:06:15 ◼   ► - Yeah, that's right.

01:06:17 ◼   ► I think, you know, yeah, it's good.

01:06:20 ◼   ► (audience applauding)

01:06:22 ◼   ► - But in a way, the main point though,

01:06:24 ◼   ► but in a way that the thing that would get pulled down

01:06:27 ◼   ► is end-to-end encrypted, meaning it was encrypted

01:06:30 ◼   ► on the device when it went to Apple,

01:06:33 ◼   ► and the encrypted format, it's on the servers there,

01:06:36 ◼   ► can't be opened by Apple.

01:06:38 ◼   ► - That's right, we've--

01:06:40 ◼   ► - Yeah.

01:06:41 ◼   ► (audience applauding)

01:06:44 ◼   ► - Yeah, our security and encryption team

01:06:50 ◼   ► has been doing work over a number of years now

01:06:52 ◼   ► to be able to synchronize information across

01:06:56 ◼   ► what we call your circle of devices,

01:06:59 ◼   ► all those devices that are associated with a common account

01:07:02 ◼   ► in a way that they each generate and share keys

01:07:06 ◼   ► with each other that Apple does not have.

01:07:09 ◼   ► And so even if they store information in the cloud,

01:07:13 ◼   ► it's encrypted with keys that Apple doesn't have.

01:07:16 ◼   ► And so they can put things in the cloud,

01:07:18 ◼   ► they can pull stuff down from the cloud,

01:07:20 ◼   ► so the cloud still serves as a conduit

01:07:24 ◼   ► and even ultimately kind of backup for them,

01:07:27 ◼   ► but only they can read it.

01:07:30 ◼   ► And we built on that this year,

01:07:33 ◼   ► and we're using it for messages in the cloud,

01:07:37 ◼   ► and they also will roll keys automatically

01:07:41 ◼   ► so that you have that kind of,

01:07:42 ◼   ► and exchange them amongst each other.

01:07:44 ◼   ► And we use that to also be able to take

01:07:47 ◼   ► what Siri is learning about you locally,

01:07:50 ◼   ► and make sure that you want really one Siri, right?

01:07:53 ◼   ► to your mind there's your Siri and your Siri

01:07:56 ◼   ► knows about you and you don't wanna have to teach

01:07:59 ◼   ► every time you get a new device or use a different device

01:08:03 ◼   ► that it's as if you're talking to a different assistant.

01:08:05 ◼   ► You want one.

01:08:06 ◼   ► And so Siri's now able to exchange that information

01:08:09 ◼   ► between your own devices but in a way that's private to you.

01:08:14 ◼   ► And so yeah, this is an example of where we're really

01:08:17 ◼   ► investing in the technologies necessary

01:08:19 ◼   ► to both deliver the capability and preserve privacy.

01:08:23 ◼   ► Excellent.

01:08:25 ◼   ► [APPLAUSE]

01:08:33 ◼   ► The iOS App Store is pretty popular.

01:08:36 ◼   ► [APPLAUSE]

01:08:40 ◼   ► I don't know.

01:08:40 ◼   ► I mean, I think it gets used a couple of times a day.

01:08:43 ◼   ► 10 apps daily, I think.

01:08:45 ◼   ► Total redesign.

01:08:47 ◼   ► I mean, it does look like a new App Store.

01:08:50 ◼   ► Is there anything on the thinking of that

01:08:53 ◼   ► that didn't make it into the keynote?

01:08:56 ◼   ► - Yeah, yeah, there's a lot.

01:08:58 ◼   ► I'll pick on one, I'll just pick out one thing to mention.

01:09:02 ◼   ► So the, on every product page is app reviews and ratings,

01:09:07 ◼   ► and there are ratings for every app.

01:09:10 ◼   ► One of the things I learned talking to developers

01:09:12 ◼   ► over the last year or so is that some developers

01:09:16 ◼   ► don't like submitting their updates

01:09:18 ◼   ► because it resets the rating.

01:09:20 ◼   ► And so they would get upset saying, oh man, I have a choice.

01:09:24 ◼   ► Fix some bugs or blow away my ratings

01:09:26 ◼   ► or keep my high rating.

01:09:27 ◼   ► I have a 4.7 and I don't want to submit it.

01:09:30 ◼   ► And I thought that was kind of stupid.

01:09:32 ◼   ► So--

01:09:32 ◼   ► [LAUGHTER]

01:09:34 ◼   ► So with this--

01:09:35 ◼   ► [APPLAUSE]

01:09:40 ◼   ► And in deference to the team, this is logic

01:09:43 ◼   ► to why it's a tough trade off of what to do for users,

01:09:46 ◼   ► what users want to see.

01:09:49 ◼   ► So what we decided is with this turn of the App Store,

01:09:53 ◼   ► now that that rating will not reset.

01:09:57 ◼   ► When the developer submits the app,

01:09:58 ◼   ► they don't be afraid of that, it can stay as it is.

01:10:01 ◼   ► But you can imagine when you're thinking through that,

01:10:03 ◼   ► there are some developers that have bad ratings

01:10:04 ◼   ► and they thought they nailed it with some new update

01:10:06 ◼   ► and they wouldn't like that, so it'd be 50/50.

01:10:08 ◼   ► So there's a switch when they submit an iTunes Connect

01:10:11 ◼   ► that says, no, I wanna blow away my rating

01:10:12 ◼   ► and start over with this update.

01:10:14 ◼   ► And so we'll let them do that.

01:10:15 ◼   ► So developers now in control of that situation.

01:10:18 ◼   ► (audience applauding)

01:10:21 ◼   ► I thought one of the understated aspects

01:10:29 ◼   ► of the design change is the separation of games from apps.

01:10:34 ◼   ► And so at a technical level, a game is an app.

01:10:38 ◼   ► It's an app that you launch and the thing you do in it

01:10:40 ◼   ► is play the game, but I think having the App Store

01:10:44 ◼   ► treat them as separate entities

01:10:47 ◼   ► is a big change because I don't think,

01:10:50 ◼   ► the games are so popular that you look

01:10:53 ◼   ► at the top selling charts, I mean, I don't know,

01:10:55 ◼   ► you probably look at 'em since you're in charge

01:10:56 ◼   ► of the store. (audience laughs)

01:10:58 ◼   ► They're all games, you can't get a break.

01:11:01 ◼   ► And so the most popular apps for like productivity

01:11:05 ◼   ► or something like that are very popular,

01:11:07 ◼   ► but never get a chance to crack the charts.

01:11:11 ◼   ► - Over and over again, every meeting with developers,

01:11:13 ◼   ► what you hear is discovery, discovery, discovery.

01:11:15 ◼   ► Like please help us with discovery.

01:11:17 ◼   ► The rest of the stuff we can deal with,

01:11:18 ◼   ► we need more discovery.

01:11:19 ◼   ► And so there are a number of things

01:11:21 ◼   ► in the new design for that.

01:11:22 ◼   ► This is one of those, which is separating the two.

01:11:25 ◼   ► In addition, we have the most popular gaming platform

01:11:28 ◼   ► in the world now, by some, I don't know what order

01:11:31 ◼   ► of magnitude, and so it's nice to say,

01:11:33 ◼   ► let's create a section dedicated to games,

01:11:36 ◼   ► because we love games and we wanna be able to express

01:11:39 ◼   ► that more and more, and now having a place

01:11:42 ◼   ► is gonna give us the freedom to start being more

01:11:44 ◼   ► more gamer friendly and have a dialogue with gamers

01:11:48 ◼   ► and have the ability for app developers

01:11:50 ◼   ► not to feel buried in.

01:11:51 ◼   ► And the number one was charts, was,

01:11:53 ◼   ► hey, I wanna show up on the charts,

01:11:55 ◼   ► I can't get discovered there because all the hot games

01:11:57 ◼   ► are showing up, by separating them,

01:11:59 ◼   ► the one question was would people understand

01:12:02 ◼   ► games and apps, they're all apps, of course they will.

01:12:05 ◼   ► One of the really important tenets we always have is,

01:12:08 ◼   ► treat the customers as smart, not stupid, they're smart.

01:12:10 ◼   ► They'll understand it.

01:12:12 ◼   ► (audience applauding)

01:12:15 ◼   ► Yeah, I really don't think anybody's confused

01:12:20 ◼   ► about what a game is, right?

01:12:21 ◼   ► I really don't, you know, but it's easy

01:12:23 ◼   ► to think yourself in a circle and think,

01:12:25 ◼   ► well, it's technically an app, you know.

01:12:27 ◼   ► So what about the Mac App Store?

01:12:30 ◼   ► Is the Mac App Store--

01:12:32 ◼   ► (audience applauding)

01:12:35 ◼   ► - So I will say this until you're all satisfied one day.

01:12:41 ◼   ► Just like the discussion we had earlier about the Mac,

01:12:43 ◼   ► which is we care about it, we believe in it,

01:12:46 ◼   ► we're invested in it, and you need proof to see the actions.

01:12:51 ◼   ► We care about the Mac App Store, we believe in it,

01:12:55 ◼   ► it matters, and over time you'll see proof of that.

01:13:00 ◼   ► But first, as you point out, this new design is,

01:13:03 ◼   ► I think it's almost on the order of magnitude

01:13:06 ◼   ► of a challenge to change as doing the file system

01:13:10 ◼   ► underneath everybody.

01:13:11 ◼   ► Changing the App Store completely was a daring, bold,

01:13:15 ◼   ► dare I say, courageous action.

01:13:18 ◼   ► [APPLAUSE]

01:13:21 ◼   ► So I know.

01:13:26 ◼   ► I'm going to regret that.

01:13:28 ◼   ► And that was a huge thing to ask of the team, the design

01:13:34 ◼   ► team, the engineering team, everyone who works on it.

01:13:37 ◼   ► And so doing it first for the iOS App Store

01:13:40 ◼   ► is absolutely the right thing to do,

01:13:43 ◼   ► and then other things over time.

01:13:45 ◼   ► - Good to hear.

01:13:48 ◼   ► (audience applauding)

01:13:51 ◼   ► Last major topic on my list is the HomePod.

01:13:59 ◼   ► And I,

01:14:05 ◼   ► There's a certain language I'm allowed to use

01:14:07 ◼   ► and how I can say it.

01:14:08 ◼   ► I had the opportunity to listen to HomePod

01:14:11 ◼   ► in a side-by-side demo with a Sonos Play 3

01:14:17 ◼   ► and an Amazon Echo playing the same songs

01:14:20 ◼   ► in a reasonably simulated living room size type thing.

01:14:25 ◼   ► And they sound great.

01:14:28 ◼   ► They really, really do.

01:14:30 ◼   ► Well, it sounds great.

01:14:32 ◼   ► And home pod, a home pod sounds great,

01:14:36 ◼   ► but you close your eye and it's really kind of,

01:14:39 ◼   ► that's why I pluralized it without thinking.

01:14:41 ◼   ► You close your eyes and it's hard to think

01:14:44 ◼   ► that that's coming from a single source.

01:14:45 ◼   ► Like the multi-directional stuff

01:14:48 ◼   ► that you describe about it is true.

01:14:51 ◼   ► It is, there's no doubt about it.

01:14:53 ◼   ► It does not sound like sound coming from a point.

01:14:56 ◼   ► It sounds like, I don't know how many,

01:14:58 ◼   ► I don't have the best ears,

01:14:59 ◼   ► but it doesn't sound like one speaker.

01:15:01 ◼   ► And it was like, there's these rules about

01:15:06 ◼   ► how you're allowed to talk about what the experience was.

01:15:09 ◼   ► I wasn't allowed to touch it, no photos or video,

01:15:12 ◼   ► but you were definitely allowed to say

01:15:16 ◼   ► which devices it was next to

01:15:17 ◼   ► and how much better it sounded than that.

01:15:19 ◼   ► (audience laughing)

01:15:22 ◼   ► And I thought in your introduction,

01:15:28 ◼   ► I thought it was very fair,

01:15:29 ◼   ► where you said here's a product

01:15:30 ◼   ► and you had a picture of a Sonos

01:15:31 ◼   ► and it's, this sounds good, but it's not smart.

01:15:34 ◼   ► Here's the Amazon Echo.

01:15:36 ◼   ► It is smart and it doesn't sound good.

01:15:40 ◼   ► And in the demo, it was like that.

01:15:42 ◼   ► I think we played about, we heard about six songs,

01:15:44 ◼   ► and I would say on at least four out of the six,

01:15:46 ◼   ► I thought that the HomePod sounded clearly better.

01:15:48 ◼   ► There were two where I thought it was neck and neck

01:15:51 ◼   ► with the Sonos.

01:15:52 ◼   ► They both just sounded good to me.

01:15:56 ◼   ► And the poor Echo (laughs)

01:15:59 ◼   ► really sounded bad in every comparison. So what I really want to talk about is the iPod

01:16:09 ◼   ► speakers from 2005. [ Applause ]

01:16:11 ◼   ► Or I don't know what you're -- it was around -- it was --

01:16:18 ◼   ► >> iPod Hi-Fi. >> iPod Hi-Fi.

01:16:20 ◼   ► [ Applause ]

01:16:25 ◼   ► >> You make it better.

01:16:29 ◼   ► >> I circle back to that though because I feel

01:16:34 ◼   ► like it's a continuous thread.

01:16:36 ◼   ► Like in some ways the introduction was the same.

01:16:39 ◼   ► It's we love music and our customers are playing music

01:16:43 ◼   ► and we want to make your music sound good.

01:16:46 ◼   ► And it seems like something that you guys have been

01:16:48 ◼   ► after for a while.

01:16:49 ◼   ► Yes, and sometimes you get to try again to get it right,

01:16:54 ◼   ► and that's okay.

01:16:55 ◼   ► Different thing, very different scenario, different time,

01:16:59 ◼   ► different use case.

01:17:00 ◼   ► I will say there is one, at least one gigantic difference,

01:17:06 ◼   ► which is our audio engineering team now is remarkable.

01:17:11 ◼   ► It's incredible.

01:17:12 ◼   ► You've seen it in everything from what they've done

01:17:15 ◼   ► with iPhone 7 and stereo speakers and that,

01:17:19 ◼   ► I think they did a phenomenal job.

01:17:20 ◼   ► The four speakers in iPad Pro and that and on and on,

01:17:25 ◼   ► they're really talented and incredibly capable,

01:17:28 ◼   ► the AirPods and--

01:17:31 ◼   ► (audience applauding)

01:17:34 ◼   ► So we have a depth of audio engineering talent,

01:17:39 ◼   ► far, far, far greater now, hardware and software,

01:17:42 ◼   ► than we had in that day.

01:17:45 ◼   ► And there were things that were good about the HiFi,

01:17:47 ◼   ► but I won't go into it because time will run out.

01:17:50 ◼   ► But there were some really good things about it,

01:17:52 ◼   ► but it doesn't matter.

01:17:53 ◼   ► The team now is amazing.

01:17:55 ◼   ► And I do think that the AirPods are an example

01:17:59 ◼   ► of conventional wisdom.

01:18:01 ◼   ► When people saw it was,

01:18:02 ◼   ► oh, these are gonna not be popular,

01:18:03 ◼   ► these don't make sense, blah, blah, blah.

01:18:05 ◼   ► And we said, no, they're really magical

01:18:08 ◼   ► and the team's done an incredible job.

01:18:11 ◼   ► I believe, and time will tell,

01:18:12 ◼   ► that it's the same case here,

01:18:14 ◼   ► that just like AirPods, HomePod is incredibly magical.

01:18:17 ◼   ► It will change people's thinking of what can be done

01:18:20 ◼   ► with a product in this category for music.

01:18:22 ◼   ► And we'll see if we're right, but I think we are.

01:18:26 ◼   ► - Well, the difference I see is that today,

01:18:30 ◼   ► you guys are able to make things into,

01:18:32 ◼   ► more and more of the things you make are computers.

01:18:34 ◼   ► AirPods are computers.

01:18:36 ◼   ► - Two computers.

01:18:37 ◼   ► - Right, two computers that communicate simultaneously

01:18:40 ◼   ► without either one being the main one

01:18:44 ◼   ► and the other one being the other one.

01:18:45 ◼   ► - Across a big bag of water, which is very hard.

01:18:48 ◼   ► (audience laughing)

01:18:50 ◼   ► - And that to me is the difference.

01:18:52 ◼   ► - Thank you.

01:18:53 ◼   ► - But the HomePod is obviously a computing device

01:18:57 ◼   ► and the iPod HiFi back in the day

01:18:59 ◼   ► was really just a consumer electronics device.

01:19:01 ◼   ► It was audio in and you get sound out and that's it.

01:19:05 ◼   ► Whereas now it's a computing device

01:19:08 ◼   ► and you can do all sorts of little things

01:19:10 ◼   ► and have people write software for it,

01:19:13 ◼   ► to make it work the way that it works.

01:19:16 ◼   ► - A world where more things are computers

01:19:18 ◼   ► is pretty good for us.

01:19:19 ◼   ► - That seems to me like the world that you're,

01:19:21 ◼   ► that's your world is more and more things

01:19:24 ◼   ► are becoming computers.

01:19:25 ◼   ► - Yeah, and in fact, Phil pointed it out

01:19:29 ◼   ► when he was introducing the product,

01:19:30 ◼   ► but there's actually iPhone silicon inside of the speaker

01:19:37 ◼   ► and to do the kind of signal processing that we have to do,

01:19:42 ◼   ► but all the networking, all the Siri.

01:19:45 ◼   ► The far field voice recognition,

01:19:47 ◼   ► which I know I've tested,

01:19:49 ◼   ► you haven't had the opportunity to test,

01:19:50 ◼   ► but is extraordinary, it's best in class.

01:19:54 ◼   ► The thing can be blasting music

01:19:57 ◼   ► and you can talk across the room to it

01:19:59 ◼   ► and in a way that a human can understand,

01:20:01 ◼   ► if you're sitting next to a speaker,

01:20:02 ◼   ► you wouldn't understand it, but the speaker can.

01:20:05 ◼   ► And that's great acoustic design,

01:20:08 ◼   ► but it's also a lot of powerful signal processing

01:20:11 ◼   ► that we can do on the silicon there.

01:20:13 ◼   ► And so it's great when more and more products

01:20:17 ◼   ► we're able to take advantage of this great

01:20:20 ◼   ► audio engineering team,

01:20:21 ◼   ► but the great silicon we built as well.

01:20:25 ◼   ► - Is it safe, I thought even the name alludes to it,

01:20:28 ◼   ► that HomePod sort of alludes to that it's AirPods,

01:20:33 ◼   ► AirPods are personal wireless listening devices,

01:20:38 ◼   ► and the HomePod is the shared one,

01:20:40 ◼   ► that it's sort of the speakers to the headphones of AirPod.

01:20:43 ◼   ► Okay.

01:20:45 ◼   ► Yes.

01:20:46 ◼   ► I think AirPod, I'll say it to you now,

01:20:48 ◼   ► because you're here,

01:20:49 ◼   ► but AirPods are my favorite Apple product in years.

01:20:52 ◼   ► (audience applauding)

01:20:56 ◼   ► I'm blown away by how much I like them.

01:20:59 ◼   ► I really am, and I see people here.

01:21:01 ◼   ► It's funny, you come to WWDC and everybody has the message.

01:21:04 ◼   ► It's like the one place where everybody has AirPods.

01:21:07 ◼   ► - The Apple Campus too.

01:21:08 ◼   ► - Right. (audience laughing)

01:21:12 ◼   ► Well, my favorite story along those lines was,

01:21:15 ◼   ► I had a meeting there, I forget why.

01:21:16 ◼   ► I don't know if it was the Antennagate thing or what,

01:21:20 ◼   ► but it was the time when the white iPhone 4

01:21:25 ◼   ► was delayed for a very long time.

01:21:28 ◼   ► But at Apple, people had them.

01:21:30 ◼   ► It was like, "Whoa, that's weird."

01:21:33 ◼   ► You see all sorts of stuff there,

01:21:34 ◼   ► and that's just the stuff people are walking around with.

01:21:36 ◼   ► (audience laughing)

01:21:38 ◼   ► - We got a test.

01:21:39 ◼   ► - That's pretty much the end of my list,

01:21:43 ◼   ► and you guys have been very generous with your time.

01:21:45 ◼   ► Is there anything else that you guys wanted to talk about?

01:21:47 ◼   ► Is there anything on your list that you wanted to say?

01:21:51 ◼   ► - There are a couple things, but before I do,

01:21:54 ◼   ► I don't wanna miss the opportunity

01:21:55 ◼   ► because the last two times, the two times we've been here,

01:21:59 ◼   ► which have been wonderful, about two or three weeks after

01:22:03 ◼   ► in a podcast you say, you know, I meant to ask that

01:22:06 ◼   ► and I didn't.

01:22:07 ◼   ► And then we got this cloud hangover,

01:22:09 ◼   ► like it was a great, great, great podcast,

01:22:12 ◼   ► but something was left unsaid.

01:22:14 ◼   ► And don't want anything left unsaid.

01:22:16 ◼   ► So if there's, here's your, you're on the spot now.

01:22:20 ◼   ► (audience laughing)

01:22:23 ◼   ► And again, I used to say things I regret,

01:22:28 ◼   ► But I want to at least make sure that there isn't something left that you want to ask

01:22:34 ◼   ► and it doesn't mean we'll answer.

01:22:37 ◼   ► But then you can't in three weeks from now say, you know what, I meant to ask that

01:22:42 ◼   ► and I totally didn't.

01:22:44 ◼   ► And while you're thinking I'll bring up something else just to give you some time

01:22:50 ◼   ► to think and I'm a masochist so I no longer regret this one.

01:22:54 ◼   ► But I'll talk about, I think one of the great things

01:22:59 ◼   ► that's been going on, of course, is the work with Swift

01:23:01 ◼   ► and Swift Playgrounds and education.

01:23:04 ◼   ► (audience applauding)

01:23:06 ◼   ► And there's some really great things

01:23:07 ◼   ► that have been going on in the last few weeks.

01:23:10 ◼   ► You pointed it out in your podcast that,

01:23:13 ◼   ► in fact, we put some stuff out last week

01:23:14 ◼   ► 'cause we knew there wouldn't be time

01:23:16 ◼   ► to get them to the keynote this weekend.

01:23:17 ◼   ► We didn't want them to get lost in the shuffle.

01:23:20 ◼   ► So, great updates to Swift and Swift Playgrounds.

01:23:25 ◼   ► Swift Playgrounds supporting drones and robots,

01:23:29 ◼   ► and so I think kids are gonna love working with those,

01:23:32 ◼   ► doing great work with Lego and other great companies.

01:23:35 ◼   ► And we just rolled out a program with community colleges

01:23:38 ◼   ► so they can have a curriculum

01:23:40 ◼   ► to help students become developers.

01:23:43 ◼   ► (audience applauding)

01:23:46 ◼   ► We've also, as you know, over the last year or two,

01:23:49 ◼   ► open up education centers for SWIFT programming in Brazil,

01:23:53 ◼   ► in India, and in Italy.

01:23:57 ◼   ► And so this is an area, and a lot of credit to Tim

01:24:00 ◼   ► 'cause he's really pushed that this is critically important.

01:24:03 ◼   ► There's no sales number tied to it,

01:24:05 ◼   ► there's no market share tied to it,

01:24:08 ◼   ► it's just the world's better off if we can help everyone

01:24:11 ◼   ► benefit from the opportunity to create software,

01:24:13 ◼   ► and that's what we're doing.

01:24:15 ◼   ► (audience applauding)

01:24:18 ◼   ► And it's all because of the software engineering team,

01:24:21 ◼   ► the developer tools team, the SWIFT team,

01:24:24 ◼   ► that make it possible to then create these curriculums.

01:24:26 ◼   ► And it's a great thing, and I think something

01:24:28 ◼   ► the whole community should be proud of.

01:24:31 ◼   ► - Well said.

01:24:31 ◼   ► All right, I found my card of questions

01:24:34 ◼   ► I've always been meaning to ask.

01:24:36 ◼   ► (audience laughing)

01:24:37 ◼   ► Never did, I have one more card.

01:24:39 ◼   ► I wanna ask you about something that I,

01:24:45 ◼   ► When I meet with you guys, you in particular,

01:24:49 ◼   ► but other people on your team, product marketing team,

01:24:52 ◼   ► when you bring up leaks to the press, you get fired up.

01:24:57 ◼   ► And it-- - You do.

01:24:59 ◼   ► - It angers you.

01:25:00 ◼   ► I think, it seems to me like very little software leaked

01:25:06 ◼   ► for this keynote.

01:25:07 ◼   ► This was a keynote full of things that we had no idea

01:25:10 ◼   ► what we were gonna see coming in.

01:25:10 ◼   ► And the stuff that did leak though,

01:25:13 ◼   ► seems to me either in the reports where it leaks,

01:25:16 ◼   ► they say that's where it came from,

01:25:17 ◼   ► or that must be where it came from,

01:25:20 ◼   ► that it came from the supply chain, hardware stuff.

01:25:23 ◼   ► Is that something that you feel like,

01:25:29 ◼   ► is it just luck that you guys,

01:25:31 ◼   ► that this keynote didn't really have as much stuff leak,

01:25:33 ◼   ► or is there a double down on secrecy,

01:25:36 ◼   ► as Tim said a couple years ago?

01:25:38 ◼   ► - Yes, there's absolutely a double down on secrecy.

01:25:42 ◼   ► there's a lot of work that's going on.

01:25:44 ◼   ► There are people and teams that work really hard at it

01:25:47 ◼   ► across every organization and how we manage secrecy

01:25:50 ◼   ► and with suppliers and partners.

01:25:54 ◼   ► It's a really, really hard challenge, no question,

01:25:57 ◼   ► and we may never be perfect at it,

01:25:59 ◼   ► but the teams work hard at it.

01:26:00 ◼   ► And it's really, there's lots of reasons

01:26:03 ◼   ► before we could go into it, it's a longer discussion.

01:26:08 ◼   ► But at the end of the day, it's really great

01:26:11 ◼   ► when you're a team who's worked so hard,

01:26:13 ◼   ► a couple years of your life on something,

01:26:17 ◼   ► and you get the opportunity to have Craig

01:26:19 ◼   ► or me or someone else present it,

01:26:21 ◼   ► and the whole world's hearing it for the first time,

01:26:24 ◼   ► they're hearing what you think about it

01:26:25 ◼   ► and why we think it matters,

01:26:27 ◼   ► and there's that excitement, enthusiasm,

01:26:29 ◼   ► and your heart goes out to the team

01:26:31 ◼   ► that's worked so hard on it

01:26:32 ◼   ► 'cause they got their moment for

01:26:34 ◼   ► the love and energy they deserve, right?

01:26:36 ◼   ► And so that's one of the many reasons that it matters.

01:26:38 ◼   ► And so we had some of that.

01:26:40 ◼   ► There were many topics covered yesterday that weren't leaked,

01:26:45 ◼   ► weren't written up, weren't with screenshots.

01:26:48 ◼   ► And to me, the first thing I think about is I'm so happy for

01:26:52 ◼   ► those teams that they got their moment to go home to the kids

01:26:54 ◼   ► and say, this is what I worked on.

01:26:56 ◼   ► Now you can see, and it's fun.

01:26:57 ◼   ► [APPLAUSE]

01:27:05 ◼   ► Yeah, that's exactly what always seems to get fired up,

01:27:07 ◼   ► is it's not that the surprise was ruined for the keynote

01:27:11 ◼   ► that you're helping to put together,

01:27:13 ◼   ► it's the people, the teams,

01:27:16 ◼   ► it's the people who made that product

01:27:18 ◼   ► who had their hard work spoiled

01:27:20 ◼   ► with a crummy screenshot or something.

01:27:22 ◼   ► - They get, yeah, they get really angry

01:27:25 ◼   ► when one of these happens.

01:27:27 ◼   ► It's just a huge disservice to the amount of work

01:27:31 ◼   ► they put into it when it does,

01:27:34 ◼   ► and so glad we had a--

01:27:37 ◼   ► And not to be misunderstood, we get that there's,

01:27:41 ◼   ► the reason this happens and more with us

01:27:42 ◼   ► than any other company is the interest is so high, right?

01:27:46 ◼   ► And that's great, that's a good thing.

01:27:48 ◼   ► Heaven forbid there's a day where nobody,

01:27:49 ◼   ► there's leaks and nobody cares to beat it, right?

01:27:52 ◼   ► (audience laughing)

01:27:53 ◼   ► And so we get that there's a passion out there

01:27:56 ◼   ► and there's a voracious appetite to understand

01:27:58 ◼   ► what's going on and to gain insight

01:28:00 ◼   ► and there are sites that love Apple that post stuff

01:28:03 ◼   ► just out of a misplaced love of us, honestly.

01:28:06 ◼   ► And that's good.

01:28:09 ◼   ► We can't ever be mad at that or upset about that.

01:28:12 ◼   ► It's more the lost opportunity to make a lot of people

01:28:16 ◼   ► really happy with the news.

01:28:19 ◼   ► That about does it.

01:28:21 ◼   ► I thank you gentlemen for your time.

01:28:22 ◼   ► I certainly thank all of you for coming.

01:28:25 ◼   ► Thank you.

01:28:26 ◼   ► [APPLAUSE]

01:28:29 ◼   ► (cheering and applause)

01:28:32 ◼   ► I'll just run through, I'll thank MailChimp for the bar again.

01:28:43 ◼   ► (cheering and applause)

01:28:46 ◼   ► Our sponsors for the event, Jamf Mobile Device Management

01:28:50 ◼   ► with a total Apple focus on Apple products.

01:28:53 ◼   ► Mac Stadium, totally professional hosting

01:28:56 ◼   ► for Mac OS X server and distributed doing builds

01:28:59 ◼   ► with Xcode and stuff which might be of interest

01:29:01 ◼   ► to people at WWDC and Setapp,

01:29:04 ◼   ► a really cool subscription service for indie Mac apps.

01:29:07 ◼   ► So my thanks to them.

01:29:09 ◼   ► I would like to thank here today at the event,

01:29:11 ◼   ► I would like to thank Caleb Sexton,

01:29:12 ◼   ► the audio editor of the show.

01:29:15 ◼   ► (audience applauding)

01:29:16 ◼   ► He's been here working for two days

01:29:19 ◼   ► to make sure everything sounds as good as we can have it

01:29:22 ◼   ► and I really appreciate working with him.

01:29:24 ◼   ► Caleb, thank you for everything you do for the show.

01:29:26 ◼   ► Marco Arment is up there somewhere.

01:29:29 ◼   ► I see him waving, and he knows how to live stream audio.

01:29:33 ◼   ► So if there's, Marco, did it work?

01:29:36 ◼   ► Thumbs up. - Thumbs up.

01:29:38 ◼   ► So everybody out there who's on the web

01:29:40 ◼   ► listening to me tell you this right now,

01:29:42 ◼   ► thanks to Marco Arment for that.

01:29:44 ◼   ► (audience applauding)

01:29:46 ◼   ► And we're going to have video.

01:29:48 ◼   ► It probably won't be up 'til tomorrow.

01:29:51 ◼   ► Jake Schumacher, director of App the Human Story,

01:29:54 ◼   ► which screened just the other night a fabulous movie,

01:29:57 ◼   ► which is coming out in final form

01:30:00 ◼   ► probably in about five or six years.

01:30:02 ◼   ► But it's in really good shape.

01:30:05 ◼   ► But my thanks to Jake Schumacher,

01:30:07 ◼   ► he's here shooting this somewhere,

01:30:09 ◼   ► and his colleague Charles Davis.

01:30:12 ◼   ► And then I heard somebody call him Charlie,

01:30:14 ◼   ► and I said, well, I wanna thank you.

01:30:16 ◼   ► Are you a Charlie or a Charles?

01:30:18 ◼   ► And Jake told me his nickname is Clutch.

01:30:20 ◼   ► So if your nickname is Clutch, I'm just going

01:30:22 ◼   ► to call you Clutch Davis.

01:30:23 ◼   ► Thanks for your help shooting the video.

01:30:25 ◼   ► And last but not least, the staff here

01:30:29 ◼   ► at the California Theater, the entire staff,

01:30:31 ◼   ► back of the house, front of the house.

01:30:33 ◼   ► Everybody here is a total professional

01:30:35 ◼   ► and are just really nice people.

01:30:38 ◼   ► It's been great being here.

01:30:40 ◼   ► So thank you, Phil, Craig.

01:30:43 ◼   ► Thank you.

01:30:43 ◼   ► >> Thank you, John.

01:30:44 ◼   ► >> Good night.

01:30:45 ◼   ► [APPLAUSE]

01:30:49 ◼   ► Thank you.

01:30:50 ◼   ► Perfect.

01:30:50 ◼   ► [MUSIC PLAYING]

01:31:08 ◼   ► [music]

01:31:23 ◼   ► [ Silence ]