The Talk Show

00:00:00 ◼   ► (audience chattering)

00:00:03 ◼   ► - Hello, fellow nerds.

00:00:06 ◼   ► (audience cheering)

00:00:09 ◼   ► Good evening, and welcome to San Jose's

00:00:12 ◼   ► historic California theater.

00:00:15 ◼   ► Tonight, we are very pleased to present the talk show live.

00:00:19 ◼   ► (audience cheering)

00:00:23 ◼   ► Before we begin, please take a moment

00:00:28 ◼   ► to set your Apple watches to theater mode.

00:00:31 ◼   ► Silence your iPhones,

00:00:33 ◼   ► and turn off any other electronic devices.

00:00:36 ◼   ► And now, please join me in welcoming Mr. John Gruber.

00:00:42 ◼   ► (audience applauding)

00:00:45 ◼   ► (audience applauding)

00:00:48 ◼   ► - Hello, welcome.

00:01:02 ◼   ► I am John Gruber.

00:01:03 ◼   ► (audience laughing)

00:01:07 ◼   ► We have a great show.

00:01:08 ◼   ► We have two first time guests on the talk show.

00:01:14 ◼   ► (audience whoops)

00:01:17 ◼   ► But before I get to them, I have some very, very good people

00:01:21 ◼   ► to thank, they are the sponsors who made all this possible.

00:01:25 ◼   ► First sponsor, great company, Max Stadium.

00:01:29 ◼   ► Max Stadium provides enterprise class--

00:01:32 ◼   ► (audience applauds)

00:01:35 ◼   ► Enterprise class hosting for Max.

00:01:41 ◼   ► get your build server out of your office closet

00:01:44 ◼   ► or wherever you have it hidden,

00:01:45 ◼   ► and put it in a world-class data center.

00:01:48 ◼   ► MaxStadium can securely handle it for you.

00:01:51 ◼   ► Thousands of companies all over the world trust MaxStadium.

00:01:56 ◼   ► They have multiple ISO 27,000 data centers,

00:01:59 ◼   ► including a brand new one right here in Silicon Valley.

00:02:04 ◼   ► I think it's in Sunnyvale.

00:02:06 ◼   ► I don't know what ISO 27,000 certification is

00:02:09 ◼   ► for a data center, but apparently it is an enormous pain

00:02:12 ◼   ► in the ass and it's very important.

00:02:14 ◼   ► And I think it means it's like really good.

00:02:17 ◼   ► All size companies can host with them though.

00:02:21 ◼   ► You can be like, I don't know what ISO 27000 is,

00:02:23 ◼   ► I just want to put a Mac Mini in there

00:02:24 ◼   ► and have my builds go to it.

00:02:27 ◼   ► You can do that, they're set up to scale

00:02:29 ◼   ► from like a single iOS developer who just wants

00:02:32 ◼   ► like one Mac Mini co-located to a company

00:02:35 ◼   ► that really needs like a full cloud infrastructure.

00:02:39 ◼   ► All of their clouds start with a 30-day free trial.

00:02:42 ◼   ► I love this.

00:02:43 ◼   ► I think this is probably why they're a successful company.

00:02:46 ◼   ► 30-day free trial, fully production ready.

00:02:48 ◼   ► It's not like you get a play server for the free trial

00:02:51 ◼   ► and then you have a real server.

00:02:52 ◼   ► You get a 30-day free trial on a production server

00:02:55 ◼   ► and then when you're like, okay, this is good,

00:02:57 ◼   ► you flip the switch, you start paying,

00:02:58 ◼   ► and it's already there.

00:03:01 ◼   ► Couldn't be easier.

00:03:02 ◼   ► So if you're ready for your own Mac private cloud, visit.

00:03:06 ◼   ► maxstadium.com/df for Daring Fireball.

00:03:11 ◼   ► Second sponsor, another great company, Instabug.

00:03:18 ◼   ► Instabug provides comprehensive bug reporting.

00:03:20 ◼   ► I wonder why they're advertising at WWDC, I don't know.

00:03:23 ◼   ► Comprehensive bug reporting and in-app feedback

00:03:27 ◼   ► in an SDK from mobile apps.

00:03:30 ◼   ► Tens of thousands of companies like Lyft, eBay, T-Mobile,

00:03:35 ◼   ► and more rely on Instabug.

00:03:37 ◼   ► With one line of code, you can integrate their SDK

00:03:40 ◼   ► in your app right now.

00:03:42 ◼   ► And then once you do, what happens is your beta testers,

00:03:45 ◼   ► when they're using a beta version of your app with Instabug,

00:03:47 ◼   ► if they wanna report a bug, they just shake the phone

00:03:50 ◼   ► and they get this great interface

00:03:52 ◼   ► where it takes a screenshot, it gives them,

00:03:54 ◼   ► it gives you, the developer,

00:03:57 ◼   ► all of the information, the analytics,

00:03:58 ◼   ► it gives you steps to reproduce,

00:04:00 ◼   ► like how they got to where they are

00:04:02 ◼   ► and they're taking the bug.

00:04:03 ◼   ► Then these bug reports,

00:04:05 ◼   ► that's part of what Instabug offers.

00:04:07 ◼   ► The other part is a great developer dashboard,

00:04:10 ◼   ► where these reports come in and you

00:04:12 ◼   ► can see all the statistics and everything you want.

00:04:14 ◼   ► They have a great trial system, which I went through.

00:04:17 ◼   ► I mean, I don't have an app anymore,

00:04:18 ◼   ► but I went through just to see how it worked and it's fantastic.

00:04:22 ◼   ► The developer dashboard thing,

00:04:24 ◼   ► you just get these notifications.

00:04:25 ◼   ► It couldn't be easier. Your whole team can share it.

00:04:28 ◼   ► They have integrations with

00:04:31 ◼   ► All these great companies like Slack, Jira, GitHub.

00:04:36 ◼   ► So you can try it for free.

00:04:39 ◼   ► It's one line of code.

00:04:40 ◼   ► Here's the URL, try.instabug.com.

00:04:45 ◼   ► So instead of www, it's try.

00:04:47 ◼   ► Try.instabug.com/df, and then you'll know it came from the show.

00:04:53 ◼   ► Last but not least, they're offering

00:04:55 ◼   ► $150 in credit to anybody who uses the code DF18.

00:05:00 ◼   ► DF18 and you'll get 50 bucks preloaded on

00:05:03 ◼   ► your account after your free trial is over.

00:05:06 ◼   ► Last but not least,

00:05:08 ◼   ► is a fourth time sponsor of this show.

00:05:12 ◼   ► It's a little company up in Redmond called Microsoft.

00:05:22 ◼   ► So any developer, this is what they believe.

00:05:25 ◼   ► Microsoft believes any developer should be able to build,

00:05:27 ◼   ► deploy, and scale without worrying about managing

00:05:31 ◼   ► your services or the underlying infrastructure

00:05:33 ◼   ► of your Cloud and stuff like that.

00:05:37 ◼   ► Whether you're writing Objective-C or Swift,

00:05:42 ◼   ► they've got what you need.

00:05:44 ◼   ► They've got the SDKs they hook up.

00:05:47 ◼   ► Lots of applause from Microsoft.

00:05:50 ◼   ► I think you guys know this.

00:05:51 ◼   ► But like the old days where Microsoft had

00:05:53 ◼   ► their own developer ecosystem and everything was Microsoft land.

00:05:58 ◼   ► I mean, they still have Windows,

00:06:00 ◼   ► they still have all of that.

00:06:00 ◼   ► But they've really gone and embraced just about,

00:06:04 ◼   ► if you develop anything,

00:06:05 ◼   ► if you write code, Microsoft wants to be your friend.

00:06:08 ◼   ► I mean, I don't know if you guys heard,

00:06:09 ◼   ► they bought speaking of GitHub,

00:06:10 ◼   ► what we just mentioned, they just bought GitHub,

00:06:12 ◼   ► which is probably, I mean, how many people here use GitHub?

00:06:16 ◼   ► But they really, they have your back.

00:06:19 ◼   ► They know iOS developers,

00:06:21 ◼   ► They know Mac developers and they really have all the things you can do.

00:06:24 ◼   ► Here's some of the cool things you can do in the Microsoft Cloud.

00:06:27 ◼   ► You can get your server,

00:06:29 ◼   ► you can build your app in the Cloud,

00:06:31 ◼   ► you can test on real devices

00:06:33 ◼   ► that they have hooked up in their infrastructure,

00:06:35 ◼   ► distribute your betas, monitor your apps

00:06:37 ◼   ► with crash reports and analytics.

00:06:40 ◼   ► For game developers, they have

00:06:44 ◼   ► a complete backend platform for iOS games with analytics,

00:06:48 ◼   ► player management, LiveOps, there's another one.

00:06:53 ◼   ► I don't know what LiveOps are,

00:06:54 ◼   ► but I guess if you're a game developer, that means something.

00:06:57 ◼   ► Here's where you go to find out more.

00:06:58 ◼   ► Really, this is great stuff.

00:07:00 ◼   ► If you're an iOS developer,

00:07:01 ◼   ► you really ought to check out what they have to offer.

00:07:02 ◼   ► Here's their website, aka.ms.

00:07:07 ◼   ► I guess they got the dot ms for the Microsoft. That's pretty cool.

00:07:11 ◼   ► aka.ms/iosandazure.

00:07:19 ◼   ► Azure is the Cloud infrastructure.

00:07:23 ◼   ► So my thanks to Microsoft,

00:07:24 ◼   ► my thanks to Instabug,

00:07:25 ◼   ► my thanks to Mac Stadium.

00:07:27 ◼   ► Last but not least, hopefully,

00:07:28 ◼   ► you guys partook or are partaking in the open bar.

00:07:34 ◼   ► That open bar was provided by Setapp,

00:07:40 ◼   ► Setapp gives users access

00:07:42 ◼   ► (audience applauds)

00:07:46 ◼   ► to a curated selection of high quality Mac apps

00:07:50 ◼   ► from trusted developers, and it's just $9.99 per month.

00:07:55 ◼   ► So go check out Setapp.

00:07:56 ◼   ► I think it's at setapp.com.

00:07:57 ◼   ► I didn't write down a URL.

00:07:59 ◼   ► (audience laughs)

00:08:01 ◼   ► You'll find it.

00:08:01 ◼   ► Google it.

00:08:01 ◼   ► Just search the web for Setapp and you'll find it.

00:08:04 ◼   ► (audience laughs)

00:08:07 ◼   ► So my thanks to all of them.

00:08:08 ◼   ► My thanks for you to being here.

00:08:10 ◼   ► I think it's going to be a very interesting show.

00:08:12 ◼   ► So without any further ado,

00:08:13 ◼   ► I'd like to introduce my guests for the evening.

00:08:17 ◼   ► First is Mike Rockwell, who is the VP of AR

00:08:24 ◼   ► and VR engineering at Apple, and Greg Joswiak.

00:08:29 ◼   ► (audience applauding)

00:08:38 ◼   ► - I'm sitting here.

00:08:40 ◼   ► (audience applauding)

00:08:43 ◼   ► - I told us to run out here.

00:08:44 ◼   ► - Yeah, it was the Craig Federighi School of Entrances.

00:08:47 ◼   ► - We've known each other for a while.

00:08:49 ◼   ► We've just met.

00:08:51 ◼   ► I don't think I've ever called you Greg before.

00:08:53 ◼   ► - No, only my wife calls me Greg.

00:08:55 ◼   ► (audience laughing)

00:08:56 ◼   ► - Everybody else.

00:08:57 ◼   ► (audience laughing)

00:09:00 ◼   ► But you are, of the three of us,

00:09:03 ◼   ► probably the lesser known entity up here.

00:09:06 ◼   ► So I would really like to start with--

00:09:07 ◼   ► - But the smartest guy.

00:09:08 ◼   ► - Well, definitely not over on this end.

00:09:11 ◼   ► A little bit of your background

00:09:13 ◼   ► and how you got to where you are.

00:09:16 ◼   ► So before Apple, you were the executive VP

00:09:19 ◼   ► of research and development at Dolby.

00:09:21 ◼   ► - Yeah.

00:09:22 ◼   ► - And then prior to that, you were the CTO at Avid.

00:09:27 ◼   ► - Yeah, that's correct.

00:09:28 ◼   ► (audience applauding)

00:09:31 ◼   ► Somebody remembers.

00:09:32 ◼   ► - But it's like a sort of a mix between

00:09:37 ◼   ► - A lot of audio in your background.

00:09:39 ◼   ► - Yeah, audio and video and 3D.

00:09:41 ◼   ► So at Avid we did all three.

00:09:43 ◼   ► But I started in audio way back when.

00:09:46 ◼   ► So I'm actually an Apple nerd from very old days.

00:09:51 ◼   ► So first computer was an Apple II

00:09:54 ◼   ► and then had an original Mac.

00:09:56 ◼   ► And the first, the reason I got into software

00:09:59 ◼   ► in the first place was I was studying physics and music.

00:10:04 ◼   ► So I was a musician and I was incredibly frustrated

00:10:07 ◼   ► by the applications that were out there.

00:10:10 ◼   ► So I started to pivot into engineering

00:10:14 ◼   ► and write software for doing audio.

00:10:16 ◼   ► And I went to a company called Digidesign,

00:10:18 ◼   ► which builds a product called Pro Tools.

00:10:20 ◼   ► And while I was there, I did one of the very first

00:10:24 ◼   ► host-based audio mixing and editing systems.

00:10:28 ◼   ► So we wrote it, the mixing in PowerPC assembly language,

00:10:31 ◼   ► this was a long time ago.

00:10:33 ◼   ► and it was a lot of fun.

00:10:36 ◼   ► But yeah, it's been an interesting path to get here.

00:10:41 ◼   ► >> So there were a bunch of

00:10:43 ◼   ► AR related announcements at the keynote yesterday.

00:10:48 ◼   ► All of them very interesting.

00:10:50 ◼   ► I thought it was cool in a nerdy way.

00:10:53 ◼   ► You know you're at a developer conference when one of

00:10:55 ◼   ► the major tent pole features is a new file format.

00:11:01 ◼   ► >> With a very sexy name.

00:11:03 ◼   ► >> Right?

00:11:03 ◼   ► >> Yeah. Our crack marketing helped us with that.

00:11:06 ◼   ► >> WWDC is a little different than other keynotes.

00:11:10 ◼   ► >> Yeah.

00:11:10 ◼   ► >> Because come September,

00:11:12 ◼   ► there might be an event in September.

00:11:14 ◼   ► You might know, I don't know. Who knows?

00:11:16 ◼   ► Sometimes in September, there's events.

00:11:19 ◼   ► >> I don't keep track of that stuff.

00:11:23 ◼   ► >> Every once in a while,

00:11:27 ◼   ► there'll be a geeky section where it goes

00:11:29 ◼   ► into how the pixels are working on the new sensor,

00:11:32 ◼   ► on the camera, whatever.

00:11:33 ◼   ► But it's still fundamentally about something

00:11:35 ◼   ► that everybody cares about,

00:11:37 ◼   ► which is having a good camera in your phone.

00:11:39 ◼   ► >> Sure.

00:11:39 ◼   ► >> A file format, you're at a developer conference.

00:11:41 ◼   ► >> Yeah.

00:11:41 ◼   ► >> But this seems like it's a really big deal.

00:11:43 ◼   ► >> It is a big deal. Yeah. So AR has been bouncing

00:11:46 ◼   ► around universities for over a decade,

00:11:50 ◼   ► and we brought out ARKit.

00:11:53 ◼   ► We made it available to

00:11:55 ◼   ► an incredibly large audience of

00:11:56 ◼   ► developers and a large audience of consumers.

00:11:59 ◼   ► But one of the things that has been a challenge is that in the 3D world,

00:12:04 ◼   ► there are a ton of different file formats and compatibility is not great.

00:12:08 ◼   ► And there really wasn't a format that was optimized for delivering AR experiences.

00:12:14 ◼   ► So we wanted to create something that was really powerful,

00:12:19 ◼   ► that was very efficient,

00:12:21 ◼   ► that was easy to use,

00:12:22 ◼   ► and then would get broad support.

00:12:23 ◼   ► So we're trying to start something which would be like the PDF of AR,

00:12:27 ◼   ► which is really what we think USDZ can become.

00:12:30 ◼   ► - Am I right?

00:12:32 ◼   ► Somebody told me, and I could have been misinformation,

00:12:34 ◼   ► people lie to me all the time,

00:12:35 ◼   ► that the Z in USDZ is for zip.

00:12:38 ◼   ► It's like USD is universal--

00:12:41 ◼   ► - Scene description, yes.

00:12:42 ◼   ► - The Z is for zipping it up for--

00:12:44 ◼   ► - Yeah, basically what it is is inside of a USDZ file,

00:12:48 ◼   ► there's mesh data and information,

00:12:51 ◼   ► and then there are a bunch of textures

00:12:54 ◼   ► that are in there for the meshes.

00:12:57 ◼   ► And we have textures that allow you to do

00:12:59 ◼   ► physically based rendering.

00:13:00 ◼   ► So it gives you the ability to do very realistic

00:13:04 ◼   ► looking 3D objects as well as animation.

00:13:07 ◼   ► So for those of you who've seen the demos,

00:13:09 ◼   ► you've seen that they look fantastic.

00:13:11 ◼   ► Like the koi fish you saw, you know,

00:13:13 ◼   ► is just this spectacular animation

00:13:15 ◼   ► with really realistic looking objects.

00:13:18 ◼   ► And so we wanted to have something that had that power,

00:13:21 ◼   ► but was also gonna be incredibly simple.

00:13:24 ◼   ► I thought that Adobe and Pixar made for an interesting,

00:13:29 ◼   ► so it's Apple, Adobe, and Pixar

00:13:32 ◼   ► who sort of got together to do this.

00:13:34 ◼   ► So it's not like a giant sprawling consortium of 40--

00:13:37 ◼   ► - Well, but USDZ, a USD is an open file format.

00:13:40 ◼   ► So Pixar originated it, but it is an open file format.

00:13:44 ◼   ► So you can go and you can get the source,

00:13:46 ◼   ► and the spec is completely open.

00:13:48 ◼   ► This is not something that's closed,

00:13:49 ◼   ► and USDZ is the same thing.

00:13:51 ◼   ► So we worked closely with Pixar,

00:13:54 ◼   ► and then Adobe also came working with us earlier on.

00:13:57 ◼   ► But we've also connected with all of the other

00:14:00 ◼   ► large vendors for 3D tools,

00:14:02 ◼   ► and because it's gonna be by far

00:14:05 ◼   ► the most broadly sort of supported format,

00:14:08 ◼   ► what they're telling us is they're gonna provide

00:14:11 ◼   ► native support for it in their tools.

00:14:15 ◼   ► - So what other, what else is in a USD file?

00:14:19 ◼   ► - Well, so as I said, it's really the animation,

00:14:24 ◼   ► meshes, the textures for those meshes,

00:14:27 ◼   ► and then the textures can include things

00:14:31 ◼   ► like all of the textures you would need

00:14:34 ◼   ► for doing physically based rendering.

00:14:35 ◼   ► So that might include like ambient occlusion,

00:14:39 ◼   ► where you've got areas where the object is occluding itself,

00:14:44 ◼   ► or being able to have effectively the bump map

00:14:48 ◼   ► or the normal map so that you're able to render

00:14:51 ◼   ► without requiring incredibly complex geometry,

00:14:54 ◼   ► you're able to create the illusion of

00:14:56 ◼   ► incredibly complex geometry and stuff

00:14:57 ◼   ► that looks very accurate to the scene.

00:15:00 ◼   ► Then we take that and in the Quick Look Viewer,

00:15:03 ◼   ► we render it with very high fidelity and we use

00:15:08 ◼   ► this new capability of AirKit 2 called Environment Texturing,

00:15:13 ◼   ► where it looks at what the camera is seeing and it's

00:15:16 ◼   ► building a texture reflection map in real time,

00:15:19 ◼   ► and then it uses that to reflect on the object

00:15:22 ◼   ► that you put in the scene.

00:15:24 ◼   ► - Right, 'cause there was the,

00:15:25 ◼   ► I think it was in the State of the Union,

00:15:28 ◼   ► where the demo showed a silver--

00:15:30 ◼   ► - A silver globe.

00:15:31 ◼   ► - Right. - Yeah.

00:15:32 ◼   ► - And the camera is pointing down on it.

00:15:36 ◼   ► - Yeah.

00:15:37 ◼   ► - But the lighting is from above, so it's out of frame.

00:15:40 ◼   ► - Yes, there's two parts to environment texturing.

00:15:42 ◼   ► One is that it takes what it sees and creates the texture,

00:15:46 ◼   ► but of course, that would leave something

00:15:47 ◼   ► that has lots of holes in it.

00:15:48 ◼   ► - Right.

00:15:49 ◼   ► it has to fill it in with something.

00:15:51 ◼   ► Otherwise, it would look really odd as the reflection.

00:15:53 ◼   ► And so what we did is we actually went out

00:15:56 ◼   ► and captured something like 10,000 different spaces.

00:16:01 ◼   ► We trained a neural network to look at what is in a scene

00:16:05 ◼   ► and then hallucinate the rest of the,

00:16:09 ◼   ► of the, yeah, the rest of the reflection map

00:16:14 ◼   ► so that it's plausible.

00:16:17 ◼   ► So it's not perfect, but what happens is

00:16:18 ◼   ► that the reflections are generally a little more diffused.

00:16:21 ◼   ► It's not a perfect image.

00:16:22 ◼   ► So for most folks,

00:16:24 ◼   ► it just looks natural and it looks real.

00:16:26 ◼   ► >> It was uncanny once it's explained in the demo,

00:16:29 ◼   ► and it's like, "Oh my God, that stuff is all out of frame."

00:16:30 ◼   ► There's something reflected there.

00:16:33 ◼   ► >> It just makes a huge difference.

00:16:35 ◼   ► We've been doing everything possible to make it

00:16:38 ◼   ► incredibly easy for folks to make AR content that looks great.

00:16:42 ◼   ► >> Well, that render quality on ARKit too is amazing.

00:16:45 ◼   ► I mean, one of our big challenges with

00:16:47 ◼   ► the demo we did with Lego was to make sure we had a good enough establishing shot from

00:16:52 ◼   ► the camera of what the physical model was because once the augmented reality pieces

00:16:58 ◼   ► came in, the digital pieces came in, it was impossible on screen to tell what was different.

00:17:03 ◼   ► Which was real and which was augmented is impossible.

00:17:06 ◼   ► So we had to really establish that.

00:17:07 ◼   ► I literally, I was like right in the middle of the keynote, center stage, sort of back.

00:17:14 ◼   ► my question was that and I'm like standing up to see is there a real Lego house on that

00:17:18 ◼   ► table and I was like yeah and I was like oh because I couldn't see it from back here and

00:17:22 ◼   ► then I went to the hands-on area and I got to play with it and I still couldn't see.

00:17:28 ◼   ► That's amazing.

00:17:29 ◼   ► Right.

00:17:30 ◼   ► Yeah, it's really fun.

00:17:31 ◼   ► It's amazing considering that we just started shipping this this past fall and it's our

00:17:33 ◼   ► third major release and it's gotten so good.

00:17:37 ◼   ► The Lego demo, I don't know if everybody, you know, how many people here are in the

00:17:40 ◼   ► conference and got to play with it, but it's technically amazing.

00:17:44 ◼   ► It's not really a game that you would want to play.

00:17:48 ◼   ► It is a demo.

00:17:49 ◼   ► I could see how you could turn it into a game, but it's sort of like...

00:17:53 ◼   ► Well, when we engaged with the LEGO team and brought them in and showed them ARKit 2, and

00:17:59 ◼   ► they got very excited about what the possibility was, they had this idea for this play experience

00:18:07 ◼   ► so that you could go in and you could have a couple of kids,

00:18:09 ◼   ► and they could play together and it would start from

00:18:12 ◼   ► building a physical Lego model,

00:18:16 ◼   ► but they wanted to be able to recognize that model.

00:18:19 ◼   ► So that is one of the other things that we did in ARKit 2 was added

00:18:22 ◼   ► the ability to detect objects that you've trained on before.

00:18:27 ◼   ► So they built one path through it for the demo of the show,

00:18:31 ◼   ► but what they're going to do fully when they release it is,

00:18:34 ◼   ► it won't be just one path,

00:18:36 ◼   ► it'll have lots of different experiences,

00:18:39 ◼   ► and your friend could bring over their model,

00:18:41 ◼   ► and those could be combined in a scene,

00:18:42 ◼   ► and yeah, it's just gonna be tons of fun.

00:18:45 ◼   ► - The other thing I found when I was doing it myself,

00:18:48 ◼   ► with the Lego one in particular,

00:18:49 ◼   ► so I'm holding an iPad, and I'm like,

00:18:51 ◼   ► oh yeah, this is cool, and then it would be like,

00:18:54 ◼   ► I've gotta move the fire truck to put the fire out.

00:18:57 ◼   ► And I would wanna get into detail,

00:18:59 ◼   ► and I'd pinch the screen, and nothing would happen,

00:19:02 ◼   ► and I'd be like, oh, yeah, exactly.

00:19:05 ◼   ► (audience laughing)

00:19:07 ◼   ► And-- - You're done.

00:19:08 ◼   ► - Yeah, move with your feet, exactly.

00:19:10 ◼   ► - The Apple fellow who was there

00:19:12 ◼   ► to guide me through the demo said, "Everybody does that."

00:19:15 ◼   ► (audience laughing)

00:19:17 ◼   ► - Old habits.

00:19:18 ◼   ► - He was like, "You get used to it."

00:19:19 ◼   ► - You do, actually, and it becomes quite natural to do that,

00:19:24 ◼   ► and for certain kinds of things,

00:19:25 ◼   ► it's actually much more natural.

00:19:27 ◼   ► When you think about manipulating 3D,

00:19:29 ◼   ► having a sense of space, and particularly things

00:19:32 ◼   ► that are at a real-world scale,

00:19:34 ◼   ► it's really valuable to be able to move there

00:19:37 ◼   ► because you get much more a sense

00:19:39 ◼   ► of what the object is like in the real world.

00:19:41 ◼   ► - So my next question is about AR persistence.

00:19:46 ◼   ► - Yes.

00:19:47 ◼   ► - Explain this to me.

00:19:50 ◼   ► (audience laughing)

00:19:53 ◼   ► - It's when AR's trying really, really hard.

00:19:55 ◼   ► No, it's...

00:19:56 ◼   ► (audience laughing)

00:19:59 ◼   ► (audience applauding)

00:20:03 ◼   ► >> Thank you. So we had to make up names for this stuff.

00:20:08 ◼   ► So that's what we came up with,

00:20:09 ◼   ► our marketing folks helped us with that.

00:20:13 ◼   ► So the basic idea is that you want to be able to have

00:20:19 ◼   ► an AR experience and come back to it later and have it be

00:20:23 ◼   ► the same place and share it with

00:20:25 ◼   ► other people and maybe have multi-user experiences.

00:20:28 ◼   ► So we use a technique where we map

00:20:32 ◼   ► the environment and we create essentially a set of points

00:20:36 ◼   ► that allow us to understand that environment

00:20:39 ◼   ► and you're able to save it.

00:20:41 ◼   ► And then you can use that map in a number of different ways.

00:20:45 ◼   ► One would be to reload it on the same device

00:20:48 ◼   ► so you could come back.

00:20:48 ◼   ► So let's say that you had created an AR pin board

00:20:52 ◼   ► in your home or you had a game that you were playing

00:20:56 ◼   ► and you wanted to come back to it.

00:20:59 ◼   ► But you can also share it with other people.

00:21:01 ◼   ► And those can be asynchronous,

00:21:04 ◼   ► so they could come see it later.

00:21:05 ◼   ► You could leave a gift for somebody that's an AR gift

00:21:07 ◼   ► and they could find it, you know, say on the kitchen table.

00:21:10 ◼   ► Or they can be simultaneous where you share it in real time.

00:21:14 ◼   ► You don't have to go up to the cloud to do that.

00:21:16 ◼   ► You can share it peer to peer,

00:21:18 ◼   ► and that allows for multiple people

00:21:20 ◼   ► to see the same coordinate system.

00:21:23 ◼   ► - But it's, in terms of sharing,

00:21:27 ◼   ► it is something that you do like I can share with you,

00:21:30 ◼   ► but it wouldn't be something that I would leave here

00:21:33 ◼   ► and everybody who has the app.

00:21:34 ◼   ► - Well, you could, so you could in fact do that.

00:21:37 ◼   ► So somebody who had an installation

00:21:38 ◼   ► or they had something where they wanted

00:21:40 ◼   ► to create an experience in an app

00:21:42 ◼   ► where when you went there,

00:21:44 ◼   ► it would localize to that particular position

00:21:47 ◼   ► and give everybody the same experience.

00:21:49 ◼   ► Could be in a museum, could be,

00:21:51 ◼   ► so you could create installed experiences.

00:21:53 ◼   ► Could be in retail, could be in a museum,

00:21:55 ◼   ► could be in other applications.

00:21:57 ◼   ► So the idea is that it allows you to do,

00:22:02 ◼   ► make AR experiences that transcend one session.

00:22:06 ◼   ► - See now this is great,

00:22:07 ◼   ► 'cause I've got a million dollar app idea.

00:22:10 ◼   ► All right, tell me if this is possible.

00:22:14 ◼   ► Oh, you're gonna tell all these folks

00:22:15 ◼   ► a million dollar app idea? - I'm gonna tell 'em.

00:22:17 ◼   ► - Okay.

00:22:18 ◼   ► Get your guns ready.

00:22:20 ◼   ► - Just keep it secret.

00:22:21 ◼   ► - When the App Store first came out,

00:22:26 ◼   ► there were a lot of fart apps that came out.

00:22:28 ◼   ► (audience laughing)

00:22:29 ◼   ► Now we're in the AR world.

00:22:31 ◼   ► So when you sit on this chair, you wanna,

00:22:33 ◼   ► oh, my app is called Leave a Turd.

00:22:35 ◼   ► Leave a Turd.

00:22:36 ◼   ► (audience laughing)

00:22:38 ◼   ► Free download.

00:22:40 ◼   ► You can go to a coffee shop and you can leave it,

00:22:43 ◼   ► and there'll be one--

00:22:44 ◼   ► - Pay for the different shapes of it.

00:22:45 ◼   ► - There you go.

00:22:46 ◼   ► See, you're thinking like me.

00:22:47 ◼   ► (audience laughing)

00:22:49 ◼   ► There's in-game purchase.

00:22:51 ◼   ► There's one default turd that everybody gets for free,

00:22:54 ◼   ► and everybody can see all of the turds.

00:22:57 ◼   ► But you can get, I can buy--

00:22:59 ◼   ► - Technology at its finest.

00:23:00 ◼   ► - I could buy like a Yankees turd,

00:23:02 ◼   ► or a Red Sox turd would be even better.

00:23:04 ◼   ► And I could leave a Red Sox turd.

00:23:06 ◼   ► - Bill and everybody in the App Store, thank you, right?

00:23:08 ◼   ► - Right. - Right now.

00:23:09 ◼   ► - I tell you, we get the MLB guys involved in this,

00:23:13 ◼   ► I'm telling you, it's a lot of money.

00:23:15 ◼   ► (laughing)

00:23:16 ◼   ► But you could, in theory, build something like that, like--

00:23:18 ◼   ► - Yeah, you could.

00:23:19 ◼   ► - Or like a store.

00:23:22 ◼   ► if you wanted to.

00:23:23 ◼   ► - Emphasis on you could.

00:23:27 ◼   ► Do you do freelancing work?

00:23:28 ◼   ► Are you busy?

00:23:32 ◼   ► - Not at all.

00:23:33 ◼   ► - All right.

00:23:34 ◼   ► But there's a privacy implication to this too though,

00:23:40 ◼   ► but if you wanted to, you can make an app,

00:23:42 ◼   ► like you said, like a family pinboard

00:23:44 ◼   ► or something like that, and it would be invitation only,

00:23:47 ◼   ► like I'm only gonna invite my--

00:23:48 ◼   ► - Yeah, I mean, so the interesting thing about these maps

00:23:51 ◼   ► is that they don't contain any RGB data.

00:23:55 ◼   ► So they're actually far less revealing than

00:23:57 ◼   ► a photo would be of that particular environment.

00:24:00 ◼   ► So we do just as apps have to have access to the camera for ARKit,

00:24:06 ◼   ► you would need to do them for the maps,

00:24:08 ◼   ► but you couldn't reconstruct an image.

00:24:11 ◼   ► You could get a little bit of the geometry of the scene,

00:24:13 ◼   ► but they're fairly sparse.

00:24:14 ◼   ► So there's not a lot of risk of privacy around that.

00:24:19 ◼   ► But even with that, it's not something we're really worried about.

00:24:26 ◼   ► >> All right. So I joke about FartApps.

00:24:29 ◼   ► But there was an argument,

00:24:31 ◼   ► and we've talked about this briefly yesterday,

00:24:33 ◼   ► but there was an argument when the App Store first came

00:24:35 ◼   ► out of people who were dismissive of what it's just so small,

00:24:39 ◼   ► and previous phones there were apps for other phone platforms.

00:24:44 ◼   ► In hindsight, nobody even really remembers.

00:24:49 ◼   ► And the App Store opens and developers had a couple of months

00:24:53 ◼   ► and they didn't know what the phone was good for

00:24:56 ◼   ► and they built some silly apps.

00:24:58 ◼   ► But there was, I think people in this room, not just us,

00:25:01 ◼   ► but I think everybody here was excited

00:25:03 ◼   ► and knew that this was gonna be a serious thing.

00:25:06 ◼   ► But I think with AR, I see some of that reaction

00:25:09 ◼   ► from the skeptical crowd, which is, what is this, for games?

00:25:13 ◼   ► - Right. - And it is for games.

00:25:15 ◼   ► And games, big business. - Big business.

00:25:18 ◼   ► - Yeah, it drives me nuts a little bit

00:25:20 ◼   ► because it shows a lack of vision, right?

00:25:22 ◼   ► 'Cause to your point, we got this in 2008,

00:25:24 ◼   ► we got this even in 2009.

00:25:26 ◼   ► It's like, what are these apps?

00:25:27 ◼   ► What a waste of time.

00:25:29 ◼   ► And we knew we had something big.

00:25:31 ◼   ► And this is the same thing with AR.

00:25:32 ◼   ► This is a big deal.

00:25:34 ◼   ► This is really a big deal.

00:25:35 ◼   ► And we're already seeing some really cool stuff.

00:25:36 ◼   ► We're working with some developers.

00:25:38 ◼   ► We know some really cool stuff.

00:25:39 ◼   ► We can give you some examples of some cool things

00:25:41 ◼   ► that we can talk about.

00:25:42 ◼   ► Certainly there's ones we can't.

00:25:44 ◼   ► But you just need a teeny bit of vision here

00:25:46 ◼   ► to see this is a big deal.

00:25:48 ◼   ► - Yeah, we have to remember that ARKit

00:25:50 ◼   ► has been out for nine months, right?

00:25:53 ◼   ► So, you know, it's always interesting to me

00:25:56 ◼   ► to see folks saying, "Oh, it hasn't taken off yet.

00:25:59 ◼   ► It's been three months."

00:26:00 ◼   ► And as the folks in this room know,

00:26:02 ◼   ► it takes a little more time than that to make great apps.

00:26:06 ◼   ► And there've already been some fantastic apps made on ARKit.

00:26:10 ◼   ► So, you know, we had an event in March around education,

00:26:14 ◼   ► and there was one really fantastic app

00:26:17 ◼   ► where they built a virtual frog dissection

00:26:22 ◼   ► so that we weren't killing all those poor frogs

00:26:24 ◼   ► when we were in junior high anymore.

00:26:25 ◼   ► And in fact, it really worked.

00:26:27 ◼   ► It was fantastic.

00:26:29 ◼   ► And kids loved it, and it revealed so much more

00:26:33 ◼   ► than you would get actually in the direct dissection.

00:26:36 ◼   ► - Now you can bring a shared experience to that, right?

00:26:37 ◼   ► So the whole class.

00:26:38 ◼   ► - Now we can all dissect frogs together.

00:26:40 ◼   ► (audience laughing)

00:26:42 ◼   ► - How cool is that?

00:26:42 ◼   ► - But you think about that actually

00:26:44 ◼   ► with a shared experience with a teacher

00:26:45 ◼   ► who can now prepare a lesson and it can be shared.

00:26:49 ◼   ► And the teacher can be teaching you about biology

00:26:53 ◼   ► or mathematics or history and it's something

00:26:57 ◼   ► that everybody can have their perspective on

00:26:59 ◼   ► and it can be something that's a group experience.

00:27:01 ◼   ► And so you look at that, you look at in retail.

00:27:06 ◼   ► That was one of the early applications

00:27:07 ◼   ► that folks have been doing work,

00:27:08 ◼   ► whether it's what Amazon is doing or what Ikea is doing.

00:27:12 ◼   ► There's a whole range of folks

00:27:14 ◼   ► where they don't have, let's say, the real estate

00:27:17 ◼   ► to put all, to have all the inventory that they would want.

00:27:22 ◼   ► And now they're able to show that to folks.

00:27:25 ◼   ► And so you put it across every one of these,

00:27:28 ◼   ► and we're just seeing the beginning of it,

00:27:30 ◼   ► but it is really going to be quite--

00:27:35 ◼   ► - There was an example where somebody's,

00:27:37 ◼   ► there's a company that you guys are working with

00:27:39 ◼   ► that's using it in like an industrial setting where--

00:27:42 ◼   ► - Oh yeah, absolutely.

00:27:43 ◼   ► So with the same object detection that Lego's using

00:27:48 ◼   ► to recognize the little town there,

00:27:50 ◼   ► there's a big industrial company

00:27:53 ◼   ► that is building maintenance applications for large machines.

00:27:57 ◼   ► So you can recognize the machine,

00:27:59 ◼   ► you can be telling the maintenance personnel

00:28:03 ◼   ► where the thing is that needs to be replaced,

00:28:05 ◼   ► taking them through a procedure to do that.

00:28:07 ◼   ► And one of the things--

00:28:09 ◼   ► - Having X-ray vision in there.

00:28:10 ◼   ► - Yeah, X-ray vision into what's there.

00:28:13 ◼   ► - You can see things.

00:28:13 ◼   ► - You can actually see, oh, okay,

00:28:15 ◼   ► in order to do this particular maintenance operation,

00:28:17 ◼   ► I need to remove this and replace this

00:28:19 ◼   ► and take them literally through it step by step,

00:28:22 ◼   ► something that might be in 10,000 pages

00:28:25 ◼   ► of a printed manual and you're on a flat page,

00:28:27 ◼   ► you can't tell where everything is.

00:28:30 ◼   ► - Right, like right there on screen,

00:28:31 ◼   ► it could pop up and say, I've identified this part.

00:28:33 ◼   ► It's part number DL44.

00:28:37 ◼   ► - Exactly, and the number of mistakes that are made

00:28:40 ◼   ► when people have to do this and go back to manuals

00:28:43 ◼   ► is really high, actually NASA found that

00:28:45 ◼   ► in the space station, that an astronaut would go back

00:28:49 ◼   ► four or five times to re-verify

00:28:52 ◼   ► that they have the right operation.

00:28:53 ◼   ► - Fascinating, so is it like a real,

00:28:55 ◼   ► like a cognitive benefit to having--

00:28:57 ◼   ► - Yeah, it really reduces your cognitive load.

00:29:00 ◼   ► - So that leads me to my next topic,

00:29:04 ◼   ► which is, and something that I'm just lost on,

00:29:07 ◼   ► is that clearly there's a very significant intersection

00:29:12 ◼   ► between AR and maybe it's 'cause I'm a visual person.

00:29:16 ◼   ► I get what AR is.

00:29:18 ◼   ► I'm looking at reality and it's augmented.

00:29:21 ◼   ► - Yeah.

00:29:22 ◼   ► - Where that intersects with machine learning.

00:29:24 ◼   ► - Right, right.

00:29:25 ◼   ► So machine learning is really about teaching machines

00:29:30 ◼   ► to classify things, generally today,

00:29:33 ◼   ► is one of the primary things,

00:29:35 ◼   ► and understand from and be able to divide things up

00:29:40 ◼   ► in large data sets.

00:29:42 ◼   ► AR uses machine learning quite a lot.

00:29:45 ◼   ► So ARKit uses machine learning in that,

00:29:49 ◼   ► the environment texturing that we talked about.

00:29:52 ◼   ► It uses it in detecting planes and extending those out.

00:29:56 ◼   ► It uses it in being able to fundamentally understand

00:30:01 ◼   ► the environment in which it's operating.

00:30:05 ◼   ► But machine learning is also a separate thing

00:30:08 ◼   ► that you can use in addition to ARKit.

00:30:11 ◼   ► So with CreateML and CoreML,

00:30:16 ◼   ► we've provided a framework that allows you

00:30:19 ◼   ► to take what's coming from the camera.

00:30:21 ◼   ► So in an ARKit session, the camera's also passed through

00:30:24 ◼   ► to the application.

00:30:25 ◼   ► And you can take those frames

00:30:28 ◼   ► and you can create your own machine-learn classifiers

00:30:31 ◼   ► that might allow you to be specific to your app,

00:30:34 ◼   ► recognize a particular object in a scene

00:30:36 ◼   ► or recognize a particular scenario.

00:30:38 ◼   ► And so they're completely complementary technologies.

00:30:43 ◼   ► AR uses machine learning, ARKit does,

00:30:46 ◼   ► significantly all the way through it.

00:30:49 ◼   ► But it's something you can use to even augment ARKit.

00:30:54 ◼   ► Whoops, I don't have the address.

00:30:55 ◼   ► - All right, here's where I'm gonna try to get--

00:30:57 ◼   ► - What? - Here's where I'm gonna try

00:30:57 ◼   ► to get-- - Tough crowd.

00:30:58 ◼   ► - I'm gonna try to get Jaws in a little trouble here.

00:30:59 ◼   ► - Okay.

00:31:00 ◼   ► - Oh great, thank you.

00:31:01 ◼   ► - All right, I get to watch.

00:31:03 ◼   ► You guys have had a long stated explanation

00:31:06 ◼   ► when people ask about, hey, how come MacBooks

00:31:09 ◼   ► don't have touch screens?

00:31:10 ◼   ► Or how come the iMac doesn't have a touch screen?

00:31:13 ◼   ► Which is that reaching out like this

00:31:16 ◼   ► for a significant amount of time and poking at a screen

00:31:19 ◼   ► is actually ergonomically uncomfortable.

00:31:21 ◼   ► - Correct.

00:31:22 ◼   ► - We think the natural position when you're on a desktop

00:31:24 ◼   ► is with your hands on a flat surface,

00:31:25 ◼   ► and we think that when you're on a touch screen,

00:31:27 ◼   ► it's like this.

00:31:28 ◼   ► - Yep.

00:31:29 ◼   ► - I'm on board with that, I think most people,

00:31:31 ◼   ► probably a lot of people agree.

00:31:33 ◼   ► But if this is bad for a touchscreen Mac,

00:31:36 ◼   ► how is this good for AR?

00:31:38 ◼   ► Like, I thought he was gonna get you in trouble.

00:31:43 ◼   ► - But it's different, right?

00:31:46 ◼   ► I mean, this is not this.

00:31:48 ◼   ► It's using this as my viewer,

00:31:50 ◼   ► which is not very different than holding it in general.

00:31:52 ◼   ► - Well, have you guys investigated any other form factors?

00:31:55 ◼   ► (audience laughing)

00:31:58 ◼   ► - One of the things that's really cool

00:32:01 ◼   ► about what we've done with ARKit,

00:32:03 ◼   ► is hundreds and hundreds of millions of devices

00:32:08 ◼   ► that you have today in the form of iPhones and iPads work with AR.

00:32:13 ◼   ► That's pretty freaking cool.

00:32:15 ◼   ► >> It is very cool.

00:32:17 ◼   ► I can think of some other things though too.

00:32:21 ◼   ► >> You don't have to sell you on what's going to

00:32:23 ◼   ► happen some number of years from now.

00:32:26 ◼   ► >> All right.

00:32:29 ◼   ► All right.

00:32:30 ◼   ► >> Yeah.

00:32:31 ◼   ► >> One last. In a similar vein,

00:32:35 ◼   ► let me go back to my introduction card.

00:32:38 ◼   ► >> It's like you're dealing poker here.

00:32:40 ◼   ► >> I am. Your title is VP of AR/VR,

00:32:48 ◼   ► Engineering at Apple.

00:32:51 ◼   ► >> Explain that one.

00:32:56 ◼   ► >> It's right on the title.

00:32:57 ◼   ► >> Oh man, we got to change that title.

00:33:00 ◼   ► Where's VRKit?

00:33:03 ◼   ► >> The VR, it's AR/VR but the VR is silent.

00:33:08 ◼   ► >> I think I'll go with that answer.

00:33:14 ◼   ► Well, actually just all joking aside,

00:33:20 ◼   ► so we are providing framework support and a lot of

00:33:24 ◼   ► work with other folks who are building VR headsets.

00:33:28 ◼   ► So we've been doing a lot of work in the OS,

00:33:32 ◼   ► our Metal team have been doing a ton of

00:33:35 ◼   ► work to improve the performance of Metal.

00:33:37 ◼   ► We added the eGPU support.

00:33:40 ◼   ► So there's a lot of stuff that we're doing there

00:33:42 ◼   ► that is really to enable

00:33:45 ◼   ► higher performance graphics which can drive.

00:33:49 ◼   ► >> You remember that Star Wars demo?

00:33:50 ◼   ► >> Yeah. So we're doing tons of work in that area.

00:33:54 ◼   ► And it's a lot with partners.

00:33:57 ◼   ► - Yeah, there were a lot of cool demos

00:33:58 ◼   ► at the iMac Pro event.

00:34:02 ◼   ► And here we plug in an extra eGPU

00:34:04 ◼   ► and now look at how the--

00:34:06 ◼   ► - Yeah, if you came to, if you went to State of the Union,

00:34:09 ◼   ► you saw the performance that we're getting

00:34:11 ◼   ► with the eGPUs is really pretty much scaling linearly

00:34:16 ◼   ► for tons of applications.

00:34:17 ◼   ► The work the Metal team did is astounding

00:34:20 ◼   ► at how efficiently we're able to use those eGPUs

00:34:24 ◼   ► and it's actually, it's amazing for doing,

00:34:27 ◼   ► if you're doing content creation for ARs,

00:34:29 ◼   ► you might be using an Autodesk app

00:34:31 ◼   ► or something from the Foundry.

00:34:34 ◼   ► Having the ability to plug in an eGPU

00:34:37 ◼   ► that is extremely powerful to your MacBook Pro

00:34:41 ◼   ► is fantastic because it gives you the portability

00:34:46 ◼   ► and then also the ability to have performance

00:34:49 ◼   ► that's close to an iMac Pro for graphics at least.

00:34:53 ◼   ► - And then the last part about AR/VR,

00:34:55 ◼   ► really near and dear to my heart,

00:34:56 ◼   ► and it's why I'm so excited that Apple

00:34:59 ◼   ► is so fully on board with this,

00:35:03 ◼   ► because I think one of the things Apple

00:35:06 ◼   ► has always been historically unique,

00:35:10 ◼   ► I would just say uniquely in history of computing,

00:35:13 ◼   ► is that when a new interface or new paradigm comes along,

00:35:18 ◼   ► it's Apple that gets it right first, right?

00:35:21 ◼   ► The Mac wasn't the first graphical user interface.

00:35:23 ◼   ► There were other things.

00:35:24 ◼   ► The mouse was invented in 1968,

00:35:27 ◼   ► I mean, and there were other windowing systems,

00:35:28 ◼   ► but the Mac was the first one that was good, right?

00:35:31 ◼   ► And there were touch screens before the iPhone came out.

00:35:34 ◼   ► And they got all sorts of interactions wrong,

00:35:37 ◼   ► and the iPhone got it right.

00:35:38 ◼   ► It's, oh, it's all direct manipulation.

00:35:40 ◼   ► And AR/VR, it's like, I'm telling you this,

00:35:45 ◼   ► but even from my perspective, it's mind-boggling

00:35:48 ◼   ► how many human factors problems there are left to serve.

00:35:51 ◼   ► And the one that made me think about it

00:35:53 ◼   ► was in the March demo that you guys had.

00:35:56 ◼   ► And it was an HTC headset, and it was really interesting.

00:36:01 ◼   ► But there was one app where,

00:36:04 ◼   ► when you're in the VR world and you look down,

00:36:07 ◼   ► you don't have any legs.

00:36:09 ◼   ► And it was, it was weird.

00:36:12 ◼   ► And then there was another demo, and again,

00:36:15 ◼   ► and this is me, and you know this,

00:36:17 ◼   ► 'cause you've seen me at these readings.

00:36:19 ◼   ► I'm not on script.

00:36:21 ◼   ► I was supposed to be playing music in this demo,

00:36:24 ◼   ► and instead I'm looking at my feet.

00:36:26 ◼   ► (audience laughing)

00:36:28 ◼   ► And then there was another demo where you looked down

00:36:31 ◼   ► and there were legs and feet,

00:36:33 ◼   ► and then I would move my feet and they didn't move.

00:36:36 ◼   ► They were just.

00:36:37 ◼   ► (audience laughing)

00:36:38 ◼   ► I was like, this is really,

00:36:41 ◼   ► I don't like it either way.

00:36:43 ◼   ► But there's like a, must be what?

00:36:45 ◼   ► 100,000 little things like that

00:36:47 ◼   ► that you guys must be thinking about.

00:36:48 ◼   ► - Well, the beauty of AR is you don't have that problem.

00:36:50 ◼   ► - Right.

00:36:51 ◼   ► - Your legs still move.

00:36:53 ◼   ► (audience laughing)

00:36:56 ◼   ► - There are a lot of tough technical challenges, for sure,

00:37:03 ◼   ► in that space.

00:37:03 ◼   ► And we've been working really hard

00:37:08 ◼   ► to solve them in a way so that at each step,

00:37:14 ◼   ► we make those really hard things easy

00:37:16 ◼   ► for developers and for users.

00:37:18 ◼   ► And so, you know, you see that with the pace

00:37:23 ◼   ► that we've been on with ARKit 1 and 1.5 and 2.

00:37:27 ◼   ► We're taking those really hard problems

00:37:29 ◼   ► and we're making them easy.

00:37:30 ◼   ► And for us, it's really important.

00:37:33 ◼   ► Like there's a lot of stuff that we have, or in my team,

00:37:37 ◼   ► that we could just like throw out there.

00:37:39 ◼   ► but doing that would confuse developers,

00:37:43 ◼   ► make your lives a lot harder, would confuse users.

00:37:47 ◼   ► And so it's important to take the time to really,

00:37:50 ◼   ► really get them right before you make them.

00:37:52 ◼   ► - Well, and the new Measure app in IS12

00:37:55 ◼   ► is a great example of that.

00:37:56 ◼   ► It's a lot of fun.

00:37:58 ◼   ► - Yeah, there's a,

00:38:00 ◼   ► you talk about machine learning,

00:38:01 ◼   ► there's a lot of machine learning in that Measure app

00:38:04 ◼   ► to really try to make something

00:38:07 ◼   ► that seems like it should be easy,

00:38:09 ◼   ► but from a technical standpoint,

00:38:10 ◼   ► to do it right is actually quite hard.

00:38:12 ◼   ► - All right, moving on.

00:38:14 ◼   ► Let's talk about some of the other stuff

00:38:15 ◼   ► from the keynote yesterday.

00:38:16 ◼   ► I thought one of the most telling things was that

00:38:22 ◼   ► when iOS 12 was introduced and Craig came out,

00:38:27 ◼   ► the whole first segment of his thing

00:38:30 ◼   ► was about doubling down on performance.

00:38:35 ◼   ► the specific models of phones that he talked about

00:38:38 ◼   ► were the oldest ones, the iPhone 5S and iPhone 6,

00:38:42 ◼   ► I think was used as the benchmark.

00:38:44 ◼   ► We've got all these great results on our other devices too,

00:38:46 ◼   ► but we're really focused on this.

00:38:48 ◼   ► And reading between the lines, it's like,

00:38:53 ◼   ► I can't help but think that part of the emphasis on that,

00:38:57 ◼   ► both in putting the engineering behind it,

00:38:59 ◼   ► but also making it a big part of the marketing message,

00:39:02 ◼   ► is to counter this popular notion

00:39:05 ◼   ► that major iOS updates,

00:39:07 ◼   ► when you put them on your older phone,

00:39:10 ◼   ► makes the phone slower deliberately

00:39:12 ◼   ► because Apple wants you to go to the Apple Store

00:39:15 ◼   ► and fix it by buying a new iPhone.

00:39:17 ◼   ► - Which is about the craziest thinking in the world, right?

00:39:19 ◼   ► We're gonna give you a shitty experience

00:39:21 ◼   ► so you go buy our new product.

00:39:22 ◼   ► - Right. (audience laughing)

00:39:24 ◼   ► Right. (audience laughing)

00:39:27 ◼   ► (audience cheering)

00:39:30 ◼   ► >> But to your point,

00:39:34 ◼   ► and there's been so much that people

00:39:36 ◼   ► forgot about how great software updates are.

00:39:41 ◼   ► That was the first part of what Craig was reminding you.

00:39:43 ◼   ► First of all, is that we got a 95 percent

00:39:44 ◼   ► customer satisfaction with the HIO saliva.

00:39:46 ◼   ► It's great. We have delivered through the years

00:39:49 ◼   ► amazing features from the App Store to iMessage to,

00:39:53 ◼   ► you saw the whole list, I wanted to repeat it,

00:39:55 ◼   ► that software updates are super important.

00:39:58 ◼   ► Now what Craig talked about is a few things.

00:40:01 ◼   ► One is making everything faster and more responsive.

00:40:04 ◼   ► And you got to remember, we're supporting devices

00:40:06 ◼   ► that were introduced in 2013.

00:40:09 ◼   ► Devices that are more recently introduced,

00:40:11 ◼   ► iPhone Xs, are a lot faster than those,

00:40:13 ◼   ► just by the nature of how fast our chips have gotten.

00:40:16 ◼   ► We've got the fastest chips in the business.

00:40:17 ◼   ► I mean, our chips this year or last year

00:40:20 ◼   ► are faster than theirs this year.

00:40:21 ◼   ► - What about this year?

00:40:23 ◼   ► (laughing)

00:40:25 ◼   ► - So we wanted to remind you.

00:40:27 ◼   ► (audience laughing)

00:40:30 ◼   ► of how great that is.

00:40:31 ◼   ► And so what we wanted to also do

00:40:33 ◼   ► is pay some special attention to the fact that

00:40:35 ◼   ► some of these older devices under load is really what,

00:40:39 ◼   ► that was a big part of that, right?

00:40:40 ◼   ► It's like they test out of the labs just fine,

00:40:43 ◼   ► but you realize that some people

00:40:45 ◼   ► are heavier users than others, right?

00:40:47 ◼   ► They're using more things in the background.

00:40:49 ◼   ► They got more things loaded on the system.

00:40:51 ◼   ► It's those folks that had experienced

00:40:55 ◼   ► more of the slowdowns, if you will.

00:40:56 ◼   ► Craig was making a point of showing,

00:40:57 ◼   ► "Look, we did a lot of engineering and a lot of testing."

00:41:00 ◼   ► He talked about the stress rack to show that we're going

00:41:02 ◼   ► to double the performance for those people with iOS 12.

00:41:05 ◼   ► iOS 12 supports the same set of devices that iOS 11 did, again,

00:41:08 ◼   ► going all the way back to 2013,

00:41:11 ◼   ► introduced all the way back to the 5S.

00:41:13 ◼   ► It's going to be a really good update for those people.

00:41:16 ◼   ► >> Yeah. Actually, I mean, I'll just add a little bit around ARKit.

00:41:21 ◼   ► It would be much easier for us to have

00:41:25 ◼   ► ARKit only support iPhone 10s and newer,

00:41:29 ◼   ► because they are so much faster.

00:41:32 ◼   ► But we wanted to have a platform that would

00:41:37 ◼   ► have hundreds of millions of devices that could

00:41:39 ◼   ► support AR from the initial release.

00:41:42 ◼   ► So I can tell you that my team,

00:41:45 ◼   ► we have a lot of effort put in to

00:41:47 ◼   ► optimizing for devices that go back multiple years.

00:41:51 ◼   ► I know Craig's team does as well.

00:41:54 ◼   ► I've been in those meetings and there is,

00:41:56 ◼   ► it is so far from the truth that anybody would think that.

00:42:01 ◼   ► - If we only wanted you to buy new hardware,

00:42:03 ◼   ► we'd only have updates to support like 6% of our users.

00:42:06 ◼   ► Not 81.

00:42:07 ◼   ► (audience laughing)

00:42:10 ◼   ► - Well, the other crazy part of that theory

00:42:17 ◼   ► that Apple wants your phone to be slower

00:42:19 ◼   ► so you get a new phone, I agree with you.

00:42:22 ◼   ► Nobody would ever accuse a car maker of that.

00:42:24 ◼   ► If you bought brand X of an automobile

00:42:26 ◼   ► and it has a five year warranty

00:42:28 ◼   ► and five years and six months after you bought it,

00:42:30 ◼   ► it falls apart.

00:42:31 ◼   ► Nobody would go, well I'm gonna go buy another one

00:42:33 ◼   ► from the same company. - Exactly.

00:42:35 ◼   ► - Casey List isn't buying another BMW, you know?

00:42:38 ◼   ► (audience laughing and applauding)

00:42:42 ◼   ► But the flip side of it is,

00:42:47 ◼   ► I know engineers who work at Apple,

00:42:50 ◼   ► I think there's some in the audience right now.

00:42:53 ◼   ► I have never met anybody, and really WWDC attendees

00:42:57 ◼   ► in general, like the whole point of being an Apple developer

00:43:00 ◼   ► and writing for these platforms is that you care.

00:43:02 ◼   ► You care about getting a UI right.

00:43:05 ◼   ► You care about having an app that is smaller to download.

00:43:08 ◼   ► And imagine Jaws going into an engineer's office

00:43:12 ◼   ► and saying, okay, here's your job.

00:43:13 ◼   ► When iOS 12 comes out.

00:43:15 ◼   ► - Yeah, you would survive that.

00:43:16 ◼   ► (laughing)

00:43:18 ◼   ► Yeah, they would run me out of town.

00:43:19 ◼   ► You would not live the rest of that day.

00:43:22 ◼   ► (laughs)

00:43:24 ◼   ► Privacy.

00:43:26 ◼   ► That was another aspect of the whole message.

00:43:29 ◼   ► You guys have been on it though for years.

00:43:30 ◼   ► This isn't like a new--

00:43:31 ◼   ► - Way before it was popular.

00:43:33 ◼   ► (audience laughs)

00:43:34 ◼   ► - It's very true though,

00:43:35 ◼   ► and the message has been very consistent.

00:43:37 ◼   ► (audience applauds)

00:43:40 ◼   ► So there were two parts of it that really stood out to me.

00:43:46 ◼   ► The one was, or the privacy aspect,

00:43:49 ◼   ► The one was the new reciprocal sharing and photos.

00:43:54 ◼   ► So if I share some photos through iCloud photo sharing

00:43:59 ◼   ► to you, it only goes to you, and then you get the option

00:44:04 ◼   ► of also sharing back to me, and it does some--

00:44:07 ◼   ► - It does it through messages.

00:44:08 ◼   ► - Right, but it tries to be smart and guesses,

00:44:11 ◼   ► oh, it looks like these two guys were in

00:44:12 ◼   ► the California theater at the same time.

00:44:14 ◼   ► - All on device, yep.

00:44:15 ◼   ► - Right, all on device. - All on device.

00:44:17 ◼   ► and will suggest to me some of the goofy stuff

00:44:20 ◼   ► we were doing backstage or whatever pictures we had.

00:44:23 ◼   ► (audience laughing)

00:44:26 ◼   ► It goes unsaid that the sharing

00:44:29 ◼   ► with some of your competitors is not all on device.

00:44:33 ◼   ► - Yeah, no, that's a differentiator for us.

00:44:35 ◼   ► I mean, we're big for doing things on device.

00:44:37 ◼   ► We've got chips, as we talked about, that are super fast.

00:44:40 ◼   ► We have software teams that know how to do amazing things

00:44:43 ◼   ► without having to resort to the cloud doing heavy lifting.

00:44:47 ◼   ► We've got devices that are capable of doing

00:44:48 ◼   ► incredible amounts of heavy lifting.

00:44:50 ◼   ► >> Yeah. Then the other one,

00:44:53 ◼   ► and it really is near and dear to my heart because I make

00:44:57 ◼   ► my living on the web and

00:44:59 ◼   ► selling sponsorships and advertising and stuff,

00:45:02 ◼   ► and I've studiously stayed away from anything that

00:45:05 ◼   ► involves tracking and user profiles and stuff like that.

00:45:10 ◼   ► Whereas some other sites on the web haven't.

00:45:14 ◼   ► I thought that the new feature that was introduced in

00:45:17 ◼   ► Safari where Craig pointed out,

00:45:20 ◼   ► "Hey, they've got these buttons where you click this button and

00:45:22 ◼   ► it'll take you to Twitter or take you to LinkedIn or whatever."

00:45:26 ◼   ► That all of these little buttons involve

00:45:28 ◼   ► all this JavaScript that tracks

00:45:30 ◼   ► you and creates these digital fingerprints.

00:45:32 ◼   ► To have a web browser that built in without any kind of

00:45:35 ◼   ► extension or something like that is going to allow you to block that.

00:45:40 ◼   ► >> Yeah.

00:45:40 ◼   ► >> Yeah.

00:45:41 ◼   ► >> We still believe in the ad model and for a website to be able

00:45:52 ◼   ► to do the ads but it's the cross site tracking.

00:45:56 ◼   ► >> Right.

00:45:56 ◼   ► >> That's a problem. Especially because people don't know.

00:45:58 ◼   ► >> Right.

00:45:58 ◼   ► >> People don't know that's why that comment field is there.

00:46:00 ◼   ► It's there so that they can see you've been there,

00:46:03 ◼   ► and then you went there, and then you went there,

00:46:04 ◼   ► so they build a profile on you.

00:46:06 ◼   ► Again, we allow that to happen if the user says, "Allow."

00:46:10 ◼   ► - Right, it's now just trying to make it

00:46:11 ◼   ► so the user actually has a role

00:46:13 ◼   ► in deciding what happens with their information.

00:46:15 ◼   ► - Well I think the thing that,

00:46:16 ◼   ► so typical people, 99% of people out there

00:46:19 ◼   ► have no idea how it's happening.

00:46:20 ◼   ► - Exactly.

00:46:21 ◼   ► - But they know it's wrong.

00:46:22 ◼   ► They know it's wrong when they searched

00:46:23 ◼   ► for whatever brand of sneakers,

00:46:26 ◼   ► and then for the next seven days,

00:46:28 ◼   ► everywhere they go on the web,

00:46:29 ◼   ► no matter, totally different topic,

00:46:32 ◼   ► totally different website,

00:46:32 ◼   ► there's an ad for the thing they were just searching for.

00:46:35 ◼   ► - Yeah.

00:46:35 ◼   ► - They just know that that's weird.

00:46:36 ◼   ► - Yeah, no, these data companies end up building profiles

00:46:38 ◼   ► and having your web browsing history,

00:46:40 ◼   ► which I don't think most people here

00:46:42 ◼   ► are probably comfortable with.

00:46:44 ◼   ► Group FaceTime, finally, right?

00:46:48 ◼   ► (audience cheers and applauds)

00:46:52 ◼   ► But pretty cool, because people have been clamoring for it,

00:46:54 ◼   ► for, I don't know if you know this, but for a while.

00:46:57 ◼   ► - I've heard that.

00:46:58 ◼   ► (audience laughs)

00:47:00 ◼   ► - And-- - It's a group of people.

00:47:01 ◼   ► - And it's pretty cool, though, that it went from,

00:47:03 ◼   ► well, you can FaceTime between two people,

00:47:05 ◼   ► and now you can FaceTime with up to 32 people.

00:47:08 ◼   ► >> Yeah. Like, wow.

00:47:10 ◼   ► Like, explain to me how it's just not all crosstalk and-

00:47:16 ◼   ► >> Well, that's what we tried to show in the demo, right?

00:47:18 ◼   ► That it's smart enough to,

00:47:20 ◼   ► we don't want 32 people.

00:47:22 ◼   ► Miss Max, you're going up on the screen at one time.

00:47:26 ◼   ► It's a roster down below.

00:47:27 ◼   ► The people who are active go in the bigger images.

00:47:29 ◼   ► You get bigger as you speak, right?

00:47:32 ◼   ► So it senses that,

00:47:33 ◼   ► and then people on the roster,

00:47:34 ◼   ► if they begin to speak,

00:47:35 ◼   ► they go and replace somebody up top.

00:47:37 ◼   ► So it's a nice system.

00:47:38 ◼   ► - If you have 32 people in a meeting,

00:47:41 ◼   ► you're not all trying to talk, well maybe you are,

00:47:43 ◼   ► but most of the time you're not all trying to jump in

00:47:47 ◼   ► and talk at a--

00:47:48 ◼   ► - Those are marketing meetings.

00:47:50 ◼   ► - In engineering.

00:47:50 ◼   ► So you might have two or three people who are interacting

00:47:54 ◼   ► and other folks are watching or it could be somebody

00:47:57 ◼   ► presenting to a larger group.

00:47:58 ◼   ► And so there are those natural turn-taking things

00:48:02 ◼   ► that happen with people.

00:48:03 ◼   ► - And here's a question I know the answer to,

00:48:06 ◼   ► but I think it's worth bringing up,

00:48:08 ◼   ► is it's still end-to-end encrypted.

00:48:10 ◼   ► >> Absolutely.

00:48:11 ◼   ► >> Right. So even with 32 people in the chat,

00:48:15 ◼   ► everything going up and back is end-to-end encrypted,

00:48:18 ◼   ► and only people who have access to

00:48:20 ◼   ► the audio and video are the 32 participants.

00:48:21 ◼   ► >> That's right.

00:48:22 ◼   ► >> That's fantastic.

00:48:25 ◼   ► So do you guys use it internally?

00:48:33 ◼   ► Like, do you trust Group FaceTime enough that you guys,

00:48:36 ◼   ► you know, yeah?

00:48:37 ◼   ► - Sure, yeah, absolutely.

00:48:39 ◼   ► It is in an encrypt.

00:48:40 ◼   ► - Well, I remember when iMessage first came out,

00:48:43 ◼   ► or when it first came to the Mac, I think,

00:48:49 ◼   ► 'cause it was iOS only when it first debuted.

00:48:52 ◼   ► And when it came to the Mac,

00:48:54 ◼   ► I remember talking to someone at Apple,

00:48:56 ◼   ► but they were like, you know,

00:48:57 ◼   ► we use this internally all the time, and I'm, you know.

00:48:59 ◼   ► - Sure.

00:49:00 ◼   ► - And I, you know, I don't know if,

00:49:02 ◼   ► I think you guys know Apple tends to be a little secretive.

00:49:05 ◼   ► >> I can neither confirm nor deny.

00:49:08 ◼   ► >> But you guys trusted and use it for your own convenience.

00:49:11 ◼   ► >> Absolutely.

00:49:12 ◼   ► >> Right. All right.

00:49:15 ◼   ► Another big, I'm going to call these the attention

00:49:17 ◼   ► related features of iOS 12.

00:49:21 ◼   ► The do not disturb extensions or improvements.

00:49:26 ◼   ► >> Using it right now by the way.

00:49:29 ◼   ► >> You're on the Beta, right?

00:49:31 ◼   ► >> Of course.

00:49:32 ◼   ► >> Of course. Are you?

00:49:33 ◼   ► >> Yes.

00:49:34 ◼   ► >> Wow. Would you be disappointed?

00:49:36 ◼   ► >> I would be a little bit, but it's still a little.

00:49:39 ◼   ► >> Literally, it integrated my calendar,

00:49:41 ◼   ► so I pulled up Control Center,

00:49:42 ◼   ► I said do not disturb until I'm done with this event.

00:49:44 ◼   ► >> All right. Let's do a quick poll.

00:49:45 ◼   ► How many people in the audience have installed

00:49:47 ◼   ► iOS 12 on their main iPhone?

00:49:50 ◼   ► This is our crowd.

00:49:54 ◼   ► >> It's pretty solid developer release.

00:49:57 ◼   ► >> It actually does seem, I don't have it on my main phone yet,

00:49:59 ◼   ► but it does seem pretty good.

00:50:01 ◼   ► So there's do not disturb improvements where you can set it.

00:50:07 ◼   ► I'm going to forget some of them.

00:50:08 ◼   ► >> You can set Geofence,

00:50:11 ◼   ► so you can try to leave this location.

00:50:12 ◼   ► You can set it for amount of time and say,

00:50:13 ◼   ► don't bother me for an hour.

00:50:15 ◼   ► You can say, well, it's integrated to the calendar,

00:50:17 ◼   ► so it can say, while I'm in this event.

00:50:19 ◼   ► Of course, you can still toggle the whole thing on and

00:50:21 ◼   ► off and you have now a new bedtime one as well.

00:50:23 ◼   ► >> Right. The group notifications.

00:50:26 ◼   ► >> Yeah. The ability to instantly tune the notifications as well.

00:50:30 ◼   ► - Right, which I think is really interesting.

00:50:34 ◼   ► And we were talking yesterday about

00:50:37 ◼   ► sometimes you'll sign up for a news site

00:50:38 ◼   ► or news app or something,

00:50:40 ◼   ► and you'll realize you're getting,

00:50:43 ◼   ► they're telling you about things that I don't care about.

00:50:45 ◼   ► Why are you sending me a notification

00:50:46 ◼   ► for there's a new flavor of Crystal Pepsi

00:50:49 ◼   ► or something like that?

00:50:50 ◼   ► (audience laughing)

00:50:51 ◼   ► But one extra annoying notification

00:50:55 ◼   ► never quite seems like it's enough to justify

00:50:59 ◼   ► unlocking the phone, going into settings,

00:51:01 ◼   ► finding the panel and the settings where notifications are,

00:51:04 ◼   ► scrolling down the list to the app, and then adjusting.

00:51:06 ◼   ► It never seems, it's like, ah, I'll do it next.

00:51:09 ◼   ► - We've all been there.

00:51:10 ◼   ► - But if you could just poke at the notification

00:51:12 ◼   ► and just say, yeah, no worries.

00:51:14 ◼   ► - Yeah, or deliver quietly,

00:51:15 ◼   ► which is what I've chosen on a bunch of those.

00:51:17 ◼   ► I still wanna see 'em when I go to notifications center.

00:51:19 ◼   ► I just don't need them to buzz my wrist or buzz my pocket.

00:51:21 ◼   ► - Right, right, so the quietly feature is,

00:51:26 ◼   ► it's the difference between the notifications

00:51:30 ◼   ► on your lock screen and notification center.

00:51:32 ◼   ► - Correct.

00:51:32 ◼   ► - I think that there's been some confusion

00:51:35 ◼   ► over why the lock screen is not exactly the same

00:51:39 ◼   ► as notification center, and I think this,

00:51:41 ◼   ► it's the fact that it buzzes you.

00:51:43 ◼   ► And then the last part is the

00:51:55 ◼   ► reminders of how much you're using X, Y, and Z,

00:52:00 ◼   ► and the weekly reports that you can get about it,

00:52:02 ◼   ► and the app limits that you can set.

00:52:04 ◼   ► And for whatever reason, that seems to have popped up

00:52:08 ◼   ► in just the world at large,

00:52:11 ◼   ► even outside the Apple universe,

00:52:12 ◼   ► as a just sort of, I don't know if you wanna call it,

00:52:16 ◼   ► mindfulness, just self-awareness

00:52:19 ◼   ► of how much time you're spending on the phones.

00:52:21 ◼   ► Is it a coincidence that it's coming out this year,

00:52:23 ◼   ► or is this something you guys--

00:52:24 ◼   ► Well, for one, we've been working on stuff like this since 2008,

00:52:27 ◼   ► when the App Store came out and we've continually added to it,

00:52:30 ◼   ► including Do Not Disturb and having

00:52:31 ◼   ► Do Not Disturb while driving by the way, which is a great feature.

00:52:34 ◼   ► AAA is very happy with us on that one.

00:52:37 ◼   ► They really are. So this specific set of features,

00:52:42 ◼   ► which is pretty comprehensive,

00:52:43 ◼   ► the team has been working on this for over a year.

00:52:46 ◼   ► This is not like a reaction to

00:52:47 ◼   ► something happening in the last few months.

00:52:49 ◼   ► This is something that's been worked on for a long time.

00:52:52 ◼   ► It is comprehensive, but also

00:52:54 ◼   ► the same time when you go out and look at these things,

00:52:56 ◼   ► when Phil loves to say, "Hey,

00:52:57 ◼   ► we have over a billion customers," and there's

00:52:59 ◼   ► like a billion different opinions on how to do this.

00:53:02 ◼   ► But what we knew how to be

00:53:04 ◼   ► the right basis for this is the information.

00:53:07 ◼   ► >> Right.

00:53:07 ◼   ► >> Right. Letting people know how much they're

00:53:10 ◼   ► using the different apps,

00:53:13 ◼   ► different categories of apps,

00:53:15 ◼   ► how many notifications you're getting,

00:53:17 ◼   ► where those notifications are coming from,

00:53:19 ◼   ► which ties into that notification tuning.

00:53:21 ◼   ► It was one of those ones where I said, "God,

00:53:23 ◼   ► These guys send me a lot of notifications

00:53:24 ◼   ► and the next time they came up,

00:53:25 ◼   ► I sent them to deliver quietly.

00:53:28 ◼   ► Even how much you pick up the device.

00:53:31 ◼   ► - Right, that's the one I'm afraid to find out.

00:53:33 ◼   ► (audience laughing)

00:53:35 ◼   ► - It's really, really interesting to see.

00:53:37 ◼   ► And I think for 95% of people, that's it.

00:53:42 ◼   ► They're just gonna wanna see this information.

00:53:44 ◼   ► Somebody told me the other day,

00:53:45 ◼   ► it's kinda like calorie counting.

00:53:46 ◼   ► If you count calories, you're probably more likely

00:53:49 ◼   ► to not consume too many.

00:53:50 ◼   ► And that's how this is.

00:53:51 ◼   ► You give people the information,

00:53:52 ◼   ► I think it helps them understand, okay,

00:53:53 ◼   ► am I playing too much games, am I on Instagram,

00:53:55 ◼   ► too much, whatever it is, right?

00:53:57 ◼   ► And they can help balance that.

00:53:58 ◼   ► For people that are like the, hey,

00:54:00 ◼   ► stop me before I kill again, you know.

00:54:02 ◼   ► (audience laughing)

00:54:04 ◼   ► That's where they can put a control on, right?

00:54:07 ◼   ► They can put an allowance on to say, hey,

00:54:09 ◼   ► remind me when I hit my limit

00:54:10 ◼   ► that I wanted to impose upon myself.

00:54:12 ◼   ► And then there's the whole kid aspect,

00:54:14 ◼   ► which is, you know, remember,

00:54:15 ◼   ► this is the first part, it's just for everybody, right?

00:54:17 ◼   ► It's for everybody.

00:54:18 ◼   ► And then there's the kid aspect that does the same thing.

00:54:19 ◼   ► The parents can see how are the kids

00:54:21 ◼   ► actually using their devices.

00:54:23 ◼   ► 'Cause they don't know how they're using their own device,

00:54:24 ◼   ► let alone the kids.

00:54:25 ◼   ► Now for the first time they can see

00:54:26 ◼   ► and they can have a conversation about it.

00:54:28 ◼   ► And again, I think for 95% of parents,

00:54:30 ◼   ► that's gonna be where it's gonna go.

00:54:32 ◼   ► And then again, when there is an issue,

00:54:34 ◼   ► they have the ability to put a control in,

00:54:36 ◼   ► put in allowance, and then a kid even has the ability

00:54:38 ◼   ► to say, "Hey look, I finished my homework,

00:54:39 ◼   ► "give me some more time."

00:54:40 ◼   ► So we built that in.

00:54:41 ◼   ► So it's really cool.

00:54:42 ◼   ► Obviously we're gonna keep working on this stuff,

00:54:43 ◼   ► but we're pretty happy with where it's at.

00:54:45 ◼   ► (audience applauding)

00:54:48 ◼   ► A big applause line in the keynote,

00:54:57 ◼   ► not quite as big as dark mode but maybe second,

00:55:01 ◼   ► was the announcement that CarPlay is

00:55:05 ◼   ► expanding to allow third-party navigation apps.

00:55:09 ◼   ► I think part of the applause was based on just that,

00:55:17 ◼   ► that's a feature people wanted,

00:55:18 ◼   ► but I also think part of it was that

00:55:21 ◼   ► a lot of people might have assumed that

00:55:22 ◼   ► that was not going to happen.

00:55:25 ◼   ► That Apple Maps is the map system for CarPlay

00:55:29 ◼   ► and that's it because that's what companies do.

00:55:32 ◼   ► They promote their own service.

00:55:36 ◼   ► - CarPlay isn't about trying to just lock in our stuff.

00:55:40 ◼   ► We've had this on our list for a while.

00:55:42 ◼   ► As you know, we've had a lot of things on our list for a while.

00:55:44 ◼   ► It takes time to get to them.

00:55:46 ◼   ► So we've been talking to the folks at Waze

00:55:49 ◼   ► and all that for a long time.

00:55:50 ◼   ► There's no doubt there's a bunch of people

00:55:52 ◼   ► who want to use that and we wanted to give it to them.

00:55:53 ◼   ► CarPlay is awesome.

00:55:54 ◼   ► CarPlay, if you've read the news,

00:55:55 ◼   ► I mean it's all over the place.

00:55:57 ◼   ► I mean it's in millions of cars now,

00:55:59 ◼   ► so it's getting pervasive.

00:56:01 ◼   ► - Has it been frustrating for you guys?

00:56:04 ◼   ► Because a lot of the stuff you guys do,

00:56:05 ◼   ► I mean famously Apple's thing is we do the whole kit

00:56:09 ◼   ► and that lets us do,

00:56:11 ◼   ► the AR story is all about where we know the camera,

00:56:14 ◼   ► we know the GPU.

00:56:15 ◼   ► We've actually worked with the GPU team

00:56:17 ◼   ► to get the GPUs that we need to do this.

00:56:20 ◼   ► But then with something like CarPlay,

00:56:23 ◼   ► you can't do it all yourself, 'cause--

00:56:26 ◼   ► - Well, AR, we can't do it ourselves.

00:56:27 ◼   ► We're building AR kits so that you guys

00:56:30 ◼   ► can go create this amazing stuff.

00:56:31 ◼   ► We didn't go do a bunch of first-party apps.

00:56:34 ◼   ► We did a game, which is pretty cool, as sample code.

00:56:37 ◼   ► - Well, I'm just guessing that maybe the rollout

00:56:39 ◼   ► of a lot of car companies to integrate CarPlay

00:56:42 ◼   ► across their lines maybe didn't happen as fast

00:56:44 ◼   ► as you'd hoped it did.

00:56:46 ◼   ► - Well, car guys move at a slightly different pace.

00:56:48 ◼   ► - Yeah, let me take.

00:56:49 ◼   ► Maybe you guys could build your own car.

00:56:53 ◼   ► (audience laughing)

00:56:56 ◼   ► Put it on the list.

00:57:01 ◼   ► All right.

00:57:11 ◼   ► - I can't wait to see the next car.

00:57:14 ◼   ► - Related notes, here's a question I've been dying to ask.

00:57:17 ◼   ► So in relation to, Apple's at its best when it's a platform,

00:57:22 ◼   ► and the platform on iOS, in the same way that now

00:57:27 ◼   ► you could use Waze instead of Apple Maps and CarPlay,

00:57:29 ◼   ► you've long been able to, thanks to the App Store,

00:57:32 ◼   ► you could take Apple Mail out of your dock on your phone

00:57:35 ◼   ► and put the Gmail app in, or,

00:57:37 ◼   ► there's a bunch of great email apps in the App Store.

00:57:41 ◼   ► or you could take Safari out and put Firefox in your dock.

00:57:46 ◼   ► But the one thing that iOS doesn't have that the Mac has is a way to say,

00:57:53 ◼   ► "Make my default e-mail client some other app,"

00:57:56 ◼   ► or "Make my default browser another app."

00:58:00 ◼   ► >> Yeah, there's always a tension there as to, again,

00:58:03 ◼   ► we want to offer a very,

00:58:04 ◼   ► very integrated experience, you know that.

00:58:07 ◼   ► Sometimes that's easier said than done to do what you're asking,

00:58:11 ◼   ► right, to replace those and then find out that the experience breaks.

00:58:14 ◼   ► So remember, we've got over a billion customers.

00:58:17 ◼   ► They expect an easy to use device.

00:58:19 ◼   ► They expect an experience that just works.

00:58:21 ◼   ► So we're working hard to offer a very integrated experience.

00:58:25 ◼   ► >> So that's not in iOS 12?

00:58:28 ◼   ► >> No.

00:58:29 ◼   ► >> Next card.

00:58:34 ◼   ► - That's correct.

00:58:36 ◼   ► (audience laughing)

00:58:39 ◼   ► There was a joker last year up in the balcony,

00:58:42 ◼   ► I hope he's not here again,

00:58:44 ◼   ► who shouted out at one point,

00:58:45 ◼   ► as we were getting to this point in the show

00:58:47 ◼   ► where we were wrapping up,

00:58:49 ◼   ► he just shouted out, "When is Siri gonna get good?"

00:58:52 ◼   ► And it was like, "What are you, what?"

00:58:53 ◼   ► Nobody's here to listen to you.

00:58:55 ◼   ► - He's still here.

00:58:57 ◼   ► - Oh, God.

00:58:58 ◼   ► We gotta find this guy's name,

00:58:59 ◼   ► he doesn't get a ticket next year.

00:59:01 ◼   ► (audience laughing)

00:59:03 ◼   ► - Anserino, wasn't it?

00:59:05 ◼   ► (audience laughing)

00:59:08 ◼   ► But the Siri announcements yesterday sound great,

00:59:14 ◼   ► and a lot of it is, okay, for the most part up until now,

00:59:17 ◼   ► Siri has been, here's a list of things

00:59:19 ◼   ► that we, Apple, have made Siri be able to do.

00:59:24 ◼   ► And with the Siri shortcuts,

00:59:27 ◼   ► and being able to assign your own,

00:59:29 ◼   ► The tile thing with I lost my,

00:59:33 ◼   ► if you're always losing your key,

00:59:34 ◼   ► I lost my keys and then it beeps your tile or whatever.

00:59:37 ◼   ► - Any app now can handle it.

00:59:39 ◼   ► - All right, that seems like a huge step forward

00:59:41 ◼   ► and sort of a delivery on the promise of Siri

00:59:44 ◼   ► that it would be a very personal technology.

00:59:47 ◼   ► (audience applauding)

00:59:50 ◼   ► - Absolutely, I mean, you know,

00:59:53 ◼   ► people sometimes lose sight of the fact that

00:59:55 ◼   ► Siri's got over 500 million active users.

00:59:59 ◼   ► I mean, it's far and away the most popular personal system.

01:00:02 ◼   ► We talked about it, it's 10 billion requests every month.

01:00:05 ◼   ► People are using it a ton.

01:00:06 ◼   ► And certainly, again, there's things we wanna do

01:00:08 ◼   ► to make the experience even better.

01:00:09 ◼   ► This was a big one.

01:00:10 ◼   ► How do you have an app integration?

01:00:12 ◼   ► And how do you do it in a way that's not just this,

01:00:15 ◼   ► you know, we've had domain integration with SiriKit,

01:00:18 ◼   ► but how to do it in a way that's just not a ton of things

01:00:20 ◼   ► that people aren't gonna use, you know,

01:00:22 ◼   ► that are prescriptive and, you know,

01:00:24 ◼   ► it's like, so how do you have it so developers can figure out

01:00:26 ◼   ► what are the meaningful things in our apps

01:00:28 ◼   ► to allow it to be assigned,

01:00:29 ◼   ► you know, and a customer to assign that

01:00:31 ◼   ► and give it their phrase,

01:00:32 ◼   ► and we think it's gonna be a pretty good feature.

01:00:34 ◼   ► - All right, last segment, macOS.

01:00:38 ◼   ► You're in dear to my heart, my favorite platform.

01:00:40 ◼   ► macOS Mojave.

01:00:44 ◼   ► And I know you guys love all of your children equally.

01:00:47 ◼   ► (laughing)

01:00:48 ◼   ► I think that's what Phil told me the one time.

01:00:51 ◼   ► macOS Mojave, how come the Mac get,

01:00:54 ◼   ► now, the last few years, the Mac gets a name,

01:00:57 ◼   ► Mac OS gets a name and iOS just gets a number.

01:01:00 ◼   ► What, I don't understand that.

01:01:02 ◼   ► - Wow.

01:01:03 ◼   ► (audience laughing)

01:01:06 ◼   ► - Why is that, Jeff?

01:01:09 ◼   ► - Do you not like numbers?

01:01:11 ◼   ► - I find that now that the numbers are getting so big,

01:01:13 ◼   ► I'm losing track of them.

01:01:14 ◼   ► - All right, after 11 comes 12.

01:01:17 ◼   ► (audience laughing)

01:01:26 ◼   ► >> Do I have to keep going?

01:01:27 ◼   ► >> The features that stuck out to me,

01:01:36 ◼   ► the Finder got a lot of love.

01:01:39 ◼   ► >> Desktop and Finder.

01:01:41 ◼   ► >> Yeah. Well, they're related but yeah.

01:01:45 ◼   ► >> Similar but different.

01:01:45 ◼   ► >> Right. The Finder,

01:01:49 ◼   ► integrating the thing on the right now,

01:01:51 ◼   ► I forget what it's called, but it's like the new get info panel,

01:01:54 ◼   ► but it's integrated right in the window

01:01:56 ◼   ► and has all of this metadata

01:01:58 ◼   ► and the action buttons at the bottom

01:02:01 ◼   ► where you can customize them with scripts

01:02:03 ◼   ► and automator actions and stuff like that.

01:02:05 ◼   ► If there was a betting game on what technologies

01:02:08 ◼   ► were gonna get mentioned in the keynote,

01:02:10 ◼   ► I would have lost a lot of money betting against automator.

01:02:13 ◼   ► But I love it, I love it, but it just often,

01:02:16 ◼   ► the automation stuff often doesn't get a lot of love

01:02:18 ◼   ► in a keynote and I thought that was great.

01:02:21 ◼   ► - Well, and Siri Shortcuts is its own form of automator.

01:02:23 ◼   ► - Right, yeah.

01:02:24 ◼   ► I thought the new screenshot features were--

01:02:28 ◼   ► - Super cool.

01:02:29 ◼   ► - Super cool, and almost like, I went from,

01:02:32 ◼   ► there was one of those features where I went from,

01:02:34 ◼   ► these are super cool, this is gonna,

01:02:36 ◼   ► all these people are gonna be amazed at these things

01:02:37 ◼   ► that you could do if you knew the magic six finger,

01:02:41 ◼   ► then hit space incantation.

01:02:42 ◼   ► And now it's all just obvious, it's like,

01:02:45 ◼   ► oh my god, why didn't you guys think of that before?

01:02:48 ◼   ► - It was on the list.

01:02:49 ◼   ► - It's on the list.

01:02:50 ◼   ► (laughing)

01:02:52 ◼   ► - And you like dark mode?

01:02:56 ◼   ► - Dark mode is next on the list.

01:02:59 ◼   ► - The biggest applause line in the keynote by far.

01:03:02 ◼   ► And we were talking backstage,

01:03:03 ◼   ► pro users have been, yeah, we've had dark mode for a decade.

01:03:08 ◼   ► All of our apps have been dark mode.

01:03:11 ◼   ► So yeah, it's fantastic, actually.

01:03:14 ◼   ► And for folks who spent a lot of time

01:03:17 ◼   ► staring at their screen in dark rooms,

01:03:20 ◼   ► like developers, it's really great to have Dark Mode.

01:03:25 ◼   ► - That was that part of the inspiration for the line we used

01:03:28 ◼   ► which was inspired by Prose but designed for everyone

01:03:31 ◼   ► because it was inspired by Prose.

01:03:32 ◼   ► Prose want their content to pop,

01:03:34 ◼   ► they want everything else to recede,

01:03:35 ◼   ► yet for the rest of us, and trust me, I'm no pro,

01:03:38 ◼   ► it's really cool, right?

01:03:40 ◼   ► And I'm running Dark Mode just 'cause it's cool.

01:03:42 ◼   ► - Right.

01:03:43 ◼   ► And then my favorite feature,

01:03:46 ◼   ► my single favorite announcement in the whole keynote

01:03:49 ◼   ► favicons in browsers.

01:03:51 ◼   ► - I knew you were going.

01:03:53 ◼   ► (audience cheering)

01:03:56 ◼   ► I believe you said it was the only reason

01:03:59 ◼   ► people were using competitive browsers other than Safari.

01:04:03 ◼   ► - This is true and it was a real eye-opener to me.

01:04:05 ◼   ► I started writing about it and it's often funny to me

01:04:08 ◼   ► what I'll write about or mention in a podcast

01:04:11 ◼   ► that gets my email like whoa, what happened?

01:04:15 ◼   ► Did the counter in mail get reset?

01:04:18 ◼   ► I just got like a thousand emails,

01:04:21 ◼   ► and the favicon thing was tremendous,

01:04:24 ◼   ► and I just kept writing back to people,

01:04:26 ◼   ► and they're like, "Yeah, it's the only reason

01:04:26 ◼   ► "I used Chrome."

01:04:29 ◼   ► I know you won't say it, but I'll say it.

01:04:31 ◼   ► (audience laughing)

01:04:33 ◼   ► - I've adopted the Craig pronunciation of favicon.

01:04:36 ◼   ► - Right, so we need another poll.

01:04:40 ◼   ► Is it favicon or favicon?

01:04:42 ◼   ► We'll do an applause.

01:04:43 ◼   ► - No, no, favicon.

01:04:45 ◼   ► - Favicon. - Right.

01:04:45 ◼   ► (audience applauding)

01:04:47 ◼   ► (audience cheering)

01:04:50 ◼   ► - Favicon?

01:04:51 ◼   ► I don't know why.

01:04:53 ◼   ► But I pronounce everything wrong, so.

01:04:54 ◼   ► (laughing)

01:04:56 ◼   ► It probably is Favicon.

01:04:58 ◼   ► But that was cool.

01:04:59 ◼   ► And that's in iOS too.

01:05:00 ◼   ► It was part of the Mac segment of the keynote.

01:05:04 ◼   ► But that's now an option in iOS.

01:05:05 ◼   ► - Right, right.

01:05:06 ◼   ► - Well, I love that.

01:05:08 ◼   ► (audience laughing)

01:05:11 ◼   ► The Mac App Store.

01:05:15 ◼   ► >> You know, it

01:05:25 ◼   ► more or less got what the iOS App Store got last year.

01:05:28 ◼   ► >> Yeah. We put the focus last year on iOS App Store.

01:05:30 ◼   ► It's turned out pretty well. You saw our numbers.

01:05:32 ◼   ► I mean, the amount of people reading today tab is blow away.

01:05:35 ◼   ► You saw we're getting 500 million users a week,

01:05:39 ◼   ► which is, just think about that.

01:05:41 ◼   ► Five million users are going to the App Store every week.

01:05:43 ◼   ► So this year, it's like-

01:05:44 ◼   ► >> You can't count that.

01:05:45 ◼   ► >> Yeah. He said that, not me.

01:05:49 ◼   ► This year, it's putting the attention on the Mac App Store,

01:05:52 ◼   ► and I think it's really nice redesign.

01:05:54 ◼   ► >> Well, and one of the things my friend

01:05:55 ◼   ► Koi Vin wrote a blog post a week or two ago,

01:05:57 ◼   ► just pointing out how many custom illustrations

01:06:03 ◼   ► are clearly being commissioned by

01:06:05 ◼   ► the App Store teams to illustrate the articles that they're doing,

01:06:09 ◼   ► and that maybe you don't think about it,

01:06:11 ◼   ► him saying to his readers,

01:06:13 ◼   ► maybe you don't think about it,

01:06:14 ◼   ► but most places would just use clip art.

01:06:16 ◼   ► And being an illustrator has gotten hard,

01:06:19 ◼   ► and the print industry,

01:06:21 ◼   ► a lot of sites that previously commissioned

01:06:26 ◼   ► a lot of artwork don't have the money for it anymore.

01:06:28 ◼   ► Crazy, it's mind-boggling.

01:06:32 ◼   ► Remember a couple years ago, the Chicago Sun-Times

01:06:34 ◼   ► fired all of their staff photographers

01:06:36 ◼   ► and just gave the reporters,

01:06:38 ◼   ► just said, "Use your phone."

01:06:41 ◼   ► - I think they said iPhone.

01:06:43 ◼   ► - Yeah.

01:06:43 ◼   ► (audience laughing)

01:06:46 ◼   ► But there's a difference between a reporter,

01:06:49 ◼   ► even with a great camera phone, like an iPhone,

01:06:53 ◼   ► is still not a professional photographer,

01:06:58 ◼   ► in the same way that a professional photographer,

01:07:01 ◼   ► given a great word processor, is not a reporter, right?

01:07:04 ◼   ► It's just crazy.

01:07:06 ◼   ► But the App Store, it really is,

01:07:07 ◼   ► and it's a typical Apple way,

01:07:11 ◼   ► where there's not like bylines

01:07:14 ◼   ► and people aren't getting credit.

01:07:16 ◼   ► It's just the App Store is publishing this.

01:07:18 ◼   ► But there's fresh editorial content

01:07:21 ◼   ► with illustrations and photographs and movie animations.

01:07:24 ◼   ► - Serious editorial team that works.

01:07:26 ◼   ► They do a great job and that's why people are coming back

01:07:28 ◼   ► and reading that Today tab every time.

01:07:30 ◼   ► But at the same time, we didn't want to just take

01:07:31 ◼   ► the Mac App Store and say it's a clone of the iOS

01:07:33 ◼   ► or it wouldn't make sense.

01:07:34 ◼   ► We needed a great Mac App Store,

01:07:37 ◼   ► a Discover tab instead of a Today tab.

01:07:39 ◼   ► It's a different experience designed before a Mac user.

01:07:41 ◼   ► >> Well, and the other thing too,

01:07:43 ◼   ► and I thought it was a really interesting announcement,

01:07:45 ◼   ► was when there was announcement of companies that

01:07:47 ◼   ► are fully supporting the Mac App Store.

01:07:52 ◼   ► It was Adobe with the Creative Cloud,

01:07:55 ◼   ► which is Adobe's main pro tool subscription thing.

01:08:01 ◼   ► I mean, it's a big part of Adobe.

01:08:02 ◼   ► I mean, it's not like a little side project.

01:08:04 ◼   ► This is a big deal. Microsoft Office 365.

01:08:08 ◼   ► the probably the first thing people think of

01:08:10 ◼   ► when they think of what apps do you use for Microsoft.

01:08:13 ◼   ► Big companies. Then the next two,

01:08:17 ◼   ► I just loved the,

01:08:19 ◼   ► here's two of our biggest app partners,

01:08:22 ◼   ► and then bare bones software and panic with Coda.

01:08:32 ◼   ► >> They got pretty good applause in the developer.

01:08:37 ◼   ► >> But that was one of my all-time favorite slides in WWDC history.

01:08:42 ◼   ► Adobe, Microsoft, bare bones,

01:08:44 ◼   ► where I used to work and panic.

01:08:46 ◼   ► It's like what a great set of four apps.

01:08:49 ◼   ► But part of the backstory with including bare bones and panic,

01:08:53 ◼   ► is at least in the developer community,

01:08:55 ◼   ► people know that BbEdit was in the App Store and then it wasn't,

01:09:01 ◼   ► and Coda was in the App Store and then it wasn't.

01:09:04 ◼   ► And it wasn't angry or mean-spirited or acrimonious,

01:09:09 ◼   ► it was running into limits with sandboxing,

01:09:14 ◼   ► to make a long story short,

01:09:16 ◼   ► that were incompatible with what these serious pro apps

01:09:20 ◼   ► wanted to be able to do with the computer.

01:09:22 ◼   ► And the backstory behind this is that it's not just

01:09:25 ◼   ► that the Mac App Store has gotten a visual refresh,

01:09:27 ◼   ► it's that people at Apple have spent a lot of time recently

01:09:31 ◼   ► talking to Mac developers and saying,

01:09:33 ◼   ► how do we make the Mac App Store and sandboxing work for you?

01:09:37 ◼   ► All we want to do is protect users data.

01:09:39 ◼   ► You guys do too, right?

01:09:41 ◼   ► >> Right.

01:09:42 ◼   ► >> It's not just a visual refresh.

01:09:44 ◼   ► It's a lot of tech systems.

01:09:45 ◼   ► >> Absolutely. We're glad to have these guys back by the way.

01:09:46 ◼   ► >> Yeah. Well, it was really great.

01:09:50 ◼   ► >> Last card.

01:09:54 ◼   ► >> Oh, the infamous last card.

01:09:56 ◼   ► >> All right.

01:09:56 ◼   ► >> UI kit on the Mac.

01:09:59 ◼   ► >> Yeah.

01:10:01 ◼   ► An unusual announcement, Apple doesn't often announce things a year in advance,

01:10:09 ◼   ► but I kind of get why you did it because you're eating your own cooking by

01:10:17 ◼   ► using this to make at least four of the apps that are shipping on Mojave.

01:10:24 ◼   ► Let me see if I can remember them.

01:10:26 ◼   ► Stocks, news, home.

01:10:30 ◼   ► >> Voice memo.

01:10:31 ◼   ► >> Voice memo.

01:10:35 ◼   ► >> Voice memo.

01:10:36 ◼   ► >> Which I think is the way to do it.

01:10:40 ◼   ► I think, not to get mean,

01:10:44 ◼   ► but I think there have been times in the past where there have

01:10:46 ◼   ► been APIs where I talked to my developer friends,

01:10:48 ◼   ► and maybe a couple of years ago,

01:10:50 ◼   ► Core Data and iCloud was a pain point,

01:10:55 ◼   ► and it turned out like Apple stuff wasn't

01:10:57 ◼   ► really using the same stuff.

01:11:00 ◼   ► It's like when Apple uses the stuff and then they're like,

01:11:02 ◼   ► we've polished it to the point where now we can share it with you,

01:11:05 ◼   ► it seems like they're better APIs.

01:11:08 ◼   ► >> Yeah. There's no doubt this is eating our own dog food.

01:11:10 ◼   ► >> Right.

01:11:10 ◼   ► >> We do want to get the APIs right because as you know,

01:11:12 ◼   ► if you change them later, things break.

01:11:15 ◼   ► Once you create APIs, you're wet to them.

01:11:18 ◼   ► I mean, it's a very long commitment around these APIs,

01:11:21 ◼   ► so we want to get it right,

01:11:22 ◼   ► and so we're going to try to get this one right.

01:11:25 ◼   ► Because if we do it right, it's going to be a big deal

01:11:26 ◼   ► for bringing software over to the Mac.

01:11:28 ◼   ► - So how come this system doesn't have a name?

01:11:31 ◼   ► (audience laughing)

01:11:34 ◼   ► - It was called Sneak Peek.

01:11:37 ◼   ► (audience laughing)

01:11:40 ◼   ► - And here's where I ran into it today,

01:11:42 ◼   ► because I linked to an article about it.

01:11:44 ◼   ► Lauren Good at Wired had an interview with Craig,

01:11:48 ◼   ► and got really not much detail.

01:11:51 ◼   ► (audience laughs)

01:11:53 ◼   ► - Way to go, Craig.

01:11:54 ◼   ► - But in my system, when I post it during Fireball,

01:12:00 ◼   ► I tag articles, and I didn't know what to tag it with,

01:12:02 ◼   ► 'cause I don't know what to call it.

01:12:03 ◼   ► - Sneak.

01:12:04 ◼   ► (audience laughs)

01:12:12 ◼   ► So Craig emphasized on stage vehemently

01:12:17 ◼   ► that this is not a replacement for AppKit.

01:12:21 ◼   ► This is a new thing.

01:12:23 ◼   ► We have unifying these underlying layers

01:12:26 ◼   ► between the systems and it's a new thing.

01:12:29 ◼   ► - That's bringing over key frameworks to enable this.

01:12:32 ◼   ► - But there's a lot of people out there,

01:12:34 ◼   ► it doesn't matter what you say,

01:12:35 ◼   ► they think that AppKit's going away.

01:12:37 ◼   ► - You do not see the letters that were about 65 feet tall.

01:12:41 ◼   ► - But it's like with any conspiracy theory though,

01:12:44 ◼   ► the more dispositive the evidence is,

01:12:47 ◼   ► they're like, well that's, of course they're going to say.

01:12:49 ◼   ► - Next year we'll get a bigger screen,

01:12:50 ◼   ► but you get 85 foot letters.

01:12:52 ◼   ► - Right.

01:12:53 ◼   ► It occurs to me, I mean, I'd see if you agree,

01:12:58 ◼   ► but I don't think, from what I've seen so far,

01:13:02 ◼   ► I don't think that this is a replacement for AppKit,

01:13:05 ◼   ► and not meaning AppKit's going, I know it's staying,

01:13:09 ◼   ► But even for most Mac developers,

01:13:12 ◼   ► I think most Mac apps as we know them,

01:13:15 ◼   ► we're still better served in AppKit,

01:13:17 ◼   ► but that there's certain apps that

01:13:19 ◼   ► just weren't getting written in the first place.

01:13:22 ◼   ► >> Just like there's web apps,

01:13:24 ◼   ► there's WebKit apps, you know,

01:13:25 ◼   ► that are today and there's Metal apps.

01:13:26 ◼   ► There's lots of things that are designed to

01:13:28 ◼   ► go around different places and there's going to be

01:13:30 ◼   ► Mac applications that are

01:13:33 ◼   ► going to use all the traditional APIs that they have.

01:13:36 ◼   ► But there's a lot of apps in iOS.

01:13:39 ◼   ► As Craig said, there's millions of them.

01:13:41 ◼   ► And not all of them are gonna be great Mac apps,

01:13:43 ◼   ► but there's gonna be a lot of them

01:13:44 ◼   ► that could be great Mac apps.

01:13:46 ◼   ► If we do our job right, it shouldn't be a ton of work

01:13:48 ◼   ► for that to happen.

01:13:50 ◼   ► All of our development's done on the Mac to start with.

01:13:52 ◼   ► So it's an opportunity staring developers in the face

01:13:55 ◼   ► to say hopefully not a whole lot of work

01:13:56 ◼   ► for if you have an app that's appropriate to the Mac,

01:13:58 ◼   ► open up the new additional revenue for very little work.

01:14:01 ◼   ► It's a nice ROI.

01:14:02 ◼   ► They win, our customers win, everybody's happy.

01:14:05 ◼   ► - Yeah, so Electron is one of those things

01:14:08 ◼   ► where you can take a web app and you just shove

01:14:10 ◼   ► like a whole web browser into each and every application

01:14:14 ◼   ► and every single thing that opens up,

01:14:15 ◼   ► opens up a new instance of it and it's--

01:14:17 ◼   ► - Yeah, I'd rather have the iOS experience than--

01:14:19 ◼   ► - Right, like so if there's a company

01:14:21 ◼   ► that has a good iOS app and they have a web app,

01:14:25 ◼   ► it seems like there's a lot of them in the past

01:14:28 ◼   ► that when they were like, well let's get something

01:14:29 ◼   ► on the desktop on the Mac, they bundle up the web app

01:14:33 ◼   ► and squeeze it into a thing.

01:14:35 ◼   ► If they're not going to write a proper Mac app,

01:14:37 ◼   ► like an app kit and go the full way.

01:14:38 ◼   ► Taking the iOS app and Macifying it is way better.

01:14:43 ◼   ► - And remember at the end of the day,

01:14:44 ◼   ► you're getting a Mac app.

01:14:45 ◼   ► Those are Mac apps, right?

01:14:46 ◼   ► They're not iOS apps that are somehow emulated

01:14:49 ◼   ► or run in some crazy mode.

01:14:50 ◼   ► They end up being Mac apps.

01:14:52 ◼   ► - File, edit, everything.

01:14:55 ◼   ► Everything's up there in the menu bar.

01:14:57 ◼   ► I think it's really great.

01:14:57 ◼   ► I think it was pretty cool.

01:14:58 ◼   ► - I'm excited about it.

01:14:59 ◼   ► - That is about it for me.

01:15:03 ◼   ► Do you guys have anything else you wanted to talk about?

01:15:06 ◼   ► I have some thank yous to give.

01:15:07 ◼   ► I thank you both for coming,

01:15:10 ◼   ► so let me thank you guys first.

01:15:11 ◼   ► Mike and Jaws, thank you for coming.

01:15:13 ◼   ► (audience applauding)

01:15:17 ◼   ► I wanna thank the staff and crew here

01:15:26 ◼   ► at the California Theater.

01:15:27 ◼   ► These people are very nice.

01:15:29 ◼   ► (audience applauding)

01:15:32 ◼   ► and they do a terrific, terrific professional job.

01:15:36 ◼   ► It's really, really just a great place to hold an event.

01:15:38 ◼   ► I cannot thank them enough.

01:15:40 ◼   ► - I remember when we did an iPod event here

01:15:42 ◼   ► many, many years ago.

01:15:43 ◼   ► We had U2 play here.

01:15:44 ◼   ► - Yeah, yeah.

01:15:45 ◼   ► - I think it was 2004.

01:15:46 ◼   ► - I don't, I mean, I do remember the event,

01:15:50 ◼   ► and the reason, I remember thinking,

01:15:51 ◼   ► wow, this place is beautiful.

01:15:52 ◼   ► And then, remember the hands-on area?

01:15:54 ◼   ► - That was absolutely, not a little crunch.

01:15:57 ◼   ► - It was like the size of a band.

01:15:59 ◼   ► - Yeah. (laughs)

01:16:01 ◼   ► and had very low ceilings, and it was very hot.

01:16:05 ◼   ► - I think that was the only event we had done here.

01:16:07 ◼   ► (audience laughs)

01:16:10 ◼   ► - I wanna thank Tito, Tito is ti.to,

01:16:12 ◼   ► that's the ticketing service that everybody here

01:16:14 ◼   ► used to get their tickets.

01:16:16 ◼   ► I honestly don't know what I would do without it.

01:16:19 ◼   ► It makes something that, I don't know what I would do.

01:16:22 ◼   ► I don't know, I'd probably just

01:16:24 ◼   ► not let people come into the show.

01:16:27 ◼   ► (audience laughs)

01:16:28 ◼   ► But I think my friend Paul Campbell, who runs Tito, is here.

01:16:31 ◼   ► I thank you.

01:16:32 ◼   ► (audience applauding)

01:16:34 ◼   ► If you ever hold any kind of event

01:16:36 ◼   ► and you need to sell tickets,

01:16:37 ◼   ► I'm telling you, go to Tito, it's so great.

01:16:39 ◼   ► I wanna thank our sponsors, Instabug,

01:16:43 ◼   ► Max Stadium, and Microsoft.

01:16:45 ◼   ► Seriously, would not have this event without some sponsors.

01:16:49 ◼   ► (audience applauding)

01:16:52 ◼   ► I have a couple of friends here

01:16:56 ◼   ► who've been helping out all day.

01:16:57 ◼   ► Marco Arment is up there running the audio,

01:17:00 ◼   ► Live audio stream.

01:17:02 ◼   ► (audience applauding)

01:17:05 ◼   ► Jake Schumacher, who you guys know from the app documentary,

01:17:11 ◼   ► has been shooting the video for these live shows of mine.

01:17:16 ◼   ► I've told this story before,

01:17:17 ◼   ► but he came in to do an interview with me

01:17:18 ◼   ► for this documentary he's making,

01:17:21 ◼   ► and it was in town for WWDC,

01:17:23 ◼   ► and it's like three in the afternoon,

01:17:25 ◼   ► and I said, "Well, all right, I'll do it,

01:17:27 ◼   ► but hey, why don't you shoot my show?"

01:17:29 ◼   ► (audience laughing)

01:17:32 ◼   ► And now he shoots the show,

01:17:33 ◼   ► and it gets better and better every year.

01:17:35 ◼   ► The show looks so great.

01:17:36 ◼   ► And he's set up a live streaming over YouTube,

01:17:40 ◼   ► so I don't know how many people are watching it on that,

01:17:42 ◼   ► but there's possibly more people

01:17:44 ◼   ► than are even in this room who are watching.

01:17:46 ◼   ► That's all thanks to Jake.

01:17:48 ◼   ► Caleb Sexton.

01:17:49 ◼   ► (audience applauding)

01:17:52 ◼   ► My friend Caleb Sexton edits the show,

01:17:56 ◼   ► the audio every week.

01:17:58 ◼   ► He is here to make sure we sound good

01:18:01 ◼   ► and that the show actually gets recorded.

01:18:04 ◼   ► So I thank Caleb.

01:18:06 ◼   ► (audience applauding)

01:18:09 ◼   ► Paul Kefasis has been the announcer, I think,

01:18:11 ◼   ► also as long as I've been doing this show

01:18:13 ◼   ► and he does a bang up job announcing.

01:18:15 ◼   ► I don't know if you've seen him this week.

01:18:16 ◼   ► He had a little bit of an ankle injury.

01:18:19 ◼   ► He's sort of got like a peg leg thing.

01:18:20 ◼   ► It easily could have punted on WWDC this year,

01:18:24 ◼   ► but he came and he won't tell me this,

01:18:26 ◼   ► but I can see it in his eyes that he came

01:18:28 ◼   ► just to do the announcing for this show.

01:18:30 ◼   ► (audience laughs)

01:18:33 ◼   ► And then last but not least, I need to thank my wife, Amy.

01:18:42 ◼   ► I really don't know how I would do this show without her.

01:18:46 ◼   ► She handles about 300 issues that all pop up

01:18:52 ◼   ► between 5.45 and seven o'clock.

01:18:57 ◼   ► And she'll come by and she'll start to explain it to me.

01:19:02 ◼   ► And she'll look at me and I'm there,

01:19:05 ◼   ► going through my cards.

01:19:06 ◼   ► And she'll start to explain it and she'll,

01:19:10 ◼   ► I got it.

01:19:10 ◼   ► And then she just goes and takes care of it.

01:19:12 ◼   ► But seriously, so many little goofy things

01:19:15 ◼   ► with seating and stuff go wrong.

01:19:16 ◼   ► I really don't know what I would do without her.

01:19:19 ◼   ► So my thanks to Amy.

01:19:20 ◼   ► (audience applauding)

01:19:24 ◼   ► And my sincerest thanks to all of you,

01:19:37 ◼   ► everybody in this room,

01:19:40 ◼   ► everybody watching on the video stream.

01:19:42 ◼   ► It is an enormous privilege to have so many people come here

01:19:46 ◼   ► and to be so excited to see this show every year.

01:19:48 ◼   ► that still boggles my mind.

01:19:51 ◼   ► And every time we have this event,

01:19:52 ◼   ► the event staff always says,

01:19:54 ◼   ► "These are the nicest people."

01:19:57 ◼   ► Except for that one guy.

01:19:58 ◼   ► (audience laughs)

01:20:00 ◼   ► But other than him,

01:20:02 ◼   ► everybody always says,

01:20:03 ◼   ► "My God, these people are so nice and orderly,

01:20:04 ◼   ► "they don't leave trash behind."

01:20:06 ◼   ► I thank you for coming.

01:20:09 ◼   ► Hopefully, I will see you next year.

01:20:11 ◼   ► And that's it.

01:20:12 ◼   ► - Awesome.

01:20:13 ◼   ► (audience applauds)

01:20:17 ◼   ► [APPLAUSE]

01:20:20 ◼   ► [ Applause ]