Apple Press Event – October 22nd 2013
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“I’d like to thank all of the people who brought the products to life”
“Other companies would be incredibly proud to just have one of these products. But we couldn’t be more pleased to present all of them to you in time for the holidays”
“These amazing products are great examples of the type of innovation that only Apple can deliver”
Big applause, and the whooping is back. Tim Cook back on-stage.
“We can’t wait to see where you’ll take it next”
Hiding the iPad Air behind a pencil
Focusing on the thinness of the casing
Now showing a new commercial for the iPad Air
“All our Macs run Mavericks, and new iWork and iLife suites. And we couldn’t be happier with our new iPads, the incredible iPad mini with retina display, and the incredible iPad Air”
“Just in the last few weeks we’ve had our largest iPhone launch ever. These are the best smartphones on the market. And we launched iOS 7, the biggest change to the smartphone since the original iPhone. And just today, the new MacBook Pros with stunning retina displays and incredible performance. And the new Mac Pro, the most powerful Mac we’ve ever shipped, and the future of our desktops.”
Tim Cook back on-stage
No Touch ID though
New covers and cases. New $39 iPad cover made of polyeurothane. Options for iPad mini and iPad Air.
New leather $79 case for iPad Air and $69 for iPad mini, covering front and back. Product(RED) option too.
Four iPad range now – iPad mini, iPad mini with Retina display, iPad 2, iPad Air
“That’s the lowest price yet for an iPad”
Existing iPad mini down to $299 for 16GB WiFi-only
From $399 for 16GB WiFi
$529 for LTE
Available in November
5MP iSight, FaceTime HD camera updated, Silver/white and space gray/black
10hr battery life, 2x faster WiFi with MIMO, expanded LTE band support
Up to 4x faster CPU performance, up to 8x GPU tasks
Apple A7 inside
Same resolution as iPad Air, so all the apps will work. Text “as sharp as the finest print or magazine”
“The one most requested feature was a Retina display, and that’s what we’re going to do today.”
2048 x 1536 7.9-inch
“It’s been a hit as it delivers the full iPad experience in a smaller design”
Phil: “Let’s talk about iPad mini”
Ive: “It’s the thinnest, lightest, and most advanced iPad we’ve ever built”
Craig Federighi says “iOS 7 is essential to the iPad Air experience”
FaceTime and iSight cameras improved with new processors and sensors
“Even with all of this processing power, iPad Air still has 10hr battery life. It’s the first iOS device to support MIMO – it delivers twice the data transfer rate than any other generation”
Dan Riccio says “Until now, 64-bit architecture was something you’d only find in desktop computers”
“There’s a simplicity to it, but there’s nothing precious about it. This integrity, durability, inspires confidence in a product meant to be taken places, handled, and really used”
“iPad Air is just 7.5mm thin, and weighs only 1 pound. We actually started work on it years ago, designing and engineering the primary technologies necessary to make it. The new A7 chip is incredibly powerful and also power efficient. Becuase of this, the battery could get smaller without any loss in battery life. And because of this the dimensions could get considerably smaller”
Jony Ive talking about how difficult it is to reduce physical size and yet keep power and battery life
Showing a video about it
“This is our biggest leap forward in a full sized iPad”
iPad Air ships November 1st in a huge list of countries, including China in the first wave
iPad 2 sticks around at $399 for 16GB WiFi
Replaces the existing full-sized iPad. Starts at $499 for 16GB WiFi, $629 to add in LTE
10hr battery life. Comes in silver and white, and space gray and black.
5MP iSight, FaceTime HD camera with larger pixels, dual microphones, 1080p HD video recording, improved backside illumination on the sensors
Faster WiFI, with MIMO for multiple antennas for 2x speed 802.11ac
More LTE bands
2x faster in rendering 3D; 2x faster at opening large files
8x faster than original iPad in CPU
72x faster than original iPad in GPU
M7 motion coprocessor, 64-bit desktop class processing. 2x processing and 2x graphics of previous-gen.
Apple A7 chip inside, launched on the iPhone 5s
“When you hold it it will be an entirely different experience. All the words and pictures don’t do justice until you pick it up and feel it yourself”
Now looking inside. All components shaved down. 1.0 pound in weight, versus 1.4 pounds of the old iPad
Lightest full-sized tablet in the world
9.7-inch retina display, with tiny side bezels, 43% thinner than previous version. Amazingly thin: 7.5mm versus 9.4mm of old. 20% thinner across entire device
Thinner, lighter, and more powerful than ever before – so powerful, it deserves a new name: iPad Air
“In 3.5yrs the team has been on a relentless path, to update and further this vision of mobile computing. Today we have the biggest step yet.”
“iPad is delivering a new vision for mobile computing unlike anything that has come before. It all began with a 9.7-inch multitocuh display, and the ability to hold the internet in your hands”
Phil back on-stage.
“We want to help our customers create even more amazing stories, because we know this is just the beginning. We’ve been working on the next gen of iPad”
Gameplay analysis for football, even people on their iPad halfway up a mountain cliff. Video over, Tim Cook back on-stage
Paraglider navigation, emergency services control, heart surgery, architecture, science experiments with bottle rockets, AR games, stop-motion animation, DJ tools
Map underwater wrecks, count up produce in markets, take videos of hot air balloons, track vineyards.
Showing the video. iPad being used to control combine harvesters, analyze divers and speed-skaters.
“To celebrate our customers genius, we’ve prepared a short video”
“We could never have imagined all of the ways our customers would be using them”
“What’s most rewarding to us is the number of amazing ways our customers are using iPad”
“So when you think about the combination of hardware, software, services, and this incredible selection of apps, it’s no wonder that iPad has had such a profound experience in such a small period of time”
“But it’s not about quantity, it’s about quality.”
“We now have over 475,000 custom designed iPad apps, not this stretched-out smartphone app our competitors are doing”
“It’s because iPad combines into an incredible experience: hardware, and amazing software and intutive services, an experience nobody else can match”
“This is what’s important to us. When you make a great product, people use it. Even more rewarding, people love it. It’s rated number one in customer satisfaction.”
“But regardless of what you might read about how many are bought, sold, or activated, iPad is used more than any of the rest. More than 4x more than all of those other tablets put together.”
“Now, everybody seems to be making a tablet – even some of the doubters”
“I can’t think of another product that has come so far, so fast”
“Earlier this month we sold our 170 millionth iPad”
“Others doubted it would have any impact on the industry at all. But we believed in our vision, and its gone on to be one of the most successful products in Apple’s history, and one of the most successful in the industry”
“Who remembers netbooks?” Tim asks
“Some didn’t see the need for it. Still others didn’t think it could compete with the netbook”
“Next up, iPad. We launched 3.5 years ago with a clear goal and ambitious directive”
“When you combine this announcement with the announcement earlier that OS X updates are free, we’re turning the industry on its ear. But we’re doing it because we want our customers to have access the latest software and the newest features”
“These are really incredibly rich apps, and we’ve only scratched the surface of what they’re capable of”
Tim Cook back on stage
“The biggest updates ever, and all free. They’re joining the more than 20 Apple apps we’re updating today. It’s the biggest day ever for apps”
… with the purchase of any new Mac or iOS device, of course. Download from today
Making all the productivity apps free
Now, you can collaborate with a friend, open a document on your iPhone, and even work with people who are stuck on a PC.
“Collaboration, just one of the hundreds of features available in the new iLife”
Each person can drag in different photos, make changes to text, etc
Now showing it being edited in two windows
When you click on the share button, you see who has been editing and who has been invited. Can simultaneously edit with multiple people.
Number one request was for collaboration. So, Apple adding collaboration to iWork for iCloud
iCloud Beta – millions of people have tried the webapps
“We’ve made it super-easy to share documents” – new button to share. Can share via iCloud, sending a link via email. The recipient gets it, can click the link, and it opens up in the iCloud viewer.
“I can drag in another photo”
“They’re the most powerful apps we’ve ever made, but they’re easier to use. We have styles now for every kind of object. It’s really easy to make my document look just the way I want”
Now, a demo. “Imagine I’ve been working on a poster for Eddy’s new album. I fire up Pages, and open his gorgeous poster”
“Nobody lets you do what you can do with Keynote”
All-udpated transitions with more realistic physics, and new options too
Next, Keynote. New effects and animations. Apple was running today’s presentation on the new Keynote.
Can create interactive charts, so you can see how stats are changing and evolving.
“We reinvented spreadsheets with Numbers, and they’re getting even better”
“We’re not cluttering the screen with controls like other apps”
e.g. if you’re editing a document in Pages, you get a context-sensitive control bar showing the most likely tools you’ll need
New UI – “it’s easier to do things while at the same time being more powerful”
“Full file compatibility” – can now open any document on any platform. “Because it’s 64-bit its never been faster”
Completely rewritten apps from the ground up for the Mac
Now iWork. “Our team has been hard at work updating all our productivity apps”
All new iLife apps will be free with the purchase of any new Mac or iOS device. Updates available today.
e.g. “Gavin” – “Although worried that his music school training will ruin his street cred, Gavin plays complex indie rock beats on a gritty-sounding kit”
Can load multiple drummers – you can add up to 14 more drummers with in-app purchases
“It sounds incredibly realistic because Drummer is powered by some of the best session drummers in the world”
Can adjust complexity, drum kits, etc, and fill complexity in real-time
Starts off with “Kyle” a virtual drummer, “influenced by modern rock, but comfortable with most genres, Kyle plays straightforward rocks beats on a natural, versatile kit”
Opening up a guitar riff. “I think that has some promise – what would make it exciting is some killer drums. There’s a great feature called Drummer which creates a virtual drummer that takes your directions.”
“Thanks to iCloud support, you can start a song on your Mac, your iPad, or iPhone and you’ll always have the latest version”
Garage Band on Mac – new design, and new features. Demo time.
Garage Band: new look for iOS 7. Now 16-tracks, and if you have a 64-bit device you can do 32-tracks on an iPhone or iPad. “Your favorite album was probably created in 24 tracks”
New feature called “iMovie Theater” – puts all your movies, clips, etc in a single place. Integrated with iCloud to show across all devices, including Apple TV
“We are bringing desktop class effects, to let you change the speed of the video, or do picture-in-picture, all on an iPad. On the Mac, we have a new design, and a new way to speed up and slow down video which is great for the slow-motion video on the iPhone 5s”
“We’ve got an amazing new version of iMovie with a ton of new features” Completely redesigned for iOS 7. No need to create a project, you can just tap and share.
“Photo Books have been hugely popular, but they’ve only been available on the Mac. Now we’re bringing it to the iPad. You can move the photos around and change the pages to look how you want. You upload it to Apple, we print it, and you get a beautiful coffee table photo book”
iPhoto: “Thanks to 64-bit, browsing photos has never been faster and smoother”
“They let you do great things with your music, movies, and photos. We’ve redesigned to take advantage of iOS 7 and new versions for the Mac, to get the best from Mavericks”
Starting with apps. “Our apps teams have been busy updating our creativity and productivity apps. Lets get started with iLife”
Phil back on stage. “So that’s the new Mac Pro, and that’s our news today for Mac hardware. Next, Eddy Cue”
Laser etched with the text. Video ends.
Now the inside, and the thermal core. Automated assembly of the mainboards, being shifted around between test stations and assembly on conveyor belts.
Showing a video of the manufacturing process. Mac Pro casings being punched out, polished, moved around by robotic arms. Given a protective coating and then the holes for ports drilled out.
Also going to be assembled in the US. “In fact, there have been over 2,000 people over 20 states to help us build this new machine”
12 dAB at idle – about as quiet as a Mac Mini
Running through environmental credentials. Uses 70% less energy than previous Mac Pro. 42W versus 167W when idle
Goes on sale in December
Will cost from $2,999 with a 3.7GHz quad Xeon, 12GB DRAM, dual FirePro D300 with 2GB each, 256GB SSD
Last, music. Gave it to Stuart Price, who has worked with Lady Gaga and Madonna
“The new Mac Pro is amazingly fast and quiet. You have to work with it not to hear it”
Photography: New Aperture, given to Lucas Gilman who does Sports Illustrated and National Geographic.
“The new Mac Pro cuts my editing time exponentially”
Three examples: first video editing, with the new version of Final Cut Pro X. Gave it to Dean Devlin who worked on Independence Day and The Patriot
“The Mac Pro makes real-time 4K video editing a reality”
“We have amazing customers, and we’ve built this so they can do things that we can’t even imagine”
When you move it, there’s a motion controller that lights up the port legends. Dual gigabit ethernet, HDMI 1.4, Bluetooth 4.0, 802.11ac, USB 3.0, six Thunderbolt 2
Up to three 4K video plus single and dual-input displays. HDMI 1.4 for 4K TVs.
External expansion via Thunderbolt 2. 20Gb/s throughput. Six devices per port, plus channel bonding.
Next-gen PCIe flash. Up to 1TB of user-accessible storage. 1.2GB/s reads/1.0GB/s writes. 10x faster than a traditional drive.
Dual workstation GPUs – AMD FirePro with up to 4096. D300, D500, or D700 graphics. Up to 12GB of GDDR5 VRAM. Up to 7 teraflops of compute power for graphics or compute
“Inside, is the fastest processor ever in a Mac. Xeon E5 in quad, 6, 8, or 12-core. Fastest memory ever in a Mac, 1866MHz DDR3 ECC and up to 64GB.
“It’s a computer that packs an incredible amount of power into something an eighth the volume of before”
“So many innovations, like the cooling system which has a single fan – the previous gen-had eight!”
“Mac Pro, as you know, we gave a sneak peak in June. It’s not a stretch to say people have been blown away by our incredible new design”
“That’s our news for MacBook today. Next, Mac Pro”
Overview of the MacBook range: Air and Pro
Now running through the environmental credentials.
2GHz quadcore i7, 8GB ram, Iris Pro, 256GB SSD. Also on sale today.
Starts at $1,999, down from $2,199 of the old model.
It gets an Intel Crystalwell quadcore 4th-gen chip and Iris Pro graphics for the same performance as discrete graphics but at a quarter of the power. But can have the NVIDIA GeForce GT 750M with 2GB of memory. 8hrs of battery life. 802.11ac WiFi and PCIe flash. Thunderbolt 2.
Now, the 15-inch
13-inch 2.4GHz dualcore i5, 4GB, Iris Graphics, 128GB SSD – ships from today
New pricing, too. Starts at $1,299, $200 less than old model
Uses PCIe-based flash, 60% faster than previous-gen. 802.11ac WiFi for up to 3x the performance of before. Thunderbolt 2 now 2x as fast as first-gen Thunderbolt. Mavericks as standard, of course.
“You can watch the entire Batman Dark Knight trilogy on one charge”
Up to 90% faster graphics than previous generation, and up to 9hrs of battery life, compared to 7hrs on the old machine
Dualcore processor with Intel Iris graphics
13-inch is now 3.46 pounds, thinner at 0.71-inches, and now has 4th-gen Haswell Intel processors
Both 13 and 15 inch MBPr having updates.
“The MacBook Air may be the best reviewed Mac we ever made. Now we turn our attention to the MacBook Pro, the first computer with a Retina display, where at a normal working distance the pixels are so small, your eyes can’t discern them”
Phil is running through reviewer comments
“I have the great pleasure to talk to you about MacBook. As you know, this summer we introduced a new generation of MacBook Air. Faster, with all-day battery life. Customers have fallen in love with them, and reviewers have loved them”
Now Phil Schiller is up to talk MacBook
“And the best part – it’s available today”
“We’re doing Free and not in a small way. If you have Mountain Lion, or Lion, or are a complete laggard and are still on Snow Leopard, you can get Mavericks. If you have an Mac Mini in 2007 or an iMac in 2009, you can get it.”
Big applause for that!
“The days of paying huge amounts of money for OS upgrades is gone. Today, we’re announcing OS X Mavericks is free”
“So in the last several years we’ve been on a mission. We’ve re-engineered our development process, so we can put out real, meaningful releases that are as easy to put on your Mac as downloading an app. Today we’re going to revolutionize pricing”
“We want to get Mavericks into as many peoples’ hands as possible”
Demo over. “That’s Mavericks, a fantastic release that extends battery life, makes more of your graphics”
Showing Maps now – satellite view, Flyover. Can share directly to iPhone, where it appears on the lockscreen and you can swipe to go right into the navigation instructions.
Data Detectors pick up dates, times, and possible appointment details from messages, etc, and can pull those into Calendar. Calendar automatically shows a map of location, and figures out travel time between appointments.
“In Safari, there’s shared links” You can search through lists, as well as use Reading View
“Sites can send me notifications too, so Major League Baseball can send me a score. I can get a notification from Gilt on a product I’ve been watching. Passwords are stored across devices, as well as payment information”
“Mavericks is also great for keeping up with what’s going on when I’m working. So if a notification comes in [it says "Untucked shirt: scandalous" from his wife] I can respond right there.
“You can also use multiple tags, so I can use Mars and School”
“If I have a quote that I want to move, I can just click, drag that quote right into my document. It’s much easier to organize my work with tags: so if I want to see all my content related to Mars, I can see it right here. Drag it right out to my document. And tagging is easy too: I just click on the title bar and click here.”
“The Mac has no equal when it comes to having a tool to get projects done. In Mavericks, you have access to iBooks – I can open one of my books, for instance a textbook on Mars – multitouch gestures let me move to a page in a chapter. There are great interactives, so I can play a video here. It’s a great way to learn, and a great way to work.”
iBooks supports textbooks as well as regular books. Now for a Mavericks demo.
Also in Mavericks: shared links in Safari. Enhanced notifications with the ability to respond directly. Multiple screen enhancements. Plus new apps, like Maps and iBooks.
There’s more on Mavericks in our full preview:
If you’re doing something not very graphics intensive, it can use only a little memory for the GPU.
Also added in OpenCL support, with 1.8x acceleration or above for tasks processed with the GPU rather than the CPU.
Next, graphics. Focused specifically on integrated graphics, where the CPU is combined on the die with the GPU, and shares the same system member. In the past, OS X dedicated memory to the GPU, but Mavericks is more intelligent.
Now memory: new Mavericks feature “compressed memory” so inactive parts are compressed so new allocations can be fitted in. 6GB of data into 4GB of system RAM
“We started with power efficiency and made some changes deep and broad. Battery life varies across the range: if you take the new 13-inch MacBook Air, you’ll get 1hr+ more than the previous model”
Focus of MacBooks has been battery, CPU, and GPU
“The team has been hard at work with our tenth release in the history of OS X, and this one is a doozy”
Going to start with OS X.
“Our competition is different. They’re confused. They chased after netbooks. Now they’re trying to turn PCs into tablets and tablets into PCs. Who knows what they’ll do next. I can’t tell you that, but I do know we have a very clear direction, and we’re not going to slow down.”
“We’ve done that through incredible hardware and beautiful design, coupled with OS X and apps like iLife and iWork, and Macs just work seamlessly with you iOS devices with iCloud, and it all comes together in this delightful experience that users just love”
Now the Mac: “We have an amazing line-up of desktops and notebooks, and we’ve had one focus since the beginning – to build the best computers in the world, that people just love to use”
Now over 1m apps on App Store. Users have downloaded 60bn times. Devs have earned over $13bn
That number keeps growing, they’ve listened to over 1bn songs.
“One of the features is iTunes Radio. Artists love it; Justin Timberlake debuted his latest album on iTunes Radio. We’ve had over 20m users listening”
“It blows away the other guys. We love this, because it gives our users the latest software so they can enjoy the latest experience.”
“Just five days after launch, over 200m devices were running iOS 7, making it the biggest and fastest software upgrade ever. As of today, nearly two-thirds of the devices are running iOS 7″
“Both new iPhones shipped with iOS 7, and the response has been tremendous”
Hundreds of millions of customers agreed.
“When we see customer response like this, it makes all the hard work worthwhile.”
Applause as the video ends, and Tim is back on stage.
…and more whooping as they leave the store and are photographed outside
People buying iPhone 5c in matching colors to their glasses-frames.
Lots of whooping, lots of high-fiving.
Staff putting iPhone stock on shelves, experiencing the 5s and 5c for the first time themselves. Screaming lines outside; countdowns to sales starting
“The excitement and energy was absolutely palpable, and there was no place better to experience it than in one of our retail stores”
Showing a video of the launch experience in various Apple stores around the world
“Millions of people agreed – by the end of the launch weekend we’d sold more than 9m iPhones, making it the biggest iPhone launch ever”
“Before we dive right in, I have a few updates, beginning with iPhone. We launched two new designs last night: the amazing iPhone 5c in a range of colors. And we announced the forward-thinking iPhone 5s, with the blazing fast processor and of course Touch ID”
“Thanks for joining us and good morning. I really love that video; we played it for the first time at the developer conference in June, and it does a great job of reflecting our values. The unique way Apple creates the very best products in the world”
Tim Cook on stage. Rapturous applause.
“There are a thousand nos for ever yes. We simplify. We perfect. Until everything we touch enhances life it touches. Only then do we sign our work. Designed by Apple in California.”
“The first thing we as is, how do we want people to feel? Delight, surprise, love, connection. Then we begin to craft around our intention. it takes time…”
“If everyone is busy making everything, how can anyone perfect anything. We start to confuse convenience with joy, abundance with choice.”
Lights are down, music has stopped. Video up first.
Not only will Vincent and I be hitting all the news as it happens in the liveblog, the rest of the SlashGear team will be wrapping up all the key news on the homepage. You can find all our Apple news in the hub: http://www.slashgear.com/apple
Two minutes to go, and the room is filling up. On stage there are two iMacs and four MacBooks. Oh, and a huge Apple logo.
It’s a day for tablets. As well as whatever updated iPads Apple has for us, we’ve also seen Nokia’s first Windows RT tablet, revealed earlier this morning in Dubai. The Lumia 2520 certainly looks good, but will it buck the RT trend and actually sell any units? There’s more in our hands-on:
Question is, will there be a 4K Apple display to go along with its 4K-capable graphics?
Meanwhile, Apple is also expected to be talking about pricing and availability of the new Mac Pro, the barrel-shaped pro-desktop previewed earlier this year.
Today we’re expecting new iPads, though rumors are mixed as to whether the new iPad mini will have a Retina display or not
This is Chris Davies on text, and my estimable colleague Vincent Nguyen will be ably manning a camera, and using its light-capturing skills to show you exactly what Apple announces… in photographic form.
Ten minutes to go and we’re in and seated – it’s a big hall and Apple is telling us it’ll be a full house this morning
We are here