The Talk Show

00:00:00 ◼   ► Ladies and gentlemen, welcome to Mezzanine.

00:00:07 ◼   ► Won't you please take your seats and silence your cell phones.

00:00:14 ◼   ► Daring Fireball Productions, in association with the Daring Fireball Company LLC,

00:00:23 ◼   ► is delighted to welcome you to a daring fireball presentation of the talk show

00:00:31 ◼   ► live from WWDC 2016 and now won't you please welcome your host John Gruber

00:00:44 ◼   ► thank you Paul I actually needed that reminder my cell phone was not on on

00:00:51 ◼   ► silent thank you Mike I will start by thanking our sponsors this is a fifth

00:01:03 ◼   ► year actually we've been doing I've been doing this show at least fourth time

00:01:06 ◼   ► here at mezzanine and I think that MailChimp has been sponsoring our bar all

00:01:13 ◼   ► along and if not it's at least as far back as I remember so it just in case it

00:01:19 ◼   ► isn't clear the bar is on the house it is on MailChimp. MailChimp if you guys

00:01:23 ◼   ► don't know they are an email newsletters like my friend Ben Thompson Strategery

00:01:31 ◼   ► goes after MailChimp. They also have a bunch of new features stuff that

00:01:36 ◼   ► integrates with online stores and integration just about any online store

00:01:42 ◼   ► platform that you might be familiar with and then you can get your customers to

00:01:46 ◼   ► get email when products if they're interested are available or

00:01:50 ◼   ► Whatever great company if you need to send email

00:01:53 ◼   ► Go to MailChimp.com and please let's hear it for them for the open bar

00:02:00 ◼   ► Also back with us for the fourth consecutive year as a sponsor of the show is Microsoft and

00:02:15 ◼   ► At four years it's not even like a whoa that's weird Microsoft sponsoring. No, it's like awesome and and it makes total sense

00:02:22 ◼   ► They have this website. It's gonna give you so much more information than I have time to give you now. Any dev any app

00:02:29 ◼   ► dot-com. That's the message they're trying to give that any developer if you're working a mobile or the web

00:02:35 ◼   ► For any type of app if you need cloud services

00:02:38 ◼   ► It's now called the Azure App Service

00:02:41 ◼   ► If you need that sort of stuff go check it out. Their website has so much information. Here's the funny thing

00:02:45 ◼   ► They had the same website last year, but instead of any dev any app.com. I said any app any dev.com

00:02:52 ◼   ► And we are in fact streaming this live

00:02:56 ◼   ► And you know the show went on and in meantime I gave out the wrong URL for a pretty pricey sponsorship

00:03:09 ◼   ► And what happened is there was some kid in Australia who was watching the live stream who quick like jumped on and registered the domain

00:03:17 ◼   ► This true story, this is an absolute true story. You guys see Matt Hensing. He's here representing Microsoft. He's about this tall

00:03:27 ◼   ► him and Hockenberry are gonna have a fight after the

00:03:30 ◼   ► show is over

00:03:32 ◼   ► You could ask him he'll vouch for this so they got in contact with him. We're like, oh man, that's with Microsoft

00:03:37 ◼   ► We'd better get this domain and it was already gone and they contacted the kid and they were like, oh man

00:03:41 ◼   ► This kid is gonna you know, he's really gonna let us have it and he was like well one of those Xboxes would be nice

00:03:46 ◼   ► So they they sent the kid like a box like with an Xbox and like all the cool stuff that you could possibly imagine

00:03:56 ◼   ► It goes with an Xbox and they got the domain

00:03:58 ◼   ► So I think it's safe that you you can just go check out the information from Microsoft go to any app or any Dev.com

00:04:05 ◼   ► Now any dev, any app.com. Microsoft, great sponsor. And then last but not least,

00:04:13 ◼   ► we have one more sponsor. This one's new and surprisingly this is the thing

00:04:18 ◼   ► because if you think Microsoft, well how you gonna go bigger than that? But this

00:04:20 ◼   ► is actually one of the few, I mean I'm guessing maybe three or four

00:04:25 ◼   ► corporations in the world with a larger market cap than Microsoft. It's Meh.com.

00:04:35 ◼   ► [Laughter]

00:04:37 ◼   ► Matt.com is the store that I would run if I were gonna run like an online store.

00:04:43 ◼   ► And I mean, let me be clear. I have absolutely zero interest in running a store. It seems like a terrible job.

00:04:48 ◼   ► [Laughter]

00:04:50 ◼   ► And a lot of hard work and I don't like either of those things. So...

00:04:53 ◼   ► [Laughter]

00:04:55 ◼   ► Yeah, I'm not gonna run a store, but if I did it would be like Matt. Here's the way Matt works.

00:05:01 ◼   ► They have one product a day. That's it. You don't even know what it is.

00:05:03 ◼   ► You have to like go there at midnight. You find out what they're selling today. It's one thing daily deal usually at like an

00:05:08 ◼   ► Unbelievable price. I'm I said this before I'm half worried that they're like stealing these things and

00:05:14 ◼   ► That I don't know if me endorsing it like this makes me complicit in a crime because when you're selling like

00:05:19 ◼   ► $120 stereo for $14

00:05:21 ◼   ► Usually that was you know, it's like that scene in Goodfellas where they're selling cigarettes out of the back of the truck

00:05:27 ◼   ► But what they really do the other thing they do is they just concentrate on making everything real funny

00:05:32 ◼   ► the descriptions of the products are real funny. They have funny videos every

00:05:36 ◼   ► day and I really do get the feeling that they'd be happy if you just go there and

00:05:40 ◼   ► check them out every day and you never buy anything. They even, that's like the

00:05:42 ◼   ► gimmick of the thing is like here's the product, buy or meh and you can just type

00:05:47 ◼   ► men and they're like well that guy didn't like that. So my thanks to them.

00:05:53 ◼   ► So last year was a little different than the previous years because we had

00:06:02 ◼   ► actual special guest. What happened was the backstory on it is it was a week

00:06:06 ◼   ► before WWDC and I still hadn't asked anybody to be on the show and I was

00:06:10 ◼   ► putting it off because I kind of had it in my head that I kind of wanted to see

00:06:14 ◼   ► if I could get Phil and I put it off because I didn't want to hear no and it

00:06:20 ◼   ► was like a week before I was like well this is ridiculous I'll just ask and so

00:06:23 ◼   ► I sent an email to Steve Dowling I said look this is probably ridiculous and so

00:06:26 ◼   ► just feel free to say no. But I do this show every year and I think it'd be

00:06:32 ◼   ► really cool. I think it would work really well if Phil Schiller came on and the

00:06:36 ◼   ► day after the keynote we could talk about it, nerd out and go into detail

00:06:40 ◼   ► that you can't get into in a keynote. And he wrote back and all he said was, "Not

00:06:43 ◼   ► ridiculous. Let's talk tomorrow." And next thing you know, a week later Phil Schiller

00:06:49 ◼   ► was screwing around, not coming out behind the curtain and making me wonder

00:06:54 ◼   ► whether maybe he went to the bathroom, maybe we miscommunicated on what the

00:07:00 ◼   ► cues were gonna be and it was great. I mean I don't know how many people here

00:07:04 ◼   ► were here last year. It really was great. It was the best time I've had on stage

00:07:11 ◼   ► in my life and then I watched the video and I didn't even really die watching

00:07:15 ◼   ► myself. I was like this is actually pretty good and it ended and it was a

00:07:20 ◼   ► big surprise. We kept it under wraps. Everybody seemed pleasantly surprised

00:07:24 ◼   ► and it just made it all the more fun.

00:07:25 ◼   ► And then the show's over, and I go backstage,

00:07:29 ◼   ► and people are like, "Wow, that was great.

00:07:30 ◼   ► I can't believe it. That was amazing.

00:07:32 ◼   ► That was amazing." And I start meeting people.

00:07:34 ◼   ► And it was about three minutes, three or four minutes

00:07:35 ◼   ► after the end of the show when the first person said,

00:07:38 ◼   ► "Boy, you're really gonna have a hard time

00:07:39 ◼   ► topping that next year."

00:07:40 ◼   ► (audience laughing)

00:07:44 ◼   ► And I thought, "Wow, that did not occur to me

00:07:47 ◼   ► because this week has been a blur.

00:07:51 ◼   ► Like, I really just asked a week ago,

00:07:52 ◼   ► and then we set this up and I've been thinking on questions.

00:07:56 ◼   ► And you're right.

00:07:57 ◼   ► And there's only so far up I can go.

00:08:01 ◼   ► There's only so many different ways that we could go up.

00:08:03 ◼   ► So one of these years, it is absolutely gonna be the case

00:08:07 ◼   ► that it is not as good a guest as the year before.

00:08:09 ◼   ► I mean, one of these times,

00:08:11 ◼   ► it really is gonna be John Moltz coming out.

00:08:13 ◼   ► And that'll be great.

00:08:15 ◼   ► And we'll have a good show.

00:08:17 ◼   ► I mean, there might be more people

00:08:20 ◼   ► leaving to go to the open bar in mid show,

00:08:22 ◼   ► which you can do by the way, please. Really run up a good tab. We're good here.

00:08:26 ◼   ► But this is not that year. This year I think I think it's a little better.

00:08:34 ◼   ► So this year how do you top Phil Schiller? Here's how. Ladies and

00:08:44 ◼   ► gentlemen, please give a warm welcome to Phil Schiller and Craig Federighi.

00:08:54 ◼   ► [ Applause ]

00:09:18 ◼   ► True story.

00:09:19 ◼   ► Got a text message

00:09:22 ◼   ► about 45 minutes ago, hour ago.

00:09:25 ◼   ► Do you guys have any food here?

00:09:27 ◼   ► No, we don't.

00:09:29 ◼   ► We have lots of booze.

00:09:30 ◼   ► So when they get here, here's what Craig,

00:09:38 ◼   ► Craig has a boxed lunch from WWDC.

00:09:41 ◼   ► And that's what he's eating.

00:09:46 ◼   ► And a friend of the show and announcer Paul Kefausis

00:09:49 ◼   ► asked him, is that a WWDC box lunch?

00:09:52 ◼   ► And the answer is--

00:09:54 ◼   ► It aged well.

00:09:56 ◼   ► It was an old WWDC box lunch.

00:09:59 ◼   ► So let it be said, Apple eats their own dog food.

00:10:02 ◼   ► [LAUGHTER]

00:10:04 ◼   ► [APPLAUSE]

00:10:07 ◼   ► True that.

00:10:09 ◼   ► I can absolutely validate that for over 20 years of doing

00:10:15 ◼   ► surveys from WWDC every single year,

00:10:18 ◼   ► the number one complaint is the food.

00:10:20 ◼   ► And so we resign ourselves to the fact

00:10:22 ◼   ► that if that's the worst thing that comes out of WWDC,

00:10:26 ◼   ► all is good.

00:10:27 ◼   ► It's tradition, so.

00:10:31 ◼   ► (audience laughing)

00:10:33 ◼   ► - So I always start the show,

00:10:34 ◼   ► I started it the same way last year,

00:10:36 ◼   ► I always ask the guests,

00:10:36 ◼   ► how do you think the keynote went yesterday?

00:10:39 ◼   ► - Good audience.

00:10:40 ◼   ► (audience laughing)

00:10:41 ◼   ► Great crowd.

00:10:42 ◼   ► - Great presenters.

00:10:43 ◼   ► (audience laughing)

00:10:44 ◼   ► missing one. Once again Phil Schiller was not on stage at the keynote. This is

00:10:50 ◼   ► becoming a new tradition. I was teasing with Tim that between Craig and

00:10:57 ◼   ► Jeff Williams and now Bose I don't meet the minimum height requirement to

00:11:01 ◼   ► present. But Craig I honestly thought I talked to you yesterday briefly and I

00:11:09 ◼   ► told you I thought you did an amazing job. I mean how many people thought Craig

00:11:14 ◼   ► (audience cheering)

00:11:17 ◼   ► It's not just that you're up there and you're good

00:11:20 ◼   ► and you're covering stuff, but you covered

00:11:22 ◼   ► like three hours of stuff in 90 minutes

00:11:26 ◼   ► or however long you were on stage.

00:11:28 ◼   ► - Yeah.

00:11:29 ◼   ► (audience laughing)

00:11:31 ◼   ► It was a lot.

00:11:32 ◼   ► Yeah, I mean, the team did a tremendous amount of work

00:11:35 ◼   ► and we tried to--

00:11:36 ◼   ► - Well, the article I saw on the ringer today,

00:11:39 ◼   ► I don't know if you saw this.

00:11:40 ◼   ► (audience laughing)

00:11:41 ◼   ► I'm not gonna go into details of the article,

00:11:42 ◼   ► But the headline was, "Apple's Craig Federighi is Perfect."

00:11:45 ◼   ► [LAUGHTER]

00:11:47 ◼   ► [APPLAUSE]

00:11:49 ◼   ► I read that article, and I can only

00:11:54 ◼   ► confirm that it's half true.

00:11:55 ◼   ► [LAUGHTER]

00:12:03 ◼   ► So I didn't think about it yesterday,

00:12:05 ◼   ► but today it occurred to me that there sort of

00:12:08 ◼   ► was a recurring, overriding theme in the announcements

00:12:11 ◼   ► yesterday, which in broad strokes is that you guys have opened up a lot of stuff

00:12:17 ◼   ► to third-party developers that was previously reserved for Apple's first

00:12:23 ◼   ► party code. Quickly, I might even miss some, CallKit so that VoIP apps can get

00:12:30 ◼   ► the same lock screen privileges for incoming calls as the phone app and

00:12:35 ◼   ► FaceTime which is yours. Messages so you WhatsApp can you can specify a contact

00:12:42 ◼   ► when I text Craig default by going to WhatsApp instead of iMessage.

00:12:47 ◼   ► Siri API, iMessage apps, maps, extensions and even non Mac App Store apps can now

00:12:59 ◼   ► use Cloud Kid and a bunch of other iCloud services.

00:13:03 ◼   ► (audience applauding)

00:13:06 ◼   ► Is that a coincidence or is that like a strategic

00:13:11 ◼   ► part of the plan for this year?

00:13:13 ◼   ► - Well with iOS 8, we started that with extensions.

00:13:18 ◼   ► Opening up like the share sheet for instance.

00:13:20 ◼   ► For a while there it was, if we didn't build it,

00:13:21 ◼   ► it couldn't be in the share sheet.

00:13:23 ◼   ► And so we had to build a Twitter interface ourselves

00:13:26 ◼   ► and a Facebook interface.

00:13:27 ◼   ► And as of iOS 8, we started having extensions

00:13:31 ◼   ► for extending the system with sharing, widgets.

00:13:34 ◼   ► And so we built a lot of the technology with XPC services.

00:13:39 ◼   ► You folks know what those are, and out of process UI,

00:13:43 ◼   ► and all the building blocks to make this possible.

00:13:46 ◼   ► And this year we really felt like giving the developers

00:13:50 ◼   ► more and more opportunities to let users do

00:13:52 ◼   ► what they want to do across all these experiences

00:13:55 ◼   ► was a way that we could really make the platform better

00:13:58 ◼   ► for all of our users.

00:13:59 ◼   ► So yeah, it all came together nicely with Siri as well.

00:14:05 ◼   ► And a big part of it, it seems to me,

00:14:07 ◼   ► as the platforms, plural, evolve,

00:14:09 ◼   ► because it's definitely-- especially iOS and Mac--

00:14:14 ◼   ► what it means to have an app is more than, like on the Mac,

00:14:19 ◼   ► OK, you launch an app and a window opens up

00:14:21 ◼   ► and you are in this window.

00:14:23 ◼   ► And it's yours as the developer.

00:14:25 ◼   ► Or on iOS, it's a little simpler.

00:14:27 ◼   ► You get the screen.

00:14:28 ◼   ► But now, to be an app that's really taking advantage

00:14:32 ◼   ► of the best, the newest stuff that the platform has to offer,

00:14:36 ◼   ► you need to be inside other apps.

00:14:40 ◼   ► You know, widgets inside iMessage.

00:14:45 ◼   ► I think that just makes sense for mobile.

00:14:47 ◼   ► I mean, if you have an app and the right place to interact

00:14:52 ◼   ► is on the notification on the lock screen,

00:14:54 ◼   ► and you don't want the user to have to unlock the phone

00:14:56 ◼   ► and launch your app in order to get something done,

00:14:58 ◼   ► or invoking your app with Siri is

00:15:01 ◼   ► going to be the quickest path to getting something done.

00:15:03 ◼   ► We want to make that possible.

00:15:05 ◼   ► And so I think that's what you're seeing here,

00:15:07 ◼   ► as well as, as you say, inside of Maps.

00:15:09 ◼   ► If you want to book a ride, or you

00:15:11 ◼   ► want to get a restaurant, or any of those things,

00:15:14 ◼   ► it's going to just be a quicker and smoother flow

00:15:16 ◼   ► if you're integrated into the place where the user started

00:15:19 ◼   ► instead of requiring switching around.

00:15:20 ◼   ► And so this is opening all that up.

00:15:22 ◼   ► And I think developers are going to do

00:15:24 ◼   ► a tremendous number of things with it

00:15:25 ◼   ► that we didn't even envision, so it should be an exciting year.

00:15:28 ◼   ► It's also just an evolution of the success of the app model, right?

00:15:33 ◼   ► Apps took off, been wildly successful, this amazing software process, and then you want

00:15:40 ◼   ► to have apps in your maps, you want to have apps in your Siri situations, and you want

00:15:45 ◼   ► to have apps in your messaging, and so we like apps, we like them everywhere, we want

00:15:49 ◼   ► to use them in many places, so to me it's an evolution of what's going on with apps

00:15:53 ◼   ► in general. And you mentioned XPC and I know, I mean this is a fairly, fairly nerdy

00:16:00 ◼   ► crowd, but I do think it's a years-long shift where, and my layman's

00:16:08 ◼   ► XPC is inter-process communication and it's a way for different processes that

00:16:13 ◼   ► can be sandboxed and all of the privacy and hey you, this process can't

00:16:19 ◼   ► diddle with the data of this process without having it in a shared location,

00:16:24 ◼   ► that they can still communicate with each other in a rich way. Compared to the

00:16:29 ◼   ► old days, the Mac OS has always been extensible and whether you want to go

00:16:34 ◼   ► back to the classic Mac OS with like a NITS or the next step days with things

00:16:42 ◼   ► like bundles and input managers and remember in the early days of Mac OS X

00:16:45 ◼   ► when we had the hacksies and the input managers.

00:16:48 ◼   ► And that was, and in layman's terms,

00:16:51 ◼   ► the fundamental differences, those were ways

00:16:53 ◼   ► to extend apps officially or unofficially,

00:16:55 ◼   ► where the extension code was running within the process.

00:17:00 ◼   ► - Yeah, and from a stability point of view

00:17:02 ◼   ► and a privacy point of view, really bad news.

00:17:05 ◼   ► So we started years and years ago with mock messaging

00:17:11 ◼   ► and on that we built XPC as a form of remote procedure call and asynchronous messaging,

00:17:18 ◼   ► structured messaging thing, but we then created what we internally called XPC containers,

00:17:24 ◼   ► which are really what you now think of as XPC services, which are the ability to package

00:17:28 ◼   ► a whole bunch of code and let the system manage launching that code, tearing that code down

00:17:33 ◼   ► when it needed to, but exposing services in that way.

00:17:36 ◼   ► And that turned out to be really important, even internally within the OS.

00:17:40 ◼   ► We were using it for quite a while within the OS before it was exposed as a mechanism

00:17:43 ◼   ► for third parties because it allowed us to set different security boundaries around different

00:17:48 ◼   ► – this is really getting nerdy – but –

00:17:50 ◼   ► No, this is good!

00:17:51 ◼   ► [Laughter]

00:17:52 ◼   ► [Applause]

00:17:53 ◼   ► Because if you're going to go load some image format even or run a Spotlight converter or

00:18:03 ◼   ► something that's going to run over all your documents, you want to make sure that if that

00:18:07 ◼   ► Nothing crashes, it doesn't crash the overall spotlight indexer or the app.

00:18:14 ◼   ► You don't want it to have any more access to anything but the one thing it's supposed

00:18:17 ◼   ► to have to do the job.

00:18:18 ◼   ► So this was all part of our security and sandboxing architecture.

00:18:22 ◼   ► But then with iOS 8, we saw the opportunity to combine that with essentially remote views,

00:18:28 ◼   ► the ability to say that the UI you see on screen that looks like it's all from one app

00:18:32 ◼   ► is actually composed from the main app, but also one or more XPC services serving UI into

00:18:39 ◼   ► that and we manage all that.

00:18:40 ◼   ► And that gives you this single experience, but where all the security boundaries and

00:18:44 ◼   ► the stability boundaries are in place.

00:18:47 ◼   ► And that's enabled us to take this extensibility model from something that was really Haxi-prone

00:18:53 ◼   ► in the next step and, well, init in CDAB days.

00:19:00 ◼   ► And make it much more stable.

00:19:01 ◼   ► And so that's been now a building block for all these things that we're doing.

00:19:06 ◼   ► And iOS 10 was just really stepping on the gas on the places where we could do that that

00:19:10 ◼   ► made the biggest difference for user experience.

00:19:13 ◼   ► One of the most surprising changes, and again, I think that this is in the spirit of openness

00:19:18 ◼   ► or flexibility on Apple's part and relinquishing control that previously wasn't relinquished.

00:19:25 ◼   ► And it surprised me is that you can now remove a whole bunch of the default apps on iOS from

00:19:32 ◼   ► your home screen.

00:19:33 ◼   ► Though you would not want to.

00:19:35 ◼   ► If you have the freedom, just knowing you have the power that you'll never use.

00:19:41 ◼   ► It's one of my favorite pages on the What's New site is I love the page because it even

00:19:46 ◼   ► goes out of the way to say, you know, because of all the compression that we use and the

00:19:50 ◼   ► the techniques that we use and the shared frameworks,

00:19:52 ◼   ► they only take up 150 megabytes.

00:19:54 ◼   ► (audience laughing)

00:19:56 ◼   ► - Yeah, well, okay, so, this is true, this is true.

00:20:01 ◼   ► We should be really clear on actually what this feature is

00:20:03 ◼   ► and what it's not,

00:20:04 ◼   ► 'cause it's not everything you might think it is.

00:20:07 ◼   ► So, what it is is you are removing,

00:20:10 ◼   ► when you remove an app,

00:20:12 ◼   ► you're removing it from the home screen,

00:20:14 ◼   ► you're removing all the user data associated from it,

00:20:16 ◼   ► you're removing all of the hooks that it has

00:20:19 ◼   ► into other system services, like Siri no longer will try to use that when you talk to it and

00:20:24 ◼   ► so forth.

00:20:25 ◼   ► We're not actually deleting the application binary, and the reason is really twofold.

00:20:30 ◼   ► One, they're small, but more significantly, the whole iOS security architecture around

00:20:36 ◼   ► the system update is this one signed binary where we can verify the integrity of that

00:20:44 ◼   ► with every update, that there's no mixing and matching going on between all of these

00:20:47 ◼   ► different pieces.

00:20:49 ◼   ► And so if you go and say, well, I don't like, what's an app that someone would remove?

00:20:56 ◼   ► I'm going to get myself a couple here.

00:20:57 ◼   ► I can't think of one.

00:20:59 ◼   ► Stocks.

00:21:00 ◼   ► Stocks.

00:21:01 ◼   ► Some people don't follow the stock market.

00:21:05 ◼   ► Fair enough.

00:21:06 ◼   ► Some people do not follow the stock market or there's not one in their country.

00:21:08 ◼   ► Which is good for them.

00:21:09 ◼   ► Yes.

00:21:10 ◼   ► Or something.

00:21:11 ◼   ► Yes.

00:21:12 ◼   ► And so they might remove that app.

00:21:13 ◼   ► And when you do, it's hidden, and any user data and preferences and so forth associated

00:21:18 ◼   ► with it's gone.

00:21:19 ◼   ► If you want to get it back, we were thinking, well, how do we let you restore this?

00:21:23 ◼   ► And we thought, well, people are naturally, if they want to go get it back, they're going

00:21:26 ◼   ► to go to the App Store and search for it.

00:21:28 ◼   ► And so you go to the App Store and search for it, and it'll show up, and you'll say

00:21:32 ◼   ► "get," and it will reappear.

00:21:35 ◼   ► Because that's how they know to install it.

00:21:37 ◼   ► The download will be remarkably fast.

00:21:39 ◼   ► Exactly.

00:21:40 ◼   ► Compression technology.

00:21:41 ◼   ► - Impression technology.

00:21:44 ◼   ► Good stuff.

00:21:44 ◼   ► - And it has led some to mistakenly report

00:21:47 ◼   ► that we're moving these apps out of the system bundle

00:21:50 ◼   ► and into the store for downloading,

00:21:52 ◼   ► and that's not really the case.

00:21:54 ◼   ► We're just making that the easy mechanism for restoring,

00:21:56 ◼   ► is seeing it from the store side.

00:21:58 ◼   ► But it's really still part of the system bundle.

00:22:00 ◼   ► - Okay. - Let me set the record

00:22:01 ◼   ► straight here. - That's interesting,

00:22:02 ◼   ► 'cause that means there won't be an update to mail

00:22:04 ◼   ► that comes through the App Store.

00:22:05 ◼   ► It's just like it used to be.

00:22:07 ◼   ► It'll be part of the system update.

00:22:08 ◼   ► - That is correct.

00:22:09 ◼   ► Well, speaking of the App Store, this last week,

00:22:13 ◼   ► (audience laughing)

00:22:16 ◼   ► a week ago--

00:22:19 ◼   ► - There's a reason I sat on this side.

00:22:21 ◼   ► I just thought these two were gonna get totally nerd out

00:22:23 ◼   ► and I'm just gonna let 'em have fun

00:22:25 ◼   ► and I have no problem with that.

00:22:27 ◼   ► - A week ago, there were a bunch of changes,

00:22:32 ◼   ► improvements to the App Store.

00:22:34 ◼   ► In a certain sense, you could, you know,

00:22:37 ◼   ► or one of them, and it did not get mentioned in the keynote,

00:22:39 ◼   ► but review times for apps submitted to the App Store

00:22:42 ◼   ► are way faster than they used to be.

00:22:44 ◼   ► (audience cheering)

00:22:47 ◼   ► - We thought this was one of those cases

00:22:55 ◼   ► where we could address a problem

00:22:56 ◼   ► before it starts to boil over.

00:22:58 ◼   ► (audience laughing)

00:23:00 ◼   ► Just an anticipation of potential future.

00:23:03 ◼   ► - For the audience at the keynote though,

00:23:08 ◼   ► That, to not even mention that and just take that applause

00:23:11 ◼   ► is amazing because you know that it's coming

00:23:14 ◼   ► and that developers are pretty happy about that.

00:23:17 ◼   ► - It would have been an easy way to get applause

00:23:20 ◼   ► but we didn't stoop to that trick.

00:23:22 ◼   ► So, yeah, you know, it was exactly,

00:23:25 ◼   ► people have all these awesome conspiracy theories

00:23:27 ◼   ► and they're fun to read but it was exactly what we said

00:23:31 ◼   ► which was the, we were working on the keynote.

00:23:34 ◼   ► We actually thought about having a whole developer section

00:23:37 ◼   ► to talk about the App Store and the keynote,

00:23:39 ◼   ► and looking at keeping it really,

00:23:41 ◼   ► we really wanted to get done

00:23:42 ◼   ► in just under two hours if we could.

00:23:44 ◼   ► And you couldn't really talk about that

00:23:48 ◼   ► in the subscription stuff and the ad search stuff

00:23:52 ◼   ► and all that in three minutes.

00:23:54 ◼   ► We really needed probably about 15 minutes to explain,

00:23:57 ◼   ► and it just wasn't worth losing 15 minutes of product time

00:24:01 ◼   ► to talk about that if we could instead just talk

00:24:04 ◼   ► to people ahead of time.

00:24:05 ◼   ► so we decided to do something we've never done before,

00:24:07 ◼   ► which is before the keynote,

00:24:09 ◼   ► so, explain some of this.

00:24:11 ◼   ► However, it was kind of tough to do

00:24:12 ◼   ► because here we're talking to you and a few others

00:24:15 ◼   ► and saying, here are things we're doing for the App Store,

00:24:18 ◼   ► knowing that we still have to come a few days later,

00:24:22 ◼   ► you know, apps working with Siri

00:24:23 ◼   ► and apps working with Messages,

00:24:25 ◼   ► and these are huge impacts on developers

00:24:27 ◼   ► and a new store for message apps were gonna come out,

00:24:31 ◼   ► and so we couldn't really tell the whole picture

00:24:33 ◼   ► of all the things we're doing,

00:24:34 ◼   ► So we told sort of half of it and waited for the rest.

00:24:38 ◼   ► Well, part of it that goes together-- so one of the

00:24:40 ◼   ► improvements last week was search ads.

00:24:43 ◼   ► And I noticed--

00:24:46 ◼   ► I don't know, Jerry, if you noticed, before we came out,

00:24:48 ◼   ► there was an ad that showed up first, as John, you did your

00:24:52 ◼   ► ads before we started this session.

00:24:55 ◼   ► It was really nice.

00:24:57 ◼   ► Thank you.

00:25:02 ◼   ► And I found two of the three were relevant

00:25:05 ◼   ► to what we were discussing.

00:25:06 ◼   ► (audience laughing)

00:25:09 ◼   ► I won't, for the benefit of your advertisers,

00:25:14 ◼   ► I won't mention which one I didn't find

00:25:15 ◼   ► quite relevant to my interests, but.

00:25:17 ◼   ► (audience laughing)

00:25:20 ◼   ► - I was gonna be nice, I was gonna say.

00:25:27 ◼   ► (audience laughing)

00:25:29 ◼   ► I was gonna say how there's a tie-in

00:25:31 ◼   ► you couldn't mention a week ago where the idea of the search edge is it improves discoverability

00:25:38 ◼   ► and there's a discoverability aspect with the iMessage apps where if I send you a widget

00:25:45 ◼   ► through an iMessage app and you don't have it yet, there's a very subtle, you know, this

00:25:50 ◼   ► was, I forget what it exactly says, but it gives you a...

00:25:52 ◼   ► Yeah, a couple of really interesting things that the team did in working on these message

00:25:58 ◼   ► JibJabs is number one, that if I send you something,

00:26:02 ◼   ► if I send you a sticker, if I send you a JibJab,

00:26:06 ◼   ► you get to receive it and experience it

00:26:09 ◼   ► without having to download the app.

00:26:10 ◼   ► And so you can do that on a lot of these things,

00:26:13 ◼   ► where some other services you're always being hit with,

00:26:16 ◼   ► hey, download this in order to see what someone's sending you.

00:26:19 ◼   ► The team really wanted to have a great experience

00:26:20 ◼   ► for the receiver.

00:26:21 ◼   ► You don't have to do that.

00:26:23 ◼   ► However, there is attribution there,

00:26:25 ◼   ► and you can choose to get it if you're like,

00:26:26 ◼   ► wow, those JibJabs are really cool.

00:26:28 ◼   ► I want to download them too and share them with friends.

00:26:31 ◼   ► And hopefully that'll become a nice viral marketing

00:26:33 ◼   ► in addition to other ways for users

00:26:35 ◼   ► to discover apps and messages.

00:26:37 ◼   ► - On search ads,

00:26:40 ◼   ► make the case, and when we talked last week you did,

00:26:44 ◼   ► and on the phone call I thought, yeah that makes sense.

00:26:48 ◼   ► And then when I went and looked at my notes

00:26:50 ◼   ► and I was like, I'm not sure I get it.

00:26:51 ◼   ► Make the case, on this particular part,

00:26:54 ◼   ► that the system that you guys have designed

00:26:57 ◼   ► can and should be to the benefit of smaller indie developers

00:27:02 ◼   ► and it's not going to be dominated by the biggest companies

00:27:07 ◼   ► with the budgets that are more than everybody here combined?

00:27:11 ◼   ► - So the two sort of priorities we set on the team

00:27:17 ◼   ► as they were working on it was if we're gonna do this,

00:27:21 ◼   ► we have to do it in a way that number one,

00:27:23 ◼   ► protects user privacy.

00:27:25 ◼   ► There are many ways that companies do it

00:27:27 ◼   ► where they're not protecting privacy,

00:27:28 ◼   ► and we need to understand that.

00:27:30 ◼   ► And secondly, how do you do it in a way

00:27:32 ◼   ► that gives advantages to small and indie developers,

00:27:35 ◼   ► because it's easy to imagine a system that didn't do that.

00:27:38 ◼   ► And so we set out to think of all the things

00:27:40 ◼   ► we could do to make that possible.

00:27:42 ◼   ► And there's a long list of things,

00:27:44 ◼   ► and I won't go through all of them to bore you all,

00:27:46 ◼   ► but there are many things.

00:27:49 ◼   ► Things like, first of all, there's no minimum bid,

00:27:52 ◼   ► So you don't set up a bar if you have a very small amount of money.

00:27:55 ◼   ► You can just do what you want with the small money.

00:27:57 ◼   ► The fact that we're going to work really hard to try to make relevance the top priority

00:28:02 ◼   ► over bid for why something gets shown, that the users are the ultimate deciders of what

00:28:09 ◼   ► gets shown based on their clicks or big input to what is relevant to the search result.

00:28:16 ◼   ► The fact that we're going to work hard to try to police and improve the whole metadata

00:28:21 ◼   ► system if we find, as it easily could, be abused to hurt developers.

00:28:27 ◼   ► The fact that—and this has been a hotly debated thing—the fact that you can do conquesting,

00:28:33 ◼   ► you can use someone else's brand in your ad words that you want to use, as we thought

00:28:39 ◼   ► about it, that is more likely to benefit the small developer than the big developer, because

00:28:43 ◼   ► the big developer isn't going to pick on a lot of small developer terms, but a small

00:28:46 ◼   ► developer can try to latch onto a big developer's name.

00:28:49 ◼   ► If you want to search for Angry Birds in your game, you can.

00:28:54 ◼   ► We think that that can help them.

00:28:55 ◼   ► The fact that there is no exclusivity.

00:28:58 ◼   ► So a large developer cannot say, "I want to be the top bid, and I'm going to spend everything

00:29:03 ◼   ► I can to buy up this term."

00:29:04 ◼   ► There will be no exclusivity.

00:29:05 ◼   ► There's going to be a rotation there.

00:29:07 ◼   ► As that rotation appears, the relevance will help drive it further.

00:29:10 ◼   ► We're trying everything we can.

00:29:13 ◼   ► I think one of the best things is right now, once we're in beta throughout the summer,

00:29:18 ◼   ► The downloads the users get from the ads are real downloads to benefit the developer, but

00:29:22 ◼   ► we're not charging during the beta time.

00:29:24 ◼   ► So there's a chance for everybody to get in and try it out, help us learn from it, and

00:29:29 ◼   ► drive real downloads and real business without any marketing spend.

00:29:33 ◼   ► So we're trying to think of things we can do, and we'll think of more.

00:29:35 ◼   ► We'll take feedback and see what's happening and where it works and doesn't work, and who

00:29:39 ◼   ► feels like they're getting stomped on, and we'll try to do all we can to make it better.

00:29:46 ◼   ► And the last bit of news with the App Store changes, or the third of it, was an expansion

00:29:57 ◼   ► of the categories that are allowed for subscriptions.

00:29:59 ◼   ► I don't know if you noticed, but there was a little bit of confusion last week about

00:30:03 ◼   ► the difference between apps from all categories versus all apps.

00:30:08 ◼   ► Let me explain that.

00:30:11 ◼   ► So our intention is exactly as we talked about, which is we're opening up a subscription model

00:30:19 ◼   ► to all categories, so what kind of an app you make doesn't directly have an impact on

00:30:26 ◼   ► whether you can have a subscription model or not.

00:30:30 ◼   ► We want to open up subscriptions to all developers of all apps.

00:30:34 ◼   ► That is the hope.

00:30:36 ◼   ► However, there are a couple little gotchas where we have to be careful, and so that's

00:30:40 ◼   ► That's why there's some caution here.

00:30:43 ◼   ► Number one, if you want to create a professional app and you're going to maintain it and do

00:30:47 ◼   ► updates and you want to have an ongoing revenue stream, that's of course an intention of this.

00:30:53 ◼   ► But do users really want, and I'm sorry to pick on this category if somebody makes this

00:31:04 ◼   ► app because I'm sure there's examples where you would want it, but do you want a flashlight

00:31:08 ◼   ► app to now be an app you have to pay for forever with a subscription model.

00:31:13 ◼   ► Users probably don't want that.

00:31:15 ◼   ► So we have to be sensitive, first of all, to is there some minimum functionality where

00:31:21 ◼   ► users now get pissed off and say everything's turned to subscription, I don't want to buy

00:31:25 ◼   ► stuff anymore, this is not okay, and now that's a drag on business on the App Store and therefore

00:31:31 ◼   ► we all lose.

00:31:33 ◼   ► We feel a responsibility.

00:31:35 ◼   ► I read your thing that says, "Hey, why not just let the market choose?"

00:31:38 ◼   ► What if the market screws itself up and it does badly, and then we all lose?

00:31:42 ◼   ► We have to be a little bit sensitive to not do something we think that could backfire

00:31:47 ◼   ► and hurt all of us.

00:31:48 ◼   ► We want to be careful about minimum functionality, so there will be some guideline around that,

00:31:52 ◼   ► which we already have a guideline on minimum functionality for anything.

00:31:56 ◼   ► You can't just wrap a website and call it an app, but there will be a little bit more

00:31:59 ◼   ► minimum functionality for subscription.

00:32:01 ◼   ► I think the guidelines include, a long-standing guideline is that the App Store has plenty

00:32:06 ◼   ► of FART apps already.

00:32:08 ◼   ► That is absolutely one of the rules.

00:32:12 ◼   ► There is a secondary issue, and we're working through this.

00:32:16 ◼   ► There are certain states and governments where there are laws about creating a subscription

00:32:24 ◼   ► revenue stream without a clear promise to the user of what they're paying for down the

00:32:28 ◼   ► road.

00:32:29 ◼   ► Our legal team has been working with us on this, on trying to make sure we put in place

00:32:33 ◼   ► in the store the right way for developers to make clear their intention to deliver value

00:32:39 ◼   ► for that customer, or else they'll be breaking the law by asking for a subscription with

00:32:42 ◼   ► no intention to delivering value down the road.

00:32:45 ◼   ► We want to be careful of those things.

00:32:48 ◼   ► Those are the kinds of reasons we have caveats on it, but the intention, I think, is what

00:32:53 ◼   ► we all want.

00:32:54 ◼   ► [applause]

00:32:55 ◼   ► (audience applauding)

00:32:58 ◼   ► The Mac App Store,

00:33:03 ◼   ► I'm not gonna say,

00:33:06 ◼   ► I'm not gonna say it's been treated as the ugly stepchild,

00:33:10 ◼   ► but maybe the slightly less attractive stepchild.

00:33:13 ◼   ► And a couple of examples,

00:33:16 ◼   ► TestFlight beta testing was in the iOS App Store.

00:33:19 ◼   ► Craig, is it in the Mac App Store yet?

00:33:23 ◼   ► I don't think so, all right.

00:33:24 ◼   ► So no test flight.

00:33:25 ◼   ► - How the hell are you doing?

00:33:26 ◼   ► - Video.

00:33:27 ◼   ► (audience laughing)

00:33:28 ◼   ► Video reviews.

00:33:29 ◼   ► I know that's, and it seems like that really works.

00:33:32 ◼   ► Like there's, you know, instead of just static screenshots

00:33:34 ◼   ► to show your app on iOS, you can have a video

00:33:37 ◼   ► that shows it in animation.

00:33:39 ◼   ► And a lot of times, for developers who are doing

00:33:41 ◼   ► the cinematic experience of really making the app

00:33:45 ◼   ► feel great, the video can do so much more

00:33:48 ◼   ► than a static screenshot.

00:33:52 ◼   ► And all of the news last week applies

00:33:55 ◼   ► to all of the app stores.

00:33:57 ◼   ► So that in and of itself is a change,

00:33:59 ◼   ► a change in the way the app store

00:34:03 ◼   ► distributing new features, yeah?

00:34:05 ◼   ► - So we love all of our kids,

00:34:09 ◼   ► and I'm sure all of you do as well equally.

00:34:11 ◼   ► (audience laughing)

00:34:12 ◼   ► And so we love the Mac App Store,

00:34:16 ◼   ► we want it to do well,

00:34:18 ◼   ► we want to support the developers in it,

00:34:20 ◼   ► we care a lot about it.

00:34:21 ◼   ► We use it ourselves.

00:34:22 ◼   ► It's a very important store for ourselves.

00:34:23 ◼   ► We've moved all of our software distribution into it

00:34:26 ◼   ► and are very happy with that.

00:34:27 ◼   ► So we're one happy software developer that's using it.

00:34:30 ◼   ► And we still think, in the long view of all of this,

00:34:35 ◼   ► it matters a great deal.

00:34:38 ◼   ► We think it matters for privacy.

00:34:40 ◼   ► We think it matters for security.

00:34:42 ◼   ► We think it matters for quality on the store.

00:34:45 ◼   ► We've all seen examples of apps that have been hijacked

00:34:48 ◼   ► on servers where people download stuff

00:34:50 ◼   ► that have viruses injected in them,

00:34:52 ◼   ► and we don't want any part of any of that, all of us.

00:34:54 ◼   ► So we think it's still an important solution,

00:34:56 ◼   ► and we're dedicated to it.

00:34:58 ◼   ► There are things through the years in the Mac App Store

00:35:01 ◼   ► that haven't been fully implemented

00:35:03 ◼   ► because they didn't make as much sense in the Mac

00:35:05 ◼   ► as they did in iOS, or the engineering effort

00:35:08 ◼   ► was really high for a benefit that wasn't seen as as big.

00:35:13 ◼   ► Whatever, example, so test flight.

00:35:15 ◼   ► For the engineering involved there,

00:35:19 ◼   ► people have felt that there are a lot of opportunities

00:35:22 ◼   ► in the Mac from website to download apps for test

00:35:25 ◼   ► and distribute beta software.

00:35:28 ◼   ► So the need wasn't as great, right?

00:35:30 ◼   ► It was a clear need on iOS, not as clear on Mac.

00:35:32 ◼   ► So that's why some decisions were made and trade-offs there.

00:35:36 ◼   ► But as you say, as I've been working more with the App Store

00:35:39 ◼   ► team since December, I've really pushed the team to please

00:35:45 ◼   ► make sure everything makes sense across all the stores

00:35:48 ◼   ► as much as possible and maybe there'll be some exception

00:35:51 ◼   ► to that that we have to make but we don't want to.

00:35:53 ◼   ► We want to try to do everything the same

00:35:55 ◼   ► on all the stores as much as possible,

00:35:58 ◼   ► including the Mac App Store.

00:35:59 ◼   ► (audience applauding)

00:36:02 ◼   ► - So one thing the Mac App Store has been good for

00:36:07 ◼   ► and the Mac software ecosystem in general is good for

00:36:10 ◼   ► is that it seems to support higher prices of apps

00:36:14 ◼   ► for truly professional apps, deeper apps.

00:36:18 ◼   ► And there's a consensus, or maybe not consensus is the wrong word, maybe you'll disagree,

00:36:24 ◼   ► but there's a lot of people who think that one of the things that's holding back the

00:36:27 ◼   ► iPad, especially now that it's the iPad Pro, from replacing a MacBook for someone who might

00:36:35 ◼   ► want to, is that it lacks the same depth of deep apps for work that the Mac has.

00:36:43 ◼   ► The reason is that the pricing pressure is more like iPhone-style couple of bucks as

00:36:49 ◼   ► opposed to Mac-style, where $50, $80, $100 software has long been the norm.

00:36:57 ◼   ► I think you see two things happening at the same time.

00:37:01 ◼   ► Number one, the iPad's capabilities are growing as a PC replacement product for some people.

00:37:09 ◼   ► I know some people have made some statements about that.

00:37:11 ◼   ► I don't know who.

00:37:15 ◼   ► And so we're trying to make it more and more powerful, making it larger screens, keyboards,

00:37:20 ◼   ► the more powerful processors, and all that's happening to drive it into a more capable

00:37:25 ◼   ► product.

00:37:26 ◼   ► At the same time, you start to see more professional applications begin to make their way onto

00:37:30 ◼   ► it, and so I think we're seeing changes there.

00:37:34 ◼   ► We're seeing certainly apps that have a similar version on your iPhone that you want on your

00:37:39 ◼   ► iPad will have similar pricing, but other apps that are maybe coming over from the Mac

00:37:43 ◼   ► or the PC are bringing on pricing models that are more like that.

00:37:47 ◼   ► So you're going to see this duality with iPad, that there's a little of both happening.

00:37:53 ◼   ► We see an increase of the more professional apps happening.

00:37:56 ◼   ► When you see stuff in flight with developers we're working on that's really impressive

00:38:00 ◼   ► desktop quality software, more and more are coming to iPad.

00:38:03 ◼   ► It's definitely not the hardware, because the iPad Pro stands toe-to-toe with the MacBooks

00:38:08 ◼   ► on any technical measure you can give it.

00:38:11 ◼   ► I mean, it's beautiful displays, powerful CPUs,

00:38:14 ◼   ► and stuff like that, so it's not holding it back.

00:38:16 ◼   ► - And I do think if you really look at some

00:38:18 ◼   ► of the professional apps that are on the iPad,

00:38:20 ◼   ► it's, I mean, some of them are really first class,

00:38:23 ◼   ► and I think the iPad Pro's going to accelerate that,

00:38:27 ◼   ► and we absolutely wanna find any way possible

00:38:31 ◼   ► to make deep investment by developers

00:38:33 ◼   ► in the platform possible,

00:38:36 ◼   ► because I think we'll all win when that happens.

00:38:38 ◼   ► - All right, new topic, privacy and security.

00:38:42 ◼   ► I remember a couple of years ago, maybe more,

00:38:45 ◼   ► I don't know how many years, but I was at WWDC

00:38:47 ◼   ► and I somehow wound up in a session on security.

00:38:50 ◼   ► I don't even know why I was there,

00:38:52 ◼   ► but I was interested, I think I was talking to somebody,

00:38:55 ◼   ► he's like, I gotta go into this thing on security.

00:38:57 ◼   ► I was like, well, I'll go with you,

00:38:58 ◼   ► and I went in and listened.

00:38:59 ◼   ► And at the end, it was when they were still doing Q&As.

00:39:01 ◼   ► And I remember this very vividly,

00:39:04 ◼   ► And somebody asked the question of somebody

00:39:07 ◼   ► who was on the engineering team in charge of security,

00:39:10 ◼   ► gave a rant about how passwords are terrible.

00:39:13 ◼   ► And people pick bad passwords because they're

00:39:14 ◼   ► easy to remember.

00:39:15 ◼   ► And passwords that are hard to remember, or hard to crack,

00:39:19 ◼   ► or hard to guess are unusable, or less usable.

00:39:23 ◼   ► Have you guys given any thought to what's

00:39:25 ◼   ► next beyond passwords?

00:39:27 ◼   ► And there is this pause.

00:39:29 ◼   ► And the speaker-- yes.

00:39:33 ◼   ► [laughter]

00:39:34 ◼   ► It was like, "Well, that's a very interesting and truthful answer."

00:39:40 ◼   ► We've seen, I think, in the intervening years some of the things that might have been circulating.

00:39:44 ◼   ► Touch ID.

00:39:45 ◼   ► Yeah.

00:39:46 ◼   ► Now, one of my favorite features you guys announced yesterday, can't wait to use it,

00:39:50 ◼   ► is Auto Unlock.

00:39:51 ◼   ► Auto Unlock.

00:39:52 ◼   ► Yeah.

00:39:53 ◼   ► [applause]

00:39:54 ◼   ► Can you talk about how that came to be?

00:39:59 ◼   ► Which part of it?

00:40:00 ◼   ► I mean, are caring about security?

00:40:02 ◼   ► - Well, no, no, with Auto Unlock in particular,

00:40:04 ◼   ► the details of what are you guys doing

00:40:07 ◼   ► to make Auto Unlock truly secure,

00:40:10 ◼   ► that it's not, that I'm not over here

00:40:12 ◼   ► opening Phil's MacBook because he's in the room?

00:40:16 ◼   ► - Yeah, yeah, well, I mean, of course,

00:40:20 ◼   ► it's a continuation of the work we did with Continuity

00:40:25 ◼   ► to develop really low-power,

00:40:28 ◼   ► BTLE-based discovery protocols

00:40:30 ◼   ► So your devices could discover each other continuously with acceptable overhead from

00:40:35 ◼   ► a battery point of view and also all the authentication mechanisms we put in place as far as having

00:40:41 ◼   ► your devices know that they're your devices.

00:40:43 ◼   ► So that's kind of a foundation.

00:40:45 ◼   ► The unique challenge with auto unlock is you don't want a kind of relay attack where Phil

00:40:53 ◼   ► is actually, you know, well far away from his office and someone basically has a Bluetooth

00:40:59 ◼   ► listener that's going to forward a signal to you because you're now by his Mac and this

00:41:07 ◼   ► Mac is having a conversation with Phil's watch over a very long distance.

00:41:13 ◼   ► And so we're actually able to do time of flight calculation using peer-to-peer Wi-Fi where

00:41:20 ◼   ► we literally can measure how long at the speed of light it's taking for the signal to travel

00:41:26 ◼   ► from your watch to your Mac and back.

00:41:29 ◼   ► [applause]

00:41:30 ◼   ► That's a very fast stopwatch.

00:41:36 ◼   ► Because of that, if you interposed any kind of relay, it would introduce a delay that

00:41:40 ◼   ► immediately would tell us there's high jinks afoot.

00:41:43 ◼   ► Yeah, make sure they type in their password.

00:41:45 ◼   ► Yeah, absolutely.

00:41:48 ◼   ► That piece is critical.

00:41:49 ◼   ► But I think on the bigger picture, I mean, Touch ID is one way that we've helped with

00:41:54 ◼   ► passwords, but actually on iOS the secure enclave and that whole architecture, the fact

00:42:02 ◼   ► that your device is not encrypted just with your password, with your passcode, which honestly

00:42:08 ◼   ► whether it's four digits or six digits is short enough that if a brute force attack

00:42:13 ◼   ► were possible, it would be, you know, you readily could break into something, but instead

00:42:19 ◼   ► it's entangled with a hardware key that only the secure enclave runs and the secure

00:42:23 ◼   ► Enclave will only do its unwrapping when running Apple signed software and will only let you

00:42:30 ◼   ► try 10 times.

00:42:32 ◼   ► And so fundamentally, yeah, that was first, yeah, very important step to saying you could

00:42:39 ◼   ► have a practical length passcode with really industrial strength security.

00:42:43 ◼   ► And so we keep pushing on this.

00:42:46 ◼   ► Continuing on the sort of privacy vein, I think it's a good segue into Siri, quote-unquote

00:42:55 ◼   ► deep learning, AI, these sort of features that you guys was a big part of the presentation

00:43:00 ◼   ► yesterday, because a big part of your on-stage message about it was the emphasis on the way

00:43:09 ◼   ► that the systems are designed to protect users privacy and the technical implications of

00:43:16 ◼   ► that.

00:43:17 ◼   ► Yeah.

00:43:18 ◼   ► So, one of my questions, when does deep learning happen?

00:43:22 ◼   ► So like I'm on the phone and I'm taking a couple of pictures of the event and stuff

00:43:28 ◼   ► like that.

00:43:29 ◼   ► When does the...

00:43:30 ◼   ► That analysis occur?

00:43:31 ◼   ► Yeah.

00:43:32 ◼   ► So, if you upgrade your device to iOS 10 and you have your photo library there with your

00:43:37 ◼   ► 10,000 photos or 100,000 photos on it, the analysis of that kind of backlog will occur

00:43:43 ◼   ► when you're plugged in on AC overnight, because this is a considerable amount of computation

00:43:48 ◼   ► that's going to occur that we wouldn't have happen in your pocket.

00:43:52 ◼   ► But when you're out taking a fresh picture, at that point we will instantaneously perform

00:43:58 ◼   ► the analysis on that hot photo as it's going into your photo library.

00:44:03 ◼   ► We can do it that fast.

00:44:05 ◼   ► It is like scene classification I mentioned yesterday, is it yesterday?

00:44:11 ◼   ► That it is like about 11 billion calculations that have to occur to do that thing like that's

00:44:19 ◼   ► a horse, that's a mountain.

00:44:24 ◼   ► But with the GPUs on iOS devices these days really cook, so we can get through that essentially

00:44:31 ◼   ► instantaneously with the photos?

00:44:36 ◼   ► And on the privacy part, my understanding, and correct me if I'm wrong, but my understanding

00:44:40 ◼   ► from what I've learned is if you've got iCloud photo library, and I take a couple of pictures

00:44:46 ◼   ► with my iPhone, the photos will sync to the cloud, and then they will go to my iPad and

00:44:52 ◼   ► my Mac, but the deep learning analysis doesn't go with them.

00:44:57 ◼   ► machine performs its own processing on its own time when it, you know, plugged in inappropriate.

00:45:05 ◼   ► Is that true?

00:45:06 ◼   ► That is true right now.

00:45:07 ◼   ► So each device does its own processing.

00:45:12 ◼   ► In the future, we could share the results of like the first one who does the work, just

00:45:18 ◼   ► make that work go along for the ride.

00:45:21 ◼   ► But today, it's going to be each device doing it independently.

00:45:25 ◼   ► When you think about what's going to happen, if we release iOS and OS X on separate days,

00:45:34 ◼   ► everyone's iPhones will race to do all this work on their library first, and then the

00:45:41 ◼   ► Mac will be fine at that point.

00:45:44 ◼   ► We wouldn't have saved the iPhones from doing the work if we'd had them share the work of

00:45:49 ◼   ► the Mac.

00:45:50 ◼   ► Just to add on that view of someday they may not all have to do it, it's a view where

00:45:55 ◼   ► Apple will never actually know that analysis ourselves.

00:45:59 ◼   ► We won't see that data.

00:46:01 ◼   ► It's a way to do it.

00:46:02 ◼   ► We're out of the loop.

00:46:04 ◼   ► - Yeah, I mean, to be clear, the photos themselves

00:46:06 ◼   ► the architecture sets that they're encrypted in the cloud

00:46:11 ◼   ► and the metadata, any metadata about the photos

00:46:14 ◼   ► that you create or that we create

00:46:16 ◼   ► through deep learning classification

00:46:19 ◼   ► is encrypted in a way that Apple's not reading it.

00:46:24 ◼   ► (audience applauding)

00:46:27 ◼   ► I wanna get nerdy on this differential privacy thing.

00:46:33 ◼   ► 'Cause it's a phrase, it's like an official thing.

00:46:36 ◼   ► I've learned a little more.

00:46:37 ◼   ► It's not just a phrase you guys made up.

00:46:39 ◼   ► It's like a--

00:46:40 ◼   ► - It wouldn't have been the phrase we would have made up.

00:46:41 ◼   ► - Right.

00:46:42 ◼   ► (laughing)

00:46:44 ◼   ► - Yeah, we would have done a better name

00:46:46 ◼   ► if that's what we did.

00:46:47 ◼   ► (audience laughing)

00:46:50 ◼   ► - But like in the State of the Union yesterday,

00:46:52 ◼   ► I mean, there's real math behind it.

00:46:54 ◼   ► This is not just a name that is applied to policies.

00:46:57 ◼   ► This is a branch of statistical analysis that--

00:47:03 ◼   ► talk to me about it.

00:47:04 ◼   ► I know you touched about it in the keynote,

00:47:06 ◼   ► but give us a little slightly juicier layman's overview

00:47:09 ◼   ► of differential privacy.

00:47:11 ◼   ► Sure.

00:47:12 ◼   ► Yeah, I mean, of course the idea is

00:47:14 ◼   ► that if we wanted to know what word--

00:47:21 ◼   ► a new word that everyone was,

00:47:23 ◼   ► that lots of people were typing that we didn't know

00:47:25 ◼   ► so that we would stop marking it as a spelling error.

00:47:27 ◼   ► Or maybe we'd even suggest it on the keyboard.

00:47:29 ◼   ► - Like me or something.

00:47:30 ◼   ► - Yeah, like now it's just, it's trending, it's hot.

00:47:33 ◼   ► We want all our customers to be able to know that word,

00:47:36 ◼   ► but we don't want to know that you and Phil

00:47:38 ◼   ► are in particular typing it.

00:47:39 ◼   ► We want to have no way to have any knowledge of that.

00:47:42 ◼   ► You can imagine if what we're essentially assembling

00:47:46 ◼   ► is a picture of little pieces of data,

00:47:50 ◼   ► of the forest, but all we're getting is a little piece.

00:47:54 ◼   ► And when we get that little piece, even each device will statistically much of the time

00:47:59 ◼   ► even lie about its little piece.

00:48:02 ◼   ► But those lies will all cancel out with enough data and the picture will suddenly resolve,

00:48:09 ◼   ► with enough data points, will resolve itself.

00:48:12 ◼   ► And so, and yet, and literally if we were trying to learn a word, we would send one

00:48:18 ◼   ► One bit, we'd send a position and a single, we'd hash the word, we'd send a single bit

00:48:25 ◼   ► from the hash.

00:48:26 ◼   ► We'd say at position 23, Phil saw a one.

00:48:29 ◼   ► But Phil's phone would flip a coin and actually say, "Actually, I'm going to lie about it.

00:48:33 ◼   ► I'm going to say zero even though I saw a one."

00:48:35 ◼   ► And that's the data that goes to Apple.

00:48:37 ◼   ► Then Apple with enough of that data can build a composite picture and say, "Holy smokes,

00:48:42 ◼   ► we have a word here."

00:48:43 ◼   ► And this many people roughly are seeing it.

00:48:46 ◼   ► And that's typically what you want to know.

00:48:47 ◼   ► We want to know what's happening at large,

00:48:50 ◼   ► but we have no desire to know what specifically

00:48:52 ◼   ► who is doing what.

00:48:53 ◼   ► - Which is typically what you would want to know.

00:48:55 ◼   ► It's not typically what other companies in the industry

00:48:57 ◼   ► would want to know.

00:48:58 ◼   ► (audience laughing)

00:48:59 ◼   ► - And part of the reason this is so important to get into

00:49:01 ◼   ► is because, you know, there's the theory that,

00:49:04 ◼   ► well, we can just anonymize the data and send it up

00:49:07 ◼   ► and then all's good, and it's a bunch of crap

00:49:09 ◼   ► because I can send all this data and say,

00:49:12 ◼   ► "Hello, I don't know who you are,

00:49:14 ◼   ► "but I happen to know that same location

00:49:16 ◼   ► go to every night.

00:49:17 ◼   ► I happen to know the same place you go to work every day.

00:49:20 ◼   ► I've got all this data.

00:49:20 ◼   ► I just don't know your name or your ID.

00:49:23 ◼   ► Boy, it's really hard to reverse engineer

00:49:25 ◼   ► that anonymous data, right?

00:49:26 ◼   ► So what you need to do is create a system

00:49:28 ◼   ► that goes beyond anonymizing to really make it impossible

00:49:31 ◼   ► to reconfigure who that user is.

00:49:33 ◼   ► So who--

00:49:34 ◼   ► (audience applauding)

00:49:37 ◼   ► - So the way I have it written down here is that

00:49:44 ◼   ► if it works as you're describing it,

00:49:46 ◼   ► It means it's not just that Apple doesn't use that information to reverse the anonymity,

00:49:52 ◼   ► it's that mathematically you can't.

00:49:54 ◼   ► We can't.

00:49:55 ◼   ► Right.

00:49:56 ◼   ► The design of the system is such that it's not even possible if new executives come in

00:50:01 ◼   ► in a few years and maybe they would like to poke around.

00:50:05 ◼   ► But companies change.

00:50:07 ◼   ► No, no, that's absolutely true.

00:50:09 ◼   ► And the point of view, I mean honestly, the point of view that someone says, "Hey, I

00:50:15 ◼   ► know we know a ton about you, but don't worry.

00:50:19 ◼   ► We're nice guys and it's all good.

00:50:23 ◼   ► Well, okay, maybe you're nice guys 10 years from now who's running this thing."

00:50:28 ◼   ► Or what if someone breaks into your computers?

00:50:30 ◼   ► Are they nice guys?

00:50:32 ◼   ► So you just don't want to have any central source that has that kind of knowledge because

00:50:36 ◼   ► Because in the fullness of time, anything is possible.

00:50:40 ◼   ► And so differential privacy is, I mean, there are mathematical proofs that will show that

00:50:48 ◼   ► you cannot, with any confidence, determine anything about any of the people contributing

00:50:52 ◼   ► to the data set.

00:50:53 ◼   ► And we think that's important.

00:50:54 ◼   ► All right.

00:50:55 ◼   ► Speaking of companies that do collect some information about people, Google and Facebook

00:51:01 ◼   ► are two competitors that, and I know a lot of times when you guys talk about these companies,

00:51:05 ◼   ► You might talk about search engines and you might talk about social networks because you're

00:51:10 ◼   ► gentlemen.

00:51:11 ◼   ► But I will name names and I'm going to just point out that Google and Facebook are both

00:51:17 ◼   ► and actively pursuing a lot of the same goals.

00:51:21 ◼   ► I mean just the image analysis, that's a mountain, that's a horse, those companies are showing

00:51:27 ◼   ► similar things.

00:51:28 ◼   ► You guys are showing this.

00:51:31 ◼   ► But it really is, I don't want to abuse the metaphor, but it's a 180 degree different

00:51:36 ◼   ► tactic, where they're doing it with cloud servers and doing the computing in the cloud

00:51:41 ◼   ► on data that they've aggregated there, and your method is to do it distributed on the

00:51:49 ◼   ► actual devices.

00:51:52 ◼   ► Critics are saying, and it's not me, I'm not saying this, I'm like, let's see.

00:51:56 ◼   ► No, I mean, I'm totally like, okay, I saw your keynote.

00:52:00 ◼   ► I'm looking forward to trying it and let's see if it works for me.

00:52:04 ◼   ► I don't know.

00:52:05 ◼   ► I think it might.

00:52:08 ◼   ► But critics are saying, critics are already saying, and they've obviously since the keynote

00:52:12 ◼   ► was just yesterday, I've seen it in a couple of articles, that your strategy is doomed

00:52:18 ◼   ► to keep Apple behind them because the Google and Facebook way is the only way that works.

00:52:24 ◼   ► And I'm not quite sure where that comes from because-

00:52:27 ◼   ► Their PR department.

00:52:28 ◼   ► I mean, of a prominent search engine or social network provider that we don't know about.

00:52:40 ◼   ► I think part of it, in my mind, is maybe there's like an assumption on the part of some people

00:52:46 ◼   ► in the press that a server farm has this massive amount of computational power and that a puny

00:52:54 ◼   ► little phone can't compete.

00:52:57 ◼   ► But it's not like there's one person's iPhone who's trying to do the image analysis

00:53:01 ◼   ► for all the photos on iCloud.

00:53:03 ◼   ► Like there are a billion phones to throw at this problem.

00:53:05 ◼   ► Right.

00:53:06 ◼   ► A billion active devices.

00:53:07 ◼   ► So like the billion active Apple devices that are out there in the aggregate have an enormous

00:53:11 ◼   ► amount of CPU power.

00:53:13 ◼   ► That's right.

00:53:14 ◼   ► That's right.

00:53:15 ◼   ► The other thing is there's this idea that well if you don't have the data, how would

00:53:18 ◼   ► you ever learn?

00:53:19 ◼   ► Well it turns out if you want to get pictures of mountains, you don't need to get it

00:53:23 ◼   ► out of people's personal photo libraries.

00:53:25 ◼   ► Like, we found out we could find some pictures of some mountains.

00:53:30 ◼   ► We did some tough detective work and we found them.

00:53:40 ◼   ► So that's pretty good.

00:53:44 ◼   ► So moving on, Siri.

00:53:50 ◼   ► Siri now has an API and it's six categories.

00:53:55 ◼   ► I don't know if I wrote, I didn't write them down,

00:53:58 ◼   ► but it's like ride sharing.

00:53:59 ◼   ► - Messaging, photo search.

00:54:03 ◼   ► - Voice calls.

00:54:04 ◼   ► - Payment.

00:54:06 ◼   ► - Payment.

00:54:07 ◼   ► - We're missing one more.

00:54:08 ◼   ► (audience laughing)

00:54:09 ◼   ► - Why?

00:54:10 ◼   ► - We're sending money, yeah.

00:54:11 ◼   ► No, we did payment, all right.

00:54:13 ◼   ► I can say it a few different ways.

00:54:15 ◼   ► We can get past this.

00:54:15 ◼   ► - Well, there's six distinct categories.

00:54:17 ◼   ► - Workouts.

00:54:18 ◼   ► - Workouts, there we go, thank you.

00:54:20 ◼   ► - Yeah.

00:54:21 ◼   ► - This is why I should have a live audience for all my--

00:54:23 ◼   ► - There's crowd sourcing right here,

00:54:24 ◼   ► but it's totally anonymous.

00:54:24 ◼   ► - For all my shows.

00:54:25 ◼   ► And we don't know who said it, 'cause it's all--

00:54:27 ◼   ► (audience laughing)

00:54:30 ◼   ► So why restrict Siri to those six specific categories?

00:54:38 ◼   ► - Yeah, it comes down to modeling the domains well.

00:54:42 ◼   ► In order to understand what someone is saying,

00:54:46 ◼   ► people are gonna say, are gonna speak to Siri

00:54:48 ◼   ► in a whole bunch of different ways, and even in a whole bunch of different languages.

00:54:52 ◼   ► And when they say, when they want to say, send a message to Phil saying that I'm going

00:55:00 ◼   ► to be late for the interview, then we, I could have said that in dozens of other ways.

00:55:07 ◼   ► I could have said, we chat Phil that I'm going to be late for the interview.

00:55:10 ◼   ► We chat Phil using WeChat, telling him that, etc.

00:55:15 ◼   ► And I even could say something like, "WeChat Phil," and then I'd need to know, "Okay,

00:55:20 ◼   ► what do you want to say to him?"

00:55:23 ◼   ► And Siri knows all of this because Siri understands the domain of messaging well.

00:55:27 ◼   ► It understands all the vocabulary, it understands what the verbs are, what the objects are,

00:55:34 ◼   ► and can collect them and can do so in a dialogue.

00:55:37 ◼   ► And so we want to make sure that when you're talking to your assistant, that your assistant

00:55:43 ◼   ► consistently intelligent about understanding you and how flexible you can be in talking

00:55:48 ◼   ► to it.

00:55:49 ◼   ► And so to do that, we had to develop those domains.

00:55:51 ◼   ► So these are the domains that we've developed in a way that developers can plug in.

00:55:55 ◼   ► We'll do more and more of that over time.

00:55:58 ◼   ► And of course we'll search for more and more flexible ways to enable developers to do that

00:56:03 ◼   ► at a time.

00:56:04 ◼   ► But we want to make sure that what we do is preserve the intelligence of your assistant.

00:56:08 ◼   ► It would have been super easy for us to say, "Hey, just tell us a trigger word or the name

00:56:14 ◼   ► of your app and we'll hand you a string.

00:56:17 ◼   ► And good luck."

00:56:18 ◼   ► And so you'd say something to Siri and most of the time you get back the app doing something

00:56:23 ◼   ► crazy and the user would say, "What in the heck, Siri doesn't understand me.

00:56:26 ◼   ► I don't understand this."

00:56:28 ◼   ► And in this case, we're able to be consistent about Siri's ability to understand you.

00:56:32 ◼   ► And so we'll make models more and more powerful and we'll do more of them for more domains.

00:56:37 ◼   ► but we start with the baseline of have a quality experience

00:56:39 ◼   ► around what we cover.

00:56:40 ◼   ► - And I think this is an insight into how we,

00:56:43 ◼   ► it's not right or wrong, how we approach things

00:56:45 ◼   ► differently than some other companies do.

00:56:47 ◼   ► We've all been seeing stories for a while saying,

00:56:50 ◼   ► "Hey, Apple, some other companies are doing some assistance

00:56:53 ◼   ► "and they're allowing these other apps to be bots

00:56:57 ◼   ► "and to hand off and do things for them.

00:56:59 ◼   ► "You're not, you're behind."

00:57:01 ◼   ► Where when we have thought about doing it for a while,

00:57:04 ◼   ► we've thought about it since the very beginning of Siri,

00:57:07 ◼   ► which is we needed a solution to how do you keep Siri

00:57:10 ◼   ► from being smart at one thing and then stupid at another?

00:57:13 ◼   ► That will be an inconsistent experience in all that we want.

00:57:15 ◼   ► We need Siri to be equally smart at all the things we do,

00:57:18 ◼   ► and as it gets extended, that intelligence needs to extend,

00:57:22 ◼   ► and so the team has been working hard at that

00:57:24 ◼   ► where others shoved in quickly to do things

00:57:26 ◼   ► that don't translate that intelligence to third-party apps.

00:57:29 ◼   ► And so to do that means you have to, with intention,

00:57:32 ◼   ► add categories and domains.

00:57:34 ◼   ► The hope is to add more and more

00:57:36 ◼   ► so that users can ask anything they want over time

00:57:38 ◼   ► and use any of their apps that they love,

00:57:39 ◼   ► and it all works, it just takes time building domains.

00:57:42 ◼   ► So we'd rather take the time to do it right

00:57:44 ◼   ► than rush out just 'cause it gets a good story

00:57:46 ◼   ► to say you have something.

00:57:47 ◼   ► (audience applauding)

00:57:52 ◼   ► - One of the things I've, like in the last year or so,

00:57:57 ◼   ► maybe half year, but I've noticed it,

00:57:59 ◼   ► and I'm sorry, I bang this drum a couple times a month

00:58:02 ◼   ► on during Fireball is why the industry as a whole

00:58:06 ◼   ► doesn't seem to count iMessage as a messaging platform.

00:58:11 ◼   ► And the number that always gets thrown out

00:58:13 ◼   ► is monthly active users,

00:58:15 ◼   ► and WhatsApp has so many monthly active users,

00:58:17 ◼   ► and so they're worth so many billions of dollars.

00:58:20 ◼   ► iMessage has to be right up there

00:58:26 ◼   ► in terms of monthly active users, daily active users,

00:58:29 ◼   ► hourly active users, users sending iMessages

00:58:33 ◼   ► during the talk show.

00:58:34 ◼   ► Is that frustrating?

00:58:37 ◼   ► - I mean, it's okay.

00:58:41 ◼   ► - I mean, customers don't read those things.

00:58:45 ◼   ► It's all inside the beltway kind of like

00:58:47 ◼   ► who feels proud that they made a list.

00:58:49 ◼   ► It doesn't matter to users.

00:58:51 ◼   ► - Yeah, I mean, messages is the most used app on iOS period.

00:58:56 ◼   ► So it's used a lot.

00:58:57 ◼   ► And certainly we saw that every time we'd add a couple new emoji,

00:59:04 ◼   ► it would be like the biggest thing.

00:59:06 ◼   ► We'd work all year on like a new file system or something.

00:59:09 ◼   ► And it turned out the rest of the world outside this room was more excited about the two new emoji.

00:59:21 ◼   ► And so we figured, you know, if there's one place we could make a tremendous difference

00:59:27 ◼   ► and how people experience iOS fundamentally.

00:59:31 ◼   ► They're spending a lot of time in messages.

00:59:33 ◼   ► And so we put a ton of creative energy into it

00:59:37 ◼   ► and ultimately through opening up to developers,

00:59:39 ◼   ► I think the collective energy

00:59:41 ◼   ► that'll go into making messages great

00:59:42 ◼   ► is gonna be phenomenal.

00:59:43 ◼   ► - In the keynote, I was sitting like in the middle

00:59:46 ◼   ► of the floor, halfway back, halfway in the center,

00:59:48 ◼   ► just right in the middle.

00:59:49 ◼   ► Really, it was a great place to hear the reactions.

00:59:52 ◼   ► The biggest reaction I thought of the entire keynote

00:59:55 ◼   ► was when you announced that emoji were going to 3x.

01:00:00 ◼   ► I'm not exaggerating.

01:00:02 ◼   ► I'm not exaggerating.

01:00:03 ◼   ► And it was like a real visceral buzz.

01:00:06 ◼   ► And it's like-- and here's a crowd of people,

01:00:08 ◼   ► you know, developers who are more technically minded,

01:00:11 ◼   ► and they are here to hear about technical details.

01:00:13 ◼   ► And this thing that is really just, you know,

01:00:15 ◼   ► it's just more fun, got this really powerful reaction.

01:00:21 ◼   ► Well, next year we're going to 4x.

01:00:22 ◼   ► (audience laughing)

01:00:25 ◼   ► See, this is why we don't let you out.

01:00:27 ◼   ► (audience laughing)

01:00:30 ◼   ► Now we're gonna be held to that,

01:00:35 ◼   ► and next year when we don't,

01:00:36 ◼   ► we'll be like, "You said 4X!"

01:00:38 ◼   ► (audience laughing)

01:00:40 ◼   ► Apple, you're late, you're late!

01:00:42 ◼   ► And then eventually it'll be finally 4X!

01:00:45 ◼   ► (audience laughing)

01:00:47 ◼   ► (audience cheering)

01:00:50 ◼   ► (audience applauding)

01:00:53 ◼   ► Coming down to home strategy.

01:00:58 ◼   ► - There's a few competitors right now,

01:00:59 ◼   ► back programming, they're like, "4X, let's beat him to 4X."

01:01:02 ◼   ► (audience laughing)

01:01:03 ◼   ► - Well, it's like the onion story about the Shik's CEO says,

01:01:07 ◼   ► "Screw this, we're going to Five Blades."

01:01:09 ◼   ► (audience laughing)

01:01:11 ◼   ► And like three years later,

01:01:12 ◼   ► Shik came out with a five blade razor.

01:01:14 ◼   ► You can't, you can't underestimate what people will stoop to.

01:01:19 ◼   ► (audience laughing)

01:01:22 ◼   ► Any of the other iMessage stuff that,

01:01:24 ◼   ► I mean, 'cause clearly there's a lot of work,

01:01:26 ◼   ► and a lot of it's very fun.

01:01:27 ◼   ► A lot of it is the developer integration,

01:01:30 ◼   ► it really turns it into a platform.

01:01:34 ◼   ► It's not just a thing that people can text with now,

01:01:35 ◼   ► it's a thing that people in this crowd

01:01:38 ◼   ► can write software for.

01:01:39 ◼   ► Anything that stands out that maybe

01:01:41 ◼   ► didn't get enough love in the keynote?

01:01:42 ◼   ► - Well, we talked about the way in which

01:01:46 ◼   ► I think these apps can spread kind of

01:01:48 ◼   ► in a really great way, virally.

01:01:50 ◼   ► We didn't talk about that at all.

01:01:51 ◼   ► And I think that's going to be really powerful for developers

01:01:54 ◼   ► and is going to make it worth developers' while to put

01:01:56 ◼   ► some energy into them.

01:01:58 ◼   ► We made them really easy to create.

01:02:00 ◼   ► So if artists--

01:02:02 ◼   ► we think there'll be a community of artists that will

01:02:03 ◼   ► build sticker packs that are just really fun and they don't

01:02:05 ◼   ► need to write any code to do it.

01:02:06 ◼   ► So I think that's going to be really important.

01:02:08 ◼   ► [CHEERING]

01:02:13 ◼   ► Also, I think the way that they are distributed,

01:02:18 ◼   ► if you have, it's not just about the extension,

01:02:21 ◼   ► the extension can be part of your app.

01:02:24 ◼   ► And so there's some cases where you want a model

01:02:27 ◼   ► where the extension is sort of in cooperation

01:02:30 ◼   ► with your larger app experience.

01:02:31 ◼   ► I mean, one simple example would be like,

01:02:33 ◼   ► if you have your sports app,

01:02:36 ◼   ► your sports app knows what your favorite teams are,

01:02:39 ◼   ► well, your extension in messages

01:02:41 ◼   ► that let you share those clips

01:02:42 ◼   ► or whatever is gonna know that as well.

01:02:46 ◼   ► So there's a connection there.

01:02:48 ◼   ► We have one where something that people like to do a lot

01:02:52 ◼   ► is share music, especially you hear something,

01:02:54 ◼   ► you're like, wow, this is great,

01:02:55 ◼   ► I wanna tell my friend about this awesome song.

01:02:57 ◼   ► Well, if you go to the Apple Music extension,

01:03:01 ◼   ► it knows what's now playing in your music

01:03:05 ◼   ► and it knows what you listened to with the last few songs.

01:03:08 ◼   ► And so that's just one tap to share.

01:03:09 ◼   ► And so I think there'll be interesting integrations

01:03:12 ◼   ► where the message extension is sort of the tip of the iceberg

01:03:15 ◼   ► of an experience that you have inside your app as well.

01:03:19 ◼   ► All right, moving on to watchOS.

01:03:20 ◼   ► What you guys do year after year is make iterative

01:03:26 ◼   ► improvements to your software.

01:03:28 ◼   ► And you add features, you take what was slow and you make it

01:03:31 ◼   ► fast, you take what was ugly and you make it look better.

01:03:35 ◼   ► But the performance improvement on app launch speed on

01:03:39 ◼   ► - And watchOS 3 does not look like one year over a year.

01:03:44 ◼   ► It's crazy and I really did in the keynote

01:03:47 ◼   ► had a I gotta see this and then when I got hands on

01:03:51 ◼   ► with a watch running watchOS 3.

01:03:54 ◼   ► - It's for real. - It's for real.

01:03:55 ◼   ► It really is.

01:03:56 ◼   ► Anybody in the audience, have you guys upgraded?

01:03:58 ◼   ► Anybody? (audience applauds)

01:04:00 ◼   ► - It's for real.

01:04:02 ◼   ► - How is that possible?

01:04:03 ◼   ► (audience laughs)

01:04:06 ◼   ► - I mean a couple of things.

01:04:07 ◼   ► we certainly actually had some RAM to spare.

01:04:11 ◼   ► - Really? - Yeah.

01:04:12 ◼   ► Yeah, it turns out that if people are running,

01:04:16 ◼   ► they have their favorite 10 apps,

01:04:18 ◼   ► we can keep them mostly running.

01:04:21 ◼   ► We can keep them mostly resident.

01:04:22 ◼   ► We'll halt them so they're not burning CPU,

01:04:24 ◼   ► but we can keep them mostly resident,

01:04:26 ◼   ► which means you're not doing all the work

01:04:28 ◼   ► that goes into launching an app when you take them live.

01:04:30 ◼   ► But the other thing is, it turns out when we first,

01:04:35 ◼   ► we're coming out with WatchOS,

01:04:36 ◼   ► we were being really conservative about understanding how people were going to use the watch and

01:04:41 ◼   ► trying to make sure we could hit our goal of very solid all-day battery life so you

01:04:45 ◼   ► could use it all day and you could charge it at night.

01:04:47 ◼   ► And we found we'd actually really overshot the goal, which was an area of just massive

01:04:53 ◼   ► focus and paranoia throughout the release.

01:04:56 ◼   ► We needed to make sure that we squeezed every little bit of juice out of the thing.

01:05:00 ◼   ► And so realizing we had this budget, we said, "Hey, look, we actually have enough to do

01:05:05 ◼   ► background updates."

01:05:06 ◼   ► You know, we had overshot enough that we can keep these apps

01:05:08 ◼   ► both in memory, but also keep them up to date

01:05:12 ◼   ► throughout the day, so when you look at them,

01:05:14 ◼   ► they're already there.

01:05:15 ◼   ► It's not like launch and then wait,

01:05:17 ◼   ► have them get the information.

01:05:18 ◼   ► It's they already have the information.

01:05:19 ◼   ► And so those were two really vital techniques.

01:05:23 ◼   ► I think the other thing is, as you talk about,

01:05:25 ◼   ► you build something as new and different as the watch,

01:05:28 ◼   ► and until you finish and you live on it

01:05:31 ◼   ► and you figure out like what's really the essence

01:05:33 ◼   ► of this thing and appreciate which problems

01:05:35 ◼   ► are the most important to solve,

01:05:37 ◼   ► we realized that the watch is all about glanceability.

01:05:42 ◼   ► It's useful to the extent that like,

01:05:45 ◼   ► okay, I can solve my task, I'm done.

01:05:47 ◼   ► If I'm up here and I'm waiting and I'm fiddling around,

01:05:50 ◼   ► my arm's getting tired, this is no fun anymore,

01:05:52 ◼   ► I'm gonna do it a different way.

01:05:54 ◼   ► And with that as our obsession for the last year,

01:05:57 ◼   ► we've taken all of those tasks and we said,

01:05:59 ◼   ► you have to be able to finish the task,

01:06:01 ◼   ► end to end, two seconds, right?

01:06:03 ◼   ► And that meant the launch better be the instant part

01:06:06 ◼   ► because now we need to let the user think

01:06:08 ◼   ► and do something in two seconds and get it done.

01:06:10 ◼   ► And with that focus, you find a way

01:06:12 ◼   ► and chipped away at it.

01:06:14 ◼   ► - What really strikes me once I got to hands-on with it

01:06:16 ◼   ► and I could really see it is just how much

01:06:19 ◼   ► the design changes to the navigation of the user experience

01:06:23 ◼   ► are exactly coinciding with the engineering improvements

01:06:28 ◼   ► to make it faster.

01:06:29 ◼   ► So the fact that glances are no longer a separate thing

01:06:33 ◼   ► is because the apps themselves in the dock

01:06:36 ◼   ► can serve as glances

01:06:37 ◼   ► because they're getting the background updates,

01:06:39 ◼   ► because you made the changes

01:06:40 ◼   ► that make them stay resident in memory.

01:06:43 ◼   ► - Yeah, it's nice when it all comes together.

01:06:45 ◼   ► - Really?

01:06:46 ◼   ► (audience laughs)

01:06:47 ◼   ► - Yeah, absolutely.

01:06:48 ◼   ► - The other thing I'll add

01:06:49 ◼   ► that once you start to use the new watchOS,

01:06:53 ◼   ► in addition to having the apps come across faster

01:06:56 ◼   ► and you can get access to them quickly,

01:06:57 ◼   ► Your watch faces, in a sense, become sort of apps in themself

01:07:01 ◼   ► in the sense that you change the ones you use

01:07:04 ◼   ► and you rearrange them and change the complications.

01:07:06 ◼   ► For example, I would normally keep the activity rings

01:07:10 ◼   ► on my watch face, but now I can choose to make that the next one

01:07:13 ◼   ► and I just swipe over to them and swipe back

01:07:15 ◼   ► because I use the activity watch face versus needing the rings.

01:07:19 ◼   ► And then I can have a different watch face

01:07:21 ◼   ► for some other time of the day when I need some other actions

01:07:23 ◼   ► and access to apps.

01:07:25 ◼   ► So that becomes a much quicker and more useful way

01:07:28 ◼   ► to expand the things you do with it.

01:07:29 ◼   ► It's really profound changes through the interaction model.

01:07:33 ◼   ► - Yeah, and really different complications too.

01:07:34 ◼   ► So if you're gonna be in more of your workout mode,

01:07:39 ◼   ► you would swipe over and the complications

01:07:41 ◼   ► that are relevant to that, and therefore the launchers,

01:07:43 ◼   ► essentially for that, are right there.

01:07:45 ◼   ► So you kinda go, here's what, you know, I'm at work,

01:07:47 ◼   ► I'm gonna be this way, I'm out with the family,

01:07:50 ◼   ► I'm gonna go this way, and you have all the different

01:07:52 ◼   ► activities that are relevant to that.

01:07:53 ◼   ► It's like you've got almost a custom dock

01:07:55 ◼   ► or custom launcher based on your watch space.

01:07:57 ◼   ► So that's another element where I feel like

01:07:59 ◼   ► it's really come together in a nice way.

01:08:01 ◼   ► Yeah, the team has done a really great job.

01:08:03 ◼   ► (audience applauding)

01:08:05 ◼   ► - So, just wrapping up, coming down to home touch, Swift.

01:08:09 ◼   ► Now you were on my show a few months ago

01:08:10 ◼   ► when Swift went open source.

01:08:12 ◼   ► It was very nice, we had a good time.

01:08:13 ◼   ► - Lot of dynamism.

01:08:16 ◼   ► (audience laughing)

01:08:18 ◼   ► - And we talked about Swift use within Apple

01:08:21 ◼   ► and why you guys can't yet write the OS in your apps

01:08:26 ◼   ► in Swift, but that you're using it,

01:08:27 ◼   ► engineers are using it to write unit tests

01:08:29 ◼   ► and stuff like that and it's getting used.

01:08:30 ◼   ► But I saw in the announcement that this new

01:08:32 ◼   ► Swift Playground app is itself written in Swift.

01:08:34 ◼   ► - Yeah, well actually in OS X, like most of the dock

01:08:39 ◼   ► and most of mission control, yeah.

01:08:42 ◼   ► Well, oh God.

01:08:44 ◼   ► (audience laughing and applauding)

01:08:47 ◼   ► - Another doll.

01:08:47 ◼   ► (audience laughing)

01:08:50 ◼   ► - In our Sunday rehearsals--

01:08:54 ◼   ► - When was that name first hinted at?

01:08:56 ◼   ► (laughing)

01:08:59 ◼   ► - I don't know.

01:09:00 ◼   ► - Last year. - Right here.

01:09:01 ◼   ► - I thought I was being so transparent too.

01:09:05 ◼   ► (laughing)

01:09:06 ◼   ► - I saw right through it.

01:09:07 ◼   ► - I know.

01:09:09 ◼   ► You were very polite.

01:09:10 ◼   ► - In our run through for the show,

01:09:13 ◼   ► when I say, oh, we're changing the name to Mac OS,

01:09:17 ◼   ► and this is like on Sunday,

01:09:19 ◼   ► and my next slide is to say something about how

01:09:22 ◼   ► we have these great new features in macOS.

01:09:24 ◼   ► And I literally go, and so our new release is macOS.

01:09:26 ◼   ► And so we have some great features in OS X.

01:09:28 ◼   ► (audience laughing)

01:09:30 ◼   ► It's tough.

01:09:31 ◼   ► Oh, we spent a lot, 15 years.

01:09:33 ◼   ► It's a long time, but I think we all feel great

01:09:35 ◼   ► about the new name.

01:09:36 ◼   ► And anyway, in macOS, the dock is substantially converted.

01:09:41 ◼   ► So we're, in mission control,

01:09:44 ◼   ► all those areas are using Swift a lot.

01:09:46 ◼   ► So it's starting to spread a lot internally. There are some barriers,

01:09:50 ◼   ► but I think this year the most important thing,

01:09:52 ◼   ► and I think Chris Latner really covered it in the state of the union is getting

01:09:56 ◼   ► to source stability.

01:09:58 ◼   ► And so we decided this year,

01:10:01 ◼   ► like we're going to put that over all the priorities,

01:10:05 ◼   ► take what we've learned. You know, when we first shipped Swift,

01:10:08 ◼   ► a couple of years ago, the objective was,

01:10:10 ◼   ► let's make sure that it's familiar from an API point of view, you know,

01:10:14 ◼   ► minimize the kind of transition of,

01:10:16 ◼   ► I gotta learn all new method names

01:10:18 ◼   ► for all the classes I already know.

01:10:20 ◼   ► And so we really bias toward that.

01:10:21 ◼   ► Now people are so familiar with Swift,

01:10:24 ◼   ► the priority is let's make sure those APIs

01:10:26 ◼   ► are all very native to Swift in their field.

01:10:29 ◼   ► And so we've done all the hard work

01:10:32 ◼   ► to update all the APIs, all the naming conventions,

01:10:35 ◼   ► and take some major APIs like Core Graphics and LibDispatch

01:10:38 ◼   ► and make them just awesome for Swift.

01:10:40 ◼   ► And so that was, yeah, this is important stuff.

01:10:42 ◼   ► (audience applauding)

01:10:44 ◼   ► But what that means is we've achieved that level of source stability.

01:10:49 ◼   ► So next year it won't be like, Oh boy, you know, as a developer.

01:10:54 ◼   ► So that's, that's the important thing. ABI stability,

01:10:57 ◼   ► which means literally that the Swift binary you built could be linked against

01:11:01 ◼   ► the future libraries. That's one that we made a lot of progress,

01:11:04 ◼   ► haven't gotten all the way there, but that's far less,

01:11:06 ◼   ► that's far more of an issue for us internally than it is for developers.

01:11:10 ◼   ► It's important for developers, but much,

01:11:13 ◼   ► but I think the source stability one was the right priority

01:11:15 ◼   ► and I feel really good about the progress

01:11:16 ◼   ► that the team made on that.

01:11:18 ◼   ► - Last question.

01:11:20 ◼   ► How about one thing that you guys announced yesterday,

01:11:23 ◼   ► whether it was in the keynote or not,

01:11:24 ◼   ► maybe something that missed the keynote,

01:11:25 ◼   ► but one thing that you think

01:11:28 ◼   ► deserves a little extra attention.

01:11:29 ◼   ► And I'll let you guys think about it.

01:11:30 ◼   ► I will go first, and your correct answer

01:11:33 ◼   ► is probably new file system.

01:11:34 ◼   ► - Is that right?

01:11:35 ◼   ► (audience cheering)

01:11:37 ◼   ► - I'm gonna say universal clipboard

01:11:40 ◼   ► because I've always wanted this,

01:11:42 ◼   ► And for me, it's links.

01:11:44 ◼   ► It's like I'm on my phone, and it's like, oh,

01:11:46 ◼   ► I want to post this during Fireball.

01:11:47 ◼   ► But I'm in my office, so why would I do it on a phone?

01:11:50 ◼   ► I'll go sit down at my iMac and do it with the real keyboard.

01:11:54 ◼   ► But how do I get this from here to there?

01:11:56 ◼   ► And man, what I want to do is just copy it

01:11:59 ◼   ► and go over there and hit Command-V.

01:12:00 ◼   ► And again, the thinking through that you guys

01:12:05 ◼   ► did of how to do this in a way that

01:12:08 ◼   ► isn't going to surprise people in a bad way--

01:12:11 ◼   ► There's like a two minute time out.

01:12:12 ◼   ► - Yep.

01:12:13 ◼   ► - So like if I copy something on my phone right now

01:12:17 ◼   ► and tomorrow I paste it my Mac, I'm not getting that.

01:12:21 ◼   ► - That's right.

01:12:21 ◼   ► - Because it's really like what you're,

01:12:23 ◼   ► ways of detecting what's in it.

01:12:25 ◼   ► - Well even the communication is,

01:12:27 ◼   ► like the other continuity features, is peer to peer.

01:12:30 ◼   ► So it's not like you're sending everything you copy

01:12:32 ◼   ► up to the cloud all of a sudden

01:12:33 ◼   ► just so that it can get down to the other device.

01:12:35 ◼   ► It really is about, you know, kind of two,

01:12:37 ◼   ► did it here, copy, paste,

01:12:39 ◼   ► which I think is absolutely what people want,

01:12:41 ◼   ► and it has the right privacy and performance characteristics.

01:12:46 ◼   ► And as you say, it gets rid of the surprises.

01:12:50 ◼   ► And it just turns out to be the most, once you have it,

01:12:51 ◼   ► it's the most natural way in the world

01:12:53 ◼   ► to do these kinds of things.

01:12:54 ◼   ► So I think the team did awesome work there.

01:12:57 ◼   ► I think that's great.

01:12:58 ◼   ► Do I have to say new file system again?

01:13:00 ◼   ► (audience laughing)

01:13:01 ◼   ► No, I mean, I think the new file system is great.

01:13:04 ◼   ► And by the way, I mean, the prospect of,

01:13:08 ◼   ► This is when you have to get right, let's say.

01:13:11 ◼   ► (audience laughing)

01:13:13 ◼   ► And so we have an awesome file system team

01:13:18 ◼   ► who really knew which problems we needed to solve

01:13:22 ◼   ► for a world of flash storage

01:13:25 ◼   ► and has done a super solid job.

01:13:29 ◼   ► And we're being conservative about how we're rolling it out

01:13:32 ◼   ► as a developer preview so people can kick the tires

01:13:35 ◼   ► on it this year.

01:13:36 ◼   ► But we look forward to making it part

01:13:38 ◼   ► the products going forward and I mean I think it's gonna be be great and

01:13:42 ◼   ► obviously we didn't we didn't talk about it because we don't talk about peer

01:13:44 ◼   ► developer preview material there but I think in terms of something that's

01:13:47 ◼   ► important for the platform going forward it's it's big. What do you so let's just

01:13:50 ◼   ► say three years from now we're all using iPhones that are using APFS instead of

01:13:57 ◼   ► HFS plus what would be like a noticeable improvement to the to the experience? So

01:14:03 ◼   ► so it'll help with performance it'll help with things like how we do software

01:14:07 ◼   ► updates and other things because we can snapshot volumes, we can roll things back.

01:14:11 ◼   ► I mean there are a lot of important attributes there.

01:14:14 ◼   ► It's important when you think about multi-user, like how files are protected between multiple

01:14:20 ◼   ► users on a Mac because we actually have file system level encryption now standard across

01:14:26 ◼   ► both platforms.

01:14:28 ◼   ► And so I think from a security point of view it's big.

01:14:34 ◼   ► And I think performance, I mean now you do a copy or even like the safe save operation.

01:14:40 ◼   ► When you save documents in a lot of apps, it's like move that one aside, create another

01:14:44 ◼   ► whole copy of all of that, now overwrite some of it, now delete the old directory.

01:14:51 ◼   ► Now that's atomic and the clone file makes all of that super fast.

01:14:54 ◼   ► So I think it's just going to be great across the board.

01:14:58 ◼   ► I want to answer in a very different direction.

01:15:02 ◼   ► Of the keynote, the thing that we haven't talked about that to me

01:15:06 ◼   ► was really amazing was we had a bunch of demo-ers who had never

01:15:11 ◼   ► been in a keynote before.

01:15:13 ◼   ► It was their first time.

01:15:14 ◼   ► [APPLAUSE]

01:15:15 ◼   ► And they were fantastic.

01:15:19 ◼   ► Stacy did a great job.

01:15:22 ◼   ► Bethany and Emron did a great job.

01:15:24 ◼   ► Boaz did an incredible job.

01:15:27 ◼   ► And Cheryl, I wasn't gonna forget,

01:15:30 ◼   ► and Cheryl did an incredible job.

01:15:32 ◼   ► And all of them work on the things they demo,

01:15:35 ◼   ► they're just, and they were fantastic.

01:15:38 ◼   ► So that's my sort of unsung thing of the keynote,

01:15:42 ◼   ► was those presenters.

01:15:43 ◼   ► - I said mid keynote, I was sitting with Ben Thompson,

01:15:45 ◼   ► and I said, "I can't believe that none of these people

01:15:47 ◼   ► "have ever done this before, because they're amazing."

01:15:51 ◼   ► And they really did kick ass up there.

01:15:53 ◼   ► That was great. - They sure did.

01:15:55 ◼   ► That's it unless you guys have anything else for me.

01:15:57 ◼   ► (laughing)

01:15:59 ◼   ► - Just thank you for having us.

01:16:00 ◼   ► - I wanna give some thanks here.

01:16:01 ◼   ► I wanna thank our sponsors, MailChimp, Microsoft,

01:16:06 ◼   ► and mad.com, M-E-H.com.

01:16:09 ◼   ► Go there and buy some junk.

01:16:11 ◼   ► (laughing)

01:16:12 ◼   ► I wanna thank Jake Schumacher and Jed Hurt.

01:16:17 ◼   ► They're doing the video here,

01:16:18 ◼   ► so if you're watching at home, you can thank them.

01:16:21 ◼   ► (applauding)

01:16:23 ◼   ► They are the co-makers of the upcoming documentary

01:16:27 ◼   ► App The Human Story, which has been in the works for a while.

01:16:31 ◼   ► I've seen a rough cut.

01:16:32 ◼   ► It is amazing.

01:16:33 ◼   ► It is really coming along.

01:16:35 ◼   ► Appdocumentary.com if you want to see more.

01:16:38 ◼   ► Drew Bischoff from Hybrid Events is here

01:16:41 ◼   ► running whatever apparatus is involved

01:16:43 ◼   ► in doing the live streaming, which I've heard is very hard.

01:16:46 ◼   ► [LAUGHTER]

01:16:49 ◼   ► I want to thank Mezzanine and the entire staff here,

01:16:52 ◼   ► who have been, they're led by Megan Rogerson.

01:16:57 ◼   ► She's great, she's been here all four years

01:16:59 ◼   ► that I've been here.

01:17:00 ◼   ► The staff is great, the bartenders are great,

01:17:03 ◼   ► security guy, I mean, this is a really great place

01:17:05 ◼   ► and I really appreciate it.

01:17:06 ◼   ► I want to thank Paul Kefasis and my wife, Amy Gruber,

01:17:12 ◼   ► of Just The Tip fame.

01:17:17 ◼   ► They're a podcast that is on, I don't know,

01:17:19 ◼   ► some kind of hiatus.

01:17:22 ◼   ► But they're the ones who made this event run so that I can just sit back here and be nervous

01:17:28 ◼   ► and make these cards with questions and not pay attention to any of the details.

01:17:32 ◼   ► I don't know anything that's gone on out here.

01:17:35 ◼   ► The fact that you guys even have seats is thanks to them.

01:17:40 ◼   ► And I want to thank Phil and Craig for being here.

01:17:44 ◼   ► Thank you.

01:17:45 ◼   ► Unbelievable.

01:17:46 ◼   ► Thank you.

01:17:47 ◼   ► (audience cheers)

01:17:49 ◼   ► Last but not least, thank you for being here.

01:17:53 ◼   ► (audience applauds)

01:17:56 ◼   ► (audience applauding)

01:17:59 ◼   ► (audience applauding)

01:18:03 ◼   ► [ Applause ]