The Talk Show

00:00:00 ◼   ► (audience laughing)

00:00:02 ◼   ► - Good evening, podcast listeners.

00:00:05 ◼   ► (audience cheering)

00:00:08 ◼   ► It's once again time for a daring

00:00:11 ◼   ► fireball presentation of the Talk Show Live.

00:00:15 ◼   ► (audience cheering)

00:00:18 ◼   ► We're coming to you from Apple's

00:00:21 ◼   ► Worldwide Developer Conference 2019.

00:00:25 ◼   ► And now, the man we've all been waiting for,

00:00:29 ◼   ► John Gruber.

00:00:31 ◼   ► [APPLAUSE]

00:00:42 ◼   ► Welcome, welcome, welcome to the talk show.

00:00:45 ◼   ► I am John Gruber, your internet friend.

00:00:49 ◼   ► Oh, my god.

00:00:50 ◼   ► This is so embarrassing.

00:00:52 ◼   ► I am that guy.

00:00:53 ◼   ► I'm the guy who came out on stage with a device with a

00:00:56 ◼   ► beta OS.

00:00:57 ◼   ► And it is going off.

00:01:02 ◼   ► [Laughter]

00:01:05 ◼   ► [Applause]

00:01:23 ◼   ► It's a little buggy.

00:01:25 ◼   ► (audience laughing)

00:01:28 ◼   ► Ah, my blue cards.

00:01:33 ◼   ► All right, before we get started,

00:01:35 ◼   ► I would like to thank our sponsors,

00:01:37 ◼   ► without whom this show would not be possible.

00:01:40 ◼   ► First sponsor, long-time sponsor of this show,

00:01:45 ◼   ► Mac Stadium.

00:01:47 ◼   ► They do--

00:01:48 ◼   ► (audience applauding)

00:01:51 ◼   ► (audience applauding)

00:01:54 ◼   ► They do Mac infrastructure, they host Macs.

00:01:56 ◼   ► I don't know if they heard any good news on the keynote.

00:02:00 ◼   ► I haven't talked to them this week.

00:02:01 ◼   ► I mean, I know they're around,

00:02:02 ◼   ► and I know there's some of the fine folks are in here.

00:02:05 ◼   ► But they have over 20,000 Macs

00:02:09 ◼   ► in data centers around the world.

00:02:11 ◼   ► They are ready for all Mac deployments,

00:02:13 ◼   ► including Mac Minis, iMacs, even Xserves.

00:02:17 ◼   ► Am I missing something?

00:02:19 ◼   ► John, what am I missing?

00:02:20 ◼   ► Mac Pro.

00:02:23 ◼   ► (audience cheers)

00:02:24 ◼   ► Rack Malibu.

00:02:25 ◼   ► They are heavily invested in security, scalability,

00:02:33 ◼   ► and support for iOS and Mac development,

00:02:36 ◼   ► having a server where you can do builds,

00:02:38 ◼   ► all sorts of useful stuff you guys know about.

00:02:40 ◼   ► They're a great company.

00:02:41 ◼   ► This week, they're announcing ORCA.

00:02:43 ◼   ► That's ORCA with a K, and it stands for orchestration

00:02:48 ◼   ► with Kubernetes, which I was gonna pronounce Kuberneets.

00:02:52 ◼   ► (audience laughing)

00:02:54 ◼   ► And I checked, and they said Kubernetes,

00:02:57 ◼   ► and I thought, you know what,

00:02:57 ◼   ► I should have just pronounced it wrong.

00:02:58 ◼   ► It would have been more on brand.

00:03:00 ◼   ► (audience laughing)

00:03:02 ◼   ► I don't know why I asked.

00:03:03 ◼   ► But it's the only way to do native Kubernetes commands,

00:03:07 ◼   ► which I have no idea what that is,

00:03:08 ◼   ► to create and orchestrate Mac OS VMs

00:03:12 ◼   ► on genuine Apple hardware.

00:03:15 ◼   ► It is also super fast.

00:03:17 ◼   ► So for more information and exclusive discounts for you fine folks who are listening, go to

00:03:22 ◼   ► maxstadium.com/thetalkshow.

00:03:31 ◼   ► Our next sponsor, the Omni Group.

00:03:42 ◼   ► Sounds like you've heard of them.

00:03:43 ◼   ► Of course you have.

00:03:45 ◼   ► They are one of the all-time great indie iOS and Mac developers.

00:03:48 ◼   ► They go all the way back to Next.

00:03:50 ◼   ► They've been around for over 25 years, and it's a rare example of steady leadership

00:03:55 ◼   ► in this field, a company that just keeps on top of the game.

00:04:00 ◼   ► What they want to talk about is OmniFocus for the web, which just launched out of beta.

00:04:05 ◼   ► Now, what they could have done, what most people do for a web backend to a service is

00:04:09 ◼   ► They write their own web-type thing, and it's a web app,

00:04:14 ◼   ► and they use web technologies.

00:04:15 ◼   ► And instead, what these crazy people did

00:04:17 ◼   ► is they're using the same Objective C and Swift code

00:04:22 ◼   ► that OmniFocus for Mac is built with.

00:04:25 ◼   ► And they're running it on Mac servers.

00:04:28 ◼   ► And they just have a web output display from the same code.

00:04:33 ◼   ► Crazy, right?

00:04:35 ◼   ► And so for all of the consternation

00:04:37 ◼   ► that people like us and all the anger we have at developers who make web apps and then put

00:04:42 ◼   ► them in a shell and call it their Mac app.

00:04:50 ◼   ► The Omni group has done the right thing.

00:04:51 ◼   ► They took their Mac app and now it's on the web.

00:04:54 ◼   ► Super, super great.

00:04:57 ◼   ► It's so very Omni to do something so nutty sounding.

00:05:01 ◼   ► Check it out at check out OmniFocus for the web.

00:05:06 ◼   ► out more details, how to sign up for it, etc., etc.

00:05:10 ◼   ► OmniFocus.com/DF.

00:05:13 ◼   ► That's OmniFocus.com/DF.

00:05:14 ◼   ► Third and final sponsor, another great company I bet a lot of you guys have heard of, Slack.

00:05:28 ◼   ► Slack for iOS is used by millions of people every day, including me, to stay productive,

00:05:33 ◼   ► Whether they're bouncing between meetings or on the go, their iOS team is focused on

00:05:39 ◼   ► a variety of projects from connecting businesses through shared channels to inventing tools

00:05:45 ◼   ► for performance monitoring at very high scale, as you might imagine from how busy they are.

00:05:51 ◼   ► If you developers want to sweat the details and help define the future of Slack for mobile,

00:05:58 ◼   ► head on over to slack.com/careers.

00:06:01 ◼   ► That's slack.com/careers.

00:06:05 ◼   ► iOS app.

00:06:06 ◼   ► Maybe these iOS developers at Slack

00:06:09 ◼   ► will be Mac developers.

00:06:10 ◼   ► (audience laughing)

00:06:11 ◼   ► I don't know.

00:06:12 ◼   ► (audience cheering)

00:06:15 ◼   ► That's it for business.

00:06:19 ◼   ► I have a special guest to come out.

00:06:22 ◼   ► Actually, I guess I have two, looks like.

00:06:24 ◼   ► So without any further ado,

00:06:27 ◼   ► My guests for this evening, Craig Federighi.

00:06:32 ◼   ► [APPLAUSE]

00:06:35 ◼   ► And Greg Goswiak.

00:06:46 ◼   ► You got your questions.

00:06:48 ◼   ► [APPLAUSE]

00:06:57 ◼   ► - You are among your people, Craig.

00:06:59 ◼   ► (audience laughing)

00:07:01 ◼   ► - They're all our people.

00:07:02 ◼   ► - That was more applause than the Mac Pro guy.

00:07:04 ◼   ► (audience laughing)

00:07:07 ◼   ► - Love you, Craig!

00:07:08 ◼   ► (audience cheering)

00:07:11 ◼   ► - Jaws, you and I talked briefly yesterday,

00:07:16 ◼   ► and I said to you, first impressions after the keynote

00:07:19 ◼   ► were it was very, very exciting because you guys

00:07:22 ◼   ► had so much to announce that hadn't leaked in advance,

00:07:26 ◼   ► And that makes it fun and it makes it exciting.

00:07:28 ◼   ► And then I said, and it also makes me realize

00:07:30 ◼   ► that when more stuff does leak, it makes my job easier.

00:07:33 ◼   ► - You have more time to digest.

00:07:35 ◼   ► - More time to process.

00:07:36 ◼   ► We were talking backstage, you apparently,

00:07:41 ◼   ► there is one back Apple rumor site

00:07:43 ◼   ► that you were a fan of.

00:07:45 ◼   ► - Well, which is funny, 'cause out of context,

00:07:49 ◼   ► it sounds bad, 'cause I shouldn't like any rumor site,

00:07:52 ◼   ► but there was a rumor site, and I hope John Moltz

00:07:54 ◼   ► still listens to this show.

00:07:56 ◼   ► (audience laughing)

00:07:58 ◼   ► You guys know what I'm talking about.

00:07:59 ◼   ► Crazy Apple Rumor Site was like gospel for us.

00:08:04 ◼   ► Phil and I and the rest of the marketing team,

00:08:07 ◼   ► we read it every morning with,

00:08:10 ◼   ► oh my God, what is he gonna say today?

00:08:13 ◼   ► And what I didn't wanna tell you backstage

00:08:14 ◼   ► was one of our favorites was, first of all,

00:08:18 ◼   ► guys, take yourself back to 2002.

00:08:21 ◼   ► And remember, back then we had really one platform, Mac.

00:08:26 ◼   ► Right?

00:08:26 ◼   ► And so we had a little bit more time

00:08:28 ◼   ► to be theatrical in our keynotes.

00:08:31 ◼   ► You know, now we're like, get moving, get moving, get moving.

00:08:34 ◼   ► And so if you remember, 2002,

00:08:37 ◼   ► Steve had a very theatrical goodbye to Mac OS 9.

00:08:42 ◼   ► (audience laughing)

00:08:46 ◼   ► So as you remember it, it was here at WWDC,

00:08:48 ◼   ► back in May, I think it was Mother's Day

00:08:50 ◼   ► when we did those things.

00:08:51 ◼   ► and right after, and so he had this big scene.

00:08:55 ◼   ► He had dry ice in this coffin that razed

00:08:59 ◼   ► out of the ground, and you didn't know what's going on.

00:09:04 ◼   ► You've got stained glass windows in the back,

00:09:07 ◼   ► and church music's playing, and everybody's like,

00:09:10 ◼   ► WTF, what's going on?

00:09:12 ◼   ► And Steve comes out and quiets the audience

00:09:16 ◼   ► and begins to read a eulogy, right,

00:09:19 ◼   ► and opens up the coffin, puts a big Mac OS 9 in it,

00:09:23 ◼   ► and says his very tearful words he wrote, right,

00:09:28 ◼   ► goodbye to Mac OS 9.

00:09:30 ◼   ► And beautiful moment, then the coffin lowers back in,

00:09:35 ◼   ► and you think it's over until the next day,

00:09:38 ◼   ► in which John Moltz wrote the continuation of the story.

00:09:41 ◼   ► And for those that may remember,

00:09:43 ◼   ► he wrote that Mac OS 9 started reaching back out

00:09:47 ◼   ► from the grave saying, "I'm not dead."

00:09:49 ◼   ► (audience laughing)

00:09:50 ◼   ► And he did a very, as he wrote, just brilliant writing

00:09:53 ◼   ► that he did about the, you know, how Mac OS 9

00:09:57 ◼   ► was trying to get back out of the coffin

00:09:59 ◼   ► and Steve was beating it back down into the coffin.

00:10:01 ◼   ► (audience laughing)

00:10:03 ◼   ► And what made it even better is every week

00:10:05 ◼   ► we had a weekly marketing staff with Steve

00:10:07 ◼   ► and we showed Steve this, we're like,

00:10:08 ◼   ► this is just priceless, you gotta read this.

00:10:11 ◼   ► And so Steve reads it, not just to himself,

00:10:15 ◼   ► he reads it out loud.

00:10:17 ◼   ► (audience laughing)

00:10:18 ◼   ► So for us, it was this continuation of his battle

00:10:22 ◼   ► with Mac OS 9 as it's trying to say, I'm not dead yet.

00:10:26 ◼   ► And Steve, it was priceless, let's say that.

00:10:30 ◼   ► So then, the one last thing,

00:10:32 ◼   ► and John Moltz will probably hate us saying this,

00:10:34 ◼   ► but Steve goes, that guy's a pretty good writer.

00:10:37 ◼   ► And we can always use good writers,

00:10:41 ◼   ► and why don't we reach out to him,

00:10:42 ◼   ► see if he wants to come work at Apple?

00:10:44 ◼   ► So Phil says, I'll write to him,

00:10:46 ◼   ► 'cause we wrote to him on occasion.

00:10:47 ◼   ► So Phil writes to John and says,

00:10:49 ◼   ► "Hey, any interest in coming to work at Apple?"

00:10:52 ◼   ► He writes back, "Only if I ever got really desperate."

00:10:57 ◼   ► (audience laughing)

00:11:00 ◼   ► There you go.

00:11:08 ◼   ► - All right, one of my jobs is to figure out

00:11:13 ◼   ► what order I wanna ask questions.

00:11:15 ◼   ► And there was so much stuff announced yesterday

00:11:18 ◼   ► that it's a struggle.

00:11:21 ◼   ► But I don't want to run short on time talking about the things

00:11:25 ◼   ► I'm most interested in.

00:11:26 ◼   ► So I'm going to go in that order.

00:11:28 ◼   ► And I can't--

00:11:29 ◼   ► The show is going to go downhill?

00:11:31 ◼   ► Yeah.

00:11:32 ◼   ► Wow.

00:11:34 ◼   ► But what I thought is--

00:11:35 ◼   ► I'm not really interested in the answer to this question.

00:11:37 ◼   ► [LAUGHTER]

00:11:39 ◼   ► With the head of software engineering

00:11:42 ◼   ► right here at our disposal for an hour,

00:11:44 ◼   ► I can't think of anything better to talk about than hardware.

00:11:46 ◼   ► [LAUGHTER]

00:11:48 ◼   ► [APPLAUSE]

00:11:51 ◼   ► And you're saying that's what you want to talk about the most?

00:11:55 ◼   ► That's what's most interesting to me, Sam.

00:11:59 ◼   ► So I need to introduce you to Dan Riccio at some point.

00:12:01 ◼   ► How many hardware engineers are in the audience?

00:12:03 ◼   ► [CHEERING]

00:12:05 ◼   ► How many software engineers are in the audience?

00:12:07 ◼   ► [CHEERING]

00:12:08 ◼   ► Heck yeah.

00:12:10 ◼   ► All right, go ahead.

00:12:11 ◼   ► Ask your question.

00:12:12 ◼   ► (audience laughing)

00:12:15 ◼   ► Two years ago, when two years ago,

00:12:19 ◼   ► Apple invited a few of us in to press out

00:12:21 ◼   ► for what you called a Mac roundtable,

00:12:23 ◼   ► and it sort of laid your road map ahead of us,

00:12:27 ◼   ► and sort of acknowledged the,

00:12:31 ◼   ► as you called it, the thermal corner

00:12:32 ◼   ► you'd painted yourselves in

00:12:33 ◼   ► with the previous generation Mac Pro,

00:12:35 ◼   ► and here's where we're gonna go.

00:12:36 ◼   ► You guys even said we have a Pro iMac coming before that.

00:12:41 ◼   ► All of those things have now come to pass.

00:12:43 ◼   ► But there was definitely last year

00:12:49 ◼   ► when it got to the point where there was a sort of a,

00:12:53 ◼   ► "Hey, by the way, that Mac Pro thing we're talking about,

00:12:56 ◼   ► "that's not really a 2018 thing, that's a 2019 thing."

00:13:00 ◼   ► The reaction from a lot of people I know was sort of,

00:13:03 ◼   ► why can't they just make a big tower and poop it out?

00:13:07 ◼   ► (audience laughing)

00:13:11 ◼   ► - Confusing us with a different computer company.

00:13:14 ◼   ► (audience laughing)

00:13:17 ◼   ► - The gist of it being, if this is gonna take two years,

00:13:25 ◼   ► this better be some fancy friggin' hardware.

00:13:29 ◼   ► I think that was answered, I think, you know,

00:13:31 ◼   ► where have we been spending our time on this

00:13:33 ◼   ► was answered in spades on Monday.

00:13:35 ◼   ► I have questions though.

00:13:40 ◼   ► (audience laughing)

00:13:42 ◼   ► 'Cause I'm still not sure I understand it all.

00:13:44 ◼   ► So...

00:13:45 ◼   ► (sighs)

00:13:46 ◼   ► (audience laughing)

00:13:48 ◼   ► - You do understand the question.

00:13:49 ◼   ► (audience laughing)

00:13:52 ◼   ► - This is not like any other computer on Earth.

00:13:56 ◼   ► This is a lot of custom engineering.

00:13:59 ◼   ► And the MPX module, that's MacPro expansion.

00:14:03 ◼   ► Afterburner.

00:14:07 ◼   ► Is Afterburner, is that an MPX module?

00:14:10 ◼   ► Or that's a different-- - No, no, it's its own card.

00:14:13 ◼   ► Programmable ASIC, so can be reprogrammed in milliseconds.

00:14:18 ◼   ► - But what does, explain to me what that means

00:14:20 ◼   ► by reprogramming it.

00:14:21 ◼   ► Like what type of programming software stuff?

00:14:24 ◼   ► (laughing)

00:14:26 ◼   ► - Jaws revealed to me earlier today

00:14:28 ◼   ► that he was a computer engineer in college, so.

00:14:31 ◼   ► - A long time ago.

00:14:32 ◼   ► Yeah, I mean, you saw what we're using it for right now.

00:14:36 ◼   ► it literally can process six billion pixels a second,

00:14:41 ◼   ► doing the ProRes and ProRes RAW.

00:14:44 ◼   ► It is a burner, hence the name of what actually led to us

00:14:48 ◼   ► thinking, let's call it Afterburner.

00:14:49 ◼   ► - Yeah, it's essentially programmable hardware.

00:14:51 ◼   ► So you're programming these gates so that then,

00:14:53 ◼   ► once you have that going, things are going through

00:14:55 ◼   ► in virtually dedicated hardware speed.

00:14:57 ◼   ► And so that's what enables this ProRes decoding

00:15:01 ◼   ► to happen at such staggering speeds.

00:15:02 ◼   ► And to offload the rest of the hardware to do everything.

00:15:04 ◼   ► - But does that mean that at some point in the future

00:15:07 ◼   ► somebody could reprogram it to do something other than--

00:15:09 ◼   ► - Absolutely. - Right, so the ProRes

00:15:12 ◼   ► working with real size 5K-- - 8K.

00:15:15 ◼   ► - 8K. (audience laughing)

00:15:18 ◼   ► - Three streams of 8K, John. - Three streams of 8K.

00:15:21 ◼   ► The way that this is a great breakthrough

00:15:23 ◼   ► for people who work with that sort of video,

00:15:26 ◼   ► that's just one thing that you're announcing

00:15:27 ◼   ► that it can be done with. - That's right.

00:15:29 ◼   ► - All right. - Right, there's more to come.

00:15:32 ◼   ► I mean, I'm not gonna be announcing anything with it.

00:15:33 ◼   ► (audience laughing)

00:15:35 ◼   ► - One could imagine.

00:15:36 ◼   ► I can imagine quite a lot.

00:15:38 ◼   ► (audience laughing)

00:15:41 ◼   ► - And to your point about not being painted

00:15:42 ◼   ► in a thermal window, I mean, you saw the stat on this,

00:15:45 ◼   ► we literally move 300 cubic feet of air through there

00:15:49 ◼   ► a minute.

00:15:50 ◼   ► - Yeah, be careful walking by the thing.

00:15:52 ◼   ► You're just gonna get completely blown out of your office.

00:15:54 ◼   ► - But think about it, that's a pretty good sized room

00:15:56 ◼   ► that we can push that entire airflow through in a minute

00:15:59 ◼   ► if we need to, and that's what allows us to run this thing

00:16:02 ◼   ► at full speed all the time, right?

00:16:04 ◼   ► It doesn't have to throttle.

00:16:06 ◼   ► - How much are the wheels gonna cost?

00:16:10 ◼   ► (audience laughing)

00:16:13 ◼   ► - I mean, what really is a perfect wheel worth?

00:16:23 ◼   ► (audience laughing)

00:16:26 ◼   ► How many do you want?

00:16:27 ◼   ► - I mean, yeah.

00:16:28 ◼   ► How many do you need?

00:16:30 ◼   ► - Well, that's the thing.

00:16:31 ◼   ► - I'm imagining that they're very nice wheels.

00:16:33 ◼   ► I was really sort of hoping that the hand,

00:16:36 ◼   ► if there were wheels in the hands-on area, I missed 'em.

00:16:39 ◼   ► I really, I wanted to sit there and--

00:16:41 ◼   ► - There was one, and there are installment plans available.

00:16:44 ◼   ► (audience laughing)

00:16:47 ◼   ► They all save up.

00:16:48 ◼   ► - I have been told by a reliable source.

00:16:54 ◼   ► - That's, that cuts out.

00:16:58 ◼   ► (audience laughing)

00:17:00 ◼   ► - It's a stark contrast to the fun stuff.

00:17:02 ◼   ► - All right, it's coming out in the fall,

00:17:03 ◼   ► and you guys like to keep other stuff secret.

00:17:06 ◼   ► You're gonna show, here's a big unveil,

00:17:08 ◼   ► but you're not revealing everything.

00:17:09 ◼   ► I have been told that the Mac Pro will ship

00:17:12 ◼   ► with the most quote, "insane packaging"

00:17:14 ◼   ► that Apple has done in a while.

00:17:18 ◼   ► - So who's your sort?

00:17:20 ◼   ► - Yeah, exactly.

00:17:21 ◼   ► (audience laughing)

00:17:23 ◼   ► - You'll just have to wait to see, Jon.

00:17:25 ◼   ► - Yeah.

00:17:26 ◼   ► - But you can imagine, it won't be shitty packaging.

00:17:28 ◼   ► (audience laughing)

00:17:31 ◼   ► I told this story, and again, maybe I'm just out of touch.

00:17:38 ◼   ► I have since been told that there are database servers

00:17:41 ◼   ► with massive amounts of RAM, but during the keynote,

00:17:44 ◼   ► I was sitting next to someone from Apple,

00:17:49 ◼   ► and no, it's Bill Evans from PR, it's no big deal.

00:17:55 ◼   ► But when it was announced that you could configure it

00:17:58 ◼   ► with up to 1.5 terabytes of memory,

00:18:02 ◼   ► I just instantly assumed that it meant storage, like SSD,

00:18:07 ◼   ► and I was like, well, 1.5 terabytes isn't even that much.

00:18:09 ◼   ► And I said-- (laughing)

00:18:11 ◼   ► - Why are people applauding so much?

00:18:12 ◼   ► - Yeah, this is a curious reaction.

00:18:15 ◼   ► - And I said, he didn't mean RAM, did he?

00:18:18 ◼   ► And he goes, yeah, RAM.

00:18:19 ◼   ► And I'm like, wait, he said 1.5 terabytes.

00:18:22 ◼   ► And he said, just shut up and listen.

00:18:24 ◼   ► (audience laughing)

00:18:27 ◼   ► But that's serious. - That's a lot of memory.

00:18:28 ◼   ► It's a serious amount of memory.

00:18:30 ◼   ► - And in my experience, that's just,

00:18:32 ◼   ► my youth onward, that's just not how computers tend

00:18:37 ◼   ► to evolve.

00:18:38 ◼   ► The iMac Pro, which until Monday was the fastest computer

00:18:41 ◼   ► you guys have ever had announced,

00:18:44 ◼   ► maxes out at 256 gigabytes of RAM,

00:18:48 ◼   ► which to me sounds like enough to open some browser tabs.

00:18:51 ◼   ► (audience laughing)

00:18:54 ◼   ► And so the way computers have always worked in my life

00:18:56 ◼   ► is things happen like they double.

00:18:59 ◼   ► Or maybe you add another 128 and go to 384.

00:19:02 ◼   ► You get these numbers like that.

00:19:03 ◼   ► You don't just go from 256 gigabytes to 1.5 terabytes.

00:19:07 ◼   ► That seems crazy.

00:19:09 ◼   ► This machine is a sports car computer.

00:19:11 ◼   ► - Well, and going back to what you said,

00:19:13 ◼   ► the conference that we had way back in 2017,

00:19:16 ◼   ► we knew we had to create something really special.

00:19:18 ◼   ► And that's why this wasn't,

00:19:20 ◼   ► if you ever go walking the halls of CES

00:19:22 ◼   ► and you see that you can buy these chassis

00:19:23 ◼   ► from Taiwan and throw a chip in them and throw an operating

00:19:27 ◼   ► system on it, and you're in the computer business.

00:19:29 ◼   ► That isn't what we were trying to do.

00:19:30 ◼   ► We were going to create something that was going to be

00:19:32 ◼   ► really, really special and something we thought was

00:19:35 ◼   ► really designed for our pro customers,

00:19:37 ◼   ► including the display.

00:19:38 ◼   ► That's just nuts in and of itself.

00:19:40 ◼   ► So we knew that was going to take some time.

00:19:42 ◼   ► Hence why we were trying to set the expectation, not soon.

00:19:47 ◼   ► Well, speaking of the display, the Pro Display XDR is

00:19:51 ◼   ► gorgeous, it is incredible.

00:19:53 ◼   ► It was funny though, doing some of the behind the scenes stuff with the media and getting

00:19:58 ◼   ► to see some side by side comparisons with some competing products.

00:20:02 ◼   ► They kept calling it the 6K display and I couldn't tell if they were talking about the

00:20:05 ◼   ► pixels of the price.

00:20:07 ◼   ► I honest to God.

00:20:13 ◼   ► I thought, because usually the people from product marketing are very precisely spoken.

00:20:22 ◼   ► And I thought, and it was a really good presentation

00:20:25 ◼   ► that was really well rehearsed and very,

00:20:27 ◼   ► you know, like yeah, I could see the difference.

00:20:29 ◼   ► And I was like, I can't believe she keeps calling it

00:20:31 ◼   ► the 6K display, like, enough already,

00:20:34 ◼   ► stop rubbing my nose.

00:20:35 ◼   ► - You just cough by like a thousand times.

00:20:37 ◼   ► - Right.

00:20:38 ◼   ► (laughing)

00:20:40 ◼   ► The matte finish, which you're not really calling

00:20:44 ◼   ► a matte finish, you're calling it a nano--

00:20:46 ◼   ► - Nano texture.

00:20:47 ◼   ► That's because, and you probably got the briefing,

00:20:49 ◼   ► and the normal matte that people do,

00:20:52 ◼   ► causes this sparkle,

00:20:53 ◼   ► or causes this just really weird effect on the screen.

00:20:56 ◼   ► And this is a process unlike anybody that's done before,

00:20:58 ◼   ► that etches the glass in a way that,

00:21:01 ◼   ► if you do the little test and shine a bright light on it,

00:21:03 ◼   ► you see that it handles the glare

00:21:06 ◼   ► in a way that no one's done before.

00:21:08 ◼   ► It's an incredible process that we invented to do that.

00:21:11 ◼   ► To make it clear, the standard display

00:21:14 ◼   ► has industry-leading anti-reflective coating.

00:21:17 ◼   ► so it's wonderful in the base config,

00:21:20 ◼   ► but if you really want the matte,

00:21:22 ◼   ► the nano texture's just nuts, right?

00:21:25 ◼   ► - Yeah, and side by side,

00:21:27 ◼   ► I don't know how many people got to see it side by side,

00:21:28 ◼   ► but I did, and when you're looking at it straight on

00:21:31 ◼   ► with no glare, they look identical.

00:21:34 ◼   ► You cannot tell them apart.

00:21:35 ◼   ► The color's the same, the brightness is the same.

00:21:37 ◼   ► It's remarkable, and then if you angle your head

00:21:38 ◼   ► in a way to kind of get like a glare,

00:21:40 ◼   ► it is like there is no glare on the matte one.

00:21:43 ◼   ► It is really something.

00:21:45 ◼   ► - Yeah, it really is a special display.

00:21:47 ◼   ► The amount of engineering that went in

00:21:49 ◼   ► by our display team is just incredible.

00:21:50 ◼   ► Everything from the blue LEDs to how the light

00:21:53 ◼   ► is literally shaped, going through the LCD itself.

00:21:58 ◼   ► You get a million to one contrast ratio,

00:22:00 ◼   ► and as you heard Colleen, didn't Colleen do a great job

00:22:03 ◼   ► on stage, by the way?

00:22:04 ◼   ► (audience applauding)

00:22:12 ◼   ► - It's extreme dynamic range.

00:22:16 ◼   ► - I joke about calling it the 6K display.

00:22:18 ◼   ► It is expensive.

00:22:20 ◼   ► And I think that from what I've seen in the last two days,

00:22:23 ◼   ► there's, I think some people are seeing this wrong,

00:22:26 ◼   ► or where it fits on the marketplace,

00:22:28 ◼   ► that it is not for everybody.

00:22:32 ◼   ► It is really truly meant for people who are doing work

00:22:35 ◼   ► that demands these insane specs.

00:22:38 ◼   ► It's not, you know, like--

00:22:41 ◼   ► - Well, you saw the competitive benchmark, right,

00:22:43 ◼   ► which is the display that we showed in the keynote.

00:22:45 ◼   ► The reference, the gold standard, costs $43,000.

00:22:49 ◼   ► And what's amazing about it is you see them

00:22:51 ◼   ► in that whole lineup you saw.

00:22:54 ◼   ► That reference display can only keep the brightness up

00:22:58 ◼   ► on that image for a very short period of time.

00:23:01 ◼   ► The more white that's in that image,

00:23:03 ◼   ► it actually has a hardware light

00:23:05 ◼   ► that stays green when it's at brightness,

00:23:08 ◼   ► and within sometimes seconds,

00:23:11 ◼   ► it has to go amber to tell you no longer trust this image.

00:23:14 ◼   ► And that's the reference display at $43,000.

00:23:16 ◼   ► So we've blown that away at just over a tenth the price.

00:23:21 ◼   ► - Yeah, and the message, it seems very clear

00:23:25 ◼   ► that it really will enable that in a lot of

00:23:28 ◼   ► seriously professional Hollywood pipelines,

00:23:30 ◼   ► there's only one of those displays at the end of the chain

00:23:33 ◼   ► and footage comes out of the camera

00:23:34 ◼   ► and starts going process and isn't being looked at

00:23:37 ◼   ► even by these pros on a true reference display

00:23:40 ◼   ► until it gets to the end and then all of a sudden

00:23:42 ◼   ► you're like hey, your shirt's the wrong color.

00:23:43 ◼   ► What are you doing?

00:23:44 ◼   ► - Totally true, now everybody in the workflow can have one.

00:23:47 ◼   ► So we're super proud of the work our engineers did on it,

00:23:51 ◼   ► it's incredible.

00:23:52 ◼   ► - All right, let's talk software.

00:23:54 ◼   ► - All right.

00:23:54 ◼   ► (audience laughs)

00:23:56 ◼   ► (audience applauds)

00:23:59 ◼   ► - Mac OS Catalina, let's just go Mac to Mac,

00:24:05 ◼   ► we'll go hardware to software.

00:24:06 ◼   ► - Same thing we did in the keynote, by the way.

00:24:09 ◼   ► I know I'm gonna misspeak here

00:24:12 ◼   ► because the way my brain works,

00:24:14 ◼   ► it's like a hashing algorithm.

00:24:16 ◼   ► I'm gonna confuse catalyst with Catalina

00:24:19 ◼   ► probably every time I say it,

00:24:21 ◼   ► but I'll try to keep it straight.

00:24:23 ◼   ► I think this is the order you introduced,

00:24:29 ◼   ► where you talked about the iTunes

00:24:31 ◼   ► and you added a great segment

00:24:32 ◼   ► where you went through the history of iTunes

00:24:34 ◼   ► and how simple it was in the early days

00:24:36 ◼   ► and how it kept taking on more and more weight.

00:24:39 ◼   ► And so now we have music, which is just music,

00:24:44 ◼   ► but is born from the roots of what we knew as iTunes

00:24:48 ◼   ► with the same playlists and stuff like that.

00:24:52 ◼   ► - Super fast.

00:24:53 ◼   ► - A podcast app, which is written using CataList.

00:24:58 ◼   ► - Correct.

00:24:58 ◼   ► - And the TV app.

00:25:02 ◼   ► - Yep.

00:25:02 ◼   ► - Is the TV app a CataList app as well?

00:25:05 ◼   ► - No.

00:25:06 ◼   ► - Of those three, just podcasts.

00:25:09 ◼   ► Of those three, just podcasts.

00:25:12 ◼   ► - Yeah.

00:25:13 ◼   ► And I will say, I mean I have not installed it,

00:25:16 ◼   ► so I can't say that using it does,

00:25:19 ◼   ► but getting a demo and seeing it,

00:25:22 ◼   ► the podcast app looks like the sibling to the music app.

00:25:27 ◼   ► In terms of the concerns that I've had,

00:25:30 ◼   ► I know that other people have had,

00:25:31 ◼   ► that what we now know as Catalyst

00:25:33 ◼   ► wasn't going to let you make apps

00:25:35 ◼   ► that look like a real Mac app.

00:25:37 ◼   ► - Right.

00:25:38 ◼   ► - And I don't think that's true at all.

00:25:40 ◼   ► At least in what we see now this year.

00:25:42 ◼   ► - Oh sure, no, I mean, CataList certainly,

00:25:44 ◼   ► well it's UIKit API, so you've got a UI view

00:25:46 ◼   ► instead of an NS view.

00:25:48 ◼   ► I mean, it's a fully native framework,

00:25:50 ◼   ► and we have an appropriate set of controls,

00:25:52 ◼   ► and you can take advantage of all the platform features

00:25:54 ◼   ► to build a really distinctive experience.

00:25:56 ◼   ► So it's definitely the case that if you

00:25:59 ◼   ► just push the Mac button in Interface Builder

00:26:02 ◼   ► and build the app, that you're gonna get

00:26:04 ◼   ► a some degree of Mac-ification, but it really is

00:26:08 ◼   ► for developers to take some care to do the design work

00:26:13 ◼   ► to make a great Mac experience, but you don't have

00:26:15 ◼   ► to at least rewrite all of your code in order to do that.

00:26:18 ◼   ► So you can have one code base and one team

00:26:22 ◼   ► who understands one set of frameworks to do that work.

00:26:25 ◼   ► But it's a parallel native framework set for the Mac.

00:26:29 ◼   ► - Can you, like let's say you have an iOS app

00:26:33 ◼   ► and you click the checkbox, add it to Mac,

00:26:37 ◼   ► and then you spend some time really Mac-ifying it

00:26:40 ◼   ► and doing things that only make sense on the Mac

00:26:42 ◼   ► or should be different on the Mac.

00:26:44 ◼   ► Can you also call into AppKit?

00:26:48 ◼   ► Or if you're a Catalyst app, you're in UIKit,

00:26:52 ◼   ► and there's like a boundary.

00:26:54 ◼   ► - Yeah, I mean, there's some indirect ways.

00:26:55 ◼   ► Like if you have a separate window in the app

00:26:57 ◼   ► and you wanna, and that's Inspector Palette

00:26:59 ◼   ► or some other part of your app

00:27:01 ◼   ► that you wanna use AppKit, you can.

00:27:03 ◼   ► You can't blend in the same view hierarchy,

00:27:05 ◼   ► both those technologies.

00:27:06 ◼   ► They run in the same process today, which is different.

00:27:09 ◼   ► As I know some people who've done some tear downs

00:27:11 ◼   ► of last year's technology, they ran in.

00:27:13 ◼   ► (audience laughing)

00:27:15 ◼   ► Thank you.

00:27:16 ◼   ► (audience laughing)

00:27:19 ◼   ► Now it's one process model,

00:27:22 ◼   ► so it's much, much tighter integration,

00:27:24 ◼   ► but still, it's not a blended view hierarchy.

00:27:25 ◼   ► But if you have different parts of your app,

00:27:26 ◼   ► you could write them.

00:27:27 ◼   ► - But in loose terms, similar to in the old days

00:27:30 ◼   ► when you could have a Cocoa app

00:27:31 ◼   ► that called out the carbon APIs in a certain way.

00:27:34 ◼   ► - I'm not comfortable with that analogy.

00:27:36 ◼   ► (audience laughs)

00:27:39 ◼   ► - Design-wise, I'm really happy to see some color

00:27:51 ◼   ► coming back into the interface, sidebar items with color.

00:27:56 ◼   ► I know design trends, like any kind of fashion,

00:28:01 ◼   ► They all go through cycles.

00:28:03 ◼   ► But I feel like the monochrome, over-reliance on a

00:28:06 ◼   ► monochrome look just kind of got old.

00:28:10 ◼   ► I don't know.

00:28:10 ◼   ► There's a cheerfulness to all of the OSes that I think came

00:28:14 ◼   ► out on Monday that I appreciate.

00:28:17 ◼   ► -Oh, good.

00:28:17 ◼   ► Yeah, I think there's a tension between deference to

00:28:20 ◼   ► the main content of the window and that kind of

00:28:25 ◼   ► cheerfulness that you described.

00:28:26 ◼   ► And in the case of the media apps, the content in the main

00:28:30 ◼   ► part of the window is itself super commanding.

00:28:35 ◼   ► And so actually having a colorful sidebar

00:28:38 ◼   ► doesn't really compete.

00:28:40 ◼   ► The Finder's a little bit of a different case, right?

00:28:42 ◼   ► Where the main content of the window,

00:28:43 ◼   ► if you have a list view or something,

00:28:45 ◼   ► you can really have your attention drawn

00:28:48 ◼   ► to a bright sidebar versus the content in the window.

00:28:51 ◼   ► But you're right, this is something where I think

00:28:53 ◼   ► our experience and our tastes evolve over time.

00:28:55 ◼   ► - Yeah.

00:28:58 ◼   ► And I feel like there's a nice growing visual symbiosis

00:29:02 ◼   ► between iOS and Mac OS.

00:29:04 ◼   ► And I know that they haven't--

00:29:08 ◼   ► they've looked related for a while.

00:29:09 ◼   ► But there's something about this year's releases that, to

00:29:11 ◼   ► me, feels a little bit more coherent.

00:29:13 ◼   ► And maybe I'm reading into a little bit too much with

00:29:16 ◼   ► things like Catalyst and knowing that the podcast app

00:29:19 ◼   ► literally shares source code with the iOS version.

00:29:26 ◼   ► but they feel like they're of a family in a way that,

00:29:28 ◼   ► even more than ever.

00:29:30 ◼   ► - Yeah, and I think that's, you know,

00:29:31 ◼   ► when we first released the first set of apps

00:29:34 ◼   ► that used the Catalyst technology last year,

00:29:36 ◼   ► some of the concerns that were voiced by members

00:29:40 ◼   ► of the Mac community, such as yourselves,

00:29:42 ◼   ► placed a certain amount on the technology

00:29:46 ◼   ► that was really some design decisions we'd made.

00:29:49 ◼   ► So there's certainly some things

00:29:50 ◼   ► that were underlying technology behaviors,

00:29:51 ◼   ► but there were other just pure design choices

00:29:53 ◼   ► about, you know, sizes of items in the sidebar

00:29:55 ◼   ► and where was the search field,

00:29:57 ◼   ► and all of those kinds of things

00:29:58 ◼   ► that were different design teams

00:30:00 ◼   ► kind of pushing the bounds of what is the right future

00:30:05 ◼   ► for a media-oriented design on the Mac.

00:30:08 ◼   ► And some people said, oh my gosh, there's this new app,

00:30:10 ◼   ► it has this new design, oh, and it's built

00:30:12 ◼   ► using this technology, that must be a byproduct

00:30:14 ◼   ► of the technology.

00:30:15 ◼   ► In fact, those were design decisions.

00:30:17 ◼   ► And I think we're finding our balance now,

00:30:19 ◼   ► pulling back in a couple areas there,

00:30:21 ◼   ► and the underlying technology is much refined now this year.

00:30:25 ◼   ► And they really are true Mac apps.

00:30:30 ◼   ► You don't have to distribute them through the Mac App Store.

00:30:33 ◼   ► Same rules as--

00:30:35 ◼   ► - Yeah, yeah, that's an implementation choice.

00:30:36 ◼   ► Which frameworks you want to use to build your app is

00:30:40 ◼   ► really just an implementation detail as far as the platform

00:30:43 ◼   ► is concerned.

00:30:44 ◼   ► - If you want a note, I believe it was you.

00:30:46 ◼   ► But see, I think you scared people on Stage Monday.

00:30:52 ◼   ► Because you introduced Cat.

00:30:55 ◼   ► And then you said, we look forward to seeing your great

00:30:58 ◼   ► apps in the Mac App Store.

00:30:59 ◼   ► And I feel like--

00:31:01 ◼   ► - We always got to say that story.

00:31:01 ◼   ► - I know, right.

00:31:02 ◼   ► [LAUGHTER]

00:31:06 ◼   ► - And we do.

00:31:07 ◼   ► We look forward to seeing your great apps in the Mac App

00:31:09 ◼   ► Store.

00:31:09 ◼   ► - But the paranoid among us think, oh, god, they're going

00:31:11 ◼   ► to make us go to the Mac App Store.

00:31:13 ◼   ► But that's not the case.

00:31:14 ◼   ► - No, yeah.

00:31:15 ◼   ► Come on.

00:31:15 ◼   ► Trust us.

00:31:16 ◼   ► Jeez.

00:31:16 ◼   ► [LAUGHTER]

00:31:17 ◼   ► - Who's this?

00:31:20 ◼   ► Another really cool, just in seeing it in person

00:31:25 ◼   ► and playing with it, it just seems impossibly

00:31:30 ◼   ► low latency as sidecar.

00:31:33 ◼   ► This is the new feature where you can go up

00:31:36 ◼   ► to your display menu on your Mac,

00:31:38 ◼   ► and if you have an iPad tied to your iCloud account,

00:31:42 ◼   ► it'll show up as a target, and you can select it,

00:31:44 ◼   ► the iPad will spring to life and show up

00:31:46 ◼   ► as a second display on your Mac.

00:31:50 ◼   ► wired or wirelessly with extremely low latency

00:31:54 ◼   ► and it lets you use the pencil as an input

00:31:56 ◼   ► in any Mac app that already supports

00:31:58 ◼   ► the long-standing tablet.

00:32:00 ◼   ► - Drawing tablet, yeah.

00:32:02 ◼   ► - Yeah.

00:32:03 ◼   ► - We agree, it's awesome.

00:32:11 ◼   ► (audience laughs)

00:32:12 ◼   ► - No argument here.

00:32:13 ◼   ► - There's some interesting decisions there

00:32:17 ◼   ► where on the Sidecar interface at the bottom,

00:32:20 ◼   ► what you get is a virtual,

00:32:23 ◼   ► the same buttons you would get

00:32:26 ◼   ► if you were getting a touch bar,

00:32:28 ◼   ► even if you're running it on a Mac without a touch bar.

00:32:31 ◼   ► - That's right. - Right.

00:32:32 ◼   ► So whatever your app would have on the touch bar,

00:32:35 ◼   ► you have all along the bottom of the iPad app,

00:32:39 ◼   ► of the iPad for Sidecar, and then on the left side,

00:32:42 ◼   ► you have buttons you can use

00:32:44 ◼   ► for the command control option shift

00:32:46 ◼   ► so that you can, if you shift to select multiple items,

00:32:50 ◼   ► just hold it with your thumb,

00:32:52 ◼   ► drag a couple things, select, select, select,

00:32:54 ◼   ► and you're doing this.

00:32:55 ◼   ► But the main area of the screen is not a touch screen.

00:32:59 ◼   ► It is, it takes pencil input,

00:33:01 ◼   ► and you can use your mouse or your trackpad

00:33:03 ◼   ► and move the mouse over,

00:33:04 ◼   ► but you really are using it as a Mac display,

00:33:07 ◼   ► not as a touch Mac.

00:33:10 ◼   ► - Yeah, completely.

00:33:11 ◼   ► I mean, we don't think you take

00:33:12 ◼   ► an arbitrary Mac user interface with feature sizes

00:33:16 ◼   ► and so forth that were optimized for really precise input

00:33:18 ◼   ► like a mouse and throw it on a touchscreen,

00:33:21 ◼   ► that you're gonna get a great experience there.

00:33:23 ◼   ► So we're making clear that your Mac app is to be used

00:33:27 ◼   ► like a Mac app, and yeah, if you have a pencil,

00:33:29 ◼   ► that's a really precise instrument and you can use that.

00:33:32 ◼   ► And we really, I mean, it worked out super well

00:33:36 ◼   ► that we have so many apps, including a lot of pro apps,

00:33:38 ◼   ► that do take advantage of the touch bar

00:33:41 ◼   ► to provide the set of controls they thought

00:33:43 ◼   ► were really useful for a given context in the app,

00:33:46 ◼   ► that we could put that same implementation

00:33:49 ◼   ► that the app has done, we could channel

00:33:52 ◼   ► right onto your sidecar display.

00:33:54 ◼   ► And this is on systems like iMacs and the new Mac Pro

00:33:59 ◼   ► where, yeah, you don't have a touch bar,

00:34:01 ◼   ► but you take advantage of the developer's work there

00:34:03 ◼   ► in a context that makes a ton of sense.

00:34:05 ◼   ► It works really well.

00:34:05 ◼   ► - Yeah, it's really very impressive, speed-wise.

00:34:08 ◼   ► I like it.

00:34:11 ◼   ► A huge feature to me, and it just is near and dear to my heart,

00:34:15 ◼   ► is on the accessibility angle, the--

00:34:19 ◼   ► - Voice control.

00:34:21 ◼   ► - Apple has done such a great job with accessibility

00:34:23 ◼   ► for as long as I can remember, and the current version

00:34:26 ◼   ► of Mac OS and iOS lead the industry in accessibility

00:34:29 ◼   ► in more ways than we even have time to delineate,

00:34:32 ◼   ► but the new voice control stuff--

00:34:35 ◼   ► [APPLAUSE]

00:34:38 ◼   ► (audience applauding)

00:34:41 ◼   ► I wasn't at the State of the Union.

00:34:46 ◼   ► I was busy with other meetings,

00:34:49 ◼   ► but I heard that there were on-stage demos

00:34:51 ◼   ► of the voice controls live in the State of the Union,

00:34:54 ◼   ► and they taunted the demo gods and survived.

00:34:58 ◼   ► - Well, there was, I mean, the stage environment

00:35:01 ◼   ► is a tough one for voice with reverb

00:35:03 ◼   ► and the speakers and all of that,

00:35:05 ◼   ► and so there was one word, I think it was like send

00:35:07 ◼   ► or something that was really tough on the mics there.

00:35:12 ◼   ► But it works phenomenally well, and I can say we,

00:35:16 ◼   ► a few months ago we had a com meeting

00:35:18 ◼   ► for the whole software organization,

00:35:22 ◼   ► and someone came out to demonstrate

00:35:27 ◼   ► the use of voice control, and I'm sort of backstage,

00:35:31 ◼   ► ready to come back out.

00:35:33 ◼   ► And I mean, there are friggin' tears in my eyes.

00:35:35 ◼   ► I mean, it's one of those technologies,

00:35:37 ◼   ► you just see it used, and not only are you just

00:35:41 ◼   ► amazed by it, but also just realizing

00:35:45 ◼   ► what it can mean to so many people.

00:35:47 ◼   ► And thinking about the passion that went into the members

00:35:52 ◼   ► of the accessibility team, and the Siri team,

00:35:56 ◼   ► and everyone who pulled that together,

00:35:58 ◼   ► it's just awesome.

00:36:01 ◼   ► I mean, this is some of the most touching things we do.

00:36:06 ◼   ► And so, yeah, I was so happy we were able

00:36:10 ◼   ► to really properly show it to the rest of the world

00:36:14 ◼   ► in a way that I think conveyed how much it can mean.

00:36:16 ◼   ► - Yeah, and the movie featured a gentleman

00:36:20 ◼   ► who obviously has some motor skill deficiencies

00:36:23 ◼   ► or limits, however you wanna say it.

00:36:26 ◼   ► But my interesting thing is he actually,

00:36:29 ◼   ► it wasn't just that you made a movie of him using it.

00:36:31 ◼   ► He was actually somebody who you guys consulted with

00:36:34 ◼   ► and studied and took feedback from.

00:36:37 ◼   ► And he'd say, yeah, but it would be better if this.

00:36:39 ◼   ► And it's like, oh, yeah, we could-- all right.

00:36:41 ◼   ► - Absolutely.

00:36:42 ◼   ► Yeah, and members of our accessibility team,

00:36:46 ◼   ► both on the core engineering and QA team and usability team,

00:36:55 ◼   ► have themselves a wide range of abilities.

00:36:58 ◼   ► And so we're living this in-house as well.

00:37:03 ◼   ► And so these technologies really impact people

00:37:05 ◼   ► at Apple who are literally working on the project.

00:37:08 ◼   ► One of the demos I saw was on the Mac.

00:37:11 ◼   ► And part of the great thing about this accessibility story

00:37:13 ◼   ► with voice control is--

00:37:14 ◼   ► It's on iOS.

00:37:15 ◼   ► It is on iOS, too.

00:37:16 ◼   ► And I think that's great.

00:37:17 ◼   ► And it fits in with this theme I'm

00:37:20 ◼   ► trying to have, a recurring theme here.

00:37:24 ◼   ► But I feel like this is one of those things where--

00:37:27 ◼   ► Even dark mode, dark mode was a last year on the Mac,

00:37:30 ◼   ► now it's this year on iOS.

00:37:31 ◼   ► This accessibility thing, here it is,

00:37:33 ◼   ► they're both on the same day,

00:37:34 ◼   ► and it's clearly the same team is making it,

00:37:39 ◼   ► 'cause you do it the same way.

00:37:41 ◼   ► So for however different Mac and iOS input is,

00:37:45 ◼   ► using a mouse and keyboard or using a touchscreen,

00:37:47 ◼   ► this accessibility stuff is the same,

00:37:49 ◼   ► and so developers who can do it on the one platform

00:37:53 ◼   ► can transfer that expertise to the other platform

00:37:56 ◼   ► and be accessible there in the same way.

00:37:57 ◼   ► - That's right, and you'd be, I mean, this theme,

00:37:59 ◼   ► you're not so subtly setting as a subtext for us all.

00:38:03 ◼   ► (audience laughing)

00:38:05 ◼   ► It is, certainly, I mean, if you look at the beginnings

00:38:08 ◼   ► of iOS, at the time the iPhone was launched,

00:38:13 ◼   ► I mean, getting anything like the core components

00:38:18 ◼   ► of macOS to run on that hardware, I mean,

00:38:20 ◼   ► it would strip everything out.

00:38:21 ◼   ► You could minimize and build, you know,

00:38:24 ◼   ► really optimized pieces to just do

00:38:27 ◼   ► what was essential for the phone.

00:38:29 ◼   ► But over time, the capabilities of iOS hardware

00:38:33 ◼   ► have absolutely become PC class in many ways.

00:38:38 ◼   ► And so over time, and this has been a many, many year trend,

00:38:41 ◼   ► we've been able to share more and more and more

00:38:44 ◼   ► common technology.

00:38:45 ◼   ► And that meant both taking some of those great ideas

00:38:46 ◼   ► from iOS, bringing them to underlying frameworks

00:38:48 ◼   ► of the Mac, but taking some of the power

00:38:50 ◼   ► of Mac capabilities, putting them in the underpinnings.

00:38:52 ◼   ► And then as you move as high as Catalyst,

00:38:54 ◼   ► You see incredible levels of sharing

00:38:56 ◼   ► between these frameworks.

00:38:57 ◼   ► And that's mirrored what's happened in our organization.

00:38:59 ◼   ► So we have one accessibility team and one team

00:39:02 ◼   ► working on voice recognition and these technologies.

00:39:06 ◼   ► And so now when we build something like this,

00:39:08 ◼   ► we can do one really great focused version

00:39:11 ◼   ► and bring it to both platforms.

00:39:13 ◼   ► There are cases like dark mode where--

00:39:15 ◼   ► - All three platforms.

00:39:17 ◼   ► (laughing)

00:39:18 ◼   ► - You're right.

00:39:19 ◼   ► (laughing)

00:39:20 ◼   ► You're right.

00:39:21 ◼   ► Thank you, Jaws.

00:39:22 ◼   ► Very helpful.

00:39:23 ◼   ► (laughing)

00:39:24 ◼   ► - This is why we have you here.

00:39:25 ◼   ► (laughing)

00:39:28 ◼   ► Absolutely, absolutely.

00:39:30 ◼   ► Yeah, so we're able to share all this technology

00:39:35 ◼   ► and it's great to then have an organization

00:39:38 ◼   ► that builds something like that and can do that.

00:39:41 ◼   ► But when it comes to something like Dark Mode on Mojave,

00:39:44 ◼   ► that was a case where having,

00:39:47 ◼   ► there are a lot of apps that are distinct to Mojave

00:39:50 ◼   ► and distinct to iOS,

00:39:52 ◼   ► And being able to have one team,

00:39:54 ◼   ► one OS blaze the trail,

00:39:55 ◼   ► develop a lot of the patterns and technologies,

00:39:58 ◼   ► UI style, et cetera,

00:39:59 ◼   ► and then be able to just follow on with what worked on iOS

00:40:03 ◼   ► was a great strategy for us this time.

00:40:05 ◼   ► - I saw a great demo of somebody using the voice control

00:40:10 ◼   ► in the Maps app on a Mac.

00:40:12 ◼   ► And they turn on the grid,

00:40:13 ◼   ► and then they're showing a map,

00:40:14 ◼   ► and there's grid 16 zoom,

00:40:18 ◼   ► and then it zooms, and then grid 23 zoom.

00:40:21 ◼   ► And all I could think of was Blade Runner.

00:40:24 ◼   ► It is--

00:40:24 ◼   ► [LAUGHTER]

00:40:26 ◼   ► Like, I want to be able to set Enhance as a synonym for Zoom.

00:40:31 ◼   ► [LAUGHTER]

00:40:35 ◼   ► And it's working-- if anything, it's

00:40:37 ◼   ► working faster than Blade Runner,

00:40:39 ◼   ► because Blade Runner kind of made it like--

00:40:41 ◼   ► You didn't have an A12.

00:40:42 ◼   ► Yeah.

00:40:42 ◼   ► [LAUGHTER]

00:40:44 ◼   ► It was so slow because they wanted

00:40:46 ◼   ► you to see how cool it was.

00:40:47 ◼   ► And instead, it's like, the map is zooming up.

00:40:49 ◼   ► I was like, this is amazing.

00:40:51 ◼   ► I was a kid and I thought, man, I hope I live to see something like this.

00:40:53 ◼   ► Your life is complete now.

00:40:55 ◼   ► We live in interesting times.

00:40:57 ◼   ► This Swift UI is...

00:41:06 ◼   ► Going into the show, JAWS wasn't sure you guys were going to like it.

00:41:18 ◼   ► (laughing)

00:41:21 ◼   ► - Wasn't sure it was right to end the show,

00:41:25 ◼   ► but boy it did pretty well.

00:41:26 ◼   ► - Now is as good a time as any to talk about it

00:41:31 ◼   ► after the Mac stuff I had,

00:41:33 ◼   ► but one of the fascinating things about it is

00:41:36 ◼   ► it goes to four platforms, because it's Mac,

00:41:42 ◼   ► it is iPad, it's all, five, TV, all of them, everyone.

00:41:45 ◼   ► TV, watch, iPad, phone.

00:41:49 ◼   ► - And the first truly native framework for the watch.

00:41:51 ◼   ► - Right, which is a huge deal.

00:41:53 ◼   ► (audience applauding)

00:41:56 ◼   ► God bless watch kit, but.

00:42:00 ◼   ► (laughing)

00:42:02 ◼   ► - We'll need to do one of those things

00:42:03 ◼   ► with the coffin, I think.

00:42:04 ◼   ► (laughing)

00:42:06 ◼   ► - Very small coffin. - Very little coffin.

00:42:08 ◼   ► (laughing)

00:42:10 ◼   ► - Where's Moltz when you need him?

00:42:13 ◼   ► (audience laughing)

00:42:17 ◼   ► But this, so it, being a native framework for watchOS,

00:42:22 ◼   ► are you guys already using it for watch apps

00:42:25 ◼   ► that you are making?

00:42:26 ◼   ► - Yeah.

00:42:27 ◼   ► - Like some of the new ones, like?

00:42:28 ◼   ► - A calculator would be a good example.

00:42:30 ◼   ► There are actually several on the system.

00:42:32 ◼   ► I think we rewrote an app or two,

00:42:35 ◼   ► and then the new things, I think we generally did them in,

00:42:39 ◼   ► which, you know, that's a trailblazing team,

00:42:41 ◼   ► because it was certainly a moving target.

00:42:45 ◼   ► Well, we've been working on it for years,

00:42:48 ◼   ► but as you get late in the game,

00:42:50 ◼   ► we start doing a lot of things to make it just right,

00:42:53 ◼   ► and that team was agile in adapting to the framework.

00:42:57 ◼   ► (audience laughing)

00:42:58 ◼   ► - One thing I've heard from my friends who are developers

00:43:01 ◼   ► for years is that from the outside,

00:43:05 ◼   ► it's third-party developers,

00:43:07 ◼   ► it shows which APIs you guys are using yourselves

00:43:12 ◼   ► and which ones you're not.

00:43:13 ◼   ► And maybe, 'cause developers like to complain,

00:43:15 ◼   ► so maybe it's just one pet framework

00:43:17 ◼   ► that's a little weak or something,

00:43:18 ◼   ► but that's, it's something developers talk about.

00:43:21 ◼   ► And with the watchOS, the technical limitations

00:43:26 ◼   ► of the original Apple Watch and even,

00:43:30 ◼   ► it's certainly gotten, the hardware's improved dramatically

00:43:33 ◼   ► in just five years.

00:43:36 ◼   ► It's understandable why WatchKit was not really a

00:43:41 ◼   ► native framework and that you guys were writing native apps

00:43:46 ◼   ► at a technical level.

00:43:46 ◼   ► But I think that in terms of really letting the platform

00:43:50 ◼   ► blossom, having you guys using the same thing that the

00:43:53 ◼   ► developers get to use is going to really enable third party

00:43:56 ◼   ► watches apps to really become something.

00:43:59 ◼   ► I think that's right.

00:44:00 ◼   ► I mean, there's nothing like the internal feedback loop of

00:44:04 ◼   ► your own engineering teams as you're developing

00:44:07 ◼   ► the framework saying, this isn't working for me,

00:44:09 ◼   ► this doesn't perform well, I can't achieve

00:44:11 ◼   ► what I need to achieve.

00:44:12 ◼   ► Having that strong voice in the process

00:44:15 ◼   ► and having any limitations of anything

00:44:18 ◼   ► that we're in the process of building stand in the way

00:44:20 ◼   ► of an internal, a strong internal voice,

00:44:23 ◼   ► it makes the frameworks better.

00:44:24 ◼   ► And that certainly is what we aspire to do.

00:44:27 ◼   ► There have been a few cases in our history

00:44:29 ◼   ► where that hasn't been it and I think you're right

00:44:32 ◼   ► to observe that we do our best work

00:44:34 ◼   ► when it's work we live on.

00:44:36 ◼   ► - And for watching, you watch independent apps now,

00:44:38 ◼   ► you have the app store on your watch.

00:44:41 ◼   ► (audience applauding)

00:44:45 ◼   ► - Yeah, which definitely, and again, it's understandable,

00:44:48 ◼   ► and the analogy was even made on stage

00:44:51 ◼   ► to iPods and even the early iPhone that you,

00:44:55 ◼   ► I remember when I got my first iPhone

00:44:56 ◼   ► and you took it out of the box

00:44:57 ◼   ► and then you'd have to hook it up to iTunes

00:45:00 ◼   ► and wait for AT&T that night to activate your phone.

00:45:04 ◼   ► And I sat there all night long waiting

00:45:06 ◼   ► for this beautiful device to say something

00:45:09 ◼   ► other than waiting for activation, which

00:45:11 ◼   ► went through my Mac.

00:45:14 ◼   ► But it's bootstrapping, right?

00:45:15 ◼   ► That's right.

00:45:17 ◼   ► And now the watch is taking those same steps, where now

00:45:20 ◼   ► you've got your own app store.

00:45:21 ◼   ► I looked at the app store, and I know it sounded a little crazy.

00:45:26 ◼   ► But it works.

00:45:28 ◼   ► Yeah.

00:45:29 ◼   ► - It does?

00:45:30 ◼   ► - I hope so.

00:45:31 ◼   ► That is horrible if we let that on stage.

00:45:35 ◼   ► - I mean it works.

00:45:37 ◼   ► - That's high praise, John, that's high praise.

00:45:41 ◼   ► - There's another cool feature,

00:45:44 ◼   ► I don't think this made it into the keynote.

00:45:47 ◼   ► I guess I'm skipping all over the place here

00:45:48 ◼   ► 'cause I wanna go back to Swift UI,

00:45:49 ◼   ► but the other cool thing in the watch that I saw

00:45:52 ◼   ► was that now there's a Safari view.

00:45:55 ◼   ► And again you think, what?

00:45:57 ◼   ► But it goes right to reader mode

00:46:01 ◼   ► and just gives you a plain text version of a website

00:46:04 ◼   ► right on your watch, which is really kind of useful.

00:46:08 ◼   ► - Totally.

00:46:09 ◼   ► Yeah, and I mean--

00:46:12 ◼   ► - Wouldn't read The New Yorker that way.

00:46:15 ◼   ► - No, no.

00:46:15 ◼   ► But I mean, the Safari team has been really creative

00:46:19 ◼   ► and pushing on this, actually for a couple of years,

00:46:24 ◼   ► different contexts in which we can apply their technologies

00:46:27 ◼   ► and things that we built for other reasons

00:46:29 ◼   ► like reader mode, suddenly that opens doors

00:46:32 ◼   ► to experiences that make sense on the watch.

00:46:34 ◼   ► So yeah, I think it can be really useful

00:46:37 ◼   ► for a lot of scenarios.

00:46:39 ◼   ► - All right, so is there something technical

00:46:43 ◼   ► about SwiftUI that makes it more efficient

00:46:47 ◼   ► or something that justifies it being open to developers

00:46:53 ◼   ► to write native apps, or is it just sort of,

00:46:56 ◼   ► this is the future, we're really proud of this work,

00:46:59 ◼   ► we don't wanna have baggage, let's just start

00:47:01 ◼   ► with this new thing with our first native framework

00:47:04 ◼   ► for developers?

00:47:05 ◼   ► - I would say actually there's a blend of that.

00:47:11 ◼   ► The fact that SwiftUI is a fundamentally declarative way

00:47:14 ◼   ► of writing UI puts the underlying framework

00:47:17 ◼   ► in much better control over the how.

00:47:20 ◼   ► You specify the what you want,

00:47:22 ◼   ► And the framework does a ton to figure out how that happens.

00:47:25 ◼   ► It orchestrates all the animations for you.

00:47:27 ◼   ► So when it comes to the efficiency of what we can do,

00:47:30 ◼   ► it gives us a lot more knobs to deliver a great experience

00:47:33 ◼   ► than if you just have pure UI kit.

00:47:38 ◼   ► And then there's also that it was able to give us a context

00:47:42 ◼   ► to just lay out the pieces of a UI framework that made sense

00:47:46 ◼   ► on the watch, rather than there's quite a bit of UI kit,

00:47:50 ◼   ► which under the hood is what we were using

00:47:52 ◼   ► sort of an adapted version of on the watch

00:47:54 ◼   ► that really weren't appropriate to be public

00:47:57 ◼   ► and this lets us set this beautiful green field for it.

00:48:02 ◼   ► So I think both those factors conspired.

00:48:04 ◼   ► And then the fact is also that when we first engineered

00:48:09 ◼   ► watch kit, the hardware of the watch,

00:48:14 ◼   ► the efficiency of the processor on the watch,

00:48:16 ◼   ► the nature of what we could computationally even allow

00:48:19 ◼   ► to get you through the day was extremely constrained.

00:48:24 ◼   ► And so WatchKit was appropriately conservative

00:48:28 ◼   ► for us to not create an interface where almost certainly

00:48:32 ◼   ► an app that was even just mildly misbehaved

00:48:34 ◼   ► could mean it's noon and your watch isn't working anymore.

00:48:39 ◼   ► And the hardware's come a long, long way.

00:48:40 ◼   ► And that always, as the hardware becomes more capable,

00:48:44 ◼   ► that opens up all kinds of doors for us on the software side

00:48:46 ◼   ► and to put more tools in the hands of developers.

00:48:49 ◼   ► SwiftUI feels like the sort of thing that in years past,

00:48:52 ◼   ► or maybe if just everything hadn't come together

00:48:55 ◼   ► and there was fewer other things to announce,

00:48:58 ◼   ► like if the Mac Pro hadn't been ready yet,

00:49:00 ◼   ► or if the Mac Pro had been ready six months ago

00:49:01 ◼   ► and had already been out,

00:49:03 ◼   ► and there was more room in the keynote.

00:49:04 ◼   ► It just feels like SwiftUI, even in the keynote,

00:49:06 ◼   ► not even going to State of Union

00:49:08 ◼   ► and really getting into the tech

00:49:09 ◼   ► that you can show at the State of the Union,

00:49:11 ◼   ► really could have taken up more time.

00:49:13 ◼   ► This feels like such a big deal to me.

00:49:15 ◼   ► I believe your introduction, you said,

00:49:17 ◼   ► SwiftUI you were talking about, where you said,

00:49:20 ◼   ► these sort of transformations in the way developers work

00:49:23 ◼   ► only come about every 20 years?

00:49:25 ◼   ► - 20, 30 years. - 20, 30 years.

00:49:27 ◼   ► - Truly generational, I mean, yeah.

00:49:28 ◼   ► I mean, C was sort of late '60s, early '70s.

00:49:33 ◼   ► Objective C was the '80s.

00:49:36 ◼   ► And a lot of us are writing code in a language

00:49:39 ◼   ► that was created in the '80s.

00:49:42 ◼   ► And those technologies, the arc is extremely long

00:49:46 ◼   ► because you end up building frameworks

00:49:49 ◼   ► that take advantage of the paradigms

00:49:53 ◼   ► that those languages allow.

00:49:56 ◼   ► You build a whole ecosystem of technologies

00:49:59 ◼   ► that go around it, and they have incredible staying power.

00:50:02 ◼   ► And so for us, making a decision to go down the road

00:50:06 ◼   ► we went down with Swift, this wasn't a little trivial,

00:50:09 ◼   ► hey, here's a little thing on the side.

00:50:11 ◼   ► This has been a long-term strategy for us.

00:50:14 ◼   ► And the implications are sure, you introduce a new language

00:50:17 ◼   ► and initially, you wanna make sure it fits in

00:50:19 ◼   ► with what's there.

00:50:21 ◼   ► Over time, you wanna take advantage of it

00:50:23 ◼   ► to be everything it can be.

00:50:25 ◼   ► And SwiftUI gave us, is really that step

00:50:29 ◼   ► and that evolution.

00:50:30 ◼   ► I mean, we do see the future of Swift

00:50:32 ◼   ► and the set of frameworks that will evolve

00:50:34 ◼   ► based on the strengths of Swift

00:50:36 ◼   ► to be a generational kind of development for us.

00:50:41 ◼   ► And to have the confluence of some great ideas

00:50:46 ◼   ► about how to build a declarative UI framework,

00:50:51 ◼   ► some of which have roots even going back

00:50:54 ◼   ► as far as things we did at Next many, many, many years ago,

00:50:57 ◼   ► to having control of a language so you could actually do

00:51:01 ◼   ► an extremely concise and expressive declarative syntax

00:51:05 ◼   ► for expressing these things,

00:51:07 ◼   ► to having awesome control of the developer tools

00:51:10 ◼   ► so that you can have an interactive experience.

00:51:12 ◼   ► I mean, it takes all of that coming together

00:51:14 ◼   ► to create, I think, what has all of us excited about SwiftUI.

00:51:18 ◼   ► [APPLAUSE]

00:51:24 ◼   ► I mentioned earlier, talking about icons,

00:51:30 ◼   ► that fashion trends change over years.

00:51:32 ◼   ► But other development trends change, too.

00:51:36 ◼   ► like when Mac OS X was being birthed after the next reunification in the late 90s,

00:51:44 ◼   ► the whole industry caught like a mania for XML, right?

00:51:50 ◼   ► And you know, people don't, in hindsight, people are like, you know, that's ugly.

00:51:55 ◼   ► Right? Yeah. And you know, and there's other things over the years, you know, and

00:52:00 ◼   ► when computers were much slower in the 80s, there was a reason to use binary

00:52:03 ◼   ► formats for files that maybe you shouldn't have.

00:52:06 ◼   ► But I feel like we collectively have come back around to the

00:52:10 ◼   ► beauty of plain text.

00:52:12 ◼   ► And the readability of--

00:52:17 ◼   ► I'm not a Swift programmer, but I can look at the examples

00:52:20 ◼   ► of SwiftUI, and I see exactly what it says.

00:52:23 ◼   ► It says dot color or color equals dot blue.

00:52:26 ◼   ► It's very, very readable and concise.

00:52:29 ◼   ► The conciseness helps too.

00:52:31 ◼   ► - Yeah, and I view our APIs and the syntaxes of our language

00:52:35 ◼   ► to be every bit the design exercise of a user interface.

00:52:40 ◼   ► The way you're gonna express yourself in code

00:52:42 ◼   ► should be as refined and thought out

00:52:45 ◼   ► as anything else that you're gonna interact with.

00:52:48 ◼   ► And code is read much more than it's written.

00:52:52 ◼   ► If you can express something concisely and clearly,

00:52:56 ◼   ► the next person to look at it's gonna understand it,

00:52:58 ◼   ► it's easier for you to maintain and evolve.

00:53:01 ◼   ► But doing that well requires not shoehorning

00:53:05 ◼   ► a concept on a language that never anticipated it,

00:53:08 ◼   ► but having the language and the concept co-evolve.

00:53:11 ◼   ► And that's what we were able to achieve.

00:53:13 ◼   ► -One of the fun things at the keynote

00:53:16 ◼   ► is when there's something-- the WWC keynote in particular--

00:53:19 ◼   ► is when there's something that the developers get.

00:53:22 ◼   ► Sometimes they call it the back of the room.

00:53:24 ◼   ► Right?

00:53:24 ◼   ► In the back of the room, it rubs.

00:53:26 ◼   ► In the front of the room, it's just like, what?

00:53:28 ◼   ► And one of the--

00:53:29 ◼   ► -Game controllers?

00:53:31 ◼   ► - There you go, yeah.

00:53:32 ◼   ► (audience cheering)

00:53:35 ◼   ► - You're jumping ahead here.

00:53:38 ◼   ► - That to me was the hidden gem.

00:53:40 ◼   ► It's like, wow, the back of the room loves it.

00:53:42 ◼   ► - I was backstage ready to come out,

00:53:45 ◼   ► and I'm like, man, I hope the game controller

00:53:47 ◼   ► isn't what takes the day.

00:53:49 ◼   ► I go out and you do SwiftUI, and they're like,

00:53:52 ◼   ► well, not quite as much as connecting my old game controller.

00:53:56 ◼   ► (audience laughing)

00:53:59 ◼   ► - Well, that was, and it was well ordered,

00:54:01 ◼   ► because it was, we have two,

00:54:03 ◼   ► we're proud to announce we have two support

00:54:05 ◼   ► for two very popular game controllers,

00:54:07 ◼   ► and everybody was like, "Mm, game controllers."

00:54:09 ◼   ► (laughing)

00:54:11 ◼   ► And then the first one's Xbox, and people applauded,

00:54:14 ◼   ► but then, like, the applause started rising already,

00:54:17 ◼   ► 'cause they're like, "Wait, no."

00:54:19 ◼   ► - What can number two be?

00:54:20 ◼   ► - Right, and then when they said PS4,

00:54:22 ◼   ► the room truly erupted.

00:54:24 ◼   ► (cheering)

00:54:26 ◼   ► I mean, no offense to our friends at Microsoft,

00:54:29 ◼   ► but it really seems like this is a PlayStation crowd.

00:54:32 ◼   ► - I think people were happy with both of them, John.

00:54:35 ◼   ► (audience laughing)

00:54:37 ◼   ► - Both of our valued partners were appreciated

00:54:40 ◼   ► by our audience.

00:54:41 ◼   ► - One last semi-technical question about SwiftUI is,

00:54:50 ◼   ► it sounds to me from what I've read

00:54:55 ◼   ► and what people have dug into it is definitely

00:55:00 ◼   ► way more significant.

00:55:01 ◼   ► It's not a thin wrapper around UIKit and AppKit.

00:55:04 ◼   ► But it might, in some places, fall back.

00:55:09 ◼   ► And that the, more or less, the implementation details

00:55:11 ◼   ► of views are internal, and developers don't have

00:55:16 ◼   ► to worry about it, just follow the API.

00:55:18 ◼   ► And behind the scenes, maybe it'll fall back

00:55:21 ◼   ► to UIKit or AppKit, maybe it'll be something new

00:55:24 ◼   ► that's implemented right in SwiftUI.

00:55:26 ◼   ► Don't worry about it, it's a black box.

00:55:28 ◼   ► - That's right, because a lot of times

00:55:30 ◼   ► you end up having to use views in the past

00:55:32 ◼   ► to achieve layout grouping and so forth.

00:55:35 ◼   ► And then you're getting overhead you don't really need.

00:55:38 ◼   ► Other cases you have views that make a ton of sense

00:55:41 ◼   ► from a control point of view, and so SwiftUI's able

00:55:44 ◼   ► to make that choice in a way that does

00:55:47 ◼   ► the most efficient thing but gives you

00:55:48 ◼   ► all the capability you need.

00:55:49 ◼   ► And it certainly was a goal, a hard goal from the outset

00:55:54 ◼   ► that we know our developers have an investment

00:55:58 ◼   ► in custom controls they've created.

00:56:00 ◼   ► They want to be able to build Swift UI around a control they

00:56:05 ◼   ► have.

00:56:06 ◼   ► They want to be able potentially to create a component in Swift

00:56:09 ◼   ► UI that fits inside the context of an app that

00:56:12 ◼   ► has a traditional app kit or UI kit view hierarchy.

00:56:17 ◼   ► And so making those worlds completely interoperate

00:56:22 ◼   ► was critical.

00:56:23 ◼   ► and that's gonna make it really easy to adopt.

00:56:24 ◼   ► And it also means all the frameworks we've built

00:56:28 ◼   ► and you've built become accessible in this world.

00:56:31 ◼   ► So if you've gone through the really excellent

00:56:33 ◼   ► SwiftUI tutorials that, yeah, isn't that,

00:56:36 ◼   ► I think that the doc team, I mean,

00:56:38 ◼   ► they knocked it out of the park on this.

00:56:42 ◼   ► And if you go through that, at one point,

00:56:44 ◼   ► they're like, hey, let's use a map.

00:56:45 ◼   ► Like, let's use MapKit, right?

00:56:47 ◼   ► There's no custom work that we did

00:56:49 ◼   ► to integrate MapKit into SwiftUI,

00:56:52 ◼   ► but it's nearly effortless for you to take that existing

00:56:55 ◼   ► massive investment in this UI kit control

00:56:58 ◼   ► and incorporate it into a Swift UI app.

00:57:01 ◼   ► So I think that's gonna be huge for everyone

00:57:03 ◼   ► who wants to adopt the technology.

00:57:05 ◼   ► Yeah, heck yeah.

00:57:06 ◼   ► - The other big, like back of the room applause moment

00:57:11 ◼   ► was during the demo when it was shown that you,

00:57:15 ◼   ► how easy it is to get the UI you're working on

00:57:18 ◼   ► running on an actual device.

00:57:20 ◼   ► - Oh yeah.

00:57:21 ◼   ► and you just select the word gray and type B-L-U-E

00:57:25 ◼   ► and on the phone, the button changes from gray to blue.

00:57:28 ◼   ► Like the back of the room erupted

00:57:30 ◼   ► and the front of them was like, what?

00:57:32 ◼   ► (laughing)

00:57:33 ◼   ► Of course it changed to blue, he typed blue.

00:57:35 ◼   ► (laughing)

00:57:38 ◼   ► - Was I that obvious?

00:57:41 ◼   ► - Yeah.

00:57:42 ◼   ► (laughing)

00:57:44 ◼   ► It's like you had to have experience going through

00:57:47 ◼   ► the build, install, launch cycle,

00:57:52 ◼   ► and then you realize, you know, like,

00:57:55 ◼   ► and especially in the earlier days of iOS development,

00:57:57 ◼   ► when everything was a little slower,

00:57:58 ◼   ► computers were slower, and Xcode was slower,

00:58:00 ◼   ► and the transfer might have been a little slower,

00:58:02 ◼   ► and the phones were slower, and then you're like,

00:58:04 ◼   ► ah shit, I was supposed to change the color to blue,

00:58:06 ◼   ► I forgot, right?

00:58:08 ◼   ► - One of my coworkers was saying, she talked to her,

00:58:13 ◼   ► her mom and her mom and dad had sat down

00:58:15 ◼   ► and watched the keynote and she's talking to her mom

00:58:18 ◼   ► and her mom says, there was this point when dad

00:58:20 ◼   ► just kept yelling at the TV, oh my god, oh my god.

00:58:23 ◼   ► (audience laughing)

00:58:24 ◼   ► She's like, I'm not sure what was happening,

00:58:26 ◼   ► but it really seemed to speak to him

00:58:28 ◼   ► and he was an engineer.

00:58:29 ◼   ► So yes, there are things that if you've ever gone

00:58:34 ◼   ► through the normal cycle, you realize that if you can

00:58:37 ◼   ► iterate that fast, that you're just going to pursue

00:58:41 ◼   ► more ideas, you're gonna try more things,

00:58:43 ◼   ► you're gonna end up with a better result, right?

00:58:46 ◼   ► You're gonna be more creative.

00:58:47 ◼   ► And so accelerating that cycle is so important.

00:58:51 ◼   ► And that really did take the work between the compiler team,

00:58:54 ◼   ► the IDE team, the whole, the language,

00:58:56 ◼   ► the way the frameworks work to achieve what in the end

00:58:59 ◼   ► should feel, oh yeah, it should work that way.

00:59:01 ◼   ► Right, but I gotta say, as we did preview this

00:59:05 ◼   ► for some members of the front of the room internally,

00:59:10 ◼   ► - I think there was a degree as we're going through it,

00:59:13 ◼   ► except for Jaws, of nodding.

00:59:15 ◼   ► (laughing)

00:59:16 ◼   ► Because they're, like you said,

00:59:18 ◼   ► they're looking at the code and they're going,

00:59:19 ◼   ► I think for the first time I understand

00:59:23 ◼   ► what looks like code.

00:59:24 ◼   ► That was a good sign.

00:59:25 ◼   ► - Right.

00:59:26 ◼   ► (laughing)

00:59:27 ◼   ► - I think I know how I could change that to red.

00:59:29 ◼   ► - Yeah, exactly.

00:59:31 ◼   ► We can do that.

00:59:32 ◼   ► (laughing)

00:59:37 ◼   ► - Well, I'm so happy that this shipped.

00:59:40 ◼   ► I was asked earlier today,

00:59:41 ◼   ► what is my favorite announcement so far?

00:59:44 ◼   ► I'm not even a developer.

00:59:45 ◼   ► I just think it's very cool.

00:59:46 ◼   ► I can't wait to dig into it.

00:59:47 ◼   ► I think SwiftUI is my favorite software.

00:59:49 ◼   ► - All right.

00:59:50 ◼   ► I really am.

00:59:51 ◼   ► (audience applauding)

00:59:54 ◼   ► - So, tvOS has multi-user support now.

01:00:01 ◼   ► - Yep.

01:00:02 ◼   ► (audience cheering)

01:00:05 ◼   ► At a new control center,

01:00:06 ◼   ► which is how you change users.

01:00:09 ◼   ► - Are there-- - Support for PlayStation

01:00:10 ◼   ► game controllers.

01:00:11 ◼   ► (audience laughing)

01:00:13 ◼   ► - Are there any other platforms that you think

01:00:15 ◼   ► could use multi-users?

01:00:16 ◼   ► (audience cheering)

01:00:19 ◼   ► - Is the TV not enough for you, John?

01:00:25 ◼   ► - Yeah, geez.

01:00:26 ◼   ► None that I can think of. - The TV's meant for it,

01:00:28 ◼   ► right, you sit in a family, you sit in a couch,

01:00:30 ◼   ► you have different people who use that same TV commodity.

01:00:32 ◼   ► Perfect.

01:00:33 ◼   ► - Everyone should buy their own devices.

01:00:35 ◼   ► [LAUGHTER]

01:00:40 ◼   ► Yeah, I'm trying to think what other devices families might

01:00:42 ◼   ► have in their living room that other people use.

01:00:45 ◼   ► I'm drawing a blank.

01:00:48 ◼   ► Me too.

01:00:49 ◼   ► You can do multi-user with iPad and education.

01:00:51 ◼   ► Don't forget that.

01:00:52 ◼   ► It actually works great.

01:00:54 ◼   ► I see Michael Chaw in the crowd cheering.

01:00:56 ◼   ► [LAUGHTER]

01:01:03 ◼   ► Is it a coincidence?

01:01:04 ◼   ► Is it a coincidental timing that this is the year

01:01:06 ◼   ► where you support Xbox and PlayStation game controllers

01:01:09 ◼   ► and it's also the year when Apple Arcade

01:01:11 ◼   ► is coming and evolving?

01:01:13 ◼   ► - It's probably, I mean.

01:01:15 ◼   ► - You're saying it's that coincidental?

01:01:17 ◼   ► - No, I think it makes a lot of sense, yeah.

01:01:19 ◼   ► (audience laughing)

01:01:22 ◼   ► These things don't happen on accident.

01:01:24 ◼   ► There are a lot of games that are gonna play great

01:01:27 ◼   ► with a controller.

01:01:29 ◼   ► I think we wanna make sure we have two of the best.

01:01:31 ◼   ► - I think we can fly that heavily by saying Apple Arcade

01:01:32 ◼   ► and here's some new game controllers.

01:01:34 ◼   ► It was like we connected those two concepts.

01:01:36 ◼   ► - Yeah, we tried our best.

01:01:37 ◼   ► (audience laughing)

01:01:38 ◼   ► - I mean, that was marketing.

01:01:39 ◼   ► - I was gonna say we're moving fast, but that's tip-fire.

01:01:42 ◼   ► (audience laughing)

01:01:43 ◼   ► You know, to that point, you know, we,

01:01:45 ◼   ► I'm gonna say a little bit, you know,

01:01:46 ◼   ► it's gonna embarrass him.

01:01:48 ◼   ► To your point of we could spend longer on these things,

01:01:50 ◼   ► we could spend longer on everything, right?

01:01:52 ◼   ► When we first put these keynotes together,

01:01:54 ◼   ► they're about three hours.

01:01:56 ◼   ► And there's another company in our neighborhood

01:01:58 ◼   ► who tried that a couple times.

01:01:59 ◼   ► It doesn't go to overwhelm, right?

01:02:00 ◼   ► So we try to keep it around 215, give or take,

01:02:03 ◼   ► which we've run the last few years at,

01:02:05 ◼   ► and we figure that's as long as we can go.

01:02:06 ◼   ► So we run things down to the minute.

01:02:08 ◼   ► So when we're creating slides,

01:02:09 ◼   ► we have to figure out how many, roughly,

01:02:11 ◼   ► slides can we create so we get in the ballpark

01:02:13 ◼   ► of knowing how much time.

01:02:15 ◼   ► So what our MarCom team has done a brilliant job of

01:02:17 ◼   ► is they have mapped every presenter over the years

01:02:22 ◼   ► and how many slides they can do a minute.

01:02:25 ◼   ► (audience laughing)

01:02:27 ◼   ► - It's like a baseball card.

01:02:28 ◼   ► - It's like a, so I won't out the slower people,

01:02:31 ◼   ► but the fastest one by far.

01:02:33 ◼   ► (audience laughing and applauding)

01:02:37 ◼   ► But I give him a little bit of grief

01:02:42 ◼   ► because in his prime, Craig could do nine slides a minute.

01:02:46 ◼   ► He slowed down to about seven slides a minute.

01:02:48 ◼   ► (audience laughing)

01:02:49 ◼   ► As he's getting a little older,

01:02:51 ◼   ► but I think he still does a pretty good job.

01:02:52 ◼   ► (audience laughing and applauding)

01:02:55 ◼   ► - I feel like you guys have been holding me back lately.

01:02:58 ◼   ► We get out of rehearsal like we did not see the image

01:03:00 ◼   ► on the screen.

01:03:01 ◼   ► (laughing)

01:03:02 ◼   ► You can't just yell a word and push next.

01:03:04 ◼   ► (laughing)

01:03:06 ◼   ► - Yeah, actually he does, I think we'd all agree,

01:03:08 ◼   ► he does a brilliant job up there.

01:03:09 ◼   ► - Oh, definitely.

01:03:10 ◼   ► (cheering)

01:03:12 ◼   ► - [Man] Nailed it.

01:03:18 ◼   ► (laughing)

01:03:21 ◼   ► - Dude, do you guys, I don't know why I never asked this,

01:03:24 ◼   ► but do you guys click the slides yourselves?

01:03:27 ◼   ► Like, I know you always--

01:03:28 ◼   ► (laughing)

01:03:29 ◼   ► - That's that thing I'm doing.

01:03:31 ◼   ► Yeah, I mean you have to, right?

01:03:33 ◼   ► I mean it would be freaky to have someone else do it.

01:03:35 ◼   ► - That did happen in rehearsal at one point.

01:03:38 ◼   ► - Oh yeah, we had something where we're out there

01:03:40 ◼   ► and then someone backstage is like pushing the button.

01:03:42 ◼   ► - Tim is like what is going on with my slides

01:03:43 ◼   ► or moving forward and after rehearsal Kevin Lynch admitted

01:03:48 ◼   ► he was backstage playing with the clicker.

01:03:50 ◼   ► - What does this thing do?

01:03:51 ◼   ► (laughing)

01:03:53 ◼   ► - They are live clickers, yes.

01:03:54 ◼   ► (laughing)

01:03:57 ◼   ► [LAUGHTER]

01:04:00 ◼   ► All right, let's go.

01:04:01 ◼   ► iOS 13.

01:04:04 ◼   ► What can you tell me about this new packaging format that

01:04:07 ◼   ► makes downloads smaller?

01:04:09 ◼   ► Like, I kind of could get so that you could do something on

01:04:12 ◼   ► the server side and take out resources.

01:04:13 ◼   ► Like, if you're running on a 2x Retina device, you could

01:04:16 ◼   ► take out 3x resources or something and do something.

01:04:20 ◼   ► But that app's launched twice as fast?

01:04:22 ◼   ► Yeah, isn't that crazy?

01:04:23 ◼   ► That was quite a discovery for us.

01:04:24 ◼   ► [LAUGHTER]

01:04:26 ◼   ► Sometimes you just stumble into something and you take it.

01:04:29 ◼   ► Just kidding.

01:04:33 ◼   ► It turns out that over time, in terms of the way the apps were

01:04:44 ◼   ► encrypted and the way FairPlay worked and so forth, the

01:04:47 ◼   ► encryption became part of the critical path, actually, of

01:04:52 ◼   ► launching the apps.

01:04:53 ◼   ► I mean, the processors are capable of ripping through the

01:04:55 ◼   ► thing that actually was a problem.

01:04:58 ◼   ► And then there are other optimizations that, based on

01:05:01 ◼   ► what was visible to the system at certain points, we couldn't

01:05:05 ◼   ► pre-bind certain things.

01:05:06 ◼   ► And so it actually cut out optimization opportunities.

01:05:10 ◼   ► And so when we really identified that opportunity,

01:05:14 ◼   ► we said, OK, well, we can actually come up with a better

01:05:16 ◼   ► format that's going to eliminate that being on the

01:05:18 ◼   ► critical path.

01:05:19 ◼   ► It's going to enable all these pre-binding things.

01:05:22 ◼   ► And then we did a whole bunch of other work to optimize the

01:05:24 ◼   ► Objective-C runtime to optimize the linker,

01:05:27 ◼   ► the dynamic linker, a bunch of other things.

01:05:29 ◼   ► And you put it all together and yeah,

01:05:31 ◼   ► I mean the cold launch, we've never had a win like this

01:05:34 ◼   ► to launch time in a single release.

01:05:37 ◼   ► And so it's fantastic.

01:05:39 ◼   ► I can't wait for those videos where people do this.

01:05:41 ◼   ► (audience laughing)

01:05:43 ◼   ► Like that defines the performance of a phone, right?

01:05:45 ◼   ► They're like watch this, this is what you do all day.

01:05:47 ◼   ► (audience laughing)

01:05:49 ◼   ► Okay, we'll win one of those.

01:05:51 ◼   ► [LAUGHTER]

01:05:57 ◼   ► Which phone is faster?

01:05:58 ◼   ► [LAUGHTER]

01:06:03 ◼   ► Sorry, if you're in the audience, whoever that dude is.

01:06:05 ◼   ► [LAUGHTER]

01:06:08 ◼   ► Wait till they write about you tomorrow.

01:06:10 ◼   ► [LAUGHTER]

01:06:12 ◼   ► I've watched those videos.

01:06:15 ◼   ► I've watched those videos too.

01:06:17 ◼   ► And then you watch them, and then sometimes you

01:06:19 ◼   ► look over on the side and they show you on the sidebar

01:06:22 ◼   ► other videos from the same creator and it's like,

01:06:24 ◼   ► oh my God, this guy makes one of these every week

01:06:26 ◼   ► with other phones. - Right.

01:06:28 ◼   ► - And it's like, oh my God, once a week

01:06:29 ◼   ► he's doing this thing.

01:06:30 ◼   ► - That's his thing, he's the guy.

01:06:32 ◼   ► Kinda like, will it blend?

01:06:33 ◼   ► - The Photos app clearly has a major upgrade

01:06:39 ◼   ► for iOS this year.

01:06:41 ◼   ► (audience applauding)

01:06:44 ◼   ► It just has to be among the most used apps

01:06:49 ◼   ► on the platform.

01:06:49 ◼   ► - Oh, God, yeah.

01:06:51 ◼   ► - I mean, it's, and it's a real problem,

01:06:55 ◼   ► exactly as pitched on stage.

01:06:57 ◼   ► All right, now we've had this phone for all these years

01:06:59 ◼   ► and you've maybe had other digital cameras

01:07:01 ◼   ► and you've put 'em in your same iCloud photo library

01:07:04 ◼   ► and you've got, I don't know, I've got like 28,000 items

01:07:07 ◼   ► in my iCloud photo library, something like that.

01:07:09 ◼   ► I don't know, it's ridiculous.

01:07:11 ◼   ► How do you surface 'em?

01:07:13 ◼   ► - Right, yeah. - How do you surface 'em?

01:07:14 ◼   ► And I really, really think that this,

01:07:17 ◼   ► month, year interface to collecting these things

01:07:22 ◼   ► is really seems smart.

01:07:25 ◼   ► And this is an instance where the big bet you guys

01:07:30 ◼   ► have made on machine learning in recent years on device

01:07:36 ◼   ► is really showing its effects because it's not,

01:07:41 ◼   ► it's not just collecting them by month, that's easy.

01:07:43 ◼   ► It's this, here's the best ones.

01:07:45 ◼   ► here's three that are almost exactly the same.

01:07:48 ◼   ► We'll just show one for now so that you're not seeing it all

01:07:51 ◼   ► and that's all through the machine learning.

01:07:53 ◼   ► - Yeah, there's another one where we're in the meeting

01:07:56 ◼   ► and Justin TD, this was his real photo library.

01:08:00 ◼   ► - Which was awesome.

01:08:01 ◼   ► I don't know if you guys noticed that in the key.

01:08:02 ◼   ► - Yeah, yeah, I mean this is the key.

01:08:03 ◼   ► - I think the fact that Justin and his entire family

01:08:05 ◼   ► are gingers helped, yes.

01:08:07 ◼   ► (laughing)

01:08:09 ◼   ► - We have no understudy for this, we've got nobody.

01:08:13 ◼   ► (laughing)

01:08:15 ◼   ► - But he has, you know, he obviously is a member,

01:08:18 ◼   ► the leader of the photos team takes a lot of pictures,

01:08:21 ◼   ► but, and as a proud father, obviously,

01:08:23 ◼   ► takes an unbelievable number of photos,

01:08:25 ◼   ► but he's there demoing it, and going through it,

01:08:29 ◼   ► and he starts paging back through the life of his child,

01:08:34 ◼   ► going backwards, and we're all sitting here,

01:08:36 ◼   ► like, trying to avoid looking at each other,

01:08:37 ◼   ► 'cause we're tearing up.

01:08:39 ◼   ► (audience laughing)

01:08:40 ◼   ► I mean, and I had, I literally had that experience myself

01:08:45 ◼   ► where I opened it and I'm seeing my children

01:08:49 ◼   ► and I go back and back and then I have two of them

01:08:52 ◼   ► and then there's one of them

01:08:53 ◼   ► and then there's my wife and I at the altar.

01:08:56 ◼   ► (laughing)

01:08:58 ◼   ► It was crazy.

01:09:00 ◼   ► And you just never have those experiences

01:09:03 ◼   ► in this just sea of photos.

01:09:05 ◼   ► But the team has gotten so much more advanced

01:09:10 ◼   ► over the last several years in not just saying

01:09:13 ◼   ► what's a good photo, that's a piece of it,

01:09:15 ◼   ► what's a good photo, what's the arc of a meaningful event

01:09:20 ◼   ► for you and a story, and then looking at across

01:09:24 ◼   ► big spans of time, what were big events

01:09:27 ◼   ► that were important to you.

01:09:28 ◼   ► I mean, intuiting all of that is an art,

01:09:32 ◼   ► and one that, yes, if we were all to do that thing

01:09:35 ◼   ► that maybe back in the old days with iPhoto,

01:09:38 ◼   ► you'd go try to tag things and organize and build the albums.

01:09:41 ◼   ► Like you might have done it,

01:09:42 ◼   ► but now we're taking so many more photos,

01:09:44 ◼   ► it's just totally impractical, and you get it for free.

01:09:47 ◼   ► And then I think, like many of us,

01:09:51 ◼   ► my wife must wonder when suddenly she gets these flurry

01:09:55 ◼   ► of iMessage photos from our past,

01:09:58 ◼   ► and our children coming at her,

01:09:59 ◼   ► and it's because I'm using the app,

01:10:00 ◼   ► and I'm literally like rediscovering my photo library,

01:10:03 ◼   ► and going, oh my God, this is so great, and sharing.

01:10:05 ◼   ► And it has that effect on you.

01:10:08 ◼   ► And it's the toughest feature in some ways.

01:10:10 ◼   ► I mean, I hope the demo came across,

01:10:11 ◼   ► but it's in a way the toughest feature

01:10:13 ◼   ► to really get across the meaning,

01:10:16 ◼   ► because you have to see it with your own photos.

01:10:19 ◼   ► Because suddenly that all becomes,

01:10:21 ◼   ► you're like, oh my God, this is it for me.

01:10:24 ◼   ► You see someone else's photos,

01:10:25 ◼   ► you're like, nice family, Justin.

01:10:26 ◼   ► But other than that, it's like, I don't know.

01:10:29 ◼   ► But the emotional resonance of your own photos,

01:10:31 ◼   ► it's incredible. - Justin did a brilliant job,

01:10:33 ◼   ► - And he did.

01:10:33 ◼   ► - And it was touching because Craig's exactly right.

01:10:36 ◼   ► When you put your own photos in this is when you melt.

01:10:38 ◼   ► But I thought that came across still

01:10:40 ◼   ► in Justin's demo really well.

01:10:41 ◼   ► Because we do spend so much of our time

01:10:44 ◼   ► taking these pictures and for years

01:10:45 ◼   ► people didn't look at them.

01:10:47 ◼   ► And we've given you more ways every year

01:10:49 ◼   ► to expose these, including memories,

01:10:51 ◼   ► that come, it's brilliant.

01:10:53 ◼   ► So I agree.

01:10:54 ◼   ► - And it ties back to a question,

01:10:56 ◼   ► a topic that you and I have talked about,

01:10:59 ◼   ► maybe on this stage two years ago,

01:11:00 ◼   ► maybe back in San Francisco,

01:11:02 ◼   ► but probably more back in San Francisco,

01:11:04 ◼   ► 'cause I think that was a little bit more,

01:11:06 ◼   ► at least from our perspective outside,

01:11:09 ◼   ► where you guys really were committing

01:11:10 ◼   ► to this machine learning and becoming

01:11:13 ◼   ► best of industry at AI stuff.

01:11:15 ◼   ► And there's a strong sentiment held by many people out there

01:11:19 ◼   ► that this on-device strategy is doomed to failure,

01:11:23 ◼   ► 'cause there's other companies that do it all in the cloud,

01:11:26 ◼   ► and theirs works, and so therefore,

01:11:28 ◼   ► the cloud is the only way to make it work.

01:11:29 ◼   ► and you and Phil when he's been here,

01:11:32 ◼   ► I've asked this question.

01:11:34 ◼   ► Are you convinced that this on-device,

01:11:37 ◼   ► let the billion iPhones out there do this machine learning

01:11:40 ◼   ► in a distributed fashion on all of this amazing hardware

01:11:43 ◼   ► that's out there being used, are you committed to it?

01:11:46 ◼   ► - Oh, totally, yeah, yeah, yeah.

01:11:48 ◼   ► And in fact, if you watch recent events

01:11:51 ◼   ► from the other guys, you'd be surprised

01:11:55 ◼   ► how many times they've started to say

01:11:57 ◼   ► on-device machine learning.

01:11:59 ◼   ► I mean, they're actually seeing the light

01:12:02 ◼   ► a little bit on that topic.

01:12:05 ◼   ► But I think they're disadvantaged in the sense

01:12:07 ◼   ► that part of what makes this possible

01:12:10 ◼   ► is building great hardware and having a consistent baseline

01:12:14 ◼   ► of great hardware that's capable of this.

01:12:16 ◼   ► And you look--

01:12:16 ◼   ► - And the integration of that hardware with software.

01:12:17 ◼   ► - And the integration of the hardware and the software,

01:12:19 ◼   ► because if you have to try to pull this off

01:12:21 ◼   ► over this random fleet of different devices

01:12:25 ◼   ► of different capabilities,

01:12:25 ◼   ► it's really tough to provide a decent experience.

01:12:28 ◼   ► And you look at the A&E in the most recent iPhones,

01:12:32 ◼   ► it's astounding what you have to work with there

01:12:36 ◼   ► and what they can do with processing photos on device,

01:12:44 ◼   ► even doing the kind of voice synthesis

01:12:46 ◼   ► that you saw with the neural TTS.

01:12:49 ◼   ► We can do that on the A&E. It's just incredible

01:12:52 ◼   ► where you're actually generating literally through a network

01:12:56 ◼   ► every sample in the waveform of the voice

01:12:58 ◼   ► is being sort of hallucinated in real time

01:13:02 ◼   ► out of the network.

01:13:04 ◼   ► And yeah, it's incredible.

01:13:06 ◼   ► So yeah, this stuff has legs.

01:13:08 ◼   ► - Yeah, and it really is starting to show.

01:13:10 ◼   ► And you're starting to see it in other places too,

01:13:12 ◼   ► like in the sharing sheets,

01:13:13 ◼   ► where the sharing sheets now have recommended guesses

01:13:18 ◼   ► as to who you might want to send this to.

01:13:19 ◼   ► - And how.

01:13:21 ◼   ► And how you want to send it.

01:13:22 ◼   ► - Right, right. - Yeah, and we didn't

01:13:23 ◼   ► make that clear, but maybe you often,

01:13:25 ◼   ► with this kind of content, you email it to this person,

01:13:28 ◼   ► you iMessage it to this person,

01:13:30 ◼   ► you WeChat it to this person,

01:13:34 ◼   ► and that combination is one tap,

01:13:37 ◼   ► and that makes a huge difference just in terms of

01:13:41 ◼   ► your desire to think like, hey, I'm gonna do this

01:13:43 ◼   ► 'cause this is gonna be fast and easy,

01:13:45 ◼   ► and it turns out we can do a really great job

01:13:47 ◼   ► figuring out where you're gonna share.

01:13:49 ◼   ► - Yeah, and in some ways, being local has advantages

01:13:53 ◼   ► where the iOS knows which apps you're using,

01:13:56 ◼   ► you know, the operating system on your device

01:13:58 ◼   ► knows that you use WeChat.

01:14:00 ◼   ► - Right.

01:14:01 ◼   ► - The cloud doesn't know what you do on your phone.

01:14:03 ◼   ► - Yeah, and honestly, having your device know you is cool.

01:14:07 ◼   ► Having some cloud person know you is creepy.

01:14:12 ◼   ► (audience laughs)

01:14:14 ◼   ► (audience applauds)

01:14:21 ◼   ► - iPad OS, we have a new OS.

01:14:23 ◼   ► (audience cheers)

01:14:26 ◼   ► - Michael goes crazy, starting to wave out there.

01:14:30 ◼   ► - Tell me the thinking, why change the name to iPad OS now?

01:14:35 ◼   ► What pushed it over the edge in 2019?

01:14:40 ◼   ► - Over the years, it's kind of the long metaphor.

01:14:42 ◼   ► - This one, even though it's a marketing thing,

01:14:44 ◼   ► I think engineering.

01:14:45 ◼   ► (audience laughs)

01:14:48 ◼   ► I mean, marketing gets to name things at Apple,

01:14:50 ◼   ► But engineering felt very strongly on this one.

01:14:54 ◼   ► Because we have, I mean, we've been on this trajectory

01:15:00 ◼   ► for the iPad from the outset, co-evolving

01:15:06 ◼   ► with this incredibly, the hardware that's been

01:15:09 ◼   ► being incredibly more and more advanced over time

01:15:11 ◼   ► and has been enabling more and more software experiences.

01:15:12 ◼   ► And so as we've been-- - To that point,

01:15:14 ◼   ► our worst nightmare was it's a big iPod touch.

01:15:17 ◼   ► - Right. - Right.

01:15:18 ◼   ► - That was never the iPad experience.

01:15:21 ◼   ► - No, and in fact, from a UI design perspective,

01:15:24 ◼   ► the very first iPad had these incredibly distinct

01:15:27 ◼   ► experiences visually and taking advantage of the canvas

01:15:30 ◼   ► at the time, but as the experience went on

01:15:32 ◼   ► and we started saying, well, how do you want to enter,

01:15:36 ◼   ► what do you want to do with a device

01:15:37 ◼   ► that has these kinds of characteristics?

01:15:40 ◼   ► How are you, what's the right kind of interaction model?

01:15:43 ◼   ► And things like split view and slide over

01:15:47 ◼   ► and drag and drop, and Apple Pencil started to be a factor.

01:15:52 ◼   ► And then you start to see Apple and third party developers

01:15:55 ◼   ► really start to take advantage of that

01:15:56 ◼   ► and tailor the experience.

01:15:57 ◼   ► Well, when we think about a platform, when you think about

01:16:00 ◼   ► a name, what makes tvOS tvOS?

01:16:03 ◼   ► I mean, under the hoods, there's a lot of iOS in there.

01:16:05 ◼   ► Why don't we call that iOS for TVs or something like that?

01:16:09 ◼   ► Well, because it defines an experience.

01:16:12 ◼   ► tvOS means there's a 10-foot experience.

01:16:14 ◼   ► It's watch OS, means it's an experience

01:16:16 ◼   ► optimized for your wrist.

01:16:18 ◼   ► iPad OS has evolved to have an experience

01:16:21 ◼   ► that has its own distinct nature to the point

01:16:24 ◼   ► that it deserved to be recognized in that way.

01:16:28 ◼   ► And when you put some of the next set of changes

01:16:31 ◼   ► along the path that we are steadily on,

01:16:35 ◼   ► we felt like we just crossed to the point

01:16:38 ◼   ► where it was just silly to no longer say,

01:16:40 ◼   ► this is its own thing.

01:16:42 ◼   ► Sure, technically it shares all these underpinnings, but

01:16:45 ◼   ► fundamentally we're communicating to users.

01:16:47 ◼   ► There's a distinctive experience here.

01:16:49 ◼   ► And we're communicating to developers.

01:16:50 ◼   ► Like if you build an iPad app, you should support--

01:16:53 ◼   ► if you're a document-based app, you should support

01:16:55 ◼   ► multiple windows.

01:16:56 ◼   ► You should support drag and drop.

01:16:57 ◼   ► That's what it means to be a great iPad OS app.

01:17:00 ◼   ► -Well, and I think it was a good reminder, at least a lot

01:17:02 ◼   ► of the coverage that--

01:17:03 ◼   ► [APPLAUSE]

01:17:07 ◼   ► --a lot of the coverage today was very positive on iPad OS,

01:17:11 ◼   ► and a reminder that the other guy's tablet experience

01:17:15 ◼   ► really isn't a tablet experience, right?

01:17:17 ◼   ► It was nothing but big phone experience,

01:17:20 ◼   ► and that's a huge advantage for iPad.

01:17:22 ◼   ► It is a real experience that is very distinct

01:17:25 ◼   ► and unlike anything in the industry.

01:17:27 ◼   ► - What struck me from a lot of the demos,

01:17:31 ◼   ► not just like Notes and Mail,

01:17:34 ◼   ► but even like the Microsoft Office iPad apps,

01:17:38 ◼   ► is that two up is sort of a magic number.

01:17:43 ◼   ► You know, like one, you know, like the iPhone

01:17:44 ◼   ► has always been a single screen device.

01:17:46 ◼   ► You launch an app, it gets the whole screen,

01:17:47 ◼   ► and the iPad started that way and it sort of evolved

01:17:50 ◼   ► with more multitasking screen arrangements.

01:17:53 ◼   ► But two is sort of a magic number.

01:17:55 ◼   ► Like the old version and the new version.

01:17:57 ◼   ► You want 'em side by side, you know,

01:17:58 ◼   ► and you know, like so it hasn't evolved in a way.

01:18:01 ◼   ► It's not, it hasn't ate to the Mac

01:18:03 ◼   ► and you can just hit Command + N 10 times

01:18:05 ◼   ► and make 10 text edit windows.

01:18:06 ◼   ► - Right.

01:18:07 ◼   ► for the iPad experience and the precision of the control.

01:18:11 ◼   ► But having two up, it just seems like a huge breakthrough

01:18:15 ◼   ► for a lot of use cases.

01:18:16 ◼   ► - Oh, it's a slide over when you need something to slide.

01:18:18 ◼   ► - Yeah, it totally is, and then yeah,

01:18:19 ◼   ► you wanna get at that one extra thing for quick moments,

01:18:22 ◼   ► you have slide over.

01:18:23 ◼   ► Yeah, I mean, I think for many of us,

01:18:26 ◼   ► really in a very organic way,

01:18:29 ◼   ► iPad has become, taken more and more of our time.

01:18:34 ◼   ► and you should have every, again, every device,

01:18:37 ◼   ► buy every one of them and use them for all the right jobs.

01:18:41 ◼   ► But iPad is just, it's such a great combination

01:18:46 ◼   ► of characteristics for so many activities that,

01:18:49 ◼   ► and I think things like Split View and SlideOver

01:18:51 ◼   ► make a big difference.

01:18:52 ◼   ► - I try, I try not to make the mistake

01:18:57 ◼   ► of ever telling an engineer, this should be easy,

01:19:00 ◼   ► with this idea, right?

01:19:02 ◼   ► - It's just typing.

01:19:04 ◼   ► - I say it all the time.

01:19:05 ◼   ► - Yes.

01:19:05 ◼   ► (laughing)

01:19:08 ◼   ► - Now I see SwiftUI, it's not even typing.

01:19:11 ◼   ► (laughing)

01:19:13 ◼   ► - But that said, USB drives and SD card support,

01:19:19 ◼   ► finally?

01:19:22 ◼   ► - Yeah, yeah.

01:19:23 ◼   ► - But I think there's more to this

01:19:24 ◼   ► than just putting a USB stack in the OS.

01:19:28 ◼   ► - Yeah, sure.

01:19:30 ◼   ► I mean, we--

01:19:32 ◼   ► (laughing)

01:19:33 ◼   ► There was.

01:19:34 ◼   ► You're right.

01:19:36 ◼   ► We, from a security architecture point of view,

01:19:42 ◼   ► we did not want to have file system drivers

01:19:46 ◼   ► running in the kernel, communicating with external media

01:19:50 ◼   ► that could be potentially tampered with.

01:19:54 ◼   ► And that's what you're dealing with when you're talking

01:19:55 ◼   ► about plugging in external media into a device like the iPad

01:19:58 ◼   ► and so getting all of our file systems

01:20:03 ◼   ► to be isolated from the kernel,

01:20:07 ◼   ► and we didn't wanna just support,

01:20:10 ◼   ► the MS-DOS file system, right?

01:20:14 ◼   ► So we wanted APFS support, the whole thing,

01:20:17 ◼   ► getting all those file systems in a place

01:20:19 ◼   ► where they fit with the iOS security architecture,

01:20:22 ◼   ► and doing the same for SMB and so forth.

01:20:25 ◼   ► That was a real hardcore engineering effort,

01:20:27 ◼   ► and so we didn't wanna launch it

01:20:30 ◼   ► until we could have the complete story

01:20:32 ◼   ► and have it secure in a way that people expect from iOS.

01:20:35 ◼   ► - I'm excited about the fonts.

01:20:36 ◼   ► (audience applauds)

01:20:37 ◼   ► - Yeah. - Right?

01:20:38 ◼   ► (audience applauds)

01:20:41 ◼   ► And I mentioned this on my show recently,

01:20:44 ◼   ► but I think there's a similar angle there

01:20:46 ◼   ► on the security front, which is,

01:20:48 ◼   ► and one part of me wants to say,

01:20:49 ◼   ► oh my god, this iPad is so old and it's so beautiful,

01:20:52 ◼   ► and I can't believe I can't install custom fonts easily yet,

01:20:55 ◼   ► but there is a security angle there,

01:20:57 ◼   ► because modern fonts that type

01:21:01 ◼   ► Open, what's the format, OpenType and TrueType.

01:21:05 ◼   ► They're software programs.

01:21:06 ◼   ► And I'm sure that's part of the thinking

01:21:10 ◼   ► of why this was considered for many years

01:21:15 ◼   ► before we've had this.

01:21:16 ◼   ► - Well, having them, certainly you're right

01:21:19 ◼   ► that as an attack surface, fonts are something

01:21:23 ◼   ► that has been exploited over time

01:21:25 ◼   ► and one where we put a bunch of effort into hardening.

01:21:28 ◼   ► But the other factor is being able to have them

01:21:31 ◼   ► go through the app store,

01:21:32 ◼   ► meaning that those fonts aren't something

01:21:34 ◼   ► that are gonna be coming at you willy-nilly

01:21:36 ◼   ► is very helpful in this architecturally as well.

01:21:39 ◼   ► But I think this was a matter of

01:21:43 ◼   ► something that we could have done in the past.

01:21:50 ◼   ► It wasn't that suddenly the stars aligned

01:21:54 ◼   ► from a possibility point of view,

01:21:56 ◼   ► but from a priority point of view.

01:21:58 ◼   ► iPads become more and more a device

01:21:59 ◼   ► where you're gonna be doing those kinds of things,

01:22:01 ◼   ► and you're going to want that kind of capability.

01:22:04 ◼   ► You know, when you put together things

01:22:06 ◼   ► like all the capabilities with files,

01:22:08 ◼   ► all the kinds of more creation-oriented apps

01:22:11 ◼   ► that have grown up around iPad,

01:22:14 ◼   ► it became, I think, became a necessity,

01:22:17 ◼   ► something we felt we really needed on the platform.

01:22:20 ◼   ► - It seems like, again, the keynote was like,

01:22:24 ◼   ► we're moving, we're moving, but it seems to me,

01:22:26 ◼   ► from getting a little bit of hands-on time with it,

01:22:28 ◼   ► that the, I don't know if it was completely rewritten,

01:22:32 ◼   ► but seriously rethought text selection

01:22:36 ◼   ► and moving the insertion point,

01:22:38 ◼   ► and when it's going slow,

01:22:40 ◼   ► you're going character by character,

01:22:41 ◼   ► and you can drag over on the, you know,

01:22:44 ◼   ► like off the margin,

01:22:44 ◼   ► and it just goes down to the end of lines,

01:22:47 ◼   ► and it just has so many more useful things,

01:22:50 ◼   ► and you don't need a magnifying glass anymore,

01:22:52 ◼   ► and you can select, like,

01:22:54 ◼   ► that seems like that was a big deal,

01:22:56 ◼   ► and it sort of feels like something

01:22:58 ◼   ► that iOS never really got right before.

01:23:01 ◼   ► Like text selection and manipulating a text selection

01:23:05 ◼   ► always has felt a little more fiddly than it ought to be

01:23:10 ◼   ► and I had no idea how to fix it,

01:23:12 ◼   ► but it just felt a little fiddly.

01:23:14 ◼   ► - No, we agree.

01:23:16 ◼   ► I think it is one of those areas that in the past

01:23:20 ◼   ► you felt like this is harder than doing it on a Mac, right?

01:23:25 ◼   ► that I'm using an iPad and I'm feeling like, gosh,

01:23:27 ◼   ► I just wanna cut and paste something

01:23:29 ◼   ► and this is much harder.

01:23:31 ◼   ► And I think when we first introduced text selection

01:23:34 ◼   ► and copy paste and undo on iPhone, yeah.

01:23:38 ◼   ► (audience laughing)

01:23:39 ◼   ► Yeah.

01:23:40 ◼   ► Part of it was just, it was extremely,

01:23:43 ◼   ► let's teach you how to do this

01:23:46 ◼   ► in a really kind of a verd demonstrative way.

01:23:48 ◼   ► You're gonna put your finger down, tap,

01:23:50 ◼   ► you're gonna get a big magnifying glass,

01:23:51 ◼   ► okay, we all get what's going on here.

01:23:53 ◼   ► I mean, it's almost an instructional element

01:23:55 ◼   ► to the interface, but it was also very heavy.

01:23:57 ◼   ► And so getting to the right solution here,

01:24:01 ◼   ► I'll tell you, it's been something we have taken runs at

01:24:06 ◼   ► for multiple years and come back and felt like

01:24:09 ◼   ► we don't yet have it, you know?

01:24:11 ◼   ► And those are things where you don't just throw it

01:24:15 ◼   ► against the wall, I mean you do internally

01:24:17 ◼   ► you throw it against the wall, but externally

01:24:19 ◼   ► we wanted to get it right, and it took a lot of

01:24:24 ◼   ► careful craftsmanship to get it right.

01:24:27 ◼   ► You know, you kind of, you have this problem where,

01:24:29 ◼   ► okay, I'm gonna tap on it, so my finger's now covering

01:24:32 ◼   ► the evidence of the thing that I did.

01:24:35 ◼   ► Where does the cursor go?

01:24:36 ◼   ► If it hops up above the finger,

01:24:38 ◼   ► then it's not where I thought it was.

01:24:40 ◼   ► If it's under the finger and then I try to move down,

01:24:42 ◼   ► well, I never see it.

01:24:43 ◼   ► And so if you start to study the subtleties

01:24:46 ◼   ► of what we had to do to make it feel like,

01:24:48 ◼   ► oh, it works like you'd expect,

01:24:49 ◼   ► it actually, the mechanics are pretty tough.

01:24:53 ◼   ► But I think we got it.

01:24:54 ◼   ► - And part of that, oh, this might be easier

01:24:58 ◼   ► if I go to my Mac.

01:24:59 ◼   ► Cut, copy, paste is one of those things

01:25:00 ◼   ► where I'm sure every single person in this room

01:25:03 ◼   ► do cut, copy, paste without thinking about

01:25:06 ◼   ► what their fingers are doing.

01:25:07 ◼   ► You just learn to do it.

01:25:09 ◼   ► The three-finger gestures feel like

01:25:11 ◼   ► they're gonna get like that.

01:25:12 ◼   ► If you use your iPad, you're gonna just pick that up

01:25:15 ◼   ► and you're gonna start like--

01:25:16 ◼   ► - Like you're picking up the test.

01:25:17 ◼   ► - And, but my concern, I'm wondering if you're worried,

01:25:21 ◼   ► My concern is by being three-fingered gestures,

01:25:24 ◼   ► are you worried that it's a discoverability problem?

01:25:26 ◼   ► That how are people gonna know

01:25:29 ◼   ► that they can do these things very easily?

01:25:31 ◼   ► - It might be, but that's why we always provide,

01:25:34 ◼   ► I mean, I think Command + C, you know,

01:25:36 ◼   ► heck, I mean, when I send emails, right,

01:25:37 ◼   ► it's like Command + Shift + D, right?

01:25:39 ◼   ► I don't think everyone in my family does Command + Shift + D,

01:25:41 ◼   ► but I do it a thousand times a day.

01:25:44 ◼   ► And so,

01:25:45 ◼   ► it's okay, part of what we've given ourselves permission

01:25:50 ◼   ► to do over time is to say the iPad experience

01:25:55 ◼   ► has to be the experience that a young child

01:25:58 ◼   ► or a first time elderly computer user can walk up to

01:26:02 ◼   ► and understand, not get themselves in trouble,

01:26:05 ◼   ► but at the same time there can be depth to the platform

01:26:07 ◼   ► that you can discover and you can become a pro

01:26:12 ◼   ► and really accelerate your work.

01:26:15 ◼   ► And so the iPad is perfectly usable

01:26:19 ◼   ► to do cut, copy, paste in the traditional way,

01:26:23 ◼   ► tap on it, up comes a call-out bar, tap copy.

01:26:26 ◼   ► And we're totally fine with many users doing that,

01:26:29 ◼   ► just like we're fine with people going up to the edit menu

01:26:32 ◼   ► and clicking and pulling down and doing copy.

01:26:36 ◼   ► But just like keyboard accelerators,

01:26:38 ◼   ► these gestures will become, I think,

01:26:40 ◼   ► just complete muscle memory for many of us,

01:26:43 ◼   ► and we'll accelerate what we do.

01:26:45 ◼   ► - Yeah, just a serious reduction in mental friction,

01:26:47 ◼   ► 'cause you're just doing your thing

01:26:49 ◼   ► you're not thinking about it.

01:26:50 ◼   ► - Yeah, and it's funny, we tried many different kinds

01:26:52 ◼   ► of gestures and some of them on paper seem like,

01:26:54 ◼   ► oh, well this is gonna be great.

01:26:56 ◼   ► And it's interesting that just how in your mind

01:27:00 ◼   ► it became this idea of I'm almost picking something up

01:27:03 ◼   ► to copy and putting it down to paste.

01:27:06 ◼   ► We found that people could learn it and perform it

01:27:08 ◼   ► much more reliably than a bunch of other gestures.

01:27:10 ◼   ► And so, funny how the brain works.

01:27:12 ◼   ► - All right, we're getting close to the end,

01:27:13 ◼   ► so we gotta enter the speed round.

01:27:15 ◼   ► Pencil, latency support on the iPad Pro

01:27:18 ◼   ► has gone from 20 milliseconds to nine milliseconds.

01:27:21 ◼   ► That seems crazy to me in a software update.

01:27:23 ◼   ► That sounds to me like the pitch from the next iPad Pro.

01:27:28 ◼   ► You know, that it's a hardware thing.

01:27:29 ◼   ► Like, that's a huge reduction.

01:27:32 ◼   ► That's crazy. - Yeah.

01:27:33 ◼   ► Well, so there's a piece of it that is optimization

01:27:36 ◼   ► and just scheduling the TrueMotion display,

01:27:42 ◼   ► getting in at exactly the right moment

01:27:45 ◼   ► to get the draw commands in and recognize the input

01:27:47 ◼   ► and so forth, and part of it is prediction,

01:27:49 ◼   ► and it turns out that the human hand

01:27:52 ◼   ► can only accelerate at a certain part.

01:27:54 ◼   ► If you're gonna start to turn,

01:27:55 ◼   ► you're gonna sense the second derivative of motion

01:27:58 ◼   ► is gonna, you can actually run the math on that.

01:28:01 ◼   ► In fact, we had one part where we turned the prediction up,

01:28:06 ◼   ► so instead of trying to guess where you were going to be,

01:28:08 ◼   ► we pushed it way ahead.

01:28:11 ◼   ► So it actually predict before,

01:28:13 ◼   ► you would be running ahead of your pencil.

01:28:15 ◼   ► (laughing)

01:28:16 ◼   ► And if you pushed it far enough,

01:28:17 ◼   ► You just put the pencil down and just write your whole message.

01:28:20 ◼   ► [LAUGHTER]

01:28:22 ◼   ► Very good.

01:28:23 ◼   ► It's negative latency.

01:28:25 ◼   ► That's next release.

01:28:26 ◼   ► So you keep that amongst us.

01:28:28 ◼   ► But that's where it's going.

01:28:30 ◼   ► If you're our competitors at this point,

01:28:32 ◼   ► ignore everything you heard.

01:28:33 ◼   ► [LAUGHTER]

01:28:37 ◼   ► ARKit had a significant amount of time in the demo.

01:28:41 ◼   ► And ARKit 2 was like a huge upgrade over ARKit 1.

01:28:45 ◼   ► And then ARKit 3, one year later, is all of a sudden

01:28:48 ◼   ► occluding people.

01:28:49 ◼   ► - Yeah.

01:28:50 ◼   ► - Live on the device.

01:28:51 ◼   ► - That's a pretty nice applause from the AR developers.

01:28:54 ◼   ► - And I've played with it, and it is uncanny.

01:28:57 ◼   ► It is really, really crazy.

01:28:59 ◼   ► - And that's machine learning.

01:29:01 ◼   ► I mean, really, the techniques in order to figure out