254: Live From WWDC 2019 With Craig Federighi and Greg Joswiak

0:00:00(audience laughing)

0:00:02- Good evening, podcast listeners.

0:00:05(audience cheering)

0:00:08It's once again time for a daring

0:00:11fireball presentation of the Talk Show Live.

0:00:15(audience cheering)

0:00:18We're coming to you from Apple's

0:00:21Worldwide Developer Conference 2019.

0:00:25And now, the man we've all been waiting for,

0:00:29John Gruber.

0:00:31[APPLAUSE]

0:00:42Welcome, welcome, welcome to the talk show.

0:00:45I am John Gruber, your internet friend.

0:00:49Oh, my god.

0:00:50This is so embarrassing.

0:00:52I am that guy.

0:00:53I'm the guy who came out on stage with a device with a

0:00:56beta OS.

0:00:57And it is going off.

0:01:02[Laughter]

0:01:05[Applause]

0:01:23It's a little buggy.

0:01:25(audience laughing)

0:01:28Ah, my blue cards.

0:01:33All right, before we get started,

0:01:35I would like to thank our sponsors,

0:01:37without whom this show would not be possible.

0:01:40First sponsor, long-time sponsor of this show,

0:01:45Mac Stadium.

0:01:47They do--

0:01:48(audience applauding)

0:01:51(audience applauding)

0:01:54They do Mac infrastructure, they host Macs.

0:01:56I don't know if they heard any good news on the keynote.

0:02:00I haven't talked to them this week.

0:02:01I mean, I know they're around,

0:02:02and I know there's some of the fine folks are in here.

0:02:05But they have over 20,000 Macs

0:02:09in data centers around the world.

0:02:11They are ready for all Mac deployments,

0:02:13including Mac Minis, iMacs, even Xserves.

0:02:17Am I missing something?

0:02:19John, what am I missing?

0:02:20Mac Pro.

0:02:23(audience cheers)

0:02:24Rack Malibu.

0:02:25They are heavily invested in security, scalability,

0:02:33and support for iOS and Mac development,

0:02:36having a server where you can do builds,

0:02:38all sorts of useful stuff you guys know about.

0:02:40They're a great company.

0:02:41This week, they're announcing ORCA.

0:02:43That's ORCA with a K, and it stands for orchestration

0:02:48with Kubernetes, which I was gonna pronounce Kuberneets.

0:02:52(audience laughing)

0:02:54And I checked, and they said Kubernetes,

0:02:57and I thought, you know what,

0:02:57I should have just pronounced it wrong.

0:02:58It would have been more on brand.

0:03:00(audience laughing)

0:03:02I don't know why I asked.

0:03:03But it's the only way to do native Kubernetes commands,

0:03:07which I have no idea what that is,

0:03:08to create and orchestrate Mac OS VMs

0:03:12on genuine Apple hardware.

0:03:15It is also super fast.

0:03:17So for more information and exclusive discounts for you fine folks who are listening, go to

0:03:22maxstadium.com/thetalkshow.

0:03:31Our next sponsor, the Omni Group.

0:03:42Sounds like you've heard of them.

0:03:43Of course you have.

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0:03:48They go all the way back to Next.

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0:04:05Now, what they could have done, what most people do for a web backend to a service is

0:04:09They write their own web-type thing, and it's a web app,

0:04:14and they use web technologies.

0:04:15And instead, what these crazy people did

0:04:17is they're using the same Objective C and Swift code

0:04:22that OmniFocus for Mac is built with.

0:04:25And they're running it on Mac servers.

0:04:28And they just have a web output display from the same code.

0:04:33Crazy, right?

0:04:35And so for all of the consternation

0:04:37that people like us and all the anger we have at developers who make web apps and then put

0:04:42them in a shell and call it their Mac app.

0:04:50The Omni group has done the right thing.

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0:05:06out more details, how to sign up for it, etc., etc.

0:05:10OmniFocus.com/DF.

0:05:13That's OmniFocus.com/DF.

0:05:14Third and final sponsor, another great company I bet a lot of you guys have heard of, Slack.

0:05:28Slack for iOS is used by millions of people every day, including me, to stay productive,

0:05:33Whether they're bouncing between meetings or on the go, their iOS team is focused on

0:05:39a variety of projects from connecting businesses through shared channels to inventing tools

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0:06:01That's slack.com/careers.

0:06:05iOS app.

0:06:06Maybe these iOS developers at Slack

0:06:09will be Mac developers.

0:06:10(audience laughing)

0:06:11I don't know.

0:06:12(audience cheering)

0:06:15That's it for business.

0:06:19I have a special guest to come out.

0:06:22Actually, I guess I have two, looks like.

0:06:24So without any further ado,

0:06:27My guests for this evening, Craig Federighi.

0:06:32[APPLAUSE]

0:06:35And Greg Goswiak.

0:06:46You got your questions.

0:06:48[APPLAUSE]

0:06:57- You are among your people, Craig.

0:06:59(audience laughing)

0:07:01- They're all our people.

0:07:02- That was more applause than the Mac Pro guy.

0:07:04(audience laughing)

0:07:07- Love you, Craig!

0:07:08(audience cheering)

0:07:11- Jaws, you and I talked briefly yesterday,

0:07:16and I said to you, first impressions after the keynote

0:07:19were it was very, very exciting because you guys

0:07:22had so much to announce that hadn't leaked in advance,

0:07:26And that makes it fun and it makes it exciting.

0:07:28And then I said, and it also makes me realize

0:07:30that when more stuff does leak, it makes my job easier.

0:07:33- You have more time to digest.

0:07:35- More time to process.

0:07:36We were talking backstage, you apparently,

0:07:41there is one back Apple rumor site

0:07:43that you were a fan of.

0:07:45- Well, which is funny, 'cause out of context,

0:07:49it sounds bad, 'cause I shouldn't like any rumor site,

0:07:52but there was a rumor site, and I hope John Moltz

0:07:54still listens to this show.

0:07:56(audience laughing)

0:07:58You guys know what I'm talking about.

0:07:59Crazy Apple Rumor Site was like gospel for us.

0:08:04Phil and I and the rest of the marketing team,

0:08:07we read it every morning with,

0:08:10oh my God, what is he gonna say today?

0:08:13And what I didn't wanna tell you backstage

0:08:14was one of our favorites was, first of all,

0:08:18guys, take yourself back to 2002.

0:08:21And remember, back then we had really one platform, Mac.

0:08:26Right?

0:08:26And so we had a little bit more time

0:08:28to be theatrical in our keynotes.

0:08:31You know, now we're like, get moving, get moving, get moving.

0:08:34And so if you remember, 2002,

0:08:37Steve had a very theatrical goodbye to Mac OS 9.

0:08:42(audience laughing)

0:08:46So as you remember it, it was here at WWDC,

0:08:48back in May, I think it was Mother's Day

0:08:50when we did those things.

0:08:51and right after, and so he had this big scene.

0:08:55He had dry ice in this coffin that razed

0:08:59out of the ground, and you didn't know what's going on.

0:09:04You've got stained glass windows in the back,

0:09:07and church music's playing, and everybody's like,

0:09:10WTF, what's going on?

0:09:12And Steve comes out and quiets the audience

0:09:16and begins to read a eulogy, right,

0:09:19and opens up the coffin, puts a big Mac OS 9 in it,

0:09:23and says his very tearful words he wrote, right,

0:09:28goodbye to Mac OS 9.

0:09:30And beautiful moment, then the coffin lowers back in,

0:09:35and you think it's over until the next day,

0:09:38in which John Moltz wrote the continuation of the story.

0:09:41And for those that may remember,

0:09:43he wrote that Mac OS 9 started reaching back out

0:09:47from the grave saying, "I'm not dead."

0:09:49(audience laughing)

0:09:50And he did a very, as he wrote, just brilliant writing

0:09:53that he did about the, you know, how Mac OS 9

0:09:57was trying to get back out of the coffin

0:09:59and Steve was beating it back down into the coffin.

0:10:01(audience laughing)

0:10:03And what made it even better is every week

0:10:05we had a weekly marketing staff with Steve

0:10:07and we showed Steve this, we're like,

0:10:08this is just priceless, you gotta read this.

0:10:11And so Steve reads it, not just to himself,

0:10:15he reads it out loud.

0:10:17(audience laughing)

0:10:18So for us, it was this continuation of his battle

0:10:22with Mac OS 9 as it's trying to say, I'm not dead yet.

0:10:26And Steve, it was priceless, let's say that.

0:10:30So then, the one last thing,

0:10:32and John Moltz will probably hate us saying this,

0:10:34but Steve goes, that guy's a pretty good writer.

0:10:37And we can always use good writers,

0:10:41and why don't we reach out to him,

0:10:42see if he wants to come work at Apple?

0:10:44So Phil says, I'll write to him,

0:10:46'cause we wrote to him on occasion.

0:10:47So Phil writes to John and says,

0:10:49"Hey, any interest in coming to work at Apple?"

0:10:52He writes back, "Only if I ever got really desperate."

0:10:57(audience laughing)

0:11:00There you go.

0:11:08- All right, one of my jobs is to figure out

0:11:13what order I wanna ask questions.

0:11:15And there was so much stuff announced yesterday

0:11:18that it's a struggle.

0:11:21But I don't want to run short on time talking about the things

0:11:25I'm most interested in.

0:11:26So I'm going to go in that order.

0:11:28And I can't--

0:11:29The show is going to go downhill?

0:11:31Yeah.

0:11:32Wow.

0:11:34But what I thought is--

0:11:35I'm not really interested in the answer to this question.

0:11:37[LAUGHTER]

0:11:39With the head of software engineering

0:11:42right here at our disposal for an hour,

0:11:44I can't think of anything better to talk about than hardware.

0:11:46[LAUGHTER]

0:11:48[APPLAUSE]

0:11:51And you're saying that's what you want to talk about the most?

0:11:55That's what's most interesting to me, Sam.

0:11:59So I need to introduce you to Dan Riccio at some point.

0:12:01How many hardware engineers are in the audience?

0:12:03[CHEERING]

0:12:05How many software engineers are in the audience?

0:12:07[CHEERING]

0:12:08Heck yeah.

0:12:10All right, go ahead.

0:12:11Ask your question.

0:12:12(audience laughing)

0:12:15Two years ago, when two years ago,

0:12:19Apple invited a few of us in to press out

0:12:21for what you called a Mac roundtable,

0:12:23and it sort of laid your road map ahead of us,

0:12:27and sort of acknowledged the,

0:12:31as you called it, the thermal corner

0:12:32you'd painted yourselves in

0:12:33with the previous generation Mac Pro,

0:12:35and here's where we're gonna go.

0:12:36You guys even said we have a Pro iMac coming before that.

0:12:41All of those things have now come to pass.

0:12:43But there was definitely last year

0:12:49when it got to the point where there was a sort of a,

0:12:53"Hey, by the way, that Mac Pro thing we're talking about,

0:12:56"that's not really a 2018 thing, that's a 2019 thing."

0:13:00The reaction from a lot of people I know was sort of,

0:13:03why can't they just make a big tower and poop it out?

0:13:07(audience laughing)

0:13:11- Confusing us with a different computer company.

0:13:14(audience laughing)

0:13:17- The gist of it being, if this is gonna take two years,

0:13:25this better be some fancy friggin' hardware.

0:13:29I think that was answered, I think, you know,

0:13:31where have we been spending our time on this

0:13:33was answered in spades on Monday.

0:13:35I have questions though.

0:13:40(audience laughing)

0:13:42'Cause I'm still not sure I understand it all.

0:13:44So...

0:13:45(sighs)

0:13:46(audience laughing)

0:13:48- You do understand the question.

0:13:49(audience laughing)

0:13:52- This is not like any other computer on Earth.

0:13:56This is a lot of custom engineering.

0:13:59And the MPX module, that's MacPro expansion.

0:14:03Afterburner.

0:14:07Is Afterburner, is that an MPX module?

0:14:10Or that's a different-- - No, no, it's its own card.

0:14:13Programmable ASIC, so can be reprogrammed in milliseconds.

0:14:18- But what does, explain to me what that means

0:14:20by reprogramming it.

0:14:21Like what type of programming software stuff?

0:14:24(laughing)

0:14:26- Jaws revealed to me earlier today

0:14:28that he was a computer engineer in college, so.

0:14:31- A long time ago.

0:14:32Yeah, I mean, you saw what we're using it for right now.

0:14:36it literally can process six billion pixels a second,

0:14:41doing the ProRes and ProRes RAW.

0:14:44It is a burner, hence the name of what actually led to us

0:14:48thinking, let's call it Afterburner.

0:14:49- Yeah, it's essentially programmable hardware.

0:14:51So you're programming these gates so that then,

0:14:53once you have that going, things are going through

0:14:55in virtually dedicated hardware speed.

0:14:57And so that's what enables this ProRes decoding

0:15:01to happen at such staggering speeds.

0:15:02And to offload the rest of the hardware to do everything.

0:15:04- But does that mean that at some point in the future

0:15:07somebody could reprogram it to do something other than--

0:15:09- Absolutely. - Right, so the ProRes

0:15:12working with real size 5K-- - 8K.

0:15:15- 8K. (audience laughing)

0:15:18- Three streams of 8K, John. - Three streams of 8K.

0:15:21The way that this is a great breakthrough

0:15:23for people who work with that sort of video,

0:15:26that's just one thing that you're announcing

0:15:27that it can be done with. - That's right.

0:15:29- All right. - Right, there's more to come.

0:15:32I mean, I'm not gonna be announcing anything with it.

0:15:33(audience laughing)

0:15:35- One could imagine.

0:15:36I can imagine quite a lot.

0:15:38(audience laughing)

0:15:41- And to your point about not being painted

0:15:42in a thermal window, I mean, you saw the stat on this,

0:15:45we literally move 300 cubic feet of air through there

0:15:49a minute.

0:15:50- Yeah, be careful walking by the thing.

0:15:52You're just gonna get completely blown out of your office.

0:15:54- But think about it, that's a pretty good sized room

0:15:56that we can push that entire airflow through in a minute

0:15:59if we need to, and that's what allows us to run this thing

0:16:02at full speed all the time, right?

0:16:04It doesn't have to throttle.

0:16:06- How much are the wheels gonna cost?

0:16:10(audience laughing)

0:16:13- I mean, what really is a perfect wheel worth?

0:16:23(audience laughing)

0:16:26How many do you want?

0:16:27- I mean, yeah.

0:16:28How many do you need?

0:16:30- Well, that's the thing.

0:16:31- I'm imagining that they're very nice wheels.

0:16:33I was really sort of hoping that the hand,

0:16:36if there were wheels in the hands-on area, I missed 'em.

0:16:39I really, I wanted to sit there and--

0:16:41- There was one, and there are installment plans available.

0:16:44(audience laughing)

0:16:47They all save up.

0:16:48- I have been told by a reliable source.

0:16:54- That's, that cuts out.

0:16:58(audience laughing)

0:17:00- It's a stark contrast to the fun stuff.

0:17:02- All right, it's coming out in the fall,

0:17:03and you guys like to keep other stuff secret.

0:17:06You're gonna show, here's a big unveil,

0:17:08but you're not revealing everything.

0:17:09I have been told that the Mac Pro will ship

0:17:12with the most quote, "insane packaging"

0:17:14that Apple has done in a while.

0:17:18- So who's your sort?

0:17:20- Yeah, exactly.

0:17:21(audience laughing)

0:17:23- You'll just have to wait to see, Jon.

0:17:25- Yeah.

0:17:26- But you can imagine, it won't be shitty packaging.

0:17:28(audience laughing)

0:17:31I told this story, and again, maybe I'm just out of touch.

0:17:38I have since been told that there are database servers

0:17:41with massive amounts of RAM, but during the keynote,

0:17:44I was sitting next to someone from Apple,

0:17:49and no, it's Bill Evans from PR, it's no big deal.

0:17:55But when it was announced that you could configure it

0:17:58with up to 1.5 terabytes of memory,

0:18:02I just instantly assumed that it meant storage, like SSD,

0:18:07and I was like, well, 1.5 terabytes isn't even that much.

0:18:09And I said-- (laughing)

0:18:11- Why are people applauding so much?

0:18:12- Yeah, this is a curious reaction.

0:18:15- And I said, he didn't mean RAM, did he?

0:18:18And he goes, yeah, RAM.

0:18:19And I'm like, wait, he said 1.5 terabytes.

0:18:22And he said, just shut up and listen.

0:18:24(audience laughing)

0:18:27But that's serious. - That's a lot of memory.

0:18:28It's a serious amount of memory.

0:18:30- And in my experience, that's just,

0:18:32my youth onward, that's just not how computers tend

0:18:37to evolve.

0:18:38The iMac Pro, which until Monday was the fastest computer

0:18:41you guys have ever had announced,

0:18:44maxes out at 256 gigabytes of RAM,

0:18:48which to me sounds like enough to open some browser tabs.

0:18:51(audience laughing)

0:18:54And so the way computers have always worked in my life

0:18:56is things happen like they double.

0:18:59Or maybe you add another 128 and go to 384.

0:19:02You get these numbers like that.

0:19:03You don't just go from 256 gigabytes to 1.5 terabytes.

0:19:07That seems crazy.

0:19:09This machine is a sports car computer.

0:19:11- Well, and going back to what you said,

0:19:13the conference that we had way back in 2017,

0:19:16we knew we had to create something really special.

0:19:18And that's why this wasn't,

0:19:20if you ever go walking the halls of CES

0:19:22and you see that you can buy these chassis

0:19:23from Taiwan and throw a chip in them and throw an operating

0:19:27system on it, and you're in the computer business.

0:19:29That isn't what we were trying to do.

0:19:30We were going to create something that was going to be

0:19:32really, really special and something we thought was

0:19:35really designed for our pro customers,

0:19:37including the display.

0:19:38That's just nuts in and of itself.

0:19:40So we knew that was going to take some time.

0:19:42Hence why we were trying to set the expectation, not soon.

0:19:47Well, speaking of the display, the Pro Display XDR is

0:19:51gorgeous, it is incredible.

0:19:53It was funny though, doing some of the behind the scenes stuff with the media and getting

0:19:58to see some side by side comparisons with some competing products.

0:20:02They kept calling it the 6K display and I couldn't tell if they were talking about the

0:20:05pixels of the price.

0:20:07I honest to God.

0:20:13I thought, because usually the people from product marketing are very precisely spoken.

0:20:22And I thought, and it was a really good presentation

0:20:25that was really well rehearsed and very,

0:20:27you know, like yeah, I could see the difference.

0:20:29And I was like, I can't believe she keeps calling it

0:20:31the 6K display, like, enough already,

0:20:34stop rubbing my nose.

0:20:35- You just cough by like a thousand times.

0:20:37- Right.

0:20:38(laughing)

0:20:40The matte finish, which you're not really calling

0:20:44a matte finish, you're calling it a nano--

0:20:46- Nano texture.

0:20:47That's because, and you probably got the briefing,

0:20:49and the normal matte that people do,

0:20:52causes this sparkle,

0:20:53or causes this just really weird effect on the screen.

0:20:56And this is a process unlike anybody that's done before,

0:20:58that etches the glass in a way that,

0:21:01if you do the little test and shine a bright light on it,

0:21:03you see that it handles the glare

0:21:06in a way that no one's done before.

0:21:08It's an incredible process that we invented to do that.

0:21:11To make it clear, the standard display

0:21:14has industry-leading anti-reflective coating.

0:21:17so it's wonderful in the base config,

0:21:20but if you really want the matte,

0:21:22the nano texture's just nuts, right?

0:21:25- Yeah, and side by side,

0:21:27I don't know how many people got to see it side by side,

0:21:28but I did, and when you're looking at it straight on

0:21:31with no glare, they look identical.

0:21:34You cannot tell them apart.

0:21:35The color's the same, the brightness is the same.

0:21:37It's remarkable, and then if you angle your head

0:21:38in a way to kind of get like a glare,

0:21:40it is like there is no glare on the matte one.

0:21:43It is really something.

0:21:45- Yeah, it really is a special display.

0:21:47The amount of engineering that went in

0:21:49by our display team is just incredible.

0:21:50Everything from the blue LEDs to how the light

0:21:53is literally shaped, going through the LCD itself.

0:21:58You get a million to one contrast ratio,

0:22:00and as you heard Colleen, didn't Colleen do a great job

0:22:03on stage, by the way?

0:22:04(audience applauding)

0:22:12- It's extreme dynamic range.

0:22:16- I joke about calling it the 6K display.

0:22:18It is expensive.

0:22:20And I think that from what I've seen in the last two days,

0:22:23there's, I think some people are seeing this wrong,

0:22:26or where it fits on the marketplace,

0:22:28that it is not for everybody.

0:22:32It is really truly meant for people who are doing work

0:22:35that demands these insane specs.

0:22:38It's not, you know, like--

0:22:41- Well, you saw the competitive benchmark, right,

0:22:43which is the display that we showed in the keynote.

0:22:45The reference, the gold standard, costs $43,000.

0:22:49And what's amazing about it is you see them

0:22:51in that whole lineup you saw.

0:22:54That reference display can only keep the brightness up

0:22:58on that image for a very short period of time.

0:23:01The more white that's in that image,

0:23:03it actually has a hardware light

0:23:05that stays green when it's at brightness,

0:23:08and within sometimes seconds,

0:23:11it has to go amber to tell you no longer trust this image.

0:23:14And that's the reference display at $43,000.

0:23:16So we've blown that away at just over a tenth the price.

0:23:21- Yeah, and the message, it seems very clear

0:23:25that it really will enable that in a lot of

0:23:28seriously professional Hollywood pipelines,

0:23:30there's only one of those displays at the end of the chain

0:23:33and footage comes out of the camera

0:23:34and starts going process and isn't being looked at

0:23:37even by these pros on a true reference display

0:23:40until it gets to the end and then all of a sudden

0:23:42you're like hey, your shirt's the wrong color.

0:23:43What are you doing?

0:23:44- Totally true, now everybody in the workflow can have one.

0:23:47So we're super proud of the work our engineers did on it,

0:23:51it's incredible.

0:23:52- All right, let's talk software.

0:23:54- All right.

0:23:54(audience laughs)

0:23:56(audience applauds)

0:23:59- Mac OS Catalina, let's just go Mac to Mac,

0:24:05we'll go hardware to software.

0:24:06- Same thing we did in the keynote, by the way.

0:24:09I know I'm gonna misspeak here

0:24:12because the way my brain works,

0:24:14it's like a hashing algorithm.

0:24:16I'm gonna confuse catalyst with Catalina

0:24:19probably every time I say it,

0:24:21but I'll try to keep it straight.

0:24:23I think this is the order you introduced,

0:24:29where you talked about the iTunes

0:24:31and you added a great segment

0:24:32where you went through the history of iTunes

0:24:34and how simple it was in the early days

0:24:36and how it kept taking on more and more weight.

0:24:39And so now we have music, which is just music,

0:24:44but is born from the roots of what we knew as iTunes

0:24:48with the same playlists and stuff like that.

0:24:52- Super fast.

0:24:53- A podcast app, which is written using CataList.

0:24:58- Correct.

0:24:58- And the TV app.

0:25:02- Yep.

0:25:02- Is the TV app a CataList app as well?

0:25:05- No.

0:25:06- Of those three, just podcasts.

0:25:09Of those three, just podcasts.

0:25:12- Yeah.

0:25:13And I will say, I mean I have not installed it,

0:25:16so I can't say that using it does,

0:25:19but getting a demo and seeing it,

0:25:22the podcast app looks like the sibling to the music app.

0:25:27In terms of the concerns that I've had,

0:25:30I know that other people have had,

0:25:31that what we now know as Catalyst

0:25:33wasn't going to let you make apps

0:25:35that look like a real Mac app.

0:25:37- Right.

0:25:38- And I don't think that's true at all.

0:25:40At least in what we see now this year.

0:25:42- Oh sure, no, I mean, CataList certainly,

0:25:44well it's UIKit API, so you've got a UI view

0:25:46instead of an NS view.

0:25:48I mean, it's a fully native framework,

0:25:50and we have an appropriate set of controls,

0:25:52and you can take advantage of all the platform features

0:25:54to build a really distinctive experience.

0:25:56So it's definitely the case that if you

0:25:59just push the Mac button in Interface Builder

0:26:02and build the app, that you're gonna get

0:26:04a some degree of Mac-ification, but it really is

0:26:08for developers to take some care to do the design work

0:26:13to make a great Mac experience, but you don't have

0:26:15to at least rewrite all of your code in order to do that.

0:26:18So you can have one code base and one team

0:26:22who understands one set of frameworks to do that work.

0:26:25But it's a parallel native framework set for the Mac.

0:26:29- Can you, like let's say you have an iOS app

0:26:33and you click the checkbox, add it to Mac,

0:26:37and then you spend some time really Mac-ifying it

0:26:40and doing things that only make sense on the Mac

0:26:42or should be different on the Mac.

0:26:44Can you also call into AppKit?

0:26:48Or if you're a Catalyst app, you're in UIKit,

0:26:52and there's like a boundary.

0:26:54- Yeah, I mean, there's some indirect ways.

0:26:55Like if you have a separate window in the app

0:26:57and you wanna, and that's Inspector Palette

0:26:59or some other part of your app

0:27:01that you wanna use AppKit, you can.

0:27:03You can't blend in the same view hierarchy,

0:27:05both those technologies.

0:27:06They run in the same process today, which is different.

0:27:09As I know some people who've done some tear downs

0:27:11of last year's technology, they ran in.

0:27:13(audience laughing)

0:27:15Thank you.

0:27:16(audience laughing)

0:27:19Now it's one process model,

0:27:22so it's much, much tighter integration,

0:27:24but still, it's not a blended view hierarchy.

0:27:25But if you have different parts of your app,

0:27:26you could write them.

0:27:27- But in loose terms, similar to in the old days

0:27:30when you could have a Cocoa app

0:27:31that called out the carbon APIs in a certain way.

0:27:34- I'm not comfortable with that analogy.

0:27:36(audience laughs)

0:27:39- Design-wise, I'm really happy to see some color

0:27:51coming back into the interface, sidebar items with color.

0:27:56I know design trends, like any kind of fashion,

0:28:01They all go through cycles.

0:28:03But I feel like the monochrome, over-reliance on a

0:28:06monochrome look just kind of got old.

0:28:10I don't know.

0:28:10There's a cheerfulness to all of the OSes that I think came

0:28:14out on Monday that I appreciate.

0:28:17-Oh, good.

0:28:17Yeah, I think there's a tension between deference to

0:28:20the main content of the window and that kind of

0:28:25cheerfulness that you described.

0:28:26And in the case of the media apps, the content in the main

0:28:30part of the window is itself super commanding.

0:28:35And so actually having a colorful sidebar

0:28:38doesn't really compete.

0:28:40The Finder's a little bit of a different case, right?

0:28:42Where the main content of the window,

0:28:43if you have a list view or something,

0:28:45you can really have your attention drawn

0:28:48to a bright sidebar versus the content in the window.

0:28:51But you're right, this is something where I think

0:28:53our experience and our tastes evolve over time.

0:28:55- Yeah.

0:28:58And I feel like there's a nice growing visual symbiosis

0:29:02between iOS and Mac OS.

0:29:04And I know that they haven't--

0:29:08they've looked related for a while.

0:29:09But there's something about this year's releases that, to

0:29:11me, feels a little bit more coherent.

0:29:13And maybe I'm reading into a little bit too much with

0:29:16things like Catalyst and knowing that the podcast app

0:29:19literally shares source code with the iOS version.

0:29:26but they feel like they're of a family in a way that,

0:29:28even more than ever.

0:29:30- Yeah, and I think that's, you know,

0:29:31when we first released the first set of apps

0:29:34that used the Catalyst technology last year,

0:29:36some of the concerns that were voiced by members

0:29:40of the Mac community, such as yourselves,

0:29:42placed a certain amount on the technology

0:29:46that was really some design decisions we'd made.

0:29:49So there's certainly some things

0:29:50that were underlying technology behaviors,

0:29:51but there were other just pure design choices

0:29:53about, you know, sizes of items in the sidebar

0:29:55and where was the search field,

0:29:57and all of those kinds of things

0:29:58that were different design teams

0:30:00kind of pushing the bounds of what is the right future

0:30:05for a media-oriented design on the Mac.

0:30:08And some people said, oh my gosh, there's this new app,

0:30:10it has this new design, oh, and it's built

0:30:12using this technology, that must be a byproduct

0:30:14of the technology.

0:30:15In fact, those were design decisions.

0:30:17And I think we're finding our balance now,

0:30:19pulling back in a couple areas there,

0:30:21and the underlying technology is much refined now this year.

0:30:25And they really are true Mac apps.

0:30:30You don't have to distribute them through the Mac App Store.

0:30:33Same rules as--

0:30:35- Yeah, yeah, that's an implementation choice.

0:30:36Which frameworks you want to use to build your app is

0:30:40really just an implementation detail as far as the platform

0:30:43is concerned.

0:30:44- If you want a note, I believe it was you.

0:30:46But see, I think you scared people on Stage Monday.

0:30:52Because you introduced Cat.

0:30:55And then you said, we look forward to seeing your great

0:30:58apps in the Mac App Store.

0:30:59And I feel like--

0:31:01- We always got to say that story.

0:31:01- I know, right.

0:31:02[LAUGHTER]

0:31:06- And we do.

0:31:07We look forward to seeing your great apps in the Mac App

0:31:09Store.

0:31:09- But the paranoid among us think, oh, god, they're going

0:31:11to make us go to the Mac App Store.

0:31:13But that's not the case.

0:31:14- No, yeah.

0:31:15Come on.

0:31:15Trust us.

0:31:16Jeez.

0:31:16[LAUGHTER]

0:31:17- Who's this?

0:31:20Another really cool, just in seeing it in person

0:31:25and playing with it, it just seems impossibly

0:31:30low latency as sidecar.

0:31:33This is the new feature where you can go up

0:31:36to your display menu on your Mac,

0:31:38and if you have an iPad tied to your iCloud account,

0:31:42it'll show up as a target, and you can select it,

0:31:44the iPad will spring to life and show up

0:31:46as a second display on your Mac.

0:31:50wired or wirelessly with extremely low latency

0:31:54and it lets you use the pencil as an input

0:31:56in any Mac app that already supports

0:31:58the long-standing tablet.

0:32:00- Drawing tablet, yeah.

0:32:02- Yeah.

0:32:03- We agree, it's awesome.

0:32:11(audience laughs)

0:32:12- No argument here.

0:32:13- There's some interesting decisions there

0:32:17where on the Sidecar interface at the bottom,

0:32:20what you get is a virtual,

0:32:23the same buttons you would get

0:32:26if you were getting a touch bar,

0:32:28even if you're running it on a Mac without a touch bar.

0:32:31- That's right. - Right.

0:32:32So whatever your app would have on the touch bar,

0:32:35you have all along the bottom of the iPad app,

0:32:39of the iPad for Sidecar, and then on the left side,

0:32:42you have buttons you can use

0:32:44for the command control option shift

0:32:46so that you can, if you shift to select multiple items,

0:32:50just hold it with your thumb,

0:32:52drag a couple things, select, select, select,

0:32:54and you're doing this.

0:32:55But the main area of the screen is not a touch screen.

0:32:59It is, it takes pencil input,

0:33:01and you can use your mouse or your trackpad

0:33:03and move the mouse over,

0:33:04but you really are using it as a Mac display,

0:33:07not as a touch Mac.

0:33:10- Yeah, completely.

0:33:11I mean, we don't think you take

0:33:12an arbitrary Mac user interface with feature sizes

0:33:16and so forth that were optimized for really precise input

0:33:18like a mouse and throw it on a touchscreen,

0:33:21that you're gonna get a great experience there.

0:33:23So we're making clear that your Mac app is to be used

0:33:27like a Mac app, and yeah, if you have a pencil,

0:33:29that's a really precise instrument and you can use that.

0:33:32And we really, I mean, it worked out super well

0:33:36that we have so many apps, including a lot of pro apps,

0:33:38that do take advantage of the touch bar

0:33:41to provide the set of controls they thought

0:33:43were really useful for a given context in the app,

0:33:46that we could put that same implementation

0:33:49that the app has done, we could channel

0:33:52right onto your sidecar display.

0:33:54And this is on systems like iMacs and the new Mac Pro

0:33:59where, yeah, you don't have a touch bar,

0:34:01but you take advantage of the developer's work there

0:34:03in a context that makes a ton of sense.

0:34:05It works really well.

0:34:05- Yeah, it's really very impressive, speed-wise.

0:34:08I like it.

0:34:11A huge feature to me, and it just is near and dear to my heart,

0:34:15is on the accessibility angle, the--

0:34:19- Voice control.

0:34:21- Apple has done such a great job with accessibility

0:34:23for as long as I can remember, and the current version

0:34:26of Mac OS and iOS lead the industry in accessibility

0:34:29in more ways than we even have time to delineate,

0:34:32but the new voice control stuff--

0:34:35[APPLAUSE]

0:34:38(audience applauding)

0:34:41I wasn't at the State of the Union.

0:34:46I was busy with other meetings,

0:34:49but I heard that there were on-stage demos

0:34:51of the voice controls live in the State of the Union,

0:34:54and they taunted the demo gods and survived.

0:34:58- Well, there was, I mean, the stage environment

0:35:01is a tough one for voice with reverb

0:35:03and the speakers and all of that,

0:35:05and so there was one word, I think it was like send

0:35:07or something that was really tough on the mics there.

0:35:12But it works phenomenally well, and I can say we,

0:35:16a few months ago we had a com meeting

0:35:18for the whole software organization,

0:35:22and someone came out to demonstrate

0:35:27the use of voice control, and I'm sort of backstage,

0:35:31ready to come back out.

0:35:33And I mean, there are friggin' tears in my eyes.

0:35:35I mean, it's one of those technologies,

0:35:37you just see it used, and not only are you just

0:35:41amazed by it, but also just realizing

0:35:45what it can mean to so many people.

0:35:47And thinking about the passion that went into the members

0:35:52of the accessibility team, and the Siri team,

0:35:56and everyone who pulled that together,

0:35:58it's just awesome.

0:36:01I mean, this is some of the most touching things we do.

0:36:06And so, yeah, I was so happy we were able

0:36:10to really properly show it to the rest of the world

0:36:14in a way that I think conveyed how much it can mean.

0:36:16- Yeah, and the movie featured a gentleman

0:36:20who obviously has some motor skill deficiencies

0:36:23or limits, however you wanna say it.

0:36:26But my interesting thing is he actually,

0:36:29it wasn't just that you made a movie of him using it.

0:36:31He was actually somebody who you guys consulted with

0:36:34and studied and took feedback from.

0:36:37And he'd say, yeah, but it would be better if this.

0:36:39And it's like, oh, yeah, we could-- all right.

0:36:41- Absolutely.

0:36:42Yeah, and members of our accessibility team,

0:36:46both on the core engineering and QA team and usability team,

0:36:55have themselves a wide range of abilities.

0:36:58And so we're living this in-house as well.

0:37:03And so these technologies really impact people

0:37:05at Apple who are literally working on the project.

0:37:08One of the demos I saw was on the Mac.

0:37:11And part of the great thing about this accessibility story

0:37:13with voice control is--

0:37:14It's on iOS.

0:37:15It is on iOS, too.

0:37:16And I think that's great.

0:37:17And it fits in with this theme I'm

0:37:20trying to have, a recurring theme here.

0:37:24But I feel like this is one of those things where--

0:37:27Even dark mode, dark mode was a last year on the Mac,

0:37:30now it's this year on iOS.

0:37:31This accessibility thing, here it is,

0:37:33they're both on the same day,

0:37:34and it's clearly the same team is making it,

0:37:39'cause you do it the same way.

0:37:41So for however different Mac and iOS input is,

0:37:45using a mouse and keyboard or using a touchscreen,

0:37:47this accessibility stuff is the same,

0:37:49and so developers who can do it on the one platform

0:37:53can transfer that expertise to the other platform

0:37:56and be accessible there in the same way.

0:37:57- That's right, and you'd be, I mean, this theme,

0:37:59you're not so subtly setting as a subtext for us all.

0:38:03(audience laughing)

0:38:05It is, certainly, I mean, if you look at the beginnings

0:38:08of iOS, at the time the iPhone was launched,

0:38:13I mean, getting anything like the core components

0:38:18of macOS to run on that hardware, I mean,

0:38:20it would strip everything out.

0:38:21You could minimize and build, you know,

0:38:24really optimized pieces to just do

0:38:27what was essential for the phone.

0:38:29But over time, the capabilities of iOS hardware

0:38:33have absolutely become PC class in many ways.

0:38:38And so over time, and this has been a many, many year trend,

0:38:41we've been able to share more and more and more

0:38:44common technology.

0:38:45And that meant both taking some of those great ideas

0:38:46from iOS, bringing them to underlying frameworks

0:38:48of the Mac, but taking some of the power

0:38:50of Mac capabilities, putting them in the underpinnings.

0:38:52And then as you move as high as Catalyst,

0:38:54You see incredible levels of sharing

0:38:56between these frameworks.

0:38:57And that's mirrored what's happened in our organization.

0:38:59So we have one accessibility team and one team

0:39:02working on voice recognition and these technologies.

0:39:06And so now when we build something like this,

0:39:08we can do one really great focused version

0:39:11and bring it to both platforms.

0:39:13There are cases like dark mode where--

0:39:15- All three platforms.

0:39:17(laughing)

0:39:18- You're right.

0:39:19(laughing)

0:39:20You're right.

0:39:21Thank you, Jaws.

0:39:22Very helpful.

0:39:23(laughing)

0:39:24- This is why we have you here.

0:39:25(laughing)

0:39:28Absolutely, absolutely.

0:39:30Yeah, so we're able to share all this technology

0:39:35and it's great to then have an organization

0:39:38that builds something like that and can do that.

0:39:41But when it comes to something like Dark Mode on Mojave,

0:39:44that was a case where having,

0:39:47there are a lot of apps that are distinct to Mojave

0:39:50and distinct to iOS,

0:39:52And being able to have one team,

0:39:54one OS blaze the trail,

0:39:55develop a lot of the patterns and technologies,

0:39:58UI style, et cetera,

0:39:59and then be able to just follow on with what worked on iOS

0:40:03was a great strategy for us this time.

0:40:05- I saw a great demo of somebody using the voice control

0:40:10in the Maps app on a Mac.

0:40:12And they turn on the grid,

0:40:13and then they're showing a map,

0:40:14and there's grid 16 zoom,

0:40:18and then it zooms, and then grid 23 zoom.

0:40:21And all I could think of was Blade Runner.

0:40:24It is--

0:40:24[LAUGHTER]

0:40:26Like, I want to be able to set Enhance as a synonym for Zoom.

0:40:31[LAUGHTER]

0:40:35And it's working-- if anything, it's

0:40:37working faster than Blade Runner,

0:40:39because Blade Runner kind of made it like--

0:40:41You didn't have an A12.

0:40:42Yeah.

0:40:42[LAUGHTER]

0:40:44It was so slow because they wanted

0:40:46you to see how cool it was.

0:40:47And instead, it's like, the map is zooming up.

0:40:49I was like, this is amazing.

0:40:51I was a kid and I thought, man, I hope I live to see something like this.

0:40:53Your life is complete now.

0:40:55We live in interesting times.

0:40:57This Swift UI is...

0:41:06Going into the show, JAWS wasn't sure you guys were going to like it.

0:41:18(laughing)

0:41:21- Wasn't sure it was right to end the show,

0:41:25but boy it did pretty well.

0:41:26- Now is as good a time as any to talk about it

0:41:31after the Mac stuff I had,

0:41:33but one of the fascinating things about it is

0:41:36it goes to four platforms, because it's Mac,

0:41:42it is iPad, it's all, five, TV, all of them, everyone.

0:41:45TV, watch, iPad, phone.

0:41:49- And the first truly native framework for the watch.

0:41:51- Right, which is a huge deal.

0:41:53(audience applauding)

0:41:56God bless watch kit, but.

0:42:00(laughing)

0:42:02- We'll need to do one of those things

0:42:03with the coffin, I think.

0:42:04(laughing)

0:42:06- Very small coffin. - Very little coffin.

0:42:08(laughing)

0:42:10- Where's Moltz when you need him?

0:42:13(audience laughing)

0:42:17But this, so it, being a native framework for watchOS,

0:42:22are you guys already using it for watch apps

0:42:25that you are making?

0:42:26- Yeah.

0:42:27- Like some of the new ones, like?

0:42:28- A calculator would be a good example.

0:42:30There are actually several on the system.

0:42:32I think we rewrote an app or two,

0:42:35and then the new things, I think we generally did them in,

0:42:39which, you know, that's a trailblazing team,

0:42:41because it was certainly a moving target.

0:42:45Well, we've been working on it for years,

0:42:48but as you get late in the game,

0:42:50we start doing a lot of things to make it just right,

0:42:53and that team was agile in adapting to the framework.

0:42:57(audience laughing)

0:42:58- One thing I've heard from my friends who are developers

0:43:01for years is that from the outside,

0:43:05it's third-party developers,

0:43:07it shows which APIs you guys are using yourselves

0:43:12and which ones you're not.

0:43:13And maybe, 'cause developers like to complain,

0:43:15so maybe it's just one pet framework

0:43:17that's a little weak or something,

0:43:18but that's, it's something developers talk about.

0:43:21And with the watchOS, the technical limitations

0:43:26of the original Apple Watch and even,

0:43:30it's certainly gotten, the hardware's improved dramatically

0:43:33in just five years.

0:43:36It's understandable why WatchKit was not really a

0:43:41native framework and that you guys were writing native apps

0:43:46at a technical level.

0:43:46But I think that in terms of really letting the platform

0:43:50blossom, having you guys using the same thing that the

0:43:53developers get to use is going to really enable third party

0:43:56watches apps to really become something.

0:43:59I think that's right.

0:44:00I mean, there's nothing like the internal feedback loop of

0:44:04your own engineering teams as you're developing

0:44:07the framework saying, this isn't working for me,

0:44:09this doesn't perform well, I can't achieve

0:44:11what I need to achieve.

0:44:12Having that strong voice in the process

0:44:15and having any limitations of anything

0:44:18that we're in the process of building stand in the way

0:44:20of an internal, a strong internal voice,

0:44:23it makes the frameworks better.

0:44:24And that certainly is what we aspire to do.

0:44:27There have been a few cases in our history

0:44:29where that hasn't been it and I think you're right

0:44:32to observe that we do our best work

0:44:34when it's work we live on.

0:44:36- And for watching, you watch independent apps now,

0:44:38you have the app store on your watch.

0:44:41(audience applauding)

0:44:45- Yeah, which definitely, and again, it's understandable,

0:44:48and the analogy was even made on stage

0:44:51to iPods and even the early iPhone that you,

0:44:55I remember when I got my first iPhone

0:44:56and you took it out of the box

0:44:57and then you'd have to hook it up to iTunes

0:45:00and wait for AT&T that night to activate your phone.

0:45:04And I sat there all night long waiting

0:45:06for this beautiful device to say something

0:45:09other than waiting for activation, which

0:45:11went through my Mac.

0:45:14But it's bootstrapping, right?

0:45:15That's right.

0:45:17And now the watch is taking those same steps, where now

0:45:20you've got your own app store.

0:45:21I looked at the app store, and I know it sounded a little crazy.

0:45:26But it works.

0:45:28Yeah.

0:45:29- It does?

0:45:30- I hope so.

0:45:31That is horrible if we let that on stage.

0:45:35- I mean it works.

0:45:37- That's high praise, John, that's high praise.

0:45:41- There's another cool feature,

0:45:44I don't think this made it into the keynote.

0:45:47I guess I'm skipping all over the place here

0:45:48'cause I wanna go back to Swift UI,

0:45:49but the other cool thing in the watch that I saw

0:45:52was that now there's a Safari view.

0:45:55And again you think, what?

0:45:57But it goes right to reader mode

0:46:01and just gives you a plain text version of a website

0:46:04right on your watch, which is really kind of useful.

0:46:08- Totally.

0:46:09Yeah, and I mean--

0:46:12- Wouldn't read The New Yorker that way.

0:46:15- No, no.

0:46:15But I mean, the Safari team has been really creative

0:46:19and pushing on this, actually for a couple of years,

0:46:24different contexts in which we can apply their technologies

0:46:27and things that we built for other reasons

0:46:29like reader mode, suddenly that opens doors

0:46:32to experiences that make sense on the watch.

0:46:34So yeah, I think it can be really useful

0:46:37for a lot of scenarios.

0:46:39- All right, so is there something technical

0:46:43about SwiftUI that makes it more efficient

0:46:47or something that justifies it being open to developers

0:46:53to write native apps, or is it just sort of,

0:46:56this is the future, we're really proud of this work,

0:46:59we don't wanna have baggage, let's just start

0:47:01with this new thing with our first native framework

0:47:04for developers?

0:47:05- I would say actually there's a blend of that.

0:47:11The fact that SwiftUI is a fundamentally declarative way

0:47:14of writing UI puts the underlying framework

0:47:17in much better control over the how.

0:47:20You specify the what you want,

0:47:22And the framework does a ton to figure out how that happens.

0:47:25It orchestrates all the animations for you.

0:47:27So when it comes to the efficiency of what we can do,

0:47:30it gives us a lot more knobs to deliver a great experience

0:47:33than if you just have pure UI kit.

0:47:38And then there's also that it was able to give us a context

0:47:42to just lay out the pieces of a UI framework that made sense

0:47:46on the watch, rather than there's quite a bit of UI kit,

0:47:50which under the hood is what we were using

0:47:52sort of an adapted version of on the watch

0:47:54that really weren't appropriate to be public

0:47:57and this lets us set this beautiful green field for it.

0:48:02So I think both those factors conspired.

0:48:04And then the fact is also that when we first engineered

0:48:09watch kit, the hardware of the watch,

0:48:14the efficiency of the processor on the watch,

0:48:16the nature of what we could computationally even allow

0:48:19to get you through the day was extremely constrained.

0:48:24And so WatchKit was appropriately conservative

0:48:28for us to not create an interface where almost certainly

0:48:32an app that was even just mildly misbehaved

0:48:34could mean it's noon and your watch isn't working anymore.

0:48:39And the hardware's come a long, long way.

0:48:40And that always, as the hardware becomes more capable,

0:48:44that opens up all kinds of doors for us on the software side

0:48:46and to put more tools in the hands of developers.

0:48:49SwiftUI feels like the sort of thing that in years past,

0:48:52or maybe if just everything hadn't come together

0:48:55and there was fewer other things to announce,

0:48:58like if the Mac Pro hadn't been ready yet,

0:49:00or if the Mac Pro had been ready six months ago

0:49:01and had already been out,

0:49:03and there was more room in the keynote.

0:49:04It just feels like SwiftUI, even in the keynote,

0:49:06not even going to State of Union

0:49:08and really getting into the tech

0:49:09that you can show at the State of the Union,

0:49:11really could have taken up more time.

0:49:13This feels like such a big deal to me.

0:49:15I believe your introduction, you said,

0:49:17SwiftUI you were talking about, where you said,

0:49:20these sort of transformations in the way developers work

0:49:23only come about every 20 years?

0:49:25- 20, 30 years. - 20, 30 years.

0:49:27- Truly generational, I mean, yeah.

0:49:28I mean, C was sort of late '60s, early '70s.

0:49:33Objective C was the '80s.

0:49:36And a lot of us are writing code in a language

0:49:39that was created in the '80s.

0:49:42And those technologies, the arc is extremely long

0:49:46because you end up building frameworks

0:49:49that take advantage of the paradigms

0:49:53that those languages allow.

0:49:56You build a whole ecosystem of technologies

0:49:59that go around it, and they have incredible staying power.

0:50:02And so for us, making a decision to go down the road

0:50:06we went down with Swift, this wasn't a little trivial,

0:50:09hey, here's a little thing on the side.

0:50:11This has been a long-term strategy for us.

0:50:14And the implications are sure, you introduce a new language

0:50:17and initially, you wanna make sure it fits in

0:50:19with what's there.

0:50:21Over time, you wanna take advantage of it

0:50:23to be everything it can be.

0:50:25And SwiftUI gave us, is really that step

0:50:29and that evolution.

0:50:30I mean, we do see the future of Swift

0:50:32and the set of frameworks that will evolve

0:50:34based on the strengths of Swift

0:50:36to be a generational kind of development for us.

0:50:41And to have the confluence of some great ideas

0:50:46about how to build a declarative UI framework,

0:50:51some of which have roots even going back

0:50:54as far as things we did at Next many, many, many years ago,

0:50:57to having control of a language so you could actually do

0:51:01an extremely concise and expressive declarative syntax

0:51:05for expressing these things,

0:51:07to having awesome control of the developer tools

0:51:10so that you can have an interactive experience.

0:51:12I mean, it takes all of that coming together

0:51:14to create, I think, what has all of us excited about SwiftUI.

0:51:18[APPLAUSE]

0:51:24I mentioned earlier, talking about icons,

0:51:30that fashion trends change over years.

0:51:32But other development trends change, too.

0:51:36like when Mac OS X was being birthed after the next reunification in the late 90s,

0:51:44the whole industry caught like a mania for XML, right?

0:51:50And you know, people don't, in hindsight, people are like, you know, that's ugly.

0:51:55Right? Yeah. And you know, and there's other things over the years, you know, and

0:52:00when computers were much slower in the 80s, there was a reason to use binary

0:52:03formats for files that maybe you shouldn't have.

0:52:06But I feel like we collectively have come back around to the

0:52:10beauty of plain text.

0:52:12And the readability of--

0:52:17I'm not a Swift programmer, but I can look at the examples

0:52:20of SwiftUI, and I see exactly what it says.

0:52:23It says dot color or color equals dot blue.

0:52:26It's very, very readable and concise.

0:52:29The conciseness helps too.

0:52:31- Yeah, and I view our APIs and the syntaxes of our language

0:52:35to be every bit the design exercise of a user interface.

0:52:40The way you're gonna express yourself in code

0:52:42should be as refined and thought out

0:52:45as anything else that you're gonna interact with.

0:52:48And code is read much more than it's written.

0:52:52If you can express something concisely and clearly,

0:52:56the next person to look at it's gonna understand it,

0:52:58it's easier for you to maintain and evolve.

0:53:01But doing that well requires not shoehorning

0:53:05a concept on a language that never anticipated it,

0:53:08but having the language and the concept co-evolve.

0:53:11And that's what we were able to achieve.

0:53:13-One of the fun things at the keynote

0:53:16is when there's something-- the WWC keynote in particular--

0:53:19is when there's something that the developers get.

0:53:22Sometimes they call it the back of the room.

0:53:24Right?

0:53:24In the back of the room, it rubs.

0:53:26In the front of the room, it's just like, what?

0:53:28And one of the--

0:53:29-Game controllers?

0:53:31- There you go, yeah.

0:53:32(audience cheering)

0:53:35- You're jumping ahead here.

0:53:38- That to me was the hidden gem.

0:53:40It's like, wow, the back of the room loves it.

0:53:42- I was backstage ready to come out,

0:53:45and I'm like, man, I hope the game controller

0:53:47isn't what takes the day.

0:53:49I go out and you do SwiftUI, and they're like,

0:53:52well, not quite as much as connecting my old game controller.

0:53:56(audience laughing)

0:53:59- Well, that was, and it was well ordered,

0:54:01because it was, we have two,

0:54:03we're proud to announce we have two support

0:54:05for two very popular game controllers,

0:54:07and everybody was like, "Mm, game controllers."

0:54:09(laughing)

0:54:11And then the first one's Xbox, and people applauded,

0:54:14but then, like, the applause started rising already,

0:54:17'cause they're like, "Wait, no."

0:54:19- What can number two be?

0:54:20- Right, and then when they said PS4,

0:54:22the room truly erupted.

0:54:24(cheering)

0:54:26I mean, no offense to our friends at Microsoft,

0:54:29but it really seems like this is a PlayStation crowd.

0:54:32- I think people were happy with both of them, John.

0:54:35(audience laughing)

0:54:37- Both of our valued partners were appreciated

0:54:40by our audience.

0:54:41- One last semi-technical question about SwiftUI is,

0:54:50it sounds to me from what I've read

0:54:55and what people have dug into it is definitely

0:55:00way more significant.

0:55:01It's not a thin wrapper around UIKit and AppKit.

0:55:04But it might, in some places, fall back.

0:55:09And that the, more or less, the implementation details

0:55:11of views are internal, and developers don't have

0:55:16to worry about it, just follow the API.

0:55:18And behind the scenes, maybe it'll fall back

0:55:21to UIKit or AppKit, maybe it'll be something new

0:55:24that's implemented right in SwiftUI.

0:55:26Don't worry about it, it's a black box.

0:55:28- That's right, because a lot of times

0:55:30you end up having to use views in the past

0:55:32to achieve layout grouping and so forth.

0:55:35And then you're getting overhead you don't really need.

0:55:38Other cases you have views that make a ton of sense

0:55:41from a control point of view, and so SwiftUI's able

0:55:44to make that choice in a way that does

0:55:47the most efficient thing but gives you

0:55:48all the capability you need.

0:55:49And it certainly was a goal, a hard goal from the outset

0:55:54that we know our developers have an investment

0:55:58in custom controls they've created.

0:56:00They want to be able to build Swift UI around a control they

0:56:05have.

0:56:06They want to be able potentially to create a component in Swift

0:56:09UI that fits inside the context of an app that

0:56:12has a traditional app kit or UI kit view hierarchy.

0:56:17And so making those worlds completely interoperate

0:56:22was critical.

0:56:23and that's gonna make it really easy to adopt.

0:56:24And it also means all the frameworks we've built

0:56:28and you've built become accessible in this world.

0:56:31So if you've gone through the really excellent

0:56:33SwiftUI tutorials that, yeah, isn't that,

0:56:36I think that the doc team, I mean,

0:56:38they knocked it out of the park on this.

0:56:42And if you go through that, at one point,

0:56:44they're like, hey, let's use a map.

0:56:45Like, let's use MapKit, right?

0:56:47There's no custom work that we did

0:56:49to integrate MapKit into SwiftUI,

0:56:52but it's nearly effortless for you to take that existing

0:56:55massive investment in this UI kit control

0:56:58and incorporate it into a Swift UI app.

0:57:01So I think that's gonna be huge for everyone

0:57:03who wants to adopt the technology.

0:57:05Yeah, heck yeah.

0:57:06- The other big, like back of the room applause moment

0:57:11was during the demo when it was shown that you,

0:57:15how easy it is to get the UI you're working on

0:57:18running on an actual device.

0:57:20- Oh yeah.

0:57:21and you just select the word gray and type B-L-U-E

0:57:25and on the phone, the button changes from gray to blue.

0:57:28Like the back of the room erupted

0:57:30and the front of them was like, what?

0:57:32(laughing)

0:57:33Of course it changed to blue, he typed blue.

0:57:35(laughing)

0:57:38- Was I that obvious?

0:57:41- Yeah.

0:57:42(laughing)

0:57:44It's like you had to have experience going through

0:57:47the build, install, launch cycle,

0:57:52and then you realize, you know, like,

0:57:55and especially in the earlier days of iOS development,

0:57:57when everything was a little slower,

0:57:58computers were slower, and Xcode was slower,

0:58:00and the transfer might have been a little slower,

0:58:02and the phones were slower, and then you're like,

0:58:04ah shit, I was supposed to change the color to blue,

0:58:06I forgot, right?

0:58:08- One of my coworkers was saying, she talked to her,

0:58:13her mom and her mom and dad had sat down

0:58:15and watched the keynote and she's talking to her mom

0:58:18and her mom says, there was this point when dad

0:58:20just kept yelling at the TV, oh my god, oh my god.

0:58:23(audience laughing)

0:58:24She's like, I'm not sure what was happening,

0:58:26but it really seemed to speak to him

0:58:28and he was an engineer.

0:58:29So yes, there are things that if you've ever gone

0:58:34through the normal cycle, you realize that if you can

0:58:37iterate that fast, that you're just going to pursue

0:58:41more ideas, you're gonna try more things,

0:58:43you're gonna end up with a better result, right?

0:58:46You're gonna be more creative.

0:58:47And so accelerating that cycle is so important.

0:58:51And that really did take the work between the compiler team,

0:58:54the IDE team, the whole, the language,

0:58:56the way the frameworks work to achieve what in the end

0:58:59should feel, oh yeah, it should work that way.

0:59:01Right, but I gotta say, as we did preview this

0:59:05for some members of the front of the room internally,

0:59:10- I think there was a degree as we're going through it,

0:59:13except for Jaws, of nodding.

0:59:15(laughing)

0:59:16Because they're, like you said,

0:59:18they're looking at the code and they're going,

0:59:19I think for the first time I understand

0:59:23what looks like code.

0:59:24That was a good sign.

0:59:25- Right.

0:59:26(laughing)

0:59:27- I think I know how I could change that to red.

0:59:29- Yeah, exactly.

0:59:31We can do that.

0:59:32(laughing)

0:59:37- Well, I'm so happy that this shipped.

0:59:40I was asked earlier today,

0:59:41what is my favorite announcement so far?

0:59:44I'm not even a developer.

0:59:45I just think it's very cool.

0:59:46I can't wait to dig into it.

0:59:47I think SwiftUI is my favorite software.

0:59:49- All right.

0:59:50I really am.

0:59:51(audience applauding)

0:59:54- So, tvOS has multi-user support now.

1:00:01- Yep.

1:00:02(audience cheering)

1:00:05At a new control center,

1:00:06which is how you change users.

1:00:09- Are there-- - Support for PlayStation

1:00:10game controllers.

1:00:11(audience laughing)

1:00:13- Are there any other platforms that you think

1:00:15could use multi-users?

1:00:16(audience cheering)

1:00:19- Is the TV not enough for you, John?

1:00:25- Yeah, geez.

1:00:26None that I can think of. - The TV's meant for it,

1:00:28right, you sit in a family, you sit in a couch,

1:00:30you have different people who use that same TV commodity.

1:00:32Perfect.

1:00:33- Everyone should buy their own devices.

1:00:35[LAUGHTER]

1:00:40Yeah, I'm trying to think what other devices families might

1:00:42have in their living room that other people use.

1:00:45I'm drawing a blank.

1:00:48Me too.

1:00:49You can do multi-user with iPad and education.

1:00:51Don't forget that.

1:00:52It actually works great.

1:00:54I see Michael Chaw in the crowd cheering.

1:00:56[LAUGHTER]

1:01:03Is it a coincidence?

1:01:04Is it a coincidental timing that this is the year

1:01:06where you support Xbox and PlayStation game controllers

1:01:09and it's also the year when Apple Arcade

1:01:11is coming and evolving?

1:01:13- It's probably, I mean.

1:01:15- You're saying it's that coincidental?

1:01:17- No, I think it makes a lot of sense, yeah.

1:01:19(audience laughing)

1:01:22These things don't happen on accident.

1:01:24There are a lot of games that are gonna play great

1:01:27with a controller.

1:01:29I think we wanna make sure we have two of the best.

1:01:31- I think we can fly that heavily by saying Apple Arcade

1:01:32and here's some new game controllers.

1:01:34It was like we connected those two concepts.

1:01:36- Yeah, we tried our best.

1:01:37(audience laughing)

1:01:38- I mean, that was marketing.

1:01:39- I was gonna say we're moving fast, but that's tip-fire.

1:01:42(audience laughing)

1:01:43You know, to that point, you know, we,

1:01:45I'm gonna say a little bit, you know,

1:01:46it's gonna embarrass him.

1:01:48To your point of we could spend longer on these things,

1:01:50we could spend longer on everything, right?

1:01:52When we first put these keynotes together,

1:01:54they're about three hours.

1:01:56And there's another company in our neighborhood

1:01:58who tried that a couple times.

1:01:59It doesn't go to overwhelm, right?

1:02:00So we try to keep it around 215, give or take,

1:02:03which we've run the last few years at,

1:02:05and we figure that's as long as we can go.

1:02:06So we run things down to the minute.

1:02:08So when we're creating slides,

1:02:09we have to figure out how many, roughly,

1:02:11slides can we create so we get in the ballpark

1:02:13of knowing how much time.

1:02:15So what our MarCom team has done a brilliant job of

1:02:17is they have mapped every presenter over the years

1:02:22and how many slides they can do a minute.

1:02:25(audience laughing)

1:02:27- It's like a baseball card.

1:02:28- It's like a, so I won't out the slower people,

1:02:31but the fastest one by far.

1:02:33(audience laughing and applauding)

1:02:37But I give him a little bit of grief

1:02:42because in his prime, Craig could do nine slides a minute.

1:02:46He slowed down to about seven slides a minute.

1:02:48(audience laughing)

1:02:49As he's getting a little older,

1:02:51but I think he still does a pretty good job.

1:02:52(audience laughing and applauding)

1:02:55- I feel like you guys have been holding me back lately.

1:02:58We get out of rehearsal like we did not see the image

1:03:00on the screen.

1:03:01(laughing)

1:03:02You can't just yell a word and push next.

1:03:04(laughing)

1:03:06- Yeah, actually he does, I think we'd all agree,

1:03:08he does a brilliant job up there.

1:03:09- Oh, definitely.

1:03:10(cheering)

1:03:12- [Man] Nailed it.

1:03:18(laughing)

1:03:21- Dude, do you guys, I don't know why I never asked this,

1:03:24but do you guys click the slides yourselves?

1:03:27Like, I know you always--

1:03:28(laughing)

1:03:29- That's that thing I'm doing.

1:03:31Yeah, I mean you have to, right?

1:03:33I mean it would be freaky to have someone else do it.

1:03:35- That did happen in rehearsal at one point.

1:03:38- Oh yeah, we had something where we're out there

1:03:40and then someone backstage is like pushing the button.

1:03:42- Tim is like what is going on with my slides

1:03:43or moving forward and after rehearsal Kevin Lynch admitted

1:03:48he was backstage playing with the clicker.

1:03:50- What does this thing do?

1:03:51(laughing)

1:03:53- They are live clickers, yes.

1:03:54(laughing)

1:03:57[LAUGHTER]

1:04:00All right, let's go.

1:04:01iOS 13.

1:04:04What can you tell me about this new packaging format that

1:04:07makes downloads smaller?

1:04:09Like, I kind of could get so that you could do something on

1:04:12the server side and take out resources.

1:04:13Like, if you're running on a 2x Retina device, you could

1:04:16take out 3x resources or something and do something.

1:04:20But that app's launched twice as fast?

1:04:22Yeah, isn't that crazy?

1:04:23That was quite a discovery for us.

1:04:24[LAUGHTER]

1:04:26Sometimes you just stumble into something and you take it.

1:04:29Just kidding.

1:04:33It turns out that over time, in terms of the way the apps were

1:04:44encrypted and the way FairPlay worked and so forth, the

1:04:47encryption became part of the critical path, actually, of

1:04:52launching the apps.

1:04:53I mean, the processors are capable of ripping through the

1:04:55thing that actually was a problem.

1:04:58And then there are other optimizations that, based on

1:05:01what was visible to the system at certain points, we couldn't

1:05:05pre-bind certain things.

1:05:06And so it actually cut out optimization opportunities.

1:05:10And so when we really identified that opportunity,

1:05:14we said, OK, well, we can actually come up with a better

1:05:16format that's going to eliminate that being on the

1:05:18critical path.

1:05:19It's going to enable all these pre-binding things.

1:05:22And then we did a whole bunch of other work to optimize the

1:05:24Objective-C runtime to optimize the linker,

1:05:27the dynamic linker, a bunch of other things.

1:05:29And you put it all together and yeah,

1:05:31I mean the cold launch, we've never had a win like this

1:05:34to launch time in a single release.

1:05:37And so it's fantastic.

1:05:39I can't wait for those videos where people do this.

1:05:41(audience laughing)

1:05:43Like that defines the performance of a phone, right?

1:05:45They're like watch this, this is what you do all day.

1:05:47(audience laughing)

1:05:49Okay, we'll win one of those.

1:05:51[LAUGHTER]

1:05:57Which phone is faster?

1:05:58[LAUGHTER]

1:06:03Sorry, if you're in the audience, whoever that dude is.

1:06:05[LAUGHTER]

1:06:08Wait till they write about you tomorrow.

1:06:10[LAUGHTER]

1:06:12I've watched those videos.

1:06:15I've watched those videos too.

1:06:17And then you watch them, and then sometimes you

1:06:19look over on the side and they show you on the sidebar

1:06:22other videos from the same creator and it's like,

1:06:24oh my God, this guy makes one of these every week

1:06:26with other phones. - Right.

1:06:28- And it's like, oh my God, once a week

1:06:29he's doing this thing.

1:06:30- That's his thing, he's the guy.

1:06:32Kinda like, will it blend?

1:06:33- The Photos app clearly has a major upgrade

1:06:39for iOS this year.

1:06:41(audience applauding)

1:06:44It just has to be among the most used apps

1:06:49on the platform.

1:06:49- Oh, God, yeah.

1:06:51- I mean, it's, and it's a real problem,

1:06:55exactly as pitched on stage.

1:06:57All right, now we've had this phone for all these years

1:06:59and you've maybe had other digital cameras

1:07:01and you've put 'em in your same iCloud photo library

1:07:04and you've got, I don't know, I've got like 28,000 items

1:07:07in my iCloud photo library, something like that.

1:07:09I don't know, it's ridiculous.

1:07:11How do you surface 'em?

1:07:13- Right, yeah. - How do you surface 'em?

1:07:14And I really, really think that this,

1:07:17month, year interface to collecting these things

1:07:22is really seems smart.

1:07:25And this is an instance where the big bet you guys

1:07:30have made on machine learning in recent years on device

1:07:36is really showing its effects because it's not,

1:07:41it's not just collecting them by month, that's easy.

1:07:43It's this, here's the best ones.

1:07:45here's three that are almost exactly the same.

1:07:48We'll just show one for now so that you're not seeing it all

1:07:51and that's all through the machine learning.

1:07:53- Yeah, there's another one where we're in the meeting

1:07:56and Justin TD, this was his real photo library.

1:08:00- Which was awesome.

1:08:01I don't know if you guys noticed that in the key.

1:08:02- Yeah, yeah, I mean this is the key.

1:08:03- I think the fact that Justin and his entire family

1:08:05are gingers helped, yes.

1:08:07(laughing)

1:08:09- We have no understudy for this, we've got nobody.

1:08:13(laughing)

1:08:15- But he has, you know, he obviously is a member,

1:08:18the leader of the photos team takes a lot of pictures,

1:08:21but, and as a proud father, obviously,

1:08:23takes an unbelievable number of photos,

1:08:25but he's there demoing it, and going through it,

1:08:29and he starts paging back through the life of his child,

1:08:34going backwards, and we're all sitting here,

1:08:36like, trying to avoid looking at each other,

1:08:37'cause we're tearing up.

1:08:39(audience laughing)

1:08:40I mean, and I had, I literally had that experience myself

1:08:45where I opened it and I'm seeing my children

1:08:49and I go back and back and then I have two of them

1:08:52and then there's one of them

1:08:53and then there's my wife and I at the altar.

1:08:56(laughing)

1:08:58It was crazy.

1:09:00And you just never have those experiences

1:09:03in this just sea of photos.

1:09:05But the team has gotten so much more advanced

1:09:10over the last several years in not just saying

1:09:13what's a good photo, that's a piece of it,

1:09:15what's a good photo, what's the arc of a meaningful event

1:09:20for you and a story, and then looking at across

1:09:24big spans of time, what were big events

1:09:27that were important to you.

1:09:28I mean, intuiting all of that is an art,

1:09:32and one that, yes, if we were all to do that thing

1:09:35that maybe back in the old days with iPhoto,

1:09:38you'd go try to tag things and organize and build the albums.

1:09:41Like you might have done it,

1:09:42but now we're taking so many more photos,

1:09:44it's just totally impractical, and you get it for free.

1:09:47And then I think, like many of us,

1:09:51my wife must wonder when suddenly she gets these flurry

1:09:55of iMessage photos from our past,

1:09:58and our children coming at her,

1:09:59and it's because I'm using the app,

1:10:00and I'm literally like rediscovering my photo library,

1:10:03and going, oh my God, this is so great, and sharing.

1:10:05And it has that effect on you.

1:10:08And it's the toughest feature in some ways.

1:10:10I mean, I hope the demo came across,

1:10:11but it's in a way the toughest feature

1:10:13to really get across the meaning,

1:10:16because you have to see it with your own photos.

1:10:19Because suddenly that all becomes,

1:10:21you're like, oh my God, this is it for me.

1:10:24You see someone else's photos,

1:10:25you're like, nice family, Justin.

1:10:26But other than that, it's like, I don't know.

1:10:29But the emotional resonance of your own photos,

1:10:31it's incredible. - Justin did a brilliant job,

1:10:33- And he did.

1:10:33- And it was touching because Craig's exactly right.

1:10:36When you put your own photos in this is when you melt.

1:10:38But I thought that came across still

1:10:40in Justin's demo really well.

1:10:41Because we do spend so much of our time

1:10:44taking these pictures and for years

1:10:45people didn't look at them.

1:10:47And we've given you more ways every year

1:10:49to expose these, including memories,

1:10:51that come, it's brilliant.

1:10:53So I agree.

1:10:54- And it ties back to a question,

1:10:56a topic that you and I have talked about,

1:10:59maybe on this stage two years ago,

1:11:00maybe back in San Francisco,

1:11:02but probably more back in San Francisco,

1:11:04'cause I think that was a little bit more,

1:11:06at least from our perspective outside,

1:11:09where you guys really were committing

1:11:10to this machine learning and becoming

1:11:13best of industry at AI stuff.

1:11:15And there's a strong sentiment held by many people out there

1:11:19that this on-device strategy is doomed to failure,

1:11:23'cause there's other companies that do it all in the cloud,

1:11:26and theirs works, and so therefore,

1:11:28the cloud is the only way to make it work.

1:11:29and you and Phil when he's been here,

1:11:32I've asked this question.

1:11:34Are you convinced that this on-device,

1:11:37let the billion iPhones out there do this machine learning

1:11:40in a distributed fashion on all of this amazing hardware

1:11:43that's out there being used, are you committed to it?

1:11:46- Oh, totally, yeah, yeah, yeah.

1:11:48And in fact, if you watch recent events

1:11:51from the other guys, you'd be surprised

1:11:55how many times they've started to say

1:11:57on-device machine learning.

1:11:59I mean, they're actually seeing the light

1:12:02a little bit on that topic.

1:12:05But I think they're disadvantaged in the sense

1:12:07that part of what makes this possible

1:12:10is building great hardware and having a consistent baseline

1:12:14of great hardware that's capable of this.

1:12:16And you look--

1:12:16- And the integration of that hardware with software.

1:12:17- And the integration of the hardware and the software,

1:12:19because if you have to try to pull this off

1:12:21over this random fleet of different devices

1:12:25of different capabilities,

1:12:25it's really tough to provide a decent experience.

1:12:28And you look at the A&E in the most recent iPhones,

1:12:32it's astounding what you have to work with there

1:12:36and what they can do with processing photos on device,

1:12:44even doing the kind of voice synthesis

1:12:46that you saw with the neural TTS.

1:12:49We can do that on the A&E. It's just incredible

1:12:52where you're actually generating literally through a network

1:12:56every sample in the waveform of the voice

1:12:58is being sort of hallucinated in real time

1:13:02out of the network.

1:13:04And yeah, it's incredible.

1:13:06So yeah, this stuff has legs.

1:13:08- Yeah, and it really is starting to show.

1:13:10And you're starting to see it in other places too,

1:13:12like in the sharing sheets,

1:13:13where the sharing sheets now have recommended guesses

1:13:18as to who you might want to send this to.

1:13:19- And how.

1:13:21And how you want to send it.

1:13:22- Right, right. - Yeah, and we didn't

1:13:23make that clear, but maybe you often,

1:13:25with this kind of content, you email it to this person,

1:13:28you iMessage it to this person,

1:13:30you WeChat it to this person,

1:13:34and that combination is one tap,

1:13:37and that makes a huge difference just in terms of

1:13:41your desire to think like, hey, I'm gonna do this

1:13:43'cause this is gonna be fast and easy,

1:13:45and it turns out we can do a really great job

1:13:47figuring out where you're gonna share.

1:13:49- Yeah, and in some ways, being local has advantages

1:13:53where the iOS knows which apps you're using,

1:13:56you know, the operating system on your device

1:13:58knows that you use WeChat.

1:14:00- Right.

1:14:01- The cloud doesn't know what you do on your phone.

1:14:03- Yeah, and honestly, having your device know you is cool.

1:14:07Having some cloud person know you is creepy.

1:14:12(audience laughs)

1:14:14(audience applauds)

1:14:21- iPad OS, we have a new OS.

1:14:23(audience cheers)

1:14:26- Michael goes crazy, starting to wave out there.

1:14:30- Tell me the thinking, why change the name to iPad OS now?

1:14:35What pushed it over the edge in 2019?

1:14:40- Over the years, it's kind of the long metaphor.

1:14:42- This one, even though it's a marketing thing,

1:14:44I think engineering.

1:14:45(audience laughs)

1:14:48I mean, marketing gets to name things at Apple,

1:14:50But engineering felt very strongly on this one.

1:14:54Because we have, I mean, we've been on this trajectory

1:15:00for the iPad from the outset, co-evolving

1:15:06with this incredibly, the hardware that's been

1:15:09being incredibly more and more advanced over time

1:15:11and has been enabling more and more software experiences.

1:15:12And so as we've been-- - To that point,

1:15:14our worst nightmare was it's a big iPod touch.

1:15:17- Right. - Right.

1:15:18- That was never the iPad experience.

1:15:21- No, and in fact, from a UI design perspective,

1:15:24the very first iPad had these incredibly distinct

1:15:27experiences visually and taking advantage of the canvas

1:15:30at the time, but as the experience went on

1:15:32and we started saying, well, how do you want to enter,

1:15:36what do you want to do with a device

1:15:37that has these kinds of characteristics?

1:15:40How are you, what's the right kind of interaction model?

1:15:43And things like split view and slide over

1:15:47and drag and drop, and Apple Pencil started to be a factor.

1:15:52And then you start to see Apple and third party developers

1:15:55really start to take advantage of that

1:15:56and tailor the experience.

1:15:57Well, when we think about a platform, when you think about

1:16:00a name, what makes tvOS tvOS?

1:16:03I mean, under the hoods, there's a lot of iOS in there.

1:16:05Why don't we call that iOS for TVs or something like that?

1:16:09Well, because it defines an experience.

1:16:12tvOS means there's a 10-foot experience.

1:16:14It's watch OS, means it's an experience

1:16:16optimized for your wrist.

1:16:18iPad OS has evolved to have an experience

1:16:21that has its own distinct nature to the point

1:16:24that it deserved to be recognized in that way.

1:16:28And when you put some of the next set of changes

1:16:31along the path that we are steadily on,

1:16:35we felt like we just crossed to the point

1:16:38where it was just silly to no longer say,

1:16:40this is its own thing.

1:16:42Sure, technically it shares all these underpinnings, but

1:16:45fundamentally we're communicating to users.

1:16:47There's a distinctive experience here.

1:16:49And we're communicating to developers.

1:16:50Like if you build an iPad app, you should support--

1:16:53if you're a document-based app, you should support

1:16:55multiple windows.

1:16:56You should support drag and drop.

1:16:57That's what it means to be a great iPad OS app.

1:17:00-Well, and I think it was a good reminder, at least a lot

1:17:02of the coverage that--

1:17:03[APPLAUSE]

1:17:07--a lot of the coverage today was very positive on iPad OS,

1:17:11and a reminder that the other guy's tablet experience

1:17:15really isn't a tablet experience, right?

1:17:17It was nothing but big phone experience,

1:17:20and that's a huge advantage for iPad.

1:17:22It is a real experience that is very distinct

1:17:25and unlike anything in the industry.

1:17:27- What struck me from a lot of the demos,

1:17:31not just like Notes and Mail,

1:17:34but even like the Microsoft Office iPad apps,

1:17:38is that two up is sort of a magic number.

1:17:43You know, like one, you know, like the iPhone

1:17:44has always been a single screen device.

1:17:46You launch an app, it gets the whole screen,

1:17:47and the iPad started that way and it sort of evolved

1:17:50with more multitasking screen arrangements.

1:17:53But two is sort of a magic number.

1:17:55Like the old version and the new version.

1:17:57You want 'em side by side, you know,

1:17:58and you know, like so it hasn't evolved in a way.

1:18:01It's not, it hasn't ate to the Mac

1:18:03and you can just hit Command + N 10 times

1:18:05and make 10 text edit windows.

1:18:06- Right.

1:18:07for the iPad experience and the precision of the control.

1:18:11But having two up, it just seems like a huge breakthrough

1:18:15for a lot of use cases.

1:18:16- Oh, it's a slide over when you need something to slide.

1:18:18- Yeah, it totally is, and then yeah,

1:18:19you wanna get at that one extra thing for quick moments,

1:18:22you have slide over.

1:18:23Yeah, I mean, I think for many of us,

1:18:26really in a very organic way,

1:18:29iPad has become, taken more and more of our time.

1:18:34and you should have every, again, every device,

1:18:37buy every one of them and use them for all the right jobs.

1:18:41But iPad is just, it's such a great combination

1:18:46of characteristics for so many activities that,

1:18:49and I think things like Split View and SlideOver

1:18:51make a big difference.

1:18:52- I try, I try not to make the mistake

1:18:57of ever telling an engineer, this should be easy,

1:19:00with this idea, right?

1:19:02- It's just typing.

1:19:04- I say it all the time.

1:19:05- Yes.

1:19:05(laughing)

1:19:08- Now I see SwiftUI, it's not even typing.

1:19:11(laughing)

1:19:13- But that said, USB drives and SD card support,

1:19:19finally?

1:19:22- Yeah, yeah.

1:19:23- But I think there's more to this

1:19:24than just putting a USB stack in the OS.

1:19:28- Yeah, sure.

1:19:30I mean, we--

1:19:32(laughing)

1:19:33There was.

1:19:34You're right.

1:19:36We, from a security architecture point of view,

1:19:42we did not want to have file system drivers

1:19:46running in the kernel, communicating with external media

1:19:50that could be potentially tampered with.

1:19:54And that's what you're dealing with when you're talking

1:19:55about plugging in external media into a device like the iPad

1:19:58and so getting all of our file systems

1:20:03to be isolated from the kernel,

1:20:07and we didn't wanna just support,

1:20:10the MS-DOS file system, right?

1:20:14So we wanted APFS support, the whole thing,

1:20:17getting all those file systems in a place

1:20:19where they fit with the iOS security architecture,

1:20:22and doing the same for SMB and so forth.

1:20:25That was a real hardcore engineering effort,

1:20:27and so we didn't wanna launch it

1:20:30until we could have the complete story

1:20:32and have it secure in a way that people expect from iOS.

1:20:35- I'm excited about the fonts.

1:20:36(audience applauds)

1:20:37- Yeah. - Right?

1:20:38(audience applauds)

1:20:41And I mentioned this on my show recently,

1:20:44but I think there's a similar angle there

1:20:46on the security front, which is,

1:20:48and one part of me wants to say,

1:20:49oh my god, this iPad is so old and it's so beautiful,

1:20:52and I can't believe I can't install custom fonts easily yet,

1:20:55but there is a security angle there,

1:20:57because modern fonts that type

1:21:01Open, what's the format, OpenType and TrueType.

1:21:05They're software programs.

1:21:06And I'm sure that's part of the thinking

1:21:10of why this was considered for many years

1:21:15before we've had this.

1:21:16- Well, having them, certainly you're right

1:21:19that as an attack surface, fonts are something

1:21:23that has been exploited over time

1:21:25and one where we put a bunch of effort into hardening.

1:21:28But the other factor is being able to have them

1:21:31go through the app store,

1:21:32meaning that those fonts aren't something

1:21:34that are gonna be coming at you willy-nilly

1:21:36is very helpful in this architecturally as well.

1:21:39But I think this was a matter of

1:21:43something that we could have done in the past.

1:21:50It wasn't that suddenly the stars aligned

1:21:54from a possibility point of view,

1:21:56but from a priority point of view.

1:21:58iPads become more and more a device

1:21:59where you're gonna be doing those kinds of things,

1:22:01and you're going to want that kind of capability.

1:22:04You know, when you put together things

1:22:06like all the capabilities with files,

1:22:08all the kinds of more creation-oriented apps

1:22:11that have grown up around iPad,

1:22:14it became, I think, became a necessity,

1:22:17something we felt we really needed on the platform.

1:22:20- It seems like, again, the keynote was like,

1:22:24we're moving, we're moving, but it seems to me,

1:22:26from getting a little bit of hands-on time with it,

1:22:28that the, I don't know if it was completely rewritten,

1:22:32but seriously rethought text selection

1:22:36and moving the insertion point,

1:22:38and when it's going slow,

1:22:40you're going character by character,

1:22:41and you can drag over on the, you know,

1:22:44like off the margin,

1:22:44and it just goes down to the end of lines,

1:22:47and it just has so many more useful things,

1:22:50and you don't need a magnifying glass anymore,

1:22:52and you can select, like,

1:22:54that seems like that was a big deal,

1:22:56and it sort of feels like something

1:22:58that iOS never really got right before.

1:23:01Like text selection and manipulating a text selection

1:23:05always has felt a little more fiddly than it ought to be

1:23:10and I had no idea how to fix it,

1:23:12but it just felt a little fiddly.

1:23:14- No, we agree.

1:23:16I think it is one of those areas that in the past

1:23:20you felt like this is harder than doing it on a Mac, right?

1:23:25that I'm using an iPad and I'm feeling like, gosh,

1:23:27I just wanna cut and paste something

1:23:29and this is much harder.

1:23:31And I think when we first introduced text selection

1:23:34and copy paste and undo on iPhone, yeah.

1:23:38(audience laughing)

1:23:39Yeah.

1:23:40Part of it was just, it was extremely,

1:23:43let's teach you how to do this

1:23:46in a really kind of a verd demonstrative way.

1:23:48You're gonna put your finger down, tap,

1:23:50you're gonna get a big magnifying glass,

1:23:51okay, we all get what's going on here.

1:23:53I mean, it's almost an instructional element

1:23:55to the interface, but it was also very heavy.

1:23:57And so getting to the right solution here,

1:24:01I'll tell you, it's been something we have taken runs at

1:24:06for multiple years and come back and felt like

1:24:09we don't yet have it, you know?

1:24:11And those are things where you don't just throw it

1:24:15against the wall, I mean you do internally

1:24:17you throw it against the wall, but externally

1:24:19we wanted to get it right, and it took a lot of

1:24:24careful craftsmanship to get it right.

1:24:27You know, you kind of, you have this problem where,

1:24:29okay, I'm gonna tap on it, so my finger's now covering

1:24:32the evidence of the thing that I did.

1:24:35Where does the cursor go?

1:24:36If it hops up above the finger,

1:24:38then it's not where I thought it was.

1:24:40If it's under the finger and then I try to move down,

1:24:42well, I never see it.

1:24:43And so if you start to study the subtleties

1:24:46of what we had to do to make it feel like,

1:24:48oh, it works like you'd expect,

1:24:49it actually, the mechanics are pretty tough.

1:24:53But I think we got it.

1:24:54- And part of that, oh, this might be easier

1:24:58if I go to my Mac.

1:24:59Cut, copy, paste is one of those things

1:25:00where I'm sure every single person in this room

1:25:03do cut, copy, paste without thinking about

1:25:06what their fingers are doing.

1:25:07You just learn to do it.

1:25:09The three-finger gestures feel like

1:25:11they're gonna get like that.

1:25:12If you use your iPad, you're gonna just pick that up

1:25:15and you're gonna start like--

1:25:16- Like you're picking up the test.

1:25:17- And, but my concern, I'm wondering if you're worried,

1:25:21My concern is by being three-fingered gestures,

1:25:24are you worried that it's a discoverability problem?

1:25:26That how are people gonna know

1:25:29that they can do these things very easily?

1:25:31- It might be, but that's why we always provide,

1:25:34I mean, I think Command + C, you know,

1:25:36heck, I mean, when I send emails, right,

1:25:37it's like Command + Shift + D, right?

1:25:39I don't think everyone in my family does Command + Shift + D,

1:25:41but I do it a thousand times a day.

1:25:44And so,

1:25:45it's okay, part of what we've given ourselves permission

1:25:50to do over time is to say the iPad experience

1:25:55has to be the experience that a young child

1:25:58or a first time elderly computer user can walk up to

1:26:02and understand, not get themselves in trouble,

1:26:05but at the same time there can be depth to the platform

1:26:07that you can discover and you can become a pro

1:26:12and really accelerate your work.

1:26:15And so the iPad is perfectly usable

1:26:19to do cut, copy, paste in the traditional way,

1:26:23tap on it, up comes a call-out bar, tap copy.

1:26:26And we're totally fine with many users doing that,

1:26:29just like we're fine with people going up to the edit menu

1:26:32and clicking and pulling down and doing copy.

1:26:36But just like keyboard accelerators,

1:26:38these gestures will become, I think,

1:26:40just complete muscle memory for many of us,

1:26:43and we'll accelerate what we do.

1:26:45- Yeah, just a serious reduction in mental friction,

1:26:47'cause you're just doing your thing

1:26:49you're not thinking about it.

1:26:50- Yeah, and it's funny, we tried many different kinds

1:26:52of gestures and some of them on paper seem like,

1:26:54oh, well this is gonna be great.

1:26:56And it's interesting that just how in your mind

1:27:00it became this idea of I'm almost picking something up

1:27:03to copy and putting it down to paste.

1:27:06We found that people could learn it and perform it

1:27:08much more reliably than a bunch of other gestures.

1:27:10And so, funny how the brain works.

1:27:12- All right, we're getting close to the end,

1:27:13so we gotta enter the speed round.

1:27:15Pencil, latency support on the iPad Pro

1:27:18has gone from 20 milliseconds to nine milliseconds.

1:27:21That seems crazy to me in a software update.

1:27:23That sounds to me like the pitch from the next iPad Pro.

1:27:28You know, that it's a hardware thing.

1:27:29Like, that's a huge reduction.

1:27:32That's crazy. - Yeah.

1:27:33Well, so there's a piece of it that is optimization

1:27:36and just scheduling the TrueMotion display,

1:27:42getting in at exactly the right moment

1:27:45to get the draw commands in and recognize the input

1:27:47and so forth, and part of it is prediction,

1:27:49and it turns out that the human hand

1:27:52can only accelerate at a certain part.

1:27:54If you're gonna start to turn,

1:27:55you're gonna sense the second derivative of motion

1:27:58is gonna, you can actually run the math on that.

1:28:01In fact, we had one part where we turned the prediction up,

1:28:06so instead of trying to guess where you were going to be,

1:28:08we pushed it way ahead.

1:28:11So it actually predict before,

1:28:13you would be running ahead of your pencil.

1:28:15(laughing)

1:28:16And if you pushed it far enough,

1:28:17You just put the pencil down and just write your whole message.

1:28:20[LAUGHTER]

1:28:22Very good.

1:28:23It's negative latency.

1:28:25That's next release.

1:28:26So you keep that amongst us.

1:28:28But that's where it's going.

1:28:30If you're our competitors at this point,

1:28:32ignore everything you heard.

1:28:33[LAUGHTER]

1:28:37ARKit had a significant amount of time in the demo.

1:28:41And ARKit 2 was like a huge upgrade over ARKit 1.

1:28:45And then ARKit 3, one year later, is all of a sudden

1:28:48occluding people.

1:28:49- Yeah.

1:28:50- Live on the device.

1:28:51- That's a pretty nice applause from the AR developers.

1:28:54- And I've played with it, and it is uncanny.

1:28:57It is really, really crazy.

1:28:59- And that's machine learning.

1:29:01I mean, really, the techniques in order to figure out

1:29:05what's a person, where's the person,

1:29:07what are these pixels or people pixels,

1:29:09is a task, actually, that amazingly,

1:29:13with the right algorithms and the right training,

1:29:15we can do and what's incredible is,

1:29:17you can, we had some things where we'd like color,

1:29:20color the hand or color the person

1:29:23and you sort of get it when you,

1:29:25you know, a person would walk out in front

1:29:27and they'd figure out where the person was.

1:29:28But when you go like this and you get the tip of your shoe

1:29:31and it goes, that's part of a person,

1:29:32you stick a finger in, like it's pretty incredible

1:29:37how it can recognize people parts.

1:29:38- Yeah.

1:29:39(audience laughing)

1:29:43- Don't push it too far, don't push it too far.

1:29:46(audience laughing)

1:29:49- Training set had boundaries.

1:29:52- You know what you've caused.

1:29:54- A lot of testing?

1:29:56- A lot of testing.

1:29:57- All right, Craig, I need you.

1:30:02- I'm sorry.

1:30:03Damage control.

1:30:06- I need you to explain to me the difference

1:30:11between ARKit and RealityKit.

1:30:13- Yeah, yeah, they're quite distinct.

1:30:16So RealityKit is a full AR-oriented 3D rendering engine.

1:30:21And it's not just a rendering engine, it's a physics engine,

1:30:26it does, it's an animation engine.

1:30:29And it's actually, it was designed from the outset

1:30:35to be focused on AR.

1:30:36So the objective of its rendering techniques

1:30:38are about making things look real.

1:30:40And part of that are things like

1:30:42A perfectly rendered object that doesn't have the same

1:30:47noise characteristics as what's coming off the camera

1:30:49stands out, right?

1:30:51If you move and some things are blurring because they're

1:30:54real and the AR object looks strangely fixed there,

1:30:59then it doesn't look real.

1:31:01And so we did things like motion blur and noise as part

1:31:04of the rendering.

1:31:05ARKit is the thing that's providing understanding

1:31:11of the world, the planes in the world doing VIO,

1:31:15so understanding between the accelerometers

1:31:17and tracking through the camera textures on the ground

1:31:21and stuff to understand what the geometry of the world is

1:31:23so that a 3D engine like RealityKit

1:31:26can go render objects in there.

1:31:27And the two of them are super tightly integrated

1:31:30because some of what ARKit is perceiving

1:31:33about, for instance, ambient light

1:31:35and understanding that, oh, the way you should be lighting

1:31:38the object that you're rendering

1:31:40should take into account all these factors

1:31:42to make it fit in the real world.

1:31:44So the two are really complementary in that way.

1:31:45And then Reality Composer is a 3D creation environment

1:31:50that's kind of, it's sort of interface builder

1:31:53and keynote in 3D, so you can lay out all your objects,

1:31:57but then you can also, in a keynote sort of fashion,

1:32:00easily assign behaviors and animations to them.

1:32:03So it makes it very accessible.

1:32:04- The demo I saw of Reality Composer,

1:32:08Again, talk about an app that got short shrift

1:32:10in the keynote.

1:32:11I mean, this app is amazing.

1:32:14It is like, clearly a lot of work went into this,

1:32:19almost certainly years.

1:32:20I know you guys don't wanna talk about how long,

1:32:22but this is like a full-fledged 3D development creation app

1:32:27with all the features you'd know

1:32:30if you've used any kind of creation app like keynote or,

1:32:34come on.

1:32:35(audience laughing)

1:32:36We're not sloppy drinkers here, come on.

1:32:38Hold your beer.

1:32:40It's just 1.0 is a really, really rich, deep app.

1:32:47In a market where the competing apps,

1:32:51like I'm gonna, Maya and these things,

1:32:54there's literally only a few thousand people in the world

1:32:59who know how to use them,

1:33:01'cause they're so opaque and require,

1:33:05It's like, you know, an airplane, find an airplane

1:33:07with all these buttons and stuff.

1:33:09And this is a total appley app that you can just say,

1:33:13like, here, make a thing, and make it gold,

1:33:15and make it bounce.

1:33:17- Right, no, I mean, the goal, you got it.

1:33:19I mean, the goal was to take this thing

1:33:21that was pretty arcane and very, very, very specialized skill

1:33:24and say, how do we make this the kind of thing

1:33:26that makes a sophisticated 3D technology accessible

1:33:29to software engineers and designers who aren't 3D experts,

1:33:34but want to incorporate this kind of stuff in their apps.

1:33:37And so that was the design goal from the outset.

1:33:41And the team did incredible work there.

1:33:46And I think the ability also to do it on the Mac,

1:33:49but not just that, but to then transfer the--

1:33:51to take the experience and do it on your iPad

1:33:53while you're actually experiencing AR,

1:33:55edit it in AR, have that sync back automatically to the Mac

1:33:58so you're evolving your project like that.

1:34:01I think that's going to be,

1:34:03change, not just make an existing thing easier,

1:34:07but really even change who can do what

1:34:09in the world of building 3D apps.

1:34:12- Which is the beauty of AR and ARKit to start with, right?

1:34:15If we opened up AR to a bunch of people,

1:34:17hopefully a bunch of you, that never would have done AR.

1:34:20Right, and now they can put AR into their apps.

1:34:24(audience applauding)

1:34:25We have over 7,000 in the app store right now and growing,

1:34:28which is about 7,000 more than there would have

1:34:31- And what you said about how short it was,

1:34:33I mean you can imagine the original version of the deck

1:34:36had us spending 15 minutes talking about Reality Composer

1:34:39and another, you know what, and then we got down

1:34:41to where we had a cover slide where we said,

1:34:42it's Reality Composer, and then I have one slide

1:34:44with this animation, and I had like a few things

1:34:48I was gonna say, and we go through rehearsal,

1:34:50and I say, Reality Composer, it's great,

1:34:52you can drag and drop and edit 3D,

1:34:53and Mike Rockwell's like, could you add like

1:34:55four more words about it?

1:34:57(laughing)

1:34:58I'm like, I gotta check with Jaws,

1:34:59he's gotta stopwatch out, whether they're gonna

1:35:00allow these, when you have that much to talk about,

1:35:05well, I think the great thing is developers

1:35:09are all gonna follow up, you're gonna dive in.

1:35:11- Well, we have over 100 sessions at the WWC,

1:35:13that's the beauty, we have 200 labs,

1:35:15so we have more time to engage with real engineers

1:35:18on this stuff, but people gotta pee.

1:35:21So we can only keep them there for so long,

1:35:24which I think your audience is starting to experience.

1:35:26- We're getting there.

1:35:29- Let me just end here.

1:35:31Final card is security and privacy related stuff.

1:35:34(audience applauding)

1:35:37- From what I hear, every company in the Valley

1:35:45is now the protector of your privacy.

1:35:47- It's become a more popular word.

1:35:50- Isn't it?

1:35:51- Including from some companies that have said in the past

1:35:57that you have no privacy.

1:35:58That's an unusual thing to say. That makes me uncomfortable.

1:36:02The sign in with apple is a thing that -- it's an idea that

1:36:06Seems kind of obvious and a thousand people have had it and

1:36:10They've said -- [Applause]

1:36:17Apple could do that and it would be awesome but they probably

1:36:20Wouldn't do it. Now you've done it. And it is -- it really

1:36:24Seemed -- a lot of you guys are the ones that asked us to do it.

1:36:27- And they asked us to do it.

1:36:28- Right.

1:36:29- It was developers that were saying,

1:36:30"Look, we need a frictionless way

1:36:32"to authenticate users into our app.

1:36:35"We don't know what's going on with this data

1:36:37"about our customers that we're surrendering

1:36:38"to somebody else.

1:36:39"Can you do it and do it in your Apple sort of way?"

1:36:42And that's what this team stepped up to do.

1:36:44- But I can't tell you how many times

1:36:46I've downloaded an app.

1:36:48It comes up with one of those.

1:36:51I close, delete.

1:36:53You know, you just never even experienced that.

1:36:55- I've done it, I've done it.

1:36:57(audience applauding)

1:37:00And it is true that once you have it,

1:37:02you can see though what the appeal was originally

1:37:05with people using single sign-on is that,

1:37:07well, there's so many,

1:37:09thousand ways you can screw up security.

1:37:11Here's these big companies, they've been through it all,

1:37:14they've made all the mistakes,

1:37:15you can kind of trust them on a security level.

1:37:18It's the privacy issue where trust comes in.

1:37:20And it's ease of use, right?

1:37:23It's like here, I might go outside the hall

1:37:25and I'm gonna get one of these scooters

1:37:26that you can scoot around on,

1:37:27and it's like I've never used it before.

1:37:29And it's like, if I've gotta send my email

1:37:33and then wait for the email to arrive,

1:37:35and then to click through the email,

1:37:36it's like, I'm just gonna walk.

1:37:38You know what I mean?

1:37:40There's an appeal to that.

1:37:41I think that's why one of the scooter companies

1:37:42was one of the demos you guys showed using it,

1:37:44that you can go hit Sign In with Apple,

1:37:47it Face IDs you, and now you're scooting.

1:37:51- Yes. (audience laughing)

1:37:54- But your information about you is not.

1:37:56- I thought something--

1:37:57(audience laughing)

1:38:00So one of the things, it's not a secret,

1:38:06it's in the small print, or it looked small to me,

1:38:09but it's in the description of using it that

1:38:11come fall, any app that uses a third party sign-in service

1:38:19will have to offer sign-in with Apple as one of the options.

1:38:23And at first, I think the reaction was,

1:38:25whoo, that's a little heavy-handed.

1:38:28'Cause it just seems like you're issuing a dictum.

1:38:31You're bossing people around.

1:38:34But if you give it any thought,

1:38:36it just makes sense for everybody involved.

1:38:38- Absolutely. - Right.

1:38:40- Yeah, again, going back,

1:38:40developers are the ones that first asked us to do it.

1:38:43At a customer level, I mean, customers,

1:38:46when it comes to privacy,

1:38:46you want transparency and control, right?

1:38:48You want the customer to know

1:38:50what information are they giving to somebody,

1:38:53They want the control of whether to do that or not.

1:38:54In the situation of these buttons, there's a

1:38:57transparency.

1:38:57People had no idea what kind of information was flowing

1:39:01through that single tab.

1:39:02And so what we wanted to do is provide that transparency and

1:39:06control, right?

1:39:07The normal authentication, there's no

1:39:09information flowing.

1:39:10Maybe they're here.

1:39:15In the event that the developer wants that additional

1:39:19information, you see what's going to go to them.

1:39:22you see the name and you can edit it.

1:39:24You see that it's your email unless you choose to hide it

1:39:26and that we've given the randomized email address.

1:39:29So we have that transparency.

1:39:30(audience applauding)

1:39:33That transparency and control.

1:39:36So in the event that an app is providing those means

1:39:40to log in through a social networking,

1:39:42then we say we should offer customers

1:39:44this more private choice.

1:39:46If they're not doing that, right,

1:39:47they just have their own authentication,

1:39:49their own system of logging in.

1:39:50They don't need to do this, but it's just a matter of,

1:39:52in this situation, we wanna give those users

1:39:54that transparency and control as a way to authenticate.

1:39:57- Yeah.

1:39:58And, you know, privacy, the stuff,

1:40:00you guys have been talking about it more.

1:40:03I really think it's true.

1:40:04I don't think it's any kind of change of heart

1:40:06or change of course from Apple strategically.

1:40:08I think Apple has always had this in mind

1:40:11and really has never been interested

1:40:12in hoovering up personal data about its users.

1:40:15It's just become culturally something that people,

1:40:19even if you're not Apple customers,

1:40:20people are just talking about all sorts of stuff

1:40:23in the tech industry are suddenly sort of dawning on them

1:40:27that we've been living through a privacy apocalypse

1:40:30for the last--

1:40:31- Well, and I'd like to say, John,

1:40:32and you've heard me say it before,

1:40:33we've been doing privacy since before it was popular.

1:40:36- Right. - Right?

1:40:37I mean, we were building it into our systems

1:40:39and building it into what we do

1:40:40when no one outside of Germany seemed to care.

1:40:42You know, the Germans care a lot.

1:40:44(audience laughing)

1:40:46And we were doing it 'cause we knew

1:40:47it was the right thing to do.

1:40:48You've heard Craig say, you've heard Tim say,

1:40:50privacy's a fundamental human right.

1:40:51And whether it was popular or not,

1:40:53you know, we were gonna do it.

1:40:55And fortunately it's gotten more popular,

1:40:57which has been a good position for us

1:40:58since we've worked pretty hard on it over the years.

1:41:00- This really goes, I mean, all the way back

1:41:02to the origins of the company.

1:41:05I mean, the Apple was created

1:41:07to be the personal computer company.

1:41:09And remember, the competition was

1:41:10some kind of time-shared mainframe,

1:41:13have all your data somewhere else.

1:41:15And the idea of you can have your own computer,

1:41:17Got your own diskettes, and you got your stuff, it's yours.

1:41:22And that's been, that's at the core of who we are.

1:41:24And if you look at some of these other companies,

1:41:26that's clearly not at the core of who they are.

1:41:29And we're also a company where our idea is

1:41:32we're building stuff that we would want for ourselves,

1:41:35that we would want for our families,

1:41:37our children, our friends.

1:41:39And I don't want to be tracked.

1:41:42I don't want my family to be tracked.

1:41:44So we've always been wanting to build this stuff

1:41:47because we just think it's the right thing to do.

1:41:50And there was a time where everyone's saying,

1:41:52the privacy is dead and you guys are so naive

1:41:55and why do you care about this

1:41:56and is this is advantaging you?

1:41:58And no, it's just right.

1:42:00(audience applauding)

1:42:14We can't top that.

1:42:15I think let's call that a show.

1:42:18Thank yous.

1:42:19I have a bunch of people to thank.

1:42:20Let me thank Craig and Jaws for your time.

1:42:23Well, thank you.

1:42:34Yeah.

1:42:35Thank you.

1:42:36Every single year, I spend my Tuesday at WWDC

1:42:43saying, why do I do this?

1:42:46I'm a nervous wreck.

1:42:48And then it's over.

1:42:49And I'm like, well, that was fun.

1:42:52What are you guys doing next month?

1:42:54We could do this all the time.

1:42:55This is great.

1:42:58There's other people at Apple.

1:42:59And I know that there's all sorts of people at Apple who

1:43:03helped make this possible, helped get these guys here.

1:43:06I want to thank somebody who has a big part in doing WWDC.

1:43:10His name is Nitin Mishra.

1:43:11And Nitin, he's probably mad at me that I'm thanking him,

1:43:16but he literally brought these chairs from Infinite Loop

1:43:21in a pickup truck.

1:43:22- I thought I recognized it.

1:43:24- Yeah.

1:43:25(laughing)

1:43:26They're very nice chairs.

1:43:27I really, I just wouldn't be comfortable up here

1:43:30if we didn't have nice chairs.

1:43:31And so--

1:43:32- That's awesome.

1:43:34- That is like the least of what he's done.

1:43:36So he's really done a great job.

1:43:38I don't know that this show would be possible without him.

1:43:41As always, I want to thank the wonderful staff here

1:43:43at the California Theater.

1:43:45They are such nice people.

1:43:47Oh my God.

1:43:48(audience applauding)

1:43:51I'm a big believer in Murphy's Law.

1:43:56I figure everything's gonna go wrong.

1:43:57The lights aren't gonna work, the sound's not gonna work,

1:43:59and nothing went wrong, so I really can't believe it.

1:44:03I want to thank Tito--

1:44:04- John, they forgot to hit record.

1:44:06(audience laughing)

1:44:09- It looks like Syracuse has captured it all though.

1:44:11Don't worry about it.

1:44:12(audience laughing and applauding)

1:44:16We've been trying to suck our souls into that thing.

1:44:22(audience laughing)

1:44:24- I wanna thank Tito, T-I dot T-O,

1:44:27the ticketing service I use,

1:44:28run by my friend Paul Campbell, and it's a great team.

1:44:31Really a great service.

1:44:32I don't know what I would do without it.

1:44:34I probably wouldn't have a show,

1:44:37or make somebody else sell the tickets.

1:44:39I wanna thank the sponsors, MacStadium,

1:44:43great, great hosting service to get your Mac hardware

1:44:46or use their Mac hardware in truly pro data centers.

1:44:51OmniFocus from the Omni Group,

1:44:54now available on the web in the craziest way possible,

1:44:57which is beautiful, it really looks great.

1:45:00And Slack, who are hiring iOS engineers,

1:45:03and iOS engineers might soon be Mac engineers.

1:45:07That's right.

1:45:08We should start calling them UI kit engineers, really.

1:45:12And some of my friends who helped me do this show--

1:45:15Marco Armand is up there with a live audio stream.

1:45:21[APPLAUSE]

1:45:23For the fifth year in a row, Jake Shoemaker

1:45:26is shooting the video, which will be out soon.

1:45:29I don't know how soon, but hopefully tomorrow.

1:45:32But he does a great job, makes us all look good.

1:45:35My friend Caleb Sexton, who edits my show every week.

1:45:38The audio is up there making sure we sound good

1:45:41and make sure our mics are on and all of that.

1:45:43And--

1:45:44[APPLAUSE]

1:45:48--our very fine announcer, Paul Kefasis, good friend.

1:45:51[APPLAUSE]

1:45:54And my wife Amy.

1:45:57[APPLAUSE]

1:45:58Half of you probably already got help from her.

1:46:00[APPLAUSE]

1:46:03It was like five minutes before the show,

1:46:05and there was something minor wrong, not major wrong,

1:46:08and Jaws just turned to her and goes, you do everything.

1:46:10(laughing)

1:46:12- And she agreed.

1:46:13- Yeah, she did.

1:46:16But I really don't know what I would do without her.

1:46:18My thanks to her, she does a great job.

1:46:23And last but not least, of course, all of you.

1:46:26- In the room.

1:46:27(audience applauding)

1:46:29- On the internet, thank you very much for coming.

1:46:34Thanks for coming out.

1:46:40[APPLAUSE]