Apple Keynote - iPad mini, iMac & more - Special Event October 2012 (1080p Full HD with CC)

Uploaded by AppleWerbung on 24.10.2012

[ Silence ]
[ Applause ]
>> [Background applause] Good morning.
Good morning.
Good morning.
[ Applause ]
Thank you very much for joining us.
It is great to be back in the California Theatre.
We had some very fond memories here and we're going
to create a few more today.
We've got some really exciting things to show you and I'd
like to get started with a few updates beginning with iPhone.
iPhone 5 is off to a tremendous start.
Customers love the stunning new design,
the beautiful 4-inch Retina display
and the super fast A6 chip.
We sold out the first weekend selling more
than 5 million units.
This was fantastic.
This is the most iPhones ever sold in the opening weekend
and the most phones ever sold in an opening weekend.
The excitement was incredible.
Customers could not wait to get their hands on the new iPhone
and of course there is no better place to do that than in one
of our amazing retail stores.
To give you an idea of the kind of excitement we saw
at the launch, we made a brief video, and I'd love
to run it for you this morning.
[ Pause ]
[ Music ]
[Background music & cheering] Good morning!
iPhone 5 is here!
[ Music ]
[ Foreign Language & Music ]
[ Music ]
[ Applause ]
Our teams work incredibly hard to deliver amazing products
like iPhone 5, and seeing this type
of customer response reminds us
of why we absolutely love to do it.
At the same time we announced iPhone 5 last month.
We announced 2 new incredible iPods
and all new incredible Nano with a 2-1/2 inch Multi-Touchscreen
and built-in Bluetooth and an amazingly thin iPod touch
with the same 4-inch Retina display
that we have on iPhone 5.
These are off to a fantastic start.
The reception has been fantastic.
Here is what The Verge had to say.
"This year's iPod touch is the best one ever."
It's really a device without competition.
Sales are going fantastic, and I'm pleased to tell you
that together with the rest of the new iPod lineup,
we've already sold over 3 million units.
We're really happy to be shipping the new iPods in time
for the holiday season.
We think they're going to make incredible holiday gifts.
Now, all of our iOS devices are powered by iOS 6,
our latest version
of the world's most advanced mobile operating system.
Our teams work really, really hard to make sure
that as many devices as possible are upgradable
to the latest operating system.
And I'm pleased to tell you that in just after one month,
we have 200 million devices running iOS 6.
[ Applause ]
This-- this is phenomenal.
This is the fastest upgrade rate of any software
in history that we're aware of.
Now, iOS 6 and Mountain Lion had been designed to make Macs
and iOS devices work together simply and seamlessly.
And over the past year,
we've announced some great new features
that make your life easier.
Features like documents in the cloud,
you can just do some amazing work on Pages, Keynote
or other applications on one device and then pick up right
where you left off on any of your other devices.
Customers have now placed 125 million documents
in the cloud just over the last year making them available
to all of their devices.
And features like iMessage.
iMessage of course is the best way to send anyone a message
on a Mac or iPod touch or iPhone or iPad.
You can see all of your messages on all of your devices
and you can start a conversation on one device and continue it
on any of your other devices.
Already in just last year,
customers have sent 300 billion messages.
[ Applause ]
And they're currently sending them at 28,000 per second,
maybe even more right now.
[laughter] And features like Game Center, it's the best way
to play games with a friend on a Mac or an iOS device.
We now have over 160 million game players
so they can compare scores or compete against anyone
with an iOS device or a Mac.
And finally, Shared Photo Streams, this is the best way
to share just the photos you want
with just the people you want.
This launched with iOS 6 just one month ago,
and customers have already shared over 70 million photos
with their friends and family.
So you can see that there are some great ways
for your iOS devices in your Macs
to work together seamlessly.
Now on to the App Store.
Last month we told you that we have over 700,000 apps
in our App Store, and this number has continued to grow.
And we also now have 275,000 iPad apps.
This number is also growing.
These apps are not stretched out smart phone apps.
These are apps that have been custom designed
to take advantage of iPad's big beautiful canvas.
And customers absolutely love the selection in the App Store,
and we've reached another milestone.
Customers have now downloaded 35 billion apps from the store.
This is jaw dropping.
The App Store continues to exceed our expectations.
Now, this is great for customers.
They get the choice of some fantastic apps,
but it's also great for developers.
We've now paid out 6.5 billion dollars to developers.
It's great for Apple to be able to reward their creativity
and hard work and their passion.
Now, one of the most popular apps on the store is iBooks.
iBooks of course makes it a pleasure to read
on any of your iOS devices.
It includes an elegant bookshelf
where you can put literally hundreds of books and carry them
with you anywhere you go.
In just one tap and the bookshelf flips
to reveal the iBookstore where you'll find bestsellers,
gorgeous full color picture books and Multi-Touch books.
We now have over a million and a half books on the bookstore
and these cover every kind of subject you could ever think of.
Customers have now downloaded 400 million of them
since the inception of the store.
If you open one of the books, you'll find gorgeous pages.
And iBooks includes reading options
like this beautiful sepia theme or this night theme
which makes it really easy on the eyes
when you're reading in the dark.
And today, we're announcing a new version of iBooks
and this contains a really cool new reading option
with continuous scrolling.
So if you just click when you're reading, the words scroll
by just as you would expect.
The new version of iBooks is also better integrated
with iCloud, so all of your purchased books show
up on your bookshelf and you can tap one
and begin reading just where you left off.
There's also some fantastic new ways to share.
You can just tap on your favorite quote and share it
with anyone on Facebook or Twitter.
This is really cool.
We also have-- We're also supporting over 40 languages
like this one from-- this one in Korean.
Notice the crisp, beautiful fonts,
they're available in iOS 6.
And Chinese, look at the beautiful vertical print.
And Japanese, the pages turn left to right just
like you would expect, if you're Japanese that is.
[laughter] The new version of iBooks is available today.
It's a free download.
It's in the App Store and I would encourage you to get it.
It's really fantastic.
I think you're going to love it.
Now I'd like to talk about the Mac.
We've seen some incredible momentum with the Mac.
For the year ending in June, the Mac outgrew the PC market
by about 7 times and it's not just the last year, in fact,
the Mac has been outgrowing the PC market
for the last 6 years straight.
And a key reason for this is the Mac is consistently named number
1 in customer satisfaction and reliability.
And this is pretty much by all of the entities
that ranked this sort of thing.
And this has led to Mac being the number 1 desktop in the US
and the number 1 notebook in the US.
This is absolutely incredible.
[ Applause ]
Now, we're really pleased with all
of the momentum with the Mac.
But we are not standing still.
We're going to continue innovating with the Mac
and we've got some really great stuff to show you this morning.
And to do that, I'd like to invite Phil Schiller
out to take you through it.
[ Applause ]
>> [Background applause] Thank you.
[ Applause ]
Good morning.
How is everyone doing today?
Oh I'm really excited because today is a very big day
for the Mac, and it starts with MacBook.
We have a great lineup
of notebook computers called MacBook.
And just a few months ago,
we introduced perhaps the best we have ever created.
The 15-inch MacBook Pro with a Retina display
and everyone has fallen in love with it.
Engadget wrote, "The new display is gorgeous,
absolutely gorgeous."
The Verge, "Best display ever for a laptop."
Wired, "Apple has undoubtedly created the best notebook
display in the market," and they're all correct.
[laughter] It is the best display housing the best
<i>otebook design we have ever made.</i>
But you might not know that our number 1 selling notebook is
actually the 13-inch MacBook Pro.
In fact, it's our number 1 selling Mac
and customers love it because of its combination
of power in small size.
It's just perfect for so many uses.
It truly is a great computer.
So in typical Apple fashion, we take our best product
and we're going to introduce something so much better,
so much cooler, more capable and I'm really excited to show you
for the first time the brand new, 13-inch MacBook Pro.
[ Applause ]
It is incredibly thin, just 0.75 inches thin.
Let's put that side by side with the previous generation.
You can see there's a huge difference.
It's 20 percent thinner, a full 1/5 thinner
but even more impressive, it weighs just over 3-1/2 pounds.
That's almost a full pound lighter
than the previous generation.
It also makes it our lightest MacBook Pro ever,
and here it is one the side.
Look how thin that is, beautiful thin base, thin display
and all the I/O our pro customers need.
On the left hand side, there's MagSafe 2,
two Thunderbolt ports, a USB 3 port,
headphone and dual microphones.
On the right hand side, as with the 15-inch,
we removed the optical drive and now we have room
for an SD card reader, HDMI video out
and a second USB 3 port.
Here it is on the other side,
equally beautiful from both sides.
[laughter] Best of all, it has a Retina display,
that is a display where the pixels are so small
that at normal working distance, your eye can't discern them
and everything on it looks absolutely gorgeous.
It measures 13.3 inches on the diagonal.
For pixels, it's an amazing 2,560 by 1,600.
That is 4 times the number of pixels
of the previous generation.
And if you've done the math, I'm sure some of you have,
that's 4,096,000 pixels.
That makes it the world's second highest resolution
<i>otebook computer.</i>
[laughter] Yes, our 15-inch is the first but think about that,
this 13-inch notebook has more pixels than any competitive 15
or even 17-inch notebook.
It is amazing.
Looked at another way, many of us have HDTVs now, 1920 by 1080
and here is the new 13-inch MacBook Pro alongside it showing
the same image, but let's overlap those images.
You can see the 13-inch MacBook Pro's Retina display,
displays almost twice as many pixels,
almost 2 million more pixels than an HDTV.
It is a stunning display in many other ways as well.
It has rich color, deep blocks, 29 percent higher contrast ratio
and costumers really appreciate this, a 75 percent reduction
in reflection or glare.
It's an IPS panel so there's a very wide viewing angle and up
to full brightness, it's 300 nits, a very bright display.
So this is an amazing display
and your applications look fantastic on it.
So reading email, the text is so beautiful,
you can't see the pixels.
Surfing the web can be like a fine print magazine.
Using iWork applications like Keynote,
your slides look absolutely gorgeous.
iLife applications are great too.
When you use iMovie, the small thumbnails
of video are even stunning and sharp.
And especially Pro applications
like Aperture photo application for Pros.
You now have access to 4 million pixels
for native photo resolution.
There's never been a small notebook
that gave pro photographers this kind
of technology and capability.
And if you're looking for more apps
that all support our new Retina displays,
just go to our Mac App Store, you're going
to find plenty more there now.
There's productivity apps like Evernote and OmniGraffle.
There's creative applications like Pixelmator
and SketchBook Pro and even games
like Civilization V and Real Racing 2.
There's a lot of great software now
to support the Retina display.
So that alone is an amazing new feature on the new MacBook Pro,
but there's a lot more.
There's a FaceTime HD camera with 720 video recording,
dual microphones, stereo speakers that sound even better
than the previous generation despite it being a
thinner notebook.
There's a beautiful backlit keyboard
and a glass, Multi-Touch trackpad.
I think the most exciting part
about this computer is actually what you can't see,
it's on the inside.
So let's take the bottom off and get a deep look inside it,
everything about the new MacBook Pro has been reengineered
from scratch.
First, the large dark areas around the trackpad,
those are the batteries.
We use asymmetric lithium ion battery technology.
This allows us to get the maximum battery life
out of such a small design.
Let me highlight some of the features,
it's pretty incredible.
You have Intel Dual Core, i5 or i7 Ivy Bridge processors,
Intel HD graphics 4,000, much faster graphics, Wi-Fi,
Bluetooth, storing 8 gigabytes of memory, up to 768 gigabytes
of Flash, it's all Flash-based for storage, and of course,
<i>ow up to 7 hours of battery life</i>
in such a thin light product.
It is a fantastic computer and it ships
with OS X Mountain Lion,
and Mountain Lion has many great features that take advantage
of this technology and are perfect for notebook users.
For example, built-in voice dictation,
so any way you can type, you can also speak
and with dual microphones, that works even better.
And of course over Wi-Fi, we have AirPlay
so if you have the Apple TV hooked up to your TV set,
you can put your photos, your movies, your presentations
up there for everyone to see, documents in the Cloud
so you can work on your iWork documents on your MacBook Pro
and access them wherever you are
in your iPad or even your iPhone.
And probably the coolest feature, Power Nap.
With Power Nap, while your notebook is asleep,
it can automatically update your contacts, your calendar,
your e-mail, your photo stream, download software updates,
even back up to a time capsule.
So this is a great new MacBook Pro and it starts
with a 2.5 gigahertz dual core i5, 8 gigs of memory
and 128 gigabytes of Flash for just 1699.
[ Applause ]
[ Applause ]
With the 15-inch MacBook Pro
with Retina display has been a big hit
and this is 500 dollars less expense so customers are going
to really appreciate that and it starts shipping today.
And like all of our products, the team works very,
very hard on making these environmentally friendly.
So we have a checklist and I like to show
that with our products, it's EnergyStar 5.2, EPEAT Gold,
arsenic-free display glass, mercury-free display, BFR free,
PVC free and of course, the high grade aluminum
and glass are highly recyclable.
So this is a great new MacBook Pro and we're so excited to show
to it to our customers, we've even created an ad.
So let's run that ad.
[ Noise ]
[ Music ]
>> [Background music] Introducing the new 13-inch
MacBook Pro.
[ Music ]
With the stunning Retina display.
[ Music ]
For the Pro in all of us.
[ Applause ]
>> So the new 13-inch MacBook Pro
with Retina display joins the 15 as the only two notebooks
in the industry with Retina display quality.
It's powerful and super thin and light
and customers are really going to love it.
And here's our notebook lineup.
We have MacBook Air starting at 999,
for those who still want it, we keep the old generation there,
the MacBook Pro at 1199, and the new MacBook Pros
with the Retina display starting at 1699.
Of course, you know, there are multiple screen sizes on each
and a few configurations, so if you're curious,
here are the standard channel configurations for all
of our MacBooks and of course, there's a wide range here
and something for nearly everyone.
So that updates our MacBook lineup, and it is the best line
of portables we have ever offered.
Next. Mac mini, you knew there'd be something called "mini"
in this presentation, didn't you?
[ Laughter ]
[ Applause ]
The Mac mini is our smallest, most affordable Mac.
And if you haven't look at one lately, it's packed with a lot
of great features; Gigabit Ethernet, FireWire 800,
HDMI video out, Thunderbolt, USB, now equated to USB 3,
four of them, SD card reader, and audio in and out.
But the action on this product and the update is on the inside.
So let's turn it over and it's very accessible,
you just take the bottom cover right off.
And here's the inside, it's a beautiful, simple, small design.
What's inside, dual or quad Intel Core i5
or i7 Ivy Bridge processors, Intel HD graphics 4000, Wi-Fi,
Bluetooth, up to 16 gigabytes of memory and up
to terabyte hard drive or 256 gigs of Flash.
There are number of configurations,
it starts with 2.5 gigahertz dual Core i5, 4 gigs of memory
and a half a terabyte hard drive for just 599.
There are other configurations and a lot
of our customers actually like to get it as a server
to run OS X applications for server uses.
And so we have a 2.3 gigahertz quad-core i7, 4 gigs of memory
and two 1 terabyte hard drives, you know,
and OS X Server applications preloaded for 999.
And these all start shipping today.
And equally environmentally friendly as well,
Energy Star 5.2, EPEAT Gold, VFR-free, PVC-free
and highly recyclable, and Mac mini is still the world's most
energy efficient desktop.
At idle, it consumes just 11 watts.
It's really impressive.
Our customers really liked it.
We said this is a big day for the Mac, but one more Mac I
like to tell you all about, and that's the iMac.
The iMac is the best all-in-one computer in the industry.
As you heard, it's actually the number one desktop model
in the US.
And for good reason, it is a great deign,
evolved over many years.
In fact, many think of it as the flagship
of the Mac product line.
You may remember it all started back in 1998.
Yes, with the Bondi blue iMac.
In fact, this really re-launched all of our products,
the way we make products, how innovative they are,
how incredible the designs are.
And it also epitomizes something the Apple does so well
to create a breakthrough innovative product and then
through the years relentlessly keep updating it
with the latest technology to push it as far
as the technology allows.
We've had seven generations of iMac,
each one better than the last.
So that's why it's so great today for you to be the first
to see the next generation of iMac, and here it is.
[ Pause ]
[ Applause ]
[Background applause] It is absolutely beautiful.
[ Applause ]
It is stunning from every side, edge-to-edge glass,
that amazingly thin edge.
Would you like to see one in person?
>> Yeah.
>> I hope so 'cause we have one right here.
So this is the brand new iMac.
It is absolutely incredible,
the most beautiful Mac we have ever made.
Just want to get a look at how thin it is.
We'll turn it just a little bit.
Look at that edge,
just remarkable how thin that design is.
There's an entire computer in here.
It's hard to believe there's even a display in here.
[ Laughter ]
[ Pause ]
All right, let me tell you a lot more about it.
That edge is 5 millimeters thin, that is 80 percent thinner
than the previous generation,
and it extends the entire length.
All the way down to this area at the bottom,
we lovingly call this the chin.
Now, this enclosure is made of two parts, that chin
and that entire big aluminum back and they're put together,
previously with some advanced laser welding,
but this is so thin we wanted
to do something even more incredible.
The engineering team used a technology,
you may not have heard of it, called friction-stir welding.
This is unbelievable.
The actual molecules of the aluminum are merged together
between the two components to make one piece
that are super strong and nearly seamless.
The lengths they will go
to to create these products is astounding.
But how did we make it that thin?
Well, to explain it, let me bring back
up the previous generation.
[Laughter] Isn't it amazing how something new makes the previous
thing instantly look old?
It's incredible.
Well, let's look inside and take it apart a bit.
The first thing the team did was engineer an entirely new display
that's 5 millimeters thinner, that's a huge difference.
And if you ever look closely at the previous generation,
there's a very thin air gap between the display
and the front glass, a 2 millimeter air gap.
Well, we've removed that as well
by laminating the display directly to the glass.
This was a huge challenge.
We've never laminated a display this large to glass.
But the benefits are huge.
The entire display system is 45 percent thinner.
That makes a big difference.
Then, we remove the optical drive
and completely re-engineer all the internal components
to make something this amazingly thin.
Let's talk a little bit more about this display.
The display comes in two sizes, 21-1/2 inch and 27 inch.
The 27 inch, is 2560 by 1440; the 21-1/2 inch, 1920 by 1080.
They're both IPS panels for beautiful viewing angle and,
at full brightness, over 300 nits, so beautifully bright.
And we said it's fully laminated.
Besides making it thin, the full lamination delivers
another benefit.
When you look at it, the text and graphics will look
like they're sitting right on top of the glass
because they're right that close
and it improves the optical quality.
And then we also apply an anti-reflective coating
to the display where we wanted to make it even purer,
even thinner, even higher quality-- image quality.
And we use the new technology first called plasma deposition.
You can go home and tell people, today I heard
about plasma deposition.
It allows us to apply the anti-reflective coating
down to a nanometer thickness.
And the combination of all this hard work is really simple.
Customers are going to appreciate
that it's 75 percent less reflection
than the previous generation.
That's a really big deal.
And to top it off, these displays are beautiful.
They're each individually calibrated
on the manufacturing line with a spectroradiometer.
It is very, very cool.
Some of the other features,
there's a FaceTime HD quick camera for 720P,
dual microphones, and a stereo sound system
that sounds even better than the previous generation which is
so hard to achieve because this has 40 percent less volume
than the previous generation.
It also sheds up to 8 pounds over the previous generation.
Pretty remarkable.
And again, like the MacBook Pro,
so much work has gone on on the inside.
I'm very happy to show you what that looks like.
There's a serious computer inside this thin design.
Here are some of the elements of it.
Intel Quad-Core i5 or i7 Ivy Bridge processors,
NVIDIA discrete Kepler graphics, Wi-Fi, Bluetooth,
you can have either up to 760 gigabytes of Flash or up
to 3 terabyte hard drive, and up to 32 gigabytes of memory.
That's twice as much as before.
So much work has gone in to fitting all
of that inside a computer this thin.
In terms of I/O, the headphone port, SD card reader,
four USB 3 ports,
two Thunderbolt, and gigabit Ethernet.
I want to talk about storage just a little bit more.
As I said, customers can choose a hard drive if they want
and many costumers do, because they want the maximum capacity.
Others choose Flash because that gives you maximum performance.
In many cases, up to three to four times faster at key tasks.
Well, with the iMac, as well as the Mac mini we just discussed,
we have a new third option for you to choose.
It's called the Apple Fusion Drive.
What's the Fusion Drive?
Well first, it's 128 gigabytes of Flash storage.
And added to that, your choice either 1
or 3 terabyte hard drive.
And in software, they're fused together
into one logical volume.
We do this so you can get much faster reads
and writes the hard drive can.
But best of all, it's built
into OS X Mountain Lion, so it's automatic.
There's nothing to set up,
<i>othing to manage, nothing to do.</i>
It just works.
So how does it work?
Well, when you order your iMac, if you choose the Fusion Drive,
you get it in this one drive made
up of both Flash and a hard drive.
Of course, the operating system entirely fits on that Flash,
so we keep it there for maximum system performance.
In fact, all of the software that comes pre-installed
in your iMac automatically fits in Flash.
And then as you load up applications and documents
to migrate it in the former previous computer,
we'll fill up all the space and use the storage you have.
And then automatically, as you're using your computer,
OS X's Fusion Drive is figuring out what you use the most
and what will benefit from being on Flash.
So for example, if you don't use iMovie very often
but you use a lot
of high-powered number spreadsheets,
it might move those on the Flash.
Or perhaps you use Aperture not iPhoto, want to move Aperture
into Flash and run it from there as well.
All transparently from you, you just use it, it works.
And so how does it perform?
Well, using that Aperture example, one common task
in Aperture is to import photos.
If you use the hard drive, you get a certain speed and Flash is
over 3-1/2 times faster at this task.
So how does the Fusion Drive compare?
Here's how it compares.
You get the near the performance of Flash with access to all
of that storage without having to do anything else.
[ Applause ]
So that's the Fusion Drive.
The iMac comes with a Wireless Keyboard
and Wireless Magic Mouse.
Of course, many costumers also choose a Wireless Magic Trackpad
as well.
And for those who still were stuck in the past, yes,
you can get an optical drive.
We offer a great super drive that plugs into USB.
There's a 21-1/2 inch Mac that starts
at 2.7 gigahertz quad-core i5, 8 gigs of memory,
a GeForce GT 640M, that's a Kepler part,
and a terabyte hard drive for just 1299.
[ Applause ]
Of course you can make other configurations if you like
and these start shipping next month in November.
The 27-inch iMac begins with a 2.9 gigahertz quad-core i5,
8 gigs of memory, GeForce GTX 660M,
a terabyte hard drive for 1799.
And these start shipping--
[applause] these start shipping a month later in December.
And again, like all of our computers,
incredibly environmentally friendly, EnergyStar 5.2,
EPEAT Gold, and on and on.
We've also engineered this new iMac
to be even more energy efficient.
It uses up to 50 percent plus less power when sitting idle.
So those are the new iMacs.
21-1/2 inch, 27 inch,
but perhaps the boldest new iMac designs we've ever created
and they carry on this great tradition we call iMac.
And that completes our announcement for Mac.
[background applause] I like to turn it back to Tim.
[ Applause ]
These products are really cool.
Next, I'd like to talk about iPad.
It seems like each time we get together, there's a new number
or new statistic to illustrate the growth
and momentum of this product.
And today, I'm thrilled to tell you, that two weeks ago,
we sold our 100 millionth iPad.
[ Applause ]
That's 100 million in just two and a half years.
This is unprecedented for a new product in a new category.
Now, to put this in some perspective, we sold more iPads
in the June quarter than any PC manufacturers sold
of their entire PC lineup.
Now this has attracted a fair amount of attention.
[Laughter] And it seems like everyday,
there's another tablet shipping.
But when you look at the ones that are really being used,
the numbers tell a different story.
iPad accounts for over 90 percent
of the web traffic from tablets.
And we know that this is the thing
that people do most often on a tablet.
Now you might ask, "So why is iPad
so phenomenally successful?"
Well, it turns out that there's a simple reason for this.
People love their iPads.
[laughter] They love the big, beautiful, Multi-Touch display,
the fast fluid responsiveness of iPad's hardware
and software working together.
They love the front camera that's absolutely perfect
for FaceTime and the rear iSight camera
that takes great photos and great HD video.
They love that they can connect anywhere they go using either
Wi-Fi or cellular.
They love iPad's legendary all-day battery life.
And they love all of the amazing apps that have been optimized
for iPad to help them work, play, create, and learn.
One of the things that is so rewarding and so amazing
to us is how quickly iPad has been embraced in education.
Administrators, teachers and students
around the world have found iPad
to be an incredible learning tool.
Here's an example of what we're hearing.
This is from a superintendent of a school district in Texas.
He says, "The iPad has been a real game changer in education.
No technology has impacted the way teachers teach
and students learn more quickly and more profoundly.
With iPad, the possibilities are endless."
We really believe this.
And we saw this early on.
Earlier this year, we announced iBooks Author to make it easy
and simple to create rich, engaging Multi-Touch textbooks.
iBooks Textbooks reinvent the textbooks
with gorgeous full screen layouts,
interactive diagrams, photos, and videos.
In fact, iBooks Textbooks are now available for 80 percent
of the US high school core curriculum.
And these are rich engaging textbooks in a variety
of subjects from the sciences to mathematics and history.
These are enough to make you want to be a kid again.
[laughter] We-- iBooks Textbooks are textbooks created
with iBooks Author are now in over 2500 schools in the US.
[ Applause ]
And it's not just the large three publishers
that are using this.
Smaller publishers, teachers, universities are using this
to provide very engaging content.
Now today, we're announcing the latest version of iBooks Author,
and it includes some incredibly new Apple templates
like this one that's a portrait-only template.
Publishers can now take their own thoughts and use them
to provide a more custom-look of their books.
And beginning also today,
publishers can directly insert these beautifully rendered
mathematical expressions directly into their books.
This is actually very big.
We're also announcing Multi-Touch widgets
to provide even more options for interactivity.
And publishers can now easily update their books.
This is especially key in education
where it's very important that students have access
to the latest version of their textbooks.
iBooks Author is available today as a free download
and it's available on the Mac App Store.
I would encourage everyone to check it out.
Now, in addition to education,
iPad is taking the business market by storm, in the office,
in the field, and in places you could never dream
of seeing a PC, iPad is showing up more and more
and doing more and more things.
In fact, almost every company in the Fortune 500 is now testing
or deploying iPad and we're seeing a similar success
in smaller business.
Now, with a hundred billion sold in just two and half years,
we couldn't be more thrilled
with how quickly iPad has been embraced by so many users
for so many different things.
But we know we are just getting started.
Earlier this year, we announced an iPad
with a beautiful Retina display.
And this iPad has gone on to be the fastest selling iPad
of all time and the top selling tablet in the world,
but we're not taking our foot off the gas.
We've got some really cool stuff to show you, and to do that,
I'd like to invite Phil back up to the stage.
[ Applause ]
>> Thank you.
So, just half a year ago,
we introduced the third-generation iPad
with its Retina display and it's remarkable.
So that's why it's more incredible
that we're sitting here today just over a half year later
to talk about the fourth-generation iPad.
It's amazing.
The pace the team is at,
the pedal to the metal engineering attitude is just
so thrilling.
And this fourth-generation iPad, it is a powerhouse.
So what's inside it?
A new chip, the Apple A6X chip,
delivering even faster performance.
We were already so far ahead of the competition.
This just-- I can't even see them in the rear view mirror.
[laughter] It doubles the performance for CPU tasks.
That is a huge jump ahead.
It also doubles the graphics performance.
They were not close to us and now we've doubled that again.
In addition, we've added a new generation
of Apple image signal processor for tasks like face recognition
and image stabilization.
So all of this power, two times CPU power,
two times graphics power, new image processing,
and it's energy efficient, the same 10-hours of battery life
of the previous generation.
We're also updating the FaceTime front side camera,
it's now FaceTime HD with 720p.
And the cellular version,
has LTE with greatly expanded coverage.
We're working with many carriers around the world
to support LTE performance on this new fourth-generation iPad.
Many of the carriers you know and some new ones
to support iPad like Sprint here in the US and KDDI in Japan.
We've also updated the Wi-Fi performance as well.
It's up to twice as fast.
It's 802.11a/b/g/n, and n is 2.4 and 5 gigahertz.
We've updated the connector to our latest connector,
the Lightning Connector, it's 80 percent smaller, all digital,
reversible and compatible with devices now being created
for iPhone 5, iPod touch, iPod Nano.
We added some new cables as well.
Customers who want camera connections, we have Lighting
to USB, and Lightning to an SD card reader.
For video out, there're Lightning
to HDMI and Lightning to VGA.
And all of this technology and performance, is, of course,
based on a system with this breakthrough new Retina display
for which there's nothing as beautiful in the market.
The fourth-generation iPad comes in both black and white
and it starts with the same configurations
as the last generation, 16 gigabytes Wi-Fi for 499.
So twice the performance, new features but the same price.
[ Applause ]
Thank you
[ Applause ]
And cellular as well, the same price starting at 629.
So if the third-generation iPad was the best tablet
in the world,
the fourth-generation just extends that lead.
And it's all about helping customers to learn
about this great new technology and find new ways to use it
that they never dreamed of.
So what else can we do to help customers find even more uses
for iPad, to use it in places they never imagined,
in manners they never have before?
[ Laughter ]
[ Applause ]
I think we can tell by your excitement you know what
this is.
[laughter] This is iPad mini.
[applause] And what can you do with an iPad mini
that you can't already do
with the amazing fourth-generation iPad?
Well this, you can hold it in one hand.
Now this just isn't a shrunken down iPad.
It's an entirely new design with a beautiful aluminum
and glass enclosure where every detail is finely crafted
and made just exquisite.
And the process by which the manufacturer or the level
of parts is unseen in our industry.
There is nothing as amazing as this.
This incredibly thin and beautiful iPad mini,
beautiful from every angle, incredibly thin and light.
Would you like to see one in person?
[ Applause ]
[ Pause ]
This is iPad mini.
[ Applause ]
Look how thin that is, amazing.
Here, let me tell you a lot more about it.
So this iPad mini is just 7.2 millimeters thin.
That's about a quarter thinner than the fourth-generation iPad.
To put it in context, it's as thin as a pencil.
That's thin.
It weighs just 0.68 pounds.
That's over 50 percent lighter
than the previous iPad fourth generation.
So, in context what can you compare that to?
It's as light as a pad of paper.
We were going to say a book, but books are much heavier.
[laughter] So, we came up with a pad of paper.
It comes in black and white, the white with silver,
the black with the slate back.
It's beautiful on both sides.
I think one of the biggest questions people wonder is,
what screen size should we pick and why?
And the team worked really hard thinking about this.
We want an iPad that's capable of running all
that amazing software written for iPad
without developers having to do any work.
We want it to be smaller such that it could be thinner
and lighter as you can see, but not so small
that it stops being incredibly usable
because the iPad is the most usable of all these devices.
So, let's look at it side by side.
Here is current iPad 2, next to the iPad mini.
The iPad 2 is 9.7 inches on the diagonal, iPad mini, 7.9.
So, that's easy to remember, right?
9.7, 7.9. And the pixels are even easier to remember
because they're exactly the same.
The original iPad, the iPad 2 are 1024 by 768.
And the new iPad mini is 1024 by 768.
That means all of the software created for iPad all works
on the iPad mini unchanged.
And it's great to use in both the portrait
and landscape position which our customers love
to use it in both manners.
So, it's great for reading your email, and responding
to your email, and surfing the web.
It's great for managing all your photos and sharing it
with friends and family.
It's fantastic for kicking back
and reading a magazine or book on.
It is amazing to sit there and hold it,
and do a FaceTime HD phone call in something so thin and light.
It's great for all of your iWork applications,
keynote, pages, numbers.
It's fantastic for all the iLife applications,
iPhoto, iMovie, GarageBand.
I mean it is so much fun to sit there
and play Multi-Touch software instruments in GarageBand
on this thin and light iPad.
And all of those applications work wonderfully on it.
So, if you're a customer who likes
to use Facebook all day long, you're going
to love using Facebook on the new iPad.
If you love creating content with applications like Paper,
an amazing drawing application, you're going
to love doing that on iPad mini.
If you love playing games, playing incredibly amazing games
like Real Racing 2 are incredible on the new iPad.
In fact, I could sit there, here and do 275,000 examples for you
and I would love to, but we don't have enough time.
They work amazing on the iPad mini.
No one else can say that with their tablets.
In fact, others have tried to make tablets smaller
than the iPad and they failed miserably.
These are not great experiences, but why?
Let me give you an example.
So, here we have iPad mini on the right
and an Android tablet on the left.
This is the latest, greatest,
most favorite reviewed new device.
So, let's compare them.
Well first, let's just look at the bezels around the display.
Ours, the iPad mini is made of aluminum and we've worked hard
to make it thin so it's comfortable to hold
and use with one hand.
Theirs, made of plastic, it's thicker.
In fact, the entire product, that Android product is thicker
and heavier than iPad mini even though it has a smaller display.
So, let's look at those displays.
On the diagonal, theirs is 7 inches.
The iPad mini is 7.9.
That doesn't sound like a lot more, does it?
But that's on the diagonal.
The actual area of the display, 21.9 square inches
for the Android tablet, 29.6 for the iPad mini.
The iPad mini is actually
over a third larger display area, 35 percent.
That's a huge difference and it doesn't stop there.
What's the number one thing people do on their iPads?
Surf the web.
We love to surf the web on our iPads.
So, here is surfing the web.
This is a popular museum, the Guggenheim Museum,
and visiting it in both browsers.
But you can see those things
around the browser, there's tabs.
Android has some software controls in the bottom
of the display, so let's remove all that noise,
and just look at the web pages.
You can see a huge difference.
The iPad mini, it's about 50 percent larger
for surfing the web, holding your portrait orientation.
That is a gigantic difference,
yet the iPad mini is thinner and lighter.
As I said, many customers also like to use it
in the landscape orientation.
So, let's turn them sideways.
Let's remove all the noise around it.
Here's your web pages.
The iPad mini is two-thirds larger to surf the web.
There is a gigantic difference in these products.
And it doesn't stop there.
There's all of those third party applications as Tim told you.
We have these amazing applications for iPad users.
And we've learned.
We have over 700,000 applications that can run
on iPad, but customers loved the ones written for iPad designed
for that screen, over 275,000 of them.
What does the other platform have?
Their phone application stretched up,
<i>ot tablet applications.</i>
So, for example, if you like to hang with your friends in Yelp,
you get a great experience on iPad mini, you get a scaled
up phone experience on that other product.
There's a big difference.
If you like to shop on eBay, a huge difference
between what you can do on an iPad
and on these other products.
If you like to listen to music in Pandora,
the differences are night and day.
If you like to go search for videos to watch in Vimeo,
a great experience, not great experience.
[laughter] If you like to plan your trip on TripAdvisor,
an incredible experience on iPad mini, well, you know, right?
[laughter] So if you go on and on--
[ Applause ]
[Background applause] So let's-- let's talk a little bit more
about what's inside iPad mini.
It is a great iPad.
In fact, the technologies inside are equal to or better
than the iPad 2 in every way.
There's an amazing set of technology
that make this just a great iPad.
First, there's an Apple A5 chip, a dual-core A5 chip
that has more than enough power
to drive this incredible mini display.
And you do great performance for all your applications and games.
It has a FaceTime camera now better than what we had
in iPad 2 or FaceTime HD front-side camera.
An even bigger difference on the camera on the back side,
a 5 megapixel iSight camera,
so you can take beautiful 5 megapixel photos,
or 1080p HD video.
That's far in advance what we had on iPad 2,
the wireless has advanced greatly too.
It has the same LTE capabilities that you see
in our new fourth-generation iPad LTE wireless.
We have the faster Wi-Fi as well, 802.11a/b/g/n and end
at 2.4 and 5 gigahertz.
They're twice as fast Wi-Fi.
We've built in that lighting connector so it's compatible
with the accessories being created for iPhone 5,
the fourth-generation iPad, iPod touch, and iPod nano.
And all of these technology, all these incredible capability
in such a thin and light device, the team has worked really hard
to get you the same battery life.
Ten hours of battery life just like the fourth-generation iPad.
So hopefully--
[ Applause ]
So hopefully, as you've been hearing about all these features
and performance and capability you see,
it is every inch an iPad.
So, we've created a video to tell you a lot more about it,
I'd like to play that now.
>> [Background Music] From the very beginning,
the iPad was designed to be very powerful, very capable.
But also, remarkably simple to use.
So, our goal was to take all the amazing things that you can do
with a full size iPad but pack them into a product
that is so much smaller.
And that's what we did with the new iPad mini.
>> One of the things that makes iPad so incredible is
that there's almost no end to what you can do with it.
So, when we decided to make the iPad mini,
we wanted to make sure it had all the features
that make iPad so magical.
We began with the display
that has the same resolution as the iPad 2.
So, all your apps and content look and work the same way.
And at 7.9 inches, it's small enough to fit in one hand,
but it's still large enough to give you
that rich immersive iPad experience.
It has a dual-core A5 chip for fast fluid performance,
both FaceTime and iSight cameras.
It gets a full 10 hours of battery life, and it runs more
than 275,000 apps made just for iPad.
These aren't scaled up phone apps, these are powerful apps
that take full advantage of iPad mini's beautiful display.
You can access all your favorite music, movies and TV shows
from the iTunes Store, one and a half million books
on the iBookstore, and over 5,000 magazines
and newspapers on Newsstand.
And another thing we're really excited about is
that iPad mini comes with the FaceTime HD.
Seeing your friends and family
at high definition makes you feel
like you're that much closer.
>> If all that we had done was take the original iPad
and just reduce it, all that you would be aware of was everything
that was just missing, that there is inherent loss
in just reducing a product in size.
And what we did was we went back to the very beginning,
and we took the time to design a product
that was a concentration of, not a reduction of the original.
We felt strongly that 7.9 inches was exactly the right
display size.
But it became clear that we had to reduce the width
of the borders so you can still pick it up
and easily use it with one hand.
We have continued to develop our unibody process.
There are essentially two parts to the enclosure, the glass
and the aluminum, and that junction
where the two parts actually come together is
incredibly important.
That diamond-cut chamfer meets seamlessly with the glass.
And I think it's a beautiful detail
that further reduces parts and actually makes it more durable.
We also designed an entirely new Smart Cover for the iPad mini.
By eliminating the separate aluminum hinge,
we now essentially wrapped the iPad mini in a single,
simple colored material.
>> The biggest challenge that we faced was incorporating all
of these great features in a much smaller and lighter device.
In order to do this, every part had to be custom designed,
starting with the display, the glass in the front
and back are only 0.2 millimeters thin,
in fact the subsystem is a mere 0.12 millimeters thin,
that weighs half as much as any we've ever done before.
Here on the screen, we took some dramatic steps
to maximize interior space.
It has the largest and thinnest single cell battery we've
ever designed.
We designed a smaller mother board
to house the powerful A5 chip and built
in the new smaller Lightning connector.
We also redesigned the iSight and FaceTime HD cameras
and they allow you to take amazing photos in HD video.
We've been able to build all of this technology into a device
that is only 0.68 pounds and 7.2 millimeters thin.
>> All of these efforts combine to make a product
that is incredibly thin and light
and has absolutely remarkable levels of fit and finish.
And I think the result is an extraordinary iPad,
one that will be used in so many different places
in so many different ways.
[ Music ]
[ Applause ]
>> Thank you
[ Applause ]
The iPad mini is every inch an iPad which you saw it comes
with a great line of accessories including these optional Smart
Covers that come in blue, green, pink, light gray, dark gray
and even a great product red one as well.
They're smart so they work with the software intelligently
and they're great to use in every angle.
And they really compliment this incredible new iPad mini.
The iPad mini starts with the full 16 gigabytes of memory.
And the Wi-Fi configuration we priced at 329.
[ Applause ]
Of course, that is the lowest price yet for an iPad helping us
to reach even more customers.
So, this is the iPad lineup, iPad mini starts at 329,
iPad 2 at 399, iPad fourth generation
with a Retina display at 499.
Of course there are many configurations
of memory you can choose from.
So, there those all are, the Wi-Fi configurations,
and then of course cellular configurations.
So, there's something, in a wide range of price for everyone
in each most amazing best iPad or tablet device
that anyone has offered.
Now, if you want to get your hands on one,
how are you going to do that?
Well, both iPad mini and the fourth-generation iPad will be
able to start to pre-order this Friday on October 26th.
And the Wi-Fi versions will ship first just a week later
on November 2nd to a large list of countries.
Here they are.
And then, about two weeks later,
we'll start to ship the cellular versions, first in the US,
and then gradually around the world.
Of course like all of our products,
the team works very hard to make sure this is environmentally
friendly iPad mini and the fourth-generation iPad,
arsenic-free display glass and mercury-free display, BFR free,
PVC free and of course highly recyclable.
So, this is an amazing new addition to our iPad family.
And we're going to be so excited to tell customers about it,
if they don't already know how exciting it is right now
streaming this live on the internet.
And we're going to add a TV ad that we're going to run
and introduce customers to it in a really simple and fun way.
I'd love to run that for you now.
[ Pause ]
[ Music ]
[ Applause ]
Isn't that great?
[ Applause ]
Thanks. Definitely thanks to the ad team for that.
They just really came out with the most creative way
to introduce iPad mini to everyone
who already knows how great iPad is, and that's iPad mini.
Let me turn it back to Tim.
[ Applause ]
>> It's very cool.
[laughter] We told you earlier this year
that you would see some incredible innovation from Apple
across the year, innovation that only Apple can deliver.
We think we've kept our promise, and I hope that you agree.
We shipped Mountain Lion and iOS 6, the latest versions
of our desktop in mobile operating systems with hundreds
of new features including great new features that help Macs
and iOS devices work seamlessly together.
We launched two new incredible iPods,
a completely redesigned nano
and an amazingly thin fifth-generation iPod touch.
We launched the unbelievable new iPhone with an incredibly thin
and light design with a beautiful 4-inch Retina display.
We've refreshed our entire lineup of notebooks
and reinvented the Pro notebook with a 13-inch,
15-inch MacBook Pro with Retina displays.
And we announced today the unbelievably thin
and unbelievably gorgeous new iMac.
Earlier this year, we announced the third-generation iPad
with a Retina display.
And today we replaced it with a faster generate--
with a faster fourth-generation iPad
and added the iPad mini to the iPad family.
Yes, it has been an incredible year with all
of these new products and all
of the applications in cloud services.
This has been a truly prolific year of innovation for Apple.
We hope that you'll love these products as much
as we loved creating them.
I'd personally like to thank all of the teams at Apple
that have worked so hard
to create everything you've seen today
and everything across the year.
They dedicate a huge part of their lives
to making the best products on earth.
[ Applause ]