Steve Jobs introduces iTunes at Macworld SF (2001)

Transcript

Machine transcript in the original language. It may contain errors. Select a timestamp to play that moment.

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   Good morning.

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   Thank you.

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   Thank you all for coming this morning.

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   Thank you so much for coming.

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   We've got about 5,000 people here,

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   and when I checked just before I came on,

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   we've already got tens of thousands watching the streaming broadcast all around the world.

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   We're streaming all the way up to a megabit per second all around the world,

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   and we had over 3 gigabits per second of streaming data going out when I checked just before I came out.

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    We had a lot of people watching today.

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    The last several months of 2000 were particularly challenging for Apple and our industry.

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    We've decided to start 2001 with a bang.

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    We've got a lot of incredible stuff to show you today.

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    So let's get started.

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    First thing I want to talk about today, Mac OS X. Mac OS X. Let me review the

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    architecture of Mac OS X for those of you who don't know.

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    Architecture is in four layers. A kernel called Darwin, the most killer graphics

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    ever, tremendous frameworks for developers to write to, and a stunning new user

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    interface called Aqua. Darwin. Darwin's pretty amazing. Of course it has

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    protected memory so it doesn't crash and our goal is to never have Darwin crash.

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    It's got virtual memory so it manages the memory for you. No more setting the

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    amount of memory each app's gonna get. It does it all for you. Preemptive

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    multitasking so if you're working on something something else can't block you.

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    Multi-threading so again you can juggle activities very easily. Symmetric

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    multi-processing so when you throw in a second processor things accelerate

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    automatically and BSD Unix services

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    so you can talk to enterprise systems you know most the servers and enterprises

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    are Unix based

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    and we are their twin brother and it's fully

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    open source so we have a Linux like community that's already built up

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    around Darwin and never helped us quite a bit we've already incorporated a lot

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    of their feedback

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    and work into Darwin so that's the architecture of Darwin

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    now we move on to graphics we've got three levels of graphics

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    2D, 3D and multimedia. In 2D we have Quartz, which is remarkable. Quartz is

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    based on the PDF internet standard. It does PDF rendering on the fly, fully

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    anti-aliased, supports all the standard fonts out there, compositing transparency.

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    It's incredibly fast and incredibly stunning. We move on to 3D, OpenGL,

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    industry standard. It's great for games but it's also great for professional

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    imaging. And we're starting to use it more and more for very high-end stuff as well.

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    Hardware acceleration optimized for the G4, OpenGL. And of course, QuickTime, we've based it on the

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    latest version of QuickTime, QuickTime 5. We've integrated it into the OS so it can take advantage

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    of the advanced plumbing. And of course, we have a new player interface as well. So we've got the

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    most killer graphics on the planet, built in right to the core of Mac OS X. Frameworks. We have

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    three frameworks, Classic, Carbon, and Cocoa.

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    Classic, of course, runs existing

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    Mac OS 9 apps as is. Almost all Mac OS 9 apps

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    just run in Mac OS 10 without any modification.

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    It's pretty remarkable, but you don't get the core advantages of Mac OS 10.

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    To do that, developers have to tune up their apps

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    for Carbon. Takes them a few months and they produce an app that springs to life

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    in macOS 10 taking advantage of all its new features and this is what all of our developers

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    are working on doing now.

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    Plus we've got an extraordinarily advanced object oriented API called Coco which is the

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    coolest thing out there for writing new apps in.

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    You can write apps ten times faster than any other technology we know of in the industry.

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    So we've got killer APIs for our developers and we're supporting full Java 2 as well in

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    macOS 10.

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    Those are our frameworks.

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    And a stunning new user interface called Aqua,

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    which I will show you more of in just a second.

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    So that's the architecture for Mac OS X.

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    We just finished our beta release.

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    We released a beta release of Mac OS X last...

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    September and I can report to you now it's been a stunning success for us. We

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    anticipated about 10,000 people buying the beta. We had a hundred thousand. A

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    hundred thousand copies of the beta have been sold. We anticipated three, four

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    thousand individual feedback submissions. We've had over 75,000. Some of them quite

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    long and we've read every single one we've categorized them and we've learned a lot from

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    this and it's helped make Mac OS 10 better so I thank you guys who sent those feedback submissions

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    and we're gonna get a much better OS because of your help I went into the database and pulled

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    some things out to characterize three kinds of feedback for you the first was positive feedback

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    We always like a little positive feedback.

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    And the most frequent positive feedback was far more stable.

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    This thing is in beta form far more stable than even OS 9 is in shipping form.

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    And we're very gratified to hear that.

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    Second, Aqua is incredible.

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    People in general loved Aqua.

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    There's a few things I'd like to see changed, but in general they loved it.

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    Super easy to install. We nailed the installation.

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    Classic really works.

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    I think people were really surprised that we could run macOS 9 apps and macOS 10, and it works well.

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    And a really interesting one, a lot of feedback that Mac plus Unix is a whole new ballgame for Apple.

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    That this is taking the power of Unix and marrying it with the legendary ease of use and advanced application platform of the Mac

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    and producing something that doesn't exist anywhere else in the world that people are really excited about.

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    The second area of feedback was missing features. A lot of missing features. The number one was airport, surprisingly.

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    Printing, location manager, etc. These are features that just didn't make it into the beta. Airport missed it by about two weeks.

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    I'm pleased to report that all these features are now in the OS as well as many others that we just didn't have at beta.

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    And the last category was key concerns. People had some key concerns and the most frequent ones were the Apple menu,

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    clock in the menu bar, disks on the desktop control strip, and the finder

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    toolbar is awfully big and horsey. So we listen to these concerns very carefully.

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    And if you've noticed, Mac OS X has been evolving all throughout 2000 based on

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    feedback that we've gotten from our developers and our users, and we're not

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    stopping. And we've added some new features in Mac OS X, and I would like to

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    show them to you right now. One that nobody asked for but we added anyway was this new

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    screen saver. It's kind of cool. It goes and finds all your icons and makes a cool screen

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    saver. But let me show you one other thing that's kind of neat. We have another one in

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    here. Whoops, I didn't want that. We have another one in here which you can own pictures

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    and it will go ahead using OpenGL and cross-dissolve and zoom them into each other.

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     It's really beautiful.

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     So I threw some pictures of a beach up here, but you can have pictures of your family or your dog or our products or whatever you want.

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     But it's really nice, something you've never seen on a computer before.

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     And it turns your computer into this most gorgeous digital picture frame when you're not using it.

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     All right.

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     We'd all like to be there.

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     So, I'm going to run through a few things very quickly, just in case some of you have never seen Mac OS X.

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     As you know, you can move Windows around real-time, not just the outlines.

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     They resize real-time, as you've seen before.

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     And one of the things that has really worked out well has been Sheets.

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     Sheets, as you know in Mac OS today, when the OS wants to tell you something, it throws up a panel which can get disconnected from the window that it applies to.

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     It gets very strange when you start to work on many applications at once and you don't know which window the panel applies to.

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     We've gone to what we call Sheets.

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     When the OS wants to interact with you on a document basis, it throws up a sheet and you can interact with it, in this case, a save panel.

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     Very simple.

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     When your window gets very small, it goes like this.

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     And as you can see, it even moves away from the side if you're too close to the edge.

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     Okay?

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     Very, very simple.

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     And I guess Sheets also illustrates something we're trying to do with Mac OS X that's really important to us.

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     To make it more powerful, yet at the same time easier to use.