Apple WWDC Steve Jobs’ last keynote
Transcript
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Thank you.
[Automatic transcript unavailable for this passage]
Thank you very much.
It always helps.
Thank you.
It always helps and I appreciate it very much.
So we've got an awesome morning together this morning.
And thank you for coming so much.
We have over 5,200 attendees here today.
We sold out within two hours.
I'm sorry, this is the biggest place we can get to have this, so I'm sorry for all those
people who couldn't make it.
And we wish we could sell more tickets, but we don't know where to have it if we do.
So 5,200 attendees, over 120 sessions, over 100 hands-on labs where you can take your
code in and get help tuning it and porting it to some of our newer devices.
And there are over 100 Apple engineers here this week, 1,000, sorry, Apple engineers here
this week to help you. So there's a lot of Apple folks floating around, grab them, make
use of them, and we hope you have a great week here at WWDC.
Now we're going to talk about three things today. You know, if the hardware is the brain
and the sinew of our products, the software in them is their soul. And today we are going
talk about software. We've got some great stuff to talk about, OS X Lion, iOS 5, and
some kind of interesting new cloud stuff. So, let's start with Lion. To tell us all
about Lion, I'm going to ask two of my colleagues, Phil Schiller and Craig Federighi, to take
us through line and give us some demos. Phil?
Phil Brayden- Thank you, Steve.
Oh, good morning, everyone. How are you doing? Yeah. Come on, energy in the room. This is
Developer Conference.
That's more like it.
I am really honored to be the first to present to you the first of our new products today.
And this product is all about the Mac.
And the Mac is doing incredibly well.
Our customer base continues to grow at a tremendous pace.
We now have over 54 million active Mac users around the world and growing.
The customers love the products, and press and analysts have really incredible things
to say about it.
Things like this from All Things D. There's really no other way to say this.
The Mac is kicking ass.
Now, that's really nice, but what did John mean?
Well, this is what he means.
The last quarter, the PC market actually shrank year over year 1%, while the Mac grew 28%.
In my book, that's an ass kicking.
Now, lest you think this is an aberration,
the Mac has outgrown the industry every quarter for the past five years.
It is going so strong, and it's because the products are incredible.
Products like the new MacBook Air.
It's beautiful, it's thin, it's light, it's fast.
The whole PC industry wants to copy it.
But as you know, we've been leading in notebooks for a while.
We were the first to really drive the majority of our PC business to a notebook business.
And it's almost three years ago.
quarters of the Macs we ship today.
But whether you want a great new notebook or a killer desktop
with the new iMac, these Macs are the best that we have ever
made in the history of Apple.
And they're great not just because of the hardware they
run, but because of the software.
Mac OS X is the heart of the Mac.
And if you're keeping track, you know we launched Mac OS X
10 years ago.
We built it on a solid Unix foundation.
We added to it the ease of use and simplicity
that we know Apple's renowned for.
And we built into it amazing technologies
for all of our great developers to make the world's best
applications to run on it.
And for those of you who are around and remember this,
this is what Mac OS X looked like 10 years ago when we
launched it.
It was a revolution in its day.
And over the last 10 years, it's evolved to become more refined, more powerful, more beautiful than ever before.
So Mac OS X is looking incredibly strong.
So where do we take it next?
Well, next up in OS X is Lion, a major release with over 250 new features.
And if you'd like, we can go through every one of them today.
Well, I'd love to.
I'm told I only have enough time to tell you about 10 key new features.
So we'll really get into 10 awesome features.
First up, right into it, number one, multi-touch gestures.
One of the great things about the Mac from the beginning
was that it ushered an era of a graphic user interface
with a mouse and clicking and dragging.
But so much has changed over the last 10 years.
We now build multi-touch trackpads into all of our notebooks,
and we offer them on our desktops.
And we've learned a lot from iOS as well.
So now Lion can count on multi-touch.
From the beginning, you can have beautiful, fluid, momentum-based scrolling.
You can have incredible multi-touch taps to zoom in on stories or pictures.
You can dynamically zoom with beautiful, fluid pinch motions.
You can swipe through your photographs, your slides, your webpages,
all with an incredible physical realism that's never been possible with a PC operating system before.
And this has implications across the system in a lot of little important areas.
Here's a simple example, the scroll bar.
Why do we have scroll bars?
Scroll bars were there so you could click with a mouse and drag and scroll.
But now if you're pushing your window with multi-touch, you don't need them.
They can disappear.
You can have a much more beautiful reading environment.
But when you go to scroll, they magically appear,
give you a sense of place and proportional size,
and then disappear when you don't need them.
So multi-touch is now built throughout the system in a very powerful way.
Number two, full screen applications.
We've had some full screen applications before,
and these are really important for notebooks,
11 inch and 13 inch, where you want to get,
take advantage of every pixel on the display.
But developers have had to work hard to make their applications
hand coded to do full screen applications,
including apps like iPhoto.
Well, now with Lion, we've built in a standard method
for developers to create full screen applications.
And it has a simple system control in the top right,
right, so all users know where to tap and then bring their applications full screen.
But this isn't full screen like it was before, because now you can keep your application
running full screen with a simple swipe gesture, get back to your desktop, get something you
need, go back to your application, never having left full screen.
In fact, you can have more than one full screen application running at the same time.
So we've worked on a number of our applications to bring them into the new full screen mode
of Lion, system applications like Safari, Mail, iCal, iLife