Apple CEO Tim Cook Keynote at WWDC June 2014 Transcript

Apple CEO Tim Cook delivered keynote at this year’s Worldwide Developers Conference (WWDC 2014) which was held from June 2-6 at San Francisco. We produce here the full transcript of the WWDC keynote event below.



[Video Presentation]

Tim Cook – CEO, Apple Inc.

Good morning. Good morning…good morning.

Welcome to San Francisco. We’re here today and all week to celebrate the developer community and all of the amazing apps that they’ve created. I hope that video did a great job of capturing just how deeply we feel about our developer community, and more importantly, a number of lives that they’ve enriched.

So from all of Apple, thank you very much.

This is a milestone year for this conference. It’s the 25th anniversary of the conference. It started in 1990 with just 1300 developers who gathered to talk about the System 7 and there was one lab in that developer conference.

Now WWDC is a huge conference for Apple and a huge conference for all of our developers. We have over a thousand of our best and brightest engineers here today to talk with you directly in lab about how to improve your code.

We’ve got people from more countries than ever before and two-thirds of the attendees today are here at the developer conference for the very first time.

Special shout out this morning to the student scholarship winners. They worked really hard to get here.

Our youngest developer in the audience today is 13. We’re going to be seeing apps from them for a long time.

The developer community is incredibly vibrant. We now have 9 million registered developers. That’s up almost 50% since last year. That’s the most developers we’ve ever added in a single year.

Now this morning, we’re gathered to talk about two powerful platforms: OS X and IOS, and you are going to see some great new features for both and some great updates. Even more importantly, you’re going to see how they’ve been engineered to work seamlessly together.

Now you’re also going to see the mother of all releases for developers. It’s a huge release and it’s so huge that we’ve dedicated an entire section of the presentation just for this.

So let’s get started with OS X and the Mac. We’re shipping the best Macs in our history. If you look just in this last fiscal year, while the industry declined by 5%, Macs grew by 12%. That swelled our installed base of Macs to over 80 million which is a record for us. We’re really proud of this.

And of course, our latest release of OS X Maverick has done really great. It had great features for power users like Power Tab and tags that enhanced support for multiple displays, advanced technologies for longer battery life, a greater performance and of course, new and improved apps.

Just since its release in October, we’ve installed over 40 million copies of Maverick. This is the most of a single release ever in Apple’s history. Also that makes over 50% percent of our installed base working on our latest operating system. This is the fastest adoption ever of any PC operating system in history.

Now you may wonder how that compares to Windows. I knew somebody was going to ask, so I decided to make a chart.

Well, as it turns out, Windows 8 shipped about a year before Maverick – and it’s at 14%. Need I say more?

So we could not be happier with Maverick and the momentum of the Mac. But of course, we’re always future focused. And today, to talk about the future of OS X, I’d like to invite my colleague Craig Federighi to tell us all about it. Craig?

Craig Federighi – SVP, Software Engineering, Apple

Good morning. Wow! It’s wonderful to be here presenting among the greatest developers collected in the world. You guys are fantastic. You know, it was just a year ago here at WWDC when we narrowly averted a major OS X naming crisis. You may remember that we were able to deathly shift from names based on big cats to names based on beautiful places in California – starting of course with OS X Mavericks.

Well, it’s another year in time for another name. And so we collected our crack product marketing team – shoved them in their VW minibus and set them out on the road.

Now they first ventured south discovering OS X Oxnard. This wasn’t quite right but undeterred, they headed east landing in OS X Rancho Cucamonga. Still we hadn’t quite hit the mark. So they boldly ventured north, landing in OS X Weed.

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Now strangely this one had large pockets of support within the product marketing organization. But saner heads did prevail and they set off on what then was somewhat more circuitous path. They took up ultimately to a place that embodies the beauty and power of OS X. We discovered OS X Yosemite.

Now Yosemite is a fantastic new release, with a new interface, big enhancements to our most popular apps, and something all new – we call continuity.

OS X Yosemite – Design & Features

Now I want to start with design. OS X, of course, started with the bold design of Aqua. And over the years, it’s evolved to the refined look we all love today in Mavericks. But with Yosemite, we continue this evolution, and I’d like to give you a look at where we’re headed.

[Video Presentation]

How about that? I think the team has done some remarkable work. We started with the most fundamental controls, focused always on clarity as well as utility. We refined the tool bars and the window materials, and the window constructions. If you look at the window title bar, you’ll see how the use of translucent materials give you a sense of place as you scroll your content.

Now the same carefully crafted translucent materials are used in the sidebars. So now your windows take on the personality of your desktop. As you change your desktop picture, your window adapts to reflect that personality and that temperature. And that translucency also helps maintain a sense of depth in place as you move your windows over one another.

Now we also use the same gorgeous translucent material for the dock and check out these beautifully crafted new icons, so clean and yet so fundamentally still Mac. And check out that trash can. That is a gorgeous trash can. You wouldn’t believe how much time we spent crafting a trashcan.

So we also focus on precise and consistent typography throughout. So from the menus to the window chrome to application controls, consistent and clear type. Now we know for our Pro users, often they really want to focus on the center of the screen and not be distracted by bright menus and bright dock. So we also introduced a Dark mode.

Lovers of dark – yes, so of course, these changes extend through to the applications. You notice here with calendar, this construction with a common toolbar and title bar area, that makes the window both more distinctly recognizable, but more importantly maximize the space available for content and we carry this over throughout the system to apps like maps.

Now we also have a new look for sidebar apps like messages. You can see here with a beautiful translucent material running top to bottom, and we extend that look to apps like Face-time, Contacts and Reminders. All in all they come together for a gorgeous and more usable version of OS X – the best ever.

Notification Center

Next, let’s talk about Notification Center. Notification Center on OS X, of course, adopts the dark translucent material, precise type Yosemite. It also now most importantly has a new Today View. So you get an at-a-glance look at your calendar, your reminders, weather and more, but most importantly, you can extend the contents of Today View with the contents of widgets and apps that you’ve downloaded from the app store. Just add them right in and set up the Today View that you want for at a glance access to information. And that is Notification Center.


Next up, Spotlight. So Spotlight has always been superfast way to launch applications and find content local on your Mac. And Yosemite is a great new interface. When you click on the magnifying glass up in the tool bar, you get a big feel right in the middle of the display. And if you just type a few characters, you can launch an app just like that, or type a name of a document and you get great search results in an in-line preview – really awesome.

Now in addition to these sources local to your Mac, we also tap into sources of information on the Internet. So, for instance, type a few characters in, like Yosemite, you can get newsfeed, information from Wikipedia and even maps, all at your fingertips.

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I’d like to give you a quick demo of the new UI in Yosemite now.

All right. So here’s our first look at Yosemite live. So we see a beautiful new typography in our menus, this gorgeous new dock and these beautiful icons. Let’s launch an app. I am going to start here with Maps. And I want you to observe that as I scroll the content of the map, the way that the title bar actually reacts is translucency in color to the content beneath. It’s just really gorgeous.

I am going to launch now another app – Calendar. Calendar has a new look for a week view but also an all new day view. And you notice here on day view, I have all of my meetings in the day right here on the left, and on the right I get details about my appointments. So for instance, here at 2 o’clock, we have our executive karaoke outing, that’s going to be a big blast. So it’s right there. You want to probably drop in on that if you get the chance.

So let’s take a look now at Messages. So Messages, you see this use of the translucent sidebar material, how it reacts subtly to the background is really nice, and how the contents of the title bar react as I scroll content underneath. It’s really cool.

Let’s take a look at Notification Center. So of course, I have my notifications here, but I also have Today view so I can see my Calendar at a glance, my Weather. These are interactive so I can click, get hourly weather, clock, interact with stocks for instance, or even Reminders. So here I’m supposed to practice for the demo and I forgot to do that but it’s too late now. So, we’ll send out one on its way.

Now, of course, I can edit these widgets as well, just click the Edit button down here and you see widgets available to me right here on the side. These are all from apps that can export widgets. So I’m just going to drag out Calculator, add that in here just like that or even a third party widget. Let’s drag one of those in, ESPN SportsCenter. So right there, I get all my information right at a glance. It’s really awesome.

So next. Spotlight. So I’m going to click here on the magnifying glass and, boom, got a search field right in the middle of the screen. I can type just a couple of characters to launch an app like our new reminders. There it is. It’s that easy.

But of course, Spotlight is great for looking up people too. So I’m going to look up Phil Schiller here. There’s Phil. And you see I have all of his contact information here, but I also have matches on mail from Phil. Phil and I are planning a camping trip. He’s a bit of a gear nut and has something he wants to try out on our trip.

We also have Events and Reminders. So we have here that our Meeting at the Campsite and– oh, good. I see that Jeff and Johnny are both in on the trip as well. And I’ll tell you, you just have not had chili by the campfire until you’ve eaten it with one of Johnny’s custom crafted aluminium spoons. It’s the diamond cut chamfered edges that really make the experience.

So, I’m working on a document as well to help plan our trip. Now, there are a lot of ways of course to find documents, but one way now is by app. So this is a numbers document. I typed numbers and you see in addition to the app, I get all my recent documents that I’ve opened with that app and I can access them right here.

So let’s open up my hiking trip. And here we see that the trip has planned – involved a 16.4 mile hike and being an operations professional, Jeff is a big stickler for the metric system. And so, fortunately, Spotlight has my back. I can just type in 16.4 miles here and I get an instant conversion to kilometers. So that’s awfully handy. We do all kinds of conversion. They drop that in, fix that document right up.

All right. Well, that’s enough for my document.

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