Apple Keynote Presentation October 2013 (Transcript only)

Apple’s October special event was held on October 22, 2013 at the Yerba Buena Center for the Arts in San Francisco. The event unveiled and showcased a number of new products, including iPad Air, all new Mac Pro, MacBook Pro with Retina displays with other powerful features, OS X Mavericks as well as the latest creativity and productivity apps iWork and iLife etc. In this eventful presentation, Apple CEO Tim Cook and others from the management team led the way in showcasing these products. Below is the full transcript of this Apple’s keynote presentation event.


Tim Cook – Chief Executive Officer, Apple Inc.

Thank you… thanks for joining us, and good morning. I really love that video. We played it for the first time at the Developers Conference in June and I wanted to open with that this morning because I think it does such an incredible job of talking about our values. It reflects the unique way that Apple creates what we believe are the very best products in the world. You’re going to see some amazing products this morning that could only have been developed in that unique way. We are really excited to show them to you but before we dive right in, I’ve got a few updates beginning with iPhone.

iPhone, iOS 7 Updates:

As you may have heard, we launched two new designs last month. We launched the amazing iPhone 5c in a range of gorgeous and vibrant colors. Harry McCracken of TIME Magazine called it the perfect example of hardware and software integration. And we announced the forward-thinking iPhone 5s with its blazing fast 64-bit A7 chip, a stunning iSight camera system, and of course, Touch ID.

Walt Mossberg of The Wall Street Journal called it the best smartphone on the market. And millions of people agree by the end of the launch weekend, we had sold 9 million iPhones making it the biggest iPhone launch ever. The excitement and energy around the launch was absolutely palpable. And there was no better place to witness it than in one of our retail stores. We prepared a brief video for you this morning to share that excitement with you and I’d love to run it for you.

[Video Presentation]

I know I can speak for everyone in Apple that when we see customer response like this, it makes all the hard work worthwhile. Both new iPhones shipped with iOS 7, a bold new redesign with great new features and the biggest change to iOS since the original iPhone. The reviews have been tremendous.

David Pogue of the New York Times called it some of Apple’s best work. And millions of customers, hundreds of millions of customers agreed. They love the bold new redesign and the stunning new features. We made the updates easy and quick to get in just five days after launch over 200 million devices were running iOS 7, making it the biggest and fastest software upgrade ever. And I’m pleased to tell you that as of today, nearly two-thirds of the devices are running iOS 7. Now, this is tremendous, it blows away the other guys. And we love this because it makes – it gives our users the latest software so they can enjoy the greatest features and the best possible experience.

One of the great new features that shipped with iOS 7 was iTunes Radio. iTunes Radio is a fun and easy way to discover and explore new music. And it runs on iOS devices but also in your Mac or PC through iTunes and even on your Apple TV. Artists loves iTunes Radio. Justin Timberlake called it an amazing way to discover new music and debut his album on iTunes Radio. Now, even more importantly, customers love it. We now have had over 20 million users listen in on iTunes Radio and this number continues to grow. And they’ve been really active. They’ve listened to over a billion songs. And this is just in the U.S. in the last month. It’s absolutely fantastic.

App Store updates:

Next stop, the App Store. The App Store continues to grow in size and scope. We now have over a million apps on the App Store and our users have downloaded an astonishing 60 billion times. Now, this is staggering, and the App Store continues to be the best place for developers to be rewarded for their creativity. Developers have now earned over $13 billion. It’s hard to imagine your life without these phenomenal apps. It’s been an enormous sea change.

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Mac updates:

Next stop, the Mac. We have an amazing lineup of desktops and notebooks. And we’ve had one focus since the beginning to build the best personal computers in the world, computers that people just love to use. And we’ve done that through a combination of incredible hardware and beautiful design coupled with OS X, the world’s most advanced desktop operating system and apps like iWork and iLife, phenomenal apps for your productivity and creativity. And Mac just works seamlessly with all of your iOS devices with iCloud. And all of this comes together in this really delightful experience that our users just love.

Now, our competition is different, they’re confused. They chased after netbooks. Now they’re trying to make PCs into tablets and tablets into 7PCs. Who knows what they will do next? Well, I can’t answer that question. But what I can tell you is we have a very clear direction and a very ambitious goal. We still believe deeply in this category. And we’re not slowing down on our innovation. We’ve been really hard at work on the Mac, and we’ve got some exciting new products to share with you this morning. To start things off, we’d like to start with OS X and to do so, I’d like to invite Craig Federighi to the stage. Craig?

OS X and Mavericks features

Craig Federighi – Senior Vice President, Software Engineering

Thank you, Tim. Well good morning. Well let’s talk about OS X. So the team has been hard at work on the latest release of OS X, our tenth release in the history of OS X. And this one is a doozy. We really focused on three major areas in OS X. Some core technologies to fundamentally accelerate the performance of your Mac, some features that smooth the Mac experience, and some great new apps. Now, one of our biggest missions with Mavericks was to fundamentally upgrade your hardware to get more charge out of your battery, to get more out of your memory, and higher performance out of your GPU. Now, while we considered going door to door with a bag of parts and we would love to meet you, we’re software guys and actually kind of shy. So, we decided to do it with some code.

Power efficiency

And we started with power efficiency and made changes deep and broad across the systems and the result is outstanding. Now of course, battery life varies by the model that you choose. But even if you take our 13-inch MacBook Air, the latest which is just has fantastic battery life, and all you do is install Mavericks, you get up to an hour longer web browsing on a single charge and up to an hour and a half longer watching iTunes video. It’s really fantastic.

We’ve also made big improvements with memory. Now, Mac users love to push their systems to the limit, and that’s great as long as you have enough memory. But when you start to exhaust the system’s free memory, things can slow down. And that’s where our new Mavericks feature called compressed memory comes in. With compressed memory, Mavericks can actually compress almost instantaneously inactive parts of your – contents of memory making space for new allocations. This allows us to fit 6 gigs of data in just 4 gigs of system RAM. And what this means is you can run more applications and never slow down.

Graphics and OpenCL

Next, graphics. We’ve made enhancements to the graphic system system-wide and we focused particularly on integrated graphics. Now, some of our latest Macs include high performance integrated graphics where the CPU is combined on the same die with the GPU and sharing the same system memory. Now in the past, OS X allocated a static amount of memory set aside for graphics. But Mavericks is much smarter. If you’re running a task that needs lots of memory but doesn’t need much graphics, Mavericks can allocate just a little bit to graphics. But if you’re doing something graphics-intensive like playing many streams of high resolution video, Mavericks can give the graphics subsystem everything it needs. And what this means is high performance no matter what you’re doing.

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Finally, we brought OpenCL to integrated graphics. Now OpenCL takes compute-oriented tasks that would normally run on the CPU and instead, takes advantage of the massive, parallel compute power of the GPU to make them run much faster. And we see in benchmarks results of up to 1.8x acceleration for these tasks, and sometimes 2x and higher for image-processing tasks. It’s really fantastic. Now of course, Mavericks has many great enhancements for your Mac user experience as well.

Things like shared links. So in Safari, you can discover new links on the web from people you follow on Twitter and LinkedIn. We’ve enhanced notifications so now you can respond in a notification right there while staying in the app that you’re already in. In the Finder, we now have tags. It’s a great way to organize files no matter where they are, whether on your Mac or in iCloud. And we made big improvements to our handling for multiple displays so you can take an app full screen on any display and get at your dock and menu bar just like it’s your primary display no matter which display you’re using.

We’ve also brought some great new apps to the Mac as well. We have a fantastic new Maps app. It’s a native app, high performance, Multi-Touch gestures, turn by – or driving directions, and flyover looks great on your big Mac display. We’ve also brought iBooks to the Mac. You have your whole book library there and your iBooks textbooks as well. But of course, the best way to appreciate and experience Mavericks is with a demo, excuse me, and I’d like to give one to you right.


All right, let’s take a look here at Mavericks. And of course, the Mac has no equal when it comes to a tool for getting projects done. I’m going to work on a project right here and open up pages, and open up a document for “Mission to Mars.” And what’s really great now in Mavericks is I also have access right here on my Mac to iBooks. So I have my book library here, I can open one of my books, this is a textbook on Mars. Of course, you see these beautiful interactive textbooks. I can just use Multi-Touch gestures to move between the pages of a chapter just like this. Of course, they’re these great interactives. There’s a video here I can play.

It’s really, really nice. It’s a great way to learn but it’s also a great way to work. So if I have a quote for instance that I want to move into a report that I’m writing, it’s a citation, you can just click, drag that quote right into my document just like that, and now, it’s much easier to organize my content as well with tags. So you see here, I have the contents in my documents folder. It’s a lot in here. But I’ve been able to categorize my topic with tags. So if I want to see on my content related to Mars, I could just access it right here. So I’ll drag an image out that I want to add to my document just like this. That looks pretty good. And tagging your own document is really easy as well. I can just click here on the title bar and add a tag. As you can see, I can select from any tags I’ve already created like Mars. And I can also tag a single document with multiple tags. So, this one also has to do with school. I’ll tag it just like that. And you’ll notice, it appears here under Mars as well as under school.

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