The Apple Worldwide Developers Conference (WWDC) 2010 was held with a keynote address by then CEO Steve Jobs on Monday, June 7, 2010. The event took place at Moscone West in San Francisco. We produce here the full transcript of the whole WWDC 2010 keynote event for the benefit of those who need it.
Speakers at the event:
Steve Jobs – CEO, Apple
Reed Hastings – CEO, Netflix
Jen Herman – Director of Farmville Mobile at Zynga
Karthik Bala – SVP at Activision
Randy Ubillos – Chief Architect of Video Apps
Steve Jobs – CEO, Apple
Good morning. Good morning. Thank you. Thank you very much. Thank you. Thank you very much. Thank you.
It’s great to be here. Thank you very much for the welcome.
[Audience: We love you, Steve!]
Thanks, I think.
Well, listen we have got a great conference for you guys this week. It’s — we’ve really worked super hard to put this together. We’ve got over 5200 attendees, we’re packed to the gills. Folks from 57 different countries are here this week and we sold out in eight days. So it’s taken us a little over a month before but this year eight days we were completely sold out. And we apologize to all those folks who wanted to be here, we didn’t have room and this is the biggest place we can get. So anyway.
Over 120 sessions this week and over 120 hands-on labs. And there are over 1000 Apple engineers that will be here this week. So we’re rolling out everything for you, some great sessions on Mac, iPhone, iPad. And just about everything you’d want to know there’s somebody here that can answer your questions and sessions on almost everything. So we’re very excited about this year’s conference and we’re thrilled to have you here for it.
Now, I’d like to give you a few updates to start with, and I’d like to start with the iPad. The iPad, this incredible device. It is really changing the way we’re experiencing the web, things like e-mail, photos, you know, maps, video, you name it. It is a whole new way to interact with the Internet, with apps, with our content media and it’s going on really well and it is magical. I know it, because I got this email. I was sitting in a cafe with my iPad and it got a girl interested in me. So there’s proof.
We have sold over 2 million iPads, we sold 2 million in the first 59 days. That’s one every three seconds. So iPad is now in 10 countries. We just started shipping in 9 of those 10 countries in the last two weeks and I put together a little video reel with some of the press coverage we got, so could we run that now?
So we’re in 10 countries today, we’re going to be in 19 by the end of July. And we thank everybody for their patience, we’re making iPads as fast as we possibly can.
So there are now 8500 native iPad apps in the App Store, which is really great. And of course, the iPad can run over 200,000 of the iPhone apps that are there as well. And these 8500 native apps have been downloaded over 35 million times. And so if you divide that by those 2 million iPads out there, that’s about 17 apps per iPad that have already been downloaded. That’s a great number; that’s a great number. So we’re really thrilled with that.
And again, let me just show you some of the latest apps that have been out, Pulse which is a wonderful RSS reader if you haven’t seen it; Wallah, WebMD for finding out all sorts of things about procedures in your local pharmacy, eBay has got a great application out on the iPad, some wonderful education applications, Anatomy, isn’t this cool? There are some wonderful stuff that’s coming out, a lot of great games Iron Man, Avatar, Fieldrunners, Golf, a really cool DJ app, Flight Tracker, a lot of newspapers and magazines. This is the Financial Times, we’ve seen tremendous interest from publishers of all kinds, lot of great stuff that’s out. And this is an app that’s really cool. It’s called The Elements and you can just peruse the periodic table and learn about the things that we’re all made of, that’s from Wolfram. And a friend of mine named Theo Gray wrote this and he sent me an e-mail and said that I could use it: ‘I earned more on the sales of The Elements for iPad in the first day than from the past five years of Google ads on periodictable.com.’ This is what we’d love to hear from you guys.
And so we’re doing our best to get iPads out there like crazy. And I know a lot of you are doing your best to get your apps out on the iPad and I think it’s a really fantastic combination.
I’d like to tell you about one of our apps that we’re updating today, which is iBooks on the iPad. You all know iBooks. Many people think it’s the best e-book reader in the world. It’s got this great book shelf for keeping your books and of course the iBookstore for buying books online.
I’ve got a few stats today for you. In the first 65 days, users have downloaded over 5 million books, and that is about 2.5 books per iPad, which is terrific. The other interesting thing is the five of the six biggest publishers in the US who have their books on the iBookstore tell us that the share of ebooks now that are going through the iBookstore is about 22%. So iBooks’ market share now of e-books from these five of the six major publishers is up to 22% in just about eight weeks. And as we ship more iPads, that number is just going to keep going up and up and up, and we’re really thrilled with it.
So we’ve got some enhancements to iBooks today. The first is, as you know, you can create highlights and highlight the things you want. You can also now make notes. So you can make notes right there and you can post them. You can see them posted right on the — right over there. In addition to that, we’ve added a control on the upper right hand corner. You can just tap and bookmark the page and you can see that bookmark whether or not the controls are up there. And when you go to the table of contents and look under bookmarks, you’ll see all the pages that are bookmarked and all the notes you created as well as the highlights. So that’s pretty nice, an often requested feature now in iBooks.
We’ve added another big enhancement, too. One of the biggest requests we’ve gotten for the iPad is the ability to view and read PDFs. So we’ve built that now right into iBooks. In addition to books, you can now view PDFs. And what we’ve done is we put a little selector right up on the top and so you can select between books and PDFs. When you select PDFs you get a whole new bookshelf just for PDFs and when you select one, they just look gorgeous. And you can navigate through them. You can flip through them and they’re just — just gorgeous on the iPad.
So PDF viewing built right into iBooks and that’s what we’ve done to enhance it today, and that enhancement will be out just a little bit later this month. So that is my update for the iPad.
Next, I’d like to talk about the App Store, something near and dear to all of us. Now, before I get into the App Store, I want to make something really clear. We support two platforms at Apple. Two! The first one is HTML5. HTML5 is a fully open uncontrolled platform that is forged and defined by widely respected standard bodies. Apple is a member of some of these standards bodies along with lots of other companies, and we fully support HTML5. A lot of the technology in it is come from Apple and Apple’s browsers are in the lead in terms of supporting the full HTML5 standard. So we’re behind this a 100% and it’s fully open. Anyone can write HTML5 apps and have them on the iPad, the iPhone, the iPod Touch, and of course, the Mac.
The second platform we support is the App Store. The App Store is a curated platform with over now 225,000 apps and it is the most vibrant app community on the planet. There is nowhere else you can go and find 225,000 apps, and some of them are just terrific apps.
So we have these two platforms that we support and what I’d like to do now is talk about the App Store. Now you’ve read a lot about our process of approving apps. Let me give you some of the facts behind this, might be interesting to you. We get about 15,000 apps submitted every week. That’s new apps, that’s updates to apps, everything — about 15,000 a week, and they come in, in up to 30 different languages that we support. 15,000 apps a week, up to 30 languages, guess what? 95% of all the apps we get submitted are approved within 7 days. 95% of them approved within 7 days.
Well, what about the 5% that aren’t? Why don’t we approve these apps? Well, let me give you the three top reasons — there’s more — but these are the three top ones. The number one reason: the app doesn’t function as advertised. It doesn’t do what the developer says it does, so we reject it. We say, ‘You said it did this, it does this. Change your description or change your app but it doesn’t do what you told us it did.’
Second reason is use of private APIs. We’re very clear on this: developers can’t use private APIs. Why not? Because when we change the OS, those private APIs are not guaranteed not to change and if they change the app will break. And we’ll have a very unhappy customer, right? If they upgrade their OS and half their apps break, they’re not going to be happy campers. So you can’t use private APIs. And developers that use private APIs, of course, know exactly what they’re doing.
So — and the third reason we reject apps, the third most frequent reason: they crash. So I think if you were in our shoes you would be rejecting these apps for the same three reasons. Even with all of this, 95% of these apps are approved within 7 days. So I just wanted to give you those facts. Sometimes when you read some of these articles you think something different was going on. But 95% of these apps get approved within 7 days.
Now, I’d like to highlight one of them for a moment: eBay. eBay came out with a great app on the iPhone last year. And eBay CEO John Donahoe made this statement last week at the D conference: ‘We launched the eBay application on the iPhone last year, 10 million downloads. It did $600 million of volume in its first year, it’s going to do $1.5 billion to $2 billion this year.’ Wow! Would we all be the successful? This is fantastic.
Well, it’s my pleasure now to show you three new apps that are going to be on the App Store soon. They’re all in the entertainment category, and I’m sure they’re all aspiring for this kind of success as well. The first one is Netflix. Netflix on the iPhone and it’s my pleasure to introduce Netflix CEO, Reed Hastings.