Today’s the day for Apple’s special October event, at which we’ll most likely see the launch of new iPads, new Macs and OS X Yosemite, the latest version of Apple’s Mac operating system. The event is happening live from Apple’s own Cupertino HQ, in their Town Hall Theater, and it all starts at 10 AM PT/1PM ET. We’ll be live blogging all the news as it happens below, and we’ll have follow-up coverage throughout the day right here on TechCrunch, so stay tuned.
Ok folks. That’s all. Thanks for hanging out with us. ’til next time.
Specifically, pulling off aspects of those that others can’t because they have given up too much control, or have a business model that precludes it. It’s the differentiating factor and that’s what these events have all been about.
Tim Cook is back up talking about how Apple products work together seamlessly. Apple’s pillars are shaping up to be design, interoperability and privacy. These have been around a while, but the ‘new era’ Apple is leaning heavily on them.
The Mac Mini dropping to $499 means a lower entry point for ‘halo effect’ adopters of the Mac. Those who have an iPhone or an iPad and want to know what this Mac thing is all about.
Also shipping today.
Nothing crazy, but a nice overall spec refresh. And a price drop to $499.
And w’ere getting an update to the Mac Mini, a fan favorite machine, today as well.
Retina iMac $2,499. AMD Radeon R9 M290X standard and R9 M295X upgrade. Ships today. Who’s going to tell my kid she’s not going to Disney?
If you’re a journalist and you clap at these events your hands should catch on fire.
Apple is now showing off a video of the innards of their new iMac panel that looks like an oil commercial. You know the ones, where you fly in through your engine and see the pistons firing off.
Apple is very proud of both its technology and what it calls its technology.
Apple created a new Oxide TFT display, and used organic passivation to reduce pixel crosstalk. Basically these speed up how fast it can refresh pixels and prevents color bleed between pixels. On top of that, it uses 30% less battery.
“There are 7 times more pixels on the Retina 5k Display than there are on your HDTV” – Phill Schiller.
And now we have an iMac with Retina display. 27″ display, 5,120 by 2,880 pixels. 14.7M pixels on one display. Schiller says this is the world’s highest resolution display. They’re calling it the Retina 5k display.
Now a video about the Retina Displays in Apple devices. Coming to the iMac.
Now we’re on to talking about the Mac.
The iPad Mini is being reduced $50 and the iPad Mini Retina (now called the iPad Mini 2) is being reduced in price $100.
Cellular versions of those iPads will all be $130 more, of course.
They’re keeping the iPad Mini and iPad Mini Retina are also sticking around. You can order tomorrow, October 17th and they’ll begin to ship a week later.
The iPad Air 2 comes in 3 flavors. 16GB WiFi for $499, 64GB WiFi for $599, 128GB at $699. The iPad Mini 3 is $399, $499 and $599 in WiFi.
The Retina Display in the new iPad Air 2 is now laminated, with no air gaps, like iPhone.
So their app is better and faster because Apple gives them more direct access to the iPad’s graphics processor. This is what I said about the numbers making things better for you (but still not being all that useful in isolation).
Now we’re getting a demo of a video remix app called Replay that cuts your videos together with effects and music. The developer says its custom rendering engine works 4x faster on Metal.
Now we’re getting a demonstration of Pixelmator for the iPad. The auditorium just literally applauded a clone tool removing a desert deer.
And, of course, it works with Apple Pay — online purchasing but not retail purchasing, that means no NFC in iPad Air 2.
Touch ID works with the Apple store and App Stores, and with apps on the stores.
And the new iPad Air 2 has Touch ID.
New frontside facetime camera, 81% more light. Better selfies.
Slo-mo video, up to 120fps at 720P.
Burst mode and timelapse now on iPad, using the A8X image processor.
Schiller says these images are ‘stunning’ for ones taken with the iPad you ‘brought to do work’, which I think is pretty much the use case for iPad photography. Still, from 25 feet away they look good.
Now we get to see images taken raw with an iPad projected onto a screen which makes it pretty impossible to judge image quality.
The camera is new. 8MP, 1.12 micron pixels (smaller than iPhone), f2.4 aperture and a new image processor in the A8X chip.
Now we’re talking about the iPad’s cameras and what developers have done with them.
Numbers! Graphs! Graphs without numbers!
These are very impressive numbers, to be fair, but most folks will not care. This is mostly about what developers can do with them, hopefully letting you do more with an iPad down the road. But as raw numbers they’re masturbatory.
There’s a bunch of numbers here about transistors and whatnot. Just look at the picture if you want to know what they are.
The A8X chip is new for the iPad Air 2, specific to this device.
Now we’re breaking apart the display. Anti-reflective coating that Schiller says that no tablet has but iPad. Reduces reflection by 56%.
Phill Schiller up to talk about the new iPad Air 2.
“Look how thin it is, can you even see it?” jokes Cook.
And here we have the iPad Air 2.
Cook says customer sat, drink.
That’s 225M iPads. Basically this section is intended to counteract the narrative that iPad growth is slowing.
“We’ve sold more iPads in the first 4 years than any we have of any product in our history.” – Tim Cook.
Tim Cook is back up to talk about iPad.
Apple Keynote: Dad Jokes Edition
OS X Yosemite launches today.
Now a jokey badging protocol video about secrecy at Apple. It involves a secret handshake.
“Get back to work because you know what I see when I look at my wrist? My wrist” Stephen Colbert to Apple’s Craig Federighi.
Craig Federighi now making a call to Stephen Colbert, Apple’s ‘Chief Of Secrecy’.
Now we’re showing off continuity while poking fun at Apple’s penchant for secrecy is a great stroke.
An entire slideshow here about Apple ‘doubling down’ on security, including tinfoil hats. Pretty self-aware and funny stuff. Why not embrace it?
Secrecy joke on stage. Craig shows an email from Tim Cook that’s titled ‘doubling down on secrecy’. Redacted menu for Cafe Macs. A vault replaces Jony’s lab door and the printers drop straight into shredders.
The new WiFi Direct AirPlay mode gets a moment on stage. This allows Apple devices like an iPhone and Apple TV to create an ad-hoc network, letting you AirPlay when not even on the same WiFi network. Look for this tech to become a bigger deal, used for even more things in the future.
Craig says we ‘almost take for granted’ how our contacts and other data are updated via iCloud. I don’t think any of us take it for granted when that works right, tbh.
Now we’re seeing iCloud Drive in the file browser. Seeing iCloud handled just like regular folders with tags and more is a heartening thing to see.
Craig is talking up the extra battery life you get out of using Safari, which is actually more important than it sounds. Apple sells mostly portable computers now, so battery efficient code will literally make your old hardware work better. I’ve heard they’ve done a ton of low-level work on drivers, code and more to improve battery this time around so the benchmarks should be interesting to see — especially on upgrades.
Recapping some of the features announced at WWDC.
Now we’re into talking about OS X Yosemite.
Apple rarely acknowledges that their software can be (gasp) buggy, and needs improvement. So that’s good.
Federighi jokes that they got complaints about iOS 8.1 which led them to make ‘improvements’. Among those is the return of the Camera Roll, which is pretty great news.
IBM gets a mention for having adopted Swift. Craig mentions them as ‘our enterprise partner’ and a million time traveling Apple users watching this keynote scream in fear.
Now we’re talking about Metal, Apple’s new graphics framework that helps games look better on iOS and Swift, its new programming language.
1Password gets a nice mention for using TouchID to access it.
Klingon addon keyboard for iOS shown on stage. Fanservice!
HomeKit, of course, not even launched yet.
Craig is talking about developers using iOS technologies like Extensions. This is gonna get real awkward when he gets to HealthKit, whose rollout was rocky at best.
First use of the word ‘penetration’ on stage today, drink!
Craig Federighi is coming to the stage to talk iOS and OS X.
Developers will need some time to build unique apps and such for the watch, so it’s good that Apple is giving them a few (4-5?) months to play with WatchKit.
Apple Watch still launching ‘early next year’, but no exact date.
Apple rolls out WatchKit next month for Apple Watch developers. Plenty of runway to experiment.
“It’s impressed people that know a lot about fashion and style, even more than I do,” Jokes Cook on Apple Watch.
That’s a pretty fast rollout of Apple Pay.
Cook announces that Apple Pay rolls out on Monday, blowing away estimates which pegged next month.
Cook says Apple has signed up 500 more banks and tons more retailers to support Apple Pay.
First time China has been included in the intro bit of an Apple device launch I think.
Chinese pre-orders are off the charts, says Cook.
Cook notes that Apple is launching in China on all three networks. This is a valid point and will be a massive bump for iPhone sales.
Cook says that iPhone first months orders have exceeded previous numbers by ‘a whole lot’.
Walt. Still got it.
People literally clapping over a Walt Mossberg quote.
Tim says there was no better place on earth to be than an Apple Store on iPhone launch day, which I think is a fairly narrow worldview but ok.
“It’s been tremendously busy already, but we have a few more things to show you to close out the year.”
Tim Cook is out on stage.
Insert montage here. Cityscapes, people shaking iPhones and screaming their balls off. (metaphorically)
The people filing in to Apple stores to buy iPhones are clapping and screaming like they were just cured of some really bad disease.
Now it’s dubstep/trancecore.
We’re starting off with a video recap of the September iPhone launch. People are screaming The music sounds like Inception.
Here we go.
A very tiny room here at Apple HQ Town Hall, and it’s packed to the gills.
Howdy folks, as you can see we’re inside the event, which will start up in one minute. Welcome.
In and seated.
They’re letting press enter a new waiting area in about 15 minutes, which is rush no. 1 today – the calmer rush.
- Founded 1976
- Overview Apple is a multinational corporation that designs, manufactures, and markets mobile communication and media devices, personal computers, portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. Apple provides many products and services, including iPhone; iPad; iPod; Mac; Apple TV; a portfolio …
- Location Cupertino, CA
- Categories Consumer Electronics, Retail, Hardware, Electronics
- Website http://www.apple.com
- Full profile for Apple