Category: Mac

Steve’s getting hoarse, I think. Now I’d like to end by talking for a few seconds about our strategy. One word: to innovate. We have been busy in the last 12 months and innovating while most of our competitors have been retrenching and laying off. Why? Because I think we can see the future…. Hey, there’s no “one more thing!” Good. My fingers hurt.

An email from a reader about the new iMac. Frank Himsl thinks “It looks like a small, expensive flat screen perched on top of a $15 electric tea kettle.” Here’s another question, how easy is it to keep clean?

Genentech has placed an order for 1000 of the new iBooks (one of their execs is on the board at Apple).

The base is 10.5 ” in diameter. Expandability: four screws on the bottom–will hold up to a gig of memory and an Airport card. Antennas built into the display. Three models. 15″, 700 MHz, 128 MB, 40GB, CD-RW: $1299. Next: 256 MB and a combo drive, $1499. Last: 800 MHz, 60 GB, and a SuperDrive: $1799. Moore’s Law in action, folks. Superdrive model available January, midline Feb, $1299 in March. (Learning curve effects to support the low price models.)

It’s an all-in one… “This is the opportunity of the decade to reshape desktop computers.” “What I think everyone else is going to do: We could have taken a hacksaw to it. But there’s nothing flat about it… and there would be cable mess and we’d have to slow everything down.” “Let each component be true to itself.” A box rises from the stage, the flat screen pops up–and there’s this half round thing underneath. The flat panel is on a chrome arm. One touch move and swivel, the display stays parallel…180 swivel. The disk drive is a slide out tray. The ports are arranged across a 60 degree arc in the back. It’s about 6 inches tall. The power supply is built into the base, no brick. Unbelievable.

“Lastly, let’s talk about the iMac.” Ad roll (stalling). Even though we’ve all seen these about a million times before, some are still classic (“There’s no step 3,” “It’s not easy bein’ green…”). “A three year evolution, and I’m really amazed to report we’ve sold 6 million iMacs. But today we’re going to say goodbye to that iMac. We’re going to introduce a brand new iMac designed from the ground up.” Flat screen…”and we said Yes.” 15 inch LCD screen standard (applause at Tysons). “This is the official death of the CRT today.” G4…”and we said Yes.” At 700 or 800 MHz. “It speeds up everything in the Digital Hub.” Superdrive…”and we said Yes.” “And as of today the discs are $5 apiece.” nVidia GeForce 2 MX with 32MB memory and 24bit at all resolutions. 5 USB, 2 Firewire, internal speakers and Apple Pro speakers in two of the three models. “What about the design?”

Now the hardware. The iBook. $1299 –> $1199. The middle model, the DVD model is going to be eliminated. Everyone wants the 600 MHz Combo Drive unit and we’re going to sell it at $1499. New model: 14-inch iBook. Still 1.35″ thick, under 6 pounds, and 6 hours battery, slightly larger, at $1799, with combo drive.

I lost my sharing update: web, easy into iTools, slide shows with crossfades and music. “Now how much should we charge for this amazing application? For Mac OS X owners, it’s free.” New ad for iPhoto: “Baby Jack.”

“I’ve saved the best for last.” Hardbound book. InDesign or Quark and design the book? “No, let’s not do that. We’ve built a page layout program into iPhoto that’s completely automatic. It lays all these photos out in a book automatically, I do nothing. I can say how many pictures on a page I want. It actually looks pretty darn cool. Can type text right in.” Crowd reaction in Tysons: “This is great.” (There are now about 150 people here.) Click “Order Book,” it connects with servers at Apple and lets me order my book on line without ever leaving iPhoto. More 1-Click buying. Amazon’s raking in the royalties today. “When you click this you’ll have your hardbound book in about one week with your photos. There’s never been anything like this before.”

Here’s that workflow again. Click Import, can automatically erase after import… “It looks a lot like iTunes, doesn’t it?” Libraries of photos and photo albums. “I’ve got over a thousand photos in here, and I can scroll through it really easily…” He shows zooming out for a few hundred on the screen at a time. Can view by film rolls (applause, oohs in Tysons Corner). Photo albums–“playlists for iPhoto.” Editing: How do I crop? Button down, drag, and click Crop. Great transparency effect. Constrained aspect ratios for auto cropping, movable crop window. Or for a DVD, 4×3 aspect ratio… Spoke too soon about limited editing, can also convert to black and white or rotate, or do redeye. Can also pick other apps to open in. “Unfortunately I don’t have Photoshop running in X yet” (laughter, applause) “so I’ll go into Preview.

Digital cameras were 30% of all cameras sold last year in the US. “Today we are introducing our fourth digital hub application, iPhoto, and it’s killer.” The problem to solve for iPhoto: the chain of events: import, edit, print… use multiple apps, it’s a mess… “the chain of pain.” “We made iPhoto so that when you plug it in to your Mac’s USB or Firewire port, you click one button, it automatically imports, thumbnails, catalogs.” Plus cropping and printing. We have unified under a special print panel for iPhoto. Set the paper, the margins and press print. Looks like they’ve been very careful not to step on Adobe’s toes with Photoshop, which was a rumored sticking point. But “this is just the ante to play the game.” “With film, you end up with a shoebox…with digital photography you end up with a bunch of .jpg files that are very easy to throw away.” The digital shoebox…. it’s about save, organize, and share.

Demoing iDVD now. Again, the workflow bores me, but it’s important that people see how this is done. But I now know why the keynote was stretched to two and a half hours. iTunes: playing some George Harrison (thanks, Steve–more appropriate music choices for the keynote. How do I get the job of picking that up for him?) A brief wait for the iPod to come up and start syncing. “Any time now… Anyway, you know what it’s supposed to do.” (I see a new patch for the firmware coming soon.) “But what about this? What about the digital camera?”

“It’s time. Starting today, all new Macs will boot up into OS X.” Switch booting still possible. This was rumored and he’s right, it’s time. Get rid of the OS 9 legacy. Time to turn the corner.

Now, the digital hub. “It’s a strategy: personal computers will be the center of our new digital lifestyle.” Two categories: devices that are dramatically enhanced by a Mac (e.g. camcorder and DVD player), and devices that aren’t even useful without a computer (e.g. MP3 player, digital camera). iTunes, iPod, iDVD, iMovie… “And now for a brief demo of those apps in case you haven’t seen them.” (Groans at Tysons Corner. Someone says, “He’s such a tease.”) Showing a middle school student, Jonathan Winslow’s project movie made in iMovie. Laughter for the boardslide while drinking a Slurpee, and for “And this is why you use protective gear.”

Lucasfilm, Dan Gregor. This is big: Lucasfilm was rumored to have an agreement with SGI that they wouldn’t mention any other platforms. George Lucas on video. Talks about Mac OS X in the animatics department. The other new trend for the 00s: cool places to work (“My name is Dan and I work at Skywalker Ranch.”) Demonstrating animatics with texture and lighting on Maya. What if he changes his mind? AfterEffects. “We render in layers.” Shows the opening shot: “hero layer, background layer, traffic” (over Coruscant). “It’s the marriage between the apps and OS X that makes it possible.” This is one of the few times Steve’s brought up a customer.

Theodore Gray, Wolfram Research, for Mathematica. Demonstrating an integral live? “Okay, so it’s math, but look at the typography! Everything looks better in Mac OS X, even that. Yes, this is useful for math students; the homework of the world doesn’t stand a chance.” He’s going to get a lot of high school students hitting the Hotline servers tonight looking for this one… Now showing animations. “I was whipping something up in the background. I would never try to do this on any other operating systems.” A sample of animation of potential around a threeD polygon. “This would have been great for designing a vacuum tube. It’s too bad they didn’t have Macs and Mathematica.” (!)