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Everything announced at Apple’s 7 June WWDC Event

WWDC is one of the biggest events in Apple’s yearly calendar, second in importance only to the new iPhone reveal in the autumn. In this article, we round up everything announced at the opening keynote of WWDC 2021, from WatchOS 8 developments to macOS Monterey and everything in between.

When was the WWDC 2021 keynote?

WWDC 2021 runs from 7-11 June 2021 and kicked off with a keynote event, at which Apple revealed its plans for the Mac, iPhone, iPad, Apple Watch and other operating systems, at 10am (PDT) or 6pm (BST) on 7 June 2021.

You can rewatch the entire keynote at the top of this article.

What is WWDC?

WWDC stands for Worldwide Developers Conference. It’s an event Apple holds every year for the benefit of its developer partners – the people who create the software, apps and experiences that run on the Mac, iPhone and other Apple platforms.

WWDC lasts for a week, but on the first morning (or evening, if you’re watching from a region like the UK) Tim Cook and other Apple staff feature in a keynote presentation announcing the major software updates for the year: the new features and other changes coming in the next versions of iOS, iPadOS, macOS, watchOS and tvOS for the iPhone, iPad, Mac, Apple Watch and Apple TV, respectively.

This is obviously important information for the developers, but owners of Apple devices watch the presentation with great interest too, since many of the new features destined for Apple products launching later in the year will also grace plenty of existing devices too.

Apple has unveiled new hardware products at WWDC keynotes in the past, such as the new iMac Pro in 2017, and the new Mac Pro and a new display in 2019, however, WWDC 2021 focused strictly on software.

As disappointing as that might be for some, it does at least mean we can expect more products from the company later in the year. Mac fans will have to wait a little longer to see brand new Macs with Apple M1X or M2 processors , though.

The rest of the week of WWDC is occupied by workshops and networking events for developers, although like last year, these sections of the event are very different to the standard arrangement, namely as they’re being held entirely online.

What did Apple announce at WWDC 2021?

Apple previewed the software updates planned for the autumn at the event, giving developers and fans alike a first look at the new features coming to various Apple products later this year.

The new operating system for iPhones brings a raft of new features, tweaks to the interface and all-important security fixes.

Craig Federighi and the rest of the team walked through a variety of new features that arrive as part of iOS 15, including FaceTime Links, interactive Memories within Photos, keys and ID cards coming to Wallet, a new night mode for Apple Maps, Notifications Summary, Live Text, Focus, richer offline Siri support and more; all of which we cover in more detail across our iOS 15 news hub.

As expected, a pre-release beta was made available to developers directly after the opening WWDC keynote concluded, while the first public beta is promised for sometime in July. Curious users can gain access to the beta by following our how-to guide on the subject.

If you’ve got an iPhone 7 or later – here’s a list of compatible devices – you should be able to install the update for free when the final release appears in September.

iPadOS is in an interesting point of development – having split off from iOS relatively recently (in 2019). The two platforms still have much in common, but the changes demonstrated in the iPadOS 15 segment of the keynote were understandably geared towards defining the separate aesthetics and user experiences that better suit the small and medium-sized screen of an iPad.

We were introduced to a new larger widget size that capitalises on the additional screen real estate of iPads, as well as new widgets for apps like Find My, Photo and Files.

App Library is now on iPad, as is a new multitasking control menu that allows for faster switching between split view and Slide Over. Quick Notes can be pulled in and flicked off from the corner of the screen practically anywhere within the OS, while Swift Playgrounds will now let users actually code apps for iPad on iPad.

It should be said that we found iPadOS 14 considerably buggier than its iOS equivalent, and it continues to be far less user-friendly; here’s hoping that as well as these new features, iPadOS 15 also placed a greater emphasis on stability.

Here’s how to update iPadOS on your iPad . We also have a run through of all the new features in iPadOS 15.

macOS Monterey

We know Apple has been testing macOS 12 since at least 11 January, so while what we were shown at WWDC wasn’t earth-shattering, some of the improvements were undeniably slick.

Despite the references previously spotted in WebKit code , Apple never formally called this build of macOS on show “macOS 12” but revealed the new name for the update as “Monterey”.

In terms of features, while we didn’t get everything we’d hoped for – like being able to customise what appears in the Control Centre, and for the arrival of the Health app on Mac – there are still a wealth of features to look forward to.

Shortcuts is coming to macOS, along with AirPlay to Mac (both audio and video), Spatial Audio support from compatible sources with AirPods Pro, a revised Safari experience with more compact and flexible tab management (and syncing across devices) and perhaps, most impressively of all, Universal Control (jump to 1:25:00 in the video at the top of this piece to see it in action).

Federighi demonstrated with seemingly effortless fluidity the ability to use a MacBook’s trackpad and keyboard to move across off the screen and onto the display of the iPad next to it, allowing for keyboard shortcuts and trackpad gestures on iPadOS instantly. Universal Control goes further, however, accommodating drag-and-drop file sharing across multiple devices in a single action.

Get the latest info in our macOS 12 news hub. Plus, here’s how to install the macOS beta .

We didn’t see the Battery and Hiking apps that 9to5Mac predicted but watchOS 8 will feature a reworked Health experience, which includes a new Mindfulness app that integrates the existing Breathe app (albeit with a new UI) with a new Reflect experience, which suggests mindful concepts to practice.

By Apple’s own admission, the Photos watch face is one of the most popular among users, so in watchOS 8 the new Portrait watch face will be able to use the depth data from portrait shots taken on iPhone/iPad and use it to dynamically insert the clock between foreground subjects and the background, creating a more cohesive overall look.

Speaking of Photos, Memories and feature photos now appear in the watchOS Photos app, and sharing along with message composition has also been made easier on-watch too.

Keep up to date with all the features coming to an Apple Watch near you with our watchOS 8 news hub.

There’s a lot of focus on the Apple TV at the moment (Apple only recently launched a new Apple TV ), there are also rumours that the company may have an Apple TV that doubles up as a games console in the works. Read the rumours about Apple’s games console .

With no new hardware in sight during WWDC 2021, however, tvOS was shown in more of a supporting role throughout the keynote, gaining a raft of new features designed to complement other products and experiences within Apple’s hardware and software ecosystems.

We saw new multi-window security camera views when paired HomeKit-enabled cameras, Spatial Audio with compatible AirPods is now possible, Watch Together and screen sharing are support on tvOS as part of iOS 15’s Share Play upgrade and more.

One of the briefer talking points during the WWDC keynote concerned additional functionality coming to AirPods.

Conversation Boost will make it easier for those who are hard of hearing to follow along in real-world conversations by helping reduce background noise and amplifying speech, while AirPods Pro and AirPods Max now also work with Apple’s Find My network.

If you were hoping for new audio products, check out our feature on new AirPods too.

Less of a new service and more of a rebranding, Apple has changed the name of its paid iCloud plans to iCloud+ and with that comes a few additional perks.

Benefits include more secure encrypted browsing online, Hide my Email – with unlimited temporary email addresses to use for things like newsletters and mailing lists which automatically forward to your actual address and can be independently cancelled/deleted as you see fit. HomeKit Secure Video support allows for the addition of unlimited cameras, with stored footage not counting towards your iCloud storage allowance too.

New hardware products we were hoping for at WWDC 2021

For all the software that Apple was keen to show off during the keynote, it remained schtum on possible new hardware.

As you can read in our history of WWDC article, some of the company’s biggest products have been announced or unveiled at WWDC, such as the iPhone 3G, 3GS and 4, various iPads, the HomePod, numerous MacBook Pro and Air models, and the iMac Pro and Mac Pro. But other WWDC events, including this year’s, haven’t played host to any consumer hardware launches whatsoever. It can go either way.

With that in mind, the following products had potential to arrive during the WWDC keynote and will likely debut in the coming months, most likely alongside the next iPhone:

14in MacBook Pro

The 2.0GHz MacBook Pro is apparently set to get an Apple Silicon upgrade and a brand new design – it just didn’t get it at WWDC. Rumours suggest it will have a 14in display and come with the M1X Chip.

Read about the new 14in MacBook Pro here.

16in MacBook Pro

An update to the 16in MacBook Pro model, which launched in November 2019, is long overdue. We expect Apple to use a more powerful processor than the M1, which is being used for consumer Macs. This could be the M1X or the M2 chip . It just wasn’t an announcement for WWDC.

Read the latest information about the new 16in MacBook Pro in our news round up.

When it launched the M1 Mac mini in November 2020, Apple kept an Intel-powered Mac mini model in the lineup. However, it seems that Apple intends to update this with a more powerful Apple chip, just not yet.

Beats Studio Buds

Nothing on the day but reports had suggested that these new earbuds will launch sometime in June, so we don’t have long to wait, regardless. More here: Beats Studio Buds spotted in wild ahead of launch.

New subscription services

Last but not least, let’s discuss Apple’s range of paid subscription services. Apple is working to pivot from being primarily a seller of premium hardware to being a seller of services – TV+, News+, Apple Music, Apple Arcade – to owners of that hardware, and it would have made sense for the launch of any new services to happen at WWDC, however, the only change to a subscription serivce was iCloud+ mentioned above.

The analyst who predicted that has also argued that Apple will launch a raft of new Plus services including Stocks+, Mail+, Maps+ and Health+. These are all plausible additions to the portfolio. Such services would also, of course, make it easier to shift subscriptions to Apple One .

Author: David Price , Editor, Macworld

David has been writing about technology for well over two decades, and got on board the Apple hype train when covering the original iPhone launch in 2007. He is an enthusiastic Apple Watch evangelist and feels that the HomePod is misunderstood.

How to Watch Apple's WWDC 2021 Keynote Presentation, and What to Expect

Next week, Apple will again hold its annual Worldwide Developers Conference (WWDC) event. Like last year, WWDC 2021 is online-only due to the ongoing pandemic, but you can still expect the tech super-giant to make some big announcements, including our first good looks at iOS 15, macOS 12, and—if the rumors are to be believed—possibly even some new devices.

Read on for more on where and how to watch Apple’s WWDC keynote live, and what you can expect to see announced.

When is WWDC 2021?

WWDC 2021 runs Monday, June 7 through Friday, June 11 .

There is sure to be a bunch of news dropping throughout the week, but the biggest announcements are likely to come during Apple’s keynote presentation on Monday at 1 p.m. ET .

How to watch WWDC 2021

Apple has already launched a placeholder live stream on YouTube that allows you to set a reminder so that you’ll know exactly when the presentation is starting and can tune in on time—just click the “Set Reminder” option from the video player controls. When the presentation starts on Monday, you’ll receive a notification from the YouTube app on your phone (or a push notification from your browser), once the stream goes live on Monday.

If you don’t want to watch on YouTube, Apple’s WWDC 2021 keynote will also be simulcast on the Apple website under the “Events” section and through the Apple TV app on all supported devices—though the presentation itself will be identical no matter where you watch.

Don’t worry if you miss the live event, as it’ll be archived and available to watch on Apple’s website and its YouTube channel following the broadcast—as will any other presentations and announcement clips released throughout the week.

What to expect from WWDC 2021

There’s always a sense of mystery around annual keynote presentations like WWDC, even when we’re pretty sure we know what to expect.

Since WWDC is Apple’s software showcase, we’re sure to get a look at the upcoming iOS 15 and its iPad OS counterpart. On the other hand, we won’t hear much (if anything) about new iPhones or iPad models—those announcements normally happen at Apple’s annual September hardware event.

Apple will probably dedicate a sizable chunk of airtime on Monday to new devices, though, as it’s speculated we’ll be given peeks at new MacBooks and Mac PCs running Apple Silicon processors —but we won’t know for sure until those announcements drop.

The same goes for Apple’s other operating systems, including watchOS and tvOS—it’s likely we’ll see the next iteration of both at WWDC, but new hardware announcements are less likely (but not out of the question). That said, it’s always wise to wait on buying any new Apple devices when we’re this close to WWDC (or any other Apple event), just in case the company does surprise us by unveiling something new.

Whatever’s on the docket, we’ll know by the end of the day on Monday, so be sure to use the links above to set reminders for Apple’s WWDC 2021 keynote.

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Apple Event Live Updates: MacBook Pro and AirPods 3 Announced! [Event Over]

Apple's virtual "Unleashed" event kicks off today at 10:00 a.m. Pacific Time, with the headline announcement expected to be redesigned MacBook Pro models based on Apple silicon. We will almost certainly also be hearing a release date for macOS Monterey and may see a few other announcements such as third-generation AirPods and a new high-end Mac mini .

As usual, Apple's online store is currently down in advance of the event.

Live blog transcript ahead... 8:11 am : We're under two hours to go until showtime!

Good morning! ☀️ The big day is here. See you in just a few hours. #AppleEvent pic.twitter.com/k5ekfTDrvN — Tim Cook (@tim_cook) October 18, 2021

8:30 am : For a full recap of everything we're expecting to (or might) see today, check out our What to Expect article .

9:00 am : One hour to go!

9:24 am : Several fake YouTube streams claiming to be of the event are circulating, with the videos actually being cryptocurrency scams displayed alongside previous clips of Tim Cook on stage. YouTube has already taken down at least one of the accounts.

9:30 am : 30 minutes to go. Start making your snack plans and find a comfy spot to settle in, as this should be a good one!

9:42 am : The video stream is now live on Apple's site, currently featuring the "warp speed" star trails and some ambient music.

9:59 am : Just a few minutes away! The pace of the visual and music are increasing, with Apple logos repeatedly popping onto the screen.

10:00 am : Counting down, and here we go!

10:01 am : Starting off with a video in a garage showing a person recording the original iMac startup sound. And capturing various sounds like MagSafe clicks and the clicking of an AirPods case to create a song.

10:02 am : Zooming in to ‌Tim Cook‌ at Apple Park . Welcome back to our second event in just over a month.

10:02 am : Today, we're focusing on two important areas, music and the Mac. Let's start with music.

10:03 am : Our integration of hardware and services lets you listen across your devices.

10:04 am : This fall, we're taking Apple Music even further. Zane Lowe to tell you more.

10:04 am : Siri lets you listen to pretty much anything using just your voice. Hundreds of new playlists coming, accessible via ‌Siri‌. "Play some dinner music." "Play a playlist to help me wind down."

10:05 am : Brand-new subscription plan for ‌Apple Music‌...Voice Plan. $4.99 per month. Available in 17 countries. Everything available only via voice.

10:06 am : One of the best ways to experience ‌Apple Music‌ is on HomePod mini . Dave Wilkes Jr. to talk about that.

10:07 am : Today, we're introducing more ways for ‌HomePod mini‌ to complement your home.

10:07 am : New colors! Blue, orange, yellow.

10:08 am : Reviewing some of the things ‌Siri‌ can do with ‌HomePod mini‌ around the house...reminders, Intercom, etc.

10:09 am : ‌HomePod mini‌ still $99, new colors available in November.

10:09 am : ‌Tim Cook‌ back to talk about AirPods, the most popular headphones in the world. Susmita Dutta with more.

10:10 am : Spatial Audio embeds you deeper into the mix than ever before and brings music to life to create something truly multidimensional.

10:11 am : Every day, top artists are releasing more songs in Dolby Atmos. With TV shows and movies, it enables an immersive experience. AirPods Pro and AirPods Max give you dynamic head tracking. And today, we're announcing the third-generation AirPods.

10:12 am : All-new design inside and out. Force sensor like on ‌AirPods Pro‌. Brand-new low-distortion driver for powerful bass and crisp high frequencies.

10:13 am : Sweat and water resistant for workouts. New contoured design delivers sound directly to your ears. Adaptive EQ from the ‌AirPods Pro‌ coming to regular AirPods. Adjusted frequencies in real-time based on what you're hearing.

10:14 am : One-touch setup with automatic pairing to all of your Apple devices. Up to 6 hours of listening time. 5-minute charge gives you an hour of listening. Case gives you four additional charges for a total of 30 hours. ‌MagSafe‌ and wireless charging.

10:14 am : Now let's talk about the Mac.

10:15 am : With Apple silicon, the Mac experience is better than ever. We're a year into the transition.

10:15 am : Response has been off the charts. Mac has had its best year ever. Today, we're bringing Apple silicon to even more systems. John Ternus with the details.

10:16 am : Starting with MacBook Pro, which appeals to people who want to most powerful Mac notebook.

10:16 am : First pro chip designed for the Mac: M1 Pro .

10:17 am : Johny Srouji to discuss the ‌M1 Pro‌.

10:17 am : The M1 has shocked the PC world, but some users need even more. ‌M1 Pro‌ is our next breakthrough chip for the Mac.

10:18 am : We've scaled up the ‌M1‌, doubled the width of the memory interface with up to 32 GB of unified memory.

10:18 am : 5nm process, 33.7 billion transistors. 10-core CPU with 8 high-performance and 2 high-efficiency. 16 GPU cores, up to twice as fast as ‌M1‌

10:19 am : Media Engine with ProRes support.

10:19 am : Display Engine for multiple displays and more Thunderbolt I/O.

10:20 am : But we want to push things even further, so we're launching not just one, but two new chips. M1 Max .

10:20 am : ‌M1 Max‌ builds on ‌M1 Pro‌ starts with doubles memory interface once again. Up to 400 GB/s, up to 64GB unified memory with 57 billion transistors. Same 10-core CPU, but 32-core GPU.

10:21 am : Even more capable Media Engine, and all of this at industry-leading performance per watt.

10:22 am : ‌M1 Pro‌ and Max have higher performance at every power level compared to PC chips.

10:22 am : Similar story with GPU. 7x faster than PC integrated graphics at same power. Similar performance to discrete graphics but with 70% less power.

10:23 am : Comparing to fastest PC laptop we could find. ‌M1 Max‌ uses 100W less power, but similar performance.

10:24 am : PC chips drop back performance while on battery, while ‌M1 Pro‌/Max stays fast.

10:24 am : Craig Federighi to talk about how macOS leverages ‌M1 Pro‌/Max.

10:25 am : We've made improvements across the system to support the new chips. Allocating tasks across performance and efficiency cores, leveraging unified memory, etc.

10:26 am : 3x faster ML performance, with some models performing 20x faster.

10:27 am : Let's talk apps. Users can way more of them, and they perform way better. Every Apple is optimized, and Rosetta 2 lets Intel apps keep working. iPhone and iPad apps, Universal apps, etc.

10:27 am : Logic Pro: musicians can create spatial audio mixes on a notebook.

10:28 am : Third-party developer video going over how they can take advantage of Apple silicon.

10:31 am : Back to John Ternus. ‌M1 Pro‌ and Max represent a huge leap forward, and our teams have been hard at work at new designs.

10:31 am : Teaser video for the MacBook Pro, which includes a notch!

10:32 am : 14" and 16" models. HDMI, ‌MagSafe‌, SD card, slot.

10:33 am : All-new aluminum enclosure with new thermal design. Fans never have to turn on for most tasks. 16.8 mm thin and 4.7 pounds for 16", 3.5 pounds, 15.5mm thin for 14".

10:33 am : All-black keyboard with full-size function keys.

10:34 am : Connectivity: HDMI, Thunderbolt 4, SD card on right. Headphone jack, two more Thunderbolt 4, ‌MagSafe‌ 3 on left.

10:34 am : ‌MagSafe‌ 3 supports higher power, and you can still charge over Thunderbolt.

10:35 am : Breathtaking display, with Kate Bergeron to tell you more. Bezels are just 3.5mm on the sides. Expanded display up and around the camera.

10:35 am : Menu bar is now up and out of the way, wrapped around the camera.

10:37 am : ProMotion with up to 120Hz refresh rate. Automatically steps down with static content to preserve battery life. Liquid Retina XDR with a billion colors.

10:39 am : Trevor McLeod talking about the camera, which is now 1080p with wider aperture lens and more efficient ISP for 2x better low light performance.

10:40 am : Now, let's talk about audio. Up to 60% lower noise floor on mics to capture subtlest sounds. 16" has two tweeters and four force-canceling woofers that displace twice as much air for 80% more bass that goes half an octave deeper. Same sound system on 14".

10:42 am : Talking performance. 16" with ‌M1 Pro‌ and ‌M1 Max‌ has up to 2x performance of previous generation with i9. Graphics up to 2.5x faster with Pro, 4x faster with Max.

10:43 am : Unified memory lets you tap into more for graphics. 3D artists can easily work with extreme textures, can edit up to 30 streams of ProRes 4K or 7 streams of ProRes 8K.

10:43 am : SSDs up to 7.4 GB/s read, more than twice as fast as before.

10:44 am : Battery life: Up to 2x longer with Lightroom, 4x longer for code compiling. 14" up to 17 hours of video playback, 16" up to 21 hours.

10:45 am : Fast charge up to 50% in just 30 minutes.

10:46 am : One more look at this beast of a machine with a video.

10:48 am : John Ternus summarizing MacBook Pro. Order today, available next week.

10:49 am : $1999 for 14", $2499 for 16" starting prices. Silver and space gray. Now back to Tim.

10:49 am : Tim is wrapping up.

10:49 am : Thank you for joining us. Stay safe, and have a great day.

10:50 am : Stay tuned to MacRumors for even more coverage of today's announcements!

Get weekly top MacRumors stories in your inbox.

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Watch Today’s Apple Event Right Here

Your spring calendar is probably looking pretty crowded already. Your vaccine appointments are coming up, the family is planning a visit, and maybe somewhere in there you'll be going on an actual in-person date—your first in quite a while. (Lucky you.)

Make room on that bursting agenda to pencil in one more event, because Apple is holding a media presentation today, April 20. The event will be livestreamed, and you can watch at home as the company shows off some new, elegantly chamfered hardware.

It's always difficult to speculate what a company as secretive as Apple could be planning as these events approach, but we can set some reasonable expectations about what we'll see at today's event based on some leaked information and some investigative reporting at other outlets. Most signs point to new iPads —specifically, new iPad Pro models and a refresh of the recently resuscitated iPad Mini. According to Bloomberg , the larger of the new iPad Pros will have a brighter, more technically advanced display, and both Pro models will have faster chips and a Thunderbolt port for attaching a wider array of accessories. Other reports indicate that we might see a new Apple Pencil on Tuesday, as well as the arrival of AirTags, the small location-reporting widgets that work with Apple's Find My app.

We're fairly certain we won't see a new iPhone, new AirPods, or any previews of macOS or iOS. The iPhone hardware is traditionally released in the fall, and the software walk-throughs are the highlight of Apple's Worldwide Developer Conference, which is already scheduled for June .

Apple's presentation will start at 1 pm Eastern, 10 am Pacific, on Tuesday, April 20 . You can stream it in the player at the top of this page. You can also view the stream on Apple’s website , in the Apple TV app, or on the company’s YouTube channel .

That Apple TV option is new as of last year—now that Apple has its own streaming service, it also has a dedicated video app on mobile devices, Apple TV boxes, Roku boxes, and in some smart TVs. You can open that app and find the option to stream Tuesday's event whether or not you subscribe to the monthly Apple TV+ streaming service.

We'd recommend launching the stream on your television using either your YouTube app or the Apple TV app. The company's slickly produced showcases feature lots of high-impact visuals that look good in the larger format. Besides, if you watch it on your television, that frees up your laptop for tweeting snarkily into the Apple enthusiast twitterverse.

Expect Apple's presentation to last around 60 minutes. Once the event ends, come back to WIRED for coverage that rounds up the announcements and highlights the industry trends that Apple is both responding to and advancing with its latest hardware.

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RECAP: Apple unveils the iPhone 13, a new iPad, and a new Apple Watch

Apple just unveiled new versions of many of its biggest products, including the iPhone 13.
New versions of the iPad, iPad Mini, and Apple Watch also debuted.
With the exception of the Watch Series 7, all the new products will ship this month.

Rather than beginning with the iPhone, Apple CEO Tim Cook started the presentation with the debut of the latest iPad: The new iPad starts at $329 and is expected to ship to customers starting next week.

The first new product Apple debuted on Tuesday was an update to its long-running tablet, the iPad.

The latest version of the iPad comes with a more powerful chip, the "A13 Bionic," boasting 20% stronger performance, and an upgraded 12 megapixel ultrawide camera. It's also getting a storage boost, with the base model coming with 64 GB.

Apple's latest iPad starts at $329, comes in two colors ("space gray" and silver), and it's expected to start shipping to customers next week. It's available for pre-order on Tuesday, Apple said.

Apple also updated its smaller iPad, the iPad Mini. The fifth generation iPad Mini starts at $499, comes with 5G connectivity, and has a more powerful chip and camera.

It's not just the traditional iPad getting an update: Apple rolled right from the big iPad update to an update for the iPad Mini.

In the 2.5 years since Apple last updated the iPad Mini, Apple focused on improving the chip at the heart of the tablet, adding 5G connectivity, and producing the device in more colors (space grey, pink, purple, and starlight).

In a nod to its bigger brother, the iPad Mini now has a USB-C port which is used both for charging and for connecting to various accessories, and it matches the overall design of the standard iPad.

The product updates kept coming: The latest version of Apple's Watch is known as Apple Watch Series 7 and it's the biggest version of the watch Apple's ever made.

The latest version of the Apple Watch is the Series 7, and it starts at $399.

The new Series 7 has a larger and tougher display than ever before, Apple said. It comes in five new colors, and employs Apple's "Retina" display technology.

It's otherwise not a massive update over previous models, but the benefit of the new Apple Watch models dropping is that older models are likely to drop in price. Apple didn't put a specific launch date on the new Apple Watch models, and only committed to a "fall" launch window.

After nearly 40 minutes of presentation, Apple finally gave in and debuted the product update everyone was waiting for: The iPhone 13!

Apple's new smartphone is the iPhone 13, embracing the notoriously unlucky number for the latest version of its wildly popular device.

Like the other new Apple products announced on Tuesday, the iPhone 13 comes in an array of colors (pink, blue, "midnight starlight," and Product RED). It's got a new chip at its heart (the A15 Bionic) that makes it Apple's most powerful iPhone yet, and the base storage has been increased to 128 GB (a new 512 GB model is also being added at the high end).

Despite a tease from Apple-produced "Ted Lasso," the latest iPhone isn't ditching the notch at the top of the screen. It looks nearly identical to last year's iPhone in design.

There isn't just one new iPhone model: the iPhone 13 also comes in a smaller form factor, with the iPhone 13 Mini. The smaller form factor matches the larger iPhone in power, but in a smaller size.

The new iPhone 13 starts at $699, Apple said, and pre-orders open on Friday, September 17. The first units will arrive with customers on September 24, Apple said.

Apple wasn't done with the iPhone 13: The iPhone 13 Pro and Pro Max, its highest-end models of the iPhone, were also unveiled.

As the name suggests, the iPhone 13 Pro and Pro Max are the more powerful, higher tech versions of the standard iPhone 13.

The big updates to the Pro models over the standard models are a Super Retina XDR display with a 120 Hz refresh rate and more powerful cameras, and it comes in two large sizes at 6.1 (Pro) and 6.7 inches (Pro Max).

Like last year, the Pro starts at $999 and the Pro Max starts at $1099. All models of iPhone 13 are available for pre-order starting this Friday, September 17, and will begin arriving with buyers on September 24.

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Sep 14, 2021

Apple Event September 2021 Transcript: New iPhone 13, Apple Watch, iPads

September Apple Event 2021 Transcript: New iPhone 13, Apple Watch, iPads

Apple announced new iPhones, iPads, and a new Apple Watch during their event on September 14, 2021. Read the full transcript of the event with details on the new iPhone 13 here.

Transcribe Your Own Content Try Rev and save time transcribing, captioning, and subtitling.

Tim Cook: ( 04:29 ) Good morning, and thank you for joining us. I really love the incredible energy in that opening. It represents the way we feel about California. California has always been a place for people with big ambitions and big dreams, a place where people are fueled with optimism to make things better, to make things that can change the world. It is such an important part of who we are at Apple and inspires us in everything we create and do. We’re proud to call California our home. We have a lot to talk about today. Let’s get started with Apple TV+. Apple TV+ is a home to the world’s most creative storytellers and continues to expand with award-winning programming. Apple Original Series films and documentaries have now been honored with more than 130 wins and over 500 nominations in less than two years. We’re so proud this year that Apple TV+ has 35 Primetime Emmy nominations, including 20 for Ted Lasso, a record for the first season of a comedy series. And we’re just getting started. Let’s take a quick look at a few shows that are premiering this fall.

Speaker 1: ( 05:49 ) Thing will happen to you. Things that you cannot control. Raw emotion will find you. When it does, what you do will define who you are.

Speaker 2: ( 06:06 ) Our heroes reunite.

Speaker 3: ( 06:08 ) Hi.

Speaker 4: ( 06:08 ) My God.

Speaker 5: ( 06:09 ) Hi.

Speaker 6: ( 06:10 ) You okay?

Speaker 5: ( 06:10 ) Oh, yes.

Speaker 7: ( 06:11 ) I want to do something that matters.

Jon Stewart: ( 06:16 ) What the hell happened to my face?

Speaker 8: ( 06:30 ) Welcome back.

Speaker 9: ( 06:33 ) I’m going to compete with you, buddy.

Speaker 10: ( 06:38 ) Buddy?

Speaker 11: ( 06:38 ) They’re worried you can predict the future.

Speaker 12: ( 06:40 ) They’re worried people believe I can.

Jon Stewart: ( 06:44 ) My name is Jon Stewart. Welcome to the problem with Jon Stewart. We should put a comma in that.

Speaker 13: ( 06:50 ) The world needs to test us to see if it can break us.

Speaker 14: ( 06:59 ) He didn’t beat you because he’s better. He beats you because he’s smarter.

Speaker 15: ( 07:03 ) You think we’ll make it?

Speaker 16: ( 07:06 ) Not without my team.

Speaker 17: ( 07:14 ) I think I can help you. First thing I’m going to do is completely unethical. I’m going to give you a hug. I’m a hugger.

Speaker 18: ( 07:21 ) Remember to focus on the here and now. Living in the moment, it’s a gift. That’s why they call it the present y’all.

Tim Cook: ( 07:27 ) I can’t wait for all the new shows and movies coming to Apple TV+, including the second season of one of my favorites, The Morning Show, which starts this Friday. Next, we’re thrilled to share our newest product announcements, starting with iPad.

Tim Cook: ( 07:52 ) There’s no other device like iPad, and today it’s more popular and more essential than ever. And the reason it’s so popular is it’s amazing versatility. It can transform into whatever you need it to be. With advanced displays, users can literally touch their content unlike any other device. With powerful and efficient Apple design chips, iPad delivers breathtaking performance all day long.

Tim Cook: ( 08:22 ) And with fast conductivity, advanced cameras, and accessories, like the magic keyboard and Apple Pencil, iPad becomes even more versatile, extending what users can do on iPad and where they can do it. At the heart of it all is iPad iOS, delivering powerful features while maintaining the simplicity of a touch first experience. What makes iPad even more versatile are the over 1 million apps designed specifically for its large canvas. The iPad business has never been stronger. We’ve gone by over 40% this past year. We have a great lineup today with industry leading customer satisfaction, and it’s about to get even stronger. It starts with our most popular iPad, which delivers the full iPad experience at an incredibly affordable price. And today, it gets even better. This is the new iPad. And to tell you all about it, here’s Melody.

Melody Kuna: ( 09:48 ) This new iPad is packed full of updates. So let’s jump in. Under the hood is a more powerful chip, A13 Bionic, and it pushes even further than the speedy A12 from last year’s iPad. With 20% faster performance in every aspect of the chip, from the CPU and GPU, to the neural engine, A13 is leaps ahead of the competition. In fact, it makes this iPad up to three times faster than the best-selling Chromebook and up to six times faster than the best-selling Android tablet.

Melody Kuna: ( 10:22 ) And it means users will see even more responsive performance for all the things that they love to do on iPad. From everyday uses like messaging and browsing the web, to playing immersive high quality games. And as users explore more advanced apps like Adobe Fresco with its super realistic watercolors, A13 delivers the performance they need and then some. And the more powerful neural engine in A13 makes next generation machine learning experiences, like live text in iPad iOS 15, even faster.

Melody Kuna: ( 10:54 ) The upgraded image signal processor in A13 also means the rear camera captures great photos with improved auto focus in low light and better selfies from the front camera as well. Now, the front camera on iPad is essential for things like remote learning and connecting with family. And that’s why we’re so thrilled to give it a big upgrade. It’s now a 12 megapixel Ultra Wide camera that produces a huge leap in image quality and enables a super popular feature from iPad Pro. And that’s Center Stage. We’re bringing the magical Center Stage experience from iPad Pro to this new iPad.

Melody Kuna: ( 11:35 ) Enabled by the Ultra Wide front camera and the neural engine, Center Stage makes video calls more engaging by automatically detecting people and dynamically adjusting the frame as they move around or as more people join it. It works in landscape orientation and portrait. So users can enjoy center stage in all the ways they use iPad.

Melody Kuna: ( 11:55 ) Not only does Center Stage work in FaceTime, it makes video calls more natural in other popular apps like Zoom, BlueJeans, and WebEx. And it’s not just for video conferencing. Users can record, stream, and post Center Stage video in apps like Double Take, Explain Everything, and TikTok. It makes you more productive on iPad and it’s simply more fun.

Melody Kuna: ( 12:18 ) Another new feature coming to this iPad that users love is True Tone. It adjusts the display to the color temperature of a room to provide a more comfortable viewing experience. And by retaining the same popular design, this iPad supports a vast array of accessories, including the thin and light smart keyboard. And third-party keyboards like Logitech;s latest rugged combo with trackpad for schools. And of course, this iPad supports the First Generation Apple Pencil, where iPad OS makes the experience of using Apple Pencil as easy and natural as pen and paper.

Melody Kuna: ( 12:53 ) And this new iPad will ship with iPad OS 15, which is packed with great new features. For example, you can place widgets among your apps, making important information available with just a glance. New multitasking controls make it even easier to launch and use multiple apps. Quick Note gives you a fast and easy way to take notes anywhere. And the list goes on. iPad OS is so immensely capable and so easy to use. When you combine it with a beautiful display, great cameras, broad accessory support, gigabit class LTE, and all day battery life, this iPad delivers enormous value because this new iPad starts at just $329. And that’s with twice the storage, starting at 64 gigabytes. For schools, it’s even more affordable at just $299. It comes in space gray and silver and cellular models are available as well. You can order the new iPad today and it will be available next week. With the power of A13 Bionic, a new 12 megapixel Ultra Wide front camera, with Center Stage, True Tone, double the storage, and the versatility of iPad OS 15, this is a giant upgrade for our most popular iPad. Now, back to Tim.

Tim Cook: ( 14:17 ) We’re excited that our most popular iPad is now so much better. And now let’s talk about iPad Mini, there’s simply no other device like iPad Mini. It gives users all the power of iPad in its most portable form, which makes it indispensable for a wide range of uses. Like when it’s secured to the leg of a pilot in flight or pulled from a doctor’s lab coat to care for patients in the ER. iPad Mini is in a class of its own. And today, we’re giving our littlest iPad it’s biggest upgrade ever. Introducing the all new iPad Mini.

Katie McDonald: ( 15:15 ) As Tim said, we’re giving iPad Mini a huge set of updates. A complete redesign that puts everything our users love about iPad, right in the palm of their hand.

Katie McDonald: ( 15:28 ) The all-new enclosure features a beautiful all screen design with narrow borders and elegant rounded corners. The design is remarkably thin and light and absolutely stunning. An iPad Mini now comes in a gorgeous array of new colors, purple, pink, starlight, and space gray. And this design features a brilliant liquid retina display. With this new design, we were able to increase the screen size all the way out to 8.3 inches, while keeping the same compact footprint. With wide color, True Tone, 500 nits of brightness, and the lowest reflectivity in the industry, everything you view on iPad Mini will look great wherever you go. And delivering this edge to edge screen meant finding a new location for Touch ID.

Katie McDonald: ( 16:21 ) So just like iPad Air, we put it right in the top button of iPad Mini. Touch ID is fast, easy, and secure, whether you’re unlocking your iPad or using Apple Pay. iPad Mini is already the fastest device of its kind. And the performance of the new iPad Mini is simply remarkable. Compared to the previous generation, the new iPad mini sees a 40% jump in CPU performance and a whopping 80% leap in GPU performance. So whether you’re using ForeFlight to navigate your flight plan with live wind speed overlays or playing the graphically rich game, Star Wars Hunters online with your friends, the new iPad Mini will power right through it with ease.

Katie McDonald: ( 17:13 ) And the neural engine for powerful machine learning applications also takes a big leap forward on the new Mini, increasing performance by up to two times over the previous generation. Combined with the CPU and the GPU, the neural engine enables apps to deliver next level experiences, like the new Translate app in iPad OS 15, which can automatically translate a conversation in real time. The performance of the new iPad Mini is on a whole new level.

Katie McDonald: ( 17:47 ) And we know that iPad users rely on ultra fast connections. Well, the most mobile iPad is about to get a lot faster and even more versatile. iPad Mini now has a USB-C port. So you get the same great USB-C functionality that we brought to iPad Air, which means it’s up to 10 times faster than its predecessor. So iPad Mini can now connect to a vast ecosystem of USB-C accessories, which is great. Whether you’re a photographer who needs to connect to cameras when shooting on location or a doctor in a remote area using Butterfly to conduct an ultrasound. And when users are on the go, it’s crucial to have access to the fastest cellular connections. And that’s why we’re bringing 5G to iPad Mini. Download speeds can be up to 3.5 gigabits per second. This is key when you need to stay connected on the go, like when technicians use Splunk AR on-site to access real-time data, performance analytics, and complex schematics, or if you’re using SharePlay to take a master class with your friends, 5G keeps you connected.

Katie McDonald: ( 19:04 ) Next, let’s talk about the cameras and audio. Users rely on iPad Mini for FaceTime, taking photos and videos, and experiencing AR. So we’ve updated both the front and back cameras. The back camera now features a 12 megapixel sensor with focus pixels and a larger aperture to capture sharp, vivid photos. And we added a True Tone flash to Mini for improved photos in low light. With a new ISP, users will see enhanced photos with Smart HDR, which improves image quality by recovering details in shadows and highlights. And now with the ability to record in 4K, iPad Mini becomes your mobile movie studio.

Katie McDonald: ( 19:48 ) On the front, iPad Mini features the new 12 megapixel Ultra Wide camera, which means it also supports Center Stage. As Melody mentioned, this has been a huge hit on iPad Pro and now it’s coming to iPad Mini. And iPad Mini also features a new speaker system with stereo in landscape. Great for listening to your favorite playlist or doing an Apple Fitness+ workout in your hotel room.

Katie McDonald: ( 20:18 ) An iPad Mini’s versatility is further enhanced by its amazing accessories. There’s a new set of slim SmartFolio covers in beautiful coordinating colors that compliment the new iPad Mini finishes, perfect for expressing your personal style. And now, iPad Mini supports the amazing Second Generation Apple Pencil, which magnetically attaches to the side of iPad Mini. So it’s always connected, charged, and with you. Apple Pencil transforms iPad Mini into your digital sketchbook. We’re so excited about the new iPad Mini. Let’s see it in action.

Katie McDonald: ( 22:30 ) With it’s all new design and huge boost in performance, the new iPad mini starts at just $499 and it will be available in both wifi and cellular configurations. You can order it today and it will be available next week.

Katie McDonald: ( 22:46 ) So this is the all new iPad mini, featuring a brilliant liquid retina display, super fast performance, new cameras front and back, Center Stage, 5G, support for Apple Pencil and all new colors. With all of these new features, this is by far the most powerful and versatile iPad mini ever.

Katie McDonald: ( 23:16 ) And with both the new iPad and iPad mini, we continue our commitment to the environment. Both of these iPad models are built with a 100% recycled aluminum enclosure. And this marks a milestone for iPad, every single iPad in the lineup now features a 100% recycled aluminum enclosure. This is just one of the many ongoing efforts we have underway to reduce the environmental impact of our products. Now, back to Tim.

Tim Cook: ( 23:44 ) Whit the even more capable new iPad and the phenomenal new iPad mini, our iPad lineup is the best it’s ever been. Next, let’s talk about Apple Watch. Apple Watch is an indispensable daily companion that keeps you connected to the people and things you care about most. It encourages you to be active and get more out of your workouts, and it monitors your health, helping you live a better day. I am so inspired by the impact we’ve had on people’s lives, and we continue to push the boundaries of what Apple Watch can do. To tell you about what’s next, here’s Jeff.

Jeff Williams: ( 24:37 ) Being more active is one of the best ways to stay healthy, and it’s been at the heart of Apple Watch since the beginning. Well today, we’re adding new features to Apple Watch for everyone who rides a bike.

Jeff Williams: ( 24:51 ) Watch OS8 will detect when you begin riding and remind you to start a workout, and it will automatically pause and resume if you stop temporarily. And Watch OS8 adds fall detection to cycling by sensing the unique motion and impact of falls while riding a bike. And Apple Watch now better supports e-bikes with an improved workout algorithm that more accurately calculates calories.

Jeff Williams: ( 25:15 ) These cycling updates join all the other great additions in Watch OS8, like the mindfulness app and Memories and Photos. And this year we focused on making these features and everything you do on Watch bigger and better. Introducing the next generation of Apple Watch.

Jeff Williams: ( 25:58 ) [inaudible 00:25:58] This is the incredible Apple Watch Series 7. It takes all the great features of Apple Watch and combines them with our largest and most advanced display ever. The new retina display on Series 7 has nearly 20% more screen area than Series 6, and it’s an even bigger jump over Series 3 with over 50% more screen area.

Jeff Williams: ( 26:35 ) The Series 7 display has been completely re-engineered to reduce the borders to just 1.7 millimeters, that’s 40% thinner than on Series 6. It’s an incredible innovation that maximizes the screen area while barely changing the dimensions of the watch itself. And the shape of the watch has also been refined, both the case and the display of Series 7 have softer, more rounded corners. The new display refracts light at its edges for a subtle wraparound effect, creating a seamless integration with the curvature of the case. And it’s also up to 70% brighter indoors when your wrist is down, making it even easier to discretely check the time. This new display is an industry first, and we fully optimized the user interface for it. Here’s Lauren to tell you more.

Lauren Braun: ( 27:26 ) Across the user interface on Series 7 buttons have been redesigned and enlarged to compliment the size and shape of the new display. Like in Stopwatch, Activity, and Alarms, making them even easier to tap. It can also fit nearly 50% more text on screen than Series 6. This helps you read messages and emails with a lot less scrolling.

Lauren Braun: ( 27:51 ) Series 7 also features new ways to input text. There’s a full keyboard that you can either tap or slide from letter to letter with Quick Path, which uses machine learning to predict the word you’re typing. There are also new watch faces designed specifically for Series 7. The dynamic contour face animates on wrist raise, pushing the dial right out to the edge. And a new modular face leverages the extra screen area with two large data rich center complications. All of these improvements give Series 7, the best user experience of any Apple Watch.

Lauren Braun: ( 28:33 ) We also improved durability, which is another essential aspect of Apple Watch. Series 7 is the most durable Apple Watch we’ve ever built. It has our most crack resistant front crystal, thanks to a stronger and more robust geometry. It’s also the first Apple Watch to have IP6X certification, so you don’t have to worry about wearing it and dusty environments. And of course, it’s still swim- proof with WR50 water resistance.

Lauren Braun: ( 29:03 ) With our best ever durability, you can take Series 7 anywhere you want to go, and use it all day long with the same great 18 hour battery life. Series 7 also has an improved charging experience. It charges up to 33% faster than Series 6. With an updated charging architecture and new fast charging USB-C cable, it takes just 45 minutes to go from 0 to 80% charge. And eight minutes of charging is enough for eight hours of sleep tracking. We think customers will love the optimized user interface, best ever durability and faster charging of Series 7. Now back to Jeff.

Jeff Williams: ( 29:48 ) Series 7 will be available in five new aluminum colors, midnight, starlight, green, blue, and product red. It will also be available in silver, graphite and gold stainless steel as well as natural and space black titanium. Apple Watch Nike models feature a new graphic sport loop and Nike Bounce watch face. And, there’s a new Apple Watch Hermes Circuit H leather band with matching face, plus an elegant new Double Tour band.

Jeff Williams: ( 30:17 ) Now of course, bands are a great way to customize your Apple Watch for any activity or occasion. So we’ve added new colors across our most popular styles, and Series 7 is compatible with all existing bans. We’ve designed Series 7 with the environment in mind. All aluminum watch cases are made with 100% recycled metal and all magnets in Series 7 use 100% recycled rare earth elements.

Jeff Williams: ( 30:42 ) So here’s our 2021 Apple Watch lineup. Series 3 remains at the great entry price of $199. Apple Watch SE starts at $279, and Apple Watch Series 7 starts at $399. Series 7 will be available later this fall and we can’t wait for you to try it. Here’s another look at some of the amazing capabilities of Apple Watch Series 7.

Speaker 19: ( 31:12 ) To live is to ask the big questions, like, why are we here? What is our purpose? And whoa, how fast was that serve? Ninety-eight miles per hour. Nice. But I was thinking about… Wow, I’m sorry. Hi there. How far was that drive? 250 yards!

Speaker 19: ( 31:33 ) Okay, getting back to my point. I mean, haven’t you ever wondered-

Speaker 20: ( 31:40 ) How far have I gone?

Siri: ( 31:40 ) Five miles. Average speed 12.4 miles per hour.

Speaker 19: ( 31:40 ) This is how far are you’ve gone, but I was actually thinking… Wait, are you taking an ECG here? And you’re taking one here? Are you taking an ECG next to a pinata? Heads up!

Speaker 19: ( 31:54 ) Oh, hi. We’re surfing. Wow. That’s just, that’s just impressive. Wait, how many waves you get? Fifteen waves?

Speaker 19: ( 32:03 ) Oh, good morning. How’d you sleep? Why are you checking your blood oxygen level? Oh, that’s why.

Speaker 19: ( 32:13 ) Okay, let’s get back to the big questions like, are the mysteries of the universe out of reach or can we discover the answers through the power of meditation? Oh, come on now! You know you’re levitating, right?

Speaker 19: ( 32:25 ) Sorry, don’t mind me. Anyway, there are questions and it seems like your watch has all the answers, which is cheating.

Jeff Williams: ( 32:34 ) So, that’s Apple Watch Series 7. It has the largest and most advanced display ever, an optimized UI with new keyboard and watch faces, best ever durability, fast charging, new colors, and all the great features of watch OS8. Series 7 is simply our best Apple Watch yet, and there’s no better way to stay connected, active, and healthy. And a great way to stay active and healthy with Apple Watch is with Apple Fitness+. I’ll hand it over to Jay to give you an update.

Jay Blahnik: ( 33:18 ) Apple Fitness+ is the first fitness service designed entirely around Apple Watch, and our users love it. With 10 different workout types from hit to yoga, there’s something for everyone. And with workouts from 5 to 45 minutes, it’s easy to fit one in no matter how busy your schedule is.

Jay Blahnik: ( 33:34 ) There are also modifications in every workout to accommodate all levels. And with over 1200 workouts in 4k Ultra High Definition and new content dropping every single week, you’ll never get bored. The real-time connection with Apple Watch helps make every workout motivating and engaging. You see your heart rate, calories burned, you get timers for the tough intervals and even celebrations when you close your activity rings.

Jay Blahnik: ( 34:01 ) The Fitness+ trainer team has been embraced for their diversity, welcoming approach to fitness, as well as their superb coaching skills. And they always bring the fun to help the time fly by. Time to Walk has inspired people to get moving with an engaging audio experience that lets you walk with some of the world’s most interesting people.

Jay Blahnik: ( 34:21 ) Today, Fitness+ is available in six countries. We’re excited to announce that later this fall Fitness+ will be available in 15 new countries. The workouts will be in English with subtitling in six languages so that more people can experience the health benefits of Apple Fitness+. I’m excited to introduce you to a few of the trainers to tell you about what’s coming next in Fitness+. Over to you Sam.

Sam Sanchez: ( 34:49 ) Body conditioning workouts like strength, core and yoga are among the most popular workouts in Fitness+. Another great body conditioning workout is Pilates. It’s low impact, targets the core and it’s terrific for improving strength and flexibility, and we are really excited to be bringing Pilates to Fitness+. Users will find new Pilates workouts each week with modifications for those just starting out, as well as options for those who are more advanced. We can’t wait for you to try it. Next, let’s go to Jessica.

Jessica Skye: ( 35:23 ) We want Fitness+ to be a service that motivates you to stay healthy, strong and fit as well as a place where you can improve your overall wellbeing. To make it easy for you to practice mindfulness every day, we’re excited to be bringing guided meditation to Fitness+. Each week, new guided meditations will be available and Fitness+. You can select from themes such as calm, gratitude, and kindness and meditate alongside your favorite trainer in an immersive video experience. In the new Mindfulness app on Apple Watch, the same meditations will be uploaded each week in audio form. These new guided video and audio experiences make it easy to fit the benefits of meditation into your life. Over to you, Bakari.

Bakari Williams: ( 36:09 ) We love creating new Fitness+ workouts every week. Our newest workout program takes its inspiration from winter sports. Skiing and snowboarding are fantastic exercise and a fun way to hang out with your family and friends. So we’re introducing workouts to get ready for snow season. We designed these workouts with Ted Ligety, two time Olympic gold medalist, five time world champion and father of three. This program contains workouts that will build up your strength, help you stay on the slopes longer and make it your best snow season ever. Now back to Jay.

Jay Blahnik: ( 36:51 ) For many people, fitness is more fun when it’s a shared experience, like taking a class together or working out with a buddy. We wanted to make it easier for you to work out with the people who motivate you, no matter where they are in the world. So we’re excited to introduce Fitness+ Group Workouts, powered by SharePlay. From a group message thread or FaceTime call, navigate to the fitness app and get started. Your metrics are still on your screen and you’ll see when your friends move ahead in the burn bar or close their activity rings.

Jay Blahnik: ( 37:20 ) Fitness+ Group Workouts is available on iPhone, iPad and an Apple TV through AirPlay, with support for up to 32 people at the same time. Those are the latest updates in Fitness+. Pilates to help you get stronger, Guided Meditation to make it easy to practice mindfulness, a new workout program to get you ready for snow season and so much more.

Jay Blahnik: ( 37:43 ) All of these new features we’ll be launching later this month, and Group Workouts and our 15 new countries will launch later this fall. New Fitness+ subscribers will receive a one month free trial and three months free with the purchase of a new Apple Watch. And Fitness+ is also bundled with an AppleOne premier subscription. Here’s a look at how Fitness+ is inviting everyone to the party.

Speaker 21: ( 38:13 ) Welcome to the club.

Speaker 22: ( 38:15 ) What’s going on, and welcome to your 10 minute hit-

Speaker 21: ( 38:18 ) Hours of operation…

Speaker 23: ( 38:19 ) Let’s go ahead, get your arms up-

Speaker 21: ( 38:20 ) … all day…

Speaker 24: ( 38:21 ) All right. So now push up.

Speaker 21: ( 38:22 ) … all night.

Speaker 25: ( 38:22 ) Can’t sleep.

Speaker 21: ( 38:24 ) Whenever you need to feel good.

Speaker 26: ( 38:25 ) Punch! Punch! Punch! Yes!

Speaker 27: ( 38:26 ) Punch! Punch! Punch!

Speaker 21: ( 38:27 ) The club has no dress code.

Speaker 28: ( 38:29 ) You’ve got this.

Speaker 21: ( 38:29 ) No rules of decorum. Pets are aloud.

Speaker 29: ( 38:33 ) Now we’re at squats, jumping up a storm. Come on!

Speaker 30: ( 38:34 ) Making space.

Speaker 21: ( 38:36 ) We have yoga, Pilates, hit, dance…

Speaker 31: ( 38:41 ) Breathe naturally.

Speaker 21: ( 38:42 ) … meditation.

Speaker 32: ( 38:43 ) Ah. Cold, cold, cold.

Speaker 21: ( 38:46 ) The locker rooms are unisex. The club has trainings. Kim.

Speaker 33: ( 38:50 ) Kim here, in the Fitness+ studio.

Speaker 21: ( 38:52 ) Amir.

Amir: ( 38:52 ) Do the last one!

Speaker 21: ( 38:54 ) Jonelle. Josh. Patina, Jamie Ray.

Speaker 27: ( 38:56 ) Yes Jamie Ray!

Speaker 21: ( 38:57 ) Dolly.

Dolly Parton: ( 38:57 ) Hopefully, with us walking together, we’ll feel a little more freedom.

Speaker 21: ( 39:01 ) You don’t have to show your card at the door. There is no door to the club. There is no ceiling. There are walls.

Amir: ( 39:13 ) Three more to go!

Speaker 21: ( 39:13 ) But we break through those.

Speaker 35: ( 39:13 ) Come on, two more.

Speaker 34: ( 39:13 ) Go faster! Go deeper! Go higher! This is it!

Speaker 21: ( 39:16 ) We have music. Drake, Dua Lipa, Nicki, Billie, Keith Urban, Bad Bunny.

Speaker 36: ( 39:21 ) Front, back, quick, quick, slow! Right leg on second, now back!

Speaker 34: ( 39:30 ) Whatever moves you, and you, and them. The club is the largest club in the world because the club is the world.

Speaker 37: ( 39:33 ) Come on, faster.

Speaker 34: ( 39:33 ) Keep up sis, we got this.

Speaker 21: ( 39:33 ) And if you have 10 minutes…

Speaker 38: ( 39:40 ) Come on, come on!

Speaker 21: ( 39:41 ) … twenty…

Jay Blahnik: ( 39:42 ) [inaudible 00:39:42].

Speaker 21: ( 39:42 ) … thirty?

Speaker 38: ( 39:45 ) Yeah!

Speaker 21: ( 39:45 ) If you’re wearing one of these? Let’s go.

Speaker 39: ( 39:49 ) Thank you, stay active, close your rings, see you next time.

Jay Blahnik: ( 39:54 ) And that’s Fitness+. Back to Tim.

Tim Cook: ( 40:07 ) With Apple Watch Series 7, the most advanced SmartWatch ever, and the incredible new content and features in Apple Fitness+, we can’t wait to see the impact they’re sure to have on our users’ lives.

Tim Cook: ( 40:20 ) Now let’s talk about iPhone. iPhone has forever changed the world. Every single day people rely on iPhone, from their most demanding tasks to capturing the moments of their lives, streaming their favorite TV shows, playing their favorite games, staying up to date with the news of the world and connecting with friends and loved ones.

Tim Cook: ( 40:42 ) This is what drives us to create the best iPhone possible. To create an experience unlike any other, with legendary ease of use, beautiful and durable designs with water resistance and great battery life, with industry leading performance and the world’s most advanced camera systems, and with privacy built in. People love iPhone, and we keep making iPhone better, more powerful, more capable, and even more fun to use. Today, we are thrilled to introduce our next generation of iPhone. Here it is.

Tim Cook: ( 41:54 ) [inaudible 00:41:54]

Tim Cook: ( 41:55 ) This is iPhone 13. To tell you more, here’s Kianne.

Cayenne: ( 42:24 ) Let’s take a closer look at, iPhone 13, starting with design. It has the sleek, flat edge design that people love. It’s also incredibly durable with our exclusive ceramic shield front, tougher than any smartphone glass, and has industry leading IP 68 water resistance. iPhone 13 has a new look for the advanced dual camera system, with the lenses arranged diagonally. The aerospace grade aluminum frame is beautifully formed and really shows off five new colors, an all new pink, blue, midnight, starlight, and (PRODUCT) RED. On the front the true depth camera system has been re-engineered to provide more display area. Everything inside, including face ID, the most secure facial authentication in a smartphone, fits into a space that’s 20% smaller. iPhone 13 is designed with the environment in mind, using many recycled materials. For example, these antenna lines use up-cycled plastic water bottles, an industry first.

Cayenne: ( 43:36 ) Under the hood, iPhone 13 has been completely rearchitected to make room for new technologies and a bigger battery. This beautiful design is the same across two sizes, iPhone 13 and iPhone 13 mini. Both feature a more advanced super retina XDR display. It’s 28% brighter, up to 800 nits. Brilliant for viewing, even when you’re outside. For HDR content, like photos and videos, the peak brightness is higher at 1200 nits. And you can enjoy the pixel precision brightness for longer, thanks to the displays, improved power efficiency. You’ll see true blacks in games, photos, and videos with the incredible contrast ratio of our OLED display. This new brighter super retina XDR display delivers an immersive viewing experience with support for Dolby Vision HDR 10 and HLG. Now let’s talk about the chip that powers iPhone 13 and iPhone 13 mini. Frankly, the competition is still playing catch up to our chips, not just from last year, but even from two years ago. And today we’re extending our lead with A15 Bionic. Here’s Hope to tell you all about it.

Hope: ( 45:08 ) Our silicon is the engine of iPhone. With A15 Bionic, we have innovations across the entire system to deliver more performance and power efficiency. At its foundation, A15 uses five nanometer technology, which enables us to include nearly 15 billion transistors. You’ll absolutely fly through demanding workloads smoothly and efficiently, thanks to a powerful new six core CPU with two high performance. And four high efficiency cores. We’ve increased the performance of our CPU’s dedicated machine learning accelerators, that power experiences such as advanced text-to-speech in Siri and on-device processing of directions in maps. It’s the fastest CPU in any smartphone, up to 50% faster than the leading competition. For graphics intensive tasks like advanced games, A15 Bionic features our latest 4-core GPU, enabling more eye-catching visuals and lighting effects. It delivers up to 30% faster graphics versus the leading competition. And we continue to push the limits of machine learning with the new 16-core Neural Engine that is perfect for ML tasks.

Hope: ( 46:24 ) It’s capable of an astounding 15.8 trillion operations per second. We designed our Neural Engine together with our camera hardware and software teams. This unique vision and integration brings to life leading capabilities in video and image processing. This means faster ML computations for experiences like live LiveText with iOS 15, point your camera at texts on the go and instantly take action like buying tickets or getting directions. The ML advancements across our entire chip will empower developers to do even more in their apps, like swing vision, which can smoothly run powerful core ML and AR models on A15 Bionic, for real-time shop tracking, video analysis, and remote coaching. PeakVisor helps you navigate the outdoors to identify mountains and explore detail rich 3D maps while hiking. And Seek uses a machine learning model trained by over 20 million photos, to instantly identify plants and animals around you and all the processing is done on device. A15 is a powerhouse. In addition to core performance improvements, there’s a new display engine, new video encoder and decoder, and twice the system cache. There’s nothing in the world like this chip. Back to Cayenne.

Cayenne: ( 47:54 ) A15 Bionic also powers the amazing camera system on iPhone 13. It combines our powerful cameras, next generation image signal processor and computational photography to create our most advanced dual camera system. The all new wide camera lets you take stunning shots in any situation. Like this photo full of color and texture. It gathers 47% more light for less noise and brighter results in your photos and videos. This is enabled by larger 1.7 micron pixels that capture more light and a wide f/1.6 aperture. It’s the biggest sensor we’ve ever put in our dual camera system. iPhone 12 Pro Max introduced an amazing advanced technology, sensor-shift optical image stabilization, and incredibly we are bringing this to iPhone 13 and iPhone 13 mini. Here’s a light photo from the new wide camera with censorship OIS. The larger sensor captures nearly 50% more light, hard to believe this photo was taken in a dark room with just a little light coming through a window.

Cayenne: ( 49:09 ) Night mode shots are even more impressive. Capture times are shorter too, for sharper images of your subjects and fine details. We’ve also custom designed a new Ultra Wide camera that will reveal more of the dark areas with less noise. Like you see here in the walls and ceilings. Capturing fun creative perspectives is easy with the Ultra Wide and now it’s even better on iPhone 13. Now let’s switch to video, iPhone already has the highest quality video in a smartphone. And iPhone 13 brings a brand new feature, Cinematic mode. Now over to Johnny to tell you more.

Johnny: ( 49:51 ) Filmmakers have used focus changes to tell engaging stories for decades. It’s a technique called rack focus, that requires skill planning and creative vision. You’ve seen rack focus used in all your favorite films. It brings a whole new dimension to storytelling. Well we’re bringing this capability to iPhone, in a simple and intuitive way, so you can capture cinema style moments even if you aren’t a professional filmmaker. And guess what the movie clip you just saw was shot on iPhone and we’d love to show you more.

Johnny: ( 51:44 ) (movie playing). It’s remarkable and so easy to use. Just start recording and cinematic mode will hold focus on the subject, even when they’re moving. Focus transitions happen automatically in real time, like from one subject to another. Cinematic mode anticipates when a subject is about to enter the frame and intelligently racks focus to them when they do. And when a subject gazes away from the camera, iPhone itself changes focus and then back, to create these automatic focus changes. We extensively studied the art of cinematography and the creative choices directors of photography make to guide the viewer’s attention. We combine these learnings with computational algorithms so you can effortlessly create cinema great videos. For more creative control, you can tap to shift focus at any time, tap again to lock and track focus on the subject. Cinematic mode shoots in Dolby Vision HDR. This is enabled by your Apple custom sensor and the incredible power of A15 Bionic, which grades each frame in Dolby Vision live while you are recording. And that’s cinematic mode. Now back to Cayenne.

Cayenne: ( 53:03 ) iPhone 13 and iPhone 13 mini have advanced new camera systems with sensor-shift OIS, fantastic low-light performance, and cinematic mode also on the front true depth camera. Next let’s turn to 5G. Millions and millions of iPhone users are already experiencing 5G every day for super fast downloads and uploads, lower latency, and new experiences on the go. And on iPhone 13, we’ve innovated further on custom design antennaes and radio components that let us add more bands, so iPhone 13 works on 5G with the latest speeds and in more places. The world is moving quickly to 5G. We’re collaborating with more carrier partners for the best call quality, performance, coverage, and battery life. By the end of the year, we will double 5G support to over 200 carriers in 60 countries and regions. That means you can benefit from 5G in more places than ever to binge watch your favorite shows together using SharePlay on Apple TV + and even more streaming partners for video and music.

Cayenne: ( 54:19 ) You can be ultra competitive in multiplayer games, share surprise greetings from a celebrity in high rez over Cameo, or take the sound at any live event to a whole new level with mixed halo. 5G is taking over and iPhone 13 is ready with the best 5G experience.

Cayenne: ( 54:40 ) Now let’s talk about battery life, which is really important to our users. iPhone 13 has a faster chip, faster 5G speeds, a brighter OLED display, and the most advanced dual camera system ever in an iPhone. And with all these new capabilities, the iPhone 13 lineup has better battery life. On iPhone 13 mini most users will experience an hour and a half longer in their day than with iPhone 12 mini. And on iPhone 13 two and a half hours longer than iPhone 12 for incredible all day battery life. This amazing battery life is delivered by A15 Bionic, more power efficient components, a bigger battery, and power optimizations from our deep hardware and software integration, like smart data mode, which intelligently conserves battery life by automatically shifting your iPhone to LTE when 5G speeds aren’t needed.

Cayenne: ( 55:42 ) We also look at every opportunity to improve privacy. With iPhone and iOS privacy is built in from the beginning. With iOS 15, Siri uses on device speech recognition, meaning your Siri audio requests do not leave your iPhone by default. Intelligent tracking prevention, now prevents trackers from profiling you using your IP address and mail privacy protection hides your IP address and prevents senders from learning about your mail activity. Another huge benefit of owning an iPhone is the vast ecosystem that extends what iPhone can do. That includes MagSafe, which we introduced last fall and has been a hit. From multi chargers and swiveling charger stands, to cases, wallets, tripods, and car mounts, along with our own accessories for charging, like the MagSafe battery pack. For iPhone 13, we have leather, silicone, and clear cases in stunning new colors and engineered to work perfectly with MagSafe.

Cayenne: ( 56:48 ) We also have a new MagSafe leather wallet that supports Find My. You can now be notified of the last known location where your wallet was separated from your iPhone. iPhone 13 is loaded with new technologies, including cinematic mode, A15 Bionic that’s faster than the competition, our most advanced dual camera system with sensor-shift OIS, longer battery life, 5G, and so much more.

Cayenne: ( 57:19 ) With all this iPhone 13 still starts at just $699. We also have some fantastic offers from Apple and our partners, including up to $700 off in the US when you trade in a qualifying iPhone. And we’re increasing the starting capacity to 128 gigabytes for double the storage and adding a new 512 gigabyte option. iPhone 13 is impressively powerful. Let’s see it in action.

Cayenne: ( 59:28 ) (video playing) Now back to Tim.

Tim: ( 59:47 ) We are so excited for iPhone 13, with all of its power and capability, we can’t wait to see what our customers will do with it. And we’re not done yet. Our pro lineup pushes the limits with our most advanced technologies for our users who want the very best iPhone, best in class performance, best in class camera experience, great durability, larger displays, an incredible design. This year, we build on that in a major way. Let’s take a look at our most Pro iPhone ever.

Tim: ( 01:00:31 ) ( video playing) This is iPhone 13 Pro. To tell you more here’s Jaws.

Jaws: ( 01:01:33 ) iPhone 13 Pro features out most pro design. With exceptional materials, like these surgical grade stainless steel bands. Each band goes through a physical vapor deposition process to create an Apple custom finish that is so elegant yet incredibly resistant to abrasion and corrosion. iPhone 13 Pro comes in four striking finishes. A rich deep graphite, gorgeous gold, beautiful silver, and this all new Sierra blue. The Sierra blue required an entirely new process using multiple layers of nanometer scale metallic ceramics applied across the surface for a stunning and very durable finish.

Jaws: ( 01:02:13 ) iPhone 13 Pro has a newly designed front, with a true depth camera system that’s 20% smaller. On the back you’ll see our incredible new camera system with beautiful stainless steel trim that perfectly surrounds the sapphire crystal lenses of each of our three new cameras. And a beautiful textured matte glass that feels great and shows off the stunning color. On the front it has our incredible ceramic shield that is tougher than any smartphone glass. It also has industry leading IP 68 water resistance. On the inside, it’s been completely redesigned to support our latest pro technologies, including the all new camera system, incredible new display and a bigger battery. iPhone 13 Pro also supports MagSafe and the ever expanding ecosystem of really cool new accessories.

Jaws: ( 01:03:02 ) … Ever expanding ecosystem of really cool new accessories. And it’s joined by the larger iPhone 13 Pro Max.

Jaws: ( 01:03:07 ) Now, let’s talk about performance and the powerful, new, A15 Bionic. As you heard from Hope, A15 Bionic features a CPU with two new high-performance cores, and four new high efficiency cores, and a faster neural engine, as well as our new ISP, which provides improved noise reduction, and tone mapping.

Jaws: ( 01:03:27 ) And for these Pro models, A15 Bionic includes our most powerful graphics ever, with a new five core GPU. It provides up to 50% faster graphics performance than the leading competition. In fact, iPhone 13 Pro has the fastest graphics performance in any smartphone ever. Great for high performance gaming, and our most powerful camera features, like apple ProRaw, and 4k Dolby Vision video. And the A15 Bionic chips, new five core GPU, and custom display engine, combine with an amazing new display, and takes the iPhone experience even further.

Jaws: ( 01:04:04 ) This year, we’re proud to introduce an entirely new, Super Retina XDR display. With a new, more efficient Owlet panel, the display now supports up to a thousand nits peak outdoor brightness. That’s 25% higher than last year. And for the first time, we’re bringing ProMotion to iPhone. With our latest technology, this ProMotion display can refresh from as low as 10 Hertz, to as high as 120 Hertz. ProMotion is designed to respond dynamically, and match your content. The advanced custom architecture produces fast frame rates when you need them, and preserves battery life when you don’t.

Jaws: ( 01:04:41 ) We also optimized iOS to take full advantage of this. For example, when swiping between apps, or scrolling, the system adapts the frame rates to precisely match the speed of the user’s finger. The result is an incredibly responsive experience, that is fast and fluid. Of course, ProMotion is also great for apps, providing more responsive inputs, smoother graphics, and more precise gameplay. We brought in a few developers to see what they could do with it, and the results were amazing.

Joe Lee: ( 01:05:10 ) All right, let’s go. I work on a title called Mobile Feature Revolution.

Kyle Webster: ( 01:05:15 ) I am the Senior Design Evangelist for Adobe. I work on Adobe Fresco.

Tommy Krul: ( 01:05:21 ) And I am the founder, and CTO, of Super Evil Megacorp. Catalyst Black is really a rich and detailed world, and ProMotion’s adaptive frame rate is really unique. Because of the 120 frames per second, you can get perfect response time. It’s about the refresh rate. It’s about the controls. It’s almost like your fingers are glued to the screen.

Kyle Webster: ( 01:05:39 ) A device like this changes the game for artists everywhere. With ProMotion, it means that I’m actually seeing the pixels move in real time. There’s absolutely no lag.

Joe Lee: ( 01:05:50 ) Super Retina XDR display allows the gamers to see further into the distance, and catch more details in surroundings. So, we have all these great characters. They need to look better than real.

Tommy Krul: ( 01:06:02 ) The iPhone 13 Pro has one of the most powerful mobile GPUs ever created. And with that, we can really bring all these graphics features to a mobile device.

Joe Lee: ( 01:06:10 ) I like that part.

Tommy Krul: ( 01:06:11 ) The incredible combination of A15 Bionic, ProMotion, and 5G, makes the iPhone 13 Pro the most powerful smartphone in the world, or any world for that matter.

Joe Lee: ( 01:06:19 ) The A15 Bionic, ProMotion, 5G [foreign language 01:06:23].

Jaws: ( 01:06:27 ) The new Super Retina XDR display, with ProMotion, comes in two great sizes, 6.1 inch and 6.7 inch. And the custom design Owlet panels work across different lighting conditions, and content types, maintaining incredible color accuracy, and contrast.

Jaws: ( 01:06:42 ) Now, let’s talk about the all new iPhone 13 Pro Camera System. This is our biggest camera advancement ever. To tell you more about it, here’s Louis.

Louis Dudley: ( 01:07:04 ) iPhone 13 Pro, and iPhone 13 Pro Max introduce an all new camera system, starting with the new 77 millimeter telephoto camera, with 3X optical zoom, a new ultra wide camera, with auto-focus, and a larger F 1.8 aperture, with a 92% improvement in low light. And a new wide camera that has a larger F 1.5 aperture, and 1.9 micron pixels, for our largest sensor ever, with up to 2. 2 times improvement in low light.

Louis Dudley: ( 01:07:32 ) So, you’ll get beautiful photos in any situation. The larger sensor of the wide offers more light gathering, for less noise and faster shutter speeds, and even longer brackets when shooting night mode photos with a tripod. The new 77 millimeter telephoto enables beautiful, classic, portraiture photos, and 3X optical zoom, for photos and videos, for a total 6X optical zoom range on iPhone 13 Pro.

Louis Dudley: ( 01:07:58 ) With the new ultra wide, low-light photos are brighter and sharper, with more details, like you see in her dress, or on the couch. The ultra wide camera also enables something entirely new on iPhone, Macro photography.

Louis Dudley: ( 01:08:11 ) Macro photography typically uses a special lens that can focus at close distances. The new ultra wide lens design and auto-focus system enable incredibly sharp focus, and can magnify subjects with a minimum distance of two centimeters. So, you can get detailed close-ups, like of this beautiful red daisy, the cells in this leaf, or the water droplets on this mushroom. And for the first time, all of the cameras, including the telephoto, have night mode, which is made possible by advanced computational photography. With high integration between hardware and software, our cameras can do even more. To tell you all about it, here’s Rebecca.

Rebecca Puols: ( 01:08:54 ) When tuning the iPhone Camera System, we shoot review thousands of photos. Analyzing all of those photos allows us to deliver features like smart HDR4, which automatically brings improved color, contrast, and lighting, for each subject in a group photo, including for challenging shots like this. Our software and ISP adjust for different lighting, and we’ve made improvements for skin tones, so everyone looks even better.

Rebecca Puols: ( 01:09:19 ) We’re also introducing a way to personalize your iPhone Camera with Photographic Styles. This is a feature that pro photographers are going to love. Photographic Styles bring your individual preferences right into our advanced image pipeline, applying local edits, like a photo editor would, but in real time, as we run through the photo. That means, we get all the benefits of our multi frame, image processing pipeline, with the ability to customize it, in a way you can never achieve with a simple filter.

Rebecca Puols: ( 01:09:49 ) Select from one of our four default styles before you shoot. For example, Rich Contrast for a bolder look, or Vibrant for a punchier look. Each uses our deep semantic understanding to intelligently apply the right amount of adjustments to different parts of the photo, while preserving skin tones. You can also customize the styles further, with Tone and Warmth, which combine multiple attributes for a look that’s all your own.

Rebecca Puols: ( 01:10:16 ) Styles works across scenes and subject types. You don’t need to set it every time, so you can define your style, and use it across your photos. And that’s Photographic Styles, coming into iPhone 13 Pro, and we’re excited to bring it to iPhone 13 as well. Now, back to Jaws.

Jaws: ( 01:10:35 ) The all new Pro Camera System, combined with the power of computational photography, will allow users to capture beautiful images better than ever before. The new iPhone 13 Pro Camera System also provides our most advanced video features. The all new camera system, along with Dolby Vision HDR recording, produces incredible pro level video. So, we asked two time Academy Award winning director, Kathryn Bigelow, and Oscar nominated cinematographer, Greg Frazier, to show us what they can do with the power of iPhone 13 Pro.

Kathryn Bigelow: ( 01:11:08 ) Look up.

Speaker 40: ( 01:11:09 ) Light please.

Kathryn Bigelow: ( 01:11:29 ) It’s a completely integrated process now. The iPhone doesn’t require any ancillary pieces of equipment. Like it become still, and she turns slowly. It’s the dawning realization. I thought it was a good challenge. You know, these are all genres I love, and it’s so great to kind of parachute in, do a deep dive with the iPhone. And with so much accessibility, I think all pretension tends to disappear. And so, it makes the set, and the filming process, much less apprehensive.

Greg Frazier: ( 01:12:12 ) There was no limitations to what I could do with this particular camera. Whereas normally, everybody gets so precious about a camera… And lens looks so expensive, or it’s so fragile. One of the things that the iPhone couldn’t do up until now, was to create an idea of depth from a lens. With Cinematic mode, what’s exciting is, we can actually choose focus later. To me, that’s really bringing it up to the professional film cameras.

Greg Frazier: ( 01:12:50 ) We can actually go ahead and make these stories, and make these films, using the tools on this iPhone. I believe that with the advent, and with the addition of Cinematic mode, we’re going to very soon see filmmakers make films in a different way, which is exciting.

Kathryn Bigelow: ( 01:13:08 ) It might even verse a brand new genre.

Greg Frazier: ( 01:13:11 ) I have no doubt it will, just given the size, and given the ability to move this camera.

Kathryn Bigelow: ( 01:13:15 ) Exactly.

Greg Frazier: ( 01:13:16 ) It will change the language of cinema…

Kathryn Bigelow: ( 01:13:18 ) … Of cinema…

Greg Frazier: ( 01:13:18 ) … In a very positive way.

Speaker 40: ( 01:13:46 ) Cutting.

Jaws: ( 01:13:50 ) Everything you just saw, including the behind the scenes’ footage, was shot on iPhone 13 Pro. With major updates across the wide, ultra wide, and telephoto cameras, it’s an incredible device for filmmaking. The new ultra wide camera enables amazing macro slow-mo videos, thanks to the new lens design. And the new 3X telephoto allows you to zoom even closer to the action, and offers a great new focal length for video.

Jaws: ( 01:14:16 ) This is really awesome when using our all new Cinematic mode, which uses machine learning and disparity, to create a depth map that’s built into the video. So, you can change the depth effect, including the level of BOCA, and where the focus is applied, even after the capture. This is another iPhone first, as iPhone 13, and iPhone 13 Pro, are the only smartphones that can do this.

Jaws: ( 01:14:40 ) We also have another Pro video feature coming later this year, and that’s ProRes video. ProRes offers exceptionally high color fidelity, and more efficient encoding, for use in pro video editing apps, like Final Cut Pro. That’s why it’s widely used by video editors as the final delivery format for commercials, feature films, and broadcast. A15 Bionic adds hardware acceleration for ProRes, and in combination with our advanced video encoders and decoders, as well as our faster file system, and flash storage pipeline, you can now record up to 4k at 30 frames per second in ProRes, right in the camera app. iPhone 13 Pro is the only smartphone to provide an end to end pro workflow, allowing you to record, and edit, in ProRes, or Dolby Vision. This will transform filmmaking with a device that can simply slip into your pocket.

Jaws: ( 01:15:33 ) Next, let’s talk about battery life. This is our most pro iPhone ever, with our fastest performance, most advanced display, and most powerful camera system ever in an iPhone. Thanks to the efficiency of the A15 Bionic, and iOS15, as well as a larger battery, iPhone 13 Pro delivers incredible, all day battery life. iPhone 13 Pro lasts more than one and a-half hours longer in your day, than iphone 12 Pro. And iPhone 13 Pro Max will last more than two and a-half hours longer than iPhone 12 Pro Max. That means iPhone 13 Pro Max has the longest battery life ever in an iPhone.

Jaws: ( 01:16:12 ) The entire iPhone 13 lineup has been carefully designed to minimize its impact on the environment. We redesigned the packaging to eliminate the outer plastic wrap, saving 600 metric tons of plastic. This brings us closer to our goal of completely removing plastic from all of our packaging. iPhone uses 100% recycled, rare earth elements and magnets, and 100% recycled tin in the solder of the main logic board.

Jaws: ( 01:16:38 ) So, that’s iPhone 13 Pro, with our most advanced technologies, an all new camera system with three new cameras, ProRes video, Cinematic mode, the new Super Retina XDR display with ProMotion, A15 Bionic with five core GPU, 5G, Mag safe, and incredible durability features. These I-phones push the boundaries for what’s possible in a smartphone.

Jaws: ( 01:17:02 ) Even with all this incredible technology, iPhone 13 Pro still starts at $999, and iphone 13 Pro Max still starts at $1099. We also have amazing offers from apple, and our partners, including up to $1000 off a new s, when you trade in a qualifying iPhone.

Jaws: ( 01:17:20 ) And this year, we’re introducing a new 1 terabyte storage option. This is a great addition for our pro iPhone users. The 1 terabyte joins our 128, 256, and 512 gigabytes storage options. You can pre-order all four new models of iPhone 13 family this Friday, September 17th. And they will all be available on September 24th. So, here’s our new iPhone lineup, including iPhone 12, iPhone 11, and iPhone se, starting at just $399. Now, back to Tim.

Tim Cook: ( 01:18:02 ) Thank you, Jaws. And thank you to all of today’s presenters. What a spectacular set of announcements. Our most popular iPad is now powered by the A13 Bionic, with a new 12 megapixel ultra wide front camera with Center Stage. This is a big upgrade. iPad mini gets a completely new, all screen design, with a brilliant liquid retina display, blazing fast performance with the new A15 Bionic chip, new cameras with Center Stage, and all new colors. This is the mightiest iPad mini yet.

Tim Cook: ( 01:18:40 ) The new Apple Watch Series 7 has our largest and most advanced display, optimize UI, new watch faces, and it’s our most durable ever. It’s the best smart watch in the world. An update to Apple Fitness Plus, adding Pilates and Guided Meditation, a new workout to get you ready for snow season, as well as group workouts to help keep you motivated.

Tim Cook: ( 01:19:05 ) And iPhone 13, with fantastic new technologies, including our most advanced dual camera system, with Cinematic mode, A15 Bionic, 5G, brighter Super Retina XDR display, and longer, all day battery life.

Tim Cook: ( 01:19:22 ) iPhone 13 Pro, with our most state-of-the-art technologies, for those who want the most out of their iPhone. With our biggest camera system advancement yet, including Cinematic mode and ProRes video, the Super Retina XDR display with ProMotion, A15 bionic with five core GPU, 5G, and industry leading durability.

Tim Cook: ( 01:19:46 ) These are the best iPhones we’ve ever created. Here at apple, the customer is at the center of everything we do. And we continue to innovate, designing the very best products and services to enrich people’s lives, and to empower them to do great things every day. Thank you for joining us. Stay safe, and take care.

Speaker 41: ( 01:20:17 ) That sound you hear that lingers in your ear, but you can’t forget from sundown to sunset.

Speaker 41: ( 01:20:20 ) It’s on in the air. You hear it everywhere, no matter what you do, it’s going to grab a hold on… grab up on your soul.

Speaker 41: ( 01:20:20 ) Might as well get with it, like a sound you hear that lingers in your ear, and oh.

Speaker 41: ( 01:20:20 ) It’s in the air. It’s everywhere, oh baby.

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Home / Free PowerPoint Presentation Templates for Business And Google Slides / Free Apple Event 2023 Template PowerPoint & Google Slides

Free Apple Event 2023 Template PowerPoint & Google Slides

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Apple's Top Leaders Use This Simple Presentation Hack to Make Their Slides Instantly Memorable

Steve jobs began using this presentation formula long before it caught on..

Your audience is overwhelmed with data, numbers, and statistics in their daily lives. When they're watching your presentation, they certainly don't want to be bombarded by another barrage of numbers. But in most cases, you can't avoid meaningful statistics that provide the evidence for your pitch or proposal. What's a speaker to do?

The folks who design Apple's slides have a solution. It's brilliant. It works. And you can do it easily in your next presentation. Here's the simple hack: Stick to one number per slide.

For an example, look no further than Apple's Worldwide Developers Conference held earlier this month.

When Apple CEO Tim Cook began talking about a new release of Apple's mobile operating system (iOS 13), he said: "iOS has the highest customer satisfaction in the industry, with an incredible 97 percent." The slide had one number in large font--97 percent. In smaller font beneath the number, a sentence read: "Customer satisfaction for iOS 12."

That's it. One number and one sentence.

Few leaders know numbers as well Cook does. He's capable of poring over excel spreadsheets for hours and catching the one discrepancy that everyone else overlooked. Yet, when Cook delivers public presentations, he's careful to focus on one number on one slide. Only after he's done explaining the statistic does he move to another slide.

"Our adoption rate is industry leading as well," Cook continued. "Eighty-five percent of iOS customers are on the latest release." What number is the one and only statistic on the slide? You got it--85 percent.

Cook isn't the only Apple presenter who follows the formula. All of Apple's senior executives use the same presentation template.

When Craig Federighi, Apple's senior vice president of software engineering, took the stage to show off the new features of iOS 13 for the iPhone, he rattled off a series of numbers related to the phone's performance. Each number got its own slide.

According to Federighi, the new OS allows phones to unlock FaceID 30 percent faster, downloads are 50 percent smaller, and updates are 60 percent smaller--all making apps a faster experience. In this order the slides read:

30 percent Faster FaceID unlock 50 percent Smaller app downloads 60 percent Smaller app updates

Steve Jobs began using the formula of one number or theme per slide long before business professionals even started thinking about designing presentations more effectively.

When I wrote The Presentation Secrets of Steve Jobs , I cited a presentation he delivered for the second version of the iPad. In the first five minutes, his slides altogether contained a total of just 33 words. To put that into context, it's said that the average presentation slide contains 40 words--that's on each slide.

Even today, most speakers create slides that look more like documents with numbers, charts, and bullet points. This is exactly the wrong way to present information that's intended to be recalled and acted upon. According to neuroscientists, our brains are energy hogs. The brain evolved to be as efficient as possible and to save energy. If it has to work too hard to figure out a slide, it tunes out.

Stick to one theme--one number--per slide. Your audience will thank you.

A refreshed look at leadership from the desk of CEO and chief content officer Stephanie Mehta

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Hacker uploads 10 billion passwords to crime forum—report.

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Biggest ever password leak database confirmed

Updated July 8 with details of concern over the contents of the RockYou2024 files and a response from the research team that disclosed it.

The world’s largest collection of stolen passwords has been uploaded to an infamous crime marketplace where cybercriminals trade such credentials, according to security researchers. A hacker using the name ‘ObamaCare’ has posted a database allegedly containing almost 10 billion unique passwords thought to have been collected from numerous data breaches and hacks across many years. Here’s everything you need to know.

What You Need To Know About The RockYou2024 Password Database

Security researchers from Cybernews say they have uncovered what appears to be the biggest collection of stolen and leaked credentials ever seen on the BreachForums criminal underground forum. Containing what is said to be an astonishing 9,948,575,739 unique passwords, all in plaintext format, the RockYou2024 compilation apparently comprises an earlier credentials database known as RockYou 2021, which featured 8.4 billion passwords, adding approximately 1.5 billion new passwords into the mix. These cover the period from 2021 through 2024, and it has been estimated that the latest credentials file contains entries from a total of 4,000 huge databases of stolen credentials covering at least two decades.

“In its essence, the RockYou2024 leak is a compilation of real-world passwords used by individuals all over the world,” the researchers said, adding “revealing that many passwords for threat actors substantially heightens the risk of credential stuffing attacks.”

Doubts About The Integrity Of RockYou 2024 Data Emerge

Some security researchers have expressed concern regarding the value of the data contained within the RockYou2024 file. Having obtained and examined at least some of the data, my sources suggest that a lot of it is “garbage” and unlikely to be of use to any adversary. I contacted the Cybernews team with these concerns and a spokesperson issued the following statement:

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“Our researchers have been in contact with the threat actor who published the file with the data and provided proof of around 30 GB of combolists from which data was extracted. However, our research team did not investigate all of the datasets thoroughly. Nonetheless, researchers were able to map the values between the provided combolists and a part of the RockYou dataset with a 100% match. Our aim is to inform the public about potential risks, not to pass the dataset to threat actors for use. Thus, we cannot confirm or deny your mentioned claims from other hackers/researchers.”

The Brute Force Implications Of RockYou2024

Credential stuffing attacks remain one of the most common and successful methods of gaining initial access to services and systems for criminal and state-sponsored hackers and ransomware affiliates.

Such threat actors could exploit the RockYou2024 password compilation so as to conduct brute-force attacks and “gain unauthorized access to various online accounts used by individuals who employ passwords included in the dataset,” the research team said. This could include anything and everything from online services, to internet-facing cameras and even industrial hardware. Combined with other leaked databases on hacker forums and dark web marketplaces, containing email addresses and other credentials, the team concluded, “RockYou2024 can contribute to a cascade of data breaches, financial frauds, and identity thefts.”

Security Experts Reveal How Worried You Should Be And What You Need To Do Now

“I know this might sound funny, but what's an extra 1.5 billion passwords?” Daniel Card, a self-proclaimed Cyber Ninja Warrior and founder of the PwnDefend security consultancy, said. He has a point: once such databases reach a tipping point regarding unique password size, it makes precious little difference how many new ones get added. “When we look at how people create passwords,” Card said, “is that going to change the world? Probably not. I don't think this changes the threat actors’ capability in any meaningful way.”

Other security experts agree with Card on this. “As much as this composite work is a shock and awe moment when it comes to how terrible the state of identity and access management controls are, and the lack of protection of that information has,” Ian Thornton-Trump, the chief security information officer at threat intelligence agency Cyjax, said, “I think there comes a point where the magnitude of this aggregated data becomes next to useless due to its vast size.” Thornton-Trump admits it’s a bad thing, of course, but what’s really bad is the lack of multi-factor authentication that still exists in organizations across the globe. “Maybe we need to look at regulation that forces MFA for any login on a software-as-a-service platform?” he concludes.

What should you do in response to this huge leak of plaintext password credentials? My advice is to take a good look at yourself and your attitude towards login security. Jake Moore, the global cybersecurity advisor for security vendor ESET, would seem to agree. “There really is no excuse not to use unique passwords for every single account as data breaches unfortunately continue to occur and grow.,” Moore said. “Luckily, password managers are easier than ever to use and implement into daily life. Plus they offer the hard part of password generation and the secure storing of these complex codes,” Moore concludes.

Check your passwords for exposure using the Cybernews tool

In the meantime, don’t panic overly about RockYou2024. Go about your business while taking as much care as possible regarding password generation, storage and use. Do get a password manager up and running, 1Password and Proton Pass are solid choices, and Apple will introduce a generic password manager app with the forthcoming iOS 18 update . Oh, and start employing MFA wherever you can. Using the Cybernews exposed passwords checker , you can check if any of your passwords are included in this latest RockYou stolen credentials database.

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WATCH: A Capitol Fourth 2024

The 44th annual edition of A Capitol Fourth hosted by Alfonso Ribeiro was broadcast live from the West Lawn of the U.S. Capitol on July 4, 2024.

Watch the event in the player above.

This year, the celebration featured performances by legendary Grammy Award-winning singer, songwriter, and producer Smokey Robinson and award-winning actress and singer Fantasia.

The event also featured Darren Criss, Sheila E, Fitz & Noelle from Fitz and The Tantrums, Chloe Flower, Sister Sledge, Loren Allred, Britt Stewart, Shawn Johnson East and The National Symphony Orchestra.

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UK general election live results 2024: By the numbers

Keir Starmer’s Labour Party has secured a landslide victory in the UK election.

Labour leader Keir Starmer has officially become the UK’s new prime minister with his party winning more than 400 of the 650 seats in the House of Commons – the lower house of Britain’s parliament.

Here is how all the parties performed:

Keep reading

French prosecutors launch investigation into le pen’s campaign finances, what the outcome of france’s snap election means, the battle for the future of france is only beginning, french election results: no party secured a majority, so what’s next, previous election results.

In 2019, Boris Johnson’s Conservative Party secured a majority by seizing seats from the Labour Party in its traditional heartlands in the north and midlands.

The Conservatives won 365 seats with a net change of +49, while Labour had 203 seats, a net change of -60 from the prior election. The SNP gained 13 seats, bringing the total number of seats in parliament to 48. The Liberal Democrats had 11 seats, a net change of -2 since the last election. The Greens maintained their only seat.

Which are the main parties in the race?

There are several political parties in the UK, however, the two that have dominated the political arena in the 20th and 21st century are the Conservatives and Labour.

The Conservative Party , also known as the Tories, is a centre-right to right party, currently led by Rishi Sunak, who took over from Liz Truss in October 2022.
Labour is a centre-left party, led by Keir Starmer. They were last in power between 1997 to 2010 under Tony Blair and Gordon Brown.
Liberal Democrats , centre to centre-left aligned, led by Ed Davey. In power from 2010 to 2015 in coalition with the Conservatives under David Cameron and Deputy Prime Minister Nick Clegg, then leader of the Liberal Democrats.
Greens , left-wing ecopolitics, led by Carla Denyer and Adrian Ramsay.
Reform UK , right-wing party led by Nigel Farage.
SNP , Scottish National Party, centre-left party led by John Swinney.
Plaid Cymru , centre-left to left-wing Welsh party, led by Rhun ap Iorwerth.
DUP , Democratic Unionist Party, centre-right Northern Irish party, led by Gavin Robinson.

Interactive_UK Elections in maps and charts 2024_5_Political barometer-1719503133

How does voting work in the UK?

Voters in 650 constituencies across the UK will elect members of parliament to the lower chamber, the House of Commons, via the first-past-the-post system. To win each constituency and gain a seat in the House, candidates need to receive more votes than any of their competitors.

A party needs to win at least 50 percent of the seats – 326 – to secure a majority in the House of Commons and be asked to form a government by the monarch, King Charles III. The members of parliament’s upper chamber, the House of Lords, are appointed rather than elected.

If no party wins a majority, there is a hung parliament.

Interactive_UK Elections in maps and charts 2024_5_Voting at a glance-1719503143

The UK’s outgoing parliament

Before parliament closed on May 30, the House of Commons was represented by 13 parties and 17 independents, including:

The Conservatives – 344 seats (52.9 percent)
Labour – 205 seats (31.5 percent)
The Scottish National Party (SNP) – 43 seats (6.6 percent)
The Liberal Democrats – 15 seats (2.3 percent)

The remaining 43 seats were held by nine other parties and independents.

INTERACTIVE-Outgoing parliament-1720135248

Automation has reached its tipping point for omnichannel warehouses

Never before has the competition for warehouse and fulfillment labor been so fierce, strongly driven by sustained growth in B2C channels. In the United States, for example, employment levels across distribution centers are at all-time highs and wages have risen to well above $18 an hour, yet attracting and retaining warehouse employees remains elusive. In the short term, strategies such as bonuses, accelerated pay raises, and tuition reimbursement are helping. But the long-term implications of a high reliance on labor are clear: automation in warehousing is no longer just nice to have but an imperative for sustainable growth.

About the authors

This article is a collaborative effort by John Barbee, Alan Davies, Raoul Dubeauclard, Tim Lange, and Christoph Lennartz, representing views from McKinsey’s Consumer & Retail Practice.

Fueled by venture capital over the past five years, the automation industry has seen increased availability of new warehouse-automation innovations, supply chain as a service (SCaaS) models, and technology that integrates multiple solutions to help retailers address some of these challenges.

For instance, the adoption of autonomous mobile robots (AMRs), technology that eliminates significant nonproductive walking time in warehouses, has progressed from early-stage pilots about four years ago to multiple at-scale deployments today. For example, DHL rolled out 1,000 Locus Robotics AMRs and will deploy up to 2,000 robots by 2022. 1 Steven Crowe, “Locus Robotics scaling AMR deployments with DHL supply chain,” The Robot Report , June 2, 2021, therobotreport.com. These technologies aren’t just for larger companies. German toy retailer Rofu Kinderland built a new warehouse that includes 57 robots retrieving 3,500 different products from more than 28,000 bins, increasing efficiency and delivery speeds. 2 Melanie Wack, “E-Commerce: AutoStore für Spiel-, Schreibwaren und Dekorationsartikel,” Logistik Heute , November 12, 2020, logistik-heute.de. Innovators are gaining momentum as well. For example, Alert Innovation developed a microfulfillment-center technology platform for Walmart to handle the demands of grocery e-commerce. The proof-of-concept pilot system is now in full operation.

Automation capabilities will play an influential role in the future size and scale of omnichannel networks. To successfully navigate the many choices for automation, retailers must have an informed perspective on where automation can create value, reduce risk, and improve reliability across an increasingly complex network of fulfillment nodes. Retailers should then use a three-step process—strategy, design, and implementation—to translate their vision into an optimal automated warehouse.

The changing face of the warehouse-automation industry

Investments from retailers in automation are poised to fuel significant industry growth: the warehouse-automation market is forecast to reach $51 billion by 2030, a CAGR of 23 percent. 3 David Edwards, “Revenues from robotics in warehouses to exceed $51 billion by 2030,” Robotics and Automation News , August 19, 2021, roboticsandautomationnews.com. The wave of innovation in warehousing has been fueled disproportionately by venture-capital funding for new start-ups, whose solutions increasingly influence the future of the omnichannel warehouse. In addition, private equity has provided a significant tailwind for key companies. For example, SoftBank invested $2.8 billion in AutoStore, an automation provider geared to the e-commerce and grocery industries. 4 Sam Shead, “SoftBank invests $2.8 billion in Norwegian robotics firm AutoStore,” CNBC, April 6, 2021, cnbc.com. Many of these technologies—for example, automated guided vehicles (AGVs) or the next level of automation AMRs as unmanned transport next to warehouse employees—have proved their effectiveness at scale in addressing the challenges of traditional e-commerce warehouses, such as labor shortages, SKU-complexity growth, and increasing service expectations.

Increased M&A and investment

Marketplaces and platform players have long recognized the importance of automation and have been rapidly acquiring robotics companies. Several at-scale investments have grabbed headlines. In 2019, the online marketplace Shopify spent $450 million to acquire automation provider 6 River Systems, with the goal of extending its AI-enabled fulfillment network. 5 Emil Protalinski, “Shopify acquires 6 River Systems for $450 million to expand its AI-powered fulfillment network,” VentureBeat, September 9, 2019, venturebeat.com. Amazon is developing proprietary automation solutions via Amazon Robotics to improve warehouse productivity and lessen the labor burden. Zalando has partnered with multiple automation partners to accelerate consumer-delivery times and improve operating efficiencies.

Several retailers have publicly committed significant capital toward their automation strategies. For instance, Walmart plans to allocate nearly $14 billion for warehouse automation and other business areas, 6 Tonya Garcia, “Walmart to invest nearly $14 billion in automation and other business areas in fiscal 2022,” MarketWatch, February 22, 2021, marketwatch.com. and ASOS announced $100 million in spending to expand the capacity and productivity of its warehouses. 7 “Retailer ASOS to spend $100M to automate Georgia warehouse,” U.S. News, July 12, 2021, usnews.com. These moves are indicative of an industry-wide focus on automation, now even further accelerated as a response to changing market conditions brought about by the COVID-19 pandemic. 8 “Warehouse automation investment up due to COVID-19,” Material Handling and Logistics, July 13, 2020, mhlnews.com; Mark Dunaway, “Why are so many companies investing in warehouse automation?,” Modern Materials Handling, January 10, 2020, mmh.com.

Larger players in the warehouse-automation industry have sought to create distinctive and integrated capabilities through acquisition. For instance, Toyota Material Handling has acquired integrators including Vanderlande and Bastian Solutions, Kion Group has acquired Dematic and software company Digital Applications International, and Honeywell has acquired Intelligrated and Transnorm. Acquirers are seeking to develop more end-to-end solution sets rather than point technologies as they seek to unlock greater value through integrated solutions. The automation market remains concentrated, with the top five automation and material-handling players still accounting for more than 50 percent of current market share. 9 “Warehouse automation market,” LogisticsIQ, 2021, thelogisticsiq.com. Beyond the top ten in each region, players mostly are specialty and niche automation providers.

Automation in action

Leading retailers are aiming to make warehouses responsive, resilient, and reliable to accommodate the ever-growing e-commerce market and incorporate lessons from the global pandemic. Along with improving existing warehouse capabilities and enabling new nodes of fulfillment (such as urban fulfillment centers), they view warehouse automation as an important part of the solution. In a recent McKinsey survey of 50 retailers across apparel, grocery, and other key sectors, more than 80 percent of respondents indicated they intend to increase automation investments over the next two to three years. 10 For more, see “ Retail speaks: Seven imperatives for the retail industry ” on McKinsey.com.

And it’s worth it: some retailers have cracked the code and have begun rolling out ambitious upgrades. As part of a €500 million initiative, Edeka invested €93 million to expand its existing warehouse in Berbersdorf, increasing the total number of SKUs from 2,900 to 12,700 while adding a 300,000-square-foot, partially automated picking-and-storage area. 11 Stefanie Schmitt, “EDEKA Nordbayern-Sachsen-Thüringen erweitert Logistikzentrum in Berbersdorf für rund 93 Mio. €,” EDEKA, March 12, 2021, verbund.edeka.

Leading retailers are aiming to make warehouses responsive, resilient, and reliable to accommodate the ever-growing e-commerce market.

Navigating automation choices

Multiple technological advancements have pushed the boundaries of what is possible in warehouse automation. As part of an overarching automation strategy, retailers that develop an end-to-end vision for the warehouse of the future have to identify the specific use cases and unlock value (Exhibit 1). Navigating the choices has become more complex, with new providers entering the market and larger conglomerates and venture-capital funds pursuing consolidation in an effort to build an integrated portfolio of solutions for clients. Acquisitions within the automation-provider landscape will continue, significantly increasing the pressure on automation companies to offer warehouses end-to-end solutions.

We envision three warehouse archetypes that will inform the design of automation systems: dedicated, shared, and integrated omnichannel (Exhibit 2). These archetypes can help retailers narrow down the set of use cases and solution sets and better understand the complex choices among automation providers, integrators, and start-ups.

Dedicated warehouses

This archetype consists of warehouses specifically designed for a given channel (such as e-commerce), product flow (for example, consolidation), or product type (apparel versus hard goods). Generally, dedicated warehouses solve for scale and cost efficiency in the network. Distribution formats can range from large-scale facilities that cover national distribution needs (more than one million square feet) to smaller, urban-based fulfillment centers (less than 20,000 square feet) that balance same-day and next-day speed with cost efficiency.

Given the specific focus of these distribution formats, integrated and specialized end-to-end automation concepts generally work best. These warehouses benefit from improved space efficiency, greater labor productivity, faster four-wall cycle time, 12 Cycle time from entering until exiting the warehouse. and downstream efficiencies (such as store-friendly pallets). Examples of dedicated warehouses include retail fulfillment (Amazon Go stores), national e-commerce fulfillment (Zara), store replenishment (such as Albertsons and Carrefour), delivery centers for small parcels (Post), and category-specific facilities (such as Reckitt Benckiser and Zalando).

Shared warehouses

Warehouses serving multiple channels or product segments, which may include wholesale and direct-to-consumer (DTC) channels or ambient and perishable-product segments, make up this archetype. While these warehouses exist under the same roof, the operations and inventories are independently managed by channel. This archetype offers greater flexibility than a dedicated warehouse in that multiple channels and categories may be served under one roof or in a campus setting. The multipurpose structure has several benefits: more efficient use of distribution space, cost savings from consolidated labor and overhead, and external advantages such as inbound consolidation. The systems technology and automation may need to support specific flows, handling requirements, and order profiles of each channel. As a result, individual warehouses still operate mostly independently. Automation solutions can still be integrated, but they may combine various fit-for-purpose technologies to address unique channel needs—for example, a retail-store warehouse could be on the side of the building (with automated pallet and case storage where store replenishment orders are prepared), while the e-commerce warehouse could be on mezzanines where individual units are picked with a multishuttle or autostore.

Integrated omnichannel warehouses

Omnichannel warehouses seamlessly serve all channels in the network and generally have the technology and systems to handle inventory across a mostly common stock pool (for example, the same picking locations or an automated storage system). These facilities offer the greatest flexibility in the network and reduce systemwide inventory-carrying costs, but retailers may have to make trade-offs on cycle time, dedicated capacity, and productivity. The set of automation solutions, which may be a hybrid of the capability or shared archetypes, could allow convergence in upstream warehouse processes such as inbound and storage. Distribution operations may have different requirements for fulfillment-execution processes to meet the needs of individual order profiles and channels. For example, online consumers might order small quantities and request a lead time of less than 24 hours, while stores might accept 48-hour or longer lead times with larger volumes being picked and shipped. Hence, the requirements in warehouse operations need to be matched along the steps across channels, balancing the trade-offs of solution benefits.

This archetype, which is best suited for stores that order in eaches 13 A unit of measure where each individual piece is tracked by the computer system. (an approach many apparel and electronics retailers take), can support a shared picking location between stores and online. It provides two benefits: First, it allows inventory pooling and the more efficient use of space. Second, it enables increased scale for automation and the better use of system capacity, with the ability to handle stores and online channels with different seasonality and peaks.

Because each type has its own advantages, identifying and implementing the optimal solution requires an informed decision-making process.

Selecting the right automation solutions

In response to a rapidly changing marketplace, many retailers are moving away from a single solution or turnkey provider and building a portfolio of solutions to fit their network. Traditionally, partnering with a turnkey provider offered advantages, such as integration across multiple solutions and pricing transparency. While this still holds true, the pace of innovation in solutions continues to accelerate, and innovations in technology and operating models provide compelling reasons to explore a multipartner strategy.

For instance, along with technological innovation, many new robotics and automation providers have innovated as-a-service models (XaaS), such as robotics as a service (RaaS) and fulfillment as a service (FaaS). These solutions alleviate the traditional hurdles of up-front capital risk (RaaS helps retailers overcome ROI hurdles such as a payback of two to three years) and offer retailers a variable cost structure better aligned to testing and learning across new technologies and concepts. Because of lower investment levels, retailers are now able to test and learn with selected partners, building up their automation capabilities. Companies can excel in innovation by replacing their tried-and-true approaches to warehouse automation with in-house capabilities to explore earlier-stage implementation. For example, companies can conduct a pilot with AMRs that assist picking operations alongside employees on site. The benefits of this experimentation can be significant—for example, progressing from proof of concept to large-scale implementations.

The range of design and implementation choices varies considerably depending on strategy. An AMR project may require six to eight weeks to pilot, whereas case multishuttles can take 12 months or more to accommodate infrastructure procurement and build-out. In our experience, a three-step process can help retailers determine the right approach to warehouse automation.

Traditionally, retailers might take a site-by-site view of their automation strategy. This exercise includes both establishing criteria for prioritizing automation opportunities and defining business cases to evaluate fit-for-purpose use cases and potential partners for a new or existing operation. We find the more innovative retailers are taking an end-to-end view of their network, developing scenarios for both productivity and short- and longer-term labor risks. A balanced approach to use cases may open up a variety of solutions, while the site-to-site approach focuses solely on payback for individual locations.

In this step—segmented into preconceptual, conceptual, and detailed design—retailers conduct a financial evaluation, create optimized warehouse designs, and select providers by stress testing simulations. The design workshops include retailers, joined by their chosen automation suppliers; beyond them, an objective, informed, third-party perspective—for example, via consultancy—is essential to reach the optimal design. The design process goes beyond the selection of automation to encompass warehouse analytics, strategic network effects, and much more.

Implementation

Where necessary, retailers can identify and select a warehouse-automation system integrator or can orchestrate across a set of partners to build the case-specific automated warehouse. Some companies may also select a logistics service provider to operate the new warehouses and orchestrate the warehouse launch, based on a case-by-case evaluation.

This process has repeatedly captured substantial value because even small decisions (for example, initial product-segment growth assumptions that, in the end, significantly influence automation-picking capacities) have a major impact on projects of this scale. By following this holistic approach, retailers can create a compelling business case for automation and gain buy-in for investments.

The rise of e-commerce in omnichannel has elevated the demand for warehouse automation across industries. Retailers that innovate in this space can keep pace with high consumer expectations for service and personalization. A structured approach helps to pinpoint their current status, identify available and suitable options, and implement warehouse automation and utilization—including harnessing analytics enabled by warehouse automation. With these insights, companies can select the optimal automation for their warehouses.

John Barbee is a partner in McKinsey’s Atlanta office, Alan Davies is a senior expert in the Miami office, Raoul Dubeauclard is a senior expert in the Lyon office, Tim Lange is a partner in the Cologne office, and Cristoph Lennartz is a consultant in the Düsseldorf office.

The authors wish to thank Lucas Clement, Katharina Hauck, and Michael Kalt for their contributions to this article.

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Sharpen your development skills with a full, free curriculum for future professional developers at the Apple Developer Academies. Students complete the app development cycle several times in order to learn to code and design great apps, as well as practice their collaboration and presentation skills, over a period of 30 days to 2 years depending on the program.
Move beyond passwords
Move beyond passwords. Despite their prevalence, passwords inherently come with challenges that make them poorly suited to securing someone's online accounts. Learn more about the challenges passwords pose to modern security and how to move beyond them. Explore the next frontier in account security with secure-by-design, public-key-based ...
Top announcements from Apple event
Item 1 of 5 Apple CEO Tim Cook holds the iPhone 13 Pro Max and Apple Watch Series 7 during a special event at Apple Park in Cupertino, California broadcast September 14, 2021.
Keynote
Support app. Get personalized access to solutions for your Apple products. Download the Apple Support app. Learn more about creating, editing, saving, and sharing presentations on your Mac, iPad, iPhone, iPod touch, and on the web. Learn more with these Keynote resources.
Apple Summary Slides
A collection of the summary slides created by Apple for WWDC and Apple Events ... By product. Apple Event. April 2021. Apple Event. March 2022. Apple Event. May 2024. Apple Event. November 2020. Apple Event. October 2020. Apple Event. October 2021. Apple Event. October 2023. Apple Event. September 2019. Apple Event. September 2020. Apple Event.
Apple Events
Apple Event 30 October 2023. Introducing the new MacBook Pro 14" and 16" and the new iMac. Now supercharged by the M3 family of chips. Watch. Apple Event 12 September 2023. Introducing iPhone 15 Pro, iPhone 15, Apple Watch Series 9, Apple Watch Ultra 2, and a major step towards making all our products carbon neutral by 2030. Watch.
The biggest announcements from Apple's fall 2021 event
What the iPhone 15's Spatial Video Feature Means for the Vision Pro. Apple Watch Series 9 with Double Tap: First Look. iPhone 15 and 15 Plus: First Look. iPhone 15 Pro and Pro Max Add Apple's ...
Apple Event September 2021 Transcript: New iPhone 13, Apple Watch
The 1 terabyte joins our 128, 256, and 512 gigabytes storage options. You can pre-order all four new models of iPhone 13 family this Friday, September 17th. And they will all be available on September 24th. So, here's our new iPhone lineup, including iPhone 12, iPhone 11, and iPhone se, starting at just $399.
Free Apple Event 2023 Template
Download this free Apple Event 2023 template and give details of Wanderlust 2023 like, Apple iPhone 15 launches, Apple watch 7 Ultra, Air pods lite and much more. If you want to create a business presentation, check out our Free Apple Template. For more details about the event check Wanderlust 23. Download This Template.
Apple's Top Leaders Use This Simple Presentation Hack to Make Their
When Apple CEO Tim Cook began talking about a new release of Apple's mobile operating system (iOS 13), he said: "iOS has the highest customer satisfaction in the industry, with an incredible 97 ...
New Security Alert: Hacker Uploads 10 Billion Passwords To ...
Do get a password manager up and running, 1Password and Proton Pass are solid choices, and Apple will introduce a generic password manager app with the forthcoming iOS 18 update. Oh, and start ...
WATCH: A Capitol Fourth 2024
The 44th annual edition of A Capitol Fourth hosted by Alfonso Ribeiro was broadcast live from the West Lawn of the U.S. Capitol on July 4, 2024. Watch the event in the player above. This year, the ...
Apple Reports Fourth Quarter Results
CUPERTINO, CALIFORNIA October 28, 2021 Apple today announced financial results for its fiscal 2021 fourth quarter ended September 25, 2021. The Company posted a September quarter revenue record of $83.4 billion, up 29 percent year over year, and quarterly earnings per diluted share of $1.24. "This year we launched our most powerful products ...
What's next for student loan borrowers as Biden's repayment ...
A federal appeals court will allow the Department of Education to proceed with lowering millions of student loan borrowers' monthly payments in July as the Biden administration faces two legal ...
UK general election live results 2024: By the numbers
Previous election results. In 2019, Boris Johnson's Conservative Party secured a majority by seizing seats from the Labour Party in its traditional heartlands in the north and midlands.
Optimizing warehouse automation for retailers
For instance, Walmart plans to allocate nearly $14 billion for warehouse automation and other business areas, 6 Tonya Garcia, "Walmart to invest nearly $14 billion in automation and other business areas in fiscal 2022," MarketWatch, February 22, 2021, marketwatch.com. and ASOS announced $100 million in spending to expand the capacity and ...