Transcript:
The met book is our most popular Mac but what we’ve what we’ve done and and we’ve made a habit of doing this adapt book is is we decided just to start over the new MacBook is a quite remarkable engineering achievement it really represents just a complete revolution in the way that notebooks are made [Music] when traditionally notebooks are made from multiple parts but the problem is when you have multiple parts you you add size and weight and and you increase the opportunity for failure and that the huge breakthrough that we heard with with the MacBook was to replace all of those parts with just one part and at one part we called the unibody we figured out a way of being able to make make make the notebook fundamentally thinner lighter more robust and with with sort of a degree of of fit and finish that we’ve we’ve never even dreamed of before and the only way to make that one part was to machine it from a single piece of aluminium I love the way that we don’t reserve our very best ideas for our you know the very highest end products that our very best ideas all of our innovation we bring to the most popular Mac that we make when you start using it when you start putting your photographs on it when you start working on your personal projects it becomes so much more than just a collection of parts we’ve refined and refined every detail in the service of the user just to get rid of complexity if something doesn’t need to be there it’s not there when I don’t know how we could make something any more essential any any simpler than then then you might go [Music] our goals for the first iMac and the goals for this iMac they’ve they’ve not really changed at all you know they’re they’re all about trying to create an all-in-one product based on amazing technology but making it very very simple this new iMac really is an evolution of a product that was so right in so many ways when we first released it [Music] the entire front of the new iMac is just dominated by this incredible new sixteen by nine display we’ve actually figured out a way of taking the glass right to the very perimeter it’s just display and there no display that’s it I mean you are just completely consumed by by that image there’s not a detail there that doesn’t need to be there there are no visual interruptions distractions there’s just no other noise everything is about a display and therefore everything is about your content when you first see the mouse it could not be any simpler but I love the way that it scales from being something that is that apparently simple so actually being really remarkably sophisticated I mean we’ve finally figured out how to take the multi-touch technology and implement it on a mouse it’s still a point-and-click mouse but now the entire top surface of the mouse is is basically it’s a multi-touch sensor this is the smartest Mouse we’ve ever made there’s a chip inside that acts essentially as a brain as you put your fingers on the top shelf it can determine where they’re located how many you have and through your gesture your movement it can determine what your intent is you can scroll anywhere on that top surface you can see why it it is incredibly intuitive I mean you can use it without thought you know it’s just the way that you would have expected the mouse should have always worked [Music] the core ideas the founding ideas of the iMac are as relevant and as right now as they were you know with the first one and so rather than just you know being consumed by reinvention this is one of those fantastic opportunities to to be very clear about what’s right and that we don’t want to change so that we can put all of our energy behind improving those aspects of the product that we can make better and that’s what this iMac represents it’s it’s a collection of our very best thinking our our very best innovation [Music] [Music] with the new MacBook Air we wanted to design and build an incredibly mobile product but without compromise everything that we’ve learned designing really powerful notebooks and everything that we’ve learned designing really small mobile devices culminates in the new MacBook Air it’s true when something exceeds your ability to understand how it works it sort of becomes magical and and that’s exactly what the iPad is it’s hard to see how something so simple is so thin and so light could possibly be so capable the face of the product is pretty much defined by a single piece of multi-touch glass and that’s it there’s no pointing device there isn’t even a single orientation there is no app is no down there is no right or wrong way of holding it I don’t have to change myself to fit the product it fits me one who is clearly way bigger than Justin this is a new category but yet millions and millions of are going to be instantly familiar with it they’re going to know how to use in many ways this list defines our vision of sense with iPad tuned we’ve made advances in both form and function that are so significant and far-reaching I can’t think of a product that has defined an entire category and has then been completely redesigned in such a short period of time the iPad tube really is defined by the display there were just no distractions by reducing what were essentially three surfaces to two we got rid of the structural wall around the perimeter of the product and eliminated the edge it’s not only more comfortable to hold but with the breakthroughs we’ve made with unibody engineering it’s rigid sturdy and even more precise while the back of the product is made of durable aluminium we want you to figure out a way to protect the display without compromising the IPF size and weight so rather than developing a separate case we created a cover at the same time that we were actually designing the iPad the two are made to work together it attaches magnetically their lines perfectly and it’s just as easy to remove when the iPad detects you’ve opened the cover it immediately wakes from sleep and when you close the cover it could get back to sleep you can also fold the cover to create a stand for typing or watching a video and the microfiber internal lining was even designed to help keep the display theme there are 10 colors 5 and polyurethane and 5 in a beautiful aniline dyed leather we’re constantly working to refine and improve to simplify to make something thinner and lighter and yet at the same time increasing its functionality the original iPad defined a category and I think that iPad 2 will really define that category for years to come [Music] iPhone 4 is so much more than just another new product I mean this will have a lasting impact on the way that we actually connect with each other [Music] and we’ve started with completely opposing goals and we wanted to make this iPhone more capable we wanted to add more feature and yet at the same time we wanted to make it smaller and even thinner and that led to some really surprising innovation and we developed an entirely new grade of stainless steel that after machining is incredibly strong but also remarkably precise the steel frame functions as the antenna but also the primary structure giving us more internal volume we also developed a custom glass that’s comparable in strength to sapphire crystal but about thirty times harder than plastic this glass is not only used on the front of the phone but also on the back [Music] the quality of the materials the manufacturing precision the advanced technology ultimately all of this becomes relevant when you just hold it in your hand to create something that’s that’s genuinely new you have to to start again and I think with great intent you disconnect from the past the new MacBook Pro is built for the very highest levels of performance it’s incredibly powerful and yet remarkably portable it’s without them the very best computer that we’ve ever built the new MacBook Pro would seem to be a complete contradiction it’s built for extreme levels of performance but at the same time it’s remarkably portable to create air we rigorously questioned the ways in which we’ve designed and built our portable products in the past one of the most significant challenges was completely changing our approach to the design of the display by building the layers of the display into the unibody we actually eliminated the need for a separate cover glass and without the additional layers without the distractions you’re just completely immersed in your content by not purchasing standard parts but by designing an engineering components from the ground up we can create a product that is more elegant and it’s more efficient and there are many design innovations in the new MacBook Pro that users won’t actually see but they’ll certainly experience for example the thermal system which enables the machines incredible performance operates in a way that is nearly imperceptible to the user air is pulled into vents and propelled through sculpted cavities by fans with a symmetrically positioned blades in most fans the blades are positioned symmetrically which creates a single identifiable frequency we position the Owls asymmetrically to spread the sound over a variety of frequencies which makes it seem quieter and less intrusive every part of the enclosure makes a contribution that directly benefits the user the vents are also part of the structural system creating strong beams that actually increase the rigidity of the overall product it truly takes an obsessive approach to make a product this meticulously designed and engineered with the new MacBook Pro we set out to design something extreme and this led us to rethink everything about our process everything about what’s essential to a notebook and that meant that we could design the very best computer for today and for the future when you think about your iPhone it’s probably the object that you use most in your life it’s it’s the product that you have with you all the time with this unique relationship people have whether iphone we take changing it really seriously we don’t want to just make a new phone we want to make a much better phone iPhone 5 is the result of this approach it’s been completely redesigned and for the first time ever we’ve increased the size of the display by making the screen taller but not wider you can see more of your content but still comfortably use it with one hand and yet even with the larger display iPhone 5 is the thinnest lightest iPhone we’ve ever built along with the experience of actually using it what makes iPhone 5s so unique is how it feels in your hand the materials has been made with the the remarkable precision with which it’s been built never before have we built a product with this extraordinary level of fit and finish we’ve developed manufacturing processes that are our most complex and ambitious starting with the aluminium we machine all of the surfaces of the enclosure we then polish and texture them we then use crystalline diamonds to cut the chamfers it’s so exact that you’re left with a near mirror finish these techniques create a dramatic distinction between the products lightly textured back and it’s a highly polished chamfered edge this manufacturing precision extends to how these many pieces seamlessly come together the inlay of the product is matched to the housing through a highly sophisticated process with the part on a conveyor two high-powered cameras take pictures of the housing an instantaneous analysis is done and then the best match out of a possible 725 counts is determined the variances from products or products we now measure in microns we believe that going to such extreme lengths is the only way that we can deliver this level of quality to create the new iPhone we began with a design that we really loved but to build it to implement it we had to look way beyond what we knew to be possible it took all of our learning our best thinking to realize something so simple so clear and yet so truly extraordinary [Music] the human ear is unique those who are alike making one headphone to fit everybody’s ears would be like trying to make one pair of shoes to fit everybody’s feet I mean it’s impossible but that’s exactly what we’ve tried to do with the new ear pods everything about their design is focused on delivering incredible sound and comfort as part of an exhaustive research and development effort we three dimensionally scan hundreds of years and looked for a commonality from that we were able to determine a common volume this was our starting point for developing a form to fit a broad range of ears the shape of the ear pod is actually defined by the geometry of your ear they rest comfortably in your ears but they don’t create a seal the way in the air had Funston ear pods are designed to intentionally direct sound right into the area to optimize the acoustics we’ve built in a series of ports each with its own unique purpose a port in the bag Tunes mid-range frequencies and provides a consistent listening experience from one person to the next to provide rich powerful bass we’ve built pulls into the stem that actually work in sympathy with the speaker by letting air flow in and out of the acoustic chamber they relieve pressure and allow the speaker to move more freely producing a greater low-frequency scene sound is so important to the way that you experience an Apple product so we wanted to make a headphone that was absolutely the very best it could be from the very beginning the iPad was designed to be very powerful very capable but also remarkably simple to use so our goal was to take all the amazing things that you can do the full-size iPad but pack them into a product that is so much smaller and that’s what we did with the new iPad Mini before that we had done was take the original iPad and just reduce it all that you would be aware of was was everything that was just missing that there is inherent loss in just reducing a product inside and what we did was we went back to the very beginning and we took the time to design a product that was a concentration of not a reduction of the original we felt strongly that 7.9 inches was exactly the right display size but it became clear that we had to reduce the width of the borders so you can still pick it up and easily use it with one hand we have continued to develop our unibody process there are essentially two parts to the enclosure the glass than the aluminium and that Junction where the two parts actually come together is incredibly important the diamond cut chamfer meets seamlessly with the glass and I think it’s a beautiful detail that further reduces paths and actually makes it more durable we also designed an entirely new Smart Cover for the iPad Mini by eliminating the separate aluminium hinge we now essentially wrap the iPad Mini in a single simple colored material [Music] all of these efforts combined to make a product that is incredibly thin and light and has absolutely remarkable levels of fit and finish and I think the result is an extraordinary iPad one that will be used in so many different places in so many different ways you we have always thought of design as being so much more than just the way something looks it’s the whole thing the way something actually works on so many different levels ultimately of course design defines so much of our experience you I think there is a profound and enduring beauty in simplicity in clarity in efficiency true simplicity is derived from so much more than just the absence of clutter and ornamentation it’s about bringing order to complexity ios7 is a clear representation of these goals it has a whole new structure and that is coherent and that is applied across the entire system we’ve considered the tiniest details like refining the typography to much larger ones by redesigning MB icons and developing a grid system allowed us to achieve a much more harmonious relationship between individual elements we’ve also incorporated a whole new palette of colors distinct functional layers help establish hierarchy and order and the use of translucency gives you a sense of your context these plains combined with new approaches to animation and motion create a sense of depth and vitality the iPhone responding to your movements drives the parallax to create a whole new experience of depth in many ways we’ve tried to create an interface that is unobtrusive and differential one where the design recedes and in doing so actually elevates your content even the simple act of changing your wallpaper has a very noticeable effect on the way your iPhone looks and feels across the entire system while ios7 is completely new it was important to us to make it instantly familiar we wanted to take an experience that people know very well and actually add to it to make it more useful to make it more enjoyable the iPhone 5c is in many ways the distillation of what people love about the iPhone 5 it’s simpler more essential it is more capable and certainly more colorful we believe the iPhone is an experience and experience is defined by hardware and software working harmoniously together we continue to refine that experience dramatically blurring the boundaries between the two making it more powerful more intuitive and ultimately more usable iPhone 5c is beautifully unapologetically plastic multiple parts have been reduced to a single polycarbonate component whose surface is continuous and seamless I think that designs with a real coherence are the result of developing formed material and color in unison each element in forming and in many ways defining the other creating a significant and a meaningful design just as with its appearance we took the same fanatical care with how the iPhone 5c feels in your hand that sense of quality and integrity that’s synonymous with the iPhone that meant developing the design by creating a whole new structural architecture it starts with a single piece of polycarbonate into which we install a steel reinforced frame creating a bespoke assembly that doubles as an antenna we then add the rear plate we then machine holes for the buttons ensuring perfect alignment and then the entire assembly goes through multiple finishing processes including a clear lacquer hard coat that creates a durable an incredibly glossy surface this whole process culminates in an extraordinarily and a solid dense field that you would not expect from a plastic product from the beginning we wanted to design cases as colorful and as well made as the iPhone itself the soft matte microfiber line silicone is a very intentional contrast to the glossy hard coat finish of the iPhone the result is a case that extends and complements the product while offering dozens of colorful combinations I think it’s quite remarkable when something feels familiar and yet its new at the same time that’s the iPhone 5c it’s the vivid realization of hardware and software together in one device [Music] we’re often faced with a paradox when we design to make products smaller and lighter while at the same time more powerful the more we reduce a product’s physical volume the more difficult it becomes to increase its power and maintain its battery life but if we can overcome these challenges we can make something without compromising iPad air is just 7.5 millimeters thin and weighs only 1 pound we actually started work on this product years ago designing and engineering the primary technologies that would be necessary to make it the new a7 chip is incredibly powerful and also very power efficient because of this efficiency the battery could get smaller yet critically without any loss in battery life and of course by reducing the battery size the product became significantly lighter we reduce the dimensions of the bezel with less mass the iPad air still retains its structural rigidity there’s a simplicity to it but there’s nothing precious about it this integrity this durability inspires confidence in a product that’s meant to be taken places handled and really use [Music] the iPad has always been a tool defined by the ways people actually use it the iPad air is so capable and powerful and yet with its breakthrough size and weight is the thinnest lightest and also the most advanced iPad we’ve ever built a truly great product is ultimately defined by the integration of this hardware and software developing an iPhone with a larger and more advanced display launch one of the most significant design and engineering efforts since we introduced the original product with a 4.7 inch display iPhone 6 becomes taller and wider we made the design dramatically thinner while developing a smooth continuous surface that is comfortable to both hold and use we’re also introducing iPhone 6 plus with a larger 5.5 inch display and with the same continuous surfaces and seamless material transitions as iPhone 6 it’s very thin by creating iPhone 6 and iOS 8 together we’ve optimized the physical design to enhance software features the cover glass extends beyond the top surface to seamlessly join the aluminium unibody the result is hardware and software defining a truly singular experience [Music] with iPhone 6 and iPhone 6 plus we’ve taken the time to do the deep engineering to design and develop to entirely new iPhones more significant than just bigger and better displays the design has never been so compelling undoubtedly making this the biggest advance in the iPhone since we launched the original the new MacBook is the result of a collective obsession to simplify its essential components to create the most efficient design possible it’s a product that couldn’t exist without invention across many disciplines our full-size keyboard is the most familiar comfortable and accurate typing platform it defined the width of the new MacBook to make it thinner and more precise we created a sturdy single assembly butterfly mechanism combined with a new stainless steel dome switch this reinforces the keyboards balance and stability each individual key is now led by a single LED this enables better more deliberate illumination a Retina display delivers the very best viewing experience to engineer the thinnest retina screen for a Mac we’ve refined every component from the glass down to the pixels he delivers the vivid brightness and performance you’d expect but in a design that’s thinner lighter and 30% more power efficient we’ve designed a force sensing multi-touch trackpad this adds a new dimension of interaction touch sensors make the entire glass surface active force sensors measure a wide range of pressure from the lightest tap to the deepest press the pressure you apply activates an electromagnet that responds with tactile feedback so now instead of just seeing what’s happening on the screen you feel it too to make all-day battery life possible we have developed new battery technologies we actually changed the construction and internal chemistry of the cells which are now manufactured in discrete sheets these sheets are stacked in a terraced structure that was developed along with the external enclosure the design allows for 35 percent greater battery capacity in this compact space to maximize performance we took an extreme approach to miniaturization components were optimized and engineered to fit together to create the highest density mag logic board yet it’s actually two-thirds smaller than any we’ve designed perform a fundamental goal was to eliminate the need for vents fans or any moving parts allowing it to operate in silence by consolidating the antenna with the bottom case we were able to design an integrated aluminium hip this innovation along with its unibody enclosure makes this the first all-metal MacBook [Music] this product is not only thin and light it’s advanced wireless technologies make it truly portable when you actually need to plug in the new USB type-c connector is a single port for charging video output and data transfer the result of all of this is a product there’s only thirteen point one millimeters thick and weighs just two pounds [Music] to create the new MacBook we were uncompromising in its design and engineering we set a new standard for portability while enhancing its fundamental components to deliver what we believe is the best MacBook yet you know it’s driven Apple from the beginning this compulsion to take incredibly powerful technology and make it accessible relevant and ultimately personal we’ve designed a range of products so personal you don’t put them on your desk or in your pocket you wear them on your wrist and we conceived designed and developed Apple watch as a completely singular product you know you can’t determine a boundary between the physical object and the software we’re introducing an unparalleled level of technical innovation combined with a design that connects with the wearer at an intimate level to both embrace individuality and inspire desire [Music] the watch senses that you’re raising your wrist and then activates the display you see an organization of apps that well knew is somehow familiar navigation is fluid and vital magnifying content on a small display is fundamentally important so we’ve developed a whole new interface specific to the challenges associated with a product this small the digital crown is a remarkable input device it fluidly zooms into apps it enables nimble precise adjustment and critically you can use it without obstructing the display it’s also the home button [Music] apps are designed for lightweight interaction smart replies and dictation let you respond quickly to messages glances let you swipe through information efficiently and pressing the button below the digital crown instantly shows you friends you can contact in just seconds and with digital touch we’ve developed an entirely new way for you to connect intimately with others you can get someone’s attention with a gentle tap you can send a quick sketch or you can even share something as personal as your own heartbeat these are subtle ways to communicate the technology often inhibits rather than enables these apps all take advantage of the flexible Retina display it’s been laminated to a machined and polished single crystal of sapphire that’s the second hardest transparent material after diamond in addition to the digital crown we’ve had to invent other input technologies designed specifically for a product this small so as well as sensing touch the display also sends his force quite literally adding a new dimension to the user interface tiny electrodes around the display recognize the difference between a tap and a press this provides instant access to a whole range of contextually specific controls for the first time and with great intention we’ve designed not only what you see but also what you hear and feel we’ve developed a linear actuator that provides haptic feedback to complement your interactions this taptic engine combined with the audio feedback from a water-resistant speaker creates a discreet and nuanced experience at the heart of the watch is a custom-designed ship that integrates many subsystems into one remarkably compact module which is then completely encapsulated to protect the electronics it’s essentially miniaturizing an entire computer system onto a single chip the zirconia back has for sapphire lenses infrared visible light LEDs along with photo sensors detect your pulse rate using its gyroscope and accelerometer and the GPS and Wi-Fi from your iPhone the watch provides a comprehensive picture of your daily activity this allows it to establish and suggest goals and reward fitness milestones the back crystal also houses a unique charging solution that combines our Mac safe technology with inductive charging completely sealed it requires no alignment or expose contacts Apple what is incredibly accurate it uses multiple technologies keeping time to plus or minus 50 milliseconds we have worked closely with horological experts from around the world to help us understand the cultural and historical significance of timekeeping and this has profoundly informed our design [Music] we know that wearing something all day every day becomes as much about personal preference and self-expression as functionality so we’ve designed a range of watch faces [Music] you can personalize both their appearance and their capability personalization extends way beyond the interface we have designed six different straps and a mechanism that makes the straps easily interchangeable with the refinement and precision thus born of functionality the sport band in a range of bold colors is made from a tough durable sweat and chemical resistant high performance elastomer the leather loop comes in a soft quilted leather that conceals magnets for fastening and adjustment we’ve used traditional leather but in a new sports context that’s designed for optimum comfort the supple handcrafted leather maudlin buckle closes with a solid metal clasp and wrapped symmetrically around the wrist this important leather classic buckle references traditional watch vocabulary and the stainless steel link bracelet as a slim deployment clasp that is contained within a two point six millimeter band the Milanese loop is crafted from a fluid flexible stainless steel mesh with a magnetic closure that has an elegant simplicity and is infinitely adjustable now of course we knew one size wouldn’t for everyone so we’ve also developed a smaller watch with matching smaller straps from different cases and straps we’ve actually created three distinct collections the first Apple watch features a polished case made from a custom alloy of stainless steel [Music] [Music] the spork collection has an EIN exchange cover glass and an anodized aluminium case that is 60% stronger than standard alloys and yet it’s incredibly light and durable Apple watch edition is made from eighteen karat gold that are metallurgists have developed to be up to twice as hard as standard gold [Music] creating beautiful objects that are as simple and pure as they are functional well that’s always been our goal at Apple we designed Apple watch as a whole range of products enabling millions of unique designs unparalleled personalization both in appearance and capability I think we are now at a compelling beginning actually designing technology to be worn to be truly personal [Music] aluminium is naturally strong and lightweight it’s the ideal material for an Apple watch sport our engineers have custom designed a new Amelie it is 60% stronger than standard alloys but just as liked this requires precision alloy a raw aluminium of exceptional purity is first heated to a multi miss fames tightly controlled amounts of magnesium and zinc are then added as these elements bind together they form a protective compound that strengthens the metal that alloy is then forward jet cold and cast a high temperature treatment minimizes uneven chemistry in the billets and ensures proper grain structure next a finely tuned extrusion process creates a uniform surface free of defects after being meticulously formed each case is machined bust and then textured with microscopic zirconia beads to achieve a consistent satin finish finally anodizing creates a hard clear outer layer that helps protect against things and scratches [Music] we believe this aluminium alloy sets a new standard both in the way of performs and the way it looks [Music] stainless steel is both strong and beautiful there’s a reason it has long been used to make fine watch cases for Apple watch we start with an alloy of stainless steel known for its strength and corrosion resistance we then customize it through a series of alloying and processing steps to make it even stronger while in its molten state the composition of the metal is tightly controlled to minimize impurities and ensure hardness this is followed by a specialized cold forging process that helps to make the metal up to 80% harder and less susceptible to Nicks and scratches the forgings are then machined in a 12 station multi-axis milling machine achieving highly accurate uniformity across the case its polished into a pristine mirror finish for the space black stainless steel an additional diamond like carbon layer is added to achieve a durable finish and a brilliant appearance the vans receive the same careful consideration each links bracelet is made from more than 140 individual parts the millones loop is made from fine steel coils woven together to create a flowing mesh with a fabric like field with stainless steel be given a traditional material a new expression [Applause] [Music] we wanted to appeal to a wide range of personal styles so with Apple watch edition we’re working with a uniquely luxurious mental 18 carat solid gold we’re using both yellow and rose gold each is a custom alloy designed to be not only beautiful but up to twice as hard as standard gold it begins at the molecular level where precise adjustments in the amount of silver copper and palladium in the alloy resulting very specific hues of yellow and rose gold next we use a new hardening process developed by our metallurgists to strengthen a metal that is naturally very soft the molten gold is cars not into the shape of the watch but into solid ingot these ingots are then precisely milled to remove any imperfections they’re then compressed to a fraction of their original size creating dense pore free billets ultrasonic scanners are used to detect even the most minut defects in the metal from these solid billets we machine the watch housing as well as individual components like the digital crown and the clasps for our straps finally each case is hand polished to an immaculate shame by highly skilled jewelry artisans the result is gold that is elegant yet uncompromising durable [Music] [Music] with iPhone and multi-touch we introduced a whole new way to interact with technology tapping swiping and pinching have forever changed the way we navigate and experience our digital world until now these gestures have been defined by a singular plane in two-dimensional space five phones 6s and 6s plus we’re introducing an entirely new interaction and a whole new dimension to the way you experience your iPhone [Music] it’s made possible by a technology called 3d touch this is the next generation of multi-touch for the first time along with recognizing familiar gestures my phone also recognizes force enabling new gestures peek and pop 3d touch works on the home screen giving you shortcuts to the things you do frequently it also works inside applications themselves press lightly and it gives you a peek of the content continue pressing and it pops you into the content itself sensors embedded in the display read how hard you’re pressing and react in a smooth linear way this is a dynamic system deeply integrated into iOS 9 you can dip in and out of where you are without losing a sense of your context it provides distinct tactile feedback for your actions letting you know exactly what you’ve done and what to expect while the way that you use 3d touch is simple the engineering behind it is some of our most advanced at its heart are capacitive sensors integrated into the backlight of the retina HD display with each press these sensors measure microscopic changes in the distance between the cover glass and the backlight these measurements are then combined with signals from the touch sensor and accelerometer to provide fast and accurate and continuous response to finger pressure for a truly communicative experience we had to develop a more precise level of haptic feedback by the vibrating system on a typical phone requires ten or more oscillations to reach full power the taptic engine in iphone 6s reaches peak output in just one cycle and stops just as quickly this allows us to create shorter more distinct feedback events like a mini tap lasting just 10 milliseconds and a full tap which lasts 15 milliseconds perhaps more than any other system we’ve designed 3d touch is a clear example of how hardware and software developed together can work to define a singular experience this is the next generation of multi-touch it makes this iPhone the most advanced iPhone we have ever created with its scale with the way you use it iPad has always been uniquely immersive to amplify this to put it on a much larger scale we designed iPad pro it begins with a 12 point 9 inch Retina display on an iPad that remains remarkably thin and light it’s the 78% more screen area iPad pro not only transforms your viewing experience it enables new ways of creating and sharing to give multi-touch a greater level of precision we completely re-engineered the touch subsystem increasing the sensitivity of the sensors and doubling the touch refresh rate it’s actually the most advanced display we’ve made and with five point six million pixels it has the highest resolution of any iOS device [Music] this is the first iPad to automatically adjust the number of times the display is refreshed depending upon what’s on the screen this leads to greater energy efficiency and they will they battery life you would expect driving its high level of performance is the powerful a 9 X chip it was specifically designed for iPad pro and to meet the demands of a much larger display its size lets you do and see more and it’s precise multi-touch technology allows for new forms of input while enhancing the capabilities of iOS 9 [Music] to produce a rich audio experience within this devices thin profile meant developing an entirely new four speaker architecture for the first time the speaker housing is machined directly into the unibody enclosure and sealed with a carbon fiber cap it’s four speakers give iPad pro a powerful acoustic output a dynamic range that the far surpasses its size with people using iPad in more and in different ways we wanted to enhance his flexibility to do this we’ve developed a new technology it’s magnetic contacts relay both power and data bidirectionally so you can easily connect compatible accessories without the need for bluetooth or batteries iPad pro enables tools and interactions that just haven’t been possible before iPad continues to transform the way we do things our goal in designing iPad pro was to engineer a device that allows you to be more productive more creative at an entirely new scale [Music] touch of course is the primary method of interaction with iPad to enhance what’s possible with multi-touch and to allow for a new level of precision with iPad pro we’ve designed Apple pencil this began by re-engineering the touch subsystem of the display to measure both finger and stylus input on the same plane with optimal accuracy when you’re using the pencil the system scans twice as often allowing iPad pro to capture more points in a single stroke highly responsive sensors built into the tip of Apple pencil work with the iPad pro display to detect position force and tilt with force data you can press lightly to get a thin stroke or press harder to get a darker bolder stroke signals emitted from two locations in the tip calculate the angle and orientation to produce broad or shaded strokes [Music] it’s unique tip signature allows it to be used simultaneously with your finger and with incredibly low latency it has a responsiveness that feels like a true writing or drawing instrument [Music] while its battery lasts four hours of use a lightning connector lets you recharged by plugging directly into iPad pro Apple pencil is designed to look and feel like a familiar tool yet with his carefully engineered technology working with our most advanced multi-touch display it delivers something extraordinary precision that actually gives you the ability to touch a single pixel [Music] we have created a product that is the most deliberate evolution of our original founding design an aluminium body and form sheet of glass describe a singular shape one made with very few very precisely engineered parts our obsession remains to continuously simplify and improve from sculpting the camera housing directly out of the aluminium body to embedding the antenna within the enclosure essentially making you disappear each refinement serves to bring absolute unity and efficiency to the design [Music] to define one truly uninterrupted form we’ve developed a whole new process to achieve a high gloss black finish this begins with rotational 3d polishing ball a specialized compound flows over the intricate geometries of the housing removing imperfections establishing a seamlessness between materials and producing a pristine mirror like surface the enclosure then goes through an anodization process which creates a protective oxide layer a single component dye is absorbed through a capillary effect to ensure maximum saturation while actually becoming part of the surface itself finally a magnetized ultrafine iron particle path is used to polish the anodized layer to a superior high shine when complete iPhone 7 is the most singular the most involved with representation of this design the new MacBook Pro combines the fundamental qualities of an ultra portable device with uncompromising performance with our new design the products overall volume has been reduced dramatically this results in an extremely purposeful and powerful creative tool [Music] it has the best Retina display we’ve ever put in a notebook a precisely designed LED spectrum projects through a metal oxide backplane this yields a remarkably bright high contrast picture with a wider color gamut the larger force touch trackpad now provides an expensive area for a whole range of gestures we’ve continued to refine our keyboard design to be more accurate and efficient dome switches beneath each key have been optimized for a more responsive field we’re introducing a new way to interact with your notebook a multi-touch bar provides a more intuitive more immediate connection to your content commands that were once hidden and now visible easily accessible and also customizable in each application the most relevant controls are displayed dynamically allowing you to work with greater efficiency this is also the first neck with touch ID this seamless integration of hardware and software is truly unique to Apple [Music] the speakers have also been completely redesigned to maximize air displacement and project high fidelity room filling sound at its core pro level processors integrated with high speed system memory and storage technologies make everything you do faster and more responsive in a notebook this powerful thermal management is critical thinner therapize space fan blades propel air quietly through a nearly solid structure the new MacBook Pro achieves a design that optimizes both performance and portability it marks a milestone in the evolution of the Mac [Music] we believe in a wireless future a future where all of your devices intuitively connect this belief drove the design of our new wireless air pods [Music] they have been made possible with the development of the new apple design w1 chip it is the first of its kind to produce intelligent high efficiency playback while delivering a consistent and reliable connection infrared sensors detect when each air pod is in your ear so they only play once you’re ready to listen motion accelerometers also respond to your touch allowing you to access Siri with a double tap when you’re speaking voice accelerometers recognize the vibration and source of your voice then working with a pair of beamforming microphones reduce external noise each air pod provides up to 5 hours of listening on a single charge while the compact wireless charging case delivers more than 24 hours of battery life the w1 chip enables intelligent connection to all your Apple devices and allows you to instantly switch between whichever one you’re using and of course the new wireless airports deliver incredible sound we’re just at the beginning of a truly wireless future we’ve been working towards for many years where technology enables the seamless and automatic connection between you and your devices we’re a small design team we’ve worked together for 20-25 years one of the things that we’ve learned is the importance of listening because as we all know the very best ideas can very often come from the quietest voice ideas are extremely fragile ideas are not predictable in terms of when you’ll have them and how many you’re gonna have and so over the years we’ve really created a team and an environment that I think really increases the probability of good ideas and when they actually arrive I think nurtures them the design studio really is a workshop we design three-dimensional objects and we make lots and lots of models and prototypes designing and making really should be inseparable for every finished product that you see tools had to be designed process had to be created and experimented with we’ve worked very hard to create a singular studio that has all of these different facets the hallmark of the group has been to be inquisitive and ask an awful lot of questions we have really made it a practice to just have our heads down and work and ignore in some senses all the reasons why something shouldn’t be possible this book captures a point in time of incredible transitions and quite shocking change you understand the nature of an object so much more when you understand how it came to be the book tells dozens and dozens of stories you see momentum you see learning of course as designers you live in the future it’s not that we are not interested in the work we’ve done before it’s just we are so consumed by what we haven’t done yet you
Leave a Reply