Apple - Apple Event — April 20



♪ “The Darkness That You Fear” by The Chemical Brothers ♪

♪ Let your heart ♪

♪ See the colors ♪

♪ All around you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

♪ Let your heart ♪

♪ See the colors ♪

♪ All around you ♪

♪ Let your heart ♪

♪ See the colors ♪

Tim Cook: Hello, and welcome back to Apple Park

for our first event of 2021.

After the challenges of this past year,

we’re optimistic that brighter days are just in front of us.

As we move forward, we feel it’s important

that Apple continues to make a difference

in people’s lives,

through our products and our values.

So we’re glad you could join us today

for some exciting updates and announcements.

This week marks the annual Earth Day celebration

and I couldn’t be more proud of the environmental initiatives

and commitments we are making at Apple.

Today, Apple is carbon neutral

for our global corporate operations,

with all of our offices, stores, and data centers

running on 100 percent renewable energy.

And by 2030, Apple will be 100 percent carbon neutral

across our entire end-to-end footprint,

including our supply chain and the use of our products.

This month, we launched the Restore Fund

in partnership with Conservation International,

and Goldman Sachs.

This pioneering new investment fund will provide returns

that are measured not only financially,

but by the tons of atmospheric carbon removed

by each investment.

Our goal is to remove

more than one million tons of carbon every year.

At Apple, our values and principles make us who we are.

They drive us to create products and services that are better,

easier, and more enjoyable.

Now I’d like to turn to some updates on our services,

beginning with Apple Card.

With Apple Card we set out

to completely reinvent the credit card

and enable people to live a healthier financial life.

Our customers are loving all the benefits of Apple Card

and we believe it’s the most successful

credit card launch ever.

One of the things that became apparent to us in the beginning

was a lack of fairness

in the way the industry calculated credit scores.

When there were two holders of a credit card,

one got the benefit of building a good credit history

and the other did not.

We want to reinvent the way this works too.

So today, we’re happy to announce

that Apple Card will allow spouses and partners to share

and merge their credit lines,

have equal rights on their account,

and build credit equally.

This solution helps deliver financial equity,

and it’s a game changer.

And Apple Card can now be used by anyone in your family

over the age of thirteen,

with optional spending limits and controls for kids.

We call this set of features Apple Card Family.

These benefits reflect our ongoing mission

to reinvent the credit card

and help you and those closest to you

experience a healthier financial life.

Now let’s talk about Apple Podcasts.

As you know, Apple helped launch the podcast industry

15 years ago.

And this is what it looked like.

The day we launched Podcasts in iTunes,

we had 3,000 shows in the directory.

Today, there are millions to choose from,

and Apple Podcasts is the best place to listen

to all your favorites.

And we’re making the biggest change

to Apple Podcasts since its debut.

This starts with a newly designed

Apple Podcasts app.

Every show and episode has a beautiful new page

making it easy to follow, listen, and share.

We’re also introducing Channels to help you find new shows

from your favorite creators.

And you’ll get recommendations for new channels to explore.

We’re also introducing Apple Podcasts Subscriptions,

which enables you to unlock new content

as well as additional benefits, like ad-free listening,

early access, and much more.

So now you can help your favorite podcasters

build their business and fuel their creativity.

Apple Podcasts Subscriptions launches in 170 regions

and countries next month.

These major updates will make listening to podcasts easier

and more enjoyable than ever before.

Now let’s turn to iPhone.

iPhone 12 is the most popular smartphone in the world,

and people love its amazing features:

Super Retina XDR displays with Ceramic Shield,

incredible camera systems, and 5G.

And, of course, they love the stunning design

and selection of beautiful colors.

And we have another beautiful color,

perfect for spring.

♪ “The Candy Man” by Aubrey Woods ♪

♪ Who can take a sunrise ♪

♪ Sprinkle it with dew ♪

♪ Cover it in chocolate And a miracle or two ♪

♪ The Candy Man ♪

♪ Because he mixes it With love ♪

♪ And makes the world Taste good ♪

♪ ‘Cause the Candy Man thinks It should ♪

We’re so excited to introduce a new, gorgeous purple.

It looks stunning with the precision-milled back glass

and new design.

It has elements of sophistication and brightness

with the color-matched aluminum edges.

It’s absolutely beautiful.

Purple joins the iPhone 12 lineup

for pre-order this Friday,

and it will be available on April 30th.

One of the things that customers love about the iPhone experience

is Find My,

and we have some exciting news to share.

Here’s Carolyn to tell you more.

♪ “Every Color” by Foster The People ♪

♪ I can see ♪

♪ I’m caught up Drifting in your rainbow eyes ♪


♪ And I can see Every color in me ♪

♪ I can see every color in you ♪

Carolyn Wolfman-Estrada: One of the most helpful features

we pioneered is finding your iPhone through Find My.

Over time, we made Find My even more powerful.

Find My includes a vast end-to-end encrypted

and anonymous network

approaching a billion Apple devices,

that can help locate a missing iPhone,

Apple Watch, iPad, and Mac even when it’s offline.

We also opened the Find My network

so you can use Find My to find third-party products.

And this is just the beginning!

Today we’re adding to this growing ecosystem

with a new iPhone accessory

that makes finding things even easier.











Carolyn: This is AirTag!

The next time the couch eats your keys,

AirTag will help find them.

AirTag uses the Find My network

so iPhone can help you keep track of

and find your things.

You can personalize your AirTag to make it your own,

even with emoji.

AirTag is easy to use by itself,

or with beautiful accessories we’ve designed.

So you can attach it to just about anything,

like your backpack, luggage,

or whatever else you have.

You can keep track of your AirTag right in the Find My app.

Any iPhone with our U1 chip, like iPhone 12,

uses helpful overlays to guide you directly

to a lost item when it’s nearby.

We call this Precision Finding.

As you move,

Precision Finding uses our U1 chip

to get the precise distance to your AirTag.

iPhone fuses that data with input from the camera,

accelerometer, and gyroscope

to give you visual, haptic, and audible feedback,

guiding you right to your AirTag.



At Apple, we believe privacy is a human right,

and that’s why we designed it into AirTag

and the Find My network.

With the Find My network everyone can participate

without sharing their location to anyone, including Apple.

AirTag is designed to track items, not people.

So we included safety features to discourage unwanted tracking,

like unwanted tag detection, rotating identifiers,

and audible alerts from unknown tags.

These capabilities are an industry first

and are driven by our commitment to privacy.

So that’s AirTag.

AirTag is just $29,

and because you likely have more than one important item

in your life, a 4-pack is just $99.

Orders start this Friday,

and AirTag will be available April 30th.

We also worked with Hermès

on a special handcrafted leather collection,

a bag charm, luggage tag, and key ring,

each including an AirTag etched with an Hermès signature.

With AirTag and the Find My network,

iPhone can now help you find even more things.

And now, back to Tim.



Tim: Now let’s talk about Apple TV

and how we’re making the time we spend at home

more entertaining and more enjoyable.

Apple TV brings you the very best cinematic experience,

giving you access to the world’s leading video services.

This starts with Apple TV+

and its lineup of critically acclaimed

and award-winning Apple Originals,

including global hit drama The Morning Show,

Academy Award-nominated Wolfwalkers,

the Billie Eilish documentary,

the Oprah Conversation,

and, of course, the incredibly popular comedy Ted Lasso.

Ted Lasso is one of my favorites,

and I’m so excited for the second season.

So here’s a sneak peek at what’s coming next.

♪ “We Will Rock You” by Queen ♪



Howdy, y’all.

-Ted! -Ted!

What do you say to a cocktail, Coach Lasso?

Oh, the same thing I’d say to Diane Sawyer

if she ever asked me out on a date, “Yes, please.”


Live from the Dogtrack,

it’s Richmond with eight straight ties.

How many more matches before you hit the panic button?

There’s two buttons I never like hittin’,

that’s panic and snooze.

I don’t care what our record is.

It’s all about believing

that everything’s gonna work out in the end

exactly as it’s supposed to.

Isn’t the idea of “never give up”

one of the things we always talk about in sports?

And shouldn’t that apply to people too?

It’s a beautiful metaphor for many of life’s journeys.

♪ We will, we will ♪

The team’s just a little unlucky, that’s all.

Maybe we should bring in a sports psychologist.

Brought you a little something-something

for your first day of work here.

I don’t eat sugar.


I never met someone that doesn’t eat sugar.

Only heard about them,

and they all live in this godless place

called Santa Monica.

♪ Sing it ♪

♪ We will, we will ♪

♪ Rock you ♪

You got a fever for the flavor

of a little girl talk, don’t you?

This chap I’ve been seeing, John.


No. His name’s John Wingsknight.

Like at a sports bar?

Like “Monday night’s wings night down at PJ Flats”?

Would you please stop?

Rule number one:

even though it’s called girl talk,

sometimes it needs to be more like, “girl, listen.”

♪ We will, we will ♪

♪ Rock you ♪

♪ We will, we will ♪

♪ Rock you ♪

What is Ted doing?

Probably homesick.

Closest thing he can find to a Dodge Ram.


Back home, if a team was playing poorly,

we don’t call them unlucky.

What do we call ’em, Coach?

New York Jets.

Tim: Ted Lasso returns this July, and I can’t wait.

And of course, the best way to enjoy it,

and everything on Apple TV+,

is with Apple TV 4K.

To tell you more about what’s new with Apple TV 4K,

here’s Cindy.

♪ “Carrera” by Brokenstra & YADAM ♪

Cindy Lin: What makes Apple TV truly unique

is its deep integration of Apple hardware,

software, and services.

Apple TV is built on the same world-class Apple silicon

we put into iPhone.

And it runs tvOS,

the most powerful TV operating system.

Giving Apple TV all this power,

power that smart TVs just don’t have,

lets you magically transform your living room,

so you can get in your morning workout

with Apple Fitness+,

show off your school project using AirPlay,

battle it out on Apple Arcade,

and even sneak in a late night movie with AirPods.

The ability to do all of these things and so much more

is why we’ve put so much power into Apple TV.

And it’s why I’m so excited to share with you

the next generation of Apple TV 4K.

Apple TV 4K is now built with the A12 Bionic,

bringing a new level of performance

that will be a massive upgrade to your TV.

Delivering the highest visual quality possible

has always been core to Apple TV.

It already supports High Dynamic Range formats,

such as Dolby Vision,

revealing more realistic colors and greater detail.

And with the A12 Bionic,

the new Apple TV 4K can now play HDR in high frame rate.

This allows video to play more smoothly

and appear more lifelike than ever before,

which will be great for fast-moving action, like sports.

We’re working with leading providers across the globe

as they begin to stream in high frame rate HDR.

And it’s not just professionally-produced programs

that will look amazing.

For those of you with an iPhone 12 Pro,

you can already record in Dolby Vision

at 60 frames per second.

And to enjoy all these moments in the best quality

on the new Apple TV 4K,

we’ve enhanced AirPlay to support high frame rate HDR.

We want everything you watch on Apple TV to look amazing,

but because every TV’s settings are different,

it’s challenging to know if you’re getting the best picture,

until now.

With our new Color Balance feature,

Apple TV will work with your iPhone

and its advanced sensors

to improve your TV’s picture quality.

Your iPhone uses its camera and proximity sensor

to guide you to an onscreen target.

Color measurements start automatically.

Apple TV uses the light sensor in your iPhone

to compare your TV’s color balance

to the industry-standard specifications

used by cinematographers worldwide.

Using this data,

Apple TV will then automatically tailor

its video output to compensate for any inaccuracies

in your TV’s picture settings.

So you’ll now see much more accurate color

without you ever having to adjust your TV.

The results can be dramatic,

with more natural colors and improved contrast

making your TV look better than ever.

Of course, the way you interact with Apple TV

is with the Siri Remote.

So this year, we completely redesigned it

with new functionality and controls.

It starts with a new one-piece aluminum design

that fits perfectly in your hand,

and with contrasting controls

you can easily find and hit just the button you want.

We also have a brand new clickpad,

with five-way navigation for better accuracy,

and the entire clickpad is touch enabled,

preserving the fast directional swipes users love.

And we did something pretty cool with the outer ring.

We’ve given it a new circular gesture

that turns it into a jog control.

Perfect for finding just the scene you’re looking for.

We’ve also made it the only remote you need

for your TV.

It now has a Power button

that controls your TV’s power,

and another for Mute.

And we’ve moved the Siri button to the side,

just like on your iPhone.

The enclosure is made from 100 percent recycled aluminum

joining Apple TV 4K and all of our products

in furthering our commitment

to reducing our environmental impact.

So that’s the new Apple TV 4K.

It’ll be available for $179 with 32GB,

or $199 with double the storage capacity,

perfect for enjoying even more apps and games.

You can order on April 30th,

and they’ll be available in the second half of May.

With the power of A12 Bionic,

the realism of High Frame Rate HDR,

and a totally redesigned Siri Remote,

the new Apple TV 4K brings the absolute best

entertainment experience to your home.

Back to Tim.

♪ “Carrera” by Brokenstra & YADAM ♪

Tim: Now let’s talk about the Mac.

There has never been a more exciting time

for the Mac.

We recently announced that we were embarking

on a two-year transition to Apple Silicon,

and we’re off to an incredible start.

The reception to the new MacBook Air, MacBook Pro,

and Mac mini with M1 has been off the charts.

Wired called M1 “a Mac revolution.”

M1 delivers incredible performance,

custom technologies,

and revolutionary power efficiency.

With a giant leap in performance per watt,

every Mac with M1 is transformed

into a completely different class of product.

This isn’t just an upgrade.

It’s a breakthrough.

Our customers agree,

as Mac continues to lead the industry

in customer satisfaction.

And our Mac business has never been stronger.

Our M1 products have continued to fuel

the Mac’s incredible growth

and now represent the majority of our Mac sales.

Today, M1’s profound impact on the Mac continues

as we are about to take another exciting step forward.

To tell you more, here’s John.

♪ “Carrera” by Brokenstra & YADAM ♪

John Ternus: M1 has been a gigantic leap forward

for the Mac.

It has redefined the MacBook Air,

MacBook Pro, and Mac mini,

shattering expectations of what each of them can do.

They’ve shown how M1 plus macOS Big Sur

can bring breakthrough performance

and power efficiency to the Mac.

Users have been absolutely blown away

by their responsiveness and amazing battery life.

And developers have been busy delivering Universal versions

of their apps.

In fact, there are now thousands of Universal apps available,

that take full advantage of M1 and Big Sur.

Including, Photoshop,

Twitter, Microsoft Office,

Quicken, Slack,

Affinity Publisher,

Zappos, 1Password, and DaVinci Resolve.

And there are more arriving every week.

These Macs demonstrate

how M1 can dramatically move the Mac forward.

But there’s even more that it can do.

With its system-on-a-chip architecture,

M1 allows us to push the Mac

far beyond what was previously possible.

And that’s why we’re here.

Because today, we’re thrilled to introduce a Mac

that has been built from the ground up around M1.

And here it is.



♪ “Love Looks Better” by Lizzo ♪

Lizzo: ♪ Color ♪

♪ Ooh ♪

♪ If I try to tell you, Then you try to hurt me ♪

Y’all don’t hear me.

♪ Sick six piston ♪

♪ Tiptoe kissin’ ♪

♪ Catcall kittens ♪

♪ Whole milk lickin’ ♪

♪ See my vision ♪

♪ Rainbow smitten ♪

♪ Nobody safe, nobody ♪

♪ You and you and you Can be my lover ♪

♪ ‘Cause love looks better In color ♪

♪ Color me, color me, Color me, color me ♪

♪ Color me, color me, Color me, color me ♪


♪ You can be my lover ♪

♪ ‘Cause love looks better In color ♪

Colleen Novielli: The all-new, completely redesigned iMac

is more personal, more powerful,

and more capable than ever.

And it’s incredible from every angle.

It’s bursting with color

from both the front and the back,

and it practically disappears when you view it from the side.

Let’s take a look at its revolutionary design.

iMac’s new form is stunning,

with a spectrum of vibrant colors,

so you can choose the one that fits your own, personal style.

We wanted it to feel light and optimistic,

while instantly brightening up any space.

From the front, iMac is clean and simple

with a single sheet of glass covering the entire surface.

The softer colors and light gray borders

ground the iMac in your environment

and allow you to focus on your content.

In contrast to the more neutral front,

the back is designed to really celebrate color,

with bold, richly saturated shades.

In many places, the back of iMac

is the first thing you’ll see,

so we created colors that would bring a sense of joy

to any space.

Next, let’s check out the striking side profile,

where you really see the profound impact of M1.

With every generation, iMac has moved closer

to our vision: to make the computer disappear.

And while we’ve had the same great design for several years,

we haven’t had the technology to take the next big step.

Until now,

because M1 has enabled us

to get closer to that vision than ever before.

For comparison, let’s take a look

at the previous iMac.

The logic board and thermals were huge

because of the power-hungry processor.

And the CPU, GPU, and other components

were all separate chips in the system.

Now, with the system-on-a-chip architecture of M1,

these are all consolidated into this much smaller logic board.

And because M1 is far more power efficient,

the bulky thermal system is replaced by just two small fans.

This keeps the system cool,

while running exceptionally quiet.

In fact, for typical use, iMac stays under 10 decibels,

which is barely audible to the human ear.

Together, these new components

help reduce iMac’s overall volume by over 50 percent.

The result is a design that’s much more compact

and just 11.5 millimeters thin.

And with an even smaller footprint,

it fits easily into many more spaces.

Next, iMac has always been about its best-in-class display.

So on the new iMac

we made the display an expansive 24 inches.

By narrowing the borders,

we fit the significantly bigger display

in a design that’s only slightly larger

than the 21.5-inch iMac.

And it has nearly 11.3 million pixels

in its 4.5K Retina display.

So you can see your content in all its glorious detail.

And with a P3 wide gamut and over a billion colors,

plus 500 nits of brightness,

every image is brilliant and vivid.

It also has True Tone,

which automatically adjusts the color temperature

as your environment changes,

for a more natural viewing experience.

And it has a coating with industry-leading

low reflectivity for greater comfort

and readability.

iMac’s new design,

with its immersive display, is awesome.

And we’re just getting started.

We also pushed every other aspect

of the experience forward.

First, we’ve taken iMac’s camera, mics, and speakers

to a whole new level.

And to tell you more, here’s Navpreet.


Navpreet Kaloty: We’ve all been spending

more and more time on video calls.

So with the new iMac

it was important to us

to enhance the core technologies

that keep us connected.

Let’s start with the camera.

iMac now has a 1080p FaceTime HD Camera

which doubles the resolution, for much higher quality video.

And with and larger sensor,

the camera performs great in low light.

The camera is paired with M1,

which has Apple’s latest image signal processor, or ISP.

This works to further enhance the image quality

with computational video.

Let’s take a look at the processing pipeline.

As you use the camera, the ISP goes through

a series of steps to analyze and enhance each pixel,

at over a trillion operations per second.

For example, it works with M1’s Neural Engine

to make more intelligent exposure

and white balance adjustments,

so your lighting is always just right.

It utilizes advanced noise reduction algorithms

to bring a new level of clarity to your video.

And it uses tone mapping

to deliver enhanced dynamic range,

bringing more detail to bright highlights

and dark shadows.

This camera will make you look like a rock star.

In fact, it’s the best camera we’ve ever put in a Mac.

And to complement the camera,

we gave iMac a studio-quality, three-mic array.

The mics are engineered to reduce feedback

from the rest of the system,

so conversations flow more naturally,

and you’ll interrupt each other less.

And beamforming allows these mics

to better ignore background noise

and focus on your voice,

which means you’ll come through loud and clear on video calls,

or when recording an audio track.

This is also the best mic system ever in a Mac.

Now, with this amazing camera and mic array,

you know we leveled up the speakers too.

To create big, room-filling sound,

speakers need to displace a lot of air.

In order to do this, we increased the power

driving the iMac’s sound system.

Now, while iMac needed to have big sound,

it also had to deliver accurate sound.

So we gave it two pairs of force-cancelling woofers

that produce an incredible bass response

while reducing unintended vibrations

from that increased power.

And we balanced each set with a high-performance tweeter.

The result is a six-speaker system

that produces a massive soundstage

with strong, articulate bass

and crystal-clear mids and highs.

All of these speaker innovations,

coupled with advanced algorithms,

enable iMac to support spatial audio

when playing video with Dolby Atmos.

On the beautiful 4.5K Retina display,

it’s an outstanding movie-watching experience.

With its dramatic improvements in balance, vocal clarity,

and instrument separation,

iMac delivers a remarkably robust

and high-quality audio experience.

Simply put, it’s the best sound system

ever in a Mac,

and we can’t wait for you to hear it.

Back to you, Colleen.

Colleen: With these camera and audio features,

and its stunning display,

iMac delivers an entirely new level of capability.

Now add in the power and performance of M1

and macOS Big Sur,

this experience is simply unrivaled.

You can feel the difference immediately,

as iMac wakes almost instantly,

and your apps launch with blazing speed.

Everything you do on macOS Big Sur

is extremely responsive,

and the apps you use every day are fast and fluid.

Like in Safari, you can browse even faster

and run hundreds of tabs at once.

In Photos, you can fly through edits

to your iPhone images.

And in Apple Arcade,

gaming on iMac is better than ever,

with awesome and exclusive games,

like Warp Drive.

M1 delivers so much great performance,

you can even keep playing

while simultaneously taking your next Zoom call.

And with powerful creative apps optimized for M1,

it’s easier than ever to explore your passion,

or find a new one.

When it comes to CPU performance

in apps like Xcode, Lightroom, and iMovie,

iMac is up to 85 percent faster

than the previous 21.5-inch iMac models.

So you can compile new apps in Xcode

in a fraction of the time,

easily work with massive 100-megapixel photos

in Lightroom, and export your favorite

video projects in iMovie faster than ever.

And when it comes to GPU performance,

for certain apps like Affinity Photo and Photoshop,

iMac is up to two times faster than the previous models.

And it’s even up to 50 percent faster

than the most powerful discrete graphics

in the fastest 21.5-inch iMac.

So you can render edits

to your next brilliant composition in real-time

with Affinity Photo,

or quickly transform a picture into an oil painting

with Photoshop.

And in Final Cut Pro,

you can edit up to five streams of 4K footage,

or one stream of 8K footage,

without dropping a frame.

And machine learning is now up to three times faster,

in apps that leverage M1’s 16-core Neural Engine.

So apps like Vectornator,

which can swiftly turn a photo into vector layers,

get even faster on iMac.

And because iMac has the same chip architecture

as iPhone and iPad,

you can run iPhone and iPad apps

like Headspace and Zillow,

right on your iMac, without breaking your workflow.

Or you can enjoy games,

like Sky: Children of the Light,

while you spread out on iMac

and use your keyboard as a game controller.

And with iCloud and Continuity,

it’s easier than ever to use iMac and iPhone together.

Your calls and texts come right to iMac

so no need to switch devices when you’re in the zone.

And that email you started on iPhone?

You can use Hand Off to finish it on iMac.

And you can even copy text and images on iPhone

and then paste them right into a document on iMac,

with the magic of Universal Clipboard.

And all your content is always available

and up to date across all your Apple devices.

You’re going to love the combination

of M1 and macOS on the new iMac.

It’s the ultimate Big Sur experience.

And we’re not done yet.

iMac has state-of-the-art connectivity

for all your data and devices.

It has up to four USB-C ports

including two Thunderbolt ports

for super fast data transfer,

and support for up to a 6K display,

like the Pro Display XDR.

And we created a new power connector

that attaches magnetically

so it’s quick and easy to connect.

It has a 2-meter, color-matched woven cable

that leads to a small power adapter,

which can be placed on the floor behind your desk.

And for Ethernet, check out this cool innovation.

It connects to the adapter

and runs through the power cable,

to keep your desktop less cluttered.

Now let’s take a closer look at iMac’s new keyboard,

mouse, and trackpad options.

You can choose from three types of keyboards

with gorgeous aluminum enclosures

color-matched to iMac.

First, there’s a Magic Keyboard with new Emoji,

Spotlight, Dictation,

and Do Not Disturb keys,

and a Lock key, to instantly lock iMac.

Next, there’s a Magic Keyboard with an exciting new feature:

Touch ID, which comes to the Mac desktop

for the first time.

Wireless fingerprint data transmission

is made possible by a secure processor

in the keyboard.

It communicates directly with the Secure Enclave in M1,

creating an encrypted channel to protect your fingerprint data

from end to end.

So whether you’re making a purchase with Apple Pay

or unlocking your iMac, it’s fast, easy, and secure.

And Touch ID also works with Fast User Switching

so you can change to a different user profile

with just the touch of a finger.

And there’s a Magic Keyboard with Touch ID

and a numeric keypad, too.

Magic Mouse, loved by iMac users,

now features color-matched aluminum.

And Magic Trackpad,

still by far the industry’s best,

has a refined shape to match the new keyboard.

These new accessories complete the system

and bring even more capability to iMac.

With a colorful, cutting-edge design,

best-in-class features,

the power of M1, and macOS Big Sur,

the new iMac can do it all,

dynamically transforming any space

into whatever you need it to be.

Let’s take a look at the many ways

iMac can fit into your life.

Say “Hello” to the new iMac.

You’ve never seen a computer like this before.

Yeah, it’s really that thin.

But it’s not magic.

It’s the M1 chip, which is kind of magic.

And it makes the new iMac fast.

Like your apps open instantly fast.

Like check that text while you clean your inbox

while you share that photo while you stream that show fast.

That’s fast.

It has a 4.5K Retina display

for colors that pop off the screen.

A 1080p camera,

so you’ll look right in any light.

And whether you’re talking to one person,

or 100,

the mics always focus on your voice.

So they hear you, not what’s around you.

Six speakers and Dolby Atmos

means everything you do sounds great.

Matching keyboard and mouse,

and wireless Touch ID.

Boom, boom, boom.


And what happens on your iPhone

also happens on your iMac.

That’s definitely magic.

This is the new iMac.

Oh, wait, I forgot!

It comes in seven colors.

Colleen: With iMac, the possibilities are endless.

And like all of our products,

iMac has been built to minimize its impact on the environment.

100 percent of the virgin wood fiber in iMac’s packaging

comes from responsibly managed forests.

And iMac has 100 percent recycled rare earth magnets

in the speakers, fan motor, and power connector.

And of course, iMac meets Apple’s high standards

for environmental responsibility in materials,

renewable energy, and energy efficiency.

So that’s the new iMac.

With its extraordinary design,

powerful performance, and incredible features,

it starts at just $1299 in four colors.

And at $1499, iMac comes in seven colors

with these additional features.

You can order the new iMac starting April 30th.

And it will be available in the second half of May.

The new iMac is the first Mac

completely redesigned around the revolutionary M1 chip.

With a 24-inch, 4.5K Retina display,

the best camera, mics, and speakers ever in a Mac,

macOS Big Sur, and Touch ID,

iMac is the most personal, powerful,

capable, and simply the most fun it’s ever been.

We can’t wait to see what you do on iMac.

And now back to John.

John: The new iMac joins MacBook Air,

MacBook Pro, and Mac mini

in our incredible family of M1 Macs.

And with the new iMac,

the strongest lineup of Macs we’ve ever had gets even better.

The new iMac is another huge step forward

in our transition to Apple Silicon,

and it brings the amazing M1 experience

to even more Mac users.

But it’s not just Mac users who want to get their hands on it.


Raja Bose: That’s right,

the M1 chip is not just in the Mac,

it’s now in iPad Pro.

And it’s gonna blow you away.

iPad Pro has always used turbo-charged versions

of our A-series chips to deliver a powerful

and responsive experience

that’s years ahead of anything else.

M1 continues that momentum

by taking it to an entirely new level,

with a big jump in performance to run powerful apps

and drive a high-performance ecosystem.

For M1 to fit into its incredibly thin

and light design requires power efficiency

that’s way beyond just being better.

It has to be amazing,

and M1 delivers.

And because M1 shares

the same fundamental architecture of A-Series chips,

iPadOS is already built to take full advantage

of its powerful technology.

The next-level performance that M1 unlocks on iPad Pro

starts with its powerful CPU.

Built around the world’s fastest CPU core in low power silicon,

the 8-core design of M1 delivers a whopping 50 percent jump

over the industry-leading performance

of the previous iPad Pro.

What’s amazing is that compared to the first generation iPad,

this iPad Pro now delivers

up to 75 times faster CPU performance.

It’s no wonder apps are pushing the limits

of what’s possible on iPad.

From blazing performance for vector and raster tools

in Affinity Designer,

to rendering the most detailed designs with Shapr3D,

to adding complex effects to 4K videos in LumaFusion.

iPad’s expansive display comes bursting to life

with M1’s amazing graphics performance.

The 8-core GPU is in a class of its own

delivering up to 40 percent faster graphics performance.

Again, compared to the first generation iPad–

get ready for this–

the graphics of this new iPad Pro

is now over 1,500 times faster.

That’s just ridiculous.

So painting with watercolors and oils in Adobe Fresco

look and feel like the real thing.

And you can bring the most intricate AR models

into the real world with JigSpace.

You can also play the latest games

with console-quality graphics at super high frame rates.

This raw performance,

along with the ProMotion display,

four speakers,

and now, support for the latest PlayStation

or Xbox game controllers, with haptics,

makes playing games on iPad Pro insanely fun.

With this combination of CPU and graphics performance,

the new iPad Pro is, yet again,

the fastest device of its kind.

It’s not even close.

But it’s bigger than that,

because powerful, custom technologies

like our latest 16-core Apple Neural Engine,

advanced Image Signal Processor,

and unified, high bandwidth memory architecture

make iPad Pro more capable than ever.

And the industry leading power efficiency of M1

enables all of that amazing performance

along with all-day battery life

in the incredibly thin and light design of iPad Pro.

The new iPad Pro also allows users

to access their content faster than ever

with up to two times faster storage.

And, for our most demanding users,

a new 2TB configuration

gives you enormous storage capacity,

so you can keep up to 60,000 ProRAW photos

at your fingertips,

or up to 220 hours of 4K HDR video content with you

wherever you go.

M1 brings much faster connectivity

to iPad Pro as well.

The USB-C port already supports super fast data transfers.

And now we’re adding Thunderbolt

with USB 4 support as well.

Making it the fastest, most versatile port ever

on an iPad,

or any other device of its kind.

Not only is there four times more bandwidth

for wired connections,

up to 40 gigabits per second,

Thunderbolt also opens up a massive ecosystem

of high performance accessories

like super fast storage,

external displays, like the Pro Display XDR,

now at its full 6K resolution,

and all connected using high-performance cables

and docks.

iPad Pro now fits perfectly into so many more workflows.

Now on a mobile device like iPad Pro,

ultrafast wireless connections are absolutely critical.

And that’s why we’ve added 5G to iPad Pro.

Accessing files,

collaborating with colleagues,

and backing up data are fundamental

when you’re on the go.


This is huge!

Super fast 5G cellular connections

lets users be creative and productive

wherever they are.

Download speeds can be as high as 3.5 gigabits per second

in ideal conditions.

Of course, 5G speeds will vary by carrier and region.

In the US, iPad Pro also supports millimeter wave,

the high frequency version of 5G.

And with this model, iPad Pro can reach

up to 4 gigabits per second peak download speeds

in ideal conditions.

So no matter where your work takes you,

you can live-stream from wherever you are.

This is Ashwaria, reporting from San Francisco.

First off, I want to congratulate everybody…

Raja: And you never have to miss a meeting

on your way to work.

I was on mute. Sorry. Uh, I wanna congratulate…

Raja: The blazing speeds of 5G

allow you to do just about anything,

just about anywhere.

And there’s more.

iPad’s versatility is further enhanced

by its Pro Cameras.

And to tell you more, here’s Fiona.


Fiona O’Leary: Customers love taking stunning photos

and videos on their iPad.

And with powerful apps,

these advanced cameras enable so much more,

like video capture for mobile journalists

and content creators,

especially with the built-in studio quality mics on iPad Pro.

And with the LiDAR Scanner,

they pave the way to completely new workflows

like motion-tracking with CamTrackAR.

Super accurate depth data

makes going from green screen to pre-visualization on location

easier than ever.

And you can build that final render

with greater confidence.

Or how designers and architects visualize their projects

with Arki, on-site, at full scale,

complete with people occlusion,

realistic shadows, and real-time lighting.

Or to simply bring your imagination to life.

Check out this new version of Clips,

which uses the LiDAR Scanner

to transform your living room

into a magical space for your next video.

How fun is that?

And with the more powerful ISP in M1,

we get Smart HDR 3,

where the ISP and the Neural Engine work together

to adjust color, contrast, and noise

in distinct parts of a photo.

And in low light conditions,

the ISP and LiDAR Scanner

quickly and accurately focus images and videos

to capture incredible details from almost no light at all.

On the front, the TrueDepth camera

instantly and securely unlocks iPad with Face ID,

and takes portrait selfies,

which look amazing on that large display.

And now, more than ever, it plays an important role

when collaborating with co-workers,

and connecting with family and friends.

So in the new iPad Pro,

we’re going to take a huge step forward

by updating the TrueDepth camera system

to include an all-new, Ultra Wide camera,

designed specifically for iPad.

It features a new 12-megapixel sensor

with a 122 degree field of view,

which enables something really cool.

And we call it Center Stage!

Center Stage uses the new Ultra Wide camera

and machine learning to recognize

and keep you in the center of the view.

What’s amazing is, as you move around,

it automatically pans to keep you in the shot.

And that’s not all.

When others join in, it recognizes them too

and zooms out to fit everyone into the view.

So whether it’s a white boarding session

with co-workers or a family get together,

the experience of connecting is now more engaging than ever.

So that’s the new Ultra Wide camera with Center Stage.

Video calls never looked so good.

Now, back to Raja.

Raja: iPad is a magical sheet of glass

that can become anything you want it to be.

And the centerpiece of that experience on iPad Pro,

is its stunning Liquid Retina display,

which features a long list of advanced display technologies,

many that we’ve pioneered on iPad.

We introduced it as the world’s most advanced mobile display.

The Liquid Retina display delivers nearly 4 million pixels

on the 11-inch iPad Pro.

Users love being able to take

the most powerful iPad experience with them everywhere

in a portable one-pound design.

On the immersive 12.9-inch iPad Pro,

it delivers an enormous 5.6 million pixels.

This is for those who want the biggest window

for their creative workflows.

And we have some exciting news here.

We know our users are increasingly creating content

with the high brightness and high contrast ratio of HDR.

So we first equipped creative users

with the Pro Display XDR to view and edit their content.

This amazing display

delivers extremely high brightness

and an extremely high contrast ratio.

And now we’re gonna take the next big step.

We’re bringing the stunning front-of-screen performance

of our Pro Display XDR to our 12.9-inch iPad Pro,

so our users can take their XDR workflow wherever they go.

This is the new Liquid Retina XDR display.

And it delivers 1000 nits of full-screen brightness,

a breathtaking 1,600 nits of peak brightness,

and a phenomenal 1,000,000:1 contrast ratio,

just like Pro Display XDR.

Now, due to the ultra-thin design of iPad Pro,

compared to the Pro Display XDR,

we had to take an entirely new approach to make this happen.

So to tell you all about it, here’s Heidi.

Heidi Delgado: Extreme Dynamic Range

is all about delivering a visual experience

that reflects what we see in the real world.

This means seeing the brightest highlights,

along with subtle details in the darkest parts of an image.

Bringing the XDR experience to iPad Pro

was an enormous challenge.

We had to rethink how the display creates light.

So we went back to the drawing board.

To achieve way higher brightness,

we used an array of LEDs

across the entire back of the display,

similar to the Pro Display XDR.

And to fit within the ultra-thin iPad Pro design,

these LEDs need to be incredibly small.

So we developed a Mini-LED,

which is over 120 times smaller in volume

than the previous design.

And because these Mini-LEDs are so small,

achieving extremely high brightness

requires lots of them.

And I mean thousands of them.

In fact, there are over 10,000 LEDs

that deliver XDR-level brightness

on that stunning 12.9-inch display.

That’s a massive increase

over the 72 LEDs that were in the previous iPad Pro.

We then grouped these Mini-LEDs

into over 2,500 local dimming zones.

So depending on the content,

we can precisely adjust the brightness in each zone.

The result is an extremely high

one million to one contrast ratio.

The light is then shaped by a series of incredibly thin,

custom-designed, optical films and diffusers.

And that’s why this display can fit into a design

that’s just 6.4 millimeters thin,

weighs just 1.5 pounds,

and still delivers all-day battery life.

So HDR content with the finest specular highlights,

like galaxies and star fields,

is more true-to-life than ever.

We’re thrilled to deliver the XDR experience

on the new iPad Pro.

Back to Raja.

Raja: There’s never been a display

that delivers this kind of visual experience

on any other mobile device.

So users can now do things they could never do before.

Videographers have a large XDR display

they can take with them everywhere

and edit true-to-life HDR content using LumaFusion.

Photographers can see even more detail

when editing their images right on iPad using Lightroom.

And filmmakers can more confidently review

and approve HDR content with Frame.IO,

previewing it as it’s meant to be seen

from anywhere on the set.

And everyone can enjoy a mobile, cinematic viewing

and listening experience,

with support for HDR video formats like HDR10,

HLG, and Dolby Vision.

And the advanced sound system supports Dolby Atmos as well.

So this is our new 12.9-inch Liquid Retina XDR display.

With this amazing set of features,

it goes beyond any display in the world.

And we couldn’t wait to put the new iPad Pro,

with all of its advanced new technologies,

in the hands of our developers.

Check out what happened when we did.


All right.

-I’m Nitasha. -Sahar.

-Josh. -Shannon Bolick.

-David William Hearn. -Professional astro-geek.

I’m Terri Morgan, and I’m from LumaFusion.

-SwingVision. -Procreate.

FiLMiC Pro.

All right, Ziggy, you ready for your big shot?

Divinity: Original Sin 2.

-iPad. -iPad.

iPad Pro.

And now the iPad Pro has the M1.

-How can I put this? -[bleep] awesome.


The head exploding emoji.



When I think of M1 on the iPad,

there are truly no limits to what’s possible creatively.

The power that’s there…

It’s a monster.

We can do more.

We can make bigger canvases

and we can do way more with our brushes.

Art has left the glass

and it’s now in a totally different realm.

Processing power is insane.

Audio transcription lets you put the iPad Pro on your piano

and just start playing.

And that’ll transcribe into notation what you just played.

Pretty wild.

With M1, the iPad Pro

can now be your tennis coach and your line judge.

Shannon: It can look 100 feet across the court

and determine if a ball is in or out.

-Siri: In. -For the first time,

the iPad Pro allows us to take

the world’s densest open world RPG

and put it on a device that can really be played anywhere.

We never had that before.

The display is everything.

It just says “yes.”

Yes, you can see the full spectrum of color.

All of that is huge to us.

It kind of showcases a new level of detail

with 3D that you couldn’t quite see before.

It’s just such a beautiful, big window

to be able to hold up and zoom in and see whatever you want.

Like you’re controlling the Hubble Space Telescope yourself.

The biggest deal is really fast direct import with Thunderbolt.

I can get my large images

in Photoshop on the iPad faster than ever.

And once they’re in there,

I can just edit in real time.

We’re able to do things on this new iPad Pro

that we’ve never been able to do before.

To know that it’s all there,

and just something that you’re holding in your hands…


How can you not be

just overwhelmingly excited about that?

We are so, so, so excited.

This is gonna be a big deal.

You nailed it. Good job.

Raja: We’re always amazed by the new capabilities

our developers put in the hands of our users.

Of course, you can’t talk about iPad Pro

and not talk about the phenomenal accessories

that make it even more versatile and capable.

Apple Pencil transforms iPad Pro into an immersive drawing canvas

and the world’s best note taking device by far.

And Scribble, now with support for five additional languages,

allows you to write in any text field,

so you never have to put Apple Pencil away.

And iPad Pro supports the thin and light Smart Keyboard Folio,

and the Magic Keyboard, with its backlit keys,

integrated trackpad, and floating design.

Not only is it a great typing experience,

it’s now also available in a gorgeous new white color.

Finally, iPad Pro has been carefully designed

to minimize its impact on the environment,

and support our overall net zero carbon goal.

It uses 100 percent recycled aluminum

for the entire enclosure.

And 100 percent recycled rare earth elements in the magnets

of the speakers and enclosure.

iPad Pro is also free

of a long list of harmful substances.

Our work here is never finished,

but we’re proud of the progress we’ve made.

Even with M1,

and the other incredible new technologies,

the 11-inch iPad Pro still starts at just $799.

And the 12.9-inch model

adds the stunning Liquid Retina XDR display,

for just $1099.

An incredible value for such an incredible device.

You can order iPad Pro starting April 30th,

and it’ll be available in the second half of May.

We’re so excited about the new iPad Pro.

Check this out.

T-minus 15 seconds.

Guidance is internal.









Raja: This is the new 11-inch and 12.9-inch iPad Pro.

Both feature the breakthrough M1 chip,

making each the fastest device of its kind.

Thunderbolt for connection to high performance accessories.

The Ultra Wide front camera with Center Stage.

And 5G on cellular models,

for the fastest cellular connections possible.

And in addition to all of that,

the 12.9-inch model features

the stunning Liquid Retina XDR display,

with 1,600 nits of peak brightness

and 1,000,000:1 contrast ratio,

this is a display you have to see to believe.

This is the most outrageously capable

and versatile iPad Pro we’ve ever made.

Back to John.

John: In every way, this is a giant leap forward for iPad.

The new iPad Pro joins the rest of our incredible lineup,

and pushes the iPad experience even further.

iPad Pro and iMac have always delivered

a best-in-class user experience.

And M1 takes both to the next level

with its profound impact on their design and capability.

Now back to Tim.

♪ “Every Color” by Foster The People ♪

♪ And I can feel every color In me ♪

Tim: What a great day of announcements.

We continue our reinvention of the credit card

with Apple Card Family,

as well as a major redesign of Apple Podcasts.

We announced an all-new beautiful purple finish

for iPhone 12 and iPhone 12 mini.

The new AirTag, to help you find

the important things in your life.

The new Apple TV 4K

and redesigned Siri Remote

bring the absolute best entertainment experience

to your home.

The incredible new iMac

that completely reinvents

one of the world’s most iconic computers.

And the new iPad Pro with the M1 chip,

which is an absolute powerhouse.

At Apple, we continue to be committed

to making an impact in people’s lives,

and we can’t wait to get these new products

into your hands

and see all of the amazing things you’ll do with them.

Thank you for being with us today.

We look forward to seeing you again soon.

Have a great day!

♪ “The Darkness That You Fear” by The Chemical Brothers ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

♪ Let you heart See the colors ♪

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