The quick reference guide to Apple's keynotes
Back to the Mac
DATE
Wednesday, October 20, 2010
DURATION
1 hour, 31 minutes
LOCATION
Apple Town Hall
AUDIENCE
Livestream & Press
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A standard definition version is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
Dispositio
0:00
Welcome
Steve Jobs
  • Some fun stuff to share with us. "I'm going to be a little like a yo-yo, but that's fine."
  • 0:50
    Mac
    Tim Cook
  • Mac did $22 Billion in sales last fiscal year, which was 33% of Apple's revenue
  • Would be #110 on Fortune 500 "If it were a standalone company -- and we have no plans to do that."
  • 13.7 million units, three times as many as 2005
  • Install base just shy of 50 million users
  • Year over year growth of 27%, 2.5 times better than PC market
  • 20.7% of US consumer market share
  • 600,000 Mac developers registered, adding 30,000 per month
  • Notes that Valve is bringing Half-Life to the Mac
  • And that Autodesk is bringing AutoCAD to the Mac
  • And mentions Microsoft's new version of Office
  • Microsoft
    Microsoft Adulation
    Regarding Office: "They have done a remarkable job with this product."
  • The Mac is #1 in "customer satisfaction" for the seventh year in a row, and also #1 with computer publications
  • 6:15
    Retail
    Tim Cook
  • 75 million visitors last quarter
  • 8.2 million Macs sold, with 50% new to the Mac
  • Currently 318 stores
  • Shows images of new stores in New York's Upper West Side, London's Covent Garden, Paris's Opera House, Shanghai, and Beijing
  • 8:07
    iPhoto
    Steve Jobs
    Waiting
    Uncomfortable Waiting
    Steve asks the audience to mute their phones.
  • New version of iPhoto in iLife '11
  • Gives bullet point summary of new features
  • Two million books printed a year
  • 10:32
    iPhoto
    Phil Schiller
  • Demo of iPhoto '11
  • New full screen mode
  • New slideshows
  • Facebook enhancements
  • Easier to email photos
  • New user interface for printing books
  • Letterpress cards
  • We Made a Video
    We Made a Video
    About Letterpress cards
    23:00
    iPhoto
    Steve Jobs
  • Summarizes the new features of iPhoto '11
  • 23:40
    iMovie
    Steve Jobs
  • New version of iMovie in iLife '11
  • Gives bullet point summary of new features
  • 24:47
    iMovie
    Randy Ubillos
  • Demo of iMovie '11
  • Shows audio waveforms in preview and project, easy to adjust
  • New audio effects
  • One step effects
  • Movie trailer, news and sports themes
  • People finder tech
  • 38:00
    iMovie
    Steve Jobs
  • Summarizes the new features of iMovie '11
  • 38:27
    GarageBand
    Steve Jobs
  • New version of GarageBand in iLife '11
  • Gives bullet point summary of new features
  • 39:01
    GarageBand
    Xander Soren
  • New Groove Matching feature
  • New Flex Time feature
  • Piano and guitar lessons, with How Did I Play?
  • 45:00
    GarageBand
    Gerhard Lengeling
  • With Xander commentating, Gerhard plays Mozart's Minuet in F Major
  • 47:32
    GarageBand
    Steve Jobs
  • Summarizes the new features of GarageBand '11
  • 5 million people using GarageBand
  • 48:00
    iLife
    Steve Jobs
  • iLife '11 available today for $49 upgrade, free with new Macs
  • 49:15
    FaceTime
    Steve Jobs
  • 19 million FaceTime devices shipped
  • FaceTime for Mac
  • Quick demo: calls Phil Schiller on his iPhone 4
  • Beta released today
  • 52:54
    Mac OS X
    Steve Jobs
  • Sneak peak at Mac OS X Lion
  • The big idea: take inspiration from iOS back to the Mac
  • Multi-Touch gestures on the trackpad, not on the screen even though "it gives great demo"
  • Mac App Store introduced
  • Exposé, Dashboard, Spaces, Full screen apps unified into Mission Control
  • 1:00:41
    Mac OS X
    Craig Federighi
  • Demo of Mac OS X Lion
  • Capitalization Joke
    Capitalization Joke
    "As a Mac user, I love working with Windows. I mean windows, not Windows."
    Memo Probably Sent Later That Day
    Memo Probably Sent Later That Day
    No more close-ups of Craig's hand in future Keynotes.
    1:08:02
    Mac OS X
    Steve Jobs
  • Summarizes new features of Mac OS X Lion
  • Will be available in Summer '11
  • Mac App Store coming to Snow Leopard within 90 days
  • 1:11:50
    MacBook Air
    Steve Jobs
    One More Thing...
    One More Thing...
    The new MacBook Air
  • Lists the features of an iPad that would be desirable on a MacBook
  • Introduces the new MacBook Air, in both 13.3" and 11.6" sizes
  • Pricing starts at $999
  • We Made an Ad
    We Made an Ad
    "Everything we've learned has come down to this. The next generation of MacBooks."
    White Zone
    We Made a Video
    (Starring People Trapped in a White Phantom Zone)
    Jony Ive      Phil Schiller      Bob Mansfield
    Memoria

    At modern Apple, September Keynotes happen like clockwork. October Keynotes are sporadic.

    Precisely one year earlier, on October 20, 2009, Apple forewent it's October Keynote and released new Macs using the apple.com web site as the primary promotional tool.

    Apple has updated various Mac products many times without a Keynote, but October 2009 seemed different. The iMac had been redesigned into new 21.5" and 27" sizes, with a quad core processor offered for the first time, and included a new Magic Mouse with a trackpad built in. The MacBook was also redesigned, with the white plastic moulded in a unibody fashion. And the Mac Mini got a speed bump and server option.

    That's a lot of new stuff all at once, and in a normal year, that would generally mean a Keynote. However, tablet speculation around this time was through the roof, and I think Steve wanted to keep the powder dry until the iPad was ready to unveil in January.

    The next year, by the time we get to October, Apple had already held five keynotes -- usually the max in any given year. The Mac played no role in any of those five, and given the development cycles of iLife and Mac OS X, odds were very strong that there was going to be an October event with lots of Mac news, and that's precisely what occurred.

    Some assumed when the invites read "Back to the Mac" that Apple was acknowledging that the Mac was ignored in every other Keynote that year. But the "Back to the Mac" concept wove its way through the entire presentation, explaining the high-level thinking behind Mac OS X Lion and the new MacBook Airs.

    It's a rhetorical tool that Steve often used, to weave a story around a Keynote. It makes it a little more memorable to be able to hang the product announcements on a hook.

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