The quick reference guide to Apple's keynotes
This should brighten everyone's day
DATE
Tuesday, September 10, 2013
DURATION
1 hour, 27 minutes
LOCATION
Apple Town Hall
AUDIENCE
Livestream & Press
MASTER OF CEREMONIES
Tim Cook
Pronuntiatio
A high definition version is available on Apple's YouTube channel.
You can download a high definition copy from Apple's Keynote 1080p podcast.
Dispositio
0:00
Music
Tim Cook
  • Gives a shout-out to those watching the livestream in Beijing, Berlin and Tokyo
  • We Made a Video
    We Made a Video
    iTunes Festival
    5:15
    Retail
    Tim Cook
  • Stanford mini store is becoming a new flagship store
  • 7:10
    iOS
    Tim Cook
  • 700 million iOS devices will have shipped by next month
  • 8:00
    iOS
    Craig Federighi
  • Reviews the changes coming in iOS 7
  • Hair Force One
    Hair Force One
    Searches for mousse
    Hair Force One
    Hair Force One
    An alarm pops up saying to pick up shampoo and conditioner
  • Available next week to download for free
  • 16:08
    iWork
    Tim Cook
  • It's the best-selling mobile productivity app on any platform
  • The iWorks apps Numbers, Pages and Keynote will now be free for new iOS customers
  • 18:03
    iPhoto
    Tim Cook
  • iPhoto will be free for new iOS customers
  • 18:14
    iMovie
    Tim Cook
  • iMovie will be free for new iOS customers
  • 20:04
    iPhone
    Tim Cook
  • iPhone 5 had the most successful first year of any iPhone
  • Apple is going to replace it with not one, but two new iPhone designs
  • 21:47
    iPhone
    Phil Schiller
  • Introduces the iPhone 5C, an iPhone 5 with a colorful plastic exterior
  • Rumor Acknowledgment
    Rumor Acknowledgment
    "A few of you might have seen some shots on the web"
    Intro Video
    Intro Video
    Colored plastic forming into iPhone 5C's
  • Enthuses about the new colorful cases, allowing for dozens of different looks
  • White Zone
    We Made a Video
    (Starring People Trapped in a White Phantom Zone)
    Jony Ive      Craig Federighi
  • Introduces the iPhone 5S
  • Intro Video
    Intro Video
    Molten liquid metal forming into iPhone 5S's
  • Has three main new features:
  • 1. Performance, with a 64-bit A7 chip and M7 motion coprocessor
  • Third Party Demo
    Third Party Demo
    Epic Games's Donald Mustard & Jeremy Mustard
    Infinity Blade III
  • Shows screenshots of the Nike Plus Move app
  • 2. Photography, with an improved camera, true tone flash, image stabilization, burst mode, and slo-mo
  • 3. Security, with Touch ID and a secure enclave connected to the A7 chip
  • White Zone
    We Made a Video
    (Starring People Trapped in a White Phantom Zone)
    Jony Ive      Dan Riccio
    1:05:35
    iPhone
    Tim Cook
  • Summarizes the day's announcements
  • We Made an Ad
    We Made an Ad
    For the colorful
    Musical Guest
    Musical Guest
    Elvis Costello
    Memoria

    The new iPhone 5S had three tentpole features to highlight.

    Usually this would mean big numerals 1, 2 and 3, and perhaps an icon to represent each feature. Instead, Apple got a little artistic and created three still life hodgepodges of items that represent those features.

    For performance, we saw a disassembled PC (not a Mac Pro!): motherboard, daughterboard, graphics card, mouse, RAM, hard drive, fan, keyboard, and power cable.

    For photography, it's a spread that includes a camera bag, tripod, camera, SD cards, flash, light meter, dust blower, lens cleaning brush, and extra batteries. Plus three made-up books: Mastering Light: How to take great photographs by A.H. Williams, Great Photography: The serious photographer's guide by Benjamin Atkins, and Digital Filmmaking by Taiyang Chen.

    For security, we're shown a briefcase with handcuffs attached, alarm keypad, key, door handle with built-in keypad, name badge, magnifying glass, doorbell, two security cameras, combination lock, a post-it note with 1234 on it, and what looks like a credit card payment machine that prints receipts.

    It's a presentation gimmick they have not returned to. It didn't even get used for the iPhone 5C in the same keynote ("Here are the cases and paints you used to need to have a colorful smartphone...")

    It wasn't a bad idea though. Keynotes are a visual medium, and these three tentpole features lent themselves to this kind of an introduction.

    My only quibble, especially given that they would be replaying this keynote at an event for the Chinese media the very next morning, is that the imaginary author Taiyang Chen should really have been assigned to the imaginary book Mastering Light. Taiyang means "sun" in Chinese.

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