The quick reference guide to Apple's keynotes
Wish we could say more
DATE
Tuesday, September 9, 2014
DURATION
2 hours, 3 minutes
LOCATION
Flint Center
AUDIENCE
Livestream & Press
MASTER OF CEREMONIES
Tim Cook
Pronuntiatio
A high definition version is available on Apple's YouTube channel.
Dispositio
Intro Video
Intro Video
See things differently
3:00
Welcome
Tim Cook
  • Remembers that Steve introduced the Mac and iMac on this Flint Center stage
  • Dispenses with the updates: "Everything is great"
  • 5:31
    iPhone
    Tim Cook
  • iPhone is the #1 smartphone in the world, and has 98% customer satisfaction
  • Shows a lineup of the eight previous iPhone models
  • Intro Video
    Intro Video
    iPhone 6 and 6 Plus
    8:35
    iPhone
    Phil Schiller
  • The iPhone 6 and 6 Plus have Retina HD displays
  • Rumor Acknowledgment
    Rumor Acknowledgment
    "And if you don't know, here's their sizes"
  • Goes through how apps and the home screen use the 6 Plus's bigger screen size
  • Double-touching the home button will invoke Reachability, sliding the screen contents down to make it easier to tap on things out of reach
  • App Store has 1.3 million apps, and all just work on the new screen sizes
  • iPhone 6 is powered by the A8 chip, a second-generation 64-bit CPU
  • Third Party Demo
    Third Party Demo
    Super Evil Megacorp's Stephan Sherman & Tommy Krul
    Vain Glory
  • The M8 motion coprocessor can estimate steps and stair climbing, with help from the new barometer sensor
  • Some carriers will support the new Voice over LTE feature and Wifi-calling
  • Wifi has been upgraded to 802.11ac
  • The iSight camera has a new sensor, including features like Focus Pixels
  • The iPhone 6 Plus has optical image stabilization
  • Can now record video at 60 fps and slo-mo video at 240 fps
  • FaceTime camera also has an upgraded sensor, allowing burst and HDR
  • Reviews some of the new iOS 8 features
  • iPhone 6 starting at $199, iPhone 6 Plus for $299, shipping in a week
  • iOS will also be a free download available in a week
  • 40:33
    iPhone
    Tim Cook
    We Made an Ad
    We Made an Ad
    Bigger than bigger
    43:13
    Apple Pay
    Tim Cook
  • $12 Billion spent in 200 million daily transactions in the United States
  • We Made a Video
    We Made a Video
    Credit card payment worst case scenario
  • Shows a quote from The New York Times about mobile payments
  • Introduces Apple Pay
  • We Made a Video
    We Made a Video
    Apple Pay payment best case scenario
    47:38
    Apple Pay
    Eddy Cue
  • NFC is built into the iPhone 6 and 6 Plus
  • Payments are private and secure, and can be done at stores that support contactless payments, and online in certain apps
  • Rolls out next month in the United States, with more countries coming in the future
  • 54:57
    Apple Watch
    Tim Cook
    One More Thing...
    One More Thing...
    Apple Watch
    It's Three Things
    It's Three Things
    It's a precise timepiece, an intimate way to communicate, and a comprehensive health and fitness companion
  • Itemizes the user interface innovations that begat earlier Apple products: the Mac's mouse, the iPod's clickwheel, and the iPhone's multi-touch screen
  • The Digital Crown zooms and scrolls when turned, and is a home button when pressed
  • White Zone
    We Made a Video
    (Of the Disembodied Voice of Jony Ive In the White Phantom Zone)
    But there's lots of watches
    1:16:08
    Apple Watch
    Kevin Lynch
  • Does a demo of the Apple Watch software
  • Elaborates on how developers can extend their apps to appear on the Apple Watch using WatchKit
  • 1:31:44
    Apple Watch
    Tim Cook
  • Describes the Fitness and Workout apps
  • We Made a Video
    We Made a Video
    Jay Blahnik, Director of Fitness & Health Technologies explains how the Fitness and Workout apps work
  • Reiterates the curation into three editions, and that it requires an iPhone
  • Goes over how it charges
  • Pricing starts at $349 and is available in early 2015
  • Apple Pay will also work on Apple Watch
  • Musical Guest
    Musical Guest
    U2
  • Tim presses a magic button to push the new U2 album Songs of Innocence onto everybody's iPhone
  • We Made an Ad
    We Made an Ad
    U2's new album Songs of Innocence Free on iTunes now
    Memoria

    A momentous keynote filled with symbolism, this event triggers lots of fond memories of old keynotes, but also marks an inflection point where Apple started to do a few things differently with them.

    It saw the return of several iconic keynote phrases. "One More Thing..." was used to introduce the Apple Watch after a three-year hiatus, clearly held back out of respect for Steve Jobs, and brought out here to great effect to signal how big a moment this was for Tim Cook's Apple. Cook also summarized the watch by highlighting how it was basically three things: a timepiece, a communicator, and a health companion, harking back to Jobs' "three things" introduction of the iPhone.

    It saw Apple's return to the Flint Center for the first time since 1999, the stage on which the original Macintosh and iMac were revealed. It's the closest off-site venue to Apple, only a couple of blocks away, and was used for all the non-expo/conference keynotes of the late 90s. For this event, Apple built a large bespoke white building in De Anza College's Sunken Garden right in front of the Flint Center. The spartan but cavernous white main room contained a long table of Apple Watches, while the side rooms, shrouded in darkness, held the demo areas for the new iPhone and Apple Pay.

    It also featured a return of Bono, who brings the full U2 band with him for the first time. Bono first appeared in an Apple keynote during an iChat call with Jobs at the October 2003 iTunes event, and then came on stage and gave a performance the following year when the U2 iPod was introduced.

    But this keynote also ushered in changes that have continued with later events. Tim Cook informed us off the top that he was going to eschew any company updates, and has largely gotten out of the habit of showing us a video of the latest retail store opening and how many visitors there have been at the retail stores in the last quarter.

    The biggest on-going change was in regard to the videos that summarize a new product and are shown after all the on-stage introductions are complete. A staple of Apple keynotes and the easiest part of them to parody, they've evolved over the years. From 1998 to 2004, they featured Jony Ive and other Apple employees casually sitting in furniture in an office setting, and also included clips of people from third-party companies, educators, celebrities, and customers. For the next four years, Apple did not create any product introduction videos, pretty remarkable considering this was during the period when the original iPhone and MacBook Air were released. At the end of 2008, they came back with a new design, taking place in a white world inhabited only by Apple employees who are constantly looking at something over your left shoulder.

    Starting with this keynote in 2014, the introduction videos morphed again. Jony Ive speaks on behalf of all of Apple, and itemizes the various design elements through narration instead of appearing in person. With incredibly high production values and CGI effects that tease apart the product, like a real-life exploded-view drawing, all while the product is being used by a customer stand-in, these new videos are a lot harder to parody. Although Ive is now the only voice of Apple in these videos, because he's off screen, there's actually less focus on him, and more on the product.

    The day will come when a product introduction video will be narrated by Richard Howarth instead of Jony Ive, but with these subtle changes, that day will be a little less jarring.

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