![]() Federighi said its focus was experience and performance, and the audience really loved hearing that.Īlthough not to the degree of iOS, OS X has just gone through a design reboot and gained some matching functionality, so spending 2015 on smoothing everything out and tightening it up is a smart investment, especially considering where computing looks to be going next. It's a bit of a mouthful, so it'll likely be truncated down to "El Cap" for casual usage. The ultimate reveal was for OS X El Capitan. And easter eggs like "unread mail from Phil Schiller" should never go away. I think this is the type of segment Federighi delivers well, and they should bring more humor where and as it fits. Should Apple be above the baser humor? The answer to that will likewise vary from person to person. It's really hard to do that with sequels. Personally, I liked last year's bit more than this year's because it was new and fresh at the time. Traditionalists bristle at moments like these, where Federighi's obvious connection with the audience may be over-used, or the desire for comedy over-indulged. This year we got hot tubs, "free-bottom Fridays", and a mountain top MacBook-wielding guru. Last year Federighi killed with a set on Apple's marketing team going on a tour to find the perfect name, including literal and figurative flirtations with OS X Weed. Just like Snow Leopard was to Leopard, and Mountain Lion was to Lion, Federighi introduced OS X 10.11 as the tock to 10.10's tick. The next version of OS X was then immediately positioned as not something new and different but as a refinement and advancement. It's also, according to Apple, the fastest adoption rate for any PC operating system ever. ![]() ![]() That might not sound like much compared to iOS adoption rates - more on that below - but compared to the adoption rate of Windows, it's stratospheric. Federighi has only been doing keynotes for a few years but has rapidly accelerated to become one of the most energetic and engaging presenters in the industry And, for the most part, Apple making great use of him.įederighi started off with a quick recap of OS X Yosemite, announcing a 55% adoption rate for the free update released last October. We'd be getting news on OS X, iOS, and - stated right up front - native apps for watchOS.Īpple's senior vice president of software, Craig Federighi, came up to handle the first two. OS X El CapitanĬook did what he's done a few times in recent years: skipped the state-of-the-company update by simply saying, "everything is going great." He didn't skip the setup though. It was a short segment, but was it vital to the show or the message? That's a question my inner editor pondered several times as the hours marched on. On the other hand, it interrupts the momentum of the keynote and leaves non-baseball fans confused. It also gives sports fans a cross-over thrill. On one hand it shows the cultural dominance and cachet of Apple's brand - all those baseball players and they wanted Apple Watch, MacBook Air, or iPad. Cook announced that Apple had paid the ransom, had the ball, and would be returning it to the player. A baseball player had a career-highlight 100 home-run ball held for ransom, with the note demanding various Apple products for its release. The baseballĪfter Cook gave us the show stats, he took a tangent. There were still segments, notably privacy-releated, where both of those things were clearly on display, but it was more show rather than tell this year. There was no "we believe" or "only Apple" moments. Yet this year that aspect was downplayed. His role as Apple's moral center has only grown over the last few years, and the respect it's earned him is palpable. Cook remains a unifying force for Apple, someone who brings smiles to the people in the crowd and at home alike. Apple's CEO, Tim Cook, took the stage to start things off, and to thunderous applause.
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