WWDC 2015: Tim Cook's Apple and Eddy Cue's music


In 2013 it was the radical redesign. In 2014 it was the functional revolution. This year it was more than pixels or bits. It was about showing what that redesign and functionality will enable for the future.

It was also about comedic bits and musical guests that proved far more divisive with the traditional audience than any new operating system or feature set ever has. And as much as everyone has spoken about the new Apple, that clash of culture will be a challenge for all of us.


"Backstage" preceded the show. At almost 5 minutes long, it was slickly produced but a departure from the shorter, nerdier Siri-style intros or developer vignettes of year's past. It was a bold beginning but also a risky one — comedy is always hard but meta-comedy is even harder. There's a very fine line between laughing with a group of people and laughing at them. (Just ask Studio 60 on the Sunset Strip and The Big Bang Theory.)

I thought it was cute and clever in parts, and cringe-worthy in others. Some people liked it a lot more than I did, and some liked it a lot less. That's something that would continue to play out for the 2.5 hours to follow.

Apple's CEO, Tim Cook, took the stage to start things off, and to thunderous applause. Cook remains a unifying force for Apple, someone who brings smiles to the people in the crowd and at home alike. His role as Apple's moral center has only grown over the last few years, and the respect it's earned him is palpable. Yet this year that aspect was downplayed. There was no "we believe" or "only Apple" moments. 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.

The baseball

After Cook gave us the show stats, he took a tangent. A baseball player had a career-highlight 100 home-run ball held for ransom, with the note demanding various Apple products for its release. Cook announced that Apple had paid the ransom, had the ball, and would be returning it to the player.

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. It also gives sports fans a cross-over thrill. On the other hand, it interrupts the momentum of the keynote and leaves non-baseball fans confused. 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.

OS X El Capitan

Cook 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. We'd be getting news on OS X, iOS, and — stated right up front — native apps for watchOS.

Apple's senior vice president of software, Craig Federighi, came up to handle the first two. 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.

Federighi started off with a quick recap of OS X Yosemite, announcing a 55% adoption rate for the free update released last October. 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. It's also, according to Apple, the fastest adoption rate for any PC operating system ever.

The next version of OS X was then immediately positioned as not something new and different but as a refinement and advancement. 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.

Phil Schiller's outbox in Mail

Here's where the comedy came back. 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. This year we got hot tubs, "free-bottom Fridays", and a mountain top MacBook-wielding guru.

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. Modernists love it. Personally, I liked last year's bit more than this year's because it was new and fresh at the time. It's really hard to do that with sequels.

Should Apple be above the baser humor? The answer to that will likewise vary from person to person. I think this is the type of segment Federighi delivers well, and they should bring more humor where and as it fits. And easter eggs like "unread mail from Phil Schiller" should never go away. Never.

The ultimate reveal was for OS X El Capitan. It's a bit of a mouthful, so it'll likely be truncated down to "El Cap" for casual usage. Federighi said its focus was experience and performance, and the audience really loved hearing that.

Although 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.

We've already called out our favorite OS X El Capitan features, but the focus on experience and performance is more than just Spotlight, new apps, new window-management, and Metal-on-Mac deep.

It's arguable whether Yosemite really had any more issues than any previous version of OS X — humans tend to feel present pain much more severely than past pain — but it was clear Apple hadn't been measuring the all of the important metrics, and that P1 (high priority) bug fixes and crash-reports alone can't quantify the overall feeling of software quality. Everyday frustrations also need to be fixed.

If the recent discoveryd rollback and WWDC's focus are any indication, Apple understands that much better now, and going forward engineers might just have the time they need to fix not just the crashers, but the annoyers as well.

Federighi didn't mention any of that on stage, nor would it be appropriate for the WWDC keynote, but the language he kept using implied as much, and he maintained that focus as he transitioned from desktop to mobile.

iOS 9

iOS 7 was a redesign that transformed rich texture into rich interaction, sharpened interfaces and typography to high-density, print-like precision, and laid the foundation for size-independent apps and devices. iOS 8 was a functional revolution that turned pull-based computing into push, unbundled apps into extensions, and moved from syncing data to providing continuity for activity. They were both big jobs and big deals. Like Yosemite led to El Cap, iOS 7 and 8 led to iOS 9

Federighi said elevating the foundations of the platform was the theme. That included further extending battery life, shoring up performance, and enhancing security. Increasing the intelligence of Siri and unifying it better with Spotlight, improving apps, and paying some long-needed attention to the iPad were also key.

We've also listed our favorite iOS 9 features, and I'll be talking a lot more about them soon enough, but just like OS X it was made clear externally and internally that Apple wasn't just rounding out but polishing up.

Highlights for me personally included the privacy-centric Siri, unified Spotlight, and iPad advancements — and the later-revealed iCloud Drive app — I'd long been advocating for.

Transit was also important to see, though it's starting out in relatively few places outside China (where data is far more uniform and agreements possible at far higher levels.)

The iOS 9 segment wasn't devoid of humor. Similar to last year's Messages bit with Greg Jozwiak, this year Federighi and Phil Schiller showed off Siri's new smarts with some Karaoke arranging fun. There's always a risk bits like that will go on too long or be too silly, but again, it's ultimately humanizing and keeps the presentations from become too dry and too drawn out. I'll leave you to tell me on what side you fall on for Viking Schiller and Elvis Cue...

Jennifer Bailey and Susan Prescott

WWDC 2015 featured two Apple executives on the keynote stage who also happen to be women. Jennifer Bailey, vice president of Apple Pay, and Susan Prescott, vice president of application product management.

It was long past time. Apple has had plenty of vice-presidents, directors, and product leads on stage in the past, and Apple is full of amazingly talented women. Those two groups should have crossed over far, far sooner than they did. As the world's leading technology company, and as a company that's positioned itself on the front lines of diversity and opportunity, it's simply untenable for Apple not to lead by example.

To those who insist on nitpicking relative performances, I'll just say this — presenting on stage, even with the amount of practice and preparation Apple puts in, is beyond hard. Both Bailey and Prescott did better than most their first time out. Craig Federighi famously went from hands shaking to superhero in the span of a year. He did that because he had the opportunity to do it, and giving more, and more diverse, people at Apple that opportunity benefits the company. More importantly, it benefits the billions of people watching the company, seeing themselves better reflected in the company, and dreaming of one day being on that stage for the company as well.

Years ago some of Apple's engineering departments realized that only if you had diversity in the process could you have diversity in the results. That should have filtered up faster, but the past is the past. We learn from it, and we do better. Apple, at WWDC 2015, started doing better.

Security and privacy

Apple and Tim Cook have made privacy and security table stakes. Federighi's summations throughout the OS X and iOS sections of the presentation served to reenforce this, but not everyone really understands what that means yet. It's also a gamble as to whether or not consumers at large will choose to care. Regardless, it's an important conversation to have.

When we pay with money, we see it leaving our wallet or account. When we pay with time, we see the clock ticking away. When we pay with data, we don't see our contacts and URLs or purchasing behavior drifting up into the cloud, and that lulls us into thinking "free" has no cost.

Apple is trying to point out it does, and putting the company's code where its policy is. That means doing things like walling off root access on the Mac, forcing TLS 1.2 with forward security for server connections, bringing operations down to the device instead of bringing data up to the servers, locking down Apple Pay, News, Intelligence, and other information not just from merchants and providers but from other Apple services, and more.

"Selling your data" is a misused and misunderstood term. More often than not our data is the factory, not the shipment, and our metadata the fuel, not the package. Yet holding that data rather than merely transiting it is a cost and does create risk, and if we're adverse to that cost and risk, we need alternatives.

Apple is the only major company currently providing that alternative right now, and everyone should be ecstatic about that.

App Store

Tim Cook came back out following the OS X and iOS portion of the event and showed a video, narrated by senior vice president of marketing, Phil Schiller, that highlighted how big and how important the App Store had become. The numbers, in a historic context, were staggering. It's also the kind of video, more than the sketches and jokes, that plays to the core of the developer community. There was no Chief Design Officer, Jony Ive, video this year. No new hardware or software redesign to warrant it, and no new Apple Store opening videos with or without Angela Ahrendts.

This was classic WWDC, aimed and fired right at developers, with a message all about how they have and can continue to change the world. And it all prefaced a big part of what Apple is bringing next — native watch apps.

watchOS 2.0

Yes, watchOS. Lowercase watch like lowercase i in iOS. (though with an icon nowhere nearly as nice looking). Nine months post-introduction but only six weeks post launch, the Apple Watch is getting iterated. Vice-president of technology, Kevin Lynch, once again handled the presentation.

Much of what was announced was either the completion of features already slated for the Watch, including the return of the Photo and Time Lapse clock faces, the expansion of TimeTravel from Solar and Astronomy to the more complication-heavy faces, or features needed for parity with iOS 9, like Apple Pay, Maps, and Siri. That's not to say they're minor but to highlight how mature the Apple Watch already is as a product. (The expansion of the Friends interface made my wish list especially happy.)

Even though they'd been pre-announced from the start, Native apps remained the biggest news. They move the logic for Apple Watch apps from the iPhone and onto the Watch itself, alongside the interface. They're still meant to be companions rather than stand-alone experiences, but now they're going to be much better performing, much higher potential companions.

The new version of watchOS is also bringing with it ClockKit, which allows for third party complications. Those may just be more exciting than native apps. There was also a bedside mode and the ability to respond to mail messages right from the watch.

More a completion of the current roadmap than the beginning of next one, given the hardware just launched, it was exactly the right thing to do for now. WatchKit got developers to understand the constraints of the wrist, and now WatchKit 2.0 can take that understanding and provide for even better apps.

Apple Music

With about 20 minutes left, the developer and device-centric keynote ended, and the music one took over. Depending on your point of view, that was either hip and fresh... or a total disaster. That there is a split of opinion on this is what's led me to think and rethink so much about WWDC 2015.

I'm not very fussy about music. I like almost all kinds, listen when it's on, but don't often go out of my way to find it. I don't subscribe to any streaming services and don't buy much music any more. (I watch a ton of video instead.)

I'm capable of enough perspective taking, however, to realize I maybe shouldn't be the one judging what's good or bad when it comes to music these days. That may be why I didn't react with either hate or love for the Jimmy Iovine, Trent Reznor, Eddy Cue, or Drake segments, for Apple Music, Beats1, and Connect, or for the The Weekend at the end. But almost everyone else I saw and spoke with did.

Jimmy Iovine is a music industry legend, not a typical Apple presenter. People who like Apple presenters did not like Jimmy Iovine. And they hated Drake. Yet others, those who cover entertainment and music or general culture, liked Iovine and Drake a lot.

Same with Connect. Some called in "Ping 2", but others, those who are into producing music, were either cautiously optimistic, or very much interested in it.

What's clear is that the Apple Music segment, objectively, broke the rhythm of the show. It was slower paced and it felt less polished and focused.

There was some pushback on Tim Cook using the sacred "One more thing..." line for Apple Music. He'd used it before for Apple Watch, and that was big enough no one batted and eye. Music should have been big enough as well—it's part of Apple's DNA—but again the execution let the subject matter down.

I am I'm looking forward to my three month trial of Apple Music. I don't see myself using Connect, but I also see that as myself, not any indication of how others will feel about the service. I do see myself liking the streaming a lot. All those songs, always available, has huge appeal to me. Beats1... I have no idea. I'll have to listen and figure it out. (I do look forward to Beats1 running 24/7 from WWDC 2016, though!)

The crossroads

There's no getting around it — the WWDC 2015 keynote was the most strangely divisive I've experienced. There's always been a challenge in programming WWDC, given that the room is filled with developers, but a world of customers is watching. Every moment becomes a balancing act. Too technical and the audience watching the stream might get lost. Too flashy and the people in the seats might feel abandoned. This year it was the latter. A lot of the humor and most of the music fell flat for many of the people at the show and in the media.

Some felt it was padded, or that music was drawn out. Given how much wasn't even mentioned, however, like Safari View Controllers, the iCloud Drive app and mail attachments, TestFlight updates, text replies for third-party notifications, HomeKit management in Settings, NSCollectionView, content blockers, app slimming and easier upgrades, and much, much, more, it's hard to make that argument.

The WWDC keynote isn't a session, it's a show.

The WWDC keynote isn't a session, it's a show. It simply can't be all operating systems and features, SDK and API. There has to be a rhythm. There has to be substance but also has to be fun. It's getting that fun to enhance rather than distract from the substance that's the tricky part.

I think the key might be in how Apple has always viewed products. "A thousand nos for every yes' is a true for bits on stage as it is bits on devices. Saying "no", even to executives and partners who think they know better than audience reaction reveals, would make the ones they do say "yes" to even stronger and more impactful. Like music, the individual notes matter, but so does the whole song.

And only Tim Cook, and maybe Phil Schiller, can do that.

The bottom line

Those who felt Apple had moved too fast in previous years got the focus on stability they were craving, but not at the expense of continuing to move forward. Those who felt Apple had fallen behind on machine learning got to see how smart our data could be while remaining safely on-device.

Those who called Apple out on diversity got to see outstanding women take the stage. And those who'd been wondering how Apple would tackle music in a post-download world got their answer.

There were no radical redesigns or fundamental functional changes at WWDC 2015. There was no race for developers to figure out how they would have to redo their apps to strip away textures, add Auto Layout or TextKit, implement size classes or extensions. This year, if they'd done all that, they got their reward — San Francisco as the new system font, multi-window multitasking on the iPad, search APIs.

They got a future that's starting to come to them.

Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.

  • Well done, very good summary and analysis of the show I saw!
  • I agree with you. It's illuminating to find out what reactions the developers had to the keynote presentation. One thing that I've been noticing over the past few WWDCs is how unified OS X and iOS are becoming. Bit by bit, OS X and iOS are getting closer to each other… and not just in looks and apps naming. This year, El Capitan is getting Split View and Metal like on the iPad. And iOS 9 is getting two-finger trackpad scrolling/cursor, key commands, OS X's app switcher, and video in a floating moveable window like on the Mac, and they are both getting the same other new features and apps. At this point the only things that seem to be missing are Siri not being on the Mac yet, and multi-user accounts not on iOS yet. Rene, perhaps you could cover this progression, and where you think it may be leading, in an upcoming article.
  • Great summary Rene. Personally I think it was the wrong audience for that music presentation. And it certainly didn't deserve one more thing. Tim Cook should reserve that for really big things. A me-too streaming music service doesn't qualify. Perhaps Apple should've had a smaller event in Los Angeles or London to announce the music service. Also the baseball part seemed a little bit tone deaf. Perhaps instead of paying the ransom by supplying all these wealthy baseball players with Apple gear Cook should've announced he was going to donate Apple products to a local school or charity.
  • I totally agree about Cook donating to charity instead of paying the ransoms for the baseball. That's the first thing I thought when I watched the keynote. The fact that baseball players have more than enough money to cough up for that stuff is reason enough to make it charitable. Sent from the iMore App
  • Well he did give 6 million dollars worth of stock to charity a couple of weeks ago. Sent from the iMore App
  • Wonderful and surprisingly balanced overview of a fascinating Keynote this year. And, yes, just like last year, it does sound like they heard us. I'm calling Metal on OS X and open source Swift 2.0 the highlights of the day, but that's just me.
    Apple Music is clearly NOT just a "me-too streaming service," but some of that message may have been lost on the audience. The presentation intrigued me enough, though, to check out the new "Music" page on Apple's web site and that completely sold me. I really appreciated the artist curation I found on Tidal, but still found I wasn't listening enough to justify the cost. Apple is now offering much more for the same price, so I'm interested is giving it a try. The fact that it is tied so closely to the iTunes I know and love (and have fully stocked with all of my favorite tunes) is special icing on the cake.
    I knew it would be tough to top the one-man-whirlwind show that Craig Federighi put on last year, but this was a noble effort. The two VPs did so well this time, I'm counting on them to do much more of the same next time. Everyone seemed to enjoy that "I read ESPN for the articles" line.
    The music presentation struck me as a little disorganized, but I've certainly seen worse, even from Apple. Drake was up there to talk about Connect, so I just assumed he was giving us a sampling of the kind of thing we might get from Connect when we get to hear from the artist directly. Eddie Cue was clearly having a lot of fun and I surely can't fault him for that. I found the feeling infectious, but I guess a lot of others just didn't get it.
    Thanks again Rene, I love your writing!!
  • I really don't understand the hate for Apple Music presentation. Yes it's a developer keynote but I'm just glad they don't wait for September to announce it. I would even stand up and clap if in the end Eddy said "Available Today".
  • While my feelings aren't quite as extreme as "hate", I was annoyed about the "One More Thing" this year. The music portion of the keynote marked the first time I've ever willingly stopped watching a WWDC keynote. Had I been there in person this year, as I usually am, I would have walked out ten minutes into the music announcement. It was, simply put, disrespectful. It was clearly not as polished or rehearsed as we're accustomed to seeing from Apple, it had absolutely nothing to do with the audience sitting in the room (except for the press section), and it was easily four times longer than it needed to be to say what they said. It also took something that has been traditionally saved for very special announcements ("one more thing"), and used it for something that wasn't at all special to the primary audience at that venue. I have no hatred for any of the people who stood up on stage during the last part of the keynote, and think Apple Music is a good strategic move and likely to be a good product. But, I also don't feel that there was any benefit to me from having listened or watched. It was simply wrong place, wrong time for that particular announcement. For every journalist or music aficionado in the audience, there were at least a dozen developers (conservatively!) watching the keynote at a developers conference and getting absolutely nothing of value out of it. When literally thousands of people have their time wasted, it really shouldn't be a mystery that many of them were annoyed and expressed it.
  • You take yourself way too seriously. "Disrespectful "?? Oh please....get a life. Sent from the iMore App
  • Says the guy trolling iMore on a Saturday night.
  • Yes, it's disrespectful to take 25 minutes to explain something when 10 would do just fine. It's disrespectful to waste people's time and bring up guests who don't have anything meaningful to say and aren't knowledgable of the community's history. Drake, Iovine and Cue were, to different extents, tone-deaf, awkward, and drawn-out. They quality of the keynotes has really taken a dip over the past two years. They're still among the best in the industry, but they have so many awkward, fake moments these days. A bit of lightheartedness is fine, but their discipline and on-point messaging is nowhere near as laser-focused as it was 3-5 years ago.
  • Apple is a much larger company than it was 3-5 years ago and consequently has a lot more things to cover than it did back then.
  • All the more reason to keep the presentation clean, clear, and as succinct as possible. Cue's demo could have been 3x faster. Iovine's should have twice as fast, and without the boring stories. Drake should not have been allowed onstage at all with that speech. The baseball thing at the start was a little tone deaf too. Make note that people love Apple products, and move on. No need to give free gear to millionaires.
  • I would guess that many developers are people who love music and would be interested in a music service that supposedly be run by music lovers, the service that try to 'move the needle', no?
  • You can guess many things. Whether you're right or wrong is meaningless. What people in the room might like isn't the point. WHY people were in the room is, and people weren't in that room to hear about a consumer music service.
  • Get over yourself. I'm a dev, and I can acknowledge that part of the WWDC keynote is for a national media spotlight. So it went 10 minutes long -- you'll live.
  • Go listen to some of the podcast from people who were in the room. It was bad. The keynote ready was clocking in at two hours when the music portion started. People were getting restless and the music section was way too long and unfocused.
  • So let me get this straight, Apple gives 'everyone' almost all of the songs in iTunes for three months for free and people thought it's bad because the keynote was over 2 hours? Really? What world do we live in?
    This takes criticisms of U2 album to another whole level. Oh, humanity.
  • Just because some people in the room didn't like it doesn't make them an authority on this. It's Apple's event, and part of their audience is national media. Get over yourself.
  • I think that's the problem. It's a developer's conference. But it's Apple's presentation to the media. That said, music is vital to Apple and should be. It deserved it's own presentation at end of month, released that day. A better audience could've been selected as well as more music guests. I think the thing that I didn't like was the segments with the women. I'm all for diversity. But not when it seems that forced. Make a woman a regular. A household name (well at least with us and the media). Throwing one out there after another just cheapened it. Hey, who else does Apple have in the back that's a woman? Let's throw her out there too? Not only that, let's have them discuss things that developers don't care about that much either. Apple Pay, which is really beyond boring to hear about. And this lame news app that looks more like that newspaper bit they did a few years back that went nowhere. Learn to say no to cheap theatrics Apple. If you're going to promote diversity and make a big deal about it, then do it. I think having one person cover both Mac OS and iOS is a bit much. One of the women should've owned iOS 9 on stage.
  • Both of the women on stage owned what they were talking about. They weren't up there just as token women.
  • If you say so..
  • To think they get to be a senior vice president at Apple if they don't know anything? Posted via the iMore App for Android
  • On the contrary, I'm sure each of those women are very impressive. It's moreso the content they had that was token. I think I mentioned, yep I did, that Apple should've gone all in and had one of them "own" a material part of the presentation. They'll always have iOS. The guy doing both sounds out of breath by the time he gets to iOS. But instead we got the Apple Pay update girl (does she do weather?) and some lame newspaper/magazine rehash app girl. Maybe they can put her on the sidelines like ESPN does. Both of their positions and qualifications demand better. Not used as tokens.
  • I think you underestimate the importance of Apple Pay.
  • The "Apple Pay update girl" was Apples Vice President in charge of Apple Pay. "Weather girl" indeed!!
  • The fact that you call them girls and ask about doing the weather tells us everything. You're just another sexist.
  • Yep, that's right. You nailed it. I only advocated that these women at Apple are more worthy than just bits at WWDC. I only added "girls" in the sense of what token role they were given by Apple at WWDC...IMO. I know this can't happen overnight. But I wanted Cook to mean what he says. Perhaps these weren't the right women but I wanted to see a woman get a significant role at WWDC. Not really a marketer or business oriented executive but one that could relate with devs more like Craig Federighi with a software background. My daughter is into tech. I've encouraged her and hopefully empowered her to be confident that she can do anything she wants to do. To ignore any ignorant stereotypes such as guys are better at math or science.
  • You're nuts if you think devs don't care about Apple Pay or News. And you're ignorant -- these women run these projects, they weren't tokens.
  • I don't think that anyone is looking for a live 24-7 worldwide radio station...I will not be tuning in because my preferences will rule. Streaming music is something Apple can be good at, but not based on their desire for universal appeal but the content they have to make available. I don't mind that they announced Music at a developer's conference, but I think it could have been better placed in September. A keynote is a keynote and they know that they have an audience of more than developers. I loved the updates to iOS and the style of Craig F. I think iOS 10 will be amazing....in the meantime Apple music will fall somewhere just under Pandora and Spotify but it won't wipe them away. Now on to iPhone 6s and iOS 9...I'm ready because 8 was a rough road.
  • Parts of WWDC were aimed at developers. Parts were not. Overall, it shows Apple doesn't have much in the pipeline. Continuing to develop existing
    OS' or application software is not interesting or worthy of a conference.
    Neither is a streaming music product.
    I hope iPhone 7 is a boss! Sent from the iMore App
  • Hmm...seems to me you think the only thing worthwhile is new hardware. This is a developer conference, they should be talking about updates to iOS and OS X. Perhaps Apple is setting the expectation that consumers shouldn't expect new hardware at this developer conference.
  • What I have always liked best about every keynote is the parts about the software because it is free upgrade time: new features for my current device — that is X-Mas to me. Why sour that with stuff I might not be getting this cycle? Hardware that is bumped should simply be released quietly. Hardware that is new and significant deserves its own separate show.
  • If it was really a developer conference - don't you think they would actually announce new code? And I am not talking about an API for WatchOS. Are you saying that announcing a streaming music service is appropriate content for a developer conference? Sent from the iMore App
  • The WWDC is about much more than just the keynote. It goes on all week and you can be sure they announced quite a bit during the conference sessions. But the keynote has never been the time for a slide deck full of source code.
  • I always love reading Rene's articles. Sent from the iMore App
  • I always love reading Rene's articles. I love his take and view on everything. It also illustrated for me our egocentric society. Why people feel that they can determine if Apple can use "one more thing" or whether they should have had the music segment. It is becoming so tiring for me.
    The Contact idea is an interesting one to me. The failure of Ping is a black eye on the idea and why many will look at it negatively. I think the idea is great if new un-known musicians have an outlet where they can get their songs and presence noticed. It is also a great way for established artists to engage with fans. The problem is whether the artists actually talk back to fans or just use it as an outlet like a one sided conversation. It doesn't solve the proliferation of social networks and whether it can get over the already established networks remains to be seen. Sent from the iMore App
  • Great article, Rene, one of your very best. I didn't like the Apple Music presentation simply because it confused me. I had to read a number of articles and then pore over Apple's website before I had a handle on what the hell they were talking about. I shouldn't have had to do that. I took the opening comedy bit to be a parody of the competition's efforts in the past. I could have done without it, but I did like when I could see exactly who they were making fun of. To that end I'm still trying to figure out the elevator full of Tim Cook look-alikes; are they other companies copying Apple?, or is this some reference to the 1984 add with everyone dead-faced, alike, and facing forward — if so, is this not a bash on the "religious" Apple zealot? It is a puzzle, that one.
  • Typo notice: "It's arguable whether Yosemite really had any more issues than any previous version of OS X — humans tend to feel present pain much more severely than past pain — but it was clear Apple hadn't been measuring THE all of the important metrics, and that P1 (high priority) bug fixes and crash-reports alone can't quantify the overall feeling of software quality. Everyday frustrations also need to be fixed." All-caps "the" seems out of place.
  • Reading H&R breeds of comments on all different blogs by tech people about Apple Music , Beats, and the presentation has taught me how little tech people know about music. I gotta respect Rene for having the integrity to admit this of himself and defer judgement. The others simply are culturally blind to what Apple did with the acquisition of Beats. So what if a bunch of app makers don't get it. If the Apple Music commercial they aired wasn't clue enough to what Apple is trying to do, you'll never get it. Sent from the iMore App
  • Oh, I just re-watched that keynote (I watched it the first time after I got home from work Monday night and I was drifting off to sleep by the time they got to the music portion). It was wonderful! No, it didn't have all the bells and whistles of last year's keynote, but what could ever live up to that?
    Drake did NOT go off topic, he was just a bit more casual about getting to the point than some of these tech geeks might be used to. He was just fine. And Eddie was just right. People said they were confused about how much music was included in the service, but they said it plain as day, 'all the millions of songs in iTunes.' Eddie hit all his points, and demonstrated every aspect of the new app. So he danced. So what? The segment is about MUSIC!
    I was surprised to see him pointing out features that I already use every day, but I am running the public beta.
    That closing performance by The Weeknd was terrific. I thought it was a nice 'make-good' after he was featured so prominently on so many of those music service displays that Jimmy Iovine was calling "a ball of confusion." I was kinda hoping to find that song loaded up on my iPhone, but I remember the absolute stink that happened after the last time they tried something like that. I'm thinking this is why we can't have nice things.
    The music segment was just great, as long as you realize that it's about a new music service. Maybe all those developers were mad that they didn't get a public API for it...
  • I more is a nice website and I like how you guys are promoting your company or something else i would say you keep this up. And guys come on follow i more .i mean you have a hance of winning if not try again come on guys its products that are expensive which you guys have a chance of getting a free apple product this website is amazing
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  • The "security and privacy" section is hilarious. It is far more accurate than the FUD that Rene and others spent last week shoveling. Why? Because - not that he will acknowledge it - Rene and company got totally owned by posts addressing the topic - and doing so in a way that did not trash Apple products or consumers by the way - on Android Central. This one that states that instead of trashing consumers and companies, people should be free to make their own choices based on their own needs and values, and pointing out that Google has not changed. That Google is still the same company that they were when they were Apple's #1 corporate partner back when the mutual goal was to take on and knock off the industry leader at that time, which was Microsoft. Which means that Google never became "evil" because of their data policies that they always had. They became "evil" by going into competition with Apple. Which makes this "privacy" thing simply another marketing ploy.
    http://www.androidcentral.com/google-apple-data-privacy-rhetoric-and-mak... And furthermore, it is a deceptive marketing ploy. Apple - and people like Rene - are deluding people into thinking that so long as they use an iPhone or iPad and not an LG Flex or a Chromebook they are fine. Another excellent editorial from AC exploded this by pointing out two articles from the mainstream media. And get this: both guys are obviously iPhone/iPad/Apple lovers: http://www.androidcentral.com/editors-desk-coffee-and-bullet-points http://www.nytimes.com/2015/06/11/technology/what-apples-tim-cook-overlo... http://recode.net/2015/06/12/apples-latest-product-is-privacy/ ". For one, he neglected to mention that Apple also collects a great deal of data about how we use technology. While it has more protections for that data than many rivals, the company plainly states in its privacy policy that it does use private data in many ways, including to build and market its own products, and to build its own advertising network. Apple’s most profitable devices sit at the center of a tech ecosystem teeming with businesses that collect our data — and if those social networks, search engines and other free apps didn’t exist, Apple’s products would be far less useful." Point 1: Apple collects and monetizes your data too. Point 2: Apple is more than willing to benefit from everyone else doing the dirty work for them while claiming the moral high horse. From the Re/Code article: "But that iPhone in your hand also brings you the very kind of software Apple rails against. Google is the default search engine for the mobile Safari Web browser. The iPhone’s voice assistant, Siri, relies on Microsoft’s Bing search service, albeit anonymously. And Facebook and Twitter, frequently criticized by privacy advocates, are integrated into the phone for sharing." But the Re/Code article doesn't even go far enough. Back to the New York Times article (and the NYT loves Apple and is very skeptical of Android by the way): "That bold pronouncement got me wondering whether Mr. Cook uses a different iPhone from every iPhone that Apple has ever sold me. On my iPhone, Google is right there in the search bar, by default. Microsoft’s Bing is built into Siri, and Facebook and Twitter beckon me from the sharing menu. If Apple really didn’t think that its customers should trade their data for free services, you’d guess that it would build its own ad-free web search engine for its devices. But Apple does not do so. Instead, it sells off the search bar to ad-supported search companies. " He pretty much came as close as claiming that Cook was being a hypocrite and misleading people without actually doing so. "whether Mr. Cook uses a different iPhone from every iPhone that Apple has ever sold me" ... OUCH! "And that’s not all. When I go to Apple’s App Store, I’m presented with a bevy of free apps that are supported either in whole or in part by ads. This vibrant marketplace works in Apple’s favor — the more free apps there are, the more useful the iPhone becomes. That dynamic explains why, in 2010, Apple created iAd, its own advertising network meant to foster the ad-supported app marketplace. IAd lets marketers target users of Apple’s devices based on their purchases from the iTunes store, purchases that Apple of course tracks by default. " Another one: "Mr. Rotenberg pointed to a number of areas in which ad-supported Internet companies have played loose with users’ privacy; Google, Facebook, Snapchat and Myspace have all signed settlements with the Federal Trade Commission after misbehaving with data." What do Google, Facebook, Snapchat and Myspace all have in common? They are all freely and commonly used (well maybe not Myspace anymore) on Apple devices! And that is the big issue. Cook and his media organs want you to believe that so long as you use an Apple device then your data and privacy is safe. That is not true and has never been true. It is dishonest - false advertising even - to let people think that the apps that you will use on your iPhone are any more secure or will protect your data any more than the apps on an Android device will. Now granted, if you use ONLY Apple apps, then yes this is true ... you are more secure (albeit not completely secure) than you are on a Google phone. But who uses only Apple apps on iPhones? That's the real issue. Even the NY Times article, as devastating as it was, took the middle ground, stating that there were benefits to both the Google and Apple business model. What it SHOULD have focused on was the fact that unless you use only Apple apps and services then you are giving up just as much data as you would be on an Android phone. And if you use only Apple apps and services, there is no point to owning an iPhone to begin with. You might as well buy a Blackberry (which is, by the way, actually the best device for security). It took less than a week for people - including the Apple partisans at NY Times and Recode - to push back so that people won't falsely believe that owning an iPhone means that your data isn't being shared. If Cook keeps this line up, the push back will only get louder and stronger.
  • Nice rant but it totally ignores that at the outset Apple asks you if you want to share ANY data with them - if you don't they don't collect it. If you say yes they never associate that data with you, whereas ALL of Google is built around associating all data from the device with you. As far as further privacy and security goes, only with the latest OS (which will take years to percolate down to real users) offers real security protections for users. Android protections today are a joke, just about every app in the store asking for a laundry list of permissions like address book, photos, location, etc. A technical user can manage that risk OK but a non-technical user is totally screwed today if they are running Android. SHouldn't the computer industry be here to help those that cannot help themselves? Or is it OK to milk non-technical users until there is nothing left but a transparent husk about which all is known?
  • Good article.
    I just figured that apple had to scramble to fill about half an hour with the non-release of the new apple tv and perhaps a streaming tv service. So they go to the music people and say "please fill that time with your thoughts about music and apple". That piece wasn't well coordinated, as most last minute talks aren't.
    But the real thing for me is that I don't subscribe to a streaming music service, probable will spend the $10 for Apple's, and when they finally sell the new apple tv I will be first in line.
    Streaming tv service...I have a lot of confidence that the present tv cable monopolies will be able to hold on to power, so while I hope against hope that Apple gets something going, I have my doubts.
    But a glitch in a keynote...for me, more of a sign of a spur of the moment presentation that couldn't really say much (until the end of the month when it is open for business). And thanks to developers who make my life a lot more fun.
  • Renee, I have to say I disagree with you on the music part of the review. It was all over the place and though it was on topic (music) one of the reviews I read stated it best when it said that Eddy Cue and crew had one job, to convince me as to why I should either switch to Apple Music from my current streaming service or why I should sign up for it. In both respects they utterly failed. There is literally nothing different apple has to offer over one of the other services.
    Jimmy Iovine's argument that I am not capable of curating my own music fell flat on me. It was so unclear that iMore had to post an article explaining that people would be able to download songs for offline playback. Sorry this was one of the bad ones. Sent from the iMore App
  • The paraphrased quite was from a linked Dr. Drang article on so colors.com. Sent from the iMore App
  • Agreed . And Apple has had a great thing in iTunes for Years , in the form of genius list. and the ability to make a genius list of your music based on many 1000's/100s of 1000s of other people's playlist . They seem to have completely forgotten something that they should have alway trumpeted louder
  • WOW... Meta-physical soothesayer you're NOT.
  • Well done, Rene. Excellent rec.
  • I was watching in a room full of devs and most were bored by the music section. The general feeling was disbelief that this was going on so long with so little being said. As one heckler said "Just tell us how much and get off"
    That got a bigger laugh than anything else that happened in the keynote Your article said it was about 20 minutes long - it felt at least twice that long watching it.
  • I know lots of people who are not developers watch the keynote so I have no issue with focusing on artists or music that I'm not into. I don't think it was the music itself that was at issue, it was more that the length of the whole music segment was simply too long. The baseball thing I didn't care about either but being short, it didn't matter and probably made a lot of people smile so no harm no foul...
  • I just don't think the music part belonged. Totally irrelevant to developers. And as much as Apple has perfected "The Keynote", they're getting a bit long in the tooth. Music should have been handled separately and *far* more creatively. Like live concerts in the 3 Beats1 cities. Availability on the day of launch so everyone could rock out. Artists interacting in Connect in front of our eyes. I'm not even very creative and came up with these in 10 seconds.