Apple Special Event October 20, 2010: “Back To The Mac”

Tim Cook took a few minutes to share “The State Of The Mac”. The Mac is doing really well.

iLife ’11
Same five apps, but updated. Demos three.

  • iPhoto ’11: New full screen modes, Facebook enhancements, Emailing photos, New slideshows (very cool), Big leap in books, Letterpress cards. I wonder if there’s a letterpress business card option.
  • iMovie ’11: All new audio editing, One step effects, People finder, News and sports themes, Movie trailers.
  • GarageBand ’11: Flex Time, Groove Matching, More guitar amps & effects, New piano & guitar lessons, “How Did I Play?” Five million people use Garageband to make music.

Free with every new Mac. $49 upgrade. Available today.

Began with iPhone 4. Then iPod touch got it. Now FaceTime comes to the Mac: Mac-iPhone 4-iPod touch. Automatic re-orientation of iPhone 4 & iPod touch in portrait and landscape. Beta release available today on

Mac OS X
Lion: OS X meets the iPad. Summer 2011.


We’re making it very simple.

What we learned from the iPad: Multi-Touch gestures, App Store, App Home screens, Full screen apps, Auto save, Apps resume when launched.

  • Multi-touch gestures: Touch surfaces don’t want to be vertical. Ergonomically terrible. Touch surfaces want to be horizontal. Trackpad (built-in, standalone) and the Magic Mouse. Not on the display.
  • Mac App Store: Best place to discover apps, One-click downloads, Free & paid apps (70/30 split), Automatic installation, Automatic app updates, Apps licensed for use on all your personal Macs. Will open within 90 days. Apple will be accepting apps starting November. Looks quite a bit like the iTunes Music Store: simple, easy to navigate, purchase, and install. By the way, you don’t need to install. It auto-installs just like the apps on the iPhone and iPad.
  • Launchpad: Home screens for Mac. A full-screen grid of all the apps. And there are multiple full-screen pages by gesturing, just like on iDevices. Folders too. Excellent.
  • Full Screen Apps: The green dot zooms some apps into full screen mode.
  • Mission Control: Combines Expose, Full screen apps, Dashboard, Spaces.

MacBook Air


We think this is the future of notebooks.

Instant on, Great battery life, Amazing standby time, Solid state storage, No optical or hard drive.

  • 13.3-inch LED backlit display
  • 1440×900 pixels
  • Core 2 Duo processor
  • NVIDIA GeForce 320m
  • 0.68 inch at its thickest point, 0.11 inch at the thinnest point
  • 2.9 pounds
  • Complete unibody construction including the display chassis
  • Full-size keyboard, full-size glass trackpad
  • FaceTime camera
  • No optical drive
  • No hard drive

SSD is not in the form of a hard drive but in the shape of a RAM module.

7 hours wireless web test, a more stringent test; compares to 5 hours for previous-gen MBA. 30 days standby.

11.6-inch MacBook Air

  • 11.6-inch LED backlight display
  • 1366×768 pixels
  • 2.3 pounds
  • Core 2 Duo CPU
  • NVIDIA GeForce 320m
  • full-size
  • trackpad
  • facetime camera

5 hours wireless web, 30-day standby.

Pricing is quite aggressive:

  • 11.6-inch 1.4GHz 64GB $999
  • 11.6-inch 1.4GHz 128GB $1199
  • 13.3-inch 1.86GHz 128GB $1299
  • 13.3-inch 1.86GHz 256GB $1599

All come with 2GB RAM. And are available today.