Apple Inc. announces new products, product redesigns and upgrades through press conferences that garner a significant following in traditional and online media. The purpose of the event is often kept as a secret to create buzz and only unveiled during the event. These events are usually streamed live on Apple's website and YouTube channel. Video replays of most Apple events since 2007 are available on Apple's "Apple Events" podcast.
Apple often announces new products at the annual Apple Worldwide Developers Conference ("WWDC").
After a basic market update, Jobs announced that Apple would transition the Macintosh platform to Intel x86 processors. The keynote featured developers from Wolfram Research, who discussed their experience porting Mathematica to Mac OS X on the Intel platform. The conference consisted of 110 lab sessions and 95 presentation sessions, while more than 500 Apple engineers were on site alongside 3,800 attendees from 45 countries. The band The Wallflowers played at the Apple campus.
At the Apple Special Event on February 28, 2006, Steve Jobs announced the iPod Hi-Fi speaker system at the Town Hall conference center in Cupertino.
In 2006, Steve Jobs once again delivered the keynote presentation at the WWDC, which was held from August 7 to August 11 in Moscone Center West, San Francisco. The Mac Pro was announced as a replacement for the Power Mac G5, which was Apple's prior pro desktop computer and the last remaining PowerPC-based Mac. The standard Mac Pro featured two 2.66 GHz dual core Xeon (Woodcrest) processors, 1 GB RAM, 250 GB hard drive, and a 256 MB video card. An Xserve update, based on the dual core Xeons, was also announced. Redundant power and Lights Out Management were further product improvements to Apple's server lineup. While certain key Mac OS X improvements were undisclosed, there were 10 improvements in the next iteration, Mac OS X Leopard (10.5), including: full 64-bit app support, Time Machine, Boot Camp, Front Row, Photo Booth, Spaces (Virtual Desktops), Spotlight enhancements, Core Animation, Universal Access enhancements, Mail enhancements, and Dashboard enhancements (including Dashcode), and iChat enhancements. Along with the Leopard features that were announced, a major revision to the Mac OS X Server product was announced. New features to the Server included: a simplified set-up process, iCal Server (based on the CalDAV standard), Apple Teams (a set of web-based collaborative services), Spotlight Server, and Podcast Producer. The 2006 WWDC attracted 4,200 developers from 48 countries, while there were 140 sessions and 100 hands-on labs for developers. More than 1,000 Apple engineers were present at the event, and the DJ BT performed at the Apple Campus in Cupertino.
Apple announced the Apple TV (code-named iTV at the time) at this event, along with refreshes to their iPod lineup.
Venue: Moscone West, San Francisco, California
Host: Steve Jobs, Apple's CEO
Podcast Episode Description: "Watch Apple CEO Steve Jobs kick off the Macworld Conference & Expo 2007 with a keynote address from San Francisco's Moscone West. Check out the exciting new developments at Apple, which include the addition of Paramount movies to iTunes, Apple TV, which allows you to wirelessly play all of your iTunes content from your Mac or PC on your television, and the pioneering iPhone. This revolutionary product is a widescreen iPod with touch controls, a mobile phone, and an Internet communications device all in one."
The following day, Apple shares hit $97.80, an all-time high at that point. In May, Apple's share price passed the $100 mark.
WWDC 2007 was held from June 11 to June 15. During the event, Apple announced the release of iPhone OS 1, as well as iPhone (1st generation).
Venue: Moscone West, San Francisco, California
Host: Steve Jobs, Apple's CEO
Podcast Episode Description: "Watch Apple CEO Steve Jobs kick off the Macworld Conference & Expo 2008 with a keynote address that covers exciting developments at Apple, including the MacBook Air and the addition of movie rentals to iTunes and on Apple TV."
Announcements at the keynote included the App Store for iPhone and iPod Touch, the stable version of the iPhone SDK, a subsidized 3G version of the iPhone for Worldwide markets, version 2.0 of iPhone OS, Mac OS X Snow Leopard (10.6), and the replacement/rebranding of .Mac as MobileMe.
Updates on iTunes and music from Jobs, retirement of the larger form-factor iPod Classic with hard drive capacity increased on the remaining iPod Classic, and a new iPod Nano. At this event Jobs also joked "the reports of my death are greatly exaggerated".
Announcements at the keynote included the release of the iPhone OS 3.0 software announced to developers in March, a demonstration of Mac OS X Snow Leopard (10.6), the new 13" MacBook Pro, updates to the 15" and 17" MacBook Pros, and the new iPhone 3GS.
The iPad was announced on January 27, 2010, by Steve Jobs at an Apple press conference at the Yerba Buena Center for the Arts in San Francisco.
Jobs later said that Apple began developing the iPad before the iPhone, but temporarily shelved the effort upon realizing that its ideas would work just as well in a mobile phone. The iPad's internal codename was K48, which was revealed in the court case surrounding leaking of iPad information before launch.
Apple revealed iOS 4 (then known as iPhone OS 4). In Apple's description, it includes "over 100 new user features for iPhone and iPod Touch owners to enjoy. And for developers, a new software development kit (SDK) offers over 1500 new APIs to create apps that are even more powerful, innovative, and amazing."
On June 7, 2010, Jobs announced the iPhone 4. Also, iPhone OS was renamed to iOS. The FaceTime and iMovie app for iPhone applications were also announced.
Steve Jobs opened iOS 4.1, iOS 4.2 Preview, 4th gen Shuffle, 6th gen Nano, 4th gen iPod Touch, iTunes 10 with Ping. and 2nd gen Apple TV.
Apple sent invitations to journalists on February 23, 2011, for a media event on March 2. Apple CEO Steve Jobs revealed the iPad 2 device at the Yerba Buena Center for the Arts on March 2, 2011, despite being on medical leave.
Apple unveiled Mac OS X Lion, iOS 5, the cloud service iCloud and iTunes Match.
This keynote was not streamed live.
On October 4, 2011, Apple held a media event in which it introduced Find My Friends, refreshed the iPod Nano and iPod Touch, and revealed the iPhone 4s with its all-new Siri voice assistant.
On February 28, 2012, Apple announced a media event scheduled for March 7, 2012, at the Yerba Buena Center. Apple didn't disclose in advance what would be announced at the event, but it was widely expected to be a new version of the iPad. It was also rumored that Apple might release a new television set top box. The announcement affected the tablet resale market, and Apple's stock price reached a record closing figure on the same day that the Dow Jones Industrial Average reached a closing figure of above 13,000 for the first time since the Global Financial Crisis. (Apple is not a Dow Jones component.)
The keynote began 10 AM PST (18:00 UTC) with Cook introducing iOS 5.1, a Japanese version of Siri, and the 3rd generation Apple TV before the 3rd generation iPad. Eddy Cue gave a demo of the new Apple TV interface. At the media event, Cook talked about a 'post-PC world', a world where the personal computer is no longer the center of one's digital life, and of how the 3rd generation iPad will be one of the main contributors of the 'post-PC world'.
WWDC 2012 was held in Moscone Center West from June 11 to June 15. The ticket price remained the same as the 2010 WWDC, selling at US$1,599. Apple changed the purchasing process by requiring purchases to be made using an Apple ID associated with a paid Apple developer account. Tickets went on sale shortly after 8:30am Eastern Time on Wednesday April 25, 2012, and were sold out within 1 hour and 43 minutes. The keynote highlighted the launch of Apple Maps, and also announced new models of the MacBook Air and MacBook Pro including one with Retina Display. Apple also showcased OS X Mountain Lion and iOS 6.
In prior years, attendees were required to be at least 18 years old. In 2012, Apple changed this requirement to at least 13 years after a minor who was "accidentally" awarded a student scholarship in 2011 successfully petitioned Tim Cook to retain the award. Despite the change, Beer Bash attendees were still required to be 18 years old, and 21 years old to consume alcohol, in accord with local and federal laws. Neon Trees performed at the WWDC Bash.
This keynote was streamed live exclusively on iOS devices and OS X, through the Safari web browser on June 11, 2012.
Phil Schiller, Apple's senior vice president of worldwide marketing, took the wraps off the new iPhone for press gathered at the company's San Francisco event, calling the device "the most beautiful product we've ever made, bar none." The iPhone 5 is made entirely of glass and aluminum, Schiller said, adding that the "exacting level of standards" exhibited by the phone is Apple's best hardware engineering to date.
It's the thinnest and lightest iPhone, at 7.6mm thin, and 112 grams. Schiller said those measurements make it the world's thinnest smartphone. The iPhone 5 was also volumetrically smaller than the previous model, the iPhone 4S.
On October 23, Apple CEO Tim Cook unveiled the new iPad Mini, fourth generation iPad with Retina display, new iMac, and the 13-inch MacBook Pro with Retina display.
In 2013, WWDC 2013 was held from June 10 to June 14 at Moscone West in San Francisco – the same venue as in previous years. Tickets went on sale at 10am PDT on April 25, 2013, selling out within 71 seconds (1 minute and 11 seconds). Apple also announced that it will award 150 free WWDC 2013 Student Scholarship tickets to those who want to attend in order to benefit from the conference's many workshops, with applications for a scholarship starting 9am PDT on April 29, 2013, and deadline slated for 5pm PDT on May 2, 2013. Winning applicants were notified by May 16, 2013, though Apple states that it won't reimburse winners for travel or hotel expenses. In the keynote, Apple unveiled a redesigned model of the Mac Pro, AirPort Time Capsule, and AirPort Extreme as well as updated models of the MacBook Air. Apple also showcased OS X Mavericks, iOS 7, iWork for iCloud and a new music streaming service named iTunes Radio. Vampire Weekend performed at the Bash on June 13 at the Yerba Buena Gardens.
This keynote was streamed live on June 10, 2013.
Apple announced the iPhone 5C and iPhone 5S during a media event called "This should brighten everyone's day." at its Cupertino headquarters on September 10, 2013. While the iPhone 5C became available for preorder on September 13, 2013, the iPhone 5S first became available on September 20, 2013. While most of the promotion focused on Touch ID, the 64-bit Apple A7 was also a highlight during the event:
"This is the first-ever 64-bit processor in a phone of any kind. I don't think the other guys are even talking about it yet. Why go through all this? The benefits are huge. The A7 is up to twice as fast as the previous-generation system at CPU tasks, and up to twice as fast at graphics tasks, too."
Schiller then showed demos of Infinity Blade III to demonstrate the A7's processing power and the iPhone 5S camera using unretouched photographs. The release of iOS 7 on September 18, 2013, was also announced during the keynote.
Apple held a second Fall event in 2013 under the name of "We still have a lot to cover". This event saw the unveiling of the iPad Air, the second-generation iPad mini with Retina display, and updates to the MacBook Pro line. Tim Cook also announced that OS X Mavericks would be available for free.
At Moscone West, Apple presented the new version of OS X named Yosemite as well as the new iOS version, iOS 8. The biggest news however was the completely new programming language for Mac and iOS called Swift.
This keynote was streamed live on June 2, 2014.
Presented on the "Wish we could say more" event was the most anticipated iPhone 6 and 6 Plus as well as a new payment system called Apple Pay. Also, the Apple Watch, the company's first smartwatch, was introduced. The event took place at Flint Center, in Cupertino.
Apple's "It's been way too long" media event took place on October 16, 2014. The company used this event to unveil the iPad Air 2, iPad mini 3, and an updated iMac with a 5K Retina Display.
This keynote was streamed live on October 16, 2014.
Apple Special Event 2015 had the tagline "Spring Forward" and was broadcast live from Cupertino on Apple's website on March 9, 2015. It announced the release date and pricing for the anticipated Apple Watch, the MacBook's fourth redesign and iOS 8.2's same day release. Apple also announced ResearchKit, a library designed to enable researchers to make study applications where participants can download them on their phones, electronic enroll & consent, and send survey and sensor data. Five launch studies were introduced, including My Heart Counts, which enrolled over 11,000 participants in a single day.
WWDC 2015 was held from June 8 to June 12 in Moscone Center West in San Francisco. The major announcements were the new features of iOS 9, the next version of OS X called OS X El Capitan, the first major software update to the Apple Watch, the June 30 debut of Apple Music, and news that the programming language Swift was becoming open-source software supporting iOS, OS X, and Linux. The Beer Bash was held at the Yerba Buena Gardens on June 11. Walk the Moon performed there.
This keynote was streamed live on June 8, 2015.
The "Hey Siri, give us a hint" event was held at the 7,000-seat Bill Graham Civic Auditorium in San Francisco. Apple announced and previewed watchOS 2 with native apps; the long-anticipated Apple TV update - with App Store, Siri Remote and tvOS; iPhone 6S and iPhone 6S Plus with the Apple A9, 3D Touch, 12MP camera; iOS 9 update coming September 16; and iPad Mini 4 together with iPad Pro with 12.9" Retina display, optional keyboard/cover, and the Apple Pencil stylus. OneRepublic performed at the event.
This keynote was streamed live on September 9, 2015. For the first time, Windows users were able to watch it live using Microsoft Edge, the native Windows 10 browser.
Apple invited the press media for its event "Let us loop you in" on March 21, 2016 in their own theatre "Town Hall" (at 1 Infinite Loop). iPad Pro (9.7-inch), the first-generation iPhone SE, CareKit and updates to Apple Watch, HealthKit, ResearchKit and tvOS were released.
Apple invited the press media and developers for its event on June 13, 2016 at Moscone West to unveil new versions of iOS, watchOS, tvOS, and macOS, a revamped Apple Music design, and the Swift Playgrounds app - a learning tool for programming.
This keynote was streamed live on June 13, 2016.
Apple hosted a media event on September 7, 2016 with the invitation's tagline "See you on the 7th". iPhone 7 and 7 Plus were announced at the event along with Apple's new wireless AirPods. iOS 10, watchOS 3 and tvOS 10 were released six days later. Sia performed at the event.
Apple hosted another media event on October 27, 2016 with the tagline "hello again". A new generation of MacBook Pro and a new TV app was announced at the event.
The 2017 Apple WWDC was held from June 5 to June 9 in San Jose, California at its Convention Center. An all-new second generation iPad Pro model was introduced with thinner bezels and a 10.5-inch screen size. It acquired many of the specs from the iPhone 7 and an A10X chip. The iPad Pro 12.9-inch was also refreshed with updated internals. iOS 11 was announced, with a developer beta released just after. Apple previewed many new Macs such as the MacBook, MacBook Pro, iMac, and an all-new iMac Pro. Apple's final announcement was HomePod.
Apple hosted a media event on September 12, 2017, with the tagline "Let's meet at our place". The tagline was a reference to Apple holding its first-ever event at the newly completed Steve Jobs Theater in the Apple Park campus. At the event, Apple Watch Series 3, Apple TV 4K, iPhone 8 and 8 Plus, and iPhone X were announced at the event. iOS 11, watchOS 4 and tvOS 11 were released a week later.
Apple hosted a media event on March 27, 2018 at the Lane Technical College Prep High School in Chicago. The 2018 iPad was announced at the education-focused event.
WWDC 2018 was held from June 4 to June 8 at the San Jose Convention Center in California. The announcements at the event included iOS 12, macOS Mojave, watchOS 5, and updates to tvOS. Panic! at the Disco performed at the Bash at Discovery Meadow Park.
Apple hosted another media event on September 12, 2018, with the tagline "Gather round". It was held at the Steve Jobs Theater in the Apple Park campus. The Apple Watch Series 4, the iPhone XS and XS Max, and the iPhone XR were announced at the event. iOS 12, watchOS 5 and tvOS 12 were released five days later.
Apple hosted another media event on October 30, 2018, with the tagline "There's more in the making." It was held at the Brooklyn Academy of Music in Brooklyn, New York City. The new MacBook Air 2018 model, Mac Mini 2018 model, and the 11-inch and 12.9-inch third generation iPad Pro were announced at the event.
Apple hosted a media event on March 25, 2019, with the tagline "It's show time." It was held at the Steve Jobs Theater in the Apple Park campus. Apple News+, Apple Card, Apple Arcade and Apple TV+ were announced at this event.
WWDC 2019 was held from June 3 to June 7 at the San Jose Convention Center in California. At the keynote that kicked off the event, Apple announced iOS 13, iPadOS, macOS Catalina, tvOS 13, watchOS 6, a redesigned Mac Pro, the Pro Display XDR and the new SwiftUI framework.
Apple hosted a special event on September 10, 2019, with the tagline "By innovation only." It was held at the Steve Jobs Theater in the Apple Park campus. Apple TV+ updates, Apple Watch Series 5, iPhone 11, iPhone 11 Pro and 11 Pro Max, and the 7th generation iPad were announced at the event. iOS 13 and watchOS 6 were released nine days later. iPadOS and tvOS 13 were also released the following five days.
The event was streamed live on YouTube for the first time, in addition to the usual streaming on Apple's website and through an Apple TV channel.
Apple hosted another special event in New York to honor the best apps in 2019.
WWDC 2020 was held from June 22 to June 26. Due to the COVID-19 pandemic, the entire event took place as a virtual conference for the first time. The announcements at the online special event keynote on June 22 included iOS 14, iPadOS 14, watchOS 7, tvOS 14, macOS Big Sur and the Mac transition to Apple silicon. The keynote was recorded at Apple Park in Cupertino, California.
An Apple Event was held on September 15, 2020, with the tagline "Time flies." It took place as a virtual event, pre-recorded at Apple Park. Amongst the many announcements include the Apple Watch Series 6, the Apple Watch SE, the fourth-generation iPad Air, and the eighth-generation iPad. iOS 14, iPadOS 14, watchOS 7 and tvOS 14 were released a day later.
An Apple Event was held on October 13, 2020, with the tagline "Hi, Speed." It also took place as a virtual event at Apple Park, just like the previous one held on September 15. The HomePod mini, iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max were announced at the event. Preorders for iPhone 12 and iPhone 12 Pro began on October 16 and shipping began on October 23. The iPhone 12 mini and iPhone 12 Pro Max were available for preorder on November 6, and started shipping on November 13. Verizon CEO Hans Vestberg appeared alongside Tim Cook to discuss 5G.
An Apple Event was held on November 10, 2020, with the tagline "One more thing." It also took place as a virtual event at Apple Park, just like the previous two held on September 15 and October 13. It focused on the Apple M1, the new Apple silicon chip, and the new Apple silicon-powered models of the MacBook Air, Mac Mini, and 13" MacBook Pro. MacOS Big Sur was released two days later. John Hodgman appeared in a cameo at the end of the event.
An Apple Event was held on April 20, 2021, with the tagline "Spring Loaded." It also took place as a virtual event at Apple Park, just like the previous three held on September 15, October 13 and November 10, 2020. It revealed a new iPad Pro and iMac with the Apple M1 chip, Apple TV 4K, AirTag, and a new purple color option for iPhone 12 and 12 Mini, and announced new features for iOS 14.7.
WWDC 2021 was held from June 7 to June 11. As with the previous WWDC in 2020, it took place as a virtual event, with its keynote pre-recorded at Apple Park. The announcements at the online special event keynote on June 7 included iOS 15, iPadOS 15, watchOS 8, tvOS 15 and macOS Monterey.
An Apple Event was held on September 14, 2021 with the tagline "California streaming." It also took place as a virtual event at Apple Park and at locations across California, much like the previous two held on April 20 and June 7. During the event, it revealed the new iPad with the Apple A13 chip, the new iPad mini with the Apple A15 chip, the Apple Watch Series 7, and the iPhone 13 mini, iPhone 13, iPhone 13 Pro, and iPhone 13 Pro Max. iOS 15, iPadOS 15, watchOS 8, and tvOS 15 were released six days later. Pre-orders for iPhone 13, iPhone 13 mini, iPhone 13 Pro, and iPhone 13 Pro Max began on September 17 and shipping began on September 24.
An Apple Event was held on October 18, 2021 with the tagline "Unleashed." It again took place as a virtual event and was livestreamed from Apple Park. During the event, Apple announced an Apple Music Voice Plan, new color options for HomePod mini (blue, yellow, and orange, which became available in November), AirPods (3rd generation), and new MacBook Pro 14" and 16". MacOS Monterey was released a week later. The new MacBook models have a new design, bringing back previously removed ports, and are powered by Apple's M1 Pro and M1 Max processors, which replaced the Intel processors in the previous 16" model.
An Apple Event was held on March 8, 2022 with the tagline "Peek Performance" at 10 a.m. PST. It was once again held as a virtual event. A new iPhone SE with 5G capabilities and an enhanced camera was announced. Pre-orders for the new iPhone SE began on March 11, 2022 and shipping began on March 18, 2022. New "Green/Alpine Green" color options for the iPhone 13 and iPhone 13 Pro were also announced. A new iPad Air with the M1 SoC and 5G was announced as well in the event, along with the Mac Studio, which introduces the M1 Ultra SoC along with the Mac, as well as a new dedicated monitor that is meant for the desktop computer, the Studio Display. It is the first Apple-branded consumer monitor since the discontinuation of the Apple Thunderbolt Display and is not to be confused with the “Apple Studio Display (1998-2004)” series. It features a design reminiscent to the Pro Display XDR, but it sits below the level of the professional monitor display bundled with the 3rd generation Mac Pro.
WWDC 2022 was held from June 6 to June 10. Just like WWDC 2020, held from June 22 to June 26, and WWDC 2021, held from June 7 to June 11, it also took place as a virtual event, although there was a special day at Apple Park on June 6, allowing developers and students to watch the online events together. Software announcements at the online special event keynote on June 6 included iOS 16, iPadOS 16, watchOS 9, tvOS 16 and macOS Ventura. Hardware announcements included the M2 chip and two Macs based on it, a redesigned MacBook Air and an updated 13-inch MacBook Pro.