In 2015, Apple introduced the iPad Pro – a device that they intended the public to see as an alternative to the oft-underutilized power of the notebook. Why have something more powerful when you’re only going to do a few things? On that note, why use a notebook and limit the number of apps you can use when iOS has one of the most explosively innovative app stores in the world right this minute? In the year 2017, on the 10th anniversary of the iPhone (originally introduced in the year 2007), I’d like to imagine Apple will release the iPhone Pro.
The presentation you’re about to read is imagined as a sort of cross-breed between what Apple does now and what Apple did with events before Steve Jobs left this world. This is not meant to be a recreation of any presentation that’s already happened – instead it’s a take on what I believe could be.
And what I’d love for a presentation of an iPhone Pro to be.
The best products Apple ever made weren’t so just because they were packed with top-notch specifications. They were great because they were perceived as being great. They represented and represent what the consumer wants them to be – and what Apple made clear they were meant to be:
The following is an imagined Apple keynote presentation. It is in no way sanctioned by the company, nor should it be assumed that any of the imagined products and details described here are the result of any sort of insider knowledge.
Thanks for coming.
Today I’d like to show you something really special. Something we’ve been working on for a very long time.
What we’ve got today is the culmination of not only years of hard work, but years of trials and success at Apple.
Everything you’re going to see today comes from what we at Apple have learned from you. We’re here because of you; because you have taken our devices and have taught us how to reach into the future.
It’ll be ten years, this year, since the launch of iPhone.
A lot has changed since the year 2007.
We used to buy CDs and download music from iTunes – now we stream with Apple Music.
Have you listened to Beats 1 lately? It just keeps getting better.
We used to use cash and credit cards – now we use Apple Pay as our digital wallet. Simple. Powerful. You can pay for your morning visit to Starbucks with your Apple Watch, too.
It seems so natural to do. Almost as if we’ve always been using Apple Pay. Pulling out your wallet isn’t nearly so easy.
That’s what we aim for.
We want to make your life easier. And better.
The iPhone opens a window to the world for millions of people every day. The iPhone is not just simple to use, it’s become an integral part of our lives.
It’s the most personal and most used item I have on me.
Aside from maybe my glasses.
We’ll talk about those another day.
Today I want to show you something really exciting.
Today we have the most fantastic device I think we’ve made since the iPhone.
A device that’s up to the task of taking everything that iPhone is – and going a whole lot further.
We’re calling it the iPhone Pro.
It’s extremely powerful. More than two times as powerful as the iPhone we showed you just one year ago.
It’s extremely thin and light. Not too light! Just light enough that you’ll be blown away by what it’s capable of – the same thinness as the iPhone 7.
It’s extremely beautiful.
Look at that display.
You won’t believe how gorgeous it is up close.
This display packs in twice as much sharpness as the iPhone 7 Plus – and at no cost to battery life.
In fact, the iPhone Pro’s battery lasts longer than the iPhone 7’s. I bet our engineers that they wouldn’t be able to extend the battery life of the iPhone 7 – but they did it. I owe the whole team a Coke.
This device runs a whole new generation of apps from our app store. We’ve worked closely with the top app creators in the world to create a collection of apps that test the capabilities of this iPhone’s processor.
Apps that will change the way you use your phone. Again.
We want to make your life better.
With your help, we invented the personal computer. We released the original Macintosh, which changed the world again. Fifteen years later, we introduced the iMac.
With the iPod, the iPad, and the iPhone, we made a more personal computing experience than ever before.
With the iPhone Pro, we enter a new generation in personal computing.
The iPhone Pro isn’t just for running mobile apps.
Our software team has created something special for this device. Something we’ve wanted to do for a long time.
The iPhone Pro isn’t just an iPhone.
It’s a Mac, too.
The iPhone Pro has an amazing new feature we’re calling AirConnect. Like AirPlay, you’ll be able to wirelessly display content from your iPhone Pro to any AirPlay display.
AirConnect doesn’t stop there. With AirConnect, the iPhone Pro turns into a full-powered desktop device.
You’ll be able to use your iPhone Pro as a Magic Trackpad. We’ve got a brand new Magic Keyboard that’ll connect with the iPhone Pro so you’ll be able to type comfortably, too.
Connecting with AirConnect is easy. I daresay magical.
With the iPhone Pro, we’ve achieved a dream we’ve had here at Apple for a long time.
With the iPhone Pro, we’ve finally created a single device – one device – that can do anything.
The iPhone Pro is no longer just a communication device – no longer is it just an iPod, or a camera, or a window to your friends and family. Like no other mobile device in the world, the iPhone Pro can provide any kind of computing experience you need.
You’ll be able to purchase an iPhone Pro today.
Starting online and in select Apple Stores across the United States and Europe today, the iPhone Pro can be in your pocket – and on your desktop – by tonight.
We think you’re really going to like it.