We still believe deeply in this category, Cook says. So that starts with OS X and a demo from Craig Federighi -- Apple's Mac and iOS software chief.
It's encouraging to hear Apple's commitment to the desktop, despite it being a platform of diminishing importance. Of course, it's still incredibly important to us. I don't see anyone liveblogging from an iPad...
Chuck: The betting is that we'll see a Retina iPad mini today.
Craig just called this OS X update a "doozy." Get ready.
Federighi talking about Mavericks, which was shown off last June. He's going to focus on technologies, features and apps -- all things that changed in this release.
Craig Federighi heading on stage to talk about OS X Mavericks
The release was about squeezing more out of battery life, memory, and CPU performance.
13" MacBook Air now with Mavericks gets up to an hour longer Web browsing, and up to 1.5 hours more iTunes movie playback.
LoveMyIPad -- That's the average, but it includes a large mix of free apps.
That's roughly a 10% increase in battery life, which is indeed quite impressive. I'm curious to see what it's like on older machines, though. (I'm typing on a 2012 Air, FWIW, and would love a little more battery life.)
Changes are happening in memory too, with a feature called compress memory, which will scrunch down RAM, so you effectively get 6GB of RAM even when you only have 4GB installed (that's a big claim).
Have we gotten to a point where CPUs are so overpowered that we can afford to compress our memory, one wonders? Again, can't wait to test that out.
When the iPad Mini first came out - some were questioning if it was worth it. Do you have one - is it worth it?
And new changes to system memory with CPU and GPU so apps can adjust how the memory is handled based on what the task is.
Federighi -- Mavericks extends battery life, uses memory more efficiently to run the system faster.
Federighi wrapping up the improvements pointing to OpenCL, which can speed up some tasks by 1.8x or higher.
Mavericks also adjusts memory dynamically
Twice as fast for image processing, which sounds mighty nice to me. Anything that'll speed up my Lightroom batches is a good thing.
Federighi now going over some of the other features like finder tags, tweaked notifications, fullscreen apps with multiple monitors and new apps like Apple Maps and iBooks.
Lots of little updates. Nothing major here, but all good things that power and casual users will appreciate.
And now we're getting a demo of this in action, basically the company's first chance to show us what's changed since this software was first shown off in June.
Federighi opts to go straight for new software with the iBooks app. He's going over how iBooks can have things like photos and videos that pop out of something like a text book.