Apple’s WWDC Keynote Was One We Never Dreamed Could Happen

Apple CEO Tim Cook

Apple’s WWDC keynote address was one that we hoped for, dreamed about but never thought would actually happen.

Tim Cook at WWDC 2017 keynote.
Tim Cook is pumped. It’s been earned.

I don’t know how to says this any more bluntly. This keynote was pure genius.

  • Apple’s keynote was a bases-loaded home run. It was a 21 point Superbowl comeback in the 4th quarter.
  • Instead of time wasters and filler, we got amazing glimpses at what Apple has been working hard on since the last keynote.
  • The next macOS continues to be refined while committing to APFS sooner than some expected.
  • We were hoping for new hardware, but even in our hopes, conditioned by previous keynotes, we didn’t think so much new hardware would ship immediately (iMacs) or next week (iPads).
  • We got a tantalizing glimpse of an iMac Pro, 22 teraflops, up to 128 GB of RAM, a Mac to die for, due out this December.
  • Major improvements were discussed to iOS 11 and the iPad hardware that finally make the iPad a compelling, powerful tool. The Files feature was hinted at, but the immediacy of it in the keynote was a visual stunner.
  • Apple Pay person-to-person payments. Yes!
  • Serious attention to graphics performance, VR and AR.
  • HomePod looks to be a stellar smart speaker system and will be launched in December with a very un-Apple-like, modest price of US$349.

And that’s just an overview of what was introduced.


Apple has taken a lot of heat in the last year for not delivering new products that were compelling. The Mac had been ignored. The iPad seemed to be stagnant in its technology. iOS was having trouble making the transition to a creation tool on iPad. Amazon was grabbing all the mind share around smart speakers. We weren’t sure Apple would fous on extremely high end graphics needed for first class VR and AR. But every negative has been remedied.

This keynote showed Apple in a feisty mood. The company came out swinging for the fences. The atmosphere was that of a company that was tired of being seen as lagging behind, not innovative, and resting on its iPhone laurels.

Now, there’s so much excitement, so much to talk about that we’ll all be busy for months sorting everything out. Thanks Apple. You nailed it all.

This keynote was dazzling, the best in years. Apple is back.

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Apple’s WWDC announcements, awesome as they were, are only the tip of the iceberg. The work Apple is doing behind the scenes to deliver these features perhaps even more amazing. I watched Jon Gruber’s ‘Talk Show’ interview with Craig Federighi and Phil Schiller. What really struck me is the how Apple is demonstrating deep strategic thinking in bringing together disparate innovations to deliver new capabilities without sacrificing privacy or security. One example of this is the way Apple has leveraged APFS to deliver drag and drop on the iPad without compromising sandboxing. Another is the amazing cross-functional integration required to… Read more »

W. Abdullah Brooks, MD

John: I was trying to watch the live stream during a conference call concerning some real science (I know…but at least I wasn’t chairing the call), and had to go back and look at specific parts after the call. Here’s my personal take. Apple got serious about addressing the criticism with which they have been excoriated these past couple of years, particularly following the last keynote. In particular, they have responded to the issue of a professional machine (expandability may still need to be addressed with a future Mac Pro – if there is to be one), including multiple configurational… Read more »


No, you aren’t. I was wondering how it worked to receive a payment, and although you can transfer the funds to a bank account, I think the float may be substantial. Would that be competition for Paypal? And if it were to become a physical card, as well . . .

Scott B in DC

When can we start the jokes about High Sierra and the legalization of recreational marijuana in California (#justsayin)


Emperors New Clothes I’m afraid. At this stage, Apple is taking the piss and it comes down to one think the cost of working with Apple hardware. As always Apple presented some impressive technology. But consider this. To buy a new extended keyboard now costs €149 because the older wired version at €54 is no longer available. I can’t see many spending over €5,000 on an iMac, and don’t get me wrong, it is impressive but not when it is not very upgradable. All this proves that Apple is focused on catering to the upper middle classes with more money… Read more »


Am I the only one who noticed the “Apple Pay Cash Card” ??

It’s there at ~55 minutes into the stream.

No other mention, but this could be huge.

Customized Marketing

Yes, it was perfect! Agree completely with your review.Never expected that much in 1 keynote, but very happy with the new products and os enhancements.
I think the speaker pricing was adding a Sonos Play 1 with features like the Echo.


I must be past the point of no return in my cynicism, I wasn’t super excited about anything they announced today. Egad, have I become a troll? 😉 A not very upgradeable iMac for the price of a used car? iPod Hifi 2.0? The problem with iPad Pros is also partly the screen size for a lot of work, adding features can’t change that. I haven’t ever been interested in Watch. Ditto for AR and VR. I really don’t care about Michelle Obama’s opinions. It was a complete bust for me. Honestly, the only thing that made me go, ‘Cool!’,… Read more »


Modest price of $349? for a Speaker? I think that’s a very high price. It pretty much does what the Amazon Echo does and that’s $179 with regular discounts I believe. Ok I’m sure this speaker will sound better.. and it’ll connect to Siri and the apple echo system better… but at the end of the day for “normal” users and not true audiophiles is it giving that much more functionality then the Echo? $170? or almost twice the price? I don’t think so.
I think they’re pricing is way out of line here.


Aha! The now iMac does not have user upgradeable RAM.
I’m glad I got the old one.


Agreed. (BTW, you might want to proof your 5th bullet point. Either that or the new iPad Pro is astounding) This is going to be a good year. I have to admit I skipped over the AppleTV and Apple Watch portions. Those aren’t part of my world. Maybe a watch with new hardware this fall, maybe. And the Apple speaker was interesting. I did not expect them to really dive in. A very good idea to position it as an exemplary speaker, oh that can also do these other things rather than a mediocre speaker that listens in to everything… Read more »