WWDC2004 Session 700

Transcript

Kind: captions Language: en ladies and gentlemen please welcome senior director product marketing interactive media group Frank Casanova [Applause] good morning guys Thank should come into our session this year you know typically Tim shaft the engineering Mike engineering counterpart and I kind of join we do a session together but there's so much new stuff this year there's so much that ten needed to talk about about the the architecture of what was going on in our space because it's grown considerably bigger than quick time and there's so much new stuff that we've been doing on our side around 3g and a bunch of other technology that we separated the two sessions and tims was yesterday and mine is now we wanted to go through today a whole bunch of different things that we're doing in a space around content creation content development you know what's important to us and what's coming and so we all have a whole bunch of folks join me on stage of the presenters and demo errs to kind of get this message across this is the second time that we've come to the developers conference kind of as a quicktime community as you guys may remember for about three years or so we had a quicktime live conference that we held down in LA which was pretty much all things quicktime and last year we moved the conference kind of up into this developers conference because the developers conference has taken on a whole new kind of profile it's it's not just about API development anymore it used to be back in the day a pretty engineering centric conference but it's it's grown its evolved it's changed a lot and we saw an opportunity to leverage the incredible infrastructure of WWDC to include our conference and we benefited in a lot of ways there's 41 different sessions a bunch of different labs a very diverse audience that everybody in this audience comes across from a wide variety of backgrounds and one thing we definitely heard from last year that people wanted to see improve their change was improve the community you know the QuickTime live community was a very vibrant and very definite community and so we've done a lot of changes when I think the room build outs are our fin we have instead of smaller rooms where people are packed in and standing room only we've increased the size of the rooms there's a couple of them that they're pretty large and our quick time lounge is no longer a back alleyway with a bumpy couch and a fake plant that used to be back there we actually have a lounge so if you're part of this community you can go over and hang out and you know meet other people that are in this space there's beverages and various things so we've changed a lot of things to make this conference better and we really look forward to the feedback session later this week for you guys to give us more feedback and what you want to see next year so what's changed in quick time and its simplest form our logo changed we got a new logo I think this is what maybe our Rhonda our fifth one yeah fifth one of good questions that stump the experts later tonight how many logos have the QuickTime guys had well we were surprised with the rest of the company when all of a sudden is new and showed up and as we stared at it for a long time trying to figure out what was different certainly light source they change the angle of attack for the light that defines our logo what else the singing in the middle got wider I'm not sure what that thing really is but it got wider and then of course they remove the hole on the center of our logo and so and I think I think it's a little bit more jelly too i think they jellified it a little bit more you know but it's pretty cool I mean it looks it looks it looks modern I guess as long as we stay in the doc that's all that matters right the never-ending battle of who's in the doc so what we really want to talk about is covering a lot of ground in this presentation about what we've done at Apple what our partners have done what technologies we've been working on to kind of improve this sense of you know what we've done to make a media platform standards-based media platform this slide is expanding on a regular basis this text set of technologies and the ways our s is architected is being updated seemingly every release and certainly the two guys in the middle chorim's record video which we'll spend some time talking about have added a lot and to help me talk about what's going on is help explain I'd like to introduce Amy Nugent Amy's on my team recently promoted the product line manager she is responsible for all the various core technologies within the OS from a product marketing standpoint like to introduce Amy and have her step through this and do some cool demos for you guys Amy thank Frank welcome good morning thanks for coming out everybody what I'd like to do is just explain a little bit of what is built into our OS and try to explain why you as content professionals really care and why you benefit from this one of our key proof points has been core audio has built into Mac os10 when we transition from Mac OS to OS 10 we had a great and rare opportunity to build something from scratch for modern hardware and from that we were able to make core audio and we really have ended up with the industry-leading platform for audio in fact over eighty percent of professional audio market is on the mac and why well we built an ultra-low latency platform one of the lowest figures on any OS we had support for 24 bit 192 audio and beyond in fact when 192 is started to emerge as an industry standard we didn't need to make any changes in core audio you just automatically scaled we also don't have any software restrictions as far as the number of channels that you can work with for playback or capture and it'll scale just with your hardware and with the g5 we're seeing some massive scalability we also have plug and play for audio devices for your firewire and USB connect them up they just work and we've really built a robust developer community around audio units the plugins into core audio that allow you to do effects with the SP and virtual instruments we have dozens and dozens of developers who are both hosting and creating audio units and one of the more recent examples comes from native instruments with a product called guitar rig you might have seen this in Steve keynote but I'd like to introduce mark Alta Cruz audio marketing manager at Apple to take a deeper look and explain a little bit more of how this platform and these products really help you with media professionals morning [Applause] really have some fun I am rock and roll guitar at nine o'clock in the morning let's do it Frank you owe me a bit some audio here are we happening guys we're live that house yeah is that coming through the main anyway I'll talk about what they work on the problem as a musician and a person who spends an awful lot of time creating music and working on on audio for you know a lot of different professional people I'm always looking for applications that really really helped really really help me in terms of sound in terms of my ability to get through to other systems and one of the things that I found using devices and applications that are designed for core audio but the sound quality has just been dramatically improved as Amy said about eighty percent of the professional audience out there uses the mac as their platform well you know the the entire market is is really quite huge we found to some research that it's about fifty four percent of u.s. households have somebody playing a musical instrument and what's remarkable about that is that about 32 million of them are guitar players and oh and that's us figures only it's about 72 million worldwide so this is like a great big market for the developers to create and really spend some time going after these applications we have sound we have we got something now try something here thank you that's one second one 2320 I'm definitely how they work that out let me explain a few things again why you care because we have this architecture built into 10 and we have so many developers building on top of it you have choice you have choice of the tools you'd like to use of the plugins you want to use and the choice is really what this is all about we want to provide the platform for you to be able to enable everything that you want to do in the audio space and that's why core audio is so important both for us in an OS level and for you as the platform too hello to pull together your solutions sent indicative we have audio one of the engineers is sitting right there you owe me this okay switch it switch that back then all the way okay well don't know what the problem is oh well yes well sorry about that hopefully you guys got to see guitar rig in the CT note if you didn't the webcast is online that you can check it out at apple.com / QuickTime let's go what fun alright so you can take a look at Guitar Rig this whole section through here this is just like a virtual rack of instruments of amplifiers and what what can come with this thing is really pretty amazing in terms of amplification we have like a Mesa Boogie fender twin a marshall plexi of vox ac30 in terms of distortion pedals we have some of the classics the tube screamer I love that name distortion treble booster under under the mod section for modulation this tremolo and phasers blah blah blah onto the filter section there's wawas there's talk was all kinds of eq volume pedals and even things that are a little silly like this psychedelic delay here and all you have to do to to make use of these it's just click them and drag them where you want them and then they turn on we're still having problems here guys okay so one of the cool things that this application does and has its own little tape delay so now sometimes I'll get files from friends of mine let's say Frank Casanova sent me this one one two three two two three okay this is just plain this is just an mpeg-4 file click on file I'm not going to choose a sound to work with kind of get the idea okay so you can play along it's a file that somebody sends you they say you know we want you to work on it on the guitar part of us and your work and work on it so Frank I'm sorry man but I kind of like that but I needed a little bit more modern you mind if I goop with this a little bit ok so I'm going to launch GarageBand and in garage band I've taken the concept of that Thun and I'm going to launch native instruments guitar rig as an audio unit and all i have to do is click and there's guitar rig now my backing track now sounds like this let's stop picking sounds [Music] yeah I kind of like that just just a little bit better okay so you get the idea you can you can start collaborating with people you start work with people you're starting to take you know original files changing them around and using this application Guitar Rig you can really get a handle on sounds emulating the sounds of some of the greatest amplifiers that were made it's just a whole lot of fun okay thank them [Applause] great and if you're interested in finding out more about audio at apple in the OS as well as in our products there is a hands-on lab tomorrow from 12 districts some of our audio engineers will be there and they can help you even from a content creation standpoint so I suggest you check that out second floor tomorrow so Frank introduced at the beginning the idea we have some new members of our media architecture in Mac OS 10 you might have seen mention of them and some of the other sessions prior to now and what I'd like to explain is why do you care why is this important for content professionals well let me walk you through it so like we did with my core audio and Mac OS 10 building up architectures from the ground up we have that same ability to do that with core image and chord video and one of the more modern trends is the GPU or the graphics processing unit cards from ati nvidia the monster we talked about yesterday with the dual dual-link DVIs they are monsters they have heat sinks they have fans and the processing power that these babies have are just out of control and they're growing at an exponential rate and they are doubling six months to every 12 months in power the growth in the millions of pixels per second that you can do were over six billion pixels per second with the most recent cards with memory bandwidth over 35 gigabytes a second going through these cards that's a lot of data and it's also difficult to harness for the average developer so what we wanted to do was take advantage of this and make it easy for developers to use to create their tools and core image is born from that idea it's ultra-fast image processing leveraging the GPU it provides floating-point precision so we're not doing any approximations we're doing all processing at the pixel level and the performance will scale with your GPU on the fly so say you have a filter effect core image will automatically optimize the best path for the best speed on the fly and it's easily extensible with what we're calling image units which were filters effects transitions that developers can create and you can add into the system and any application can host them we're also bundling over a hundred filters right in the OS and from a matching perspective we're taking a look at core video and court video is really providing a new modern architecture to video and it really enables the pipeline between quick times and OpenGL and what does that mean it's really a hardware accelerated pipeline that we can use for some amazing effects using GL or you can pipe it right through to core image for real-time effects so why do you care about this what does it mean for you so let me show you one of my demos here and kind of walk you through it I mean these all these things are built right into the OS and what I have here is a little demo app called fun house that we just have for internal testing and it really helps us test what the filters are in the OS and we have a huge list of things built into the system and they're all what's great about core images that we can take these chains of effects and stack them together in a non-destructive way so your original content is untouched it's there to do whatever it is you want to do with it later as long as you remember these effects and are all responding in real time and again this is all built in the OS and it works with video as well all in real time all leverage on the GPU and you can the performance of this is just amazing what we're working on top of is a 720p 264 clips and I can in real time distort this we're doing a bump distortion we can do things like glass distortions for kind of a wet look and you're probably seeing your great this is built in the OS but how am I supposed to access is how is this going to help me in my content creation well what we're hoping is by building it in the system building it optimized for performance and reliability and extensibility a rich developer community will emerge around this like we have with core audio providing you choice in tools and plugins to do what you need to do one of the examples though we have today is with motion motion being a tool we introduced at NAB shipping this summer and this has this technology built into it and what I'd like to do is introduce Dion scopa too low a product marketing manager from pro apps and let you let him give you a walkthrough of how this technology translates into a real world solutions for you today yeah thank baby and my dad thanks Amy for pronouncing lines last name correctly this is the motion interface and motion is a brand new applications and it's not released yet and it will show you some things that you can do when you build a brand new application from the ground up that takes advantage of the mac OS 10 and the mac hardware including the technology that's core video is based on so over here you have a file browser and the file browser kind of mimics the finder you have drives mounted servers anything that you have in your find your level you have up the top here and down below are all the files that you would find in any folder so if you want to take one you just import it by dragging and dropping it from the file browser into the canvas and you just hit play so once you have it start playing you can do a bunch of things you can scale it down at the plays you can grab a little handle and rotate it you can come in and choose to have a kind of a perspective distortion and you can see it's very interactive you can just drag the stuff around and move it around really quickly and this is the kind of interactivity that you can get by using what amy was showing and just inside of motion besides the on-screen controls over here in the file browser it's a tabbed window so you can go to the inspector just by clicking on a tab you have all the sliders and dials that you would want to do this by numbers if you wanted to or you can just reset it all besides that you have a library and in the library that's where all the goodies are found that's where all the fun stuff to play is play with our you have things like filters a lot of the filters you can see they're all accelerated again so we can come in and we can choose some like distortions and we can choose like black hole here and just do stuff like that you can come down and choose the spear I have an audio section 2 in mine mark stay na na na na na na na okay now but you have a bunch of these filters some of some of very stylized filters like you can come in and say style eyes like this is kind of one of my favorites it just kind of makes this doctor who kind of you know kind of leaflet kind of thing effect so you have a lot of these filters that you can just play with as the clip plays back and you can layer up multiple clips but you can also create animations and you can create animations through different ways we created this animation you can see a little preview at the top here in the in the file browser it's just a key frames animation that we saved off and you can bring it back in so you can just drag layers from your projects into the file browser to save them and you can just drag them back into another project and lay them down and then you get the same animation playback so what you can do you can actually choose this little clip here and you have a full keyframe editor that you can open up in keyframe things as well besides that you have a text tools at the top you have a tool palette a toolbar you have hand panning and you can zoom in on clips and the clip still plays and you can zoom in very quickly so it's very interactive you can choose your text tool this might be like a broadcast promo so we'll do kpl eight and now that you have the text on screen you can do different things you can change the size very interactively the tracking all the things you might want to do with tech you can change the color get a nice yellow there you can change the font it's very interactive on the font that dynamically changes as you scroll through the list so that's kind of fun and the whole goal was to make this very interactive and very fun to play with as a working tool over here this little a dashboard is a floating transparent you know little widget that gives you all the most common controls you would have for anything you select on screen so I have text selected so it gives me all the text controls if I have something else selected you'll notice then it will give me different controls for instance to animate this text right now instead of key framing it we can go back into the library we can choose something called behaviors behaviors are kind of a different way of animating things rather than using keyframes they don't set keyframes they apply these kind of natural forces to objects so I can choose something like a basic motion behavior and I can come in and choose let's see we'll come down it's not released yet did I say that now I'm going to bring out my guitar now let me just get back into this and I'll show you some behaviors so we just load our clip back in in our animation and we'll start playing and let's choose our text tool and go back into our library in their basic behaviors and put on a throw behavior now the throw behavior just lets me choose which direction using this dashboard I want to throw it in so the more I pull it out the faster it throws and the left side push it in the more i push it in the slower throws we can just get it very quickly going along a line here just very smooth if i want to make a copy i can just option drag this out and i have a copy of it same animation and everything i can go back to the copy now in the animation and just change direction if i want it to go in a different direction so very quickly i have this animation of text and i can pull this one over as it animates made me make it go a little bit slower and i can just double click it and select you know evening news something like that there's a code off screen is actually really it's great for the demo but it's not practical in daily use where you could actually because the text was going all over the place okay anyway but we have this animation here and you can do other animations with behaviors like different types of behaviors understand specifically about text for instance if i want a nice little highlight on this i can come in and just throw on a highlight here and as the text animates across the screen you'll see it gives it a little sequence of highlight across the screen you can also animate the position i can come in and i can choose a different behavior maybe a zoom behavior that just zooms in the kpl text so now the text will kind of zoom on screen and the highlight goes across the evening news besides all these behaviors you have a full particle engine that you can choose you have things like smoke and we can come in here and see a little preview you can drag it around you have things like sparkles anything you would normally find in a full-blown particle engine would come with over 140 little presets that you can play around with or you can create your own we created this one earlier we can just drag and drop it on it gives it a little nice little glowy line and you can see everything is still very interactive I can come to the background still and you know move it around as things play on top the last little bit i wanted to show you was you can import any quicktime file format as well x port including mpeg-1 mpeg-2 mpeg-4 and you can bring in Photoshop documents and when you bring in Photoshop document so if they have layers it will tell you show you the layers here you can import all the layers these are our anchors for our newscast maybe and we can shrink them down now behaviors don't necessarily just operate on one layer they can operate on multiple layers you have sophisticated kind of simulation behaviors that simulate gravity and things like that and we can just come into our behaviors in the library again and we can choose simulations we can try one like a tractor it will drop the attractor on the center anchor and when we do that the other two are attracted right so this is great because they're not keyframes and what that means is I can actually come in and move her around and they'll follow her right so you can do these things very quickly i mean if on some you know we all have people that we work with we might want to put a repeal a tractor on a repeal version honor so we can do repels and you can come in and you can go full screen and you can work on this at full screen so this is an idea of motion and what you can do when you actually build an application that takes advantage of everything the mac has to offer as well as if you're interested in more tomorrow at ten-thirty there's a full session on this so that's motion thank thanks to you okay thanks Dan one of the cool things about this core architecture that we've built in it allows us to provide a predictable and reliable set of services that let developers in this case you know Apple on our applications group kind of like play with the notion of user interface and user experience we can kind of rewrite the rules about how you I is done when you can count on the set of services and capability to be built in at a very predictable level and we're really looking forward to seeing what happens over the coming months with some of these core technologies so what I'm going to do is because we're because of some of the technical demo errors problems we had there i'm going to blast through so much lines i'm sure you guys are going to be really sad about that but so i'm going to i'm going to power through this area because i want to save time for some of the cool demos that we have coming up and what i wanted to do is in this section just kind of do an update on standards and where things are because it's so important to what's been going on a quick time and driving the incredible growth and distribution of what's been going on we've always supported standards in quicktime you guys know that you can't have a serious architecture a media architecture in the world if you don't support and respect these standards and to us lately it's some standards from this part of the world that's really been driving a lot of what's been going on in our space and a lot of the adoption of quicktime a lot of people ask us you know how is mpeg-4 doing is a lot of press interviews a lot of analyst interviews I'm gonna move closer to the clicker thing there it is and you know if you do a search on the web you can find just just hundreds of companies with thousands of products with various bits of hardware devices that are all just you know capturing and coding in mpeg-4 it's really it's really taken off in a huge way our own itunes music store AAC our friends up in in in Washington State you know switched over using AAC in their music store I mean that was sweet I mean the thing that's kind of interesting is you know add apple in a QuickTime team you know we have a cap that's got two logos on it in the front does a blue cue and then we're very proud and we're very you know we're very dedicated to making sure that quick time does but we have to flip that cap around and it kind of says you know the ISO logo on the other side and that means we want to be you know what card-carrying members of the ISO compliant universe and we want to make sure that we invited many people to play as as possible so while we do compete head-on with real networks in with Windows Media for Microsoft every day and a variety of areas we also want to flip our cap around invite them very much so to do what we've been doing with standards because the more people that play in this space the better off it is for everybody these guys have been just driving mpeg4 adoption in huge ways docomo KDDI certainly these are some of the earlier guides they'll have massive distribution of multimedia you know enabled phones and people using them we go to Japan a lot and when we work with these guys in docomo and KDDI the stuff that they're doing and it's you know a lot of the content is created using QuickTime actually all of the content that docomo creates and all of the content that kddi creates starts off as a quicktime movie saved off as a 3g file and distributed over their networks to these phones they have met their massive users and it's not just those guys this was we took this on a street corner this is a storefront these are all media enabled phones it's absolutely amazing what's happening overseas the good news is it's coming here to part of what you're going to hear about in just a little bit is how it is in fact coming here and why it's going to really matter for us a lot of what we've been doing to date though has been creation of QuickTime files and you know they're on a g5 using final cut pro or on a PC using a PC app and that file then moved off to a server somewhere of someone's design and as we've been traveling the world and talking with telcos a lot lately in the past you know past couple of years certainly in the last year we've been asked routinely for an antenna solution we've been asked constantly what can will you buy this whole thing from you guys you have servers right like yeah and you have a streaming server for the internet more like yeah I guess if we plug them all together and change it a little bit we could do the same thing on the wireless internet that we're doing on a wired internet and so what we've started doing and very very recently but incredibly successfully it's unbelievable how quick the uptake for our solution has gone in parts of the world we're selling racks of excerpts right now into telcos and sell codes around the world providing solutions for streaming to this whole new 3g space so on the step through this very quickly the part that we're most familiar with is this content creation you're going to see a demonstration a little bit about final cut pro HD you know editing content and high def and then saving it as a 3g file and so we're very familiar with this part of the world and we all know that it's not just our own tools but any tool that uses quicktime the suite of AP is that are there as we update the version of quicktime underneath the application above it gets all of the new capabilities all the new features are more importantly access to all the new codex so as we add 3gpp and then 3gpp2 and then later you know h.264 all of these applications will automatically expose those capabilities which is really really cool for content creators you have to buy new hardware or buying software and after the content is created our delivery solution has been it has been updated then modified to include our xserve g5 this monster device can reflect over 10,000 simultaneous streams two handsets over 10,000 simultaneous just from one of these devices and if you've got stored files on demand files around 4,000 or so 3g files simultaneously streamed and what's kind of interesting is certainly if you have a lot more files we have a lot more storage available but you know it's it's we have a flexible solution what's interesting is the software like ofm server and the streaming server like quicktime streaming server ship on this hardware we buy this for free this was / this is presented a pretty interesting proposition for us a value proposition for the folks that we're talking to when we compare a solution with some of the folks who are also in this industry most most notably real networks who had the early mover advantage they got out there very early have done a very interesting job we compared our solution we can take our xserve g5 and slide it into a rack and with it comes all the software that you need and the server costs I don't know forty five hundred dollars or so and that's it the same thing done on the real network side you buy a piece of hardware from HP or dell get for you know forty five hundred dollars or so you slide it in iraq and then you get the payroll networks about forty five thousand dollars for the right to use their software and so as we started going to different chemicals around the world and 11 nosebleed where we're in a pacific rim some country talking to some telco and we lay this thing out the senior vice president of the company is like okay so you're telling me that i take forty five hundred dollars or whatever unit of denomination for this device and there's no software charged there's no licensing fee i can just use it and the answer was yes and it was a no-brainer and they ordered a rack of x serves it was just such a beautiful thing to see quicktime and the solutions that we built helping create a whole new market for apple we're selling excerpts into telcos because of quicktime and with that often goes a g5 a cinema display and you know final cut pro or some other software for people to do the creation and the management of these servers it's really working out well for us now now that we we have active communications trials and tests over 25 telcos around the world and it's just growing growing fast really fast so that's working out pretty well now we've always doing content creation of course we could always do content playback our client supports 3gpp and 3gpp2 without a problem we have got the best built-in support for that anywhere and so the folks like docomo and KDDI have always recommended to their subscribers download install quicktime because people their phones are grabbing movies and they email them to people and they want quick time to play it back and now companies like docomo kddi sprint here in the US they're showing up in our download list we look at our numbers every single day they're showing up in our download list repeatedly every day in our top 20 or 25 refers for quicktime downloads that many of their subscribers and their subscribers friends are getting quick time to play back these movies it's really starting to pick up so what I like to do now is introduce Joseph Landowski who works in our professional group professional marketing applications group to do a quick demo pro HD and what we're going to do is check this cool application out and then we're going to use the output of the work that he's done and we're going to push it up to a server and stream it back to a phone right joe thank you Frank low years man the final cut pro HD thank you final cut pro HD is the newest version of Final Cut Pro which was announced and released earlier this year at the nav conference in Las Vegas now the most important new feature of final cut pro HD is a direct result of our close working relationship with Panasonic the manufacturer of the very popular high-definition Vera cam camera what we can do with final cut pro HD is actually capture the native dvcpro HD content shot on those very cam cameras over firewire that's standard original firewire not even firewire be into your g five or even onto your laptop g4 computer not only captured over firewire but also edit that high-definition content in real time now you might be wondering why are we up you're talking about high definition nonlinear editing in the middle of a quick time delivery session well regardless of your final output your content needs to be created and if that content is video then the obvious choice is final cut pro HD but why high-definition that's an awfully big scale to go from HD all the way down to the phone well think of HD or high definition is a universal mastering format for you if you shoot and edit in HD your choices are unlimited you can deliver to high-def TV HDTV you can print to film you can deliver an HD projection in HD theater or in the future you'll be able to create high definition DVDs now from there you can scale that down to standard definition for standard def broadcast or standard def DVD of course you can bring it down farther to mpeg-4 for the web or today you can finally export that content onto a 3g phone and that's what we're going to look at today let's take a look at final cut pro this is Final Cut Pro for HD and I have a project that's partially finished here we're just going to finish it up and then deliver it to the cell phone so here's what I have so far [Music] as we have a project that started here but it needs a little bit of work so I'm going to do three things to it the first would be very simple I want to add a transition between these two shots here so to do that I'll go to my effects tab and as you can see I in here i have a video transitions category if I open that up as several categories to choose from dissolve wipes irises maps and so on and I have a man in here a QuickTime categories let's go ahead and take a quick time push and drag and drop that directly onto the timeline like so now i can change the duration of that transition by simply dragging it directly on the timeline and then play that back just like that now you can see that ass end in real time there was no rendering required in fact if I want to make a change to that transition I can open it up into the viewer change that from a top push to a right push play it again once again without rendering so off to a good start here now the next change i'm going to make is to this pool shot you'll notice that the break happens right on the beach [Music] but then the shot continues not a whole lot else happens but the beat repeat so what I want to do is have a little bit of fun with this clip and work with the time remapping tool to take that pool cue break and have it happen twice both times on the beat so let's see what we're going to do first thing I'll do is just go ahead and zoom into this clip a little bit and open up my my tool set here my little mini timeline and grab the time remapping tool from here now once again if I play through this you'll see there's the first beat and there's the second beat right there now the first break is already lined up to the beat so i'm going to go ahead and add a keyframe to lock that in they'll also turn on my time remap graphs but i can see what's happening i can see the changes to my timeline i'm going to go ahead and let that play normally just for a little bit we'll go ahead and add a keyframe there so it's going to lock into that position and then if i go forward to where that last bead is which is right about here there's that beat i'm going to go ahead and grab that key frame and adjust the frame of video that we're actually looking at dragging it back in time until I get to the break again so there's the break so now i have the break happening twice so far so good but what I really wanted to have that cue ball go back a little bit farther back to the pool cue so he shoots it twice so let's go ahead about halfway in between here add another keyframe and I'll just drag that back right about there all happening in real time in high definition alright one more thing I want to add onto here is a title let's go ahead back to the beginning of the project this is a small bumper for San Francisco so I want to add a little title with San Francisco right here now there's some built-in titling tools inside a final cut pro but it also ships with a program called livetype livetype is an awesome tool for doing very quick very easy animated title let's go ahead and have a look at that I've already exported this single clip here let's go ahead and switch over to live type you'll notice I can even check my mail in the background here while walking with final cut pro HD let's go ahead into livetype here and place a background movie and there's that Golden Gate Bridge shot drop it onto the timeline now I need to add some text so I'll just go in here and type in San Francisco spell that right Stan friend just go you know you can type 120 words per minute until you get up on stage did you know that the way it works alright so we go San Francisco on there i can change the size of that text if I want to I can of course change the font let's go ahead over to my font category choose any font that I want in here I'm going to grab this battle house font apply that i'll bring the type size up just a little bit i can even go in here and individually manipulate these characteristic for example bring the F over a little bit to tighten that up now if I want to animate this much like in motion where you have behaviors here I have something called effects and these effects are pre-done animations that I can simply drag and drop on to the timeline you'll see we have various fade effects in here various fantasies and glows lots of very fun cool effects to play with I'm just going to grab something simple here little peekaboo effect and apply that and now if I go ahead and play this through livetype is going to cash this to ram as quickly as it can and then play it back in real time keep in mind that you're looking at high definition 720p 24 frame HD footage that is just cash that to ram and now it's playing back in real time so we're ready to go so now I need to add this onto my project well how do i add this text is creating a totally different program onto my project and final cut pro well this is another new feature and final cut pro HD first thing we'll do is just save this and i'll just call it SF put it on the desktop and then i'll take from here the actual icon of the project hit expose and go down to final cut pro and then take the actual project file and drop it on the timeline like that so there's that text add it into the Final Cut Pro timeline now remember that this text this project is going to ultimately end up on the phone so need to make sure that that San Francisco text is very readable when it gets down to a tiny little screen so I need to make a change to it I want to add a black outline to it well I don't have to start from scratch and I don't even have to go back to the finder and open up the file that I saved from within Final Cut Pro I can simply control click on the clip and choose open and editor which will launch that project back in the live type so i can now go to my style tab outline turn that on and let's just give it a nice heavy beefy black outline on there I'll simply hit command s to save tab back to final cut pro HD it's immediately updated and there's the piece back on the timeline well let's go ahead and see what this would look like the final piece and we'll look at this in full screen here [Music] we're having some thinking issues with the mochi here and that's all there is to it so from here I'm ready to export this out for 3g so simply choose file export using quicktime conversion and directly from within Final Cut Pro I can choose to export a 3g file and of course I have access to all the options that i would need for a 3g output that finals already been saved on the desktop and i'd like to bring Frank back up here to go ahead and show you how we output that or stream that to the cell phone thanks a lot guys [Applause] okay so we'll stay on this demo machine because what what I want to do now is take now that we've looked at how this edits in HD and Joseph showed you our export panel what's interesting is you know Final Cut Pro like any other quick time app can access these export controls they look exactly the same whether you're using quicktime pro final cut pro or any application on the mac of the pc and it's very straightforward and very easy and what I want to do now is now that we have this file can we have this guy go back up please Thanks what I want to do now is get this file off my computer and get it out onto a server for example in a telco somewhere and we have a we have a product called cutie SS publisher that we ship with our server we can connect to the server which we have set up and the file that Joseph you know we kind of pre-baked this so we didn't make you sit through the the actual transcode the this is the file and what I all I need to do I mean it really is a pretty straightforward drag and drop operation and grab this 3gp file drag it into this window it moves over to the server I can click on this click on this publish media file and you get a lot of interesting information you know I can I can you know make sure that I do the right thing you get poster frame with this you get HTML automatically written you can copy this HTML right out of this screen put it on your web page it has all the links all the right information on how to actually access this file and then if I want to see how it worked because when we pushed it up there was automatically made streaming ready automatically hinted it what quicktime uses our hit tracks in movie files mpeg-4 employed that because of course they're using quicktime as their file format I can hit play here and there's that file that Joseph created so that's streaming back to our desktop here but now that it's streaming back to our desktop we know that it works if we can go back to slides please what do we want to do with this well we probably want to take it somewhere more interesting than a desktop we're talking about workflow we're talking about how files are created help files are hinted how files are moved now how can it be played back in the larger scheme of things I'd like to introduce is Dave burn Nikki from ATT wireless to join me on stage and talk a little bit about the way that our companies are you know benefiting from the development and the use of standards to actually just work together very seamlessly because we both reached the same recipe book David thank you Frank thanks for having me and my dad thanks you for pronouncing my last name correctly to about three years ago I made my first trip over to Asia to view one of the first live demonstrations of streaming video on a wireless network and naturally we all came back pretty excited from that journey and I was asked you know what does it take for this to become reality in North America and my response was convergence and a convergence of networks devices and standards I think our key so we started to see some of that convergence never really think 2004 is the year of convergence because now we finally have devices with the capabilities both with displays with memory and battery capabilities to actually render this content we have networks that have evolved whether they be gsm or cdma based networks that can now deliver the bandwidth required for this content to be enabled to the phone and we now have standards convergence where previously we are operating in a telco centric world or a desktop internet centric world we've seen the convergence arrive and really the epitome of that convergence i think is they have demonstrated in what apple's down with it time tools and content authoring and creation capabilities that they've developed all based on standards and the diligent work that Frank and his team have been working to make sure that all of the products allow it the content to be created delivered whether it's by you as a developer one of our content partners a carrier or even a consumer to take their own personal content and publish it and make it available to other users on the desktop or on the mobile phone so what i've done is i've browsed out to the website that Frank has posted that content on and I'm going to actually scream the content directly off of the yeah the server here can we have this tobacco device on the screen of course the demo gods will cooperate there with me we'll get this to work sure you guys we get this up kimmeridge up yep they're just kidding so i've browsed out to the site there's a link up there to the content and as i've connected we actually get to see the real thing i can of course insiders so it was that easy for frank's to take the content and publish it and for me to browse it on the hop so just to be clear certainly we could have done this as a you know played it from the phone or you know like it stored it on the phone and played it back but this was real time streaming I mean this is pretty cool because the only place you could normally see this up until now is if you got on a plane and flew for 14 hours you know somewhere with a servation food but now we can hear we're starting to actually get a network that has evolved enough we can push content to servers and the bandwidth the wireless bandwidth is enough to actually do this stuff in real time this is getting really exciting to be able do this right here in San Francisco so and this is a this is actually available nationwide on our network in our friendly competitors networks sure this device is an upcoming nokia edge enabled phone you probably seen the European counterpart to this the 6600 this is at 6620 this device has the ability to stream up to 130 kilobits per second so the convergence has happened and in 2004 is a tier cool thanks like appreciate join us so one example from one of the folks that we're working with and certainly as we just kind of rally around standards you know it works out incredibly well you don't have to cut deals because the standard is the deal the standard is what makes things work and that was all just done because we both kind of you know do the right thing at the right time so we showed one example that was kind of like you know make-believe from professional content creator doing HD exporting out the 3g to the AT&T phone but we also have an opportunity where is that clicker Thank paratus if we could go back to the slides real quick to take a look at another example from our friends at verizon wireless we've worked closely with the AT&T guys and with verizon wireless guys to both kind of friends of the family and of course card-carrying members of the standards community and what I'd like to do is introduce dub busque to join me on stage Doug's been a friend of the family has is Dave for a long time welcome thank Frank and so you like the other one started from kind of final cut pro professional content creation will take a more kind of like consumer oriented content creation play on this one Xbox well thanks Frank well first of all let me say we're very excited to be here the timing is perfect because we launched our video messaging products which is a part of our get flicks line of products on Friday the timing couldn't be any more impeccable our video messaging product allows recording a full video and sound up to 15 seconds or about 200 kilobytes to be sent peer-to-peer online and down to mail which we're going to demonstrate in a moment so when we looked around for the in the playback universe there really wasn't much of a question we chose 3gpp2 is our standard so we went with quicktime is our preferred playback mechanism on the desktop on pc and mac there really was no issue there quicktime was excellent to work with and I think as you'll see the QuickTime really gives the product a wonderfully holistic approach so you're able to send from device to desktop and back with ease with quicktime quicktime pro so we want to go and show off a little bit of a demo give it a go min ok so talk about the demo God's blessing us here I'm going to go ahead and take a short video of Frank recording on Bryce yep hey everybody mark you shoulda played a little heavier music manager so I'm going to stop that and i'm going to send that over to both Frank's email and his phone at the same time so let me go ahead and add those out of my contact list good we're going to move right over here to to the computer okay in just a moment here again this is a set of activities that you would normally have to go pretty far away from here to actually see happen alright so right now I'm connecting up to our 1x RTT network is branded as national access so it's currently sending the message this national access runs around dial-up speeds 50kbps which shouldn't be confused with our EVDO network which is broadband access which we have launching in several cities currently available on San Diego in DC which is more like 500 kbps sounds there's no lacking of acronyms in this industry yeah ok so the message has been sent I'm also going to upload this to our pics place website at the same time so I'm going to go ahead and do that while we're waiting for this to come into mail ok we're looking for it thank okay now come into the phone and agreement ooh male got it at East at same time how about that that's never happened before hear me now but my network guys are going to say they're here I happen to say that ok so we're doing to look at it first on the computer yeah let's take a look at it in male playback to give you an idea of the power of QuickTime delivery this is a video we just took uploaded via via our video messaging service and it's right there and message to write their message in preview thanks to quicktime integration of a mail app so should I just go in play yeah go ahead and play hello recording so we realized that not everybody is going to have a video messaging capable phone but we hope that people run out and buy our LG VX seven thousand which will be available here on Friday Frank's going to take a look at the I going to put the 7000 up on the demo stand and let's see if we can connect up and download the video so my phone said that I had a message yep and where did it go ok did the right beeping thing right there under hostage on the inbox said message except these newfangled devices right so I will go ahead and pop that right in there go pop this oh can we switch over guys thank you switch over guys thank you very okay i will push the little play button and that was delivered simultaneously to the desktop to mail to anybody who has quicktime 65 and above now what I'm doing is logging into our picks place website which is vzwpix com anybody who's going to go ahead and ask me for a free phone this number is going to be defunct about 10 minutes after the show so you'll have to come and approach me separately so we'll just walk into the inbox here and again you'll notice we've got the quicktime integrated right into the website it pulls up the player embedded in Safari and we also have the mention on the side here for anybody who doesn't happen to have quicktime although we don't believe that number to be many video franchise recording so i can go ahead and copy and move and organize all of my video messages but what's really exciting about what we're doing with quicktime is the ability to create and deliver content downstream to VZW video messaging customers so Frank's going to pull up a QuickTime edit here ok so what we have is personal video one of the one of the cameras that I showed earlier from sanyo's from the cool mpeg-4 camera you may have seen it at both issued still and video solid-state on the SD cards and the video that it captures is a dot mp4 file and that's what this is um we capture some content and I'll just play this back to you guys [Music] just can't go wrong with kids yeah it's a total sucker punch for ya literally just got to do that all right so what we want to do is joseph started doing this earlier but we're going to actually finish it we're going to export this movie 2 3g now hopefully all the settings are set so i don't have to go through but what you can see as we support of course 3gpp for the gsm guys to DP 3gpp2 for the cdma2000 guys like verizon and of course when i did that it reset everything didn't it so i'll go up to 82 and audio we want Lisa what data rate we want to use the other speech codec at this data rate does that work okay good so let's just say okay and we'll save it as Gabby slide 3g to on the desktop and that was what about seven seconds long so we're exporting it right now and there it is and there it is on the desktop so now though let's send it to his phone so people in their homes can very easily using these incredibly simple tools the powerful at the same time create content and send it out so we're finished with this and now what I will do is launch our email client again and this time create a message and send it to Doug called fun oops josephs right fun in the park extra spaces and everything you forget how to type here and then what we want to do is create an attachment and make sure it's windows friendly attachment select this grab it and then I'm just going to email it right to Doug's phone exactly so now it's going up out its scent and we'll see how long it takes for it to actually come back down to his phone this is like live without a wire kind of sign you'll notice that the blue dress the address that Frank used to to receive the messages are the same that he's sending out so it's always a mobile number @ vzwpix.com and makes it I think really foolproof for the you know average home user who just wants to hey I recorded this DV file of my kid I want to send it out to a friend of mine who's on the VZ network so we're trying to encourage the same usability that we have in our other services across the board and sort of extend the digital hub out to out to mobile so I've received a message it's currently receiving as I said it's our national access networks of receiving could have been receiving surface on our other networks oh okay and so I'm going to go ahead and pull this up hold on a sec if we can go back to the backhoe device cool Evan had a manicure lately and so from digital video to mobile in three steps we're very proud of this and we're looking forward to this this extended out to your world you're a pre-existing content that you have I think you can see now this is excellent for a home user but there's a world not too far from now where you'll be taking your news sports weather travel corporate marketing content whatever you have and bringing it down with the power of QuickTime to VZW video messaging customers so we're excited to be here where we look forward to great future with your with your help thanks everybody thanks thanks great I guess what's really exciting is I think was just about a year ago or so a little more than a year ago we introduced quick on 63 which included support for a gsm network and we actually went to japan to do the introduction because it was only there that we were able to actually do this exact same demo it was only there that they had the bandwidth available on the phones and the infrastructure and just one one year later we're doing this demo right here in San Francisco it's really kind of cool and one thing that just points out to us and that you know the u.s. telcos you know where thought they were way behind they're accelerating your adoption you're accelerating the build outs and i look forward to us all having some really cool phones in the very near future so that was a pretty interesting pretty good example of what's been going on in our space so to keep us on time because we have 10 minutes left i'm going to super power through this but the point is people ask us regularly and we talk about distribution all the time a lot of folks here may say why do I care because it seems like everybody cares you can't have a serious media architecture unless you've got bless you a lot of distribution and we have a lot of distribution we are at a quarter of a billion copies of QuickTime six and Counting as a matter of fact the counting goes on and on and on it's just really amazing how many copies of QuickTime are destroyed in any unit of measure that you care to look at we're really proud of this distribution it's made a big difference we distribute clicked on a whole bunch of different ways licensing with devices our licensing folks have kept very very busy tools multimedia titles enhance music CDs and digital cameras very interesting way in which quicktime is distributed in massive quantities that 250 million number there's only web downloads it doesn't include anything else I actually believe between enhanced music CDs and digital cameras we probably eclipsed our download numbers from our website alone but we don't know how to count all that so we just talked about the web downloads and the question is who cares well recently we generated a lot of interest a lot of interest when frost & sullivan did a market a media player distribution survey and they issued a report an official analyst report that said windows media is in the lead they have a nice distribution strategy is being looked at niggy you right now but their distribution has put them at 38.2 percent and in the lead but staying stable it put us at thirty six point eight percent and growing and put our friends at real networks at about twenty-five percent and going down which puts us at one point four percent Delta from windows media which is incredible given what we've come from just a years ago when we first 11 this group of people and I took over two Clips our marketing team we were distributing I think between 12 and 15 thousand copies of QuickTime a day and now we're doing that what every hour so I mean the distribution that we've achieved and the way that we we go out with the help of everyone in this room and what we've been doing around the industry has just gone incredibly well and we're really looking forward to next year if they recount because these guys that wrote this believe it can go either way and our goal is to continue to drive adoption of QuickTime and hopefully get that number one spot because it really matters when you and we go out and talk to people in the industry so with that said what's up what's next what are we going to try to do well you saw it yesterday in Steve's keynote if you were there you saw me demonstrate h.264 or ABC it's a remarkable video codec it's one of those things where you don't get to see a video codec like this very often you don't get an opportunity to introduce a technology like this you know but maybe every every number of years the benefits incredible quality I mean this codec has generated quality that we thought was really kept in the upper echelon of HD and other really big big formats not not a codec that's scalable and and available to use across an entire spectrum of bit rates the efficiency of this I demonstrated yesterday i'll show you guys again today is incredible you hold a data rate stable you'll hold a data rate constant and the frame size and resolution goes up by like a factor of 4 from say today's standard mpeg-4 codec which is absolutely incredible that's like free that's free resolution you just r Ian code and you're off with a much higher resolution image and a bunch of other capabilities that I want to just power through because we're running out of time but I wanted to talk about this get this question a lot as you might guess as we're talking to press an analyst what's up with Windows Media 9 where is it visa vie 264 what about bc 9 how does that relate to win this media 9 and therefore 264 and a lots been going on in the world of standard certainly the HD DVD forum has made some decisions about the codecs that they're going to support mpeg-2 h.264 and vc nine have been ratified into the HD DVD spec which is kind of interesting you know so certainly 264 and people using quicktime tools will be able to alter content for that next generation set the DVD audio guys have selected a AC h e as the audio format of choice for the next generation second session DVD audio playback format but windows media nine i think it's an incredible technology I'll be honest with you I think it's absolutely remarkable but it has two issues closed and its proprietary therefore limiting its distribution and used in some of the professional mecca mediums for example broadcast cable you know the telcos and sell codes when we first visited docomo they were actually using windows media and they switched over to mpeg-4 they felt that was a better and safer choice for them because it's a standard where Windows Media 9 was not and if he wanted to license windows media you could get a technology license no problem what patent licenses big problems you couldn't get that from them so that was limiting some of their adoption so they made a very interesting and I think a really smart choice they went to the cynthy standards committee very very big and powerful standards organization and proposed Windows Media 9 as an open standard called VC nine so windows meeting on pretty much equals VC 989 is now a simpie standard but then an interesting thing happened certainly they they've been marketing VC nine very aggressively as an open standard and they can all go talk to the people that normally wouldn't talk to them but what hasn't happened with VC nine yet is the patent stuff the stuff that we're very used to in the mpeg-4 side so you know there's this group of lawyers MPEG la stands for licensing authority not Los Angeles we have other acronyms back on campus but insert your own la acronym and these guys are the the storefront if you will for impact for these are the folks that work with all of the patent holders in the patent pool and allow you to walk up and talk to just one person and get a patent license that covers you completely so enter VC nine you know an open standard is it possible that microsoft owns every single bit of intellectual property that's in Windows Media is it possible they've invented every technique and every technology and every algorithm and every approach to encoding and decoding content that's in Windows Media nine we don't know we're going to get a look because MPEG la is on a call for patents on dc9 which means france télécom they've been around for a while sony they've got a lot of IP all these guys get to go over and kind of life sit around a round table and carry down and say I recognize that you know I've seen that before and what's going to happen is VC 9 is going to have a patent pool MPEG la is going to manage it so while windows meeting on licensing is really attractive you can get it at a really really good price without patent coverage dc-9 will have costs associated with it we don't know how much the patent pool hasn't even really started forming yet h.264 is off and running it's already been deployed in a number of places the Japanese broadcast community have already selected 264 as their technology they're going to use we've been ratified into a bunch of different places I'm really eager to see what's going to happen with vp9 that mean the jury still out we'll see but it's important to understand that when is meeting nine and bt9 you know are these very similar today codex how that's going to evolve with Windows Media 10 just being introduced and what direction that's going to go vs DC nine and the patent the questions around DC nine will be just interesting things to think about so just keep your ears open and when that happens in the last couple of minutes what I'd like to do is just show you guys what we've been doing though for a while with this h.264 ABC technology if you're wondering about the name in a nutshell you know the the ITU International Telecommunication Union these are the folks that have been famous for h2 61 to 63 and now you know 264 they've done a bunch of incredible codec work and the folks in ISO MPEG it did mpeg-1 mpeg-2 mpeg-4 they brought together the best of brightest of the respective organizations and created a joint video team or JV t there this codec as its evolved has had a number of names h 26 l JV t AVC h.264 we think like today's MPEG codec which is called mpeg-4 part 2 discotheque manned up as mpeg-4 part 10 I don't know what happened to three through nine probably the same thing that happened to MPEG 3 I don't know it's just missing but you know the name of that will likely come out as part 10 so let me show a couple of examples of what this code it can do and you saw me do something like this in yesterday's keynote this codec and the bottom here and what they'd rate are these 81 ok this is a one megabit encoded file both of these are one megabit we same piece of content same data rate one megabit the bottom right window is today's mpeg-4 part 2 codec the upper left is h.264 same piece of content so I'm going to play them both at the same time you can see what they look like homicide identifier [Music] wow it's just man in the world can offer you coffee sure why not I don't think anyone's clothes coming so whatever I can go to help him I'm sorry for the coffee sugar ah oh oh you thought I was calling you sugar you're not that rich so the great trailer and a really good comparison of what the two that what the to codex do and what you get from an efficiency standpoint with 264 so let me go back one and we talk about scalability from 3g to HD and and beyond so I've got like four seconds left this is my last demo I'll be out of here in no time to the folks in the house let me play one trailer for you we got this trailer just last night actually you guys might be the first crowd it's been shown to outside of a movie theater where it's been displayed this is the new movie phantom of the opera and so let me just play this and we'll be off this is encoded about what 5 megabits longest leaving I've ever seen [Music] you [Music] absolutely remarkable quality we have we're really we're just thrilled with what our team is done we have a codec team in engineering that's just absolutely outstanding and they're doing an incredible job taking the recipe of what specified is 264 to implementing it it will ship in the next version of quicktime and i'll tell you we just can't wait so i want to thank you very much for coming to our session there is a 264 session at two o'clock today this was one of the kind of secret sessions that we couldn't talk about so if you want to learn more about this codec at two o'clock today we have a session dedicated to h.264 thanks for attending will be around all week take care guys