Virtually live from Apple’s ‘One More Thing’ event

Click here to follow along. All times Eastern.

1:47: And that’s a wrap. Three new Macs with the M1 chip where there used to be Intel silicon:

  • Macbook Air, starts at $999
  • Mac Mini, starts at $699
  • Macbook Pro: Starts at $1299.

All with improvements measured in whole-number multiples: 3x, 5x, 11x, 15x.

As I type this, Apple’s shares are trading for $116.70, up exactly 6 cents since the start.

Apple’s M1 press release here.  New Macs press release here.

1:45 Surprise: Here’s John Hodgman, who played Mr. PC in the “I’m a PC” ads. (Remember those?) “I’m still fast. Check it out.”

1:44 Tim Cook wrapping up. Our mission is to create products that make a meaningful change in people’s lives. Stay safe, stay well and have a great day.

1:43 Film. The chime is back. Oh my God, so fast!

1:41 Back to John. Net-zero goal. Energy use down 60%. ORder starting today. Available next week. Big Sur available this Thursday. Back to Tim.

1:36 Shruti Haldea runs through who use it. “Way more powerful, way more pro.” These segments have settled into a formula. 3x faster for this, 11x faster for that. This one has a fan. up to 20 hours video playback. Two thunderbolt ports. Starts at $1299, $100 less for students.

1:35 Back to John. We’re still not done: Over-the-top transition to… 13-inch MacBook Pro.

1:31 Julie Broms (I was distracted by dog right here.) She’s running though uses that can use 6X graphics performance, etc. 1/10 the size, 5 times faster. Developers, scientists, engineers. Lots of ports. Starts at $699. That’s the new “mighty Mac mini.”

1:29 Back to John in the Steve Jobs Theater. Second Mac to get M1: Mac mini. Really?

1:24 Laura Metz. Background on MacBook Air. Working from home pitch. 3.5 times faster. Five times faster graphics performance. Gaming gets better, edit video without dropping a frame. Neural Engine makes ML 9 times faster. SSD’s 2x faster. Imports “super quick”. All this without a fan (!) 6 hours more video playback. 2X as long on a single charge. Signal processor sharper images and white balance and ML face detection. P3 wide color, whatever that is. Starts at $999 ($899 for education).

1:23 First Mac with M1… MacBook Air. (This is the one I’ll buy.)

1:22 Back to Hair Force One, and back to John. Fun transitions.

1:20 Quick quotes from developers. “Amazing” they all said. “Easiest transition we’ve ever had.” “It took me 10 minutes.” “Super smooth.”

1:17 New security protections. Take that FBI! All Apple apps upgraded for M1. Universal apps: means that one app can run on all Macs. Omni and Adobe playing along. For the rest: Rosetta 2. Take that Microsoft! This stuff is for developers. For users: Run iOS apps on a Mac. Cue the demo.

1:16 Tasks that use performance: games, graphics, machine learning

1:14 Craig Federighi. Barry White to set the mood. Instant on. Safari 2x more responsive. Distinctly snappy and buttery smooth. (Copyright that!)

1:13 Back to John. To talk about integration with software. macOS Big Sur Over to Craig

1:12 16-core Neural Engine. I missed the specs. Secure enclave too.

1:10 Chart shows 2X performance at lower power. 3X performance per watt. 8-core Integrated GPU.

1:07 Deep dive with Johny Souji. First SoC for the Mac. Half dozen chips in one. Unified memory. 5-nm technology. 16 billion transistors. World’s fastest CPU core, M1 has four of them.

1:06 John Ternus. VP engineering hardware. Apple Silicon coming to Mac so it can take a “huge leap forward.” Today: First chip designed for Mac: Apple M1. 4 more efficiency cores (like current chip). Controller decides where stuff gets done.

1:05 Cook standing on a glass outcropping.

1:03 “It’s time to talk about the Mac. We love the Mac.” Having it’s best year ever. Grew nearly 30% last quarter. Over 50 of buyers are new to the Mac. Video of famous Mac users.

1:02 Recap of all the products announced this fall. Fitness+? I’m till waiting for that.

1:01 The spaceship doors open. Tim Cook walks into the cafeteria. He’s really excited.

1:00 Music diminishing… Pop music. Arty shots of the campus.

12:55 Astral background music. Apple (AAPL) is at $116.64, up $0.32 for the day.

See also: Dieter Bohn: Today’s Apple event is a big deal


  1. Gregg Thurman said:
    I can be rather verbose at times, but at this moment all I can say is:


    November 10, 2020
  2. Gregg Thurman said:
    What’s that over there? Do I see significant share gains on the horizon?

    November 10, 2020
  3. Gregg Thurman said:
    Performance AND price. I’m tingly all over my body. Watch the price targets start to rise.

    November 10, 2020
  4. John Konopka said:
    That was awesome. Just awesome. I wanted this laptop 40 years ago.

    Anyone recognize the electronic music playing before it started.

    It is cool that these things start exactly at the top of the hour. I watch the seconds tick down and just when the time flips to 00 seconds the video starts.

    November 10, 2020
    • Walley Francis said:
      It was “At Night” by Ridney.

      Shazaam can be your friend.

      November 10, 2020
  5. Romeo A Esparrago Jr said:
    At 50 mins (counting the wonderful Mr. PC/John Hodgman) at the end), that seems to be the shortest Apple Announce Event I’ve ever witnessed.

    November 10, 2020
  6. David Emery said:
    $700 for the new Mini… A bit disappointing, price-wise, puny 8gb RAM and 256g for that price. ($200! for another 8gb RAM) And I’m not sure if there’s anything in the house I can connect to it. Will Thunderbolt 2 drives work plugged in a Thunderbolt 4 socket?

    November 10, 2020
    • David Emery said:
      ” Will Thunderbolt 2 drives work plugged in a Thunderbolt 4 socket?”

      Apparently so. SO that’s A Good Thing for me, at least.

      November 10, 2020

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