Apple

Apple

The Mac reached a series of low points in the Tim Cook era: the fiasco of the butterfly keyboard, the clunky transition to USB-C, the underutilized potential of the Touch Bar, and the occasionally lackluster Intel chip performance.

'We always knew my first drop with Beats was just the beginning of the story,' said Jennie. 'This second chapter truly represents my personal evolution and self-discovery.'

Tim Cook described John Ternus as 'a brilliant engineer and thinker who has spent the past 25 years building the Apple products our users love so much, obsessed with every detail, focused on every possible way we can make something better, bolder, more beautiful, and more meaningful.'

"Great stories can move us and inspire us. They can surprise us and challenge our assumptions," Cook told the crowd. "We feel we can contribute something important to our culture and to society through great storytelling, so we partnered with the most thoughtful, accomplished, and award-winning group of creative visionaries who have ever come together in one place to create a new service unlike anything that's been done before."

At least two of the company's upcoming machines could debut a little later than the company initially planned, referencing the refreshes to Apple's desktop and its laptop that's expected to get a touchscreen.