1. Experiential Media for
the Device Generation
Proliferation of Mobile Applications
Friday, September 7, 12

2. Proliferation of Applications
• Mobile Apps vs. Mobile Web
• Application Growth and Experience
• Consumer Behavior
Advertising Built on Consumer Utility
• How Does iAd Work
• iOS 6 Roadmap
Friday, September 7, 12

3. Apps Are Built Native to User Experience,
Mobile Web Replicates Desktop
Friday, September 7, 12

4. Access is Accelerated by Device Sales
+85%
800K Desktop and
Notebook
+50% Smartphone
and Tablet
Global Unit Shipments (MM)
600K
+30%
400K
200K
0
2005 2006 2007 2008 2009 2010 2011E 2012E 2013E
Source: Mary Meeker/KPBD: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Data and Estimates as of 2/11.
Friday, September 7, 12

5. Smartphone Penetration Will More
Than Double by 2016
Latin America
2010 3% Brazil
3%
2011 9%
10%
2012 15%
17%
2013 21%
23%
2014 27%
30%
2015 34%
38%
2016 40%
44%
0% 12.5% 25% 37.5% 50%
eMarketer Worldwide Mobile User Forecast
Friday, September 7, 12

6. Media Preference Growing Among Apps
Highest YOY Increase Among Apps
Frequency of Use - By Media Type
Mobile
Apps
12%
From 2010
TV 7%
From 2010
Online/ 5%
Websites From 2010
25%
Source: Apple custom study with Nielsen, October 2011..
Friday, September 7, 12

7. App Usage is Ubiquitous in Brazil
Among Smartphone owners...
75% Access Apps Daily
14 Apps installed on average
6 Apps used in the last 30
days
eMarketer Worldwide Mobile User Forecast, Google, Our Mobile Planet Brazil Sudy
Friday, September 7, 12

8. Why Apps?
Device Content Behavior
Friday, September 7, 12

9. Apps transform how people
experience and consume content
Friday, September 7, 12

10. Friday, September 7, 12

11. b263s2
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12. 3 Themes
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13. #1
Apps Are Content Units of Choice
Friday, September 7, 12

14. Copyright © 2011 Epicurious
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15. Copyright © 2011 Epicurious
Friday, September 7, 12

16. #2
Moments are More than Time
Friday, September 7, 12

17. Changing the Structure of Their Day
Home
Commute
Home
Office
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18. Changing the Structure of Their Day
Home
Home Office
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19. Building New Moments
Multitask Activities with iPad Multitask Activities with iPhone
91% 88%
82% 81%
79% 95%
76% 88%
48% 71%
45% 56%
39% 92%
35% 73%
0 0.238 0.475 0.713 0.95 0 0.238 0.475 0.713 0.95
Watching TV Lying in Bed Waiting for Someone/Something With Friends and Family
In the Bathroom Attending a Meeting/Class Shopping/Running Errands Commuting
Source: September 2011 Nielsen Mobile Connected Device Report.
Friday, September 7, 12

20. #3
Actions Speak Louder Than Likes
Friday, September 7, 12

21. It’s only the beginning.
2010 8.2 Billion
2014 185 Billion
Apps Downloaded Worldwide
Source: Gartner, Inc. January 26, 2011.
Friday, September 7, 12

22. App ecosystem is based in
human behavior, not clicks.
Friday, September 7, 12

23. Friday, September 7, 12

24. Consumers Developers Marketers
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25. Consumers
Friday, September 7, 12

26. Developers
Friday, September 7, 12

27. Marketers
Friday, September 7, 12

28. Things we’re thinking about
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29. Operating System
Targeting Platform
Delivery Channel
Experience Device
Friday, September 7, 12

30. 32 Features
Five ways to use them
Apple Confidential
Friday, September 7, 12

31. Save Share Locate Explore Connect
Apple Confidential
Friday, September 7, 12

32. Don’t focus on technology;
focus on experience
Friday, September 7, 12

33. TM and © 2011 Apple Inc. All rights reserved.
Friday, September 7, 12