listening as apple took two hours to show them what is new. one of the most significant, new map software developed by apple to replace google maps. apple even flew helicopters to get aerial views of landmarks and cities. analysts say apple knows what it is doing. >> over an hour a month. people are spending with maps. that doesn't include new features like turn-by-turn navigation. adding the features it is bound to have a very positive impact on how they're using those services. >> reporter: a major focus was on mobile apps, and apple unveiled a powerful new 15-inch mac book pro, that brings the high resolution retina display to the mac book. >> what this mac book pro says is that apple thinks that there is a very important market for laptops and that is not going away. >> reporter: the retina display will appeal to producers, and it is also the thinnest laptop, thinner than a finger. analysts say apple is sending out an important message. >> we have our pc, tablets, our phones. i think it was clear today the mac and notebook is not going away, it's just becoming more portable and powerful. >> reporter: developers learned