Tim Cook, Apple's CEO, was the keynote speaker at the 23rd Worldwide Developer's Conference in San Francisco. Apple showcases its new products and software at this annual event for developers.

Siri, Apple's intelligent assistant, was the opening act for Cook's keynote (watch here). After a few jokes and Garage Band drum strokes to warm up the crowd, Cook took the stage. He focused on the scope of Apple's business and the developers' role, for example, creating 650,000 apps now available.

Cook emphasized his pride in seeing developers work on Apple technologies to make a difference in people's lives, and he showed a video to highlight a few apps used by blind people and teachers.

Mashable assessed Cook's performance in this way:

"It wasn't as if Cook lacked presence; if anything, he seems more comfortable on stage. He grinned broadly. He spoke with far more passion than at his previous two events as CEO, the iPhone 4S and new iPad launches. There were a few moments where, hands steepled, gaze fixed, Cook seemed almost to choke up when praising Apple developers as employees."

Other executives then introduced a new line of Macbooks and new features on operating systems. No new iPads or iPhones were introduced.

Discussion Starters:

• Watch the first 15 minutes of the keynote here. If you were Cook's speech coach, how would you summarize his strengths? What suggestions would you have for his future speeches?
• Consider the audience's perspective: in what ways did the first 15 minutes appeal to developers?