Apple's definitely going toe-to-toe with Google on a number of things, and in the future this may prevent Siri and the Safari web browser from having access to Google's search results.
It's significant that Siri is supporting several new languages at the same time they're conquering maps. They're localizing searches within Siri at the same time they're acquiring their geo data-- creating 'cards' for map entities that can link out to Apple's data partners that now include Facebook, Yelp, etc. I hope Google doesn't start 'punishing' entities such as Wolfram Alpha that help bring data to Apple's devices.
The new retina display in "The New MacBook Pro" (like the third-generation iPad is "The New iPad") has to be seen to be believed. You'll see photographers and video pros doing their real work on this instead of a larger external display. I think Apple will eventually crack the market for large high-DPI displays-- today they all cost five figures and are mainly used for medical imaging.
Career photographers and video editors are probably a bit miffed that Thunderbolt was not brought to the Mac Pro like they hoped (the model did get a speed bump and the new Ivy chips from Intel, though this wasn't covered in the keynote). Apple may be hoping (and perhaps aiding) a third party who wants to make a PCIe card that fits the Mac Pro and brings Thunderbolt in a data-only implementation-- I'm sure the display passthrough problem is what kept Apple from implementing Thunderbolt on the Mac Pro natively.