(Cheers and applause)
(Music playing)
(Cheers and applause)
>> TIM COOK: Wow.
Thank you.
Wow.
Good morning.
Good morning and welcome to the Steve Jobs Theater.
We have always believed that by giving people
wonderful tools, you enable them to do
wonderful things.
At Apple, we put the customer at the center of
everything that we do, with products and
technologies that are designed in the
service of humanity.
Innovations that enrich people's lives to help
them learn, create, work, play, share, and stay healthy.
Through the deep integration of hardware,
software, and services, these products empower
people to do incredible things every day.
We have a huge morning planned for you with some
truly big announcements so I'm going to just - yeah.
(Cheers and applause)
So, I'm going to dispense of
my usual updates and get right into it, beginning
with the App Store.
(Cheers and applause)
We are adding a whole new way
to enjoy games on the App Store with Apple Arcade.
We've joined forces with the world's most
innovative game developers to push the boundaries of
what's possible.
To tell you all about Apple Arcade, I would like
to invite Ann to the stage.
Ann.
(Cheers and applause)
>> ANN THAI: Thanks, Tim.
We are thrilled to launch Apple Arcade on the App
Store, the world's first game subscription service
for mobile, desktop, and TV.
Apple Arcade is the only place you can get
unlimited access to over one hundred ground
breaking, exclusive new games made for iPhone,
iPad, Mac and Apple TV.
You can't find these games on any other mobile
platform or subscription service.
No game service has ever launched as many games at
once and we can't wait for you to play all of them.
Instead of paying up front for each game, your
subscription lets you download and play any
Apple Arcade game right from the App Store.
It all starts with the App Store's brand new arcade
tab where you can discover the latest Apple Arcade
games with new games added every month.
Get personalized recommendations, watch
game trailers, and get expert editorial content
like game guides and sneak peeks.
This collection of awesome games covers so many
genres and play styles, so everyone in the family can
count on finding games they love on Apple Arcade.
We are really excited to show you a few today.
First up are our partners at Konami who have
delighted players for decades. Their next game
is sure to be a hit for the whole family.
Please welcome Konami Brand Manager Benjamin
Kinney to tell you more.
(Cheers and applause)
>> BENJAMIN KINNEY: Thanks,Ann.
Everybody loves Frogger. That's why
together with Q-Games, Konami could not be
more excited to bring our title to Apple Arcade,
Frogger in Toy Town.
(Applause)
In this level we find ourselves, we find
ourselves in a bathroom and Frogger has to rescue
some of his froglet friends.
Like classic Frogger, there are many obstacles
in the way.
However, now you can find powerups like this bomb
that you can use to clear the path ahead of you.
You'll also notice we are collecting jelly beans.
It is a fun and important part of gameplay, but I
will tell you more about that here in a while.
So, the physics are incredible.
See how the blocks bob up and down in real time when
you jump on them?
And, look, we rescued another froglet friend.
You will have dozens of different outfits that you
can put your Frogger in.
Today, we have picked this adorable bathing suit.
Isn't he cute?
Whoa.
What is that?
Is that a giant baby wearing sunglasses?
He is making a mess.
Let's try to go around him.
Now, you remember those jelly beans from earlier?
Well, when you collect a hundred, you unlock Super
Frogger.
All right.
Enough of that.
We've got the last froglet to rescue.
And we did it.
Great job.
(Applause)
Frogger in Toy Town will be available at
launch and we cannot wait for you to play with your
friends and family exclusively on Apple Arcade.
Thank you.
>> ANN THAI: Thanks, Benjamin.
Frogger looks adorable.
Next up is legendary game studio Capcom.
Their new game brings console quality graphics
and gameplay to a whole new audience.
To tell you more, please welcome Capcom producer
Peter Fabiano.
(Applause)
>> PETER FABIANO: Thanks, Ann.
With Shinsekai: Into the Depths, we set out to
create a beautiful yet treacherous underwater world.
The world above is covered in ice.
You have no choice but to search the ocean below.
This is humanity's last survivor.
You will notice gauges at the top that indicate air,
health and depth.
You'll need to be thoughtful and careful as
you traverse the new world.
You can use thrusters to navigate or get to safety.
While searching for resources, our explorer
encounters a terrifying creature which is why it's
ever important that you maintain your oxygen levels.
Lucky for us, our little drone is here to help us out.
We crafted every detail of the world to make it feel
authentic and immersive.
In fact, we recorded music and sound effects under water.
Let's give it a listen.
Shinsekai's controls are simple, yet mastering
shooting while thrusting will challenge even the
most seasoned gamer.
The underwater physics and the creature's
unpredictable attacks make battle both challenging
and a blast.
You will have to find out what happens next by
playing Shinsekai: Into the Depths.
(Applause)
We are bringing our brand of game design
to a new, wider global audience both at home
and on mobile.
Available only on Apple Arcade.
Thank you.
(Cheers and applause)
>> ANN THAI: Wow, thanks
Peter.
That was beautiful.
Our last demo is from Annapurna Interactive
known for innovative games that break the mold.
Their next game is truly one of a kind.
To tell you more, please welcome Annapurna
Interactive Producer Kelsey Hansen.
(Applause)
>> KELSEY HANSEN: Thanks, Ann.
We are teaming up with Simogo to bring their
creative, ambitious new game to Apple Arcade.
Sayonara Wild Hearts is a fast-paced neon pop music
dreamscape.
We like to think of it as a playable music video.
Let's jump in.
You play as our heartbroken heroine as she
races to win back her heart.
In this level, our heroine is chasing after the
stereo lovers.
You will seamlessly transition back and forth
between rhythm based tapping and high speed racing.
You as the player will never actually be moving
the camera, but playing as the perspectives
automatically change makes this game challenging and
so much fun.
The battle and storytelling are
interwoven with the music, making sure you never
miss a beat.
To add to the excitement, collecting hearts will
increase your rank.
The more hearts you collect, the higher your
score will be.
Sensing defeat, the twins up the ante and transform
their swords into a giant jet in an attempt to
escape, but our heroine has other ideas.
With one slash of her sword, our heroine defeats
the stereo lovers.
She reclaims a piece of her heart and steals a
piece of ours.
(Cheers and applause)
We hope you enjoy Sayonara Wild Hearts on Apple Arcade.
Thank you.
(Applause)
>> ANN THAI: Thank you, Kelsey.
What an awesome soundtrack.
These three talented partners join so many more
amazing developers bringing new games to
Apple Arcade this year.
Apple Arcade is available starting on September 19th.
(Cheers and applause)
And that's in over 150 countries around the world.
We will be introducing over one hundred new games
to our launch catalog in the weeks ahead.
So, how much does unlimited access to all of
these amazing games cost?
Just $4.99 a month for the whole family.
(Cheers and applause)
And we are launching with a one-month free trial.
(Applause)
We hope you have a blast playing all
of the incredible games on Apple Arcade.
Thanks, and back to you, Tim.
(Applause)
>> TIM COOK: Thank you, Ann.
Apple Arcade is a gaming service unlike any
other out there.
We can't wait to start playing when it launches
later this month.
Next up, let's talk about Apple TV+.
(Cheers and applause)
Our mission for Apple TV+ is to bring you
the best original stories from the most creative
minds in television and film. Stories that help
you find inspiration, that are grounded in emotion,
truly stories to believe in, stories with purpose.
This summer, we released three trailers for a few
of our premier originals, like For All Mankind, an
innovative reimagination of the space race, and
Dickinson starring Hailee Steinfeld, a coming of age
story about Emily Dickinson told in a
completely modern way, and The Morning Show with its
blockbuster cast starring Reese Witherspoon, Steve
Carell, and Jennifer Aniston in her first TV
series since Friends.
The reaction to these trailers has been incredible.
They have been viewed over 100 million times.
(Applause)
In fact, the trailer for The Morning
Show is one of the most watched trailers for any
new television show ever.
This is incredible.
And the new issue of Entertainment Weekly calls
The Morning Show "Fall's most anticipated series."
This morning, I want to share with you one of the
most imaginative, thrilling and thought
provoking dramas ever.
SEE stars Jason Momoa and it takes place hundreds of
years into the future in a world without sight.
We have worked with blind and low vision cast, crew,
and consultants who provided the detail and
the authenticity for how this world should be defined.
Today I am so excited to share with you the
worldwide premier trailer for SEE.
(Applause)
>> SPEAKER: Centuries from now, almost
all humans have lost the ability to see.
Some say sight was taken from them by God.
To heal the earth.
For the few who remain, vision is only a myth,
but after so many years, the power of sight has returned.
>> SPEAKER: What is it?
>> SPEAKER: Something is different.
The children, they have the ability to see.
>> SPEAKER: My children, they have power that we
would call magical or evil.
>> SPEAKER: We must protect them.
>> SPEAKER: For centuries we feared this day would come.
The evil of light once almost destroyed the
world, and now it has returned.
Find the children who can see and bring them to me.
>> SPEAKER: Now, they will come for us.
>> SPEAKER: If we give the babies, they might
leave us alone.
>> SPEAKER: No, I stand with brother Voss.
These children are a gift.
They will bring knowledge.
They will begin a new world.
We are a family.
We are one and we fight as one.
I have to keep you safe.
>> SPEAKER: The moment as come.
>> SPEAKER: It's astonishing how the
smallest moment can change an entire world.
(Cheers and applause)
>> TIM COOK: I hope that you can - thank you.
I hope that you can get a sense of why I love that
show and I think that you will too.
Now, these are just a few of the exclusive originals
from the exciting Apple TV+ lineup.
With Apple TV+, you will get access to these and so
many more, the best movies, comedies, dramas
and kids' shows.
Now, I know that some of you have been wondering,
when will Apple TV+ be available and how much
will it cost?
Well, today we are excited to tell you that the first
shows will be available on November 1st, and we'll be -
(Applause)
thank you.
And we will be adding more Apple
originals every month and Apple TV+ will be
available in over one hundred countries at
launch and it is just $4.99 per month for your
whole family.
(Cheers and applause)
That's all, all of these incredible shows for the price
of a single movie rental. This is crazy.
We are so excited about Apple TV+ that we wanted
to do something really special.
And so starting today, when you buy an iPhone, an
iPad, a Mac or an Apple TV, you will get one year
of Apple TV+ included for free.
(Cheers and applause)
So, we can't wait for you to
start watching Apple TV+ on November 1st in the
Apple TV app across all of your screens.
That's Apple TV+.
Now, let's turn our attention to iPad.
(Applause)
When we created iPad, we set out to design
something truly unique, a product that you could
take with you everywhere and that is so fun and so
easy to use.
And now with hundreds and hundreds of millions of
iPads out in the world, iPad is transforming the
way we create, learn, work and play.
This has been a huge year for iPad.
We have revamped our entire lineup starting
with the new iPad Mini all the way up to the powerful
iPad Pros, and we pushed what people could do with
iPad further than ever before with the
introduction of iPadOS.
iPadOS is an advanced operating system with a new
name to recognize the distinctive experience of iPad.
Of course, iPadOS builds on the same foundation as
iOS, but adds powerful new capabilities and intuitive
features that are specific to the large display and
versatility of the iPad.
iPad's unique integration of hardware/software with
over one million apps that are specifically designed
to take advantage of the large canvas provide an
experience that you won't find on any other
device out there.
We have never been more excited about the future
of iPad, and to tell you about the newest iPad, I
would like to invite Joz to the stage.
Joz.
(Applause)
>> GREG JOSWIAK: Thanks, Tim.
(Cheers and applause)
Thank you.
We are incredibly excited about iPadOS and our
entire iPad lineup.
Today I want to talk to you about our most popular iPad.
The 9.7 inch delivers so much versatility at such
an affordable price and it brings more new users to
our iPad than any other model.
In fact, for yearly 60% of these users, this is their
very first iPad and we are about to make this iPad a
whole lot better because we are replacing the sixth
generation iPad with this, the new seventh
generation iPad.
(Applause)
This is a big upgrade with some great
new features and it's designed to make the most
out of iPadOS.
Of course, the iPad is a magical piece of glass
that can become almost anything we want it to be,
so the display is so important to the iPad
experience, and we are making the display even bigger.
This iPad has a new, larger 10.2 inch retina display.
(Cheers and applause)
And it has nearly 3.5 million pixels.
When you compare it to this, the top selling PC
laptop in the US for the first half of this year -
I know, I know - this display has more than
three times the number of pixels, plus greater
brightness and a much wider viewing angle so
your content always looks amazing.
Under the hood of this iPad is the A10 Fusion chip.
So that means that this iPad is up to two times
faster than that top selling PC.
(Applause)
And for the very first time, our new
most popular iPad features the Smart Connector, so
you can effortlessly connect the optional full
sized Smart Keyboard which delivers a great typing
experience and a thin and light design that also
folds into a protective cover.
And we are especially excited that this iPad was
engineered to take full advantage of iPadOS.
iPadOS is packed with an enormous breadth of new
features designed for iPad's unique
capabilities, including the redesigned Home screen.
Powerful new ways to work with multiple apps, deeper
integration with Apple Pencil, desktop class
browsing with Safari and so much more.
iPadOS truly expands what you can do with this iPad
so let's take it for a quick spin.
First, let's talk about multitasking.
With iPadOS, it's never been easier to get to your
favorite apps.
You can quickly switch between multiple apps in
slide over or fan them out to pick the one you want.
(Applause)
Or you can swipe along the bottom to
get between multiple spaces.
You can even use the same app like Notes across
multiple spaces and paired with different apps.
It's perfect for working on multiple projects.
Safari brings desktop class browsing to iPad so
now you can create a website in Squarespace or
edit your documents in Google Docs right in Safari.
And with a simple pinch on the soft keyboard, the new
floating keyboard appears.
It gives you more room for your content and a great -
(Applause)
And a great one-handed typing experience. It's awesome.
iPadOS enables new work flows on iPad so now you
can even connect your SD card or your thumb drive
to quickly browse your photos and videos right in
the Files app.
And you have a whole new video editing experience
with powerful new tools in the new enhanced Photos app.
You can add filters and effects.
You can even crop and rotate your video.
And there is some great new ways to use Apple Pencil.
Simply swipe up from the bottom corner to capture a
screenshot, or choose the new full page option to
create a PDF of a full Web page or your document.
And from there, you can mark it up with your Notes
and share it all without ever putting the Pencil down.
And there is so much more to iPad, including our
awesome new services.
Gaming on the iPad was already awesome, but now
it's even better because of Apple Arcade.
You can't get anything like this on any other device.
Or just lean back and enjoy all of that amazing
Apple TV+ content, and as Tim just told you, you
seemed to like it, you even get one year of Apple
TV+ included for free.
We think the combination of iPadOS, our new service
offerings, this new iPad hardware is simply incredible.
So, this is the new seventh generation iPad,
10.2 inch retina display, support for Apple Pencil
and a full sized smart keyboard and as you would
expect, great cameras, sensors, and ultra fast
wireless all packed into a thin and light design
that's durable and weighs about a pound.
And for the very first time, our enclosure is
made from 100% recycled aluminum.
(Applause)
We are really proud that we can continue
to expand our environmental achievements
for this, our most popular iPad.
We are also proud that with all of these
enhancements, this new iPad will start at just $329.
(Cheers and applause)
And when you think about all of the things this
iPad can do, we can't think of another device
that delivers this much value, and for our
education customers, it's even more affordable at $299.
And you can - well, there you go.
You can order it today and it will start shipping at
the end of the month.
It really has been a big year for iPad.
This new iPad joins the new iPad mini, iPad Air
and iPad Pros, all taken further than ever before
with iPadOS.
So, that's the news for iPad.
Now, back to Tim.
(Cheers and applause)
>> TIM COOK: Thanks, Joz.
This new iPad will enable so many more people to
experience the power and versatility of iPad.
Now, next up let's talk about Apple Watch.
(Cheers and applause)
Apple Watch puts groundbreaking health,
fitness and communications capabilities onto the
wrist of millions and millions of people.
Today, Apple Watch is everywhere and it's making
a difference in so many ways all over the world.
We hear firsthand every day about the truly
personal and profound impacts that the Apple
Watch is having on people's lives.
So, we made a video for you this morning to share
just some of these stories with you.
>> SPEAKER: Dear Mr. Cook.
>> SPEAKER: Dear Apple.
>> SPEAKER: Dear Tim.
>> SPEAKER: To TCook@Apple.com.
>> SPEAKER: Hey, how are you doing?
>> SPEAKER: Hi.
>> SPEAKER: Hey, good morning.
>> SPEAKER: Nice to meet you?
>> SPEAKER: Hello.
>> SPEAKER: So, the run began as usual.
>> SPEAKER: I was 32 weeks pregnant.
>> SPEAKER: Getting ready to go to bed.
>> SPEAKER: The next morning I had
notifications on my watch and my phone saying -
>> SPEAKER: Your heart rate is elevated.
I was like, huh.
>> SPEAKER: That's strange.
>> SPEAKER: And I run my EKG and it says 220 beats
and I'm like -
>> SPEAKER: Something is not right.
I told my husband, like, we need to go.
He is like I'm in the middle of cutting grass.
I'm like we need to go.
>> SPEAKER: And then suddenly I woke up to EMTs.
>> SPEAKER: This is my husband, Kyle.
>> SPEAKER: Hey.
>> SPEAKER: He is going out to cut the grass.
>> SPEAKER: When I fell, it automatically called
911 and then it calls my wife.
When I think about what happened and what could
have happened -
>> SPEAKER: Once we got to the hospital, they
realized it was some sort of infection.
My heart rate was spiking and it was causing the
baby's heart rate to get lower and lower.
So, emergency c-section and she was born.
>> SPEAKER: Had I not had surgery, they estimated
that I would have had a heart attack within less
than twelve months.
>> SPEAKER: I mean, like, I'm like, I have goose bumps.
I don't know if you can see them through the camera.
It's crazy.
>> SPEAKER: It's not something you think of
your watch saving your life.
>> SPEAKER: Can you wave hi?
>> SPEAKER: In the past I didn't prioritize taking
care of myself.
>> SPEAKER: Yeah, so these are probably one of the
largest pairs of pants I have.
I am standing in one of the legs of them.
>> SPEAKER: Now I have gained the ability to be
active in ways I never would have dreamed of all
because the computer on my wrist told me it was time
to fill the rings.
>> SPEAKER: Yeah, closing rings.
>> SPEAKER: It's like this little reminder going,
okay, you can do a little better today.
>> SPEAKER: When I see the little rings of like, get
your moves in today, sometimes I used to be
like mind your business, Apple Watch, but then it's
like you know what?
I do need to get my moves in.
>> SPEAKER: I like the idea of achievements you
get for every small thing done.
>> SPEAKER: It just reminded me I should stand
up, by the way.
>> SPEAKER: I'm The Blur.
>> SPEAKER: He is The Blur.
That's his nickname is The Blur.
Harrison is on the autism spectrum and he is on the
cross country and track teams here at the school.
He was having some issues with anxiety and crowd noise.
>> SPEAKER: The sound of the cheering just throws me off.
So, I paired up my watch with my headphones and the
music helps me focus.
>> SPEAKER: When he started running with the
music playing, it was like seeing a different athlete.
This moment of triumph, goose bumps and tears.
It was cinematic.
>> SPEAKER: Apple needs to know this happened.
What you did in your brainstorming sessions
came to life and helped save mine.
>> SPEAKER: Dear Tim.
>> SPEAKER: Dear Apple.
>> SPEAKER: Dear Mr. Cook.
>> SPEAKER: I just had to tell my story.
>> SPEAKER: I will be forever grateful.
>> SPEAKER: I had no idea that one day it would
save my life.
>> SPEAKER: What I want to say is thank you.
>> SPEAKER: Thank you.
(Cheers and applause)
>> TIM COOK: Thank you.
Thank you.
It is truly inspiring to see the difference that
the Apple Watch is making.
Hearing these stories really makes my heart sing.
And these are just a few of the amazing stories
that I get every day.
Now, in addition to helping individuals, Apple
Watch is having an impact on another important area
that affects all of us and that is health research.
We are excited about how Apple Watch can make a
tremendous difference in this area and to tell you
more about it, I would like to invite Sumbul
to the stage.
Sumbul.
(Cheers and applause)
>> SUMBUL DESAI: Thanks, Tim.
What makes the amazing stories you just saw even
possible are the incredible capabilities
built into Apple Watch, each one requiring
extensive development and research.
This deep focus on science is the foundation of many
of our product features, especially the ones
focused on health.
For example, the irregular heart rhythm notification
was developed using the data from the largest
study ever focused on atrial fibrillation.
Over 400,000 people participated in the Apple
Heart Study and this showed for the first time
that a smart watch could help in the early
detection of afib.
It transformed how we look at cardiovascular science.
We were so encouraged that today we are announcing
three new health research studies, starting with the
Apple Hearing Study.
Since Apple Watch is on you all of the time and
can now measure sound levels in your
environment, this study will analyze how your
daily sound exposure impacts your long-term
hearing health.
For this study, we are working with the experts
at the University of Michigan and the World
Health Organization.
(Applause)
For our second study, we are using the new cycle
tracking feature that we introduced in June.
The Apple Women's Health Study focuses on an area
that hasn't received much attention in many years.
It will look at how menstrual cycles can
inform the screening for important conditions like
infertility and osteoporosis.
For this novel study, we are partnering with the
Harvard School of Public Health and the NIH.
(Applause)
Finally, the Apple Heart and Movement study will
look at how metrics from Apple Watch can serve as
early warning signs and help create innovative
interventions to improve overall health.
For this study, we are so excited to be partnering
with the American Heart Association and the
cardiovascular experts at the Brigham and
Women's Hospital.
(Applause)
If you would like to participate in this
research and make a contribution to potential
medical discoveries, you can enroll using the new
Apple Research app where you can enroll, perform
tasks and view your data.
Of course, you decide what data you want to share
and with whom.
Apple cannot access any information that directly
identifies you.
The new Apple Research app will be available in the U.S.
later this year.
Now, back to Tim.
(Cheers and Applause)
>> TIM COOK: Thank you Sumbul.
We are really excited about the impact the
Research app can have.
It gives us, all of us, an amazing opportunity to
participate in health research that could lead
to innovations to improve our health and the health
of future generations so I hope that you check it out.
Since the beginning, innovation has been the
core of the Apple Watch.
Innovations that really matter to people, from the
life changing to the potentially life saving.
Many of these technologies were barely imaginable
just a few years ago.
Apple Watch has become the most advanced and most
loved Smartwatch in the world.
And to tell you all about what's next with the Apple
Watch, I would like to invite up Stan Ng.
Stan.
(Cheers and Applause)
>> STAN NG: Thanks Tim.
We want to make Apple Watch even better for all
of the things you do and places you go.
So today I'm so excited to share with you the next
generation of Apple Watch.
(Music playing)
(Cheers and Applause)
Introducing Apple Watch Series 5 featuring an
innovative new display that is Always-On.
(Cheers and Applause)
The new Always-On Retina Display never sleeps, so
the watch face is always visible.
With previous models of Apple Watch when you
lowered your wrist, the display would go
completely dark, but now with Series 5, you will
always be able to see your time and complications.
A wrist raise or a tap brings everything back to
full brightness.
Now, the new Always-On Display is just loaded
with advanced technologies, so I want to
tell you about it.
It all starts with the industry's only low
temperature poly-silicon and oxide displays or LTPO.
LTPO allows the display to refresh dynamically from
as high as 60 hertz to as low as 1 hertz which is
extremely power efficient. There is also a new low power display
driver and ultra-efficient power management intergrated circuit
and a new ambient light sensor which all work
seamlessly together.
By combining this incredible hardware with
innovative software, we are able to deliver this
Always-On Display while still maintaining the same
all-day 18-hour battery life.
(Cheers and Applause)
Now, all of the watch faces have been carefully
tuned for the new display, so you will always be able
to see your time and your complications.
We have also optimized the screens for all of the
workouts in the Workout app so you will be able to
see your workout metrics without raising your wrist.
This Always-On Display is perfect for those times
when you can't raise your wrist or tap the display.
Or when you are in a social or work setting
where you kind of want to just sneak a quick glance
at the time, right.
Or when you are in the middle of a crazy hard
workout where a wrist raise just isn't possible.
The new Always-On Display is going to be useful for
so many different situations throughout the day.
We can't wait for you to try it.
Next, let's talk about another new feature in
Series 5, a built-in compass.
(Cheers and Applause)
Now, with the updates Maps app, you will be able to
see which way you are facing just like on your iPhone.
You can add the compass to your watch face so you can
see your direction at a glance and there is even a
new Compass app which allows you to see not only
your heading but also your latitude, longitude,
current elevation, and incline.
Now, our developers can take advantage of the
compass as well, so the direction is always clear
when you are hiking with WikiLoc, paddle boarding
with GoSUP or searching out the constellations
with Night Sky.
Next let's talk about safety features.
Apple Watch has some important safety features
built right in, like fall detection, emergency SOS,
medical ID.
Now, emergency - SOS could be life saying
should you need it.
So we wanted to make it more capable.
Now, with Series 5 every cellular model has
International emergency calling so you can call
emergency services in over 150 countries around the
world just by pressing and holding down the side
button, even without your iPhone.
(Cheers and Applause)
We think this will give you great peace of mind if
you ever travel internationally.
Next, another important benefit of Apple Watch is
being able to express your personal style, and Series
5 has the widest assortment of case
finishes ever, aluminum models come in silver,
gold and Space Gray and now the cases are made
from 100% recycled aluminum.
(Cheers and Applause)
Stainless steel models come in gold, Space Black,
and polished.
And we are introducing new models for the first
time in titanium.
(Cheers and Applause)
This natural brushed titanium maintains its
color through a special surface treatment that
Apple custom engineered and there is also a second
model in titanium in this brushed Space Black with a
diamond-like coating.
Series 5 will be available in ceramic as well in this
brilliant white color.
(Applause)
Thank you.
Really beautiful.
There are new Apple Watch Nike models featuring new
Nike Sport Bands, new reflective Sport Loops and
cool new Nike watch faces and there are new Hermès
models in these beautiful colors block bands with a
classic Hermès print.
Aren't they cool?
This year we're also introducing Hermès models
in black, featuring Space Black stainless steel
cases featuring hand crafted noir leather bands.
(Applause)
These are just stunning.
Of course, every Apple Watch is designed and
manufactured in the most environmentally friendly
way possible.
We are so excited about Apple Watch Series 5 with
its Always-On Display, compass, International
emergency calling, and all of the other great
features like its swim proof, you can take an
ECG, fall detection, Apple Pay, all of the new
features of watchOS 6, it truly is the most capable
Apple Watch ever.
Series 5 GPS models will start at $399.
(Cheers and Applause)
And $499 for cellular models.
You will be able to order Series 5 starting today
right after the keynote.
And they will be available in our stores starting
September 20th.
We are also keeping the very popular Series 3
in the line.
Series 3 is a great watch.
It has GPS, heart rate sensor, it's swim proof.
The new features of watchOS 6 and now starting
at a low price of just $199.
(Cheers and Applause)
And that's Apple Watch.
Thank you.
Back to you, Tim!
(Cheers and Applause)
>> TIM COOK: Thank you, Stan.
I'm really excited about this new Apple Watch
lineup, and with all of the new amazing features,
Apple Watch is going to enable you to do even more
than before.
We created a fun video to demonstrate just this, and
I would love to play it for you now.
>> Speaker: This watch tells time.
And takes phone calls.
This watch tells time and turns on lights and opens up doors.
This watch tells time and communicates with
satellites 12,427 miles above the earth.
>> Speaker: Wakes you up and gets you onto subways and
plays every Elton John studio album ever recorded.
>> Speaker: Play Goodbye Yellow Brick Road.
>> Speaker: Play Madmen Across the Water.
This watch tells time and sets timers and sets your
pace and warns you when it's too loud.
And texts your friends, and opens portals.
Kidding!
And tracks your distance under water.
And starts competitions and accepts challenges and
tracks your workouts and tells you which direction
you should be going.
And reminds you to breathe.
And has an app that measures the exact timing
of the electrical waves traveling through the
upper and lower chambers of your heart otherwise known
as a electrocardiogram.
So in conclusion, just to reiterate.
This watch tells time.
Among other things.
(Cheers and Applause)
>> TIM COOK: I love that video.
I love that video.
It really helps you understand so many of the
amazing things that the watch can do.
Next up, let's talk about iPhone.
(Cheers and Applause)
iPhone and the incredible capabilities that it puts
into people's hands has changed the way we live
our lives in ways that we never could have imagined.
It's become so essential for hundreds and hundreds
of millions of people all over the world.
It's changed industries and led to the creation of
entirely new ones, and it's made a profound
impact on all of our daily lives.
Customers love iPhone, and we keep striving to make
it better and better.
Last year we launched three incredible iPhones.
The iPhone Xr became the most popular iPhone and
the most popular smartphone in the world.
(Applause)
We also launched the iPhone Xs and Xs Max, the
most advanced iPhones we have ever created.
These three iPhones together have a combined
99% customer satisfaction.
(Applause)
This is the highest in the industry.
Really unbelievable.
Customers love iPhone because we focus on
technologies that matter most in their lives.
Today I am thrilled to share with you the newest iPhone.
(Cheers and Applause)
(Music playing)
(Cheers and Applause)
>>TIM COOK: This is iPhone 11, the next
generation of iPhone, and it is jam packed with
great new capabilities in an incredible new design.
To tell you all about iPhone 11, I would like to
invite Kaiann to the stage.
Kaiann.
(Cheers and Applause)
>> KAIANN DRANCE: Thank you, Tim.
The innovations in iPhone 11 are truly remarkable.
And that starts with the design.
iPhone 11 has a beautiful anodized aluminum and
glass design, and that glass is the toughest ever
in a smartphone on the front and back.
And the glass that surrounds the camera has a
sculpted 3D geometry and it was precision milled
down from a single piece of glass to achieve this
elegant look.
iPhone 11 comes in six new colors with an all new
purple, white, yellow, green, black, and product red.
(Applause)
It has a 6.1-inch Liquid Retina display with True
Tone, Wide Color, Tap to Wake, and haptic touch in
even more places with iOS 13 like contextual menus.
Now, videos are wonderful to watch on this display,
and now we have spatial audio which provides an
immersive theater-like experience by creating a
sound field around you using an Apple-designed virtualizer.
And we support Dolby Atmos for an incredible sound experience.
(Applause)
Now, let's talk about camera.
iPhone is the world's most popular camera and it gets
even better with iPhone 11.
We have an amazing dual camera system with an all
new wide camera with a new sensor with 100% Focus
Pixels for faster Autofocus, three times
faster in low light, and we have a new ultra-wide
camera with 120-degree field of view.
This will let you capture way more in your photos
and videos because now you can take a wide camera
shot like this, but switch to the ultra-wide to
reveal the scale -- yes.
(Cheers and Applause)
You can now see the beautiful framing by
Mother Nature, but the details still are there in
the sky, the rocks, and the sand.
This is doing an optical zoom out 2X so you can
capture way more without moving.
So now when you are taking a wide camera shot, you
will see our new immersive camera interface that lets
you see outside the frame hinting at a bigger shot.
Then you can simply tap to switch to the ultra-wide
revealing more of your scene.
This is great for these epic landscape shots where
you can see edge to edge all of this detail.
And it's also great for tight spaces where you
can't physically back up, but the ultra-wide lets
you do that revealing more of your story.
You can use an angle like this to take a heroic and
dynamic shot because the ultra-wide can elongate
your subject and keep all these details sharp from
her red dress all the way to her face.
These are some examples of great ultra-wide photos.
We have also updated our image pipeline which
processes over a trillion operations per photo.
It's got our Image Signal Processor and it has our
Neural Engine for Machine Learning.
And now we have added semantic rendering.
This allows us to more intelligently detect
subjects and relight them with detail so they look
even better.
We use this across your photos, including in our
NextGen Smart HDR.
You can see the gorgeous smile in her warm face
accentuated by the backlit sun.
Now, we are using multiscale tone mapping so
we can treat highlights differently in different
parts of the image depending on what's
best for them.
It works here in Portrait mode and people love
taking portraits on iPhone 11.
And iPhone 11 has this wide angle camera so you
can take these beautiful wide shots of portraits
for people, but now with two cameras, we have
stereoscopic depth, so now you can also take
portraits of your favorite pets.
Yea! Pets!
(Applause)
And you can also use creative depth of field
for shots like this.
Now, we have a new Portrait Lighting effect
and that's high key mono.
You can take a stunning studio quality portrait
like this from a pretty ordinary background.
All right.
Let's talk about Night mode.
This is for those very low light environments, like
outdoors at night or inside a dimly lit
restaurant, and Night mode comes on automatically
when it's dark enough to brighten photos
and reduce noise.
Here is an image with Night mode turned off.
Here it is with Night mode turned on.
(Applause)
We determined the image fusion time and use
adaptive bracketing based on what we see in preview,
so shorter frames if you have subject motion or
longer frames if you have deep shadows to recover
them, then we intelligently fuse images
together reducing motion and blur.
All right, we know you love taking videos and you
are capturing more than ever on iPhone, so I'm
really excited to show you the first video shot on
iPhone 11 entirely on our wide and
ultra-wide cameras.
(Music playing)
(Applause)
So the quality is just astounding.
That was shot in 4K resolution, and all of the
shots, including the ones overhead, were hand-held,
so that's making use of our even better cinematic
video stabilization.
So when taking video, you can easily tap to switch
to the ultra-wide camera to capture even more in
your scene.
You can also use the zoom wheel to just transition
easily between the two cameras.
Now, we make it great to capture in all of the
formats you love because we support 4K resolution,
up to 60 frames per second, Slo-mo,
Time-lapse, cinematic video stabilization, and
now Extended Dynamic Range at 4K up to 60 frames per
second, and this is across both cameras which
is pretty cool.
(Applause)
We also wanted to make it easier for you to take a
quick video with QuickTake.
So now when you are taking photos and you decide you
want to take a quick video, simply tap and hold
the shutter button to record a video.
You can do that without changing frames.
(Cheers and Applause)
So video really shines on iPhone 11.
In fact, it has the highest quality video ever
in a smartphone.
(Applause)
This is enabled by our real time processing
across camera hardware, our software, our video
encoders, and our chip.
So that's the amazing dual camera system on iPhone 11,
with the new wide and ultra-wide for 2X optical
zoom out, Night mode, a brighter flash, NextGen
Smart HDR, and the highest quality video.
It will change the way you take your photos and videos.
We have also updated our front TrueDepth camera to
a wider 12-megapixel sensor.
So now you can still take your 7-megapixel selfies,
as you normally would, but simply rotate to landscape
to capture even more people using that wider sensor.
Also, on the front camera, we have added 4K video
with Extended Dynamic Range up to 30 frames per
second, and you can also capture on the front at 4K
60 as well.
Now, we have also added slow motion video to the
front camera for the first time.
Now, we think this is going to be really fun, so
fun that we created a little ad about it,
and we couldn't resist showing you.
(Music playing)
(Applause)
Okay.
So we want this to inspire you to go take some
awesome Slofies because we can't wait to see them.
All right.
Now, so much of our great camera is also enabled by
performance, and iPhone 11 has leading performance
for your everyday to the most demanding tasks.
In fact, our Apple design chips have led the
industry for many years.
Ben says the A12 is so far ahead of the industry that
it will still be competitive with the best
Android smartphones in two years.
Well, now we are introducing the A13
Bionic, the next generation of our
industry-leading chip.
(Cheers and Applause)
So if you look at CPU performance with the
iPhone XR A12 bionic chip, it still leads the pack in
terms of the latest smartphones and chips.
Well, the A13 Bionic is just going to extend that
lead even further, because the A13 is the fastest CPU
ever in a smartphone.
(Cheers and Applause)
And that's great because everything you do every
day from morning to night makes use of the chip.
So what about graphics?
Well, if you look at the A12, still leading the
pack in GPU performance, and the A13 Bionic is just
going to get even faster because the A13 Bionic is
also the fastest GPU ever in a smartphone.
(Applause)
And to show you more about that, because this is
great for mobile gaming, I would like to introduce
Giant Network.
They are the force behind some of the most popular
mobile games in China.
And now with their studio, TipsWorks, they are
preparing to release their first global title.
It's called Pascal's Wager.
And I would like to introduce Yang Yang, the
founder of TipsWorks.
(Applause)
>> YANG YANG: Thank you.
We have been working on an exciting action
role-playing game.
Let's take a look.
Pascal's Wager is a dark fantasy action game that
will take you on a journey through a massive world.
The game happens in a place that's surrounded by
eternal darkness and the humans must make a path by
staying close to giants that illuminate.
You will notice the fantastical creatures
which look amazing with Metal 2 shaders.
Players can select one of four characters and can
change throughout to use different skills.
Now we've changed to Benita whose powerful whip
can take on enemies mid-range.
We spent hours recreating the perfect sounds of
footsteps, chains, and even blades clashing.
Details are clear with the iPhone's special audio.
Let's watch as Benita fights this monster.
As we trail the owl, we see the benefits of post
processing effects, including anti-aliasing
and bloom, which are only possible with the GPU of
the new iPhone.
All of this with an incredible 60 frames per
second of smooth performance which comes in
handy as we keep evil at bay.
Speaking of evil ... our hero could use some help!
(Cheers and Applause)
We don't want to spoil anything.
This is a preview of Pascal's Wager.
Preorder it exclusively on the App Store next month.
Thank you.
(Cheers and Applause)
>> KAIANN DRANCE: So, I just have to say how
remarkable it is that a game like that with those
kinds of phenomenal graphics can run on a
small and powerful chip in the palm of your hand with
A13 Bionic, so just kudos to that and our incredible
silicon engineers.
We can't wait to see Pascal's Wager and what
else other developers will come up with with the A13.
All right.
So, battery.
We know that battery life is really important to customers.
And last year with the iPhone XR, we already had
the longest battery life in an iPhone ever, and it
was a big leap and our customers loved it.
With the advancements in iPhone 11, it will still
have an hour more in battery than in your
iPhone XR for incredible battery life.
(Applause)
The advances in iPhone 11 really touch areas that
customers experience every day.
This is innovation that matters.
Powerful dual camera system, Night mode, and
things we didn't even have time to talk about, like
faster Face ID, water and dust resistance, wireless
charging, Wi-Fi 6, and more.
We think customers will love iPhone 11 and we have
created a really fun video all about it.
(Music playing)
(Cheers and Applause)
>> KAIANN DRANCE: iPhone 11 offers so much meaningful
innovation, and we want even more people to
experience it, so we are really excited to offer
iPhone 11 at just $699.
(Cheers and Applause)
We think this is an amazing phone that
everyone will love.
Thank you.
And now back to Tim.
(Cheers and Applause)
>> TIM COOK: Thank you, Kaiann.
The new iPhone 11 is simply amazing.
We designed it with our customers in mind and it
will impact their lives in meaningful ways every day.
But we didn't stop there.
For our customers that want the most
sophisticated technology that really pushes the
limits, we have created something truly special,
and I'm thrilled to introduce it to you now.
(Music playing)
(Cheers and Applause)
Thank you.
Yeah!
This is the iPhone 11 Pro, and these are the most
powerful and most advanced iPhones that we have ever
built in a stunning new design.
I'd like to invite Phil up to tell you all about them.
Phil.
(Cheers and Applause)
>> PHIL SCHILLER: Thank you, Tim.
And good morning, everyone!
How are you doing out there?
(Cheers and Applause)
This is the first phone that we have called Pro.
And for us, that means it's a device that pros
can count on to get their work done.
But it's also a product for all of us who want
simply the best product made even if we are not a pro.
So, let's talk all about it.
We will start with this incredible stunning
new Pro design.
This is the most advanced and detailed iPhone we
have made yet.
It's made of a surgical grade stainless steel.
The back is a single piece of machined glass with an
optical PVD coating.
This is a beautiful new matte textured finish that
looks great and feels awesome in your hand.
iPhone 11 Pro comes in some gorgeous new finishes.
This is an all new Midnight Green.
(Applause)
This is a very Pro Space Gray, a beautiful silver,
and a new gold.
These are incredible.
(Applause)
All right.
Let's talk about this Pro display.
It comes in two sizes, 5.8 inches and 6.5 inches.
They have the highest pixel density of any
display Apple makes.
Our Super Retina display is the most advanced we
have ever built into an iPhone.
It's a new OLED panel that has 2 million to 1
Contrast ratio.
P3 Wide Color, True Tone, haptic touch, and now a
much brighter up to 1200 nits, that's incredibly
bright while also being 15% more energy efficient.
Now, this incredible new display has a level of
brightness, Contrast Ratio, color, and detail,
really, it's the experience that we are
building into the new display for the MacPro, we
call that the Pro display XDR, and now that
experience is being built into an iPhone.
In addition to that, it has the spatial audio
sound that Kaiann told you about.
It has HDR10, Dolby Vision, Dolby Atmos.
So we decide it's worthy of a new name.
We call it the Super Retina XDR display.
(Applause)
All right.
Let's talk about performance, a pro level performance.
As you know, our A series chips have kept Apple
ahead of the industry for years now, and the A13
Bionic is going to extend that lead.
To tell you even more about the A13 Bionic,
I'm really excited to bring up Sri Santhanam.
He is our Vice President of Silicon Engineering.
Sri.
(Cheers and Applause)
>> SRI SANTHANAM: Thank you, Phil.
Hello, everyone.
Our engineering team at Apple has been designing
chips for iPhone for over a decade, and today I'm
excited to talk to you about A13 Bionic,
our latest creation. And we have touched everything.
Now, at Apple, we have the benefit of owning the
entire vertical stack, the software, the system
hardware, and the chip design, and we work
together to optimize every block on the chip, all the
way from the transistor up through the package design
to work efficiently for iOS and iPhone.
We have touched so many things and improved so
many things in the A13 Bionic, but today I would
like to talk to you about two specific improvements,
Machine Learning and low power design.
First, Machine Learning.
We use Machine Learning all throughout iPhone.
And in our chips, our CPU, GPU, and Neural Engine are
all optimized for different types of Machine
Learning workloads.
And in A13 Bionic, we made them all faster for ML,
particularly the CPU.
We added brand new Machine Learning accelerators
in our CPUs.
These accelerators are built to run matrix
multiplication very fast.
That's an operation that's used frequently in ML computation.
These dedicated accelerators allow the CPU to process matrix
math operations up to 6X faster, making the CPU capable
of over one trillion operations per second.
(Applause)
Now, as developers experiment on the bleeding
edge of ML, the CPU can accelerate nascent
evolving models.
In addition, the chip works with the latest
generation of the Apple designed Machine Learning
controller so that ML models can be
automatically and seamlessly scheduled on
the CPU, GPU, and Neural Engine, balancing
efficiency and performance.
Together with iPhone 11 Pro, this creates a fully
integrated platform where developers can do some
incredible things, like natural language
processing, image classification in photos
and videos, and character animation and people
occlusion in AR apps.
All of this makes iPhone 11 Pro the best
Machine Learning platform in any smartphone.
(Applause)
The second thing I would like to talk to you today
about is how we lowered the power of the A13 Bionic.
It is our most efficient chip today, and here are a
few reasons why.
First, it starts with the transistors, the
fundamental building blocks of our chips, and
A13 Bionic uses an advanced improved second
generation, 7 nanometer transistor, the most
advanced in the industry.
And we carefully tailored each transistor for high
performance and low power.
We did this with over 8.5 billion transistors.
(Applause)
That's the most we have ever put into any iPhone
chip, but it's not just the sheer volume of transistors.
To get both high performance and low power,
you need great architecture.
One example of that is our Apple architected high
efficiency CPU cores.
These cores are the most efficient place to run
lightweight tasks and powerful enough to use
most of the time giving you great battery life.
Finally, at the design level, we apply many, many
low power design techniques to increase the
efficiency of our design.
For example, we have hundreds of voltage
domains in the chip, so we light up only the sections
of the chip that need to function at any given time.
But that's not all.
We have hundreds of thousands of clock gating
domains, so we only turn on the smallest amount of
logic in the chip, dramatically reducing power.
The result is our highest performing, most efficient
design ever.
All of our cores, CPU, GPU, and Neural Engine are
all up to 20% faster.
In addition, at the same time as we moved
performance up for those applications and tasks
that don't need more performance in the A12, we
were able to reduce the power of all our engines;
for example, our GPU by up to 40%.
All of this translates to great performance and
battery life for our customers.
And in addition, combined with the thermal designs
of the iPhone 11 Pro, we have our best sustained
performance ever.
And that's A13 Bionic.
It is our most efficient, most performing chip we
have ever built for iPhone.
We can't wait for our customers and developers
to see it in action.
Thank you.
And back to Phil.
(Cheers and Applause)
>> PHIL SCHILLER: Thank you, Sri.
So, what has our team done to help the battery keep
up with this incredible level of Pro performance?
We are so excited to tell you that with iPhone 11 Pro,
you now get up to four hours longer in your day.
(Cheers and Applause)
And with iPhone 11 Pro Max, up to five hours longer
in your day.
(Applause)
We are also including our fast charge 18-watt
adapter in the box that can charge them all faster, too.
So, I know.
I know what you are waiting for.
I am, too.
Let's talk about the cameras.
No question, my favorite part about iPhone.
This is the first iPhone that we have had a camera
system that we call Pro, and it's really worthy
of this name.
So, what does it have?
First, it has a new wide camera that has a fast
F1.8 Aperture and Focus Pixels that cover 100%
of the sensor.
There is a news telephoto camera with a larger
F2.0 Aperture.
It lets in 40% more light.
And has a new ultra-wide camera with a super wide
120-degree field of view and a tremendous range of
focus across the entire image.
Now, all of these work together with the A13
Bionic chip and its new generation Image Signal
Processor, and that enables a whole new level
of photography, pro photography, and you are
just going to love it.
So, let's go to some of the things it does.
First, with the telephoto camera and the ultra-wide,
you have the ability to zoom in two times and zoom
out two times.
That's a 4X optical zoom range.
With these three cameras, you have incredible
creative control.
So, for example, you can use the telephoto and get
in close on your subject to really zoom in on it,
or you can use the wide to tell a bit more of a
story, or you can pull all the way out to the
ultra-wide and reveal the full surroundings, and you
can take all three shots from one vantage point.
(Applause)
Now, we have given iPhone 11 Pro to some pro
photographers to use to see what they can do with
this incredible new camera system.
And, first, they absolutely love it and
they are excited to share with you some of the
photos they have taken.
So we have picked from all of the incredible shots
they have taken.
Six.
We are going to go through six shots that pros have
taken to show you some of the different cameras and
what's possible and they are stunning.
Here is a perfect one to start with.
Look at this image.
It is shot with the wide camera, shot by Geordie
Wood, shot it in a perfect named place for this
photo, Peek-a-boo Canyon in Kanab, Utah.
That's just an awesome name for this.
Look at the eye, the detail in the eye, the
details in the eyelashes, the incredible skin tones.
This is a great photo to show the power of this
new camera system.
Here is another shot, a very different kind of
shot, also taken with that wide camera.
This is a shot by Jake Michaels in L.A.
You can see he caught a moment frozen in time.
The fast shutter speed can capture the light just
bouncing off those frozen water droplets.
And it uses our black and white pro level image
filter which gives incredible tonal grayscale to it.
Now, let's switch to the telephoto.
This is an incredible shot taken by Francesca Allen
out in Malibu.
Just the incredible image clarity, stunning
environment, skin tones are beautiful, shot by
natural light, and that's just the natural depth of
field of that Aperture with F1.8 -- F2.0.
It is amazing.
And the blues of the sky and the water, just stunning.
So now let's look at a Portrait mode shot of the
telephoto camera.
It's very different than what you would take.
This is backlit, a backlit Portrait mode telephoto
shot by Jake Michaels, and you just see the
incredible silhouette, but so much detail in the hair.
Look at the blue and gold backlit,
just such vibrant colors.
A stunning image.
All right.
Now let's look at a photo taken with our new
ultra-wide camera.
Jake Michaels took this down in Venice Beach over
a skateboard park.
How did he take this?
He got up on a cherry picker, 50 feet above the ground.
I think many of us would be a little nervous doing
that, but for us he did it.
Took a shot down with the super wide camera.
Just see this incredible abstract image, looks stunning.
The focus is incredible because of the depth of
focus of that camera.
All right, one more example.
This is shot with the ultra-wide by Chiara Zonca.
Shot this in Arizona.
You see this amazing contrast between the
lights and the darks and the mid tones, the sky,
the landscape is just surreal.
This is just this other worldly kind of shot that
we would all love to get.
Those are six examples of photos using the three
cameras, what pros can do if you put it in their
hands with their incredible talent.
It's amazing stuff.
Now what we want to do.
(Applause)
Yeah!
Let's clap.
Now we want to give you a sneak peek of a new
feature coming in the camera that will be
available with the software update this fall,
but it's so cool we had to tell you about it.
It's using the Neural Engine of the A13 Bionic
to create a whole brand-new kind of image
processing system.
We call it Deep Fusion.
And this is so cool!
So to tell you what it's doing, I'm going to do
that while we look at an image.
This is a photo that was shot on an iPhone 11 Pro
using this Deep Fusion technology, and this kind
of an image would not have been possible before.
We use Machine Learning to take this photo in low to
medium light and it's unlike anything possible
with an iPhone camera before.
So what is it doing?
How do we get an image like this?
All right.
You ready for this?
What it does, it shoots nine images.
Before you press the shutter button, it's
already shot four short images, four secondary images.
When you press the shutter button, it takes one long
exposure, and then in just one second the Neural
Engine analyzes the fused combination of long and
short images picking the best among them, selecting
all the pixels, and pixel by pixel going through 24
million pixels to optimize for detail and low noise,
like you see in the sweater there.
It is amazing.
This is the first time a Neural Engine is
responsible for generating the output image.
It is computational photography mad science.
It is way cool!
(Cheers and Applause)
Now, let's talk about video.
iPhone 11 Pro is a powerful new video camera system.
All three cameras shoot 4K, 60 frames a second,
Extended Dynamic Range video, with beautiful
highlights and shadow details.
So, of course, we gave iPhone 11 Pro to a
professional cinematographer and
director and asked them to take it to a back lot in
L.A., shoot something, and show us all what's
possible with this brand-new camera system.
That's what we want to show you now.
(Music playing)
(Applause)
Was that incredible?
That was not only shot but also edited entirely on
iPhone 11 Pro by director of photography Guillermo
Garza and director Diego Contreras.
Thank you, guys.
That is just stunning video.
And the team worked hard to make sure that you can
get consistent image capture across all
three video cameras.
We actually paired the three cameras right at the
factory, calibrating for color and exposure, and
then all of the time while you are using them, we
actually do some smart things, like we in real
time take data from the camera you are shooting
with and prime the other cameras automatically for
Auto Focus, Auto Exposure, color temperature, even
tone mapping, so you can get a smooth transition
across all three cameras while we minimize any
shifts in color or exposure.
And for pros that want to edit this video quickly on
device, now with iOS 13 we have new advanced video
editing features built into the Photos app, so
you can do things like edit a video for exposure,
color temperature, even cropping and scaling right
in the palm of your hands.
This is the new camera system in iPhone 11 Pro.
We think pros are going to love it.
We are all going to love it.
It is incredible.
New wide, ultra-wide, telephoto cameras, our
highest quality video ever, 4X optical zoom, new
smarter HDR, new Night Mode, on and on.
It is incredible.
We even redesigned the camera app.
There is a new font in it called SFCamera.
It is so pro.
You are going to love using it.
Now, on top of all of this, iPhone 11 Pro is
really the only pro camera with a native app ecosystem.
The App Store has over 30,000 photo and video
apps so you can do just about anything you can
imagine right on device.
So a great example of this is FiLMiC.
They make a great app called FiLMiC Pro that
makes it possible for award winning directors to
push the boundaries of what's possible with
cinematic filmmaking on iPhone.
So we are honored to invite up their CTO,
Christopher Cohen, and along with him, director
of acclaimed films The Florida Project and
Tangerine, the first theatrical trailer shot
entirely on iPhone, Sean Baker.
Welcome, guys.
(Applause)
>> CHRISTOPHER COHEN: Thank you, Phil.
I shot Tangerine on iPhone using FiLMiC Pro and I
have been working closely with Chris and the FiLMiC
team ever since.
Now, every shot has the right lens.
As a filmmaker, it's my job to figure out which
lens that is.
On set, I use a tool called the director's viewfinder.
It helps me find a frame and choose focal length.
Filmmakers have been doing it like this for
nearly 75 years.
But what if you could use what we are all going to
have in our pockets?
We are delighted to preview the next version
of FiLMiC pro.
It's going to move filmmaking forward.
Let's take a look at the next generation of lens selection.
We have divided the viewfinder into individual
feeds visualizing every field of view available on
the new iPhone.
With the new A13 and the higher sustained
performance of the new iPhone, you can shoot with
our most complex capture pipeline up to five times
longer than before, but now you can shoot with
multiple cameras at the same time, giving
filmmakers even more options.
>> SEAN BAKER: I love that because it's totally
transformative.
With two cameras rolling in FiLMiC Pro, I get twice
as much coverage on the same take, reducing my
number of takes and giving me more options in post.
>> CHRISTOPHER COHEN: To facilitate that, we employ
a compound overlay representing the primary
and secondary cameras.
While both are being recorded simultaneously,
I can focus in on my A cam to compose or back out to
see my widest field of view.
>> SEAN BAKER: I'm always excited when I see
evolution in filmmaking style and craft, and this
multicam feature will give me new creative options
for covering scenes such as how I would approach
the traditional shot, reverse shot.
>> CHRISTOPHER COHEN: That's right, Sean.
We can even couple this incredible ultra-wide
camera with the front facing camera.
>> SEAN BAKER: This enables me to capture the
organic and intimate interaction between two
individuals in one unbroken take with a
single unobtrusive device, so I can literally take
the audience and slap them right in the middle
of a conversation.
It's not only incredible for narrative
storytelling; it will be wonderful for
documentaries and journalism as well.
>> CHRISTOPHER COHEN: The ability to record multiple
videos, this amazing sustained performance, and
this incredible ultra-wide lens, it's all in one device.
It's going to change this industry.
The all new FiLMiC Pro will be available later
this year only in the App Store.
Thank you.
(Cheers and Applause)
>> PHIL SCHILLER: Wow.
Thank you, Christopher and Sean.
So this is iPhone 11 Pro.
In addition to the triple camera system, A13 Bionic,
longer battery life, faster charging, new
designs, there is also faster cellular, better
water resistance, stronger glass, and so much more.
We think this is the most exciting iPhone we
have made yet.
We have made a video to tell you just a little bit
more about it.
>> SPEAKER: Introducing iPhone 11 Pro.
Every detail has been used as an opportunity to set
new standards in design, quality, and engineering,
ensuring it will deliver uncompromising performance
in any situation.
At the core of the iPhone 11 Pro design is a
stainless-steel structural brand and a
three-dimensional glass back made from the
toughest glass on a smartphone.
It's sculpted from a single solid sheet,
reinforced down to the atomic level, and then
brought to life in one of four textured matte finishes.
The enclosure is designed to withstand what life can
throw at it.
Rigorous testing and refining have helped
create a durable dust and water-resistant iPhone.
The Apple designed A13 Bionic chip is the most
ambitious to date.
It's the fastest chip ever in a smartphone, yet more
efficient than ever.
And with new optimized batteries that give you up
to five extra hours in your day, you get more pro
performance in an iPhone for longer than ever.
The triple camera system combines cutting edge
technology with the extraordinary ease of iPhone.
The redesigned camera interface complements the
new hardware with a more immersive
and intuitive experience.
Telephoto, wide, and new ultra-wide cameras.
You can now view four times more scene in your
photos and videos with the ultra-wide.
All new Night mode allows you to capture images
never before possible on an iPhone in drastically
lower light.
The highest quality video in a smartphone is now
even better with Extended Dynamic Range now at 4K at
60 FPS, you can record pro quality video at twice as
many frames per second.
Editing tools previously reserved for photos now
make editing your videos a pro level experience.
Perfect and then play back your footage on the new
Super Retina XDR display that has the highest pixel
density of any Apple device.
Privacy is built into every iPhone from the
ground up, from iOS 13 to Face ID, the most secure
facial authentication in a smartphone which now works
from greater angles and is even faster.
This new line of iPhone has been pushed to
extremes like never before, ensuring that each
part is worthy of the name iPhone 11 Pro.
(Applause)
So iPhone 11 Pro and iPhone 11 are made to be
designed free from these harmful materials and, of
course, to reduce their impact on the environment,
and this is so important to us.
That's why we bring it up every time.
We want to keep pushing the boundaries of this.
iPhone 11, iPhone 11 Pro are our most advanced phones.
Everyone is going to want to show them off.
And some people like to protect them with cases.
So we have a new line of cases for them as well,
including clear cases for all three models so you
can show off your beautiful new finishes.
iPhone 11 Pro will start at $999, and iPhone 11 Pro Max
at just $100 more at $1,099.
(Applause)
You can preorder all of them starting this Friday
at a new time, 5:00 a.m.
Pacific daylight time.
So you can get a few more hours of sleep and then
get in line to preorder.
They will all start shipping on September 20th.
So this is our lineup of three new iPhones starting
at $699, $999, and $1,099.
In addition to that, we're going to keep iPhone XR in
the line starting at just $599 and iPhone 8 at $449.
So there are a lot of great options for people
at all different price points.
So that is our news today on iPhone 11 and iPhone 11 Pro.
Back to you, Tim.
(Cheers and Applause)
>> TIM COOK: Thanks, Phil.
With breakthrough technologies and advanced
capabilities, the all new iPhone 11 Pro and
iPhone 11 Pro Max are just beyond incredible.
And, of course, the best place to learn more about
these and get your hands on them are in our amazing
retail stores.
And to tell you all about what's going on at retail,
I would like to introduce you to Deirdre O'Brien.
Deirdre.
(Cheers and Applause)
>> DEIRDRE O'BRIEN: Thank you.
Thanks so much, Tim.
I would love to start this update on Apple Retail by
giving a huge shout-out to our retail team members
all around the world.
(Applause)
The customer truly is at the center of everything
that we do.
And thanks to our passionate teams, there
really is no better place to see this in action than
in our stores.
Today we would love to share two ways we are
making the experience even better.
Let's start with personalization.
Apple retail has always been the best place to
help you customize and personalize your products,
and now we are going to take it even further
with Apple Watch.
Currently, we offer a wide selection of watches where
we choose and pair the cases with the bands.
With Apple Watch Series 5, we are thrilled to
announce the all new Apple Watch studio where you
choose and pair any case with any band to create
exactly the watch that you want.
(Cheers and Applause)
The Apple Watch studio experience is available in
our stores and online.
And with so many different combinations, there are
nearly 1,000 different ways to represent your own
personal style.
Now, next, we would love to talk about Apple Trade-In.
I would love to show you how it works.
You just saw all of this great news about our new
iPhones, and now you can use your current iPhone as
credit towards a new iPhone.
And because we know many of our customers prefer to
pay by month, we are pleased to offer low
monthly payments in a number of our countries.
(Cheers and Applause)
Apple Trade-In makes your new iPhone even more affordable.
And because we reuse and recycle, it's great for
the planet.
Now, those are just two of the services that we offer.
There is so much more, so much, and the entire store
experience is brought to life by our amazing teams
and the care that they have for our customers.
This deep care, along with our incredible collection
of products, services, and experiences, like
Today@Apple, are designed to delight and are
available only at Apple.
Now, finally, our stores are the best place
for a celebration.
So on September 20th, the same day our new iPhones
and Apple Watches arrive, we are thrilled to be
hosting our biggest store reopening ever,
Apple Fifth Avenue.
(Applause)
The newly expanded public plaza is going to be a
wonderful place for the community to gather.
And inside, everything has been completely transformed.
We have dramatically increased the height and
we have nearly doubled the size, making it our
largest in the world.
Apple Fifth Avenue has a special place in our
hearts, and we can't wait to welcome you back.
That's a quick update on retail.
Back to you, Tim.
(Cheers and Applause)
>> TIM COOK: Thank you.
Thanks Deirdre.
I am so proud of our retail team and the unique
experience they deliver to our customers every day.
They are amazing.
And I'm especially thrilled that the iconic
Fifth Avenue store is reopening.
I hope to see all of you there on September 20th.
What an exciting morning!
I hope you guys have had as much fun as I have!
(Cheers and Applause)
Yes.
We shared the all new Apple Arcade, a game
subscription service unlike any other coming to
the App Store this month, and Apple TV+ with
powerful and unique Apple originals from today's
most creative storytellers coming to the Apple TV app
beginning November 1st, and the new iPad, bringing
a 10.2 inch Retina display, support for Apple
Pencil and Smart Keyboard and the power of iPadOS to
more people than ever before.
The new Apple Watch Series 5 with its Always-On
Retina display, compass, new finishes, and the
amazing new features of watchOS 6.
The new iPhone 11, with its new dual camera system,
powerful A13 chip, beautiful new finishes,
and incredible capabilities.
And, of course, the stunning new iPhone 11 Pro
which is jam packed with advanced technologies
designed to enable people to do even more than before.
Our mission at Apple has always been to design
products that empower people and enrich people's
lives, to put technologies in your hands, and to see
all of the wonderful things that you will
do with them.
We couldn't be more proud of the products and
services that we shared with you this morning.
For those of you here today with us, we would
like to invite you to experience them first in
the hands-on area upstairs.
And I would like to thank everyone at Apple for
doing the best work of their lives in bringing
these products and services to market.
And I would like to thank everyone.
Thank you.
(Applause).
Thank you.
And I would especially like to thank everyone
that came out this morning and everyone that tuned in
online to watch the keynote this morning.
Thank you and have a great day!
(Cheers and Applause)