WEBVTT 00:00:01.134 --> 00:00:03.103 (Cheers and applause) 00:00:10.611 --> 00:00:13.280 (Music playing) 00:01:45.205 --> 00:01:47.874 (Cheers and applause) 00:01:50.544 --> 00:01:51.211 >> TIM COOK: Wow. 00:01:51.678 --> 00:01:52.813 Thank you. 00:01:53.113 --> 00:01:54.548 Thank you. 00:01:55.782 --> 00:01:57.050 Thank you. 00:01:58.185 --> 00:01:59.619 Thank you. 00:02:00.487 --> 00:02:02.622 Wow. 00:02:02.689 --> 00:02:03.991 Good morning. 00:02:05.959 --> 00:02:10.464 Good morning and welcome to the Steve Jobs Theater. 00:02:11.231 --> 00:02:13.533 We have always believed that by giving people 00:02:13.600 --> 00:02:16.203 wonderful tools, you enable them to do 00:02:16.269 --> 00:02:18.438 wonderful things. 00:02:18.505 --> 00:02:21.308 At Apple, we put the customer at the center of 00:02:21.375 --> 00:02:23.810 everything that we do, with products and 00:02:23.877 --> 00:02:26.246 technologies that are designed in the 00:02:26.313 --> 00:02:28.815 service of humanity. 00:02:28.882 --> 00:02:31.985 Innovations that enrich people's lives to help 00:02:32.052 --> 00:02:38.125 them learn, create, work, play, share, and stay healthy. 00:02:38.191 --> 00:02:40.460 Through the deep integration of hardware, 00:02:40.527 --> 00:02:43.363 software, and services, these products empower 00:02:43.430 --> 00:02:46.466 people to do incredible things every day. 00:02:49.202 --> 00:02:52.806 We have a huge morning planned for you with some 00:02:52.873 --> 00:02:57.210 truly big announcements so I'm going to just - yeah. 00:02:57.277 --> 00:03:03.417 (Cheers and applause) 00:03:03.450 --> 00:03:05.285 So, I'm going to dispense of 00:03:05.352 --> 00:03:09.656 my usual updates and get right into it, beginning 00:03:09.723 --> 00:03:11.658 with the App Store. 00:03:11.725 --> 00:03:13.493 (Cheers and applause) 00:03:13.560 --> 00:03:18.365 We are adding a whole new way 00:03:18.432 --> 00:03:23.503 to enjoy games on the App Store with Apple Arcade. 00:03:23.570 --> 00:03:25.839 We've joined forces with the world's most 00:03:25.906 --> 00:03:29.009 innovative game developers to push the boundaries of 00:03:29.076 --> 00:03:30.811 what's possible. 00:03:30.877 --> 00:03:33.580 To tell you all about Apple Arcade, I would like 00:03:33.647 --> 00:03:35.449 to invite Ann to the stage. 00:03:35.515 --> 00:03:36.450 Ann. 00:03:36.516 --> 00:03:41.955 (Cheers and applause) 00:03:42.022 --> 00:03:43.523 >> ANN THAI: Thanks, Tim. 00:03:43.590 --> 00:03:46.093 We are thrilled to launch Apple Arcade on the App 00:03:46.159 --> 00:03:48.795 Store, the world's first game subscription service 00:03:48.862 --> 00:03:51.832 for mobile, desktop, and TV. 00:03:51.898 --> 00:03:54.234 Apple Arcade is the only place you can get 00:03:54.301 --> 00:03:56.903 unlimited access to over one hundred ground 00:03:56.970 --> 00:04:01.041 breaking, exclusive new games made for iPhone, 00:04:01.108 --> 00:04:03.810 iPad, Mac and Apple TV. 00:04:03.877 --> 00:04:06.746 You can't find these games on any other mobile 00:04:06.813 --> 00:04:08.748 platform or subscription service. 00:04:08.815 --> 00:04:12.652 No game service has ever launched as many games at 00:04:12.719 --> 00:04:17.958 once and we can't wait for you to play all of them. 00:04:18.024 --> 00:04:20.560 Instead of paying up front for each game, your 00:04:20.627 --> 00:04:23.029 subscription lets you download and play any 00:04:23.096 --> 00:04:26.299 Apple Arcade game right from the App Store. 00:04:26.366 --> 00:04:29.769 It all starts with the App Store's brand new arcade 00:04:29.836 --> 00:04:33.206 tab where you can discover the latest Apple Arcade 00:04:33.273 --> 00:04:36.943 games with new games added every month. 00:04:37.010 --> 00:04:39.613 Get personalized recommendations, watch 00:04:39.679 --> 00:04:43.950 game trailers, and get expert editorial content 00:04:44.017 --> 00:04:46.987 like game guides and sneak peeks. 00:04:47.053 --> 00:04:50.157 This collection of awesome games covers so many 00:04:50.223 --> 00:04:53.994 genres and play styles, so everyone in the family can 00:04:54.060 --> 00:04:57.464 count on finding games they love on Apple Arcade. 00:04:57.531 --> 00:05:01.401 We are really excited to show you a few today. 00:05:01.468 --> 00:05:04.704 First up are our partners at Konami who have 00:05:04.771 --> 00:05:07.674 delighted players for decades. Their next game 00:05:07.741 --> 00:05:10.377 is sure to be a hit for the whole family. 00:05:10.443 --> 00:05:13.413 Please welcome Konami Brand Manager Benjamin 00:05:13.480 --> 00:05:15.415 Kinney to tell you more. 00:05:15.482 --> 00:05:18.251 (Cheers and applause) 00:05:21.488 --> 00:05:24.791 >> BENJAMIN KINNEY: Thanks,Ann. 00:05:24.858 --> 00:05:26.459 Everybody loves Frogger. That's why 00:05:26.526 --> 00:05:29.729 together with Q-Games, Konami could not be 00:05:29.796 --> 00:05:33.600 more excited to bring our title to Apple Arcade, 00:05:33.667 --> 00:05:34.868 Frogger in Toy Town. 00:05:34.935 --> 00:05:36.937 (Applause) 00:05:41.341 --> 00:05:42.676 In this level we find ourselves, we find 00:05:42.742 --> 00:05:45.312 ourselves in a bathroom and Frogger has to rescue 00:05:45.378 --> 00:05:47.280 some of his froglet friends. 00:05:47.347 --> 00:05:48.949 Like classic Frogger, there are many obstacles 00:05:49.015 --> 00:05:49.950 in the way. 00:05:50.016 --> 00:05:52.219 However, now you can find powerups like this bomb 00:05:52.285 --> 00:05:54.721 that you can use to clear the path ahead of you. 00:05:54.788 --> 00:05:57.190 You'll also notice we are collecting jelly beans. 00:05:57.257 --> 00:06:00.360 It is a fun and important part of gameplay, but I 00:06:00.427 --> 00:06:05.899 will tell you more about that here in a while. 00:06:05.966 --> 00:06:07.400 So, the physics are incredible. 00:06:07.467 --> 00:06:09.202 See how the blocks bob up and down in real time when 00:06:09.269 --> 00:06:10.303 you jump on them? 00:06:10.370 --> 00:06:12.038 And, look, we rescued another froglet friend. 00:06:12.105 --> 00:06:16.876 You will have dozens of different outfits that you 00:06:16.943 --> 00:06:18.078 can put your Frogger in. 00:06:18.144 --> 00:06:21.448 Today, we have picked this adorable bathing suit. 00:06:21.514 --> 00:06:22.949 Isn't he cute? 00:06:29.789 --> 00:06:30.657 Whoa. 00:06:30.724 --> 00:06:31.491 What is that? 00:06:31.558 --> 00:06:33.793 Is that a giant baby wearing sunglasses? 00:06:33.860 --> 00:06:35.629 He is making a mess. 00:06:35.695 --> 00:06:36.663 Let's try to go around him. 00:06:36.730 --> 00:06:41.001 Now, you remember those jelly beans from earlier? 00:06:41.067 --> 00:06:43.970 Well, when you collect a hundred, you unlock Super 00:06:44.037 --> 00:06:46.039 Frogger. 00:06:51.911 --> 00:06:52.512 All right. 00:06:52.579 --> 00:06:53.213 All right. 00:06:53.280 --> 00:06:53.880 Enough of that. 00:06:53.947 --> 00:06:55.215 We've got the last froglet to rescue. 00:06:55.282 --> 00:06:58.184 And we did it. 00:06:58.251 --> 00:06:59.452 Great job. 00:06:59.519 --> 00:07:06.526 (Applause) 00:07:06.593 --> 00:07:08.728 Frogger in Toy Town will be available at 00:07:08.795 --> 00:07:11.031 launch and we cannot wait for you to play with your 00:07:11.097 --> 00:07:15.402 friends and family exclusively on Apple Arcade. 00:07:15.468 --> 00:07:18.371 Thank you. 00:07:21.741 --> 00:07:22.942 >> ANN THAI: Thanks, Benjamin. 00:07:23.009 --> 00:07:24.911 Frogger looks adorable. 00:07:24.978 --> 00:07:28.081 Next up is legendary game studio Capcom. 00:07:28.148 --> 00:07:30.750 Their new game brings console quality graphics 00:07:30.817 --> 00:07:33.186 and gameplay to a whole new audience. 00:07:33.253 --> 00:07:36.122 To tell you more, please welcome Capcom producer 00:07:36.189 --> 00:07:37.857 Peter Fabiano. 00:07:37.924 --> 00:07:42.629 (Applause) 00:07:42.696 --> 00:07:45.031 >> PETER FABIANO: Thanks, Ann. 00:07:45.098 --> 00:07:47.367 With Shinsekai: Into the Depths, we set out to 00:07:47.434 --> 00:07:50.670 create a beautiful yet treacherous underwater world. 00:07:50.737 --> 00:07:53.306 The world above is covered in ice. 00:07:53.373 --> 00:07:56.676 You have no choice but to search the ocean below. 00:07:56.743 --> 00:07:58.878 This is humanity's last survivor. 00:07:58.945 --> 00:08:02.449 You will notice gauges at the top that indicate air, 00:08:02.515 --> 00:08:04.451 health and depth. 00:08:04.517 --> 00:08:06.619 You'll need to be thoughtful and careful as 00:08:06.686 --> 00:08:08.621 you traverse the new world. 00:08:08.688 --> 00:08:12.792 You can use thrusters to navigate or get to safety. 00:08:12.859 --> 00:08:15.061 While searching for resources, our explorer 00:08:15.128 --> 00:08:18.665 encounters a terrifying creature which is why it's 00:08:18.732 --> 00:08:22.135 ever important that you maintain your oxygen levels. 00:08:22.202 --> 00:08:25.305 Lucky for us, our little drone is here to help us out. 00:08:27.607 --> 00:08:30.643 We crafted every detail of the world to make it feel 00:08:30.710 --> 00:08:33.012 authentic and immersive. 00:08:33.079 --> 00:08:37.150 In fact, we recorded music and sound effects under water. 00:08:37.217 --> 00:08:38.585 Let's give it a listen. 00:08:57.437 --> 00:08:59.339 Shinsekai's controls are simple, yet mastering 00:08:59.406 --> 00:09:01.241 shooting while thrusting will challenge even the 00:09:01.307 --> 00:09:03.042 most seasoned gamer. 00:09:03.109 --> 00:09:04.677 The underwater physics and the creature's 00:09:04.744 --> 00:09:07.547 unpredictable attacks make battle both challenging 00:09:07.614 --> 00:09:09.382 and a blast. 00:09:09.449 --> 00:09:10.950 You will have to find out what happens next by 00:09:11.017 --> 00:09:12.552 playing Shinsekai: Into the Depths. 00:09:12.619 --> 00:09:17.624 (Applause) 00:09:22.629 --> 00:09:25.465 We are bringing our brand of game design 00:09:25.465 --> 00:09:29.502 to a new, wider global audience both at home 00:09:29.569 --> 00:09:30.537 and on mobile. 00:09:30.603 --> 00:09:32.672 Available only on Apple Arcade. 00:09:32.739 --> 00:09:33.573 Thank you. 00:09:33.640 --> 00:09:38.111 (Cheers and applause) 00:09:38.178 --> 00:09:39.145 >> ANN THAI: Wow, thanks 00:09:39.212 --> 00:09:40.079 Peter. 00:09:40.146 --> 00:09:41.281 That was beautiful. 00:09:41.347 --> 00:09:44.083 Our last demo is from Annapurna Interactive 00:09:44.150 --> 00:09:46.820 known for innovative games that break the mold. 00:09:46.886 --> 00:09:49.355 Their next game is truly one of a kind. 00:09:49.422 --> 00:09:51.591 To tell you more, please welcome Annapurna 00:09:51.658 --> 00:09:54.961 Interactive Producer Kelsey Hansen. 00:09:55.028 --> 00:09:56.796 (Applause) 00:09:58.965 --> 00:10:00.800 >> KELSEY HANSEN: Thanks, Ann. 00:10:00.867 --> 00:10:03.203 We are teaming up with Simogo to bring their 00:10:03.269 --> 00:10:05.972 creative, ambitious new game to Apple Arcade. 00:10:06.039 --> 00:10:09.309 Sayonara Wild Hearts is a fast-paced neon pop music 00:10:09.375 --> 00:10:10.276 dreamscape. 00:10:10.343 --> 00:10:12.779 We like to think of it as a playable music video. 00:10:12.846 --> 00:10:14.714 Let's jump in. 00:10:18.151 --> 00:10:19.986 You play as our heartbroken heroine as she 00:10:20.053 --> 00:10:21.821 races to win back her heart. 00:10:21.888 --> 00:10:24.157 In this level, our heroine is chasing after the 00:10:24.224 --> 00:10:25.492 stereo lovers. 00:10:25.558 --> 00:10:27.193 You will seamlessly transition back and forth 00:10:27.260 --> 00:10:30.430 between rhythm based tapping and high speed racing. 00:10:30.497 --> 00:10:32.298 You as the player will never actually be moving 00:10:32.365 --> 00:10:34.300 the camera, but playing as the perspectives 00:10:34.367 --> 00:10:36.636 automatically change makes this game challenging and 00:10:36.703 --> 00:10:38.271 so much fun. 00:10:38.338 --> 00:10:39.639 The battle and storytelling are 00:10:39.706 --> 00:10:41.674 interwoven with the music, making sure you never 00:10:41.741 --> 00:10:42.942 miss a beat. 00:10:52.685 --> 00:10:54.287 To add to the excitement, collecting hearts will 00:10:54.354 --> 00:10:55.522 increase your rank. 00:10:55.588 --> 00:10:56.990 The more hearts you collect, the higher your 00:10:57.056 --> 00:10:59.893 score will be. 00:10:59.959 --> 00:11:02.028 Sensing defeat, the twins up the ante and transform 00:11:02.095 --> 00:11:04.497 their swords into a giant jet in an attempt to 00:11:04.564 --> 00:11:07.634 escape, but our heroine has other ideas. 00:11:27.353 --> 00:11:29.489 With one slash of her sword, our heroine defeats 00:11:29.556 --> 00:11:31.391 the stereo lovers. 00:11:31.457 --> 00:11:33.660 She reclaims a piece of her heart and steals a 00:11:33.726 --> 00:11:35.128 piece of ours. 00:11:35.194 --> 00:11:43.169 (Cheers and applause) 00:11:43.236 --> 00:11:46.072 We hope you enjoy Sayonara Wild Hearts on Apple Arcade. 00:11:46.139 --> 00:11:47.206 Thank you. 00:11:47.273 --> 00:11:51.511 (Applause) 00:11:51.578 --> 00:11:52.612 >> ANN THAI: Thank you, Kelsey. 00:11:52.679 --> 00:11:54.514 What an awesome soundtrack. 00:11:54.581 --> 00:11:58.017 These three talented partners join so many more 00:11:58.084 --> 00:12:00.720 amazing developers bringing new games to 00:12:00.787 --> 00:12:03.690 Apple Arcade this year. 00:12:03.756 --> 00:12:08.628 Apple Arcade is available starting on September 19th. 00:12:08.695 --> 00:12:15.401 (Cheers and applause) 00:12:15.468 --> 00:12:19.138 And that's in over 150 countries around the world. 00:12:19.205 --> 00:12:21.808 We will be introducing over one hundred new games 00:12:21.874 --> 00:12:24.510 to our launch catalog in the weeks ahead. 00:12:24.577 --> 00:12:27.547 So, how much does unlimited access to all of 00:12:27.614 --> 00:12:30.283 these amazing games cost? 00:12:30.350 --> 00:12:33.152 Just $4.99 a month for the whole family. 00:12:33.219 --> 00:12:43.596 (Cheers and applause) 00:12:43.663 --> 00:12:46.733 And we are launching with a one-month free trial. 00:12:46.799 --> 00:12:52.105 (Applause) 00:12:52.171 --> 00:12:54.674 We hope you have a blast playing all 00:12:54.741 --> 00:12:57.443 of the incredible games on Apple Arcade. 00:12:57.510 --> 00:12:59.412 Thanks, and back to you, Tim. 00:12:59.479 --> 00:13:03.349 (Applause) 00:13:03.383 --> 00:13:04.951 >> TIM COOK: Thank you, Ann. 00:13:05.018 --> 00:13:07.320 Apple Arcade is a gaming service unlike any 00:13:07.387 --> 00:13:08.988 other out there. 00:13:09.055 --> 00:13:11.157 We can't wait to start playing when it launches 00:13:11.224 --> 00:13:12.892 later this month. 00:13:12.959 --> 00:13:15.695 Next up, let's talk about Apple TV+. 00:13:15.762 --> 00:13:17.630 (Cheers and applause) 00:13:17.697 --> 00:13:23.302 Our mission for Apple TV+ is to bring you 00:13:23.369 --> 00:13:26.172 the best original stories from the most creative 00:13:26.239 --> 00:13:29.742 minds in television and film. Stories that help 00:13:29.809 --> 00:13:33.680 you find inspiration, that are grounded in emotion, 00:13:33.746 --> 00:13:37.950 truly stories to believe in, stories with purpose. 00:13:38.017 --> 00:13:41.921 This summer, we released three trailers for a few 00:13:41.988 --> 00:13:45.224 of our premier originals, like For All Mankind, an 00:13:45.291 --> 00:13:49.295 innovative reimagination of the space race, and 00:13:49.362 --> 00:13:52.665 Dickinson starring Hailee Steinfeld, a coming of age 00:13:52.732 --> 00:13:55.401 story about Emily Dickinson told in a 00:13:55.468 --> 00:14:00.173 completely modern way, and The Morning Show with its 00:14:00.239 --> 00:14:03.142 blockbuster cast starring Reese Witherspoon, Steve 00:14:03.209 --> 00:14:06.546 Carell, and Jennifer Aniston in her first TV 00:14:06.612 --> 00:14:09.315 series since Friends. 00:14:09.382 --> 00:14:13.820 The reaction to these trailers has been incredible. 00:14:13.886 --> 00:14:17.123 They have been viewed over 100 million times. 00:14:17.190 --> 00:14:21.894 (Applause) 00:14:21.961 --> 00:14:23.796 In fact, the trailer for The Morning 00:14:23.863 --> 00:14:26.899 Show is one of the most watched trailers for any 00:14:26.966 --> 00:14:30.303 new television show ever. 00:14:30.369 --> 00:14:31.304 This is incredible. 00:14:31.370 --> 00:14:35.274 And the new issue of Entertainment Weekly calls 00:14:35.341 --> 00:14:40.213 The Morning Show "Fall's most anticipated series." 00:14:40.279 --> 00:14:43.082 This morning, I want to share with you one of the 00:14:43.149 --> 00:14:46.018 most imaginative, thrilling and thought 00:14:46.085 --> 00:14:48.488 provoking dramas ever. 00:14:48.554 --> 00:14:52.191 SEE stars Jason Momoa and it takes place hundreds of 00:14:52.258 --> 00:14:56.629 years into the future in a world without sight. 00:14:56.696 --> 00:15:00.733 We have worked with blind and low vision cast, crew, 00:15:00.800 --> 00:15:03.870 and consultants who provided the detail and 00:15:03.936 --> 00:15:08.307 the authenticity for how this world should be defined. 00:15:08.374 --> 00:15:12.211 Today I am so excited to share with you the 00:15:12.278 --> 00:15:15.314 worldwide premier trailer for SEE. 00:15:15.381 --> 00:15:18.451 (Applause) 00:15:26.793 --> 00:15:28.728 >> SPEAKER: Centuries from now, almost 00:15:28.795 --> 00:15:32.198 all humans have lost the ability to see. 00:15:35.434 --> 00:15:38.638 Some say sight was taken from them by God. 00:15:42.041 --> 00:15:43.209 To heal the earth. 00:15:44.544 --> 00:15:48.581 For the few who remain, vision is only a myth, 00:15:51.217 --> 00:15:55.421 but after so many years, the power of sight has returned. 00:15:57.824 --> 00:15:58.958 >> SPEAKER: What is it? 00:15:59.025 --> 00:16:00.927 >> SPEAKER: Something is different. 00:16:00.993 --> 00:16:05.531 The children, they have the ability to see. 00:16:11.204 --> 00:16:13.873 >> SPEAKER: My children, they have power that we 00:16:13.940 --> 00:16:17.109 would call magical or evil. 00:16:17.176 --> 00:16:18.711 >> SPEAKER: We must protect them. 00:16:22.348 --> 00:16:26.085 >> SPEAKER: For centuries we feared this day would come. 00:16:26.152 --> 00:16:28.387 The evil of light once almost destroyed the 00:16:28.454 --> 00:16:33.025 world, and now it has returned. 00:16:33.092 --> 00:16:37.430 Find the children who can see and bring them to me. 00:16:43.069 --> 00:16:45.338 >> SPEAKER: Now, they will come for us. 00:16:45.404 --> 00:16:46.472 >> SPEAKER: If we give the babies, they might 00:16:46.539 --> 00:16:47.907 leave us alone. 00:16:48.908 --> 00:16:50.776 >> SPEAKER: No, I stand with brother Voss. 00:17:00.519 --> 00:17:01.587 These children are a gift. 00:17:03.089 --> 00:17:04.257 They will bring knowledge. 00:17:04.557 --> 00:17:05.925 They will begin a new world. 00:17:08.394 --> 00:17:09.228 We are a family. 00:17:10.062 --> 00:17:12.765 We are one and we fight as one. 00:17:26.846 --> 00:17:29.048 I have to keep you safe. 00:17:29.315 --> 00:17:30.549 >> SPEAKER: The moment as come. 00:17:34.220 --> 00:17:35.221 >> SPEAKER: It's astonishing how the 00:17:35.288 --> 00:17:40.059 smallest moment can change an entire world. 00:17:46.532 --> 00:17:52.605 (Cheers and applause) 00:17:52.672 --> 00:17:55.007 >> TIM COOK: I hope that you can - thank you. 00:17:56.676 --> 00:17:59.178 I hope that you can get a sense of why I love that 00:17:59.245 --> 00:18:02.248 show and I think that you will too. 00:18:03.082 --> 00:18:06.619 Now, these are just a few of the exclusive originals 00:18:06.686 --> 00:18:09.055 from the exciting Apple TV+ lineup. 00:18:10.022 --> 00:18:13.092 With Apple TV+, you will get access to these and so 00:18:13.159 --> 00:18:15.861 many more, the best movies, comedies, dramas 00:18:15.928 --> 00:18:18.230 and kids' shows. 00:18:18.297 --> 00:18:20.399 Now, I know that some of you have been wondering, 00:18:20.466 --> 00:18:23.202 when will Apple TV+ be available and how much 00:18:23.269 --> 00:18:25.004 will it cost? 00:18:25.071 --> 00:18:28.240 Well, today we are excited to tell you that the first 00:18:28.307 --> 00:18:33.145 shows will be available on November 1st, and we'll be - 00:18:33.212 --> 00:18:34.213 (Applause) 00:18:34.280 --> 00:18:35.314 thank you. 00:18:35.381 --> 00:18:37.249 And we will be adding more Apple 00:18:37.350 --> 00:18:41.120 originals every month and Apple TV+ will be 00:18:41.187 --> 00:18:43.823 available in over one hundred countries at 00:18:43.889 --> 00:18:51.597 launch and it is just $4.99 per month for your 00:18:51.664 --> 00:18:53.132 whole family. 00:18:53.199 --> 00:18:57.603 (Cheers and applause) 00:18:57.670 --> 00:19:07.146 That's all, all of these incredible shows for the price 00:19:07.213 --> 00:19:13.419 of a single movie rental. This is crazy. 00:19:13.886 --> 00:19:17.323 We are so excited about Apple TV+ that we wanted 00:19:17.390 --> 00:19:20.526 to do something really special. 00:19:20.593 --> 00:19:23.062 And so starting today, when you buy an iPhone, an 00:19:23.129 --> 00:19:27.066 iPad, a Mac or an Apple TV, you will get one year 00:19:27.133 --> 00:19:30.336 of Apple TV+ included for free. 00:19:30.403 --> 00:19:33.172 (Cheers and applause) 00:19:45.918 --> 00:19:48.320 So, we can't wait for you to 00:19:48.387 --> 00:19:50.990 start watching Apple TV+ on November 1st in the 00:19:51.057 --> 00:19:55.094 Apple TV app across all of your screens. 00:19:55.161 --> 00:19:57.463 That's Apple TV+. 00:19:57.530 --> 00:20:01.300 Now, let's turn our attention to iPad. 00:20:01.367 --> 00:20:02.701 (Applause) 00:20:02.768 --> 00:20:08.007 When we created iPad, we set out to design 00:20:08.074 --> 00:20:11.310 something truly unique, a product that you could 00:20:11.377 --> 00:20:14.647 take with you everywhere and that is so fun and so 00:20:14.713 --> 00:20:16.949 easy to use. 00:20:17.016 --> 00:20:19.418 And now with hundreds and hundreds of millions of 00:20:19.485 --> 00:20:22.888 iPads out in the world, iPad is transforming the 00:20:22.955 --> 00:20:27.259 way we create, learn, work and play. 00:20:27.326 --> 00:20:30.029 This has been a huge year for iPad. 00:20:30.096 --> 00:20:33.132 We have revamped our entire lineup starting 00:20:33.199 --> 00:20:37.002 with the new iPad Mini all the way up to the powerful 00:20:37.069 --> 00:20:40.606 iPad Pros, and we pushed what people could do with 00:20:40.673 --> 00:20:43.609 iPad further than ever before with the 00:20:43.676 --> 00:20:46.946 introduction of iPadOS. 00:20:47.012 --> 00:20:49.915 iPadOS is an advanced operating system with a new 00:20:49.982 --> 00:20:55.087 name to recognize the distinctive experience of iPad. 00:20:55.154 --> 00:20:59.024 Of course, iPadOS builds on the same foundation as 00:20:59.091 --> 00:21:03.496 iOS, but adds powerful new capabilities and intuitive 00:21:03.562 --> 00:21:07.233 features that are specific to the large display and 00:21:07.299 --> 00:21:10.402 versatility of the iPad. 00:21:10.469 --> 00:21:14.807 iPad's unique integration of hardware/software with 00:21:14.874 --> 00:21:18.511 over one million apps that are specifically designed 00:21:18.577 --> 00:21:21.647 to take advantage of the large canvas provide an 00:21:21.714 --> 00:21:24.416 experience that you won't find on any other 00:21:24.450 --> 00:21:26.452 device out there. 00:21:26.519 --> 00:21:30.089 We have never been more excited about the future 00:21:30.156 --> 00:21:34.326 of iPad, and to tell you about the newest iPad, I 00:21:34.393 --> 00:21:37.062 would like to invite Joz to the stage. 00:21:37.129 --> 00:21:37.897 Joz. 00:21:37.963 --> 00:21:39.498 (Applause) 00:21:40.099 --> 00:21:41.500 >> GREG JOSWIAK: Thanks, Tim. 00:21:41.567 --> 00:21:43.769 (Cheers and applause) 00:21:43.836 --> 00:21:44.637 Thank you. 00:21:44.703 --> 00:21:46.305 Thank you. 00:21:46.372 --> 00:21:49.475 We are incredibly excited about iPadOS and our 00:21:49.542 --> 00:21:51.911 entire iPad lineup. 00:21:51.977 --> 00:21:55.047 Today I want to talk to you about our most popular iPad. 00:21:55.781 --> 00:21:59.485 The 9.7 inch delivers so much versatility at such 00:21:59.552 --> 00:22:02.922 an affordable price and it brings more new users to 00:22:02.988 --> 00:22:05.691 our iPad than any other model. 00:22:05.758 --> 00:22:08.427 In fact, for yearly 60% of these users, this is their 00:22:08.494 --> 00:22:11.830 very first iPad and we are about to make this iPad a 00:22:11.897 --> 00:22:14.400 whole lot better because we are replacing the sixth 00:22:14.466 --> 00:22:18.370 generation iPad with this, the new seventh 00:22:18.437 --> 00:22:20.239 generation iPad. 00:22:20.306 --> 00:22:26.245 (Applause) 00:22:26.312 --> 00:22:28.247 This is a big upgrade with some great 00:22:28.314 --> 00:22:30.849 new features and it's designed to make the most 00:22:30.916 --> 00:22:32.851 out of iPadOS. 00:22:32.918 --> 00:22:35.321 Of course, the iPad is a magical piece of glass 00:22:35.387 --> 00:22:37.923 that can become almost anything we want it to be, 00:22:37.990 --> 00:22:40.326 so the display is so important to the iPad 00:22:40.392 --> 00:22:43.329 experience, and we are making the display even bigger. 00:22:43.395 --> 00:22:48.500 This iPad has a new, larger 10.2 inch retina display. 00:22:48.567 --> 00:22:50.569 (Cheers and applause) 00:22:53.539 --> 00:22:56.809 And it has nearly 3.5 million pixels. 00:22:56.875 --> 00:22:59.912 When you compare it to this, the top selling PC 00:22:59.979 --> 00:23:02.181 laptop in the US for the first half of this year - 00:23:02.248 --> 00:23:05.584 I know, I know - this display has more than 00:23:05.651 --> 00:23:08.354 three times the number of pixels, plus greater 00:23:08.420 --> 00:23:11.490 brightness and a much wider viewing angle so 00:23:11.557 --> 00:23:14.360 your content always looks amazing. 00:23:14.426 --> 00:23:17.997 Under the hood of this iPad is the A10 Fusion chip. 00:23:18.063 --> 00:23:21.400 So that means that this iPad is up to two times 00:23:21.467 --> 00:23:23.802 faster than that top selling PC. 00:23:23.869 --> 00:23:30.442 (Applause) 00:23:30.509 --> 00:23:32.645 And for the very first time, our new 00:23:32.711 --> 00:23:35.714 most popular iPad features the Smart Connector, so 00:23:35.781 --> 00:23:38.183 you can effortlessly connect the optional full 00:23:38.250 --> 00:23:40.619 sized Smart Keyboard which delivers a great typing 00:23:40.686 --> 00:23:42.955 experience and a thin and light design that also 00:23:43.022 --> 00:23:45.457 folds into a protective cover. 00:23:45.524 --> 00:23:48.560 And we are especially excited that this iPad was 00:23:48.627 --> 00:23:51.630 engineered to take full advantage of iPadOS. 00:23:52.097 --> 00:23:54.466 iPadOS is packed with an enormous breadth of new 00:23:54.533 --> 00:23:56.769 features designed for iPad's unique 00:23:56.835 --> 00:24:00.372 capabilities, including the redesigned Home screen. 00:24:00.439 --> 00:24:03.575 Powerful new ways to work with multiple apps, deeper 00:24:03.642 --> 00:24:05.878 integration with Apple Pencil, desktop class 00:24:05.944 --> 00:24:08.681 browsing with Safari and so much more. 00:24:08.747 --> 00:24:11.950 iPadOS truly expands what you can do with this iPad 00:24:12.017 --> 00:24:14.253 so let's take it for a quick spin. 00:24:14.320 --> 00:24:16.155 First, let's talk about multitasking. 00:24:16.221 --> 00:24:19.091 With iPadOS, it's never been easier to get to your 00:24:19.158 --> 00:24:20.326 favorite apps. 00:24:20.392 --> 00:24:22.428 You can quickly switch between multiple apps in 00:24:22.494 --> 00:24:25.998 slide over or fan them out to pick the one you want. 00:24:26.065 --> 00:24:32.504 (Applause) 00:24:32.571 --> 00:24:34.606 Or you can swipe along the bottom to 00:24:34.673 --> 00:24:35.974 get between multiple spaces. 00:24:36.041 --> 00:24:38.777 You can even use the same app like Notes across 00:24:38.844 --> 00:24:41.580 multiple spaces and paired with different apps. 00:24:41.647 --> 00:24:44.717 It's perfect for working on multiple projects. 00:24:44.750 --> 00:24:49.021 Safari brings desktop class browsing to iPad so 00:24:49.088 --> 00:24:51.423 now you can create a website in Squarespace or 00:24:51.490 --> 00:24:54.660 edit your documents in Google Docs right in Safari. 00:24:54.727 --> 00:24:59.298 And with a simple pinch on the soft keyboard, the new 00:24:59.365 --> 00:25:01.066 floating keyboard appears. 00:25:01.133 --> 00:25:03.535 It gives you more room for your content and a great - 00:25:03.602 --> 00:25:05.804 (Applause) 00:25:05.871 --> 00:25:10.309 And a great one-handed typing experience. It's awesome. 00:25:10.376 --> 00:25:13.612 iPadOS enables new work flows on iPad so now you 00:25:13.679 --> 00:25:16.081 can even connect your SD card or your thumb drive 00:25:16.148 --> 00:25:19.118 to quickly browse your photos and videos right in 00:25:19.184 --> 00:25:21.420 the Files app. 00:25:21.487 --> 00:25:24.022 And you have a whole new video editing experience 00:25:24.089 --> 00:25:27.860 with powerful new tools in the new enhanced Photos app. 00:25:27.926 --> 00:25:29.094 You can add filters and effects. 00:25:29.161 --> 00:25:32.464 You can even crop and rotate your video. 00:25:32.531 --> 00:25:36.268 And there is some great new ways to use Apple Pencil. 00:25:36.335 --> 00:25:38.837 Simply swipe up from the bottom corner to capture a 00:25:38.904 --> 00:25:42.174 screenshot, or choose the new full page option to 00:25:42.241 --> 00:25:46.578 create a PDF of a full Web page or your document. 00:25:46.645 --> 00:25:48.514 And from there, you can mark it up with your Notes 00:25:48.580 --> 00:25:52.317 and share it all without ever putting the Pencil down. 00:25:52.384 --> 00:25:55.821 And there is so much more to iPad, including our 00:25:55.888 --> 00:25:57.689 awesome new services. 00:25:57.756 --> 00:26:00.559 Gaming on the iPad was already awesome, but now 00:26:00.626 --> 00:26:01.927 it's even better because of Apple Arcade. 00:26:01.994 --> 00:26:05.230 You can't get anything like this on any other device. 00:26:05.297 --> 00:26:07.766 Or just lean back and enjoy all of that amazing 00:26:07.833 --> 00:26:10.669 Apple TV+ content, and as Tim just told you, you 00:26:10.736 --> 00:26:13.605 seemed to like it, you even get one year of Apple 00:26:13.672 --> 00:26:17.042 TV+ included for free. 00:26:17.109 --> 00:26:19.978 We think the combination of iPadOS, our new service 00:26:20.045 --> 00:26:23.882 offerings, this new iPad hardware is simply incredible. 00:26:23.949 --> 00:26:26.585 So, this is the new seventh generation iPad, 00:26:26.652 --> 00:26:30.289 10.2 inch retina display, support for Apple Pencil 00:26:30.355 --> 00:26:32.257 and a full sized smart keyboard and as you would 00:26:32.324 --> 00:26:34.960 expect, great cameras, sensors, and ultra fast 00:26:35.027 --> 00:26:38.197 wireless all packed into a thin and light design 00:26:38.263 --> 00:26:41.066 that's durable and weighs about a pound. 00:26:41.133 --> 00:26:43.535 And for the very first time, our enclosure is 00:26:43.602 --> 00:26:45.938 made from 100% recycled aluminum. 00:26:46.004 --> 00:26:54.947 (Applause) 00:26:55.013 --> 00:26:56.515 We are really proud that we can continue 00:26:56.582 --> 00:26:58.517 to expand our environmental achievements 00:26:58.584 --> 00:27:01.320 for this, our most popular iPad. 00:27:01.386 --> 00:27:03.021 We are also proud that with all of these 00:27:03.088 --> 00:27:07.893 enhancements, this new iPad will start at just $329. 00:27:07.960 --> 00:27:14.399 (Cheers and applause) 00:27:14.466 --> 00:27:16.235 And when you think about all of the things this 00:27:16.301 --> 00:27:19.404 iPad can do, we can't think of another device 00:27:19.471 --> 00:27:21.473 that delivers this much value, and for our 00:27:21.540 --> 00:27:25.143 education customers, it's even more affordable at $299. 00:27:25.210 --> 00:27:27.946 And you can - well, there you go. 00:27:28.013 --> 00:27:30.682 You can order it today and it will start shipping at 00:27:30.749 --> 00:27:32.518 the end of the month. 00:27:32.584 --> 00:27:35.220 It really has been a big year for iPad. 00:27:35.287 --> 00:27:39.124 This new iPad joins the new iPad mini, iPad Air 00:27:39.191 --> 00:27:42.261 and iPad Pros, all taken further than ever before 00:27:42.327 --> 00:27:44.763 with iPadOS. 00:27:44.830 --> 00:27:45.964 So, that's the news for iPad. 00:27:46.031 --> 00:27:47.165 Now, back to Tim. 00:27:47.232 --> 00:27:54.172 (Cheers and applause) 00:27:54.239 --> 00:27:55.107 >> TIM COOK: Thanks, Joz. 00:27:55.173 --> 00:27:58.076 This new iPad will enable so many more people to 00:27:58.143 --> 00:28:01.680 experience the power and versatility of iPad. 00:28:01.747 --> 00:28:04.650 Now, next up let's talk about Apple Watch. 00:28:04.716 --> 00:28:08.987 (Cheers and applause) 00:28:09.054 --> 00:28:11.290 Apple Watch puts groundbreaking health, 00:28:11.356 --> 00:28:13.892 fitness and communications capabilities onto the 00:28:13.959 --> 00:28:16.795 wrist of millions and millions of people. 00:28:16.862 --> 00:28:20.599 Today, Apple Watch is everywhere and it's making 00:28:20.666 --> 00:28:24.336 a difference in so many ways all over the world. 00:28:24.403 --> 00:28:28.006 We hear firsthand every day about the truly 00:28:28.073 --> 00:28:31.043 personal and profound impacts that the Apple 00:28:31.109 --> 00:28:33.745 Watch is having on people's lives. 00:28:33.812 --> 00:28:36.448 So, we made a video for you this morning to share 00:28:36.515 --> 00:28:39.284 just some of these stories with you. 00:28:46.491 --> 00:28:47.926 >> SPEAKER: Dear Mr. Cook. 00:28:47.993 --> 00:28:48.527 >> SPEAKER: Dear Apple. 00:28:48.594 --> 00:28:49.294 >> SPEAKER: Dear Tim. 00:28:49.361 --> 00:28:51.897 >> SPEAKER: To TCook@Apple.com. 00:28:55.233 --> 00:28:56.201 >> SPEAKER: Hey, how are you doing? 00:28:56.268 --> 00:28:56.969 >> SPEAKER: Hi. 00:28:57.035 --> 00:28:58.203 >> SPEAKER: Hey, good morning. 00:28:58.270 --> 00:29:00.772 >> SPEAKER: Nice to meet you? 00:29:00.839 --> 00:29:02.574 >> SPEAKER: Hello. 00:29:03.609 --> 00:29:05.744 >> SPEAKER: So, the run began as usual. 00:29:05.811 --> 00:29:07.412 >> SPEAKER: I was 32 weeks pregnant. 00:29:07.479 --> 00:29:09.114 >> SPEAKER: Getting ready to go to bed. 00:29:09.181 --> 00:29:09.915 >> SPEAKER: The next morning I had 00:29:09.982 --> 00:29:11.950 notifications on my watch and my phone saying - 00:29:12.017 --> 00:29:13.251 >> SPEAKER: Your heart rate is elevated. 00:29:13.318 --> 00:29:14.219 I was like, huh. 00:29:14.286 --> 00:29:15.087 >> SPEAKER: That's strange. 00:29:15.153 --> 00:29:18.991 >> SPEAKER: And I run my EKG and it says 220 beats 00:29:19.057 --> 00:29:19.992 and I'm like - 00:29:20.058 --> 00:29:21.159 >> SPEAKER: Something is not right. 00:29:21.226 --> 00:29:22.828 I told my husband, like, we need to go. 00:29:22.894 --> 00:29:24.363 He is like I'm in the middle of cutting grass. 00:29:24.429 --> 00:29:26.064 I'm like we need to go. 00:29:26.131 --> 00:29:29.267 >> SPEAKER: And then suddenly I woke up to EMTs. 00:29:29.334 --> 00:29:30.736 >> SPEAKER: This is my husband, Kyle. 00:29:30.802 --> 00:29:32.771 >> SPEAKER: Hey. 00:29:32.838 --> 00:29:34.706 >> SPEAKER: He is going out to cut the grass. 00:29:34.773 --> 00:29:37.209 >> SPEAKER: When I fell, it automatically called 00:29:37.275 --> 00:29:40.312 911 and then it calls my wife. 00:29:41.046 --> 00:29:45.083 When I think about what happened and what could 00:29:45.150 --> 00:29:46.585 have happened - 00:29:49.488 --> 00:29:50.789 >> SPEAKER: Once we got to the hospital, they 00:29:50.856 --> 00:29:53.892 realized it was some sort of infection. 00:29:53.959 --> 00:29:56.595 My heart rate was spiking and it was causing the 00:29:56.662 --> 00:29:59.464 baby's heart rate to get lower and lower. 00:29:59.531 --> 00:30:02.501 So, emergency c-section and she was born. 00:30:02.567 --> 00:30:04.369 >> SPEAKER: Had I not had surgery, they estimated 00:30:04.436 --> 00:30:06.304 that I would have had a heart attack within less 00:30:06.371 --> 00:30:07.305 than twelve months. 00:30:07.372 --> 00:30:09.041 >> SPEAKER: I mean, like, I'm like, I have goose bumps. 00:30:09.107 --> 00:30:10.709 I don't know if you can see them through the camera. 00:30:10.776 --> 00:30:11.710 It's crazy. 00:30:11.777 --> 00:30:12.644 >> SPEAKER: It's not something you think of 00:30:12.711 --> 00:30:16.181 your watch saving your life. 00:30:16.248 --> 00:30:31.329 >> SPEAKER: Can you wave hi? 00:30:31.463 --> 00:30:33.598 >> SPEAKER: In the past I didn't prioritize taking 00:30:33.665 --> 00:30:34.733 care of myself. 00:30:34.800 --> 00:30:36.334 >> SPEAKER: Yeah, so these are probably one of the 00:30:36.401 --> 00:30:37.936 largest pairs of pants I have. 00:30:38.003 --> 00:30:39.504 I am standing in one of the legs of them. 00:30:39.571 --> 00:30:41.973 >> SPEAKER: Now I have gained the ability to be 00:30:42.040 --> 00:30:44.042 active in ways I never would have dreamed of all 00:30:44.109 --> 00:30:45.777 because the computer on my wrist told me it was time 00:30:45.844 --> 00:30:46.778 to fill the rings. 00:30:46.845 --> 00:30:47.813 >> SPEAKER: Yeah, closing rings. 00:30:47.879 --> 00:30:49.014 >> SPEAKER: It's like this little reminder going, 00:30:49.081 --> 00:30:50.849 okay, you can do a little better today. 00:30:50.916 --> 00:30:52.584 >> SPEAKER: When I see the little rings of like, get 00:30:52.651 --> 00:30:54.753 your moves in today, sometimes I used to be 00:30:54.820 --> 00:30:57.155 like mind your business, Apple Watch, but then it's 00:30:57.222 --> 00:30:58.290 like you know what? 00:30:58.356 --> 00:30:59.658 I do need to get my moves in. 00:30:59.725 --> 00:31:01.793 >> SPEAKER: I like the idea of achievements you 00:31:01.860 --> 00:31:04.329 get for every small thing done. 00:31:04.396 --> 00:31:06.364 >> SPEAKER: It just reminded me I should stand 00:31:06.431 --> 00:31:15.073 up, by the way. 00:31:15.140 --> 00:31:16.241 >> SPEAKER: I'm The Blur. 00:31:16.308 --> 00:31:17.209 >> SPEAKER: He is The Blur. 00:31:17.275 --> 00:31:19.311 That's his nickname is The Blur. 00:31:19.377 --> 00:31:22.380 Harrison is on the autism spectrum and he is on the 00:31:22.447 --> 00:31:25.016 cross country and track teams here at the school. 00:31:25.050 --> 00:31:28.987 He was having some issues with anxiety and crowd noise. 00:31:29.054 --> 00:31:32.758 >> SPEAKER: The sound of the cheering just throws me off. 00:31:32.824 --> 00:31:35.761 So, I paired up my watch with my headphones and the 00:31:35.827 --> 00:31:39.131 music helps me focus. 00:31:39.197 --> 00:31:41.199 >> SPEAKER: When he started running with the 00:31:41.266 --> 00:31:43.468 music playing, it was like seeing a different athlete. 00:31:43.535 --> 00:31:46.371 This moment of triumph, goose bumps and tears. 00:31:46.438 --> 00:31:51.610 It was cinematic. 00:31:51.676 --> 00:31:53.812 >> SPEAKER: Apple needs to know this happened. 00:31:53.879 --> 00:31:57.015 What you did in your brainstorming sessions 00:31:57.082 --> 00:32:00.919 came to life and helped save mine. 00:32:00.986 --> 00:32:01.753 >> SPEAKER: Dear Tim. 00:32:01.820 --> 00:32:02.821 >> SPEAKER: Dear Apple. 00:32:02.888 --> 00:32:03.855 >> SPEAKER: Dear Mr. Cook. 00:32:03.922 --> 00:32:05.257 >> SPEAKER: I just had to tell my story. 00:32:05.323 --> 00:32:06.792 >> SPEAKER: I will be forever grateful. 00:32:06.858 --> 00:32:08.527 >> SPEAKER: I had no idea that one day it would 00:32:08.593 --> 00:32:09.494 save my life. 00:32:09.561 --> 00:32:11.096 >> SPEAKER: What I want to say is thank you. 00:32:11.163 --> 00:32:12.130 >> SPEAKER: Thank you. 00:32:12.197 --> 00:32:20.906 (Cheers and applause) 00:32:24.075 --> 00:32:26.178 >> TIM COOK: Thank you. 00:32:26.244 --> 00:32:28.513 Thank you. 00:32:28.580 --> 00:32:29.347 Thank you. 00:32:29.414 --> 00:32:30.582 Thank you. 00:32:30.649 --> 00:32:32.017 Thank you. 00:32:32.083 --> 00:32:35.453 It is truly inspiring to see the difference that 00:32:35.520 --> 00:32:37.989 the Apple Watch is making. 00:32:38.056 --> 00:32:41.026 Hearing these stories really makes my heart sing. 00:32:41.092 --> 00:32:43.895 And these are just a few of the amazing stories 00:32:43.962 --> 00:32:45.664 that I get every day. 00:32:45.730 --> 00:32:48.366 Now, in addition to helping individuals, Apple 00:32:48.433 --> 00:32:52.003 Watch is having an impact on another important area 00:32:52.070 --> 00:32:56.441 that affects all of us and that is health research. 00:32:56.508 --> 00:32:59.044 We are excited about how Apple Watch can make a 00:32:59.110 --> 00:33:02.414 tremendous difference in this area and to tell you 00:33:02.480 --> 00:33:05.150 more about it, I would like to invite Sumbul 00:33:05.217 --> 00:33:06.184 to the stage. 00:33:06.251 --> 00:33:07.385 Sumbul. 00:33:07.452 --> 00:33:11.423 (Cheers and applause) 00:33:11.489 --> 00:33:13.925 >> SUMBUL DESAI: Thanks, Tim. 00:33:13.992 --> 00:33:16.828 What makes the amazing stories you just saw even 00:33:16.895 --> 00:33:19.030 possible are the incredible capabilities 00:33:19.097 --> 00:33:22.234 built into Apple Watch, each one requiring 00:33:22.300 --> 00:33:24.102 extensive development and research. 00:33:24.169 --> 00:33:26.771 This deep focus on science is the foundation of many 00:33:26.838 --> 00:33:29.007 of our product features, especially the ones 00:33:29.074 --> 00:33:31.009 focused on health. 00:33:31.076 --> 00:33:33.411 For example, the irregular heart rhythm notification 00:33:33.478 --> 00:33:36.147 was developed using the data from the largest 00:33:36.214 --> 00:33:39.517 study ever focused on atrial fibrillation. 00:33:39.584 --> 00:33:42.520 Over 400,000 people participated in the Apple 00:33:42.587 --> 00:33:46.057 Heart Study and this showed for the first time 00:33:46.124 --> 00:33:48.026 that a smart watch could help in the early 00:33:48.093 --> 00:33:50.061 detection of afib. 00:33:50.128 --> 00:33:53.098 It transformed how we look at cardiovascular science. 00:33:53.164 --> 00:33:56.368 We were so encouraged that today we are announcing 00:33:56.434 --> 00:34:00.705 three new health research studies, starting with the 00:34:00.772 --> 00:34:03.041 Apple Hearing Study. 00:34:03.108 --> 00:34:05.343 Since Apple Watch is on you all of the time and 00:34:05.410 --> 00:34:06.778 can now measure sound levels in your 00:34:06.845 --> 00:34:09.147 environment, this study will analyze how your 00:34:09.214 --> 00:34:11.816 daily sound exposure impacts your long-term 00:34:11.850 --> 00:34:13.084 hearing health. 00:34:13.151 --> 00:34:14.519 For this study, we are working with the experts 00:34:14.586 --> 00:34:16.354 at the University of Michigan and the World 00:34:16.421 --> 00:34:18.123 Health Organization. 00:34:18.189 --> 00:34:23.962 (Applause) 00:34:24.029 --> 00:34:26.731 For our second study, we are using the new cycle 00:34:26.798 --> 00:34:29.234 tracking feature that we introduced in June. 00:34:29.301 --> 00:34:31.870 The Apple Women's Health Study focuses on an area 00:34:31.937 --> 00:34:34.839 that hasn't received much attention in many years. 00:34:34.906 --> 00:34:37.008 It will look at how menstrual cycles can 00:34:37.075 --> 00:34:39.244 inform the screening for important conditions like 00:34:39.311 --> 00:34:41.980 infertility and osteoporosis. 00:34:42.047 --> 00:34:43.848 For this novel study, we are partnering with the 00:34:43.915 --> 00:34:46.184 Harvard School of Public Health and the NIH. 00:34:46.251 --> 00:34:51.957 (Applause) 00:34:52.023 --> 00:34:55.327 Finally, the Apple Heart and Movement study will 00:34:55.393 --> 00:34:57.796 look at how metrics from Apple Watch can serve as 00:34:57.862 --> 00:35:00.498 early warning signs and help create innovative 00:35:00.565 --> 00:35:03.001 interventions to improve overall health. 00:35:03.068 --> 00:35:05.570 For this study, we are so excited to be partnering 00:35:05.637 --> 00:35:07.906 with the American Heart Association and the 00:35:07.973 --> 00:35:10.041 cardiovascular experts at the Brigham and 00:35:10.108 --> 00:35:11.609 Women's Hospital. 00:35:11.676 --> 00:35:17.215 (Applause) 00:35:17.282 --> 00:35:18.984 If you would like to participate in this 00:35:19.050 --> 00:35:21.619 research and make a contribution to potential 00:35:21.686 --> 00:35:24.622 medical discoveries, you can enroll using the new 00:35:24.689 --> 00:35:27.625 Apple Research app where you can enroll, perform 00:35:27.692 --> 00:35:30.095 tasks and view your data. 00:35:30.161 --> 00:35:32.063 Of course, you decide what data you want to share 00:35:32.130 --> 00:35:32.897 and with whom. 00:35:32.964 --> 00:35:35.900 Apple cannot access any information that directly 00:35:35.967 --> 00:35:37.635 identifies you. 00:35:37.702 --> 00:35:40.472 The new Apple Research app will be available in the U.S. 00:35:40.538 --> 00:35:42.340 later this year. 00:35:42.407 --> 00:35:44.042 Now, back to Tim. 00:35:44.109 --> 00:35:49.080 (Cheers and Applause) 00:35:49.147 --> 00:35:50.548 >> TIM COOK: Thank you Sumbul. 00:35:50.615 --> 00:35:53.218 We are really excited about the impact the 00:35:53.284 --> 00:35:54.853 Research app can have. 00:35:54.919 --> 00:35:58.623 It gives us, all of us, an amazing opportunity to 00:35:58.690 --> 00:36:01.726 participate in health research that could lead 00:36:01.793 --> 00:36:04.562 to innovations to improve our health and the health 00:36:04.629 --> 00:36:08.099 of future generations so I hope that you check it out. 00:36:08.166 --> 00:36:10.635 Since the beginning, innovation has been the 00:36:10.702 --> 00:36:12.670 core of the Apple Watch. 00:36:12.737 --> 00:36:15.173 Innovations that really matter to people, from the 00:36:15.240 --> 00:36:17.776 life changing to the potentially life saving. 00:36:17.842 --> 00:36:20.979 Many of these technologies were barely imaginable 00:36:21.046 --> 00:36:24.082 just a few years ago. 00:36:24.149 --> 00:36:28.286 Apple Watch has become the most advanced and most 00:36:28.353 --> 00:36:31.189 loved Smartwatch in the world. 00:36:31.256 --> 00:36:33.491 And to tell you all about what's next with the Apple 00:36:33.558 --> 00:36:37.462 Watch, I would like to invite up Stan Ng. 00:36:37.529 --> 00:36:38.563 Stan. 00:36:38.630 --> 00:36:45.703 (Cheers and Applause) 00:36:45.770 --> 00:36:47.005 >> STAN NG: Thanks Tim. 00:36:47.072 --> 00:36:49.240 We want to make Apple Watch even better for all 00:36:49.307 --> 00:36:51.743 of the things you do and places you go. 00:36:51.810 --> 00:36:55.280 So today I'm so excited to share with you the next 00:36:55.346 --> 00:37:01.219 generation of Apple Watch. 00:37:01.286 --> 00:37:04.889 (Music playing) 00:37:36.688 --> 00:37:41.893 (Cheers and Applause) 00:37:41.960 --> 00:37:45.463 Introducing Apple Watch Series 5 featuring an 00:37:45.530 --> 00:37:49.234 innovative new display that is Always-On. 00:37:49.300 --> 00:37:54.873 (Cheers and Applause) 00:37:54.939 --> 00:37:57.475 The new Always-On Retina Display never sleeps, so 00:37:57.542 --> 00:38:00.011 the watch face is always visible. 00:38:00.078 --> 00:38:02.347 With previous models of Apple Watch when you 00:38:02.413 --> 00:38:04.015 lowered your wrist, the display would go 00:38:04.082 --> 00:38:07.452 completely dark, but now with Series 5, you will 00:38:07.519 --> 00:38:11.656 always be able to see your time and complications. 00:38:11.723 --> 00:38:13.958 A wrist raise or a tap brings everything back to 00:38:14.025 --> 00:38:15.460 full brightness. 00:38:15.527 --> 00:38:17.629 Now, the new Always-On Display is just loaded 00:38:17.695 --> 00:38:20.064 with advanced technologies, so I want to 00:38:20.131 --> 00:38:21.166 tell you about it. 00:38:21.232 --> 00:38:23.268 It all starts with the industry's only low 00:38:23.334 --> 00:38:28.139 temperature poly-silicon and oxide displays or LTPO. 00:38:28.206 --> 00:38:32.410 LTPO allows the display to refresh dynamically from 00:38:32.477 --> 00:38:37.348 as high as 60 hertz to as low as 1 hertz which is 00:38:37.415 --> 00:38:41.786 extremely power efficient. There is also a new low power display 00:38:41.853 --> 00:38:45.390 driver and ultra-efficient power management intergrated circuit 00:38:45.456 --> 00:38:48.293 and a new ambient light sensor which all work 00:38:48.359 --> 00:38:51.329 seamlessly together. 00:38:51.396 --> 00:38:54.432 By combining this incredible hardware with 00:38:54.499 --> 00:38:57.202 innovative software, we are able to deliver this 00:38:57.268 --> 00:39:00.438 Always-On Display while still maintaining the same 00:39:00.505 --> 00:39:03.141 all-day 18-hour battery life. 00:39:03.208 --> 00:39:10.715 (Cheers and Applause) 00:39:10.782 --> 00:39:12.617 Now, all of the watch faces have been carefully 00:39:12.684 --> 00:39:15.420 tuned for the new display, so you will always be able 00:39:15.486 --> 00:39:17.855 to see your time and your complications. 00:39:17.922 --> 00:39:20.592 We have also optimized the screens for all of the 00:39:20.658 --> 00:39:22.994 workouts in the Workout app so you will be able to 00:39:23.061 --> 00:39:26.130 see your workout metrics without raising your wrist. 00:39:26.197 --> 00:39:29.567 This Always-On Display is perfect for those times 00:39:29.634 --> 00:39:33.204 when you can't raise your wrist or tap the display. 00:39:33.271 --> 00:39:36.574 Or when you are in a social or work setting 00:39:36.641 --> 00:39:39.377 where you kind of want to just sneak a quick glance 00:39:39.444 --> 00:39:42.380 at the time, right. 00:39:42.447 --> 00:39:45.250 Or when you are in the middle of a crazy hard 00:39:45.316 --> 00:39:48.553 workout where a wrist raise just isn't possible. 00:39:48.620 --> 00:39:50.955 The new Always-On Display is going to be useful for 00:39:51.022 --> 00:39:53.791 so many different situations throughout the day. 00:39:53.858 --> 00:39:56.227 We can't wait for you to try it. 00:39:56.294 --> 00:39:59.163 Next, let's talk about another new feature in 00:39:59.230 --> 00:40:02.734 Series 5, a built-in compass. 00:40:02.800 --> 00:40:07.705 (Cheers and Applause) 00:40:07.772 --> 00:40:09.707 Now, with the updates Maps app, you will be able to 00:40:09.774 --> 00:40:12.844 see which way you are facing just like on your iPhone. 00:40:12.910 --> 00:40:15.313 You can add the compass to your watch face so you can 00:40:15.380 --> 00:40:18.016 see your direction at a glance and there is even a 00:40:18.082 --> 00:40:20.818 new Compass app which allows you to see not only 00:40:20.885 --> 00:40:24.722 your heading but also your latitude, longitude, 00:40:24.789 --> 00:40:27.592 current elevation, and incline. 00:40:27.659 --> 00:40:29.160 Now, our developers can take advantage of the 00:40:29.227 --> 00:40:31.963 compass as well, so the direction is always clear 00:40:32.030 --> 00:40:34.899 when you are hiking with WikiLoc, paddle boarding 00:40:34.966 --> 00:40:37.468 with GoSUP or searching out the constellations 00:40:37.535 --> 00:40:40.038 with Night Sky. 00:40:40.104 --> 00:40:43.408 Next let's talk about safety features. 00:40:43.474 --> 00:40:46.377 Apple Watch has some important safety features 00:40:46.444 --> 00:40:50.081 built right in, like fall detection, emergency SOS, 00:40:50.148 --> 00:40:52.550 medical ID. 00:40:52.617 --> 00:40:55.153 Now, emergency - SOS could be life saying 00:40:55.219 --> 00:40:57.455 should you need it. 00:40:57.522 --> 00:40:59.324 So we wanted to make it more capable. 00:40:59.390 --> 00:41:02.760 Now, with Series 5 every cellular model has 00:41:02.827 --> 00:41:05.663 International emergency calling so you can call 00:41:05.730 --> 00:41:08.466 emergency services in over 150 countries around the 00:41:08.533 --> 00:41:10.935 world just by pressing and holding down the side 00:41:11.002 --> 00:41:13.838 button, even without your iPhone. 00:41:13.905 --> 00:41:20.578 (Cheers and Applause) 00:41:20.645 --> 00:41:22.847 We think this will give you great peace of mind if 00:41:22.914 --> 00:41:25.516 you ever travel internationally. 00:41:25.583 --> 00:41:28.686 Next, another important benefit of Apple Watch is 00:41:28.753 --> 00:41:31.289 being able to express your personal style, and Series 00:41:31.356 --> 00:41:33.257 5 has the widest assortment of case 00:41:33.324 --> 00:41:37.295 finishes ever, aluminum models come in silver, 00:41:37.362 --> 00:41:40.832 gold and Space Gray and now the cases are made 00:41:40.898 --> 00:41:43.000 from 100% recycled aluminum. 00:41:43.067 --> 00:41:49.607 (Cheers and Applause) 00:41:49.674 --> 00:41:52.710 Stainless steel models come in gold, Space Black, 00:41:52.777 --> 00:41:54.245 and polished. 00:41:54.312 --> 00:41:56.647 And we are introducing new models for the first 00:41:56.714 --> 00:41:59.016 time in titanium. 00:41:59.083 --> 00:42:04.188 (Cheers and Applause) 00:42:04.255 --> 00:42:06.124 This natural brushed titanium maintains its 00:42:06.190 --> 00:42:08.593 color through a special surface treatment that 00:42:08.659 --> 00:42:11.796 Apple custom engineered and there is also a second 00:42:11.863 --> 00:42:14.999 model in titanium in this brushed Space Black with a 00:42:15.066 --> 00:42:17.301 diamond-like coating. 00:42:17.368 --> 00:42:21.205 Series 5 will be available in ceramic as well in this 00:42:21.272 --> 00:42:23.107 brilliant white color. 00:42:23.174 --> 00:42:24.442 (Applause) 00:42:24.509 --> 00:42:26.878 Thank you. 00:42:26.944 --> 00:42:29.714 Really beautiful. 00:42:29.781 --> 00:42:32.183 There are new Apple Watch Nike models featuring new 00:42:32.250 --> 00:42:35.553 Nike Sport Bands, new reflective Sport Loops and 00:42:35.620 --> 00:42:39.657 cool new Nike watch faces and there are new Hermès 00:42:39.724 --> 00:42:42.894 models in these beautiful colors block bands with a 00:42:42.960 --> 00:42:44.562 classic Hermès print. 00:42:44.629 --> 00:42:46.764 Aren't they cool? 00:42:46.831 --> 00:42:48.866 This year we're also introducing Hermès models 00:42:48.933 --> 00:42:51.869 in black, featuring Space Black stainless steel 00:42:51.936 --> 00:42:56.140 cases featuring hand crafted noir leather bands. 00:42:56.207 --> 00:43:00.311 (Applause) 00:43:00.378 --> 00:43:02.647 These are just stunning. 00:43:02.713 --> 00:43:05.082 Of course, every Apple Watch is designed and 00:43:05.183 --> 00:43:07.952 manufactured in the most environmentally friendly 00:43:08.019 --> 00:43:10.321 way possible. 00:43:10.388 --> 00:43:13.691 We are so excited about Apple Watch Series 5 with 00:43:13.758 --> 00:43:16.694 its Always-On Display, compass, International 00:43:16.761 --> 00:43:18.696 emergency calling, and all of the other great 00:43:18.763 --> 00:43:20.998 features like its swim proof, you can take an 00:43:21.065 --> 00:43:24.368 ECG, fall detection, Apple Pay, all of the new 00:43:24.435 --> 00:43:28.206 features of watchOS 6, it truly is the most capable 00:43:28.272 --> 00:43:31.108 Apple Watch ever. 00:43:31.175 --> 00:43:38.549 Series 5 GPS models will start at $399. 00:43:38.583 --> 00:43:42.186 (Cheers and Applause) 00:43:42.253 --> 00:43:44.822 And $499 for cellular models. 00:43:44.889 --> 00:43:47.492 You will be able to order Series 5 starting today 00:43:47.558 --> 00:43:49.093 right after the keynote. 00:43:49.160 --> 00:43:51.829 And they will be available in our stores starting 00:43:51.896 --> 00:43:53.364 September 20th. 00:43:53.431 --> 00:43:57.768 We are also keeping the very popular Series 3 00:43:57.835 --> 00:43:58.936 in the line. 00:43:59.003 --> 00:44:00.505 Series 3 is a great watch. 00:44:00.571 --> 00:44:03.841 It has GPS, heart rate sensor, it's swim proof. 00:44:03.908 --> 00:44:07.078 The new features of watchOS 6 and now starting 00:44:07.144 --> 00:44:10.081 at a low price of just $199. 00:44:10.147 --> 00:44:18.322 (Cheers and Applause) 00:44:18.389 --> 00:44:20.925 And that's Apple Watch. 00:44:20.992 --> 00:44:22.059 Thank you. 00:44:22.126 --> 00:44:23.027 Back to you, Tim! 00:44:23.094 --> 00:44:26.130 (Cheers and Applause) 00:44:26.197 --> 00:44:28.165 >> TIM COOK: Thank you, Stan. 00:44:28.232 --> 00:44:30.268 I'm really excited about this new Apple Watch 00:44:30.334 --> 00:44:34.071 lineup, and with all of the new amazing features, 00:44:34.138 --> 00:44:36.607 Apple Watch is going to enable you to do even more 00:44:36.674 --> 00:44:38.109 than before. 00:44:38.175 --> 00:44:41.112 We created a fun video to demonstrate just this, and 00:44:41.178 --> 00:44:47.652 I would love to play it for you now. 00:44:47.718 --> 00:44:54.892 >> Speaker: This watch tells time. 00:44:54.959 --> 00:44:57.261 And takes phone calls. 00:44:57.328 --> 00:45:05.369 This watch tells time and turns on lights and opens up doors. 00:45:05.436 --> 00:45:07.905 This watch tells time and communicates with 00:45:07.972 --> 00:45:12.877 satellites 12,427 miles above the earth. 00:45:15.179 --> 00:45:20.785 >> Speaker: Wakes you up and gets you onto subways and 00:45:20.851 --> 00:45:27.491 plays every Elton John studio album ever recorded. 00:45:27.558 --> 00:45:29.260 >> Speaker: Play Goodbye Yellow Brick Road. 00:45:29.327 --> 00:45:31.862 >> Speaker: Play Madmen Across the Water. 00:45:31.929 --> 00:45:36.467 This watch tells time and sets timers and sets your 00:45:36.534 --> 00:45:39.537 pace and warns you when it's too loud. 00:45:39.604 --> 00:45:46.043 And texts your friends, and opens portals. 00:45:52.183 --> 00:45:53.718 Kidding! 00:45:53.784 --> 00:45:56.921 And tracks your distance under water. 00:45:56.988 --> 00:46:04.462 And starts competitions and accepts challenges and 00:46:04.528 --> 00:46:08.633 tracks your workouts and tells you which direction 00:46:08.699 --> 00:46:12.036 you should be going. 00:46:12.103 --> 00:46:17.575 And reminds you to breathe. 00:46:17.642 --> 00:46:19.977 And has an app that measures the exact timing 00:46:20.044 --> 00:46:21.379 of the electrical waves traveling through the 00:46:21.445 --> 00:46:23.581 upper and lower chambers of your heart otherwise known 00:46:23.648 --> 00:46:26.851 as a electrocardiogram. 00:46:26.917 --> 00:46:30.454 So in conclusion, just to reiterate. 00:46:30.521 --> 00:46:35.259 This watch tells time. 00:46:35.326 --> 00:46:38.396 Among other things. 00:46:38.462 --> 00:46:43.334 (Cheers and Applause) 00:46:43.401 --> 00:46:50.041 >> TIM COOK: I love that video. 00:46:50.107 --> 00:46:51.175 I love that video. 00:46:51.242 --> 00:46:52.943 It really helps you understand so many of the 00:46:53.010 --> 00:46:55.946 amazing things that the watch can do. 00:46:56.013 --> 00:46:59.784 Next up, let's talk about iPhone. 00:46:59.850 --> 00:47:04.622 (Cheers and Applause) 00:47:04.689 --> 00:47:06.891 iPhone and the incredible capabilities that it puts 00:47:06.957 --> 00:47:09.493 into people's hands has changed the way we live 00:47:09.560 --> 00:47:13.130 our lives in ways that we never could have imagined. 00:47:13.197 --> 00:47:16.033 It's become so essential for hundreds and hundreds 00:47:16.100 --> 00:47:19.036 of millions of people all over the world. 00:47:19.103 --> 00:47:21.338 It's changed industries and led to the creation of 00:47:21.405 --> 00:47:23.841 entirely new ones, and it's made a profound 00:47:23.908 --> 00:47:28.446 impact on all of our daily lives. 00:47:28.512 --> 00:47:32.083 Customers love iPhone, and we keep striving to make 00:47:32.149 --> 00:47:34.518 it better and better. 00:47:34.585 --> 00:47:38.122 Last year we launched three incredible iPhones. 00:47:38.189 --> 00:47:41.192 The iPhone Xr became the most popular iPhone and 00:47:41.258 --> 00:47:44.495 the most popular smartphone in the world. 00:47:44.562 --> 00:47:49.366 (Applause) 00:47:49.433 --> 00:47:52.603 We also launched the iPhone Xs and Xs Max, the 00:47:52.670 --> 00:47:57.108 most advanced iPhones we have ever created. 00:47:57.174 --> 00:48:00.811 These three iPhones together have a combined 00:48:00.878 --> 00:48:04.281 99% customer satisfaction. 00:48:04.348 --> 00:48:05.416 (Applause) 00:48:05.483 --> 00:48:09.987 This is the highest in the industry. 00:48:10.054 --> 00:48:11.956 Really unbelievable. 00:48:12.022 --> 00:48:14.859 Customers love iPhone because we focus on 00:48:14.925 --> 00:48:19.597 technologies that matter most in their lives. 00:48:19.663 --> 00:48:24.902 Today I am thrilled to share with you the newest iPhone. 00:48:24.969 --> 00:48:28.172 (Cheers and Applause) 00:48:28.706 --> 00:48:30.307 (Music playing) 00:48:58.002 --> 00:49:02.873 (Cheers and Applause) 00:49:02.940 --> 00:49:05.409 >>TIM COOK: This is iPhone 11, the next 00:49:05.476 --> 00:49:08.279 generation of iPhone, and it is jam packed with 00:49:08.345 --> 00:49:12.082 great new capabilities in an incredible new design. 00:49:12.149 --> 00:49:14.685 To tell you all about iPhone 11, I would like to 00:49:14.752 --> 00:49:16.554 invite Kaiann to the stage. 00:49:16.620 --> 00:49:17.488 Kaiann. 00:49:17.555 --> 00:49:24.528 (Cheers and Applause) 00:49:24.595 --> 00:49:25.763 >> KAIANN DRANCE: Thank you, Tim. 00:49:25.830 --> 00:49:29.733 The innovations in iPhone 11 are truly remarkable. 00:49:29.800 --> 00:49:32.002 And that starts with the design. 00:49:32.069 --> 00:49:35.239 iPhone 11 has a beautiful anodized aluminum and 00:49:35.306 --> 00:49:39.577 glass design, and that glass is the toughest ever 00:49:39.643 --> 00:49:43.447 in a smartphone on the front and back. 00:49:43.514 --> 00:49:46.250 And the glass that surrounds the camera has a 00:49:46.317 --> 00:49:49.486 sculpted 3D geometry and it was precision milled 00:49:49.553 --> 00:49:52.256 down from a single piece of glass to achieve this 00:49:52.323 --> 00:49:54.391 elegant look. 00:49:54.458 --> 00:49:57.228 iPhone 11 comes in six new colors with an all new 00:49:57.294 --> 00:50:02.199 purple, white, yellow, green, black, and product red. 00:50:02.266 --> 00:50:08.572 (Applause) 00:50:08.639 --> 00:50:12.076 It has a 6.1-inch Liquid Retina display with True 00:50:12.142 --> 00:50:15.613 Tone, Wide Color, Tap to Wake, and haptic touch in 00:50:15.679 --> 00:50:20.317 even more places with iOS 13 like contextual menus. 00:50:20.384 --> 00:50:23.654 Now, videos are wonderful to watch on this display, 00:50:23.721 --> 00:50:26.457 and now we have spatial audio which provides an 00:50:26.523 --> 00:50:29.260 immersive theater-like experience by creating a 00:50:29.326 --> 00:50:32.563 sound field around you using an Apple-designed virtualizer. 00:50:32.630 --> 00:50:37.101 And we support Dolby Atmos for an incredible sound experience. 00:50:37.167 --> 00:50:44.541 (Applause) 00:50:44.608 --> 00:50:46.777 Now, let's talk about camera. 00:50:46.844 --> 00:50:49.246 iPhone is the world's most popular camera and it gets 00:50:49.313 --> 00:50:52.016 even better with iPhone 11. 00:50:52.082 --> 00:50:56.020 We have an amazing dual camera system with an all 00:50:56.086 --> 00:50:59.256 new wide camera with a new sensor with 100% Focus 00:50:59.323 --> 00:51:01.959 Pixels for faster Autofocus, three times 00:51:02.026 --> 00:51:05.596 faster in low light, and we have a new ultra-wide 00:51:05.663 --> 00:51:08.832 camera with 120-degree field of view. 00:51:08.899 --> 00:51:10.668 This will let you capture way more in your photos 00:51:10.734 --> 00:51:14.038 and videos because now you can take a wide camera 00:51:14.104 --> 00:51:18.442 shot like this, but switch to the ultra-wide to 00:51:18.509 --> 00:51:22.479 reveal the scale -- yes. 00:51:22.546 --> 00:51:26.717 (Cheers and Applause) 00:51:26.784 --> 00:51:28.686 You can now see the beautiful framing by 00:51:28.752 --> 00:51:31.355 Mother Nature, but the details still are there in 00:51:31.422 --> 00:51:33.857 the sky, the rocks, and the sand. 00:51:33.924 --> 00:51:37.261 This is doing an optical zoom out 2X so you can 00:51:37.328 --> 00:51:41.332 capture way more without moving. 00:51:41.398 --> 00:51:44.535 So now when you are taking a wide camera shot, you 00:51:44.601 --> 00:51:47.171 will see our new immersive camera interface that lets 00:51:47.237 --> 00:51:50.708 you see outside the frame hinting at a bigger shot. 00:51:50.774 --> 00:51:54.178 Then you can simply tap to switch to the ultra-wide 00:51:54.244 --> 00:51:56.747 revealing more of your scene. 00:51:56.814 --> 00:51:59.049 This is great for these epic landscape shots where 00:51:59.083 --> 00:52:01.952 you can see edge to edge all of this detail. 00:52:02.019 --> 00:52:04.588 And it's also great for tight spaces where you 00:52:04.655 --> 00:52:07.524 can't physically back up, but the ultra-wide lets 00:52:07.591 --> 00:52:10.928 you do that revealing more of your story. 00:52:10.995 --> 00:52:14.164 You can use an angle like this to take a heroic and 00:52:14.231 --> 00:52:16.433 dynamic shot because the ultra-wide can elongate 00:52:16.500 --> 00:52:19.336 your subject and keep all these details sharp from 00:52:19.403 --> 00:52:22.239 her red dress all the way to her face. 00:52:22.306 --> 00:52:25.876 These are some examples of great ultra-wide photos. 00:52:25.943 --> 00:52:28.445 We have also updated our image pipeline which 00:52:28.512 --> 00:52:31.482 processes over a trillion operations per photo. 00:52:31.548 --> 00:52:34.351 It's got our Image Signal Processor and it has our 00:52:34.418 --> 00:52:36.687 Neural Engine for Machine Learning. 00:52:36.754 --> 00:52:39.189 And now we have added semantic rendering. 00:52:39.256 --> 00:52:41.058 This allows us to more intelligently detect 00:52:41.125 --> 00:52:43.927 subjects and relight them with detail so they look 00:52:43.994 --> 00:52:45.396 even better. 00:52:45.462 --> 00:52:47.798 We use this across your photos, including in our 00:52:47.865 --> 00:52:50.234 NextGen Smart HDR. 00:52:50.300 --> 00:52:53.303 You can see the gorgeous smile in her warm face 00:52:53.370 --> 00:52:55.873 accentuated by the backlit sun. 00:52:55.939 --> 00:52:58.475 Now, we are using multiscale tone mapping so 00:52:58.542 --> 00:53:00.711 we can treat highlights differently in different 00:53:00.778 --> 00:53:02.112 parts of the image depending on what's 00:53:02.179 --> 00:53:03.547 best for them. 00:53:03.614 --> 00:53:05.849 It works here in Portrait mode and people love 00:53:05.916 --> 00:53:09.186 taking portraits on iPhone 11. 00:53:09.253 --> 00:53:12.022 And iPhone 11 has this wide angle camera so you 00:53:12.089 --> 00:53:14.291 can take these beautiful wide shots of portraits 00:53:14.358 --> 00:53:17.094 for people, but now with two cameras, we have 00:53:17.161 --> 00:53:19.696 stereoscopic depth, so now you can also take 00:53:19.763 --> 00:53:22.399 portraits of your favorite pets. 00:53:22.466 --> 00:53:24.134 Yea! Pets! 00:53:24.201 --> 00:53:28.105 (Applause) 00:53:28.172 --> 00:53:30.107 And you can also use creative depth of field 00:53:30.174 --> 00:53:32.209 for shots like this. 00:53:32.276 --> 00:53:34.511 Now, we have a new Portrait Lighting effect 00:53:34.578 --> 00:53:36.146 and that's high key mono. 00:53:36.213 --> 00:53:38.816 You can take a stunning studio quality portrait 00:53:38.882 --> 00:53:43.687 like this from a pretty ordinary background. 00:53:43.754 --> 00:53:45.289 All right. 00:53:45.355 --> 00:53:47.458 Let's talk about Night mode. 00:53:47.524 --> 00:53:50.127 This is for those very low light environments, like 00:53:50.194 --> 00:53:52.429 outdoors at night or inside a dimly lit 00:53:52.496 --> 00:53:56.266 restaurant, and Night mode comes on automatically 00:53:56.333 --> 00:53:58.102 when it's dark enough to brighten photos 00:53:58.168 --> 00:54:00.471 and reduce noise. 00:54:00.537 --> 00:54:03.607 Here is an image with Night mode turned off. 00:54:03.674 --> 00:54:06.577 Here it is with Night mode turned on. 00:54:06.643 --> 00:54:14.384 (Applause) 00:54:14.451 --> 00:54:16.520 We determined the image fusion time and use 00:54:16.587 --> 00:54:19.656 adaptive bracketing based on what we see in preview, 00:54:19.723 --> 00:54:22.159 so shorter frames if you have subject motion or 00:54:22.226 --> 00:54:25.028 longer frames if you have deep shadows to recover 00:54:25.095 --> 00:54:26.897 them, then we intelligently fuse images 00:54:26.964 --> 00:54:29.933 together reducing motion and blur. 00:54:30.000 --> 00:54:32.803 All right, we know you love taking videos and you 00:54:32.870 --> 00:54:35.305 are capturing more than ever on iPhone, so I'm 00:54:35.372 --> 00:54:37.808 really excited to show you the first video shot on 00:54:37.875 --> 00:54:40.511 iPhone 11 entirely on our wide and 00:54:40.577 --> 00:54:42.412 ultra-wide cameras. 00:54:45.749 --> 00:54:48.185 (Music playing) 00:55:25.355 --> 00:55:32.462 (Applause) 00:55:32.529 --> 00:55:34.331 So the quality is just astounding. 00:55:34.398 --> 00:55:37.100 That was shot in 4K resolution, and all of the 00:55:37.167 --> 00:55:40.137 shots, including the ones overhead, were hand-held, 00:55:40.204 --> 00:55:42.206 so that's making use of our even better cinematic 00:55:42.272 --> 00:55:45.108 video stabilization. 00:55:45.175 --> 00:55:47.844 So when taking video, you can easily tap to switch 00:55:47.911 --> 00:55:50.380 to the ultra-wide camera to capture even more in 00:55:50.447 --> 00:55:52.449 your scene. 00:55:52.516 --> 00:55:55.552 You can also use the zoom wheel to just transition 00:55:55.619 --> 00:56:00.190 easily between the two cameras. 00:56:00.257 --> 00:56:03.493 Now, we make it great to capture in all of the 00:56:03.560 --> 00:56:06.330 formats you love because we support 4K resolution, 00:56:06.396 --> 00:56:09.233 up to 60 frames per second, Slo-mo, 00:56:09.299 --> 00:56:12.236 Time-lapse, cinematic video stabilization, and 00:56:12.302 --> 00:56:15.739 now Extended Dynamic Range at 4K up to 60 frames per 00:56:15.806 --> 00:56:18.642 second, and this is across both cameras which 00:56:18.709 --> 00:56:20.310 is pretty cool. 00:56:20.377 --> 00:56:28.685 (Applause) 00:56:28.752 --> 00:56:30.420 We also wanted to make it easier for you to take a 00:56:30.487 --> 00:56:33.156 quick video with QuickTake. 00:56:33.223 --> 00:56:35.192 So now when you are taking photos and you decide you 00:56:35.259 --> 00:56:37.928 want to take a quick video, simply tap and hold 00:56:37.995 --> 00:56:40.264 the shutter button to record a video. 00:56:40.330 --> 00:56:42.432 You can do that without changing frames. 00:56:42.499 --> 00:56:49.206 (Cheers and Applause) 00:56:49.273 --> 00:56:52.542 So video really shines on iPhone 11. 00:56:52.609 --> 00:56:54.745 In fact, it has the highest quality video ever 00:56:54.811 --> 00:56:56.613 in a smartphone. 00:56:56.680 --> 00:57:02.419 (Applause) 00:57:02.486 --> 00:57:04.154 This is enabled by our real time processing 00:57:04.221 --> 00:57:07.090 across camera hardware, our software, our video 00:57:07.157 --> 00:57:09.660 encoders, and our chip. 00:57:09.726 --> 00:57:13.497 So that's the amazing dual camera system on iPhone 11, 00:57:13.563 --> 00:57:16.133 with the new wide and ultra-wide for 2X optical 00:57:16.199 --> 00:57:19.503 zoom out, Night mode, a brighter flash, NextGen 00:57:19.569 --> 00:57:22.739 Smart HDR, and the highest quality video. 00:57:22.806 --> 00:57:27.411 It will change the way you take your photos and videos. 00:57:27.477 --> 00:57:30.013 We have also updated our front TrueDepth camera to 00:57:30.080 --> 00:57:32.482 a wider 12-megapixel sensor. 00:57:32.549 --> 00:57:35.185 So now you can still take your 7-megapixel selfies, 00:57:35.252 --> 00:57:38.555 as you normally would, but simply rotate to landscape 00:57:38.622 --> 00:57:42.592 to capture even more people using that wider sensor. 00:57:42.659 --> 00:57:46.663 Also, on the front camera, we have added 4K video 00:57:46.730 --> 00:57:49.466 with Extended Dynamic Range up to 30 frames per 00:57:49.533 --> 00:57:52.436 second, and you can also capture on the front at 4K 00:57:52.502 --> 00:57:54.338 60 as well. 00:57:54.404 --> 00:57:57.374 Now, we have also added slow motion video to the 00:57:57.441 --> 00:57:59.609 front camera for the first time. 00:57:59.676 --> 00:58:02.312 Now, we think this is going to be really fun, so 00:58:02.379 --> 00:58:05.015 fun that we created a little ad about it, 00:58:05.082 --> 00:58:08.452 and we couldn't resist showing you. 00:58:10.754 --> 00:58:13.223 (Music playing) 00:58:39.349 --> 00:58:46.823 (Applause) 00:58:46.890 --> 00:58:47.858 Okay. 00:58:47.924 --> 00:58:50.660 So we want this to inspire you to go take some 00:58:50.727 --> 00:58:54.398 awesome Slofies because we can't wait to see them. 00:58:54.464 --> 00:58:55.499 All right. 00:58:55.565 --> 00:58:57.701 Now, so much of our great camera is also enabled by 00:58:57.768 --> 00:59:00.570 performance, and iPhone 11 has leading performance 00:59:00.637 --> 00:59:03.507 for your everyday to the most demanding tasks. 00:59:03.573 --> 00:59:05.942 In fact, our Apple design chips have led the 00:59:06.009 --> 00:59:08.578 industry for many years. 00:59:08.645 --> 00:59:11.681 Ben says the A12 is so far ahead of the industry that 00:59:11.748 --> 00:59:13.750 it will still be competitive with the best 00:59:13.817 --> 00:59:16.653 Android smartphones in two years. 00:59:16.720 --> 00:59:20.357 Well, now we are introducing the A13 00:59:20.424 --> 00:59:22.225 Bionic, the next generation of our 00:59:22.292 --> 00:59:23.994 industry-leading chip. 00:59:24.060 --> 00:59:30.867 (Cheers and Applause) 00:59:30.934 --> 00:59:33.170 So if you look at CPU performance with the 00:59:33.236 --> 00:59:37.307 iPhone XR A12 bionic chip, it still leads the pack in 00:59:37.374 --> 00:59:39.810 terms of the latest smartphones and chips. 00:59:39.876 --> 00:59:42.479 Well, the A13 Bionic is just going to extend that 00:59:42.546 --> 00:59:47.050 lead even further, because the A13 is the fastest CPU 00:59:47.117 --> 00:59:48.552 ever in a smartphone. 00:59:48.618 --> 00:59:54.891 (Cheers and Applause) 00:59:54.958 --> 00:59:57.227 And that's great because everything you do every 00:59:57.294 --> 01:00:00.430 day from morning to night makes use of the chip. 01:00:00.497 --> 01:00:02.432 So what about graphics? 01:00:02.499 --> 01:00:04.568 Well, if you look at the A12, still leading the 01:00:04.634 --> 01:00:08.638 pack in GPU performance, and the A13 Bionic is just 01:00:08.705 --> 01:00:12.709 going to get even faster because the A13 Bionic is 01:00:12.776 --> 01:00:16.112 also the fastest GPU ever in a smartphone. 01:00:16.179 --> 01:00:21.485 (Applause) 01:00:21.551 --> 01:00:23.119 And to show you more about that, because this is 01:00:23.186 --> 01:00:25.522 great for mobile gaming, I would like to introduce 01:00:25.589 --> 01:00:27.557 Giant Network. 01:00:27.624 --> 01:00:29.626 They are the force behind some of the most popular 01:00:29.693 --> 01:00:31.094 mobile games in China. 01:00:31.161 --> 01:00:33.497 And now with their studio, TipsWorks, they are 01:00:33.563 --> 01:00:35.765 preparing to release their first global title. 01:00:35.832 --> 01:00:37.634 It's called Pascal's Wager. 01:00:37.701 --> 01:00:40.303 And I would like to introduce Yang Yang, the 01:00:40.370 --> 01:00:41.972 founder of TipsWorks. 01:00:42.038 --> 01:00:46.209 (Applause) 01:00:46.276 --> 01:00:49.546 >> YANG YANG: Thank you. 01:00:49.613 --> 01:00:51.815 We have been working on an exciting action 01:00:51.882 --> 01:00:53.350 role-playing game. 01:00:53.416 --> 01:00:55.919 Let's take a look. 01:00:55.986 --> 01:00:58.722 Pascal's Wager is a dark fantasy action game that 01:00:58.788 --> 01:01:01.758 will take you on a journey through a massive world. 01:01:01.825 --> 01:01:04.427 The game happens in a place that's surrounded by 01:01:04.494 --> 01:01:07.964 eternal darkness and the humans must make a path by 01:01:08.031 --> 01:01:10.400 staying close to giants that illuminate. 01:01:16.540 --> 01:01:19.276 You will notice the fantastical creatures 01:01:19.342 --> 01:01:22.779 which look amazing with Metal 2 shaders. 01:01:38.995 --> 01:01:42.132 Players can select one of four characters and can 01:01:42.198 --> 01:01:45.035 change throughout to use different skills. 01:01:45.101 --> 01:01:48.305 Now we've changed to Benita whose powerful whip 01:01:48.371 --> 01:01:51.308 can take on enemies mid-range. 01:01:51.374 --> 01:01:54.044 We spent hours recreating the perfect sounds of 01:01:54.110 --> 01:01:57.781 footsteps, chains, and even blades clashing. 01:01:57.847 --> 01:02:02.118 Details are clear with the iPhone's special audio. 01:02:02.185 --> 01:02:05.722 Let's watch as Benita fights this monster. 01:02:20.036 --> 01:02:22.439 As we trail the owl, we see the benefits of post 01:02:22.505 --> 01:02:25.108 processing effects, including anti-aliasing 01:02:25.175 --> 01:02:28.645 and bloom, which are only possible with the GPU of 01:02:28.712 --> 01:02:30.880 the new iPhone. 01:02:51.901 --> 01:02:54.471 All of this with an incredible 60 frames per 01:02:54.537 --> 01:02:57.107 second of smooth performance which comes in 01:02:57.173 --> 01:03:01.978 handy as we keep evil at bay. 01:03:02.045 --> 01:03:08.885 Speaking of evil ... our hero could use some help! 01:03:12.155 --> 01:03:20.597 (Cheers and Applause) 01:03:20.664 --> 01:03:22.298 We don't want to spoil anything. 01:03:22.365 --> 01:03:25.101 This is a preview of Pascal's Wager. 01:03:25.168 --> 01:03:29.039 Preorder it exclusively on the App Store next month. 01:03:29.105 --> 01:03:30.240 Thank you. 01:03:30.306 --> 01:03:37.047 (Cheers and Applause) 01:03:37.113 --> 01:03:39.015 >> KAIANN DRANCE: So, I just have to say how 01:03:39.082 --> 01:03:41.851 remarkable it is that a game like that with those 01:03:41.918 --> 01:03:44.220 kinds of phenomenal graphics can run on a 01:03:44.287 --> 01:03:46.990 small and powerful chip in the palm of your hand with 01:03:47.057 --> 01:03:50.760 A13 Bionic, so just kudos to that and our incredible 01:03:50.827 --> 01:03:52.095 silicon engineers. 01:03:52.162 --> 01:03:54.731 We can't wait to see Pascal's Wager and what 01:03:54.798 --> 01:03:58.535 else other developers will come up with with the A13. 01:03:58.601 --> 01:03:59.469 All right. 01:03:59.536 --> 01:04:00.570 So, battery. 01:04:00.637 --> 01:04:03.540 We know that battery life is really important to customers. 01:04:03.606 --> 01:04:05.742 And last year with the iPhone XR, we already had 01:04:05.809 --> 01:04:08.578 the longest battery life in an iPhone ever, and it 01:04:08.645 --> 01:04:11.281 was a big leap and our customers loved it. 01:04:11.347 --> 01:04:14.350 With the advancements in iPhone 11, it will still 01:04:14.417 --> 01:04:16.720 have an hour more in battery than in your 01:04:16.786 --> 01:04:19.622 iPhone XR for incredible battery life. 01:04:19.689 --> 01:04:25.762 (Applause) 01:04:25.829 --> 01:04:29.165 The advances in iPhone 11 really touch areas that 01:04:29.232 --> 01:04:31.634 customers experience every day. 01:04:31.701 --> 01:04:33.770 This is innovation that matters. 01:04:33.837 --> 01:04:37.107 Powerful dual camera system, Night mode, and 01:04:37.173 --> 01:04:39.542 things we didn't even have time to talk about, like 01:04:39.609 --> 01:04:42.979 faster Face ID, water and dust resistance, wireless 01:04:43.046 --> 01:04:45.782 charging, Wi-Fi 6, and more. 01:04:45.849 --> 01:04:48.485 We think customers will love iPhone 11 and we have 01:04:48.551 --> 01:04:51.020 created a really fun video all about it. 01:04:56.526 --> 01:05:00.597 (Music playing) 01:06:50.306 --> 01:06:56.613 (Cheers and Applause) 01:06:56.679 --> 01:07:01.184 >> KAIANN DRANCE: iPhone 11 offers so much meaningful 01:07:01.251 --> 01:07:03.820 innovation, and we want even more people to 01:07:03.887 --> 01:07:06.956 experience it, so we are really excited to offer 01:07:07.023 --> 01:07:09.959 iPhone 11 at just $699. 01:07:10.026 --> 01:07:19.636 (Cheers and Applause) 01:07:19.702 --> 01:07:21.704 We think this is an amazing phone that 01:07:21.771 --> 01:07:23.106 everyone will love. 01:07:23.172 --> 01:07:23.973 Thank you. 01:07:24.040 --> 01:07:25.708 And now back to Tim. 01:07:25.775 --> 01:07:28.945 (Cheers and Applause) 01:07:29.012 --> 01:07:30.179 >> TIM COOK: Thank you, Kaiann. 01:07:30.246 --> 01:07:33.650 The new iPhone 11 is simply amazing. 01:07:33.683 --> 01:07:35.952 We designed it with our customers in mind and it 01:07:36.019 --> 01:07:40.323 will impact their lives in meaningful ways every day. 01:07:40.390 --> 01:07:44.227 But we didn't stop there. 01:07:44.294 --> 01:07:47.363 For our customers that want the most 01:07:47.430 --> 01:07:49.933 sophisticated technology that really pushes the 01:07:49.999 --> 01:07:54.003 limits, we have created something truly special, 01:07:54.070 --> 01:07:57.273 and I'm thrilled to introduce it to you now. 01:08:01.144 --> 01:08:04.614 (Music playing) 01:08:37.580 --> 01:08:44.821 (Cheers and Applause) 01:08:44.887 --> 01:08:46.556 Thank you. 01:08:46.622 --> 01:08:49.792 Yeah! 01:08:49.859 --> 01:08:52.929 This is the iPhone 11 Pro, and these are the most 01:08:52.996 --> 01:08:56.299 powerful and most advanced iPhones that we have ever 01:08:56.366 --> 01:09:00.136 built in a stunning new design. 01:09:00.203 --> 01:09:01.938 I'd like to invite Phil up to tell you all about them. 01:09:02.005 --> 01:09:04.107 Phil. 01:09:04.173 --> 01:09:09.579 (Cheers and Applause) 01:09:09.645 --> 01:09:10.747 >> PHIL SCHILLER: Thank you, Tim. 01:09:10.813 --> 01:09:12.849 And good morning, everyone! 01:09:12.915 --> 01:09:14.117 How are you doing out there? 01:09:14.183 --> 01:09:16.753 (Cheers and Applause) 01:09:16.819 --> 01:09:20.857 This is the first phone that we have called Pro. 01:09:20.923 --> 01:09:23.026 And for us, that means it's a device that pros 01:09:23.092 --> 01:09:26.062 can count on to get their work done. 01:09:26.129 --> 01:09:28.765 But it's also a product for all of us who want 01:09:28.831 --> 01:09:33.736 simply the best product made even if we are not a pro. 01:09:33.803 --> 01:09:34.971 So, let's talk all about it. 01:09:35.038 --> 01:09:36.806 We will start with this incredible stunning 01:09:36.873 --> 01:09:38.975 new Pro design. 01:09:39.042 --> 01:09:42.111 This is the most advanced and detailed iPhone we 01:09:42.178 --> 01:09:43.446 have made yet. 01:09:43.513 --> 01:09:46.049 It's made of a surgical grade stainless steel. 01:09:46.115 --> 01:09:49.585 The back is a single piece of machined glass with an 01:09:49.652 --> 01:09:52.321 optical PVD coating. 01:09:52.388 --> 01:09:54.791 This is a beautiful new matte textured finish that 01:09:54.857 --> 01:09:57.827 looks great and feels awesome in your hand. 01:09:57.894 --> 01:10:01.731 iPhone 11 Pro comes in some gorgeous new finishes. 01:10:01.798 --> 01:10:04.434 This is an all new Midnight Green. 01:10:04.500 --> 01:10:09.505 (Applause) 01:10:09.572 --> 01:10:15.378 This is a very Pro Space Gray, a beautiful silver, 01:10:15.445 --> 01:10:18.381 and a new gold. 01:10:18.448 --> 01:10:19.415 These are incredible. 01:10:19.482 --> 01:10:22.418 (Applause) 01:10:22.485 --> 01:10:23.586 All right. 01:10:23.653 --> 01:10:25.688 Let's talk about this Pro display. 01:10:25.755 --> 01:10:29.225 It comes in two sizes, 5.8 inches and 6.5 inches. 01:10:29.292 --> 01:10:31.294 They have the highest pixel density of any 01:10:31.360 --> 01:10:33.563 display Apple makes. 01:10:33.629 --> 01:10:35.731 Our Super Retina display is the most advanced we 01:10:35.798 --> 01:10:38.101 have ever built into an iPhone. 01:10:38.167 --> 01:10:42.071 It's a new OLED panel that has 2 million to 1 01:10:42.138 --> 01:10:44.107 Contrast ratio. 01:10:44.173 --> 01:10:48.077 P3 Wide Color, True Tone, haptic touch, and now a 01:10:48.144 --> 01:10:51.914 much brighter up to 1200 nits, that's incredibly 01:10:51.981 --> 01:10:57.620 bright while also being 15% more energy efficient. 01:10:57.687 --> 01:11:00.556 Now, this incredible new display has a level of 01:11:00.623 --> 01:11:04.427 brightness, Contrast Ratio, color, and detail, 01:11:04.494 --> 01:11:07.130 really, it's the experience that we are 01:11:07.196 --> 01:11:09.298 building into the new display for the MacPro, we 01:11:09.365 --> 01:11:11.734 call that the Pro display XDR, and now that 01:11:11.801 --> 01:11:16.072 experience is being built into an iPhone. 01:11:16.139 --> 01:11:18.074 In addition to that, it has the spatial audio 01:11:18.141 --> 01:11:20.810 sound that Kaiann told you about. 01:11:20.877 --> 01:11:23.913 It has HDR10, Dolby Vision, Dolby Atmos. 01:11:23.980 --> 01:11:27.350 So we decide it's worthy of a new name. 01:11:27.416 --> 01:11:30.753 We call it the Super Retina XDR display. 01:11:30.820 --> 01:11:37.093 (Applause) 01:11:37.160 --> 01:11:38.594 All right. 01:11:38.661 --> 01:11:40.630 Let's talk about performance, a pro level performance. 01:11:40.696 --> 01:11:43.065 As you know, our A series chips have kept Apple 01:11:43.132 --> 01:11:46.669 ahead of the industry for years now, and the A13 01:11:46.736 --> 01:11:49.539 Bionic is going to extend that lead. 01:11:49.605 --> 01:11:52.475 To tell you even more about the A13 Bionic, 01:11:52.542 --> 01:11:55.978 I'm really excited to bring up Sri Santhanam. 01:11:56.045 --> 01:11:58.881 He is our Vice President of Silicon Engineering. 01:11:58.948 --> 01:12:00.449 Sri. 01:12:00.550 --> 01:12:06.189 (Cheers and Applause) 01:12:06.255 --> 01:12:07.390 >> SRI SANTHANAM: Thank you, Phil. 01:12:07.456 --> 01:12:08.524 Hello, everyone. 01:12:08.591 --> 01:12:10.693 Our engineering team at Apple has been designing 01:12:10.760 --> 01:12:13.396 chips for iPhone for over a decade, and today I'm 01:12:13.462 --> 01:12:16.265 excited to talk to you about A13 Bionic, 01:12:16.332 --> 01:12:20.136 our latest creation. And we have touched everything. 01:12:20.203 --> 01:12:23.739 Now, at Apple, we have the benefit of owning the 01:12:23.806 --> 01:12:25.408 entire vertical stack, the software, the system 01:12:25.474 --> 01:12:27.843 hardware, and the chip design, and we work 01:12:27.910 --> 01:12:30.980 together to optimize every block on the chip, all the 01:12:31.047 --> 01:12:33.616 way from the transistor up through the package design 01:12:33.683 --> 01:12:37.220 to work efficiently for iOS and iPhone. 01:12:37.286 --> 01:12:38.921 We have touched so many things and improved so 01:12:38.988 --> 01:12:41.324 many things in the A13 Bionic, but today I would 01:12:41.390 --> 01:12:44.260 like to talk to you about two specific improvements, 01:12:44.327 --> 01:12:46.629 Machine Learning and low power design. 01:12:46.696 --> 01:12:48.798 First, Machine Learning. 01:12:48.864 --> 01:12:51.801 We use Machine Learning all throughout iPhone. 01:12:51.867 --> 01:12:55.438 And in our chips, our CPU, GPU, and Neural Engine are 01:12:55.504 --> 01:12:57.607 all optimized for different types of Machine 01:12:57.673 --> 01:12:59.141 Learning workloads. 01:12:59.208 --> 01:13:01.444 And in A13 Bionic, we made them all faster for ML, 01:13:01.510 --> 01:13:04.380 particularly the CPU. 01:13:04.447 --> 01:13:07.049 We added brand new Machine Learning accelerators 01:13:07.116 --> 01:13:08.851 in our CPUs. 01:13:08.918 --> 01:13:10.853 These accelerators are built to run matrix 01:13:10.920 --> 01:13:13.189 multiplication very fast. 01:13:13.256 --> 01:13:16.759 That's an operation that's used frequently in ML computation. 01:13:16.826 --> 01:13:19.862 These dedicated accelerators allow the CPU to process matrix 01:13:19.929 --> 01:13:23.599 math operations up to 6X faster, making the CPU capable 01:13:23.666 --> 01:13:27.536 of over one trillion operations per second. 01:13:27.603 --> 01:13:33.042 (Applause) 01:13:33.109 --> 01:13:35.211 Now, as developers experiment on the bleeding 01:13:35.278 --> 01:13:37.446 edge of ML, the CPU can accelerate nascent 01:13:37.513 --> 01:13:39.915 evolving models. 01:13:39.982 --> 01:13:42.618 In addition, the chip works with the latest 01:13:42.685 --> 01:13:44.487 generation of the Apple designed Machine Learning 01:13:44.553 --> 01:13:46.422 controller so that ML models can be 01:13:46.489 --> 01:13:48.557 automatically and seamlessly scheduled on 01:13:48.624 --> 01:13:51.127 the CPU, GPU, and Neural Engine, balancing 01:13:51.193 --> 01:13:53.462 efficiency and performance. 01:13:53.529 --> 01:13:55.665 Together with iPhone 11 Pro, this creates a fully 01:13:55.731 --> 01:13:57.667 integrated platform where developers can do some 01:13:57.733 --> 01:14:00.036 incredible things, like natural language 01:14:00.102 --> 01:14:02.638 processing, image classification in photos 01:14:02.705 --> 01:14:05.141 and videos, and character animation and people 01:14:05.207 --> 01:14:07.743 occlusion in AR apps. 01:14:07.810 --> 01:14:10.313 All of this makes iPhone 11 Pro the best 01:14:10.379 --> 01:14:12.682 Machine Learning platform in any smartphone. 01:14:12.748 --> 01:14:19.989 (Applause) 01:14:20.056 --> 01:14:21.557 The second thing I would like to talk to you today 01:14:21.624 --> 01:14:24.226 about is how we lowered the power of the A13 Bionic. 01:14:24.293 --> 01:14:27.363 It is our most efficient chip today, and here are a 01:14:27.430 --> 01:14:28.831 few reasons why. 01:14:28.898 --> 01:14:30.966 First, it starts with the transistors, the 01:14:31.033 --> 01:14:33.569 fundamental building blocks of our chips, and 01:14:33.636 --> 01:14:36.405 A13 Bionic uses an advanced improved second 01:14:36.472 --> 01:14:38.874 generation, 7 nanometer transistor, the most 01:14:38.941 --> 01:14:40.910 advanced in the industry. 01:14:40.976 --> 01:14:43.579 And we carefully tailored each transistor for high 01:14:43.646 --> 01:14:45.381 performance and low power. 01:14:45.448 --> 01:14:49.218 We did this with over 8.5 billion transistors. 01:14:49.285 --> 01:14:55.224 (Applause) 01:14:55.291 --> 01:14:57.526 That's the most we have ever put into any iPhone 01:14:57.593 --> 01:15:00.429 chip, but it's not just the sheer volume of transistors. 01:15:00.496 --> 01:15:02.798 To get both high performance and low power, 01:15:02.865 --> 01:15:04.734 you need great architecture. 01:15:04.800 --> 01:15:07.870 One example of that is our Apple architected high 01:15:07.937 --> 01:15:10.072 efficiency CPU cores. 01:15:10.139 --> 01:15:12.141 These cores are the most efficient place to run 01:15:12.208 --> 01:15:14.310 lightweight tasks and powerful enough to use 01:15:14.377 --> 01:15:17.713 most of the time giving you great battery life. 01:15:17.780 --> 01:15:20.916 Finally, at the design level, we apply many, many 01:15:21.016 --> 01:15:22.752 low power design techniques to increase the 01:15:22.818 --> 01:15:24.653 efficiency of our design. 01:15:24.720 --> 01:15:26.622 For example, we have hundreds of voltage 01:15:26.689 --> 01:15:29.325 domains in the chip, so we light up only the sections 01:15:29.392 --> 01:15:31.727 of the chip that need to function at any given time. 01:15:31.794 --> 01:15:33.295 But that's not all. 01:15:33.362 --> 01:15:35.731 We have hundreds of thousands of clock gating 01:15:35.798 --> 01:15:38.367 domains, so we only turn on the smallest amount of 01:15:38.434 --> 01:15:41.737 logic in the chip, dramatically reducing power. 01:15:41.804 --> 01:15:45.875 The result is our highest performing, most efficient 01:15:45.941 --> 01:15:47.143 design ever. 01:15:47.209 --> 01:15:50.045 All of our cores, CPU, GPU, and Neural Engine are 01:15:50.112 --> 01:15:52.615 all up to 20% faster. 01:15:52.681 --> 01:15:55.017 In addition, at the same time as we moved 01:15:55.084 --> 01:15:57.119 performance up for those applications and tasks 01:15:57.186 --> 01:15:59.121 that don't need more performance in the A12, we 01:15:59.188 --> 01:16:01.891 were able to reduce the power of all our engines; 01:16:01.957 --> 01:16:05.127 for example, our GPU by up to 40%. 01:16:05.194 --> 01:16:07.263 All of this translates to great performance and 01:16:07.329 --> 01:16:09.265 battery life for our customers. 01:16:09.331 --> 01:16:11.567 And in addition, combined with the thermal designs 01:16:11.634 --> 01:16:13.969 of the iPhone 11 Pro, we have our best sustained 01:16:14.036 --> 01:16:16.305 performance ever. 01:16:16.372 --> 01:16:18.674 And that's A13 Bionic. 01:16:18.741 --> 01:16:21.143 It is our most efficient, most performing chip we 01:16:21.210 --> 01:16:22.812 have ever built for iPhone. 01:16:22.878 --> 01:16:24.847 We can't wait for our customers and developers 01:16:24.914 --> 01:16:25.948 to see it in action. 01:16:26.015 --> 01:16:26.882 Thank you. 01:16:26.949 --> 01:16:28.350 And back to Phil. 01:16:28.417 --> 01:16:36.859 (Cheers and Applause) 01:16:36.926 --> 01:16:38.260 >> PHIL SCHILLER: Thank you, Sri. 01:16:38.327 --> 01:16:40.496 So, what has our team done to help the battery keep 01:16:40.563 --> 01:16:44.033 up with this incredible level of Pro performance? 01:16:44.099 --> 01:16:47.770 We are so excited to tell you that with iPhone 11 Pro, 01:16:47.837 --> 01:16:51.006 you now get up to four hours longer in your day. 01:16:51.073 --> 01:16:56.579 (Cheers and Applause) 01:16:56.645 --> 01:17:00.549 And with iPhone 11 Pro Max, up to five hours longer 01:17:00.616 --> 01:17:01.684 in your day. 01:17:01.750 --> 01:17:05.988 (Applause) 01:17:06.055 --> 01:17:09.225 We are also including our fast charge 18-watt 01:17:09.291 --> 01:17:13.395 adapter in the box that can charge them all faster, too. 01:17:13.462 --> 01:17:15.130 So, I know. 01:17:15.197 --> 01:17:16.298 I know what you are waiting for. 01:17:16.365 --> 01:17:17.399 I am, too. 01:17:17.466 --> 01:17:20.202 Let's talk about the cameras. 01:17:20.269 --> 01:17:22.705 No question, my favorite part about iPhone. 01:17:22.771 --> 01:17:25.941 This is the first iPhone that we have had a camera 01:17:26.008 --> 01:17:29.011 system that we call Pro, and it's really worthy 01:17:29.078 --> 01:17:30.613 of this name. 01:17:30.679 --> 01:17:31.814 So, what does it have? 01:17:31.881 --> 01:17:34.850 First, it has a new wide camera that has a fast 01:17:34.917 --> 01:17:38.521 F1.8 Aperture and Focus Pixels that cover 100% 01:17:38.587 --> 01:17:40.523 of the sensor. 01:17:40.589 --> 01:17:42.858 There is a news telephoto camera with a larger 01:17:42.925 --> 01:17:44.727 F2.0 Aperture. 01:17:44.793 --> 01:17:47.763 It lets in 40% more light. 01:17:47.830 --> 01:17:51.400 And has a new ultra-wide camera with a super wide 01:17:51.467 --> 01:17:55.471 120-degree field of view and a tremendous range of 01:17:55.538 --> 01:17:58.107 focus across the entire image. 01:17:58.173 --> 01:18:00.609 Now, all of these work together with the A13 01:18:00.676 --> 01:18:03.078 Bionic chip and its new generation Image Signal 01:18:03.145 --> 01:18:06.615 Processor, and that enables a whole new level 01:18:06.682 --> 01:18:10.019 of photography, pro photography, and you are 01:18:10.085 --> 01:18:11.387 just going to love it. 01:18:11.453 --> 01:18:13.822 So, let's go to some of the things it does. 01:18:13.889 --> 01:18:16.792 First, with the telephoto camera and the ultra-wide, 01:18:16.859 --> 01:18:19.428 you have the ability to zoom in two times and zoom 01:18:19.495 --> 01:18:20.696 out two times. 01:18:20.763 --> 01:18:24.266 That's a 4X optical zoom range. 01:18:24.333 --> 01:18:26.068 With these three cameras, you have incredible 01:18:26.135 --> 01:18:27.937 creative control. 01:18:28.003 --> 01:18:30.306 So, for example, you can use the telephoto and get 01:18:30.372 --> 01:18:33.542 in close on your subject to really zoom in on it, 01:18:33.609 --> 01:18:36.946 or you can use the wide to tell a bit more of a 01:18:37.012 --> 01:18:39.014 story, or you can pull all the way out to the 01:18:39.081 --> 01:18:43.052 ultra-wide and reveal the full surroundings, and you 01:18:43.118 --> 01:18:46.755 can take all three shots from one vantage point. 01:18:46.822 --> 01:18:52.695 (Applause) 01:18:52.761 --> 01:18:56.599 Now, we have given iPhone 11 Pro to some pro 01:18:56.665 --> 01:18:59.001 photographers to use to see what they can do with 01:18:59.068 --> 01:19:01.370 this incredible new camera system. 01:19:01.437 --> 01:19:03.372 And, first, they absolutely love it and 01:19:03.439 --> 01:19:05.240 they are excited to share with you some of the 01:19:05.307 --> 01:19:06.475 photos they have taken. 01:19:06.542 --> 01:19:08.444 So we have picked from all of the incredible shots 01:19:08.510 --> 01:19:09.278 they have taken. 01:19:09.345 --> 01:19:10.546 Six. 01:19:10.613 --> 01:19:12.548 We are going to go through six shots that pros have 01:19:12.615 --> 01:19:13.882 taken to show you some of the different cameras and 01:19:13.983 --> 01:19:15.851 what's possible and they are stunning. 01:19:15.918 --> 01:19:18.354 Here is a perfect one to start with. 01:19:18.420 --> 01:19:20.222 Look at this image. 01:19:20.289 --> 01:19:22.758 It is shot with the wide camera, shot by Geordie 01:19:22.825 --> 01:19:25.327 Wood, shot it in a perfect named place for this 01:19:25.394 --> 01:19:28.998 photo, Peek-a-boo Canyon in Kanab, Utah. 01:19:29.064 --> 01:19:31.300 That's just an awesome name for this. 01:19:31.367 --> 01:19:33.502 Look at the eye, the detail in the eye, the 01:19:33.569 --> 01:19:37.306 details in the eyelashes, the incredible skin tones. 01:19:37.373 --> 01:19:39.475 This is a great photo to show the power of this 01:19:39.541 --> 01:19:41.543 new camera system. 01:19:41.610 --> 01:19:43.345 Here is another shot, a very different kind of 01:19:43.412 --> 01:19:46.382 shot, also taken with that wide camera. 01:19:46.448 --> 01:19:49.118 This is a shot by Jake Michaels in L.A. 01:19:49.184 --> 01:19:51.587 You can see he caught a moment frozen in time. 01:19:51.654 --> 01:19:54.390 The fast shutter speed can capture the light just 01:19:54.456 --> 01:19:57.393 bouncing off those frozen water droplets. 01:19:57.459 --> 01:20:00.162 And it uses our black and white pro level image 01:20:00.229 --> 01:20:04.433 filter which gives incredible tonal grayscale to it. 01:20:04.500 --> 01:20:06.335 Now, let's switch to the telephoto. 01:20:06.402 --> 01:20:09.204 This is an incredible shot taken by Francesca Allen 01:20:09.271 --> 01:20:11.240 out in Malibu. 01:20:11.306 --> 01:20:14.076 Just the incredible image clarity, stunning 01:20:14.143 --> 01:20:16.145 environment, skin tones are beautiful, shot by 01:20:16.211 --> 01:20:19.081 natural light, and that's just the natural depth of 01:20:19.148 --> 01:20:23.886 field of that Aperture with F1.8 -- F2.0. 01:20:23.952 --> 01:20:25.120 It is amazing. 01:20:25.187 --> 01:20:28.257 And the blues of the sky and the water, just stunning. 01:20:28.323 --> 01:20:30.025 So now let's look at a Portrait mode shot of the 01:20:30.092 --> 01:20:31.493 telephoto camera. 01:20:31.560 --> 01:20:34.196 It's very different than what you would take. 01:20:34.263 --> 01:20:37.566 This is backlit, a backlit Portrait mode telephoto 01:20:37.633 --> 01:20:40.669 shot by Jake Michaels, and you just see the 01:20:40.736 --> 01:20:44.606 incredible silhouette, but so much detail in the hair. 01:20:44.673 --> 01:20:46.842 Look at the blue and gold backlit, 01:20:46.909 --> 01:20:49.244 just such vibrant colors. 01:20:49.311 --> 01:20:50.345 A stunning image. 01:20:50.412 --> 01:20:51.146 All right. 01:20:51.213 --> 01:20:51.947 Now let's look at a photo taken with our new 01:20:52.014 --> 01:20:53.449 ultra-wide camera. 01:20:53.515 --> 01:20:55.718 Jake Michaels took this down in Venice Beach over 01:20:55.784 --> 01:20:57.853 a skateboard park. 01:20:57.920 --> 01:20:58.921 How did he take this? 01:20:58.987 --> 01:21:02.458 He got up on a cherry picker, 50 feet above the ground. 01:21:02.524 --> 01:21:04.793 I think many of us would be a little nervous doing 01:21:04.860 --> 01:21:06.795 that, but for us he did it. 01:21:06.862 --> 01:21:10.099 Took a shot down with the super wide camera. 01:21:10.165 --> 01:21:14.002 Just see this incredible abstract image, looks stunning. 01:21:14.069 --> 01:21:16.839 The focus is incredible because of the depth of 01:21:16.905 --> 01:21:18.240 focus of that camera. 01:21:18.307 --> 01:21:19.575 All right, one more example. 01:21:19.641 --> 01:21:23.011 This is shot with the ultra-wide by Chiara Zonca. 01:21:23.078 --> 01:21:24.813 Shot this in Arizona. 01:21:24.880 --> 01:21:26.682 You see this amazing contrast between the 01:21:26.749 --> 01:21:29.785 lights and the darks and the mid tones, the sky, 01:21:29.852 --> 01:21:32.554 the landscape is just surreal. 01:21:32.621 --> 01:21:34.723 This is just this other worldly kind of shot that 01:21:34.790 --> 01:21:36.291 we would all love to get. 01:21:36.358 --> 01:21:38.193 Those are six examples of photos using the three 01:21:38.260 --> 01:21:40.863 cameras, what pros can do if you put it in their 01:21:40.929 --> 01:21:43.031 hands with their incredible talent. 01:21:43.098 --> 01:21:45.300 It's amazing stuff. 01:21:45.367 --> 01:21:46.502 Now what we want to do. 01:21:46.568 --> 01:21:47.169 (Applause) 01:21:47.236 --> 01:21:48.203 Yeah! 01:21:48.270 --> 01:21:54.109 Let's clap. 01:21:54.176 --> 01:21:56.645 Now we want to give you a sneak peek of a new 01:21:56.712 --> 01:21:58.814 feature coming in the camera that will be 01:21:58.881 --> 01:22:00.849 available with the software update this fall, 01:22:00.883 --> 01:22:02.885 but it's so cool we had to tell you about it. 01:22:02.951 --> 01:22:06.221 It's using the Neural Engine of the A13 Bionic 01:22:06.288 --> 01:22:09.858 to create a whole brand-new kind of image 01:22:09.925 --> 01:22:11.493 processing system. 01:22:11.560 --> 01:22:14.496 We call it Deep Fusion. 01:22:14.563 --> 01:22:16.498 And this is so cool! 01:22:16.565 --> 01:22:18.500 So to tell you what it's doing, I'm going to do 01:22:18.567 --> 01:22:19.802 that while we look at an image. 01:22:19.868 --> 01:22:23.005 This is a photo that was shot on an iPhone 11 Pro 01:22:23.071 --> 01:22:26.141 using this Deep Fusion technology, and this kind 01:22:26.208 --> 01:22:29.044 of an image would not have been possible before. 01:22:29.111 --> 01:22:31.647 We use Machine Learning to take this photo in low to 01:22:31.713 --> 01:22:35.017 medium light and it's unlike anything possible 01:22:35.083 --> 01:22:36.451 with an iPhone camera before. 01:22:36.518 --> 01:22:37.719 So what is it doing? 01:22:37.786 --> 01:22:39.321 How do we get an image like this? 01:22:39.388 --> 01:22:40.422 All right. 01:22:40.489 --> 01:22:41.423 You ready for this? 01:22:41.490 --> 01:22:43.192 What it does, it shoots nine images. 01:22:43.258 --> 01:22:45.127 Before you press the shutter button, it's 01:22:45.194 --> 01:22:48.497 already shot four short images, four secondary images. 01:22:48.564 --> 01:22:50.532 When you press the shutter button, it takes one long 01:22:50.599 --> 01:22:53.068 exposure, and then in just one second the Neural 01:22:53.135 --> 01:22:56.972 Engine analyzes the fused combination of long and 01:22:57.039 --> 01:22:59.975 short images picking the best among them, selecting 01:23:00.042 --> 01:23:03.278 all the pixels, and pixel by pixel going through 24 01:23:03.345 --> 01:23:07.616 million pixels to optimize for detail and low noise, 01:23:07.649 --> 01:23:09.351 like you see in the sweater there. 01:23:09.418 --> 01:23:10.853 It is amazing. 01:23:10.919 --> 01:23:12.454 This is the first time a Neural Engine is 01:23:12.521 --> 01:23:15.123 responsible for generating the output image. 01:23:15.190 --> 01:23:18.193 It is computational photography mad science. 01:23:18.260 --> 01:23:20.162 It is way cool! 01:23:20.229 --> 01:23:27.502 (Cheers and Applause) 01:23:27.569 --> 01:23:29.504 Now, let's talk about video. 01:23:29.571 --> 01:23:33.108 iPhone 11 Pro is a powerful new video camera system. 01:23:33.175 --> 01:23:37.346 All three cameras shoot 4K, 60 frames a second, 01:23:37.412 --> 01:23:40.282 Extended Dynamic Range video, with beautiful 01:23:40.349 --> 01:23:42.217 highlights and shadow details. 01:23:42.284 --> 01:23:45.621 So, of course, we gave iPhone 11 Pro to a 01:23:45.687 --> 01:23:46.922 professional cinematographer and 01:23:46.989 --> 01:23:49.992 director and asked them to take it to a back lot in 01:23:50.058 --> 01:23:52.060 L.A., shoot something, and show us all what's 01:23:52.127 --> 01:23:54.763 possible with this brand-new camera system. 01:23:54.830 --> 01:23:57.499 That's what we want to show you now. 01:23:59.701 --> 01:24:01.904 (Music playing) 01:25:11.606 --> 01:25:18.313 (Applause) 01:25:18.380 --> 01:25:20.382 Was that incredible? 01:25:20.449 --> 01:25:23.685 That was not only shot but also edited entirely on 01:25:23.752 --> 01:25:27.389 iPhone 11 Pro by director of photography Guillermo 01:25:27.456 --> 01:25:29.791 Garza and director Diego Contreras. 01:25:29.858 --> 01:25:30.726 Thank you, guys. 01:25:30.792 --> 01:25:33.061 That is just stunning video. 01:25:33.128 --> 01:25:35.230 And the team worked hard to make sure that you can 01:25:35.297 --> 01:25:37.566 get consistent image capture across all 01:25:37.632 --> 01:25:39.434 three video cameras. 01:25:39.501 --> 01:25:41.436 We actually paired the three cameras right at the 01:25:41.503 --> 01:25:45.240 factory, calibrating for color and exposure, and 01:25:45.307 --> 01:25:47.376 then all of the time while you are using them, we 01:25:47.442 --> 01:25:50.045 actually do some smart things, like we in real 01:25:50.112 --> 01:25:52.080 time take data from the camera you are shooting 01:25:52.147 --> 01:25:54.850 with and prime the other cameras automatically for 01:25:54.916 --> 01:25:58.320 Auto Focus, Auto Exposure, color temperature, even 01:25:58.387 --> 01:26:02.324 tone mapping, so you can get a smooth transition 01:26:02.391 --> 01:26:05.327 across all three cameras while we minimize any 01:26:05.394 --> 01:26:07.996 shifts in color or exposure. 01:26:08.063 --> 01:26:11.066 And for pros that want to edit this video quickly on 01:26:11.133 --> 01:26:14.970 device, now with iOS 13 we have new advanced video 01:26:15.037 --> 01:26:17.839 editing features built into the Photos app, so 01:26:17.906 --> 01:26:20.642 you can do things like edit a video for exposure, 01:26:20.709 --> 01:26:23.478 color temperature, even cropping and scaling right 01:26:23.545 --> 01:26:26.081 in the palm of your hands. 01:26:26.148 --> 01:26:28.650 This is the new camera system in iPhone 11 Pro. 01:26:28.717 --> 01:26:29.785 We think pros are going to love it. 01:26:29.851 --> 01:26:31.186 We are all going to love it. 01:26:31.253 --> 01:26:32.587 It is incredible. 01:26:32.654 --> 01:26:35.690 New wide, ultra-wide, telephoto cameras, our 01:26:35.757 --> 01:26:39.294 highest quality video ever, 4X optical zoom, new 01:26:39.361 --> 01:26:42.297 smarter HDR, new Night Mode, on and on. 01:26:42.364 --> 01:26:43.799 It is incredible. 01:26:43.865 --> 01:26:45.434 We even redesigned the camera app. 01:26:45.500 --> 01:26:47.669 There is a new font in it called SFCamera. 01:26:47.736 --> 01:26:49.037 It is so pro. 01:26:49.104 --> 01:26:51.506 You are going to love using it. 01:26:51.573 --> 01:26:54.042 Now, on top of all of this, iPhone 11 Pro is 01:26:54.109 --> 01:26:58.113 really the only pro camera with a native app ecosystem. 01:26:58.180 --> 01:27:02.717 The App Store has over 30,000 photo and video 01:27:02.784 --> 01:27:04.553 apps so you can do just about anything you can 01:27:04.619 --> 01:27:07.122 imagine right on device. 01:27:07.189 --> 01:27:09.758 So a great example of this is FiLMiC. 01:27:09.825 --> 01:27:11.793 They make a great app called FiLMiC Pro that 01:27:11.860 --> 01:27:14.296 makes it possible for award winning directors to 01:27:14.362 --> 01:27:17.732 push the boundaries of what's possible with 01:27:17.799 --> 01:27:19.935 cinematic filmmaking on iPhone. 01:27:20.001 --> 01:27:22.337 So we are honored to invite up their CTO, 01:27:22.404 --> 01:27:25.607 Christopher Cohen, and along with him, director 01:27:25.674 --> 01:27:27.742 of acclaimed films The Florida Project and 01:27:27.809 --> 01:27:30.045 Tangerine, the first theatrical trailer shot 01:27:30.112 --> 01:27:33.248 entirely on iPhone, Sean Baker. 01:27:33.315 --> 01:27:34.349 Welcome, guys. 01:27:34.382 --> 01:27:38.620 (Applause) 01:27:38.687 --> 01:27:41.656 >> CHRISTOPHER COHEN: Thank you, Phil. 01:27:41.723 --> 01:27:44.759 I shot Tangerine on iPhone using FiLMiC Pro and I 01:27:44.826 --> 01:27:46.895 have been working closely with Chris and the FiLMiC 01:27:46.962 --> 01:27:48.763 team ever since. 01:27:48.830 --> 01:27:51.566 Now, every shot has the right lens. 01:27:51.633 --> 01:27:54.069 As a filmmaker, it's my job to figure out which 01:27:54.136 --> 01:27:55.837 lens that is. 01:27:55.904 --> 01:27:59.374 On set, I use a tool called the director's viewfinder. 01:27:59.441 --> 01:28:02.844 It helps me find a frame and choose focal length. 01:28:02.911 --> 01:28:04.446 Filmmakers have been doing it like this for 01:28:04.513 --> 01:28:05.881 nearly 75 years. 01:28:05.947 --> 01:28:07.949 But what if you could use what we are all going to 01:28:08.049 --> 01:28:09.384 have in our pockets? 01:28:09.451 --> 01:28:11.019 We are delighted to preview the next version 01:28:11.086 --> 01:28:12.687 of FiLMiC pro. 01:28:12.754 --> 01:28:14.523 It's going to move filmmaking forward. 01:28:14.589 --> 01:28:18.493 Let's take a look at the next generation of lens selection. 01:28:18.560 --> 01:28:21.596 We have divided the viewfinder into individual 01:28:21.663 --> 01:28:25.233 feeds visualizing every field of view available on 01:28:25.300 --> 01:28:27.402 the new iPhone. 01:28:27.469 --> 01:28:29.437 With the new A13 and the higher sustained 01:28:29.504 --> 01:28:32.374 performance of the new iPhone, you can shoot with 01:28:32.440 --> 01:28:36.278 our most complex capture pipeline up to five times 01:28:36.344 --> 01:28:39.314 longer than before, but now you can shoot with 01:28:39.381 --> 01:28:42.817 multiple cameras at the same time, giving 01:28:42.884 --> 01:28:45.620 filmmakers even more options. 01:28:45.687 --> 01:28:47.222 >> SEAN BAKER: I love that because it's totally 01:28:47.289 --> 01:28:48.623 transformative. 01:28:48.690 --> 01:28:51.526 With two cameras rolling in FiLMiC Pro, I get twice 01:28:51.593 --> 01:28:54.996 as much coverage on the same take, reducing my 01:28:55.063 --> 01:28:58.366 number of takes and giving me more options in post. 01:28:58.433 --> 01:28:59.801 >> CHRISTOPHER COHEN: To facilitate that, we employ 01:28:59.868 --> 01:29:02.170 a compound overlay representing the primary 01:29:02.237 --> 01:29:03.838 and secondary cameras. 01:29:03.905 --> 01:29:06.308 While both are being recorded simultaneously, 01:29:06.374 --> 01:29:10.178 I can focus in on my A cam to compose or back out to 01:29:10.245 --> 01:29:12.347 see my widest field of view. 01:29:12.414 --> 01:29:13.915 >> SEAN BAKER: I'm always excited when I see 01:29:13.982 --> 01:29:17.018 evolution in filmmaking style and craft, and this 01:29:17.085 --> 01:29:20.088 multicam feature will give me new creative options 01:29:20.155 --> 01:29:23.024 for covering scenes such as how I would approach 01:29:23.091 --> 01:29:25.594 the traditional shot, reverse shot. 01:29:25.660 --> 01:29:26.394 >> CHRISTOPHER COHEN: That's right, Sean. 01:29:26.461 --> 01:29:28.029 We can even couple this incredible ultra-wide 01:29:28.096 --> 01:29:30.865 camera with the front facing camera. 01:29:30.932 --> 01:29:32.767 >> SEAN BAKER: This enables me to capture the 01:29:32.834 --> 01:29:35.070 organic and intimate interaction between two 01:29:35.136 --> 01:29:38.440 individuals in one unbroken take with a 01:29:38.506 --> 01:29:41.376 single unobtrusive device, so I can literally take 01:29:41.443 --> 01:29:44.279 the audience and slap them right in the middle 01:29:44.346 --> 01:29:45.914 of a conversation. 01:29:45.981 --> 01:29:47.682 It's not only incredible for narrative 01:29:47.749 --> 01:29:49.784 storytelling; it will be wonderful for 01:29:49.851 --> 01:29:51.786 documentaries and journalism as well. 01:29:51.853 --> 01:29:54.256 >> CHRISTOPHER COHEN: The ability to record multiple 01:29:54.322 --> 01:29:56.858 videos, this amazing sustained performance, and 01:29:56.925 --> 01:30:00.262 this incredible ultra-wide lens, it's all in one device. 01:30:00.328 --> 01:30:02.163 It's going to change this industry. 01:30:02.230 --> 01:30:04.432 The all new FiLMiC Pro will be available later 01:30:04.499 --> 01:30:07.002 this year only in the App Store. 01:30:07.068 --> 01:30:08.403 Thank you. 01:30:08.470 --> 01:30:16.044 (Cheers and Applause) 01:30:16.111 --> 01:30:17.012 >> PHIL SCHILLER: Wow. 01:30:17.078 --> 01:30:19.881 Thank you, Christopher and Sean. 01:30:19.948 --> 01:30:21.883 So this is iPhone 11 Pro. 01:30:21.950 --> 01:30:25.954 In addition to the triple camera system, A13 Bionic, 01:30:26.021 --> 01:30:28.490 longer battery life, faster charging, new 01:30:28.556 --> 01:30:32.294 designs, there is also faster cellular, better 01:30:32.360 --> 01:30:36.131 water resistance, stronger glass, and so much more. 01:30:36.197 --> 01:30:38.733 We think this is the most exciting iPhone we 01:30:38.800 --> 01:30:40.168 have made yet. 01:30:40.235 --> 01:30:41.903 We have made a video to tell you just a little bit 01:30:41.970 --> 01:30:43.204 more about it. 01:30:55.183 --> 01:30:59.587 >> SPEAKER: Introducing iPhone 11 Pro. 01:30:59.654 --> 01:31:01.890 Every detail has been used as an opportunity to set 01:31:01.956 --> 01:31:05.327 new standards in design, quality, and engineering, 01:31:05.393 --> 01:31:07.562 ensuring it will deliver uncompromising performance 01:31:07.629 --> 01:31:09.664 in any situation. 01:31:09.731 --> 01:31:12.367 At the core of the iPhone 11 Pro design is a 01:31:12.434 --> 01:31:14.469 stainless-steel structural brand and a 01:31:14.536 --> 01:31:16.838 three-dimensional glass back made from the 01:31:16.905 --> 01:31:20.608 toughest glass on a smartphone. 01:31:20.675 --> 01:31:22.544 It's sculpted from a single solid sheet, 01:31:22.610 --> 01:31:27.682 reinforced down to the atomic level, and then 01:31:27.749 --> 01:31:32.821 brought to life in one of four textured matte finishes. 01:31:32.887 --> 01:31:34.923 The enclosure is designed to withstand what life can 01:31:34.989 --> 01:31:38.193 throw at it. 01:31:38.259 --> 01:31:40.628 Rigorous testing and refining have helped 01:31:40.695 --> 01:31:45.033 create a durable dust and water-resistant iPhone. 01:31:50.138 --> 01:31:52.841 The Apple designed A13 Bionic chip is the most 01:31:52.907 --> 01:31:54.809 ambitious to date. 01:31:54.876 --> 01:31:57.212 It's the fastest chip ever in a smartphone, yet more 01:31:57.278 --> 01:31:59.013 efficient than ever. 01:31:59.080 --> 01:32:00.949 And with new optimized batteries that give you up 01:32:01.015 --> 01:32:03.518 to five extra hours in your day, you get more pro 01:32:03.585 --> 01:32:06.254 performance in an iPhone for longer than ever. 01:32:10.392 --> 01:32:12.494 The triple camera system combines cutting edge 01:32:12.560 --> 01:32:16.131 technology with the extraordinary ease of iPhone. 01:32:16.197 --> 01:32:18.533 The redesigned camera interface complements the 01:32:18.600 --> 01:32:20.568 new hardware with a more immersive 01:32:20.635 --> 01:32:22.570 and intuitive experience. 01:32:22.637 --> 01:32:30.178 Telephoto, wide, and new ultra-wide cameras. 01:32:30.245 --> 01:32:32.781 You can now view four times more scene in your 01:32:32.847 --> 01:32:37.619 photos and videos with the ultra-wide. 01:32:37.685 --> 01:32:39.721 All new Night mode allows you to capture images 01:32:39.788 --> 01:32:42.991 never before possible on an iPhone in drastically 01:32:43.057 --> 01:32:45.059 lower light. 01:32:45.126 --> 01:32:47.295 The highest quality video in a smartphone is now 01:32:47.362 --> 01:32:50.932 even better with Extended Dynamic Range now at 4K at 01:32:50.999 --> 01:32:55.270 60 FPS, you can record pro quality video at twice as 01:32:55.336 --> 01:32:57.272 many frames per second. 01:32:57.338 --> 01:32:59.641 Editing tools previously reserved for photos now 01:32:59.707 --> 01:33:02.844 make editing your videos a pro level experience. 01:33:02.911 --> 01:33:05.280 Perfect and then play back your footage on the new 01:33:05.346 --> 01:33:08.683 Super Retina XDR display that has the highest pixel 01:33:08.750 --> 01:33:11.453 density of any Apple device. 01:33:11.519 --> 01:33:13.421 Privacy is built into every iPhone from the 01:33:13.488 --> 01:33:17.025 ground up, from iOS 13 to Face ID, the most secure 01:33:17.091 --> 01:33:19.694 facial authentication in a smartphone which now works 01:33:19.761 --> 01:33:23.465 from greater angles and is even faster. 01:33:23.531 --> 01:33:25.166 This new line of iPhone has been pushed to 01:33:25.233 --> 01:33:29.671 extremes like never before, ensuring that each 01:33:29.737 --> 01:33:38.746 part is worthy of the name iPhone 11 Pro. 01:33:38.813 --> 01:33:46.287 (Applause) 01:33:46.354 --> 01:33:50.592 So iPhone 11 Pro and iPhone 11 are made to be 01:33:50.658 --> 01:33:52.861 designed free from these harmful materials and, of 01:33:52.927 --> 01:33:55.029 course, to reduce their impact on the environment, 01:33:55.096 --> 01:33:57.398 and this is so important to us. 01:33:57.465 --> 01:33:58.867 That's why we bring it up every time. 01:33:58.933 --> 01:34:01.035 We want to keep pushing the boundaries of this. 01:34:01.102 --> 01:34:04.572 iPhone 11, iPhone 11 Pro are our most advanced phones. 01:34:04.639 --> 01:34:06.908 Everyone is going to want to show them off. 01:34:06.975 --> 01:34:09.110 And some people like to protect them with cases. 01:34:09.177 --> 01:34:11.112 So we have a new line of cases for them as well, 01:34:11.179 --> 01:34:14.549 including clear cases for all three models so you 01:34:14.616 --> 01:34:17.285 can show off your beautiful new finishes. 01:34:17.352 --> 01:34:23.124 iPhone 11 Pro will start at $999, and iPhone 11 Pro Max 01:34:23.191 --> 01:34:25.927 at just $100 more at $1,099. 01:34:25.994 --> 01:34:32.467 (Applause) 01:34:32.534 --> 01:34:34.869 You can preorder all of them starting this Friday 01:34:34.936 --> 01:34:36.871 at a new time, 5:00 a.m. 01:34:36.938 --> 01:34:38.006 Pacific daylight time. 01:34:38.072 --> 01:34:40.174 So you can get a few more hours of sleep and then 01:34:40.241 --> 01:34:41.910 get in line to preorder. 01:34:41.976 --> 01:34:45.346 They will all start shipping on September 20th. 01:34:45.413 --> 01:34:48.850 So this is our lineup of three new iPhones starting 01:34:48.917 --> 01:34:52.954 at $699, $999, and $1,099. 01:34:53.021 --> 01:34:55.690 In addition to that, we're going to keep iPhone XR in 01:34:55.757 --> 01:35:00.361 the line starting at just $599 and iPhone 8 at $449. 01:35:00.428 --> 01:35:02.230 So there are a lot of great options for people 01:35:02.297 --> 01:35:04.732 at all different price points. 01:35:04.799 --> 01:35:08.803 So that is our news today on iPhone 11 and iPhone 11 Pro. 01:35:08.870 --> 01:35:10.204 Back to you, Tim. 01:35:10.271 --> 01:35:13.341 (Cheers and Applause) 01:35:13.408 --> 01:35:16.978 >> TIM COOK: Thanks, Phil. 01:35:17.045 --> 01:35:18.680 With breakthrough technologies and advanced 01:35:18.746 --> 01:35:22.116 capabilities, the all new iPhone 11 Pro and 01:35:22.150 --> 01:35:26.187 iPhone 11 Pro Max are just beyond incredible. 01:35:26.254 --> 01:35:28.656 And, of course, the best place to learn more about 01:35:28.723 --> 01:35:31.859 these and get your hands on them are in our amazing 01:35:31.926 --> 01:35:33.695 retail stores. 01:35:33.761 --> 01:35:37.031 And to tell you all about what's going on at retail, 01:35:37.098 --> 01:35:39.434 I would like to introduce you to Deirdre O'Brien. 01:35:39.500 --> 01:35:40.568 Deirdre. 01:35:40.635 --> 01:35:45.473 (Cheers and Applause) 01:35:45.540 --> 01:35:53.081 >> DEIRDRE O'BRIEN: Thank you. 01:35:53.147 --> 01:35:54.382 Thanks so much, Tim. 01:35:54.449 --> 01:35:58.252 I would love to start this update on Apple Retail by 01:35:58.319 --> 01:36:00.722 giving a huge shout-out to our retail team members 01:36:00.788 --> 01:36:01.856 all around the world. 01:36:01.923 --> 01:36:10.164 (Applause) 01:36:10.231 --> 01:36:14.035 The customer truly is at the center of everything 01:36:14.102 --> 01:36:15.136 that we do. 01:36:15.203 --> 01:36:17.005 And thanks to our passionate teams, there 01:36:17.071 --> 01:36:20.174 really is no better place to see this in action than 01:36:20.241 --> 01:36:21.976 in our stores. 01:36:22.043 --> 01:36:23.578 Today we would love to share two ways we are 01:36:23.645 --> 01:36:25.279 making the experience even better. 01:36:25.346 --> 01:36:27.448 Let's start with personalization. 01:36:27.515 --> 01:36:29.884 Apple retail has always been the best place to 01:36:29.951 --> 01:36:33.187 help you customize and personalize your products, 01:36:33.254 --> 01:36:34.989 and now we are going to take it even further 01:36:35.056 --> 01:36:36.958 with Apple Watch. 01:36:37.025 --> 01:36:40.395 Currently, we offer a wide selection of watches where 01:36:40.461 --> 01:36:44.265 we choose and pair the cases with the bands. 01:36:44.332 --> 01:36:46.267 With Apple Watch Series 5, we are thrilled to 01:36:46.334 --> 01:36:49.737 announce the all new Apple Watch studio where you 01:36:49.804 --> 01:36:53.241 choose and pair any case with any band to create 01:36:53.307 --> 01:36:55.109 exactly the watch that you want. 01:36:55.176 --> 01:37:03.818 (Cheers and Applause) 01:37:03.885 --> 01:37:06.254 The Apple Watch studio experience is available in 01:37:06.320 --> 01:37:08.790 our stores and online. 01:37:08.856 --> 01:37:12.126 And with so many different combinations, there are 01:37:12.193 --> 01:37:15.196 nearly 1,000 different ways to represent your own 01:37:15.263 --> 01:37:17.799 personal style. 01:37:17.865 --> 01:37:21.803 Now, next, we would love to talk about Apple Trade-In. 01:37:21.869 --> 01:37:23.838 I would love to show you how it works. 01:37:23.905 --> 01:37:26.741 You just saw all of this great news about our new 01:37:26.808 --> 01:37:29.944 iPhones, and now you can use your current iPhone as 01:37:30.011 --> 01:37:32.980 credit towards a new iPhone. 01:37:33.047 --> 01:37:34.882 And because we know many of our customers prefer to 01:37:34.949 --> 01:37:37.819 pay by month, we are pleased to offer low 01:37:37.885 --> 01:37:40.555 monthly payments in a number of our countries. 01:37:40.621 --> 01:37:48.563 (Cheers and Applause) 01:37:48.629 --> 01:37:51.099 Apple Trade-In makes your new iPhone even more affordable. 01:37:51.165 --> 01:37:53.334 And because we reuse and recycle, it's great for 01:37:53.401 --> 01:37:55.069 the planet. 01:37:55.136 --> 01:37:57.972 Now, those are just two of the services that we offer. 01:37:58.039 --> 01:38:01.075 There is so much more, so much, and the entire store 01:38:01.142 --> 01:38:04.178 experience is brought to life by our amazing teams 01:38:04.245 --> 01:38:06.881 and the care that they have for our customers. 01:38:06.948 --> 01:38:10.051 This deep care, along with our incredible collection 01:38:10.118 --> 01:38:13.654 of products, services, and experiences, like 01:38:13.721 --> 01:38:16.491 Today@Apple, are designed to delight and are 01:38:16.557 --> 01:38:18.693 available only at Apple. 01:38:18.760 --> 01:38:21.863 Now, finally, our stores are the best place 01:38:21.929 --> 01:38:23.397 for a celebration. 01:38:23.464 --> 01:38:26.234 So on September 20th, the same day our new iPhones 01:38:26.300 --> 01:38:28.503 and Apple Watches arrive, we are thrilled to be 01:38:28.569 --> 01:38:31.172 hosting our biggest store reopening ever, 01:38:31.239 --> 01:38:32.807 Apple Fifth Avenue. 01:38:32.874 --> 01:38:41.949 (Applause) 01:38:42.016 --> 01:38:43.885 The newly expanded public plaza is going to be a 01:38:43.951 --> 01:38:47.121 wonderful place for the community to gather. 01:38:47.188 --> 01:38:50.424 And inside, everything has been completely transformed. 01:38:50.491 --> 01:38:52.326 We have dramatically increased the height and 01:38:52.393 --> 01:38:54.228 we have nearly doubled the size, making it our 01:38:54.295 --> 01:38:56.564 largest in the world. 01:38:56.631 --> 01:38:59.133 Apple Fifth Avenue has a special place in our 01:38:59.200 --> 01:39:01.869 hearts, and we can't wait to welcome you back. 01:39:01.936 --> 01:39:03.104 That's a quick update on retail. 01:39:03.171 --> 01:39:04.338 Back to you, Tim. 01:39:04.405 --> 01:39:08.676 (Cheers and Applause) 01:39:08.743 --> 01:39:09.844 >> TIM COOK: Thank you. 01:39:09.911 --> 01:39:11.479 Thanks Deirdre. 01:39:11.546 --> 01:39:14.949 I am so proud of our retail team and the unique 01:39:15.016 --> 01:39:18.052 experience they deliver to our customers every day. 01:39:18.119 --> 01:39:19.854 They are amazing. 01:39:19.921 --> 01:39:22.089 And I'm especially thrilled that the iconic 01:39:22.156 --> 01:39:24.225 Fifth Avenue store is reopening. 01:39:24.292 --> 01:39:28.563 I hope to see all of you there on September 20th. 01:39:28.629 --> 01:39:31.699 What an exciting morning! 01:39:31.766 --> 01:39:33.668 I hope you guys have had as much fun as I have! 01:39:33.734 --> 01:39:35.503 (Cheers and Applause) 01:39:35.570 --> 01:39:38.372 Yes. 01:39:38.439 --> 01:39:41.375 We shared the all new Apple Arcade, a game 01:39:41.442 --> 01:39:44.712 subscription service unlike any other coming to 01:39:44.779 --> 01:39:48.316 the App Store this month, and Apple TV+ with 01:39:48.382 --> 01:39:51.886 powerful and unique Apple originals from today's 01:39:51.953 --> 01:39:55.990 most creative storytellers coming to the Apple TV app 01:39:56.057 --> 01:40:00.761 beginning November 1st, and the new iPad, bringing 01:40:00.828 --> 01:40:03.598 a 10.2 inch Retina display, support for Apple 01:40:03.664 --> 01:40:08.236 Pencil and Smart Keyboard and the power of iPadOS to 01:40:08.302 --> 01:40:11.472 more people than ever before. 01:40:11.539 --> 01:40:14.242 The new Apple Watch Series 5 with its Always-On 01:40:14.308 --> 01:40:18.145 Retina display, compass, new finishes, and the 01:40:18.212 --> 01:40:22.984 amazing new features of watchOS 6. 01:40:23.050 --> 01:40:26.487 The new iPhone 11, with its new dual camera system, 01:40:26.554 --> 01:40:29.857 powerful A13 chip, beautiful new finishes, 01:40:29.924 --> 01:40:33.427 and incredible capabilities. 01:40:33.494 --> 01:40:36.731 And, of course, the stunning new iPhone 11 Pro 01:40:36.797 --> 01:40:39.700 which is jam packed with advanced technologies 01:40:39.767 --> 01:40:44.305 designed to enable people to do even more than before. 01:40:44.372 --> 01:40:49.777 Our mission at Apple has always been to design 01:40:49.844 --> 01:40:53.314 products that empower people and enrich people's 01:40:53.381 --> 01:40:57.952 lives, to put technologies in your hands, and to see 01:40:58.019 --> 01:41:00.121 all of the wonderful things that you will 01:41:00.187 --> 01:41:01.923 do with them. 01:41:01.989 --> 01:41:04.158 We couldn't be more proud of the products and 01:41:04.225 --> 01:41:08.329 services that we shared with you this morning. 01:41:08.396 --> 01:41:10.698 For those of you here today with us, we would 01:41:10.765 --> 01:41:14.568 like to invite you to experience them first in 01:41:14.635 --> 01:41:16.504 the hands-on area upstairs. 01:41:16.570 --> 01:41:20.675 And I would like to thank everyone at Apple for 01:41:20.741 --> 01:41:23.344 doing the best work of their lives in bringing 01:41:23.411 --> 01:41:27.782 these products and services to market. 01:41:27.848 --> 01:41:29.383 And I would like to thank everyone. 01:41:29.450 --> 01:41:30.584 Thank you. 01:41:30.651 --> 01:41:33.988 (Applause). 01:41:34.055 --> 01:41:38.326 Thank you. 01:41:38.392 --> 01:41:40.294 And I would especially like to thank everyone 01:41:40.361 --> 01:41:42.964 that came out this morning and everyone that tuned in 01:41:43.030 --> 01:41:45.967 online to watch the keynote this morning. 01:41:46.033 --> 01:41:47.568 Thank you and have a great day! 01:41:47.635 --> 01:41:49.370 (Cheers and Applause)