WEBVTT NOTE This file was exported by MacCaption version 6.6.05 to comply with the WebVTT specification dated March 27, 2017. 00:00:31.331 --> 00:00:36.036 align:center line:-1 position:50% size:10% (Music) 00:04:28.835 --> 00:04:31.004 align:center line:-1 position:50% size:39% >> There's lots of ways to be 00:04:31.004 --> 00:04:35.775 align:center line:-1 position:50% size:42% as a person. And some people 00:04:35.775 --> 00:04:38.812 align:center line:-1 position:50% size:43% express their deep appreciation 00:04:38.812 --> 00:04:43.316 align:center line:-1 position:50% size:23% in different ways. 00:04:43.316 --> 00:04:45.886 align:center line:-1 position:50% size:35% But one of the ways that I 00:04:45.886 --> 00:04:48.321 align:center line:-1 position:50% size:38% believe people express their 00:04:48.321 --> 00:04:50.624 align:center line:-1 position:50% size:35% appreciation to the rest of 00:04:50.624 --> 00:04:53.560 align:center line:-1 position:50% size:42% humanity is to make something 00:04:53.560 --> 00:04:56.029 align:center line:-1 position:50% size:40% wonderful and put it out there 00:04:56.029 --> 00:04:59.699 align:center line:-1 position:50% size:43% and you never meet the people, 00:04:59.699 --> 00:05:02.002 align:center line:-1 position:50% size:39% you never shake their hands, 00:05:02.002 --> 00:05:03.670 align:center line:-1 position:50% size:38% you never hear their story or 00:05:03.670 --> 00:05:05.539 align:center line:-1 position:50% size:40% tell yours, but somehow in the 00:05:05.539 --> 00:05:07.707 align:center line:-1 position:50% size:42% act of making something with a 00:05:07.707 --> 00:05:11.011 align:center line:-1 position:50% size:37% great deal of care and love, 00:05:11.011 --> 00:05:15.815 align:center line:-1 position:50% size:43% something is transmitted there. 00:05:15.815 --> 00:05:17.784 align:center line:-1 position:50% size:41% And it's a way of expressing to 00:05:17.784 --> 00:05:21.721 align:center line:-1 position:50% size:35% the rest of our species our 00:05:21.721 --> 00:05:25.458 align:center line:-1 position:50% size:43% deep appreciation. So we need 00:05:25.458 --> 00:05:29.396 align:center line:-1 position:50% size:39% to be true to who we are and 00:05:29.396 --> 00:05:30.330 align:center line:-1 position:50% size:32% remember what's really 00:05:30.330 --> 00:05:33.233 align:center line:-1 position:50% size:21% important to us. 00:05:33.233 --> 00:05:35.735 align:center line:-1 position:50% size:37% That's what's going to keep 00:05:35.735 --> 00:05:38.071 align:center line:-1 position:50% size:41% Apple, Apple, is if we keep us, 00:05:38.071 --> 00:05:40.273 align:center line:-1 position:50% size:5% us. 00:05:47.781 --> 00:05:51.184 align:center line:-1 position:50% size:16% (Applause). 00:06:01.127 --> 00:06:03.230 align:center line:-1 position:50% size:46% >> TIM COOK: Thank you. Thank 00:06:03.230 --> 00:06:09.536 align:center line:-1 position:50% size:23% you. Thank you. 00:06:11.638 --> 00:06:14.608 align:center line:-1 position:50% size:37% I love hearing his voice and 00:06:14.608 --> 00:06:17.310 align:center line:-1 position:50% size:39% his inspiring message, and it 00:06:17.310 --> 00:06:22.882 align:center line:-1 position:50% size:35% was only fitting that Steve 00:06:22.882 --> 00:06:24.317 align:center line:-1 position:50% size:33% should open his theater. 00:06:24.317 --> 00:06:26.653 align:center line:-1 position:50% size:16% (Applause). 00:06:26.653 --> 00:06:29.556 align:center line:-1 position:50% size:15% Thank you. 00:06:32.359 --> 00:06:35.228 align:center line:-1 position:50% size:35% It is the honor of a lifetime 00:06:35.228 --> 00:06:37.230 align:center line:-1 position:50% size:40% to be the first to welcome you 00:06:37.230 --> 00:06:45.105 align:center line:-1 position:50% size:36% to the Steve Jobs Theater. 00:06:45.105 --> 00:06:47.073 align:center line:-1 position:50% size:44% Steve meant so much to me and 00:06:47.073 --> 00:06:50.644 align:center line:-1 position:50% size:27% so much to all of us. 00:06:52.712 --> 00:06:55.949 align:center line:-1 position:50% size:42% There is not a day that goes by 00:06:55.949 --> 00:07:00.186 align:center line:-1 position:50% size:41% that we don't think about him. 00:07:00.186 --> 00:07:02.622 align:center line:-1 position:50% size:43% Memories have especially come 00:07:02.622 --> 00:07:05.892 align:center line:-1 position:50% size:44% rushing back as we prepared for 00:07:05.892 --> 00:07:08.995 align:center line:-1 position:50% size:34% today and this event. It's 00:07:08.995 --> 00:07:13.700 align:center line:-1 position:50% size:45% taken some time, but we can now 00:07:13.700 --> 00:07:16.736 align:center line:-1 position:50% size:40% reflect on him with joy instead 00:07:16.736 --> 00:07:22.375 align:center line:-1 position:50% size:41% of sadness. Steve's spirit and 00:07:22.375 --> 00:07:24.577 align:center line:-1 position:50% size:36% timeless philosophy on life 00:07:24.577 --> 00:07:29.449 align:center line:-1 position:50% size:34% will always be the DNA of 00:07:29.449 --> 00:07:32.585 align:center line:-1 position:50% size:37% Apple. His greatest gift, his 00:07:32.585 --> 00:07:34.254 align:center line:-1 position:50% size:35% greatest expression of his 00:07:34.254 --> 00:07:36.156 align:center line:-1 position:50% size:43% appreciation for humanity would 00:07:36.156 --> 00:07:39.526 align:center line:-1 position:50% size:40% not be a singular product, but 00:07:39.526 --> 00:07:43.863 align:center line:-1 position:50% size:32% rather it would be Apple 00:07:43.863 --> 00:07:45.865 align:center line:-1 position:50% size:32% itself. We dedicate this 00:07:45.865 --> 00:07:48.835 align:center line:-1 position:50% size:39% sheeter to Steve because we 00:07:48.835 --> 00:07:51.071 align:center line:-1 position:50% size:44% loved him and because he loved 00:07:51.071 --> 00:07:55.041 align:center line:-1 position:50% size:40% days like this, where he could 00:07:55.041 --> 00:07:56.910 align:center line:-1 position:50% size:40% share our latest new products 00:07:56.910 --> 00:07:59.779 align:center line:-1 position:50% size:39% and new ideas with the world 00:07:59.779 --> 00:08:03.950 align:center line:-1 position:50% size:39% and we do so not only to pay 00:08:03.950 --> 00:08:07.387 align:center line:-1 position:50% size:30% tribute to Steve, but to 00:08:07.387 --> 00:08:10.890 align:center line:-1 position:50% size:39% inspire the next generation of 00:08:10.890 --> 00:08:14.728 align:center line:-1 position:50% size:42% creators and innovators. Steve 00:08:14.728 --> 00:08:17.330 align:center line:-1 position:50% size:40% was a Genius, and one of the 00:08:17.330 --> 00:08:20.800 align:center line:-1 position:50% size:43% many ways that he showed that 00:08:20.800 --> 00:08:24.838 align:center line:-1 position:50% size:38% was in his uncanny ability to 00:08:24.838 --> 00:08:26.039 align:center line:-1 position:50% size:41% unlock the talent of everybody 00:08:26.039 --> 00:08:30.310 align:center line:-1 position:50% size:27% that he worked with. 00:08:30.310 --> 00:08:33.913 align:center line:-1 position:50% size:39% He thought deeply about our 00:08:33.913 --> 00:08:37.550 align:center line:-1 position:50% size:43% workplace and its surroundings, 00:08:37.550 --> 00:08:39.219 align:center line:-1 position:50% size:34% and he believed that they 00:08:39.219 --> 00:08:40.286 align:center line:-1 position:50% size:41% should inspire talented people 00:08:40.286 --> 00:08:44.657 align:center line:-1 position:50% size:41% to do their best work. So over 00:08:44.657 --> 00:08:49.596 align:center line:-1 position:50% size:44% a decade ago, he began to work 00:08:49.596 --> 00:08:53.433 align:center line:-1 position:50% size:44% on a new campus for Apple. His 00:08:53.433 --> 00:08:55.935 align:center line:-1 position:50% size:38% vision for Apple Park was to 00:08:55.935 --> 00:08:57.504 align:center line:-1 position:50% size:41% create an incredible workplace 00:08:57.504 --> 00:09:01.040 align:center line:-1 position:50% size:40% of the future where engineers 00:09:01.040 --> 00:09:04.344 align:center line:-1 position:50% size:36% and designers could all be 00:09:04.344 --> 00:09:07.113 align:center line:-1 position:50% size:39% together collaborating on the 00:09:07.113 --> 00:09:09.315 align:center line:-1 position:50% size:35% next generations of Apple 00:09:09.315 --> 00:09:14.320 align:center line:-1 position:50% size:39% product to change the world. 00:09:14.320 --> 00:09:18.258 align:center line:-1 position:50% size:41% Steve's vision and passion live 00:09:18.258 --> 00:09:20.960 align:center line:-1 position:50% size:35% on here at Apple Park and 00:09:20.960 --> 00:09:26.900 align:center line:-1 position:50% size:44% everywhere in Apple. Today and 00:09:26.900 --> 00:09:29.269 align:center line:-1 position:50% size:30% always we honor him. 00:09:29.269 --> 00:09:33.106 align:center line:-1 position:50% size:16% (Applause). 00:09:36.176 --> 00:09:48.488 align:center line:-1 position:50% size:15% Thank you. 00:09:51.224 --> 00:09:52.992 align:center line:-1 position:50% size:41% We're here today to talk about 00:09:52.992 --> 00:09:55.829 align:center line:-1 position:50% size:40% some incredible products, but 00:09:55.829 --> 00:09:57.697 align:center line:-1 position:50% size:38% before we get to that, I'd like 00:09:57.697 --> 00:10:00.700 align:center line:-1 position:50% size:41% to take a moment to talk about 00:10:00.700 --> 00:10:05.738 align:center line:-1 position:50% size:43% what's happening in Florida and 00:10:05.738 --> 00:10:07.273 align:center line:-1 position:50% size:37% Texas, southeastern United 00:10:07.273 --> 00:10:10.844 align:center line:-1 position:50% size:36% States and across the Cari 00:10:10.844 --> 00:10:11.978 align:center line:-1 position:50% size:40% Caribbean. Our hearts go out 00:10:11.978 --> 00:10:13.613 align:center line:-1 position:50% size:35% to all of the people whose 00:10:13.613 --> 00:10:18.218 align:center line:-1 position:50% size:39% lives have been disrupted by 00:10:18.218 --> 00:10:20.420 align:center line:-1 position:50% size:40% hurricane Irma and Hurricane 00:10:20.420 --> 00:10:22.856 align:center line:-1 position:50% size:31% Harvey. You are in our 00:10:22.856 --> 00:10:24.491 align:center line:-1 position:50% size:37% thoughts. We send you our 00:10:24.491 --> 00:10:26.893 align:center line:-1 position:50% size:33% strength. You are in our 00:10:26.893 --> 00:10:28.595 align:center line:-1 position:50% size:35% prayers. Apple is working 00:10:28.595 --> 00:10:30.129 align:center line:-1 position:50% size:29% closely with relief and 00:10:30.129 --> 00:10:32.899 align:center line:-1 position:50% size:40% recovery efforts through hand 00:10:32.899 --> 00:10:34.901 align:center line:-1 position:50% size:41% in hand and the American Red 00:10:34.901 --> 00:10:37.170 align:center line:-1 position:50% size:33% Cross, and in addition to 00:10:37.170 --> 00:10:38.471 align:center line:-1 position:50% size:37% Apple's direct contributions, 00:10:38.471 --> 00:10:40.373 align:center line:-1 position:50% size:40% we are making it really simple 00:10:40.373 --> 00:10:43.042 align:center line:-1 position:50% size:41% for the entire Apple community 00:10:43.042 --> 00:10:45.945 align:center line:-1 position:50% size:39% to donate via iTunes and the 00:10:45.945 --> 00:10:48.548 align:center line:-1 position:50% size:40% App Store. The hand in hand 00:10:48.548 --> 00:10:50.783 align:center line:-1 position:50% size:41% Ben Foyt for hurricane release 00:10:50.783 --> 00:10:54.354 align:center line:-1 position:50% size:33% airs to night on all of the 00:10:54.354 --> 00:10:56.356 align:center line:-1 position:50% size:43% major broadcast networks and I 00:10:56.356 --> 00:10:58.892 align:center line:-1 position:50% size:41% encourage you to watch it and 00:10:58.892 --> 00:11:01.227 align:center line:-1 position:50% size:41% however, you choose to give, I 00:11:01.227 --> 00:11:02.562 align:center line:-1 position:50% size:41% hope that you open your heart 00:11:02.562 --> 00:11:03.563 align:center line:-1 position:50% size:31% to this important effort. 00:11:03.563 --> 00:11:07.267 align:center line:-1 position:50% size:15% Thank you. 00:11:07.267 --> 00:11:08.234 align:center line:-1 position:50% size:16% (Applause). 00:11:11.037 --> 00:11:12.472 align:center line:-1 position:50% size:35% Now, let me tell you a little 00:11:12.472 --> 00:11:15.542 align:center line:-1 position:50% size:39% bit about our new home. We 00:11:15.542 --> 00:11:17.410 align:center line:-1 position:50% size:41% will start moving in Apple Park 00:11:17.410 --> 00:11:18.978 align:center line:-1 position:50% size:29% later this year, but, of 00:11:18.978 --> 00:11:20.580 align:center line:-1 position:50% size:39% course, such a large move is 00:11:20.580 --> 00:11:22.815 align:center line:-1 position:50% size:39% really more of a process, and 00:11:22.815 --> 00:11:25.752 align:center line:-1 position:50% size:30% the first big step is the 00:11:25.752 --> 00:11:29.222 align:center line:-1 position:50% size:44% opening today of the Steve Jobs 00:11:29.222 --> 00:11:31.858 align:center line:-1 position:50% size:29% Theater. It's the most 00:11:31.858 --> 00:11:34.460 align:center line:-1 position:50% size:39% state-of-the-art purpose-built 00:11:34.460 --> 00:11:35.828 align:center line:-1 position:50% size:37% theater ever built for events 00:11:35.828 --> 00:11:38.531 align:center line:-1 position:50% size:39% just like this one. Apple Park 00:11:38.531 --> 00:11:40.934 align:center line:-1 position:50% size:32% has been built to reflect 00:11:40.934 --> 00:11:43.136 align:center line:-1 position:50% size:31% Apple's values for both 00:11:43.136 --> 00:11:45.605 align:center line:-1 position:50% size:45% technology and the environment. 00:11:45.605 --> 00:11:50.843 align:center line:-1 position:50% size:34% It connects extraordinary 00:11:50.843 --> 00:11:53.880 align:center line:-1 position:50% size:41% advanced buildings with rolling 00:11:53.880 --> 00:11:57.317 align:center line:-1 position:50% size:40% Parkland to form an open and 00:11:57.317 --> 00:11:58.785 align:center line:-1 position:50% size:39% inspiring environment for our 00:11:58.785 --> 00:12:01.254 align:center line:-1 position:50% size:27% teams to create and 00:12:01.254 --> 00:12:02.488 align:center line:-1 position:50% size:37% collaborate. The park itself 00:12:02.488 --> 00:12:07.927 align:center line:-1 position:50% size:38% was converted from a sea of 00:12:07.927 --> 00:12:11.564 align:center line:-1 position:50% size:37% asphalt into 175-acre green 00:12:11.564 --> 00:12:15.835 align:center line:-1 position:50% size:39% space with over 9,000 trees. 00:12:15.835 --> 00:12:19.105 align:center line:-1 position:50% size:39% Apple mark is designed to be 00:12:19.105 --> 00:12:21.174 align:center line:-1 position:50% size:34% seamless with nature, it's 00:12:21.174 --> 00:12:22.609 align:center line:-1 position:50% size:36% open, transparent, it brings 00:12:22.609 --> 00:12:24.811 align:center line:-1 position:50% size:38% the outside in, and connects 00:12:24.811 --> 00:12:27.413 align:center line:-1 position:50% size:34% everyone to the beautiful, 00:12:27.413 --> 00:12:30.950 align:center line:-1 position:50% size:34% California landscape. It's 00:12:30.950 --> 00:12:34.220 align:center line:-1 position:50% size:39% powered by 100% renewable 00:12:34.220 --> 00:12:34.454 align:center line:-1 position:50% size:10% energy. 00:12:34.454 --> 00:12:36.889 align:center line:-1 position:50% size:16% (Applause). 00:12:36.889 --> 00:12:38.591 align:center line:-1 position:50% size:15% Thank you. 00:12:39.826 --> 00:12:43.062 align:center line:-1 position:50% size:42% And in fact, we have one of the 00:12:43.062 --> 00:12:45.832 align:center line:-1 position:50% size:36% world's largest onsite solar 00:12:45.832 --> 00:12:48.368 align:center line:-1 position:50% size:37% installations right here, and 00:12:48.368 --> 00:12:50.603 align:center line:-1 position:50% size:39% just like everything we make, 00:12:50.603 --> 00:12:54.540 align:center line:-1 position:50% size:42% Apple Park has been designed 00:12:54.540 --> 00:12:57.410 align:center line:-1 position:50% size:40% with extraordinary attention to 00:12:57.410 --> 00:12:58.745 align:center line:-1 position:50% size:35% detail, incredible precision 00:12:58.745 --> 00:13:01.080 align:center line:-1 position:50% size:41% and really beautiful materials. 00:13:01.080 --> 00:13:03.416 align:center line:-1 position:50% size:38% We have got a great visitor's 00:13:03.416 --> 00:13:05.652 align:center line:-1 position:50% size:41% center which will be open later 00:13:05.652 --> 00:13:07.654 align:center line:-1 position:50% size:43% this year where we will welcome 00:13:07.654 --> 00:13:09.355 align:center line:-1 position:50% size:33% everyone and inside the 00:13:09.355 --> 00:13:11.257 align:center line:-1 position:50% size:36% visitors center, you will find 00:13:11.257 --> 00:13:13.559 align:center line:-1 position:50% size:44% an incredible Augmented Reality 00:13:13.559 --> 00:13:15.595 align:center line:-1 position:50% size:43% experience where you can learn 00:13:15.595 --> 00:13:17.296 align:center line:-1 position:50% size:36% more about Apple Park, its 00:13:17.296 --> 00:13:19.198 align:center line:-1 position:50% size:37% design and its innovations. 00:13:19.198 --> 00:13:22.435 align:center line:-1 position:50% size:37% You will also find a fantastic 00:13:22.435 --> 00:13:26.272 align:center line:-1 position:50% size:42% new Apple Retail store. As you 00:13:26.272 --> 00:13:27.740 align:center line:-1 position:50% size:41% know, Apple Retail has always 00:13:27.740 --> 00:13:31.277 align:center line:-1 position:50% size:41% been about more than selling. 00:13:31.277 --> 00:13:34.547 align:center line:-1 position:50% size:38% It's about learning, inspiring, 00:13:34.547 --> 00:13:39.285 align:center line:-1 position:50% size:38% and connecting with people. 00:13:39.285 --> 00:13:41.688 align:center line:-1 position:50% size:38% Now, our stores are also the 00:13:41.688 --> 00:13:44.390 align:center line:-1 position:50% size:35% best place to go discover, 00:13:44.390 --> 00:13:46.626 align:center line:-1 position:50% size:43% explore and experience our new 00:13:46.626 --> 00:13:48.461 align:center line:-1 position:50% size:41% products. So before we get to 00:13:48.461 --> 00:13:50.229 align:center line:-1 position:50% size:40% some incredible products, we 00:13:50.229 --> 00:13:52.498 align:center line:-1 position:50% size:33% would like to give you an 00:13:52.498 --> 00:13:53.999 align:center line:-1 position:50% size:22% update on retail. 00:13:53.999 --> 00:13:58.371 align:center line:-1 position:50% size:34% And to do that, I'd like to 00:13:58.371 --> 00:14:04.243 align:center line:-1 position:50% size:35% invite Angela up. Angela? 00:14:04.243 --> 00:14:05.645 align:center line:-1 position:50% size:51% >> ANGELA AHRENDTS: Thank you. 00:14:05.645 --> 00:14:09.949 align:center line:-1 position:50% size:37% Good morning. Thank you. 00:14:09.949 --> 00:14:12.952 align:center line:-1 position:50% size:34% It's great to be here and I 00:14:12.952 --> 00:14:16.355 align:center line:-1 position:50% size:36% love the fact that the same 00:14:16.355 --> 00:14:19.025 align:center line:-1 position:50% size:42% team that designed Apple Park 00:14:19.025 --> 00:14:21.027 align:center line:-1 position:50% size:40% also designs our largest retail 00:14:21.027 --> 00:14:24.697 align:center line:-1 position:50% size:38% stores around the world. It's 00:14:24.697 --> 00:14:26.165 align:center line:-1 position:50% size:43% funny because we actually don't 00:14:26.165 --> 00:14:28.367 align:center line:-1 position:50% size:41% call them stores anymore. We 00:14:28.367 --> 00:14:32.338 align:center line:-1 position:50% size:39% tall -- call them town squares 00:14:32.338 --> 00:14:33.439 align:center line:-1 position:50% size:37% because they are gathering 00:14:33.439 --> 00:14:36.409 align:center line:-1 position:50% size:39% places for 500 million people 00:14:36.409 --> 00:14:38.644 align:center line:-1 position:50% size:34% who visits us every year. 00:14:38.644 --> 00:14:40.213 align:center line:-1 position:50% size:35% Places where everyone is 00:14:40.213 --> 00:14:41.814 align:center line:-1 position:50% size:43% welcome and where all of Apple 00:14:41.814 --> 00:14:43.916 align:center line:-1 position:50% size:36% comes together.. But what 00:14:43.916 --> 00:14:45.585 align:center line:-1 position:50% size:35% really brings it all to life as 00:14:45.585 --> 00:14:47.587 align:center line:-1 position:50% size:36% Tim said are our incredible 00:14:47.587 --> 00:14:49.889 align:center line:-1 position:50% size:40% teams. We have always said 00:14:49.889 --> 00:14:53.659 align:center line:-1 position:50% size:36% that our people of our soul, 00:14:53.659 --> 00:14:55.628 align:center line:-1 position:50% size:40% and they are Apple's greatest 00:14:55.628 --> 00:14:56.863 align:center line:-1 position:50% size:36% differentiator because they 00:14:56.863 --> 00:14:57.897 align:center line:-1 position:50% size:38% bring personal connection to 00:14:57.897 --> 00:14:59.599 align:center line:-1 position:50% size:43% communities all over the world. 00:14:59.599 --> 00:15:03.102 align:center line:-1 position:50% size:43% They humanize technology. But 00:15:03.102 --> 00:15:04.937 align:center line:-1 position:50% size:41% along with our amazing teams, 00:15:04.937 --> 00:15:06.539 align:center line:-1 position:50% size:42% our commitment to design also 00:15:06.539 --> 00:15:10.276 align:center line:-1 position:50% size:41% sets us apart. To make things 00:15:10.276 --> 00:15:12.545 align:center line:-1 position:50% size:37% simple, beautiful, and that's 00:15:12.545 --> 00:15:15.815 align:center line:-1 position:50% size:40% why we thinks of Apple Retail 00:15:15.815 --> 00:15:17.617 align:center line:-1 position:50% size:37% as Apple's largest products, 00:15:17.617 --> 00:15:19.652 align:center line:-1 position:50% size:37% and like all of our products, 00:15:19.652 --> 00:15:21.420 align:center line:-1 position:50% size:43% we have designed new features 00:15:21.420 --> 00:15:22.889 align:center line:-1 position:50% size:43% to take the customer experience 00:15:22.889 --> 00:15:26.259 align:center line:-1 position:50% size:37% even further. In our largest 00:15:26.259 --> 00:15:27.960 align:center line:-1 position:50% size:42% cities where we can, we create 00:15:27.960 --> 00:15:30.630 align:center line:-1 position:50% size:33% a plaza, a space open to 00:15:30.630 --> 00:15:31.964 align:center line:-1 position:50% size:41% everyone. Come in and relax, 00:15:31.964 --> 00:15:33.733 align:center line:-1 position:50% size:37% meet up with friends, or just 00:15:33.733 --> 00:15:36.669 align:center line:-1 position:50% size:37% listen to a local artist on the 00:15:36.669 --> 00:15:39.205 align:center line:-1 position:50% size:37% weekends. Inside we have 00:15:39.205 --> 00:15:40.640 align:center line:-1 position:50% size:40% designed a forum, a place for 00:15:40.640 --> 00:15:42.708 align:center line:-1 position:50% size:42% customers to come and create, 00:15:42.708 --> 00:15:43.843 align:center line:-1 position:50% size:36% collaborate or just connect 00:15:43.843 --> 00:15:47.213 align:center line:-1 position:50% size:38% again with one another. For 00:15:47.213 --> 00:15:48.815 align:center line:-1 position:50% size:38% local entrepreneurs and app 00:15:48.815 --> 00:15:50.750 align:center line:-1 position:50% size:41% developers, we have a quieter 00:15:50.750 --> 00:15:52.351 align:center line:-1 position:50% size:34% space in the larger stores 00:15:52.351 --> 00:15:54.020 align:center line:-1 position:50% size:42% called a Boardroom where they 00:15:54.020 --> 00:15:55.988 align:center line:-1 position:50% size:42% can learn more from our teams 00:15:55.988 --> 00:15:58.357 align:center line:-1 position:50% size:40% or, en, share with each other. 00:15:58.357 --> 00:16:01.794 align:center line:-1 position:50% size:34% And the Genius Grove, a 00:16:01.794 --> 00:16:03.629 align:center line:-1 position:50% size:44% redesigned more relaxed service 00:16:03.629 --> 00:16:05.231 align:center line:-1 position:50% size:41% experience now in the heart of 00:16:05.231 --> 00:16:08.000 align:center line:-1 position:50% size:32% our largest stores. And 00:16:08.000 --> 00:16:11.704 align:center line:-1 position:50% size:36% lastly, the avenues, kind of 00:16:11.704 --> 00:16:14.507 align:center line:-1 position:50% size:45% like shop windows around a Town 00:16:14.507 --> 00:16:15.708 align:center line:-1 position:50% size:37% Square. They are carefully 00:16:15.708 --> 00:16:17.777 align:center line:-1 position:50% size:34% curated and they change 00:16:17.777 --> 00:16:19.445 align:center line:-1 position:50% size:38% seasonally to always feature 00:16:19.445 --> 00:16:23.316 align:center line:-1 position:50% size:44% our newest products and service 00:16:23.316 --> 00:16:25.117 align:center line:-1 position:50% size:37% services and this susmer to 00:16:25.117 --> 00:16:27.220 align:center line:-1 position:50% size:38% turn on -- summer to turn on 00:16:27.220 --> 00:16:29.155 align:center line:-1 position:50% size:38% these new features we have 00:16:29.155 --> 00:16:30.857 align:center line:-1 position:50% size:41% launched Today at Apple. Our 00:16:30.857 --> 00:16:32.892 align:center line:-1 position:50% size:38% instore experience to inspire 00:16:32.892 --> 00:16:34.727 align:center line:-1 position:50% size:39% customers to go even further 00:16:34.727 --> 00:16:36.028 align:center line:-1 position:50% size:32% with their passions. We 00:16:36.028 --> 00:16:37.830 align:center line:-1 position:50% size:36% started with things that are 00:16:37.830 --> 00:16:40.533 align:center line:-1 position:50% size:40% Core to Apple's DNA. Things 00:16:40.533 --> 00:16:41.968 align:center line:-1 position:50% size:40% people most use their devices 00:16:41.968 --> 00:16:43.669 align:center line:-1 position:50% size:34% for and though trust us to 00:16:43.669 --> 00:16:45.771 align:center line:-1 position:50% size:40% teach them, like photography, 00:16:45.771 --> 00:16:48.708 align:center line:-1 position:50% size:32% music, gaming and app 00:16:48.708 --> 00:16:50.343 align:center line:-1 position:50% size:46% development. We've created new 00:16:50.343 --> 00:16:52.645 align:center line:-1 position:50% size:44% programs like Photowalks where 00:16:52.645 --> 00:16:53.980 align:center line:-1 position:50% size:37% customers can perfect their 00:16:53.980 --> 00:16:55.248 align:center line:-1 position:50% size:31% photography skills with 00:16:55.248 --> 00:16:58.317 align:center line:-1 position:50% size:42% features like Portrait mode and 00:16:58.317 --> 00:16:59.452 align:center line:-1 position:50% size:41% Memories and we do all of this 00:16:59.452 --> 00:17:01.921 align:center line:-1 position:50% size:38% in a fun social way by taking 00:17:01.921 --> 00:17:03.489 align:center line:-1 position:50% size:43% them out to the neighborhood to 00:17:03.489 --> 00:17:06.058 align:center line:-1 position:50% size:36% explore with each other, or 00:17:06.058 --> 00:17:07.593 align:center line:-1 position:50% size:39% Swift Playgrounds where the 00:17:07.593 --> 00:17:08.828 align:center line:-1 position:50% size:43% next generation app developers 00:17:08.828 --> 00:17:10.396 align:center line:-1 position:50% size:39% can begin to learn the basics 00:17:10.396 --> 00:17:12.598 align:center line:-1 position:50% size:35% of coding. And one of my 00:17:12.598 --> 00:17:15.134 align:center line:-1 position:50% size:38% personal favorites, Teachers 00:17:15.134 --> 00:17:17.503 align:center line:-1 position:50% size:43% Tuesdays where our teams help 00:17:17.503 --> 00:17:19.038 align:center line:-1 position:50% size:43% local educators stay updated on 00:17:19.038 --> 00:17:22.375 align:center line:-1 position:50% size:39% the newest technologies and 00:17:22.375 --> 00:17:26.279 align:center line:-1 position:50% size:37% apps. In some of our larger 00:17:26.279 --> 00:17:27.847 align:center line:-1 position:50% size:35% stores sessions are led by 00:17:27.847 --> 00:17:29.315 align:center line:-1 position:50% size:35% local artists like this music 00:17:29.315 --> 00:17:32.618 align:center line:-1 position:50% size:34% lab called The Art of Beat 00:17:32.618 --> 00:17:35.354 align:center line:-1 position:50% size:37% Making in Brooklyn. These 00:17:35.354 --> 00:17:37.123 align:center line:-1 position:50% size:38% sessions in all stores are led 00:17:37.123 --> 00:17:40.159 align:center line:-1 position:50% size:43% by our creative team, and a new 00:17:40.159 --> 00:17:42.795 align:center line:-1 position:50% size:35% position we call a creative 00:17:42.795 --> 00:17:46.766 align:center line:-1 position:50% size:36% pro. So the creative pro is 00:17:46.766 --> 00:17:48.868 align:center line:-1 position:50% size:33% now to liberal arts as the 00:17:48.868 --> 00:17:50.536 align:center line:-1 position:50% size:37% Genius has always been to 00:17:50.536 --> 00:17:51.504 align:center line:-1 position:50% size:39% technology. And I would love 00:17:51.504 --> 00:17:53.272 align:center line:-1 position:50% size:41% to show a quick video to show 00:17:53.272 --> 00:17:55.141 align:center line:-1 position:50% size:35% you how Today at Apple is 00:17:55.141 --> 00:17:57.777 align:center line:-1 position:50% size:19% coming to life. 00:18:01.447 --> 00:18:04.150 align:center line:-1 position:50% size:5% >> 00:18:33.079 --> 00:18:36.615 align:center line:-1 position:50% size:16% (Applause). 00:18:38.117 --> 00:18:41.887 align:center line:-1 position:50% size:32% We just started, we just 00:18:41.887 --> 00:18:44.623 align:center line:-1 position:50% size:39% started, but the feedback has 00:18:44.623 --> 00:18:46.425 align:center line:-1 position:50% size:42% been fantastic. Customers are 00:18:46.425 --> 00:18:49.061 align:center line:-1 position:50% size:36% telling us they love the role 00:18:49.061 --> 00:18:50.229 align:center line:-1 position:50% size:39% that Apple Retail is playing in 00:18:50.229 --> 00:18:53.799 align:center line:-1 position:50% size:37% their community. So what's 00:18:53.799 --> 00:18:55.134 align:center line:-1 position:50% size:38% next? Well, we are going to 00:18:55.134 --> 00:18:57.436 align:center line:-1 position:50% size:39% continue to open Apple Town 00:18:57.436 --> 00:18:59.338 align:center line:-1 position:50% size:33% Squares in the top Cities 00:18:59.338 --> 00:19:00.840 align:center line:-1 position:50% size:43% around the world. We are going 00:19:00.840 --> 00:19:02.675 align:center line:-1 position:50% size:36% to invest in on line, and we 00:19:02.675 --> 00:19:04.844 align:center line:-1 position:50% size:32% are going to continue to 00:19:04.844 --> 00:19:08.114 align:center line:-1 position:50% size:35% reinvest in our 400 classic 00:19:08.114 --> 00:19:09.382 align:center line:-1 position:50% size:40% locations including Apple Fifth 00:19:09.382 --> 00:19:10.816 align:center line:-1 position:50% size:43% Avenue in New York City where 00:19:10.816 --> 00:19:15.321 align:center line:-1 position:50% size:42% we are opening up the plaza to 00:19:15.321 --> 00:19:16.589 align:center line:-1 position:50% size:40% allow natural sunlight to come 00:19:16.589 --> 00:19:18.791 align:center line:-1 position:50% size:42% in to a greatly expanded space 00:19:18.791 --> 00:19:21.127 align:center line:-1 position:50% size:40% below. You can see the glass 00:19:21.127 --> 00:19:23.829 align:center line:-1 position:50% size:44% cube will return when we reopen 00:19:23.829 --> 00:19:24.430 align:center line:-1 position:50% size:19% late next year. 00:19:24.430 --> 00:19:26.399 align:center line:-1 position:50% size:16% (Applause). 00:19:29.135 --> 00:19:32.772 align:center line:-1 position:50% size:36% And in Paris where we are 00:19:32.772 --> 00:19:35.141 align:center line:-1 position:50% size:35% restoring an entire historic 00:19:35.141 --> 00:19:36.175 align:center line:-1 position:50% size:44% building on the Champs Elysees, 00:19:36.175 --> 00:19:39.045 align:center line:-1 position:50% size:35% we are turning a five-story 00:19:39.045 --> 00:19:41.313 align:center line:-1 position:50% size:40% atrium into our largest forum. 00:19:41.313 --> 00:19:42.715 align:center line:-1 position:50% size:31% Early next year, we are 00:19:42.715 --> 00:19:46.352 align:center line:-1 position:50% size:45% transforming a theater Ben neem 00:19:46.352 --> 00:19:49.321 align:center line:-1 position:50% size:43% pee -- Ben neem Piazza Liberty 00:19:49.321 --> 00:19:52.725 align:center line:-1 position:50% size:40% into a Town Square for Milan. 00:19:52.725 --> 00:19:54.560 align:center line:-1 position:50% size:42% Imagine movie night there next 00:19:54.560 --> 00:19:56.028 align:center line:-1 position:50% size:12% summer. 00:19:56.028 --> 00:20:00.766 align:center line:-1 position:50% size:33% And we h have recently 00:20:00.766 --> 00:20:02.501 align:center line:-1 position:50% size:43% announced an ambitious project 00:20:02.501 --> 00:20:04.170 align:center line:-1 position:50% size:40% to restore Carnegie Library in 00:20:04.170 --> 00:20:06.439 align:center line:-1 position:50% size:32% the heart of our nation's 00:20:06.439 --> 00:20:07.706 align:center line:-1 position:50% size:36% capital. We can't think of a 00:20:07.706 --> 00:20:09.975 align:center line:-1 position:50% size:41% better place for Today at Apple 00:20:09.975 --> 00:20:11.944 align:center line:-1 position:50% size:34% programs than a building 00:20:11.944 --> 00:20:13.746 align:center line:-1 position:50% size:38% originally created for the city 00:20:13.746 --> 00:20:15.081 align:center line:-1 position:50% size:44% to access knowledge and unlock 00:20:15.081 --> 00:20:16.682 align:center line:-1 position:50% size:19% their potential. 00:20:16.682 --> 00:20:18.451 align:center line:-1 position:50% size:16% (Applause). 00:20:19.785 --> 00:20:22.121 align:center line:-1 position:50% size:38% and I'm thrilled to personally 00:20:22.121 --> 00:20:23.989 align:center line:-1 position:50% size:39% announce the opening of our 00:20:23.989 --> 00:20:25.324 align:center line:-1 position:50% size:37% newest flagship store in the 00:20:25.324 --> 00:20:27.827 align:center line:-1 position:50% size:37% heart of the Midwest, Apple 00:20:27.827 --> 00:20:30.729 align:center line:-1 position:50% size:43% Michigan Avenue in Chicago on 00:20:30.729 --> 00:20:31.697 align:center line:-1 position:50% size:19% October 20th. 00:20:31.697 --> 00:20:33.866 align:center line:-1 position:50% size:16% (Applause). 00:20:36.836 --> 00:20:39.672 align:center line:-1 position:50% size:34% Our team has designed a 00:20:39.672 --> 00:20:41.574 align:center line:-1 position:50% size:33% spectacular pavilion that 00:20:41.574 --> 00:20:43.442 align:center line:-1 position:50% size:43% seamlessly connected the plaza 00:20:43.442 --> 00:20:46.479 align:center line:-1 position:50% size:38% to the prom nad as a part of 00:20:46.479 --> 00:20:48.948 align:center line:-1 position:50% size:38% the city's plan to trance form 00:20:48.948 --> 00:20:50.683 align:center line:-1 position:50% size:36% the Chicago river front. So 00:20:50.683 --> 00:20:52.518 align:center line:-1 position:50% size:36% that's a belief highlight of a 00:20:52.518 --> 00:20:53.786 align:center line:-1 position:50% size:41% couple of things we have been 00:20:53.786 --> 00:20:56.489 align:center line:-1 position:50% size:37% working on and as Tim said 00:20:56.489 --> 00:20:57.423 align:center line:-1 position:50% size:35% Apple's retail purpose has 00:20:57.423 --> 00:20:59.458 align:center line:-1 position:50% size:41% always been to enrich lives so 00:20:59.458 --> 00:21:02.428 align:center line:-1 position:50% size:42% a huge thank you to the 65,000 00:21:02.428 --> 00:21:03.462 align:center line:-1 position:50% size:42% Apple Retail employees around 00:21:03.462 --> 00:21:06.765 align:center line:-1 position:50% size:44% the world whose passion, energy 00:21:06.765 --> 00:21:09.101 align:center line:-1 position:50% size:41% and commit in serving all of us 00:21:09.101 --> 00:21:11.737 align:center line:-1 position:50% size:37% ever day and insuring all of 00:21:11.737 --> 00:21:13.772 align:center line:-1 position:50% size:36% Apple comes together. It's 00:21:13.772 --> 00:21:14.673 align:center line:-1 position:50% size:27% brilliant. Thank you. 00:21:14.673 --> 00:21:18.644 align:center line:-1 position:50% size:16% (Applause). 00:21:18.644 --> 00:21:22.214 align:center line:-1 position:50% size:51% >> TIM COOK: ThanksThanks Angela 00:21:22.214 --> 00:21:23.816 align:center line:-1 position:50% size:39% I'm really excited about all of 00:21:23.816 --> 00:21:26.652 align:center line:-1 position:50% size:40% the incredible things going on 00:21:26.652 --> 00:21:29.388 align:center line:-1 position:50% size:37% in retail, but I am especially 00:21:29.388 --> 00:21:31.624 align:center line:-1 position:50% size:35% proud of our unbelievable 00:21:31.624 --> 00:21:33.792 align:center line:-1 position:50% size:32% retail team. It's the best 00:21:33.792 --> 00:21:37.396 align:center line:-1 position:50% size:42% place to go experience our new 00:21:37.396 --> 00:21:39.665 align:center line:-1 position:50% size:41% products and so let's get going 00:21:39.665 --> 00:21:41.600 align:center line:-1 position:50% size:39% on telling you about what we 00:21:41.600 --> 00:21:44.970 align:center line:-1 position:50% size:34% are going to launch today 00:21:44.970 --> 00:21:50.276 align:center line:-1 position:50% size:38% beginning with AppleWatch. 00:21:50.276 --> 00:21:53.512 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:21:53.512 --> 00:21:55.814 align:center line:-1 position:50% size:46% AppleWatch was designed to help 00:21:55.814 --> 00:21:57.249 align:center line:-1 position:50% size:39% people stay active, motivated 00:21:57.249 --> 00:21:58.551 align:center line:-1 position:50% size:39% and connected so they could 00:21:58.551 --> 00:22:00.252 align:center line:-1 position:50% size:33% live a better day, and I'm 00:22:00.252 --> 00:22:01.687 align:center line:-1 position:50% size:36% happy to tell you that more 00:22:01.687 --> 00:22:04.857 align:center line:-1 position:50% size:42% people are doing that than ever 00:22:04.857 --> 00:22:06.325 align:center line:-1 position:50% size:37% before. Since the launch of 00:22:06.325 --> 00:22:08.427 align:center line:-1 position:50% size:39% the Series 2, the AppleWatch 00:22:08.427 --> 00:22:10.696 align:center line:-1 position:50% size:40% has experienced phenomenal 00:22:10.696 --> 00:22:14.567 align:center line:-1 position:50% size:37% growth. In fact, last quarter 00:22:14.567 --> 00:22:16.035 align:center line:-1 position:50% size:38% AppleWatch grew over 50% 00:22:16.035 --> 00:22:17.403 align:center line:-1 position:50% size:43% compared to the previous year. 00:22:17.403 --> 00:22:19.205 align:center line:-1 position:50% size:24% This is incredible! 00:22:19.205 --> 00:22:21.307 align:center line:-1 position:50% size:16% (Applause). 00:22:23.475 --> 00:22:27.213 align:center line:-1 position:50% size:41% Now, last year we told you that 00:22:27.213 --> 00:22:29.515 align:center line:-1 position:50% size:38% the AppleWatch had already 00:22:29.515 --> 00:22:31.817 align:center line:-1 position:50% size:45% become the number two watch in 00:22:31.817 --> 00:22:34.620 align:center line:-1 position:50% size:38% the world. Today I'm thrilled 00:22:34.620 --> 00:22:37.489 align:center line:-1 position:50% size:38% to tell you the AppleWatch is 00:22:37.489 --> 00:22:39.925 align:center line:-1 position:50% size:45% now the number one watch in the 00:22:39.925 --> 00:22:40.125 align:center line:-1 position:50% size:9% world. 00:22:40.125 --> 00:22:42.094 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:22:48.801 --> 00:22:51.470 align:center line:-1 position:50% size:43% but what's most rewarding to us 00:22:51.470 --> 00:22:57.076 align:center line:-1 position:50% size:41% is how much our users love it. 00:22:57.076 --> 00:22:59.378 align:center line:-1 position:50% size:39% We have an industry-leading 00:22:59.378 --> 00:23:02.414 align:center line:-1 position:50% size:38% customer satisfaction rate of 00:23:02.414 --> 00:23:06.518 align:center line:-1 position:50% size:34% 97%. This is blow away! 00:23:06.518 --> 00:23:09.822 align:center line:-1 position:50% size:37% People write to us all of the 00:23:09.822 --> 00:23:12.091 align:center line:-1 position:50% size:32% time and tell us how the 00:23:12.091 --> 00:23:14.493 align:center line:-1 position:50% size:44% AppleWatch is helping them lead 00:23:14.493 --> 00:23:17.563 align:center line:-1 position:50% size:30% a healthier life. These 00:23:17.563 --> 00:23:20.399 align:center line:-1 position:50% size:39% stories are unbelievable, and 00:23:20.399 --> 00:23:23.202 align:center line:-1 position:50% size:43% we prepared a video so that you 00:23:23.202 --> 00:23:25.804 align:center line:-1 position:50% size:39% could hear directly from them 00:23:25.804 --> 00:23:27.373 align:center line:-1 position:50% size:37% what they are telling us. I'd 00:23:27.373 --> 00:23:30.342 align:center line:-1 position:50% size:29% love to play it for you. 00:26:02.361 --> 00:26:04.963 align:center line:-1 position:50% size:13% Applause 00:26:14.373 --> 00:26:16.141 align:center line:-1 position:50% size:39% Those stories are so moving, 00:26:16.141 --> 00:26:18.677 align:center line:-1 position:50% size:41% and there is really no words to 00:26:18.677 --> 00:26:20.946 align:center line:-1 position:50% size:37% describe what it feels like to 00:26:20.946 --> 00:26:23.982 align:center line:-1 position:50% size:38% receive these notes. I'd like 00:26:23.982 --> 00:26:25.317 align:center line:-1 position:50% size:42% to thank everybody in the video 00:26:25.317 --> 00:26:26.985 align:center line:-1 position:50% size:34% for sharing their personal 00:26:26.985 --> 00:26:29.621 align:center line:-1 position:50% size:40% experience with all of us. We 00:26:29.621 --> 00:26:31.957 align:center line:-1 position:50% size:44% have some great news about the 00:26:31.957 --> 00:26:35.561 align:center line:-1 position:50% size:39% future of Apple Watch and to 00:26:35.561 --> 00:26:37.262 align:center line:-1 position:50% size:39% share it with you, I would like 00:26:37.262 --> 00:26:42.668 align:center line:-1 position:50% size:29% to invite Jeff up. Jeff. 00:26:42.668 --> 00:26:46.905 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:26:46.905 --> 00:26:50.309 align:center line:-1 position:50% size:41% >> Thanks, Tim. Thanks Tim. 00:26:50.309 --> 00:26:52.811 align:center line:-1 position:50% size:40% Those stories are really great, 00:26:52.811 --> 00:26:54.880 align:center line:-1 position:50% size:38% and it's really inspiring to us 00:26:54.880 --> 00:26:58.116 align:center line:-1 position:50% size:43% that so many people are getting 00:26:58.116 --> 00:27:00.085 align:center line:-1 position:50% size:41% healthier with AppleWatch and 00:27:00.085 --> 00:27:01.019 align:center line:-1 position:50% size:38% with WatchOS 4 they will be 00:27:01.019 --> 00:27:03.755 align:center line:-1 position:50% size:44% able to do more. We are adding 00:27:03.755 --> 00:27:05.123 align:center line:-1 position:50% size:42% smart activities coaching which 00:27:05.123 --> 00:27:06.458 align:center line:-1 position:50% size:37% will help more people close 00:27:06.458 --> 00:27:09.027 align:center line:-1 position:50% size:35% more Ricks more often. A 00:27:09.027 --> 00:27:10.796 align:center line:-1 position:50% size:41% completely redesigns Workout 00:27:10.796 --> 00:27:13.565 align:center line:-1 position:50% size:37% app with high intensity high 00:27:13.565 --> 00:27:16.134 align:center line:-1 position:50% size:30% interval training. New 00:27:16.134 --> 00:27:18.203 align:center line:-1 position:50% size:36% features like auto sets and 00:27:18.203 --> 00:27:20.072 align:center line:-1 position:50% size:39% gymKit an industry first. You 00:27:20.072 --> 00:27:21.707 align:center line:-1 position:50% size:40% tap your watch on a machine, 00:27:21.707 --> 00:27:23.075 align:center line:-1 position:50% size:33% get going and all of your 00:27:23.075 --> 00:27:25.210 align:center line:-1 position:50% size:37% metrics are in sync. One of 00:27:25.210 --> 00:27:27.613 align:center line:-1 position:50% size:39% the things that enables these 00:27:27.613 --> 00:27:29.348 align:center line:-1 position:50% size:37% fitness features is the Apple 00:27:29.348 --> 00:27:30.983 align:center line:-1 position:50% size:35% heart rate sensor. And it's 00:27:30.983 --> 00:27:33.418 align:center line:-1 position:50% size:43% been at the Core of AppleWatch 00:27:33.418 --> 00:27:35.254 align:center line:-1 position:50% size:40% since the very beginning, and 00:27:35.254 --> 00:27:37.956 align:center line:-1 position:50% size:40% today it's the most used heart 00:27:37.956 --> 00:27:39.291 align:center line:-1 position:50% size:41% rate monitor in the world. And 00:27:39.291 --> 00:27:41.293 align:center line:-1 position:50% size:40% we want to use it to help even 00:27:41.293 --> 00:27:43.328 align:center line:-1 position:50% size:42% more people. So we are doing 00:27:43.328 --> 00:27:45.564 align:center line:-1 position:50% size:35% three things. First, we are 00:27:45.564 --> 00:27:47.633 align:center line:-1 position:50% size:39% making enhancements to the 00:27:47.633 --> 00:27:49.201 align:center line:-1 position:50% size:44% Heart Rate App to give you more 00:27:49.201 --> 00:27:51.103 align:center line:-1 position:50% size:41% information. Now, you will see 00:27:51.103 --> 00:27:52.237 align:center line:-1 position:50% size:36% your heart rate right on the 00:27:52.237 --> 00:27:54.039 align:center line:-1 position:50% size:44% watch face and you can keep an 00:27:54.039 --> 00:27:55.874 align:center line:-1 position:50% size:36% eye on it with the raise of a 00:27:55.874 --> 00:27:57.342 align:center line:-1 position:50% size:38% wrist. When you launch the 00:27:57.342 --> 00:28:00.145 align:center line:-1 position:50% size:42% heart rate app you will see new 00:28:00.145 --> 00:28:03.515 align:center line:-1 position:50% size:43% measurements like resting heart 00:28:03.515 --> 00:28:04.816 align:center line:-1 position:50% size:38% rate, AppleWatch calculates 00:28:04.816 --> 00:28:07.352 align:center line:-1 position:50% size:41% this by correlating background 00:28:07.352 --> 00:28:10.989 align:center line:-1 position:50% size:32% heart rate readings with 00:28:10.989 --> 00:28:13.258 align:center line:-1 position:50% size:39% accelerometer data. A lower 00:28:13.258 --> 00:28:14.626 align:center line:-1 position:50% size:32% resting heart rate and a 00:28:14.626 --> 00:28:15.661 align:center line:-1 position:50% size:39% quicker recovery rate can be 00:28:15.661 --> 00:28:19.031 align:center line:-1 position:50% size:41% signs of improved fitness. And 00:28:19.031 --> 00:28:20.666 align:center line:-1 position:50% size:36% now you can keep a better 00:28:20.666 --> 00:28:21.934 align:center line:-1 position:50% size:40% picture of your heart rate, you 00:28:21.934 --> 00:28:23.302 align:center line:-1 position:50% size:33% will have a better picture 00:28:23.302 --> 00:28:24.536 align:center line:-1 position:50% size:44% throughout the day. The second 00:28:24.536 --> 00:28:26.805 align:center line:-1 position:50% size:40% thing we are doing is inspired 00:28:26.805 --> 00:28:28.674 align:center line:-1 position:50% size:34% by many of the letters we 00:28:28.674 --> 00:28:29.875 align:center line:-1 position:50% size:38% receive from customers who 00:28:29.875 --> 00:28:31.310 align:center line:-1 position:50% size:41% notice an unusually high heart 00:28:31.310 --> 00:28:33.612 align:center line:-1 position:50% size:42% rate when they wouldn't expect 00:28:33.612 --> 00:28:35.747 align:center line:-1 position:50% size:42% one. So AppleWatch has been 00:28:35.747 --> 00:28:37.583 align:center line:-1 position:50% size:32% helpful for them, but we 00:28:37.583 --> 00:28:38.784 align:center line:-1 position:50% size:34% realize most people won't 00:28:38.784 --> 00:28:40.786 align:center line:-1 position:50% size:37% notice. So we are adding a 00:28:40.786 --> 00:28:42.955 align:center line:-1 position:50% size:40% feature, and now AppleWatch 00:28:42.955 --> 00:28:46.425 align:center line:-1 position:50% size:39% will notify you when it detects 00:28:46.425 --> 00:28:48.260 align:center line:-1 position:50% size:41% an elevated heart rate and you 00:28:48.260 --> 00:28:49.761 align:center line:-1 position:50% size:34% don't appear to be active. 00:28:49.761 --> 00:28:52.464 align:center line:-1 position:50% size:16% (Applause). 00:28:57.803 --> 00:28:59.504 align:center line:-1 position:50% size:35% And the third thing we are 00:28:59.504 --> 00:29:03.909 align:center line:-1 position:50% size:42% doing is focused on heart ridge 00:29:03.909 --> 00:29:05.978 align:center line:-1 position:50% size:37% rhythm. A regularity rhythm 00:29:05.978 --> 00:29:08.847 align:center line:-1 position:50% size:42% has a familiar pattern but when 00:29:08.847 --> 00:29:10.248 align:center line:-1 position:50% size:36% your heartbeats irregularly 00:29:10.248 --> 00:29:12.751 align:center line:-1 position:50% size:34% it's called arrhythmia. It's 00:29:12.751 --> 00:29:14.820 align:center line:-1 position:50% size:33% beating out of its normal 00:29:14.820 --> 00:29:16.221 align:center line:-1 position:50% size:38% rhythm. And that can cause 00:29:16.221 --> 00:29:17.889 align:center line:-1 position:50% size:47% problems. The most common form 00:29:17.889 --> 00:29:21.526 align:center line:-1 position:50% size:40% of serious arrhythmia is called 00:29:21.526 --> 00:29:24.730 align:center line:-1 position:50% size:29% atrial fibrillation and it 00:29:24.730 --> 00:29:26.098 align:center line:-1 position:50% size:36% affects tens of mill yoms of 00:29:26.098 --> 00:29:27.833 align:center line:-1 position:50% size:43% people and is the leading cause 00:29:27.833 --> 00:29:30.268 align:center line:-1 position:50% size:38% of stroke. Many people with 00:29:30.268 --> 00:29:32.204 align:center line:-1 position:50% size:39% afib don't feel symptoms so it 00:29:32.204 --> 00:29:33.672 align:center line:-1 position:50% size:40% often goes undiagnosed. We 00:29:33.672 --> 00:29:34.940 align:center line:-1 position:50% size:41% have been looking at this for a 00:29:34.940 --> 00:29:37.075 align:center line:-1 position:50% size:39% couple of years and we think 00:29:37.075 --> 00:29:38.877 align:center line:-1 position:50% size:39% AppleWatch can help. In our 00:29:38.877 --> 00:29:40.345 align:center line:-1 position:50% size:40% initial studies AppleWatch has 00:29:40.345 --> 00:29:42.180 align:center line:-1 position:50% size:36% been effective as surfacing 00:29:42.180 --> 00:29:43.815 align:center line:-1 position:50% size:37% irregular rhythms so we are 00:29:43.815 --> 00:29:44.850 align:center line:-1 position:50% size:42% expanding that work and today 00:29:44.850 --> 00:29:47.719 align:center line:-1 position:50% size:39% we are announcing the Apple 00:29:47.719 --> 00:29:48.920 align:center line:-1 position:50% size:17% Heart Study. 00:29:48.920 --> 00:29:51.056 align:center line:-1 position:50% size:16% (Applause). 00:29:55.127 --> 00:29:57.629 align:center line:-1 position:50% size:27% It will use data from 00:29:57.629 --> 00:30:00.432 align:center line:-1 position:50% size:41% AppleWatch and it will analyze 00:30:00.432 --> 00:30:02.534 align:center line:-1 position:50% size:41% arrhythmias including afib and 00:30:02.534 --> 00:30:04.136 align:center line:-1 position:50% size:35% notify users. This study is 00:30:04.136 --> 00:30:06.672 align:center line:-1 position:50% size:42% being conducted in partnership 00:30:06.672 --> 00:30:07.305 align:center line:-1 position:50% size:42% with Stanford Medicine and we 00:30:07.305 --> 00:30:09.341 align:center line:-1 position:50% size:37% are working closely with the 00:30:09.341 --> 00:30:11.076 align:center line:-1 position:50% size:44% F.D.A. and they have been great 00:30:11.076 --> 00:30:13.045 align:center line:-1 position:50% size:38% to work with. Later this year 00:30:13.045 --> 00:30:14.746 align:center line:-1 position:50% size:36% the first phase of the Apple 00:30:14.746 --> 00:30:15.881 align:center line:-1 position:50% size:38% Heart Study will be available 00:30:15.881 --> 00:30:18.350 align:center line:-1 position:50% size:40% in the U.S. on the App Store. 00:30:18.350 --> 00:30:21.019 align:center line:-1 position:50% size:42% Those are the updates focused 00:30:21.019 --> 00:30:22.454 align:center line:-1 position:50% size:41% on fitness and health and they 00:30:22.454 --> 00:30:25.023 align:center line:-1 position:50% size:37% join the other great features 00:30:25.023 --> 00:30:27.859 align:center line:-1 position:50% size:36% of watchOS 4. We have a 00:30:27.859 --> 00:30:29.461 align:center line:-1 position:50% size:39% completely redesigned music 00:30:29.461 --> 00:30:32.464 align:center line:-1 position:50% size:39% experience, an intelligent Siri 00:30:32.464 --> 00:30:34.032 align:center line:-1 position:50% size:37% face, fun in characters from 00:30:34.032 --> 00:30:36.935 align:center line:-1 position:50% size:41% Toy Story and more. So that's 00:30:36.935 --> 00:30:38.036 align:center line:-1 position:50% size:29% watchOS 4. It will be 00:30:38.036 --> 00:30:40.338 align:center line:-1 position:50% size:36% available to all AppleWatch 00:30:40.338 --> 00:30:41.306 align:center line:-1 position:50% size:42% customers on September 19th. 00:30:41.306 --> 00:30:44.276 align:center line:-1 position:50% size:16% (Applause). 00:30:51.116 --> 00:30:54.052 align:center line:-1 position:50% size:38% And now I'd like to introduce 00:30:54.052 --> 00:30:56.755 align:center line:-1 position:50% size:30% the next generation of 00:30:56.755 --> 00:30:58.090 align:center line:-1 position:50% size:18% AppleWatch. 00:31:05.864 --> 00:31:10.335 align:center line:-1 position:50% size:10% (Music) 00:31:33.692 --> 00:31:36.394 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:31:47.072 --> 00:31:48.173 align:center line:-1 position:50% size:44% Introducing AppleWatch series 3 00:31:48.173 --> 00:31:52.277 align:center line:-1 position:50% size:34% and it has cellular built in. 00:31:52.277 --> 00:31:54.446 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:31:58.650 --> 00:32:00.585 align:center line:-1 position:50% size:44% now, you have the freedom to go 00:32:00.585 --> 00:32:03.121 align:center line:-1 position:50% size:32% anywhere with just your 00:32:03.121 --> 00:32:04.156 align:center line:-1 position:50% size:43% AppleWatch. This has been our 00:32:04.156 --> 00:32:05.957 align:center line:-1 position:50% size:41% vision from the very beginning, 00:32:05.957 --> 00:32:08.293 align:center line:-1 position:50% size:30% and we believability-in 00:32:08.293 --> 00:32:10.495 align:center line:-1 position:50% size:37% cellular makes Series 3 the 00:32:10.495 --> 00:32:11.630 align:center line:-1 position:50% size:30% ultimate expression of 00:32:11.630 --> 00:32:12.931 align:center line:-1 position:50% size:42% AppleWatch. Now, you can go 00:32:12.931 --> 00:32:14.733 align:center line:-1 position:50% size:39% for a run with just your watch 00:32:14.733 --> 00:32:16.668 align:center line:-1 position:50% size:37% and still be connected. You 00:32:16.668 --> 00:32:17.969 align:center line:-1 position:50% size:43% can leave your phone when you 00:32:17.969 --> 00:32:20.005 align:center line:-1 position:50% size:38% go to the beach or just run a 00:32:20.005 --> 00:32:21.907 align:center line:-1 position:50% size:36% quick errand, and it's really 00:32:21.907 --> 00:32:24.743 align:center line:-1 position:50% size:45% nice to know you can be reached 00:32:24.743 --> 00:32:26.578 align:center line:-1 position:50% size:39% if needed while staying in the 00:32:26.578 --> 00:32:27.779 align:center line:-1 position:50% size:39% moment. You can receive an 00:32:27.779 --> 00:32:30.282 align:center line:-1 position:50% size:37% important call with just your 00:32:30.282 --> 00:32:31.416 align:center line:-1 position:50% size:39% watch, and the number is the 00:32:31.416 --> 00:32:33.084 align:center line:-1 position:50% size:47% same number as your iPhone, you 00:32:33.084 --> 00:32:34.586 align:center line:-1 position:50% size:45% don't have to manage a separate 00:32:34.586 --> 00:32:36.488 align:center line:-1 position:50% size:41% number. The apps you rely on 00:32:36.488 --> 00:32:38.290 align:center line:-1 position:50% size:38% like Messages just work and 00:32:38.290 --> 00:32:41.092 align:center line:-1 position:50% size:37% Siri is at your Beck and call 00:32:41.092 --> 00:32:44.062 align:center line:-1 position:50% size:45% any time anywhere. You can use 00:32:44.062 --> 00:32:45.831 align:center line:-1 position:50% size:43% maps and get directions and the 00:32:45.831 --> 00:32:48.900 align:center line:-1 position:50% size:39% location for f Find My Friends 00:32:48.900 --> 00:32:51.503 align:center line:-1 position:50% size:41% automatically switches to your 00:32:51.503 --> 00:32:53.638 align:center line:-1 position:50% size:41% watch. And apps like WeChat 00:32:53.638 --> 00:32:55.941 align:center line:-1 position:50% size:36% work over cellular as well. 00:32:55.941 --> 00:32:58.376 align:center line:-1 position:50% size:43% And coming next month cellular 00:32:58.376 --> 00:33:00.145 align:center line:-1 position:50% size:41% is going to change the way we 00:33:00.145 --> 00:33:03.682 align:center line:-1 position:50% size:40% listen to music. Because with 00:33:03.682 --> 00:33:06.551 align:center line:-1 position:50% size:44% Apple Watch Series 3 and Apple 00:33:06.551 --> 00:33:09.254 align:center line:-1 position:50% size:31% music, you can stream 00:33:09.254 --> 00:33:12.257 align:center line:-1 position:50% size:41% 40 million songs on your wrist. 00:33:12.257 --> 00:33:17.863 align:center line:-1 position:50% size:16% (Applause). 00:33:21.466 --> 00:33:23.101 align:center line:-1 position:50% size:39% You will have access to all of 00:33:23.101 --> 00:33:24.836 align:center line:-1 position:50% size:39% your favorite music. You can 00:33:24.836 --> 00:33:27.038 align:center line:-1 position:50% size:37% listen to Beats 1 live or any 00:33:27.038 --> 00:33:28.506 align:center line:-1 position:50% size:42% Apple radio music station. You 00:33:28.506 --> 00:33:30.742 align:center line:-1 position:50% size:38% can even ask Siri to find you 00:33:30.742 --> 00:33:33.545 align:center line:-1 position:50% size:36% the perfect track. Now, the 00:33:33.545 --> 00:33:37.148 align:center line:-1 position:50% size:39% best device for staying active 00:33:37.148 --> 00:33:38.650 align:center line:-1 position:50% size:40% has all of the music you need 00:33:38.650 --> 00:33:42.954 align:center line:-1 position:50% size:39% to stay motivated. To enable 00:33:42.954 --> 00:33:47.125 align:center line:-1 position:50% size:42% these features on Apple Watch, 00:33:47.125 --> 00:33:49.227 align:center line:-1 position:50% size:40% we have packed Series 3 with 00:33:49.227 --> 00:33:51.763 align:center line:-1 position:50% size:44% the most advanced technologies 00:33:51.763 --> 00:33:56.234 align:center line:-1 position:50% size:37% ever in a watch. Inside is a 00:33:56.234 --> 00:33:56.902 align:center line:-1 position:50% size:34% new dual-core processor 00:33:56.902 --> 00:33:59.404 align:center line:-1 position:50% size:36% delivering up to 70% more 00:33:59.404 --> 00:34:00.405 align:center line:-1 position:50% size:32% performance. It's really, 00:34:00.405 --> 00:34:03.008 align:center line:-1 position:50% size:34% really fast. Siri is quicker 00:34:03.008 --> 00:34:05.210 align:center line:-1 position:50% size:38% than ever, and thanks to the 00:34:05.210 --> 00:34:07.612 align:center line:-1 position:50% size:35% new processor for the first 00:34:07.612 --> 00:34:12.117 align:center line:-1 position:50% size:40% time on Apple Watch, Siri can 00:34:12.117 --> 00:34:12.717 align:center line:-1 position:50% size:6% talk. 00:34:12.717 --> 00:34:14.152 align:center line:-1 position:50% size:42% >> SIRI: It's 64 degrees now in 00:34:14.152 --> 00:34:15.320 align:center line:-1 position:50% size:25% south lake ha hoe. 00:34:15.320 --> 00:34:20.425 align:center line:-1 position:50% size:40% -- to hoe.>> It's really conven 00:34:20.425 --> 00:34:21.493 align:center line:-1 position:50% size:38% to have to look at the screen 00:34:21.493 --> 00:34:23.728 align:center line:-1 position:50% size:41% when you ask a question. For 00:34:23.728 --> 00:34:25.297 align:center line:-1 position:50% size:31% Bluetooth and wireless 00:34:25.297 --> 00:34:27.299 align:center line:-1 position:50% size:43% connectivity we developed W2. 00:34:27.299 --> 00:34:28.900 align:center line:-1 position:50% size:38% There is nothing else like it. 00:34:28.900 --> 00:34:32.003 align:center line:-1 position:50% size:36% It delivers up to 85% faster 00:34:32.003 --> 00:34:34.039 align:center line:-1 position:50% size:38% Wi-Fi while being 50% more 00:34:34.039 --> 00:34:36.741 align:center line:-1 position:50% size:31% power efficient for both 00:34:36.741 --> 00:34:40.445 align:center line:-1 position:50% size:43% Bluetooth and W Wi-Fi. You get 00:34:40.445 --> 00:34:42.814 align:center line:-1 position:50% size:37% flights of stairs climbed and 00:34:42.814 --> 00:34:44.082 align:center line:-1 position:50% size:30% elevation gains after a 00:34:44.082 --> 00:34:45.884 align:center line:-1 position:50% size:41% workout. We are releasing an 00:34:45.884 --> 00:34:46.885 align:center line:-1 position:50% size:37% app for developer that's will 00:34:46.885 --> 00:34:50.588 align:center line:-1 position:50% size:30% be great for skiing and 00:34:50.588 --> 00:34:53.725 align:center line:-1 position:50% size:44% snowboarding apps. We have a 00:34:53.725 --> 00:34:56.728 align:center line:-1 position:50% size:39% snow boarder out there! The 00:34:56.728 --> 00:34:58.430 align:center line:-1 position:50% size:37% biggest challenge of all was 00:34:58.430 --> 00:35:00.498 align:center line:-1 position:50% size:39% adding cellular. You see, our 00:35:00.498 --> 00:35:02.600 align:center line:-1 position:50% size:40% little watch is already packed, 00:35:02.600 --> 00:35:05.837 align:center line:-1 position:50% size:42% and you have to add antennas, 00:35:05.837 --> 00:35:08.340 align:center line:-1 position:50% size:42% radios, power amplifiers, a SIM 00:35:08.340 --> 00:35:09.774 align:center line:-1 position:50% size:35% card, and if you don't do it 00:35:09.774 --> 00:35:11.509 align:center line:-1 position:50% size:36% right, it gets so big, it looks 00:35:11.509 --> 00:35:13.445 align:center line:-1 position:50% size:37% like a house arrest bracelet 00:35:13.445 --> 00:35:14.646 align:center line:-1 position:50% size:40% and you are not going to want 00:35:14.646 --> 00:35:17.615 align:center line:-1 position:50% size:38% to wear it. So our engineers 00:35:17.615 --> 00:35:20.118 align:center line:-1 position:50% size:44% have been hard at work and they 00:35:20.118 --> 00:35:21.853 align:center line:-1 position:50% size:34% have come up with really 00:35:21.853 --> 00:35:24.656 align:center line:-1 position:50% size:31% creative solutions. For 00:35:24.656 --> 00:35:26.424 align:center line:-1 position:50% size:38% example, rather than add an 00:35:26.424 --> 00:35:28.626 align:center line:-1 position:50% size:38% antenna, the display itself is 00:35:28.626 --> 00:35:30.662 align:center line:-1 position:50% size:41% the multifrequency antenna for 00:35:30.662 --> 00:35:34.232 align:center line:-1 position:50% size:38% both LTE and UMTS and, of 00:35:34.232 --> 00:35:35.533 align:center line:-1 position:50% size:43% course, you have to have a SIM 00:35:35.533 --> 00:35:37.902 align:center line:-1 position:50% size:44% card but even a nano SIM would 00:35:37.902 --> 00:35:40.739 align:center line:-1 position:50% size:40% be way too big, so instead we 00:35:40.739 --> 00:35:42.007 align:center line:-1 position:50% size:38% integrated an electronic SIM 00:35:42.007 --> 00:35:44.743 align:center line:-1 position:50% size:32% and it's a fraction of the 00:35:44.743 --> 00:35:46.044 align:center line:-1 position:50% size:36% size. So here is where we 00:35:46.044 --> 00:35:47.946 align:center line:-1 position:50% size:36% ended up. Even with all of 00:35:47.946 --> 00:35:50.949 align:center line:-1 position:50% size:35% these new features, faster 00:35:50.949 --> 00:35:53.184 align:center line:-1 position:50% size:34% dual-core processor, W2, 00:35:53.184 --> 00:35:54.319 align:center line:-1 position:50% size:37% altimeter, all of the stuff you 00:35:54.319 --> 00:35:55.754 align:center line:-1 position:50% size:28% have got to put in for 00:35:55.754 --> 00:35:58.823 align:center line:-1 position:50% size:39% cellular, the case for Series 3 00:35:58.823 --> 00:36:01.626 align:center line:-1 position:50% size:39% is the same size as Series 2. 00:36:01.626 --> 00:36:04.195 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:36:11.436 --> 00:36:13.471 align:center line:-1 position:50% size:33% the only difference is we 00:36:13.471 --> 00:36:16.374 align:center line:-1 position:50% size:40% descended the back crystal a 00:36:16.374 --> 00:36:17.642 align:center line:-1 position:50% size:38% mere .25 millimeters. That's 00:36:17.642 --> 00:36:20.345 align:center line:-1 position:50% size:42% as thin as two sheets of paper. 00:36:20.345 --> 00:36:22.013 align:center line:-1 position:50% size:38% It's really magical to make a 00:36:22.013 --> 00:36:24.516 align:center line:-1 position:50% size:38% stand alone call on a device 00:36:24.516 --> 00:36:25.817 align:center line:-1 position:50% size:36% this small and I'd like to do 00:36:25.817 --> 00:36:28.987 align:center line:-1 position:50% size:29% that for you right now. 00:36:31.022 --> 00:36:32.557 align:center line:-1 position:50% size:41% I'm going to switch watches so 00:36:32.557 --> 00:36:34.459 align:center line:-1 position:50% size:42% you guys can see what's going 00:36:34.459 --> 00:36:36.094 align:center line:-1 position:50% size:39% on. This watch is connected 00:36:36.094 --> 00:36:38.396 align:center line:-1 position:50% size:43% over the AT&T cellular network. 00:36:38.396 --> 00:36:40.265 align:center line:-1 position:50% size:39% This is our new Explorer face 00:36:40.265 --> 00:36:42.967 align:center line:-1 position:50% size:36% and I'm going to tap on the 00:36:42.967 --> 00:36:45.003 align:center line:-1 position:50% size:42% phone app and I'm going to call 00:36:45.003 --> 00:36:48.673 align:center line:-1 position:50% size:40% Deirdre who is a colleague on 00:36:48.673 --> 00:36:56.648 align:center line:-1 position:50% size:37% the Watch team. (Ringing). 00:36:56.648 --> 00:36:57.916 align:center line:-1 position:50% size:14% >> Hi Jeff! 00:36:57.916 --> 00:36:59.784 align:center line:-1 position:50% size:32% >> Hi Deirdre. Hey, I'm 00:36:59.784 --> 00:37:01.820 align:center line:-1 position:50% size:42% calling you from the new Steve 00:37:01.820 --> 00:37:03.555 align:center line:-1 position:50% size:37% Jobs Theater. How are you 00:37:03.555 --> 00:37:03.755 align:center line:-1 position:50% size:10% doing? 00:37:03.755 --> 00:37:05.256 align:center line:-1 position:50% size:31% >> I'm a little sad to be 00:37:05.256 --> 00:37:07.292 align:center line:-1 position:50% size:38% missing the Keynote, but I'm 00:37:07.292 --> 00:37:08.193 align:center line:-1 position:50% size:37% working very hard out here. 00:37:08.193 --> 00:37:10.628 align:center line:-1 position:50% size:42% >> Oh, yes, sure you are. Why 00:37:10.628 --> 00:37:12.831 align:center line:-1 position:50% size:43% don't we pull in some video and 00:37:12.831 --> 00:37:14.399 align:center line:-1 position:50% size:43% show everybody where you are. 00:37:14.399 --> 00:37:18.736 align:center line:-1 position:50% size:16% (Applause). 00:37:18.736 --> 00:37:20.772 align:center line:-1 position:50% size:41% >> This has been a very tough 00:37:20.772 --> 00:37:21.840 align:center line:-1 position:50% size:41% assignment, but you know me, 00:37:21.840 --> 00:37:23.074 align:center line:-1 position:50% size:24% I'm a team player. 00:37:23.074 --> 00:37:24.909 align:center line:-1 position:50% size:37% >> Yes, that's you Deirdre. 00:37:24.909 --> 00:37:26.744 align:center line:-1 position:50% size:33% Give, give, give. Well, it 00:37:26.744 --> 00:37:29.047 align:center line:-1 position:50% size:33% looks beautiful out there. 00:37:29.047 --> 00:37:32.016 align:center line:-1 position:50% size:38% >> It is amazing, but I'm just 00:37:32.016 --> 00:37:33.518 align:center line:-1 position:50% size:31% trying not to fall off this 00:37:33.518 --> 00:37:35.286 align:center line:-1 position:50% size:34% board in front of a million 00:37:35.286 --> 00:37:35.520 align:center line:-1 position:50% size:10% people. 00:37:35.520 --> 00:37:38.957 align:center line:-1 position:50% size:39% >> So far so good, Deirdre. I 00:37:38.957 --> 00:37:41.025 align:center line:-1 position:50% size:33% should probably cut it off 00:37:41.025 --> 00:37:42.527 align:center line:-1 position:50% size:44% before something goes awry, but 00:37:42.527 --> 00:37:45.497 align:center line:-1 position:50% size:40% be safe out there, and thanks 00:37:45.497 --> 00:37:46.364 align:center line:-1 position:50% size:19% for doing this? 00:37:46.364 --> 00:37:48.233 align:center line:-1 position:50% size:38% >> My pleasure. I may stay 00:37:48.233 --> 00:37:48.900 align:center line:-1 position:50% size:30% here a few more days. 00:37:48.900 --> 00:37:51.402 align:center line:-1 position:50% size:39% >> Okay, okay. That sounds 00:37:51.402 --> 00:37:54.272 align:center line:-1 position:50% size:22% great, d Deirdre. 00:37:54.272 --> 00:37:56.708 align:center line:-1 position:50% size:16% (Applause). 00:38:12.457 --> 00:38:14.692 align:center line:-1 position:50% size:36% I'm going to go rogue for a 00:38:14.692 --> 00:38:16.494 align:center line:-1 position:50% size:39% minute. You know, you guys 00:38:16.494 --> 00:38:17.862 align:center line:-1 position:50% size:41% getting, but sometimes people 00:38:17.862 --> 00:38:19.964 align:center line:-1 position:50% size:43% take technology for granted and 00:38:19.964 --> 00:38:22.500 align:center line:-1 position:50% size:33% just for per inspected I'm 00:38:22.500 --> 00:38:24.002 align:center line:-1 position:50% size:39% mic'd and I'm double mic'd in 00:38:24.002 --> 00:38:25.703 align:center line:-1 position:50% size:38% just the right location so you 00:38:25.703 --> 00:38:27.639 align:center line:-1 position:50% size:41% can hear me. Deirdre is out in 00:38:27.639 --> 00:38:30.942 align:center line:-1 position:50% size:41% the middle of a windy lake and 00:38:30.942 --> 00:38:32.577 align:center line:-1 position:50% size:43% the only microphone on Deirdre 00:38:32.577 --> 00:38:35.547 align:center line:-1 position:50% size:35% is the little tiny one on the 00:38:35.547 --> 00:38:37.549 align:center line:-1 position:50% size:37% Apple Watch it's a foot way 00:38:37.549 --> 00:38:40.518 align:center line:-1 position:50% size:41% from her Emoji, she is has had 00:38:40.518 --> 00:38:42.187 align:center line:-1 position:50% size:40% willing and the signal is being 00:38:42.187 --> 00:38:44.289 align:center line:-1 position:50% size:37% sent over cellular coming in 00:38:44.289 --> 00:38:45.857 align:center line:-1 position:50% size:42% and that's darn close to magic. 00:38:45.857 --> 00:38:47.659 align:center line:-1 position:50% size:35% Who would have thought. 00:38:47.659 --> 00:38:52.330 align:center line:-1 position:50% size:16% (Applause). 00:39:02.140 --> 00:39:03.474 align:center line:-1 position:50% size:34% Series 3 comes in a wide 00:39:03.474 --> 00:39:05.910 align:center line:-1 position:50% size:43% variety of cases and bands. We 00:39:05.910 --> 00:39:08.246 align:center line:-1 position:50% size:35% have a beautiful new gold 00:39:08.246 --> 00:39:09.948 align:center line:-1 position:50% size:36% aluminum finish along with 00:39:09.948 --> 00:39:11.849 align:center line:-1 position:50% size:41% silver and Space Gray, and we 00:39:11.849 --> 00:39:13.451 align:center line:-1 position:50% size:41% are excited to introduce a new 00:39:13.451 --> 00:39:15.320 align:center line:-1 position:50% size:40% band we call the Sport Loop. 00:39:15.320 --> 00:39:16.888 align:center line:-1 position:50% size:35% It's designed for an active 00:39:16.888 --> 00:39:18.323 align:center line:-1 position:50% size:31% light style and it's light, 00:39:18.323 --> 00:39:20.858 align:center line:-1 position:50% size:33% strefny and breathable -- 00:39:20.858 --> 00:39:22.860 align:center line:-1 position:50% size:39% stretchy and breathable. We 00:39:22.860 --> 00:39:24.862 align:center line:-1 position:50% size:41% have exclusive new colors and 00:39:24.862 --> 00:39:27.398 align:center line:-1 position:50% size:33% they are releasing a new 00:39:27.398 --> 00:39:30.101 align:center line:-1 position:50% size:40% version of Nike+ run app with 00:39:30.101 --> 00:39:32.503 align:center line:-1 position:50% size:39% great new features like in-run 00:39:32.503 --> 00:39:34.472 align:center line:-1 position:50% size:44% coaching and we have wonderful 00:39:34.472 --> 00:39:35.573 align:center line:-1 position:50% size:40% colors across all of our bands 00:39:35.573 --> 00:39:37.508 align:center line:-1 position:50% size:36% that you just have to see in 00:39:37.508 --> 00:39:39.911 align:center line:-1 position:50% size:34% person. We have a great 00:39:39.911 --> 00:39:42.113 align:center line:-1 position:50% size:44% partnership with Hermes and the 00:39:42.113 --> 00:39:43.248 align:center line:-1 position:50% size:37% tradition continues this year 00:39:43.248 --> 00:39:44.949 align:center line:-1 position:50% size:37% with new watch face styles, 00:39:44.949 --> 00:39:46.818 align:center line:-1 position:50% size:41% some beautiful new bands like 00:39:46.818 --> 00:39:48.186 align:center line:-1 position:50% size:33% the one on the left that's 00:39:48.186 --> 00:39:50.221 align:center line:-1 position:50% size:41% inspired by the classic Hermes 00:39:50.221 --> 00:39:52.357 align:center line:-1 position:50% size:41% driving glove, and last year we 00:39:52.357 --> 00:39:53.958 align:center line:-1 position:50% size:36% introduced a white ceramic 00:39:53.958 --> 00:39:55.927 align:center line:-1 position:50% size:43% watch. This year we are adding 00:39:55.927 --> 00:39:59.030 align:center line:-1 position:50% size:41% a ceramic watch in a gorgeous 00:39:59.030 --> 00:39:59.497 align:center line:-1 position:50% size:15% gray finish. 00:39:59.497 --> 00:40:03.635 align:center line:-1 position:50% size:16% (Applause). 00:40:06.537 --> 00:40:09.574 align:center line:-1 position:50% size:41% All of these watches were built 00:40:09.574 --> 00:40:11.276 align:center line:-1 position:50% size:37% with a great deal of care as 00:40:11.276 --> 00:40:12.877 align:center line:-1 position:50% size:31% well as concern for the 00:40:12.877 --> 00:40:14.112 align:center line:-1 position:50% size:42% environment, and they are free 00:40:14.112 --> 00:40:18.616 align:center line:-1 position:50% size:41% of these harmful materials. So 00:40:18.616 --> 00:40:20.518 align:center line:-1 position:50% size:38% that's Apple Watch Series 3, 00:40:20.518 --> 00:40:24.822 align:center line:-1 position:50% size:42% cellular, GPS, swim proof, 70% 00:40:24.822 --> 00:40:27.258 align:center line:-1 position:50% size:41% faster dual-core processor, bar 00:40:27.258 --> 00:40:29.961 align:center line:-1 position:50% size:34% metric altimeter, all of the 00:40:29.961 --> 00:40:32.063 align:center line:-1 position:50% size:39% features of watchOS 4 and it 00:40:32.063 --> 00:40:34.198 align:center line:-1 position:50% size:35% still has all-day battery life 00:40:34.198 --> 00:40:37.902 align:center line:-1 position:50% size:41% up to 18 hours across a mix of 00:40:37.902 --> 00:40:40.038 align:center line:-1 position:50% size:41% LTE, Bluetooth and Wi-Fi. We 00:40:40.038 --> 00:40:41.673 align:center line:-1 position:50% size:41% have two versions of Series 3, 00:40:41.673 --> 00:40:46.044 align:center line:-1 position:50% size:42% one with cellular at 399 there 3 00:40:46.044 --> 00:40:53.284 align:center line:-1 position:50% size:45% dla399 dlshand a the A at $329 a 00:40:53.284 --> 00:40:54.719 align:center line:-1 position:50% size:36% keep Series 1 at a starting 00:40:54.719 --> 00:40:59.357 align:center line:-1 position:50% size:19% price of $249. 00:41:05.296 --> 00:41:06.130 align:center line:-1 position:50% size:31% Series 3 cellular will be 00:41:06.130 --> 00:41:07.432 align:center line:-1 position:50% size:30% available in these nine 00:41:07.432 --> 00:41:09.300 align:center line:-1 position:50% size:31% countries with these 14 00:41:09.300 --> 00:41:11.436 align:center line:-1 position:50% size:35% carriers at launch, and six 00:41:11.436 --> 00:41:14.472 align:center line:-1 position:50% size:40% more coming later in the year, 00:41:14.472 --> 00:41:15.840 align:center line:-1 position:50% size:42% and we've worked with each of 00:41:15.840 --> 00:41:17.575 align:center line:-1 position:50% size:36% these carriers and they are 00:41:17.575 --> 00:41:19.477 align:center line:-1 position:50% size:27% each have a special 00:41:19.477 --> 00:41:20.778 align:center line:-1 position:50% size:39% introductory offer for Series 3 00:41:20.778 --> 00:41:23.147 align:center line:-1 position:50% size:39% so it's going to be great. We 00:41:23.147 --> 00:41:25.817 align:center line:-1 position:50% size:33% are offering the Series 3 00:41:25.817 --> 00:41:27.585 align:center line:-1 position:50% size:36% without cellular in these 26 00:41:27.585 --> 00:41:30.154 align:center line:-1 position:50% size:38% countries at launch. Orders 00:41:30.154 --> 00:41:33.157 align:center line:-1 position:50% size:41% will begin September 15th and 00:41:33.157 --> 00:41:36.661 align:center line:-1 position:50% size:24% availability will be 00:41:36.661 --> 00:41:38.663 align:center line:-1 position:50% size:38% September 22nd. That's the 00:41:38.663 --> 00:41:40.331 align:center line:-1 position:50% size:44% update on Apple Watch and now 00:41:40.331 --> 00:41:42.300 align:center line:-1 position:50% size:17% back to Tim. 00:41:42.300 --> 00:41:46.003 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:41:51.609 --> 00:41:53.945 align:center line:-1 position:50% size:46% >> TIM COOK: Apple Watch is the 00:41:53.945 --> 00:41:56.047 align:center line:-1 position:50% size:36% ultimate device for hell sthi 00:41:56.047 --> 00:41:57.648 align:center line:-1 position:50% size:35% life and the Series 3 takes 00:41:57.648 --> 00:41:59.417 align:center line:-1 position:50% size:36% that to a whole new level.. 00:41:59.417 --> 00:42:00.752 align:center line:-1 position:50% size:35% Jeff showed you very cool 00:42:00.752 --> 00:42:03.054 align:center line:-1 position:50% size:35% things you can do with the 00:42:03.054 --> 00:42:04.322 align:center line:-1 position:50% size:38% cellular function of Series 3, 00:42:04.322 --> 00:42:07.325 align:center line:-1 position:50% size:39% and one of those is to stream 00:42:07.325 --> 00:42:10.094 align:center line:-1 position:50% size:40% 40 million songs right on your 00:42:10.094 --> 00:42:11.929 align:center line:-1 position:50% size:40% wrist. We've made a great ad 00:42:11.929 --> 00:42:13.931 align:center line:-1 position:50% size:38% showing just that. I'd love to 00:42:13.931 --> 00:42:16.033 align:center line:-1 position:50% size:19% play it for you. 00:42:31.149 --> 00:42:36.254 align:center line:-1 position:50% size:10% (Music) 00:43:19.697 --> 00:43:22.733 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:43:27.138 --> 00:43:30.141 align:center line:-1 position:50% size:40% this is a big moment for Apple 00:43:30.141 --> 00:43:31.709 align:center line:-1 position:50% size:38% Watch and we think you are 00:43:31.709 --> 00:43:35.179 align:center line:-1 position:50% size:38% going to love it! Next up, I'd 00:43:35.179 --> 00:43:37.648 align:center line:-1 position:50% size:37% like to turn your attention to 00:43:37.648 --> 00:43:42.420 align:center line:-1 position:50% size:45% Apple TV. Apple TV has changed 00:43:42.420 --> 00:43:44.255 align:center line:-1 position:50% size:31% the way we experience 00:43:44.255 --> 00:43:45.823 align:center line:-1 position:50% size:39% television simplifying the way 00:43:45.823 --> 00:43:47.959 align:center line:-1 position:50% size:36% that we discover and enjoy 00:43:47.959 --> 00:43:51.295 align:center line:-1 position:50% size:44% movies, TV shows, sports, news, 00:43:51.295 --> 00:43:53.397 align:center line:-1 position:50% size:45% games, app, and so much more. 00:43:53.397 --> 00:43:56.033 align:center line:-1 position:50% size:35% In fact, we have just been 00:43:56.033 --> 00:43:58.236 align:center line:-1 position:50% size:42% awarded our second Emmy for 00:43:58.236 --> 00:43:59.937 align:center line:-1 position:50% size:13% Apple TV. 00:43:59.937 --> 00:44:01.706 align:center line:-1 position:50% size:16% (Applause). 00:44:03.441 --> 00:44:05.209 align:center line:-1 position:50% size:41% This Emmy was in recognition 00:44:05.209 --> 00:44:07.378 align:center line:-1 position:50% size:36% for all Siri makes it so easy 00:44:07.378 --> 00:44:08.779 align:center line:-1 position:50% size:32% to search, discover and 00:44:08.779 --> 00:44:10.748 align:center line:-1 position:50% size:40% interact with your TV content. 00:44:10.748 --> 00:44:13.618 align:center line:-1 position:50% size:35% We are really proud of the 00:44:13.618 --> 00:44:15.586 align:center line:-1 position:50% size:41% efforts we've made to improve 00:44:15.586 --> 00:44:17.755 align:center line:-1 position:50% size:34% the TV experience. Now, 00:44:17.755 --> 00:44:19.323 align:center line:-1 position:50% size:38% throughout the history of TV, 00:44:19.323 --> 00:44:22.093 align:center line:-1 position:50% size:34% there has been a few key 00:44:22.093 --> 00:44:23.227 align:center line:-1 position:50% size:35% inflection points that have 00:44:23.227 --> 00:44:25.229 align:center line:-1 position:50% size:44% changed the way we experience 00:44:25.229 --> 00:44:26.397 align:center line:-1 position:50% size:36% television. Of course, I will 00:44:26.397 --> 00:44:28.099 align:center line:-1 position:50% size:42% begin with black and white, and 00:44:28.099 --> 00:44:29.901 align:center line:-1 position:50% size:37% it was first transformed with 00:44:29.901 --> 00:44:32.603 align:center line:-1 position:50% size:36% the introduction of color. It 00:44:32.603 --> 00:44:34.939 align:center line:-1 position:50% size:40% took a huge step forward with 00:44:34.939 --> 00:44:37.508 align:center line:-1 position:50% size:41% the advent of HD. Each stage 00:44:37.508 --> 00:44:41.979 align:center line:-1 position:50% size:30% brought with it a more 00:44:41.979 --> 00:44:45.049 align:center line:-1 position:50% size:38% true-to-life experience, a nor 00:44:45.049 --> 00:44:46.350 align:center line:-1 position:50% size:42% immersive experience, now, we 00:44:46.350 --> 00:44:48.052 align:center line:-1 position:50% size:28% are at the next major 00:44:48.052 --> 00:44:51.222 align:center line:-1 position:50% size:40% inflection point. One that has 00:44:51.222 --> 00:44:53.791 align:center line:-1 position:50% size:42% the most stunning visuals ever, 00:44:53.791 --> 00:44:56.227 align:center line:-1 position:50% size:40% that are ideal for the large TV 00:44:56.227 --> 00:44:57.695 align:center line:-1 position:50% size:38% screens that are coming into 00:44:57.695 --> 00:44:59.864 align:center line:-1 position:50% size:33% our living rooms, this will 00:44:59.864 --> 00:45:01.999 align:center line:-1 position:50% size:34% bring cinematic quality to 00:45:01.999 --> 00:45:04.569 align:center line:-1 position:50% size:37% virtually everything that you 00:45:04.569 --> 00:45:08.272 align:center line:-1 position:50% size:36% watch. That's why I am so 00:45:08.272 --> 00:45:15.279 align:center line:-1 position:50% size:40% excited to introduce Apple TV 00:45:15.279 --> 00:45:17.715 align:center line:-1 position:50% size:4% 4K 00:45:18.449 --> 00:45:20.217 align:center line:-1 position:50% size:16% (Applause). 00:45:20.217 --> 00:45:24.889 align:center line:-1 position:50% size:42% At the heart of Apple TV 4K are 00:45:24.889 --> 00:45:26.724 align:center line:-1 position:50% size:40% two key technologies that are 00:45:26.724 --> 00:45:30.695 align:center line:-1 position:50% size:39% driving this next evolution of 00:45:30.695 --> 00:45:32.530 align:center line:-1 position:50% size:41% the HV experience. To tell you 00:45:32.530 --> 00:45:35.833 align:center line:-1 position:50% size:32% all about them I'd like to 00:45:35.833 --> 00:45:38.536 align:center line:-1 position:50% size:34% invite Eddy to the stage. 00:45:38.536 --> 00:45:40.605 align:center line:-1 position:50% size:36% Eddy. Thank you, Tim, it's 00:45:40.605 --> 00:45:43.374 align:center line:-1 position:50% size:33% great to be here tonight. 00:45:43.374 --> 00:45:45.209 align:center line:-1 position:50% size:38% Apple TV 4K is incredible. It 00:45:45.209 --> 00:45:48.212 align:center line:-1 position:50% size:41% starts with two big advances in 00:45:48.212 --> 00:45:50.548 align:center line:-1 position:50% size:37% picture quality. First is 4K. 00:45:50.548 --> 00:45:52.183 align:center line:-1 position:50% size:39% Let me show you. This is an 00:45:52.183 --> 00:45:54.585 align:center line:-1 position:50% size:28% image in 4K. It's got 00:45:54.585 --> 00:45:56.354 align:center line:-1 position:50% size:32% incredible detail. That's 00:45:56.354 --> 00:45:58.923 align:center line:-1 position:50% size:40% possible because 4K has four 00:45:58.923 --> 00:46:01.092 align:center line:-1 position:50% size:40% times the number of pixels as 00:46:01.092 --> 00:46:02.893 align:center line:-1 position:50% size:31% HD, but resolution isn't 00:46:02.893 --> 00:46:04.495 align:center line:-1 position:50% size:37% referring. There is an even 00:46:04.495 --> 00:46:05.830 align:center line:-1 position:50% size:44% bigger advancement that's more 00:46:05.830 --> 00:46:07.865 align:center line:-1 position:50% size:39% important and it's called High 00:46:07.865 --> 00:46:10.868 align:center line:-1 position:50% size:48% Dynamic Range or HDR. While 4K 00:46:10.868 --> 00:46:12.937 align:center line:-1 position:50% size:40% is about the number of pixels, 00:46:12.937 --> 00:46:15.172 align:center line:-1 position:50% size:37% HDR is about better pixels. 00:46:15.172 --> 00:46:17.575 align:center line:-1 position:50% size:40% Let me show you. Here is the 00:46:17.575 --> 00:46:21.412 align:center line:-1 position:50% size:43% same 4K image and here it is in 00:46:21.412 --> 00:46:21.579 align:center line:-1 position:50% size:8% HDR. 00:46:21.579 --> 00:46:23.914 align:center line:-1 position:50% size:16% (Applause). 00:46:23.914 --> 00:46:26.684 align:center line:-1 position:50% size:39% Look at the color, the details, 00:46:26.684 --> 00:46:28.552 align:center line:-1 position:50% size:43% Apple TV can do this because it 00:46:28.552 --> 00:46:30.755 align:center line:-1 position:50% size:41% supports the industry standard 00:46:30.755 --> 00:46:32.490 align:center line:-1 position:50% size:43% HDR10 as well as Dolby Vision, 00:46:32.490 --> 00:46:36.193 align:center line:-1 position:50% size:43% the best HDR experience. Now, 00:46:36.193 --> 00:46:38.496 align:center line:-1 position:50% size:42% Apple TV 4K with HDR delivers 00:46:38.496 --> 00:46:40.031 align:center line:-1 position:50% size:35% the highest picture quality 00:46:40.031 --> 00:46:41.799 align:center line:-1 position:50% size:41% ever and to show you we have 00:46:41.799 --> 00:46:45.836 align:center line:-1 position:50% size:35% installed a state-of-the-art 00:46:45.836 --> 00:46:47.672 align:center line:-1 position:50% size:43% Dolby 4K HDR cinema projector 00:46:47.672 --> 00:46:49.874 align:center line:-1 position:50% size:36% in the theater. So let's dim 00:46:49.874 --> 00:46:52.076 align:center line:-1 position:50% size:41% the lights and let me show you 00:46:52.076 --> 00:46:54.278 align:center line:-1 position:50% size:25% the new Apple TV. 00:46:57.348 --> 00:47:00.284 align:center line:-1 position:50% size:43% Now, we remastered our screen 00:47:00.284 --> 00:47:01.652 align:center line:-1 position:50% size:36% safers, our customers love 00:47:01.652 --> 00:47:06.023 align:center line:-1 position:50% size:38% these, to take full advantage 00:47:06.023 --> 00:47:09.427 align:center line:-1 position:50% size:37% of 4K HDR. Here we are in 00:47:09.427 --> 00:47:10.461 align:center line:-1 position:50% size:39% Dubai, and even at night you 00:47:10.461 --> 00:47:12.530 align:center line:-1 position:50% size:38% can see incredible details in 00:47:12.530 --> 00:47:14.532 align:center line:-1 position:50% size:39% the buildings and the cars on 00:47:14.532 --> 00:47:16.400 align:center line:-1 position:50% size:12% the road. 00:47:16.400 --> 00:47:19.470 align:center line:-1 position:50% size:38% Here is a city shot that really 00:47:19.470 --> 00:47:21.305 align:center line:-1 position:50% size:38% shows off the crispness and 00:47:21.305 --> 00:47:22.273 align:center line:-1 position:50% size:38% sharpness that's possible in 00:47:22.273 --> 00:47:25.476 align:center line:-1 position:50% size:25% the new Apple TV. 00:47:27.712 --> 00:47:31.048 align:center line:-1 position:50% size:40% Now, we've redone the whole 00:47:31.048 --> 00:47:33.718 align:center line:-1 position:50% size:41% Apple TV UI in 4K. The text is 00:47:33.718 --> 00:47:35.820 align:center line:-1 position:50% size:32% sharper, the images are 00:47:35.820 --> 00:47:37.288 align:center line:-1 position:50% size:35% brighter and more vibrant, 00:47:37.288 --> 00:47:45.096 align:center line:-1 position:50% size:44% let's take a look at 4KHD4DHDR 00:47:45.096 --> 00:47:45.629 align:center line:-1 position:50% size:6% clip. 00:47:50.768 --> 00:47:51.902 align:center line:-1 position:50% size:37% >> Yo! This high tech stuff 00:47:51.902 --> 00:47:52.436 align:center line:-1 position:50% size:25% makes it too easy! 00:47:52.436 --> 00:47:53.337 align:center line:-1 position:50% size:36% >> Told you it was worth it! 00:47:53.337 --> 00:47:56.407 align:center line:-1 position:50% size:20% >> Go, go, go. 00:47:56.407 --> 00:47:58.809 align:center line:-1 position:50% size:12% >> Nice! 00:47:58.809 --> 00:47:59.410 align:center line:-1 position:50% size:38% >> We can hit like five more 00:47:59.410 --> 00:48:04.482 align:center line:-1 position:50% size:20% places tonight! 00:48:13.124 --> 00:48:15.526 align:center line:-1 position:50% size:44% >> What's up guys? Forget your 00:48:15.526 --> 00:48:17.027 align:center line:-1 position:50% size:39% PIN number? Oh, you're the 00:48:17.027 --> 00:48:21.232 align:center line:-1 position:50% size:41% avengers. What are you guys 00:48:21.232 --> 00:48:24.135 align:center line:-1 position:50% size:40% doing here? Thor, Hulk, good 00:48:24.135 --> 00:48:25.436 align:center line:-1 position:50% size:35% to finally meet you guys. I 00:48:25.436 --> 00:48:26.737 align:center line:-1 position:50% size:37% thought you would be more 00:48:26.737 --> 00:48:27.471 align:center line:-1 position:50% size:41% handsome in person. Ironman 00:48:27.471 --> 00:48:33.444 align:center line:-1 position:50% size:39% what are you doing robbing a 00:48:33.444 --> 00:48:38.048 align:center line:-1 position:50% size:36% bank? You're a billionaire! 00:48:38.048 --> 00:48:40.651 align:center line:-1 position:50% size:41% Hey, this feels so weird! What 00:48:40.651 --> 00:48:41.819 align:center line:-1 position:50% size:37% is that thing? I'm starting to 00:48:41.819 --> 00:48:46.957 align:center line:-1 position:50% size:35% think you're not avengers. 00:48:50.027 --> 00:48:52.830 align:center line:-1 position:50% size:16% (Applause). 00:48:52.830 --> 00:48:53.931 align:center line:-1 position:50% size:40% Now, that was great, and that 00:48:53.931 --> 00:48:56.567 align:center line:-1 position:50% size:36% was all playing on the new 00:48:56.567 --> 00:48:58.402 align:center line:-1 position:50% size:43% Apple TV 4K. Now, at the heart 00:48:58.402 --> 00:49:01.038 align:center line:-1 position:50% size:39% of the Apple TV, we have got 00:49:01.038 --> 00:49:03.808 align:center line:-1 position:50% size:43% the powerful A10X Fusion chip. 00:49:03.808 --> 00:49:05.776 align:center line:-1 position:50% size:37% This is the same chip in our 00:49:05.776 --> 00:49:07.912 align:center line:-1 position:50% size:43% iPad Pro, and the new Apple TV 00:49:07.912 --> 00:49:09.446 align:center line:-1 position:50% size:30% isn't just slightly faster, 00:49:09.446 --> 00:49:12.049 align:center line:-1 position:50% size:37% it's remarkably faster. CPU 00:49:12.049 --> 00:49:13.484 align:center line:-1 position:50% size:42% performance is twice as fast as 00:49:13.484 --> 00:49:14.952 align:center line:-1 position:50% size:34% the current Apple TV and 00:49:14.952 --> 00:49:16.353 align:center line:-1 position:50% size:38% graphics are more than four 00:49:16.353 --> 00:49:19.390 align:center line:-1 position:50% size:39% times faster. And, of course, 00:49:19.390 --> 00:49:22.293 align:center line:-1 position:50% size:36% it runs the latest version of 00:49:22.293 --> 00:49:24.061 align:center line:-1 position:50% size:44% tvOS the best Operating System 00:49:24.061 --> 00:49:26.697 align:center line:-1 position:50% size:37% for the living room. Now, to 00:49:26.697 --> 00:49:29.099 align:center line:-1 position:50% size:47% experience 4K with HDR you need 00:49:29.099 --> 00:49:30.401 align:center line:-1 position:50% size:44% great content and we have been 00:49:30.401 --> 00:49:32.102 align:center line:-1 position:50% size:39% working with large Hollywood 00:49:32.102 --> 00:49:33.637 align:center line:-1 position:50% size:35% studios to bring all of their 00:49:33.637 --> 00:49:36.340 align:center line:-1 position:50% size:37% 4K and HDR movie titles to 00:49:36.340 --> 00:49:38.108 align:center line:-1 position:50% size:43% iTunes so now you will have the 00:49:38.108 --> 00:49:39.743 align:center line:-1 position:50% size:35% biggest releases and best 00:49:39.743 --> 00:49:41.412 align:center line:-1 position:50% size:37% picture quality all other than 00:49:41.412 --> 00:49:42.446 align:center line:-1 position:50% size:36% iTunes, all available for the 00:49:42.446 --> 00:49:43.948 align:center line:-1 position:50% size:25% same price as HD. 00:49:43.948 --> 00:49:45.950 align:center line:-1 position:50% size:16% (Applause). 00:49:48.452 --> 00:49:51.121 align:center line:-1 position:50% size:41% And if you bought one of those 00:49:51.121 --> 00:49:53.190 align:center line:-1 position:50% size:45% movies in HD from iTunes we are 00:49:53.190 --> 00:49:55.226 align:center line:-1 position:50% size:42% going to automatically upgrade 00:49:55.226 --> 00:49:58.996 align:center line:-1 position:50% size:44% them to 4K HDR at no additional 00:49:58.996 --> 00:49:59.230 align:center line:-1 position:50% size:11% charge. 00:49:59.230 --> 00:50:00.831 align:center line:-1 position:50% size:16% (Applause). 00:50:02.299 --> 00:50:03.667 align:center line:-1 position:50% size:40% Now, in addition to iTunes we 00:50:03.667 --> 00:50:05.669 align:center line:-1 position:50% size:43% have been working with leading 00:50:05.669 --> 00:50:07.037 align:center line:-1 position:50% size:32% streaming providers like 00:50:07.037 --> 00:50:10.374 align:center line:-1 position:50% size:38% Netflix to bring their 4K HDR 00:50:10.374 --> 00:50:11.942 align:center line:-1 position:50% size:36% titles to Apple TV and later 00:50:11.942 --> 00:50:15.446 align:center line:-1 position:50% size:41% this near Amazon Prime Video 00:50:15.446 --> 00:50:18.749 align:center line:-1 position:50% size:36% with their 4K HDR titles as 00:50:18.749 --> 00:50:20.284 align:center line:-1 position:50% size:40% well. Last year we introduced 00:50:20.284 --> 00:50:22.486 align:center line:-1 position:50% size:43% the Apple TV app. An easy way 00:50:22.486 --> 00:50:25.456 align:center line:-1 position:50% size:40% to watch your favorite movies 00:50:25.456 --> 00:50:27.291 align:center line:-1 position:50% size:44% and TV shows in a single place. 00:50:27.291 --> 00:50:29.059 align:center line:-1 position:50% size:40% It's been available in the U.S. 00:50:29.059 --> 00:50:30.961 align:center line:-1 position:50% size:45% and today I'm happy to announce 00:50:30.961 --> 00:50:32.863 align:center line:-1 position:50% size:36% we are bringing it to seven 00:50:32.863 --> 00:50:34.531 align:center line:-1 position:50% size:39% additional countries, Canada 00:50:34.531 --> 00:50:36.367 align:center line:-1 position:50% size:39% and Australia later this month 00:50:36.367 --> 00:50:38.435 align:center line:-1 position:50% size:40% and the rest by the end of the 00:50:38.435 --> 00:50:38.636 align:center line:-1 position:50% size:7% year. 00:50:38.636 --> 00:50:40.471 align:center line:-1 position:50% size:16% (Applause). 00:50:40.471 --> 00:50:42.139 align:center line:-1 position:50% size:35% Now, for each country, it's 00:50:42.139 --> 00:50:43.407 align:center line:-1 position:50% size:39% really important that we have 00:50:43.407 --> 00:50:44.608 align:center line:-1 position:50% size:30% the content that those 00:50:44.608 --> 00:50:46.176 align:center line:-1 position:50% size:41% customers know and love, and 00:50:46.176 --> 00:50:48.245 align:center line:-1 position:50% size:41% that's why we are adding all of 00:50:48.245 --> 00:50:50.948 align:center line:-1 position:50% size:39% these local services to Apple 00:50:50.948 --> 00:50:53.284 align:center line:-1 position:50% size:39% TV. Later this year, Apple TV 00:50:53.284 --> 00:50:54.752 align:center line:-1 position:50% size:41% will do even more because we 00:50:54.752 --> 00:50:57.588 align:center line:-1 position:50% size:41% are bringing live sports so you 00:50:57.588 --> 00:50:59.023 align:center line:-1 position:50% size:41% will never miss a game. If you 00:50:59.023 --> 00:51:01.759 align:center line:-1 position:50% size:36% are a huge sports fan like I 00:51:01.759 --> 00:51:02.960 align:center line:-1 position:50% size:36% am, you are really going to 00:51:02.960 --> 00:51:04.962 align:center line:-1 position:50% size:33% love this feature. If your 00:51:04.962 --> 00:51:06.797 align:center line:-1 position:50% size:36% favorite team is playing on 00:51:06.797 --> 00:51:08.565 align:center line:-1 position:50% size:35% ESPN, it will automatically 00:51:08.565 --> 00:51:10.067 align:center line:-1 position:50% size:35% appear right first in the up 00:51:10.067 --> 00:51:12.036 align:center line:-1 position:50% size:36% next list. You will even get 00:51:12.036 --> 00:51:13.103 align:center line:-1 position:50% size:38% notifications when a game is 00:51:13.103 --> 00:51:14.805 align:center line:-1 position:50% size:37% about to start or if there is a 00:51:14.805 --> 00:51:16.473 align:center line:-1 position:50% size:38% close game so you can start 00:51:16.473 --> 00:51:18.909 align:center line:-1 position:50% size:40% watching instantly. And if you 00:51:18.909 --> 00:51:20.411 align:center line:-1 position:50% size:36% scroll up, you will see even 00:51:20.411 --> 00:51:21.578 align:center line:-1 position:50% size:40% nor games and in addition we 00:51:21.578 --> 00:51:23.514 align:center line:-1 position:50% size:38% are bringing live news to the 00:51:23.514 --> 00:51:25.816 align:center line:-1 position:50% size:41% TV app. Now, let's take a look 00:51:25.816 --> 00:51:27.351 align:center line:-1 position:50% size:38% at those games. As you can 00:51:27.351 --> 00:51:29.119 align:center line:-1 position:50% size:44% see, we show you the score and 00:51:29.119 --> 00:51:31.055 align:center line:-1 position:50% size:41% the time remaining to help you 00:51:31.055 --> 00:51:32.990 align:center line:-1 position:50% size:39% decide which game to watch. 00:51:32.990 --> 00:51:34.959 align:center line:-1 position:50% size:16% (Applause). 00:51:34.959 --> 00:51:37.561 align:center line:-1 position:50% size:38% And if you are ones of these 00:51:37.561 --> 00:51:38.629 align:center line:-1 position:50% size:35% people that doesn't like to 00:51:38.629 --> 00:51:39.830 align:center line:-1 position:50% size:39% know the score, you can turn 00:51:39.830 --> 00:51:42.299 align:center line:-1 position:50% size:39% the feature off. Now, we also 00:51:42.299 --> 00:51:44.501 align:center line:-1 position:50% size:38% have a dedicated sports tab 00:51:44.501 --> 00:51:46.337 align:center line:-1 position:50% size:39% where you can see every live 00:51:46.337 --> 00:51:48.138 align:center line:-1 position:50% size:44% and upcoming game, and as the 00:51:48.138 --> 00:51:51.041 align:center line:-1 position:50% size:37% seasons change, so will the 00:51:51.041 --> 00:51:52.443 align:center line:-1 position:50% size:41% sports tab always showing you 00:51:52.443 --> 00:51:55.179 align:center line:-1 position:50% size:40% what's best for you. Sports in 00:51:55.179 --> 00:51:57.548 align:center line:-1 position:50% size:35% the TV app is a real game 00:51:57.548 --> 00:51:59.583 align:center line:-1 position:50% size:41% changer for sports fans and, of 00:51:59.583 --> 00:52:00.951 align:center line:-1 position:50% size:35% course, the new TV app is 00:52:00.951 --> 00:52:02.786 align:center line:-1 position:50% size:39% available on your iPhone and 00:52:02.786 --> 00:52:05.723 align:center line:-1 position:50% size:37% iPad as well. If you own an 00:52:05.723 --> 00:52:08.225 align:center line:-1 position:50% size:36% iPad or iPhone, there is no 00:52:08.225 --> 00:52:10.394 align:center line:-1 position:50% size:39% better choice than Apple TV. 00:52:10.394 --> 00:52:12.563 align:center line:-1 position:50% size:45% You can now share photos on the 00:52:12.563 --> 00:52:14.598 align:center line:-1 position:50% size:42% big screen including Live Photo 00:52:14.598 --> 00:52:17.167 align:center line:-1 position:50% size:42% Effects, 4K video memoriesch. 00:52:17.167 --> 00:52:18.902 align:center line:-1 position:50% size:41% You with contemplate from the 00:52:18.902 --> 00:52:20.637 align:center line:-1 position:50% size:42% 40 million songs in Apple music 00:52:20.637 --> 00:52:21.805 align:center line:-1 position:50% size:33% including the music your 00:52:21.805 --> 00:52:24.341 align:center line:-1 position:50% size:38% friends are listening to. And 00:52:24.341 --> 00:52:25.776 align:center line:-1 position:50% size:38% because Apple TV is always 00:52:25.776 --> 00:52:28.312 align:center line:-1 position:50% size:40% home, you get anywhere, any 00:52:28.312 --> 00:52:30.647 align:center line:-1 position:50% size:34% time access to all of your 00:52:30.647 --> 00:52:33.617 align:center line:-1 position:50% size:40% HomeKit access res, and you 00:52:33.617 --> 00:52:35.252 align:center line:-1 position:50% size:43% have access to choose from the 00:52:35.252 --> 00:52:37.054 align:center line:-1 position:50% size:43% thousands of games on the App 00:52:37.054 --> 00:52:38.889 align:center line:-1 position:50% size:42% Store and with the A10K fusion 00:52:38.889 --> 00:52:41.058 align:center line:-1 position:50% size:43% chip there is so much more that 00:52:41.058 --> 00:52:42.960 align:center line:-1 position:50% size:43% Apple TV can do. To see what's 00:52:42.960 --> 00:52:44.128 align:center line:-1 position:50% size:43% possible we would love to show 00:52:44.128 --> 00:52:46.663 align:center line:-1 position:50% size:30% you a new game from 00:52:46.663 --> 00:52:47.197 align:center line:-1 position:50% size:40% thatgamecompany. They are 00:52:47.197 --> 00:52:49.166 align:center line:-1 position:50% size:40% known for making artistic and 00:52:49.166 --> 00:52:51.301 align:center line:-1 position:50% size:37% critically acclaimed games. 00:52:51.301 --> 00:52:53.871 align:center line:-1 position:50% size:39% Their first game called flower 00:52:53.871 --> 00:52:55.806 align:center line:-1 position:50% size:39% was chosen as the first video 00:52:55.806 --> 00:52:57.341 align:center line:-1 position:50% size:31% game ever to be in the 00:52:57.341 --> 00:52:58.509 align:center line:-1 position:50% size:37% permanent collection of the 00:52:58.509 --> 00:53:00.577 align:center line:-1 position:50% size:42% Smithsonian which is very, very 00:53:00.577 --> 00:53:02.046 align:center line:-1 position:50% size:36% cool. With that I would like 00:53:02.046 --> 00:53:07.184 align:center line:-1 position:50% size:41% to welcome their CEO, Jenova 00:53:07.184 --> 00:53:07.518 align:center line:-1 position:50% size:9% Chen. 00:53:07.518 --> 00:53:11.255 align:center line:-1 position:50% size:47% >> JENOVA CHEN: Thanks Eddy. 00:53:11.255 --> 00:53:12.823 align:center line:-1 position:50% size:41% At thatgamecompany, we treat 00:53:12.823 --> 00:53:15.359 align:center line:-1 position:50% size:40% games as an art form. Today 00:53:15.359 --> 00:53:18.395 align:center line:-1 position:50% size:41% many of us play games alone, 00:53:18.395 --> 00:53:20.798 align:center line:-1 position:50% size:35% but we believe games is a 00:53:20.798 --> 00:53:22.599 align:center line:-1 position:50% size:40% medium that can bring people 00:53:22.599 --> 00:53:24.068 align:center line:-1 position:50% size:37% together. And that's exactly 00:53:24.068 --> 00:53:25.636 align:center line:-1 position:50% size:39% what we are going to do with 00:53:25.636 --> 00:53:28.105 align:center line:-1 position:50% size:40% our new game, Sky. Together 00:53:28.105 --> 00:53:30.274 align:center line:-1 position:50% size:42% with me is my colleague, Mike. 00:53:30.274 --> 00:53:32.743 align:center line:-1 position:50% size:39% And Mike, why don't we take 00:53:32.743 --> 00:53:34.044 align:center line:-1 position:50% size:5% off. 00:53:34.044 --> 00:53:36.713 align:center line:-1 position:50% size:32% Sky is a romantic social 00:53:36.713 --> 00:53:38.882 align:center line:-1 position:50% size:41% adventure game where you fly 00:53:38.882 --> 00:53:41.151 align:center line:-1 position:50% size:43% above the Clouds to explore the 00:53:41.151 --> 00:53:44.588 align:center line:-1 position:50% size:43% wonders of a mysterious world. 00:53:44.588 --> 00:53:46.256 align:center line:-1 position:50% size:38% The game is designed to be 00:53:46.256 --> 00:53:48.492 align:center line:-1 position:50% size:39% adaptable to the most casual 00:53:48.492 --> 00:53:50.394 align:center line:-1 position:50% size:40% players. The control is simple 00:53:50.394 --> 00:53:53.497 align:center line:-1 position:50% size:39% and intuitive. Everything can 00:53:53.497 --> 00:53:55.766 align:center line:-1 position:50% size:41% be done with one finger on the 00:53:55.766 --> 00:53:58.602 align:center line:-1 position:50% size:32% Siri remote. Hey, that's 00:53:58.602 --> 00:54:00.237 align:center line:-1 position:50% size:36% Mike's friend Jeff and he is 00:54:00.237 --> 00:54:02.673 align:center line:-1 position:50% size:40% asking us to follow him. Let's 00:54:02.673 --> 00:54:05.509 align:center line:-1 position:50% size:40% see what he has discovered. 00:54:05.509 --> 00:54:07.010 align:center line:-1 position:50% size:43% Compassion and generosity are 00:54:07.010 --> 00:54:08.979 align:center line:-1 position:50% size:39% key to unveil hidden areas of 00:54:08.979 --> 00:54:11.782 align:center line:-1 position:50% size:38% the world as well as growing 00:54:11.782 --> 00:54:14.017 align:center line:-1 position:50% size:40% your character. So by lighting 00:54:14.017 --> 00:54:16.120 align:center line:-1 position:50% size:36% all of the candles, Jeff and 00:54:16.120 --> 00:54:17.688 align:center line:-1 position:50% size:40% Mike was able to summon the 00:54:17.688 --> 00:54:19.490 align:center line:-1 position:50% size:35% spirit. Now, he is about to 00:54:19.490 --> 00:54:20.791 align:center line:-1 position:50% size:45% teach Mike the knowledge of how 00:54:20.791 --> 00:54:25.262 align:center line:-1 position:50% size:42% to summon a magical creature. 00:54:28.031 --> 00:54:30.000 align:center line:-1 position:50% size:29% In Sky, we really take 00:54:30.000 --> 00:54:32.169 align:center line:-1 position:50% size:42% advantage of the powerful new 00:54:32.169 --> 00:54:37.508 align:center line:-1 position:50% size:44% hardware with Metal 2 and Apple 00:54:37.508 --> 00:54:38.342 align:center line:-1 position:50% size:42% TV's A10X Fusion chip, we are 00:54:38.342 --> 00:54:40.711 align:center line:-1 position:50% size:41% able to run the game smoothly 00:54:40.711 --> 00:54:44.214 align:center line:-1 position:50% size:33% even with these detailed 00:54:44.214 --> 00:54:46.283 align:center line:-1 position:50% size:37% clouds, intelligent creatures 00:54:46.283 --> 00:54:48.018 align:center line:-1 position:50% size:38% and up to eight players from 00:54:48.018 --> 00:54:49.419 align:center line:-1 position:50% size:39% anywhere around the world. 00:54:49.419 --> 00:54:53.957 align:center line:-1 position:50% size:36% Let's see if we can draft off 00:54:53.957 --> 00:54:57.094 align:center line:-1 position:50% size:31% one of these creatures. 00:55:04.268 --> 00:55:05.636 align:center line:-1 position:50% size:43% We don't have time to show you 00:55:05.636 --> 00:55:06.703 align:center line:-1 position:50% size:35% everything, so we will skip 00:55:06.703 --> 00:55:08.605 align:center line:-1 position:50% size:36% forward to the dark Temple 00:55:08.605 --> 00:55:11.074 align:center line:-1 position:50% size:36% ahead. Light and dark are 00:55:11.074 --> 00:55:12.476 align:center line:-1 position:50% size:42% important themes of the game. 00:55:12.476 --> 00:55:13.877 align:center line:-1 position:50% size:41% In Sky you play as the children 00:55:13.877 --> 00:55:16.747 align:center line:-1 position:50% size:37% of light. And your goal is to 00:55:16.747 --> 00:55:18.782 align:center line:-1 position:50% size:37% bring that light to where it is 00:55:18.782 --> 00:55:21.919 align:center line:-1 position:50% size:24% needed the most. 00:55:35.032 --> 00:55:38.001 align:center line:-1 position:50% size:38% Where is the light -- with the 00:55:38.001 --> 00:55:39.336 align:center line:-1 position:50% size:36% light, Mike was able to free 00:55:39.336 --> 00:55:41.638 align:center line:-1 position:50% size:36% the butterflies and together 00:55:41.638 --> 00:55:43.674 align:center line:-1 position:50% size:38% they can move onto the next 00:55:43.674 --> 00:55:45.742 align:center line:-1 position:50% size:39% part of the adventure. With a 00:55:45.742 --> 00:55:48.779 align:center line:-1 position:50% size:41% live orchestral sound track and 00:55:48.779 --> 00:55:49.980 align:center line:-1 position:50% size:42% cinematic experiences you can 00:55:49.980 --> 00:55:52.082 align:center line:-1 position:50% size:38% expect to be immersed in an 00:55:52.082 --> 00:55:54.051 align:center line:-1 position:50% size:41% ever expanding world. So join 00:55:54.051 --> 00:55:56.286 align:center line:-1 position:50% size:43% hands with your loved ones and 00:55:56.286 --> 00:55:58.589 align:center line:-1 position:50% size:40% play Sky exclusively on Apple 00:55:58.589 --> 00:56:01.258 align:center line:-1 position:50% size:34% TV, iPad, and iPhone this 00:56:01.258 --> 00:56:02.459 align:center line:-1 position:50% size:26% winter. Thank you. 00:56:02.459 --> 00:56:12.035 align:center line:-1 position:50% size:16% (Applause). 00:56:12.035 --> 00:56:14.371 align:center line:-1 position:50% size:41% >> Thanks Joanova. We can't 00:56:14.371 --> 00:56:16.073 align:center line:-1 position:50% size:40% wait for you to get your hands 00:56:16.073 --> 00:56:18.242 align:center line:-1 position:50% size:37% on sky. We are so excited. 00:56:18.242 --> 00:56:21.078 align:center line:-1 position:50% size:41% It's got powerful hardware that 00:56:21.078 --> 00:56:23.847 align:center line:-1 position:50% size:33% delivered HK4DR video. 00:56:23.847 --> 00:56:25.816 align:center line:-1 position:50% size:38% Live supports along with live 00:56:25.816 --> 00:56:27.784 align:center line:-1 position:50% size:43% news, TV shows and movies, all 00:56:27.784 --> 00:56:31.555 align:center line:-1 position:50% size:41% in the TV app. And the perfect 00:56:31.555 --> 00:56:33.757 align:center line:-1 position:50% size:41% big screen companion for your 00:56:33.757 --> 00:56:36.460 align:center line:-1 position:50% size:34% iPhone or iPad. The new 00:56:36.460 --> 00:56:39.730 align:center line:-1 position:50% size:41% Apple TV 4K starts at $179. It 00:56:39.730 --> 00:56:41.331 align:center line:-1 position:50% size:39% joins at existing one, you can 00:56:41.331 --> 00:56:42.499 align:center line:-1 position:50% size:21% order it starting 00:56:42.499 --> 00:56:43.967 align:center line:-1 position:50% size:38% September 15th and it ships 00:56:43.967 --> 00:56:45.869 align:center line:-1 position:50% size:39% just a week later. That is the 00:56:45.869 --> 00:56:48.071 align:center line:-1 position:50% size:46% new Apple TV 4K. Thank you and 00:56:48.071 --> 00:56:50.974 align:center line:-1 position:50% size:31% I'd like to turn it back to 00:56:50.974 --> 00:56:51.141 align:center line:-1 position:50% size:6% Tim. 00:56:51.141 --> 00:56:53.777 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:56:53.777 --> 00:56:56.680 align:center line:-1 position:50% size:42% >> TIM COOK: Thanks Eddy. I 00:56:56.680 --> 00:56:57.881 align:center line:-1 position:50% size:26% can't wait for you to 00:56:57.881 --> 00:56:59.383 align:center line:-1 position:50% size:41% experience the beauty and the 00:56:59.383 --> 00:57:01.218 align:center line:-1 position:50% size:37% magic of the cinema right in 00:57:01.218 --> 00:57:06.123 align:center line:-1 position:50% size:41% your living room with the Apple 00:57:06.123 --> 00:57:11.428 align:center line:-1 position:50% size:41% TV 4K. Now, next up, iPhone. 00:57:11.428 --> 00:57:13.030 align:center line:-1 position:50% size:32% (Cheers and Applause). 00:57:18.168 --> 00:57:21.138 align:center line:-1 position:50% size:42% Apple has always believed that 00:57:21.138 --> 00:57:23.040 align:center line:-1 position:50% size:32% technology infused with 00:57:23.040 --> 00:57:25.542 align:center line:-1 position:50% size:44% humanity could improve people's 00:57:25.542 --> 00:57:28.879 align:center line:-1 position:50% size:43% lives and change the world. No 00:57:28.879 --> 00:57:31.214 align:center line:-1 position:50% size:37% other device in our lifetimes 00:57:31.214 --> 00:57:33.417 align:center line:-1 position:50% size:37% have had the impact on the 00:57:33.417 --> 00:57:37.020 align:center line:-1 position:50% size:36% world that the iPhone has. 00:57:37.020 --> 00:57:39.256 align:center line:-1 position:50% size:39% Nothing else has become so 00:57:39.256 --> 00:57:41.058 align:center line:-1 position:50% size:42% essential or put so much power 00:57:41.058 --> 00:57:43.427 align:center line:-1 position:50% size:39% into so many people's hands 00:57:43.427 --> 00:57:47.597 align:center line:-1 position:50% size:29% than iPhone. It's truly 00:57:47.597 --> 00:57:50.767 align:center line:-1 position:50% size:48% amazing how much iPhone impacts 00:57:50.767 --> 00:57:53.804 align:center line:-1 position:50% size:41% the world each and every day. 00:57:53.804 --> 00:57:57.107 align:center line:-1 position:50% size:40% Our intention with iPhone has 00:57:57.107 --> 00:57:59.643 align:center line:-1 position:50% size:45% always been to create something 00:57:59.643 --> 00:58:02.913 align:center line:-1 position:50% size:41% so powerful, so immersive and 00:58:02.913 --> 00:58:06.016 align:center line:-1 position:50% size:39% so magical that the hardware 00:58:06.016 --> 00:58:07.784 align:center line:-1 position:50% size:40% virtually disappears. Over the 00:58:07.784 --> 00:58:09.653 align:center line:-1 position:50% size:28% last ten years, we've 00:58:09.653 --> 00:58:13.156 align:center line:-1 position:50% size:46% reimagined or invented numerous 00:58:13.156 --> 00:58:14.591 align:center line:-1 position:50% size:36% technologies to create just 00:58:14.591 --> 00:58:18.662 align:center line:-1 position:50% size:35% that experience. The first 00:58:18.662 --> 00:58:20.630 align:center line:-1 position:50% size:44% iPhone forever changed how we 00:58:20.630 --> 00:58:22.866 align:center line:-1 position:50% size:36% interact with technology by 00:58:22.866 --> 00:58:24.434 align:center line:-1 position:50% size:39% introducing Multi-Touch. For 00:58:24.434 --> 00:58:25.802 align:center line:-1 position:50% size:30% the first time you were 00:58:25.802 --> 00:58:28.372 align:center line:-1 position:50% size:40% actually touching the software 00:58:28.372 --> 00:58:32.175 align:center line:-1 position:50% size:35% instead of buttons. It was 00:58:32.175 --> 00:58:33.810 align:center line:-1 position:50% size:45% magical. The App Store changed 00:58:33.810 --> 00:58:37.347 align:center line:-1 position:50% size:39% the way we work, play, learn, 00:58:37.347 --> 00:58:38.682 align:center line:-1 position:50% size:39% communicate, spawning new 00:58:38.682 --> 00:58:39.983 align:center line:-1 position:50% size:41% companies and new industries 00:58:39.983 --> 00:58:43.186 align:center line:-1 position:50% size:38% along the way. We took the 00:58:43.186 --> 00:58:45.222 align:center line:-1 position:50% size:39% viewing experience to places 00:58:45.222 --> 00:58:46.823 align:center line:-1 position:50% size:35% literally never seen before 00:58:46.823 --> 00:58:48.625 align:center line:-1 position:50% size:34% with technologies like the 00:58:48.625 --> 00:58:52.295 align:center line:-1 position:50% size:44% Retina display. We changed the 00:58:52.295 --> 00:58:55.132 align:center line:-1 position:50% size:41% way people communicate with 00:58:55.132 --> 00:58:58.001 align:center line:-1 position:50% size:36% features like iMessage and 00:58:58.001 --> 00:59:00.804 align:center line:-1 position:50% size:38% FaceTime that allowed us to 00:59:00.804 --> 00:59:02.606 align:center line:-1 position:50% size:39% connects in more meaningful 00:59:02.606 --> 00:59:05.542 align:center line:-1 position:50% size:38% ways and with Siri, we used 00:59:05.542 --> 00:59:06.309 align:center line:-1 position:50% size:38% artificial intelligence to make 00:59:06.309 --> 00:59:11.448 align:center line:-1 position:50% size:36% our voices more powerful. 00:59:11.448 --> 00:59:13.583 align:center line:-1 position:50% size:37% IPhone even revolutionized 00:59:13.583 --> 00:59:16.653 align:center line:-1 position:50% size:42% security and privacy with Touch 00:59:16.653 --> 00:59:20.624 align:center line:-1 position:50% size:39% ID and our wallets with Apple 00:59:20.624 --> 00:59:23.193 align:center line:-1 position:50% size:38% Pay. And, of course, iPhone 00:59:23.193 --> 00:59:26.830 align:center line:-1 position:50% size:46% put amazing easy to use cameras 00:59:26.830 --> 00:59:28.832 align:center line:-1 position:50% size:39% into our hands becoming the 00:59:28.832 --> 00:59:30.600 align:center line:-1 position:50% size:43% most popular way to capture the 00:59:30.600 --> 00:59:32.769 align:center line:-1 position:50% size:40% images of our lives. Over the 00:59:32.769 --> 00:59:35.338 align:center line:-1 position:50% size:37% past decade, we've pushed 00:59:35.338 --> 00:59:37.574 align:center line:-1 position:50% size:38% forward with innovation after 00:59:37.574 --> 00:59:41.578 align:center line:-1 position:50% size:37% innovation after innovation, 00:59:41.578 --> 00:59:46.883 align:center line:-1 position:50% size:37% bringing us to this moment. 00:59:46.883 --> 00:59:48.919 align:center line:-1 position:50% size:36% When now we can create 00:59:48.919 --> 00:59:51.521 align:center line:-1 position:50% size:34% devices that are far more 00:59:51.521 --> 00:59:55.559 align:center line:-1 position:50% size:41% intelligent, far more c capable, 00:59:55.559 --> 00:59:57.627 align:center line:-1 position:50% size:38% far more personal than ever 00:59:57.627 --> 00:59:59.196 align:center line:-1 position:50% size:41% before. We have huge iPhone 00:59:59.196 --> 01:00:01.998 align:center line:-1 position:50% size:41% news for you today, and it gets 01:00:01.998 --> 01:00:05.101 align:center line:-1 position:50% size:24% started right now. 01:00:05.101 --> 01:00:06.937 align:center line:-1 position:50% size:16% (Applause). 01:00:13.477 --> 01:00:17.214 align:center line:-1 position:50% size:11% (Music). 01:00:37.133 --> 01:00:42.606 align:center line:-1 position:50% size:16% (Applause). 01:00:42.606 --> 01:00:44.241 align:center line:-1 position:50% size:38% IPhone 8, iPhone 8, this is a 01:00:44.241 --> 01:00:46.009 align:center line:-1 position:50% size:40% huge step forward for iPhone, 01:00:46.009 --> 01:00:47.744 align:center line:-1 position:50% size:35% and to tell you all about it, 01:00:47.744 --> 01:00:50.580 align:center line:-1 position:50% size:34% I'd like to invite Phil to the 01:00:50.580 --> 01:00:54.284 align:center line:-1 position:50% size:15% stage, Phil. 01:00:54.284 --> 01:00:56.353 align:center line:-1 position:50% size:44% >> PHIL SCHILLER: Thank you, 01:00:56.353 --> 01:00:58.054 align:center line:-1 position:50% size:35% Tim. Well, good morning, 01:00:58.054 --> 01:00:59.155 align:center line:-1 position:50% size:39% everyone. I am so excited to 01:00:59.155 --> 01:01:01.057 align:center line:-1 position:50% size:34% tell you all about the new 01:01:01.057 --> 01:01:03.727 align:center line:-1 position:50% size:43% iPhone 8, and the new IPhone 8 01:01:03.727 --> 01:01:05.829 align:center line:-1 position:50% size:31% Plus. These are a new 01:01:05.829 --> 01:01:07.531 align:center line:-1 position:50% size:42% generation of iPhone, and they 01:01:07.531 --> 01:01:09.432 align:center line:-1 position:50% size:41% improve on everything we love 01:01:09.432 --> 01:01:12.035 align:center line:-1 position:50% size:39% about iPhone. The design is 01:01:12.035 --> 01:01:14.704 align:center line:-1 position:50% size:38% all new. It has glass on both 01:01:14.704 --> 01:01:17.007 align:center line:-1 position:50% size:37% the front and the back. The 01:01:17.007 --> 01:01:18.141 align:center line:-1 position:50% size:36% aluminum band beautifully 01:01:18.141 --> 01:01:20.210 align:center line:-1 position:50% size:36% matches the finish of each 01:01:20.210 --> 01:01:23.780 align:center line:-1 position:50% size:38% iPhone 8. It comes in silver, 01:01:23.780 --> 01:01:27.117 align:center line:-1 position:50% size:44% Space Gray, and a beautiful new 01:01:27.117 --> 01:01:28.652 align:center line:-1 position:50% size:15% gold finish. 01:01:28.652 --> 01:01:30.287 align:center line:-1 position:50% size:16% (Applause). 01:01:33.757 --> 01:01:36.726 align:center line:-1 position:50% size:39% It's made from an aerospace 01:01:36.726 --> 01:01:38.795 align:center line:-1 position:50% size:36% grade 7,000 series custom 01:01:38.795 --> 01:01:40.897 align:center line:-1 position:50% size:42% aluminum alloy. The glass has 01:01:40.897 --> 01:01:42.399 align:center line:-1 position:50% size:37% a seven layer color process 01:01:42.399 --> 01:01:43.900 align:center line:-1 position:50% size:30% making sure there is a 01:01:43.900 --> 01:01:45.635 align:center line:-1 position:50% size:37% beautiful, precise hue. And 01:01:45.635 --> 01:01:48.104 align:center line:-1 position:50% size:39% the glass is further reinforced 01:01:48.104 --> 01:01:50.440 align:center line:-1 position:50% size:37% by an internal laser-welded 01:01:50.440 --> 01:01:53.977 align:center line:-1 position:50% size:42% steel and copper structure. We 01:01:53.977 --> 01:01:55.178 align:center line:-1 position:50% size:37% are so excited because this 01:01:55.178 --> 01:01:56.846 align:center line:-1 position:50% size:41% glass is the most durable ever 01:01:56.846 --> 01:02:00.817 align:center line:-1 position:50% size:43% in a Smartphone. IPhone 8 and 01:02:00.817 --> 01:02:03.787 align:center line:-1 position:50% size:39% 8 plus is also microscopically 01:02:03.787 --> 01:02:06.089 align:center line:-1 position:50% size:34% sealed for water and dust 01:02:06.089 --> 01:02:07.390 align:center line:-1 position:50% size:38% resistance. And they have a 01:02:07.390 --> 01:02:10.994 align:center line:-1 position:50% size:42% new Retina HD display in each 01:02:10.994 --> 01:02:14.764 align:center line:-1 position:50% size:36% model. There is a 4.7 inch 01:02:14.764 --> 01:02:18.034 align:center line:-1 position:50% size:33% Retina, and a 5.5 inch in 01:02:18.034 --> 01:02:20.437 align:center line:-1 position:50% size:39% IPhone 8 Plus. Apple Retina 01:02:20.437 --> 01:02:22.105 align:center line:-1 position:50% size:35% displays are renowned for 01:02:22.105 --> 01:02:23.239 align:center line:-1 position:50% size:40% incredible color accuracy and 01:02:23.239 --> 01:02:25.642 align:center line:-1 position:50% size:39% they have great wide cinema 01:02:25.642 --> 01:02:27.277 align:center line:-1 position:50% size:40% quality color gamut. We have 01:02:27.277 --> 01:02:29.346 align:center line:-1 position:50% size:38% built in 3D Touch tech noolg 01:02:29.346 --> 01:02:31.881 align:center line:-1 position:50% size:36% into the display and for the 01:02:31.881 --> 01:02:34.184 align:center line:-1 position:50% size:39% first time in iPhone display is 01:02:34.184 --> 01:02:36.219 align:center line:-1 position:50% size:39% it is True Tone technology. It 01:02:36.219 --> 01:02:40.890 align:center line:-1 position:50% size:34% adapts the color, tem and 01:02:40.890 --> 01:02:42.459 align:center line:-1 position:50% size:42% intense temperature, and to the 01:02:42.459 --> 01:02:45.028 align:center line:-1 position:50% size:41% ambient light around us. They 01:02:45.028 --> 01:02:46.997 align:center line:-1 position:50% size:33% are 25% louder than the 01:02:46.997 --> 01:02:50.300 align:center line:-1 position:50% size:41% speakers at iPhone 7 and they 01:02:50.300 --> 01:02:52.402 align:center line:-1 position:50% size:40% have a deeper base too. And 01:02:52.402 --> 01:02:55.572 align:center line:-1 position:50% size:31% this is pretty incredible, 01:02:55.572 --> 01:02:56.773 align:center line:-1 position:50% size:37% inside iPhone 8 and 8 plus, 01:02:56.773 --> 01:02:59.275 align:center line:-1 position:50% size:42% there is a brand new chip. And 01:02:59.275 --> 01:03:01.444 align:center line:-1 position:50% size:33% this is a break through in 01:03:01.444 --> 01:03:03.413 align:center line:-1 position:50% size:43% performance in a mobile device, 01:03:03.413 --> 01:03:08.051 align:center line:-1 position:50% size:27% we call it A11 bionic. 01:03:08.051 --> 01:03:09.552 align:center line:-1 position:50% size:16% (Applause). 01:03:10.420 --> 01:03:13.156 align:center line:-1 position:50% size:40% This is the most powerful and 01:03:13.156 --> 01:03:16.459 align:center line:-1 position:50% size:31% smartest chip ever in a 01:03:16.459 --> 01:03:19.829 align:center line:-1 position:50% size:34% Smartphone. It's a 64-bit 01:03:19.829 --> 01:03:22.699 align:center line:-1 position:50% size:24% design, 4.3 billion 01:03:22.699 --> 01:03:23.633 align:center line:-1 position:50% size:39% transistors, six Core because 01:03:23.633 --> 01:03:25.268 align:center line:-1 position:50% size:39% we will geek out for a minute 01:03:25.268 --> 01:03:28.705 align:center line:-1 position:50% size:44% because it is so awesome. They 01:03:28.705 --> 01:03:29.539 align:center line:-1 position:50% size:45% are 25% high performance Cores 01:03:29.539 --> 01:03:33.243 align:center line:-1 position:50% size:37% in the previous leading A10 01:03:33.243 --> 01:03:34.678 align:center line:-1 position:50% size:35% chip. They are up to 70% 01:03:34.678 --> 01:03:38.148 align:center line:-1 position:50% size:41% faster than the ones in the A10 01:03:38.148 --> 01:03:39.416 align:center line:-1 position:50% size:38% chip. They are managed by 01:03:39.416 --> 01:03:41.117 align:center line:-1 position:50% size:43% second generation Performance 01:03:41.117 --> 01:03:42.919 align:center line:-1 position:50% size:35% Controller that can use six 01:03:42.919 --> 01:03:44.854 align:center line:-1 position:50% size:37% Cores at once, deliver up to 01:03:44.854 --> 01:03:46.156 align:center line:-1 position:50% size:28% 70% improvement in 01:03:46.156 --> 01:03:48.224 align:center line:-1 position:50% size:41% multithreaded workloads. And 01:03:48.224 --> 01:03:52.295 align:center line:-1 position:50% size:40% they have our first ever Apple 01:03:52.295 --> 01:03:53.163 align:center line:-1 position:50% size:44% design Graphics Processing Unit 01:03:53.163 --> 01:03:55.665 align:center line:-1 position:50% size:39% or GPU. This is a three Core 01:03:55.665 --> 01:03:57.133 align:center line:-1 position:50% size:37% design, it's 30% faster than 01:03:57.133 --> 01:03:59.736 align:center line:-1 position:50% size:37% the graphics in the previous 01:03:59.736 --> 01:04:02.806 align:center line:-1 position:50% size:40% A10. The GPU is designed to 01:04:02.806 --> 01:04:04.874 align:center line:-1 position:50% size:43% accelerate 3D apps and games, 01:04:04.874 --> 01:04:06.476 align:center line:-1 position:50% size:39% especially those that use our 01:04:06.476 --> 01:04:08.712 align:center line:-1 position:50% size:43% new Metal 2 framework, and the 01:04:08.712 --> 01:04:10.714 align:center line:-1 position:50% size:35% GPU also is incredible for 01:04:10.714 --> 01:04:12.382 align:center line:-1 position:50% size:45% machine learning apps and those 01:04:12.382 --> 01:04:14.951 align:center line:-1 position:50% size:39% kind of tasks get a big speed 01:04:14.951 --> 01:04:18.221 align:center line:-1 position:50% size:43% up if they use our Core machine 01:04:18.221 --> 01:04:18.955 align:center line:-1 position:50% size:42% learning framework too. There 01:04:18.955 --> 01:04:21.858 align:center line:-1 position:50% size:39% is more to it. The A11 Bionic 01:04:21.858 --> 01:04:24.227 align:center line:-1 position:50% size:46% excludes a new generation image 01:04:24.227 --> 01:04:25.061 align:center line:-1 position:50% size:41% signal processor, so you know 01:04:25.061 --> 01:04:26.796 align:center line:-1 position:50% size:37% this is used in photography, 01:04:26.796 --> 01:04:29.065 align:center line:-1 position:50% size:34% and it delivers faster auto 01:04:29.065 --> 01:04:32.635 align:center line:-1 position:50% size:39% focus in low light. It has new 01:04:32.635 --> 01:04:34.437 align:center line:-1 position:50% size:41% pixel processing for sharpness 01:04:34.437 --> 01:04:35.905 align:center line:-1 position:50% size:37% and texture and for the first 01:04:35.905 --> 01:04:39.042 align:center line:-1 position:50% size:40% time to help reduce noise it is 01:04:39.042 --> 01:04:40.643 align:center line:-1 position:50% size:39% hardware enabled multiband 01:04:40.643 --> 01:04:42.645 align:center line:-1 position:50% size:37% Noise Reduction. All of this 01:04:42.645 --> 01:04:44.247 align:center line:-1 position:50% size:40% helps to improve performance 01:04:44.247 --> 01:04:46.516 align:center line:-1 position:50% size:33% and helps us take better 01:04:46.516 --> 01:04:47.751 align:center line:-1 position:50% size:37% pictures. Perhaps the most 01:04:47.751 --> 01:04:49.586 align:center line:-1 position:50% size:39% beloved feature of every new 01:04:49.586 --> 01:04:51.187 align:center line:-1 position:50% size:36% generation of iPhone is the 01:04:51.187 --> 01:04:53.022 align:center line:-1 position:50% size:44% cameras, and people love taking 01:04:53.022 --> 01:04:54.791 align:center line:-1 position:50% size:43% photos. And customers send us 01:04:54.791 --> 01:04:56.893 align:center line:-1 position:50% size:41% photos for our Shot on IPhone 01:04:56.893 --> 01:04:58.628 align:center line:-1 position:50% size:41% campaign. This was sent from 01:04:58.628 --> 01:05:05.001 align:center line:-1 position:50% size:41% jer any Perez cr Cruz. People 01:05:05.001 --> 01:05:07.170 align:center line:-1 position:50% size:38% will love taking pictures with 01:05:07.170 --> 01:05:08.638 align:center line:-1 position:50% size:41% the iPhone camera. It's larger 01:05:08.638 --> 01:05:12.609 align:center line:-1 position:50% size:37% and faster. It provides 83% 01:05:12.609 --> 01:05:15.345 align:center line:-1 position:50% size:34% more light and it provides 01:05:15.345 --> 01:05:16.813 align:center line:-1 position:50% size:41% more, it's more power efficient 01:05:16.813 --> 01:05:18.381 align:center line:-1 position:50% size:33% at the same time. It has 01:05:18.381 --> 01:05:23.153 align:center line:-1 position:50% size:37% deeper p pixels and a color 01:05:23.153 --> 01:05:25.522 align:center line:-1 position:50% size:38% filter. This aadds up to have 01:05:25.522 --> 01:05:27.490 align:center line:-1 position:50% size:42% a wider dynamic range of color 01:05:27.490 --> 01:05:29.459 align:center line:-1 position:50% size:41% and lower noise in your photos 01:05:29.459 --> 01:05:32.462 align:center line:-1 position:50% size:42% and videos. IPhone 8 Plus has 01:05:32.462 --> 01:05:34.097 align:center line:-1 position:50% size:37% two new sensors in its dual 01:05:34.097 --> 01:05:38.134 align:center line:-1 position:50% size:42% camera. The wide angle as an 01:05:38.134 --> 01:05:41.805 align:center line:-1 position:50% size:40% f/1.8 Aperture. The telephoto 01:05:41.805 --> 01:05:44.774 align:center line:-1 position:50% size:42% camera has f/2.8 Aperture. We 01:05:44.774 --> 01:05:46.209 align:center line:-1 position:50% size:44% want to show you the photos you 01:05:46.209 --> 01:05:47.744 align:center line:-1 position:50% size:31% can take off of the new 01:05:47.744 --> 01:05:49.712 align:center line:-1 position:50% size:45% cameras. These are photos have 01:05:49.712 --> 01:05:51.614 align:center line:-1 position:50% size:46% not been retouched any any way. 01:05:51.614 --> 01:05:53.616 align:center line:-1 position:50% size:32% They are straight off the 01:05:53.616 --> 01:05:54.818 align:center line:-1 position:50% size:38% iPhone 8 and 8 plus. This is 01:05:54.818 --> 01:05:55.952 align:center line:-1 position:50% size:27% the first one. This is 01:05:55.952 --> 01:05:56.686 align:center line:-1 position:50% size:37% absolutely beautiful. That's 01:05:56.686 --> 01:05:58.788 align:center line:-1 position:50% size:37% not the golden gate bridge. 01:05:58.788 --> 01:06:00.924 align:center line:-1 position:50% size:37% This is taken in Portugal. It 01:06:00.924 --> 01:06:03.359 align:center line:-1 position:50% size:42% shows the beauty of wide color 01:06:03.359 --> 01:06:05.428 align:center line:-1 position:50% size:39% gamut, great dynamic range, 01:06:05.428 --> 01:06:07.664 align:center line:-1 position:50% size:39% sharpness and incredibly low 01:06:07.664 --> 01:06:09.499 align:center line:-1 position:50% size:35% noise, just look at the blue 01:06:09.499 --> 01:06:10.500 align:center line:-1 position:50% size:41% sky. Here is another example, 01:06:10.500 --> 01:06:13.870 align:center line:-1 position:50% size:32% it shows incredible wide 01:06:13.870 --> 01:06:16.873 align:center line:-1 position:50% size:36% quality color, and looks aat 01:06:16.873 --> 01:06:18.141 align:center line:-1 position:50% size:38% the skin tones and the detail 01:06:18.141 --> 01:06:20.043 align:center line:-1 position:50% size:37% in the hair and eyes. If you 01:06:20.043 --> 01:06:21.277 align:center line:-1 position:50% size:37% look closely in her eyes you 01:06:21.277 --> 01:06:23.246 align:center line:-1 position:50% size:35% can see the photographer 01:06:23.246 --> 01:06:24.714 align:center line:-1 position:50% size:35% reflected there holding an 01:06:24.714 --> 01:06:26.349 align:center line:-1 position:50% size:36% iPhone to take the picture. 01:06:26.349 --> 01:06:28.284 align:center line:-1 position:50% size:39% It's great example of textures 01:06:28.284 --> 01:06:29.552 align:center line:-1 position:50% size:42% and depth in photography. You 01:06:29.552 --> 01:06:31.654 align:center line:-1 position:50% size:38% can really feel the fabric and 01:06:31.654 --> 01:06:33.957 align:center line:-1 position:50% size:41% you can see details in her face 01:06:33.957 --> 01:06:36.192 align:center line:-1 position:50% size:37% behind the fabric. Here is a 01:06:36.192 --> 01:06:39.629 align:center line:-1 position:50% size:35% great example of low light 01:06:39.629 --> 01:06:41.331 align:center line:-1 position:50% size:38% photography. Texture, detail 01:06:41.331 --> 01:06:43.666 align:center line:-1 position:50% size:39% and subtle colors in this dark 01:06:43.666 --> 01:06:45.201 align:center line:-1 position:50% size:37% environment. Last year we 01:06:45.201 --> 01:06:46.736 align:center line:-1 position:50% size:34% introduced Portrait mode, 01:06:46.736 --> 01:06:48.705 align:center line:-1 position:50% size:33% iPhone 8 takes fantastic 01:06:48.705 --> 01:06:50.640 align:center line:-1 position:50% size:41% Portrait modes and people flip 01:06:50.640 --> 01:06:52.809 align:center line:-1 position:50% size:39% over tyking these photos and 01:06:52.809 --> 01:06:54.644 align:center line:-1 position:50% size:41% with the IPhone 8 Plus you will 01:06:54.644 --> 01:06:58.214 align:center line:-1 position:50% size:39% get sharper details, and even 01:06:58.214 --> 01:07:00.250 align:center line:-1 position:50% size:35% more natural bokeh in the 01:07:00.250 --> 01:07:01.451 align:center line:-1 position:50% size:42% background of the photos. We 01:07:01.451 --> 01:07:03.186 align:center line:-1 position:50% size:37% had a surprise new feature, 01:07:03.186 --> 01:07:04.821 align:center line:-1 position:50% size:37% Portrait moid, we brought is 01:07:04.821 --> 01:07:06.689 align:center line:-1 position:50% size:36% out in beta and it got better 01:07:06.689 --> 01:07:08.591 align:center line:-1 position:50% size:33% and better over time and 01:07:08.591 --> 01:07:10.260 align:center line:-1 position:50% size:45% customers send photos they love 01:07:10.260 --> 01:07:12.228 align:center line:-1 position:50% size:33% this. We challenged the 01:07:12.228 --> 01:07:15.498 align:center line:-1 position:50% size:36% Engineering to do it again. 01:07:15.498 --> 01:07:17.800 align:center line:-1 position:50% size:37% And they are doing it, and it 01:07:17.800 --> 01:07:19.502 align:center line:-1 position:50% size:34% has to do with lighting. If 01:07:19.502 --> 01:07:21.004 align:center line:-1 position:50% size:28% you have ever had a 01:07:21.004 --> 01:07:21.704 align:center line:-1 position:50% size:36% professional portrait taken, 01:07:21.704 --> 01:07:24.207 align:center line:-1 position:50% size:45% you know that pro photographers 01:07:24.207 --> 01:07:25.141 align:center line:-1 position:50% size:48% use advanced equipment and have 01:07:25.141 --> 01:07:26.476 align:center line:-1 position:50% size:33% a great understanding of 01:07:26.476 --> 01:07:29.045 align:center line:-1 position:50% size:32% advanced techniques to 01:07:29.045 --> 01:07:30.914 align:center line:-1 position:50% size:34% literally sculpt the light on 01:07:30.914 --> 01:07:32.949 align:center line:-1 position:50% size:41% your face to create the perfect 01:07:32.949 --> 01:07:35.285 align:center line:-1 position:50% size:43% mood for a portrait photograph. 01:07:35.285 --> 01:07:36.452 align:center line:-1 position:50% size:32% Our team is making this 01:07:36.452 --> 01:07:38.421 align:center line:-1 position:50% size:37% possible for all of us. Using 01:07:38.421 --> 01:07:41.724 align:center line:-1 position:50% size:45% the new dual cameras and the 51 01:07:41.724 --> 01:07:44.027 align:center line:-1 position:50% size:40% # bionic chich in the IPhone 8 01:07:44.027 --> 01:07:47.096 align:center line:-1 position:50% size:44% Plus, the team has come up with 01:07:47.096 --> 01:07:48.131 align:center line:-1 position:50% size:33% Portrait Lighting. This is 01:07:48.131 --> 01:07:50.166 align:center line:-1 position:50% size:37% beta, but it will ship with the 01:07:50.166 --> 01:07:51.501 align:center line:-1 position:50% size:40% IPhone 8 Plus. Here is how it 01:07:51.501 --> 01:07:53.169 align:center line:-1 position:50% size:40% works. When you compose a 01:07:53.169 --> 01:07:54.971 align:center line:-1 position:50% size:41% photo in the camera app using 01:07:54.971 --> 01:07:56.539 align:center line:-1 position:50% size:43% Portrait mode, the dual cameras 01:07:56.539 --> 01:07:58.574 align:center line:-1 position:50% size:38% in the ISP sense the scene. 01:07:58.574 --> 01:08:01.277 align:center line:-1 position:50% size:43% They create a depth map. They 01:08:01.277 --> 01:08:03.546 align:center line:-1 position:50% size:40% separate the subject from the 01:08:03.546 --> 01:08:06.082 align:center line:-1 position:50% size:41% background, and then you see 01:08:06.082 --> 01:08:08.251 align:center line:-1 position:50% size:42% machine learning creates facial 01:08:08.251 --> 01:08:09.285 align:center line:-1 position:50% size:38% landmarks and changes the 01:08:09.285 --> 01:08:10.753 align:center line:-1 position:50% size:38% lighting of the contours over 01:08:10.753 --> 01:08:13.189 align:center line:-1 position:50% size:42% your face. That happens while 01:08:13.189 --> 01:08:14.457 align:center line:-1 position:50% size:38% you are composing the shot. 01:08:14.457 --> 01:08:17.493 align:center line:-1 position:50% size:16% (Applause). 01:08:20.596 --> 01:08:22.265 align:center line:-1 position:50% size:39% It's super easy to use. Right 01:08:22.265 --> 01:08:24.233 align:center line:-1 position:50% size:44% when you are in the camera app 01:08:24.233 --> 01:08:25.668 align:center line:-1 position:50% size:43% you use portrait mode and there 01:08:25.668 --> 01:08:28.571 align:center line:-1 position:50% size:37% is a new menu to select the 01:08:28.571 --> 01:08:29.672 align:center line:-1 position:50% size:36% Lighting Effect you want to 01:08:29.672 --> 01:08:31.341 align:center line:-1 position:50% size:34% use. You swipe to pick a 01:08:31.341 --> 01:08:32.308 align:center line:-1 position:50% size:36% different effect of whatever 01:08:32.308 --> 01:08:34.477 align:center line:-1 position:50% size:35% you want to shoot. These 01:08:34.477 --> 01:08:37.013 align:center line:-1 position:50% size:33% aren't filters. This is real 01:08:37.013 --> 01:08:38.781 align:center line:-1 position:50% size:39% staple analysis of the light on 01:08:38.781 --> 01:08:40.249 align:center line:-1 position:50% size:39% your subject's face. You can 01:08:40.249 --> 01:08:42.652 align:center line:-1 position:50% size:40% go in later into the photos app 01:08:42.652 --> 01:08:44.420 align:center line:-1 position:50% size:41% and change the Lighting Effect 01:08:44.420 --> 01:08:45.855 align:center line:-1 position:50% size:42% to select which one you want to 01:08:45.855 --> 01:08:47.390 align:center line:-1 position:50% size:33% use on your photograph. 01:08:47.390 --> 01:08:49.359 align:center line:-1 position:50% size:16% (Applause). 01:08:53.529 --> 01:08:55.698 align:center line:-1 position:50% size:31% The team has done an 01:08:55.698 --> 01:08:56.532 align:center line:-1 position:50% size:36% unbelievable John on this. 01:08:56.532 --> 01:08:59.369 align:center line:-1 position:50% size:43% Here is arch example of a photo 01:08:59.369 --> 01:09:02.305 align:center line:-1 position:50% size:38% taken. This is portrait moad 01:09:02.305 --> 01:09:03.373 align:center line:-1 position:50% size:36% using pour straight lighting 01:09:03.373 --> 01:09:08.311 align:center line:-1 position:50% size:38% and it's using the, to it drops 01:09:08.311 --> 01:09:09.545 align:center line:-1 position:50% size:41% away the background to make 01:09:09.545 --> 01:09:11.547 align:center line:-1 position:50% size:36% this stuny photograph. It's 01:09:11.547 --> 01:09:14.183 align:center line:-1 position:50% size:38% absolutely beautiful. IPhone 01:09:14.183 --> 01:09:15.151 align:center line:-1 position:50% size:30% and IPhone 8 Plus are 01:09:15.151 --> 01:09:16.386 align:center line:-1 position:50% size:40% incredible for taking pictures. 01:09:16.386 --> 01:09:18.588 align:center line:-1 position:50% size:41% They are amazing for video as 01:09:18.588 --> 01:09:20.056 align:center line:-1 position:50% size:42% well. IPhone 8 has the highest 01:09:20.056 --> 01:09:21.824 align:center line:-1 position:50% size:41% quality video capture ever in a 01:09:21.824 --> 01:09:22.325 align:center line:-1 position:50% size:18% Smartphone. 01:09:22.325 --> 01:09:23.760 align:center line:-1 position:50% size:16% (Applause). 01:09:26.963 --> 01:09:28.998 align:center line:-1 position:50% size:41% Along with the ISP we have an 01:09:28.998 --> 01:09:31.801 align:center line:-1 position:50% size:43% Apple designed video encoder. 01:09:31.801 --> 01:09:34.404 align:center line:-1 position:50% size:42% This enables faster frame rates 01:09:34.404 --> 01:09:36.272 align:center line:-1 position:50% size:37% and higher quality video. It 01:09:36.272 --> 01:09:41.544 align:center line:-1 position:50% size:44% does real time image and motion 01:09:41.544 --> 01:09:45.281 align:center line:-1 position:50% size:41% analysis, to optimize the video 01:09:45.281 --> 01:09:48.951 align:center line:-1 position:50% size:35% encoding algorithms. The 01:09:48.951 --> 01:09:50.853 align:center line:-1 position:50% size:39% iPhone 8 divides each frame 01:09:50.853 --> 01:09:52.855 align:center line:-1 position:50% size:28% into individual times, 01:09:52.855 --> 01:09:54.457 align:center line:-1 position:50% size:41% 2 million of them. We analyze 01:09:54.457 --> 01:09:55.958 align:center line:-1 position:50% size:34% the two million tiles every 01:09:55.958 --> 01:09:57.994 align:center line:-1 position:50% size:40% second looking for details like 01:09:57.994 --> 01:09:59.495 align:center line:-1 position:50% size:38% texture and Edges to predict 01:09:59.495 --> 01:10:02.265 align:center line:-1 position:50% size:36% whether the tile has grass, 01:10:02.265 --> 01:10:04.600 align:center line:-1 position:50% size:40% sky, water or movement in it. 01:10:04.600 --> 01:10:08.271 align:center line:-1 position:50% size:41% Let's say you are shooting 4K, 01:10:08.271 --> 01:10:10.173 align:center line:-1 position:50% size:34% you can look like this, it's 01:10:10.173 --> 01:10:11.307 align:center line:-1 position:50% size:32% beautifully optimized for 01:10:11.307 --> 01:10:12.408 align:center line:-1 position:50% size:41% quality and compression level, 01:10:12.408 --> 01:10:15.812 align:center line:-1 position:50% size:40% and this video was shot on an 01:10:15.812 --> 01:10:18.681 align:center line:-1 position:50% size:38% iPhone in 4K. It's amazing. 01:10:18.681 --> 01:10:20.283 align:center line:-1 position:50% size:42% And if you are one of the many 01:10:20.283 --> 01:10:26.355 align:center line:-1 position:50% size:45% people who love shooting Slo-mo 01:10:26.355 --> 01:10:28.558 align:center line:-1 position:50% size:37% videos. You can shoot 240 01:10:28.558 --> 01:10:30.126 align:center line:-1 position:50% size:43% frames a second. That's double 01:10:30.126 --> 01:10:34.030 align:center line:-1 position:50% size:37% the frame rate of previous. 01:10:34.030 --> 01:10:36.165 align:center line:-1 position:50% size:40% Absolutely beautiful. So now, 01:10:36.165 --> 01:10:37.800 align:center line:-1 position:50% size:34% iPhone 8 is incredible for 01:10:37.800 --> 01:10:39.502 align:center line:-1 position:50% size:39% shooting photos, video, there 01:10:39.502 --> 01:10:41.104 align:center line:-1 position:50% size:38% is a third category of the use 01:10:41.104 --> 01:10:43.306 align:center line:-1 position:50% size:41% of the camera that will become 01:10:43.306 --> 01:10:44.273 align:center line:-1 position:50% size:38% increasingly important in our 01:10:44.273 --> 01:10:47.343 align:center line:-1 position:50% size:31% mobile devices. That's 01:10:47.343 --> 01:10:49.612 align:center line:-1 position:50% size:45% augmAugmented Reality. This is 01:10:49.612 --> 01:10:50.680 align:center line:-1 position:50% size:32% incredible area for us to 01:10:50.680 --> 01:10:52.248 align:center line:-1 position:50% size:43% advance in and our teams have 01:10:52.248 --> 01:10:54.250 align:center line:-1 position:50% size:42% worked together, hardware and 01:10:54.250 --> 01:10:56.819 align:center line:-1 position:50% size:42% software, to make iPhone 8 the 01:10:56.819 --> 01:10:58.754 align:center line:-1 position:50% size:39% first iPhone really created for 01:10:58.754 --> 01:11:00.323 align:center line:-1 position:50% size:38% Augmented Reality, and the 01:11:00.323 --> 01:11:02.024 align:center line:-1 position:50% size:40% first Smartphone designed for 01:11:02.024 --> 01:11:05.194 align:center line:-1 position:50% size:36% it as well. We custom tune 01:11:05.194 --> 01:11:06.796 align:center line:-1 position:50% size:38% each iPhone for Augmented 01:11:06.796 --> 01:11:08.264 align:center line:-1 position:50% size:35% Reality. The cameras are 01:11:08.264 --> 01:11:10.266 align:center line:-1 position:50% size:26% actually individually 01:11:10.266 --> 01:11:11.300 align:center line:-1 position:50% size:38% calibrated at the factory and 01:11:11.300 --> 01:11:14.070 align:center line:-1 position:50% size:43% that makes a huge difference in 01:11:14.070 --> 01:11:16.539 align:center line:-1 position:50% size:40% the performance for AR. New 01:11:16.539 --> 01:11:18.040 align:center line:-1 position:50% size:43% gyroscopes, and ARKit software 01:11:18.040 --> 01:11:19.842 align:center line:-1 position:50% size:29% is tightly tuned to this 01:11:19.842 --> 01:11:21.077 align:center line:-1 position:50% size:38% hardware to deliver the best 01:11:21.077 --> 01:11:23.379 align:center line:-1 position:50% size:43% experience for motion tracking. 01:11:23.379 --> 01:11:26.782 align:center line:-1 position:50% size:42% And AR greatly benefited in the 01:11:26.782 --> 01:11:29.418 align:center line:-1 position:50% size:42% new A11 Bionic chip. The CPU 01:11:29.418 --> 01:11:33.422 align:center line:-1 position:50% size:38% handles world tracking. The 01:11:33.422 --> 01:11:36.292 align:center line:-1 position:50% size:43% Apple GPU rendered immersive 01:11:36.292 --> 01:11:38.394 align:center line:-1 position:50% size:39% graphics. The new ISP does 01:11:38.394 --> 01:11:39.729 align:center line:-1 position:50% size:37% real time lighting estimation 01:11:39.729 --> 01:11:42.098 align:center line:-1 position:50% size:39% and this stuff is amazing that 01:11:42.098 --> 01:11:44.534 align:center line:-1 position:50% size:39% it happens on a device in the 01:11:44.534 --> 01:11:45.902 align:center line:-1 position:50% size:41% palm of our hands. I will show 01:11:45.902 --> 01:11:47.203 align:center line:-1 position:50% size:38% you the work developers are 01:11:47.203 --> 01:11:51.374 align:center line:-1 position:50% size:41% starting to do with AR apps. A 01:11:51.374 --> 01:11:54.377 align:center line:-1 position:50% size:48% game, Warhammer from Pixel Toys 01:11:54.377 --> 01:11:57.947 align:center line:-1 position:50% size:43% you can now use photo mode to 01:11:57.947 --> 01:11:59.448 align:center line:-1 position:50% size:42% bring the Freeblade Knight into 01:11:59.448 --> 01:12:01.350 align:center line:-1 position:50% size:35% the world and play is right 01:12:01.350 --> 01:12:02.919 align:center line:-1 position:50% size:43% where your friends are standing 01:12:02.919 --> 01:12:04.053 align:center line:-1 position:50% size:39% around you. Here is another 01:12:04.053 --> 01:12:06.088 align:center line:-1 position:50% size:31% one from major league 01:12:06.088 --> 01:12:08.124 align:center line:-1 position:50% size:46% baseball's advanced media team. 01:12:08.124 --> 01:12:10.526 align:center line:-1 position:50% size:42% They are enhancing At Bat app 01:12:10.526 --> 01:12:13.829 align:center line:-1 position:50% size:43% so you can hold up your iPhone 01:12:13.829 --> 01:12:15.231 align:center line:-1 position:50% size:33% and see real time player 01:12:15.231 --> 01:12:16.232 align:center line:-1 position:50% size:41% information and stats on top of 01:12:16.232 --> 01:12:19.635 align:center line:-1 position:50% size:38% the game you are watching. 01:12:19.635 --> 01:12:25.741 align:center line:-1 position:50% size:44% Here is Sky Guide. You can use 01:12:25.741 --> 01:12:28.945 align:center line:-1 position:50% size:40% AR guide to super impose the 01:12:28.945 --> 01:12:30.313 align:center line:-1 position:50% size:41% sky as you are looking around 01:12:30.313 --> 01:12:32.615 align:center line:-1 position:50% size:40% you. This isn't a generic sky. 01:12:32.615 --> 01:12:34.050 align:center line:-1 position:50% size:36% This is the sky around you. 01:12:34.050 --> 01:12:35.685 align:center line:-1 position:50% size:16% (Applause). 01:12:38.387 --> 01:12:42.191 align:center line:-1 position:50% size:44% So now we want to show you an 01:12:42.191 --> 01:12:44.627 align:center line:-1 position:50% size:40% exciting AR app right here live 01:12:44.627 --> 01:12:47.396 align:center line:-1 position:50% size:41% on stage playing on iPhone 8. 01:12:47.396 --> 01:12:48.598 align:center line:-1 position:50% size:36% It's from Directive Games. 01:12:48.598 --> 01:12:51.133 align:center line:-1 position:50% size:34% This is a start upbased in 01:12:51.133 --> 01:12:54.103 align:center line:-1 position:50% size:46% Shanghai, founded by developers 01:12:54.103 --> 01:12:58.107 align:center line:-1 position:50% size:45% who have worked on some of the 01:12:58.107 --> 01:13:00.109 align:center line:-1 position:50% size:35% biggest Fran chieseses in 01:13:00.109 --> 01:13:07.450 align:center line:-1 position:50% size:40% gaming. Please welcome Alti 01:13:07.450 --> 01:13:07.617 align:center line:-1 position:50% size:6% Mar. 01:13:07.617 --> 01:13:10.086 align:center line:-1 position:50% size:42% >> Earlier this summer with the 01:13:10.086 --> 01:13:11.954 align:center line:-1 position:50% size:37% introduction of AR kit, Apple 01:13:11.954 --> 01:13:12.922 align:center line:-1 position:50% size:42% changed gaming forever. What 01:13:12.922 --> 01:13:14.156 align:center line:-1 position:50% size:44% we are about to show you is one 01:13:14.156 --> 01:13:16.726 align:center line:-1 position:50% size:24% of the world's first 01:13:16.726 --> 01:13:17.627 align:center line:-1 position:50% size:41% competitive multiplayer games 01:13:17.627 --> 01:13:19.929 align:center line:-1 position:50% size:41% designed to be played entirely 01:13:19.929 --> 01:13:21.864 align:center line:-1 position:50% size:40% in Augmented Reality. This is 01:13:21.864 --> 01:13:26.969 align:center line:-1 position:50% size:38% the machines. In the game, 01:13:26.969 --> 01:13:28.771 align:center line:-1 position:50% size:38% players battle their friends in 01:13:28.771 --> 01:13:30.239 align:center line:-1 position:50% size:33% real time either online or 01:13:30.239 --> 01:13:32.308 align:center line:-1 position:50% size:39% around the table in the same 01:13:32.308 --> 01:13:35.177 align:center line:-1 position:50% size:42% room. My friend and cofounder 01:13:35.177 --> 01:13:36.812 align:center line:-1 position:50% size:41% Andre is preparing a match for 01:13:36.812 --> 01:13:39.882 align:center line:-1 position:50% size:38% us where we play the rebels 01:13:39.882 --> 01:13:46.489 align:center line:-1 position:50% size:32% against the dominators. 01:13:46.489 --> 01:13:48.624 align:center line:-1 position:50% size:35% What's realize cool is with 01:13:48.624 --> 01:13:51.627 align:center line:-1 position:50% size:40% ARKit, the Metal 2 on the new 01:13:51.627 --> 01:13:53.429 align:center line:-1 position:50% size:44% phone we are able to experience 01:13:53.429 --> 01:13:55.698 align:center line:-1 position:50% size:40% games in an entirely new way 01:13:55.698 --> 01:13:56.899 align:center line:-1 position:50% size:40% since players are able to view 01:13:56.899 --> 01:13:58.901 align:center line:-1 position:50% size:39% the game from any angle our 01:13:58.901 --> 01:14:00.803 align:center line:-1 position:50% size:37% content has to be incredibly 01:14:00.803 --> 01:14:02.405 align:center line:-1 position:50% size:40% detailed with the power of the 01:14:02.405 --> 01:14:05.241 align:center line:-1 position:50% size:43% new iPhone, and unreal support 01:14:05.241 --> 01:14:06.676 align:center line:-1 position:50% size:38% from Metal 2, we are able to 01:14:06.676 --> 01:14:08.611 align:center line:-1 position:50% size:34% render the entire level on 01:14:08.611 --> 01:14:13.249 align:center line:-1 position:50% size:43% screen, an amazing 1.2 million. 01:14:13.249 --> 01:14:14.917 align:center line:-1 position:50% size:39% Also allowing you to move in 01:14:14.917 --> 01:14:16.519 align:center line:-1 position:50% size:39% close to really appreciate the 01:14:16.519 --> 01:14:19.255 align:center line:-1 position:50% size:32% high visual fidelity. Just 01:14:19.255 --> 01:14:21.490 align:center line:-1 position:50% size:35% look at those 4K textures. 01:14:21.490 --> 01:14:24.860 align:center line:-1 position:50% size:39% It's gorgeous! Now, shall we 01:14:24.860 --> 01:14:28.030 align:center line:-1 position:50% size:22% go in the game? 01:14:32.601 --> 01:14:34.970 align:center line:-1 position:50% size:32% AR allows us to use our 01:14:34.970 --> 01:14:37.206 align:center line:-1 position:50% size:36% position in the real world to 01:14:37.206 --> 01:14:39.809 align:center line:-1 position:50% size:41% gain a tactical advantage, look 01:14:39.809 --> 01:14:41.310 align:center line:-1 position:50% size:41% at Andre is moving through the 01:14:41.310 --> 01:14:42.812 align:center line:-1 position:50% size:38% cave, lining up targets. This 01:14:42.812 --> 01:14:43.779 align:center line:-1 position:50% size:39% is something that would have 01:14:43.779 --> 01:14:47.249 align:center line:-1 position:50% size:23% been hard to do. 01:14:47.249 --> 01:14:48.718 align:center line:-1 position:50% size:31% It's like you are not just 01:14:48.718 --> 01:14:50.353 align:center line:-1 position:50% size:39% controlling the game, you are 01:14:50.353 --> 01:14:53.589 align:center line:-1 position:50% size:17% in the game. 01:14:53.589 --> 01:14:55.725 align:center line:-1 position:50% size:45% Another awesome addition to the 01:14:55.725 --> 01:14:56.659 align:center line:-1 position:50% size:38% experience is spatial audio. 01:14:56.659 --> 01:14:58.361 align:center line:-1 position:50% size:38% If you go close to the action, 01:14:58.361 --> 01:15:01.931 align:center line:-1 position:50% size:28% the sound increases. 01:15:04.233 --> 01:15:06.302 align:center line:-1 position:50% size:33% And if a solid object gets 01:15:06.302 --> 01:15:09.705 align:center line:-1 position:50% size:43% between you and the action, the 01:15:09.705 --> 01:15:12.007 align:center line:-1 position:50% size:43% sound is occluded perfectly and 01:15:12.007 --> 01:15:14.276 align:center line:-1 position:50% size:42% with the stereo speakers on the 01:15:14.276 --> 01:15:16.312 align:center line:-1 position:50% size:40% iPhone, this is truly amazing. 01:15:16.312 --> 01:15:17.813 align:center line:-1 position:50% size:35% It looks like we are getting 01:15:17.813 --> 01:15:19.415 align:center line:-1 position:50% size:20% hit pretty hard. 01:15:19.415 --> 01:15:25.287 align:center line:-1 position:50% size:36% Yes. Protect our heroes. 01:15:25.287 --> 01:15:27.590 align:center line:-1 position:50% size:37% Let's rain fire other than our 01:15:27.590 --> 01:15:29.125 align:center line:-1 position:50% size:38% enemies, move closer to the 01:15:29.125 --> 01:15:31.026 align:center line:-1 position:50% size:36% base and get ready for the 01:15:31.026 --> 01:15:33.929 align:center line:-1 position:50% size:33% fatal blow with our super 01:15:33.929 --> 01:15:35.331 align:center line:-1 position:50% size:42% weapon. Can you take it out to 01:15:35.331 --> 01:15:40.536 align:center line:-1 position:50% size:20% the same time. 01:15:46.442 --> 01:15:48.644 align:center line:-1 position:50% size:44% What you just saw is an amazing 01:15:48.644 --> 01:15:51.347 align:center line:-1 position:50% size:37% evolution in how games are 01:15:51.347 --> 01:15:52.515 align:center line:-1 position:50% size:42% played and experiences thanks 01:15:52.515 --> 01:15:55.050 align:center line:-1 position:50% size:43% to the combination of ARKit and 01:15:55.050 --> 01:15:56.318 align:center line:-1 position:50% size:35% Metal 2 on the brand new 01:15:56.318 --> 01:15:57.686 align:center line:-1 position:50% size:40% iPhone. We can't wait for you 01:15:57.686 --> 01:16:01.457 align:center line:-1 position:50% size:34% to play it. Look for this at 01:16:01.457 --> 01:16:03.125 align:center line:-1 position:50% size:34% the App Store this month 01:16:03.125 --> 01:16:04.927 align:center line:-1 position:50% size:43% exclusively on iOS. Thank you. 01:16:04.927 --> 01:16:06.862 align:center line:-1 position:50% size:16% (Applause). 01:16:13.569 --> 01:16:14.437 align:center line:-1 position:50% size:37% >> PHIL SCHILLER: Thank 01:16:14.437 --> 01:16:17.173 align:center line:-1 position:50% size:39% youalty. Now, let's talk about 01:16:17.173 --> 01:16:18.274 align:center line:-1 position:50% size:38% wireless. We once said that 01:16:18.274 --> 01:16:20.242 align:center line:-1 position:50% size:35% the future is wireless, and 01:16:20.242 --> 01:16:22.445 align:center line:-1 position:50% size:35% boy, were we right. That's 01:16:22.445 --> 01:16:24.180 align:center line:-1 position:50% size:41% becoming more true than ever 01:16:24.180 --> 01:16:26.749 align:center line:-1 position:50% size:32% before with iPhone 8. It 01:16:26.749 --> 01:16:30.486 align:center line:-1 position:50% size:44% supported LTE advanced for fast 01:16:30.486 --> 01:16:32.788 align:center line:-1 position:50% size:34% networking connections. 01:16:32.788 --> 01:16:34.423 align:center line:-1 position:50% size:36% Bluetooth 5.0 for the latest 01:16:34.423 --> 01:16:35.591 align:center line:-1 position:50% size:38% accessories. It supports our 01:16:35.591 --> 01:16:38.727 align:center line:-1 position:50% size:41% great beloved air pods and the 01:16:38.727 --> 01:16:41.230 align:center line:-1 position:50% size:46% Beats X headphones and the new 01:16:41.230 --> 01:16:43.766 align:center line:-1 position:50% size:40% Beats Studio3ss as well. And 01:16:43.766 --> 01:16:45.534 align:center line:-1 position:50% size:35% now with iPhone 8 with its 01:16:45.534 --> 01:16:47.436 align:center line:-1 position:50% size:43% glass back, we are enabling the 01:16:47.436 --> 01:16:49.805 align:center line:-1 position:50% size:40% freedom of wireless charging. 01:16:49.805 --> 01:16:51.407 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:16:55.110 --> 01:16:56.979 align:center line:-1 position:50% size:39% this is a simple thing. We do 01:16:56.979 --> 01:16:58.614 align:center line:-1 position:50% size:37% this every day. We use our 01:16:58.614 --> 01:17:00.182 align:center line:-1 position:50% size:45% phones in the day and we charge 01:17:00.182 --> 01:17:02.718 align:center line:-1 position:50% size:37% them at night. Off and on a 01:17:02.718 --> 01:17:04.386 align:center line:-1 position:50% size:42% charger by our bed stand in our 01:17:04.386 --> 01:17:06.522 align:center line:-1 position:50% size:36% homes or in our hotels and 01:17:06.522 --> 01:17:07.923 align:center line:-1 position:50% size:43% words can't describe how much 01:17:07.923 --> 01:17:09.658 align:center line:-1 position:50% size:37% nicer it is to put it down and 01:17:09.658 --> 01:17:11.126 align:center line:-1 position:50% size:43% pick it up whenever you want to 01:17:11.126 --> 01:17:12.495 align:center line:-1 position:50% size:40% charge without ever having to 01:17:12.495 --> 01:17:14.196 align:center line:-1 position:50% size:36% plug in a cable again. You 01:17:14.196 --> 01:17:16.232 align:center line:-1 position:50% size:36% will want to do this by your 01:17:16.232 --> 01:17:17.066 align:center line:-1 position:50% size:37% bedside, you will want to do 01:17:17.066 --> 01:17:18.968 align:center line:-1 position:50% size:39% this in a cafe or restaurant as 01:17:18.968 --> 01:17:22.371 align:center line:-1 position:50% size:39% they start to support wireless 01:17:22.371 --> 01:17:23.506 align:center line:-1 position:50% size:39% charging. You will want to do 01:17:23.506 --> 01:17:25.241 align:center line:-1 position:50% size:39% it in an airport so you can top 01:17:25.241 --> 01:17:26.342 align:center line:-1 position:50% size:41% up your charge before you get 01:17:26.342 --> 01:17:28.377 align:center line:-1 position:50% size:41% on the next flight, and perhaps 01:17:28.377 --> 01:17:29.678 align:center line:-1 position:50% size:35% the best use case of all, in 01:17:29.678 --> 01:17:30.946 align:center line:-1 position:50% size:35% your car. You can get into 01:17:30.946 --> 01:17:32.748 align:center line:-1 position:50% size:38% your car, wirelessly connect, 01:17:32.748 --> 01:17:35.150 align:center line:-1 position:50% size:38% and start using CarPlay, put 01:17:35.150 --> 01:17:37.219 align:center line:-1 position:50% size:34% your iPhone in the center 01:17:37.219 --> 01:17:38.621 align:center line:-1 position:50% size:38% console and it's charging all 01:17:38.621 --> 01:17:40.055 align:center line:-1 position:50% size:40% without ever having to plug in 01:17:40.055 --> 01:17:42.091 align:center line:-1 position:50% size:43% a cable again. What makes this 01:17:42.091 --> 01:17:44.693 align:center line:-1 position:50% size:36% possible is we're building it 01:17:44.693 --> 01:17:46.662 align:center line:-1 position:50% size:33% into iPhone 8 and 8 plus 01:17:46.662 --> 01:17:48.531 align:center line:-1 position:50% size:37% wireless charges with Qi. It 01:17:48.531 --> 01:17:51.433 align:center line:-1 position:50% size:30% is the leading wireless 01:17:51.433 --> 01:17:54.136 align:center line:-1 position:50% size:41% standard. And we help to help 01:17:54.136 --> 01:17:56.338 align:center line:-1 position:50% size:40% Qi by increasing adoption of it 01:17:56.338 --> 01:17:58.941 align:center line:-1 position:50% size:42% and creating new use cases for 01:17:58.941 --> 01:18:00.976 align:center line:-1 position:50% size:38% it. Many restaurants, shops, 01:18:00.976 --> 01:18:02.645 align:center line:-1 position:50% size:40% airports, cars, have started to 01:18:02.645 --> 01:18:05.047 align:center line:-1 position:50% size:29% build in support for Qi 01:18:05.047 --> 01:18:06.415 align:center line:-1 position:50% size:41% wireless charging and they will 01:18:06.415 --> 01:18:09.485 align:center line:-1 position:50% size:36% work with iPhone 8. Many 01:18:09.485 --> 01:18:11.487 align:center line:-1 position:50% size:35% companies are offering Qi 01:18:11.487 --> 01:18:13.289 align:center line:-1 position:50% size:41% chargers and those that are Qi 01:18:13.289 --> 01:18:15.190 align:center line:-1 position:50% size:38% certified should all work with 01:18:15.190 --> 01:18:16.425 align:center line:-1 position:50% size:41% iPhone 8 and we have worked 01:18:16.425 --> 01:18:18.160 align:center line:-1 position:50% size:41% with some developers who are 01:18:18.160 --> 01:18:19.929 align:center line:-1 position:50% size:38% creating Qi chargers and we 01:18:19.929 --> 01:18:21.931 align:center line:-1 position:50% size:37% will offer them in our stores 01:18:21.931 --> 01:18:23.866 align:center line:-1 position:50% size:38% and on line for our iPhone 8 01:18:23.866 --> 01:18:25.734 align:center line:-1 position:50% size:38% customers like this one from 01:18:25.734 --> 01:18:27.436 align:center line:-1 position:50% size:35% Mophie and this one from 01:18:27.436 --> 01:18:29.238 align:center line:-1 position:50% size:10% Belkin. 01:18:29.238 --> 01:18:31.874 align:center line:-1 position:50% size:40% So that's iPhone 8. It's a new 01:18:31.874 --> 01:18:33.709 align:center line:-1 position:50% size:33% generation of iPhone. It 01:18:33.709 --> 01:18:35.277 align:center line:-1 position:50% size:43% improves on everything we love 01:18:35.277 --> 01:18:36.679 align:center line:-1 position:50% size:36% about iPhone. It is packed 01:18:36.679 --> 01:18:38.714 align:center line:-1 position:50% size:38% with innovative technologies 01:18:38.714 --> 01:18:41.050 align:center line:-1 position:50% size:39% from the glass and aluminum 01:18:41.050 --> 01:18:43.786 align:center line:-1 position:50% size:33% design to the Retina HD 01:18:43.786 --> 01:18:46.989 align:center line:-1 position:50% size:39% displays, the new A11 Bionic 01:18:46.989 --> 01:18:49.224 align:center line:-1 position:50% size:44% chip. They are designed foreAR 01:18:49.224 --> 01:18:51.293 align:center line:-1 position:50% size:42% apps like no phone has before, 01:18:51.293 --> 01:18:52.962 align:center line:-1 position:50% size:35% they have single and dual 01:18:52.962 --> 01:18:54.129 align:center line:-1 position:50% size:42% cameras, they have support for 01:18:54.129 --> 01:18:55.864 align:center line:-1 position:50% size:39% the brand new photo Lighting 01:18:55.864 --> 01:18:58.267 align:center line:-1 position:50% size:39% Effects in Portrait mode, and 01:18:58.267 --> 01:19:00.736 align:center line:-1 position:50% size:43% wireless charging. Now, iPhone 01:19:00.736 --> 01:19:02.271 align:center line:-1 position:50% size:30% 7 came in these three 01:19:02.271 --> 01:19:05.708 align:center line:-1 position:50% size:38% configurations starting at 32 01:19:05.708 --> 01:19:08.711 align:center line:-1 position:50% size:40% GB. We are happy to tell you 01:19:08.711 --> 01:19:11.180 align:center line:-1 position:50% size:40% iPhone 8 starts with twice the 01:19:11.180 --> 01:19:16.518 align:center line:-1 position:50% size:44% past at 64 GB and a second one 01:19:16.518 --> 01:19:20.522 align:center line:-1 position:50% size:35% one. And the price will be 01:19:20.522 --> 01:19:21.390 align:center line:-1 position:50% size:42% $699.. IPhone 8 Plus will have 01:19:21.390 --> 01:19:23.759 align:center line:-1 position:50% size:43% the same two configurations, 64 01:19:23.759 --> 01:19:28.864 align:center line:-1 position:50% size:40% GB and 256 gig, and it will be 01:19:28.864 --> 01:19:31.133 align:center line:-1 position:50% size:36% priced at $799. We will be 01:19:31.133 --> 01:19:34.169 align:center line:-1 position:50% size:41% able to pre-order them starting 01:19:34.169 --> 01:19:35.004 align:center line:-1 position:50% size:38% Friday, September 15th and 01:19:35.004 --> 01:19:37.139 align:center line:-1 position:50% size:39% they will be available a week 01:19:37.139 --> 01:19:39.541 align:center line:-1 position:50% size:41% later on September 22nd. And 01:19:39.541 --> 01:19:42.778 align:center line:-1 position:50% size:39% we can all upgrade to iOS 11 01:19:42.778 --> 01:19:44.980 align:center line:-1 position:50% size:39% starting on September 19th. 01:19:44.980 --> 01:19:46.949 align:center line:-1 position:50% size:38% So that is iPhone 8. I would 01:19:46.949 --> 01:19:48.917 align:center line:-1 position:50% size:34% like to turn it back to Tim. 01:19:48.917 --> 01:19:53.389 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:19:53.389 --> 01:19:57.860 align:center line:-1 position:50% size:38% >> TIM COOK: Thanks Phil. 01:19:57.860 --> 01:20:01.030 align:center line:-1 position:50% size:41% IPhone 8, a new generation of 01:20:01.030 --> 01:20:05.534 align:center line:-1 position:50% size:33% iPhone, and a huge step 01:20:05.534 --> 01:20:06.468 align:center line:-1 position:50% size:31% forward. But we're not 01:20:06.468 --> 01:20:08.537 align:center line:-1 position:50% size:20% stopping there. 01:20:08.537 --> 01:20:13.542 align:center line:-1 position:50% size:40% We do have one more thing. 01:20:13.542 --> 01:20:18.881 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:20:19.815 --> 01:20:22.551 align:center line:-1 position:50% size:42% now, we have great respect for 01:20:22.551 --> 01:20:24.219 align:center line:-1 position:50% size:40% these words and we don't use 01:20:24.219 --> 01:20:26.488 align:center line:-1 position:50% size:40% them lightly. Our teams have 01:20:26.488 --> 01:20:29.558 align:center line:-1 position:50% size:41% been hard at work for years on 01:20:29.558 --> 01:20:31.393 align:center line:-1 position:50% size:40% something that is important to 01:20:31.393 --> 01:20:36.965 align:center line:-1 position:50% size:36% all of us. The future of the 01:20:36.965 --> 01:20:40.269 align:center line:-1 position:50% size:41% Smartphone. The first iPhone 01:20:40.269 --> 01:20:41.637 align:center line:-1 position:50% size:36% revolutionized a decade of 01:20:41.637 --> 01:20:42.771 align:center line:-1 position:50% size:39% technology, and changed the 01:20:42.771 --> 01:20:46.308 align:center line:-1 position:50% size:42% world in the process. Now, ten 01:20:46.308 --> 01:20:50.212 align:center line:-1 position:50% size:35% years later, it is only fitting 01:20:50.212 --> 01:20:54.516 align:center line:-1 position:50% size:39% that we are here in this place 01:20:54.516 --> 01:20:59.221 align:center line:-1 position:50% size:41% on this day to reveal a product 01:20:59.221 --> 01:21:03.892 align:center line:-1 position:50% size:32% that will set the path for 01:21:03.892 --> 01:21:07.362 align:center line:-1 position:50% size:43% technology for the next decade. 01:21:13.102 --> 01:21:16.004 align:center line:-1 position:50% size:10% (Music) 01:21:45.000 --> 01:21:51.006 align:center line:-1 position:50% size:16% (Applause). 01:21:58.781 --> 01:22:02.217 align:center line:-1 position:50% size:35% This is iPhone X. It is the 01:22:02.217 --> 01:22:03.986 align:center line:-1 position:50% size:41% biggest leap forward since the 01:22:03.986 --> 01:22:05.754 align:center line:-1 position:50% size:36% original iPhone. And to tell 01:22:05.754 --> 01:22:07.656 align:center line:-1 position:50% size:33% you all about it, I'd like to 01:22:07.656 --> 01:22:12.728 align:center line:-1 position:50% size:34% invite Phil back up. Phil? 01:22:12.728 --> 01:22:15.697 align:center line:-1 position:50% size:44% >> PHIL SCHILLER: Thank you, 01:22:15.697 --> 01:22:17.900 align:center line:-1 position:50% size:43% Tim. You can imagine there are 01:22:17.900 --> 01:22:19.735 align:center line:-1 position:50% size:37% a lot of people at Apple that 01:22:19.735 --> 01:22:21.804 align:center line:-1 position:50% size:34% didn't get much sleep last 01:22:21.804 --> 01:22:22.638 align:center line:-1 position:50% size:31% night preparing for this 01:22:22.638 --> 01:22:23.772 align:center line:-1 position:50% size:37% because this is so exciting. 01:22:23.772 --> 01:22:25.240 align:center line:-1 position:50% size:26% It is all screen. It is 01:22:25.240 --> 01:22:27.309 align:center line:-1 position:50% size:32% beautiful to look at. It is 01:22:27.309 --> 01:22:29.678 align:center line:-1 position:50% size:31% incredible to hold. The 01:22:29.678 --> 01:22:32.414 align:center line:-1 position:50% size:39% display fits edge to edge, top 01:22:32.414 --> 01:22:34.283 align:center line:-1 position:50% size:37% to bottom, it goes into each 01:22:34.283 --> 01:22:36.018 align:center line:-1 position:50% size:36% corner where it follows the 01:22:36.018 --> 01:22:39.288 align:center line:-1 position:50% size:37% tight curve of the design. It 01:22:39.288 --> 01:22:40.889 align:center line:-1 position:50% size:43% has glass on both the frond and 01:22:40.889 --> 01:22:43.325 align:center line:-1 position:50% size:40% the back -- front and the back 01:22:43.325 --> 01:22:44.927 align:center line:-1 position:50% size:39% using the same super strong 01:22:44.927 --> 01:22:47.596 align:center line:-1 position:50% size:43% formula as iPhone 8. The band 01:22:47.596 --> 01:22:49.798 align:center line:-1 position:50% size:40% is made from a surgical grade 01:22:49.798 --> 01:22:51.366 align:center line:-1 position:50% size:34% stainless steel that's both 01:22:51.366 --> 01:22:53.635 align:center line:-1 position:50% size:34% durable and polishes to a 01:22:53.635 --> 01:22:54.870 align:center line:-1 position:50% size:40% beautiful finish. Look how the 01:22:54.870 --> 01:22:57.206 align:center line:-1 position:50% size:38% glass and the stainless steel 01:22:57.206 --> 01:22:59.474 align:center line:-1 position:50% size:40% form continuous surface from 01:22:59.474 --> 01:23:00.843 align:center line:-1 position:50% size:42% front to back. There has never 01:23:00.843 --> 01:23:02.678 align:center line:-1 position:50% size:33% been anything like it. It's 01:23:02.678 --> 01:23:04.680 align:center line:-1 position:50% size:44% engineered to be water and dust 01:23:04.680 --> 01:23:07.282 align:center line:-1 position:50% size:35% resistant at a microscopic 01:23:07.282 --> 01:23:08.784 align:center line:-1 position:50% size:29% level. It comes in two 01:23:08.784 --> 01:23:11.353 align:center line:-1 position:50% size:41% beautiful finishes, Space Gray 01:23:11.353 --> 01:23:13.722 align:center line:-1 position:50% size:29% and Silver. Each has 01:23:13.722 --> 01:23:14.990 align:center line:-1 position:50% size:28% incredible depth and 01:23:14.990 --> 01:23:16.625 align:center line:-1 position:50% size:40% pearlescence to the color and 01:23:16.625 --> 01:23:19.862 align:center line:-1 position:50% size:41% the glass. IPhone X has an all 01:23:19.862 --> 01:23:23.498 align:center line:-1 position:50% size:36% new display. It's called the 01:23:23.498 --> 01:23:28.537 align:center line:-1 position:50% size:28% super Retina display. 01:23:28.537 --> 01:23:31.139 align:center line:-1 position:50% size:31% The love of quality and 01:23:31.139 --> 01:23:31.940 align:center line:-1 position:50% size:41% responsiveness and efficiency 01:23:31.940 --> 01:23:34.343 align:center line:-1 position:50% size:40% is really quite a break through 01:23:34.343 --> 01:23:36.812 align:center line:-1 position:50% size:37% in mobile displays. To start 01:23:36.812 --> 01:23:39.648 align:center line:-1 position:50% size:40% with, the super Retina display 01:23:39.648 --> 01:23:43.485 align:center line:-1 position:50% size:40% is 5.8 inches on the diagonal. 01:23:43.485 --> 01:23:49.558 align:center line:-1 position:50% size:29% It's got 24/35 by 1125 01:23:49.558 --> 01:23:51.760 align:center line:-1 position:50% size:39% resolution, 2.7 million pixels. 01:23:51.760 --> 01:23:52.828 align:center line:-1 position:50% size:38% It's 458 pixels per inch. This 01:23:52.828 --> 01:23:55.230 align:center line:-1 position:50% size:35% is the highest resolution in 01:23:55.230 --> 01:23:58.700 align:center line:-1 position:50% size:31% pixel density ever in an 01:23:58.700 --> 01:23:59.801 align:center line:-1 position:50% size:39% iPhone. It's remarkable how 01:23:59.801 --> 01:24:02.371 align:center line:-1 position:50% size:34% this larger display can be 01:24:02.371 --> 01:24:04.206 align:center line:-1 position:50% size:38% packed into a phone that fits 01:24:04.206 --> 01:24:06.174 align:center line:-1 position:50% size:39% so comfortably in our hands. 01:24:06.174 --> 01:24:09.444 align:center line:-1 position:50% size:43% The super Retina displays uses 01:24:09.444 --> 01:24:11.013 align:center line:-1 position:50% size:38% OLED technology, this is the 01:24:11.013 --> 01:24:12.814 align:center line:-1 position:50% size:43% first OLED display great enough 01:24:12.814 --> 01:24:15.651 align:center line:-1 position:50% size:27% to be in an iPhone. 01:24:15.651 --> 01:24:17.452 align:center line:-1 position:50% size:43% Traditional OLED displays have 01:24:17.452 --> 01:24:20.055 align:center line:-1 position:50% size:37% had great benefits like high 01:24:20.055 --> 01:24:21.223 align:center line:-1 position:50% size:41% contrast and resolution and no 01:24:21.223 --> 01:24:22.424 align:center line:-1 position:50% size:43% back light means you can make 01:24:22.424 --> 01:24:24.493 align:center line:-1 position:50% size:38% them thinner, but they came 01:24:24.493 --> 01:24:26.128 align:center line:-1 position:50% size:36% with tradeoffs in brightness 01:24:26.128 --> 01:24:28.096 align:center line:-1 position:50% size:33% and rich colors and color 01:24:28.096 --> 01:24:29.765 align:center line:-1 position:50% size:41% accuracy at least compared to 01:24:29.765 --> 01:24:32.134 align:center line:-1 position:50% size:40% Retina displays, but the super 01:24:32.134 --> 01:24:34.036 align:center line:-1 position:50% size:43% Retina display overcomes these 01:24:34.036 --> 01:24:35.237 align:center line:-1 position:50% size:37% deficiencies and lives up to 01:24:35.237 --> 01:24:39.174 align:center line:-1 position:50% size:39% all we expect from an iPhone 01:24:39.174 --> 01:24:41.410 align:center line:-1 position:50% size:38% display. In addition the new 01:24:41.410 --> 01:24:43.278 align:center line:-1 position:50% size:40% super Retina display supports 01:24:43.278 --> 01:24:47.783 align:center line:-1 position:50% size:42% HDR in Dolby Vision. It has an 01:24:47.783 --> 01:24:49.017 align:center line:-1 position:50% size:32% incredible million to one 01:24:49.017 --> 01:24:50.619 align:center line:-1 position:50% size:33% contrast ratio. It has the 01:24:50.619 --> 01:24:52.821 align:center line:-1 position:50% size:30% best color accuracy. It 01:24:52.821 --> 01:24:54.923 align:center line:-1 position:50% size:33% integrates our 3D Touch 01:24:54.923 --> 01:24:55.857 align:center line:-1 position:50% size:33% technology right into the 01:24:55.857 --> 01:24:58.860 align:center line:-1 position:50% size:36% display and like iPhone 8 it 01:24:58.860 --> 01:25:01.530 align:center line:-1 position:50% size:38% clues True Tone. Now, all of 01:25:01.530 --> 01:25:04.299 align:center line:-1 position:50% size:38% this innovative super Retina 01:25:04.299 --> 01:25:05.567 align:center line:-1 position:50% size:38% display technology is great,, 01:25:05.567 --> 01:25:06.935 align:center line:-1 position:50% size:27% but it's the point that 01:25:06.935 --> 01:25:08.704 align:center line:-1 position:50% size:38% matters, and the point of it is 01:25:08.704 --> 01:25:10.505 align:center line:-1 position:50% size:34% to enable an entirely new 01:25:10.505 --> 01:25:12.908 align:center line:-1 position:50% size:38% experience that's more fluid, 01:25:12.908 --> 01:25:14.209 align:center line:-1 position:50% size:38% more intuitive. So let's start 01:25:14.209 --> 01:25:15.811 align:center line:-1 position:50% size:39% with the simplest thing. How 01:25:15.811 --> 01:25:19.448 align:center line:-1 position:50% size:45% do you wake up your iPhone X? 01:25:19.448 --> 01:25:20.949 align:center line:-1 position:50% size:39% Well, you can Raise to Wake 01:25:20.949 --> 01:25:22.551 align:center line:-1 position:50% size:38% just like before, but now you 01:25:22.551 --> 01:25:24.086 align:center line:-1 position:50% size:41% can also just tap on the screen 01:25:24.086 --> 01:25:28.390 align:center line:-1 position:50% size:22% and it wakes up. 01:25:28.390 --> 01:25:30.158 align:center line:-1 position:50% size:37% Now, with the display going 01:25:30.158 --> 01:25:33.161 align:center line:-1 position:50% size:43% edge to edge and top to bottom, 01:25:33.161 --> 01:25:34.863 align:center line:-1 position:50% size:41% there is no more Home Button 01:25:34.863 --> 01:25:35.097 align:center line:-1 position:50% size:6% this. 01:25:35.097 --> 01:25:36.865 align:center line:-1 position:50% size:37% Is an important part and big 01:25:36.865 --> 01:25:40.002 align:center line:-1 position:50% size:42% step forward in the iPhone user 01:25:40.002 --> 01:25:41.236 align:center line:-1 position:50% size:43% experience. Something we use 01:25:41.236 --> 01:25:42.938 align:center line:-1 position:50% size:41% hundreds of times a day for so 01:25:42.938 --> 01:25:45.340 align:center line:-1 position:50% size:42% many tasks is an opportunity to 01:25:45.340 --> 01:25:46.575 align:center line:-1 position:50% size:43% rethink how iPhone should work 01:25:46.575 --> 01:25:49.378 align:center line:-1 position:50% size:43% and how we can make it better. 01:25:49.378 --> 01:25:51.947 align:center line:-1 position:50% size:43% So now, when you want to go to 01:25:51.947 --> 01:25:53.415 align:center line:-1 position:50% size:39% the Home screen, you simply 01:25:53.415 --> 01:25:56.718 align:center line:-1 position:50% size:43% swipe up from the but tomorrow, 01:25:56.718 --> 01:25:58.587 align:center line:-1 position:50% size:37% and -- but Tom, and you go 01:25:58.587 --> 01:26:00.389 align:center line:-1 position:50% size:35% home, it's that simple, that 01:26:00.389 --> 01:26:01.690 align:center line:-1 position:50% size:38% easy, incredibly smooth and 01:26:01.690 --> 01:26:03.792 align:center line:-1 position:50% size:34% once you do it for the first 01:26:03.792 --> 01:26:05.227 align:center line:-1 position:50% size:39% time, you will know there has 01:26:05.227 --> 01:26:06.895 align:center line:-1 position:50% size:37% never been a better way. It 01:26:06.895 --> 01:26:08.096 align:center line:-1 position:50% size:43% works the same way across the 01:26:08.096 --> 01:26:09.464 align:center line:-1 position:50% size:40% system. If you are running an 01:26:09.464 --> 01:26:10.799 align:center line:-1 position:50% size:39% app like Mail and you want to 01:26:10.799 --> 01:26:12.367 align:center line:-1 position:50% size:43% go home, what do you do? You 01:26:12.367 --> 01:26:13.935 align:center line:-1 position:50% size:40% swipe up from the bottom and 01:26:13.935 --> 01:26:15.670 align:center line:-1 position:50% size:39% you go home. It's that easy. 01:26:15.670 --> 01:26:17.439 align:center line:-1 position:50% size:35% And that intuitive. And so 01:26:17.439 --> 01:26:21.243 align:center line:-1 position:50% size:38% much nicer. Now, the same 01:26:21.243 --> 01:26:23.211 align:center line:-1 position:50% size:36% fluid gesture also works for 01:26:23.211 --> 01:26:24.246 align:center line:-1 position:50% size:37% multitasking so if you are in 01:26:24.246 --> 01:26:26.782 align:center line:-1 position:50% size:32% an app and you want to 01:26:26.782 --> 01:26:27.983 align:center line:-1 position:50% size:39% multitask, you swipe from the 01:26:27.983 --> 01:26:29.651 align:center line:-1 position:50% size:38% bottom, you pause for a split 01:26:29.651 --> 01:26:31.286 align:center line:-1 position:50% size:30% second and you are in 01:26:31.286 --> 01:26:32.454 align:center line:-1 position:50% size:43% multitasking and you can tap on 01:26:32.454 --> 01:26:34.856 align:center line:-1 position:50% size:39% any app and jump right to it. 01:26:34.856 --> 01:26:37.959 align:center line:-1 position:50% size:46% We also use the h Home Button fo 01:26:37.959 --> 01:26:39.227 align:center line:-1 position:50% size:39% Siri. How are we going to do 01:26:39.227 --> 01:26:40.862 align:center line:-1 position:50% size:38% that now? You can speak to 01:26:40.862 --> 01:26:43.231 align:center line:-1 position:50% size:41% your phone as before and say, 01:26:43.231 --> 01:26:46.001 align:center line:-1 position:50% size:27% hey, Siri, I didn't set 01:26:46.001 --> 01:26:47.202 align:center line:-1 position:50% size:39% anyone's phones off. Or you 01:26:47.202 --> 01:26:48.804 align:center line:-1 position:50% size:41% can now press the side button 01:26:48.804 --> 01:26:50.972 align:center line:-1 position:50% size:42% in which has been made larger, 01:26:50.972 --> 01:26:53.708 align:center line:-1 position:50% size:39% and once you press it in, you 01:26:53.708 --> 01:26:55.410 align:center line:-1 position:50% size:38% can talk to Siri. I know what 01:26:55.410 --> 01:26:56.845 align:center line:-1 position:50% size:38% you are thinking about, well, 01:26:56.845 --> 01:26:59.081 align:center line:-1 position:50% size:42% what about unlocking? How do 01:26:59.081 --> 01:27:00.615 align:center line:-1 position:50% size:37% you unlock your phone with 01:27:00.615 --> 01:27:02.250 align:center line:-1 position:50% size:42% iPhone X? This has been very 01:27:02.250 --> 01:27:03.819 align:center line:-1 position:50% size:38% important part of the iPhone 01:27:03.819 --> 01:27:06.655 align:center line:-1 position:50% size:40% user experience from the very 01:27:06.655 --> 01:27:09.291 align:center line:-1 position:50% size:42% beginning. The first iPhone we 01:27:09.291 --> 01:27:11.193 align:center line:-1 position:50% size:38% led the way with Multi-Touch 01:27:11.193 --> 01:27:12.994 align:center line:-1 position:50% size:41% and we created slide to unlock 01:27:12.994 --> 01:27:15.230 align:center line:-1 position:50% size:40% and this protected the iPhone 01:27:15.230 --> 01:27:16.698 align:center line:-1 position:50% size:43% from turning on when you didn't 01:27:16.698 --> 01:27:18.533 align:center line:-1 position:50% size:39% want it to like in your pocket. 01:27:18.533 --> 01:27:22.337 align:center line:-1 position:50% size:37% Starting with iPhone 5S we 01:27:22.337 --> 01:27:23.371 align:center line:-1 position:50% size:40% invented Touch ID. It made it 01:27:23.371 --> 01:27:24.973 align:center line:-1 position:50% size:39% fast and easy to protect your 01:27:24.973 --> 01:27:26.808 align:center line:-1 position:50% size:44% data and unlock your phone with 01:27:26.808 --> 01:27:28.577 align:center line:-1 position:50% size:33% just your finger print and 01:27:28.577 --> 01:27:29.711 align:center line:-1 position:50% size:36% Touch ID became the gold 01:27:29.711 --> 01:27:32.214 align:center line:-1 position:50% size:44% standard in consumer device bio 01:27:32.214 --> 01:27:33.982 align:center line:-1 position:50% size:41% metric protection, but we know 01:27:33.982 --> 01:27:36.151 align:center line:-1 position:50% size:39% we could do something that's 01:27:36.151 --> 01:27:38.520 align:center line:-1 position:50% size:37% better. With iPhone X, your 01:27:38.520 --> 01:27:40.322 align:center line:-1 position:50% size:41% iPhone is locked until you look 01:27:40.322 --> 01:27:42.858 align:center line:-1 position:50% size:36% at it and it recognizes you. 01:27:42.858 --> 01:27:44.626 align:center line:-1 position:50% size:42% Nothing has ever been simpler, 01:27:44.626 --> 01:27:49.231 align:center line:-1 position:50% size:39% more natural, and effortless. 01:27:49.231 --> 01:27:51.933 align:center line:-1 position:50% size:28% We call this Face ID. 01:27:51.933 --> 01:27:53.869 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:27:57.205 --> 01:27:59.508 align:center line:-1 position:50% size:41% so Face ID is the future of how 01:27:59.508 --> 01:28:01.476 align:center line:-1 position:50% size:43% we will unlock our Smartphones 01:28:01.476 --> 01:28:03.845 align:center line:-1 position:50% size:33% and protect our sensitive 01:28:03.845 --> 01:28:05.514 align:center line:-1 position:50% size:41% information. To make Face ID 01:28:05.514 --> 01:28:07.249 align:center line:-1 position:50% size:37% possible it took some of the 01:28:07.249 --> 01:28:08.183 align:center line:-1 position:50% size:41% most advanced technology we 01:28:08.183 --> 01:28:09.784 align:center line:-1 position:50% size:42% have ever created and much of 01:28:09.784 --> 01:28:11.520 align:center line:-1 position:50% size:39% it is packed right up here into 01:28:11.520 --> 01:28:12.888 align:center line:-1 position:50% size:34% this tiny area at the top of 01:28:12.888 --> 01:28:15.724 align:center line:-1 position:50% size:38% the display. We call this the 01:28:15.724 --> 01:28:18.193 align:center line:-1 position:50% size:45% TrueDepth Camera System. And 01:28:18.193 --> 01:28:20.896 align:center line:-1 position:50% size:35% it is made up of incredible 01:28:20.896 --> 01:28:21.496 align:center line:-1 position:50% size:37% state-of-the-art technology. 01:28:21.496 --> 01:28:24.933 align:center line:-1 position:50% size:41% There is an infrared camera, a 01:28:24.933 --> 01:28:26.801 align:center line:-1 position:50% size:35% Flood Illuminator, the front 01:28:26.801 --> 01:28:28.537 align:center line:-1 position:50% size:43% side camera and a dot projector 01:28:28.537 --> 01:28:30.205 align:center line:-1 position:50% size:37% and that's note all. There is 01:28:30.205 --> 01:28:32.407 align:center line:-1 position:50% size:35% also the proximity sensor, 01:28:32.407 --> 01:28:35.577 align:center line:-1 position:50% size:40% ambient light sensor, speaker 01:28:35.577 --> 01:28:38.580 align:center line:-1 position:50% size:41% and microphone packed in this 01:28:38.580 --> 01:28:40.649 align:center line:-1 position:50% size:35% area. It's amazing. Every 01:28:40.649 --> 01:28:43.285 align:center line:-1 position:50% size:42% time you glance at your iPhone 01:28:43.285 --> 01:28:45.820 align:center line:-1 position:50% size:40% X it detects your face with the 01:28:45.820 --> 01:28:47.556 align:center line:-1 position:50% size:39% Flood Illuminator, even in the 01:28:47.556 --> 01:28:50.058 align:center line:-1 position:50% size:41% dark. The IR camera takes an 01:28:50.058 --> 01:28:53.461 align:center line:-1 position:50% size:38% IR image. The dot projector 01:28:53.461 --> 01:28:55.564 align:center line:-1 position:50% size:33% projects out over 30,000 01:28:55.564 --> 01:29:01.503 align:center line:-1 position:50% size:39% invisible IR dots. We use the 01:29:01.503 --> 01:29:02.938 align:center line:-1 position:50% size:39% IR image and the dot pattern 01:29:02.938 --> 01:29:05.540 align:center line:-1 position:50% size:46% and we push them through neural 01:29:05.540 --> 01:29:07.342 align:center line:-1 position:50% size:28% networks to create a 01:29:07.342 --> 01:29:08.243 align:center line:-1 position:50% size:38% mathematical model of your 01:29:08.243 --> 01:29:11.179 align:center line:-1 position:50% size:38% face, and then we check the 01:29:11.179 --> 01:29:12.013 align:center line:-1 position:50% size:43% mathematical model against the 01:29:12.013 --> 01:29:13.682 align:center line:-1 position:50% size:43% one we have stored that you set 01:29:13.682 --> 01:29:15.217 align:center line:-1 position:50% size:31% up earlier to see if it's a 01:29:15.217 --> 01:29:16.918 align:center line:-1 position:50% size:42% match and unlock your phone. 01:29:16.918 --> 01:29:19.254 align:center line:-1 position:50% size:37% It happens in real time, it all 01:29:19.254 --> 01:29:21.289 align:center line:-1 position:50% size:30% happens invisibly. It's 01:29:21.289 --> 01:29:22.390 align:center line:-1 position:50% size:35% incredible, it just all works 01:29:22.390 --> 01:29:24.259 align:center line:-1 position:50% size:37% and all happens. To create 01:29:24.259 --> 01:29:25.493 align:center line:-1 position:50% size:33% Face ID we worked with 01:29:25.493 --> 01:29:26.561 align:center line:-1 position:50% size:43% thousands of people around the 01:29:26.561 --> 01:29:28.530 align:center line:-1 position:50% size:42% world and the team took over a 01:29:28.530 --> 01:29:30.465 align:center line:-1 position:50% size:39% billion images. And with that 01:29:30.465 --> 01:29:32.968 align:center line:-1 position:50% size:41% they developed multiple neural 01:29:32.968 --> 01:29:35.003 align:center line:-1 position:50% size:43% networks to create Face ID, and 01:29:35.003 --> 01:29:37.105 align:center line:-1 position:50% size:43% to process the machine learning 01:29:37.105 --> 01:29:39.174 align:center line:-1 position:50% size:39% in Face ID's neural networks, 01:29:39.174 --> 01:29:41.876 align:center line:-1 position:50% size:34% we built Apple's first ever 01:29:41.876 --> 01:29:44.012 align:center line:-1 position:50% size:41% Neural Engine. Yes. This is a 01:29:44.012 --> 01:29:46.081 align:center line:-1 position:50% size:37% big deal! In our pockets, in 01:29:46.081 --> 01:29:49.117 align:center line:-1 position:50% size:38% our phones is an A11 Bionic 01:29:49.117 --> 01:29:50.685 align:center line:-1 position:50% size:34% chip with a built in Neural 01:29:50.685 --> 01:29:52.887 align:center line:-1 position:50% size:31% Engine to process face 01:29:52.887 --> 01:29:53.188 align:center line:-1 position:50% size:16% recognition. 01:29:53.188 --> 01:29:54.889 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:29:58.360 --> 01:30:00.795 align:center line:-1 position:50% size:35% now, the Neural Engine is 01:30:00.795 --> 01:30:02.130 align:center line:-1 position:50% size:40% specialized hardware built for 01:30:02.130 --> 01:30:05.066 align:center line:-1 position:50% size:31% specific set of machine 01:30:05.066 --> 01:30:06.735 align:center line:-1 position:50% size:37% learning algorithms. This is 01:30:06.735 --> 01:30:08.470 align:center line:-1 position:50% size:38% an example of the incredible 01:30:08.470 --> 01:30:09.204 align:center line:-1 position:50% size:35% collaboration between the 01:30:09.204 --> 01:30:10.639 align:center line:-1 position:50% size:40% hardware and software teams 01:30:10.639 --> 01:30:13.174 align:center line:-1 position:50% size:39% that's only possible at Apple. 01:30:13.174 --> 01:30:16.578 align:center line:-1 position:50% size:31% The Neural Engine is a 01:30:16.578 --> 01:30:17.545 align:center line:-1 position:50% size:33% state-of-the-art ultra fast 01:30:17.545 --> 01:30:19.681 align:center line:-1 position:50% size:42% processing system. It uses the 01:30:19.681 --> 01:30:20.649 align:center line:-1 position:50% size:38% heightest density computing 01:30:20.649 --> 01:30:23.551 align:center line:-1 position:50% size:34% ever. It can perform over 01:30:23.551 --> 01:30:24.452 align:center line:-1 position:50% size:34% 600 billion operations per 01:30:24.452 --> 01:30:25.887 align:center line:-1 position:50% size:36% second and it's used to the 01:30:25.887 --> 01:30:28.023 align:center line:-1 position:50% size:42% real time processing of Face ID 01:30:28.023 --> 01:30:29.357 align:center line:-1 position:50% size:34% recognition. But for all of 01:30:29.357 --> 01:30:31.226 align:center line:-1 position:50% size:36% us, it's just super easy and 01:30:31.226 --> 01:30:34.062 align:center line:-1 position:50% size:39% fun to use. When you set up 01:30:34.062 --> 01:30:36.431 align:center line:-1 position:50% size:37% Face ID, you just follow the 01:30:36.431 --> 01:30:37.966 align:center line:-1 position:50% size:38% on-screen instructions and it 01:30:37.966 --> 01:30:39.267 align:center line:-1 position:50% size:44% tells you how to move your head 01:30:39.267 --> 01:30:41.336 align:center line:-1 position:50% size:44% around in the camera so Face ID 01:30:41.336 --> 01:30:42.170 align:center line:-1 position:50% size:34% can recognize your face. 01:30:42.170 --> 01:30:43.371 align:center line:-1 position:50% size:36% That's it. You do that once 01:30:43.371 --> 01:30:45.807 align:center line:-1 position:50% size:43% when you set it up, and Face ID 01:30:45.807 --> 01:30:48.610 align:center line:-1 position:50% size:39% learns your face. Even if you 01:30:48.610 --> 01:30:51.813 align:center line:-1 position:50% size:37% change your hair style, you 01:30:51.813 --> 01:30:54.416 align:center line:-1 position:50% size:40% decide to put on glasses, you 01:30:54.416 --> 01:30:57.452 align:center line:-1 position:50% size:41% are wearing a hat, so you do it 01:30:57.452 --> 01:30:59.621 align:center line:-1 position:50% size:40% up any way you do it, Face ID 01:30:59.621 --> 01:31:01.389 align:center line:-1 position:50% size:35% learns your face. It learns 01:31:01.389 --> 01:31:03.258 align:center line:-1 position:50% size:39% who you are, and it adapts to 01:31:03.258 --> 01:31:05.026 align:center line:-1 position:50% size:42% you as your face changes over 01:31:05.026 --> 01:31:06.294 align:center line:-1 position:50% size:36% time. Let's say you start to 01:31:06.294 --> 01:31:08.897 align:center line:-1 position:50% size:41% grow a beard. It works in day. 01:31:08.897 --> 01:31:11.566 align:center line:-1 position:50% size:34% It works at night. And the 01:31:11.566 --> 01:31:14.235 align:center line:-1 position:50% size:42% team has worked hard to make 01:31:14.235 --> 01:31:17.105 align:center line:-1 position:50% size:39% sure that Face ID can't easily 01:31:17.105 --> 01:31:20.475 align:center line:-1 position:50% size:34% be spoofed by things like 01:31:20.475 --> 01:31:21.810 align:center line:-1 position:50% size:41% photographs. They have even 01:31:21.810 --> 01:31:22.977 align:center line:-1 position:50% size:30% gone and worked with 01:31:22.977 --> 01:31:25.547 align:center line:-1 position:50% size:41% professional mask makers and 01:31:25.547 --> 01:31:27.749 align:center line:-1 position:50% size:40% artists in Hollywood to protect 01:31:27.749 --> 01:31:31.553 align:center line:-1 position:50% size:41% against these attempts to trick 01:31:31.553 --> 01:31:33.922 align:center line:-1 position:50% size:12% Face ID. 01:31:34.823 --> 01:31:36.391 align:center line:-1 position:50% size:39% It's incredible. The team has 01:31:36.391 --> 01:31:37.826 align:center line:-1 position:50% size:37% worked hard to protect your 01:31:37.826 --> 01:31:39.260 align:center line:-1 position:50% size:21% face data. Yes. 01:31:39.260 --> 01:31:41.496 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:31:46.101 --> 01:31:47.836 align:center line:-1 position:50% size:36% your face data is protected 01:31:47.836 --> 01:31:50.939 align:center line:-1 position:50% size:41% with the Secure Enclave in the 01:31:50.939 --> 01:31:52.640 align:center line:-1 position:50% size:35% A11 Bionic chip. All of the 01:31:52.640 --> 01:31:54.376 align:center line:-1 position:50% size:43% processing is done on iPhone X 01:31:54.376 --> 01:31:56.544 align:center line:-1 position:50% size:39% and not sent to a server. We 01:31:56.544 --> 01:31:58.246 align:center line:-1 position:50% size:32% require user attention to 01:31:58.246 --> 01:31:59.314 align:center line:-1 position:50% size:37% unlock. That means if your 01:31:59.314 --> 01:32:00.415 align:center line:-1 position:50% size:33% eyes are closed, you are 01:32:00.415 --> 01:32:02.984 align:center line:-1 position:50% size:40% looking away, it's not going to 01:32:02.984 --> 01:32:04.886 align:center line:-1 position:50% size:46% unlock. Now, how do we compare 01:32:04.886 --> 01:32:06.521 align:center line:-1 position:50% size:41% that to Touch ID? How secure 01:32:06.521 --> 01:32:08.390 align:center line:-1 position:50% size:30% is it? Well, there is no 01:32:08.390 --> 01:32:10.158 align:center line:-1 position:50% size:38% perfect system, not even bio 01:32:10.158 --> 01:32:13.161 align:center line:-1 position:50% size:37% metric ones, but as we said 01:32:13.161 --> 01:32:14.529 align:center line:-1 position:50% size:39% earliers, Touch ID is the gold 01:32:14.529 --> 01:32:16.398 align:center line:-1 position:50% size:40% standard for consumer device 01:32:16.398 --> 01:32:18.066 align:center line:-1 position:50% size:38% protection. And the data for 01:32:18.066 --> 01:32:20.635 align:center line:-1 position:50% size:42% Touch ID has been 1 in 50,000, 01:32:20.635 --> 01:32:22.103 align:center line:-1 position:50% size:42% meaning that the chance that a 01:32:22.103 --> 01:32:23.371 align:center line:-1 position:50% size:41% random person could use their 01:32:23.371 --> 01:32:25.573 align:center line:-1 position:50% size:34% finger print to unlock your 01:32:25.573 --> 01:32:28.510 align:center line:-1 position:50% size:41% iPhone has been about one in 01:32:28.510 --> 01:32:29.711 align:center line:-1 position:50% size:42% 50,000 and it's been great. So 01:32:29.711 --> 01:32:32.046 align:center line:-1 position:50% size:39% what are the similar statistics 01:32:32.046 --> 01:32:35.383 align:center line:-1 position:50% size:40% for Face ID? One in a million. 01:32:35.383 --> 01:32:37.218 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:32:42.290 --> 01:32:43.792 align:center line:-1 position:50% size:45% the chance that a random person 01:32:43.792 --> 01:32:46.161 align:center line:-1 position:50% size:40% in the population could look at 01:32:46.161 --> 01:32:47.662 align:center line:-1 position:50% size:37% your iPhone X and unlock it 01:32:47.662 --> 01:32:49.264 align:center line:-1 position:50% size:40% with their face is about one in 01:32:49.264 --> 01:32:52.100 align:center line:-1 position:50% size:40% a million. Now, of course, the 01:32:52.100 --> 01:32:53.268 align:center line:-1 position:50% size:34% statistics are lower if that 01:32:53.268 --> 01:32:55.570 align:center line:-1 position:50% size:41% person shares a close genetic 01:32:55.570 --> 01:32:57.071 align:center line:-1 position:50% size:39% relationship with you. So, for 01:32:57.071 --> 01:32:58.773 align:center line:-1 position:50% size:42% example, if you happen to have 01:32:58.773 --> 01:33:01.109 align:center line:-1 position:50% size:38% an evil twin, you really need 01:33:01.109 --> 01:33:06.381 align:center line:-1 position:50% size:36% to protect your pass code. 01:33:06.381 --> 01:33:08.550 align:center line:-1 position:50% size:39% Hopefully you don't. Face ID 01:33:08.550 --> 01:33:10.251 align:center line:-1 position:50% size:41% also works with Apple Pay. So 01:33:10.251 --> 01:33:11.719 align:center line:-1 position:50% size:33% to pay for things you just 01:33:11.719 --> 01:33:13.188 align:center line:-1 position:50% size:38% double tap the button on the 01:33:13.188 --> 01:33:16.591 align:center line:-1 position:50% size:40% side. You look at iPhone X to 01:33:16.591 --> 01:33:17.892 align:center line:-1 position:50% size:39% authenticate and hold it near 01:33:17.892 --> 01:33:19.561 align:center line:-1 position:50% size:39% the payment terminal to pay. 01:33:19.561 --> 01:33:21.596 align:center line:-1 position:50% size:25% It's that easy, fast, 01:33:21.596 --> 01:33:23.431 align:center line:-1 position:50% size:34% intuitive, simple. Face ID 01:33:23.431 --> 01:33:25.733 align:center line:-1 position:50% size:35% also works with third-party 01:33:25.733 --> 01:33:27.101 align:center line:-1 position:50% size:38% apps. They already support 01:33:27.101 --> 01:33:28.636 align:center line:-1 position:50% size:37% Touch ID and will work with 01:33:28.636 --> 01:33:32.073 align:center line:-1 position:50% size:37% Face ID. So apps like Mint, 01:33:32.073 --> 01:33:33.741 align:center line:-1 position:50% size:40% OnePassword, eTrade will all 01:33:33.741 --> 01:33:36.978 align:center line:-1 position:50% size:43% work with Face ID. So Face ID, 01:33:36.978 --> 01:33:39.113 align:center line:-1 position:50% size:35% it's face authentication for 01:33:39.113 --> 01:33:41.716 align:center line:-1 position:50% size:36% unlocking your iPhone and 01:33:41.716 --> 01:33:42.750 align:center line:-1 position:50% size:37% protecting sensitive data. It 01:33:42.750 --> 01:33:47.088 align:center line:-1 position:50% size:41% uses the innovative true depth 01:33:47.088 --> 01:33:48.523 align:center line:-1 position:50% size:38% camera system, trained with 01:33:48.523 --> 01:33:49.791 align:center line:-1 position:50% size:38% neural networks, easy to set 01:33:49.791 --> 01:33:51.826 align:center line:-1 position:50% size:35% up, it learns your face and 01:33:51.826 --> 01:33:54.462 align:center line:-1 position:50% size:41% adopts to your face over time. 01:33:54.462 --> 01:33:56.264 align:center line:-1 position:50% size:38% It's aware of your attention. 01:33:56.264 --> 01:33:58.700 align:center line:-1 position:50% size:37% It works with Apple Pay and 01:33:58.700 --> 01:34:01.369 align:center line:-1 position:50% size:36% third-party apps. This true 01:34:01.369 --> 01:34:03.137 align:center line:-1 position:50% size:31% deaf camera system is 01:34:03.137 --> 01:34:04.239 align:center line:-1 position:50% size:37% incredible technology and it 01:34:04.239 --> 01:34:06.207 align:center line:-1 position:50% size:40% will enable so many new user 01:34:06.207 --> 01:34:07.342 align:center line:-1 position:50% size:40% experiences. The first one, of 01:34:07.342 --> 01:34:09.544 align:center line:-1 position:50% size:37% course, is Face ID. But the 01:34:09.544 --> 01:34:10.979 align:center line:-1 position:50% size:42% team decided to create another 01:34:10.979 --> 01:34:11.913 align:center line:-1 position:50% size:36% great experience with it as 01:34:11.913 --> 01:34:14.282 align:center line:-1 position:50% size:35% well. This is a fun one. It 01:34:14.282 --> 01:34:19.487 align:center line:-1 position:50% size:41% has to do with emojis. We use 01:34:19.487 --> 01:34:21.055 align:center line:-1 position:50% size:45% emojis to communicate with each 01:34:21.055 --> 01:34:22.690 align:center line:-1 position:50% size:36% other. You can't customize 01:34:22.690 --> 01:34:24.125 align:center line:-1 position:50% size:40% them, they only have a limited 01:34:24.125 --> 01:34:25.093 align:center line:-1 position:50% size:44% amount of expressive necessary 01:34:25.093 --> 01:34:29.097 align:center line:-1 position:50% size:40% to them. So our team created 01:34:29.097 --> 01:34:33.434 align:center line:-1 position:50% size:43% something alled Animoji. These 01:34:33.434 --> 01:34:34.869 align:center line:-1 position:50% size:36% are emojis you control with 01:34:34.869 --> 01:34:37.338 align:center line:-1 position:50% size:14% your face. 01:34:40.041 --> 01:34:41.476 align:center line:-1 position:50% size:38% Animojis track more than 50 01:34:41.476 --> 01:34:42.977 align:center line:-1 position:50% size:44% facial muscle movements. They 01:34:42.977 --> 01:34:45.246 align:center line:-1 position:50% size:45% have been meticulously animated 01:34:45.246 --> 01:34:48.182 align:center line:-1 position:50% size:25% to create amazing 01:34:48.182 --> 01:34:49.784 align:center line:-1 position:50% size:22% expressiveness. 01:34:49.784 --> 01:34:51.352 align:center line:-1 position:50% size:39% You can just watch this, can't 01:34:51.352 --> 01:34:54.756 align:center line:-1 position:50% size:41% you? The way you create and 01:34:54.756 --> 01:34:57.492 align:center line:-1 position:50% size:37% share Animoji are right from 01:34:57.492 --> 01:35:00.261 align:center line:-1 position:50% size:32% within Apple Messages. 01:35:00.261 --> 01:35:02.530 align:center line:-1 position:50% size:32% >> You said a little late. 01:35:02.530 --> 01:35:05.600 align:center line:-1 position:50% size:41% Where are you? You can pick 01:35:05.600 --> 01:35:09.270 align:center line:-1 position:50% size:43% from a dozen different animated 01:35:09.270 --> 01:35:10.705 align:center line:-1 position:50% size:38% emojis to share and express 01:35:10.705 --> 01:35:13.207 align:center line:-1 position:50% size:44% whatever you want to express to 01:35:13.207 --> 01:35:14.709 align:center line:-1 position:50% size:32% your family and friends. 01:35:14.709 --> 01:35:15.877 align:center line:-1 position:50% size:16% (Applause). 01:35:17.845 --> 01:35:20.481 align:center line:-1 position:50% size:37% So iPhone X is packed with 01:35:20.481 --> 01:35:21.849 align:center line:-1 position:50% size:38% innovative technologies that 01:35:21.849 --> 01:35:23.351 align:center line:-1 position:50% size:41% enable new user experiences. 01:35:23.351 --> 01:35:26.354 align:center line:-1 position:50% size:34% I'm really excited to invite 01:35:26.354 --> 01:35:28.256 align:center line:-1 position:50% size:43% out Craig Federighi to show you 01:35:28.256 --> 01:35:30.758 align:center line:-1 position:50% size:39% iPhone X and what it's like to 01:35:30.758 --> 01:35:33.461 align:center line:-1 position:50% size:30% use it for the first time. 01:35:33.461 --> 01:35:35.630 align:center line:-1 position:50% size:41% >> CRAIG FEDERIGHI: Okay, 01:35:35.630 --> 01:35:37.231 align:center line:-1 position:50% size:43% everybody. Wow, I'm absolutely 01:35:37.231 --> 01:35:38.566 align:center line:-1 position:50% size:37% thrilled to be able to give all 01:35:38.566 --> 01:35:41.169 align:center line:-1 position:50% size:36% of you your first live look at 01:35:41.169 --> 01:35:43.605 align:center line:-1 position:50% size:40% iPhone X. This is a phone we 01:35:43.605 --> 01:35:45.406 align:center line:-1 position:50% size:43% have been dreaming about for a 01:35:45.406 --> 01:35:47.275 align:center line:-1 position:50% size:36% long time, but the reality of 01:35:47.275 --> 01:35:49.711 align:center line:-1 position:50% size:33% it in your hand, it's really 01:35:49.711 --> 01:35:50.778 align:center line:-1 position:50% size:40% something epic. So let's take 01:35:50.778 --> 01:35:52.680 align:center line:-1 position:50% size:9% a look. 01:35:56.084 --> 01:35:59.020 align:center line:-1 position:50% size:32% Here is iPhone X. Now, 01:35:59.020 --> 01:36:00.588 align:center line:-1 position:50% size:34% unlocking it is as easy as 01:36:00.588 --> 01:36:03.491 align:center line:-1 position:50% size:38% looking at it and swiping up. 01:36:03.491 --> 01:36:06.160 align:center line:-1 position:50% size:37% And, you know, let's try that 01:36:06.160 --> 01:36:08.630 align:center line:-1 position:50% size:9% again. 01:36:08.630 --> 01:36:13.134 align:center line:-1 position:50% size:44% HollywoodF let's go to back up h 01:36:14.769 --> 01:36:17.338 align:center line:-1 position:50% size:41% And get right in. Here we are, 01:36:17.338 --> 01:36:19.774 align:center line:-1 position:50% size:37% and you see this expansive 01:36:19.774 --> 01:36:21.342 align:center line:-1 position:50% size:36% display. It's just a beautiful 01:36:21.342 --> 01:36:22.777 align:center line:-1 position:50% size:39% canvas for all of your content 01:36:22.777 --> 01:36:24.679 align:center line:-1 position:50% size:39% and your gestures. Now, I'm 01:36:24.679 --> 01:36:26.347 align:center line:-1 position:50% size:38% going to go into the weather 01:36:26.347 --> 01:36:27.815 align:center line:-1 position:50% size:41% app here and you can just see 01:36:27.815 --> 01:36:29.651 align:center line:-1 position:50% size:41% how apps look when they take 01:36:29.651 --> 01:36:31.085 align:center line:-1 position:50% size:41% advantage of the edge to edge 01:36:31.085 --> 01:36:32.787 align:center line:-1 position:50% size:39% display. Now, exiting an app 01:36:32.787 --> 01:36:34.689 align:center line:-1 position:50% size:37% couldn't be easier. You just 01:36:34.689 --> 01:36:36.224 align:center line:-1 position:50% size:41% swipe from the bottom just like 01:36:36.224 --> 01:36:37.992 align:center line:-1 position:50% size:37% this and throw the app right 01:36:37.992 --> 01:36:39.360 align:center line:-1 position:50% size:42% back on the Home screen. Let 01:36:39.360 --> 01:36:41.562 align:center line:-1 position:50% size:40% me do that again. Just swipe 01:36:41.562 --> 01:36:43.665 align:center line:-1 position:50% size:38% right up. Let's take a look at 01:36:43.665 --> 01:36:47.702 align:center line:-1 position:50% size:29% the Web. It just looks 01:36:47.702 --> 01:36:49.003 align:center line:-1 position:50% size:40% unbelievable edge to edge on 01:36:49.003 --> 01:36:51.272 align:center line:-1 position:50% size:40% this display. And your photos, 01:36:51.272 --> 01:36:53.675 align:center line:-1 position:50% size:42% of course, are just gorgeous as 01:36:53.675 --> 01:36:57.045 align:center line:-1 position:50% size:39% well. Let's jump into this one 01:36:57.045 --> 01:36:57.945 align:center line:-1 position:50% size:18% just amazing. 01:36:57.945 --> 01:36:59.313 align:center line:-1 position:50% size:16% (Applause). 01:37:04.619 --> 01:37:07.422 align:center line:-1 position:50% size:33% Now, video, of course, is 01:37:07.422 --> 01:37:08.690 align:center line:-1 position:50% size:35% unbelievable on the super 01:37:08.690 --> 01:37:10.825 align:center line:-1 position:50% size:39% Retina display. It looks great 01:37:10.825 --> 01:37:13.761 align:center line:-1 position:50% size:38% in portrait and in landscape. 01:37:13.761 --> 01:37:16.597 align:center line:-1 position:50% size:37% And, of course, this is HDR 01:37:16.597 --> 01:37:18.132 align:center line:-1 position:50% size:9% video. 01:37:18.132 --> 01:37:21.402 align:center line:-1 position:50% size:31% Just incredible looking. 01:37:23.404 --> 01:37:25.473 align:center line:-1 position:50% size:37% Now, Phil told you a little bit 01:37:25.473 --> 01:37:26.841 align:center line:-1 position:50% size:34% about Multitasking on the 01:37:26.841 --> 01:37:28.209 align:center line:-1 position:50% size:36% device, let me show you. I 01:37:28.209 --> 01:37:29.711 align:center line:-1 position:50% size:36% will jump into Maps and if I 01:37:29.711 --> 01:37:30.978 align:center line:-1 position:50% size:36% want to move between my 01:37:30.978 --> 01:37:32.313 align:center line:-1 position:50% size:42% applications I can swipe up and 01:37:32.313 --> 01:37:34.082 align:center line:-1 position:50% size:44% stop and my other apps all come 01:37:34.082 --> 01:37:37.418 align:center line:-1 position:50% size:37% in. I can get at them with a 01:37:37.418 --> 01:37:39.921 align:center line:-1 position:50% size:32% tap, just lift, it's just that 01:37:39.921 --> 01:37:41.489 align:center line:-1 position:50% size:43% easy and we have a great short 01:37:41.489 --> 01:37:42.990 align:center line:-1 position:50% size:39% cut as well. You can actually 01:37:42.990 --> 01:37:45.793 align:center line:-1 position:50% size:44% move back between apps just by 01:37:45.793 --> 01:37:47.195 align:center line:-1 position:50% size:39% swiping along the bottom like 01:37:47.195 --> 01:37:49.397 align:center line:-1 position:50% size:36% this. It's really easy. Now, 01:37:49.397 --> 01:37:51.099 align:center line:-1 position:50% size:39% you may be wondering about 01:37:51.099 --> 01:37:52.867 align:center line:-1 position:50% size:40% Control Center and worry not, 01:37:52.867 --> 01:37:54.836 align:center line:-1 position:50% size:31% right where your status 01:37:54.836 --> 01:37:56.170 align:center line:-1 position:50% size:35% indicators are in the upper 01:37:56.170 --> 01:37:57.605 align:center line:-1 position:50% size:41% right-hand corner, you can just 01:37:57.605 --> 01:37:59.640 align:center line:-1 position:50% size:41% swipe down and get at Control 01:37:59.640 --> 01:38:01.209 align:center line:-1 position:50% size:37% Center from anywhere. It's 01:38:01.209 --> 01:38:03.511 align:center line:-1 position:50% size:37% that easy. Now, let's take a 01:38:03.511 --> 01:38:06.347 align:center line:-1 position:50% size:43% look again at Face ID. Because 01:38:06.347 --> 01:38:08.249 align:center line:-1 position:50% size:38% unlocking your phone is just 01:38:08.249 --> 01:38:09.517 align:center line:-1 position:50% size:38% amazingly intuitive. You just 01:38:09.517 --> 01:38:12.353 align:center line:-1 position:50% size:38% raise it, look at it, and swipe 01:38:12.353 --> 01:38:13.855 align:center line:-1 position:50% size:30% right up to get started. 01:38:13.855 --> 01:38:15.857 align:center line:-1 position:50% size:16% (Applause). 01:38:19.861 --> 01:38:21.629 align:center line:-1 position:50% size:36% But now it's also incredibly 01:38:21.629 --> 01:38:23.131 align:center line:-1 position:50% size:36% fast, so I'm just going to do 01:38:23.131 --> 01:38:24.465 align:center line:-1 position:50% size:33% that again. I just raise it, 01:38:24.465 --> 01:38:26.701 align:center line:-1 position:50% size:38% look at it, swipe, I don't have 01:38:26.701 --> 01:38:28.703 align:center line:-1 position:50% size:35% to wait, and it's also really, 01:38:28.703 --> 01:38:30.304 align:center line:-1 position:50% size:36% really smart. So let's say I 01:38:30.304 --> 01:38:31.806 align:center line:-1 position:50% size:38% wake my phone, and I'm not 01:38:31.806 --> 01:38:34.075 align:center line:-1 position:50% size:28% looking at it. It stays 01:38:34.075 --> 01:38:35.443 align:center line:-1 position:50% size:38% locked, but once I give it my, 01:38:35.443 --> 01:38:37.779 align:center line:-1 position:50% size:36% once I give it my attention, 01:38:37.779 --> 01:38:39.614 align:center line:-1 position:50% size:38% well, it unlocks and I can get 01:38:39.614 --> 01:38:42.550 align:center line:-1 position:50% size:32% right in. It's really cool. 01:38:42.550 --> 01:38:44.652 align:center line:-1 position:50% size:40% Now, Face ID is also great for 01:38:44.652 --> 01:38:46.921 align:center line:-1 position:50% size:34% Apple Pay, so if I'm at the 01:38:46.921 --> 01:38:48.456 align:center line:-1 position:50% size:39% register I can double click on 01:38:48.456 --> 01:38:50.925 align:center line:-1 position:50% size:26% the side button, I'm 01:38:50.925 --> 01:38:52.260 align:center line:-1 position:50% size:41% authenticated, and I can get in 01:38:52.260 --> 01:38:56.230 align:center line:-1 position:50% size:38% just like that. Now, the True 01:38:56.230 --> 01:38:57.398 align:center line:-1 position:50% size:41% Depth Camera behind Face ID 01:38:57.398 --> 01:38:59.367 align:center line:-1 position:50% size:20% isn't just about 01:38:59.367 --> 01:39:00.434 align:center line:-1 position:50% size:36% authentication. In fact, we 01:39:00.434 --> 01:39:02.804 align:center line:-1 position:50% size:35% have extended ARKit with 01:39:02.804 --> 01:39:04.806 align:center line:-1 position:50% size:38% incredible new face tracking 01:39:04.806 --> 01:39:05.973 align:center line:-1 position:50% size:41% capabilities that provide a new 01:39:05.973 --> 01:39:07.642 align:center line:-1 position:50% size:37% class of Augmented Reality 01:39:07.642 --> 01:39:09.277 align:center line:-1 position:50% size:46% experiences. Now, we have been 01:39:09.277 --> 01:39:11.279 align:center line:-1 position:50% size:41% working on one with SnapChat 01:39:11.279 --> 01:39:12.980 align:center line:-1 position:50% size:38% and I'd like to show it to you 01:39:12.980 --> 01:39:14.582 align:center line:-1 position:50% size:39% now. I'm going to launch in. 01:39:14.582 --> 01:39:16.117 align:center line:-1 position:50% size:42% It builds a mesh of my face and 01:39:16.117 --> 01:39:20.788 align:center line:-1 position:50% size:34% now I can select a mask. 01:39:20.788 --> 01:39:23.825 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:39:23.825 --> 01:39:25.560 align:center line:-1 position:50% size:37% The tracking is just unreal. 01:39:25.560 --> 01:39:28.296 align:center line:-1 position:50% size:33% Let's check out this one. 01:39:28.296 --> 01:39:30.097 align:center line:-1 position:50% size:38% Now, look at the detail over 01:39:30.097 --> 01:39:33.167 align:center line:-1 position:50% size:32% the eyes, the incredible 01:39:33.167 --> 01:39:34.368 align:center line:-1 position:50% size:31% metallic reflections, the 01:39:34.368 --> 01:39:36.404 align:center line:-1 position:50% size:34% quality of the tracking, it's 01:39:36.404 --> 01:39:38.272 align:center line:-1 position:50% size:18% just stunning. 01:39:38.272 --> 01:39:40.408 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:39:43.211 --> 01:39:44.612 align:center line:-1 position:50% size:42% now, of course, many of us like 01:39:44.612 --> 01:39:46.948 align:center line:-1 position:50% size:42% to communicate with emoji and 01:39:46.948 --> 01:39:48.416 align:center line:-1 position:50% size:43% with Animoji we can breathe our 01:39:48.416 --> 01:39:50.618 align:center line:-1 position:50% size:32% own personality into our 01:39:50.618 --> 01:39:51.652 align:center line:-1 position:50% size:35% favorites. It's available as 01:39:51.652 --> 01:39:53.154 align:center line:-1 position:50% size:43% an app right inside of messages 01:39:53.154 --> 01:39:55.356 align:center line:-1 position:50% size:38% so I can just go right in here 01:39:55.356 --> 01:39:56.824 align:center line:-1 position:50% size:33% and it immediately starts 01:39:56.824 --> 01:39:58.326 align:center line:-1 position:50% size:36% tracking me so I can make 01:39:58.326 --> 01:40:01.028 align:center line:-1 position:50% size:38% whatever expression I want, 01:40:01.028 --> 01:40:02.129 align:center line:-1 position:50% size:38% like just pick that up and use 01:40:02.129 --> 01:40:04.298 align:center line:-1 position:50% size:37% it as a sticker, drop it on my 01:40:04.298 --> 01:40:06.133 align:center line:-1 position:50% size:41% message like that. We also let 01:40:06.133 --> 01:40:07.401 align:center line:-1 position:50% size:37% you manipulate these in full 01:40:07.401 --> 01:40:10.004 align:center line:-1 position:50% size:41% screen. You can audition your 01:40:10.004 --> 01:40:11.172 align:center line:-1 position:50% size:38% favorites of really great ones 01:40:11.172 --> 01:40:13.140 align:center line:-1 position:50% size:27% like the Kitty cat, so 01:40:13.140 --> 01:40:17.578 align:center line:-1 position:50% size:39% expressive, and ferocious. A 01:40:17.578 --> 01:40:19.046 align:center line:-1 position:50% size:39% happy puppy. Check out the 01:40:19.046 --> 01:40:22.483 align:center line:-1 position:50% size:40% physics in the ears. The pig. 01:40:22.483 --> 01:40:29.090 align:center line:-1 position:50% size:43% We've got a chicken. Bock, and 01:40:29.090 --> 01:40:31.759 align:center line:-1 position:50% size:29% the unicorn. Mythical 01:40:31.759 --> 01:40:33.594 align:center line:-1 position:50% size:32% creature, favorite of the 01:40:33.594 --> 01:40:35.596 align:center line:-1 position:50% size:11% startup. 01:40:36.764 --> 01:40:38.966 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:40:42.370 --> 01:40:44.472 align:center line:-1 position:50% size:36% And if you were by chance 01:40:44.472 --> 01:40:46.007 align:center line:-1 position:50% size:43% wondering what humanity would 01:40:46.007 --> 01:40:47.808 align:center line:-1 position:50% size:39% do when given access to the 01:40:47.808 --> 01:40:49.443 align:center line:-1 position:50% size:40% most advanced facial tracking 01:40:49.443 --> 01:40:50.845 align:center line:-1 position:50% size:41% technology available, you now 01:40:50.845 --> 01:40:55.850 align:center line:-1 position:50% size:25% have your answer. 01:40:55.850 --> 01:40:57.051 align:center line:-1 position:50% size:43% Now, these can be so much fun 01:40:57.051 --> 01:40:58.452 align:center line:-1 position:50% size:41% you are going to want to share 01:40:58.452 --> 01:40:59.954 align:center line:-1 position:50% size:42% them and fortunately we let you 01:40:59.954 --> 01:41:01.255 align:center line:-1 position:50% size:41% record messages, I will record 01:41:01.255 --> 01:41:04.158 align:center line:-1 position:50% size:41% a message here for Tim. Hey, 01:41:04.158 --> 01:41:05.626 align:center line:-1 position:50% size:35% Tim, I'm not sure what the 01:41:05.626 --> 01:41:07.094 align:center line:-1 position:50% size:36% protocol is here, but I'd like 01:41:07.094 --> 01:41:10.331 align:center line:-1 position:50% size:38% to call dibs on the fox for my 01:41:10.331 --> 01:41:12.767 align:center line:-1 position:50% size:41% favorite immotivatedgy. Which 01:41:12.767 --> 01:41:13.801 align:center line:-1 position:50% size:41% Which -- emoji. Which one do 01:41:13.801 --> 01:41:14.502 align:center line:-1 position:50% size:12% you like? 01:41:14.502 --> 01:41:17.171 align:center line:-1 position:50% size:41% >> Hey, Tim, I'm not sure what 01:41:17.171 --> 01:41:19.273 align:center line:-1 position:50% size:36% the protocol is here, but I'd 01:41:19.273 --> 01:41:21.876 align:center line:-1 position:50% size:34% like to call dibs on the fox 01:41:21.876 --> 01:41:23.544 align:center line:-1 position:50% size:37% for my favorite emoji, which 01:41:23.544 --> 01:41:25.579 align:center line:-1 position:50% size:42% one do you like? You can send 01:41:25.579 --> 01:41:26.914 align:center line:-1 position:50% size:30% it with just a tap and it 01:41:26.914 --> 01:41:28.282 align:center line:-1 position:50% size:37% appears as a looping video 01:41:28.282 --> 01:41:29.951 align:center line:-1 position:50% size:35% right inside the transcript. 01:41:29.951 --> 01:41:32.053 align:center line:-1 position:50% size:37% If we are really lucky for our 01:41:32.053 --> 01:41:34.355 align:center line:-1 position:50% size:41% grand finale, we might just get 01:41:34.355 --> 01:41:35.423 align:center line:-1 position:50% size:44% a response back from Tim. Here 01:41:35.423 --> 01:41:39.460 align:center line:-1 position:50% size:28% it is, let's take a look. 01:41:39.460 --> 01:41:41.329 align:center line:-1 position:50% size:36% >> Take me to your leader. 01:41:41.329 --> 01:41:43.564 align:center line:-1 position:50% size:40% >> Wait a minute, Craig, I am 01:41:43.564 --> 01:41:45.132 align:center line:-1 position:50% size:37% your leader. Let's wrap this 01:41:45.132 --> 01:41:47.768 align:center line:-1 position:50% size:12% thing up. 01:41:50.004 --> 01:41:53.774 align:center line:-1 position:50% size:16% (Applause). 01:41:59.013 --> 01:42:01.549 align:center line:-1 position:50% size:35% So that is your first look at 01:42:01.549 --> 01:42:04.151 align:center line:-1 position:50% size:35% the new iPhone X and the 01:42:04.151 --> 01:42:05.753 align:center line:-1 position:50% size:39% amazing experience with the 01:42:05.753 --> 01:42:06.887 align:center line:-1 position:50% size:45% True Depth Camera and Animoji. 01:42:06.887 --> 01:42:08.489 align:center line:-1 position:50% size:37% I think you are going to love 01:42:08.489 --> 01:42:10.524 align:center line:-1 position:50% size:34% it. Thank you very much. 01:42:10.524 --> 01:42:17.965 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:42:17.965 --> 01:42:18.566 align:center line:-1 position:50% size:43% >> PHIL SCHILLER: Thank you 01:42:18.566 --> 01:42:20.334 align:center line:-1 position:50% size:37% Craig. Now, let's talk about 01:42:20.334 --> 01:42:23.237 align:center line:-1 position:50% size:43% the amazing cameras in iPhone 01:42:23.237 --> 01:42:25.906 align:center line:-1 position:50% size:42% X. IPhone X has dual 12 mega 01:42:25.906 --> 01:42:27.842 align:center line:-1 position:50% size:38% pixel sensors, dual cameras 01:42:27.842 --> 01:42:29.610 align:center line:-1 position:50% size:35% both faster sensors, wider 01:42:29.610 --> 01:42:31.612 align:center line:-1 position:50% size:40% sensors just like in iPhone 8. 01:42:31.612 --> 01:42:34.515 align:center line:-1 position:50% size:39% New color filters, new deeper 01:42:34.515 --> 01:42:38.552 align:center line:-1 position:50% size:38% pixels, an f/1.8 Aperture and 01:42:38.552 --> 01:42:40.955 align:center line:-1 position:50% size:36% faster F2.4 Aperture on the 01:42:40.955 --> 01:42:43.924 align:center line:-1 position:50% size:36% telephoto so that lets in 36 01:42:43.924 --> 01:42:45.793 align:center line:-1 position:50% size:35% more light to the telephoto 01:42:45.793 --> 01:42:48.963 align:center line:-1 position:50% size:40% camera. The big news on the 01:42:48.963 --> 01:42:54.068 align:center line:-1 position:50% size:40% iPhone X is it has dual optical 01:42:54.068 --> 01:42:55.369 align:center line:-1 position:50% size:37% stabilization. That's a lot of 01:42:55.369 --> 01:42:56.570 align:center line:-1 position:50% size:46% managements moving around in a 01:42:56.570 --> 01:42:58.706 align:center line:-1 position:50% size:39% small space, but it helps with 01:42:58.706 --> 01:43:00.408 align:center line:-1 position:50% size:45% compensating for handshake and 01:43:00.408 --> 01:43:03.677 align:center line:-1 position:50% size:34% to take better photos and 01:43:03.677 --> 01:43:04.945 align:center line:-1 position:50% size:38% videos in low light. There is 01:43:04.945 --> 01:43:07.848 align:center line:-1 position:50% size:38% a better Quad-LED two tone 01:43:07.848 --> 01:43:10.584 align:center line:-1 position:50% size:29% flash that is twice the 01:43:10.584 --> 01:43:12.820 align:center line:-1 position:50% size:34% uniformity of light on your 01:43:12.820 --> 01:43:14.021 align:center line:-1 position:50% size:40% subjects. Let's look at photos 01:43:14.021 --> 01:43:16.390 align:center line:-1 position:50% size:45% taken from the camera on iPhone 01:43:16.390 --> 01:43:17.725 align:center line:-1 position:50% size:28% X. This is absolutely 01:43:17.725 --> 01:43:19.760 align:center line:-1 position:50% size:42% beautiful, great dynamic range, 01:43:19.760 --> 01:43:21.162 align:center line:-1 position:50% size:36% detail, low noise. This is a 01:43:21.162 --> 01:43:23.898 align:center line:-1 position:50% size:40% beautiful photo. The textures 01:43:23.898 --> 01:43:29.570 align:center line:-1 position:50% size:40% are simply stunning. There is 01:43:29.570 --> 01:43:32.073 align:center line:-1 position:50% size:41% zero shutter lag so we can get 01:43:32.073 --> 01:43:33.707 align:center line:-1 position:50% size:35% a photo like this, blue sky, 01:43:33.707 --> 01:43:35.776 align:center line:-1 position:50% size:37% low noise, absolutely to die 01:43:35.776 --> 01:43:38.379 align:center line:-1 position:50% size:34% for. The OIS delivers low 01:43:38.379 --> 01:43:39.980 align:center line:-1 position:50% size:39% light performance so you can 01:43:39.980 --> 01:43:41.615 align:center line:-1 position:50% size:41% get incredible low light images 01:43:41.615 --> 01:43:43.217 align:center line:-1 position:50% size:39% with the telephoto camera as 01:43:43.217 --> 01:43:45.619 align:center line:-1 position:50% size:38% well as the wide angle. And 01:43:45.619 --> 01:43:48.122 align:center line:-1 position:50% size:37% iPhone X is fantastic for the 01:43:48.122 --> 01:43:49.623 align:center line:-1 position:50% size:42% Portrait mode feature we love. 01:43:49.623 --> 01:43:52.259 align:center line:-1 position:50% size:33% You can get trait Portrait 01:43:52.259 --> 01:43:54.962 align:center line:-1 position:50% size:35% modes especially in lower 01:43:54.962 --> 01:43:56.497 align:center line:-1 position:50% size:38% light. IPhone X supports the 01:43:56.497 --> 01:43:58.099 align:center line:-1 position:50% size:37% brand new Portrait Lighting 01:43:58.099 --> 01:43:59.400 align:center line:-1 position:50% size:33% feature as well. That's a 01:43:59.400 --> 01:44:02.269 align:center line:-1 position:50% size:41% photo taken right off of iPhone 01:44:02.269 --> 01:44:05.005 align:center line:-1 position:50% size:42% X not retouched any way with a 01:44:05.005 --> 01:44:06.474 align:center line:-1 position:50% size:41% Stage Lighting effect dropping 01:44:06.474 --> 01:44:08.375 align:center line:-1 position:50% size:27% out the background. 01:44:08.375 --> 01:44:10.711 align:center line:-1 position:50% size:16% (Applause). 01:44:10.711 --> 01:44:12.613 align:center line:-1 position:50% size:39% IPhone X is great for Photos, 01:44:12.613 --> 01:44:15.382 align:center line:-1 position:50% size:40% it's amazing for 4K video, and 01:44:15.382 --> 01:44:17.051 align:center line:-1 position:50% size:36% like iPhone 8, it's tuned for 01:44:17.051 --> 01:44:20.254 align:center line:-1 position:50% size:31% AR applications. It has 01:44:20.254 --> 01:44:22.056 align:center line:-1 position:50% size:42% factory calibrated cameras, the 01:44:22.056 --> 01:44:23.557 align:center line:-1 position:50% size:35% new gyroscope, accuracy 01:44:23.557 --> 01:44:25.359 align:center line:-1 position:50% size:31% acceptable rom ter, the 01:44:25.359 --> 01:44:26.894 align:center line:-1 position:50% size:41% performance advantage of the 01:44:26.894 --> 01:44:30.898 align:center line:-1 position:50% size:40% A11, by ontic CPU, GPU, and 01:44:30.898 --> 01:44:33.400 align:center line:-1 position:50% size:39% ARKit is tuned for iPhone X. 01:44:33.400 --> 01:44:35.069 align:center line:-1 position:50% size:44% The backside camera we use so 01:44:35.069 --> 01:44:37.104 align:center line:-1 position:50% size:42% much is not the only camera, of 01:44:37.104 --> 01:44:38.572 align:center line:-1 position:50% size:44% course, on the iPhone. We have 01:44:38.572 --> 01:44:39.974 align:center line:-1 position:50% size:40% the front side camera as well, 01:44:39.974 --> 01:44:41.642 align:center line:-1 position:50% size:39% and people love to use those 01:44:41.642 --> 01:44:43.744 align:center line:-1 position:50% size:38% for taking selfie photographs 01:44:43.744 --> 01:44:46.881 align:center line:-1 position:50% size:41% and with iPhone X and its True 01:44:46.881 --> 01:44:48.415 align:center line:-1 position:50% size:37% Depth Camera is delivers a 01:44:48.415 --> 01:44:49.383 align:center line:-1 position:50% size:40% break through into the photos 01:44:49.383 --> 01:44:51.018 align:center line:-1 position:50% size:32% you can take for selfies, 01:44:51.018 --> 01:44:52.553 align:center line:-1 position:50% size:40% because now with selfies, you 01:44:52.553 --> 01:44:54.388 align:center line:-1 position:50% size:41% can take Portrait mode photos 01:44:54.388 --> 01:44:56.924 align:center line:-1 position:50% size:39% as well. And it also supports 01:44:56.924 --> 01:44:58.759 align:center line:-1 position:50% size:36% Portrait lighting all through 01:44:58.759 --> 01:45:01.829 align:center line:-1 position:50% size:32% the front side true depth 01:45:01.829 --> 01:45:02.062 align:center line:-1 position:50% size:11% camera. 01:45:02.062 --> 01:45:03.797 align:center line:-1 position:50% size:16% (Applause). 01:45:06.700 --> 01:45:08.068 align:center line:-1 position:50% size:40% People are going to be blown 01:45:08.068 --> 01:45:09.503 align:center line:-1 position:50% size:40% away with the selfies you can 01:45:09.503 --> 01:45:11.405 align:center line:-1 position:50% size:39% take with the iPhone X. This 01:45:11.405 --> 01:45:13.641 align:center line:-1 position:50% size:35% is absolutely beautiful. Of 01:45:13.641 --> 01:45:14.675 align:center line:-1 position:50% size:45% course, everything we have seen 01:45:14.675 --> 01:45:18.345 align:center line:-1 position:50% size:40% is powered in iPhone X by the 01:45:18.345 --> 01:45:19.647 align:center line:-1 position:50% size:37% A11 Bionic chip. We talked 01:45:19.647 --> 01:45:22.049 align:center line:-1 position:50% size:34% about in iPhone 8, but it's 01:45:22.049 --> 01:45:23.417 align:center line:-1 position:50% size:40% worth hitting on the highlights 01:45:23.417 --> 01:45:24.485 align:center line:-1 position:50% size:42% again because there has never 01:45:24.485 --> 01:45:27.288 align:center line:-1 position:50% size:38% been anything like it. 64-bit, 01:45:27.288 --> 01:45:30.424 align:center line:-1 position:50% size:34% 6 Core design, 4.3 billion 01:45:30.424 --> 01:45:31.425 align:center line:-1 position:50% size:36% transistors, two hyper-form 01:45:31.425 --> 01:45:33.827 align:center line:-1 position:50% size:29% arns Cores, four high 01:45:33.827 --> 01:45:35.796 align:center line:-1 position:50% size:35% efficiency Cores. Second 01:45:35.796 --> 01:45:36.263 align:center line:-1 position:50% size:33% generation Performance 01:45:36.263 --> 01:45:37.965 align:center line:-1 position:50% size:40% Controller that uses six Cores 01:45:37.965 --> 01:45:41.302 align:center line:-1 position:50% size:31% at once, our first Apple 01:45:41.302 --> 01:45:41.869 align:center line:-1 position:50% size:41% designed Graphics Processing 01:45:41.869 --> 01:45:44.305 align:center line:-1 position:50% size:36% Unit, the ISP that improves 01:45:44.305 --> 01:45:46.207 align:center line:-1 position:50% size:40% auto focus, the video encoder 01:45:46.207 --> 01:45:47.875 align:center line:-1 position:50% size:31% that is real time motion 01:45:47.875 --> 01:45:49.410 align:center line:-1 position:50% size:42% analysis while you are shooting 01:45:49.410 --> 01:45:50.678 align:center line:-1 position:50% size:41% video, the Neural Engine, and, 01:45:50.678 --> 01:45:52.846 align:center line:-1 position:50% size:41% of course, the Secure Enclave 01:45:52.846 --> 01:45:55.783 align:center line:-1 position:50% size:38% to protect our Face ID data. 01:45:55.783 --> 01:45:57.251 align:center line:-1 position:50% size:39% All of this perform ance does 01:45:57.251 --> 01:45:59.553 align:center line:-1 position:50% size:34% come with a hit to battery 01:45:59.553 --> 01:46:00.621 align:center line:-1 position:50% size:33% life. I think it's important 01:46:00.621 --> 01:46:02.122 align:center line:-1 position:50% size:39% to tell you we have increased 01:46:02.122 --> 01:46:04.124 align:center line:-1 position:50% size:3% it. 01:46:04.124 --> 01:46:05.259 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:46:09.797 --> 01:46:12.032 align:center line:-1 position:50% size:36% Yes. Again, hardware and 01:46:12.032 --> 01:46:13.534 align:center line:-1 position:50% size:43% software teams work really hard 01:46:13.534 --> 01:46:17.638 align:center line:-1 position:50% size:38% to deliver two mour hours to 01:46:17.638 --> 01:46:19.573 align:center line:-1 position:50% size:37% deliver -- all-day battery life 01:46:19.573 --> 01:46:23.510 align:center line:-1 position:50% size:38% to us. IPhone X is built for a 01:46:23.510 --> 01:46:24.945 align:center line:-1 position:50% size:31% wireless world. It is Qi 01:46:24.945 --> 01:46:26.113 align:center line:-1 position:50% size:43% charging through the glass back 01:46:26.113 --> 01:46:29.216 align:center line:-1 position:50% size:35% and it will work with the Qi 01:46:29.216 --> 01:46:30.451 align:center line:-1 position:50% size:41% charging devices like the ones 01:46:30.451 --> 01:46:34.255 align:center line:-1 position:50% size:38% we mentioned earlier. It will 01:46:34.255 --> 01:46:35.856 align:center line:-1 position:50% size:38% working device that's are Qi 01:46:35.856 --> 01:46:36.857 align:center line:-1 position:50% size:36% certified and there are a lot 01:46:36.857 --> 01:46:38.692 align:center line:-1 position:50% size:33% of great device that's will 01:46:38.692 --> 01:46:40.494 align:center line:-1 position:50% size:44% come to forkt because of iPhone 01:46:40.494 --> 01:46:42.730 align:center line:-1 position:50% size:38% 8 and 10. We can make the 01:46:42.730 --> 01:46:43.797 align:center line:-1 position:50% size:39% wireless charging experience 01:46:43.797 --> 01:46:45.366 align:center line:-1 position:50% size:43% even better. So our team wants 01:46:45.366 --> 01:46:46.433 align:center line:-1 position:50% size:37% to create something, I think 01:46:46.433 --> 01:46:48.502 align:center line:-1 position:50% size:38% all of us are going to want to 01:46:48.502 --> 01:46:49.970 align:center line:-1 position:50% size:40% use, and it might actually help 01:46:49.970 --> 01:46:52.039 align:center line:-1 position:50% size:33% move the entire industry 01:46:52.039 --> 01:46:53.774 align:center line:-1 position:50% size:41% forward. So we will give you a 01:46:53.774 --> 01:46:55.309 align:center line:-1 position:50% size:38% sneak peek of this idea right 01:46:55.309 --> 01:46:56.543 align:center line:-1 position:50% size:7% now. 01:46:56.543 --> 01:46:58.012 align:center line:-1 position:50% size:42% I'm sure many of you do this. 01:46:58.012 --> 01:46:59.813 align:center line:-1 position:50% size:32% I do this. I have a lot of 01:46:59.813 --> 01:47:01.248 align:center line:-1 position:50% size:40% Apple products. I love them, I 01:47:01.248 --> 01:47:02.950 align:center line:-1 position:50% size:42% use them all day long, I charge 01:47:02.950 --> 01:47:03.951 align:center line:-1 position:50% size:35% them at night. You plug in 01:47:03.951 --> 01:47:06.086 align:center line:-1 position:50% size:39% your cables, you plug in your 01:47:06.086 --> 01:47:07.588 align:center line:-1 position:50% size:40% chargers, you take the cables 01:47:07.588 --> 01:47:08.756 align:center line:-1 position:50% size:39% and chargers with you on the 01:47:08.756 --> 01:47:10.624 align:center line:-1 position:50% size:43% road when you travel. We think 01:47:10.624 --> 01:47:11.959 align:center line:-1 position:50% size:44% we have an idea of how to make 01:47:11.959 --> 01:47:14.695 align:center line:-1 position:50% size:40% this a better experience. And 01:47:14.695 --> 01:47:17.631 align:center line:-1 position:50% size:13% here it is. 01:47:17.631 --> 01:47:19.867 align:center line:-1 position:50% size:34% It's a mat that you place 01:47:19.867 --> 01:47:21.969 align:center line:-1 position:50% size:44% your iPhone 8 or iPhone X down 01:47:21.969 --> 01:47:24.071 align:center line:-1 position:50% size:37% and it just starts to charge. 01:47:24.071 --> 01:47:26.073 align:center line:-1 position:50% size:40% It's a beautiful new interface. 01:47:26.073 --> 01:47:27.341 align:center line:-1 position:50% size:39% It doesn't stop there. You did 01:47:27.341 --> 01:47:29.443 align:center line:-1 position:50% size:42% play your Series 3 Apple Watch 01:47:29.443 --> 01:47:31.011 align:center line:-1 position:50% size:34% down on it and it starts to 01:47:31.011 --> 01:47:34.014 align:center line:-1 position:50% size:39% charge as well. And you can 01:47:34.014 --> 01:47:36.350 align:center line:-1 position:50% size:37% place your air pods with the 01:47:36.350 --> 01:47:37.618 align:center line:-1 position:50% size:42% optional new wireless charging 01:47:37.618 --> 01:47:39.320 align:center line:-1 position:50% size:34% case on it, and it starts to 01:47:39.320 --> 01:47:42.222 align:center line:-1 position:50% size:33% charge as well. They all 01:47:42.222 --> 01:47:42.456 align:center line:-1 position:50% size:11% charge! 01:47:42.456 --> 01:47:44.558 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:47:49.430 --> 01:47:51.198 align:center line:-1 position:50% size:32% The system has a great 01:47:51.198 --> 01:47:52.866 align:center line:-1 position:50% size:36% interface. The intelligently 01:47:52.866 --> 01:47:54.234 align:center line:-1 position:50% size:43% work together and communicate 01:47:54.234 --> 01:47:56.003 align:center line:-1 position:50% size:41% with each other to manage the 01:47:56.003 --> 01:47:57.504 align:center line:-1 position:50% size:37% charging through one more 01:47:57.504 --> 01:47:58.906 align:center line:-1 position:50% size:35% efficient charging system. 01:47:58.906 --> 01:48:00.808 align:center line:-1 position:50% size:32% This is not possible with 01:48:00.808 --> 01:48:02.343 align:center line:-1 position:50% size:36% current standards. But our 01:48:02.343 --> 01:48:05.346 align:center line:-1 position:50% size:43% team knows how to do this. We 01:48:05.346 --> 01:48:08.349 align:center line:-1 position:50% size:21% call it AirPower. 01:48:08.349 --> 01:48:10.351 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:48:13.487 --> 01:48:15.723 align:center line:-1 position:50% size:40% We hope people love it, that it 01:48:15.723 --> 01:48:17.191 align:center line:-1 position:50% size:38% encourages others to create 01:48:17.191 --> 01:48:18.459 align:center line:-1 position:50% size:43% more advanced solutions based 01:48:18.459 --> 01:48:19.827 align:center line:-1 position:50% size:37% on technology like this. We 01:48:19.827 --> 01:48:21.795 align:center line:-1 position:50% size:35% will be working with the Qi 01:48:21.795 --> 01:48:23.297 align:center line:-1 position:50% size:41% standards team to incorporate 01:48:23.297 --> 01:48:25.232 align:center line:-1 position:50% size:39% benefits into the future of the 01:48:25.232 --> 01:48:27.234 align:center line:-1 position:50% size:37% standards to make wireless 01:48:27.234 --> 01:48:28.202 align:center line:-1 position:50% size:40% charging better for everyone. 01:48:28.202 --> 01:48:30.971 align:center line:-1 position:50% size:33% So look for the AirPower 01:48:30.971 --> 01:48:32.773 align:center line:-1 position:50% size:39% charger next year. So that is 01:48:32.773 --> 01:48:34.708 align:center line:-1 position:50% size:37% iPhone X. It is the future of 01:48:34.708 --> 01:48:36.477 align:center line:-1 position:50% size:23% the Smartphone. 01:48:36.477 --> 01:48:38.746 align:center line:-1 position:50% size:27% It is packed with in 01:48:38.746 --> 01:48:40.314 align:center line:-1 position:50% size:40% innovative features, huge list, 01:48:40.314 --> 01:48:41.615 align:center line:-1 position:50% size:40% we won't go through them all, 01:48:41.615 --> 01:48:43.450 align:center line:-1 position:50% size:35% and they add up to a new, 01:48:43.450 --> 01:48:46.720 align:center line:-1 position:50% size:40% better experience. We are so 01:48:46.720 --> 01:48:48.889 align:center line:-1 position:50% size:37% excited about iPhone X, we 01:48:48.889 --> 01:48:49.690 align:center line:-1 position:50% size:37% created a beautiful video to 01:48:49.690 --> 01:48:51.992 align:center line:-1 position:50% size:26% tell you all about it. 01:48:56.997 --> 01:48:59.333 align:center line:-1 position:50% size:42% >> For more than a decade our 01:48:59.333 --> 01:49:01.902 align:center line:-1 position:50% size:42% intention has been to create an 01:49:01.902 --> 01:49:04.872 align:center line:-1 position:50% size:36% iPhone that is all display, a 01:49:04.872 --> 01:49:06.073 align:center line:-1 position:50% size:42% physical object that disappears 01:49:06.073 --> 01:49:08.375 align:center line:-1 position:50% size:27% into the experience. 01:49:11.111 --> 01:49:14.148 align:center line:-1 position:50% size:23% This is iPhone X. 01:49:16.450 --> 01:49:18.018 align:center line:-1 position:50% size:44% Developing the form and display 01:49:18.018 --> 01:49:21.555 align:center line:-1 position:50% size:40% together defines a whole new 01:49:21.555 --> 01:49:22.823 align:center line:-1 position:50% size:44% integration making the boundary 01:49:22.823 --> 01:49:24.057 align:center line:-1 position:50% size:37% between the device and the 01:49:24.057 --> 01:49:27.094 align:center line:-1 position:50% size:38% screen hard to discern. The 01:49:27.094 --> 01:49:29.663 align:center line:-1 position:50% size:34% custom OLED panel was 01:49:29.663 --> 01:49:31.532 align:center line:-1 position:50% size:31% engineered to fold and 01:49:31.532 --> 01:49:32.800 align:center line:-1 position:50% size:39% seamlessly combine with the 01:49:32.800 --> 01:49:36.437 align:center line:-1 position:50% size:41% external surfaces. Mechanical 01:49:36.437 --> 01:49:37.938 align:center line:-1 position:50% size:40% buttons give way to touch and 01:49:37.938 --> 01:49:39.773 align:center line:-1 position:50% size:39% gestures. There is no Home 01:49:39.773 --> 01:49:41.442 align:center line:-1 position:50% size:39% Button. A single swipe takes 01:49:41.442 --> 01:49:44.077 align:center line:-1 position:50% size:44% you to the Home screen. A more 01:49:44.077 --> 01:49:45.646 align:center line:-1 position:50% size:44% responsive touch system means 01:49:45.646 --> 01:49:49.149 align:center line:-1 position:50% size:43% the gestures in iOS 11 are more 01:49:49.149 --> 01:49:50.384 align:center line:-1 position:50% size:7% fluid. 01:49:51.418 --> 01:49:54.488 align:center line:-1 position:50% size:38% The polished stainless steel 01:49:54.488 --> 01:49:56.423 align:center line:-1 position:50% size:35% band reinforces the water 01:49:56.423 --> 01:49:58.292 align:center line:-1 position:50% size:35% resistant all-glass design. 01:49:58.292 --> 01:50:00.160 align:center line:-1 position:50% size:42% This new glass formulation, the 01:50:00.160 --> 01:50:02.696 align:center line:-1 position:50% size:30% most durable ever in a 01:50:02.696 --> 01:50:04.398 align:center line:-1 position:50% size:39% Smartphone, enables for the 01:50:04.398 --> 01:50:08.669 align:center line:-1 position:50% size:37% first time wireless charging. 01:50:08.669 --> 01:50:11.371 align:center line:-1 position:50% size:37% Our new true depth camera 01:50:11.371 --> 01:50:13.207 align:center line:-1 position:50% size:38% system contained within this 01:50:13.207 --> 01:50:15.142 align:center line:-1 position:50% size:40% tiny space uses extraordinary 01:50:15.142 --> 01:50:16.844 align:center line:-1 position:50% size:42% depth sensing technology to let 01:50:16.844 --> 01:50:19.179 align:center line:-1 position:50% size:40% you unlock your phone with a 01:50:19.179 --> 01:50:21.181 align:center line:-1 position:50% size:10% glance. 01:50:21.181 --> 01:50:24.151 align:center line:-1 position:50% size:28% We call this Face ID. 01:50:24.151 --> 01:50:27.721 align:center line:-1 position:50% size:40% It maps the unique geometry 01:50:27.721 --> 01:50:29.823 align:center line:-1 position:50% size:39% of your face with over 30,000 01:50:29.823 --> 01:50:31.758 align:center line:-1 position:50% size:19% invisible dots. 01:50:31.758 --> 01:50:35.329 align:center line:-1 position:50% size:40% This data is analyzed by the 01:50:35.329 --> 01:50:37.531 align:center line:-1 position:50% size:44% Neural Engine on the A11 Bionic 01:50:37.531 --> 01:50:40.400 align:center line:-1 position:50% size:33% chip, the first of its kind. 01:50:40.400 --> 01:50:43.136 align:center line:-1 position:50% size:44% Your iPhone now recognizes you 01:50:43.136 --> 01:50:45.606 align:center line:-1 position:50% size:41% even in the dark and will adapt 01:50:45.606 --> 01:50:48.041 align:center line:-1 position:50% size:35% to your physical changes. 01:50:48.775 --> 01:50:50.677 align:center line:-1 position:50% size:36% This makes your face your 01:50:50.677 --> 01:50:53.413 align:center line:-1 position:50% size:41% secure password. So with just 01:50:53.413 --> 01:50:55.315 align:center line:-1 position:50% size:38% a look, you can authenticate 01:50:55.315 --> 01:50:59.553 align:center line:-1 position:50% size:40% your phone or use Apple Pay. 01:50:59.553 --> 01:51:01.788 align:center line:-1 position:50% size:39% The True Depth Camera also 01:51:01.788 --> 01:51:05.359 align:center line:-1 position:50% size:41% enabled new experiences, like 01:51:05.359 --> 01:51:06.927 align:center line:-1 position:50% size:33% bringing emojis to life by 01:51:06.927 --> 01:51:08.328 align:center line:-1 position:50% size:39% mapping more than 50 facial 01:51:08.328 --> 01:51:11.465 align:center line:-1 position:50% size:43% muscles in real time so you can 01:51:11.465 --> 01:51:17.170 align:center line:-1 position:50% size:34% be happy or sadr cross. 01:51:18.739 --> 01:51:21.408 align:center line:-1 position:50% size:40% Both the front and rear-facing 01:51:21.408 --> 01:51:22.743 align:center line:-1 position:50% size:45% cameras now have Portrait mode 01:51:22.743 --> 01:51:25.479 align:center line:-1 position:50% size:39% and for the first time you can 01:51:25.479 --> 01:51:26.914 align:center line:-1 position:50% size:37% actually define the light in a 01:51:26.914 --> 01:51:28.882 align:center line:-1 position:50% size:9% scene. 01:51:28.882 --> 01:51:30.717 align:center line:-1 position:50% size:31% Based on fundamental 01:51:30.717 --> 01:51:33.453 align:center line:-1 position:50% size:32% photographic principles, 01:51:33.453 --> 01:51:34.655 align:center line:-1 position:50% size:40% Portrait Lighting produces the 01:51:34.655 --> 01:51:38.025 align:center line:-1 position:50% size:38% effect of real studio lighting. 01:51:38.025 --> 01:51:41.862 align:center line:-1 position:50% size:40% On the back, the dual camera 01:51:41.862 --> 01:51:43.764 align:center line:-1 position:50% size:28% system is completely 01:51:43.764 --> 01:51:44.698 align:center line:-1 position:50% size:38% redesigned. It's made even 01:51:44.698 --> 01:51:48.235 align:center line:-1 position:50% size:43% smarter by the A11 Bionic chip. 01:51:48.235 --> 01:51:49.937 align:center line:-1 position:50% size:36% With machine learning, the 01:51:49.937 --> 01:51:51.371 align:center line:-1 position:50% size:42% camera detects elements in the 01:51:51.371 --> 01:51:53.140 align:center line:-1 position:50% size:38% scene to optimize the image 01:51:53.140 --> 01:51:56.510 align:center line:-1 position:50% size:42% before the photo is even taken. 01:51:57.578 --> 01:52:00.647 align:center line:-1 position:50% size:47% The camera we use every day now 01:52:00.647 --> 01:52:03.850 align:center line:-1 position:50% size:32% delivers so much more. 01:52:03.850 --> 01:52:06.820 align:center line:-1 position:50% size:35% And as iOS becomes the 01:52:06.820 --> 01:52:08.355 align:center line:-1 position:50% size:36% world's largest platform for 01:52:08.355 --> 01:52:09.890 align:center line:-1 position:50% size:34% Augmented Reality, it will 01:52:09.890 --> 01:52:11.892 align:center line:-1 position:50% size:33% redefine what's possible. 01:52:15.228 --> 01:52:18.699 align:center line:-1 position:50% size:23% This is iPhone X. 01:52:20.033 --> 01:52:22.536 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:52:28.842 --> 01:52:30.944 align:center line:-1 position:50% size:40% The team works hard to make 01:52:30.944 --> 01:52:33.947 align:center line:-1 position:50% size:44% iPhone 8 and iPhone X the most 01:52:33.947 --> 01:52:34.848 align:center line:-1 position:50% size:43% environmentally friendly manner 01:52:34.848 --> 01:52:37.150 align:center line:-1 position:50% size:28% possible. They have 01:52:37.150 --> 01:52:37.951 align:center line:-1 position:50% size:39% arsenic-free display glasses, 01:52:37.951 --> 01:52:41.388 align:center line:-1 position:50% size:39% they are BFR free, PVC free, 01:52:41.388 --> 01:52:42.823 align:center line:-1 position:50% size:40% Beryllium free, they are made 01:52:42.823 --> 01:52:45.325 align:center line:-1 position:50% size:40% with a low carbon process for 01:52:45.325 --> 01:52:48.795 align:center line:-1 position:50% size:38% aluminum design and highly 01:52:48.795 --> 01:52:50.030 align:center line:-1 position:50% size:27% recyclable with their 01:52:50.030 --> 01:52:51.331 align:center line:-1 position:50% size:42% materials. We are really proud 01:52:51.331 --> 01:52:54.635 align:center line:-1 position:50% size:40% of the list. IPhone X comes in 01:52:54.635 --> 01:53:01.108 align:center line:-1 position:50% size:45% two configurations, 64 G GBs tnd 01:53:01.108 --> 01:53:03.710 align:center line:-1 position:50% size:40% as priced from $999. You can 01:53:03.710 --> 01:53:05.512 align:center line:-1 position:50% size:21% order it starting 01:53:05.512 --> 01:53:07.080 align:center line:-1 position:50% size:32% October 27th, and it will 01:53:07.080 --> 01:53:09.049 align:center line:-1 position:50% size:34% begin to ship on Novemb 01:53:09.049 --> 01:53:09.750 align:center line:-1 position:50% size:36% November 3rd. This is the 01:53:09.750 --> 01:53:11.385 align:center line:-1 position:50% size:34% future of the Smartphone 01:53:11.385 --> 01:53:13.587 align:center line:-1 position:50% size:39% shipping this year. So this is 01:53:13.587 --> 01:53:15.188 align:center line:-1 position:50% size:37% our lineup for the holidays. 01:53:15.188 --> 01:53:16.757 align:center line:-1 position:50% size:40% Every year we say it's a great 01:53:16.757 --> 01:53:18.625 align:center line:-1 position:50% size:38% lineup for the holidays and it 01:53:18.625 --> 01:53:20.093 align:center line:-1 position:50% size:31% is but this year is really 01:53:20.093 --> 01:53:22.996 align:center line:-1 position:50% size:39% special. It starts with iPhone 01:53:22.996 --> 01:53:25.532 align:center line:-1 position:50% size:40% SE, iPhone 6S, iPhone 7, the 01:53:25.532 --> 01:53:27.167 align:center line:-1 position:50% size:41% new generation iPhone 8, and 01:53:27.167 --> 01:53:29.736 align:center line:-1 position:50% size:31% the futuristic iPhone X. 01:53:29.736 --> 01:53:32.139 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:53:38.211 --> 01:53:41.248 align:center line:-1 position:50% size:36% Ten years ago when Steve 01:53:41.248 --> 01:53:43.350 align:center line:-1 position:50% size:42% introduced the world to iPhone, 01:53:43.350 --> 01:53:45.419 align:center line:-1 position:50% size:37% he closed with a quote from 01:53:45.419 --> 01:53:48.321 align:center line:-1 position:50% size:36% wWayne Gretzky. It said, I 01:53:48.321 --> 01:53:49.589 align:center line:-1 position:50% size:35% skate to where the puck is 01:53:49.589 --> 01:53:52.793 align:center line:-1 position:50% size:38% going to be, not where it has 01:53:52.793 --> 01:53:54.695 align:center line:-1 position:50% size:39% been. Steve said that's what 01:53:54.695 --> 01:53:56.063 align:center line:-1 position:50% size:42% Apple does, we skate to where 01:53:56.063 --> 01:53:58.165 align:center line:-1 position:50% size:38% the puck is going to be. And 01:53:58.165 --> 01:54:00.967 align:center line:-1 position:50% size:36% that is what iPhone X is all 01:54:00.967 --> 01:54:02.536 align:center line:-1 position:50% size:37% about. Thank you. Back to 01:54:02.536 --> 01:54:04.538 align:center line:-1 position:50% size:13% you, Tim. 01:54:04.538 --> 01:54:05.772 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:54:14.081 --> 01:54:15.148 align:center line:-1 position:50% size:40% >> TIM COOK: IPhone X, this 01:54:15.148 --> 01:54:18.318 align:center line:-1 position:50% size:39% really is the future. We have 01:54:18.318 --> 01:54:21.088 align:center line:-1 position:50% size:41% made a great fun new ad that I 01:54:21.088 --> 01:54:23.757 align:center line:-1 position:50% size:36% would love to show to you. 01:54:28.061 --> 01:54:31.932 align:center line:-1 position:50% size:11% (Music). 01:54:56.223 --> 01:54:58.892 align:center line:-1 position:50% size:32% (Cheers and Applause). 01:55:01.228 --> 01:55:07.834 align:center line:-1 position:50% size:41% That is iPhone X! Thank you! 01:55:07.834 --> 01:55:09.736 align:center line:-1 position:50% size:15% Thank you. 01:55:09.736 --> 01:55:11.271 align:center line:-1 position:50% size:15% Thank you. 01:55:15.575 --> 01:55:18.845 align:center line:-1 position:50% size:42% So what a morning we've had! 01:55:18.845 --> 01:55:20.413 align:center line:-1 position:50% size:36% Apple Watch Series 3 with 01:55:20.413 --> 01:55:21.982 align:center line:-1 position:50% size:37% cellular which gives you the 01:55:21.982 --> 01:55:23.350 align:center line:-1 position:50% size:46% freedom to go anywhere you want 01:55:23.350 --> 01:55:27.487 align:center line:-1 position:50% size:38% with or without your iPhone. 01:55:27.487 --> 01:55:29.356 align:center line:-1 position:50% size:44% Apple TV 4K brings the magic of 01:55:29.356 --> 01:55:31.324 align:center line:-1 position:50% size:36% the cinema straight to your 01:55:31.324 --> 01:55:33.460 align:center line:-1 position:50% size:40% living room with incredible 4K 01:55:33.460 --> 01:55:38.431 align:center line:-1 position:50% size:42% and HDR content. IPhone 8, a 01:55:38.431 --> 01:55:40.233 align:center line:-1 position:50% size:30% beautiful glass design, 01:55:40.233 --> 01:55:43.937 align:center line:-1 position:50% size:38% incredible cameras, wireless 01:55:43.937 --> 01:55:45.005 align:center line:-1 position:50% size:42% charging, A11 Bionic chip, and, 01:55:45.005 --> 01:55:49.142 align:center line:-1 position:50% size:31% of course, powerful AR 01:55:49.142 --> 01:55:49.976 align:center line:-1 position:50% size:41% capabilities. We think you are 01:55:49.976 --> 01:55:53.480 align:center line:-1 position:50% size:38% going to love it! And iPhone 01:55:53.480 --> 01:55:56.016 align:center line:-1 position:50% size:45% X, the most advanced iPhone we 01:55:56.016 --> 01:55:58.819 align:center line:-1 position:50% size:41% have ever made, an incredible 01:55:58.819 --> 01:56:02.422 align:center line:-1 position:50% size:44% new design, Face ID, TrueDepth 01:56:02.422 --> 01:56:04.958 align:center line:-1 position:50% size:48% Camera System and more powerful 01:56:04.958 --> 01:56:05.992 align:center line:-1 position:50% size:43% technologies than we have ever 01:56:05.992 --> 01:56:08.562 align:center line:-1 position:50% size:36% put in an iPhone before. It 01:56:08.562 --> 01:56:12.532 align:center line:-1 position:50% size:33% really is the future of the 01:56:12.532 --> 01:56:18.438 align:center line:-1 position:50% size:44% Smartphone. And we began this 01:56:18.438 --> 01:56:19.840 align:center line:-1 position:50% size:38% morning with some inspiring 01:56:19.840 --> 01:56:23.543 align:center line:-1 position:50% size:41% words from Steve. One of the 01:56:23.543 --> 01:56:25.445 align:center line:-1 position:50% size:35% ways that I believe people 01:56:25.445 --> 01:56:26.479 align:center line:-1 position:50% size:38% express their appreciation to 01:56:26.479 --> 01:56:30.784 align:center line:-1 position:50% size:42% the rest of humanity is to make 01:56:30.784 --> 01:56:31.852 align:center line:-1 position:50% size:42% something wonderful and put it 01:56:31.852 --> 01:56:35.422 align:center line:-1 position:50% size:42% out there. We work really hard 01:56:35.422 --> 01:56:38.692 align:center line:-1 position:50% size:38% at Apple to create wonderful 01:56:38.692 --> 01:56:40.927 align:center line:-1 position:50% size:41% things. And we hope you love 01:56:40.927 --> 01:56:44.164 align:center line:-1 position:50% size:43% what we have introduced today. 01:56:44.164 --> 01:56:46.166 align:center line:-1 position:50% size:40% I think Steve would be really 01:56:46.166 --> 01:56:47.434 align:center line:-1 position:50% size:20% proud of them. 01:56:47.434 --> 01:56:49.803 align:center line:-1 position:50% size:16% (Applause). 01:56:56.877 --> 01:57:00.981 align:center line:-1 position:50% size:37% I'd like to thank everyone at 01:57:00.981 --> 01:57:03.083 align:center line:-1 position:50% size:45% Apple who made today possible. 01:57:03.083 --> 01:57:05.385 align:center line:-1 position:50% size:39% I'd like everybody in Apple to 01:57:05.385 --> 01:57:07.621 align:center line:-1 position:50% size:30% stand up that are here 01:57:07.621 --> 01:57:08.955 align:center line:-1 position:50% size:40% representing their teams from 01:57:08.955 --> 01:57:10.123 align:center line:-1 position:50% size:37% hardware and software and 01:57:10.123 --> 01:57:12.559 align:center line:-1 position:50% size:41% services, please stand up, and 01:57:12.559 --> 01:57:12.859 align:center line:-1 position:50% size:15% operations. 01:57:12.859 --> 01:57:13.960 align:center line:-1 position:50% size:16% (Applause). 01:57:13.960 --> 01:57:19.599 align:center line:-1 position:50% size:41% Our amazing retail employees. 01:57:19.599 --> 01:57:20.834 align:center line:-1 position:50% size:16% (Applause). 01:57:29.576 --> 01:57:31.344 align:center line:-1 position:50% size:40% And everyone that worked so 01:57:31.344 --> 01:57:34.848 align:center line:-1 position:50% size:37% hard on this theater and on 01:57:34.848 --> 01:57:37.951 align:center line:-1 position:50% size:38% Apple Park, one of the great 01:57:37.951 --> 01:57:42.555 align:center line:-1 position:50% size:40% things about this theater is an 01:57:42.555 --> 01:57:45.792 align:center line:-1 position:50% size:42% unbelievable hands-on area. It 01:57:45.792 --> 01:57:48.795 align:center line:-1 position:50% size:36% is the most beautiful hands 01:57:48.795 --> 01:57:51.364 align:center line:-1 position:50% size:42% high on area we have ever had 01:57:51.364 --> 01:57:52.866 align:center line:-1 position:50% size:39% by far and I would encourage 01:57:52.866 --> 01:57:54.501 align:center line:-1 position:50% size:39% all of you to join us there and 01:57:54.501 --> 01:57:56.136 align:center line:-1 position:50% size:33% get your hands on these 01:57:56.136 --> 01:57:57.203 align:center line:-1 position:50% size:43% wonderful products. Thank you 01:57:57.203 --> 01:57:58.471 align:center line:-1 position:50% size:34% so much for spending the 01:57:58.471 --> 01:58:00.974 align:center line:-1 position:50% size:39% morning with us. Thank you. 01:58:00.974 --> 01:58:03.209 align:center line:-1 position:50% size:32% (Cheers and Applause).