(Music)
>> There's lots of ways to be
as a person. And some people
express their deep appreciation
in different ways.
But one of the ways that I
believe people express their
appreciation to the rest of
humanity is to make something
wonderful and put it out there
and you never meet the people,
you never shake their hands,
you never hear their story or
tell yours, but somehow in the
act of making something with a
great deal of care and love,
something is transmitted there.
And it's a way of expressing to
the rest of our species our
deep appreciation. So we need
to be true to who we are and
remember what's really
important to us.
That's what's going to keep
Apple, Apple, is if we keep us,
us.
(Applause).
>> TIM COOK: Thank you. Thank
you. Thank you.
I love hearing his voice and
his inspiring message, and it
was only fitting that Steve
should open his theater.
(Applause).
Thank you.
It is the honor of a lifetime
to be the first to welcome you
to the Steve Jobs Theater.
Steve meant so much to me and
so much to all of us.
There is not a day that goes by
that we don't think about him.
Memories have especially come
rushing back as we prepared for
today and this event. It's
taken some time, but we can now
reflect on him with joy instead
of sadness. Steve's spirit and
timeless philosophy on life
will always be the DNA of
Apple. His greatest gift, his
greatest expression of his
appreciation for humanity would
not be a singular product, but
rather it would be Apple
itself. We dedicate this
sheeter to Steve because we
loved him and because he loved
days like this, where he could
share our latest new products
and new ideas with the world
and we do so not only to pay
tribute to Steve, but to
inspire the next generation of
creators and innovators. Steve
was a Genius, and one of the
many ways that he showed that
was in his uncanny ability to
unlock the talent of everybody
that he worked with.
He thought deeply about our
workplace and its surroundings,
and he believed that they
should inspire talented people
to do their best work. So over
a decade ago, he began to work
on a new campus for Apple. His
vision for Apple Park was to
create an incredible workplace
of the future where engineers
and designers could all be
together collaborating on the
next generations of Apple
product to change the world.
Steve's vision and passion live
on here at Apple Park and
everywhere in Apple. Today and
always we honor him.
(Applause).
Thank you.
We're here today to talk about
some incredible products, but
before we get to that, I'd like
to take a moment to talk about
what's happening in Florida and
Texas, southeastern United
States and across the Cari
Caribbean. Our hearts go out
to all of the people whose
lives have been disrupted by
hurricane Irma and Hurricane
Harvey. You are in our
thoughts. We send you our
strength. You are in our
prayers. Apple is working
closely with relief and
recovery efforts through hand
in hand and the American Red
Cross, and in addition to
Apple's direct contributions,
we are making it really simple
for the entire Apple community
to donate via iTunes and the
App Store. The hand in hand
Ben Foyt for hurricane release
airs to night on all of the
major broadcast networks and I
encourage you to watch it and
however, you choose to give, I
hope that you open your heart
to this important effort.
Thank you.
(Applause).
Now, let me tell you a little
bit about our new home. We
will start moving in Apple Park
later this year, but, of
course, such a large move is
really more of a process, and
the first big step is the
opening today of the Steve Jobs
Theater. It's the most
state-of-the-art purpose-built
theater ever built for events
just like this one. Apple Park
has been built to reflect
Apple's values for both
technology and the environment.
It connects extraordinary
advanced buildings with rolling
Parkland to form an open and
inspiring environment for our
teams to create and
collaborate. The park itself
was converted from a sea of
asphalt into 175-acre green
space with over 9,000 trees.
Apple mark is designed to be
seamless with nature, it's
open, transparent, it brings
the outside in, and connects
everyone to the beautiful,
California landscape. It's
powered by 100% renewable
energy.
(Applause).
Thank you.
And in fact, we have one of the
world's largest onsite solar
installations right here, and
just like everything we make,
Apple Park has been designed
with extraordinary attention to
detail, incredible precision
and really beautiful materials.
We have got a great visitor's
center which will be open later
this year where we will welcome
everyone and inside the
visitors center, you will find
an incredible Augmented Reality
experience where you can learn
more about Apple Park, its
design and its innovations.
You will also find a fantastic
new Apple Retail store. As you
know, Apple Retail has always
been about more than selling.
It's about learning, inspiring,
and connecting with people.
Now, our stores are also the
best place to go discover,
explore and experience our new
products. So before we get to
some incredible products, we
would like to give you an
update on retail.
And to do that, I'd like to
invite Angela up. Angela?
>> ANGELA AHRENDTS: Thank you.
Good morning. Thank you.
It's great to be here and I
love the fact that the same
team that designed Apple Park
also designs our largest retail
stores around the world. It's
funny because we actually don't
call them stores anymore. We
tall -- call them town squares
because they are gathering
places for 500 million people
who visits us every year.
Places where everyone is
welcome and where all of Apple
comes together.. But what
really brings it all to life as
Tim said are our incredible
teams. We have always said
that our people of our soul,
and they are Apple's greatest
differentiator because they
bring personal connection to
communities all over the world.
They humanize technology. But
along with our amazing teams,
our commitment to design also
sets us apart. To make things
simple, beautiful, and that's
why we thinks of Apple Retail
as Apple's largest products,
and like all of our products,
we have designed new features
to take the customer experience
even further. In our largest
cities where we can, we create
a plaza, a space open to
everyone. Come in and relax,
meet up with friends, or just
listen to a local artist on the
weekends. Inside we have
designed a forum, a place for
customers to come and create,
collaborate or just connect
again with one another. For
local entrepreneurs and app
developers, we have a quieter
space in the larger stores
called a Boardroom where they
can learn more from our teams
or, en, share with each other.
And the Genius Grove, a
redesigned more relaxed service
experience now in the heart of
our largest stores. And
lastly, the avenues, kind of
like shop windows around a Town
Square. They are carefully
curated and they change
seasonally to always feature
our newest products and service
services and this susmer to
turn on -- summer to turn on
these new features we have
launched Today at Apple. Our
instore experience to inspire
customers to go even further
with their passions. We
started with things that are
Core to Apple's DNA. Things
people most use their devices
for and though trust us to
teach them, like photography,
music, gaming and app
development. We've created new
programs like Photowalks where
customers can perfect their
photography skills with
features like Portrait mode and
Memories and we do all of this
in a fun social way by taking
them out to the neighborhood to
explore with each other, or
Swift Playgrounds where the
next generation app developers
can begin to learn the basics
of coding. And one of my
personal favorites, Teachers
Tuesdays where our teams help
local educators stay updated on
the newest technologies and
apps. In some of our larger
stores sessions are led by
local artists like this music
lab called The Art of Beat
Making in Brooklyn. These
sessions in all stores are led
by our creative team, and a new
position we call a creative
pro. So the creative pro is
now to liberal arts as the
Genius has always been to
technology. And I would love
to show a quick video to show
you how Today at Apple is
coming to life.
>>
(Applause).
We just started, we just
started, but the feedback has
been fantastic. Customers are
telling us they love the role
that Apple Retail is playing in
their community. So what's
next? Well, we are going to
continue to open Apple Town
Squares in the top Cities
around the world. We are going
to invest in on line, and we
are going to continue to
reinvest in our 400 classic
locations including Apple Fifth
Avenue in New York City where
we are opening up the plaza to
allow natural sunlight to come
in to a greatly expanded space
below. You can see the glass
cube will return when we reopen
late next year.
(Applause).
And in Paris where we are
restoring an entire historic
building on the Champs Elysees,
we are turning a five-story
atrium into our largest forum.
Early next year, we are
transforming a theater Ben neem
pee -- Ben neem Piazza Liberty
into a Town Square for Milan.
Imagine movie night there next
summer.
And we h have recently
announced an ambitious project
to restore Carnegie Library in
the heart of our nation's
capital. We can't think of a
better place for Today at Apple
programs than a building
originally created for the city
to access knowledge and unlock
their potential.
(Applause).
and I'm thrilled to personally
announce the opening of our
newest flagship store in the
heart of the Midwest, Apple
Michigan Avenue in Chicago on
October 20th.
(Applause).
Our team has designed a
spectacular pavilion that
seamlessly connected the plaza
to the prom nad as a part of
the city's plan to trance form
the Chicago river front. So
that's a belief highlight of a
couple of things we have been
working on and as Tim said
Apple's retail purpose has
always been to enrich lives so
a huge thank you to the 65,000
Apple Retail employees around
the world whose passion, energy
and commit in serving all of us
ever day and insuring all of
Apple comes together. It's
brilliant. Thank you.
(Applause).
>> TIM COOK: ThanksThanks Angela
I'm really excited about all of
the incredible things going on
in retail, but I am especially
proud of our unbelievable
retail team. It's the best
place to go experience our new
products and so let's get going
on telling you about what we
are going to launch today
beginning with AppleWatch.
(Cheers and Applause).
AppleWatch was designed to help
people stay active, motivated
and connected so they could
live a better day, and I'm
happy to tell you that more
people are doing that than ever
before. Since the launch of
the Series 2, the AppleWatch
has experienced phenomenal
growth. In fact, last quarter
AppleWatch grew over 50%
compared to the previous year.
This is incredible!
(Applause).
Now, last year we told you that
the AppleWatch had already
become the number two watch in
the world. Today I'm thrilled
to tell you the AppleWatch is
now the number one watch in the
world.
(Cheers and Applause).
but what's most rewarding to us
is how much our users love it.
We have an industry-leading
customer satisfaction rate of
97%. This is blow away!
People write to us all of the
time and tell us how the
AppleWatch is helping them lead
a healthier life. These
stories are unbelievable, and
we prepared a video so that you
could hear directly from them
what they are telling us. I'd
love to play it for you.
Applause
Those stories are so moving,
and there is really no words to
describe what it feels like to
receive these notes. I'd like
to thank everybody in the video
for sharing their personal
experience with all of us. We
have some great news about the
future of Apple Watch and to
share it with you, I would like
to invite Jeff up. Jeff.
(Cheers and Applause).
>> Thanks, Tim. Thanks Tim.
Those stories are really great,
and it's really inspiring to us
that so many people are getting
healthier with AppleWatch and
with WatchOS 4 they will be
able to do more. We are adding
smart activities coaching which
will help more people close
more Ricks more often. A
completely redesigns Workout
app with high intensity high
interval training. New
features like auto sets and
gymKit an industry first. You
tap your watch on a machine,
get going and all of your
metrics are in sync. One of
the things that enables these
fitness features is the Apple
heart rate sensor. And it's
been at the Core of AppleWatch
since the very beginning, and
today it's the most used heart
rate monitor in the world. And
we want to use it to help even
more people. So we are doing
three things. First, we are
making enhancements to the
Heart Rate App to give you more
information. Now, you will see
your heart rate right on the
watch face and you can keep an
eye on it with the raise of a
wrist. When you launch the
heart rate app you will see new
measurements like resting heart
rate, AppleWatch calculates
this by correlating background
heart rate readings with
accelerometer data. A lower
resting heart rate and a
quicker recovery rate can be
signs of improved fitness. And
now you can keep a better
picture of your heart rate, you
will have a better picture
throughout the day. The second
thing we are doing is inspired
by many of the letters we
receive from customers who
notice an unusually high heart
rate when they wouldn't expect
one. So AppleWatch has been
helpful for them, but we
realize most people won't
notice. So we are adding a
feature, and now AppleWatch
will notify you when it detects
an elevated heart rate and you
don't appear to be active.
(Applause).
And the third thing we are
doing is focused on heart ridge
rhythm. A regularity rhythm
has a familiar pattern but when
your heartbeats irregularly
it's called arrhythmia. It's
beating out of its normal
rhythm. And that can cause
problems. The most common form
of serious arrhythmia is called
atrial fibrillation and it
affects tens of mill yoms of
people and is the leading cause
of stroke. Many people with
afib don't feel symptoms so it
often goes undiagnosed. We
have been looking at this for a
couple of years and we think
AppleWatch can help. In our
initial studies AppleWatch has
been effective as surfacing
irregular rhythms so we are
expanding that work and today
we are announcing the Apple
Heart Study.
(Applause).
It will use data from
AppleWatch and it will analyze
arrhythmias including afib and
notify users. This study is
being conducted in partnership
with Stanford Medicine and we
are working closely with the
F.D.A. and they have been great
to work with. Later this year
the first phase of the Apple
Heart Study will be available
in the U.S. on the App Store.
Those are the updates focused
on fitness and health and they
join the other great features
of watchOS 4. We have a
completely redesigned music
experience, an intelligent Siri
face, fun in characters from
Toy Story and more. So that's
watchOS 4. It will be
available to all AppleWatch
customers on September 19th.
(Applause).
And now I'd like to introduce
the next generation of
AppleWatch.
(Music)
(Cheers and Applause).
Introducing AppleWatch series 3
and it has cellular built in.
(Cheers and Applause).
now, you have the freedom to go
anywhere with just your
AppleWatch. This has been our
vision from the very beginning,
and we believability-in
cellular makes Series 3 the
ultimate expression of
AppleWatch. Now, you can go
for a run with just your watch
and still be connected. You
can leave your phone when you
go to the beach or just run a
quick errand, and it's really
nice to know you can be reached
if needed while staying in the
moment. You can receive an
important call with just your
watch, and the number is the
same number as your iPhone, you
don't have to manage a separate
number. The apps you rely on
like Messages just work and
Siri is at your Beck and call
any time anywhere. You can use
maps and get directions and the
location for f Find My Friends
automatically switches to your
watch. And apps like WeChat
work over cellular as well.
And coming next month cellular
is going to change the way we
listen to music. Because with
Apple Watch Series 3 and Apple
music, you can stream
40 million songs on your wrist.
(Applause).
You will have access to all of
your favorite music. You can
listen to Beats 1 live or any
Apple radio music station. You
can even ask Siri to find you
the perfect track. Now, the
best device for staying active
has all of the music you need
to stay motivated. To enable
these features on Apple Watch,
we have packed Series 3 with
the most advanced technologies
ever in a watch. Inside is a
new dual-core processor
delivering up to 70% more
performance. It's really,
really fast. Siri is quicker
than ever, and thanks to the
new processor for the first
time on Apple Watch, Siri can
talk.
>> SIRI: It's 64 degrees now in
south lake ha hoe.
-- to hoe.>> It's really conven
to have to look at the screen
when you ask a question. For
Bluetooth and wireless
connectivity we developed W2.
There is nothing else like it.
It delivers up to 85% faster
Wi-Fi while being 50% more
power efficient for both
Bluetooth and W Wi-Fi. You get
flights of stairs climbed and
elevation gains after a
workout. We are releasing an
app for developer that's will
be great for skiing and
snowboarding apps. We have a
snow boarder out there! The
biggest challenge of all was
adding cellular. You see, our
little watch is already packed,
and you have to add antennas,
radios, power amplifiers, a SIM
card, and if you don't do it
right, it gets so big, it looks
like a house arrest bracelet
and you are not going to want
to wear it. So our engineers
have been hard at work and they
have come up with really
creative solutions. For
example, rather than add an
antenna, the display itself is
the multifrequency antenna for
both LTE and UMTS and, of
course, you have to have a SIM
card but even a nano SIM would
be way too big, so instead we
integrated an electronic SIM
and it's a fraction of the
size. So here is where we
ended up. Even with all of
these new features, faster
dual-core processor, W2,
altimeter, all of the stuff you
have got to put in for
cellular, the case for Series 3
is the same size as Series 2.
(Cheers and Applause).
the only difference is we
descended the back crystal a
mere .25 millimeters. That's
as thin as two sheets of paper.
It's really magical to make a
stand alone call on a device
this small and I'd like to do
that for you right now.
I'm going to switch watches so
you guys can see what's going
on. This watch is connected
over the AT&T cellular network.
This is our new Explorer face
and I'm going to tap on the
phone app and I'm going to call
Deirdre who is a colleague on
the Watch team. (Ringing).
>> Hi Jeff!
>> Hi Deirdre. Hey, I'm
calling you from the new Steve
Jobs Theater. How are you
doing?
>> I'm a little sad to be
missing the Keynote, but I'm
working very hard out here.
>> Oh, yes, sure you are. Why
don't we pull in some video and
show everybody where you are.
(Applause).
>> This has been a very tough
assignment, but you know me,
I'm a team player.
>> Yes, that's you Deirdre.
Give, give, give. Well, it
looks beautiful out there.
>> It is amazing, but I'm just
trying not to fall off this
board in front of a million
people.
>> So far so good, Deirdre. I
should probably cut it off
before something goes awry, but
be safe out there, and thanks
for doing this?
>> My pleasure. I may stay
here a few more days.
>> Okay, okay. That sounds
great, d Deirdre.
(Applause).
I'm going to go rogue for a
minute. You know, you guys
getting, but sometimes people
take technology for granted and
just for per inspected I'm
mic'd and I'm double mic'd in
just the right location so you
can hear me. Deirdre is out in
the middle of a windy lake and
the only microphone on Deirdre
is the little tiny one on the
Apple Watch it's a foot way
from her Emoji, she is has had
willing and the signal is being
sent over cellular coming in
and that's darn close to magic.
Who would have thought.
(Applause).
Series 3 comes in a wide
variety of cases and bands. We
have a beautiful new gold
aluminum finish along with
silver and Space Gray, and we
are excited to introduce a new
band we call the Sport Loop.
It's designed for an active
light style and it's light,
strefny and breathable --
stretchy and breathable. We
have exclusive new colors and
they are releasing a new
version of Nike+ run app with
great new features like in-run
coaching and we have wonderful
colors across all of our bands
that you just have to see in
person. We have a great
partnership with Hermes and the
tradition continues this year
with new watch face styles,
some beautiful new bands like
the one on the left that's
inspired by the classic Hermes
driving glove, and last year we
introduced a white ceramic
watch. This year we are adding
a ceramic watch in a gorgeous
gray finish.
(Applause).
All of these watches were built
with a great deal of care as
well as concern for the
environment, and they are free
of these harmful materials. So
that's Apple Watch Series 3,
cellular, GPS, swim proof, 70%
faster dual-core processor, bar
metric altimeter, all of the
features of watchOS 4 and it
still has all-day battery life
up to 18 hours across a mix of
LTE, Bluetooth and Wi-Fi. We
have two versions of Series 3,
one with cellular at 399 there 3
dla399 dlshand a the A at $329 a
keep Series 1 at a starting
price of $249.
Series 3 cellular will be
available in these nine
countries with these 14
carriers at launch, and six
more coming later in the year,
and we've worked with each of
these carriers and they are
each have a special
introductory offer for Series 3
so it's going to be great. We
are offering the Series 3
without cellular in these 26
countries at launch. Orders
will begin September 15th and
availability will be
September 22nd. That's the
update on Apple Watch and now
back to Tim.
(Cheers and Applause).
>> TIM COOK: Apple Watch is the
ultimate device for hell sthi
life and the Series 3 takes
that to a whole new level..
Jeff showed you very cool
things you can do with the
cellular function of Series 3,
and one of those is to stream
40 million songs right on your
wrist. We've made a great ad
showing just that. I'd love to
play it for you.
(Music)
(Cheers and Applause).
this is a big moment for Apple
Watch and we think you are
going to love it! Next up, I'd
like to turn your attention to
Apple TV. Apple TV has changed
the way we experience
television simplifying the way
that we discover and enjoy
movies, TV shows, sports, news,
games, app, and so much more.
In fact, we have just been
awarded our second Emmy for
Apple TV.
(Applause).
This Emmy was in recognition
for all Siri makes it so easy
to search, discover and
interact with your TV content.
We are really proud of the
efforts we've made to improve
the TV experience. Now,
throughout the history of TV,
there has been a few key
inflection points that have
changed the way we experience
television. Of course, I will
begin with black and white, and
it was first transformed with
the introduction of color. It
took a huge step forward with
the advent of HD. Each stage
brought with it a more
true-to-life experience, a nor
immersive experience, now, we
are at the next major
inflection point. One that has
the most stunning visuals ever,
that are ideal for the large TV
screens that are coming into
our living rooms, this will
bring cinematic quality to
virtually everything that you
watch. That's why I am so
excited to introduce Apple TV
4K
(Applause).
At the heart of Apple TV 4K are
two key technologies that are
driving this next evolution of
the HV experience. To tell you
all about them I'd like to
invite Eddy to the stage.
Eddy. Thank you, Tim, it's
great to be here tonight.
Apple TV 4K is incredible. It
starts with two big advances in
picture quality. First is 4K.
Let me show you. This is an
image in 4K. It's got
incredible detail. That's
possible because 4K has four
times the number of pixels as
HD, but resolution isn't
referring. There is an even
bigger advancement that's more
important and it's called High
Dynamic Range or HDR. While 4K
is about the number of pixels,
HDR is about better pixels.
Let me show you. Here is the
same 4K image and here it is in
HDR.
(Applause).
Look at the color, the details,
Apple TV can do this because it
supports the industry standard
HDR10 as well as Dolby Vision,
the best HDR experience. Now,
Apple TV 4K with HDR delivers
the highest picture quality
ever and to show you we have
installed a state-of-the-art
Dolby 4K HDR cinema projector
in the theater. So let's dim
the lights and let me show you
the new Apple TV.
Now, we remastered our screen
safers, our customers love
these, to take full advantage
of 4K HDR. Here we are in
Dubai, and even at night you
can see incredible details in
the buildings and the cars on
the road.
Here is a city shot that really
shows off the crispness and
sharpness that's possible in
the new Apple TV.
Now, we've redone the whole
Apple TV UI in 4K. The text is
sharper, the images are
brighter and more vibrant,
let's take a look at 4KHD4DHDR
clip.
>> Yo! This high tech stuff
makes it too easy!
>> Told you it was worth it!
>> Go, go, go.
>> Nice!
>> We can hit like five more
places tonight!
>> What's up guys? Forget your
PIN number? Oh, you're the
avengers. What are you guys
doing here? Thor, Hulk, good
to finally meet you guys. I
thought you would be more
handsome in person. Ironman
what are you doing robbing a
bank? You're a billionaire!
Hey, this feels so weird! What
is that thing? I'm starting to
think you're not avengers.
(Applause).
Now, that was great, and that
was all playing on the new
Apple TV 4K. Now, at the heart
of the Apple TV, we have got
the powerful A10X Fusion chip.
This is the same chip in our
iPad Pro, and the new Apple TV
isn't just slightly faster,
it's remarkably faster. CPU
performance is twice as fast as
the current Apple TV and
graphics are more than four
times faster. And, of course,
it runs the latest version of
tvOS the best Operating System
for the living room. Now, to
experience 4K with HDR you need
great content and we have been
working with large Hollywood
studios to bring all of their
4K and HDR movie titles to
iTunes so now you will have the
biggest releases and best
picture quality all other than
iTunes, all available for the
same price as HD.
(Applause).
And if you bought one of those
movies in HD from iTunes we are
going to automatically upgrade
them to 4K HDR at no additional
charge.
(Applause).
Now, in addition to iTunes we
have been working with leading
streaming providers like
Netflix to bring their 4K HDR
titles to Apple TV and later
this near Amazon Prime Video
with their 4K HDR titles as
well. Last year we introduced
the Apple TV app. An easy way
to watch your favorite movies
and TV shows in a single place.
It's been available in the U.S.
and today I'm happy to announce
we are bringing it to seven
additional countries, Canada
and Australia later this month
and the rest by the end of the
year.
(Applause).
Now, for each country, it's
really important that we have
the content that those
customers know and love, and
that's why we are adding all of
these local services to Apple
TV. Later this year, Apple TV
will do even more because we
are bringing live sports so you
will never miss a game. If you
are a huge sports fan like I
am, you are really going to
love this feature. If your
favorite team is playing on
ESPN, it will automatically
appear right first in the up
next list. You will even get
notifications when a game is
about to start or if there is a
close game so you can start
watching instantly. And if you
scroll up, you will see even
nor games and in addition we
are bringing live news to the
TV app. Now, let's take a look
at those games. As you can
see, we show you the score and
the time remaining to help you
decide which game to watch.
(Applause).
And if you are ones of these
people that doesn't like to
know the score, you can turn
the feature off. Now, we also
have a dedicated sports tab
where you can see every live
and upcoming game, and as the
seasons change, so will the
sports tab always showing you
what's best for you. Sports in
the TV app is a real game
changer for sports fans and, of
course, the new TV app is
available on your iPhone and
iPad as well. If you own an
iPad or iPhone, there is no
better choice than Apple TV.
You can now share photos on the
big screen including Live Photo
Effects, 4K video memoriesch.
You with contemplate from the
40 million songs in Apple music
including the music your
friends are listening to. And
because Apple TV is always
home, you get anywhere, any
time access to all of your
HomeKit access res, and you
have access to choose from the
thousands of games on the App
Store and with the A10K fusion
chip there is so much more that
Apple TV can do. To see what's
possible we would love to show
you a new game from
thatgamecompany. They are
known for making artistic and
critically acclaimed games.
Their first game called flower
was chosen as the first video
game ever to be in the
permanent collection of the
Smithsonian which is very, very
cool. With that I would like
to welcome their CEO, Jenova
Chen.
>> JENOVA CHEN: Thanks Eddy.
At thatgamecompany, we treat
games as an art form. Today
many of us play games alone,
but we believe games is a
medium that can bring people
together. And that's exactly
what we are going to do with
our new game, Sky. Together
with me is my colleague, Mike.
And Mike, why don't we take
off.
Sky is a romantic social
adventure game where you fly
above the Clouds to explore the
wonders of a mysterious world.
The game is designed to be
adaptable to the most casual
players. The control is simple
and intuitive. Everything can
be done with one finger on the
Siri remote. Hey, that's
Mike's friend Jeff and he is
asking us to follow him. Let's
see what he has discovered.
Compassion and generosity are
key to unveil hidden areas of
the world as well as growing
your character. So by lighting
all of the candles, Jeff and
Mike was able to summon the
spirit. Now, he is about to
teach Mike the knowledge of how
to summon a magical creature.
In Sky, we really take
advantage of the powerful new
hardware with Metal 2 and Apple
TV's A10X Fusion chip, we are
able to run the game smoothly
even with these detailed
clouds, intelligent creatures
and up to eight players from
anywhere around the world.
Let's see if we can draft off
one of these creatures.
We don't have time to show you
everything, so we will skip
forward to the dark Temple
ahead. Light and dark are
important themes of the game.
In Sky you play as the children
of light. And your goal is to
bring that light to where it is
needed the most.
Where is the light -- with the
light, Mike was able to free
the butterflies and together
they can move onto the next
part of the adventure. With a
live orchestral sound track and
cinematic experiences you can
expect to be immersed in an
ever expanding world. So join
hands with your loved ones and
play Sky exclusively on Apple
TV, iPad, and iPhone this
winter. Thank you.
(Applause).
>> Thanks Joanova. We can't
wait for you to get your hands
on sky. We are so excited.
It's got powerful hardware that
delivered HK4DR video.
Live supports along with live
news, TV shows and movies, all
in the TV app. And the perfect
big screen companion for your
iPhone or iPad. The new
Apple TV 4K starts at $179. It
joins at existing one, you can
order it starting
September 15th and it ships
just a week later. That is the
new Apple TV 4K. Thank you and
I'd like to turn it back to
Tim.
(Cheers and Applause).
>> TIM COOK: Thanks Eddy. I
can't wait for you to
experience the beauty and the
magic of the cinema right in
your living room with the Apple
TV 4K. Now, next up, iPhone.
(Cheers and Applause).
Apple has always believed that
technology infused with
humanity could improve people's
lives and change the world. No
other device in our lifetimes
have had the impact on the
world that the iPhone has.
Nothing else has become so
essential or put so much power
into so many people's hands
than iPhone. It's truly
amazing how much iPhone impacts
the world each and every day.
Our intention with iPhone has
always been to create something
so powerful, so immersive and
so magical that the hardware
virtually disappears. Over the
last ten years, we've
reimagined or invented numerous
technologies to create just
that experience. The first
iPhone forever changed how we
interact with technology by
introducing Multi-Touch. For
the first time you were
actually touching the software
instead of buttons. It was
magical. The App Store changed
the way we work, play, learn,
communicate, spawning new
companies and new industries
along the way. We took the
viewing experience to places
literally never seen before
with technologies like the
Retina display. We changed the
way people communicate with
features like iMessage and
FaceTime that allowed us to
connects in more meaningful
ways and with Siri, we used
artificial intelligence to make
our voices more powerful.
IPhone even revolutionized
security and privacy with Touch
ID and our wallets with Apple
Pay. And, of course, iPhone
put amazing easy to use cameras
into our hands becoming the
most popular way to capture the
images of our lives. Over the
past decade, we've pushed
forward with innovation after
innovation after innovation,
bringing us to this moment.
When now we can create
devices that are far more
intelligent, far more c capable,
far more personal than ever
before. We have huge iPhone
news for you today, and it gets
started right now.
(Applause).
(Music).
(Applause).
IPhone 8, iPhone 8, this is a
huge step forward for iPhone,
and to tell you all about it,
I'd like to invite Phil to the
stage, Phil.
>> PHIL SCHILLER: Thank you,
Tim. Well, good morning,
everyone. I am so excited to
tell you all about the new
iPhone 8, and the new IPhone 8
Plus. These are a new
generation of iPhone, and they
improve on everything we love
about iPhone. The design is
all new. It has glass on both
the front and the back. The
aluminum band beautifully
matches the finish of each
iPhone 8. It comes in silver,
Space Gray, and a beautiful new
gold finish.
(Applause).
It's made from an aerospace
grade 7,000 series custom
aluminum alloy. The glass has
a seven layer color process
making sure there is a
beautiful, precise hue. And
the glass is further reinforced
by an internal laser-welded
steel and copper structure. We
are so excited because this
glass is the most durable ever
in a Smartphone. IPhone 8 and
8 plus is also microscopically
sealed for water and dust
resistance. And they have a
new Retina HD display in each
model. There is a 4.7 inch
Retina, and a 5.5 inch in
IPhone 8 Plus. Apple Retina
displays are renowned for
incredible color accuracy and
they have great wide cinema
quality color gamut. We have
built in 3D Touch tech noolg
into the display and for the
first time in iPhone display is
it is True Tone technology. It
adapts the color, tem and
intense temperature, and to the
ambient light around us. They
are 25% louder than the
speakers at iPhone 7 and they
have a deeper base too. And
this is pretty incredible,
inside iPhone 8 and 8 plus,
there is a brand new chip. And
this is a break through in
performance in a mobile device,
we call it A11 bionic.
(Applause).
This is the most powerful and
smartest chip ever in a
Smartphone. It's a 64-bit
design, 4.3 billion
transistors, six Core because
we will geek out for a minute
because it is so awesome. They
are 25% high performance Cores
in the previous leading A10
chip. They are up to 70%
faster than the ones in the A10
chip. They are managed by
second generation Performance
Controller that can use six
Cores at once, deliver up to
70% improvement in
multithreaded workloads. And
they have our first ever Apple
design Graphics Processing Unit
or GPU. This is a three Core
design, it's 30% faster than
the graphics in the previous
A10. The GPU is designed to
accelerate 3D apps and games,
especially those that use our
new Metal 2 framework, and the
GPU also is incredible for
machine learning apps and those
kind of tasks get a big speed
up if they use our Core machine
learning framework too. There
is more to it. The A11 Bionic
excludes a new generation image
signal processor, so you know
this is used in photography,
and it delivers faster auto
focus in low light. It has new
pixel processing for sharpness
and texture and for the first
time to help reduce noise it is
hardware enabled multiband
Noise Reduction. All of this
helps to improve performance
and helps us take better
pictures. Perhaps the most
beloved feature of every new
generation of iPhone is the
cameras, and people love taking
photos. And customers send us
photos for our Shot on IPhone
campaign. This was sent from
jer any Perez cr Cruz. People
will love taking pictures with
the iPhone camera. It's larger
and faster. It provides 83%
more light and it provides
more, it's more power efficient
at the same time. It has
deeper p pixels and a color
filter. This aadds up to have
a wider dynamic range of color
and lower noise in your photos
and videos. IPhone 8 Plus has
two new sensors in its dual
camera. The wide angle as an
f/1.8 Aperture. The telephoto
camera has f/2.8 Aperture. We
want to show you the photos you
can take off of the new
cameras. These are photos have
not been retouched any any way.
They are straight off the
iPhone 8 and 8 plus. This is
the first one. This is
absolutely beautiful. That's
not the golden gate bridge.
This is taken in Portugal. It
shows the beauty of wide color
gamut, great dynamic range,
sharpness and incredibly low
noise, just look at the blue
sky. Here is another example,
it shows incredible wide
quality color, and looks aat
the skin tones and the detail
in the hair and eyes. If you
look closely in her eyes you
can see the photographer
reflected there holding an
iPhone to take the picture.
It's great example of textures
and depth in photography. You
can really feel the fabric and
you can see details in her face
behind the fabric. Here is a
great example of low light
photography. Texture, detail
and subtle colors in this dark
environment. Last year we
introduced Portrait mode,
iPhone 8 takes fantastic
Portrait modes and people flip
over tyking these photos and
with the IPhone 8 Plus you will
get sharper details, and even
more natural bokeh in the
background of the photos. We
had a surprise new feature,
Portrait moid, we brought is
out in beta and it got better
and better over time and
customers send photos they love
this. We challenged the
Engineering to do it again.
And they are doing it, and it
has to do with lighting. If
you have ever had a
professional portrait taken,
you know that pro photographers
use advanced equipment and have
a great understanding of
advanced techniques to
literally sculpt the light on
your face to create the perfect
mood for a portrait photograph.
Our team is making this
possible for all of us. Using
the new dual cameras and the 51
# bionic chich in the IPhone 8
Plus, the team has come up with
Portrait Lighting. This is
beta, but it will ship with the
IPhone 8 Plus. Here is how it
works. When you compose a
photo in the camera app using
Portrait mode, the dual cameras
in the ISP sense the scene.
They create a depth map. They
separate the subject from the
background, and then you see
machine learning creates facial
landmarks and changes the
lighting of the contours over
your face. That happens while
you are composing the shot.
(Applause).
It's super easy to use. Right
when you are in the camera app
you use portrait mode and there
is a new menu to select the
Lighting Effect you want to
use. You swipe to pick a
different effect of whatever
you want to shoot. These
aren't filters. This is real
staple analysis of the light on
your subject's face. You can
go in later into the photos app
and change the Lighting Effect
to select which one you want to
use on your photograph.
(Applause).
The team has done an
unbelievable John on this.
Here is arch example of a photo
taken. This is portrait moad
using pour straight lighting
and it's using the, to it drops
away the background to make
this stuny photograph. It's
absolutely beautiful. IPhone
and IPhone 8 Plus are
incredible for taking pictures.
They are amazing for video as
well. IPhone 8 has the highest
quality video capture ever in a
Smartphone.
(Applause).
Along with the ISP we have an
Apple designed video encoder.
This enables faster frame rates
and higher quality video. It
does real time image and motion
analysis, to optimize the video
encoding algorithms. The
iPhone 8 divides each frame
into individual times,
2 million of them. We analyze
the two million tiles every
second looking for details like
texture and Edges to predict
whether the tile has grass,
sky, water or movement in it.
Let's say you are shooting 4K,
you can look like this, it's
beautifully optimized for
quality and compression level,
and this video was shot on an
iPhone in 4K. It's amazing.
And if you are one of the many
people who love shooting Slo-mo
videos. You can shoot 240
frames a second. That's double
the frame rate of previous.
Absolutely beautiful. So now,
iPhone 8 is incredible for
shooting photos, video, there
is a third category of the use
of the camera that will become
increasingly important in our
mobile devices. That's
augmAugmented Reality. This is
incredible area for us to
advance in and our teams have
worked together, hardware and
software, to make iPhone 8 the
first iPhone really created for
Augmented Reality, and the
first Smartphone designed for
it as well. We custom tune
each iPhone for Augmented
Reality. The cameras are
actually individually
calibrated at the factory and
that makes a huge difference in
the performance for AR. New
gyroscopes, and ARKit software
is tightly tuned to this
hardware to deliver the best
experience for motion tracking.
And AR greatly benefited in the
new A11 Bionic chip. The CPU
handles world tracking. The
Apple GPU rendered immersive
graphics. The new ISP does
real time lighting estimation
and this stuff is amazing that
it happens on a device in the
palm of our hands. I will show
you the work developers are
starting to do with AR apps. A
game, Warhammer from Pixel Toys
you can now use photo mode to
bring the Freeblade Knight into
the world and play is right
where your friends are standing
around you. Here is another
one from major league
baseball's advanced media team.
They are enhancing At Bat app
so you can hold up your iPhone
and see real time player
information and stats on top of
the game you are watching.
Here is Sky Guide. You can use
AR guide to super impose the
sky as you are looking around
you. This isn't a generic sky.
This is the sky around you.
(Applause).
So now we want to show you an
exciting AR app right here live
on stage playing on iPhone 8.
It's from Directive Games.
This is a start upbased in
Shanghai, founded by developers
who have worked on some of the
biggest Fran chieseses in
gaming. Please welcome Alti
Mar.
>> Earlier this summer with the
introduction of AR kit, Apple
changed gaming forever. What
we are about to show you is one
of the world's first
competitive multiplayer games
designed to be played entirely
in Augmented Reality. This is
the machines. In the game,
players battle their friends in
real time either online or
around the table in the same
room. My friend and cofounder
Andre is preparing a match for
us where we play the rebels
against the dominators.
What's realize cool is with
ARKit, the Metal 2 on the new
phone we are able to experience
games in an entirely new way
since players are able to view
the game from any angle our
content has to be incredibly
detailed with the power of the
new iPhone, and unreal support
from Metal 2, we are able to
render the entire level on
screen, an amazing 1.2 million.
Also allowing you to move in
close to really appreciate the
high visual fidelity. Just
look at those 4K textures.
It's gorgeous! Now, shall we
go in the game?
AR allows us to use our
position in the real world to
gain a tactical advantage, look
at Andre is moving through the
cave, lining up targets. This
is something that would have
been hard to do.
It's like you are not just
controlling the game, you are
in the game.
Another awesome addition to the
experience is spatial audio.
If you go close to the action,
the sound increases.
And if a solid object gets
between you and the action, the
sound is occluded perfectly and
with the stereo speakers on the
iPhone, this is truly amazing.
It looks like we are getting
hit pretty hard.
Yes. Protect our heroes.
Let's rain fire other than our
enemies, move closer to the
base and get ready for the
fatal blow with our super
weapon. Can you take it out to
the same time.
What you just saw is an amazing
evolution in how games are
played and experiences thanks
to the combination of ARKit and
Metal 2 on the brand new
iPhone. We can't wait for you
to play it. Look for this at
the App Store this month
exclusively on iOS. Thank you.
(Applause).
>> PHIL SCHILLER: Thank
youalty. Now, let's talk about
wireless. We once said that
the future is wireless, and
boy, were we right. That's
becoming more true than ever
before with iPhone 8. It
supported LTE advanced for fast
networking connections.
Bluetooth 5.0 for the latest
accessories. It supports our
great beloved air pods and the
Beats X headphones and the new
Beats Studio3ss as well. And
now with iPhone 8 with its
glass back, we are enabling the
freedom of wireless charging.
(Cheers and Applause).
this is a simple thing. We do
this every day. We use our
phones in the day and we charge
them at night. Off and on a
charger by our bed stand in our
homes or in our hotels and
words can't describe how much
nicer it is to put it down and
pick it up whenever you want to
charge without ever having to
plug in a cable again. You
will want to do this by your
bedside, you will want to do
this in a cafe or restaurant as
they start to support wireless
charging. You will want to do
it in an airport so you can top
up your charge before you get
on the next flight, and perhaps
the best use case of all, in
your car. You can get into
your car, wirelessly connect,
and start using CarPlay, put
your iPhone in the center
console and it's charging all
without ever having to plug in
a cable again. What makes this
possible is we're building it
into iPhone 8 and 8 plus
wireless charges with Qi. It
is the leading wireless
standard. And we help to help
Qi by increasing adoption of it
and creating new use cases for
it. Many restaurants, shops,
airports, cars, have started to
build in support for Qi
wireless charging and they will
work with iPhone 8. Many
companies are offering Qi
chargers and those that are Qi
certified should all work with
iPhone 8 and we have worked
with some developers who are
creating Qi chargers and we
will offer them in our stores
and on line for our iPhone 8
customers like this one from
Mophie and this one from
Belkin.
So that's iPhone 8. It's a new
generation of iPhone. It
improves on everything we love
about iPhone. It is packed
with innovative technologies
from the glass and aluminum
design to the Retina HD
displays, the new A11 Bionic
chip. They are designed foreAR
apps like no phone has before,
they have single and dual
cameras, they have support for
the brand new photo Lighting
Effects in Portrait mode, and
wireless charging. Now, iPhone
7 came in these three
configurations starting at 32
GB. We are happy to tell you
iPhone 8 starts with twice the
past at 64 GB and a second one
one. And the price will be
$699.. IPhone 8 Plus will have
the same two configurations, 64
GB and 256 gig, and it will be
priced at $799. We will be
able to pre-order them starting
Friday, September 15th and
they will be available a week
later on September 22nd. And
we can all upgrade to iOS 11
starting on September 19th.
So that is iPhone 8. I would
like to turn it back to Tim.
(Cheers and Applause).
>> TIM COOK: Thanks Phil.
IPhone 8, a new generation of
iPhone, and a huge step
forward. But we're not
stopping there.
We do have one more thing.
(Cheers and Applause).
now, we have great respect for
these words and we don't use
them lightly. Our teams have
been hard at work for years on
something that is important to
all of us. The future of the
Smartphone. The first iPhone
revolutionized a decade of
technology, and changed the
world in the process. Now, ten
years later, it is only fitting
that we are here in this place
on this day to reveal a product
that will set the path for
technology for the next decade.
(Music)
(Applause).
This is iPhone X. It is the
biggest leap forward since the
original iPhone. And to tell
you all about it, I'd like to
invite Phil back up. Phil?
>> PHIL SCHILLER: Thank you,
Tim. You can imagine there are
a lot of people at Apple that
didn't get much sleep last
night preparing for this
because this is so exciting.
It is all screen. It is
beautiful to look at. It is
incredible to hold. The
display fits edge to edge, top
to bottom, it goes into each
corner where it follows the
tight curve of the design. It
has glass on both the frond and
the back -- front and the back
using the same super strong
formula as iPhone 8. The band
is made from a surgical grade
stainless steel that's both
durable and polishes to a
beautiful finish. Look how the
glass and the stainless steel
form continuous surface from
front to back. There has never
been anything like it. It's
engineered to be water and dust
resistant at a microscopic
level. It comes in two
beautiful finishes, Space Gray
and Silver. Each has
incredible depth and
pearlescence to the color and
the glass. IPhone X has an all
new display. It's called the
super Retina display.
The love of quality and
responsiveness and efficiency
is really quite a break through
in mobile displays. To start
with, the super Retina display
is 5.8 inches on the diagonal.
It's got 24/35 by 1125
resolution, 2.7 million pixels.
It's 458 pixels per inch. This
is the highest resolution in
pixel density ever in an
iPhone. It's remarkable how
this larger display can be
packed into a phone that fits
so comfortably in our hands.
The super Retina displays uses
OLED technology, this is the
first OLED display great enough
to be in an iPhone.
Traditional OLED displays have
had great benefits like high
contrast and resolution and no
back light means you can make
them thinner, but they came
with tradeoffs in brightness
and rich colors and color
accuracy at least compared to
Retina displays, but the super
Retina display overcomes these
deficiencies and lives up to
all we expect from an iPhone
display. In addition the new
super Retina display supports
HDR in Dolby Vision. It has an
incredible million to one
contrast ratio. It has the
best color accuracy. It
integrates our 3D Touch
technology right into the
display and like iPhone 8 it
clues True Tone. Now, all of
this innovative super Retina
display technology is great,,
but it's the point that
matters, and the point of it is
to enable an entirely new
experience that's more fluid,
more intuitive. So let's start
with the simplest thing. How
do you wake up your iPhone X?
Well, you can Raise to Wake
just like before, but now you
can also just tap on the screen
and it wakes up.
Now, with the display going
edge to edge and top to bottom,
there is no more Home Button
this.
Is an important part and big
step forward in the iPhone user
experience. Something we use
hundreds of times a day for so
many tasks is an opportunity to
rethink how iPhone should work
and how we can make it better.
So now, when you want to go to
the Home screen, you simply
swipe up from the but tomorrow,
and -- but Tom, and you go
home, it's that simple, that
easy, incredibly smooth and
once you do it for the first
time, you will know there has
never been a better way. It
works the same way across the
system. If you are running an
app like Mail and you want to
go home, what do you do? You
swipe up from the bottom and
you go home. It's that easy.
And that intuitive. And so
much nicer. Now, the same
fluid gesture also works for
multitasking so if you are in
an app and you want to
multitask, you swipe from the
bottom, you pause for a split
second and you are in
multitasking and you can tap on
any app and jump right to it.
We also use the h Home Button fo
Siri. How are we going to do
that now? You can speak to
your phone as before and say,
hey, Siri, I didn't set
anyone's phones off. Or you
can now press the side button
in which has been made larger,
and once you press it in, you
can talk to Siri. I know what
you are thinking about, well,
what about unlocking? How do
you unlock your phone with
iPhone X? This has been very
important part of the iPhone
user experience from the very
beginning. The first iPhone we
led the way with Multi-Touch
and we created slide to unlock
and this protected the iPhone
from turning on when you didn't
want it to like in your pocket.
Starting with iPhone 5S we
invented Touch ID. It made it
fast and easy to protect your
data and unlock your phone with
just your finger print and
Touch ID became the gold
standard in consumer device bio
metric protection, but we know
we could do something that's
better. With iPhone X, your
iPhone is locked until you look
at it and it recognizes you.
Nothing has ever been simpler,
more natural, and effortless.
We call this Face ID.
(Cheers and Applause).
so Face ID is the future of how
we will unlock our Smartphones
and protect our sensitive
information. To make Face ID
possible it took some of the
most advanced technology we
have ever created and much of
it is packed right up here into
this tiny area at the top of
the display. We call this the
TrueDepth Camera System. And
it is made up of incredible
state-of-the-art technology.
There is an infrared camera, a
Flood Illuminator, the front
side camera and a dot projector
and that's note all. There is
also the proximity sensor,
ambient light sensor, speaker
and microphone packed in this
area. It's amazing. Every
time you glance at your iPhone
X it detects your face with the
Flood Illuminator, even in the
dark. The IR camera takes an
IR image. The dot projector
projects out over 30,000
invisible IR dots. We use the
IR image and the dot pattern
and we push them through neural
networks to create a
mathematical model of your
face, and then we check the
mathematical model against the
one we have stored that you set
up earlier to see if it's a
match and unlock your phone.
It happens in real time, it all
happens invisibly. It's
incredible, it just all works
and all happens. To create
Face ID we worked with
thousands of people around the
world and the team took over a
billion images. And with that
they developed multiple neural
networks to create Face ID, and
to process the machine learning
in Face ID's neural networks,
we built Apple's first ever
Neural Engine. Yes. This is a
big deal! In our pockets, in
our phones is an A11 Bionic
chip with a built in Neural
Engine to process face
recognition.
(Cheers and Applause).
now, the Neural Engine is
specialized hardware built for
specific set of machine
learning algorithms. This is
an example of the incredible
collaboration between the
hardware and software teams
that's only possible at Apple.
The Neural Engine is a
state-of-the-art ultra fast
processing system. It uses the
heightest density computing
ever. It can perform over
600 billion operations per
second and it's used to the
real time processing of Face ID
recognition. But for all of
us, it's just super easy and
fun to use. When you set up
Face ID, you just follow the
on-screen instructions and it
tells you how to move your head
around in the camera so Face ID
can recognize your face.
That's it. You do that once
when you set it up, and Face ID
learns your face. Even if you
change your hair style, you
decide to put on glasses, you
are wearing a hat, so you do it
up any way you do it, Face ID
learns your face. It learns
who you are, and it adapts to
you as your face changes over
time. Let's say you start to
grow a beard. It works in day.
It works at night. And the
team has worked hard to make
sure that Face ID can't easily
be spoofed by things like
photographs. They have even
gone and worked with
professional mask makers and
artists in Hollywood to protect
against these attempts to trick
Face ID.
It's incredible. The team has
worked hard to protect your
face data. Yes.
(Cheers and Applause).
your face data is protected
with the Secure Enclave in the
A11 Bionic chip. All of the
processing is done on iPhone X
and not sent to a server. We
require user attention to
unlock. That means if your
eyes are closed, you are
looking away, it's not going to
unlock. Now, how do we compare
that to Touch ID? How secure
is it? Well, there is no
perfect system, not even bio
metric ones, but as we said
earliers, Touch ID is the gold
standard for consumer device
protection. And the data for
Touch ID has been 1 in 50,000,
meaning that the chance that a
random person could use their
finger print to unlock your
iPhone has been about one in
50,000 and it's been great. So
what are the similar statistics
for Face ID? One in a million.
(Cheers and Applause).
the chance that a random person
in the population could look at
your iPhone X and unlock it
with their face is about one in
a million. Now, of course, the
statistics are lower if that
person shares a close genetic
relationship with you. So, for
example, if you happen to have
an evil twin, you really need
to protect your pass code.
Hopefully you don't. Face ID
also works with Apple Pay. So
to pay for things you just
double tap the button on the
side. You look at iPhone X to
authenticate and hold it near
the payment terminal to pay.
It's that easy, fast,
intuitive, simple. Face ID
also works with third-party
apps. They already support
Touch ID and will work with
Face ID. So apps like Mint,
OnePassword, eTrade will all
work with Face ID. So Face ID,
it's face authentication for
unlocking your iPhone and
protecting sensitive data. It
uses the innovative true depth
camera system, trained with
neural networks, easy to set
up, it learns your face and
adopts to your face over time.
It's aware of your attention.
It works with Apple Pay and
third-party apps. This true
deaf camera system is
incredible technology and it
will enable so many new user
experiences. The first one, of
course, is Face ID. But the
team decided to create another
great experience with it as
well. This is a fun one. It
has to do with emojis. We use
emojis to communicate with each
other. You can't customize
them, they only have a limited
amount of expressive necessary
to them. So our team created
something alled Animoji. These
are emojis you control with
your face.
Animojis track more than 50
facial muscle movements. They
have been meticulously animated
to create amazing
expressiveness.
You can just watch this, can't
you? The way you create and
share Animoji are right from
within Apple Messages.
>> You said a little late.
Where are you? You can pick
from a dozen different animated
emojis to share and express
whatever you want to express to
your family and friends.
(Applause).
So iPhone X is packed with
innovative technologies that
enable new user experiences.
I'm really excited to invite
out Craig Federighi to show you
iPhone X and what it's like to
use it for the first time.
>> CRAIG FEDERIGHI: Okay,
everybody. Wow, I'm absolutely
thrilled to be able to give all
of you your first live look at
iPhone X. This is a phone we
have been dreaming about for a
long time, but the reality of
it in your hand, it's really
something epic. So let's take
a look.
Here is iPhone X. Now,
unlocking it is as easy as
looking at it and swiping up.
And, you know, let's try that
again.
HollywoodF let's go to back up h
And get right in. Here we are,
and you see this expansive
display. It's just a beautiful
canvas for all of your content
and your gestures. Now, I'm
going to go into the weather
app here and you can just see
how apps look when they take
advantage of the edge to edge
display. Now, exiting an app
couldn't be easier. You just
swipe from the bottom just like
this and throw the app right
back on the Home screen. Let
me do that again. Just swipe
right up. Let's take a look at
the Web. It just looks
unbelievable edge to edge on
this display. And your photos,
of course, are just gorgeous as
well. Let's jump into this one
just amazing.
(Applause).
Now, video, of course, is
unbelievable on the super
Retina display. It looks great
in portrait and in landscape.
And, of course, this is HDR
video.
Just incredible looking.
Now, Phil told you a little bit
about Multitasking on the
device, let me show you. I
will jump into Maps and if I
want to move between my
applications I can swipe up and
stop and my other apps all come
in. I can get at them with a
tap, just lift, it's just that
easy and we have a great short
cut as well. You can actually
move back between apps just by
swiping along the bottom like
this. It's really easy. Now,
you may be wondering about
Control Center and worry not,
right where your status
indicators are in the upper
right-hand corner, you can just
swipe down and get at Control
Center from anywhere. It's
that easy. Now, let's take a
look again at Face ID. Because
unlocking your phone is just
amazingly intuitive. You just
raise it, look at it, and swipe
right up to get started.
(Applause).
But now it's also incredibly
fast, so I'm just going to do
that again. I just raise it,
look at it, swipe, I don't have
to wait, and it's also really,
really smart. So let's say I
wake my phone, and I'm not
looking at it. It stays
locked, but once I give it my,
once I give it my attention,
well, it unlocks and I can get
right in. It's really cool.
Now, Face ID is also great for
Apple Pay, so if I'm at the
register I can double click on
the side button, I'm
authenticated, and I can get in
just like that. Now, the True
Depth Camera behind Face ID
isn't just about
authentication. In fact, we
have extended ARKit with
incredible new face tracking
capabilities that provide a new
class of Augmented Reality
experiences. Now, we have been
working on one with SnapChat
and I'd like to show it to you
now. I'm going to launch in.
It builds a mesh of my face and
now I can select a mask.
(Cheers and Applause).
The tracking is just unreal.
Let's check out this one.
Now, look at the detail over
the eyes, the incredible
metallic reflections, the
quality of the tracking, it's
just stunning.
(Cheers and Applause).
now, of course, many of us like
to communicate with emoji and
with Animoji we can breathe our
own personality into our
favorites. It's available as
an app right inside of messages
so I can just go right in here
and it immediately starts
tracking me so I can make
whatever expression I want,
like just pick that up and use
it as a sticker, drop it on my
message like that. We also let
you manipulate these in full
screen. You can audition your
favorites of really great ones
like the Kitty cat, so
expressive, and ferocious. A
happy puppy. Check out the
physics in the ears. The pig.
We've got a chicken. Bock, and
the unicorn. Mythical
creature, favorite of the
startup.
(Cheers and Applause).
And if you were by chance
wondering what humanity would
do when given access to the
most advanced facial tracking
technology available, you now
have your answer.
Now, these can be so much fun
you are going to want to share
them and fortunately we let you
record messages, I will record
a message here for Tim. Hey,
Tim, I'm not sure what the
protocol is here, but I'd like
to call dibs on the fox for my
favorite immotivatedgy. Which
Which -- emoji. Which one do
you like?
>> Hey, Tim, I'm not sure what
the protocol is here, but I'd
like to call dibs on the fox
for my favorite emoji, which
one do you like? You can send
it with just a tap and it
appears as a looping video
right inside the transcript.
If we are really lucky for our
grand finale, we might just get
a response back from Tim. Here
it is, let's take a look.
>> Take me to your leader.
>> Wait a minute, Craig, I am
your leader. Let's wrap this
thing up.
(Applause).
So that is your first look at
the new iPhone X and the
amazing experience with the
True Depth Camera and Animoji.
I think you are going to love
it. Thank you very much.
(Cheers and Applause).
>> PHIL SCHILLER: Thank you
Craig. Now, let's talk about
the amazing cameras in iPhone
X. IPhone X has dual 12 mega
pixel sensors, dual cameras
both faster sensors, wider
sensors just like in iPhone 8.
New color filters, new deeper
pixels, an f/1.8 Aperture and
faster F2.4 Aperture on the
telephoto so that lets in 36
more light to the telephoto
camera. The big news on the
iPhone X is it has dual optical
stabilization. That's a lot of
managements moving around in a
small space, but it helps with
compensating for handshake and
to take better photos and
videos in low light. There is
a better Quad-LED two tone
flash that is twice the
uniformity of light on your
subjects. Let's look at photos
taken from the camera on iPhone
X. This is absolutely
beautiful, great dynamic range,
detail, low noise. This is a
beautiful photo. The textures
are simply stunning. There is
zero shutter lag so we can get
a photo like this, blue sky,
low noise, absolutely to die
for. The OIS delivers low
light performance so you can
get incredible low light images
with the telephoto camera as
well as the wide angle. And
iPhone X is fantastic for the
Portrait mode feature we love.
You can get trait Portrait
modes especially in lower
light. IPhone X supports the
brand new Portrait Lighting
feature as well. That's a
photo taken right off of iPhone
X not retouched any way with a
Stage Lighting effect dropping
out the background.
(Applause).
IPhone X is great for Photos,
it's amazing for 4K video, and
like iPhone 8, it's tuned for
AR applications. It has
factory calibrated cameras, the
new gyroscope, accuracy
acceptable rom ter, the
performance advantage of the
A11, by ontic CPU, GPU, and
ARKit is tuned for iPhone X.
The backside camera we use so
much is not the only camera, of
course, on the iPhone. We have
the front side camera as well,
and people love to use those
for taking selfie photographs
and with iPhone X and its True
Depth Camera is delivers a
break through into the photos
you can take for selfies,
because now with selfies, you
can take Portrait mode photos
as well. And it also supports
Portrait lighting all through
the front side true depth
camera.
(Applause).
People are going to be blown
away with the selfies you can
take with the iPhone X. This
is absolutely beautiful. Of
course, everything we have seen
is powered in iPhone X by the
A11 Bionic chip. We talked
about in iPhone 8, but it's
worth hitting on the highlights
again because there has never
been anything like it. 64-bit,
6 Core design, 4.3 billion
transistors, two hyper-form
arns Cores, four high
efficiency Cores. Second
generation Performance
Controller that uses six Cores
at once, our first Apple
designed Graphics Processing
Unit, the ISP that improves
auto focus, the video encoder
that is real time motion
analysis while you are shooting
video, the Neural Engine, and,
of course, the Secure Enclave
to protect our Face ID data.
All of this perform ance does
come with a hit to battery
life. I think it's important
to tell you we have increased
it.
(Cheers and Applause).
Yes. Again, hardware and
software teams work really hard
to deliver two mour hours to
deliver -- all-day battery life
to us. IPhone X is built for a
wireless world. It is Qi
charging through the glass back
and it will work with the Qi
charging devices like the ones
we mentioned earlier. It will
working device that's are Qi
certified and there are a lot
of great device that's will
come to forkt because of iPhone
8 and 10. We can make the
wireless charging experience
even better. So our team wants
to create something, I think
all of us are going to want to
use, and it might actually help
move the entire industry
forward. So we will give you a
sneak peek of this idea right
now.
I'm sure many of you do this.
I do this. I have a lot of
Apple products. I love them, I
use them all day long, I charge
them at night. You plug in
your cables, you plug in your
chargers, you take the cables
and chargers with you on the
road when you travel. We think
we have an idea of how to make
this a better experience. And
here it is.
It's a mat that you place
your iPhone 8 or iPhone X down
and it just starts to charge.
It's a beautiful new interface.
It doesn't stop there. You did
play your Series 3 Apple Watch
down on it and it starts to
charge as well. And you can
place your air pods with the
optional new wireless charging
case on it, and it starts to
charge as well. They all
charge!
(Cheers and Applause).
The system has a great
interface. The intelligently
work together and communicate
with each other to manage the
charging through one more
efficient charging system.
This is not possible with
current standards. But our
team knows how to do this. We
call it AirPower.
(Cheers and Applause).
We hope people love it, that it
encourages others to create
more advanced solutions based
on technology like this. We
will be working with the Qi
standards team to incorporate
benefits into the future of the
standards to make wireless
charging better for everyone.
So look for the AirPower
charger next year. So that is
iPhone X. It is the future of
the Smartphone.
It is packed with in
innovative features, huge list,
we won't go through them all,
and they add up to a new,
better experience. We are so
excited about iPhone X, we
created a beautiful video to
tell you all about it.
>> For more than a decade our
intention has been to create an
iPhone that is all display, a
physical object that disappears
into the experience.
This is iPhone X.
Developing the form and display
together defines a whole new
integration making the boundary
between the device and the
screen hard to discern. The
custom OLED panel was
engineered to fold and
seamlessly combine with the
external surfaces. Mechanical
buttons give way to touch and
gestures. There is no Home
Button. A single swipe takes
you to the Home screen. A more
responsive touch system means
the gestures in iOS 11 are more
fluid.
The polished stainless steel
band reinforces the water
resistant all-glass design.
This new glass formulation, the
most durable ever in a
Smartphone, enables for the
first time wireless charging.
Our new true depth camera
system contained within this
tiny space uses extraordinary
depth sensing technology to let
you unlock your phone with a
glance.
We call this Face ID.
It maps the unique geometry
of your face with over 30,000
invisible dots.
This data is analyzed by the
Neural Engine on the A11 Bionic
chip, the first of its kind.
Your iPhone now recognizes you
even in the dark and will adapt
to your physical changes.
This makes your face your
secure password. So with just
a look, you can authenticate
your phone or use Apple Pay.
The True Depth Camera also
enabled new experiences, like
bringing emojis to life by
mapping more than 50 facial
muscles in real time so you can
be happy or sadr cross.
Both the front and rear-facing
cameras now have Portrait mode
and for the first time you can
actually define the light in a
scene.
Based on fundamental
photographic principles,
Portrait Lighting produces the
effect of real studio lighting.
On the back, the dual camera
system is completely
redesigned. It's made even
smarter by the A11 Bionic chip.
With machine learning, the
camera detects elements in the
scene to optimize the image
before the photo is even taken.
The camera we use every day now
delivers so much more.
And as iOS becomes the
world's largest platform for
Augmented Reality, it will
redefine what's possible.
This is iPhone X.
(Cheers and Applause).
The team works hard to make
iPhone 8 and iPhone X the most
environmentally friendly manner
possible. They have
arsenic-free display glasses,
they are BFR free, PVC free,
Beryllium free, they are made
with a low carbon process for
aluminum design and highly
recyclable with their
materials. We are really proud
of the list. IPhone X comes in
two configurations, 64 G GBs tnd
as priced from $999. You can
order it starting
October 27th, and it will
begin to ship on Novemb
November 3rd. This is the
future of the Smartphone
shipping this year. So this is
our lineup for the holidays.
Every year we say it's a great
lineup for the holidays and it
is but this year is really
special. It starts with iPhone
SE, iPhone 6S, iPhone 7, the
new generation iPhone 8, and
the futuristic iPhone X.
(Cheers and Applause).
Ten years ago when Steve
introduced the world to iPhone,
he closed with a quote from
wWayne Gretzky. It said, I
skate to where the puck is
going to be, not where it has
been. Steve said that's what
Apple does, we skate to where
the puck is going to be. And
that is what iPhone X is all
about. Thank you. Back to
you, Tim.
(Cheers and Applause).
>> TIM COOK: IPhone X, this
really is the future. We have
made a great fun new ad that I
would love to show to you.
(Music).
(Cheers and Applause).
That is iPhone X! Thank you!
Thank you.
So what a morning we've had!
Apple Watch Series 3 with
cellular which gives you the
freedom to go anywhere you want
with or without your iPhone.
Apple TV 4K brings the magic of
the cinema straight to your
living room with incredible 4K
and HDR content. IPhone 8, a
beautiful glass design,
incredible cameras, wireless
charging, A11 Bionic chip, and,
of course, powerful AR
capabilities. We think you are
going to love it! And iPhone
X, the most advanced iPhone we
have ever made, an incredible
new design, Face ID, TrueDepth
Camera System and more powerful
technologies than we have ever
put in an iPhone before. It
really is the future of the
Smartphone. And we began this
morning with some inspiring
words from Steve. One of the
ways that I believe people
express their appreciation to
the rest of humanity is to make
something wonderful and put it
out there. We work really hard
at Apple to create wonderful
things. And we hope you love
what we have introduced today.
I think Steve would be really
proud of them.
(Applause).
I'd like to thank everyone at
Apple who made today possible.
I'd like everybody in Apple to
stand up that are here
representing their teams from
hardware and software and
services, please stand up, and
operations.
(Applause).
Our amazing retail employees.
(Applause).
And everyone that worked so
hard on this theater and on
Apple Park, one of the great
things about this theater is an
unbelievable hands-on area. It
is the most beautiful hands
high on area we have ever had
by far and I would encourage
all of you to join us there and
get your hands on these
wonderful products. Thank you
so much for spending the
morning with us. Thank you.
(Cheers and Applause).