WEBVTT NOTE This file was exported by MacCaption version 6.6.05 to comply with the WebVTT specification dated March 27, 2017. 00:00:12.512 --> 00:00:17.918 align:center line:-1 position:50% size:12% [Music] 00:00:17.918 --> 00:00:21.722 align:center line:-1 position:50% size:41% >> There's lot of ways to be as 00:00:21.722 --> 00:00:24.157 align:center line:-1 position:50% size:13% a person. 00:00:24.157 --> 00:00:26.560 align:center line:-1 position:50% size:41% And some people express their 00:00:26.560 --> 00:00:30.030 align:center line:-1 position:50% size:39% deep appreciation in different 00:00:30.030 --> 00:00:30.797 align:center line:-1 position:50% size:8% ways. 00:00:30.797 --> 00:00:36.069 align:center line:-1 position:50% size:34% But one of the ways that I 00:00:36.069 --> 00:00:37.638 align:center line:-1 position:50% size:37% believe people express their 00:00:37.638 --> 00:00:40.140 align:center line:-1 position:50% size:34% appreciation to the rest of 00:00:40.140 --> 00:00:43.176 align:center line:-1 position:50% size:41% humanity is to make something 00:00:43.176 --> 00:00:45.512 align:center line:-1 position:50% size:40% wonderful and put it out there. 00:00:45.512 --> 00:00:48.749 align:center line:-1 position:50% size:43% And you never meet the people, 00:00:48.749 --> 00:00:51.685 align:center line:-1 position:50% size:44% you never shake their hands, you 00:00:51.685 --> 00:00:53.720 align:center line:-1 position:50% size:37% never hear their story or tell 00:00:53.720 --> 00:00:54.554 align:center line:-1 position:50% size:9% yours. 00:00:54.554 --> 00:00:57.024 align:center line:-1 position:50% size:45% But somehow in the act of making 00:00:57.024 --> 00:00:58.792 align:center line:-1 position:50% size:40% something with a great deal of 00:00:58.792 --> 00:01:01.261 align:center line:-1 position:50% size:36% care and love, something's 00:01:01.261 --> 00:01:05.265 align:center line:-1 position:50% size:24% transmitted there. 00:01:05.265 --> 00:01:08.035 align:center line:-1 position:50% size:41% And it's a way of expressing to 00:01:08.035 --> 00:01:11.271 align:center line:-1 position:50% size:42% the rest of our species our deep 00:01:11.271 --> 00:01:14.074 align:center line:-1 position:50% size:17% appreciation. 00:01:14.074 --> 00:01:17.644 align:center line:-1 position:50% size:44% So we need to be true to who we 00:01:17.644 --> 00:01:20.948 align:center line:-1 position:50% size:42% are and remember what's really 00:01:20.948 --> 00:01:23.617 align:center line:-1 position:50% size:21% important to us. 00:01:23.617 --> 00:01:24.551 align:center line:-1 position:50% size:36% That's what's going to keep 00:01:24.551 --> 00:01:27.654 align:center line:-1 position:50% size:40% Apple, Apple, is if we keep us, 00:01:27.654 --> 00:01:28.522 align:center line:-1 position:50% size:4% us. 00:01:28.522 --> 00:01:34.594 align:center line:-1 position:50% size:12% [ Music ] 00:01:37.531 --> 00:01:46.606 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:01:54.014 --> 00:01:55.482 align:center line:-1 position:50% size:19% >> Thank you. 00:01:55.482 --> 00:02:02.255 align:center line:-1 position:50% size:16% [ Applause ] 00:02:02.255 --> 00:02:05.359 align:center line:-1 position:50% size:41% I love hearing his voice and his 00:02:05.359 --> 00:02:07.394 align:center line:-1 position:50% size:25% inspiring message. 00:02:07.394 --> 00:02:10.030 align:center line:-1 position:50% size:34% And it was only fitting that 00:02:10.030 --> 00:02:11.999 align:center line:-1 position:50% size:40% Steve should open his theater. 00:02:11.999 --> 00:02:14.034 align:center line:-1 position:50% size:16% [ Applause ] 00:02:14.034 --> 00:02:15.502 align:center line:-1 position:50% size:15% Thank you. 00:02:15.502 --> 00:02:23.210 align:center line:-1 position:50% size:16% [ Applause ] 00:02:23.210 --> 00:02:26.246 align:center line:-1 position:50% size:38% It is the honor of a lifetime to 00:02:26.246 --> 00:02:28.015 align:center line:-1 position:50% size:39% be the first to welcome you to 00:02:28.015 --> 00:02:30.484 align:center line:-1 position:50% size:32% the Steve Jobs Theater. 00:02:34.454 --> 00:02:37.290 align:center line:-1 position:50% size:47% Steve meant so much to me and so 00:02:37.290 --> 00:02:41.361 align:center line:-1 position:50% size:23% much to all of us. 00:02:43.430 --> 00:02:46.633 align:center line:-1 position:50% size:40% There's not a day that goes by 00:02:46.633 --> 00:02:49.736 align:center line:-1 position:50% size:39% that we don't think about him. 00:02:49.736 --> 00:02:51.905 align:center line:-1 position:50% size:43% Memories have especially come 00:02:51.905 --> 00:02:55.776 align:center line:-1 position:50% size:43% rushing back as we prepared for 00:02:55.776 --> 00:02:59.146 align:center line:-1 position:50% size:28% today and this event. 00:02:59.146 --> 00:03:02.549 align:center line:-1 position:50% size:43% It's taken some time that we can 00:03:02.549 --> 00:03:06.753 align:center line:-1 position:50% size:35% now reflect on him with joy 00:03:06.753 --> 00:03:09.489 align:center line:-1 position:50% size:26% instead of sadness. 00:03:09.489 --> 00:03:12.192 align:center line:-1 position:50% size:35% Steve's spirit and timeless 00:03:12.192 --> 00:03:15.796 align:center line:-1 position:50% size:38% philosophy on life will always 00:03:15.796 --> 00:03:19.699 align:center line:-1 position:50% size:28% be the DNA of Apple. 00:03:19.699 --> 00:03:22.936 align:center line:-1 position:50% size:38% His greatest gift, his greatest 00:03:22.936 --> 00:03:25.238 align:center line:-1 position:50% size:40% expression of his appreciation 00:03:25.238 --> 00:03:27.274 align:center line:-1 position:50% size:37% for humanity would not be a 00:03:27.274 --> 00:03:30.644 align:center line:-1 position:50% size:38% singular product, but rather it 00:03:30.644 --> 00:03:34.481 align:center line:-1 position:50% size:28% would be Apple itself. 00:03:34.481 --> 00:03:36.950 align:center line:-1 position:50% size:36% We dedicate this theater to 00:03:36.950 --> 00:03:40.053 align:center line:-1 position:50% size:44% Steve because we loved him and 00:03:40.053 --> 00:03:43.990 align:center line:-1 position:50% size:42% because he loved days like this 00:03:43.990 --> 00:03:46.159 align:center line:-1 position:50% size:42% where he could share our latest 00:03:46.159 --> 00:03:47.794 align:center line:-1 position:50% size:44% new products and new ideas with 00:03:47.794 --> 00:03:49.096 align:center line:-1 position:50% size:13% the world. 00:03:49.096 --> 00:03:54.134 align:center line:-1 position:50% size:39% And we do so not only to pay 00:03:54.134 --> 00:03:58.171 align:center line:-1 position:50% size:38% tribute to Steve but to inspire 00:03:58.171 --> 00:04:01.475 align:center line:-1 position:50% size:41% the next generation of creators 00:04:01.475 --> 00:04:03.310 align:center line:-1 position:50% size:21% and innovators. 00:04:04.544 --> 00:04:07.781 align:center line:-1 position:50% size:41% Steve was a genius and one of 00:04:07.781 --> 00:04:09.382 align:center line:-1 position:50% size:41% the many ways that he showed 00:04:09.382 --> 00:04:14.621 align:center line:-1 position:50% size:40% that was in his uncanny ability 00:04:14.621 --> 00:04:16.356 align:center line:-1 position:50% size:29% to unlock the talent of 00:04:16.356 --> 00:04:19.626 align:center line:-1 position:50% size:41% everybody that he worked with. 00:04:19.626 --> 00:04:23.497 align:center line:-1 position:50% size:38% He thought deeply about our 00:04:23.497 --> 00:04:27.033 align:center line:-1 position:50% size:42% workplace and its surroundings. 00:04:27.033 --> 00:04:29.102 align:center line:-1 position:50% size:44% And he believed that they should 00:04:29.102 --> 00:04:31.171 align:center line:-1 position:50% size:38% inspire talented people to do 00:04:31.171 --> 00:04:33.140 align:center line:-1 position:50% size:21% their best work. 00:04:34.674 --> 00:04:38.245 align:center line:-1 position:50% size:44% So over a decade ago, he began 00:04:38.245 --> 00:04:41.715 align:center line:-1 position:50% size:38% to work on a new campus for 00:04:41.715 --> 00:04:43.483 align:center line:-1 position:50% size:9% Apple. 00:04:43.483 --> 00:04:45.619 align:center line:-1 position:50% size:42% His vision for Apple Park was to 00:04:45.619 --> 00:04:47.654 align:center line:-1 position:50% size:41% create an incredible workplace 00:04:47.654 --> 00:04:50.257 align:center line:-1 position:50% size:39% of the future where engineers 00:04:50.257 --> 00:04:52.492 align:center line:-1 position:50% size:35% and designers could all be 00:04:52.492 --> 00:04:55.896 align:center line:-1 position:50% size:38% together collaborating on the 00:04:55.896 --> 00:04:58.431 align:center line:-1 position:50% size:34% next generations of Apple 00:04:58.431 --> 00:05:01.935 align:center line:-1 position:50% size:38% product to change the world. 00:05:03.503 --> 00:05:07.841 align:center line:-1 position:50% size:41% Steve's vision and passion live 00:05:07.841 --> 00:05:10.877 align:center line:-1 position:50% size:35% on here at Apple Park and 00:05:10.877 --> 00:05:13.580 align:center line:-1 position:50% size:28% everywhere in Apple. 00:05:13.580 --> 00:05:19.486 align:center line:-1 position:50% size:44% Today and always, we honor him. 00:05:19.486 --> 00:05:25.258 align:center line:-1 position:50% size:16% [ Applause ] 00:05:25.258 --> 00:05:27.494 align:center line:-1 position:50% size:15% Thank you. 00:05:27.494 --> 00:05:36.570 align:center line:-1 position:50% size:16% [ Applause ] 00:05:40.907 --> 00:05:42.542 align:center line:-1 position:50% size:40% We're here today to talk about 00:05:42.542 --> 00:05:45.946 align:center line:-1 position:50% size:34% some incredible products. 00:05:45.946 --> 00:05:48.215 align:center line:-1 position:50% size:38% But before we get to that, I'd 00:05:48.215 --> 00:05:51.117 align:center line:-1 position:50% size:37% like to take a moment to talk 00:05:51.117 --> 00:05:53.119 align:center line:-1 position:50% size:35% about what's happening in 00:05:53.119 --> 00:05:56.256 align:center line:-1 position:50% size:43% Florida and Texas, Southeastern 00:05:56.256 --> 00:05:58.625 align:center line:-1 position:50% size:39% United States and across the 00:05:58.625 --> 00:06:00.694 align:center line:-1 position:50% size:15% Caribbean. 00:06:00.694 --> 00:06:03.563 align:center line:-1 position:50% size:39% Our hearts go out to all of the 00:06:03.563 --> 00:06:04.998 align:center line:-1 position:50% size:40% people whose lives have been 00:06:04.998 --> 00:06:07.968 align:center line:-1 position:50% size:44% disrupted by hurricanes Irma and 00:06:07.968 --> 00:06:09.536 align:center line:-1 position:50% size:24% hurricane Harvey. 00:06:09.536 --> 00:06:12.372 align:center line:-1 position:50% size:32% You are in our thoughts. 00:06:12.372 --> 00:06:14.874 align:center line:-1 position:50% size:35% We send you our strength. 00:06:14.874 --> 00:06:17.377 align:center line:-1 position:50% size:30% You are in our prayers. 00:06:17.377 --> 00:06:19.646 align:center line:-1 position:50% size:38% Apple is working closely with 00:06:19.646 --> 00:06:21.815 align:center line:-1 position:50% size:34% relief and recovery efforts 00:06:21.815 --> 00:06:23.683 align:center line:-1 position:50% size:40% through Hand in Hand and the 00:06:23.683 --> 00:06:25.652 align:center line:-1 position:50% size:29% American Red Cross. 00:06:25.652 --> 00:06:27.120 align:center line:-1 position:50% size:34% And in addition to Apple's 00:06:27.120 --> 00:06:28.922 align:center line:-1 position:50% size:34% direct contributions, we're 00:06:28.922 --> 00:06:30.390 align:center line:-1 position:50% size:39% making it really simple for the 00:06:30.390 --> 00:06:33.393 align:center line:-1 position:50% size:45% entire Apple community to donate 00:06:33.393 --> 00:06:36.529 align:center line:-1 position:50% size:39% via iTunes and the App Store. 00:06:36.529 --> 00:06:37.998 align:center line:-1 position:50% size:39% The Hand in Hand benefit for 00:06:37.998 --> 00:06:40.500 align:center line:-1 position:50% size:40% hurricane relief airs tonight on 00:06:40.500 --> 00:06:42.102 align:center line:-1 position:50% size:34% all of the major broadcast 00:06:42.102 --> 00:06:43.103 align:center line:-1 position:50% size:13% networks. 00:06:43.103 --> 00:06:45.905 align:center line:-1 position:50% size:43% And I encourage you to watch it. 00:06:45.905 --> 00:06:48.208 align:center line:-1 position:50% size:45% And how ever you choose to give, 00:06:48.208 --> 00:06:50.677 align:center line:-1 position:50% size:42% I hope that you open your heart 00:06:50.677 --> 00:06:52.712 align:center line:-1 position:50% size:30% to this important effort. 00:06:52.712 --> 00:06:54.514 align:center line:-1 position:50% size:15% Thank you. 00:06:54.514 --> 00:07:01.621 align:center line:-1 position:50% size:16% [ Applause ] 00:07:01.621 --> 00:07:02.622 align:center line:-1 position:50% size:35% Now, let me tell you a little 00:07:02.622 --> 00:07:06.092 align:center line:-1 position:50% size:32% bit about our new home. 00:07:06.092 --> 00:07:07.494 align:center line:-1 position:50% size:42% We'll start moving in Apple Park 00:07:07.494 --> 00:07:09.162 align:center line:-1 position:50% size:19% later this year. 00:07:09.162 --> 00:07:10.563 align:center line:-1 position:50% size:44% But of course such a large move, 00:07:10.563 --> 00:07:13.199 align:center line:-1 position:50% size:37% it's really more of a process. 00:07:13.199 --> 00:07:15.268 align:center line:-1 position:50% size:35% And the first big step is the 00:07:15.268 --> 00:07:18.738 align:center line:-1 position:50% size:43% opening today of the Steve Jobs 00:07:18.738 --> 00:07:20.073 align:center line:-1 position:50% size:11% Theater. 00:07:20.073 --> 00:07:21.574 align:center line:-1 position:50% size:37% It's the most state-of-the-art 00:07:21.574 --> 00:07:25.111 align:center line:-1 position:50% size:41% purpose-built theater ever built 00:07:25.111 --> 00:07:28.381 align:center line:-1 position:50% size:36% for events just like this one. 00:07:28.381 --> 00:07:30.083 align:center line:-1 position:50% size:38% Apple Park has been built to 00:07:30.083 --> 00:07:33.386 align:center line:-1 position:50% size:39% reflect Apple's values for both 00:07:33.386 --> 00:07:36.189 align:center line:-1 position:50% size:44% technology and the environment. 00:07:36.189 --> 00:07:39.392 align:center line:-1 position:50% size:34% It connects extraordinarily 00:07:39.392 --> 00:07:41.394 align:center line:-1 position:50% size:37% advanced buildings with the 00:07:41.394 --> 00:07:44.097 align:center line:-1 position:50% size:36% rolling park land to form an 00:07:44.097 --> 00:07:47.133 align:center line:-1 position:50% size:42% open and inspiring environment 00:07:47.133 --> 00:07:49.169 align:center line:-1 position:50% size:36% for our teams to create and 00:07:49.169 --> 00:07:51.037 align:center line:-1 position:50% size:16% collaborate. 00:07:51.037 --> 00:07:54.441 align:center line:-1 position:50% size:39% The park itself was converted 00:07:54.441 --> 00:07:58.111 align:center line:-1 position:50% size:36% from a sea of asphalt into a 00:07:58.111 --> 00:08:02.349 align:center line:-1 position:50% size:42% 175-acre green space with over 00:08:02.349 --> 00:08:05.852 align:center line:-1 position:50% size:16% 9,000 trees. 00:08:05.852 --> 00:08:07.787 align:center line:-1 position:50% size:38% Apple Park is designed to be 00:08:07.787 --> 00:08:09.956 align:center line:-1 position:50% size:29% seamless with nature. 00:08:09.956 --> 00:08:11.958 align:center line:-1 position:50% size:34% It's open and transparent. 00:08:11.958 --> 00:08:14.994 align:center line:-1 position:50% size:35% It brings the outside in and 00:08:14.994 --> 00:08:16.029 align:center line:-1 position:50% size:34% connects everyone to the 00:08:16.029 --> 00:08:18.898 align:center line:-1 position:50% size:40% beautiful California landscape. 00:08:18.898 --> 00:08:23.136 align:center line:-1 position:50% size:43% It's powered by 100% renewable 00:08:23.136 --> 00:08:24.571 align:center line:-1 position:50% size:10% energy. 00:08:24.571 --> 00:08:26.539 align:center line:-1 position:50% size:15% Thank you. 00:08:26.539 --> 00:08:30.143 align:center line:-1 position:50% size:16% [ Applause ] 00:08:30.143 --> 00:08:32.545 align:center line:-1 position:50% size:41% And in fact, we have one of the 00:08:32.545 --> 00:08:34.781 align:center line:-1 position:50% size:35% world's largest onsite solar 00:08:34.781 --> 00:08:36.850 align:center line:-1 position:50% size:30% installations right here. 00:08:36.850 --> 00:08:39.285 align:center line:-1 position:50% size:36% And just like everything we 00:08:39.285 --> 00:08:42.188 align:center line:-1 position:50% size:37% make, Apple Park has been 00:08:42.188 --> 00:08:44.991 align:center line:-1 position:50% size:37% designed with extraordinary 00:08:44.991 --> 00:08:47.594 align:center line:-1 position:50% size:37% attention to detail, incredible 00:08:47.594 --> 00:08:50.130 align:center line:-1 position:50% size:38% precision and really beautiful 00:08:50.130 --> 00:08:51.865 align:center line:-1 position:50% size:13% materials. 00:08:51.865 --> 00:08:53.032 align:center line:-1 position:50% size:32% We've got a great visitor 00:08:53.032 --> 00:08:54.567 align:center line:-1 position:50% size:38% center, which will be opened 00:08:54.567 --> 00:08:55.969 align:center line:-1 position:50% size:37% later this year where we will 00:08:55.969 --> 00:08:58.238 align:center line:-1 position:50% size:26% welcome everyone. 00:08:58.238 --> 00:09:00.140 align:center line:-1 position:50% size:38% And inside the visitor center, 00:09:00.140 --> 00:09:01.508 align:center line:-1 position:50% size:30% you'll find an incredible 00:09:01.508 --> 00:09:03.877 align:center line:-1 position:50% size:39% augmented reality experience 00:09:03.877 --> 00:09:05.011 align:center line:-1 position:50% size:43% where you can learn more about 00:09:05.011 --> 00:09:08.081 align:center line:-1 position:50% size:39% Apple Park, its design and its 00:09:08.081 --> 00:09:09.816 align:center line:-1 position:50% size:16% innovations. 00:09:09.816 --> 00:09:12.519 align:center line:-1 position:50% size:40% You'll also find a fantastic new 00:09:12.519 --> 00:09:14.821 align:center line:-1 position:50% size:24% Apple retail store. 00:09:14.821 --> 00:09:16.923 align:center line:-1 position:50% size:39% As you know, Apple retail has 00:09:16.923 --> 00:09:19.092 align:center line:-1 position:50% size:39% always been about more than 00:09:19.092 --> 00:09:21.694 align:center line:-1 position:50% size:10% selling. 00:09:21.694 --> 00:09:25.165 align:center line:-1 position:50% size:37% It's about learning, inspiring 00:09:25.165 --> 00:09:26.800 align:center line:-1 position:50% size:37% and connecting with people. 00:09:26.800 --> 00:09:31.571 align:center line:-1 position:50% size:37% Now, our stores are also the 00:09:31.571 --> 00:09:34.240 align:center line:-1 position:50% size:34% best place to go discover, 00:09:34.240 --> 00:09:36.142 align:center line:-1 position:50% size:43% explore and experience our new 00:09:36.142 --> 00:09:37.677 align:center line:-1 position:50% size:13% products. 00:09:37.677 --> 00:09:38.978 align:center line:-1 position:50% size:34% So before we get to some 00:09:38.978 --> 00:09:41.347 align:center line:-1 position:50% size:38% incredible products, we'd like 00:09:41.347 --> 00:09:44.884 align:center line:-1 position:50% size:41% to give you an update on retail. 00:09:44.884 --> 00:09:46.686 align:center line:-1 position:50% size:32% And to do that, I'd like to 00:09:46.686 --> 00:09:48.221 align:center line:-1 position:50% size:22% invite Angela up. 00:09:48.221 --> 00:09:49.489 align:center line:-1 position:50% size:11% Angela? 00:09:49.489 --> 00:09:55.962 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:09:55.962 --> 00:09:58.598 align:center line:-1 position:50% size:24% >> Good morning. 00:09:58.598 --> 00:10:00.533 align:center line:-1 position:50% size:15% Thank you. 00:10:00.533 --> 00:10:03.403 align:center line:-1 position:50% size:27% It's great to be here. 00:10:03.403 --> 00:10:05.738 align:center line:-1 position:50% size:35% And I love the fact that the 00:10:05.738 --> 00:10:08.107 align:center line:-1 position:50% size:42% same team that designed Apple 00:10:08.107 --> 00:10:11.110 align:center line:-1 position:50% size:39% Park also designs our largest 00:10:11.110 --> 00:10:12.479 align:center line:-1 position:50% size:40% retail stores around the world. 00:10:12.479 --> 00:10:14.914 align:center line:-1 position:50% size:34% But it's funny because we 00:10:14.914 --> 00:10:16.115 align:center line:-1 position:50% size:38% actually don't call them store 00:10:16.115 --> 00:10:17.383 align:center line:-1 position:50% size:13% anymore. 00:10:17.383 --> 00:10:19.619 align:center line:-1 position:50% size:37% We call them Town Squares 00:10:19.619 --> 00:10:20.753 align:center line:-1 position:50% size:35% because they're gathering 00:10:20.753 --> 00:10:22.188 align:center line:-1 position:50% size:10% places. 00:10:22.188 --> 00:10:24.958 align:center line:-1 position:50% size:36% For 500 million people who 00:10:24.958 --> 00:10:27.961 align:center line:-1 position:50% size:36% visits us every year, places 00:10:27.961 --> 00:10:30.096 align:center line:-1 position:50% size:43% where everyone's welcome, and 00:10:30.096 --> 00:10:31.865 align:center line:-1 position:50% size:34% where all of Apple comes 00:10:31.865 --> 00:10:33.700 align:center line:-1 position:50% size:12% together. 00:10:33.700 --> 00:10:35.235 align:center line:-1 position:50% size:38% But what really brings it all to 00:10:35.235 --> 00:10:36.970 align:center line:-1 position:50% size:30% life as Tim said are our 00:10:36.970 --> 00:10:38.538 align:center line:-1 position:50% size:23% incredible teams. 00:10:38.538 --> 00:10:40.306 align:center line:-1 position:50% size:36% We've always said that our 00:10:40.306 --> 00:10:43.243 align:center line:-1 position:50% size:42% people are our soul, and they're 00:10:43.243 --> 00:10:45.378 align:center line:-1 position:50% size:39% Apple's greatest differentiator 00:10:45.378 --> 00:10:47.080 align:center line:-1 position:50% size:38% because they bring personal 00:10:47.080 --> 00:10:48.615 align:center line:-1 position:50% size:39% connection to communities all 00:10:48.615 --> 00:10:49.749 align:center line:-1 position:50% size:20% over the world. 00:10:49.749 --> 00:10:52.819 align:center line:-1 position:50% size:37% They humanize technology. 00:10:52.819 --> 00:10:54.287 align:center line:-1 position:50% size:36% But along with our amazing 00:10:54.287 --> 00:10:56.656 align:center line:-1 position:50% size:44% teams, our commitment to design 00:10:56.656 --> 00:10:59.425 align:center line:-1 position:50% size:35% also sets us apart to make 00:10:59.425 --> 00:11:02.495 align:center line:-1 position:50% size:32% things simple, beautiful. 00:11:02.495 --> 00:11:04.964 align:center line:-1 position:50% size:43% And that's why we think of Apple 00:11:04.964 --> 00:11:07.500 align:center line:-1 position:50% size:31% retail as Apple's largest 00:11:07.500 --> 00:11:08.334 align:center line:-1 position:50% size:13% products. 00:11:08.334 --> 00:11:10.403 align:center line:-1 position:50% size:36% And like all of our products, 00:11:10.403 --> 00:11:11.938 align:center line:-1 position:50% size:42% we've designed new features to 00:11:11.938 --> 00:11:13.339 align:center line:-1 position:50% size:39% take the customer experience 00:11:13.339 --> 00:11:15.508 align:center line:-1 position:50% size:17% even further. 00:11:15.508 --> 00:11:17.043 align:center line:-1 position:50% size:39% In our largest cities where we 00:11:17.043 --> 00:11:19.946 align:center line:-1 position:50% size:42% can, we create a plaza, a space 00:11:19.946 --> 00:11:21.581 align:center line:-1 position:50% size:24% open to everyone. 00:11:21.581 --> 00:11:23.283 align:center line:-1 position:50% size:43% Come in and relax, meet up with 00:11:23.283 --> 00:11:24.851 align:center line:-1 position:50% size:32% friends or just listen to a 00:11:24.851 --> 00:11:27.520 align:center line:-1 position:50% size:38% local artist on the weekends. 00:11:27.520 --> 00:11:29.255 align:center line:-1 position:50% size:42% Inside, we've designed a forum, 00:11:29.255 --> 00:11:31.024 align:center line:-1 position:50% size:40% a place for customers to come 00:11:31.024 --> 00:11:33.693 align:center line:-1 position:50% size:40% and create, collaborate or just 00:11:33.693 --> 00:11:36.496 align:center line:-1 position:50% size:42% connect again with one another. 00:11:36.496 --> 00:11:38.431 align:center line:-1 position:50% size:43% For local entrepreneurs and app 00:11:38.431 --> 00:11:40.266 align:center line:-1 position:50% size:40% developers, we have a quieter 00:11:40.266 --> 00:11:41.901 align:center line:-1 position:50% size:34% space in the larger stores 00:11:41.901 --> 00:11:43.303 align:center line:-1 position:50% size:45% called the board room where they 00:11:43.303 --> 00:11:45.004 align:center line:-1 position:50% size:41% can learn more from our teams 00:11:45.004 --> 00:11:46.539 align:center line:-1 position:50% size:34% or, again, share with each 00:11:46.539 --> 00:11:47.240 align:center line:-1 position:50% size:8% other. 00:11:47.240 --> 00:11:50.577 align:center line:-1 position:50% size:33% And the Genius Grove, a 00:11:50.577 --> 00:11:53.012 align:center line:-1 position:50% size:44% redesigned more relaxed service 00:11:53.012 --> 00:11:55.281 align:center line:-1 position:50% size:40% experience now in the heart of 00:11:55.281 --> 00:11:57.417 align:center line:-1 position:50% size:24% our largest stores. 00:11:57.417 --> 00:12:00.920 align:center line:-1 position:50% size:41% And lastly, the avenues, kind of 00:12:00.920 --> 00:12:02.455 align:center line:-1 position:50% size:39% like shop windows around the 00:12:02.455 --> 00:12:03.823 align:center line:-1 position:50% size:17% town square. 00:12:03.823 --> 00:12:05.758 align:center line:-1 position:50% size:39% They're carefully curated and 00:12:05.758 --> 00:12:08.461 align:center line:-1 position:50% size:45% they change seasonally to always 00:12:08.461 --> 00:12:10.163 align:center line:-1 position:50% size:43% feature our newest products and 00:12:10.163 --> 00:12:11.631 align:center line:-1 position:50% size:12% services. 00:12:11.631 --> 00:12:13.666 align:center line:-1 position:50% size:37% And this summer, to turn on 00:12:13.666 --> 00:12:15.401 align:center line:-1 position:50% size:35% these new features, we've 00:12:15.401 --> 00:12:18.204 align:center line:-1 position:50% size:33% launched today at Apple. 00:12:18.204 --> 00:12:20.206 align:center line:-1 position:50% size:44% Our in-store experience designed 00:12:20.206 --> 00:12:22.342 align:center line:-1 position:50% size:42% to inspire customers to go even 00:12:22.342 --> 00:12:24.677 align:center line:-1 position:50% size:35% further with their passions. 00:12:24.677 --> 00:12:26.079 align:center line:-1 position:50% size:35% We started with things that 00:12:26.079 --> 00:12:28.181 align:center line:-1 position:50% size:28% accord Apple's DNA. 00:12:28.181 --> 00:12:29.716 align:center line:-1 position:50% size:39% Things people most use their 00:12:29.716 --> 00:12:31.884 align:center line:-1 position:50% size:41% devices for and they trust us to 00:12:31.884 --> 00:12:33.653 align:center line:-1 position:50% size:16% teach them. 00:12:33.653 --> 00:12:36.689 align:center line:-1 position:50% size:45% Like photography, music, gaming, 00:12:36.689 --> 00:12:38.191 align:center line:-1 position:50% size:30% and app development. 00:12:38.191 --> 00:12:41.361 align:center line:-1 position:50% size:44% We've created new programs like 00:12:41.361 --> 00:12:43.129 align:center line:-1 position:50% size:43% Photobox, where customers can 00:12:43.129 --> 00:12:45.031 align:center line:-1 position:50% size:41% perfect their photography skills 00:12:45.031 --> 00:12:46.432 align:center line:-1 position:50% size:41% with features like portrait mode 00:12:46.432 --> 00:12:47.567 align:center line:-1 position:50% size:20% and memories. 00:12:47.567 --> 00:12:48.935 align:center line:-1 position:50% size:35% And we do all of these in a 00:12:48.935 --> 00:12:50.903 align:center line:-1 position:50% size:40% really fun social way by taking 00:12:50.903 --> 00:12:52.405 align:center line:-1 position:50% size:43% them out to the neighborhood to 00:12:52.405 --> 00:12:53.473 align:center line:-1 position:50% size:32% explore with each other. 00:12:53.473 --> 00:12:56.442 align:center line:-1 position:50% size:42% Or Swift Playgrounds where the 00:12:56.442 --> 00:12:58.478 align:center line:-1 position:50% size:42% next generation app developers 00:12:58.478 --> 00:13:00.313 align:center line:-1 position:50% size:42% can begin to learn the basics of 00:13:00.313 --> 00:13:02.148 align:center line:-1 position:50% size:10% coding. 00:13:02.148 --> 00:13:03.416 align:center line:-1 position:50% size:32% And one of my personal 00:13:03.416 --> 00:13:05.918 align:center line:-1 position:50% size:38% favorites, Teacher Tuesdays, 00:13:05.918 --> 00:13:07.754 align:center line:-1 position:50% size:36% where our teams help local 00:13:07.754 --> 00:13:09.522 align:center line:-1 position:50% size:40% educators stay updated on the 00:13:09.522 --> 00:13:13.526 align:center line:-1 position:50% size:41% newest technologies and apps. 00:13:13.526 --> 00:13:15.328 align:center line:-1 position:50% size:39% In some of our largest stores, 00:13:15.328 --> 00:13:16.629 align:center line:-1 position:50% size:33% sessions are led by local 00:13:16.629 --> 00:13:17.463 align:center line:-1 position:50% size:9% artists. 00:13:17.463 --> 00:13:18.998 align:center line:-1 position:50% size:38% Like this music lab called the 00:13:18.998 --> 00:13:21.234 align:center line:-1 position:50% size:43% Art of Beatmaking with RZA and 00:13:21.234 --> 00:13:24.704 align:center line:-1 position:50% size:36% the ROLI team in Brooklyn. 00:13:24.704 --> 00:13:27.473 align:center line:-1 position:50% size:42% These sessions in all stores are 00:13:27.473 --> 00:13:29.809 align:center line:-1 position:50% size:33% led by our creative team. 00:13:29.809 --> 00:13:31.577 align:center line:-1 position:50% size:38% And a new position we call a 00:13:31.577 --> 00:13:33.780 align:center line:-1 position:50% size:17% creative pro. 00:13:33.780 --> 00:13:36.516 align:center line:-1 position:50% size:40% So, the creative pro is now the 00:13:36.516 --> 00:13:39.185 align:center line:-1 position:50% size:38% liberal arts as the genius has 00:13:39.185 --> 00:13:41.587 align:center line:-1 position:50% size:36% always been to technology. 00:13:41.587 --> 00:13:42.889 align:center line:-1 position:50% size:44% And I would love to show a quick 00:13:42.889 --> 00:13:44.590 align:center line:-1 position:50% size:43% video to show you how Today at 00:13:44.590 --> 00:13:47.060 align:center line:-1 position:50% size:30% Apple is coming to life. 00:13:49.362 --> 00:13:52.065 align:center line:-1 position:50% size:41% >> Welcome to Today at Apple. 00:13:52.065 --> 00:13:53.099 align:center line:-1 position:50% size:41% >> Today at Apple, we're going 00:13:53.099 --> 00:13:53.999 align:center line:-1 position:50% size:37% to be learning about coding. 00:13:53.999 --> 00:13:55.001 align:center line:-1 position:50% size:43% >> Today at Apple, we are going 00:13:55.001 --> 00:13:56.202 align:center line:-1 position:50% size:34% to be talking with the very 00:13:56.202 --> 00:13:57.103 align:center line:-1 position:50% size:25% talented illustrator. 00:13:57.103 --> 00:13:57.904 align:center line:-1 position:50% size:33% >> Today at Apple, we're 00:13:57.904 --> 00:14:00.039 align:center line:-1 position:50% size:37% learning about photography. 00:14:00.039 --> 00:14:01.641 align:center line:-1 position:50% size:45% >> We have tons of good ideas in 00:14:01.641 --> 00:14:02.475 align:center line:-1 position:50% size:15% your head. 00:14:02.475 --> 00:14:03.309 align:center line:-1 position:50% size:36% So, it's like, ooh, I like that. 00:14:03.309 --> 00:14:03.810 align:center line:-1 position:50% size:40% I'm going to explore that some 00:14:03.810 --> 00:14:04.477 align:center line:-1 position:50% size:8% more. 00:14:04.477 --> 00:14:08.247 align:center line:-1 position:50% size:12% [ Music ] 00:14:08.247 --> 00:14:09.215 align:center line:-1 position:50% size:46% >> When you do something for the 00:14:09.215 --> 00:14:10.550 align:center line:-1 position:50% size:33% first time, you have to be 00:14:10.550 --> 00:14:12.485 align:center line:-1 position:50% size:27% completely fearless. 00:14:12.485 --> 00:14:21.561 align:center line:-1 position:50% size:12% [ Music ] 00:14:22.495 --> 00:14:28.434 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:14:28.434 --> 00:14:30.236 align:center line:-1 position:50% size:29% >> We've just started. 00:14:31.738 --> 00:14:32.872 align:center line:-1 position:50% size:25% We've just started. 00:14:32.872 --> 00:14:34.774 align:center line:-1 position:50% size:36% But the feedback has been 00:14:34.774 --> 00:14:35.608 align:center line:-1 position:50% size:12% fantastic. 00:14:35.608 --> 00:14:36.909 align:center line:-1 position:50% size:39% Customers are telling us they 00:14:36.909 --> 00:14:38.911 align:center line:-1 position:50% size:39% love the role that Apple Retail 00:14:38.911 --> 00:14:41.781 align:center line:-1 position:50% size:38% is playing in their community. 00:14:41.781 --> 00:14:44.851 align:center line:-1 position:50% size:22% So, what's next? 00:14:44.851 --> 00:14:46.152 align:center line:-1 position:50% size:42% Well, we're going to continue to 00:14:46.152 --> 00:14:48.454 align:center line:-1 position:50% size:43% open Apple Town Squares in the 00:14:48.454 --> 00:14:49.856 align:center line:-1 position:50% size:36% top cities around the world. 00:14:49.856 --> 00:14:52.058 align:center line:-1 position:50% size:41% We're going to invest in online. 00:14:52.058 --> 00:14:53.926 align:center line:-1 position:50% size:43% And we're also going to continue 00:14:53.926 --> 00:14:56.896 align:center line:-1 position:50% size:38% to reinvest in our 400 classic 00:14:56.896 --> 00:14:59.499 align:center line:-1 position:50% size:40% locations including Apple Fifth 00:14:59.499 --> 00:15:01.768 align:center line:-1 position:50% size:42% Avenue in New York City where 00:15:01.768 --> 00:15:03.603 align:center line:-1 position:50% size:39% we're opening up the plaza to 00:15:03.603 --> 00:15:05.338 align:center line:-1 position:50% size:40% allow natural sunlight to come 00:15:05.338 --> 00:15:07.273 align:center line:-1 position:50% size:43% in into a greatly expanded space 00:15:07.273 --> 00:15:08.441 align:center line:-1 position:50% size:9% below. 00:15:08.441 --> 00:15:10.476 align:center line:-1 position:50% size:42% And you can see the glass tube 00:15:10.476 --> 00:15:13.045 align:center line:-1 position:50% size:40% will return when reopened late 00:15:13.045 --> 00:15:14.480 align:center line:-1 position:50% size:13% next year. 00:15:14.480 --> 00:15:19.819 align:center line:-1 position:50% size:16% [ Applause ] 00:15:19.819 --> 00:15:21.420 align:center line:-1 position:50% size:42% And in Paris, we're restoring an 00:15:21.420 --> 00:15:23.289 align:center line:-1 position:50% size:38% entire historic building on the 00:15:23.289 --> 00:15:25.124 align:center line:-1 position:50% size:32% iconic Champs Elysees. 00:15:25.124 --> 00:15:26.659 align:center line:-1 position:50% size:33% We're turning a five-story 00:15:26.659 --> 00:15:30.930 align:center line:-1 position:50% size:38% atrium into our largest forum. 00:15:30.930 --> 00:15:32.632 align:center line:-1 position:50% size:29% Early next year, we're 00:15:32.632 --> 00:15:34.233 align:center line:-1 position:50% size:41% transforming a theater beneath 00:15:34.233 --> 00:15:36.569 align:center line:-1 position:50% size:44% Piazza Liberty into a modern day 00:15:36.569 --> 00:15:39.739 align:center line:-1 position:50% size:34% town square formal Milan. 00:15:39.739 --> 00:15:41.174 align:center line:-1 position:50% size:41% Just imagine movie night there 00:15:41.174 --> 00:15:42.508 align:center line:-1 position:50% size:18% next summer. 00:15:42.508 --> 00:15:47.013 align:center line:-1 position:50% size:16% [ Applause ] 00:15:47.013 --> 00:15:48.514 align:center line:-1 position:50% size:45% And we've recently announced an 00:15:48.514 --> 00:15:50.449 align:center line:-1 position:50% size:36% ambitious project to restore 00:15:50.449 --> 00:15:52.618 align:center line:-1 position:50% size:41% Carnegie Library in the heart of 00:15:52.618 --> 00:15:54.587 align:center line:-1 position:50% size:26% our nation's capital. 00:15:54.587 --> 00:15:56.455 align:center line:-1 position:50% size:41% We can't think of a better place 00:15:56.455 --> 00:15:58.558 align:center line:-1 position:50% size:44% for today at Apple programs than 00:15:58.558 --> 00:16:00.359 align:center line:-1 position:50% size:36% a building originally created 00:16:00.359 --> 00:16:02.261 align:center line:-1 position:50% size:43% for the city to access knowledge 00:16:02.261 --> 00:16:04.530 align:center line:-1 position:50% size:34% and unlock their potential. 00:16:04.530 --> 00:16:10.570 align:center line:-1 position:50% size:16% [ Applause ] 00:16:10.570 --> 00:16:12.305 align:center line:-1 position:50% size:38% And I'm thrilled to personally 00:16:12.305 --> 00:16:13.639 align:center line:-1 position:50% size:38% announce the opening of our 00:16:13.639 --> 00:16:15.441 align:center line:-1 position:50% size:36% newest flagship store in the 00:16:15.441 --> 00:16:16.843 align:center line:-1 position:50% size:28% heart of the Midwest. 00:16:16.843 --> 00:16:19.946 align:center line:-1 position:50% size:46% Apple Michigan Avenue in Chicago 00:16:19.946 --> 00:16:21.547 align:center line:-1 position:50% size:23% on October 20th. 00:16:21.547 --> 00:16:27.153 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:16:27.153 --> 00:16:28.487 align:center line:-1 position:50% size:34% Our team has designed a 00:16:28.487 --> 00:16:31.257 align:center line:-1 position:50% size:32% spectacular pavilion that 00:16:31.257 --> 00:16:33.726 align:center line:-1 position:50% size:44% seamlessly connects the plaza to 00:16:33.726 --> 00:16:35.394 align:center line:-1 position:50% size:41% the promenade as a part of the 00:16:35.394 --> 00:16:37.296 align:center line:-1 position:50% size:35% city's plan to transform the 00:16:37.296 --> 00:16:39.498 align:center line:-1 position:50% size:26% Chicago Riverfront. 00:16:39.498 --> 00:16:41.033 align:center line:-1 position:50% size:36% So that's a brief highlight of 00:16:41.033 --> 00:16:42.134 align:center line:-1 position:50% size:38% just a couple of things we've 00:16:42.134 --> 00:16:43.736 align:center line:-1 position:50% size:23% been working on. 00:16:43.736 --> 00:16:46.339 align:center line:-1 position:50% size:40% And as Tim said, Apple's retail 00:16:46.339 --> 00:16:48.441 align:center line:-1 position:50% size:37% purpose has always been to 00:16:48.441 --> 00:16:49.675 align:center line:-1 position:50% size:16% enrich lives. 00:16:49.675 --> 00:16:51.177 align:center line:-1 position:50% size:36% So a huge thank you to the 00:16:51.177 --> 00:16:53.412 align:center line:-1 position:50% size:40% 65,000 Apple retail employees 00:16:53.412 --> 00:16:55.348 align:center line:-1 position:50% size:44% around the world whose passion, 00:16:55.348 --> 00:16:57.817 align:center line:-1 position:50% size:46% energy and commitment in serving 00:16:57.817 --> 00:16:59.652 align:center line:-1 position:50% size:42% all of us every day and ensuring 00:16:59.652 --> 00:17:01.821 align:center line:-1 position:50% size:37% all of Apple comes together. 00:17:01.821 --> 00:17:03.522 align:center line:-1 position:50% size:30% It's brilliant, thank you. 00:17:03.522 --> 00:17:07.526 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:17:07.526 --> 00:17:10.863 align:center line:-1 position:50% size:25% >> Thanks Angela. 00:17:10.863 --> 00:17:12.431 align:center line:-1 position:50% size:25% I am really excited. 00:17:12.431 --> 00:17:13.866 align:center line:-1 position:50% size:29% I'm really about all the 00:17:13.866 --> 00:17:15.768 align:center line:-1 position:50% size:37% incredible things going on in 00:17:15.768 --> 00:17:16.903 align:center line:-1 position:50% size:8% retail. 00:17:16.903 --> 00:17:20.072 align:center line:-1 position:50% size:42% But I am especially proud of our 00:17:20.072 --> 00:17:23.175 align:center line:-1 position:50% size:33% unbelievable retail team. 00:17:23.175 --> 00:17:25.311 align:center line:-1 position:50% size:31% It's the best place to go 00:17:25.311 --> 00:17:28.180 align:center line:-1 position:50% size:39% experience our new products. 00:17:28.180 --> 00:17:30.116 align:center line:-1 position:50% size:33% And so let's get going on 00:17:30.116 --> 00:17:31.183 align:center line:-1 position:50% size:37% telling you about what we're 00:17:31.183 --> 00:17:34.120 align:center line:-1 position:50% size:42% going to launch today beginning 00:17:34.120 --> 00:17:37.556 align:center line:-1 position:50% size:24% with Apple Watch. 00:17:37.556 --> 00:17:43.496 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:17:43.496 --> 00:17:45.164 align:center line:-1 position:50% size:46% Apple Watch was designed to help 00:17:45.164 --> 00:17:47.266 align:center line:-1 position:50% size:40% people stay active, motivated, 00:17:47.266 --> 00:17:48.401 align:center line:-1 position:50% size:44% and connected so that they could 00:17:48.401 --> 00:17:49.235 align:center line:-1 position:50% size:22% live a better day. 00:17:49.235 --> 00:17:51.904 align:center line:-1 position:50% size:39% And I'm happy to tell you that 00:17:51.904 --> 00:17:54.206 align:center line:-1 position:50% size:43% more people are doing that than 00:17:54.206 --> 00:17:55.541 align:center line:-1 position:50% size:16% ever before. 00:17:55.541 --> 00:17:57.143 align:center line:-1 position:50% size:40% Since the launch of the Series 00:17:57.143 --> 00:17:58.644 align:center line:-1 position:50% size:31% 2, the Apple Watch has 00:17:58.644 --> 00:18:01.447 align:center line:-1 position:50% size:43% experience phenomenal growth. 00:18:01.447 --> 00:18:04.517 align:center line:-1 position:50% size:33% In fact, last quarter Apple 00:18:04.517 --> 00:18:07.186 align:center line:-1 position:50% size:47% Watch grew over 50% compared to 00:18:07.186 --> 00:18:08.020 align:center line:-1 position:50% size:24% the previous year. 00:18:08.020 --> 00:18:09.522 align:center line:-1 position:50% size:23% This is incredible. 00:18:09.522 --> 00:18:14.160 align:center line:-1 position:50% size:16% [ Applause ] 00:18:14.160 --> 00:18:17.363 align:center line:-1 position:50% size:41% Well last year, we told you that 00:18:17.363 --> 00:18:19.398 align:center line:-1 position:50% size:38% the Apple Watch had already 00:18:19.398 --> 00:18:22.101 align:center line:-1 position:50% size:44% become the number two watch in 00:18:22.101 --> 00:18:23.736 align:center line:-1 position:50% size:13% the world. 00:18:23.736 --> 00:18:26.138 align:center line:-1 position:50% size:37% Today, I'm thrilled to tell you 00:18:26.138 --> 00:18:28.374 align:center line:-1 position:50% size:36% the Apple Watch is now the 00:18:28.374 --> 00:18:30.543 align:center line:-1 position:50% size:42% number one watch in the world. 00:18:30.543 --> 00:18:39.352 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:18:39.352 --> 00:18:41.487 align:center line:-1 position:50% size:42% But what's most rewarding to us 00:18:41.487 --> 00:18:45.791 align:center line:-1 position:50% size:40% is how much our users love it. 00:18:45.791 --> 00:18:48.027 align:center line:-1 position:50% size:35% Our-- We have an industry 00:18:48.027 --> 00:18:49.829 align:center line:-1 position:50% size:39% leading customer satisfaction 00:18:49.829 --> 00:18:51.897 align:center line:-1 position:50% size:17% rate of 97%. 00:18:51.897 --> 00:18:53.499 align:center line:-1 position:50% size:24% This is worldwide. 00:18:53.499 --> 00:18:56.969 align:center line:-1 position:50% size:16% [ Applause ] 00:18:56.969 --> 00:19:00.539 align:center line:-1 position:50% size:39% People write to us all the time 00:19:00.539 --> 00:19:02.808 align:center line:-1 position:50% size:43% and tell us how the Apple Watch 00:19:02.808 --> 00:19:04.543 align:center line:-1 position:50% size:42% is helping them lead a healthier 00:19:04.543 --> 00:19:05.978 align:center line:-1 position:50% size:5% life. 00:19:07.046 --> 00:19:10.049 align:center line:-1 position:50% size:41% These stories are unbelievable 00:19:10.049 --> 00:19:13.386 align:center line:-1 position:50% size:43% and we prepared a video so that 00:19:13.386 --> 00:19:15.354 align:center line:-1 position:50% size:37% you could hear directly from 00:19:15.354 --> 00:19:17.690 align:center line:-1 position:50% size:37% them what they're telling us. 00:19:17.690 --> 00:19:19.959 align:center line:-1 position:50% size:32% I'd love to play it for you. 00:19:28.067 --> 00:19:30.836 align:center line:-1 position:50% size:18% >> Dear Tim. 00:19:32.171 --> 00:19:35.074 align:center line:-1 position:50% size:25% >> Hello Mr. Cook. 00:19:35.074 --> 00:19:37.676 align:center line:-1 position:50% size:40% >> I know you may never read 00:19:37.676 --> 00:19:38.878 align:center line:-1 position:50% size:38% this but I just wanted to put it 00:19:38.878 --> 00:19:39.678 align:center line:-1 position:50% size:14% out there-- 00:19:39.678 --> 00:19:40.513 align:center line:-1 position:50% size:35% >> I live in Massachusetts. 00:19:40.513 --> 00:19:42.114 align:center line:-1 position:50% size:42% >> I'm a country boy from small 00:19:42.114 --> 00:19:43.182 align:center line:-1 position:50% size:23% town Mississippi. 00:19:43.182 --> 00:19:45.084 align:center line:-1 position:50% size:37% >> I'm a two-time Olympian. 00:19:46.218 --> 00:19:48.187 align:center line:-1 position:50% size:41% >> I'm the father of a nine year 00:19:48.187 --> 00:19:48.988 align:center line:-1 position:50% size:5% old. 00:19:48.988 --> 00:19:51.657 align:center line:-1 position:50% size:37% >> I am a 99-year-old world 00:19:51.657 --> 00:19:52.491 align:center line:-1 position:50% size:11% traveler. 00:19:52.491 --> 00:19:53.759 align:center line:-1 position:50% size:38% >> Every day for the last two 00:19:53.759 --> 00:19:55.528 align:center line:-1 position:50% size:39% and a half years, I have worn 00:19:55.528 --> 00:19:57.129 align:center line:-1 position:50% size:40% this tiny computer on my wrist. 00:19:57.129 --> 00:19:58.397 align:center line:-1 position:50% size:36% >> This is the first time I've 00:19:58.397 --> 00:19:59.432 align:center line:-1 position:50% size:36% worn a watch since my bar 00:19:59.432 --> 00:20:00.266 align:center line:-1 position:50% size:12% mitzvah. 00:20:00.266 --> 00:20:01.534 align:center line:-1 position:50% size:43% >> I was a scrawny sports hated 00:20:01.534 --> 00:20:02.968 align:center line:-1 position:50% size:42% kid who never really liked being 00:20:02.968 --> 00:20:03.803 align:center line:-1 position:50% size:9% active. 00:20:03.803 --> 00:20:04.603 align:center line:-1 position:50% size:46% >> I was coming back from a knee 00:20:04.603 --> 00:20:05.438 align:center line:-1 position:50% size:11% surgery. 00:20:05.438 --> 00:20:06.605 align:center line:-1 position:50% size:41% >> While I was never fat, I was 00:20:06.605 --> 00:20:08.040 align:center line:-1 position:50% size:39% the proud owner of a dadbod. 00:20:08.040 --> 00:20:09.742 align:center line:-1 position:50% size:41% >> I fell into a deep depression 00:20:09.742 --> 00:20:13.045 align:center line:-1 position:50% size:35% and weighing 250 pounds. 00:20:14.046 --> 00:20:16.549 align:center line:-1 position:50% size:34% >> Now I get up at 5 a.m. 00:20:16.549 --> 00:20:18.017 align:center line:-1 position:50% size:31% >> If it's five minutes to 00:20:18.017 --> 00:20:19.452 align:center line:-1 position:50% size:41% midnight, I'll do push ups in my 00:20:19.452 --> 00:20:20.286 align:center line:-1 position:50% size:13% bedroom. 00:20:20.286 --> 00:20:21.087 align:center line:-1 position:50% size:36% >> I'll take the dog out for a 00:20:21.087 --> 00:20:22.054 align:center line:-1 position:50% size:37% really quick walk around the 00:20:22.054 --> 00:20:22.888 align:center line:-1 position:50% size:8% block. 00:20:22.888 --> 00:20:23.956 align:center line:-1 position:50% size:42% >> I walk around the house and 00:20:23.956 --> 00:20:25.458 align:center line:-1 position:50% size:35% my family thinks I'm a little 00:20:25.458 --> 00:20:26.292 align:center line:-1 position:50% size:8% crazy. 00:20:26.292 --> 00:20:27.726 align:center line:-1 position:50% size:38% >> I dutifully oblige when the 00:20:27.726 --> 00:20:29.061 align:center line:-1 position:50% size:45% Apple Watch reminds me to stand 00:20:29.061 --> 00:20:30.529 align:center line:-1 position:50% size:19% up every hour. 00:20:30.529 --> 00:20:36.402 align:center line:-1 position:50% size:12% [ Music ] 00:20:36.402 --> 00:20:38.671 align:center line:-1 position:50% size:39% >> I ran my first Spartan race 00:20:38.671 --> 00:20:40.272 align:center line:-1 position:50% size:35% in December and ran a full 00:20:40.272 --> 00:20:42.842 align:center line:-1 position:50% size:29% marathon in February. 00:20:54.120 --> 00:20:55.721 align:center line:-1 position:50% size:42% >> Dear Mr. Cook, our daughter 00:20:55.721 --> 00:20:57.523 align:center line:-1 position:50% size:44% was recently diagnosed with type 00:20:57.523 --> 00:20:58.390 align:center line:-1 position:50% size:15% 1 diabetes. 00:20:58.390 --> 00:20:59.792 align:center line:-1 position:50% size:36% >> My car rolled over three 00:20:59.792 --> 00:21:00.826 align:center line:-1 position:50% size:41% times and my phone landed far 00:21:00.826 --> 00:21:02.328 align:center line:-1 position:50% size:22% out of my reach. 00:21:02.328 --> 00:21:03.529 align:center line:-1 position:50% size:41% Once I collected my thoughts, I 00:21:03.529 --> 00:21:04.830 align:center line:-1 position:50% size:45% remembered my Apple Watch had 00:21:04.830 --> 00:21:05.631 align:center line:-1 position:50% size:23% the SOS feature. 00:21:05.631 --> 00:21:06.732 align:center line:-1 position:50% size:37% >> After being rushed to the 00:21:06.732 --> 00:21:08.234 align:center line:-1 position:50% size:46% emergency room, I was diagnosed 00:21:08.234 --> 00:21:09.235 align:center line:-1 position:50% size:33% with a condition that was 00:21:09.235 --> 00:21:10.870 align:center line:-1 position:50% size:39% causing my liver, kidneys and 00:21:10.870 --> 00:21:12.238 align:center line:-1 position:50% size:37% heart to start shutting down. 00:21:12.238 --> 00:21:13.272 align:center line:-1 position:50% size:33% >> The integration of our 00:21:13.272 --> 00:21:14.840 align:center line:-1 position:50% size:41% glucose monitor with the Apple 00:21:14.840 --> 00:21:16.308 align:center line:-1 position:50% size:40% Watch lets us make sure if our 00:21:16.308 --> 00:21:17.543 align:center line:-1 position:50% size:32% blood sugars don't go to 00:21:17.543 --> 00:21:18.444 align:center line:-1 position:50% size:31% dangerously low levels. 00:21:18.444 --> 00:21:21.046 align:center line:-1 position:50% size:42% >> For six minutes, I hung there 00:21:21.046 --> 00:21:22.081 align:center line:-1 position:50% size:28% in my car talking to a 00:21:22.081 --> 00:21:23.349 align:center line:-1 position:50% size:38% dispatcher until help arrived. 00:21:23.349 --> 00:21:24.250 align:center line:-1 position:50% size:40% >> Had I not been wearing my 00:21:24.250 --> 00:21:25.951 align:center line:-1 position:50% size:44% Apple Watch, I never would have 00:21:25.951 --> 00:21:27.386 align:center line:-1 position:50% size:41% sought medical attention which 00:21:27.386 --> 00:21:29.288 align:center line:-1 position:50% size:28% in turn saved my life. 00:21:29.288 --> 00:21:30.556 align:center line:-1 position:50% size:21% Sincerely, Paul. 00:21:30.556 --> 00:21:33.058 align:center line:-1 position:50% size:35% >> Thank you so much for 00:21:33.058 --> 00:21:35.227 align:center line:-1 position:50% size:44% creating something that does not 00:21:35.227 --> 00:21:36.629 align:center line:-1 position:50% size:24% make me feel old. 00:21:36.629 --> 00:21:38.030 align:center line:-1 position:50% size:31% >> Thanks for listening. 00:21:38.030 --> 00:21:38.731 align:center line:-1 position:50% size:5% Avi. 00:21:38.731 --> 00:21:41.767 align:center line:-1 position:50% size:27% >> Sincerely, Stuart. 00:21:41.767 --> 00:21:42.902 align:center line:-1 position:50% size:28% >> All the best, Kara. 00:21:42.902 --> 00:21:44.703 align:center line:-1 position:50% size:23% >> Sincerely, Art. 00:21:44.703 --> 00:21:45.271 align:center line:-1 position:50% size:9% >> Jill. 00:21:45.271 --> 00:21:46.539 align:center line:-1 position:50% size:14% >> Casey. 00:21:46.539 --> 00:21:51.477 align:center line:-1 position:50% size:28% [ Foreign Language ] 00:21:51.477 --> 00:22:00.553 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:22:04.823 --> 00:22:06.458 align:center line:-1 position:50% size:42% >> Those stories are so moving 00:22:06.458 --> 00:22:08.427 align:center line:-1 position:50% size:39% and there's really no words to 00:22:08.427 --> 00:22:10.196 align:center line:-1 position:50% size:37% describe what it feels like to 00:22:10.196 --> 00:22:12.731 align:center line:-1 position:50% size:27% receive these notes. 00:22:12.731 --> 00:22:13.933 align:center line:-1 position:50% size:38% I'd like to thank everybody in 00:22:13.933 --> 00:22:15.434 align:center line:-1 position:50% size:34% the video for sharing their 00:22:15.434 --> 00:22:18.637 align:center line:-1 position:50% size:40% personal experience with all of 00:22:18.637 --> 00:22:19.471 align:center line:-1 position:50% size:4% us. 00:22:19.471 --> 00:22:22.274 align:center line:-1 position:50% size:44% We have some great news about 00:22:22.274 --> 00:22:24.843 align:center line:-1 position:50% size:43% the future of Apple Watch and to 00:22:24.843 --> 00:22:26.278 align:center line:-1 position:50% size:35% share it with you, I'd like to 00:22:26.278 --> 00:22:27.479 align:center line:-1 position:50% size:18% invite Jeff up. 00:22:27.479 --> 00:22:28.514 align:center line:-1 position:50% size:7% Jeff? 00:22:28.514 --> 00:22:35.221 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:22:35.221 --> 00:22:37.389 align:center line:-1 position:50% size:21% >> Thanks Tim. 00:22:37.389 --> 00:22:40.526 align:center line:-1 position:50% size:17% Thanks Tim. 00:22:40.526 --> 00:22:42.628 align:center line:-1 position:50% size:40% Those stories are really great. 00:22:42.628 --> 00:22:45.264 align:center line:-1 position:50% size:37% And it's really inspiring to us 00:22:45.264 --> 00:22:46.999 align:center line:-1 position:50% size:42% that so many people are getting 00:22:46.999 --> 00:22:48.867 align:center line:-1 position:50% size:36% healthier with Apple Watch. 00:22:48.867 --> 00:22:50.035 align:center line:-1 position:50% size:44% With watchOS 4, they're going to 00:22:50.035 --> 00:22:51.170 align:center line:-1 position:50% size:33% be able to do even more. 00:22:51.170 --> 00:22:53.005 align:center line:-1 position:50% size:36% We're adding smart activity 00:22:53.005 --> 00:22:54.006 align:center line:-1 position:50% size:42% coaching which is going to help 00:22:54.006 --> 00:22:56.141 align:center line:-1 position:50% size:40% more people close more rings 00:22:56.141 --> 00:22:57.309 align:center line:-1 position:50% size:16% more often. 00:22:57.309 --> 00:22:59.278 align:center line:-1 position:50% size:44% A completely redesigned workout 00:22:59.278 --> 00:23:01.280 align:center line:-1 position:50% size:40% app with high intensity interval 00:23:01.280 --> 00:23:03.015 align:center line:-1 position:50% size:33% training, new features for 00:23:03.015 --> 00:23:06.619 align:center line:-1 position:50% size:44% swimmers like auto-sets and gym 00:23:06.619 --> 00:23:09.188 align:center line:-1 position:50% size:36% kit, an industry first is really 00:23:09.188 --> 00:23:10.022 align:center line:-1 position:50% size:10% simple. 00:23:10.022 --> 00:23:10.856 align:center line:-1 position:50% size:40% You just tap your watch on the 00:23:10.856 --> 00:23:12.825 align:center line:-1 position:50% size:42% machine, get going and all your 00:23:12.825 --> 00:23:14.893 align:center line:-1 position:50% size:26% metrics are in sync. 00:23:14.893 --> 00:23:17.329 align:center line:-1 position:50% size:40% One of the things that enables 00:23:17.329 --> 00:23:19.198 align:center line:-1 position:50% size:37% these fitness features is the 00:23:19.198 --> 00:23:20.633 align:center line:-1 position:50% size:32% Apple heart rate sensor. 00:23:20.633 --> 00:23:22.568 align:center line:-1 position:50% size:36% And it's been at the core of 00:23:22.568 --> 00:23:24.236 align:center line:-1 position:50% size:36% Apple Watch since the very 00:23:24.236 --> 00:23:25.104 align:center line:-1 position:50% size:14% beginning. 00:23:25.104 --> 00:23:27.273 align:center line:-1 position:50% size:38% And today, it's the most used 00:23:27.273 --> 00:23:29.174 align:center line:-1 position:50% size:41% heart rate monitor in the world. 00:23:29.174 --> 00:23:31.744 align:center line:-1 position:50% size:38% And we want to use it to help 00:23:31.744 --> 00:23:33.078 align:center line:-1 position:50% size:25% even more people. 00:23:33.078 --> 00:23:34.847 align:center line:-1 position:50% size:37% So we're doing three things. 00:23:34.847 --> 00:23:36.649 align:center line:-1 position:50% size:46% First, we're making enhancements 00:23:36.649 --> 00:23:38.017 align:center line:-1 position:50% size:37% to the heart rate app to give 00:23:38.017 --> 00:23:39.852 align:center line:-1 position:50% size:29% you more information. 00:23:39.852 --> 00:23:41.553 align:center line:-1 position:50% size:40% Now, you'll see your heart rate 00:23:41.553 --> 00:23:42.721 align:center line:-1 position:50% size:40% right on the watch face so you 00:23:42.721 --> 00:23:43.822 align:center line:-1 position:50% size:40% can keep an eye on it with just 00:23:43.822 --> 00:23:45.457 align:center line:-1 position:50% size:25% a raise of the wrist. 00:23:45.457 --> 00:23:46.592 align:center line:-1 position:50% size:41% And when you launch the heart 00:23:46.592 --> 00:23:48.127 align:center line:-1 position:50% size:32% rate app, you'll see new 00:23:48.127 --> 00:23:50.562 align:center line:-1 position:50% size:43% measurements like resting heart 00:23:50.562 --> 00:23:51.897 align:center line:-1 position:50% size:6% rate. 00:23:51.897 --> 00:23:53.399 align:center line:-1 position:50% size:37% Apple Watch calculates this 00:23:53.399 --> 00:23:54.900 align:center line:-1 position:50% size:42% daily by correlating background 00:23:54.900 --> 00:23:56.201 align:center line:-1 position:50% size:32% heart rate readings with 00:23:56.201 --> 00:23:57.870 align:center line:-1 position:50% size:27% accelerometer data. 00:23:57.870 --> 00:23:59.605 align:center line:-1 position:50% size:41% And recovery heart rate, which 00:23:59.605 --> 00:24:00.639 align:center line:-1 position:50% size:42% tells you how quickly your heart 00:24:00.639 --> 00:24:02.141 align:center line:-1 position:50% size:33% rate drops after workout. 00:24:02.141 --> 00:24:04.143 align:center line:-1 position:50% size:42% A lower resting heart rate and a 00:24:04.143 --> 00:24:05.978 align:center line:-1 position:50% size:38% quicker recovery rate can be 00:24:05.978 --> 00:24:08.013 align:center line:-1 position:50% size:34% signs of improved fitness. 00:24:08.013 --> 00:24:09.748 align:center line:-1 position:50% size:42% And now, you can keep a better 00:24:09.748 --> 00:24:10.883 align:center line:-1 position:50% size:34% picture of your heart rate. 00:24:10.883 --> 00:24:11.650 align:center line:-1 position:50% size:33% You have a better picture 00:24:11.650 --> 00:24:14.219 align:center line:-1 position:50% size:26% throughout the day. 00:24:14.219 --> 00:24:16.922 align:center line:-1 position:50% size:42% The second thing we're doing is 00:24:16.922 --> 00:24:18.357 align:center line:-1 position:50% size:40% inspired by many of the letters 00:24:18.357 --> 00:24:19.558 align:center line:-1 position:50% size:44% we received from customers who 00:24:19.558 --> 00:24:21.460 align:center line:-1 position:50% size:38% noticed an usually high heart 00:24:21.460 --> 00:24:23.162 align:center line:-1 position:50% size:41% rate when they wouldn't expect 00:24:23.162 --> 00:24:24.129 align:center line:-1 position:50% size:6% one. 00:24:24.129 --> 00:24:25.331 align:center line:-1 position:50% size:44% So Apple Watch has been helpful 00:24:25.331 --> 00:24:27.599 align:center line:-1 position:50% size:39% for them but we realized most 00:24:27.599 --> 00:24:29.568 align:center line:-1 position:50% size:27% people won't notice. 00:24:29.568 --> 00:24:31.503 align:center line:-1 position:50% size:40% So we're adding a feature and 00:24:31.503 --> 00:24:35.040 align:center line:-1 position:50% size:42% now Apple Watch will notify you 00:24:35.040 --> 00:24:36.375 align:center line:-1 position:50% size:36% when it detects an elevated 00:24:36.375 --> 00:24:38.911 align:center line:-1 position:50% size:42% heart rate and you don't appear 00:24:38.911 --> 00:24:40.512 align:center line:-1 position:50% size:17% to be active. 00:24:40.512 --> 00:24:48.454 align:center line:-1 position:50% size:16% [ Applause ] 00:24:48.454 --> 00:24:50.322 align:center line:-1 position:50% size:41% And the third thing we're doing 00:24:50.322 --> 00:24:53.692 align:center line:-1 position:50% size:36% is focused on heart rhythm. 00:24:53.692 --> 00:24:55.027 align:center line:-1 position:50% size:38% A regular heart rhythm has a 00:24:55.027 --> 00:24:56.061 align:center line:-1 position:50% size:21% familiar pattern. 00:24:56.061 --> 00:24:57.429 align:center line:-1 position:50% size:35% But when your heart beats 00:24:57.429 --> 00:24:58.630 align:center line:-1 position:50% size:31% irregularly, it's called an 00:24:58.630 --> 00:24:59.465 align:center line:-1 position:50% size:15% arrhythmia. 00:24:59.465 --> 00:25:00.599 align:center line:-1 position:50% size:41% It doesn't mean it's beating too 00:25:00.599 --> 00:25:01.800 align:center line:-1 position:50% size:21% fast or too slow. 00:25:01.800 --> 00:25:02.634 align:center line:-1 position:50% size:37% It just means it's beating out 00:25:02.634 --> 00:25:05.137 align:center line:-1 position:50% size:38% of its normal rhythm and that 00:25:05.137 --> 00:25:06.872 align:center line:-1 position:50% size:28% can cause problems. 00:25:06.872 --> 00:25:08.440 align:center line:-1 position:50% size:46% The most common form of serious 00:25:08.440 --> 00:25:09.608 align:center line:-1 position:50% size:33% arrhythmia is called atrial 00:25:09.608 --> 00:25:10.943 align:center line:-1 position:50% size:24% fibrillation or a-fib. 00:25:10.943 --> 00:25:13.011 align:center line:-1 position:50% size:38% And it affects tens of millions 00:25:13.011 --> 00:25:14.913 align:center line:-1 position:50% size:43% of people and is a leading cause 00:25:14.913 --> 00:25:16.048 align:center line:-1 position:50% size:13% of stroke. 00:25:16.048 --> 00:25:18.117 align:center line:-1 position:50% size:44% But the challenge is many people 00:25:18.117 --> 00:25:19.918 align:center line:-1 position:50% size:40% with a-fib don't feel symptoms 00:25:19.918 --> 00:25:22.688 align:center line:-1 position:50% size:39% so it often goes undiagnosed. 00:25:22.688 --> 00:25:23.956 align:center line:-1 position:50% size:42% We've been looking at this for a 00:25:23.956 --> 00:25:25.791 align:center line:-1 position:50% size:38% couple of years and we think 00:25:25.791 --> 00:25:27.593 align:center line:-1 position:50% size:30% Apple Watch can help. 00:25:27.593 --> 00:25:29.194 align:center line:-1 position:50% size:35% In our initial studies, Apple 00:25:29.194 --> 00:25:30.662 align:center line:-1 position:50% size:37% Watch has been effective at 00:25:30.662 --> 00:25:32.965 align:center line:-1 position:50% size:36% surfacing irregular rhythms. 00:25:32.965 --> 00:25:34.366 align:center line:-1 position:50% size:45% So we're expanding that work and 00:25:34.366 --> 00:25:36.034 align:center line:-1 position:50% size:37% today, we're announcing the 00:25:36.034 --> 00:25:37.503 align:center line:-1 position:50% size:24% Apple heart study. 00:25:37.503 --> 00:25:45.210 align:center line:-1 position:50% size:16% [ Applause ] 00:25:45.210 --> 00:25:46.979 align:center line:-1 position:50% size:34% It will use data from Apple 00:25:46.979 --> 00:25:49.548 align:center line:-1 position:50% size:33% Watch and it will analyze 00:25:49.548 --> 00:25:51.483 align:center line:-1 position:50% size:41% arrhythmias including a-fib and 00:25:51.483 --> 00:25:53.118 align:center line:-1 position:50% size:17% notify users. 00:25:53.118 --> 00:25:54.553 align:center line:-1 position:50% size:43% This study is being conducted in 00:25:54.553 --> 00:25:55.654 align:center line:-1 position:50% size:34% partnership with Stanford 00:25:55.654 --> 00:25:57.256 align:center line:-1 position:50% size:37% Medicine and we're working 00:25:57.256 --> 00:25:58.090 align:center line:-1 position:50% size:28% closely with the FDA. 00:25:58.090 --> 00:25:59.191 align:center line:-1 position:50% size:41% and they've been great to work 00:25:59.191 --> 00:26:00.359 align:center line:-1 position:50% size:7% with. 00:26:00.359 --> 00:26:02.361 align:center line:-1 position:50% size:34% So later this year, the first 00:26:02.361 --> 00:26:04.062 align:center line:-1 position:50% size:41% phase of the Apple heart study 00:26:04.062 --> 00:26:06.365 align:center line:-1 position:50% size:38% will be available in the US on 00:26:06.365 --> 00:26:08.233 align:center line:-1 position:50% size:19% the App Store. 00:26:08.233 --> 00:26:10.235 align:center line:-1 position:50% size:46% Those are the updates focused on 00:26:10.235 --> 00:26:13.405 align:center line:-1 position:50% size:41% fitness and health and they join 00:26:13.405 --> 00:26:14.873 align:center line:-1 position:50% size:35% the other great features of 00:26:14.873 --> 00:26:16.141 align:center line:-1 position:50% size:16% watchOS 4. 00:26:16.141 --> 00:26:18.043 align:center line:-1 position:50% size:45% We have a completely redesigned 00:26:18.043 --> 00:26:19.745 align:center line:-1 position:50% size:29% music experience, an 00:26:19.745 --> 00:26:22.714 align:center line:-1 position:50% size:39% intelligence Siri face, fun new 00:26:22.714 --> 00:26:24.583 align:center line:-1 position:50% size:40% characters from Toy Story and 00:26:24.583 --> 00:26:26.351 align:center line:-1 position:50% size:8% more. 00:26:26.351 --> 00:26:27.820 align:center line:-1 position:50% size:28% So that's watchOS 4. 00:26:27.820 --> 00:26:29.288 align:center line:-1 position:50% size:31% It will be available to all 00:26:29.288 --> 00:26:30.656 align:center line:-1 position:50% size:36% Apple Watch customers on 00:26:30.656 --> 00:26:32.558 align:center line:-1 position:50% size:22% September 19th. 00:26:32.558 --> 00:26:41.633 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:26:42.468 --> 00:26:44.536 align:center line:-1 position:50% size:38% And now I'd like to introduce 00:26:44.536 --> 00:26:46.171 align:center line:-1 position:50% size:37% the next generation of Apple 00:26:46.171 --> 00:26:47.739 align:center line:-1 position:50% size:10% Watch. 00:26:49.508 --> 00:26:58.584 align:center line:-1 position:50% size:12% [ Music ] 00:27:23.542 --> 00:27:32.618 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:27:35.988 --> 00:27:38.891 align:center line:-1 position:50% size:44% Introducing Apple Watch Series 3 00:27:38.891 --> 00:27:42.561 align:center line:-1 position:50% size:34% and it has cellular built in. 00:27:42.561 --> 00:27:49.067 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:27:49.067 --> 00:27:50.202 align:center line:-1 position:50% size:43% Now you have the freedom to go 00:27:50.202 --> 00:27:51.837 align:center line:-1 position:50% size:40% anywhere with just your Apple 00:27:51.837 --> 00:27:53.272 align:center line:-1 position:50% size:10% Watch. 00:27:53.272 --> 00:27:55.407 align:center line:-1 position:50% size:39% This has been our vision from 00:27:55.407 --> 00:27:57.009 align:center line:-1 position:50% size:35% the very beginning and we 00:27:57.009 --> 00:27:58.677 align:center line:-1 position:50% size:39% believe built in cellular makes 00:27:58.677 --> 00:28:01.480 align:center line:-1 position:50% size:43% Series 3 the ultimate expression 00:28:01.480 --> 00:28:02.814 align:center line:-1 position:50% size:21% of Apple Watch. 00:28:02.814 --> 00:28:04.416 align:center line:-1 position:50% size:40% Now you can go for a run with 00:28:04.416 --> 00:28:06.151 align:center line:-1 position:50% size:35% just your watch and still be 00:28:06.151 --> 00:28:07.152 align:center line:-1 position:50% size:15% connected. 00:28:07.152 --> 00:28:08.487 align:center line:-1 position:50% size:43% You can leave your phone when 00:28:08.487 --> 00:28:10.389 align:center line:-1 position:50% size:40% you go the beach or just run a 00:28:10.389 --> 00:28:11.957 align:center line:-1 position:50% size:18% quick errand. 00:28:11.957 --> 00:28:13.492 align:center line:-1 position:50% size:41% And it's really nice to know you 00:28:13.492 --> 00:28:15.193 align:center line:-1 position:50% size:42% can be reached if needed while 00:28:15.193 --> 00:28:17.629 align:center line:-1 position:50% size:30% staying in the moment. 00:28:17.629 --> 00:28:19.131 align:center line:-1 position:50% size:41% It can receive an important call 00:28:19.131 --> 00:28:21.533 align:center line:-1 position:50% size:37% with just your watch and the 00:28:21.533 --> 00:28:22.768 align:center line:-1 position:50% size:41% number is the same number as 00:28:22.768 --> 00:28:23.535 align:center line:-1 position:50% size:17% your iPhone. 00:28:23.535 --> 00:28:24.102 align:center line:-1 position:50% size:37% You don't have to manage a 00:28:24.102 --> 00:28:25.137 align:center line:-1 position:50% size:24% separate number. 00:28:25.137 --> 00:28:26.405 align:center line:-1 position:50% size:34% The apps you rely on like 00:28:26.405 --> 00:28:28.674 align:center line:-1 position:50% size:41% messages just work and Siri at 00:28:28.674 --> 00:28:30.242 align:center line:-1 position:50% size:36% your beck and call anytime, 00:28:30.242 --> 00:28:32.144 align:center line:-1 position:50% size:14% anywhere. 00:28:32.144 --> 00:28:33.178 align:center line:-1 position:50% size:36% You can use maps and get 00:28:33.178 --> 00:28:33.979 align:center line:-1 position:50% size:14% directions. 00:28:33.979 --> 00:28:35.647 align:center line:-1 position:50% size:37% And the location for Find My 00:28:35.647 --> 00:28:36.882 align:center line:-1 position:50% size:43% Friend automatically switches to 00:28:36.882 --> 00:28:37.950 align:center line:-1 position:50% size:46% your watch when you're away from 00:28:37.950 --> 00:28:39.184 align:center line:-1 position:50% size:16% your phone. 00:28:39.184 --> 00:28:41.453 align:center line:-1 position:50% size:44% And third party apps like WeChat 00:28:41.453 --> 00:28:44.590 align:center line:-1 position:50% size:34% work over cellular as well. 00:28:44.590 --> 00:28:48.961 align:center line:-1 position:50% size:43% And coming next month, cellular 00:28:48.961 --> 00:28:50.562 align:center line:-1 position:50% size:40% is going to change the way we 00:28:50.562 --> 00:28:52.297 align:center line:-1 position:50% size:37% listen to music because with 00:28:52.297 --> 00:28:55.200 align:center line:-1 position:50% size:43% Apple Watch Series 3 and Apple 00:28:55.200 --> 00:28:58.303 align:center line:-1 position:50% size:44% Music, you can stream 40 million 00:28:58.303 --> 00:29:00.505 align:center line:-1 position:50% size:27% songs on your wrist. 00:29:00.505 --> 00:29:09.581 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:29:11.917 --> 00:29:13.318 align:center line:-1 position:50% size:38% You'll have access to all your 00:29:13.318 --> 00:29:14.386 align:center line:-1 position:50% size:20% favorite music. 00:29:14.386 --> 00:29:16.221 align:center line:-1 position:50% size:39% You can listen to Beats 1 Live 00:29:16.221 --> 00:29:17.789 align:center line:-1 position:50% size:33% or any Apple radio music 00:29:17.789 --> 00:29:19.057 align:center line:-1 position:50% size:10% station. 00:29:19.057 --> 00:29:20.826 align:center line:-1 position:50% size:38% You can even ask Siri to find 00:29:20.826 --> 00:29:22.861 align:center line:-1 position:50% size:28% you the perfect track. 00:29:22.861 --> 00:29:25.964 align:center line:-1 position:50% size:42% Now, the best device for staying 00:29:25.964 --> 00:29:27.599 align:center line:-1 position:50% size:40% motive-- for staying active has 00:29:27.599 --> 00:29:29.101 align:center line:-1 position:50% size:40% all the music you need to stay 00:29:29.101 --> 00:29:30.836 align:center line:-1 position:50% size:14% motivated. 00:29:30.836 --> 00:29:34.973 align:center line:-1 position:50% size:37% To enable these features on 00:29:34.973 --> 00:29:38.110 align:center line:-1 position:50% size:40% Apple Watch, we have packed 00:29:38.110 --> 00:29:40.979 align:center line:-1 position:50% size:43% Series 3 with the most advanced 00:29:40.979 --> 00:29:44.116 align:center line:-1 position:50% size:39% technologies ever in a watch. 00:29:44.116 --> 00:29:45.951 align:center line:-1 position:50% size:33% Inside is a new dual core 00:29:45.951 --> 00:29:49.021 align:center line:-1 position:50% size:41% processor delivering up to 70% 00:29:49.021 --> 00:29:50.255 align:center line:-1 position:50% size:26% more performance. 00:29:50.255 --> 00:29:52.290 align:center line:-1 position:50% size:27% It's really, really fast. 00:29:52.290 --> 00:29:55.060 align:center line:-1 position:50% size:37% Siri is quicker than ever and 00:29:55.060 --> 00:29:57.095 align:center line:-1 position:50% size:42% thanks to the new processor for 00:29:57.095 --> 00:29:59.331 align:center line:-1 position:50% size:39% the first time on Apple Watch, 00:29:59.331 --> 00:30:01.600 align:center line:-1 position:50% size:17% Siri can talk. 00:30:01.600 --> 00:30:03.402 align:center line:-1 position:50% size:40% >> It's 64 degrees right now in 00:30:03.402 --> 00:30:05.370 align:center line:-1 position:50% size:25% South Lake Tahoe. 00:30:05.370 --> 00:30:07.372 align:center line:-1 position:50% size:40% >> It's really convenient to not 00:30:07.372 --> 00:30:08.306 align:center line:-1 position:50% size:42% have to look at the screen when 00:30:08.306 --> 00:30:11.243 align:center line:-1 position:50% size:34% you ask her the question. 00:30:11.243 --> 00:30:12.744 align:center line:-1 position:50% size:32% For Bluetooth and Wi-Fi 00:30:12.744 --> 00:30:14.046 align:center line:-1 position:50% size:38% connectivity, we developed a 00:30:14.046 --> 00:30:15.647 align:center line:-1 position:50% size:44% custom wireless chip we call W2. 00:30:15.647 --> 00:30:17.382 align:center line:-1 position:50% size:36% There's nothing else like it. 00:30:17.382 --> 00:30:19.918 align:center line:-1 position:50% size:36% It delivers up to 85% faster 00:30:19.918 --> 00:30:22.954 align:center line:-1 position:50% size:46% Wi-Fi while being 50% more power 00:30:22.954 --> 00:30:24.623 align:center line:-1 position:50% size:41% efficient for both Bluetooth and 00:30:24.623 --> 00:30:25.691 align:center line:-1 position:50% size:8% Wi-Fi. 00:30:25.691 --> 00:30:27.459 align:center line:-1 position:50% size:41% And we've added a barometric 00:30:27.459 --> 00:30:28.760 align:center line:-1 position:50% size:13% altimeter. 00:30:28.760 --> 00:30:30.228 align:center line:-1 position:50% size:39% So now you get flight of stairs 00:30:30.228 --> 00:30:31.963 align:center line:-1 position:50% size:41% climb and elevation gains after 00:30:31.963 --> 00:30:33.098 align:center line:-1 position:50% size:14% a workout. 00:30:33.098 --> 00:30:34.766 align:center line:-1 position:50% size:41% We're also releasing an app for 00:30:34.766 --> 00:30:35.734 align:center line:-1 position:50% size:38% developers that's going to be 00:30:35.734 --> 00:30:37.269 align:center line:-1 position:50% size:26% great for skiing and 00:30:37.269 --> 00:30:38.470 align:center line:-1 position:50% size:27% snowboarding apps. 00:30:38.470 --> 00:30:40.038 align:center line:-1 position:50% size:15% Of course-- 00:30:40.038 --> 00:30:41.907 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:30:41.907 --> 00:30:43.041 align:center line:-1 position:50% size:39% Got a snowboarder out there. 00:30:43.041 --> 00:30:44.109 align:center line:-1 position:50% size:16% [ Applause ] 00:30:44.109 --> 00:30:46.878 align:center line:-1 position:50% size:43% Of course, the biggest challenge 00:30:46.878 --> 00:30:49.648 align:center line:-1 position:50% size:34% of all was adding cellular. 00:30:49.648 --> 00:30:51.683 align:center line:-1 position:50% size:35% You see, our little watch is 00:30:51.683 --> 00:30:53.418 align:center line:-1 position:50% size:21% already packed. 00:30:53.418 --> 00:30:55.654 align:center line:-1 position:50% size:42% And you have to add antennas, 00:30:55.654 --> 00:30:58.090 align:center line:-1 position:50% size:41% radios, power amplifiers, a SIM 00:30:58.090 --> 00:30:58.924 align:center line:-1 position:50% size:7% card. 00:30:58.924 --> 00:31:00.692 align:center line:-1 position:50% size:37% And if you don't do it right, it 00:31:00.692 --> 00:31:02.227 align:center line:-1 position:50% size:34% gets so big, it looks like a 00:31:02.227 --> 00:31:04.029 align:center line:-1 position:50% size:43% house arrest bracelet and you're 00:31:04.029 --> 00:31:06.765 align:center line:-1 position:50% size:37% not going to want to wear it. 00:31:06.765 --> 00:31:08.734 align:center line:-1 position:50% size:45% So our engineers have been hard 00:31:08.734 --> 00:31:11.236 align:center line:-1 position:50% size:44% at work and they've come up with 00:31:11.236 --> 00:31:12.938 align:center line:-1 position:50% size:40% some really creative solutions. 00:31:12.938 --> 00:31:15.841 align:center line:-1 position:50% size:42% For example, rather than added 00:31:15.841 --> 00:31:18.577 align:center line:-1 position:50% size:37% antenna, the display itself is 00:31:18.577 --> 00:31:19.878 align:center line:-1 position:50% size:41% the multifrequency antenna for 00:31:19.878 --> 00:31:23.415 align:center line:-1 position:50% size:28% both LTE and UMTS. 00:31:23.415 --> 00:31:24.649 align:center line:-1 position:50% size:43% And of course, you have to have 00:31:24.649 --> 00:31:27.052 align:center line:-1 position:50% size:43% a SIM card but even a nano-SIM 00:31:27.052 --> 00:31:28.587 align:center line:-1 position:50% size:29% would be way too big. 00:31:28.587 --> 00:31:30.555 align:center line:-1 position:50% size:38% So instead, we integrated an 00:31:30.555 --> 00:31:32.257 align:center line:-1 position:50% size:32% electronic SIM and it's a 00:31:32.257 --> 00:31:34.893 align:center line:-1 position:50% size:25% fraction of the size. 00:31:34.893 --> 00:31:37.496 align:center line:-1 position:50% size:41% So here's where we ended up. 00:31:37.496 --> 00:31:38.497 align:center line:-1 position:50% size:32% Even with all these new 00:31:38.497 --> 00:31:40.899 align:center line:-1 position:50% size:33% features, faster dual core 00:31:40.899 --> 00:31:44.402 align:center line:-1 position:50% size:37% processor, W2, altimeter, all 00:31:44.402 --> 00:31:45.570 align:center line:-1 position:50% size:37% the stuff you got to put in for 00:31:45.570 --> 00:31:49.040 align:center line:-1 position:50% size:39% cellular, the case for Series 3 00:31:49.040 --> 00:31:52.477 align:center line:-1 position:50% size:38% is the same size as Series 2. 00:31:52.477 --> 00:32:01.553 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:32:02.320 --> 00:32:03.522 align:center line:-1 position:50% size:33% The only difference is we 00:32:03.522 --> 00:32:04.990 align:center line:-1 position:50% size:44% extended the back crystal a mere 00:32:04.990 --> 00:32:06.892 align:center line:-1 position:50% size:22% 0.25 millimeters. 00:32:06.892 --> 00:32:08.660 align:center line:-1 position:50% size:40% That's as thin as two sheets of 00:32:08.660 --> 00:32:09.494 align:center line:-1 position:50% size:9% paper. 00:32:09.494 --> 00:32:12.664 align:center line:-1 position:50% size:37% It's really magical to make a 00:32:12.664 --> 00:32:14.533 align:center line:-1 position:50% size:42% standalone call on a device this 00:32:14.533 --> 00:32:15.367 align:center line:-1 position:50% size:8% small. 00:32:15.367 --> 00:32:16.802 align:center line:-1 position:50% size:38% And I'd like to do that for you 00:32:16.802 --> 00:32:19.037 align:center line:-1 position:50% size:13% right now. 00:32:19.037 --> 00:32:22.541 align:center line:-1 position:50% size:41% I'm going to switch watches so 00:32:22.541 --> 00:32:25.143 align:center line:-1 position:50% size:41% you guys can see what's going 00:32:25.143 --> 00:32:25.977 align:center line:-1 position:50% size:5% on. 00:32:25.977 --> 00:32:26.878 align:center line:-1 position:50% size:44% This watch is connected over the 00:32:26.878 --> 00:32:28.480 align:center line:-1 position:50% size:30% AT&T cellular network. 00:32:28.480 --> 00:32:30.916 align:center line:-1 position:50% size:42% This is our new explorer phase. 00:32:30.916 --> 00:32:32.884 align:center line:-1 position:50% size:36% And I'm going to tap on the 00:32:32.884 --> 00:32:35.387 align:center line:-1 position:50% size:42% phone app and I'm going to call 00:32:35.387 --> 00:32:36.855 align:center line:-1 position:50% size:40% Deirdre, who's a colleague on 00:32:36.855 --> 00:32:38.690 align:center line:-1 position:50% size:21% the watch team. 00:32:42.527 --> 00:32:47.065 align:center line:-1 position:50% size:23% [ Phone Ringing ] 00:32:47.065 --> 00:32:48.300 align:center line:-1 position:50% size:14% >> Hi Jeff. 00:32:48.300 --> 00:32:49.601 align:center line:-1 position:50% size:19% >> Hi Deirdre. 00:32:49.601 --> 00:32:50.902 align:center line:-1 position:50% size:43% Hey I'm calling you from the new 00:32:50.902 --> 00:32:52.237 align:center line:-1 position:50% size:27% Steve Jobs Theatre. 00:32:52.237 --> 00:32:53.004 align:center line:-1 position:50% size:27% How are you doing? 00:32:53.004 --> 00:32:55.640 align:center line:-1 position:50% size:30% >> I'm a little sad to be 00:32:55.640 --> 00:32:57.209 align:center line:-1 position:50% size:37% missing the keynote, but I'm 00:32:57.209 --> 00:32:59.878 align:center line:-1 position:50% size:36% working very hard out here. 00:32:59.878 --> 00:33:00.712 align:center line:-1 position:50% size:30% >> Yeah, sure you are. 00:33:00.712 --> 00:33:01.646 align:center line:-1 position:50% size:43% Why don't we pull in some video 00:33:01.646 --> 00:33:02.514 align:center line:-1 position:50% size:42% and show everybody where you 00:33:02.514 --> 00:33:03.481 align:center line:-1 position:50% size:6% are. 00:33:03.481 --> 00:33:08.887 align:center line:-1 position:50% size:35% [ Cheering and Applause ] 00:33:08.887 --> 00:33:11.323 align:center line:-1 position:50% size:41% >> This has been a very tough 00:33:11.323 --> 00:33:13.191 align:center line:-1 position:50% size:45% assignment, but you know me, I'm 00:33:13.191 --> 00:33:13.992 align:center line:-1 position:50% size:19% a team player. 00:33:13.992 --> 00:33:14.926 align:center line:-1 position:50% size:37% >> Yeah, that's you Deirdre, 00:33:14.926 --> 00:33:16.094 align:center line:-1 position:50% size:21% give, give, give. 00:33:16.094 --> 00:33:18.096 align:center line:-1 position:50% size:34% Well, it looks beautiful out 00:33:18.096 --> 00:33:18.730 align:center line:-1 position:50% size:8% there. 00:33:18.730 --> 00:33:19.564 align:center line:-1 position:50% size:22% >> It is amazing. 00:33:19.564 --> 00:33:22.334 align:center line:-1 position:50% size:36% But I'm just trying not to fall 00:33:22.334 --> 00:33:24.035 align:center line:-1 position:50% size:33% off this board in front of a 00:33:24.035 --> 00:33:25.737 align:center line:-1 position:50% size:19% million people. 00:33:25.737 --> 00:33:28.206 align:center line:-1 position:50% size:42% >> Well, so far so good Deirdre. 00:33:28.206 --> 00:33:30.342 align:center line:-1 position:50% size:37% Hey, I should probably cut it 00:33:30.342 --> 00:33:32.344 align:center line:-1 position:50% size:42% off before something goes awry. 00:33:32.344 --> 00:33:34.012 align:center line:-1 position:50% size:43% But be safe out there and thanks 00:33:34.012 --> 00:33:36.548 align:center line:-1 position:50% size:18% for doing this. 00:33:36.548 --> 00:33:37.716 align:center line:-1 position:50% size:22% >> My pleasure. 00:33:37.716 --> 00:33:38.450 align:center line:-1 position:50% size:38% I may see you in a few more 00:33:38.450 --> 00:33:38.984 align:center line:-1 position:50% size:8% days. 00:33:38.984 --> 00:33:39.684 align:center line:-1 position:50% size:18% >> Yeah, OK. 00:33:39.684 --> 00:33:40.819 align:center line:-1 position:50% size:33% OK. That's sounds great, 00:33:40.819 --> 00:33:41.586 align:center line:-1 position:50% size:11% Deirdre. 00:33:41.586 --> 00:33:50.528 align:center line:-1 position:50% size:35% [ Cheering and Applause ] 00:34:02.407 --> 00:34:03.875 align:center line:-1 position:50% size:41% I'm going to rogue for a minute. 00:34:03.875 --> 00:34:05.944 align:center line:-1 position:50% size:38% I-- you know, you guys get it. 00:34:05.944 --> 00:34:07.412 align:center line:-1 position:50% size:36% But sometimes people take 00:34:07.412 --> 00:34:08.713 align:center line:-1 position:50% size:31% technology for granted. 00:34:08.713 --> 00:34:10.815 align:center line:-1 position:50% size:33% And just for perspective I 00:34:10.815 --> 00:34:11.616 align:center line:-1 position:50% size:8% mic'd. 00:34:11.616 --> 00:34:13.418 align:center line:-1 position:50% size:35% In fact, I'm actually double 00:34:13.418 --> 00:34:15.287 align:center line:-1 position:50% size:39% mic'd in just the right location 00:34:15.287 --> 00:34:16.988 align:center line:-1 position:50% size:27% so you can hear me. 00:34:16.988 --> 00:34:18.690 align:center line:-1 position:50% size:41% Deirdre's out in the middle of a 00:34:18.690 --> 00:34:21.092 align:center line:-1 position:50% size:31% windy lake and the only 00:34:21.092 --> 00:34:23.261 align:center line:-1 position:50% size:39% microphone on Deirdre is the 00:34:23.261 --> 00:34:25.764 align:center line:-1 position:50% size:39% little tiny one the Apple Watch 00:34:25.764 --> 00:34:26.932 align:center line:-1 position:50% size:39% is a foot or two away from her 00:34:26.932 --> 00:34:27.766 align:center line:-1 position:50% size:10% mouth. 00:34:27.766 --> 00:34:29.434 align:center line:-1 position:50% size:41% She's paddling and the signal's 00:34:29.434 --> 00:34:31.436 align:center line:-1 position:50% size:41% being sent over cellular coming 00:34:31.436 --> 00:34:32.270 align:center line:-1 position:50% size:4% in. 00:34:32.270 --> 00:34:34.239 align:center line:-1 position:50% size:37% And that's just darn close to 00:34:34.239 --> 00:34:34.940 align:center line:-1 position:50% size:9% magic. 00:34:34.940 --> 00:34:37.509 align:center line:-1 position:50% size:35% Who would have thought? 00:34:37.509 --> 00:34:46.584 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:34:51.756 --> 00:34:54.192 align:center line:-1 position:50% size:43% Series 3 comes in a wide variety 00:34:54.192 --> 00:34:55.660 align:center line:-1 position:50% size:27% of cases and bands. 00:34:55.660 --> 00:34:57.929 align:center line:-1 position:50% size:39% We have a beautiful new gold 00:34:57.929 --> 00:34:59.597 align:center line:-1 position:50% size:35% aluminum finish along with 00:34:59.597 --> 00:35:01.132 align:center line:-1 position:50% size:29% silver and space gray. 00:35:01.132 --> 00:35:03.134 align:center line:-1 position:50% size:43% And we're excited to introduce a 00:35:03.134 --> 00:35:04.903 align:center line:-1 position:50% size:43% new band we call the sport loop. 00:35:04.903 --> 00:35:05.870 align:center line:-1 position:50% size:34% It's designed for an active 00:35:05.870 --> 00:35:07.605 align:center line:-1 position:50% size:28% lifestyle and it's light, 00:35:07.605 --> 00:35:09.307 align:center line:-1 position:50% size:32% stretchy and breathable. 00:35:09.307 --> 00:35:11.076 align:center line:-1 position:50% size:44% For Apple Watch Nike+, we have 00:35:11.076 --> 00:35:12.677 align:center line:-1 position:50% size:29% exclusive new colors. 00:35:12.677 --> 00:35:13.611 align:center line:-1 position:50% size:37% And they're releasing a new 00:35:13.611 --> 00:35:15.747 align:center line:-1 position:50% size:42% version of their Nike+ Run Club 00:35:15.747 --> 00:35:17.582 align:center line:-1 position:50% size:42% app with great new features like 00:35:17.582 --> 00:35:20.285 align:center line:-1 position:50% size:30% in-run audio coaching. 00:35:20.285 --> 00:35:22.454 align:center line:-1 position:50% size:39% And we have some wonderful 00:35:22.454 --> 00:35:24.055 align:center line:-1 position:50% size:39% colors across all of our bands 00:35:24.055 --> 00:35:25.156 align:center line:-1 position:50% size:36% that you just have to see in 00:35:25.156 --> 00:35:26.057 align:center line:-1 position:50% size:10% person. 00:35:26.057 --> 00:35:29.394 align:center line:-1 position:50% size:44% We have a great partnership with 00:35:29.394 --> 00:35:30.996 align:center line:-1 position:50% size:33% Hermes and the tradition 00:35:30.996 --> 00:35:33.298 align:center line:-1 position:50% size:39% continues this year with some 00:35:33.298 --> 00:35:35.233 align:center line:-1 position:50% size:38% new watch face styles, some 00:35:35.233 --> 00:35:36.835 align:center line:-1 position:50% size:43% beautiful new bands like the one 00:35:36.835 --> 00:35:38.370 align:center line:-1 position:50% size:37% on the left that's inspired by 00:35:38.370 --> 00:35:39.938 align:center line:-1 position:50% size:35% the classic Hermes driving 00:35:39.938 --> 00:35:41.039 align:center line:-1 position:50% size:8% glove. 00:35:41.039 --> 00:35:42.574 align:center line:-1 position:50% size:40% And last year, we introduced a 00:35:42.574 --> 00:35:44.242 align:center line:-1 position:50% size:28% white ceramic watch. 00:35:44.242 --> 00:35:46.011 align:center line:-1 position:50% size:33% This year, we're adding a 00:35:46.011 --> 00:35:49.414 align:center line:-1 position:50% size:45% ceramic watch in a gorgeous gray 00:35:49.414 --> 00:35:50.515 align:center line:-1 position:50% size:8% finish. 00:35:50.515 --> 00:35:57.355 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:35:57.355 --> 00:35:59.624 align:center line:-1 position:50% size:40% All of these watches were built 00:35:59.624 --> 00:36:01.559 align:center line:-1 position:50% size:36% with a great deal of care as 00:36:01.559 --> 00:36:02.961 align:center line:-1 position:50% size:30% well as concern for the 00:36:02.961 --> 00:36:04.262 align:center line:-1 position:50% size:41% environment and they're free of 00:36:04.262 --> 00:36:07.032 align:center line:-1 position:50% size:32% these harmful materials. 00:36:07.032 --> 00:36:09.834 align:center line:-1 position:50% size:41% So that's Apple Watch Series 3 00:36:09.834 --> 00:36:13.438 align:center line:-1 position:50% size:41% Cellular GPS, swim proof, 70% 00:36:13.438 --> 00:36:15.607 align:center line:-1 position:50% size:35% faster dual core processor, 00:36:15.607 --> 00:36:17.776 align:center line:-1 position:50% size:36% barometric altimeter, all the 00:36:17.776 --> 00:36:20.812 align:center line:-1 position:50% size:38% features of watchOS 4 and it 00:36:20.812 --> 00:36:22.747 align:center line:-1 position:50% size:34% still has all day battery life 00:36:22.747 --> 00:36:24.649 align:center line:-1 position:50% size:43% up to 18 hours across the mix of 00:36:24.649 --> 00:36:27.919 align:center line:-1 position:50% size:34% LTE, Bluetooth and Wi-Fi. 00:36:27.919 --> 00:36:30.722 align:center line:-1 position:50% size:42% We have two versions of Series 00:36:30.722 --> 00:36:31.723 align:center line:-1 position:50% size:3% 3. 00:36:31.723 --> 00:36:34.025 align:center line:-1 position:50% size:41% There's one with cellular at 399 00:36:34.025 --> 00:36:35.527 align:center line:-1 position:50% size:39% and a version without cellular 00:36:35.527 --> 00:36:36.494 align:center line:-1 position:50% size:35% that has all the other great 00:36:36.494 --> 00:36:39.297 align:center line:-1 position:50% size:27% features at just 329. 00:36:39.297 --> 00:36:40.799 align:center line:-1 position:50% size:44% And we're going to keep Series 1 00:36:40.799 --> 00:36:43.134 align:center line:-1 position:50% size:36% in the line at a new starting 00:36:43.134 --> 00:36:45.570 align:center line:-1 position:50% size:17% price of 249. 00:36:45.570 --> 00:36:54.379 align:center line:-1 position:50% size:16% [ Applause ] 00:36:54.379 --> 00:36:55.880 align:center line:-1 position:50% size:31% Series 3 Cellular will be 00:36:55.880 --> 00:36:57.048 align:center line:-1 position:50% size:30% available in these nine 00:36:57.048 --> 00:36:59.551 align:center line:-1 position:50% size:42% countries with these 14 carriers 00:36:59.551 --> 00:37:02.620 align:center line:-1 position:50% size:41% at launch and six more coming 00:37:02.620 --> 00:37:04.322 align:center line:-1 position:50% size:22% later in the year. 00:37:04.322 --> 00:37:05.957 align:center line:-1 position:50% size:41% And we've worked with each of 00:37:05.957 --> 00:37:07.559 align:center line:-1 position:50% size:38% these carriers and they each 00:37:07.559 --> 00:37:09.661 align:center line:-1 position:50% size:36% have a special introductory 00:37:09.661 --> 00:37:12.597 align:center line:-1 position:50% size:39% offer for Series 3 so it's going 00:37:12.597 --> 00:37:13.431 align:center line:-1 position:50% size:16% to be great. 00:37:13.431 --> 00:37:16.034 align:center line:-1 position:50% size:43% And we are offering the Series 3 00:37:16.034 --> 00:37:17.869 align:center line:-1 position:50% size:35% without cellular in these 26 00:37:17.869 --> 00:37:19.838 align:center line:-1 position:50% size:26% countries at launch. 00:37:19.838 --> 00:37:23.341 align:center line:-1 position:50% size:45% Orders will begin September 15th 00:37:23.341 --> 00:37:25.176 align:center line:-1 position:50% size:29% and availability will be 00:37:25.176 --> 00:37:26.644 align:center line:-1 position:50% size:20% September 22. 00:37:26.644 --> 00:37:29.347 align:center line:-1 position:50% size:36% That's the update on Apple 00:37:29.347 --> 00:37:30.048 align:center line:-1 position:50% size:10% Watch. 00:37:30.048 --> 00:37:32.550 align:center line:-1 position:50% size:30% And now, back to Tim. 00:37:32.550 --> 00:37:40.525 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:37:40.525 --> 00:37:42.994 align:center line:-1 position:50% size:43% >> Apple Watch, Apple Watch is 00:37:42.994 --> 00:37:45.296 align:center line:-1 position:50% size:40% the ultimate device for healthy 00:37:45.296 --> 00:37:47.098 align:center line:-1 position:50% size:37% life and the Series 3 takes it 00:37:47.098 --> 00:37:48.867 align:center line:-1 position:50% size:30% into a whole new level. 00:37:48.867 --> 00:37:50.702 align:center line:-1 position:50% size:43% Now Jeff showed you some very 00:37:50.702 --> 00:37:51.936 align:center line:-1 position:50% size:41% cool things you can do with the 00:37:51.936 --> 00:37:53.671 align:center line:-1 position:50% size:38% cellular function in the Series 00:37:53.671 --> 00:37:57.075 align:center line:-1 position:50% size:41% 3 and one of those is to stream 00:37:57.075 --> 00:37:59.777 align:center line:-1 position:50% size:39% 40 million songs right on your 00:37:59.777 --> 00:38:00.678 align:center line:-1 position:50% size:7% wrist. 00:38:00.678 --> 00:38:02.514 align:center line:-1 position:50% size:43% We've made a great ad showing 00:38:02.514 --> 00:38:03.314 align:center line:-1 position:50% size:12% just that. 00:38:03.314 --> 00:38:05.550 align:center line:-1 position:50% size:32% I'd love to play it for you. 00:38:08.520 --> 00:38:10.588 align:center line:-1 position:50% size:11% [ Noise ] 00:38:17.529 --> 00:38:26.604 align:center line:-1 position:50% size:12% [ Music ] 00:39:09.514 --> 00:39:16.154 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:39:16.154 --> 00:39:20.225 align:center line:-1 position:50% size:40% This is a big moment for Apple 00:39:20.225 --> 00:39:22.794 align:center line:-1 position:50% size:45% Watch and we think you are going 00:39:22.794 --> 00:39:24.462 align:center line:-1 position:50% size:12% to love it. 00:39:24.462 --> 00:39:26.698 align:center line:-1 position:50% size:37% Next up, I'd like to turn your 00:39:26.698 --> 00:39:30.935 align:center line:-1 position:50% size:29% attention to Apple TV. 00:39:30.935 --> 00:39:33.271 align:center line:-1 position:50% size:46% Apple TV has changed the way we 00:39:33.271 --> 00:39:34.572 align:center line:-1 position:50% size:28% experience television 00:39:34.572 --> 00:39:36.207 align:center line:-1 position:50% size:36% simplifying the way that we 00:39:36.207 --> 00:39:37.942 align:center line:-1 position:50% size:42% discover and enjoy and movies, 00:39:37.942 --> 00:39:41.145 align:center line:-1 position:50% size:43% TV shows, sports, news, games, 00:39:41.145 --> 00:39:43.881 align:center line:-1 position:50% size:33% apps and so much more. 00:39:43.881 --> 00:39:46.517 align:center line:-1 position:50% size:43% In fact, we've just been awarded 00:39:46.517 --> 00:39:48.786 align:center line:-1 position:50% size:42% our second Emmy for Apple TV. 00:39:48.786 --> 00:39:50.488 align:center line:-1 position:50% size:15% Thank you. 00:39:50.488 --> 00:39:53.157 align:center line:-1 position:50% size:16% [ Applause ] 00:39:53.157 --> 00:39:55.126 align:center line:-1 position:50% size:44% This Emmy was in recognition for 00:39:55.126 --> 00:39:57.362 align:center line:-1 position:50% size:37% how Siri makes it so easy to 00:39:57.362 --> 00:39:59.597 align:center line:-1 position:50% size:38% search, discover and interact 00:39:59.597 --> 00:40:01.532 align:center line:-1 position:50% size:28% with your TV content. 00:40:01.532 --> 00:40:03.668 align:center line:-1 position:50% size:33% We're really proud of the 00:40:03.668 --> 00:40:05.503 align:center line:-1 position:50% size:40% efforts we've made to improve 00:40:05.503 --> 00:40:08.106 align:center line:-1 position:50% size:25% the TV experience. 00:40:08.106 --> 00:40:09.173 align:center line:-1 position:50% size:39% Now throughout the history of 00:40:09.173 --> 00:40:11.376 align:center line:-1 position:50% size:35% TV, there's been a few key 00:40:11.376 --> 00:40:12.977 align:center line:-1 position:50% size:34% inflection points that have 00:40:12.977 --> 00:40:14.345 align:center line:-1 position:50% size:43% changed the way we experience 00:40:14.345 --> 00:40:15.780 align:center line:-1 position:50% size:14% television. 00:40:15.780 --> 00:40:17.048 align:center line:-1 position:50% size:34% It of course all began with 00:40:17.048 --> 00:40:19.517 align:center line:-1 position:50% size:41% black and white and it was first 00:40:19.517 --> 00:40:20.585 align:center line:-1 position:50% size:27% transformed with the 00:40:20.585 --> 00:40:23.187 align:center line:-1 position:50% size:27% introduction of color. 00:40:23.187 --> 00:40:24.856 align:center line:-1 position:50% size:42% It took a huge step forward with 00:40:24.856 --> 00:40:26.124 align:center line:-1 position:50% size:24% the advent of HD. 00:40:26.124 --> 00:40:29.827 align:center line:-1 position:50% size:37% Each stage brought with it a 00:40:29.827 --> 00:40:32.563 align:center line:-1 position:50% size:40% more true to life experience, a 00:40:32.563 --> 00:40:35.166 align:center line:-1 position:50% size:38% more immersive experience. 00:40:35.166 --> 00:40:38.436 align:center line:-1 position:50% size:38% Now, we're at the next major 00:40:38.436 --> 00:40:40.705 align:center line:-1 position:50% size:20% inflection point. 00:40:40.705 --> 00:40:42.407 align:center line:-1 position:50% size:42% One that has the most stunning 00:40:42.407 --> 00:40:45.176 align:center line:-1 position:50% size:38% visuals ever that are ideal for 00:40:45.176 --> 00:40:47.011 align:center line:-1 position:50% size:39% the large TV screens that are 00:40:47.011 --> 00:40:49.314 align:center line:-1 position:50% size:38% coming into our living rooms. 00:40:49.314 --> 00:40:50.782 align:center line:-1 position:50% size:32% This will bring cinematic 00:40:50.782 --> 00:40:53.151 align:center line:-1 position:50% size:38% quality to virtually everything 00:40:53.151 --> 00:40:55.086 align:center line:-1 position:50% size:20% that you watch. 00:40:55.086 --> 00:40:59.457 align:center line:-1 position:50% size:39% That's why I am so excited to 00:40:59.457 --> 00:41:04.495 align:center line:-1 position:50% size:31% introduce Apple TV 4K. 00:41:04.495 --> 00:41:09.767 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:41:09.767 --> 00:41:13.004 align:center line:-1 position:50% size:42% At the heart of Apple TV 4K are 00:41:13.004 --> 00:41:14.939 align:center line:-1 position:50% size:39% two key technologies that are 00:41:14.939 --> 00:41:17.208 align:center line:-1 position:50% size:37% driving this next evolution of 00:41:17.208 --> 00:41:19.010 align:center line:-1 position:50% size:25% the TV experience. 00:41:19.010 --> 00:41:21.245 align:center line:-1 position:50% size:40% And to tell you all about them, 00:41:21.245 --> 00:41:22.780 align:center line:-1 position:50% size:36% I'd like to invite Eddy to the 00:41:22.780 --> 00:41:23.648 align:center line:-1 position:50% size:9% stage. 00:41:23.648 --> 00:41:24.415 align:center line:-1 position:50% size:9% Eddy? 00:41:24.415 --> 00:41:25.049 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:41:25.049 --> 00:41:28.152 align:center line:-1 position:50% size:25% >> Thank you Tim. 00:41:28.152 --> 00:41:30.621 align:center line:-1 position:50% size:35% It is really great to be here 00:41:30.621 --> 00:41:31.389 align:center line:-1 position:50% size:10% tonight. 00:41:31.389 --> 00:41:33.858 align:center line:-1 position:50% size:34% Apple TV 4K is incredible. 00:41:33.858 --> 00:41:35.159 align:center line:-1 position:50% size:33% And it starts with two big 00:41:35.159 --> 00:41:37.595 align:center line:-1 position:50% size:43% advancements in picture quality. 00:41:37.595 --> 00:41:38.863 align:center line:-1 position:50% size:15% First is 4K. 00:41:38.863 --> 00:41:42.266 align:center line:-1 position:50% size:24% Let me show you. 00:41:42.266 --> 00:41:43.801 align:center line:-1 position:50% size:31% This is an image in 4K. 00:41:43.801 --> 00:41:46.304 align:center line:-1 position:50% size:31% It's got incredible detail. 00:41:46.304 --> 00:41:48.172 align:center line:-1 position:50% size:42% That's possible because 4K has 00:41:48.172 --> 00:41:49.774 align:center line:-1 position:50% size:41% four times the number of pixels 00:41:49.774 --> 00:41:51.008 align:center line:-1 position:50% size:10% as HD. 00:41:51.008 --> 00:41:53.111 align:center line:-1 position:50% size:40% But resolution isn't everything. 00:41:53.111 --> 00:41:54.011 align:center line:-1 position:50% size:31% There's an even bigger 00:41:54.011 --> 00:41:54.912 align:center line:-1 position:50% size:34% advancement that's more 00:41:54.912 --> 00:41:56.514 align:center line:-1 position:50% size:38% important and it's called high 00:41:56.514 --> 00:41:58.649 align:center line:-1 position:50% size:32% dynamic range or HDR. 00:41:58.649 --> 00:42:01.619 align:center line:-1 position:50% size:43% While 4K is about the number of 00:42:01.619 --> 00:42:03.855 align:center line:-1 position:50% size:36% pixels, HDR is about better 00:42:03.855 --> 00:42:04.655 align:center line:-1 position:50% size:9% pixels. 00:42:04.655 --> 00:42:05.990 align:center line:-1 position:50% size:24% Let me show you. 00:42:05.990 --> 00:42:08.726 align:center line:-1 position:50% size:42% Here's that same 4K image and 00:42:08.726 --> 00:42:11.362 align:center line:-1 position:50% size:23% here it is in HDR. 00:42:11.362 --> 00:42:13.731 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:42:13.731 --> 00:42:16.601 align:center line:-1 position:50% size:38% Look at the color, the details. 00:42:16.601 --> 00:42:18.269 align:center line:-1 position:50% size:42% Apple TV can do this because it 00:42:18.269 --> 00:42:19.804 align:center line:-1 position:50% size:40% supports the industry standard 00:42:19.804 --> 00:42:22.607 align:center line:-1 position:50% size:42% HDR10 as well as Dolby Vision, 00:42:22.607 --> 00:42:25.443 align:center line:-1 position:50% size:34% the best HDR experience. 00:42:25.443 --> 00:42:28.246 align:center line:-1 position:50% size:37% Now Apple TV 4K with HDR 00:42:28.246 --> 00:42:29.580 align:center line:-1 position:50% size:36% delivers the highest picture 00:42:29.580 --> 00:42:30.848 align:center line:-1 position:50% size:16% quality ever. 00:42:30.848 --> 00:42:32.316 align:center line:-1 position:50% size:43% And to show you, we've installed 00:42:32.316 --> 00:42:35.520 align:center line:-1 position:50% size:43% a state-of-the-art Dolby 4K HDR 00:42:35.520 --> 00:42:37.355 align:center line:-1 position:50% size:41% cinema projector in the theater. 00:42:37.355 --> 00:42:38.689 align:center line:-1 position:50% size:38% So let's dim the lights and let 00:42:38.689 --> 00:42:41.058 align:center line:-1 position:50% size:43% me show you the new Apple TV. 00:42:47.398 --> 00:42:49.200 align:center line:-1 position:50% size:37% Now we've re-mastered our 00:42:49.200 --> 00:42:51.002 align:center line:-1 position:50% size:45% screensavers, our customers love 00:42:51.002 --> 00:42:52.670 align:center line:-1 position:50% size:41% these, to take full advantage of 00:42:52.670 --> 00:42:54.472 align:center line:-1 position:50% size:12% 4K HDR. 00:42:54.472 --> 00:42:57.975 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:42:57.975 --> 00:42:59.911 align:center line:-1 position:50% size:29% Here we are in Dubai. 00:42:59.911 --> 00:43:01.245 align:center line:-1 position:50% size:41% And even at night, you can see 00:43:01.245 --> 00:43:02.513 align:center line:-1 position:50% size:31% incredible details in the 00:43:02.513 --> 00:43:04.148 align:center line:-1 position:50% size:38% buildings and the cars on the 00:43:04.148 --> 00:43:05.049 align:center line:-1 position:50% size:7% road. 00:43:05.049 --> 00:43:09.020 align:center line:-1 position:50% size:35% Now here's a city shot that 00:43:09.020 --> 00:43:10.855 align:center line:-1 position:50% size:39% really shows off the crispness 00:43:10.855 --> 00:43:12.590 align:center line:-1 position:50% size:43% and sharpness that's possible in 00:43:12.590 --> 00:43:14.759 align:center line:-1 position:50% size:24% the new Apple TV. 00:43:18.029 --> 00:43:19.764 align:center line:-1 position:50% size:47% Now we've redone the whole Apple 00:43:19.764 --> 00:43:21.799 align:center line:-1 position:50% size:17% TV UI in 4K. 00:43:21.799 --> 00:43:23.167 align:center line:-1 position:50% size:26% The text is sharper. 00:43:23.167 --> 00:43:24.469 align:center line:-1 position:50% size:45% The images are brighter and more 00:43:24.469 --> 00:43:25.803 align:center line:-1 position:50% size:10% vibrant. 00:43:25.803 --> 00:43:27.438 align:center line:-1 position:50% size:36% But let's take a look at a 4K 00:43:27.438 --> 00:43:28.306 align:center line:-1 position:50% size:13% HDR clip. 00:43:28.306 --> 00:43:29.807 align:center line:-1 position:50% size:42% This is from the new Spiderman 00:43:29.807 --> 00:43:31.776 align:center line:-1 position:50% size:38% movie coming to iTunes later 00:43:31.776 --> 00:43:33.377 align:center line:-1 position:50% size:15% this month. 00:43:38.082 --> 00:43:38.950 align:center line:-1 position:50% size:35% >> Yo. This high-tech stuff 00:43:38.950 --> 00:43:40.618 align:center line:-1 position:50% size:24% makes it too easy. 00:43:40.618 --> 00:43:41.619 align:center line:-1 position:50% size:35% >> Told you it was worth it. 00:43:41.619 --> 00:43:43.054 align:center line:-1 position:50% size:19% >> Go, go, go. 00:43:47.692 --> 00:43:48.526 align:center line:-1 position:50% size:16% >> Oh nice. 00:43:48.526 --> 00:43:50.661 align:center line:-1 position:50% size:42% We can hit like five more places 00:43:50.661 --> 00:43:51.963 align:center line:-1 position:50% size:10% tonight. 00:44:02.473 --> 00:44:03.341 align:center line:-1 position:50% size:27% >> What's up guys? 00:44:03.341 --> 00:44:05.743 align:center line:-1 position:50% size:34% Forgot your PIN number? 00:44:05.743 --> 00:44:08.079 align:center line:-1 position:50% size:37% Whoa, you're the Avengers. 00:44:08.079 --> 00:44:08.980 align:center line:-1 position:50% size:42% What are you guys doing here? 00:44:08.980 --> 00:44:10.214 align:center line:-1 position:50% size:15% [ Grunting ] 00:44:10.214 --> 00:44:13.684 align:center line:-1 position:50% size:41% Thor, Hulk, good to finally meet 00:44:13.684 --> 00:44:15.152 align:center line:-1 position:50% size:13% you guys. 00:44:15.152 --> 00:44:16.354 align:center line:-1 position:50% size:46% Thought you'd be more handsome 00:44:16.354 --> 00:44:17.154 align:center line:-1 position:50% size:14% in person. 00:44:17.154 --> 00:44:18.689 align:center line:-1 position:50% size:40% Iron Man! What are you doing 00:44:18.689 --> 00:44:19.390 align:center line:-1 position:50% size:22% robbing a bank? 00:44:19.390 --> 00:44:20.491 align:center line:-1 position:50% size:25% You're a billionaire. 00:44:20.491 --> 00:44:23.928 align:center line:-1 position:50% size:15% [ Grunting ] 00:44:23.928 --> 00:44:27.365 align:center line:-1 position:50% size:33% Hey. This feels so weird. 00:44:29.267 --> 00:44:31.168 align:center line:-1 position:50% size:34% Whoa, what is that thing? 00:44:31.168 --> 00:44:33.905 align:center line:-1 position:50% size:39% I'm starting to think you're not 00:44:33.905 --> 00:44:35.506 align:center line:-1 position:50% size:19% the Avengers. 00:44:39.510 --> 00:44:43.281 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:44:43.281 --> 00:44:44.649 align:center line:-1 position:50% size:42% >> That was great and that was 00:44:44.649 --> 00:44:46.984 align:center line:-1 position:50% size:42% all playing on the new Apple TV 00:44:46.984 --> 00:44:47.818 align:center line:-1 position:50% size:5% 4K. 00:44:47.818 --> 00:44:49.420 align:center line:-1 position:50% size:39% Now at the heart of the Apple 00:44:49.420 --> 00:44:52.857 align:center line:-1 position:50% size:43% TV, we've got the powerful A10X 00:44:52.857 --> 00:44:53.691 align:center line:-1 position:50% size:17% Fusion chip. 00:44:53.691 --> 00:44:54.659 align:center line:-1 position:50% size:39% This is the same chip that's in 00:44:54.659 --> 00:44:56.160 align:center line:-1 position:50% size:18% our iPad Pro. 00:44:56.160 --> 00:44:57.695 align:center line:-1 position:50% size:41% And the new Apple TV isn't just 00:44:57.695 --> 00:44:59.497 align:center line:-1 position:50% size:38% slightly faster, it's remarkably 00:44:59.497 --> 00:45:00.565 align:center line:-1 position:50% size:9% faster. 00:45:00.565 --> 00:45:02.099 align:center line:-1 position:50% size:41% CPU performance is more than 00:45:02.099 --> 00:45:03.534 align:center line:-1 position:50% size:36% twice as fast as the current 00:45:03.534 --> 00:45:05.770 align:center line:-1 position:50% size:43% Apple TV and graphics are more 00:45:05.770 --> 00:45:07.972 align:center line:-1 position:50% size:29% than four times faster. 00:45:07.972 --> 00:45:09.240 align:center line:-1 position:50% size:34% And of course, it runs the 00:45:09.240 --> 00:45:11.742 align:center line:-1 position:50% size:41% latest version of tvOS, the best 00:45:11.742 --> 00:45:13.578 align:center line:-1 position:50% size:40% operating system for the living 00:45:13.578 --> 00:45:14.545 align:center line:-1 position:50% size:8% room. 00:45:14.545 --> 00:45:16.480 align:center line:-1 position:50% size:44% Now, to experience 4K with HDR, 00:45:16.480 --> 00:45:18.783 align:center line:-1 position:50% size:38% you also need great content. 00:45:18.783 --> 00:45:19.951 align:center line:-1 position:50% size:44% And we've been working with the 00:45:19.951 --> 00:45:21.586 align:center line:-1 position:50% size:43% large Hollywood studies to bring 00:45:21.586 --> 00:45:23.854 align:center line:-1 position:50% size:40% all of their 4K and HDR movie 00:45:23.854 --> 00:45:25.590 align:center line:-1 position:50% size:20% titles to iTunes. 00:45:25.590 --> 00:45:27.224 align:center line:-1 position:50% size:41% So now you'll have the biggest 00:45:27.224 --> 00:45:28.926 align:center line:-1 position:50% size:36% releases in the best picture 00:45:28.926 --> 00:45:31.395 align:center line:-1 position:50% size:31% quality all on iTunes, all 00:45:31.395 --> 00:45:33.097 align:center line:-1 position:50% size:41% available for the same price as 00:45:33.097 --> 00:45:33.998 align:center line:-1 position:50% size:6% HD. 00:45:33.998 --> 00:45:36.033 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:45:36.033 --> 00:45:40.538 align:center line:-1 position:50% size:41% And if you bought one of those 00:45:40.538 --> 00:45:43.074 align:center line:-1 position:50% size:43% movies in HD from iTunes, we're 00:45:43.074 --> 00:45:44.475 align:center line:-1 position:50% size:41% going to automatically upgrade 00:45:44.475 --> 00:45:46.811 align:center line:-1 position:50% size:43% them to 4K HDR at no additional 00:45:46.811 --> 00:45:47.578 align:center line:-1 position:50% size:10% charge. 00:45:47.578 --> 00:45:52.750 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:45:52.750 --> 00:45:54.018 align:center line:-1 position:50% size:35% Now, in addition to iTunes, 00:45:54.018 --> 00:45:55.052 align:center line:-1 position:50% size:43% we've been working with leading 00:45:55.052 --> 00:45:56.520 align:center line:-1 position:50% size:41% streaming providers like Netflix 00:45:56.520 --> 00:45:59.290 align:center line:-1 position:50% size:39% to bring their 4K HDR titles to 00:45:59.290 --> 00:46:01.826 align:center line:-1 position:50% size:38% Apple TV and later this year, 00:46:01.826 --> 00:46:03.628 align:center line:-1 position:50% size:42% Amazon Prime Video with all of 00:46:03.628 --> 00:46:05.329 align:center line:-1 position:50% size:31% their 4K HDR titles and 00:46:05.329 --> 00:46:07.932 align:center line:-1 position:50% size:22% originals as well. 00:46:07.932 --> 00:46:09.500 align:center line:-1 position:50% size:43% Now last year, we introduced the 00:46:09.500 --> 00:46:10.501 align:center line:-1 position:50% size:19% Apple TV app. 00:46:10.501 --> 00:46:12.303 align:center line:-1 position:50% size:36% An easy way to watch your 00:46:12.303 --> 00:46:14.372 align:center line:-1 position:50% size:43% favorite movies and TV shows in 00:46:14.372 --> 00:46:15.906 align:center line:-1 position:50% size:19% a single place. 00:46:15.906 --> 00:46:17.508 align:center line:-1 position:50% size:37% It's been available in the US 00:46:17.508 --> 00:46:19.510 align:center line:-1 position:50% size:45% and today, I'm happy to announce 00:46:19.510 --> 00:46:20.711 align:center line:-1 position:50% size:39% that we're bringing it to seven 00:46:20.711 --> 00:46:22.947 align:center line:-1 position:50% size:44% additional countries, Canada and 00:46:22.947 --> 00:46:25.383 align:center line:-1 position:50% size:39% Australia later this month and 00:46:25.383 --> 00:46:27.551 align:center line:-1 position:50% size:41% the rest by the end of the year. 00:46:27.551 --> 00:46:31.088 align:center line:-1 position:50% size:16% [ Applause ] 00:46:31.088 --> 00:46:32.723 align:center line:-1 position:50% size:34% Now for each country, it's 00:46:32.723 --> 00:46:33.891 align:center line:-1 position:50% size:38% really important that we have 00:46:33.891 --> 00:46:35.626 align:center line:-1 position:50% size:44% the content that those customers 00:46:35.626 --> 00:46:37.194 align:center line:-1 position:50% size:39% know and love and that's why 00:46:37.194 --> 00:46:38.796 align:center line:-1 position:50% size:39% we're adding all of these local 00:46:38.796 --> 00:46:41.766 align:center line:-1 position:50% size:28% services to Apple TV. 00:46:41.766 --> 00:46:43.601 align:center line:-1 position:50% size:39% Now later this year, Apple TV 00:46:43.601 --> 00:46:45.102 align:center line:-1 position:50% size:24% will do even more. 00:46:45.102 --> 00:46:46.637 align:center line:-1 position:50% size:37% Because we're bringing live 00:46:46.637 --> 00:46:48.706 align:center line:-1 position:50% size:38% sports so you'll never miss a 00:46:48.706 --> 00:46:49.540 align:center line:-1 position:50% size:9% game. 00:46:49.540 --> 00:46:51.042 align:center line:-1 position:50% size:40% If you're a huge sports fan like 00:46:51.042 --> 00:46:52.510 align:center line:-1 position:50% size:35% I am, you're really going to 00:46:52.510 --> 00:46:54.245 align:center line:-1 position:50% size:22% love this feature. 00:46:54.245 --> 00:46:55.946 align:center line:-1 position:50% size:40% If your favorite team is playing 00:46:55.946 --> 00:46:58.282 align:center line:-1 position:50% size:36% on ESPN, it'll automatically 00:46:58.282 --> 00:47:00.184 align:center line:-1 position:50% size:34% appear right first in the up 00:47:00.184 --> 00:47:01.585 align:center line:-1 position:50% size:11% next list. 00:47:01.585 --> 00:47:03.087 align:center line:-1 position:50% size:36% You'll even get notifications 00:47:03.087 --> 00:47:04.622 align:center line:-1 position:50% size:42% when a game's about to start or 00:47:04.622 --> 00:47:05.990 align:center line:-1 position:50% size:40% if there's a close game so you 00:47:05.990 --> 00:47:07.958 align:center line:-1 position:50% size:37% can start watching instantly. 00:47:07.958 --> 00:47:10.094 align:center line:-1 position:50% size:40% And if you scroll up, you'll see 00:47:10.094 --> 00:47:12.329 align:center line:-1 position:50% size:45% even more games and in addition, 00:47:12.329 --> 00:47:13.764 align:center line:-1 position:50% size:40% we're bringing live news to the 00:47:13.764 --> 00:47:15.433 align:center line:-1 position:50% size:11% TV app. 00:47:15.433 --> 00:47:16.400 align:center line:-1 position:50% size:39% Now let's take a look at those 00:47:16.400 --> 00:47:17.234 align:center line:-1 position:50% size:10% games. 00:47:17.234 --> 00:47:18.069 align:center line:-1 position:50% size:45% As you can see, we show you the 00:47:18.069 --> 00:47:19.603 align:center line:-1 position:50% size:42% score and the time remaining to 00:47:19.603 --> 00:47:20.905 align:center line:-1 position:50% size:43% help you decide which games to 00:47:20.905 --> 00:47:21.539 align:center line:-1 position:50% size:9% watch. 00:47:21.539 --> 00:47:24.775 align:center line:-1 position:50% size:16% [ Applause ] 00:47:24.775 --> 00:47:27.111 align:center line:-1 position:50% size:34% And if you're one of these 00:47:27.111 --> 00:47:28.245 align:center line:-1 position:50% size:42% people that doesn't like to know 00:47:28.245 --> 00:47:29.413 align:center line:-1 position:50% size:36% the score, you can turn the 00:47:29.413 --> 00:47:31.348 align:center line:-1 position:50% size:15% feature off. 00:47:31.348 --> 00:47:33.584 align:center line:-1 position:50% size:41% Now we also have a dedicated 00:47:33.584 --> 00:47:35.453 align:center line:-1 position:50% size:39% sports tab where you can see 00:47:35.453 --> 00:47:37.988 align:center line:-1 position:50% size:42% every live and upcoming game. 00:47:37.988 --> 00:47:39.924 align:center line:-1 position:50% size:42% And as the seasons change, so 00:47:39.924 --> 00:47:41.492 align:center line:-1 position:50% size:33% will the sports tab always 00:47:41.492 --> 00:47:44.095 align:center line:-1 position:50% size:43% showing you what's best for you. 00:47:44.095 --> 00:47:45.896 align:center line:-1 position:50% size:37% As sports in the TV app is a 00:47:45.896 --> 00:47:47.431 align:center line:-1 position:50% size:38% real game changer for sports 00:47:47.431 --> 00:47:50.000 align:center line:-1 position:50% size:42% fans and of course, the new TV 00:47:50.000 --> 00:47:51.469 align:center line:-1 position:50% size:42% app is available on your iPhone 00:47:51.469 --> 00:47:53.237 align:center line:-1 position:50% size:23% and iPad as well. 00:47:53.237 --> 00:47:54.739 align:center line:-1 position:50% size:35% Now if you own an iPad or 00:47:54.739 --> 00:47:56.907 align:center line:-1 position:50% size:42% iPhone, there's no better choice 00:47:56.907 --> 00:47:58.843 align:center line:-1 position:50% size:20% than Apple TV. 00:47:58.843 --> 00:48:00.644 align:center line:-1 position:50% size:46% You can now share your photos on 00:48:00.644 --> 00:48:02.246 align:center line:-1 position:50% size:37% the big screen including live 00:48:02.246 --> 00:48:04.215 align:center line:-1 position:50% size:31% photo effects, 4K video 00:48:04.215 --> 00:48:05.182 align:center line:-1 position:50% size:14% memories. 00:48:05.182 --> 00:48:06.717 align:center line:-1 position:50% size:40% You can play from the over 40 00:48:06.717 --> 00:48:08.853 align:center line:-1 position:50% size:38% million songs in Apple Music 00:48:08.853 --> 00:48:10.187 align:center line:-1 position:50% size:38% including the music that your 00:48:10.187 --> 00:48:13.057 align:center line:-1 position:50% size:30% friends are listening to. 00:48:13.057 --> 00:48:15.025 align:center line:-1 position:50% size:44% And because Apple TV is always 00:48:15.025 --> 00:48:17.361 align:center line:-1 position:50% size:45% home, you get anywhere, anytime 00:48:17.361 --> 00:48:18.996 align:center line:-1 position:50% size:39% access to all of your home kit 00:48:18.996 --> 00:48:20.831 align:center line:-1 position:50% size:17% accessories. 00:48:20.831 --> 00:48:22.666 align:center line:-1 position:50% size:44% And of course, you got access to 00:48:22.666 --> 00:48:24.068 align:center line:-1 position:50% size:40% choose from the thousands of 00:48:24.068 --> 00:48:25.970 align:center line:-1 position:50% size:46% games and apps on the App Store. 00:48:25.970 --> 00:48:28.272 align:center line:-1 position:50% size:42% And with the A10X Fusion chip, 00:48:28.272 --> 00:48:29.640 align:center line:-1 position:50% size:43% there's so much more that Apple 00:48:29.640 --> 00:48:31.108 align:center line:-1 position:50% size:15% TV can do. 00:48:31.108 --> 00:48:32.676 align:center line:-1 position:50% size:43% and to see what's possible, we'd 00:48:32.676 --> 00:48:34.378 align:center line:-1 position:50% size:46% love to show you a new game from 00:48:34.378 --> 00:48:35.880 align:center line:-1 position:50% size:27% Thatgamecompany. 00:48:35.880 --> 00:48:36.747 align:center line:-1 position:50% size:34% They're known for making 00:48:36.747 --> 00:48:38.415 align:center line:-1 position:50% size:26% artistic and critically 00:48:38.415 --> 00:48:39.250 align:center line:-1 position:50% size:24% acclaimed games. 00:48:39.250 --> 00:48:41.085 align:center line:-1 position:50% size:38% As a matter of fact, their first 00:48:41.085 --> 00:48:42.787 align:center line:-1 position:50% size:47% game called Flower was chosen as 00:48:42.787 --> 00:48:44.855 align:center line:-1 position:50% size:40% the first videogame ever to be 00:48:44.855 --> 00:48:46.190 align:center line:-1 position:50% size:39% in the permanent collection in 00:48:46.190 --> 00:48:47.691 align:center line:-1 position:50% size:41% the Smithsonian, which is very, 00:48:47.691 --> 00:48:48.526 align:center line:-1 position:50% size:13% very cool. 00:48:48.526 --> 00:48:50.060 align:center line:-1 position:50% size:37% So with that, I would love to 00:48:50.060 --> 00:48:53.497 align:center line:-1 position:50% size:46% welcome their CEO, Jenova Chen. 00:48:53.497 --> 00:48:55.966 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:48:55.966 --> 00:48:57.501 align:center line:-1 position:50% size:23% >> Thanks Eddy. 00:49:00.471 --> 00:49:02.873 align:center line:-1 position:50% size:41% At Thatgamecompany, we treat 00:49:02.873 --> 00:49:03.874 align:center line:-1 position:50% size:44% games [Background Music] as an 00:49:03.874 --> 00:49:05.209 align:center line:-1 position:50% size:12% art form. 00:49:05.209 --> 00:49:07.745 align:center line:-1 position:50% size:40% Today, many of us play games 00:49:07.745 --> 00:49:08.946 align:center line:-1 position:50% size:9% alone. 00:49:08.946 --> 00:49:11.182 align:center line:-1 position:50% size:46% But we believe games is a medium 00:49:11.182 --> 00:49:13.551 align:center line:-1 position:50% size:41% that can bring people together. 00:49:13.551 --> 00:49:15.252 align:center line:-1 position:50% size:41% And that's exactly what we are 00:49:15.252 --> 00:49:17.054 align:center line:-1 position:50% size:42% going to do with our new game, 00:49:17.054 --> 00:49:18.489 align:center line:-1 position:50% size:6% Sky. 00:49:18.489 --> 00:49:19.590 align:center line:-1 position:50% size:44% Together with me is my colleague 00:49:19.590 --> 00:49:22.259 align:center line:-1 position:50% size:45% Mike and Mike, why don't we take 00:49:22.259 --> 00:49:23.527 align:center line:-1 position:50% size:5% off? 00:49:24.461 --> 00:49:26.630 align:center line:-1 position:50% size:32% Sky is a romantic social 00:49:26.630 --> 00:49:28.933 align:center line:-1 position:50% size:41% adventure game, where you fly 00:49:28.933 --> 00:49:31.235 align:center line:-1 position:50% size:42% above the clouds to explore the 00:49:31.235 --> 00:49:34.905 align:center line:-1 position:50% size:41% wonders of a mysterious world. 00:49:34.905 --> 00:49:36.006 align:center line:-1 position:50% size:37% The game is designed to be 00:49:36.006 --> 00:49:37.842 align:center line:-1 position:50% size:38% adaptable to the most casual 00:49:37.842 --> 00:49:39.343 align:center line:-1 position:50% size:11% players. 00:49:39.343 --> 00:49:40.845 align:center line:-1 position:50% size:34% The control is simple and 00:49:40.845 --> 00:49:42.012 align:center line:-1 position:50% size:11% intuitive. 00:49:42.012 --> 00:49:43.681 align:center line:-1 position:50% size:44% Everything can be done with one 00:49:43.681 --> 00:49:47.418 align:center line:-1 position:50% size:33% finger on the Siri remote. 00:49:47.418 --> 00:49:49.320 align:center line:-1 position:50% size:37% Hey, that's Mike's friend Jeff 00:49:49.320 --> 00:49:51.322 align:center line:-1 position:50% size:37% and he's asking us to follow 00:49:51.322 --> 00:49:52.089 align:center line:-1 position:50% size:6% him. 00:49:52.089 --> 00:49:52.857 align:center line:-1 position:50% size:29% Let's see what he has 00:49:52.857 --> 00:49:54.625 align:center line:-1 position:50% size:16% discovered. 00:49:54.625 --> 00:49:57.361 align:center line:-1 position:50% size:42% Compassion and generosity are 00:49:57.361 --> 00:49:59.396 align:center line:-1 position:50% size:38% key to unveil hidden areas of 00:49:59.396 --> 00:50:01.298 align:center line:-1 position:50% size:38% the world as well as growing 00:50:01.298 --> 00:50:02.132 align:center line:-1 position:50% size:20% your character. 00:50:02.132 --> 00:50:04.401 align:center line:-1 position:50% size:39% So by lighting all the candles, 00:50:04.401 --> 00:50:05.870 align:center line:-1 position:50% size:46% Jeff and Mike was able to summon 00:50:05.870 --> 00:50:07.137 align:center line:-1 position:50% size:13% the spirit. 00:50:07.137 --> 00:50:09.173 align:center line:-1 position:50% size:44% And he's about to teach Mike the 00:50:09.173 --> 00:50:11.175 align:center line:-1 position:50% size:42% knowledge of how to summon a 00:50:11.175 --> 00:50:12.509 align:center line:-1 position:50% size:23% magical creature. 00:50:12.509 --> 00:50:18.182 align:center line:-1 position:50% size:12% [ Music ] 00:50:18.182 --> 00:50:20.618 align:center line:-1 position:50% size:43% In Sky, we really take advantage 00:50:20.618 --> 00:50:22.753 align:center line:-1 position:50% size:39% of the powerful new hardware 00:50:22.753 --> 00:50:25.256 align:center line:-1 position:50% size:39% with Metal 2 to an Apple TV's 00:50:25.256 --> 00:50:27.925 align:center line:-1 position:50% size:42% A10X Fusion chip, we're able to 00:50:27.925 --> 00:50:30.060 align:center line:-1 position:50% size:44% run the game smoothly even with 00:50:30.060 --> 00:50:32.329 align:center line:-1 position:50% size:29% these detailed clouds, 00:50:32.329 --> 00:50:35.466 align:center line:-1 position:50% size:39% intelligent creatures and up to 00:50:35.466 --> 00:50:37.167 align:center line:-1 position:50% size:38% eight players from anywhere 00:50:37.167 --> 00:50:38.068 align:center line:-1 position:50% size:23% around the world. 00:50:38.068 --> 00:50:40.371 align:center line:-1 position:50% size:41% And let's see if we can drop off 00:50:40.371 --> 00:50:42.539 align:center line:-1 position:50% size:38% from one of these creatures. 00:50:42.539 --> 00:50:51.548 align:center line:-1 position:50% size:12% [ Music ] 00:50:53.017 --> 00:50:55.219 align:center line:-1 position:50% size:42% We don't have time to show you 00:50:55.219 --> 00:50:56.453 align:center line:-1 position:50% size:37% everything so we're going to 00:50:56.453 --> 00:50:58.522 align:center line:-1 position:50% size:41% skip forward to the dark temple 00:50:58.522 --> 00:50:59.323 align:center line:-1 position:50% size:10% ahead. 00:50:59.323 --> 00:51:01.025 align:center line:-1 position:50% size:38% Light and dark are important 00:51:01.025 --> 00:51:02.526 align:center line:-1 position:50% size:28% themes of the game. 00:51:02.526 --> 00:51:04.561 align:center line:-1 position:50% size:41% In Sky, you play as the children 00:51:04.561 --> 00:51:06.030 align:center line:-1 position:50% size:10% of light. 00:51:06.030 --> 00:51:07.731 align:center line:-1 position:50% size:38% And your goal is to bring that 00:51:07.731 --> 00:51:09.867 align:center line:-1 position:50% size:39% light to where it is needed the 00:51:09.867 --> 00:51:11.502 align:center line:-1 position:50% size:8% most. 00:51:11.502 --> 00:51:20.577 align:center line:-1 position:50% size:12% [ Music ] 00:51:25.249 --> 00:51:26.784 align:center line:-1 position:50% size:41% With the light, Mike was able to 00:51:26.784 --> 00:51:28.018 align:center line:-1 position:50% size:35% free all the butterflies, and 00:51:28.018 --> 00:51:29.420 align:center line:-1 position:50% size:44% together they can move on to the 00:51:29.420 --> 00:51:32.056 align:center line:-1 position:50% size:35% next part of the adventure. 00:51:32.056 --> 00:51:33.357 align:center line:-1 position:50% size:30% With the live orchestra 00:51:33.357 --> 00:51:35.125 align:center line:-1 position:50% size:34% soundtrack and cinematic 00:51:35.125 --> 00:51:37.728 align:center line:-1 position:50% size:41% experiences, you can expect to 00:51:37.728 --> 00:51:39.763 align:center line:-1 position:50% size:42% be immersed in ever-expanding 00:51:39.763 --> 00:51:41.832 align:center line:-1 position:50% size:8% world. 00:51:41.832 --> 00:51:44.268 align:center line:-1 position:50% size:40% So, join hands with your loved 00:51:44.268 --> 00:51:47.671 align:center line:-1 position:50% size:44% ones and play Sky exclusively on 00:51:47.671 --> 00:51:51.208 align:center line:-1 position:50% size:42% Apple TV, iPad, and iPhone this 00:51:51.208 --> 00:51:52.409 align:center line:-1 position:50% size:9% winter. 00:51:52.409 --> 00:51:53.477 align:center line:-1 position:50% size:15% Thank you. 00:51:53.477 --> 00:51:57.147 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:51:57.147 --> 00:51:57.948 align:center line:-1 position:50% size:26% >> Thanks Jenova. 00:51:57.948 --> 00:52:02.252 align:center line:-1 position:50% size:36% We can't wait for you to get 00:52:02.252 --> 00:52:03.854 align:center line:-1 position:50% size:26% your hands on Sky. 00:52:03.854 --> 00:52:05.255 align:center line:-1 position:50% size:42% We're so excited about the new 00:52:05.255 --> 00:52:06.890 align:center line:-1 position:50% size:18% Apple TV 4K. 00:52:06.890 --> 00:52:08.926 align:center line:-1 position:50% size:40% It's got powerful hardware that 00:52:08.926 --> 00:52:12.029 align:center line:-1 position:50% size:43% delivers stunning 4K HDR video. 00:52:12.029 --> 00:52:13.831 align:center line:-1 position:50% size:34% Live sports along with live 00:52:13.831 --> 00:52:18.135 align:center line:-1 position:50% size:45% news, TV shows and movies all in 00:52:18.135 --> 00:52:19.803 align:center line:-1 position:50% size:16% the TV app. 00:52:19.803 --> 00:52:21.939 align:center line:-1 position:50% size:35% And the perfect big screen 00:52:21.939 --> 00:52:23.640 align:center line:-1 position:50% size:39% companion for your iPhone or 00:52:23.640 --> 00:52:24.942 align:center line:-1 position:50% size:7% iPad. 00:52:24.942 --> 00:52:26.643 align:center line:-1 position:50% size:41% The new Apple TV 4K starts at 00:52:26.643 --> 00:52:27.978 align:center line:-1 position:50% size:8% $179. 00:52:27.978 --> 00:52:30.047 align:center line:-1 position:50% size:32% It joins the existing one. 00:52:30.047 --> 00:52:31.248 align:center line:-1 position:50% size:36% You can order it starting on 00:52:31.248 --> 00:52:32.783 align:center line:-1 position:50% size:22% September 15th. 00:52:32.783 --> 00:52:35.552 align:center line:-1 position:50% size:39% And it ships just a week later. 00:52:35.552 --> 00:52:37.921 align:center line:-1 position:50% size:39% That is the new Apple TV 4K. 00:52:37.921 --> 00:52:38.756 align:center line:-1 position:50% size:15% Thank you. 00:52:38.756 --> 00:52:39.456 align:center line:-1 position:50% size:37% And I'd like to turn it back to 00:52:39.456 --> 00:52:40.224 align:center line:-1 position:50% size:6% Tim. 00:52:40.224 --> 00:52:41.125 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:52:41.125 --> 00:52:43.527 align:center line:-1 position:50% size:23% >> Thanks Eddy. 00:52:43.527 --> 00:52:47.031 align:center line:-1 position:50% size:16% [ Applause ] 00:52:47.031 --> 00:52:48.098 align:center line:-1 position:50% size:28% I can't wait for you to 00:52:48.098 --> 00:52:49.733 align:center line:-1 position:50% size:40% experience the beauty and the 00:52:49.733 --> 00:52:51.769 align:center line:-1 position:50% size:39% magic and the cinema right in 00:52:51.769 --> 00:52:53.470 align:center line:-1 position:50% size:39% your living room for the Apple 00:52:53.470 --> 00:52:56.407 align:center line:-1 position:50% size:10% TV 4K. 00:52:56.407 --> 00:52:59.877 align:center line:-1 position:50% size:18% Now next up. 00:52:59.877 --> 00:53:01.478 align:center line:-1 position:50% size:11% iPhone. 00:53:01.478 --> 00:53:08.385 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:53:08.385 --> 00:53:10.254 align:center line:-1 position:50% size:41% Apple has always believed that 00:53:10.254 --> 00:53:13.891 align:center line:-1 position:50% size:44% technology infused with humanity 00:53:13.891 --> 00:53:16.260 align:center line:-1 position:50% size:43% could improve people's lives and 00:53:16.260 --> 00:53:18.829 align:center line:-1 position:50% size:24% change the world. 00:53:18.829 --> 00:53:21.899 align:center line:-1 position:50% size:41% No other device in our lifetimes 00:53:21.899 --> 00:53:24.435 align:center line:-1 position:50% size:44% have had the impact on the world 00:53:24.435 --> 00:53:26.370 align:center line:-1 position:50% size:27% that the iPhone has. 00:53:26.370 --> 00:53:29.573 align:center line:-1 position:50% size:38% Nothing else has become so 00:53:29.573 --> 00:53:31.508 align:center line:-1 position:50% size:42% essential or put so much power 00:53:31.508 --> 00:53:33.944 align:center line:-1 position:50% size:45% into so many people's hands than 00:53:33.944 --> 00:53:35.712 align:center line:-1 position:50% size:11% iPhone. 00:53:35.712 --> 00:53:38.515 align:center line:-1 position:50% size:37% It's truly amazing how much 00:53:38.515 --> 00:53:41.752 align:center line:-1 position:50% size:41% iPhone impacts the world each 00:53:41.752 --> 00:53:42.586 align:center line:-1 position:50% size:20% and every day. 00:53:42.586 --> 00:53:45.789 align:center line:-1 position:50% size:39% Our intention with iPhone has 00:53:45.789 --> 00:53:49.793 align:center line:-1 position:50% size:44% always been to create something 00:53:49.793 --> 00:53:53.030 align:center line:-1 position:50% size:45% so powerful, so immersive and so 00:53:53.030 --> 00:53:55.766 align:center line:-1 position:50% size:35% magical that the hardware 00:53:55.766 --> 00:53:58.035 align:center line:-1 position:50% size:27% virtually disappears. 00:53:58.035 --> 00:53:59.603 align:center line:-1 position:50% size:39% Over the last 10 years, we've 00:53:59.603 --> 00:54:01.872 align:center line:-1 position:50% size:45% reimagined or invented numerous 00:54:01.872 --> 00:54:04.575 align:center line:-1 position:50% size:41% technologies to create just that 00:54:04.575 --> 00:54:06.877 align:center line:-1 position:50% size:16% experience. 00:54:06.877 --> 00:54:09.713 align:center line:-1 position:50% size:44% The first iPhone forever changed 00:54:09.713 --> 00:54:11.448 align:center line:-1 position:50% size:42% how we interact with technology 00:54:11.448 --> 00:54:13.784 align:center line:-1 position:50% size:34% by introducing multitouch. 00:54:13.784 --> 00:54:16.086 align:center line:-1 position:50% size:35% For the first time you were 00:54:16.086 --> 00:54:18.856 align:center line:-1 position:50% size:40% actually touching the software 00:54:18.856 --> 00:54:20.624 align:center line:-1 position:50% size:25% instead of buttons. 00:54:20.624 --> 00:54:22.893 align:center line:-1 position:50% size:16% It's magical. 00:54:22.893 --> 00:54:24.495 align:center line:-1 position:50% size:47% The App Store changed the way we 00:54:24.495 --> 00:54:27.865 align:center line:-1 position:50% size:42% work, play, learn, communicate, 00:54:27.865 --> 00:54:29.900 align:center line:-1 position:50% size:47% spawning new companies and new 00:54:29.900 --> 00:54:32.970 align:center line:-1 position:50% size:33% industries along the way. 00:54:32.970 --> 00:54:34.471 align:center line:-1 position:50% size:42% We took the viewing experience 00:54:34.471 --> 00:54:36.473 align:center line:-1 position:50% size:38% to places literally never seen 00:54:36.473 --> 00:54:38.442 align:center line:-1 position:50% size:38% before with technologies like 00:54:38.442 --> 00:54:41.245 align:center line:-1 position:50% size:24% the retina display. 00:54:41.245 --> 00:54:42.946 align:center line:-1 position:50% size:38% We changed the way people 00:54:42.946 --> 00:54:45.382 align:center line:-1 position:50% size:41% communicate with features like 00:54:45.382 --> 00:54:47.384 align:center line:-1 position:50% size:39% iMessage and FaceTime that 00:54:47.384 --> 00:54:49.052 align:center line:-1 position:50% size:36% allowed us all to connect in 00:54:49.052 --> 00:54:52.389 align:center line:-1 position:50% size:31% more meaningful ways. 00:54:52.389 --> 00:54:54.791 align:center line:-1 position:50% size:30% And with Siri, we used 00:54:54.791 --> 00:54:56.593 align:center line:-1 position:50% size:38% artificial intelligence to make 00:54:56.593 --> 00:55:00.430 align:center line:-1 position:50% size:34% our voices more powerful. 00:55:00.430 --> 00:55:02.666 align:center line:-1 position:50% size:36% iPhone even revolutionized 00:55:02.666 --> 00:55:06.503 align:center line:-1 position:50% size:42% security and privacy with Touch 00:55:06.503 --> 00:55:09.806 align:center line:-1 position:50% size:39% ID and our wallets with Apple 00:55:10.941 --> 00:55:11.708 align:center line:-1 position:50% size:6% Pay. 00:55:11.708 --> 00:55:13.143 align:center line:-1 position:50% size:35% And of course, iPhone put 00:55:13.143 --> 00:55:15.312 align:center line:-1 position:50% size:46% amazing easy to use cameras into 00:55:15.312 --> 00:55:17.214 align:center line:-1 position:50% size:40% our hands becoming the most 00:55:17.214 --> 00:55:19.416 align:center line:-1 position:50% size:35% popular way to capture the 00:55:19.416 --> 00:55:21.451 align:center line:-1 position:50% size:26% images of our lives. 00:55:21.451 --> 00:55:25.422 align:center line:-1 position:50% size:45% Over the past decade, we pushed 00:55:25.422 --> 00:55:27.157 align:center line:-1 position:50% size:38% forward with innovation after 00:55:27.157 --> 00:55:30.427 align:center line:-1 position:50% size:36% innovation, after innovation 00:55:30.427 --> 00:55:35.666 align:center line:-1 position:50% size:36% bringing us to this moment. 00:55:35.666 --> 00:55:38.769 align:center line:-1 position:50% size:45% When now, we can create devices 00:55:38.769 --> 00:55:40.737 align:center line:-1 position:50% size:37% that are far more intelligent, 00:55:40.737 --> 00:55:43.273 align:center line:-1 position:50% size:35% far more capable, far more 00:55:43.273 --> 00:55:46.176 align:center line:-1 position:50% size:35% personal than ever before. 00:55:46.176 --> 00:55:48.912 align:center line:-1 position:50% size:47% We have huge iPhone news for you 00:55:48.912 --> 00:55:49.746 align:center line:-1 position:50% size:8% today. 00:55:49.746 --> 00:55:53.517 align:center line:-1 position:50% size:38% And it gets started right now. 00:55:53.517 --> 00:55:56.520 align:center line:-1 position:50% size:16% [ Applause ] 00:55:56.520 --> 00:56:05.596 align:center line:-1 position:50% size:12% [ Music ] 00:56:26.049 --> 00:56:28.085 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:56:28.085 --> 00:56:34.491 align:center line:-1 position:50% size:37% iPhone 8. iPhone 8, this is a 00:56:34.491 --> 00:56:36.693 align:center line:-1 position:50% size:39% huge step forward for iPhone. 00:56:36.693 --> 00:56:38.362 align:center line:-1 position:50% size:34% And to tell you all about it, 00:56:38.362 --> 00:56:39.663 align:center line:-1 position:50% size:34% I'd like to invite Phil to the 00:56:39.663 --> 00:56:40.464 align:center line:-1 position:50% size:9% stage. 00:56:40.464 --> 00:56:41.098 align:center line:-1 position:50% size:7% Phil? 00:56:41.098 --> 00:56:47.137 align:center line:-1 position:50% size:25% >> Thank you Tim. 00:56:47.137 --> 00:56:48.472 align:center line:-1 position:50% size:39% And good morning everyone. 00:56:48.472 --> 00:56:50.807 align:center line:-1 position:50% size:38% I am so excited to tell you all 00:56:50.807 --> 00:56:52.843 align:center line:-1 position:50% size:42% about the new iPhone 8 and the 00:56:52.843 --> 00:56:54.878 align:center line:-1 position:50% size:26% new iPhone 8 Plus. 00:56:54.878 --> 00:56:56.513 align:center line:-1 position:50% size:43% These are the new generation of 00:56:56.513 --> 00:56:58.148 align:center line:-1 position:50% size:33% iPhone and improved on 00:56:58.148 --> 00:57:01.518 align:center line:-1 position:50% size:44% everything we love about iPhone. 00:57:01.518 --> 00:57:02.653 align:center line:-1 position:50% size:29% The design is all new. 00:57:02.653 --> 00:57:05.055 align:center line:-1 position:50% size:38% It has glass on both the front 00:57:05.055 --> 00:57:06.456 align:center line:-1 position:50% size:18% and the back. 00:57:06.456 --> 00:57:08.091 align:center line:-1 position:50% size:41% The aluminum band beautifully 00:57:08.091 --> 00:57:09.793 align:center line:-1 position:50% size:35% matches the finish of each 00:57:09.793 --> 00:57:10.627 align:center line:-1 position:50% size:13% iPhone 8. 00:57:10.627 --> 00:57:16.233 align:center line:-1 position:50% size:39% It comes in silver, space gray, 00:57:16.233 --> 00:57:18.535 align:center line:-1 position:50% size:41% and a beautiful new gold finish. 00:57:18.535 --> 00:57:24.141 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:57:24.141 --> 00:57:24.975 align:center line:-1 position:50% size:23% It's made from an 00:57:24.975 --> 00:57:27.511 align:center line:-1 position:50% size:39% aerospace-grade 7000 series 00:57:27.511 --> 00:57:29.980 align:center line:-1 position:50% size:31% custom aluminum alloy. 00:57:29.980 --> 00:57:31.948 align:center line:-1 position:50% size:42% The glass is a seven layer color 00:57:31.948 --> 00:57:33.383 align:center line:-1 position:50% size:41% process making sure there is a 00:57:33.383 --> 00:57:36.019 align:center line:-1 position:50% size:29% beautiful precise hue. 00:57:36.019 --> 00:57:37.254 align:center line:-1 position:50% size:31% And the glass is further 00:57:37.254 --> 00:57:39.022 align:center line:-1 position:50% size:40% reinforced by an internal laser 00:57:39.022 --> 00:57:40.757 align:center line:-1 position:50% size:34% welded, steel and copper 00:57:40.757 --> 00:57:41.558 align:center line:-1 position:50% size:13% structure. 00:57:41.558 --> 00:57:43.560 align:center line:-1 position:50% size:40% And we're so excited because 00:57:43.560 --> 00:57:45.095 align:center line:-1 position:50% size:39% this glass is the most durable 00:57:45.095 --> 00:57:47.531 align:center line:-1 position:50% size:29% ever in a smartphone. 00:57:47.531 --> 00:57:49.933 align:center line:-1 position:50% size:16% [ Applause ] 00:57:49.933 --> 00:57:52.002 align:center line:-1 position:50% size:33% iPhone 8 and 8 Plus also 00:57:52.002 --> 00:57:54.237 align:center line:-1 position:50% size:43% microscopically sealed for water 00:57:54.237 --> 00:57:55.939 align:center line:-1 position:50% size:27% and dust resistance. 00:57:55.939 --> 00:57:58.542 align:center line:-1 position:50% size:42% And they have a new retina HD 00:57:58.542 --> 00:57:59.810 align:center line:-1 position:50% size:30% display in each model. 00:57:59.810 --> 00:58:01.812 align:center line:-1 position:50% size:32% There's a 4.7-inch retina 00:58:01.812 --> 00:58:03.914 align:center line:-1 position:50% size:34% display in iPhone 8 and a 00:58:03.914 --> 00:58:06.850 align:center line:-1 position:50% size:34% 5.5-inch in iPhone 8 Plus. 00:58:06.850 --> 00:58:09.152 align:center line:-1 position:50% size:38% Now Apple Retina Display is 00:58:09.152 --> 00:58:10.721 align:center line:-1 position:50% size:38% renowned for their incredible 00:58:10.721 --> 00:58:12.189 align:center line:-1 position:50% size:20% color accuracy. 00:58:12.189 --> 00:58:13.957 align:center line:-1 position:50% size:45% And they have great, wide cinema 00:58:13.957 --> 00:58:15.726 align:center line:-1 position:50% size:26% quality color gamut. 00:58:15.726 --> 00:58:17.060 align:center line:-1 position:50% size:36% We've built in our 3D touch 00:58:17.060 --> 00:58:19.062 align:center line:-1 position:50% size:36% technology into the display. 00:58:19.062 --> 00:58:20.764 align:center line:-1 position:50% size:34% And for the first time in an 00:58:20.764 --> 00:58:22.432 align:center line:-1 position:50% size:38% iPhone display, it is our True 00:58:22.432 --> 00:58:23.967 align:center line:-1 position:50% size:23% Tone technology. 00:58:23.967 --> 00:58:25.235 align:center line:-1 position:50% size:39% Now with True Tone, it adopts 00:58:25.235 --> 00:58:26.603 align:center line:-1 position:50% size:35% the color, temperature and 00:58:26.603 --> 00:58:28.572 align:center line:-1 position:50% size:37% intensity to the ambient light 00:58:28.572 --> 00:58:30.273 align:center line:-1 position:50% size:15% around us. 00:58:30.273 --> 00:58:32.042 align:center line:-1 position:50% size:42% Along with the displays, iPhone 00:58:32.042 --> 00:58:33.310 align:center line:-1 position:50% size:43% 8 and 8 Plus have new stereo of 00:58:33.310 --> 00:58:34.745 align:center line:-1 position:50% size:23% speakers as well. 00:58:34.745 --> 00:58:36.346 align:center line:-1 position:50% size:38% They're 25% louder than the 00:58:36.346 --> 00:58:37.748 align:center line:-1 position:50% size:40% speakers in iPhone 7 and they 00:58:37.748 --> 00:58:40.317 align:center line:-1 position:50% size:32% have a deeper bass too. 00:58:40.317 --> 00:58:44.287 align:center line:-1 position:50% size:37% And this is pretty incredible. 00:58:44.287 --> 00:58:46.990 align:center line:-1 position:50% size:42% Inside, iPhone 8 and 8 Plus is a 00:58:46.990 --> 00:58:47.724 align:center line:-1 position:50% size:21% brand new chip. 00:58:47.724 --> 00:58:48.792 align:center line:-1 position:50% size:33% And this is breakthrough 00:58:48.792 --> 00:58:51.228 align:center line:-1 position:50% size:43% performance in a mobile device. 00:58:51.228 --> 00:58:55.499 align:center line:-1 position:50% size:28% We call it A11 Bionic. 00:58:55.499 --> 00:59:01.204 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 00:59:01.204 --> 00:59:02.739 align:center line:-1 position:50% size:39% This is the most powerful and 00:59:02.739 --> 00:59:04.841 align:center line:-1 position:50% size:30% smartest chip ever in a 00:59:04.841 --> 00:59:06.810 align:center line:-1 position:50% size:17% smartphone. 00:59:06.810 --> 00:59:08.779 align:center line:-1 position:50% size:30% It's a 64-bit design, 4.3 00:59:08.779 --> 00:59:11.281 align:center line:-1 position:50% size:35% billion transistors, six core. 00:59:11.281 --> 00:59:12.282 align:center line:-1 position:50% size:43% We're going to geek out here for 00:59:12.282 --> 00:59:14.251 align:center line:-1 position:50% size:42% a bit because it is so awesome. 00:59:14.251 --> 00:59:15.485 align:center line:-1 position:50% size:37% It has two high performance 00:59:15.485 --> 00:59:16.319 align:center line:-1 position:50% size:9% cores. 00:59:16.319 --> 00:59:17.921 align:center line:-1 position:50% size:43% They're 25% faster than the high 00:59:17.921 --> 00:59:19.122 align:center line:-1 position:50% size:33% performance cores in the 00:59:19.122 --> 00:59:20.791 align:center line:-1 position:50% size:39% previous industry leading A10 00:59:20.791 --> 00:59:21.591 align:center line:-1 position:50% size:7% chip. 00:59:21.591 --> 00:59:22.926 align:center line:-1 position:50% size:34% It has four high-efficiency 00:59:22.926 --> 00:59:23.760 align:center line:-1 position:50% size:9% cores. 00:59:23.760 --> 00:59:25.462 align:center line:-1 position:50% size:39% They're up to 70% faster than 00:59:25.462 --> 00:59:27.564 align:center line:-1 position:50% size:33% the ones in the A10 chip. 00:59:27.564 --> 00:59:28.398 align:center line:-1 position:50% size:33% They're managed by our 00:59:28.398 --> 00:59:29.633 align:center line:-1 position:50% size:43% second-generation performance 00:59:29.633 --> 00:59:31.134 align:center line:-1 position:50% size:40% controller that now can use all 00:59:31.134 --> 00:59:32.302 align:center line:-1 position:50% size:24% six cores at once. 00:59:32.302 --> 00:59:34.171 align:center line:-1 position:50% size:32% It can deliver up to 70% 00:59:34.171 --> 00:59:35.639 align:center line:-1 position:50% size:40% improvement in multithreaded 00:59:35.639 --> 00:59:36.940 align:center line:-1 position:50% size:15% workloads. 00:59:36.940 --> 00:59:40.710 align:center line:-1 position:50% size:37% And they have our first ever 00:59:40.710 --> 00:59:42.512 align:center line:-1 position:50% size:34% Apple-designed Graphics 00:59:42.512 --> 00:59:44.314 align:center line:-1 position:50% size:33% Processing Unit or GPU. 00:59:44.314 --> 00:59:45.949 align:center line:-1 position:50% size:35% This is a three-core design 00:59:45.949 --> 00:59:47.384 align:center line:-1 position:50% size:34% that's 30% faster than the 00:59:47.384 --> 00:59:49.419 align:center line:-1 position:50% size:39% graphics in the previous A10. 00:59:49.419 --> 00:59:52.122 align:center line:-1 position:50% size:37% And the GPU is designed to 00:59:52.122 --> 00:59:54.391 align:center line:-1 position:50% size:42% accelerate 3D apps and games 00:59:54.391 --> 00:59:55.459 align:center line:-1 position:50% size:38% especially those that use our 00:59:55.459 --> 00:59:56.960 align:center line:-1 position:50% size:32% new Metal 2 framework. 00:59:56.960 --> 00:59:59.930 align:center line:-1 position:50% size:41% And the GPU also is incredible 00:59:59.930 --> 01:00:01.565 align:center line:-1 position:50% size:35% for machine learning apps. 01:00:01.565 --> 01:00:03.233 align:center line:-1 position:50% size:39% And those kind of tasks get a 01:00:03.233 --> 01:00:04.668 align:center line:-1 position:50% size:37% big speed up if they use our 01:00:04.668 --> 01:00:06.203 align:center line:-1 position:50% size:44% core machine learning framework 01:00:06.203 --> 01:00:07.771 align:center line:-1 position:50% size:5% too. 01:00:08.772 --> 01:00:10.040 align:center line:-1 position:50% size:24% There's more to it. 01:00:10.040 --> 01:00:11.908 align:center line:-1 position:50% size:37% The A11 Bionic includes our 01:00:11.908 --> 01:00:13.543 align:center line:-1 position:50% size:40% first-- a new generation Image 01:00:13.543 --> 01:00:15.412 align:center line:-1 position:50% size:32% Signal Processor or ISP. 01:00:15.412 --> 01:00:16.246 align:center line:-1 position:50% size:37% So, you know this is used in 01:00:16.246 --> 01:00:17.080 align:center line:-1 position:50% size:18% photography. 01:00:17.080 --> 01:00:19.149 align:center line:-1 position:50% size:39% It delivers faster auto-focus in 01:00:19.149 --> 01:00:20.717 align:center line:-1 position:50% size:12% low light. 01:00:20.717 --> 01:00:22.819 align:center line:-1 position:50% size:40% It has new pixel processing for 01:00:22.819 --> 01:00:25.121 align:center line:-1 position:50% size:31% sharpness and texture. 01:00:25.121 --> 01:00:26.656 align:center line:-1 position:50% size:37% And for the first time to help 01:00:26.656 --> 01:00:27.958 align:center line:-1 position:50% size:37% reduce noise, it is hardware 01:00:27.958 --> 01:00:30.193 align:center line:-1 position:50% size:33% enabled multiband noise 01:00:30.193 --> 01:00:31.828 align:center line:-1 position:50% size:14% reduction. 01:00:31.828 --> 01:00:33.230 align:center line:-1 position:50% size:32% All this helps to improve 01:00:33.230 --> 01:00:35.131 align:center line:-1 position:50% size:41% performance and helps us take 01:00:35.131 --> 01:00:36.399 align:center line:-1 position:50% size:20% better pictures. 01:00:36.399 --> 01:00:37.901 align:center line:-1 position:50% size:45% Perhaps the most beloved feature 01:00:37.901 --> 01:00:38.935 align:center line:-1 position:50% size:35% of every new generation of 01:00:38.935 --> 01:00:40.504 align:center line:-1 position:50% size:31% iPhone is the cameras. 01:00:40.504 --> 01:00:42.706 align:center line:-1 position:50% size:41% And people love taking photos. 01:00:42.706 --> 01:00:43.673 align:center line:-1 position:50% size:37% And customers sent us their 01:00:43.673 --> 01:00:45.375 align:center line:-1 position:50% size:40% photos for our Shot on iPhone 01:00:45.375 --> 01:00:47.344 align:center line:-1 position:50% size:31% campaign like this one. 01:00:47.344 --> 01:00:48.879 align:center line:-1 position:50% size:45% This was sent from Jeremy Perez 01:00:48.879 --> 01:00:49.679 align:center line:-1 position:50% size:8% Cruz. 01:00:49.679 --> 01:00:51.314 align:center line:-1 position:50% size:36% He shot it with an iPhone 7 01:00:51.314 --> 01:00:52.449 align:center line:-1 position:50% size:7% Plus. 01:00:52.449 --> 01:00:53.416 align:center line:-1 position:50% size:38% And people are going to love 01:00:53.416 --> 01:00:54.618 align:center line:-1 position:50% size:41% taking pictures with the iPhone 01:00:54.618 --> 01:00:55.719 align:center line:-1 position:50% size:14% 8 camera. 01:00:55.719 --> 01:00:57.587 align:center line:-1 position:50% size:43% There's an all new 12 megapixel 01:00:57.587 --> 01:00:58.288 align:center line:-1 position:50% size:10% sensor. 01:00:58.288 --> 01:00:59.856 align:center line:-1 position:50% size:27% It's larger and faster. 01:00:59.856 --> 01:01:04.561 align:center line:-1 position:50% size:41% It provides 83% more light and 01:01:04.561 --> 01:01:06.129 align:center line:-1 position:50% size:36% it provides more-- it's more 01:01:06.129 --> 01:01:06.863 align:center line:-1 position:50% size:36% power efficient at the same 01:01:06.863 --> 01:01:07.697 align:center line:-1 position:50% size:7% time. 01:01:07.697 --> 01:01:09.566 align:center line:-1 position:50% size:41% It has deeper pixels and a new 01:01:09.566 --> 01:01:10.534 align:center line:-1 position:50% size:14% color filter. 01:01:10.534 --> 01:01:12.102 align:center line:-1 position:50% size:35% So, this adds up to having 01:01:12.102 --> 01:01:14.237 align:center line:-1 position:50% size:40% better color saturation, a wider 01:01:14.237 --> 01:01:16.373 align:center line:-1 position:50% size:44% dynamic range of color and lower 01:01:16.373 --> 01:01:19.676 align:center line:-1 position:50% size:43% noise in your photos and videos. 01:01:19.676 --> 01:01:21.745 align:center line:-1 position:50% size:36% iPhone 8 Plus has two new 01:01:21.745 --> 01:01:23.914 align:center line:-1 position:50% size:36% sensors in its dual camera. 01:01:23.914 --> 01:01:25.148 align:center line:-1 position:50% size:41% The wide angle camera has an 01:01:25.148 --> 01:01:26.950 align:center line:-1 position:50% size:42% F1.8 aperture and optical image 01:01:26.950 --> 01:01:28.518 align:center line:-1 position:50% size:17% stabilization. 01:01:28.518 --> 01:01:30.620 align:center line:-1 position:50% size:42% The telephoto camera has F2.8 01:01:30.620 --> 01:01:32.389 align:center line:-1 position:50% size:12% aperture. 01:01:32.389 --> 01:01:33.823 align:center line:-1 position:50% size:42% So as always, we want to show 01:01:33.823 --> 01:01:35.091 align:center line:-1 position:50% size:41% you the kind of photos you can 01:01:35.091 --> 01:01:37.127 align:center line:-1 position:50% size:38% take off of our new cameras. 01:01:37.127 --> 01:01:38.261 align:center line:-1 position:50% size:45% And these are photos we're going 01:01:38.261 --> 01:01:39.129 align:center line:-1 position:50% size:36% to show that have not been 01:01:39.129 --> 01:01:39.996 align:center line:-1 position:50% size:28% retouched in anyway. 01:01:39.996 --> 01:01:41.331 align:center line:-1 position:50% size:40% They're straight off the iPhone 01:01:41.331 --> 01:01:42.499 align:center line:-1 position:50% size:18% 8 and 8 Plus. 01:01:42.499 --> 01:01:44.868 align:center line:-1 position:50% size:31% So, here's the first one. 01:01:44.868 --> 01:01:46.903 align:center line:-1 position:50% size:36% This is absolutely beautiful. 01:01:46.903 --> 01:01:47.904 align:center line:-1 position:50% size:42% Now that's not the Golden Gate 01:01:47.904 --> 01:01:48.705 align:center line:-1 position:50% size:10% Bridge. 01:01:48.705 --> 01:01:50.073 align:center line:-1 position:50% size:36% This was taken in Portugal. 01:01:50.073 --> 01:01:51.308 align:center line:-1 position:50% size:36% It shows the beauty of wide 01:01:51.308 --> 01:01:52.375 align:center line:-1 position:50% size:17% color gamut. 01:01:52.375 --> 01:01:54.010 align:center line:-1 position:50% size:39% There's great dynamic range, 01:01:54.010 --> 01:01:55.979 align:center line:-1 position:50% size:39% sharpness and incredibly low 01:01:55.979 --> 01:01:56.780 align:center line:-1 position:50% size:8% noise. 01:01:56.780 --> 01:01:59.049 align:center line:-1 position:50% size:34% Just look at that blue sky. 01:01:59.049 --> 01:01:59.916 align:center line:-1 position:50% size:33% Here's another example. 01:01:59.916 --> 01:02:02.319 align:center line:-1 position:50% size:41% It shows incredible wide quality 01:02:02.319 --> 01:02:03.520 align:center line:-1 position:50% size:16% color again. 01:02:03.520 --> 01:02:05.755 align:center line:-1 position:50% size:40% Just look at the skin tones and 01:02:05.755 --> 01:02:06.957 align:center line:-1 position:50% size:37% the detail in the hair and the 01:02:06.957 --> 01:02:07.791 align:center line:-1 position:50% size:8% eyes. 01:02:07.791 --> 01:02:08.992 align:center line:-1 position:50% size:39% If you look closely in her eyes 01:02:08.992 --> 01:02:09.826 align:center line:-1 position:50% size:32% you can actually see the 01:02:09.826 --> 01:02:11.528 align:center line:-1 position:50% size:38% photographer reflected there 01:02:11.528 --> 01:02:12.729 align:center line:-1 position:50% size:39% holding an iPhone to take the 01:02:12.729 --> 01:02:13.630 align:center line:-1 position:50% size:10% picture. 01:02:13.630 --> 01:02:15.665 align:center line:-1 position:50% size:35% Here's a great example, in 01:02:15.665 --> 01:02:17.634 align:center line:-1 position:50% size:40% amazing textures and depth in 01:02:17.634 --> 01:02:18.468 align:center line:-1 position:50% size:18% photography. 01:02:18.468 --> 01:02:20.604 align:center line:-1 position:50% size:39% You can really feel the fabric. 01:02:20.604 --> 01:02:22.238 align:center line:-1 position:50% size:40% And you can see details in her 01:02:22.238 --> 01:02:25.008 align:center line:-1 position:50% size:30% face behind the fabric. 01:02:25.008 --> 01:02:26.076 align:center line:-1 position:50% size:40% Here's a great example of low 01:02:26.076 --> 01:02:27.811 align:center line:-1 position:50% size:24% light photography. 01:02:27.811 --> 01:02:29.913 align:center line:-1 position:50% size:40% Texture, detail and very subtle 01:02:29.913 --> 01:02:30.880 align:center line:-1 position:50% size:26% colors in this darker 01:02:30.880 --> 01:02:31.815 align:center line:-1 position:50% size:18% environment. 01:02:31.815 --> 01:02:34.117 align:center line:-1 position:50% size:33% Last year, we introduced 01:02:34.117 --> 01:02:35.218 align:center line:-1 position:50% size:19% portrait mode. 01:02:35.218 --> 01:02:37.387 align:center line:-1 position:50% size:32% iPhone 8 takes fantastic 01:02:37.387 --> 01:02:38.622 align:center line:-1 position:50% size:20% portrait modes. 01:02:38.622 --> 01:02:39.823 align:center line:-1 position:50% size:35% And people flip over taking 01:02:39.823 --> 01:02:40.657 align:center line:-1 position:50% size:18% these photos. 01:02:40.657 --> 01:02:42.192 align:center line:-1 position:50% size:43% And now with the iPhone 8 Plus, 01:02:42.192 --> 01:02:43.059 align:center line:-1 position:50% size:36% you're going to get sharper 01:02:43.059 --> 01:02:45.161 align:center line:-1 position:50% size:39% details, more uses in low light 01:02:45.161 --> 01:02:47.063 align:center line:-1 position:50% size:45% and even a more natural bokeh in 01:02:47.063 --> 01:02:49.065 align:center line:-1 position:50% size:40% the background of the photos. 01:02:49.065 --> 01:02:49.899 align:center line:-1 position:50% size:29% So, this was a big hit. 01:02:49.899 --> 01:02:51.434 align:center line:-1 position:50% size:41% We had a surprise new feature 01:02:51.434 --> 01:02:52.702 align:center line:-1 position:50% size:34% last year of portrait mode. 01:02:52.702 --> 01:02:54.804 align:center line:-1 position:50% size:41% We brought it out in beta and it 01:02:54.804 --> 01:02:55.905 align:center line:-1 position:50% size:39% just got better and better over 01:02:55.905 --> 01:02:56.740 align:center line:-1 position:50% size:7% time. 01:02:56.740 --> 01:02:57.674 align:center line:-1 position:50% size:42% And customers send us photos. 01:02:57.674 --> 01:02:58.575 align:center line:-1 position:50% size:20% They love this. 01:02:58.575 --> 01:02:59.676 align:center line:-1 position:50% size:44% So we challenge the engineering 01:02:59.676 --> 01:03:01.711 align:center line:-1 position:50% size:41% team to do that again, to make 01:03:01.711 --> 01:03:02.812 align:center line:-1 position:50% size:34% it easy for all of us to take 01:03:02.812 --> 01:03:03.980 align:center line:-1 position:50% size:35% advantage of an advanced 01:03:03.980 --> 01:03:05.015 align:center line:-1 position:50% size:32% photographic technique. 01:03:05.015 --> 01:03:06.716 align:center line:-1 position:50% size:27% And they're doing it. 01:03:06.716 --> 01:03:08.885 align:center line:-1 position:50% size:38% And it has to do with lighting. 01:03:08.885 --> 01:03:10.587 align:center line:-1 position:50% size:32% And if you've ever had a 01:03:10.587 --> 01:03:12.822 align:center line:-1 position:50% size:41% professional portrait taken, you 01:03:12.822 --> 01:03:14.557 align:center line:-1 position:50% size:44% know that pro photographers use 01:03:14.557 --> 01:03:15.659 align:center line:-1 position:50% size:44% advanced equipment and have a 01:03:15.659 --> 01:03:16.826 align:center line:-1 position:50% size:44% great understanding of advanced 01:03:16.826 --> 01:03:17.827 align:center line:-1 position:50% size:16% techniques. 01:03:17.827 --> 01:03:19.896 align:center line:-1 position:50% size:37% They literally sculpt the light 01:03:19.896 --> 01:03:21.631 align:center line:-1 position:50% size:34% on your face to create the 01:03:21.631 --> 01:03:22.766 align:center line:-1 position:50% size:35% perfect mood for a portrait 01:03:22.766 --> 01:03:23.600 align:center line:-1 position:50% size:16% photograph. 01:03:23.600 --> 01:03:25.869 align:center line:-1 position:50% size:43% Our team is making this possible 01:03:25.869 --> 01:03:28.638 align:center line:-1 position:50% size:16% for all of us. 01:03:28.638 --> 01:03:30.140 align:center line:-1 position:50% size:42% Using the dual cameras and the 01:03:30.140 --> 01:03:32.442 align:center line:-1 position:50% size:41% A11 Bionic chip in the iPhone 8 01:03:32.442 --> 01:03:34.277 align:center line:-1 position:50% size:43% Plus, the team has come up with 01:03:34.277 --> 01:03:36.079 align:center line:-1 position:50% size:37% a new feature called portrait 01:03:36.079 --> 01:03:36.913 align:center line:-1 position:50% size:11% lighting. 01:03:36.913 --> 01:03:38.348 align:center line:-1 position:50% size:34% And this is beta, but it will 01:03:38.348 --> 01:03:40.216 align:center line:-1 position:50% size:37% shift with the iPhone 8 Plus. 01:03:40.216 --> 01:03:41.785 align:center line:-1 position:50% size:33% And here's how it works. 01:03:41.785 --> 01:03:43.319 align:center line:-1 position:50% size:36% You can post a photo in the 01:03:43.319 --> 01:03:44.988 align:center line:-1 position:50% size:39% camera app using the portrait 01:03:44.988 --> 01:03:45.789 align:center line:-1 position:50% size:9% mode. 01:03:45.789 --> 01:03:47.490 align:center line:-1 position:50% size:41% The dual cameras and the ISP 01:03:47.490 --> 01:03:49.125 align:center line:-1 position:50% size:23% sense the scene. 01:03:49.125 --> 01:03:50.660 align:center line:-1 position:50% size:39% They created depth from app. 01:03:50.660 --> 01:03:51.828 align:center line:-1 position:50% size:41% They separate the subject from 01:03:51.828 --> 01:03:53.063 align:center line:-1 position:50% size:22% the background. 01:03:53.063 --> 01:03:55.532 align:center line:-1 position:50% size:45% And then using machine learning, 01:03:55.532 --> 01:03:58.101 align:center line:-1 position:50% size:41% it creates facial landmarks and 01:03:58.101 --> 01:03:59.502 align:center line:-1 position:50% size:41% actually changes the lighting of 01:03:59.502 --> 01:04:01.538 align:center line:-1 position:50% size:37% the contours over your face. 01:04:01.538 --> 01:04:02.305 align:center line:-1 position:50% size:35% That happens while you're 01:04:02.305 --> 01:04:04.474 align:center line:-1 position:50% size:27% composing the shot. 01:04:04.474 --> 01:04:10.980 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:04:10.980 --> 01:04:12.315 align:center line:-1 position:50% size:29% It's super easy to use. 01:04:12.315 --> 01:04:13.450 align:center line:-1 position:50% size:43% Right when you're in the camera 01:04:13.450 --> 01:04:14.851 align:center line:-1 position:50% size:42% app, you use portrait mode and 01:04:14.851 --> 01:04:16.953 align:center line:-1 position:50% size:43% there's a new menu to select the 01:04:16.953 --> 01:04:18.688 align:center line:-1 position:50% size:40% lighting effect you want to use. 01:04:18.688 --> 01:04:20.190 align:center line:-1 position:50% size:31% You just swipe to pick a 01:04:20.190 --> 01:04:21.391 align:center line:-1 position:50% size:36% different effect for whatever 01:04:21.391 --> 01:04:22.158 align:center line:-1 position:50% size:25% you want to shoot. 01:04:22.158 --> 01:04:24.828 align:center line:-1 position:50% size:31% And these aren't filters. 01:04:24.828 --> 01:04:26.563 align:center line:-1 position:50% size:36% This is real-time analysis of 01:04:26.563 --> 01:04:27.697 align:center line:-1 position:50% size:34% the light on your subject's 01:04:27.697 --> 01:04:28.498 align:center line:-1 position:50% size:7% face. 01:04:28.498 --> 01:04:29.733 align:center line:-1 position:50% size:35% In fact, you can go on later 01:04:29.733 --> 01:04:30.934 align:center line:-1 position:50% size:39% after you shot a portrait mode 01:04:30.934 --> 01:04:32.869 align:center line:-1 position:50% size:40% photo into the photos app and 01:04:32.869 --> 01:04:34.304 align:center line:-1 position:50% size:37% change the lighting effect to 01:04:34.304 --> 01:04:35.572 align:center line:-1 position:50% size:44% select which one you want to use 01:04:35.572 --> 01:04:37.507 align:center line:-1 position:50% size:27% on your photograph. 01:04:37.507 --> 01:04:43.880 align:center line:-1 position:50% size:16% [ Applause ] 01:04:43.880 --> 01:04:44.848 align:center line:-1 position:50% size:35% And the team has done an 01:04:44.848 --> 01:04:45.949 align:center line:-1 position:50% size:32% unbelievable job on this. 01:04:45.949 --> 01:04:47.016 align:center line:-1 position:50% size:41% And so here's an example of a 01:04:47.016 --> 01:04:47.851 align:center line:-1 position:50% size:25% photo that's taken. 01:04:47.851 --> 01:04:49.452 align:center line:-1 position:50% size:31% Not touched in anyway. 01:04:49.452 --> 01:04:51.054 align:center line:-1 position:50% size:35% This is portrait mode using 01:04:51.054 --> 01:04:52.388 align:center line:-1 position:50% size:21% portrait lighting. 01:04:52.388 --> 01:04:53.990 align:center line:-1 position:50% size:38% It's actually using the setting 01:04:53.990 --> 01:04:55.125 align:center line:-1 position:50% size:35% in portrait lighting for stage 01:04:55.125 --> 01:04:56.426 align:center line:-1 position:50% size:33% light so it drops away the 01:04:56.426 --> 01:04:57.727 align:center line:-1 position:50% size:44% background to make the stunning 01:04:57.727 --> 01:04:59.062 align:center line:-1 position:50% size:29% dramatic photograph. 01:04:59.062 --> 01:05:00.563 align:center line:-1 position:50% size:31% It's absolutely beautiful. 01:05:00.563 --> 01:05:01.631 align:center line:-1 position:50% size:37% So, iPhone 8 and 8 Plus are 01:05:01.631 --> 01:05:03.199 align:center line:-1 position:50% size:38% incredible for taking pictures. 01:05:03.199 --> 01:05:05.101 align:center line:-1 position:50% size:41% They're also amazing for video 01:05:05.101 --> 01:05:06.302 align:center line:-1 position:50% size:10% as well. 01:05:06.302 --> 01:05:08.304 align:center line:-1 position:50% size:33% In fact, iPhone 8 has the 01:05:08.304 --> 01:05:10.406 align:center line:-1 position:50% size:38% highest quality video capture 01:05:10.406 --> 01:05:12.475 align:center line:-1 position:50% size:29% ever in a smartphone. 01:05:12.475 --> 01:05:17.714 align:center line:-1 position:50% size:16% [ Applause ] 01:05:17.714 --> 01:05:18.882 align:center line:-1 position:50% size:41% Along with the ISP, we have an 01:05:18.882 --> 01:05:21.017 align:center line:-1 position:50% size:41% Apple-designed video encoder. 01:05:21.017 --> 01:05:22.986 align:center line:-1 position:50% size:41% This enables faster frame rates 01:05:22.986 --> 01:05:23.987 align:center line:-1 position:50% size:33% and higher quality video. 01:05:23.987 --> 01:05:26.523 align:center line:-1 position:50% size:36% It does real-time image and 01:05:26.523 --> 01:05:28.525 align:center line:-1 position:50% size:34% motion analysis to predict 01:05:28.525 --> 01:05:29.893 align:center line:-1 position:50% size:36% changes in the content and 01:05:29.893 --> 01:05:31.728 align:center line:-1 position:50% size:37% optimize the video encoding 01:05:31.728 --> 01:05:33.630 align:center line:-1 position:50% size:15% algorithms. 01:05:33.630 --> 01:05:34.831 align:center line:-1 position:50% size:41% So while you're shooting video, 01:05:34.831 --> 01:05:37.333 align:center line:-1 position:50% size:42% let's say 4K 60 frame a second, 01:05:37.333 --> 01:05:39.102 align:center line:-1 position:50% size:43% the iPhone 8 divides each frame 01:05:39.102 --> 01:05:41.704 align:center line:-1 position:50% size:27% into individuals tiles. 01:05:41.704 --> 01:05:42.906 align:center line:-1 position:50% size:27% Two million of them. 01:05:42.906 --> 01:05:44.274 align:center line:-1 position:50% size:41% And we analyze the two million 01:05:44.274 --> 01:05:46.309 align:center line:-1 position:50% size:39% tiles every second looking for 01:05:46.309 --> 01:05:48.278 align:center line:-1 position:50% size:40% details like textures and edges 01:05:48.278 --> 01:05:50.213 align:center line:-1 position:50% size:40% to predict whether that tile has 01:05:50.213 --> 01:05:52.849 align:center line:-1 position:50% size:44% grass, sky, water or movement in 01:05:52.849 --> 01:05:54.450 align:center line:-1 position:50% size:3% it. 01:05:54.450 --> 01:05:56.052 align:center line:-1 position:50% size:41% So let's say you're shooting 4K 01:05:56.052 --> 01:05:57.887 align:center line:-1 position:50% size:41% 60 frame of video can look like 01:05:57.887 --> 01:05:58.721 align:center line:-1 position:50% size:6% this. 01:05:58.721 --> 01:06:00.356 align:center line:-1 position:50% size:36% It's beautifully optimized for 01:06:00.356 --> 01:06:02.258 align:center line:-1 position:50% size:37% quality and for compression 01:06:02.258 --> 01:06:03.092 align:center line:-1 position:50% size:7% level. 01:06:03.092 --> 01:06:04.661 align:center line:-1 position:50% size:40% And this video was shot on an 01:06:04.661 --> 01:06:05.662 align:center line:-1 position:50% size:18% iPhone in 4K. 01:06:05.662 --> 01:06:07.363 align:center line:-1 position:50% size:17% It's amazing. 01:06:07.363 --> 01:06:10.967 align:center line:-1 position:50% size:39% And if you're one of the many 01:06:10.967 --> 01:06:12.235 align:center line:-1 position:50% size:46% people who love shooting slow-mo 01:06:12.235 --> 01:06:13.870 align:center line:-1 position:50% size:33% videos, that's gotten a lot 01:06:13.870 --> 01:06:14.704 align:center line:-1 position:50% size:14% better too. 01:06:14.704 --> 01:06:18.441 align:center line:-1 position:50% size:48% Now you can shoot a 1080p HD 240 01:06:18.441 --> 01:06:19.275 align:center line:-1 position:50% size:23% frames a second. 01:06:19.275 --> 01:06:21.578 align:center line:-1 position:50% size:41% That's double the frame rate of 01:06:21.578 --> 01:06:23.546 align:center line:-1 position:50% size:13% previous. 01:06:23.546 --> 01:06:24.614 align:center line:-1 position:50% size:27% Absolutely beautiful. 01:06:24.614 --> 01:06:26.482 align:center line:-1 position:50% size:39% So now iPhone 8 is incredible 01:06:26.482 --> 01:06:27.817 align:center line:-1 position:50% size:31% for shooting photos, it's 01:06:27.817 --> 01:06:28.651 align:center line:-1 position:50% size:26% incredible for video. 01:06:28.651 --> 01:06:30.987 align:center line:-1 position:50% size:41% There's a third category of use 01:06:30.987 --> 01:06:31.921 align:center line:-1 position:50% size:38% of the camera that's going to 01:06:31.921 --> 01:06:33.256 align:center line:-1 position:50% size:44% become increasingly important in 01:06:33.256 --> 01:06:35.191 align:center line:-1 position:50% size:26% our mobile devices. 01:06:35.191 --> 01:06:37.160 align:center line:-1 position:50% size:39% And that's augmented reality. 01:06:37.160 --> 01:06:40.096 align:center line:-1 position:50% size:38% This is an incredible area for 01:06:40.096 --> 01:06:41.097 align:center line:-1 position:50% size:23% us to advance in. 01:06:41.097 --> 01:06:42.665 align:center line:-1 position:50% size:37% And our teams have worked 01:06:42.665 --> 01:06:44.767 align:center line:-1 position:50% size:43% together, hardware and software 01:06:44.767 --> 01:06:46.703 align:center line:-1 position:50% size:34% to make iPhone 8 the first 01:06:46.703 --> 01:06:48.204 align:center line:-1 position:50% size:41% camera-- the first iPhone really 01:06:48.204 --> 01:06:49.672 align:center line:-1 position:50% size:39% created for augmented reality 01:06:49.672 --> 01:06:51.107 align:center line:-1 position:50% size:33% and the first smartphone 01:06:51.107 --> 01:06:53.409 align:center line:-1 position:50% size:30% designed for it as well. 01:06:53.409 --> 01:06:55.678 align:center line:-1 position:50% size:45% We custom tuned each iPhone for 01:06:55.678 --> 01:06:57.413 align:center line:-1 position:50% size:25% augmented reality. 01:06:57.413 --> 01:06:58.248 align:center line:-1 position:50% size:34% The cameras are actually 01:06:58.248 --> 01:06:59.649 align:center line:-1 position:50% size:37% individually calibrated in the 01:06:59.649 --> 01:07:00.483 align:center line:-1 position:50% size:10% factory. 01:07:00.483 --> 01:07:01.351 align:center line:-1 position:50% size:45% And that makes a huge difference 01:07:01.351 --> 01:07:02.819 align:center line:-1 position:50% size:35% in the performance for AR. 01:07:02.819 --> 01:07:04.787 align:center line:-1 position:50% size:43% There are new gyroscopes, new 01:07:04.787 --> 01:07:06.890 align:center line:-1 position:50% size:35% accelerometers and ARKit 01:07:06.890 --> 01:07:09.058 align:center line:-1 position:50% size:39% software is tightly tuned to all 01:07:09.058 --> 01:07:10.460 align:center line:-1 position:50% size:36% this hardware to deliver the 01:07:10.460 --> 01:07:12.095 align:center line:-1 position:50% size:35% best experience for motion 01:07:12.095 --> 01:07:13.663 align:center line:-1 position:50% size:12% tracking. 01:07:13.663 --> 01:07:15.198 align:center line:-1 position:50% size:40% And AR greatly benefits in the 01:07:15.198 --> 01:07:17.367 align:center line:-1 position:50% size:28% new A11 Bionic chip. 01:07:17.367 --> 01:07:19.435 align:center line:-1 position:50% size:44% The CPU handles world tracking. 01:07:19.435 --> 01:07:21.537 align:center line:-1 position:50% size:38% The new Apple GPU renders 01:07:21.537 --> 01:07:23.373 align:center line:-1 position:50% size:41% immersive graphics at up to 60 01:07:23.373 --> 01:07:24.941 align:center line:-1 position:50% size:23% frames a second. 01:07:24.941 --> 01:07:27.210 align:center line:-1 position:50% size:41% The new ISP, there is real time 01:07:27.210 --> 01:07:28.845 align:center line:-1 position:50% size:25% lighting estimation. 01:07:28.845 --> 01:07:31.214 align:center line:-1 position:50% size:36% This stuff is amazing that it 01:07:31.214 --> 01:07:32.582 align:center line:-1 position:50% size:42% happens in a device in the palm 01:07:32.582 --> 01:07:33.750 align:center line:-1 position:50% size:18% of our hands. 01:07:33.750 --> 01:07:34.550 align:center line:-1 position:50% size:41% So I want to show you some of 01:07:34.550 --> 01:07:35.585 align:center line:-1 position:50% size:38% the work that developers are 01:07:35.585 --> 01:07:37.654 align:center line:-1 position:50% size:40% starting to do with AR apps on 01:07:37.654 --> 01:07:38.955 align:center line:-1 position:50% size:13% iPhone 8. 01:07:38.955 --> 01:07:39.889 align:center line:-1 position:50% size:32% So here's one example. 01:07:39.889 --> 01:07:40.723 align:center line:-1 position:50% size:16% It's a game. 01:07:40.723 --> 01:07:43.293 align:center line:-1 position:50% size:45% Warhammer 40K: Freeblade from 01:07:43.293 --> 01:07:44.127 align:center line:-1 position:50% size:15% Pixel Toys. 01:07:44.127 --> 01:07:45.962 align:center line:-1 position:50% size:46% You can now use their photo mode 01:07:45.962 --> 01:07:47.297 align:center line:-1 position:50% size:38% to bring the Freeblade knight 01:07:47.297 --> 01:07:49.666 align:center line:-1 position:50% size:38% into the real world and play it 01:07:49.666 --> 01:07:50.700 align:center line:-1 position:50% size:37% right where your friends are 01:07:50.700 --> 01:07:53.836 align:center line:-1 position:50% size:28% standing around you. 01:07:53.836 --> 01:07:55.238 align:center line:-1 position:50% size:46% Here's another from Major League 01:07:55.238 --> 01:07:56.940 align:center line:-1 position:50% size:46% Baseball's Advanced Media Team. 01:07:56.940 --> 01:07:58.474 align:center line:-1 position:50% size:44% They're enhancing the At Bat app 01:07:58.474 --> 01:07:59.309 align:center line:-1 position:50% size:15% with ARKit. 01:07:59.309 --> 01:08:00.510 align:center line:-1 position:50% size:44% So that when you're at the game, 01:08:00.510 --> 01:08:01.945 align:center line:-1 position:50% size:44% you can hold up your iPhone and 01:08:01.945 --> 01:08:03.613 align:center line:-1 position:50% size:42% see real-time player information 01:08:03.613 --> 01:08:05.481 align:center line:-1 position:50% size:38% and stats on top of the game 01:08:05.481 --> 01:08:06.616 align:center line:-1 position:50% size:22% you're watching. 01:08:06.616 --> 01:08:10.219 align:center line:-1 position:50% size:42% And here's Sky Guide from Fifth 01:08:10.219 --> 01:08:11.220 align:center line:-1 position:50% size:14% Star Labs. 01:08:11.220 --> 01:08:13.156 align:center line:-1 position:50% size:42% You can use ARKit with this app 01:08:13.156 --> 01:08:15.158 align:center line:-1 position:50% size:43% to actually superimpose the map 01:08:15.158 --> 01:08:16.826 align:center line:-1 position:50% size:35% on top of the sky as you're 01:08:16.826 --> 01:08:18.294 align:center line:-1 position:50% size:32% looking at it around you. 01:08:18.294 --> 01:08:19.562 align:center line:-1 position:50% size:37% This isn't some generic sky. 01:08:19.562 --> 01:08:22.532 align:center line:-1 position:50% size:36% This is the sky around you. 01:08:22.532 --> 01:08:29.305 align:center line:-1 position:50% size:16% [ Applause ] 01:08:29.305 --> 01:08:31.507 align:center line:-1 position:50% size:43% So now we want to show you an 01:08:31.507 --> 01:08:33.509 align:center line:-1 position:50% size:40% exciting AR app right here live 01:08:33.509 --> 01:08:35.678 align:center line:-1 position:50% size:44% on stage playing on an iPhone 8. 01:08:35.678 --> 01:08:36.946 align:center line:-1 position:50% size:35% It's from Directive Games. 01:08:36.946 --> 01:08:38.948 align:center line:-1 position:50% size:40% This is a new startup based in 01:08:38.948 --> 01:08:39.782 align:center line:-1 position:50% size:14% Shanghai. 01:08:39.782 --> 01:08:42.185 align:center line:-1 position:50% size:41% It's founded by developers who 01:08:42.185 --> 01:08:43.286 align:center line:-1 position:50% size:37% have worked in some of the 01:08:43.286 --> 01:08:45.555 align:center line:-1 position:50% size:39% biggest franchises in gaming. 01:08:45.555 --> 01:08:48.191 align:center line:-1 position:50% size:45% So please welcome Atli Mar, CEO 01:08:48.191 --> 01:08:49.359 align:center line:-1 position:50% size:35% and cofounder of Directive 01:08:49.359 --> 01:08:49.993 align:center line:-1 position:50% size:11% Games. 01:08:49.993 --> 01:08:50.994 align:center line:-1 position:50% size:5% Atli. 01:08:50.994 --> 01:08:52.595 align:center line:-1 position:50% size:16% [ Applause ] 01:08:52.595 --> 01:08:56.499 align:center line:-1 position:50% size:21% >> Thanks Phil. 01:08:56.499 --> 01:08:58.067 align:center line:-1 position:50% size:37% Earlier this summer with the 01:08:58.067 --> 01:08:59.969 align:center line:-1 position:50% size:36% introduction of ARKit, Apple 01:08:59.969 --> 01:09:02.238 align:center line:-1 position:50% size:33% changed gaming forever. 01:09:02.238 --> 01:09:03.840 align:center line:-1 position:50% size:43% What we're about to show you is 01:09:03.840 --> 01:09:05.341 align:center line:-1 position:50% size:29% one at the world's first 01:09:05.341 --> 01:09:07.043 align:center line:-1 position:50% size:40% competitive multiplayer games 01:09:07.043 --> 01:09:09.312 align:center line:-1 position:50% size:40% designed to be played entirely 01:09:09.312 --> 01:09:11.147 align:center line:-1 position:50% size:28% in augmented reality. 01:09:11.147 --> 01:09:13.850 align:center line:-1 position:50% size:29% This is The Machines. 01:09:13.850 --> 01:09:17.153 align:center line:-1 position:50% size:35% In the game, players battle 01:09:17.153 --> 01:09:19.222 align:center line:-1 position:50% size:32% their friends in real-time 01:09:19.222 --> 01:09:21.391 align:center line:-1 position:50% size:35% either online or around the 01:09:21.391 --> 01:09:22.992 align:center line:-1 position:50% size:32% table in the same room. 01:09:22.992 --> 01:09:24.761 align:center line:-1 position:50% size:44% My friend and co-founder Andrea 01:09:24.761 --> 01:09:26.329 align:center line:-1 position:50% size:36% is preparing a match for us 01:09:26.329 --> 01:09:30.199 align:center line:-1 position:50% size:44% where we play the rebels against 01:09:30.199 --> 01:09:32.535 align:center line:-1 position:50% size:21% the dominators. 01:09:32.535 --> 01:09:36.339 align:center line:-1 position:50% size:12% [ Music ] 01:09:36.339 --> 01:09:39.108 align:center line:-1 position:50% size:41% What's really cool is with ARKit 01:09:39.108 --> 01:09:40.643 align:center line:-1 position:50% size:41% the Metal 2 on the new iPhone, 01:09:40.643 --> 01:09:42.311 align:center line:-1 position:50% size:44% we are able to experience games 01:09:42.311 --> 01:09:44.881 align:center line:-1 position:50% size:30% in an entirely new way. 01:09:44.881 --> 01:09:46.416 align:center line:-1 position:50% size:40% Since players are able to view 01:09:46.416 --> 01:09:48.484 align:center line:-1 position:50% size:39% the game from any angle, our 01:09:48.484 --> 01:09:49.919 align:center line:-1 position:50% size:41% content has be to be incredibly 01:09:49.919 --> 01:09:50.753 align:center line:-1 position:50% size:12% detailed. 01:09:50.753 --> 01:09:53.523 align:center line:-1 position:50% size:45% With the power of the new iPhone 01:09:53.523 --> 01:09:55.091 align:center line:-1 position:50% size:41% and Unreal support for Metal 2, 01:09:55.091 --> 01:09:57.527 align:center line:-1 position:50% size:42% we are able to render the entire 01:09:57.527 --> 01:10:00.296 align:center line:-1 position:50% size:42% level onscreen, an amazing 1.2 01:10:00.296 --> 01:10:02.131 align:center line:-1 position:50% size:22% million polygons. 01:10:02.131 --> 01:10:04.067 align:center line:-1 position:50% size:43% While also allowing you to move 01:10:04.067 --> 01:10:06.769 align:center line:-1 position:50% size:36% in close to really appreciate 01:10:06.769 --> 01:10:09.739 align:center line:-1 position:50% size:29% the high visual fidelity. 01:10:09.739 --> 01:10:10.673 align:center line:-1 position:50% size:33% And just look at those 4K 01:10:10.673 --> 01:10:11.240 align:center line:-1 position:50% size:12% textures. 01:10:11.240 --> 01:10:12.075 align:center line:-1 position:50% size:18% It's gorgeous. 01:10:12.075 --> 01:10:17.513 align:center line:-1 position:50% size:43% Now shall we go into the game? 01:10:17.513 --> 01:10:22.952 align:center line:-1 position:50% size:12% [ Music ] 01:10:22.952 --> 01:10:25.188 align:center line:-1 position:50% size:43% AR allows us to use our position 01:10:25.188 --> 01:10:26.522 align:center line:-1 position:50% size:35% in the real world the gain a 01:10:26.522 --> 01:10:27.824 align:center line:-1 position:50% size:25% tactical advantage. 01:10:27.824 --> 01:10:28.891 align:center line:-1 position:50% size:42% Just look how Andrea is moving 01:10:28.891 --> 01:10:30.359 align:center line:-1 position:50% size:40% towards this cave lining up his 01:10:30.359 --> 01:10:31.327 align:center line:-1 position:50% size:10% targets. 01:10:31.327 --> 01:10:32.195 align:center line:-1 position:50% size:38% This is something that would 01:10:32.195 --> 01:10:33.463 align:center line:-1 position:50% size:35% have been hard to do with 01:10:33.463 --> 01:10:34.530 align:center line:-1 position:50% size:15% [inaudible]. 01:10:34.530 --> 01:10:38.134 align:center line:-1 position:50% size:22% [ Sound Effects ] 01:10:38.134 --> 01:10:39.168 align:center line:-1 position:50% size:27% Is like you're not just 01:10:39.168 --> 01:10:41.471 align:center line:-1 position:50% size:40% controlling the game, you're in 01:10:41.471 --> 01:10:42.371 align:center line:-1 position:50% size:14% the game. 01:10:42.371 --> 01:10:45.374 align:center line:-1 position:50% size:44% Another awesome addition to the 01:10:45.374 --> 01:10:47.643 align:center line:-1 position:50% size:36% experience is spatial audio. 01:10:47.643 --> 01:10:49.112 align:center line:-1 position:50% size:37% If you go close to the action 01:10:49.112 --> 01:10:51.481 align:center line:-1 position:50% size:28% the sound increases. 01:10:51.481 --> 01:10:55.017 align:center line:-1 position:50% size:22% [ Sound Effects ] 01:10:55.017 --> 01:10:56.953 align:center line:-1 position:50% size:33% And if a solid object gets 01:10:56.953 --> 01:10:58.654 align:center line:-1 position:50% size:40% between you in the action, the 01:10:58.654 --> 01:11:00.423 align:center line:-1 position:50% size:37% sound is secluded perfectly. 01:11:00.423 --> 01:11:01.524 align:center line:-1 position:50% size:43% And with the stereo speakers on 01:11:01.524 --> 01:11:03.192 align:center line:-1 position:50% size:37% the new iPhone, this is truly 01:11:03.192 --> 01:11:04.026 align:center line:-1 position:50% size:13% amazing. 01:11:04.026 --> 01:11:06.596 align:center line:-1 position:50% size:37% It looks like we're getting hit 01:11:06.596 --> 01:11:08.197 align:center line:-1 position:50% size:16% pretty hard. 01:11:10.032 --> 01:11:11.701 align:center line:-1 position:50% size:41% Yes. The player shield protects 01:11:11.701 --> 01:11:12.568 align:center line:-1 position:50% size:16% our heroes. 01:11:12.568 --> 01:11:13.736 align:center line:-1 position:50% size:34% Now lets bring fire on our 01:11:13.736 --> 01:11:15.204 align:center line:-1 position:50% size:39% enemies, move closer to their 01:11:15.204 --> 01:11:17.673 align:center line:-1 position:50% size:42% base and get ready for the fatal 01:11:17.673 --> 01:11:21.144 align:center line:-1 position:50% size:38% blow with our super weapon. 01:11:21.144 --> 01:11:21.978 align:center line:-1 position:50% size:34% Oh the drop tube is there. 01:11:21.978 --> 01:11:23.479 align:center line:-1 position:50% size:42% Can you take it out at the same 01:11:23.479 --> 01:11:24.514 align:center line:-1 position:50% size:7% time. 01:11:24.514 --> 01:11:33.589 align:center line:-1 position:50% size:22% [ Sound Effects ] 01:11:36.993 --> 01:11:38.594 align:center line:-1 position:50% size:44% What you just saw is an amazing 01:11:38.594 --> 01:11:39.896 align:center line:-1 position:50% size:42% evolution in how our games are 01:11:39.896 --> 01:11:41.164 align:center line:-1 position:50% size:33% played and experienced. 01:11:41.164 --> 01:11:42.165 align:center line:-1 position:50% size:39% Thanks to the combination of 01:11:42.165 --> 01:11:43.699 align:center line:-1 position:50% size:34% ARKit and Metal 2 on the 01:11:43.699 --> 01:11:44.734 align:center line:-1 position:50% size:25% brand-new iPhone. 01:11:44.734 --> 01:11:45.768 align:center line:-1 position:50% size:37% We can't wait for you to play 01:11:45.768 --> 01:11:46.602 align:center line:-1 position:50% size:3% it. 01:11:46.602 --> 01:11:47.470 align:center line:-1 position:50% size:46% Look for The Machines on the App 01:11:47.470 --> 01:11:49.472 align:center line:-1 position:50% size:41% Store this month exclusively on 01:11:49.472 --> 01:11:50.039 align:center line:-1 position:50% size:6% iOS. 01:11:50.039 --> 01:11:51.474 align:center line:-1 position:50% size:15% Thank you. 01:11:51.474 --> 01:11:59.549 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:11:59.549 --> 01:12:00.483 align:center line:-1 position:50% size:24% >> Thank you Atli. 01:12:00.483 --> 01:12:05.922 align:center line:-1 position:50% size:39% Now let's talk about wireless. 01:12:05.922 --> 01:12:08.457 align:center line:-1 position:50% size:41% We once said that the future is 01:12:08.457 --> 01:12:09.926 align:center line:-1 position:50% size:12% wireless. 01:12:09.926 --> 01:12:11.460 align:center line:-1 position:50% size:31% And boy we were right. 01:12:11.460 --> 01:12:13.696 align:center line:-1 position:50% size:42% That's becoming more true than 01:12:13.696 --> 01:12:16.766 align:center line:-1 position:50% size:35% ever before with iPhone 8. 01:12:16.766 --> 01:12:18.868 align:center line:-1 position:50% size:42% It supports LTE advance for fast 01:12:18.868 --> 01:12:20.336 align:center line:-1 position:50% size:34% network and connections. 01:12:20.336 --> 01:12:22.672 align:center line:-1 position:50% size:35% Bluetooth 5.0 for the latest 01:12:22.672 --> 01:12:23.506 align:center line:-1 position:50% size:17% accessories. 01:12:23.506 --> 01:12:24.707 align:center line:-1 position:50% size:41% Of course it supports our great 01:12:24.707 --> 01:12:27.310 align:center line:-1 position:50% size:44% beloved AirPods and the Beats X 01:12:27.310 --> 01:12:29.679 align:center line:-1 position:50% size:42% headphones to use our W1 chip 01:12:29.679 --> 01:12:31.614 align:center line:-1 position:50% size:41% and the new Beats Studio3s as 01:12:31.614 --> 01:12:32.448 align:center line:-1 position:50% size:6% well. 01:12:32.448 --> 01:12:34.884 align:center line:-1 position:50% size:41% And now with iPhone 8 with its 01:12:34.884 --> 01:12:37.453 align:center line:-1 position:50% size:40% glass back, we're enabling the 01:12:37.453 --> 01:12:40.523 align:center line:-1 position:50% size:39% freedom of wireless charging. 01:12:40.523 --> 01:12:45.761 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:12:45.761 --> 01:12:47.296 align:center line:-1 position:50% size:39% I mean, this is a simple thing. 01:12:47.296 --> 01:12:48.564 align:center line:-1 position:50% size:29% We do this every day. 01:12:48.564 --> 01:12:49.899 align:center line:-1 position:50% size:46% We use our phones in the day and 01:12:49.899 --> 01:12:51.400 align:center line:-1 position:50% size:33% we charge them at night. 01:12:51.400 --> 01:12:53.236 align:center line:-1 position:50% size:40% Often on a charger by our bed 01:12:53.236 --> 01:12:55.905 align:center line:-1 position:50% size:42% stand in our homes or in hotels. 01:12:55.905 --> 01:12:57.440 align:center line:-1 position:50% size:39% And words can't describe just 01:12:57.440 --> 01:12:58.975 align:center line:-1 position:50% size:40% how much nicer it is to just put 01:12:58.975 --> 01:13:00.176 align:center line:-1 position:50% size:42% it down and pick it up whenever 01:13:00.176 --> 01:13:01.844 align:center line:-1 position:50% size:42% you want to charge without ever 01:13:01.844 --> 01:13:03.412 align:center line:-1 position:50% size:41% having to plug in a cable again. 01:13:03.412 --> 01:13:05.414 align:center line:-1 position:50% size:40% You're going to want to do this 01:13:05.414 --> 01:13:07.016 align:center line:-1 position:50% size:42% by your bedside, you're going to 01:13:07.016 --> 01:13:08.517 align:center line:-1 position:50% size:35% want to do this in a cafe or 01:13:08.517 --> 01:13:09.552 align:center line:-1 position:50% size:34% restaurant as they start to 01:13:09.552 --> 01:13:11.320 align:center line:-1 position:50% size:35% support wireless charging. 01:13:11.320 --> 01:13:13.256 align:center line:-1 position:50% size:31% You'll want to do it in an 01:13:13.256 --> 01:13:14.523 align:center line:-1 position:50% size:40% airport so you can top up your 01:13:14.523 --> 01:13:15.558 align:center line:-1 position:50% size:38% charge before you get on the 01:13:15.558 --> 01:13:16.392 align:center line:-1 position:50% size:14% next flight. 01:13:16.392 --> 01:13:18.594 align:center line:-1 position:50% size:45% And perhaps the best use case of 01:13:18.594 --> 01:13:21.130 align:center line:-1 position:50% size:41% all, in your car and you can get 01:13:21.130 --> 01:13:22.331 align:center line:-1 position:50% size:33% it into your car wirelessly 01:13:22.331 --> 01:13:25.234 align:center line:-1 position:50% size:43% connect and start using CarPlay, 01:13:25.234 --> 01:13:26.369 align:center line:-1 position:50% size:39% put your iPhone on the center 01:13:26.369 --> 01:13:28.371 align:center line:-1 position:50% size:37% console and it's charging all 01:13:28.371 --> 01:13:29.538 align:center line:-1 position:50% size:41% without ever having to plug in a 01:13:29.538 --> 01:13:31.540 align:center line:-1 position:50% size:17% cable again. 01:13:31.540 --> 01:13:33.009 align:center line:-1 position:50% size:37% What makes this possible is 01:13:33.009 --> 01:13:34.710 align:center line:-1 position:50% size:42% we're building into iPhone 8 and 01:13:34.710 --> 01:13:36.912 align:center line:-1 position:50% size:39% 8 Plus wireless charging with 01:13:36.912 --> 01:13:37.680 align:center line:-1 position:50% size:4% Qi. 01:13:37.680 --> 01:13:39.048 align:center line:-1 position:50% size:35% The Qi is the leading open 01:13:39.048 --> 01:13:40.449 align:center line:-1 position:50% size:37% wireless charging standard. 01:13:40.449 --> 01:13:42.852 align:center line:-1 position:50% size:35% And we hope to help Qi by 01:13:42.852 --> 01:13:45.254 align:center line:-1 position:50% size:38% increasing adoption of it and 01:13:45.254 --> 01:13:49.191 align:center line:-1 position:50% size:39% creating new use cases for it. 01:13:49.191 --> 01:13:50.993 align:center line:-1 position:50% size:34% Many restaurants, shops, 01:13:50.993 --> 01:13:53.095 align:center line:-1 position:50% size:38% airports, cars have started to 01:13:53.095 --> 01:13:54.997 align:center line:-1 position:50% size:39% build in support to Qi wireless 01:13:54.997 --> 01:13:56.599 align:center line:-1 position:50% size:36% charging and the work with 01:13:56.599 --> 01:13:58.701 align:center line:-1 position:50% size:13% iPhone 8. 01:13:58.701 --> 01:14:00.503 align:center line:-1 position:50% size:43% Many companies are offering Qi 01:14:00.503 --> 01:14:02.505 align:center line:-1 position:50% size:41% chargers and those that are Qi 01:14:02.505 --> 01:14:04.240 align:center line:-1 position:50% size:37% certified should all work with 01:14:04.240 --> 01:14:05.007 align:center line:-1 position:50% size:13% iPhone 8. 01:14:05.007 --> 01:14:07.009 align:center line:-1 position:50% size:39% And we've worked with some 01:14:07.009 --> 01:14:08.077 align:center line:-1 position:50% size:42% developers who are creating Qi 01:14:08.077 --> 01:14:09.278 align:center line:-1 position:50% size:37% chargers and we're going to 01:14:09.278 --> 01:14:10.579 align:center line:-1 position:50% size:37% offer them in our stores and 01:14:10.579 --> 01:14:11.714 align:center line:-1 position:50% size:30% online for our iPhone 8 01:14:11.714 --> 01:14:13.916 align:center line:-1 position:50% size:38% customers, like this one from 01:14:13.916 --> 01:14:17.653 align:center line:-1 position:50% size:44% Mophie and this one from Belkin. 01:14:17.653 --> 01:14:20.823 align:center line:-1 position:50% size:25% So that's iPhone 8. 01:14:20.823 --> 01:14:23.092 align:center line:-1 position:50% size:42% It's a new generation of iPhone. 01:14:23.092 --> 01:14:24.493 align:center line:-1 position:50% size:38% It improves on everything we 01:14:24.493 --> 01:14:26.128 align:center line:-1 position:50% size:25% love about iPhone. 01:14:26.128 --> 01:14:27.563 align:center line:-1 position:50% size:36% It is packed with innovative 01:14:27.563 --> 01:14:30.199 align:center line:-1 position:50% size:42% technologies from the glass and 01:14:30.199 --> 01:14:32.635 align:center line:-1 position:50% size:45% aluminum design to the retina HD 01:14:32.635 --> 01:14:34.937 align:center line:-1 position:50% size:38% displays, the new A11 Bionic 01:14:34.937 --> 01:14:38.174 align:center line:-1 position:50% size:42% chip, they're designed for ARFs 01:14:38.174 --> 01:14:40.543 align:center line:-1 position:50% size:41% like no phone has been before. 01:14:40.543 --> 01:14:42.044 align:center line:-1 position:50% size:41% They have new single and dual 01:14:42.044 --> 01:14:43.646 align:center line:-1 position:50% size:38% cameras that support for the 01:14:43.646 --> 01:14:46.115 align:center line:-1 position:50% size:42% brand new photo lighting effects 01:14:46.115 --> 01:14:48.851 align:center line:-1 position:50% size:39% in portrait mode, and wireless 01:14:48.851 --> 01:14:49.685 align:center line:-1 position:50% size:13% charging. 01:14:49.685 --> 01:14:52.355 align:center line:-1 position:50% size:46% Now iPhone 7 came in these three 01:14:52.355 --> 01:14:54.090 align:center line:-1 position:50% size:35% configuration starting at 32 01:14:54.090 --> 01:14:55.458 align:center line:-1 position:50% size:14% gigabytes. 01:14:55.458 --> 01:14:56.892 align:center line:-1 position:50% size:43% What really happens to iPhone 8 01:14:56.892 --> 01:14:58.394 align:center line:-1 position:50% size:39% is going to start with twice the 01:14:58.394 --> 01:15:00.730 align:center line:-1 position:50% size:38% capacity at 64 gigabytes and 01:15:00.730 --> 01:15:02.598 align:center line:-1 position:50% size:32% have second one at 256 01:15:02.598 --> 01:15:04.467 align:center line:-1 position:50% size:14% gigabytes. 01:15:04.467 --> 01:15:07.770 align:center line:-1 position:50% size:35% And the price will be $699. 01:15:07.770 --> 01:15:11.407 align:center line:-1 position:50% size:44% iPhone 8 Plus will have the same 01:15:11.407 --> 01:15:14.110 align:center line:-1 position:50% size:42% two configurations 64 gigabytes 01:15:14.110 --> 01:15:16.579 align:center line:-1 position:50% size:41% and 256 gigabytes and it would 01:15:16.579 --> 01:15:20.616 align:center line:-1 position:50% size:35% be priced starting at $799. 01:15:20.616 --> 01:15:22.151 align:center line:-1 position:50% size:43% We will be able to preorder them 01:15:22.151 --> 01:15:23.152 align:center line:-1 position:50% size:29% starting this Friday on 01:15:23.152 --> 01:15:25.121 align:center line:-1 position:50% size:40% September 15th and they'll be 01:15:25.121 --> 01:15:26.922 align:center line:-1 position:50% size:33% available a week later on 01:15:26.922 --> 01:15:28.324 align:center line:-1 position:50% size:23% September 22nd. 01:15:28.324 --> 01:15:32.395 align:center line:-1 position:50% size:45% And we can all upgrade to iOS 11 01:15:32.395 --> 01:15:35.297 align:center line:-1 position:50% size:37% starting on September 19th. 01:15:35.297 --> 01:15:36.899 align:center line:-1 position:50% size:26% So that is iPhone 8. 01:15:36.899 --> 01:15:38.200 align:center line:-1 position:50% size:37% I'd like to turn it back to Tim. 01:15:38.200 --> 01:15:41.504 align:center line:-1 position:50% size:22% >> Thanks Paul. 01:15:41.504 --> 01:15:45.040 align:center line:-1 position:50% size:16% [ Applause ] 01:15:45.040 --> 01:15:50.212 align:center line:-1 position:50% size:40% iPhone 8, a new generation of 01:15:50.212 --> 01:15:54.650 align:center line:-1 position:50% size:43% iPhone and a huge step forward. 01:15:55.818 --> 01:15:57.953 align:center line:-1 position:50% size:38% But we're not stopping there. 01:15:57.953 --> 01:16:04.527 align:center line:-1 position:50% size:38% We do have one more thing. 01:16:04.527 --> 01:16:10.766 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:16:10.766 --> 01:16:12.568 align:center line:-1 position:50% size:43% We have great respect for these 01:16:12.568 --> 01:16:14.403 align:center line:-1 position:50% size:39% words and we don't use them 01:16:14.403 --> 01:16:15.237 align:center line:-1 position:50% size:9% lightly. 01:16:15.237 --> 01:16:17.973 align:center line:-1 position:50% size:46% Our teams have been hard at work 01:16:17.973 --> 01:16:20.976 align:center line:-1 position:50% size:39% for years on something that is 01:16:20.976 --> 01:16:24.680 align:center line:-1 position:50% size:28% important to all of us. 01:16:24.680 --> 01:16:27.683 align:center line:-1 position:50% size:40% The future of the smartphone. 01:16:27.683 --> 01:16:30.085 align:center line:-1 position:50% size:40% The first iPhone revolutionized 01:16:30.085 --> 01:16:32.788 align:center line:-1 position:50% size:37% a decade of technology and 01:16:32.788 --> 01:16:35.458 align:center line:-1 position:50% size:43% change the world in the process. 01:16:35.458 --> 01:16:40.029 align:center line:-1 position:50% size:37% Now 10 years later, it is only 01:16:40.029 --> 01:16:43.899 align:center line:-1 position:50% size:38% fitting that we are here in this 01:16:43.899 --> 01:16:47.837 align:center line:-1 position:50% size:37% place on this day to reveal a 01:16:47.837 --> 01:16:51.140 align:center line:-1 position:50% size:37% product that will set the path 01:16:51.140 --> 01:16:52.975 align:center line:-1 position:50% size:35% for technology for the next 01:16:52.975 --> 01:16:55.511 align:center line:-1 position:50% size:11% decade. 01:16:55.511 --> 01:17:04.587 align:center line:-1 position:50% size:12% [ Music ] 01:17:35.551 --> 01:17:43.125 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:17:43.125 --> 01:17:43.626 align:center line:-1 position:50% size:15% Thank you. 01:17:43.626 --> 01:17:44.560 align:center line:-1 position:50% size:15% Thank you. 01:17:44.560 --> 01:17:48.497 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:17:48.497 --> 01:17:51.600 align:center line:-1 position:50% size:23% This is iPhone X. 01:17:51.600 --> 01:17:53.636 align:center line:-1 position:50% size:38% It is the biggest leap forward 01:17:53.636 --> 01:17:56.038 align:center line:-1 position:50% size:34% since the original iPhone. 01:17:56.038 --> 01:17:57.273 align:center line:-1 position:50% size:34% And to tell you all about it, 01:17:57.273 --> 01:17:59.308 align:center line:-1 position:50% size:38% I'd like to invite Phil back up. 01:17:59.308 --> 01:17:59.942 align:center line:-1 position:50% size:7% Phil? 01:17:59.942 --> 01:18:02.845 align:center line:-1 position:50% size:25% >> Thank you Tim. 01:18:02.845 --> 01:18:06.949 align:center line:-1 position:50% size:44% Now you can imagine there are a 01:18:06.949 --> 01:18:08.150 align:center line:-1 position:50% size:34% lot of people at Apple that 01:18:08.150 --> 01:18:09.919 align:center line:-1 position:50% size:41% didn't get much sleep last night 01:18:09.919 --> 01:18:11.954 align:center line:-1 position:50% size:40% preparing for this because this 01:18:11.954 --> 01:18:12.821 align:center line:-1 position:50% size:18% is so exciting. 01:18:12.821 --> 01:18:15.424 align:center line:-1 position:50% size:25% And it is all screen. 01:18:15.424 --> 01:18:16.992 align:center line:-1 position:50% size:31% It is beautiful to look at. 01:18:16.992 --> 01:18:20.129 align:center line:-1 position:50% size:29% It is incredible to hold. 01:18:20.129 --> 01:18:22.264 align:center line:-1 position:50% size:39% The display fits edge to edge, 01:18:22.264 --> 01:18:23.666 align:center line:-1 position:50% size:19% top to bottom. 01:18:23.666 --> 01:18:25.000 align:center line:-1 position:50% size:40% It goes into each corner where 01:18:25.000 --> 01:18:26.368 align:center line:-1 position:50% size:35% it follows the tight curve of 01:18:26.368 --> 01:18:27.503 align:center line:-1 position:50% size:15% the design. 01:18:27.503 --> 01:18:31.540 align:center line:-1 position:50% size:38% It has glass on both the front 01:18:31.540 --> 01:18:32.841 align:center line:-1 position:50% size:38% and the back using the same 01:18:32.841 --> 01:18:35.544 align:center line:-1 position:50% size:42% super strong formula as iPhone 01:18:35.544 --> 01:18:36.779 align:center line:-1 position:50% size:3% 8. 01:18:36.779 --> 01:18:38.514 align:center line:-1 position:50% size:45% The band is made from a surgical 01:18:38.514 --> 01:18:40.449 align:center line:-1 position:50% size:35% grade stainless steel that's 01:18:40.449 --> 01:18:42.084 align:center line:-1 position:50% size:40% both durable and polishes to a 01:18:42.084 --> 01:18:43.385 align:center line:-1 position:50% size:20% beautiful finish. 01:18:43.385 --> 01:18:44.520 align:center line:-1 position:50% size:42% And look how the glass and the 01:18:44.520 --> 01:18:46.322 align:center line:-1 position:50% size:32% stainless steel fit form a 01:18:46.322 --> 01:18:48.357 align:center line:-1 position:50% size:42% continuous surface from front to 01:18:48.357 --> 01:18:49.191 align:center line:-1 position:50% size:8% back. 01:18:49.191 --> 01:18:50.159 align:center line:-1 position:50% size:42% There has never been anything 01:18:50.159 --> 01:18:52.628 align:center line:-1 position:50% size:8% like it. 01:18:52.628 --> 01:18:54.363 align:center line:-1 position:50% size:41% It's engineered to be water and 01:18:54.363 --> 01:18:56.065 align:center line:-1 position:50% size:40% dust resistant at a microscopic 01:18:56.065 --> 01:18:59.201 align:center line:-1 position:50% size:38% level, comes in two beautiful 01:18:59.201 --> 01:19:02.571 align:center line:-1 position:50% size:41% finishes, space gray and silver. 01:19:02.571 --> 01:19:04.039 align:center line:-1 position:50% size:43% Each has incredible depth and a 01:19:04.039 --> 01:19:07.977 align:center line:-1 position:50% size:38% pearl essence to the color in 01:19:07.977 --> 01:19:08.811 align:center line:-1 position:50% size:13% the glass. 01:19:08.811 --> 01:19:11.046 align:center line:-1 position:50% size:43% iPhone X has an all new display. 01:19:11.046 --> 01:19:13.282 align:center line:-1 position:50% size:34% It's called the super retina 01:19:13.282 --> 01:19:14.516 align:center line:-1 position:50% size:10% display. 01:19:14.516 --> 01:19:18.988 align:center line:-1 position:50% size:16% [ Applause ] 01:19:18.988 --> 01:19:20.356 align:center line:-1 position:50% size:31% The level of quality and 01:19:20.356 --> 01:19:22.391 align:center line:-1 position:50% size:43% responsiveness and efficiency is 01:19:22.391 --> 01:19:23.626 align:center line:-1 position:50% size:40% really quite a breakthrough on 01:19:23.626 --> 01:19:25.928 align:center line:-1 position:50% size:22% mobile displays. 01:19:25.928 --> 01:19:27.363 align:center line:-1 position:50% size:34% Start with the super retina 01:19:27.363 --> 01:19:30.065 align:center line:-1 position:50% size:36% display is 5.8 inches on the 01:19:30.065 --> 01:19:30.766 align:center line:-1 position:50% size:13% diagonal. 01:19:30.766 --> 01:19:35.571 align:center line:-1 position:50% size:28% It's got 2436 by 1125 01:19:35.571 --> 01:19:36.405 align:center line:-1 position:50% size:14% resolution. 01:19:36.405 --> 01:19:38.907 align:center line:-1 position:50% size:39% That's over 2.7 million pixels. 01:19:38.907 --> 01:19:42.544 align:center line:-1 position:50% size:32% It is 458 pixels per inch. 01:19:42.544 --> 01:19:43.412 align:center line:-1 position:50% size:30% Now this is the highest 01:19:43.412 --> 01:19:46.281 align:center line:-1 position:50% size:40% resolution in pixel density ever 01:19:46.281 --> 01:19:47.516 align:center line:-1 position:50% size:18% in an iPhone. 01:19:47.516 --> 01:19:50.419 align:center line:-1 position:50% size:42% I mean, it's remarkable how this 01:19:50.419 --> 01:19:52.254 align:center line:-1 position:50% size:38% larger display can be packed 01:19:52.254 --> 01:19:53.455 align:center line:-1 position:50% size:31% into a phone that fits so 01:19:53.455 --> 01:19:56.258 align:center line:-1 position:50% size:34% comfortably in our hands. 01:19:56.258 --> 01:19:57.726 align:center line:-1 position:50% size:39% The super retina display uses 01:19:57.726 --> 01:19:59.228 align:center line:-1 position:50% size:24% OLED technology. 01:19:59.228 --> 01:20:01.463 align:center line:-1 position:50% size:39% This is the first OLED display 01:20:01.463 --> 01:20:04.233 align:center line:-1 position:50% size:44% great enough to be in an iPhone. 01:20:04.233 --> 01:20:06.035 align:center line:-1 position:50% size:42% Traditional OLED displays have 01:20:06.035 --> 01:20:07.603 align:center line:-1 position:50% size:25% had great benefits. 01:20:07.603 --> 01:20:08.704 align:center line:-1 position:50% size:30% Like high contrast and 01:20:08.704 --> 01:20:10.406 align:center line:-1 position:50% size:36% resolution and no backlight 01:20:10.406 --> 01:20:11.740 align:center line:-1 position:50% size:47% means you can make them thinner. 01:20:11.740 --> 01:20:14.877 align:center line:-1 position:50% size:41% But they came with tradeoffs in 01:20:14.877 --> 01:20:16.178 align:center line:-1 position:50% size:40% brightness and rich colors and 01:20:16.178 --> 01:20:17.713 align:center line:-1 position:50% size:31% color accuracy, at least 01:20:17.713 --> 01:20:20.015 align:center line:-1 position:50% size:43% compared to our retina displays. 01:20:20.015 --> 01:20:21.350 align:center line:-1 position:50% size:36% But the super retina display 01:20:21.350 --> 01:20:22.484 align:center line:-1 position:50% size:30% overcomes all of these 01:20:22.484 --> 01:20:24.253 align:center line:-1 position:50% size:40% deficiencies and lives up to all 01:20:24.253 --> 01:20:25.621 align:center line:-1 position:50% size:41% that we expect from an iPhone 01:20:25.621 --> 01:20:27.356 align:center line:-1 position:50% size:10% display. 01:20:28.457 --> 01:20:29.658 align:center line:-1 position:50% size:34% In addition, the new super 01:20:29.658 --> 01:20:32.161 align:center line:-1 position:50% size:41% retina display supports HDR in 01:20:32.161 --> 01:20:34.163 align:center line:-1 position:50% size:45% both the Dolby Vision and HDR10 01:20:34.163 --> 01:20:35.431 align:center line:-1 position:50% size:11% formats. 01:20:35.431 --> 01:20:37.132 align:center line:-1 position:50% size:37% It has an incredible a million 01:20:37.132 --> 01:20:38.801 align:center line:-1 position:50% size:28% to one contrast ratio. 01:20:38.801 --> 01:20:41.603 align:center line:-1 position:50% size:40% It has the best color accuracy. 01:20:41.603 --> 01:20:43.105 align:center line:-1 position:50% size:35% It integrates our unique 3D 01:20:43.105 --> 01:20:44.940 align:center line:-1 position:50% size:40% touch technology right into the 01:20:44.940 --> 01:20:45.774 align:center line:-1 position:50% size:10% display. 01:20:45.774 --> 01:20:47.876 align:center line:-1 position:50% size:38% And like iPhone 8, it includes 01:20:47.876 --> 01:20:50.512 align:center line:-1 position:50% size:13% true tone. 01:20:50.512 --> 01:20:52.281 align:center line:-1 position:50% size:41% Now, all these innovative super 01:20:52.281 --> 01:20:53.782 align:center line:-1 position:50% size:36% retina display technology is 01:20:53.782 --> 01:20:54.616 align:center line:-1 position:50% size:8% great. 01:20:54.616 --> 01:20:55.784 align:center line:-1 position:50% size:33% But it's the point of it that 01:20:55.784 --> 01:20:56.819 align:center line:-1 position:50% size:11% matters. 01:20:56.819 --> 01:20:58.620 align:center line:-1 position:50% size:40% And the point of it is to enable 01:20:58.620 --> 01:21:01.256 align:center line:-1 position:50% size:36% an entirely new experience 01:21:01.256 --> 01:21:02.591 align:center line:-1 position:50% size:30% that's more fluid, more 01:21:02.591 --> 01:21:04.226 align:center line:-1 position:50% size:11% intuitive. 01:21:04.226 --> 01:21:05.294 align:center line:-1 position:50% size:40% So let's start with the simplest 01:21:05.294 --> 01:21:06.128 align:center line:-1 position:50% size:8% thing. 01:21:06.128 --> 01:21:07.429 align:center line:-1 position:50% size:45% How do you wake up your iPhone 01:21:07.429 --> 01:21:08.297 align:center line:-1 position:50% size:4% X? 01:21:08.297 --> 01:21:09.465 align:center line:-1 position:50% size:41% Well certainly you can Raise to 01:21:09.465 --> 01:21:11.467 align:center line:-1 position:50% size:29% Wake just like before. 01:21:11.467 --> 01:21:13.235 align:center line:-1 position:50% size:40% But now, you can also just tap 01:21:13.235 --> 01:21:15.237 align:center line:-1 position:50% size:41% on the screen and it wakes up. 01:21:15.237 --> 01:21:19.742 align:center line:-1 position:50% size:44% Now, with the display going edge 01:21:19.742 --> 01:21:22.277 align:center line:-1 position:50% size:35% to edge and top to bottom, 01:21:22.277 --> 01:21:23.212 align:center line:-1 position:50% size:39% there's no more home button. 01:21:23.212 --> 01:21:25.781 align:center line:-1 position:50% size:37% And this is an important part 01:21:25.781 --> 01:21:27.316 align:center line:-1 position:50% size:38% and a big step forward in the 01:21:27.316 --> 01:21:30.085 align:center line:-1 position:50% size:33% iPhone user experience. 01:21:30.085 --> 01:21:31.120 align:center line:-1 position:50% size:40% Some people use hundreds of 01:21:31.120 --> 01:21:33.088 align:center line:-1 position:50% size:43% times a day for so many tasks is 01:21:33.088 --> 01:21:35.624 align:center line:-1 position:50% size:39% an opportunity to rethink how 01:21:35.624 --> 01:21:37.593 align:center line:-1 position:50% size:43% iPhone should work and how we 01:21:37.593 --> 01:21:39.895 align:center line:-1 position:50% size:25% can make it better. 01:21:39.895 --> 01:21:41.263 align:center line:-1 position:50% size:42% So now, when you want to go to 01:21:41.263 --> 01:21:43.799 align:center line:-1 position:50% size:38% the home screen, you simply 01:21:43.799 --> 01:21:46.001 align:center line:-1 position:50% size:45% swipe up from the bottom and you 01:21:46.001 --> 01:21:47.269 align:center line:-1 position:50% size:13% go home. 01:21:47.269 --> 01:21:48.437 align:center line:-1 position:50% size:20% It's that simple. 01:21:48.437 --> 01:21:49.171 align:center line:-1 position:50% size:18% It's that easy. 01:21:49.171 --> 01:21:50.339 align:center line:-1 position:50% size:29% It's incredibly smooth. 01:21:50.339 --> 01:21:51.540 align:center line:-1 position:50% size:40% And once you do it for the first 01:21:51.540 --> 01:21:53.008 align:center line:-1 position:50% size:40% time, you'll know there's never 01:21:53.008 --> 01:21:53.842 align:center line:-1 position:50% size:25% been a better way. 01:21:53.842 --> 01:21:56.678 align:center line:-1 position:50% size:45% And it works the same way across 01:21:56.678 --> 01:21:58.113 align:center line:-1 position:50% size:16% the system. 01:21:58.113 --> 01:21:59.548 align:center line:-1 position:50% size:41% You're running an app like now 01:21:59.548 --> 01:22:01.416 align:center line:-1 position:50% size:46% and you want to go home, what do 01:22:01.416 --> 01:22:02.217 align:center line:-1 position:50% size:11% you do? 01:22:02.217 --> 01:22:02.918 align:center line:-1 position:50% size:39% You simply swipe up from the 01:22:02.918 --> 01:22:04.953 align:center line:-1 position:50% size:34% bottom and you go home. 01:22:04.953 --> 01:22:06.321 align:center line:-1 position:50% size:29% It's that easy and that 01:22:06.321 --> 01:22:07.456 align:center line:-1 position:50% size:11% intuitive. 01:22:07.456 --> 01:22:08.557 align:center line:-1 position:50% size:24% It's so much nicer. 01:22:08.557 --> 01:22:11.493 align:center line:-1 position:50% size:43% Now, the same fluid gesture also 01:22:11.493 --> 01:22:13.595 align:center line:-1 position:50% size:30% works for multitasking. 01:22:13.595 --> 01:22:14.663 align:center line:-1 position:50% size:40% So if you're in an app and you 01:22:14.663 --> 01:22:16.698 align:center line:-1 position:50% size:34% want to multitask, you just 01:22:16.698 --> 01:22:17.599 align:center line:-1 position:50% size:35% swipe up from the bottom. 01:22:17.599 --> 01:22:19.468 align:center line:-1 position:50% size:43% You pause for a split second and 01:22:19.468 --> 01:22:20.402 align:center line:-1 position:50% size:29% you're in multitasking. 01:22:20.402 --> 01:22:21.937 align:center line:-1 position:50% size:40% And there, you can tap on any 01:22:21.937 --> 01:22:25.340 align:center line:-1 position:50% size:32% app and jump right to it. 01:22:25.340 --> 01:22:26.775 align:center line:-1 position:50% size:43% We also use the home button for 01:22:26.775 --> 01:22:27.709 align:center line:-1 position:50% size:6% Siri. 01:22:27.709 --> 01:22:28.610 align:center line:-1 position:50% size:41% So how are we going to do that 01:22:28.610 --> 01:22:29.444 align:center line:-1 position:50% size:8% now? 01:22:29.444 --> 01:22:30.345 align:center line:-1 position:50% size:38% Well, of course, you can just 01:22:30.345 --> 01:22:31.547 align:center line:-1 position:50% size:41% speak to your phone as before 01:22:31.547 --> 01:22:33.816 align:center line:-1 position:50% size:26% and say, "Hey, Siri." 01:22:33.816 --> 01:22:35.050 align:center line:-1 position:50% size:41% No, I didn't set anyone's phone 01:22:35.050 --> 01:22:36.118 align:center line:-1 position:50% size:5% off? 01:22:36.118 --> 01:22:39.154 align:center line:-1 position:50% size:41% Or you can now press the side 01:22:39.154 --> 01:22:40.022 align:center line:-1 position:50% size:39% button then, which have been 01:22:40.022 --> 01:22:40.856 align:center line:-1 position:50% size:17% made larger. 01:22:40.856 --> 01:22:42.090 align:center line:-1 position:50% size:39% And once you press it in, you 01:22:42.090 --> 01:22:43.792 align:center line:-1 position:50% size:25% can just talk to Siri. 01:22:43.792 --> 01:22:46.562 align:center line:-1 position:50% size:36% I know what you're thinking 01:22:46.562 --> 01:22:47.362 align:center line:-1 position:50% size:9% about. 01:22:47.362 --> 01:22:48.831 align:center line:-1 position:50% size:37% Well, what about unlocking? 01:22:48.831 --> 01:22:50.199 align:center line:-1 position:50% size:41% How do you unlock your phone 01:22:50.199 --> 01:22:51.200 align:center line:-1 position:50% size:20% with iPhone X? 01:22:51.200 --> 01:22:52.668 align:center line:-1 position:50% size:35% I mean, this has been very 01:22:52.668 --> 01:22:54.102 align:center line:-1 position:50% size:37% important part of the iPhone 01:22:54.102 --> 01:22:55.871 align:center line:-1 position:50% size:40% user experience from the very 01:22:55.871 --> 01:22:56.805 align:center line:-1 position:50% size:14% beginning. 01:22:56.805 --> 01:22:59.808 align:center line:-1 position:50% size:43% The first iPhone, we led the way 01:22:59.808 --> 01:23:01.009 align:center line:-1 position:50% size:41% with multitouch and we created 01:23:01.009 --> 01:23:02.311 align:center line:-1 position:50% size:21% Slide to Unlock. 01:23:02.311 --> 01:23:03.712 align:center line:-1 position:50% size:38% And this protects the iPhone 01:23:03.712 --> 01:23:04.947 align:center line:-1 position:50% size:42% from turning on when you didn't 01:23:04.947 --> 01:23:07.549 align:center line:-1 position:50% size:35% want to like in your pocket. 01:23:07.549 --> 01:23:09.952 align:center line:-1 position:50% size:37% Starting with iPhone 5S, we 01:23:09.952 --> 01:23:10.986 align:center line:-1 position:50% size:25% invented Touch ID. 01:23:10.986 --> 01:23:13.355 align:center line:-1 position:50% size:37% We made it fast and easy to 01:23:13.355 --> 01:23:14.790 align:center line:-1 position:50% size:42% protect all your data and unlock 01:23:14.790 --> 01:23:16.391 align:center line:-1 position:50% size:34% your phone with just your 01:23:16.391 --> 01:23:17.192 align:center line:-1 position:50% size:15% fingerprint. 01:23:17.192 --> 01:23:19.294 align:center line:-1 position:50% size:41% And Touch ID became the gold 01:23:19.294 --> 01:23:20.829 align:center line:-1 position:50% size:38% standard in consumer device 01:23:20.829 --> 01:23:22.064 align:center line:-1 position:50% size:27% biometric protection. 01:23:22.064 --> 01:23:24.333 align:center line:-1 position:50% size:46% But we know we can do something 01:23:24.333 --> 01:23:25.400 align:center line:-1 position:50% size:17% that's better. 01:23:25.400 --> 01:23:28.737 align:center line:-1 position:50% size:42% With the iPhone X, your iPhone 01:23:28.737 --> 01:23:31.306 align:center line:-1 position:50% size:36% is locked until you look at it 01:23:31.306 --> 01:23:33.275 align:center line:-1 position:50% size:29% and it recognizes you. 01:23:33.275 --> 01:23:34.243 align:center line:-1 position:50% size:37% Nothing else has ever been 01:23:34.243 --> 01:23:36.211 align:center line:-1 position:50% size:34% simpler, more natural and 01:23:36.211 --> 01:23:37.479 align:center line:-1 position:50% size:13% effortless. 01:23:37.479 --> 01:23:40.515 align:center line:-1 position:50% size:28% We call this Face ID. 01:23:40.515 --> 01:23:45.053 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:23:45.053 --> 01:23:49.725 align:center line:-1 position:50% size:42% So, Face ID is the future of how 01:23:49.725 --> 01:23:51.059 align:center line:-1 position:50% size:45% we would unlock our smartphones 01:23:51.059 --> 01:23:52.327 align:center line:-1 position:50% size:33% and protect our sensitive 01:23:52.327 --> 01:23:53.128 align:center line:-1 position:50% size:16% information. 01:23:53.128 --> 01:23:55.230 align:center line:-1 position:50% size:38% To make Face ID possible, it 01:23:55.230 --> 01:23:57.099 align:center line:-1 position:50% size:43% took some of the most advanced 01:23:57.099 --> 01:23:59.001 align:center line:-1 position:50% size:45% technology we have ever created. 01:23:59.001 --> 01:24:00.235 align:center line:-1 position:50% size:39% And much of it is packed right 01:24:00.235 --> 01:24:02.004 align:center line:-1 position:50% size:33% up here into this tiny little 01:24:02.004 --> 01:24:04.006 align:center line:-1 position:50% size:39% area at the top of the display. 01:24:04.006 --> 01:24:05.874 align:center line:-1 position:50% size:35% We call this the TrueDepth 01:24:05.874 --> 01:24:07.142 align:center line:-1 position:50% size:21% camera system. 01:24:07.142 --> 01:24:10.445 align:center line:-1 position:50% size:40% And it is made up of incredible 01:24:10.445 --> 01:24:12.047 align:center line:-1 position:50% size:36% state-of-the-art technology. 01:24:12.047 --> 01:24:13.916 align:center line:-1 position:50% size:39% There's an infrared camera, a 01:24:13.916 --> 01:24:15.784 align:center line:-1 position:50% size:27% flood illuminator, the 01:24:15.784 --> 01:24:17.419 align:center line:-1 position:50% size:37% front-side camera and a dot 01:24:17.419 --> 01:24:18.086 align:center line:-1 position:50% size:13% projector. 01:24:18.086 --> 01:24:19.821 align:center line:-1 position:50% size:23% And that's not all. 01:24:19.821 --> 01:24:21.023 align:center line:-1 position:50% size:34% There's also the proximity 01:24:21.023 --> 01:24:22.190 align:center line:-1 position:50% size:33% sensor, the ambient light 01:24:22.190 --> 01:24:23.525 align:center line:-1 position:50% size:44% sensor, the speaker microphone, 01:24:23.525 --> 01:24:25.127 align:center line:-1 position:50% size:40% all packed into this TrueDepth 01:24:25.127 --> 01:24:26.261 align:center line:-1 position:50% size:28% camera system area. 01:24:26.261 --> 01:24:27.596 align:center line:-1 position:50% size:18% It is amazing. 01:24:27.596 --> 01:24:30.532 align:center line:-1 position:50% size:33% And here's how it works. 01:24:30.532 --> 01:24:31.733 align:center line:-1 position:50% size:40% Every time you glance at your 01:24:31.733 --> 01:24:33.302 align:center line:-1 position:50% size:39% iPhone X, it detects your face 01:24:33.302 --> 01:24:35.837 align:center line:-1 position:50% size:40% with the flood illuminator, even 01:24:35.837 --> 01:24:37.706 align:center line:-1 position:50% size:15% in the dark. 01:24:37.706 --> 01:24:41.310 align:center line:-1 position:50% size:46% The IR camera takes an IR image. 01:24:41.310 --> 01:24:43.078 align:center line:-1 position:50% size:39% The dot projector projects out 01:24:43.078 --> 01:24:46.748 align:center line:-1 position:50% size:39% over 30,000 invisible IR dots. 01:24:50.786 --> 01:24:52.454 align:center line:-1 position:50% size:44% We use the IR image and the dot 01:24:52.454 --> 01:24:54.156 align:center line:-1 position:50% size:46% pattern and we push them through 01:24:54.156 --> 01:24:55.724 align:center line:-1 position:50% size:36% neural networks to create a 01:24:55.724 --> 01:24:58.393 align:center line:-1 position:50% size:44% mathematical model of your face. 01:24:58.393 --> 01:24:59.227 align:center line:-1 position:50% size:31% And then we check that 01:24:59.227 --> 01:25:00.629 align:center line:-1 position:50% size:42% mathematical model against the 01:25:00.629 --> 01:25:01.763 align:center line:-1 position:50% size:40% one that we've stored that you 01:25:01.763 --> 01:25:03.398 align:center line:-1 position:50% size:36% set up earlier to see if it's a 01:25:03.398 --> 01:25:05.067 align:center line:-1 position:50% size:40% match and unlock your phone. 01:25:05.067 --> 01:25:06.301 align:center line:-1 position:50% size:36% And this all happens in real 01:25:06.301 --> 01:25:07.069 align:center line:-1 position:50% size:7% time. 01:25:07.069 --> 01:25:07.903 align:center line:-1 position:50% size:30% It all happens invisibly. 01:25:07.903 --> 01:25:08.637 align:center line:-1 position:50% size:43% You don't see these things going 01:25:08.637 --> 01:25:09.404 align:center line:-1 position:50% size:5% on. 01:25:09.404 --> 01:25:10.172 align:center line:-1 position:50% size:19% It's incredible. 01:25:10.172 --> 01:25:11.740 align:center line:-1 position:50% size:30% It just all works and all 01:25:11.740 --> 01:25:12.541 align:center line:-1 position:50% size:13% happens. 01:25:12.541 --> 01:25:14.676 align:center line:-1 position:50% size:40% To create Face ID, we worked 01:25:14.676 --> 01:25:15.978 align:center line:-1 position:50% size:43% with thousands of people around 01:25:15.978 --> 01:25:17.713 align:center line:-1 position:50% size:44% the world and the team took over 01:25:17.713 --> 01:25:20.248 align:center line:-1 position:50% size:22% a billion images. 01:25:20.248 --> 01:25:21.650 align:center line:-1 position:50% size:39% And with that, they developed 01:25:21.650 --> 01:25:23.318 align:center line:-1 position:50% size:36% multiple neural networks to 01:25:23.318 --> 01:25:24.086 align:center line:-1 position:50% size:21% create Face ID. 01:25:24.086 --> 01:25:26.688 align:center line:-1 position:50% size:37% And to process the machine 01:25:26.688 --> 01:25:28.490 align:center line:-1 position:50% size:37% learning in Face ID's neural 01:25:28.490 --> 01:25:30.625 align:center line:-1 position:50% size:40% networks, we built Apple's first 01:25:30.625 --> 01:25:33.128 align:center line:-1 position:50% size:26% ever neural engine. 01:25:33.128 --> 01:25:35.430 align:center line:-1 position:50% size:31% Yeah, this is a big deal. 01:25:35.430 --> 01:25:37.899 align:center line:-1 position:50% size:42% In our pockets, in our phones is 01:25:37.899 --> 01:25:39.401 align:center line:-1 position:50% size:40% an A11 Bionic chip with a built 01:25:39.401 --> 01:25:41.737 align:center line:-1 position:50% size:43% in neural engine to process face 01:25:41.737 --> 01:25:43.505 align:center line:-1 position:50% size:16% recognition. 01:25:43.505 --> 01:25:49.011 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:25:49.011 --> 01:25:50.479 align:center line:-1 position:50% size:34% Now, the neural engine is 01:25:50.479 --> 01:25:51.980 align:center line:-1 position:50% size:41% specialized hardware built for a 01:25:51.980 --> 01:25:54.182 align:center line:-1 position:50% size:42% specific set of machine learning 01:25:54.182 --> 01:25:55.550 align:center line:-1 position:50% size:15% algorithms. 01:25:55.550 --> 01:25:56.752 align:center line:-1 position:50% size:40% This is another example of the 01:25:56.752 --> 01:25:58.153 align:center line:-1 position:50% size:43% incredible collaboration between 01:25:58.153 --> 01:25:59.955 align:center line:-1 position:50% size:45% the hardware and software teams 01:25:59.955 --> 01:26:02.657 align:center line:-1 position:50% size:38% that's only possible at Apple. 01:26:02.657 --> 01:26:04.659 align:center line:-1 position:50% size:30% The neural engine is a 01:26:04.659 --> 01:26:06.261 align:center line:-1 position:50% size:31% state-of-the-art ultrafast 01:26:06.261 --> 01:26:07.129 align:center line:-1 position:50% size:26% processing system. 01:26:07.129 --> 01:26:08.363 align:center line:-1 position:50% size:35% It uses our highest density 01:26:08.363 --> 01:26:09.631 align:center line:-1 position:50% size:21% computing ever. 01:26:09.631 --> 01:26:10.766 align:center line:-1 position:50% size:30% It's a dual-core design. 01:26:10.766 --> 01:26:12.701 align:center line:-1 position:50% size:40% It can perform over 600 billion 01:26:12.701 --> 01:26:14.436 align:center line:-1 position:50% size:32% operations per seconds. 01:26:14.436 --> 01:26:16.104 align:center line:-1 position:50% size:38% And it's used to the real-time 01:26:16.104 --> 01:26:17.839 align:center line:-1 position:50% size:29% processing of Face ID 01:26:17.839 --> 01:26:19.074 align:center line:-1 position:50% size:16% recognition. 01:26:19.074 --> 01:26:20.842 align:center line:-1 position:50% size:31% But for all of us, it's just 01:26:20.842 --> 01:26:23.745 align:center line:-1 position:50% size:35% super easy and fun to use. 01:26:23.745 --> 01:26:25.447 align:center line:-1 position:50% size:40% When you set up Face ID, you 01:26:25.447 --> 01:26:26.648 align:center line:-1 position:50% size:32% just follow the onscreen 01:26:26.648 --> 01:26:28.283 align:center line:-1 position:50% size:39% instructions that tells you how 01:26:28.283 --> 01:26:29.251 align:center line:-1 position:50% size:43% to move your head around in the 01:26:29.251 --> 01:26:31.520 align:center line:-1 position:50% size:45% camera so Face ID can recognize 01:26:31.520 --> 01:26:32.087 align:center line:-1 position:50% size:14% your face. 01:26:32.087 --> 01:26:32.921 align:center line:-1 position:50% size:17% And that's it. 01:26:32.921 --> 01:26:34.156 align:center line:-1 position:50% size:43% You do that once when you set it 01:26:34.156 --> 01:26:35.223 align:center line:-1 position:50% size:5% up. 01:26:35.223 --> 01:26:38.560 align:center line:-1 position:50% size:40% And Face ID learns your face. 01:26:38.560 --> 01:26:39.728 align:center line:-1 position:50% size:32% Even if you change your 01:26:39.728 --> 01:26:43.131 align:center line:-1 position:50% size:42% hairstyle, you decided to put on 01:26:43.131 --> 01:26:45.901 align:center line:-1 position:50% size:40% glasses, you're wearing a hat, 01:26:45.901 --> 01:26:47.502 align:center line:-1 position:50% size:41% so you do it up any way you do 01:26:47.502 --> 01:26:50.305 align:center line:-1 position:50% size:37% it, Face ID learns your face. 01:26:50.305 --> 01:26:52.707 align:center line:-1 position:50% size:29% It learns who you are. 01:26:52.707 --> 01:26:54.543 align:center line:-1 position:50% size:37% And it adapts to you as your 01:26:54.543 --> 01:26:55.944 align:center line:-1 position:50% size:32% face changes over time. 01:26:55.944 --> 01:26:56.878 align:center line:-1 position:50% size:37% Let's say you start to grow a 01:26:56.878 --> 01:26:57.846 align:center line:-1 position:50% size:9% beard. 01:26:57.846 --> 01:26:58.747 align:center line:-1 position:50% size:20% It works at day. 01:26:58.747 --> 01:27:00.615 align:center line:-1 position:50% size:22% It works at night. 01:27:00.615 --> 01:27:04.619 align:center line:-1 position:50% size:41% Now, the teams worked hard to 01:27:04.619 --> 01:27:05.620 align:center line:-1 position:50% size:38% make sure the Face ID can't 01:27:05.620 --> 01:27:07.389 align:center line:-1 position:50% size:42% easily be spoofed by things like 01:27:07.389 --> 01:27:09.291 align:center line:-1 position:50% size:18% photographs. 01:27:09.291 --> 01:27:11.560 align:center line:-1 position:50% size:42% They've even gone and worked 01:27:11.560 --> 01:27:13.195 align:center line:-1 position:50% size:41% with professional mask makers 01:27:13.195 --> 01:27:14.963 align:center line:-1 position:50% size:43% and makeup artists in Hollywood 01:27:14.963 --> 01:27:16.364 align:center line:-1 position:50% size:31% to protect against these 01:27:16.364 --> 01:27:17.866 align:center line:-1 position:50% size:34% attempts to beat Face ID. 01:27:17.866 --> 01:27:19.501 align:center line:-1 position:50% size:43% These are actual masks used by 01:27:19.501 --> 01:27:21.369 align:center line:-1 position:50% size:38% the engineering team to train 01:27:21.369 --> 01:27:23.105 align:center line:-1 position:50% size:40% the neural networks to protect 01:27:23.105 --> 01:27:24.873 align:center line:-1 position:50% size:33% against them in Face ID. 01:27:24.873 --> 01:27:26.475 align:center line:-1 position:50% size:19% It's incredible. 01:27:26.475 --> 01:27:27.409 align:center line:-1 position:50% size:36% The team's worked hard to 01:27:27.409 --> 01:27:29.544 align:center line:-1 position:50% size:36% protect your face data, yes. 01:27:29.544 --> 01:27:35.083 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:27:35.083 --> 01:27:38.453 align:center line:-1 position:50% size:42% Your face data is protected with 01:27:38.453 --> 01:27:40.055 align:center line:-1 position:50% size:42% the secure enclave and the A11 01:27:40.055 --> 01:27:41.223 align:center line:-1 position:50% size:16% Bionic chip. 01:27:41.223 --> 01:27:43.291 align:center line:-1 position:50% size:38% All the processing is done on 01:27:43.291 --> 01:27:44.860 align:center line:-1 position:50% size:35% iPhone X and not sent to a 01:27:44.860 --> 01:27:46.361 align:center line:-1 position:50% size:9% server. 01:27:46.361 --> 01:27:48.230 align:center line:-1 position:50% size:37% We require user attention to 01:27:48.230 --> 01:27:49.030 align:center line:-1 position:50% size:10% unlock. 01:27:49.030 --> 01:27:49.831 align:center line:-1 position:50% size:37% That means if your eyes are 01:27:49.831 --> 01:27:51.066 align:center line:-1 position:50% size:37% closed, you're looking away, 01:27:51.066 --> 01:27:52.767 align:center line:-1 position:50% size:31% it's not going to unlock. 01:27:52.767 --> 01:27:55.537 align:center line:-1 position:50% size:44% Now, how do we compare that to 01:27:55.537 --> 01:27:56.705 align:center line:-1 position:50% size:14% Touch ID? 01:27:56.705 --> 01:27:58.373 align:center line:-1 position:50% size:23% How secure is it? 01:27:58.373 --> 01:27:59.741 align:center line:-1 position:50% size:42% Well, there's no perfect system, 01:27:59.741 --> 01:28:01.143 align:center line:-1 position:50% size:41% not even biometric ones but as 01:28:01.143 --> 01:28:02.677 align:center line:-1 position:50% size:41% we said earlier, Touch ID is the 01:28:02.677 --> 01:28:04.079 align:center line:-1 position:50% size:37% gold standard for consumer 01:28:04.079 --> 01:28:05.847 align:center line:-1 position:50% size:37% device biometric protection. 01:28:05.847 --> 01:28:07.916 align:center line:-1 position:50% size:40% And the data for Touch ID has 01:28:07.916 --> 01:28:10.986 align:center line:-1 position:50% size:41% been 1 in 50,000 meaning that 01:28:10.986 --> 01:28:12.621 align:center line:-1 position:50% size:44% the chance that a random person 01:28:12.621 --> 01:28:13.922 align:center line:-1 position:50% size:37% could use their fingerprint to 01:28:13.922 --> 01:28:15.790 align:center line:-1 position:50% size:39% unlock your iPhone has been 01:28:15.790 --> 01:28:17.325 align:center line:-1 position:50% size:24% about 1 in 50,000. 01:28:17.325 --> 01:28:18.059 align:center line:-1 position:50% size:26% And it's been great. 01:28:18.059 --> 01:28:19.561 align:center line:-1 position:50% size:32% So, what are the similar 01:28:19.561 --> 01:28:21.329 align:center line:-1 position:50% size:29% statistics for Face ID? 01:28:21.329 --> 01:28:25.534 align:center line:-1 position:50% size:22% One in a million. 01:28:25.534 --> 01:28:32.574 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:28:32.574 --> 01:28:34.743 align:center line:-1 position:50% size:45% The chance that a random person 01:28:34.743 --> 01:28:36.044 align:center line:-1 position:50% size:40% in the population could look at 01:28:36.044 --> 01:28:37.846 align:center line:-1 position:50% size:43% your iPhone X and unlock it with 01:28:37.846 --> 01:28:39.881 align:center line:-1 position:50% size:35% their face is about one in a 01:28:39.881 --> 01:28:40.715 align:center line:-1 position:50% size:10% million. 01:28:40.715 --> 01:28:42.751 align:center line:-1 position:50% size:37% Now of course, the statistics 01:28:42.751 --> 01:28:44.319 align:center line:-1 position:50% size:40% are lower if that person shares 01:28:44.319 --> 01:28:45.987 align:center line:-1 position:50% size:36% a close genetic relationship 01:28:45.987 --> 01:28:46.922 align:center line:-1 position:50% size:12% with you. 01:28:46.922 --> 01:28:48.757 align:center line:-1 position:50% size:43% So for example, if you happen to 01:28:48.757 --> 01:28:51.159 align:center line:-1 position:50% size:37% have an evil twin, you really 01:28:51.159 --> 01:28:52.527 align:center line:-1 position:50% size:41% need to protect your pass code 01:28:52.527 --> 01:28:54.529 align:center line:-1 position:50% size:37% or your sensitive data with a 01:28:54.529 --> 01:28:55.397 align:center line:-1 position:50% size:15% pass code. 01:28:55.397 --> 01:28:56.698 align:center line:-1 position:50% size:27% Hopefully, you don't. 01:28:56.698 --> 01:28:59.234 align:center line:-1 position:50% size:40% Face ID also works with Apple 01:28:59.234 --> 01:29:00.535 align:center line:-1 position:50% size:6% Pay. 01:29:00.535 --> 01:29:01.836 align:center line:-1 position:50% size:39% So, to pay for things, you just 01:29:01.836 --> 01:29:03.271 align:center line:-1 position:50% size:37% double tap the button on the 01:29:03.271 --> 01:29:05.273 align:center line:-1 position:50% size:38% side, you look at iPhone X to 01:29:05.273 --> 01:29:07.008 align:center line:-1 position:50% size:38% authenticate and hold it near 01:29:07.008 --> 01:29:08.043 align:center line:-1 position:50% size:38% the payment terminal to pay. 01:29:08.043 --> 01:29:10.679 align:center line:-1 position:50% size:36% It's that easy, fast, intuitive, 01:29:10.679 --> 01:29:12.280 align:center line:-1 position:50% size:10% simple. 01:29:12.280 --> 01:29:13.748 align:center line:-1 position:50% size:38% Face ID also works with third 01:29:13.748 --> 01:29:14.649 align:center line:-1 position:50% size:15% party apps. 01:29:14.649 --> 01:29:16.251 align:center line:-1 position:50% size:43% Third party apps already support 01:29:16.251 --> 01:29:17.552 align:center line:-1 position:50% size:40% Touch ID and they'll work with 01:29:17.552 --> 01:29:18.386 align:center line:-1 position:50% size:12% Face ID. 01:29:18.386 --> 01:29:21.323 align:center line:-1 position:50% size:40% So apps like Mint, 1Password, 01:29:21.323 --> 01:29:25.327 align:center line:-1 position:50% size:40% E-Trade will all work with Face 01:29:25.327 --> 01:29:26.027 align:center line:-1 position:50% size:4% ID. 01:29:26.027 --> 01:29:26.962 align:center line:-1 position:50% size:27% So Face ID, it's face 01:29:26.962 --> 01:29:29.364 align:center line:-1 position:50% size:37% authentication for unlocking 01:29:29.364 --> 01:29:30.532 align:center line:-1 position:50% size:43% your iPhone and protecting your 01:29:30.532 --> 01:29:31.366 align:center line:-1 position:50% size:19% sensitive data. 01:29:31.366 --> 01:29:33.535 align:center line:-1 position:50% size:43% It uses the innovative TrueDepth 01:29:33.535 --> 01:29:35.303 align:center line:-1 position:50% size:21% camera system. 01:29:35.303 --> 01:29:36.404 align:center line:-1 position:50% size:29% It's trained with neural 01:29:36.404 --> 01:29:37.505 align:center line:-1 position:50% size:13% networks. 01:29:37.505 --> 01:29:38.907 align:center line:-1 position:50% size:24% It's easy to set up. 01:29:38.907 --> 01:29:40.075 align:center line:-1 position:50% size:25% It learns your face. 01:29:40.075 --> 01:29:42.744 align:center line:-1 position:50% size:41% And it adapts to your face over 01:29:42.744 --> 01:29:43.578 align:center line:-1 position:50% size:7% time. 01:29:43.578 --> 01:29:44.679 align:center line:-1 position:50% size:36% It's aware of your attention. 01:29:44.679 --> 01:29:46.081 align:center line:-1 position:50% size:32% It works with Apple Pay. 01:29:46.081 --> 01:29:48.116 align:center line:-1 position:50% size:37% And it works with third party 01:29:48.116 --> 01:29:49.784 align:center line:-1 position:50% size:8% apps. 01:29:49.784 --> 01:29:51.486 align:center line:-1 position:50% size:45% This TrueDepth camera system is 01:29:51.486 --> 01:29:53.221 align:center line:-1 position:50% size:39% incredible technology and it's 01:29:53.221 --> 01:29:54.556 align:center line:-1 position:50% size:40% going to enable so many great 01:29:54.556 --> 01:29:56.358 align:center line:-1 position:50% size:30% new user experiences. 01:29:56.358 --> 01:29:57.425 align:center line:-1 position:50% size:35% The first one, of course, is 01:29:57.425 --> 01:29:58.260 align:center line:-1 position:50% size:12% Face ID. 01:29:58.260 --> 01:30:00.328 align:center line:-1 position:50% size:41% But the team decided to create 01:30:00.328 --> 01:30:01.463 align:center line:-1 position:50% size:42% another great experience with it 01:30:01.463 --> 01:30:02.530 align:center line:-1 position:50% size:10% as well. 01:30:02.530 --> 01:30:03.365 align:center line:-1 position:50% size:23% This is a fun one. 01:30:03.365 --> 01:30:05.467 align:center line:-1 position:50% size:37% And it has to do with emojis. 01:30:05.467 --> 01:30:06.501 align:center line:-1 position:50% size:30% Now, we use emojis to 01:30:06.501 --> 01:30:07.802 align:center line:-1 position:50% size:42% communicate with others and to 01:30:07.802 --> 01:30:09.137 align:center line:-1 position:50% size:43% express emotions but, of course, 01:30:09.137 --> 01:30:11.006 align:center line:-1 position:50% size:37% you can't customize emojis. 01:30:11.006 --> 01:30:12.040 align:center line:-1 position:50% size:43% They only have a limited amount 01:30:12.040 --> 01:30:14.142 align:center line:-1 position:50% size:36% of expressiveness to them. 01:30:14.142 --> 01:30:15.310 align:center line:-1 position:50% size:42% So our team created something 01:30:15.310 --> 01:30:18.146 align:center line:-1 position:50% size:19% called animoji. 01:30:18.146 --> 01:30:20.482 align:center line:-1 position:50% size:37% These are animated emojis. 01:30:20.482 --> 01:30:22.951 align:center line:-1 position:50% size:16% [ Applause ] 01:30:22.951 --> 01:30:24.119 align:center line:-1 position:50% size:35% These are emojis that you 01:30:24.119 --> 01:30:28.823 align:center line:-1 position:50% size:29% control with your face. 01:30:28.823 --> 01:30:31.026 align:center line:-1 position:50% size:37% Animojis track more than 50 01:30:31.026 --> 01:30:32.994 align:center line:-1 position:50% size:35% facial muscle movements. 01:30:32.994 --> 01:30:34.229 align:center line:-1 position:50% size:35% They've been meticulously 01:30:34.229 --> 01:30:35.864 align:center line:-1 position:50% size:37% animated to create amazing 01:30:35.864 --> 01:30:37.299 align:center line:-1 position:50% size:22% expressiveness. 01:30:37.299 --> 01:30:40.935 align:center line:-1 position:50% size:38% You can just watch this, can't 01:30:40.935 --> 01:30:41.469 align:center line:-1 position:50% size:7% you? 01:30:41.469 --> 01:30:42.971 align:center line:-1 position:50% size:16% [ Laughter ] 01:30:42.971 --> 01:30:44.572 align:center line:-1 position:50% size:40% The way you create and share 01:30:44.572 --> 01:30:46.541 align:center line:-1 position:50% size:37% animoji are right from within 01:30:46.541 --> 01:30:48.443 align:center line:-1 position:50% size:23% Apple Messages. 01:30:49.911 --> 01:30:52.714 align:center line:-1 position:50% size:40% >> You said a little late, where 01:30:52.714 --> 01:30:55.050 align:center line:-1 position:50% size:12% are you? 01:30:55.050 --> 01:30:56.551 align:center line:-1 position:50% size:40% >> You can pick from a dozen 01:30:56.551 --> 01:30:58.486 align:center line:-1 position:50% size:37% different animated emojis to 01:30:58.486 --> 01:31:00.221 align:center line:-1 position:50% size:43% share and express whatever you 01:31:00.221 --> 01:31:01.356 align:center line:-1 position:50% size:40% want to express to your family 01:31:01.356 --> 01:31:02.490 align:center line:-1 position:50% size:16% and friends. 01:31:02.490 --> 01:31:07.696 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:31:07.696 --> 01:31:09.097 align:center line:-1 position:50% size:36% So iPhone X is packed with 01:31:09.097 --> 01:31:10.332 align:center line:-1 position:50% size:37% innovative technologies that 01:31:10.332 --> 01:31:13.068 align:center line:-1 position:50% size:40% enable new user experiences. 01:31:13.068 --> 01:31:14.836 align:center line:-1 position:50% size:39% I'm really excited to invite out 01:31:14.836 --> 01:31:16.237 align:center line:-1 position:50% size:37% Craig Federighi to show you 01:31:16.237 --> 01:31:17.872 align:center line:-1 position:50% size:38% iPhone X and what it's like to 01:31:17.872 --> 01:31:19.741 align:center line:-1 position:50% size:36% use it for the very first time, 01:31:19.741 --> 01:31:20.508 align:center line:-1 position:50% size:8% Craig. 01:31:20.508 --> 01:31:22.377 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:31:22.377 --> 01:31:23.445 align:center line:-1 position:50% size:26% >> Hey, everybody. 01:31:23.445 --> 01:31:25.914 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:31:25.914 --> 01:31:27.816 align:center line:-1 position:50% size:34% Wow. Well, I'm absolutely 01:31:27.816 --> 01:31:29.384 align:center line:-1 position:50% size:36% thrilled to be able to give all 01:31:29.384 --> 01:31:31.820 align:center line:-1 position:50% size:36% of you your first live look at 01:31:31.820 --> 01:31:33.254 align:center line:-1 position:50% size:13% iPhone X. 01:31:33.254 --> 01:31:34.789 align:center line:-1 position:50% size:36% This is a phone we've been 01:31:34.789 --> 01:31:36.725 align:center line:-1 position:50% size:42% dreaming about for a long time. 01:31:36.725 --> 01:31:38.560 align:center line:-1 position:50% size:34% But the reality of it in your 01:31:38.560 --> 01:31:40.428 align:center line:-1 position:50% size:35% hand, it's really something 01:31:40.428 --> 01:31:41.129 align:center line:-1 position:50% size:7% epic. 01:31:41.129 --> 01:31:42.664 align:center line:-1 position:50% size:26% So let's take a look. 01:31:45.867 --> 01:31:48.336 align:center line:-1 position:50% size:24% Here is iPhone X. 01:31:48.336 --> 01:31:51.373 align:center line:-1 position:50% size:41% Now, unlocking it is as easy as 01:31:51.373 --> 01:31:53.975 align:center line:-1 position:50% size:36% looking at it and swiping up 01:31:53.975 --> 01:31:55.076 align:center line:-1 position:50% size:20% and, you know. 01:31:55.076 --> 01:31:57.746 align:center line:-1 position:50% size:25% Let's try that again. 01:31:57.746 --> 01:32:04.452 align:center line:-1 position:50% size:38% Oh, let's go to back up here, 01:32:04.452 --> 01:32:05.820 align:center line:-1 position:50% size:21% and get right in. 01:32:05.820 --> 01:32:07.522 align:center line:-1 position:50% size:43% So here we are and you see this 01:32:07.522 --> 01:32:10.525 align:center line:-1 position:50% size:25% expansive display. 01:32:10.525 --> 01:32:12.127 align:center line:-1 position:50% size:39% It's just a beautiful canvas for 01:32:12.127 --> 01:32:13.762 align:center line:-1 position:50% size:36% all of your content and your 01:32:13.762 --> 01:32:14.596 align:center line:-1 position:50% size:13% gestures. 01:32:14.596 --> 01:32:16.131 align:center line:-1 position:50% size:37% And I'm just going to go into 01:32:16.131 --> 01:32:17.632 align:center line:-1 position:50% size:41% the weather app here, and you 01:32:17.632 --> 01:32:19.067 align:center line:-1 position:50% size:39% could just see how apps look. 01:32:19.067 --> 01:32:20.101 align:center line:-1 position:50% size:40% I'm going to take advantage of 01:32:20.101 --> 01:32:21.836 align:center line:-1 position:50% size:34% the edge-to-edge display. 01:32:21.836 --> 01:32:23.838 align:center line:-1 position:50% size:42% Now, exiting an app couldn't be 01:32:23.838 --> 01:32:24.672 align:center line:-1 position:50% size:9% easier. 01:32:24.672 --> 01:32:25.507 align:center line:-1 position:50% size:42% You just swipe from the bottom, 01:32:25.507 --> 01:32:27.275 align:center line:-1 position:50% size:40% just like this and throw the app 01:32:27.275 --> 01:32:29.043 align:center line:-1 position:50% size:41% right back on the home screen. 01:32:29.043 --> 01:32:31.446 align:center line:-1 position:50% size:28% Let me do that again. 01:32:31.446 --> 01:32:32.714 align:center line:-1 position:50% size:20% Swipe right up. 01:32:32.714 --> 01:32:35.250 align:center line:-1 position:50% size:37% Let's take a look at the web. 01:32:35.250 --> 01:32:37.986 align:center line:-1 position:50% size:41% It just looks unbelievable, edge 01:32:37.986 --> 01:32:39.621 align:center line:-1 position:50% size:31% to edge on this display. 01:32:39.621 --> 01:32:41.923 align:center line:-1 position:50% size:42% And your photos, of course, are 01:32:41.923 --> 01:32:44.459 align:center line:-1 position:50% size:29% just gorgeous as well. 01:32:44.459 --> 01:32:47.796 align:center line:-1 position:50% size:38% Let's jump in to this one, just 01:32:47.796 --> 01:32:49.464 align:center line:-1 position:50% size:13% amazing. 01:32:49.464 --> 01:32:54.636 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:32:54.636 --> 01:32:57.005 align:center line:-1 position:50% size:31% Now, video of course is 01:32:57.005 --> 01:32:58.773 align:center line:-1 position:50% size:43% unbelievable on the super retina 01:32:58.773 --> 01:32:59.607 align:center line:-1 position:50% size:10% display. 01:32:59.607 --> 01:33:02.644 align:center line:-1 position:50% size:36% It looks great in portrait and 01:33:02.644 --> 01:33:04.446 align:center line:-1 position:50% size:18% in landscape. 01:33:04.446 --> 01:33:06.714 align:center line:-1 position:50% size:43% And of course this is HDR video, 01:33:06.714 --> 01:33:09.984 align:center line:-1 position:50% size:30% just incredible looking. 01:33:14.022 --> 01:33:15.023 align:center line:-1 position:50% size:35% And Phil told you a little bit 01:33:15.023 --> 01:33:16.391 align:center line:-1 position:50% size:34% about multitasking on the 01:33:16.391 --> 01:33:16.958 align:center line:-1 position:50% size:10% device. 01:33:16.958 --> 01:33:17.759 align:center line:-1 position:50% size:24% Let me show you. 01:33:17.759 --> 01:33:18.193 align:center line:-1 position:50% size:34% I'm just going to jump into 01:33:18.193 --> 01:33:19.027 align:center line:-1 position:50% size:9% maps. 01:33:19.027 --> 01:33:20.028 align:center line:-1 position:50% size:39% If I want to move between my 01:33:20.028 --> 01:33:22.063 align:center line:-1 position:50% size:38% applications, I can just swipe 01:33:22.063 --> 01:33:24.098 align:center line:-1 position:50% size:40% up and stop, my other apps all 01:33:24.098 --> 01:33:24.933 align:center line:-1 position:50% size:12% come in. 01:33:24.933 --> 01:33:26.768 align:center line:-1 position:50% size:37% I can get at them with a tap, 01:33:26.768 --> 01:33:28.703 align:center line:-1 position:50% size:10% just lift. 01:33:28.703 --> 01:33:30.505 align:center line:-1 position:50% size:23% It's just that easy. 01:33:30.505 --> 01:33:32.073 align:center line:-1 position:50% size:43% And we have a great shortcut as 01:33:32.073 --> 01:33:32.841 align:center line:-1 position:50% size:6% well. 01:33:32.841 --> 01:33:33.708 align:center line:-1 position:50% size:37% You can actually move back 01:33:33.708 --> 01:33:34.943 align:center line:-1 position:50% size:39% between apps just by swiping 01:33:34.943 --> 01:33:38.246 align:center line:-1 position:50% size:34% along the bottom like this. 01:33:38.246 --> 01:33:39.981 align:center line:-1 position:50% size:20% So really easy. 01:33:39.981 --> 01:33:41.115 align:center line:-1 position:50% size:46% Now, you may be wondering about 01:33:41.115 --> 01:33:41.950 align:center line:-1 position:50% size:20% Control Center. 01:33:41.950 --> 01:33:43.751 align:center line:-1 position:50% size:42% And worry not, right where your 01:33:43.751 --> 01:33:45.119 align:center line:-1 position:50% size:35% status indicators are in the 01:33:45.119 --> 01:33:46.688 align:center line:-1 position:50% size:43% upper right hand corner, you can 01:33:46.688 --> 01:33:48.923 align:center line:-1 position:50% size:35% just swipe down and get a 01:33:48.923 --> 01:33:51.493 align:center line:-1 position:50% size:41% Control Center from anywhere, 01:33:51.493 --> 01:33:52.694 align:center line:-1 position:50% size:18% it's that easy. 01:33:52.694 --> 01:33:54.996 align:center line:-1 position:50% size:39% Now let's take a look again at 01:33:54.996 --> 01:33:57.265 align:center line:-1 position:50% size:44% Face ID, because unlocking your 01:33:57.265 --> 01:33:58.900 align:center line:-1 position:50% size:31% phone is just amazingly 01:33:58.900 --> 01:33:59.734 align:center line:-1 position:50% size:11% intuitive. 01:33:59.734 --> 01:34:02.070 align:center line:-1 position:50% size:34% You just raise it, look at it, 01:34:02.070 --> 01:34:03.338 align:center line:-1 position:50% size:33% and swipe right up to get 01:34:03.338 --> 01:34:04.472 align:center line:-1 position:50% size:10% started. 01:34:04.472 --> 01:34:10.411 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:34:10.411 --> 01:34:11.746 align:center line:-1 position:50% size:36% But now, it's also incredibly 01:34:11.746 --> 01:34:12.547 align:center line:-1 position:50% size:6% fast. 01:34:12.547 --> 01:34:13.181 align:center line:-1 position:50% size:36% So I'm just going to do that 01:34:13.181 --> 01:34:14.115 align:center line:-1 position:50% size:9% again. 01:34:14.115 --> 01:34:16.017 align:center line:-1 position:50% size:29% Just raise it, look at it, 01:34:16.017 --> 01:34:16.718 align:center line:-1 position:50% size:9% swipe. 01:34:16.718 --> 01:34:17.852 align:center line:-1 position:50% size:26% I don't have to wait. 01:34:17.852 --> 01:34:19.320 align:center line:-1 position:50% size:33% And it's also really, really 01:34:19.320 --> 01:34:20.154 align:center line:-1 position:50% size:9% smart. 01:34:20.154 --> 01:34:22.123 align:center line:-1 position:50% size:45% So let's say I wake my phone and 01:34:22.123 --> 01:34:24.058 align:center line:-1 position:50% size:34% I'm not looking at it, stays 01:34:24.058 --> 01:34:24.893 align:center line:-1 position:50% size:10% locked. 01:34:24.893 --> 01:34:27.896 align:center line:-1 position:50% size:40% But once I give it my attention, 01:34:27.896 --> 01:34:30.231 align:center line:-1 position:50% size:38% well, it unlocks and I can get 01:34:30.231 --> 01:34:31.199 align:center line:-1 position:50% size:10% right in. 01:34:31.199 --> 01:34:32.500 align:center line:-1 position:50% size:19% It's really cool. 01:34:32.500 --> 01:34:34.869 align:center line:-1 position:50% size:39% Now, Face ID is also great for 01:34:34.869 --> 01:34:35.703 align:center line:-1 position:50% size:14% Apply Pay. 01:34:35.703 --> 01:34:37.105 align:center line:-1 position:50% size:38% So if I'm at the register, I can 01:34:37.105 --> 01:34:38.573 align:center line:-1 position:50% size:37% just double click on the side 01:34:38.573 --> 01:34:39.541 align:center line:-1 position:50% size:10% button. 01:34:39.541 --> 01:34:42.977 align:center line:-1 position:50% size:42% I'm authenticated, and I can get 01:34:42.977 --> 01:34:44.679 align:center line:-1 position:50% size:20% in just like that. 01:34:44.679 --> 01:34:46.781 align:center line:-1 position:50% size:47% Now, the TrueDepth camera behind 01:34:46.781 --> 01:34:48.049 align:center line:-1 position:50% size:31% Face ID isn't just about 01:34:48.049 --> 01:34:49.183 align:center line:-1 position:50% size:20% authentication. 01:34:49.183 --> 01:34:51.286 align:center line:-1 position:50% size:39% In fact, we've extended ARKit 01:34:51.286 --> 01:34:52.921 align:center line:-1 position:50% size:40% with some incredible new face 01:34:52.921 --> 01:34:54.389 align:center line:-1 position:50% size:32% tracking capabilities that 01:34:54.389 --> 01:34:55.924 align:center line:-1 position:50% size:38% provide a whole new class of 01:34:55.924 --> 01:34:57.992 align:center line:-1 position:50% size:42% augmented reality experiences. 01:34:57.992 --> 01:34:58.893 align:center line:-1 position:50% size:42% Now, we've been working along 01:34:58.893 --> 01:35:00.528 align:center line:-1 position:50% size:36% the Snapchat and I'd like to 01:35:00.528 --> 01:35:01.996 align:center line:-1 position:50% size:26% show it to you now. 01:35:01.996 --> 01:35:04.532 align:center line:-1 position:50% size:39% It's been a long chin, you see 01:35:04.532 --> 01:35:06.167 align:center line:-1 position:50% size:41% it builds a measure of my face, 01:35:06.167 --> 01:35:08.336 align:center line:-1 position:50% size:38% and now I can just select the 01:35:08.336 --> 01:35:09.470 align:center line:-1 position:50% size:8% mask. 01:35:09.470 --> 01:35:13.441 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:35:13.441 --> 01:35:16.010 align:center line:-1 position:50% size:35% The tracking is just unreal. 01:35:16.010 --> 01:35:17.245 align:center line:-1 position:50% size:26% Check out this one. 01:35:17.245 --> 01:35:20.815 align:center line:-1 position:50% size:41% Now, look at the detail over the 01:35:20.815 --> 01:35:23.184 align:center line:-1 position:50% size:37% eyes, the incredible metallic 01:35:23.184 --> 01:35:24.953 align:center line:-1 position:50% size:37% reflections, the quality of the 01:35:24.953 --> 01:35:27.488 align:center line:-1 position:50% size:34% tracking, it's just stunning. 01:35:27.488 --> 01:35:32.894 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:35:32.894 --> 01:35:34.028 align:center line:-1 position:50% size:41% Now of course, many of us like 01:35:34.028 --> 01:35:35.129 align:center line:-1 position:50% size:36% to communicate with emoji. 01:35:35.129 --> 01:35:37.599 align:center line:-1 position:50% size:39% And with animoji, we can now 01:35:37.599 --> 01:35:40.201 align:center line:-1 position:50% size:43% breathe our own personality into 01:35:40.201 --> 01:35:41.102 align:center line:-1 position:50% size:18% our favorites. 01:35:41.102 --> 01:35:42.971 align:center line:-1 position:50% size:32% It's available in app right 01:35:42.971 --> 01:35:43.972 align:center line:-1 position:50% size:27% inside of messages. 01:35:43.972 --> 01:35:45.239 align:center line:-1 position:50% size:37% So I can just go right in here 01:35:45.239 --> 01:35:46.741 align:center line:-1 position:50% size:33% and it immediately starts 01:35:46.741 --> 01:35:47.809 align:center line:-1 position:50% size:17% tracking me. 01:35:47.809 --> 01:35:48.610 align:center line:-1 position:50% size:32% So I can make whatever 01:35:48.610 --> 01:35:50.878 align:center line:-1 position:50% size:34% expression I want, like-- it 01:35:50.878 --> 01:35:52.614 align:center line:-1 position:50% size:37% just pick that up and use it a 01:35:52.614 --> 01:35:54.649 align:center line:-1 position:50% size:41% sticker, drop it on my message 01:35:54.649 --> 01:35:55.817 align:center line:-1 position:50% size:12% like that. 01:35:55.817 --> 01:35:57.051 align:center line:-1 position:50% size:44% We also let you manipulate these 01:35:57.051 --> 01:35:57.919 align:center line:-1 position:50% size:18% in full screen. 01:35:57.919 --> 01:35:59.654 align:center line:-1 position:50% size:42% You can audition your favorites. 01:35:59.654 --> 01:36:01.122 align:center line:-1 position:50% size:44% There are some really great ones 01:36:01.122 --> 01:36:02.490 align:center line:-1 position:50% size:26% like the kitty cat, so 01:36:02.490 --> 01:36:05.026 align:center line:-1 position:50% size:34% expressive and ferocious. 01:36:05.026 --> 01:36:06.361 align:center line:-1 position:50% size:16% [ Laughter ] 01:36:06.361 --> 01:36:07.962 align:center line:-1 position:50% size:28% It's the happy puppy. 01:36:07.962 --> 01:36:10.665 align:center line:-1 position:50% size:40% Check out the physics and the 01:36:10.665 --> 01:36:13.067 align:center line:-1 position:50% size:18% ears, the pig. 01:36:13.067 --> 01:36:14.535 align:center line:-1 position:50% size:28% We've got a chicken. 01:36:14.535 --> 01:36:18.239 align:center line:-1 position:50% size:25% [ Chicken Sounds ] 01:36:18.239 --> 01:36:21.075 align:center line:-1 position:50% size:34% And the unicorn, mythical 01:36:21.075 --> 01:36:22.210 align:center line:-1 position:50% size:31% creature, favorite of the 01:36:22.210 --> 01:36:23.044 align:center line:-1 position:50% size:10% startup. 01:36:23.044 --> 01:36:25.046 align:center line:-1 position:50% size:11% [ Noise ] 01:36:25.046 --> 01:36:26.547 align:center line:-1 position:50% size:16% [ Laughter ] 01:36:26.547 --> 01:36:31.085 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:36:31.085 --> 01:36:34.822 align:center line:-1 position:50% size:44% If you were by chance wondering 01:36:34.822 --> 01:36:36.324 align:center line:-1 position:50% size:40% what humanity would do when 01:36:36.324 --> 01:36:37.592 align:center line:-1 position:50% size:33% given access to the most 01:36:37.592 --> 01:36:39.460 align:center line:-1 position:50% size:32% advanced facial tracking 01:36:39.460 --> 01:36:41.462 align:center line:-1 position:50% size:40% technology available, you now 01:36:41.462 --> 01:36:42.563 align:center line:-1 position:50% size:25% have your answer. 01:36:42.563 --> 01:36:46.100 align:center line:-1 position:50% size:16% [ Laughter ] 01:36:46.100 --> 01:36:47.669 align:center line:-1 position:50% size:42% Now, these can be so much fun 01:36:47.669 --> 01:36:48.403 align:center line:-1 position:50% size:39% you're going to want to share 01:36:48.403 --> 01:36:49.237 align:center line:-1 position:50% size:8% them. 01:36:49.237 --> 01:36:49.971 align:center line:-1 position:50% size:39% Fortunately, we let you record 01:36:49.971 --> 01:36:50.805 align:center line:-1 position:50% size:15% messages. 01:36:50.805 --> 01:36:51.806 align:center line:-1 position:50% size:40% I'm going to record a message 01:36:51.806 --> 01:36:53.641 align:center line:-1 position:50% size:17% here for Tim. 01:36:53.641 --> 01:36:54.976 align:center line:-1 position:50% size:14% "Hey, Tim. 01:36:54.976 --> 01:36:56.310 align:center line:-1 position:50% size:39% I'm not sure what the protocol 01:36:56.310 --> 01:36:57.812 align:center line:-1 position:50% size:32% is here but I'd like to call 01:36:57.812 --> 01:37:00.615 align:center line:-1 position:50% size:39% dibs on the fox for my favorite 01:37:00.615 --> 01:37:01.315 align:center line:-1 position:50% size:8% emoji. 01:37:01.315 --> 01:37:03.451 align:center line:-1 position:50% size:32% Which one do you like?" 01:37:03.451 --> 01:37:04.752 align:center line:-1 position:50% size:14% "Hey, Tim. 01:37:04.752 --> 01:37:06.054 align:center line:-1 position:50% size:39% I'm not sure what the protocol 01:37:06.054 --> 01:37:07.422 align:center line:-1 position:50% size:32% is here but I'd like to call 01:37:07.422 --> 01:37:10.358 align:center line:-1 position:50% size:34% dibs on fox for my favorite 01:37:10.358 --> 01:37:11.059 align:center line:-1 position:50% size:8% emoji. 01:37:11.059 --> 01:37:12.460 align:center line:-1 position:50% size:32% Which one do you like?" 01:37:12.460 --> 01:37:14.595 align:center line:-1 position:50% size:42% Now, you can send it with just a 01:37:14.595 --> 01:37:16.264 align:center line:-1 position:50% size:41% tap and it appears as a looping 01:37:16.264 --> 01:37:17.799 align:center line:-1 position:50% size:28% video right inside the 01:37:17.799 --> 01:37:19.200 align:center line:-1 position:50% size:14% transcript. 01:37:19.200 --> 01:37:20.568 align:center line:-1 position:50% size:41% We're really lucky for our grand 01:37:20.568 --> 01:37:21.369 align:center line:-1 position:50% size:8% finale. 01:37:21.369 --> 01:37:22.704 align:center line:-1 position:50% size:39% We might just get a response 01:37:22.704 --> 01:37:24.872 align:center line:-1 position:50% size:20% back from Tim. 01:37:24.872 --> 01:37:25.907 align:center line:-1 position:50% size:17% Oh here it is. 01:37:25.907 --> 01:37:28.543 align:center line:-1 position:50% size:23% Let's take a look. 01:37:28.543 --> 01:37:32.146 align:center line:-1 position:50% size:36% >> Take me to your leader. 01:37:32.146 --> 01:37:33.281 align:center line:-1 position:50% size:28% Wait a minute, Craig. 01:37:33.281 --> 01:37:34.982 align:center line:-1 position:50% size:23% I am your leader. 01:37:34.982 --> 01:37:36.050 align:center line:-1 position:50% size:32% Let's wrap this thing up. 01:37:36.050 --> 01:37:37.552 align:center line:-1 position:50% size:16% [ Laughter ] 01:37:37.552 --> 01:37:46.627 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:37:48.496 --> 01:37:51.899 align:center line:-1 position:50% size:35% So that is your first look of 01:37:51.899 --> 01:37:54.035 align:center line:-1 position:50% size:47% the new iPhone X and the amazing 01:37:54.035 --> 01:37:55.503 align:center line:-1 position:50% size:41% experience with the TrueDepth 01:37:55.503 --> 01:37:57.038 align:center line:-1 position:50% size:27% camera and animoji. 01:37:57.038 --> 01:37:58.339 align:center line:-1 position:50% size:38% I think you're going to love it. 01:37:58.339 --> 01:37:59.507 align:center line:-1 position:50% size:30% Thank you very much. 01:37:59.507 --> 01:38:04.278 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:38:04.278 --> 01:38:06.581 align:center line:-1 position:50% size:27% >> Thank you Craig. 01:38:06.581 --> 01:38:08.082 align:center line:-1 position:50% size:32% Now, let's talk about the 01:38:08.082 --> 01:38:11.486 align:center line:-1 position:50% size:41% amazing cameras in iPhone X. 01:38:11.486 --> 01:38:15.123 align:center line:-1 position:50% size:43% iPhone X has dual 12 megapixel 01:38:15.123 --> 01:38:17.425 align:center line:-1 position:50% size:39% sensors, two cameras, both a 01:38:17.425 --> 01:38:19.127 align:center line:-1 position:50% size:40% faster sensors, wider sensors, 01:38:19.127 --> 01:38:20.161 align:center line:-1 position:50% size:27% just like in iPhone 8. 01:38:20.161 --> 01:38:22.196 align:center line:-1 position:50% size:35% It has new color filters new 01:38:22.196 --> 01:38:23.064 align:center line:-1 position:50% size:19% deeper pixels. 01:38:23.064 --> 01:38:25.233 align:center line:-1 position:50% size:40% It has an F1.8 aperture on the 01:38:25.233 --> 01:38:27.668 align:center line:-1 position:50% size:42% wide angle camera and a faster 01:38:27.668 --> 01:38:29.771 align:center line:-1 position:50% size:39% F2.4 aperture on a telephoto. 01:38:29.771 --> 01:38:32.373 align:center line:-1 position:50% size:39% So it lets in 36% more light to 01:38:32.373 --> 01:38:34.308 align:center line:-1 position:50% size:29% the telephoto camera. 01:38:34.308 --> 01:38:37.512 align:center line:-1 position:50% size:42% But the big news on the camera 01:38:37.512 --> 01:38:39.380 align:center line:-1 position:50% size:38% in the iPhone X is it has dual 01:38:39.380 --> 01:38:40.748 align:center line:-1 position:50% size:35% optical image stabilization. 01:38:40.748 --> 01:38:42.083 align:center line:-1 position:50% size:41% That means its OIS, in both the 01:38:42.083 --> 01:38:43.718 align:center line:-1 position:50% size:38% wide angle and the telephoto 01:38:43.718 --> 01:38:45.553 align:center line:-1 position:50% size:37% lens, that's a lot of magnets 01:38:45.553 --> 01:38:46.654 align:center line:-1 position:50% size:40% moving around at a very small 01:38:46.654 --> 01:38:48.489 align:center line:-1 position:50% size:30% space but it helps with 01:38:48.489 --> 01:38:49.924 align:center line:-1 position:50% size:44% compensating for handshake and 01:38:49.924 --> 01:38:51.726 align:center line:-1 position:50% size:43% to take better photos and videos 01:38:51.726 --> 01:38:53.594 align:center line:-1 position:50% size:15% in low light. 01:38:53.594 --> 01:38:55.429 align:center line:-1 position:50% size:42% There's also a better quad-LED 01:38:55.429 --> 01:38:57.532 align:center line:-1 position:50% size:37% True Tone flash that is twice 01:38:57.532 --> 01:38:59.066 align:center line:-1 position:50% size:37% the uniformity of light on our 01:38:59.066 --> 01:39:00.334 align:center line:-1 position:50% size:12% subjects. 01:39:00.334 --> 01:39:01.469 align:center line:-1 position:50% size:38% So let's look at some photos 01:39:01.469 --> 01:39:03.371 align:center line:-1 position:50% size:43% taken from the backside camera 01:39:03.371 --> 01:39:05.106 align:center line:-1 position:50% size:18% on iPhone X. 01:39:05.106 --> 01:39:06.741 align:center line:-1 position:50% size:36% This is absolutely beautiful, 01:39:06.741 --> 01:39:09.844 align:center line:-1 position:50% size:42% great dynamic range, detail, low 01:39:09.844 --> 01:39:10.778 align:center line:-1 position:50% size:8% noise. 01:39:10.778 --> 01:39:12.880 align:center line:-1 position:50% size:33% This is a beautiful photo. 01:39:12.880 --> 01:39:14.448 align:center line:-1 position:50% size:31% The textures are simply 01:39:14.448 --> 01:39:15.283 align:center line:-1 position:50% size:13% stunning. 01:39:15.283 --> 01:39:17.518 align:center line:-1 position:50% size:38% Now, there's zero shutter lag 01:39:17.518 --> 01:39:18.986 align:center line:-1 position:50% size:42% and it helps to freeze motion so 01:39:18.986 --> 01:39:20.621 align:center line:-1 position:50% size:37% we can get a photo like this. 01:39:20.621 --> 01:39:22.356 align:center line:-1 position:50% size:39% Look at that blue sky with low 01:39:22.356 --> 01:39:23.157 align:center line:-1 position:50% size:8% noise. 01:39:23.157 --> 01:39:25.960 align:center line:-1 position:50% size:31% It's absolutely to die for. 01:39:25.960 --> 01:39:27.895 align:center line:-1 position:50% size:34% The OIS delivers low light 01:39:27.895 --> 01:39:29.096 align:center line:-1 position:50% size:44% performance, so now you can get 01:39:29.096 --> 01:39:30.731 align:center line:-1 position:50% size:40% incredible low light images like 01:39:30.731 --> 01:39:32.600 align:center line:-1 position:50% size:41% this with a telephoto camera as 01:39:32.600 --> 01:39:34.135 align:center line:-1 position:50% size:30% well as the wide angle. 01:39:34.135 --> 01:39:37.104 align:center line:-1 position:50% size:34% And iPhone X is fantastic. 01:39:37.104 --> 01:39:38.272 align:center line:-1 position:50% size:40% The portrait mode feature that 01:39:38.272 --> 01:39:39.540 align:center line:-1 position:50% size:15% we all love. 01:39:39.540 --> 01:39:40.641 align:center line:-1 position:50% size:35% In iPhone X, you get great 01:39:40.641 --> 01:39:41.742 align:center line:-1 position:50% size:36% portrait modes especially in 01:39:41.742 --> 01:39:43.377 align:center line:-1 position:50% size:15% lower light. 01:39:43.377 --> 01:39:44.545 align:center line:-1 position:50% size:41% And iPhone supports the brand 01:39:44.545 --> 01:39:46.180 align:center line:-1 position:50% size:40% new portrait lighting feature as 01:39:46.180 --> 01:39:47.648 align:center line:-1 position:50% size:6% well. 01:39:47.648 --> 01:39:49.150 align:center line:-1 position:50% size:42% That's again a photo taken right 01:39:49.150 --> 01:39:50.751 align:center line:-1 position:50% size:40% off of iPhone X, not retouched 01:39:50.751 --> 01:39:51.886 align:center line:-1 position:50% size:34% in any way with the stage 01:39:51.886 --> 01:39:53.354 align:center line:-1 position:50% size:40% lighting effect dropping out the 01:39:53.354 --> 01:39:54.488 align:center line:-1 position:50% size:17% background. 01:39:54.488 --> 01:39:59.093 align:center line:-1 position:50% size:16% [ Applause ] 01:39:59.093 --> 01:40:02.263 align:center line:-1 position:50% size:38% iPhone X is great for photos, 01:40:02.263 --> 01:40:04.799 align:center line:-1 position:50% size:34% it's amazing for 4K video. 01:40:04.799 --> 01:40:06.934 align:center line:-1 position:50% size:37% And like iPhone 8, it's tuned 01:40:06.934 --> 01:40:08.836 align:center line:-1 position:50% size:26% for AR applications. 01:40:08.836 --> 01:40:10.171 align:center line:-1 position:50% size:32% That's factory-calibrated 01:40:10.171 --> 01:40:12.373 align:center line:-1 position:50% size:39% cameras, the new gyroscope, 01:40:12.373 --> 01:40:13.941 align:center line:-1 position:50% size:20% accelerometer. 01:40:13.941 --> 01:40:15.376 align:center line:-1 position:50% size:46% The performance advantage is the 01:40:15.376 --> 01:40:18.813 align:center line:-1 position:50% size:47% A11 Bionic chip CPU, GPU and ISP 01:40:18.813 --> 01:40:21.682 align:center line:-1 position:50% size:43% and ARKit is tuned for iPhone X. 01:40:21.682 --> 01:40:24.585 align:center line:-1 position:50% size:46% Now the back side camera that we 01:40:24.585 --> 01:40:25.786 align:center line:-1 position:50% size:36% use so much is not the only 01:40:25.786 --> 01:40:27.855 align:center line:-1 position:50% size:43% camera of course on the iPhone. 01:40:27.855 --> 01:40:29.056 align:center line:-1 position:50% size:45% We have our front side camera as 01:40:29.056 --> 01:40:30.491 align:center line:-1 position:50% size:36% well and people love to use 01:40:30.491 --> 01:40:32.159 align:center line:-1 position:50% size:29% those for taking selfie 01:40:32.159 --> 01:40:32.994 align:center line:-1 position:50% size:18% photographs. 01:40:32.994 --> 01:40:34.896 align:center line:-1 position:50% size:41% And now with iPhone X and its 01:40:34.896 --> 01:40:36.597 align:center line:-1 position:50% size:36% TrueDepth camera, it really 01:40:36.597 --> 01:40:38.699 align:center line:-1 position:50% size:37% delivers a breakthrough into 01:40:38.699 --> 01:40:41.002 align:center line:-1 position:50% size:41% photos you can take for selfies. 01:40:41.002 --> 01:40:42.436 align:center line:-1 position:50% size:40% Because now with selfies, you 01:40:42.436 --> 01:40:44.305 align:center line:-1 position:50% size:44% can take Portrait Mode photos as 01:40:44.305 --> 01:40:45.139 align:center line:-1 position:50% size:6% well. 01:40:45.139 --> 01:40:47.708 align:center line:-1 position:50% size:37% And it also supports portrait 01:40:47.708 --> 01:40:49.076 align:center line:-1 position:50% size:36% lighting all through the front 01:40:49.076 --> 01:40:51.479 align:center line:-1 position:50% size:32% side TrueDepth camera. 01:40:51.479 --> 01:40:57.385 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:40:57.385 --> 01:40:58.419 align:center line:-1 position:50% size:45% And people are going to be blown 01:40:58.419 --> 01:40:59.687 align:center line:-1 position:50% size:39% away with the selfies you can 01:40:59.687 --> 01:41:01.522 align:center line:-1 position:50% size:31% take with the iPhone X. 01:41:01.522 --> 01:41:03.391 align:center line:-1 position:50% size:36% This is absolutely beautiful. 01:41:03.391 --> 01:41:04.859 align:center line:-1 position:50% size:43% Of course everything we've seen 01:41:04.859 --> 01:41:06.761 align:center line:-1 position:50% size:40% is powered in iPhone X by the 01:41:06.761 --> 01:41:08.930 align:center line:-1 position:50% size:40% amazing new A11 Bionic chip. 01:41:08.930 --> 01:41:10.932 align:center line:-1 position:50% size:42% We talked all about in iPhone 8, 01:41:10.932 --> 01:41:12.566 align:center line:-1 position:50% size:35% but it's worth hitting on the 01:41:12.566 --> 01:41:13.668 align:center line:-1 position:50% size:41% highlights again because there 01:41:13.668 --> 01:41:15.403 align:center line:-1 position:50% size:41% has never been anything like it. 01:41:15.403 --> 01:41:18.539 align:center line:-1 position:50% size:36% A 64 bit, 6 core design, 4.3 01:41:18.539 --> 01:41:20.675 align:center line:-1 position:50% size:35% billion transistors, two high 01:41:20.675 --> 01:41:22.009 align:center line:-1 position:50% size:38% performance cores, four high 01:41:22.009 --> 01:41:24.178 align:center line:-1 position:50% size:41% efficiency cores, a new second 01:41:24.178 --> 01:41:25.246 align:center line:-1 position:50% size:32% generation performance 01:41:25.246 --> 01:41:26.647 align:center line:-1 position:50% size:34% controller that uses all six 01:41:26.647 --> 01:41:28.950 align:center line:-1 position:50% size:38% cores at once, our first Apple 01:41:28.950 --> 01:41:31.252 align:center line:-1 position:50% size:43% design graphics processing unit, 01:41:31.252 --> 01:41:33.554 align:center line:-1 position:50% size:44% the brand new ISP that improves 01:41:33.554 --> 01:41:35.723 align:center line:-1 position:50% size:41% auto focus, the video code that 01:41:35.723 --> 01:41:38.392 align:center line:-1 position:50% size:36% is real time motion analysis 01:41:38.392 --> 01:41:39.994 align:center line:-1 position:50% size:42% while you're shooting video, the 01:41:39.994 --> 01:41:41.529 align:center line:-1 position:50% size:41% neural engine and of course, a 01:41:41.529 --> 01:41:43.564 align:center line:-1 position:50% size:39% secure enclave to protect our 01:41:43.564 --> 01:41:44.899 align:center line:-1 position:50% size:18% Face ID data. 01:41:44.899 --> 01:41:46.267 align:center line:-1 position:50% size:41% All these performance I'm sure 01:41:46.267 --> 01:41:47.835 align:center line:-1 position:50% size:43% as you expect does come with a 01:41:47.835 --> 01:41:49.503 align:center line:-1 position:50% size:22% hit to battery life. 01:41:49.503 --> 01:41:50.438 align:center line:-1 position:50% size:34% So I think it's important to 01:41:50.438 --> 01:41:51.605 align:center line:-1 position:50% size:38% tell you that we've increased 01:41:51.605 --> 01:41:53.641 align:center line:-1 position:50% size:3% it. 01:41:53.641 --> 01:41:54.408 align:center line:-1 position:50% size:11% It lasts-- 01:41:54.408 --> 01:41:56.143 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:41:56.143 --> 01:41:57.678 align:center line:-1 position:50% size:34% Yes. Again, hardware and 01:41:57.678 --> 01:42:03.751 align:center line:-1 position:50% size:42% software teams work really hard 01:42:03.751 --> 01:42:05.186 align:center line:-1 position:50% size:41% to deliver two more hours of all 01:42:05.186 --> 01:42:07.221 align:center line:-1 position:50% size:28% day battery life to us. 01:42:07.221 --> 01:42:10.191 align:center line:-1 position:50% size:41% So wireless, just like iPhone 8, 01:42:10.191 --> 01:42:11.659 align:center line:-1 position:50% size:32% iPhone X is also built for 01:42:11.659 --> 01:42:12.526 align:center line:-1 position:50% size:20% wireless world. 01:42:12.526 --> 01:42:14.495 align:center line:-1 position:50% size:37% It is Qi charging through the 01:42:14.495 --> 01:42:16.030 align:center line:-1 position:50% size:41% glass back and it will work with 01:42:16.030 --> 01:42:17.732 align:center line:-1 position:50% size:39% a Qi charging devices like the 01:42:17.732 --> 01:42:19.300 align:center line:-1 position:50% size:42% ones we mentioned earlier from 01:42:19.300 --> 01:42:20.101 align:center line:-1 position:50% size:26% Mophie and Belkin. 01:42:20.101 --> 01:42:21.602 align:center line:-1 position:50% size:33% It will also work with third 01:42:21.602 --> 01:42:22.870 align:center line:-1 position:50% size:36% party Qi devices that are Qi 01:42:22.870 --> 01:42:23.671 align:center line:-1 position:50% size:12% certified. 01:42:23.671 --> 01:42:25.039 align:center line:-1 position:50% size:36% And there are a lot of great 01:42:25.039 --> 01:42:26.340 align:center line:-1 position:50% size:41% devices that are going to come 01:42:26.340 --> 01:42:27.641 align:center line:-1 position:50% size:40% market particularly because of 01:42:27.641 --> 01:42:28.709 align:center line:-1 position:50% size:32% iPhone 8 and iPhone X. 01:42:28.709 --> 01:42:31.078 align:center line:-1 position:50% size:41% But we also think we can make 01:42:31.078 --> 01:42:33.047 align:center line:-1 position:50% size:44% the wireless charging experience 01:42:33.047 --> 01:42:34.415 align:center line:-1 position:50% size:16% even better. 01:42:34.415 --> 01:42:35.649 align:center line:-1 position:50% size:38% So our team wants to create 01:42:35.649 --> 01:42:37.685 align:center line:-1 position:50% size:40% something, I think all of us are 01:42:37.685 --> 01:42:39.053 align:center line:-1 position:50% size:35% going to want to use and it 01:42:39.053 --> 01:42:40.488 align:center line:-1 position:50% size:38% might actually help move the 01:42:40.488 --> 01:42:42.656 align:center line:-1 position:50% size:31% entire industry forward. 01:42:42.656 --> 01:42:43.491 align:center line:-1 position:50% size:38% So we're going to give you a 01:42:43.491 --> 01:42:45.426 align:center line:-1 position:50% size:37% sneak peak of this idea right 01:42:45.426 --> 01:42:46.293 align:center line:-1 position:50% size:7% now. 01:42:46.293 --> 01:42:48.796 align:center line:-1 position:50% size:38% I'm sure many of you do this. 01:42:48.796 --> 01:42:49.630 align:center line:-1 position:50% size:12% I do this. 01:42:49.630 --> 01:42:50.731 align:center line:-1 position:50% size:40% I have a lot of Apple products. 01:42:50.731 --> 01:42:51.432 align:center line:-1 position:50% size:16% I love them. 01:42:51.432 --> 01:42:52.299 align:center line:-1 position:50% size:31% I use them all day long. 01:42:52.299 --> 01:42:53.501 align:center line:-1 position:50% size:30% I charge them at night. 01:42:53.501 --> 01:42:54.902 align:center line:-1 position:50% size:38% You plug in your cables, you 01:42:54.902 --> 01:42:56.670 align:center line:-1 position:50% size:41% plug in your chargers, you take 01:42:56.670 --> 01:42:58.072 align:center line:-1 position:50% size:41% those cables and chargers with 01:42:58.072 --> 01:42:59.440 align:center line:-1 position:50% size:44% you on the road when you travel. 01:42:59.440 --> 01:43:01.876 align:center line:-1 position:50% size:44% We think we have an idea of how 01:43:01.876 --> 01:43:03.344 align:center line:-1 position:50% size:27% to make this a better 01:43:03.344 --> 01:43:05.413 align:center line:-1 position:50% size:16% experience. 01:43:05.413 --> 01:43:08.082 align:center line:-1 position:50% size:19% And here it is. 01:43:08.082 --> 01:43:09.483 align:center line:-1 position:50% size:38% It's a mat that you place your 01:43:09.483 --> 01:43:11.552 align:center line:-1 position:50% size:45% iPhone 8 or iPhone X down and it 01:43:11.552 --> 01:43:13.054 align:center line:-1 position:50% size:27% just starts to charge. 01:43:13.054 --> 01:43:14.221 align:center line:-1 position:50% size:30% And is a beautiful new 01:43:14.221 --> 01:43:15.322 align:center line:-1 position:50% size:13% interface. 01:43:15.322 --> 01:43:17.324 align:center line:-1 position:50% size:39% It doesn't stop there, you can 01:43:17.324 --> 01:43:18.959 align:center line:-1 position:50% size:43% place your Series 3 Apple Watch 01:43:18.959 --> 01:43:20.628 align:center line:-1 position:50% size:34% down on it and it starts to 01:43:20.628 --> 01:43:22.363 align:center line:-1 position:50% size:20% charge as well. 01:43:22.363 --> 01:43:25.733 align:center line:-1 position:50% size:43% And you can place your AirPods 01:43:25.733 --> 01:43:27.701 align:center line:-1 position:50% size:40% with the optional new wireless 01:43:27.701 --> 01:43:29.136 align:center line:-1 position:50% size:34% charging case on it and it 01:43:29.136 --> 01:43:30.671 align:center line:-1 position:50% size:32% starts to charge as well. 01:43:30.671 --> 01:43:31.505 align:center line:-1 position:50% size:22% They all charge. 01:43:31.505 --> 01:43:39.647 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:43:39.647 --> 01:43:40.648 align:center line:-1 position:50% size:32% This system has a great 01:43:40.648 --> 01:43:41.749 align:center line:-1 position:50% size:13% interface. 01:43:41.749 --> 01:43:43.317 align:center line:-1 position:50% size:41% They intelligently work together 01:43:43.317 --> 01:43:44.652 align:center line:-1 position:50% size:45% and communicate with each other 01:43:44.652 --> 01:43:46.253 align:center line:-1 position:50% size:43% to manage the charging through 01:43:46.253 --> 01:43:48.289 align:center line:-1 position:50% size:36% one more efficient charging 01:43:48.289 --> 01:43:49.056 align:center line:-1 position:50% size:11% system. 01:43:49.056 --> 01:43:50.991 align:center line:-1 position:50% size:32% This is not possible with 01:43:50.991 --> 01:43:52.560 align:center line:-1 position:50% size:24% current standards. 01:43:52.560 --> 01:43:53.561 align:center line:-1 position:50% size:40% But our team knows how to do 01:43:53.561 --> 01:43:54.595 align:center line:-1 position:50% size:6% this. 01:43:54.595 --> 01:43:57.465 align:center line:-1 position:50% size:26% We call it AirPower. 01:43:57.465 --> 01:44:03.003 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:44:03.003 --> 01:44:04.538 align:center line:-1 position:50% size:36% We hope people love it that 01:44:04.538 --> 01:44:06.507 align:center line:-1 position:50% size:45% encourages others to create more 01:44:06.507 --> 01:44:07.908 align:center line:-1 position:50% size:39% advanced solutions based on 01:44:07.908 --> 01:44:08.809 align:center line:-1 position:50% size:26% technology like this. 01:44:08.809 --> 01:44:10.044 align:center line:-1 position:50% size:41% We're going to be working with 01:44:10.044 --> 01:44:11.946 align:center line:-1 position:50% size:33% the Qi standards team to 01:44:11.946 --> 01:44:13.280 align:center line:-1 position:50% size:40% incorporate these benefits into 01:44:13.280 --> 01:44:14.949 align:center line:-1 position:50% size:38% the future of the standards to 01:44:14.949 --> 01:44:16.217 align:center line:-1 position:50% size:40% make wireless charging better 01:44:16.217 --> 01:44:17.051 align:center line:-1 position:50% size:18% for everyone. 01:44:17.051 --> 01:44:19.620 align:center line:-1 position:50% size:43% So look for the AirPower charger 01:44:19.620 --> 01:44:20.821 align:center line:-1 position:50% size:13% next year. 01:44:20.821 --> 01:44:23.624 align:center line:-1 position:50% size:27% So that is iPhone X. 01:44:23.624 --> 01:44:25.526 align:center line:-1 position:50% size:27% It is the future of the 01:44:25.526 --> 01:44:27.394 align:center line:-1 position:50% size:17% smartphone. 01:44:27.394 --> 01:44:28.229 align:center line:-1 position:50% size:30% It is packed with many 01:44:28.229 --> 01:44:30.865 align:center line:-1 position:50% size:39% innovative features, huge list. 01:44:30.865 --> 01:44:32.166 align:center line:-1 position:50% size:40% We won't go through them all. 01:44:32.166 --> 01:44:33.868 align:center line:-1 position:50% size:37% They add up to a new better 01:44:33.868 --> 01:44:36.437 align:center line:-1 position:50% size:16% experience. 01:44:36.437 --> 01:44:38.539 align:center line:-1 position:50% size:44% We're so excited about iPhone X, 01:44:38.539 --> 01:44:40.107 align:center line:-1 position:50% size:41% we created a beautiful video to 01:44:40.107 --> 01:44:42.042 align:center line:-1 position:50% size:25% tell you all about it. 01:44:46.046 --> 01:44:48.149 align:center line:-1 position:50% size:42% >> For more than a decade, our 01:44:48.149 --> 01:44:50.985 align:center line:-1 position:50% size:41% intention has been to create an 01:44:50.985 --> 01:44:54.054 align:center line:-1 position:50% size:33% iPhone that is all display. 01:44:54.054 --> 01:44:55.556 align:center line:-1 position:50% size:28% A physical object that 01:44:55.556 --> 01:44:59.994 align:center line:-1 position:50% size:42% disappears into the experience. 01:45:00.995 --> 01:45:04.865 align:center line:-1 position:50% size:23% This is iPhone X. 01:45:05.999 --> 01:45:07.401 align:center line:-1 position:50% size:43% Developing the form and display 01:45:07.401 --> 01:45:09.870 align:center line:-1 position:50% size:39% together defines a whole new 01:45:09.870 --> 01:45:12.540 align:center line:-1 position:50% size:43% integration making the boundary 01:45:12.540 --> 01:45:13.841 align:center line:-1 position:50% size:37% between the device and the 01:45:13.841 --> 01:45:16.777 align:center line:-1 position:50% size:31% screen hard to discern. 01:45:16.777 --> 01:45:18.812 align:center line:-1 position:50% size:39% The custom OLED panel was 01:45:18.812 --> 01:45:21.015 align:center line:-1 position:50% size:30% engineered to fold and 01:45:21.015 --> 01:45:22.216 align:center line:-1 position:50% size:38% seamlessly combine with the 01:45:22.216 --> 01:45:23.117 align:center line:-1 position:50% size:24% external surfaces. 01:45:23.117 --> 01:45:26.654 align:center line:-1 position:50% size:42% Mechanical buttons give way to 01:45:26.654 --> 01:45:27.855 align:center line:-1 position:50% size:24% touch in gestures. 01:45:27.855 --> 01:45:30.224 align:center line:-1 position:50% size:33% There's no home button. 01:45:30.224 --> 01:45:32.026 align:center line:-1 position:50% size:41% A single swipe takes you to the 01:45:32.026 --> 01:45:32.993 align:center line:-1 position:50% size:18% home screen. 01:45:32.993 --> 01:45:35.696 align:center line:-1 position:50% size:43% A more responsive touch system 01:45:35.696 --> 01:45:38.666 align:center line:-1 position:50% size:45% means the gestures in iOS 11 are 01:45:38.666 --> 01:45:42.036 align:center line:-1 position:50% size:14% more fluid. 01:45:42.036 --> 01:45:43.304 align:center line:-1 position:50% size:37% The polished stainless steel 01:45:43.304 --> 01:45:45.639 align:center line:-1 position:50% size:34% band reinforces the water 01:45:45.639 --> 01:45:48.375 align:center line:-1 position:50% size:34% resistant, all glass design. 01:45:48.375 --> 01:45:50.511 align:center line:-1 position:50% size:41% This new glass formulation, the 01:45:50.511 --> 01:45:51.946 align:center line:-1 position:50% size:30% most durable ever in a 01:45:51.946 --> 01:45:54.415 align:center line:-1 position:50% size:42% smartphone enables for the first 01:45:54.415 --> 01:45:57.051 align:center line:-1 position:50% size:31% time wireless charging. 01:45:58.052 --> 01:46:00.854 align:center line:-1 position:50% size:47% Our new TrueDepth camera system 01:46:00.854 --> 01:46:03.824 align:center line:-1 position:50% size:41% contained within this tiny space 01:46:03.824 --> 01:46:05.893 align:center line:-1 position:50% size:44% uses extraordinary depth sensing 01:46:05.893 --> 01:46:07.661 align:center line:-1 position:50% size:37% technology to let you unlock 01:46:07.661 --> 01:46:10.030 align:center line:-1 position:50% size:34% your phone with a glance. 01:46:11.398 --> 01:46:12.666 align:center line:-1 position:50% size:28% We call this Face ID. 01:46:12.666 --> 01:46:16.337 align:center line:-1 position:50% size:41% It maps the unique geometry of 01:46:16.337 --> 01:46:18.372 align:center line:-1 position:50% size:35% your face with over 30,000 01:46:18.372 --> 01:46:21.041 align:center line:-1 position:50% size:18% invisible dots. 01:46:22.676 --> 01:46:24.612 align:center line:-1 position:50% size:37% This data is analyzed by the 01:46:24.612 --> 01:46:27.815 align:center line:-1 position:50% size:42% neural engine on the A11 Bionic 01:46:27.815 --> 01:46:30.417 align:center line:-1 position:50% size:32% chip, the first of its kind. 01:46:30.417 --> 01:46:33.053 align:center line:-1 position:50% size:44% Your iPhone now recognizes you 01:46:33.053 --> 01:46:35.856 align:center line:-1 position:50% size:41% even in the dark and will adapt 01:46:35.856 --> 01:46:38.092 align:center line:-1 position:50% size:34% to your physical changes. 01:46:39.193 --> 01:46:41.629 align:center line:-1 position:50% size:45% This makes your face your secure 01:46:41.629 --> 01:46:42.429 align:center line:-1 position:50% size:14% password. 01:46:42.429 --> 01:46:44.865 align:center line:-1 position:50% size:36% So with just a look, you can 01:46:44.865 --> 01:46:46.800 align:center line:-1 position:50% size:41% authenticate your phone or use 01:46:46.800 --> 01:46:48.068 align:center line:-1 position:50% size:15% Apple Pay. 01:46:49.103 --> 01:46:51.005 align:center line:-1 position:50% size:37% The TrueDepth camera also 01:46:51.005 --> 01:46:53.540 align:center line:-1 position:50% size:39% enables new experiences like 01:46:53.540 --> 01:46:55.976 align:center line:-1 position:50% size:32% bringing emojis to life by 01:46:55.976 --> 01:46:58.212 align:center line:-1 position:50% size:38% mapping more than 50 facial 01:46:58.212 --> 01:47:00.748 align:center line:-1 position:50% size:42% muscles in real time so you can 01:47:00.748 --> 01:47:02.049 align:center line:-1 position:50% size:13% be happy 01:47:02.049 --> 01:47:05.786 align:center line:-1 position:50% size:21% or sad or cross. 01:47:08.722 --> 01:47:10.391 align:center line:-1 position:50% size:35% Both the front and the rear 01:47:10.391 --> 01:47:11.725 align:center line:-1 position:50% size:44% facing cameras now have portrait 01:47:11.725 --> 01:47:12.526 align:center line:-1 position:50% size:9% mode. 01:47:12.526 --> 01:47:14.094 align:center line:-1 position:50% size:33% And for the first time, you 01:47:14.094 --> 01:47:16.597 align:center line:-1 position:50% size:39% could actually define the light 01:47:16.597 --> 01:47:18.098 align:center line:-1 position:50% size:15% in a scene. 01:47:18.098 --> 01:47:20.167 align:center line:-1 position:50% size:30% Based on fundamental 01:47:20.167 --> 01:47:22.102 align:center line:-1 position:50% size:32% photographic principles, 01:47:22.102 --> 01:47:24.471 align:center line:-1 position:50% size:38% portrait lighting produces the 01:47:24.471 --> 01:47:27.074 align:center line:-1 position:50% size:37% effect of real studio lighting. 01:47:28.075 --> 01:47:30.477 align:center line:-1 position:50% size:39% On the back, the dual camera 01:47:30.477 --> 01:47:33.414 align:center line:-1 position:50% size:44% system is completely redesigned. 01:47:33.414 --> 01:47:35.916 align:center line:-1 position:50% size:40% It's made even smarter by the 01:47:35.916 --> 01:47:38.485 align:center line:-1 position:50% size:22% A11 Bionic chip. 01:47:38.485 --> 01:47:39.887 align:center line:-1 position:50% size:36% With machine learning, the 01:47:39.887 --> 01:47:41.689 align:center line:-1 position:50% size:42% camera detects elements in the 01:47:41.689 --> 01:47:43.791 align:center line:-1 position:50% size:37% scene to optimize the image 01:47:43.791 --> 01:47:47.094 align:center line:-1 position:50% size:41% before the photo is even taken. 01:47:48.095 --> 01:47:50.998 align:center line:-1 position:50% size:47% The camera we use every day now 01:47:50.998 --> 01:47:52.966 align:center line:-1 position:50% size:31% delivers so much more. 01:47:54.068 --> 01:47:56.403 align:center line:-1 position:50% size:43% And as iOS becomes the world's 01:47:56.403 --> 01:47:59.807 align:center line:-1 position:50% size:41% largest platform for augmented 01:47:59.807 --> 01:48:00.741 align:center line:-1 position:50% size:37% reality, it will redefine what's 01:48:00.741 --> 01:48:01.508 align:center line:-1 position:50% size:12% possible. 01:48:01.508 --> 01:48:04.578 align:center line:-1 position:50% size:12% [ Music ] 01:48:04.578 --> 01:48:09.516 align:center line:-1 position:50% size:28% :08 This is iPhone X. 01:48:09.516 --> 01:48:18.592 align:center line:-1 position:50% size:16% [ Applause ] 01:48:19.393 --> 01:48:20.461 align:center line:-1 position:50% size:40% The team works hard to make 01:48:20.461 --> 01:48:22.062 align:center line:-1 position:50% size:39% iPhone 8 and iPhone X in the 01:48:22.062 --> 01:48:23.664 align:center line:-1 position:50% size:39% most environmentally friendly 01:48:23.664 --> 01:48:24.465 align:center line:-1 position:50% size:23% manner possible. 01:48:24.465 --> 01:48:25.999 align:center line:-1 position:50% size:39% We have arsenic free display 01:48:25.999 --> 01:48:28.068 align:center line:-1 position:50% size:38% glass, mercury free displays. 01:48:28.068 --> 01:48:30.137 align:center line:-1 position:50% size:38% They're BFR free, PVC free, 01:48:30.137 --> 01:48:31.305 align:center line:-1 position:50% size:19% beryllium-free. 01:48:31.305 --> 01:48:33.340 align:center line:-1 position:50% size:46% We're now made with a low carbon 01:48:33.340 --> 01:48:34.975 align:center line:-1 position:50% size:44% process for the aluminum design. 01:48:34.975 --> 01:48:36.577 align:center line:-1 position:50% size:38% And they're highly recyclable 01:48:36.577 --> 01:48:38.579 align:center line:-1 position:50% size:26% with their materials. 01:48:38.579 --> 01:48:40.881 align:center line:-1 position:50% size:36% Really proud of that list so I 01:48:40.881 --> 01:48:42.783 align:center line:-1 position:50% size:31% like to say it every time. 01:48:42.783 --> 01:48:44.318 align:center line:-1 position:50% size:37% iPhone X also comes in two 01:48:44.318 --> 01:48:47.688 align:center line:-1 position:50% size:42% configurations, 64 gigs and 256 01:48:47.688 --> 01:48:49.089 align:center line:-1 position:50% size:14% gigabytes. 01:48:49.089 --> 01:48:52.526 align:center line:-1 position:50% size:35% They'll be priced from 999. 01:48:52.526 --> 01:48:54.294 align:center line:-1 position:50% size:36% You can order it starting on 01:48:54.294 --> 01:48:56.730 align:center line:-1 position:50% size:41% October 27th and they begin to 01:48:56.730 --> 01:48:58.999 align:center line:-1 position:50% size:31% ship on November 3rd. 01:48:58.999 --> 01:49:00.534 align:center line:-1 position:50% size:34% So this is the future of the 01:49:00.534 --> 01:49:03.837 align:center line:-1 position:50% size:41% smartphone shipping this year. 01:49:03.837 --> 01:49:04.805 align:center line:-1 position:50% size:36% So this is our lineup for the 01:49:04.805 --> 01:49:05.606 align:center line:-1 position:50% size:12% holidays. 01:49:05.606 --> 01:49:06.440 align:center line:-1 position:50% size:38% Now every year we say it's a 01:49:06.440 --> 01:49:07.474 align:center line:-1 position:50% size:38% great line up for the holidays 01:49:07.474 --> 01:49:08.442 align:center line:-1 position:50% size:12% and it is. 01:49:08.442 --> 01:49:10.577 align:center line:-1 position:50% size:39% But this year is really special. 01:49:10.577 --> 01:49:12.746 align:center line:-1 position:50% size:42% It starts with iPhone SE, iPhone 01:49:12.746 --> 01:49:15.783 align:center line:-1 position:50% size:44% 6s, iPhone 7, the new generation 01:49:15.783 --> 01:49:17.584 align:center line:-1 position:50% size:35% iPhone 8 and the futuristic 01:49:17.584 --> 01:49:19.520 align:center line:-1 position:50% size:13% iPhone X. 01:49:19.520 --> 01:49:28.595 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:49:29.363 --> 01:49:30.864 align:center line:-1 position:50% size:36% Ten years ago, when Steve 01:49:30.864 --> 01:49:33.801 align:center line:-1 position:50% size:41% introduced the world to iPhone, 01:49:33.801 --> 01:49:35.002 align:center line:-1 position:50% size:37% he closed with a quote from 01:49:35.002 --> 01:49:36.870 align:center line:-1 position:50% size:21% Wayne Gretzky. 01:49:36.870 --> 01:49:39.506 align:center line:-1 position:50% size:36% It said "I skate to where the 01:49:39.506 --> 01:49:41.809 align:center line:-1 position:50% size:40% puck is going to be, not where 01:49:41.809 --> 01:49:43.544 align:center line:-1 position:50% size:17% it has been." 01:49:43.544 --> 01:49:44.711 align:center line:-1 position:50% size:38% Steve said that's what Apple 01:49:44.711 --> 01:49:46.947 align:center line:-1 position:50% size:45% does, we skate to where the puck 01:49:46.947 --> 01:49:48.882 align:center line:-1 position:50% size:19% is going to be. 01:49:48.882 --> 01:49:51.118 align:center line:-1 position:50% size:41% And that is what iPhone X is all 01:49:51.118 --> 01:49:52.052 align:center line:-1 position:50% size:9% about. 01:49:52.052 --> 01:49:52.619 align:center line:-1 position:50% size:15% Thank you. 01:49:52.619 --> 01:49:53.487 align:center line:-1 position:50% size:22% Back to you Tim. 01:49:53.487 --> 01:50:02.062 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:50:02.062 --> 01:50:06.300 align:center line:-1 position:50% size:39% >> iPhone X, this really is the 01:50:06.300 --> 01:50:08.302 align:center line:-1 position:50% size:9% future. 01:50:08.302 --> 01:50:10.904 align:center line:-1 position:50% size:42% We've made a great fun new ad 01:50:10.904 --> 01:50:13.507 align:center line:-1 position:50% size:39% that I'd love to show it to you. 01:50:16.510 --> 01:50:25.586 align:center line:-1 position:50% size:12% [ Music ] 01:50:46.540 --> 01:50:51.345 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:50:51.345 --> 01:50:55.349 align:center line:-1 position:50% size:23% That is iPhone X. 01:50:55.349 --> 01:50:57.518 align:center line:-1 position:50% size:30% Thank you, thank you. 01:50:57.518 --> 01:51:00.487 align:center line:-1 position:50% size:15% Thank you. 01:51:00.487 --> 01:51:01.488 align:center line:-1 position:50% size:15% Thank you. 01:51:01.488 --> 01:51:04.024 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:51:04.024 --> 01:51:07.461 align:center line:-1 position:50% size:40% So what a morning we've had. 01:51:07.461 --> 01:51:10.130 align:center line:-1 position:50% size:35% Apple Watch Series 3 with 01:51:10.130 --> 01:51:11.365 align:center line:-1 position:50% size:37% cellular which gives you the 01:51:11.365 --> 01:51:13.267 align:center line:-1 position:50% size:45% freedom to go anywhere you want 01:51:13.267 --> 01:51:16.637 align:center line:-1 position:50% size:37% with or without your iPhone. 01:51:16.637 --> 01:51:19.606 align:center line:-1 position:50% size:43% Apple TV 4K brings the magic of 01:51:19.606 --> 01:51:21.341 align:center line:-1 position:50% size:35% the cinema straight to your 01:51:21.341 --> 01:51:23.877 align:center line:-1 position:50% size:39% living room with incredible 4K 01:51:23.877 --> 01:51:26.446 align:center line:-1 position:50% size:21% in HDR content. 01:51:26.446 --> 01:51:29.449 align:center line:-1 position:50% size:35% iPhone 8, a beautiful glass 01:51:29.449 --> 01:51:31.184 align:center line:-1 position:50% size:37% design, incredible cameras, 01:51:31.184 --> 01:51:34.021 align:center line:-1 position:50% size:39% wireless charging, A11 Bionic 01:51:34.021 --> 01:51:38.125 align:center line:-1 position:50% size:42% chip and of course powerful AR 01:51:38.125 --> 01:51:39.660 align:center line:-1 position:50% size:16% capabilities. 01:51:39.660 --> 01:51:42.930 align:center line:-1 position:50% size:38% We think you're going to love 01:51:42.930 --> 01:51:43.764 align:center line:-1 position:50% size:3% it. 01:51:43.764 --> 01:51:46.033 align:center line:-1 position:50% size:45% And iPhone X, the most advanced 01:51:46.033 --> 01:51:47.868 align:center line:-1 position:50% size:34% iPhone we've ever made. 01:51:47.868 --> 01:51:50.170 align:center line:-1 position:50% size:42% An incredible new design, Face 01:51:50.170 --> 01:51:52.739 align:center line:-1 position:50% size:46% ID, TrueDepth camera system and 01:51:52.739 --> 01:51:54.408 align:center line:-1 position:50% size:43% more powerful technologies than 01:51:54.408 --> 01:51:56.877 align:center line:-1 position:50% size:37% we've ever put in an iPhone 01:51:56.877 --> 01:51:58.412 align:center line:-1 position:50% size:10% before. 01:51:58.412 --> 01:52:01.248 align:center line:-1 position:50% size:35% It really is the future of the 01:52:01.248 --> 01:52:03.016 align:center line:-1 position:50% size:17% smartphone. 01:52:05.652 --> 01:52:09.122 align:center line:-1 position:50% size:42% And we begin this morning with 01:52:09.122 --> 01:52:11.992 align:center line:-1 position:50% size:44% some inspiring words from Steve. 01:52:11.992 --> 01:52:15.295 align:center line:-1 position:50% size:40% One of the ways that I believe 01:52:15.295 --> 01:52:16.330 align:center line:-1 position:50% size:27% people express their 01:52:16.330 --> 01:52:17.931 align:center line:-1 position:50% size:34% appreciation to the rest of 01:52:17.931 --> 01:52:20.834 align:center line:-1 position:50% size:41% humanity is to make something 01:52:20.834 --> 01:52:24.638 align:center line:-1 position:50% size:40% wonderful and put it out there. 01:52:24.638 --> 01:52:26.573 align:center line:-1 position:50% size:42% We work really hard at Apple to 01:52:26.573 --> 01:52:28.709 align:center line:-1 position:50% size:32% create wonderful things. 01:52:28.709 --> 01:52:31.878 align:center line:-1 position:50% size:39% And we hope you'll love what 01:52:31.878 --> 01:52:34.081 align:center line:-1 position:50% size:31% we've introduced today. 01:52:34.081 --> 01:52:36.516 align:center line:-1 position:50% size:37% I think Steve would be really 01:52:36.516 --> 01:52:38.518 align:center line:-1 position:50% size:20% proud of them. 01:52:38.518 --> 01:52:47.594 align:center line:-1 position:50% size:16% [ Applause ] 01:52:48.428 --> 01:52:49.429 align:center line:-1 position:50% size:37% I'd like to thank everyone at 01:52:49.429 --> 01:52:53.200 align:center line:-1 position:50% size:43% Apple who made today possible. 01:52:53.200 --> 01:52:54.968 align:center line:-1 position:50% size:38% I'd like everybody in Apple to 01:52:54.968 --> 01:52:56.103 align:center line:-1 position:50% size:30% stand up that are here 01:52:56.103 --> 01:52:58.005 align:center line:-1 position:50% size:39% representing their teams from 01:52:58.005 --> 01:53:00.007 align:center line:-1 position:50% size:36% hardware and software and 01:53:00.007 --> 01:53:00.841 align:center line:-1 position:50% size:12% services. 01:53:00.841 --> 01:53:04.011 align:center line:-1 position:50% size:41% Please stand up, in operations, 01:53:04.011 --> 01:53:06.480 align:center line:-1 position:50% size:40% our amazing retail employees. 01:53:06.480 --> 01:53:15.555 align:center line:-1 position:50% size:35% [ Applause and Cheering ] 01:53:19.059 --> 01:53:22.295 align:center line:-1 position:50% size:46% And everyone that worked so hard 01:53:22.295 --> 01:53:24.631 align:center line:-1 position:50% size:37% on this theater and on Apple 01:53:24.631 --> 01:53:26.433 align:center line:-1 position:50% size:7% Park. 01:53:26.433 --> 01:53:29.202 align:center line:-1 position:50% size:39% One of the great things about 01:53:29.202 --> 01:53:33.040 align:center line:-1 position:50% size:40% this theatre is an unbelievable 01:53:33.040 --> 01:53:34.908 align:center line:-1 position:50% size:20% hands-on area. 01:53:34.908 --> 01:53:37.678 align:center line:-1 position:50% size:29% It is the most beautiful 01:53:37.678 --> 01:53:39.813 align:center line:-1 position:50% size:44% hands-on area we've ever had by 01:53:39.813 --> 01:53:40.947 align:center line:-1 position:50% size:5% far. 01:53:40.947 --> 01:53:42.683 align:center line:-1 position:50% size:44% And I would encourage all of you 01:53:42.683 --> 01:53:44.885 align:center line:-1 position:50% size:37% to join us there and get your 01:53:44.885 --> 01:53:46.186 align:center line:-1 position:50% size:35% hands on these wonderful 01:53:46.186 --> 01:53:47.521 align:center line:-1 position:50% size:13% products. 01:53:47.521 --> 01:53:48.855 align:center line:-1 position:50% size:44% Thank you so much for spending 01:53:48.855 --> 01:53:50.257 align:center line:-1 position:50% size:27% the morning with us. 01:53:50.257 --> 01:53:51.458 align:center line:-1 position:50% size:15% Thank you. 01:53:51.458 --> 01:53:58.532 align:center line:-1 position:50% size:35% [ Applause and Cheering ]