[Music]
>> There's lot of ways to be as
a person.
And some people express their
deep appreciation in different
ways.
But one of the ways that I
believe people express their
appreciation to the rest of
humanity is to make something
wonderful and put it out there.
And you never meet the people,
you never shake their hands, you
never hear their story or tell
yours.
But somehow in the act of making
something with a great deal of
care and love, something's
transmitted there.
And it's a way of expressing to
the rest of our species our deep
appreciation.
So we need to be true to who we
are and remember what's really
important to us.
That's what's going to keep
Apple, Apple, is if we keep us,
us.
[ Music ]
[ Applause and Cheering ]
>> Thank you.
[ Applause ]
I love hearing his voice and his
inspiring message.
And it was only fitting that
Steve should open his theater.
[ Applause ]
Thank you.
[ Applause ]
It is the honor of a lifetime to
be the first to welcome you to
the Steve Jobs Theater.
Steve meant so much to me and so
much to all of us.
There's not a day that goes by
that we don't think about him.
Memories have especially come
rushing back as we prepared for
today and this event.
It's taken some time that we can
now reflect on him with joy
instead of sadness.
Steve's spirit and timeless
philosophy on life will always
be the DNA of Apple.
His greatest gift, his greatest
expression of his appreciation
for humanity would not be a
singular product, but rather it
would be Apple itself.
We dedicate this theater to
Steve because we loved him and
because he loved days like this
where he could share our latest
new products and new ideas with
the world.
And we do so not only to pay
tribute to Steve but to inspire
the next generation of creators
and innovators.
Steve was a genius and one of
the many ways that he showed
that was in his uncanny ability
to unlock the talent of
everybody that he worked with.
He thought deeply about our
workplace and its surroundings.
And he believed that they should
inspire talented people to do
their best work.
So over a decade ago, he began
to work on a new campus for
Apple.
His vision for Apple Park was to
create an incredible workplace
of the future where engineers
and designers could all be
together collaborating on the
next generations of Apple
product to change the world.
Steve's vision and passion live
on here at Apple Park and
everywhere in Apple.
Today and always, we honor him.
[ Applause ]
Thank you.
[ Applause ]
We're here today to talk about
some incredible products.
But before we get to that, I'd
like to take a moment to talk
about what's happening in
Florida and Texas, Southeastern
United States and across the
Caribbean.
Our hearts go out to all of the
people whose lives have been
disrupted by hurricanes Irma and
hurricane Harvey.
You are in our thoughts.
We send you our strength.
You are in our prayers.
Apple is working closely with
relief and recovery efforts
through Hand in Hand and the
American Red Cross.
And in addition to Apple's
direct contributions, we're
making it really simple for the
entire Apple community to donate
via iTunes and the App Store.
The Hand in Hand benefit for
hurricane relief airs tonight on
all of the major broadcast
networks.
And I encourage you to watch it.
And how ever you choose to give,
I hope that you open your heart
to this important effort.
Thank you.
[ Applause ]
Now, let me tell you a little
bit about our new home.
We'll start moving in Apple Park
later this year.
But of course such a large move,
it's really more of a process.
And the first big step is the
opening today of the Steve Jobs
Theater.
It's the most state-of-the-art
purpose-built theater ever built
for events just like this one.
Apple Park has been built to
reflect Apple's values for both
technology and the environment.
It connects extraordinarily
advanced buildings with the
rolling park land to form an
open and inspiring environment
for our teams to create and
collaborate.
The park itself was converted
from a sea of asphalt into a
175-acre green space with over
9,000 trees.
Apple Park is designed to be
seamless with nature.
It's open and transparent.
It brings the outside in and
connects everyone to the
beautiful California landscape.
It's powered by 100% renewable
energy.
Thank you.
[ Applause ]
And in fact, we have one of the
world's largest onsite solar
installations right here.
And just like everything we
make, Apple Park has been
designed with extraordinary
attention to detail, incredible
precision and really beautiful
materials.
We've got a great visitor
center, which will be opened
later this year where we will
welcome everyone.
And inside the visitor center,
you'll find an incredible
augmented reality experience
where you can learn more about
Apple Park, its design and its
innovations.
You'll also find a fantastic new
Apple retail store.
As you know, Apple retail has
always been about more than
selling.
It's about learning, inspiring
and connecting with people.
Now, our stores are also the
best place to go discover,
explore and experience our new
products.
So before we get to some
incredible products, we'd like
to give you an update on retail.
And to do that, I'd like to
invite Angela up.
Angela?
[ Applause and Cheering ]
>> Good morning.
Thank you.
It's great to be here.
And I love the fact that the
same team that designed Apple
Park also designs our largest
retail stores around the world.
But it's funny because we
actually don't call them store
anymore.
We call them Town Squares
because they're gathering
places.
For 500 million people who
visits us every year, places
where everyone's welcome, and
where all of Apple comes
together.
But what really brings it all to
life as Tim said are our
incredible teams.
We've always said that our
people are our soul, and they're
Apple's greatest differentiator
because they bring personal
connection to communities all
over the world.
They humanize technology.
But along with our amazing
teams, our commitment to design
also sets us apart to make
things simple, beautiful.
And that's why we think of Apple
retail as Apple's largest
products.
And like all of our products,
we've designed new features to
take the customer experience
even further.
In our largest cities where we
can, we create a plaza, a space
open to everyone.
Come in and relax, meet up with
friends or just listen to a
local artist on the weekends.
Inside, we've designed a forum,
a place for customers to come
and create, collaborate or just
connect again with one another.
For local entrepreneurs and app
developers, we have a quieter
space in the larger stores
called the board room where they
can learn more from our teams
or, again, share with each
other.
And the Genius Grove, a
redesigned more relaxed service
experience now in the heart of
our largest stores.
And lastly, the avenues, kind of
like shop windows around the
town square.
They're carefully curated and
they change seasonally to always
feature our newest products and
services.
And this summer, to turn on
these new features, we've
launched today at Apple.
Our in-store experience designed
to inspire customers to go even
further with their passions.
We started with things that
accord Apple's DNA.
Things people most use their
devices for and they trust us to
teach them.
Like photography, music, gaming,
and app development.
We've created new programs like
Photobox, where customers can
perfect their photography skills
with features like portrait mode
and memories.
And we do all of these in a
really fun social way by taking
them out to the neighborhood to
explore with each other.
Or Swift Playgrounds where the
next generation app developers
can begin to learn the basics of
coding.
And one of my personal
favorites, Teacher Tuesdays,
where our teams help local
educators stay updated on the
newest technologies and apps.
In some of our largest stores,
sessions are led by local
artists.
Like this music lab called the
Art of Beatmaking with RZA and
the ROLI team in Brooklyn.
These sessions in all stores are
led by our creative team.
And a new position we call a
creative pro.
So, the creative pro is now the
liberal arts as the genius has
always been to technology.
And I would love to show a quick
video to show you how Today at
Apple is coming to life.
>> Welcome to Today at Apple.
>> Today at Apple, we're going
to be learning about coding.
>> Today at Apple, we are going
to be talking with the very
talented illustrator.
>> Today at Apple, we're
learning about photography.
>> We have tons of good ideas in
your head.
So, it's like, ooh, I like that.
I'm going to explore that some
more.
[ Music ]
>> When you do something for the
first time, you have to be
completely fearless.
[ Music ]
[ Applause and Cheering ]
>> We've just started.
We've just started.
But the feedback has been
fantastic.
Customers are telling us they
love the role that Apple Retail
is playing in their community.
So, what's next?
Well, we're going to continue to
open Apple Town Squares in the
top cities around the world.
We're going to invest in online.
And we're also going to continue
to reinvest in our 400 classic
locations including Apple Fifth
Avenue in New York City where
we're opening up the plaza to
allow natural sunlight to come
in into a greatly expanded space
below.
And you can see the glass tube
will return when reopened late
next year.
[ Applause ]
And in Paris, we're restoring an
entire historic building on the
iconic Champs Elysees.
We're turning a five-story
atrium into our largest forum.
Early next year, we're
transforming a theater beneath
Piazza Liberty into a modern day
town square formal Milan.
Just imagine movie night there
next summer.
[ Applause ]
And we've recently announced an
ambitious project to restore
Carnegie Library in the heart of
our nation's capital.
We can't think of a better place
for today at Apple programs than
a building originally created
for the city to access knowledge
and unlock their potential.
[ Applause ]
And I'm thrilled to personally
announce the opening of our
newest flagship store in the
heart of the Midwest.
Apple Michigan Avenue in Chicago
on October 20th.
[ Applause and Cheering ]
Our team has designed a
spectacular pavilion that
seamlessly connects the plaza to
the promenade as a part of the
city's plan to transform the
Chicago Riverfront.
So that's a brief highlight of
just a couple of things we've
been working on.
And as Tim said, Apple's retail
purpose has always been to
enrich lives.
So a huge thank you to the
65,000 Apple retail employees
around the world whose passion,
energy and commitment in serving
all of us every day and ensuring
all of Apple comes together.
It's brilliant, thank you.
[ Applause and Cheering ]
>> Thanks Angela.
I am really excited.
I'm really about all the
incredible things going on in
retail.
But I am especially proud of our
unbelievable retail team.
It's the best place to go
experience our new products.
And so let's get going on
telling you about what we're
going to launch today beginning
with Apple Watch.
[ Applause and Cheering ]
Apple Watch was designed to help
people stay active, motivated,
and connected so that they could
live a better day.
And I'm happy to tell you that
more people are doing that than
ever before.
Since the launch of the Series
2, the Apple Watch has
experience phenomenal growth.
In fact, last quarter Apple
Watch grew over 50% compared to
the previous year.
This is incredible.
[ Applause ]
Well last year, we told you that
the Apple Watch had already
become the number two watch in
the world.
Today, I'm thrilled to tell you
the Apple Watch is now the
number one watch in the world.
[ Applause and Cheering ]
But what's most rewarding to us
is how much our users love it.
Our-- We have an industry
leading customer satisfaction
rate of 97%.
This is worldwide.
[ Applause ]
People write to us all the time
and tell us how the Apple Watch
is helping them lead a healthier
life.
These stories are unbelievable
and we prepared a video so that
you could hear directly from
them what they're telling us.
I'd love to play it for you.
>> Dear Tim.
>> Hello Mr. Cook.
>> I know you may never read
this but I just wanted to put it
out there--
>> I live in Massachusetts.
>> I'm a country boy from small
town Mississippi.
>> I'm a two-time Olympian.
>> I'm the father of a nine year
old.
>> I am a 99-year-old world
traveler.
>> Every day for the last two
and a half years, I have worn
this tiny computer on my wrist.
>> This is the first time I've
worn a watch since my bar
mitzvah.
>> I was a scrawny sports hated
kid who never really liked being
active.
>> I was coming back from a knee
surgery.
>> While I was never fat, I was
the proud owner of a dadbod.
>> I fell into a deep depression
and weighing 250 pounds.
>> Now I get up at 5 a.m.
>> If it's five minutes to
midnight, I'll do push ups in my
bedroom.
>> I'll take the dog out for a
really quick walk around the
block.
>> I walk around the house and
my family thinks I'm a little
crazy.
>> I dutifully oblige when the
Apple Watch reminds me to stand
up every hour.
[ Music ]
>> I ran my first Spartan race
in December and ran a full
marathon in February.
>> Dear Mr. Cook, our daughter
was recently diagnosed with type
1 diabetes.
>> My car rolled over three
times and my phone landed far
out of my reach.
Once I collected my thoughts, I
remembered my Apple Watch had
the SOS feature.
>> After being rushed to the
emergency room, I was diagnosed
with a condition that was
causing my liver, kidneys and
heart to start shutting down.
>> The integration of our
glucose monitor with the Apple
Watch lets us make sure if our
blood sugars don't go to
dangerously low levels.
>> For six minutes, I hung there
in my car talking to a
dispatcher until help arrived.
>> Had I not been wearing my
Apple Watch, I never would have
sought medical attention which
in turn saved my life.
Sincerely, Paul.
>> Thank you so much for
creating something that does not
make me feel old.
>> Thanks for listening.
Avi.
>> Sincerely, Stuart.
>> All the best, Kara.
>> Sincerely, Art.
>> Jill.
>> Casey.
[ Foreign Language ]
[ Applause and Cheering ]
>> Those stories are so moving
and there's really no words to
describe what it feels like to
receive these notes.
I'd like to thank everybody in
the video for sharing their
personal experience with all of
us.
We have some great news about
the future of Apple Watch and to
share it with you, I'd like to
invite Jeff up.
Jeff?
[ Applause and Cheering ]
>> Thanks Tim.
Thanks Tim.
Those stories are really great.
And it's really inspiring to us
that so many people are getting
healthier with Apple Watch.
With watchOS 4, they're going to
be able to do even more.
We're adding smart activity
coaching which is going to help
more people close more rings
more often.
A completely redesigned workout
app with high intensity interval
training, new features for
swimmers like auto-sets and gym
kit, an industry first is really
simple.
You just tap your watch on the
machine, get going and all your
metrics are in sync.
One of the things that enables
these fitness features is the
Apple heart rate sensor.
And it's been at the core of
Apple Watch since the very
beginning.
And today, it's the most used
heart rate monitor in the world.
And we want to use it to help
even more people.
So we're doing three things.
First, we're making enhancements
to the heart rate app to give
you more information.
Now, you'll see your heart rate
right on the watch face so you
can keep an eye on it with just
a raise of the wrist.
And when you launch the heart
rate app, you'll see new
measurements like resting heart
rate.
Apple Watch calculates this
daily by correlating background
heart rate readings with
accelerometer data.
And recovery heart rate, which
tells you how quickly your heart
rate drops after workout.
A lower resting heart rate and a
quicker recovery rate can be
signs of improved fitness.
And now, you can keep a better
picture of your heart rate.
You have a better picture
throughout the day.
The second thing we're doing is
inspired by many of the letters
we received from customers who
noticed an usually high heart
rate when they wouldn't expect
one.
So Apple Watch has been helpful
for them but we realized most
people won't notice.
So we're adding a feature and
now Apple Watch will notify you
when it detects an elevated
heart rate and you don't appear
to be active.
[ Applause ]
And the third thing we're doing
is focused on heart rhythm.
A regular heart rhythm has a
familiar pattern.
But when your heart beats
irregularly, it's called an
arrhythmia.
It doesn't mean it's beating too
fast or too slow.
It just means it's beating out
of its normal rhythm and that
can cause problems.
The most common form of serious
arrhythmia is called atrial
fibrillation or a-fib.
And it affects tens of millions
of people and is a leading cause
of stroke.
But the challenge is many people
with a-fib don't feel symptoms
so it often goes undiagnosed.
We've been looking at this for a
couple of years and we think
Apple Watch can help.
In our initial studies, Apple
Watch has been effective at
surfacing irregular rhythms.
So we're expanding that work and
today, we're announcing the
Apple heart study.
[ Applause ]
It will use data from Apple
Watch and it will analyze
arrhythmias including a-fib and
notify users.
This study is being conducted in
partnership with Stanford
Medicine and we're working
closely with the FDA.
and they've been great to work
with.
So later this year, the first
phase of the Apple heart study
will be available in the US on
the App Store.
Those are the updates focused on
fitness and health and they join
the other great features of
watchOS 4.
We have a completely redesigned
music experience, an
intelligence Siri face, fun new
characters from Toy Story and
more.
So that's watchOS 4.
It will be available to all
Apple Watch customers on
September 19th.
[ Applause and Cheering ]
And now I'd like to introduce
the next generation of Apple
Watch.
[ Music ]
[ Applause and Cheering ]
Introducing Apple Watch Series 3
and it has cellular built in.
[ Applause and Cheering ]
Now you have the freedom to go
anywhere with just your Apple
Watch.
This has been our vision from
the very beginning and we
believe built in cellular makes
Series 3 the ultimate expression
of Apple Watch.
Now you can go for a run with
just your watch and still be
connected.
You can leave your phone when
you go the beach or just run a
quick errand.
And it's really nice to know you
can be reached if needed while
staying in the moment.
It can receive an important call
with just your watch and the
number is the same number as
your iPhone.
You don't have to manage a
separate number.
The apps you rely on like
messages just work and Siri at
your beck and call anytime,
anywhere.
You can use maps and get
directions.
And the location for Find My
Friend automatically switches to
your watch when you're away from
your phone.
And third party apps like WeChat
work over cellular as well.
And coming next month, cellular
is going to change the way we
listen to music because with
Apple Watch Series 3 and Apple
Music, you can stream 40 million
songs on your wrist.
[ Applause and Cheering ]
You'll have access to all your
favorite music.
You can listen to Beats 1 Live
or any Apple radio music
station.
You can even ask Siri to find
you the perfect track.
Now, the best device for staying
motive-- for staying active has
all the music you need to stay
motivated.
To enable these features on
Apple Watch, we have packed
Series 3 with the most advanced
technologies ever in a watch.
Inside is a new dual core
processor delivering up to 70%
more performance.
It's really, really fast.
Siri is quicker than ever and
thanks to the new processor for
the first time on Apple Watch,
Siri can talk.
>> It's 64 degrees right now in
South Lake Tahoe.
>> It's really convenient to not
have to look at the screen when
you ask her the question.
For Bluetooth and Wi-Fi
connectivity, we developed a
custom wireless chip we call W2.
There's nothing else like it.
It delivers up to 85% faster
Wi-Fi while being 50% more power
efficient for both Bluetooth and
Wi-Fi.
And we've added a barometric
altimeter.
So now you get flight of stairs
climb and elevation gains after
a workout.
We're also releasing an app for
developers that's going to be
great for skiing and
snowboarding apps.
Of course--
[ Applause and Cheering ]
Got a snowboarder out there.
[ Applause ]
Of course, the biggest challenge
of all was adding cellular.
You see, our little watch is
already packed.
And you have to add antennas,
radios, power amplifiers, a SIM
card.
And if you don't do it right, it
gets so big, it looks like a
house arrest bracelet and you're
not going to want to wear it.
So our engineers have been hard
at work and they've come up with
some really creative solutions.
For example, rather than added
antenna, the display itself is
the multifrequency antenna for
both LTE and UMTS.
And of course, you have to have
a SIM card but even a nano-SIM
would be way too big.
So instead, we integrated an
electronic SIM and it's a
fraction of the size.
So here's where we ended up.
Even with all these new
features, faster dual core
processor, W2, altimeter, all
the stuff you got to put in for
cellular, the case for Series 3
is the same size as Series 2.
[ Applause and Cheering ]
The only difference is we
extended the back crystal a mere
0.25 millimeters.
That's as thin as two sheets of
paper.
It's really magical to make a
standalone call on a device this
small.
And I'd like to do that for you
right now.
I'm going to switch watches so
you guys can see what's going
on.
This watch is connected over the
AT&T cellular network.
This is our new explorer phase.
And I'm going to tap on the
phone app and I'm going to call
Deirdre, who's a colleague on
the watch team.
[ Phone Ringing ]
>> Hi Jeff.
>> Hi Deirdre.
Hey I'm calling you from the new
Steve Jobs Theatre.
How are you doing?
>> I'm a little sad to be
missing the keynote, but I'm
working very hard out here.
>> Yeah, sure you are.
Why don't we pull in some video
and show everybody where you
are.
[ Cheering and Applause ]
>> This has been a very tough
assignment, but you know me, I'm
a team player.
>> Yeah, that's you Deirdre,
give, give, give.
Well, it looks beautiful out
there.
>> It is amazing.
But I'm just trying not to fall
off this board in front of a
million people.
>> Well, so far so good Deirdre.
Hey, I should probably cut it
off before something goes awry.
But be safe out there and thanks
for doing this.
>> My pleasure.
I may see you in a few more
days.
>> Yeah, OK.
OK. That's sounds great,
Deirdre.
[ Cheering and Applause ]
I'm going to rogue for a minute.
I-- you know, you guys get it.
But sometimes people take
technology for granted.
And just for perspective I
mic'd.
In fact, I'm actually double
mic'd in just the right location
so you can hear me.
Deirdre's out in the middle of a
windy lake and the only
microphone on Deirdre is the
little tiny one the Apple Watch
is a foot or two away from her
mouth.
She's paddling and the signal's
being sent over cellular coming
in.
And that's just darn close to
magic.
Who would have thought?
[ Applause and Cheering ]
Series 3 comes in a wide variety
of cases and bands.
We have a beautiful new gold
aluminum finish along with
silver and space gray.
And we're excited to introduce a
new band we call the sport loop.
It's designed for an active
lifestyle and it's light,
stretchy and breathable.
For Apple Watch Nike+, we have
exclusive new colors.
And they're releasing a new
version of their Nike+ Run Club
app with great new features like
in-run audio coaching.
And we have some wonderful
colors across all of our bands
that you just have to see in
person.
We have a great partnership with
Hermes and the tradition
continues this year with some
new watch face styles, some
beautiful new bands like the one
on the left that's inspired by
the classic Hermes driving
glove.
And last year, we introduced a
white ceramic watch.
This year, we're adding a
ceramic watch in a gorgeous gray
finish.
[ Applause and Cheering ]
All of these watches were built
with a great deal of care as
well as concern for the
environment and they're free of
these harmful materials.
So that's Apple Watch Series 3
Cellular GPS, swim proof, 70%
faster dual core processor,
barometric altimeter, all the
features of watchOS 4 and it
still has all day battery life
up to 18 hours across the mix of
LTE, Bluetooth and Wi-Fi.
We have two versions of Series
3.
There's one with cellular at 399
and a version without cellular
that has all the other great
features at just 329.
And we're going to keep Series 1
in the line at a new starting
price of 249.
[ Applause ]
Series 3 Cellular will be
available in these nine
countries with these 14 carriers
at launch and six more coming
later in the year.
And we've worked with each of
these carriers and they each
have a special introductory
offer for Series 3 so it's going
to be great.
And we are offering the Series 3
without cellular in these 26
countries at launch.
Orders will begin September 15th
and availability will be
September 22.
That's the update on Apple
Watch.
And now, back to Tim.
[ Applause and Cheering ]
>> Apple Watch, Apple Watch is
the ultimate device for healthy
life and the Series 3 takes it
into a whole new level.
Now Jeff showed you some very
cool things you can do with the
cellular function in the Series
3 and one of those is to stream
40 million songs right on your
wrist.
We've made a great ad showing
just that.
I'd love to play it for you.
[ Noise ]
[ Music ]
[ Applause and Cheering ]
This is a big moment for Apple
Watch and we think you are going
to love it.
Next up, I'd like to turn your
attention to Apple TV.
Apple TV has changed the way we
experience television
simplifying the way that we
discover and enjoy and movies,
TV shows, sports, news, games,
apps and so much more.
In fact, we've just been awarded
our second Emmy for Apple TV.
Thank you.
[ Applause ]
This Emmy was in recognition for
how Siri makes it so easy to
search, discover and interact
with your TV content.
We're really proud of the
efforts we've made to improve
the TV experience.
Now throughout the history of
TV, there's been a few key
inflection points that have
changed the way we experience
television.
It of course all began with
black and white and it was first
transformed with the
introduction of color.
It took a huge step forward with
the advent of HD.
Each stage brought with it a
more true to life experience, a
more immersive experience.
Now, we're at the next major
inflection point.
One that has the most stunning
visuals ever that are ideal for
the large TV screens that are
coming into our living rooms.
This will bring cinematic
quality to virtually everything
that you watch.
That's why I am so excited to
introduce Apple TV 4K.
[ Applause and Cheering ]
At the heart of Apple TV 4K are
two key technologies that are
driving this next evolution of
the TV experience.
And to tell you all about them,
I'd like to invite Eddy to the
stage.
Eddy?
[ Applause and Cheering ]
>> Thank you Tim.
It is really great to be here
tonight.
Apple TV 4K is incredible.
And it starts with two big
advancements in picture quality.
First is 4K.
Let me show you.
This is an image in 4K.
It's got incredible detail.
That's possible because 4K has
four times the number of pixels
as HD.
But resolution isn't everything.
There's an even bigger
advancement that's more
important and it's called high
dynamic range or HDR.
While 4K is about the number of
pixels, HDR is about better
pixels.
Let me show you.
Here's that same 4K image and
here it is in HDR.
[ Applause and Cheering ]
Look at the color, the details.
Apple TV can do this because it
supports the industry standard
HDR10 as well as Dolby Vision,
the best HDR experience.
Now Apple TV 4K with HDR
delivers the highest picture
quality ever.
And to show you, we've installed
a state-of-the-art Dolby 4K HDR
cinema projector in the theater.
So let's dim the lights and let
me show you the new Apple TV.
Now we've re-mastered our
screensavers, our customers love
these, to take full advantage of
4K HDR.
[ Applause and Cheering ]
Here we are in Dubai.
And even at night, you can see
incredible details in the
buildings and the cars on the
road.
Now here's a city shot that
really shows off the crispness
and sharpness that's possible in
the new Apple TV.
Now we've redone the whole Apple
TV UI in 4K.
The text is sharper.
The images are brighter and more
vibrant.
But let's take a look at a 4K
HDR clip.
This is from the new Spiderman
movie coming to iTunes later
this month.
>> Yo. This high-tech stuff
makes it too easy.
>> Told you it was worth it.
>> Go, go, go.
>> Oh nice.
We can hit like five more places
tonight.
>> What's up guys?
Forgot your PIN number?
Whoa, you're the Avengers.
What are you guys doing here?
[ Grunting ]
Thor, Hulk, good to finally meet
you guys.
Thought you'd be more handsome
in person.
Iron Man! What are you doing
robbing a bank?
You're a billionaire.
[ Grunting ]
Hey. This feels so weird.
Whoa, what is that thing?
I'm starting to think you're not
the Avengers.
[ Applause and Cheering ]
>> That was great and that was
all playing on the new Apple TV
4K.
Now at the heart of the Apple
TV, we've got the powerful A10X
Fusion chip.
This is the same chip that's in
our iPad Pro.
And the new Apple TV isn't just
slightly faster, it's remarkably
faster.
CPU performance is more than
twice as fast as the current
Apple TV and graphics are more
than four times faster.
And of course, it runs the
latest version of tvOS, the best
operating system for the living
room.
Now, to experience 4K with HDR,
you also need great content.
And we've been working with the
large Hollywood studies to bring
all of their 4K and HDR movie
titles to iTunes.
So now you'll have the biggest
releases in the best picture
quality all on iTunes, all
available for the same price as
HD.
[ Applause and Cheering ]
And if you bought one of those
movies in HD from iTunes, we're
going to automatically upgrade
them to 4K HDR at no additional
charge.
[ Applause and Cheering ]
Now, in addition to iTunes,
we've been working with leading
streaming providers like Netflix
to bring their 4K HDR titles to
Apple TV and later this year,
Amazon Prime Video with all of
their 4K HDR titles and
originals as well.
Now last year, we introduced the
Apple TV app.
An easy way to watch your
favorite movies and TV shows in
a single place.
It's been available in the US
and today, I'm happy to announce
that we're bringing it to seven
additional countries, Canada and
Australia later this month and
the rest by the end of the year.
[ Applause ]
Now for each country, it's
really important that we have
the content that those customers
know and love and that's why
we're adding all of these local
services to Apple TV.
Now later this year, Apple TV
will do even more.
Because we're bringing live
sports so you'll never miss a
game.
If you're a huge sports fan like
I am, you're really going to
love this feature.
If your favorite team is playing
on ESPN, it'll automatically
appear right first in the up
next list.
You'll even get notifications
when a game's about to start or
if there's a close game so you
can start watching instantly.
And if you scroll up, you'll see
even more games and in addition,
we're bringing live news to the
TV app.
Now let's take a look at those
games.
As you can see, we show you the
score and the time remaining to
help you decide which games to
watch.
[ Applause ]
And if you're one of these
people that doesn't like to know
the score, you can turn the
feature off.
Now we also have a dedicated
sports tab where you can see
every live and upcoming game.
And as the seasons change, so
will the sports tab always
showing you what's best for you.
As sports in the TV app is a
real game changer for sports
fans and of course, the new TV
app is available on your iPhone
and iPad as well.
Now if you own an iPad or
iPhone, there's no better choice
than Apple TV.
You can now share your photos on
the big screen including live
photo effects, 4K video
memories.
You can play from the over 40
million songs in Apple Music
including the music that your
friends are listening to.
And because Apple TV is always
home, you get anywhere, anytime
access to all of your home kit
accessories.
And of course, you got access to
choose from the thousands of
games and apps on the App Store.
And with the A10X Fusion chip,
there's so much more that Apple
TV can do.
and to see what's possible, we'd
love to show you a new game from
Thatgamecompany.
They're known for making
artistic and critically
acclaimed games.
As a matter of fact, their first
game called Flower was chosen as
the first videogame ever to be
in the permanent collection in
the Smithsonian, which is very,
very cool.
So with that, I would love to
welcome their CEO, Jenova Chen.
[ Applause and Cheering ]
>> Thanks Eddy.
At Thatgamecompany, we treat
games [Background Music] as an
art form.
Today, many of us play games
alone.
But we believe games is a medium
that can bring people together.
And that's exactly what we are
going to do with our new game,
Sky.
Together with me is my colleague
Mike and Mike, why don't we take
off?
Sky is a romantic social
adventure game, where you fly
above the clouds to explore the
wonders of a mysterious world.
The game is designed to be
adaptable to the most casual
players.
The control is simple and
intuitive.
Everything can be done with one
finger on the Siri remote.
Hey, that's Mike's friend Jeff
and he's asking us to follow
him.
Let's see what he has
discovered.
Compassion and generosity are
key to unveil hidden areas of
the world as well as growing
your character.
So by lighting all the candles,
Jeff and Mike was able to summon
the spirit.
And he's about to teach Mike the
knowledge of how to summon a
magical creature.
[ Music ]
In Sky, we really take advantage
of the powerful new hardware
with Metal 2 to an Apple TV's
A10X Fusion chip, we're able to
run the game smoothly even with
these detailed clouds,
intelligent creatures and up to
eight players from anywhere
around the world.
And let's see if we can drop off
from one of these creatures.
[ Music ]
We don't have time to show you
everything so we're going to
skip forward to the dark temple
ahead.
Light and dark are important
themes of the game.
In Sky, you play as the children
of light.
And your goal is to bring that
light to where it is needed the
most.
[ Music ]
With the light, Mike was able to
free all the butterflies, and
together they can move on to the
next part of the adventure.
With the live orchestra
soundtrack and cinematic
experiences, you can expect to
be immersed in ever-expanding
world.
So, join hands with your loved
ones and play Sky exclusively on
Apple TV, iPad, and iPhone this
winter.
Thank you.
[ Applause and Cheering ]
>> Thanks Jenova.
We can't wait for you to get
your hands on Sky.
We're so excited about the new
Apple TV 4K.
It's got powerful hardware that
delivers stunning 4K HDR video.
Live sports along with live
news, TV shows and movies all in
the TV app.
And the perfect big screen
companion for your iPhone or
iPad.
The new Apple TV 4K starts at
$179.
It joins the existing one.
You can order it starting on
September 15th.
And it ships just a week later.
That is the new Apple TV 4K.
Thank you.
And I'd like to turn it back to
Tim.
[ Applause and Cheering ]
>> Thanks Eddy.
[ Applause ]
I can't wait for you to
experience the beauty and the
magic and the cinema right in
your living room for the Apple
TV 4K.
Now next up.
iPhone.
[ Applause and Cheering ]
Apple has always believed that
technology infused with humanity
could improve people's lives and
change the world.
No other device in our lifetimes
have had the impact on the world
that the iPhone has.
Nothing else has become so
essential or put so much power
into so many people's hands than
iPhone.
It's truly amazing how much
iPhone impacts the world each
and every day.
Our intention with iPhone has
always been to create something
so powerful, so immersive and so
magical that the hardware
virtually disappears.
Over the last 10 years, we've
reimagined or invented numerous
technologies to create just that
experience.
The first iPhone forever changed
how we interact with technology
by introducing multitouch.
For the first time you were
actually touching the software
instead of buttons.
It's magical.
The App Store changed the way we
work, play, learn, communicate,
spawning new companies and new
industries along the way.
We took the viewing experience
to places literally never seen
before with technologies like
the retina display.
We changed the way people
communicate with features like
iMessage and FaceTime that
allowed us all to connect in
more meaningful ways.
And with Siri, we used
artificial intelligence to make
our voices more powerful.
iPhone even revolutionized
security and privacy with Touch
ID and our wallets with Apple
Pay.
And of course, iPhone put
amazing easy to use cameras into
our hands becoming the most
popular way to capture the
images of our lives.
Over the past decade, we pushed
forward with innovation after
innovation, after innovation
bringing us to this moment.
When now, we can create devices
that are far more intelligent,
far more capable, far more
personal than ever before.
We have huge iPhone news for you
today.
And it gets started right now.
[ Applause ]
[ Music ]
[ Applause and Cheering ]
iPhone 8. iPhone 8, this is a
huge step forward for iPhone.
And to tell you all about it,
I'd like to invite Phil to the
stage.
Phil?
>> Thank you Tim.
And good morning everyone.
I am so excited to tell you all
about the new iPhone 8 and the
new iPhone 8 Plus.
These are the new generation of
iPhone and improved on
everything we love about iPhone.
The design is all new.
It has glass on both the front
and the back.
The aluminum band beautifully
matches the finish of each
iPhone 8.
It comes in silver, space gray,
and a beautiful new gold finish.
[ Applause and Cheering ]
It's made from an
aerospace-grade 7000 series
custom aluminum alloy.
The glass is a seven layer color
process making sure there is a
beautiful precise hue.
And the glass is further
reinforced by an internal laser
welded, steel and copper
structure.
And we're so excited because
this glass is the most durable
ever in a smartphone.
[ Applause ]
iPhone 8 and 8 Plus also
microscopically sealed for water
and dust resistance.
And they have a new retina HD
display in each model.
There's a 4.7-inch retina
display in iPhone 8 and a
5.5-inch in iPhone 8 Plus.
Now Apple Retina Display is
renowned for their incredible
color accuracy.
And they have great, wide cinema
quality color gamut.
We've built in our 3D touch
technology into the display.
And for the first time in an
iPhone display, it is our True
Tone technology.
Now with True Tone, it adopts
the color, temperature and
intensity to the ambient light
around us.
Along with the displays, iPhone
8 and 8 Plus have new stereo of
speakers as well.
They're 25% louder than the
speakers in iPhone 7 and they
have a deeper bass too.
And this is pretty incredible.
Inside, iPhone 8 and 8 Plus is a
brand new chip.
And this is breakthrough
performance in a mobile device.
We call it A11 Bionic.
[ Applause and Cheering ]
This is the most powerful and
smartest chip ever in a
smartphone.
It's a 64-bit design, 4.3
billion transistors, six core.
We're going to geek out here for
a bit because it is so awesome.
It has two high performance
cores.
They're 25% faster than the high
performance cores in the
previous industry leading A10
chip.
It has four high-efficiency
cores.
They're up to 70% faster than
the ones in the A10 chip.
They're managed by our
second-generation performance
controller that now can use all
six cores at once.
It can deliver up to 70%
improvement in multithreaded
workloads.
And they have our first ever
Apple-designed Graphics
Processing Unit or GPU.
This is a three-core design
that's 30% faster than the
graphics in the previous A10.
And the GPU is designed to
accelerate 3D apps and games
especially those that use our
new Metal 2 framework.
And the GPU also is incredible
for machine learning apps.
And those kind of tasks get a
big speed up if they use our
core machine learning framework
too.
There's more to it.
The A11 Bionic includes our
first-- a new generation Image
Signal Processor or ISP.
So, you know this is used in
photography.
It delivers faster auto-focus in
low light.
It has new pixel processing for
sharpness and texture.
And for the first time to help
reduce noise, it is hardware
enabled multiband noise
reduction.
All this helps to improve
performance and helps us take
better pictures.
Perhaps the most beloved feature
of every new generation of
iPhone is the cameras.
And people love taking photos.
And customers sent us their
photos for our Shot on iPhone
campaign like this one.
This was sent from Jeremy Perez
Cruz.
He shot it with an iPhone 7
Plus.
And people are going to love
taking pictures with the iPhone
8 camera.
There's an all new 12 megapixel
sensor.
It's larger and faster.
It provides 83% more light and
it provides more-- it's more
power efficient at the same
time.
It has deeper pixels and a new
color filter.
So, this adds up to having
better color saturation, a wider
dynamic range of color and lower
noise in your photos and videos.
iPhone 8 Plus has two new
sensors in its dual camera.
The wide angle camera has an
F1.8 aperture and optical image
stabilization.
The telephoto camera has F2.8
aperture.
So as always, we want to show
you the kind of photos you can
take off of our new cameras.
And these are photos we're going
to show that have not been
retouched in anyway.
They're straight off the iPhone
8 and 8 Plus.
So, here's the first one.
This is absolutely beautiful.
Now that's not the Golden Gate
Bridge.
This was taken in Portugal.
It shows the beauty of wide
color gamut.
There's great dynamic range,
sharpness and incredibly low
noise.
Just look at that blue sky.
Here's another example.
It shows incredible wide quality
color again.
Just look at the skin tones and
the detail in the hair and the
eyes.
If you look closely in her eyes
you can actually see the
photographer reflected there
holding an iPhone to take the
picture.
Here's a great example, in
amazing textures and depth in
photography.
You can really feel the fabric.
And you can see details in her
face behind the fabric.
Here's a great example of low
light photography.
Texture, detail and very subtle
colors in this darker
environment.
Last year, we introduced
portrait mode.
iPhone 8 takes fantastic
portrait modes.
And people flip over taking
these photos.
And now with the iPhone 8 Plus,
you're going to get sharper
details, more uses in low light
and even a more natural bokeh in
the background of the photos.
So, this was a big hit.
We had a surprise new feature
last year of portrait mode.
We brought it out in beta and it
just got better and better over
time.
And customers send us photos.
They love this.
So we challenge the engineering
team to do that again, to make
it easy for all of us to take
advantage of an advanced
photographic technique.
And they're doing it.
And it has to do with lighting.
And if you've ever had a
professional portrait taken, you
know that pro photographers use
advanced equipment and have a
great understanding of advanced
techniques.
They literally sculpt the light
on your face to create the
perfect mood for a portrait
photograph.
Our team is making this possible
for all of us.
Using the dual cameras and the
A11 Bionic chip in the iPhone 8
Plus, the team has come up with
a new feature called portrait
lighting.
And this is beta, but it will
shift with the iPhone 8 Plus.
And here's how it works.
You can post a photo in the
camera app using the portrait
mode.
The dual cameras and the ISP
sense the scene.
They created depth from app.
They separate the subject from
the background.
And then using machine learning,
it creates facial landmarks and
actually changes the lighting of
the contours over your face.
That happens while you're
composing the shot.
[ Applause and Cheering ]
It's super easy to use.
Right when you're in the camera
app, you use portrait mode and
there's a new menu to select the
lighting effect you want to use.
You just swipe to pick a
different effect for whatever
you want to shoot.
And these aren't filters.
This is real-time analysis of
the light on your subject's
face.
In fact, you can go on later
after you shot a portrait mode
photo into the photos app and
change the lighting effect to
select which one you want to use
on your photograph.
[ Applause ]
And the team has done an
unbelievable job on this.
And so here's an example of a
photo that's taken.
Not touched in anyway.
This is portrait mode using
portrait lighting.
It's actually using the setting
in portrait lighting for stage
light so it drops away the
background to make the stunning
dramatic photograph.
It's absolutely beautiful.
So, iPhone 8 and 8 Plus are
incredible for taking pictures.
They're also amazing for video
as well.
In fact, iPhone 8 has the
highest quality video capture
ever in a smartphone.
[ Applause ]
Along with the ISP, we have an
Apple-designed video encoder.
This enables faster frame rates
and higher quality video.
It does real-time image and
motion analysis to predict
changes in the content and
optimize the video encoding
algorithms.
So while you're shooting video,
let's say 4K 60 frame a second,
the iPhone 8 divides each frame
into individuals tiles.
Two million of them.
And we analyze the two million
tiles every second looking for
details like textures and edges
to predict whether that tile has
grass, sky, water or movement in
it.
So let's say you're shooting 4K
60 frame of video can look like
this.
It's beautifully optimized for
quality and for compression
level.
And this video was shot on an
iPhone in 4K.
It's amazing.
And if you're one of the many
people who love shooting slow-mo
videos, that's gotten a lot
better too.
Now you can shoot a 1080p HD 240
frames a second.
That's double the frame rate of
previous.
Absolutely beautiful.
So now iPhone 8 is incredible
for shooting photos, it's
incredible for video.
There's a third category of use
of the camera that's going to
become increasingly important in
our mobile devices.
And that's augmented reality.
This is an incredible area for
us to advance in.
And our teams have worked
together, hardware and software
to make iPhone 8 the first
camera-- the first iPhone really
created for augmented reality
and the first smartphone
designed for it as well.
We custom tuned each iPhone for
augmented reality.
The cameras are actually
individually calibrated in the
factory.
And that makes a huge difference
in the performance for AR.
There are new gyroscopes, new
accelerometers and ARKit
software is tightly tuned to all
this hardware to deliver the
best experience for motion
tracking.
And AR greatly benefits in the
new A11 Bionic chip.
The CPU handles world tracking.
The new Apple GPU renders
immersive graphics at up to 60
frames a second.
The new ISP, there is real time
lighting estimation.
This stuff is amazing that it
happens in a device in the palm
of our hands.
So I want to show you some of
the work that developers are
starting to do with AR apps on
iPhone 8.
So here's one example.
It's a game.
Warhammer 40K: Freeblade from
Pixel Toys.
You can now use their photo mode
to bring the Freeblade knight
into the real world and play it
right where your friends are
standing around you.
Here's another from Major League
Baseball's Advanced Media Team.
They're enhancing the At Bat app
with ARKit.
So that when you're at the game,
you can hold up your iPhone and
see real-time player information
and stats on top of the game
you're watching.
And here's Sky Guide from Fifth
Star Labs.
You can use ARKit with this app
to actually superimpose the map
on top of the sky as you're
looking at it around you.
This isn't some generic sky.
This is the sky around you.
[ Applause ]
So now we want to show you an
exciting AR app right here live
on stage playing on an iPhone 8.
It's from Directive Games.
This is a new startup based in
Shanghai.
It's founded by developers who
have worked in some of the
biggest franchises in gaming.
So please welcome Atli Mar, CEO
and cofounder of Directive
Games.
Atli.
[ Applause ]
>> Thanks Phil.
Earlier this summer with the
introduction of ARKit, Apple
changed gaming forever.
What we're about to show you is
one at the world's first
competitive multiplayer games
designed to be played entirely
in augmented reality.
This is The Machines.
In the game, players battle
their friends in real-time
either online or around the
table in the same room.
My friend and co-founder Andrea
is preparing a match for us
where we play the rebels against
the dominators.
[ Music ]
What's really cool is with ARKit
the Metal 2 on the new iPhone,
we are able to experience games
in an entirely new way.
Since players are able to view
the game from any angle, our
content has be to be incredibly
detailed.
With the power of the new iPhone
and Unreal support for Metal 2,
we are able to render the entire
level onscreen, an amazing 1.2
million polygons.
While also allowing you to move
in close to really appreciate
the high visual fidelity.
And just look at those 4K
textures.
It's gorgeous.
Now shall we go into the game?
[ Music ]
AR allows us to use our position
in the real world the gain a
tactical advantage.
Just look how Andrea is moving
towards this cave lining up his
targets.
This is something that would
have been hard to do with
[inaudible].
[ Sound Effects ]
Is like you're not just
controlling the game, you're in
the game.
Another awesome addition to the
experience is spatial audio.
If you go close to the action
the sound increases.
[ Sound Effects ]
And if a solid object gets
between you in the action, the
sound is secluded perfectly.
And with the stereo speakers on
the new iPhone, this is truly
amazing.
It looks like we're getting hit
pretty hard.
Yes. The player shield protects
our heroes.
Now lets bring fire on our
enemies, move closer to their
base and get ready for the fatal
blow with our super weapon.
Oh the drop tube is there.
Can you take it out at the same
time.
[ Sound Effects ]
What you just saw is an amazing
evolution in how our games are
played and experienced.
Thanks to the combination of
ARKit and Metal 2 on the
brand-new iPhone.
We can't wait for you to play
it.
Look for The Machines on the App
Store this month exclusively on
iOS.
Thank you.
[ Applause and Cheering ]
>> Thank you Atli.
Now let's talk about wireless.
We once said that the future is
wireless.
And boy we were right.
That's becoming more true than
ever before with iPhone 8.
It supports LTE advance for fast
network and connections.
Bluetooth 5.0 for the latest
accessories.
Of course it supports our great
beloved AirPods and the Beats X
headphones to use our W1 chip
and the new Beats Studio3s as
well.
And now with iPhone 8 with its
glass back, we're enabling the
freedom of wireless charging.
[ Applause and Cheering ]
I mean, this is a simple thing.
We do this every day.
We use our phones in the day and
we charge them at night.
Often on a charger by our bed
stand in our homes or in hotels.
And words can't describe just
how much nicer it is to just put
it down and pick it up whenever
you want to charge without ever
having to plug in a cable again.
You're going to want to do this
by your bedside, you're going to
want to do this in a cafe or
restaurant as they start to
support wireless charging.
You'll want to do it in an
airport so you can top up your
charge before you get on the
next flight.
And perhaps the best use case of
all, in your car and you can get
it into your car wirelessly
connect and start using CarPlay,
put your iPhone on the center
console and it's charging all
without ever having to plug in a
cable again.
What makes this possible is
we're building into iPhone 8 and
8 Plus wireless charging with
Qi.
The Qi is the leading open
wireless charging standard.
And we hope to help Qi by
increasing adoption of it and
creating new use cases for it.
Many restaurants, shops,
airports, cars have started to
build in support to Qi wireless
charging and the work with
iPhone 8.
Many companies are offering Qi
chargers and those that are Qi
certified should all work with
iPhone 8.
And we've worked with some
developers who are creating Qi
chargers and we're going to
offer them in our stores and
online for our iPhone 8
customers, like this one from
Mophie and this one from Belkin.
So that's iPhone 8.
It's a new generation of iPhone.
It improves on everything we
love about iPhone.
It is packed with innovative
technologies from the glass and
aluminum design to the retina HD
displays, the new A11 Bionic
chip, they're designed for ARFs
like no phone has been before.
They have new single and dual
cameras that support for the
brand new photo lighting effects
in portrait mode, and wireless
charging.
Now iPhone 7 came in these three
configuration starting at 32
gigabytes.
What really happens to iPhone 8
is going to start with twice the
capacity at 64 gigabytes and
have second one at 256
gigabytes.
And the price will be $699.
iPhone 8 Plus will have the same
two configurations 64 gigabytes
and 256 gigabytes and it would
be priced starting at $799.
We will be able to preorder them
starting this Friday on
September 15th and they'll be
available a week later on
September 22nd.
And we can all upgrade to iOS 11
starting on September 19th.
So that is iPhone 8.
I'd like to turn it back to Tim.
>> Thanks Paul.
[ Applause ]
iPhone 8, a new generation of
iPhone and a huge step forward.
But we're not stopping there.
We do have one more thing.
[ Applause and Cheering ]
We have great respect for these
words and we don't use them
lightly.
Our teams have been hard at work
for years on something that is
important to all of us.
The future of the smartphone.
The first iPhone revolutionized
a decade of technology and
change the world in the process.
Now 10 years later, it is only
fitting that we are here in this
place on this day to reveal a
product that will set the path
for technology for the next
decade.
[ Music ]
[ Applause and Cheering ]
Thank you.
[ Applause and Cheering ]
This is iPhone X.
It is the biggest leap forward
since the original iPhone.
And to tell you all about it,
I'd like to invite Phil back up.
Phil?
>> Thank you Tim.
Now you can imagine there are a
lot of people at Apple that
didn't get much sleep last night
preparing for this because this
is so exciting.
And it is all screen.
It is beautiful to look at.
It is incredible to hold.
The display fits edge to edge,
top to bottom.
It goes into each corner where
it follows the tight curve of
the design.
It has glass on both the front
and the back using the same
super strong formula as iPhone
8.
The band is made from a surgical
grade stainless steel that's
both durable and polishes to a
beautiful finish.
And look how the glass and the
stainless steel fit form a
continuous surface from front to
back.
There has never been anything
like it.
It's engineered to be water and
dust resistant at a microscopic
level, comes in two beautiful
finishes, space gray and silver.
Each has incredible depth and a
pearl essence to the color in
the glass.
iPhone X has an all new display.
It's called the super retina
display.
[ Applause ]
The level of quality and
responsiveness and efficiency is
really quite a breakthrough on
mobile displays.
Start with the super retina
display is 5.8 inches on the
diagonal.
It's got 2436 by 1125
resolution.
That's over 2.7 million pixels.
It is 458 pixels per inch.
Now this is the highest
resolution in pixel density ever
in an iPhone.
I mean, it's remarkable how this
larger display can be packed
into a phone that fits so
comfortably in our hands.
The super retina display uses
OLED technology.
This is the first OLED display
great enough to be in an iPhone.
Traditional OLED displays have
had great benefits.
Like high contrast and
resolution and no backlight
means you can make them thinner.
But they came with tradeoffs in
brightness and rich colors and
color accuracy, at least
compared to our retina displays.
But the super retina display
overcomes all of these
deficiencies and lives up to all
that we expect from an iPhone
display.
In addition, the new super
retina display supports HDR in
both the Dolby Vision and HDR10
formats.
It has an incredible a million
to one contrast ratio.
It has the best color accuracy.
It integrates our unique 3D
touch technology right into the
display.
And like iPhone 8, it includes
true tone.
Now, all these innovative super
retina display technology is
great.
But it's the point of it that
matters.
And the point of it is to enable
an entirely new experience
that's more fluid, more
intuitive.
So let's start with the simplest
thing.
How do you wake up your iPhone
X?
Well certainly you can Raise to
Wake just like before.
But now, you can also just tap
on the screen and it wakes up.
Now, with the display going edge
to edge and top to bottom,
there's no more home button.
And this is an important part
and a big step forward in the
iPhone user experience.
Some people use hundreds of
times a day for so many tasks is
an opportunity to rethink how
iPhone should work and how we
can make it better.
So now, when you want to go to
the home screen, you simply
swipe up from the bottom and you
go home.
It's that simple.
It's that easy.
It's incredibly smooth.
And once you do it for the first
time, you'll know there's never
been a better way.
And it works the same way across
the system.
You're running an app like now
and you want to go home, what do
you do?
You simply swipe up from the
bottom and you go home.
It's that easy and that
intuitive.
It's so much nicer.
Now, the same fluid gesture also
works for multitasking.
So if you're in an app and you
want to multitask, you just
swipe up from the bottom.
You pause for a split second and
you're in multitasking.
And there, you can tap on any
app and jump right to it.
We also use the home button for
Siri.
So how are we going to do that
now?
Well, of course, you can just
speak to your phone as before
and say, "Hey, Siri."
No, I didn't set anyone's phone
off?
Or you can now press the side
button then, which have been
made larger.
And once you press it in, you
can just talk to Siri.
I know what you're thinking
about.
Well, what about unlocking?
How do you unlock your phone
with iPhone X?
I mean, this has been very
important part of the iPhone
user experience from the very
beginning.
The first iPhone, we led the way
with multitouch and we created
Slide to Unlock.
And this protects the iPhone
from turning on when you didn't
want to like in your pocket.
Starting with iPhone 5S, we
invented Touch ID.
We made it fast and easy to
protect all your data and unlock
your phone with just your
fingerprint.
And Touch ID became the gold
standard in consumer device
biometric protection.
But we know we can do something
that's better.
With the iPhone X, your iPhone
is locked until you look at it
and it recognizes you.
Nothing else has ever been
simpler, more natural and
effortless.
We call this Face ID.
[ Applause and Cheering ]
So, Face ID is the future of how
we would unlock our smartphones
and protect our sensitive
information.
To make Face ID possible, it
took some of the most advanced
technology we have ever created.
And much of it is packed right
up here into this tiny little
area at the top of the display.
We call this the TrueDepth
camera system.
And it is made up of incredible
state-of-the-art technology.
There's an infrared camera, a
flood illuminator, the
front-side camera and a dot
projector.
And that's not all.
There's also the proximity
sensor, the ambient light
sensor, the speaker microphone,
all packed into this TrueDepth
camera system area.
It is amazing.
And here's how it works.
Every time you glance at your
iPhone X, it detects your face
with the flood illuminator, even
in the dark.
The IR camera takes an IR image.
The dot projector projects out
over 30,000 invisible IR dots.
We use the IR image and the dot
pattern and we push them through
neural networks to create a
mathematical model of your face.
And then we check that
mathematical model against the
one that we've stored that you
set up earlier to see if it's a
match and unlock your phone.
And this all happens in real
time.
It all happens invisibly.
You don't see these things going
on.
It's incredible.
It just all works and all
happens.
To create Face ID, we worked
with thousands of people around
the world and the team took over
a billion images.
And with that, they developed
multiple neural networks to
create Face ID.
And to process the machine
learning in Face ID's neural
networks, we built Apple's first
ever neural engine.
Yeah, this is a big deal.
In our pockets, in our phones is
an A11 Bionic chip with a built
in neural engine to process face
recognition.
[ Applause and Cheering ]
Now, the neural engine is
specialized hardware built for a
specific set of machine learning
algorithms.
This is another example of the
incredible collaboration between
the hardware and software teams
that's only possible at Apple.
The neural engine is a
state-of-the-art ultrafast
processing system.
It uses our highest density
computing ever.
It's a dual-core design.
It can perform over 600 billion
operations per seconds.
And it's used to the real-time
processing of Face ID
recognition.
But for all of us, it's just
super easy and fun to use.
When you set up Face ID, you
just follow the onscreen
instructions that tells you how
to move your head around in the
camera so Face ID can recognize
your face.
And that's it.
You do that once when you set it
up.
And Face ID learns your face.
Even if you change your
hairstyle, you decided to put on
glasses, you're wearing a hat,
so you do it up any way you do
it, Face ID learns your face.
It learns who you are.
And it adapts to you as your
face changes over time.
Let's say you start to grow a
beard.
It works at day.
It works at night.
Now, the teams worked hard to
make sure the Face ID can't
easily be spoofed by things like
photographs.
They've even gone and worked
with professional mask makers
and makeup artists in Hollywood
to protect against these
attempts to beat Face ID.
These are actual masks used by
the engineering team to train
the neural networks to protect
against them in Face ID.
It's incredible.
The team's worked hard to
protect your face data, yes.
[ Applause and Cheering ]
Your face data is protected with
the secure enclave and the A11
Bionic chip.
All the processing is done on
iPhone X and not sent to a
server.
We require user attention to
unlock.
That means if your eyes are
closed, you're looking away,
it's not going to unlock.
Now, how do we compare that to
Touch ID?
How secure is it?
Well, there's no perfect system,
not even biometric ones but as
we said earlier, Touch ID is the
gold standard for consumer
device biometric protection.
And the data for Touch ID has
been 1 in 50,000 meaning that
the chance that a random person
could use their fingerprint to
unlock your iPhone has been
about 1 in 50,000.
And it's been great.
So, what are the similar
statistics for Face ID?
One in a million.
[ Applause and Cheering ]
The chance that a random person
in the population could look at
your iPhone X and unlock it with
their face is about one in a
million.
Now of course, the statistics
are lower if that person shares
a close genetic relationship
with you.
So for example, if you happen to
have an evil twin, you really
need to protect your pass code
or your sensitive data with a
pass code.
Hopefully, you don't.
Face ID also works with Apple
Pay.
So, to pay for things, you just
double tap the button on the
side, you look at iPhone X to
authenticate and hold it near
the payment terminal to pay.
It's that easy, fast, intuitive,
simple.
Face ID also works with third
party apps.
Third party apps already support
Touch ID and they'll work with
Face ID.
So apps like Mint, 1Password,
E-Trade will all work with Face
ID.
So Face ID, it's face
authentication for unlocking
your iPhone and protecting your
sensitive data.
It uses the innovative TrueDepth
camera system.
It's trained with neural
networks.
It's easy to set up.
It learns your face.
And it adapts to your face over
time.
It's aware of your attention.
It works with Apple Pay.
And it works with third party
apps.
This TrueDepth camera system is
incredible technology and it's
going to enable so many great
new user experiences.
The first one, of course, is
Face ID.
But the team decided to create
another great experience with it
as well.
This is a fun one.
And it has to do with emojis.
Now, we use emojis to
communicate with others and to
express emotions but, of course,
you can't customize emojis.
They only have a limited amount
of expressiveness to them.
So our team created something
called animoji.
These are animated emojis.
[ Applause ]
These are emojis that you
control with your face.
Animojis track more than 50
facial muscle movements.
They've been meticulously
animated to create amazing
expressiveness.
You can just watch this, can't
you?
[ Laughter ]
The way you create and share
animoji are right from within
Apple Messages.
>> You said a little late, where
are you?
>> You can pick from a dozen
different animated emojis to
share and express whatever you
want to express to your family
and friends.
[ Applause and Cheering ]
So iPhone X is packed with
innovative technologies that
enable new user experiences.
I'm really excited to invite out
Craig Federighi to show you
iPhone X and what it's like to
use it for the very first time,
Craig.
[ Applause and Cheering ]
>> Hey, everybody.
[ Applause and Cheering ]
Wow. Well, I'm absolutely
thrilled to be able to give all
of you your first live look at
iPhone X.
This is a phone we've been
dreaming about for a long time.
But the reality of it in your
hand, it's really something
epic.
So let's take a look.
Here is iPhone X.
Now, unlocking it is as easy as
looking at it and swiping up
and, you know.
Let's try that again.
Oh, let's go to back up here,
and get right in.
So here we are and you see this
expansive display.
It's just a beautiful canvas for
all of your content and your
gestures.
And I'm just going to go into
the weather app here, and you
could just see how apps look.
I'm going to take advantage of
the edge-to-edge display.
Now, exiting an app couldn't be
easier.
You just swipe from the bottom,
just like this and throw the app
right back on the home screen.
Let me do that again.
Swipe right up.
Let's take a look at the web.
It just looks unbelievable, edge
to edge on this display.
And your photos, of course, are
just gorgeous as well.
Let's jump in to this one, just
amazing.
[ Applause and Cheering ]
Now, video of course is
unbelievable on the super retina
display.
It looks great in portrait and
in landscape.
And of course this is HDR video,
just incredible looking.
And Phil told you a little bit
about multitasking on the
device.
Let me show you.
I'm just going to jump into
maps.
If I want to move between my
applications, I can just swipe
up and stop, my other apps all
come in.
I can get at them with a tap,
just lift.
It's just that easy.
And we have a great shortcut as
well.
You can actually move back
between apps just by swiping
along the bottom like this.
So really easy.
Now, you may be wondering about
Control Center.
And worry not, right where your
status indicators are in the
upper right hand corner, you can
just swipe down and get a
Control Center from anywhere,
it's that easy.
Now let's take a look again at
Face ID, because unlocking your
phone is just amazingly
intuitive.
You just raise it, look at it,
and swipe right up to get
started.
[ Applause and Cheering ]
But now, it's also incredibly
fast.
So I'm just going to do that
again.
Just raise it, look at it,
swipe.
I don't have to wait.
And it's also really, really
smart.
So let's say I wake my phone and
I'm not looking at it, stays
locked.
But once I give it my attention,
well, it unlocks and I can get
right in.
It's really cool.
Now, Face ID is also great for
Apply Pay.
So if I'm at the register, I can
just double click on the side
button.
I'm authenticated, and I can get
in just like that.
Now, the TrueDepth camera behind
Face ID isn't just about
authentication.
In fact, we've extended ARKit
with some incredible new face
tracking capabilities that
provide a whole new class of
augmented reality experiences.
Now, we've been working along
the Snapchat and I'd like to
show it to you now.
It's been a long chin, you see
it builds a measure of my face,
and now I can just select the
mask.
[ Applause and Cheering ]
The tracking is just unreal.
Check out this one.
Now, look at the detail over the
eyes, the incredible metallic
reflections, the quality of the
tracking, it's just stunning.
[ Applause and Cheering ]
Now of course, many of us like
to communicate with emoji.
And with animoji, we can now
breathe our own personality into
our favorites.
It's available in app right
inside of messages.
So I can just go right in here
and it immediately starts
tracking me.
So I can make whatever
expression I want, like-- it
just pick that up and use it a
sticker, drop it on my message
like that.
We also let you manipulate these
in full screen.
You can audition your favorites.
There are some really great ones
like the kitty cat, so
expressive and ferocious.
[ Laughter ]
It's the happy puppy.
Check out the physics and the
ears, the pig.
We've got a chicken.
[ Chicken Sounds ]
And the unicorn, mythical
creature, favorite of the
startup.
[ Noise ]
[ Laughter ]
[ Applause and Cheering ]
If you were by chance wondering
what humanity would do when
given access to the most
advanced facial tracking
technology available, you now
have your answer.
[ Laughter ]
Now, these can be so much fun
you're going to want to share
them.
Fortunately, we let you record
messages.
I'm going to record a message
here for Tim.
"Hey, Tim.
I'm not sure what the protocol
is here but I'd like to call
dibs on the fox for my favorite
emoji.
Which one do you like?"
"Hey, Tim.
I'm not sure what the protocol
is here but I'd like to call
dibs on fox for my favorite
emoji.
Which one do you like?"
Now, you can send it with just a
tap and it appears as a looping
video right inside the
transcript.
We're really lucky for our grand
finale.
We might just get a response
back from Tim.
Oh here it is.
Let's take a look.
>> Take me to your leader.
Wait a minute, Craig.
I am your leader.
Let's wrap this thing up.
[ Laughter ]
[ Applause and Cheering ]
So that is your first look of
the new iPhone X and the amazing
experience with the TrueDepth
camera and animoji.
I think you're going to love it.
Thank you very much.
[ Applause and Cheering ]
>> Thank you Craig.
Now, let's talk about the
amazing cameras in iPhone X.
iPhone X has dual 12 megapixel
sensors, two cameras, both a
faster sensors, wider sensors,
just like in iPhone 8.
It has new color filters new
deeper pixels.
It has an F1.8 aperture on the
wide angle camera and a faster
F2.4 aperture on a telephoto.
So it lets in 36% more light to
the telephoto camera.
But the big news on the camera
in the iPhone X is it has dual
optical image stabilization.
That means its OIS, in both the
wide angle and the telephoto
lens, that's a lot of magnets
moving around at a very small
space but it helps with
compensating for handshake and
to take better photos and videos
in low light.
There's also a better quad-LED
True Tone flash that is twice
the uniformity of light on our
subjects.
So let's look at some photos
taken from the backside camera
on iPhone X.
This is absolutely beautiful,
great dynamic range, detail, low
noise.
This is a beautiful photo.
The textures are simply
stunning.
Now, there's zero shutter lag
and it helps to freeze motion so
we can get a photo like this.
Look at that blue sky with low
noise.
It's absolutely to die for.
The OIS delivers low light
performance, so now you can get
incredible low light images like
this with a telephoto camera as
well as the wide angle.
And iPhone X is fantastic.
The portrait mode feature that
we all love.
In iPhone X, you get great
portrait modes especially in
lower light.
And iPhone supports the brand
new portrait lighting feature as
well.
That's again a photo taken right
off of iPhone X, not retouched
in any way with the stage
lighting effect dropping out the
background.
[ Applause ]
iPhone X is great for photos,
it's amazing for 4K video.
And like iPhone 8, it's tuned
for AR applications.
That's factory-calibrated
cameras, the new gyroscope,
accelerometer.
The performance advantage is the
A11 Bionic chip CPU, GPU and ISP
and ARKit is tuned for iPhone X.
Now the back side camera that we
use so much is not the only
camera of course on the iPhone.
We have our front side camera as
well and people love to use
those for taking selfie
photographs.
And now with iPhone X and its
TrueDepth camera, it really
delivers a breakthrough into
photos you can take for selfies.
Because now with selfies, you
can take Portrait Mode photos as
well.
And it also supports portrait
lighting all through the front
side TrueDepth camera.
[ Applause and Cheering ]
And people are going to be blown
away with the selfies you can
take with the iPhone X.
This is absolutely beautiful.
Of course everything we've seen
is powered in iPhone X by the
amazing new A11 Bionic chip.
We talked all about in iPhone 8,
but it's worth hitting on the
highlights again because there
has never been anything like it.
A 64 bit, 6 core design, 4.3
billion transistors, two high
performance cores, four high
efficiency cores, a new second
generation performance
controller that uses all six
cores at once, our first Apple
design graphics processing unit,
the brand new ISP that improves
auto focus, the video code that
is real time motion analysis
while you're shooting video, the
neural engine and of course, a
secure enclave to protect our
Face ID data.
All these performance I'm sure
as you expect does come with a
hit to battery life.
So I think it's important to
tell you that we've increased
it.
It lasts--
[ Applause and Cheering ]
Yes. Again, hardware and
software teams work really hard
to deliver two more hours of all
day battery life to us.
So wireless, just like iPhone 8,
iPhone X is also built for
wireless world.
It is Qi charging through the
glass back and it will work with
a Qi charging devices like the
ones we mentioned earlier from
Mophie and Belkin.
It will also work with third
party Qi devices that are Qi
certified.
And there are a lot of great
devices that are going to come
market particularly because of
iPhone 8 and iPhone X.
But we also think we can make
the wireless charging experience
even better.
So our team wants to create
something, I think all of us are
going to want to use and it
might actually help move the
entire industry forward.
So we're going to give you a
sneak peak of this idea right
now.
I'm sure many of you do this.
I do this.
I have a lot of Apple products.
I love them.
I use them all day long.
I charge them at night.
You plug in your cables, you
plug in your chargers, you take
those cables and chargers with
you on the road when you travel.
We think we have an idea of how
to make this a better
experience.
And here it is.
It's a mat that you place your
iPhone 8 or iPhone X down and it
just starts to charge.
And is a beautiful new
interface.
It doesn't stop there, you can
place your Series 3 Apple Watch
down on it and it starts to
charge as well.
And you can place your AirPods
with the optional new wireless
charging case on it and it
starts to charge as well.
They all charge.
[ Applause and Cheering ]
This system has a great
interface.
They intelligently work together
and communicate with each other
to manage the charging through
one more efficient charging
system.
This is not possible with
current standards.
But our team knows how to do
this.
We call it AirPower.
[ Applause and Cheering ]
We hope people love it that
encourages others to create more
advanced solutions based on
technology like this.
We're going to be working with
the Qi standards team to
incorporate these benefits into
the future of the standards to
make wireless charging better
for everyone.
So look for the AirPower charger
next year.
So that is iPhone X.
It is the future of the
smartphone.
It is packed with many
innovative features, huge list.
We won't go through them all.
They add up to a new better
experience.
We're so excited about iPhone X,
we created a beautiful video to
tell you all about it.
>> For more than a decade, our
intention has been to create an
iPhone that is all display.
A physical object that
disappears into the experience.
This is iPhone X.
Developing the form and display
together defines a whole new
integration making the boundary
between the device and the
screen hard to discern.
The custom OLED panel was
engineered to fold and
seamlessly combine with the
external surfaces.
Mechanical buttons give way to
touch in gestures.
There's no home button.
A single swipe takes you to the
home screen.
A more responsive touch system
means the gestures in iOS 11 are
more fluid.
The polished stainless steel
band reinforces the water
resistant, all glass design.
This new glass formulation, the
most durable ever in a
smartphone enables for the first
time wireless charging.
Our new TrueDepth camera system
contained within this tiny space
uses extraordinary depth sensing
technology to let you unlock
your phone with a glance.
We call this Face ID.
It maps the unique geometry of
your face with over 30,000
invisible dots.
This data is analyzed by the
neural engine on the A11 Bionic
chip, the first of its kind.
Your iPhone now recognizes you
even in the dark and will adapt
to your physical changes.
This makes your face your secure
password.
So with just a look, you can
authenticate your phone or use
Apple Pay.
The TrueDepth camera also
enables new experiences like
bringing emojis to life by
mapping more than 50 facial
muscles in real time so you can
be happy
or sad or cross.
Both the front and the rear
facing cameras now have portrait
mode.
And for the first time, you
could actually define the light
in a scene.
Based on fundamental
photographic principles,
portrait lighting produces the
effect of real studio lighting.
On the back, the dual camera
system is completely redesigned.
It's made even smarter by the
A11 Bionic chip.
With machine learning, the
camera detects elements in the
scene to optimize the image
before the photo is even taken.
The camera we use every day now
delivers so much more.
And as iOS becomes the world's
largest platform for augmented
reality, it will redefine what's
possible.
[ Music ]
:08 This is iPhone X.
[ Applause ]
The team works hard to make
iPhone 8 and iPhone X in the
most environmentally friendly
manner possible.
We have arsenic free display
glass, mercury free displays.
They're BFR free, PVC free,
beryllium-free.
We're now made with a low carbon
process for the aluminum design.
And they're highly recyclable
with their materials.
Really proud of that list so I
like to say it every time.
iPhone X also comes in two
configurations, 64 gigs and 256
gigabytes.
They'll be priced from 999.
You can order it starting on
October 27th and they begin to
ship on November 3rd.
So this is the future of the
smartphone shipping this year.
So this is our lineup for the
holidays.
Now every year we say it's a
great line up for the holidays
and it is.
But this year is really special.
It starts with iPhone SE, iPhone
6s, iPhone 7, the new generation
iPhone 8 and the futuristic
iPhone X.
[ Applause and Cheering ]
Ten years ago, when Steve
introduced the world to iPhone,
he closed with a quote from
Wayne Gretzky.
It said "I skate to where the
puck is going to be, not where
it has been."
Steve said that's what Apple
does, we skate to where the puck
is going to be.
And that is what iPhone X is all
about.
Thank you.
Back to you Tim.
[ Applause and Cheering ]
>> iPhone X, this really is the
future.
We've made a great fun new ad
that I'd love to show it to you.
[ Music ]
[ Applause and Cheering ]
That is iPhone X.
Thank you, thank you.
Thank you.
[ Applause and Cheering ]
So what a morning we've had.
Apple Watch Series 3 with
cellular which gives you the
freedom to go anywhere you want
with or without your iPhone.
Apple TV 4K brings the magic of
the cinema straight to your
living room with incredible 4K
in HDR content.
iPhone 8, a beautiful glass
design, incredible cameras,
wireless charging, A11 Bionic
chip and of course powerful AR
capabilities.
We think you're going to love
it.
And iPhone X, the most advanced
iPhone we've ever made.
An incredible new design, Face
ID, TrueDepth camera system and
more powerful technologies than
we've ever put in an iPhone
before.
It really is the future of the
smartphone.
And we begin this morning with
some inspiring words from Steve.
One of the ways that I believe
people express their
appreciation to the rest of
humanity is to make something
wonderful and put it out there.
We work really hard at Apple to
create wonderful things.
And we hope you'll love what
we've introduced today.
I think Steve would be really
proud of them.
[ Applause ]
I'd like to thank everyone at
Apple who made today possible.
I'd like everybody in Apple to
stand up that are here
representing their teams from
hardware and software and
services.
Please stand up, in operations,
our amazing retail employees.
[ Applause and Cheering ]
And everyone that worked so hard
on this theater and on Apple
Park.
One of the great things about
this theatre is an unbelievable
hands-on area.
It is the most beautiful
hands-on area we've ever had by
far.
And I would encourage all of you
to join us there and get your
hands on these wonderful
products.
Thank you so much for spending
the morning with us.
Thank you.
[ Applause and Cheering ]