(Applause).
♪
(Applause).
>> TIM COOK: Thank you! Thank
you! Thank you. Thank you.
Wow! Thank you. Thank you.
Good morning! And welcome to
the Steve Jobs Theater. As you
can tell, today is going to be
a very different kind of event.
We have got some really
exciting things to share with
you, and we are going to have
some fun along the way, so
let's get going. For decades
Apple has been creating world
class hardware and world class
software. We have also been
creating a growing collection
of world class services and
that is what today is all
about.
(Cheers and Applause).
so what is a service? Well, if
you look it up in the
dictionary, you will see that a
service is defined as the
action of helping or doing work
for someone. At Apple our
services are actively working
to help our customers get the
most out of their products and
to enrich their lives. Use
using the iPhone as an example,
let's take a look at our
services in A., the iPhone you
carry with you with powerful
hardware and software allows
you to capture the very best
moments of your life. And
automatically makes your entire
photo library available across
all of your devices, any time,
anywhere, safe and protected.
This is just one example of the
benefits that come from the
seamless integration of
hardware, software, and
services. And this is
something that Apple does
better than anyone else.
(Applause).
Thank you. Thank you. Now, we
have a whole range of services,
like iCloud, our service
which keeps your contacts,
calendar, Notes, and as I just
showed you, your photoed and
even your documents up to date
across all of your devices.
Siri is the most popular
personal assistant in the world
that helps you get things done
just by asking. And Apple Maps
the most used navigation system
on iOS by far. Apple Pay is
our service that lets you make
secure purchases in stores and
apps and on the Web. And we
offer communication services
like messages, and FaceTime so
you can stay connected with
people that you love. We
provide services that help you
locate your devices with Find
My IPhone or simply know that
your kids made it to school on
time with Find My Friends. And
then there is Apple Music and
Podcasts and books and the App
Store and Apple News, services
that deliver incredible content
and ser services directly to you
whenever and wherever you are.
Now, most of these services are
free while some of them are
paid, offering very valuable
content from talen talented crea
fore tellers and artists. We
take our same approach at Apple
with our services as we do our
products. They have to be easy
to use. They have an
uncompromising attention to
detail and design and
Engineering. They are designed
to keep your personal
information private and secure.
(Applause).
And with our services we do
even more. They are curated by
our expert editors, they are
personalized just for you. And
they are designed to be shared
with your entire family. Now,
today we are excited to extend
our services even further
making them even more
entertaining, more useful, and
more informative. Let's get
starts with Apple News.
(Cheers and Applause).
when we created Apple News over
three years ago, we wanted to
provide the best way to read
the news on your iPhone and
iPad. And we felt we could
make a difference in the way
that news is experienced and
understood, a place where the
news would come from trusted
sources and be curated by
experts. Now, this is a very
different approach than others
have taken. As Slate pointed
out by hand picking its
publishers and stories, Apple
News prioritizes a news
source's reputation and the
value of its content over the
propensity of its headlines to
garner clicks and likes.
(Applause).
with news being so important to
us, it's critical that it be
trusted. With over 5 billion
articles read each month, Apple
News is now the number one news
app! Unbelievable!
(Applause).
In fact, Apple News has become
an essential daily destination
for millions of people. Our
editors pick the Top Stories
every day so you can stay on
top of important news. You get
a personalized news feed
delivering stories on topics
that are most interesting to
you, whether they come from
publishers that you regularly
read or from ones that you are
completely new to you. Now,
when it comes to major events
our team of editors c curates
collections of the best stories
from news, sports and
entertainment and so much more.
Now, probably like many of you,
I love the feeling of being at
the Newsstand with all of those
beautiful and thought provoking
magazines covering so many
topics. We want them all. But
we might only be able to get
one or maybe two. But what if
we could have them all? Well,
today we are going to do just
that. We are bringing
magazines to million news.
(Applause).
With amazing design and
striking photography, in depth
journalism, magazines are
iconic, and a part of our
culture. They follow and
create the latest trends in
fashion and style, they
entertain, they educate us
about the world we live in.
They provide insights into
science and technology. They
go behind the scenes with
exclusive interviews of our
favorite artists. They feature
the work of some of the world's
best journalists. They cover
the world of sports, they bring
today's business innovation and
technology into focus. And
they tell stories that give us
perspective. All of these
magazines come to life in an
all new service that we call
Apple News+.
(Applause).
This is going to take Apple
News to a whole new level.
We've made a video about the
power of journalism and its
cultural impact and I would
love to play it for you now.
♪
>> My passion as a journalist
has been to help readers better
understand the moment that we
are living in.
>> I definitely go further to
get a shot man my wife would
like me to go.
>> I think fashion magazines
play such a huge role,
magazines allowed me to kind of
see people that looked more
like me.
>> You have to have more
voices. Representation in
front of the camera is
important, but representation
behind the camera is even more
important.
>> One of the functions of
journalism in this moment is to
offer a fuller picture of
power, who has it, who doesn't
have it, and what the costs of
that have been.
>> Photography can take us
anywhere in that infinite world
of stories, and gives you an
empathy that you could have
never imagined.
>> Great writing ideally helps
people make sense of the world.
>> Sports photography is my
life and that's what I have
been inspired by, freezing
time.
>> Part of my job is to shed
light on stories that have been
kept in the dark.
>> The container for these
stories is changing. If we
have a place to go to that we
can trust to hold all of those
stories, that is going to help.
♪ .
♪
(Applause).
Thank you. Now, to till you
more about Apple News+, I'd
like to invite up Roger Ross --
Roger Rosner, Vice President of
Applications. Roger.
>> ROGER ROSNER: I'm thrilled
to tell you about the new
service we are bringing to
Apple News. Our goal for Apple
News+ was simple, we wanted to
create the best magazine
reading experience ever for a
mobile device. Apple News+
will bring you over 3,000
magazines across all, I'm
sorry, 300 magazines across all
sorts of topics, like
entertainment, fashion, news
and politics, we've got great
health magazines, and great
lifestyle magazines. We've got
magazines for travelers,
magazines for foodies,
magazines for gear heads.
We've got magazines for just
about every passion under the
sun. And Apple News+ is the
only place where you will find
all of these magazines in a
single package.
(Applause).
To show it to you, I'd like to
invite up Wyatt Mitchell
Apple's Director of Design for
Applications.
(Applause).
>> WYATT MITCHELL: Thank you,
Roger.
Let's take a look at the new
Apple News+. It all starts
with the same brought Apple
News free experience and that
means it's got Top Stories,
it's got trending stories, and
here are my personalized
recommendations in for you.
With an Apple News+
subscription, the experience
gets even better. It means I
get the latest magazines. With
this design we wanted to add
the best of the magazine
experience into the app, and
that starts with the covers.
We wanted to make them even
more inviting and entrance into
other world, so we created the
live cover. Check this one out
from National Geographic. It's
an amazing aerial view.
(Applause).
It's an amazing irall view of
Sid yi us -- Sid yi Australia
when I top the cover, I am
taken to the table of contents.
I can jump to whatever one I'm
interested in like this. And
here I land in a National
Geographic article, beautifully
designed, and full of amazing
infographics. Apple News+
makes the experience of diving
into an issue even more fun and
exciting. It's really like
having National Geographic
designed for my phone, and to
get more I can tap on the table
of contents or I can browse the
issue by simply swiping from
article to article like this.
I can read full magazine issues
no matter where or when right
on my phone. All right. Let
me get back to the Today tab.
There are more recommendations
of articles and issues here,
but the place to explore all
magazines is the news plus tab.
Here we wanted to design a home
dedicated to everything about
enjoying magazines. I can
easily find my favorite titles
right here? My magazines.
Here is one of my all time
favorites, the New Yorker. I
also see suggestions like
popular science here based on
my interests. And recent
issues are automatically
downloaded to I will already
have them before I board the
flight. Scrolling down here is
one of our first looks. It's
the new cover of Rolling Stone
featuring some of the stars of
Game of Thrones. Now,
everything here is curated by
the Apple News editors and
personalized which makes it
really easy to disor a great
article or -- discover a great
article or explore a topic like
this group of travel stories
for me. I have been reading
about Costa Rica recently and
while I'm not a regular reader
of Marie Claire, I can see news
plus is recommending their
article on traveling there,
which is really smart and
really great. I will also see
featured articles like this one
from Wired Magazine, and new
issues like this one from
Essence with he's Issa Rae
often on the core cover. I
will tap on the cover story
because I'm a big farch of her
show, Insecure.
Design plays such a big part of
magazines we really wanted to
give the titles their ability
to express their own unique
look and feel through their
design, typography and
photography. This is Essence
designed for the phone. So it
looks great here on the phone.
Let's take a look at it on a
iPad.
I will open up the same article
on the iPad. And as you can
see, the article looks
fantastic here too, nicely
adapted to the larger size.
Just like on the phone, I can
tap on the table of contents to
navigate to another article. I
will try this beauty story.
And here we have a beautiful
photo essay. The iPad really
shows off great photography
like this. Now, if I'm looking
for something specific or just
wanting to browse, I can
navigate to the full breadth of
the catalog by just tapping
here at the top, and here I
have hundreds and hundreds of
magazines. I can find my
sports, my music, my travel. I
can find the entire Newsstand
that Tim referred to right here
on my iPad. And that's the new
Apple News+, the best mobile
magazine experience ever. Back
to you, Roger.
(Applause).
>> ROGER ROSNER: Thank you,
Wyatt. No one has ever made
digital magazines as gorgeous
and readable as this. Whether
you like to read whole issues
cover to cover or individual
articles, Apple News+ is the
best way to read magazines on
your device. But Apple News+
is about more than magazines.
Apple News+ also includes some
of the most popular premium
digital subscriptions like The
Skimm.
(Applause).
But we didn't stop there.
Apple News+ also includes the
country's largest metropolitan
newspaper and a rising star,
the L.A. Times.
(Applause).
And I'm super proud to announce
that Apple News+ also includes
one of the world's top
newspapers, The Wall Street
Journal.
(Applause).
And, of course, Apple News+ is
built on a foundation of expert
human curation and
industry-leading
personalization, so finding
what you are looking for in
that incredible collection of
content is as easy as launching
Apple News. When we announced
Apple News, we told you we
designed it to be private from
the ground up, and that's still
true, and it's even more
important today. So sometimes
people ask us, how do we
recommend the best articles for
you without compromising your
privacy? The answer is we
download groups of articles
from our servers, and then we
use on device intelligence to
make recommendations. And that
means we don't know what you
read, and in addition to that,
we don't allow advertisers to
track you.
(Applause).
So what you read about in Apple
News will not follow you across
the Web. So Apple News+ over
300 great magazines, The Wall
Street Journal, the L.A. Times,
those great premium digital
subscriptions. There has
literally never been an offer
like this before. If you were
to subscribe to all of these
individually, it would cost you
over $8,000 per year. But with
Apple News+, you pay $9.99 per
month.
(Applause).
And that's not just for you.
We thought this was so
important we decided to make
this available to your entire
family with Family Sharing at
no extra charge.
(Applause).
Each person in your family gets
full access to that incredible
catalog on their own devices
with their own favorites and
their own personal
recommendations. It's an
amazing value. Apple News+ is
available today, just download
today's updates of iOS and
macOS and launch Apple News,
and the first month is free.
(Applause).
And in addition to launching in
the U.S., I'm happy to say we
are also bringing Apple News
and Apple News+ to Canada in
both English and in French.
(Applause).
And we are adding over 30 great
Canadian magazines to Apple
News+ along with the top
newspaper in Canada, the Starr.
and later this year, we will
be bringing Apple News+ to
Australia and we will be coming
to Europe starting with the
U.K.
(Applause).
So that's Apple News+, a
premium subscription built
right into Apple News that
brings you the world's best
publications all in one place,
built on the principles that
guide all of our services, we
are super excited about this.
We hope you like it. Thanks so
much!
(Applause).
>> TIM COOK: This is really
important to us. We believe in
the power of journalism and the
impact it can have on our
lives. We want to make a
valuable contribution to the
industry and to society as a
whole. We think Apple News+ is
going to be great for
customers, and great for
publishers.
(Applause).
Now, let's talk about Apple
Pay.
(Applause).
We launched Apple Pay with a
vision to replace the Wallet.
And people are absolutely
loving it. Apple Pay is the
simple plist most secure and
private way to pay, and it's
growth has been literally off
the charts. In fact, we are on
target to surpass 10 billion
transactions this year.
(Applause).
This is huge! We are looking
forward to a future where all
payments are made this way.
Now, retail acceptance of Apple
Pay has already past 70% in the
United States and it's higher
in other countries like Canada,
the unite united dom. In Austra
we have achieved 99%
acceptance. And we have been
adding more and more countries,
and by the end of this year, we
expect that Apple Pay will be
available in more than 40
countries.
(Applause).
Apple Pay has also made riding
transit easier and more
convenient than ever before.
Every day millions of customers
in these cities use their
iPhone or their Apple Watch to
go quickly through the
turnstiles and get on their
way. And I'm excited to tell
you that we are bringing Apple
Pay to transit in major Cities
in the U.S. starting right here
on the west coast with Portland
and rolling out in Chicago and
New York City later this year.
(Applause).
So retail, transit apps, on the
Web, Apple Pay cash, there are
so many ways to use Apple Pay
with its convenience, security
and privacy. It's become the
preferred way to pay for almost
anything. But we want to take
the Apple Pay experience even
further. And we saw an
opportunity to transform
another fundamental method of
payment, and that's the credit
card. Now, with the success
and momentum of Apple Pay, we
have learned a lot about credit
cards. While we all need them,
there are some things about the
credit card experience that
could be so much better. Like
simplifying applications,
eliminating fees, lowering
interest rates, offering clear
and compelling rewards, and, of
course, providing the security
and the privacy that people
have come to expect for Apple
Pay. By bringing together our
hardware, software and services
we are going to do all of this
and so much more changing the
entire credit card experience.
Today we are introducing a
brand new service and we call
it Apple Card.
(Applause).
Apple Card was created by Apple
and built on principles that we
stand for like simplicity and
transparency and privacy. To
tell you all about Apple Card,
I'm very pleased to invite up
Jennifer Bailey, Vice President
of Apple Pay. Jennifer.
(Applause).
>> JENNIFER BAILEY: Thank you.
With Apple Card we have
completely rethought the credit
card. A new kind of card that
takes advantage of everything
iPhone offers is designed for a
healthier financial life and
sets a new level for privacy
and security. Apple Card is
designed to take advantage of
the power of the iPhone. This
means it can do all sorts of
things that no other credit
card can do. For starters, you
don't have to wait days to get
your card. Just sign up on
your iPhone, and in just
minutes you get your Apple Card
and you can start using it
right away.
(Applause).
You can use it worldwide
anywhere with Apple Pay in
apps, in stores, on the Web,
and your Apple Card will be
available across all of your
Apple devices. Apple Card is
always with you because it's in
your iPhone in the Wallet app,
and the Wallet app has
completely new capabilities.
So you can see everything you
need to know about your Apple
Card, like what you have spent,
how much you've spent, and when
your payment is due. We've
also made it really easy to get
help. With Apple Card if you
have a question, just text us
right from Messages.
Everything from getting details
on a transaction to letting us
know your new address, it's as
easy as messaging a friend.
(Applause).
Next we've taken on an
important challenge with Apple
Card to help everyone live a
healthier financial life. It
starts with having a better
understanding of your spending
so you can make smarter choices
with your money. Many of you
looking at your credit card
statements today might
recognize seeing transactions
that look like this. Cryptic
merchant names that are pretty
hard to decipher. With Apple
Card we use Machine Learning
and Apple Maps to transform
this mess into names and
locations that you will
recognize.
(Applause).
Apple Card also automatically
organizes and totals your
purchases, so you can see how
much you've spent and exactly
where you've spent it with
Apple Maps and you can keep
track of your spending by
categories like food and drink,
shopping, entertainment and
more. Where each category is
represented by its own color,
like orange for food and drink
and Apple Card also shows you
how your spending is trending
week over week or month or
month. So you can decide in
real time if you need to or
want to change your spending.
Next one let's talk about
rewards. Most rewards programs
use points. With points you
are never quite sure how much
they are worth or where or when
you can use them. With Apple
Card, we want you to get the
most for your money. So every
time you spend with Apple Card,
you get cash back, and you get
it every day. It's my favorite
feature, and we call it Daily
Cash.
(Applause).
So when you are buying your
morning coffee, shopping for
groceries, and any time you pay
using Apple Card, you get Daily
Cash, not a month from now, but
every day. So every day you
spend, cash is added to your
Apple Cash Card, which is also
in the Wallet app. And it's
cash, like real cash. So you
can do anything with it.
Use it to pay down your
balance, spend it wherever you
use Apple Pay, or send it to
friends using Messages. In
fact, every time you pay with
your iPhone or Apple Watch, you
will get 2% of the purchase
amount in Daily Cash.
(Applause).
And for purchases made directly
from Apple like from our Apple
Retail stores, from our App
Store, or when you purchase
services like Apple Music or
news plus, you get 3% Daily
Cash.
(Applause).
And the amount of Daily Cash
that you can receive every day
is unlimited. So that's Daily
Cash. Every day, cash, for
you. How great is that!
(Applause).
Another area where we can make
a really big impact in
improving your financial health
is helping you understand how
much you owe and if you want to
pay it back over time how much
it will cost you. This is how
most cards show your payment
options, with an emphasis on
minimum payments, which costs
you a fortune in interest, and
seem to be designed to keep you
in debt. With Apple Card our
goal is to help you save on
interest, so we start by making
it easy to see a range of
payment options. And because
Apple Card calculates interest
in real time, as you select
different payment amounts you
can make a more informed
payment decision understanding
the true cost. Another way to
save on interest is to pay more
often, say, biweekly or weekly,
so we have added the
flexibility to schedule more
frequent payments, and when we
thought about a financially
healthy credit card, all of the
fees and high interest rates
that most banks charge are just
not okay. So Apple Card does
not have any fees, no late
fees, no annual fees, no
international fees and no over
limit fees. No fees.
(Applause).
And our goal with Apple Card is
to provide each customer with
an interest rate that is among
the lowest in the industry.
Even if you miss a payment, we
won't charge you a penalty rate
like most banks do. Our goal
is to make it easier for you to
pay down your balance, not
harder. To create a credit
card, you need a bank, and to
create a credit card as
innovative as Apple Card we
needed a bank that was willing
to do things that had never
been done in the industry
before. So we partnered with
Goldman Sachs as the issuing
bank of Apple Card. As a
newcomer to consumer financial
services, Goldman was up for
the challenge of doing
something more bold and
innovative. We are also
excited to be working with
MasterCard who has been a
fantastic partner on Apple Pay
from the start. With
MasterCard's global payment
network, Apple Card will be
accepted all over the world.
(Applause).
We also designed Apple Card to
set a new level for privacy and
security. Security is totally
integrated throughout the
hardware and software. When
you get your Apple Card, a
unique per device card number
is created, and stored safely
in the Secure Element, a
special security chip used by
Apple Pay. Each payment
includes a one-time dynamic
security code which protects
your card number from being
used without your
authorization. And every
purchase is authenticated with
Touch ID or Face ID. With all
of these security features,
Apple Card is the more secure
way to pay.
And Apple Card is defined with
your privacy in mind. We
create a unique architecture
for Apple Card where Apple
doesn't know what you bought,
where you bought it or how much
you paid for it. So features
like spend tracking and
categorization all happen using
on device intelligence, not on
Apple servers.
(Applause).
And for Apple Card Goldman
Sachs will never share or sell
your data to third parties for
marketing or advertising.
(Applause).
So that's Apple Card, designed
for iPhone and a healthier
financial life and sets a new
level for privacy and security.
But that's not all. For those
rare times when you happen to
be somewhere where Apple Pay is
not yet accepted, we designed
something for that too, and you
know, when we design something,
we design it to be the best,
and we would like to show it to
you now.
♪
(Applause).
The card is titanium and your
name is laser etched on it.
It's the most beautifully
designed card ever. And your
Apple Card is more secure than
others. It has now card
number, no CVV, no expiration
and no signature.
(Applause).
Of course, if you ever need
that information, it's in the
Wallet app. As I noted
earlier, you will receive 3%
Daily Cash for purchases made
directly from Apple, 2% Daily
Cash for Apple Pay, and when
you make a purchase with this
beautiful titanium Apple Card
you get 1% Daily Cash.
(Applause).
So that's Apple Card. There's
never been a credit card like
it before. Apple Card will be
coming to the Wallet app in the
U.S. this summer and we think
you are going to love it.
Thank you.
(Applause).
>> TIM COOK: Thanks Jennifer.
Great! With our hardware,
software, and services, we
think that Apple is uniquely
positioned to make the most
significant change in the
credit card experience in 50
years. And we can't wait to
get started. Now, let's turn
our attention to the App Store.
(Applause).
Apps have reshaped the way that
we work, connect, learn and
play. From day one, the App
Store has been a safe and
trusted place for users to
discover and download apps. We
review every single app before
it goes live. We also have a
team of expert editors creating
rich editorial content and
curated collections of the best
apps. The App Store has become
the essential destination to
discover new apps, to learn
more about the apps you already
have, or just to meet the
developers behind them. It's
no wonder that the App Store is
now visited by over a half a
billion people each week. Now,
the most popular category on
the App Store is games. In
fact, iOS has become the
largest gaming platform in the
world.
(Applause).
Now, we want to make gaming
even better. To tell you more
about what we have planned, I'm
pleased to bring up Ann Thai
Senior Product Marketing
Manager of the App Store. Ann.
>> ANN THAI: Thanks, Tim. Many
games on the App Store are not
just hits but also cultural
phenomenon. You know about
them regardless of whether you
have played them. They become
part of pop culture like the
many Fortnite emotes we have
seen on the playing field and
all of this is no surprise when
there have been over one
billion people who have
downloaded games from the App
Store.
(Applause).
The App Store supports a
vibrant gaming community of
players of all ages and
backgrounds from around the
world with a catalog of nearly
300,000 games. The App Store
has both free and paid games.
Free games are either supported
by advertising or have in-app
purchases like Clash Royale.
These are incredibly popular
and hundreds of millions of
people love playing them. With
paid games customers pay up
front for the full experience,
like Monument Valley 2, these
games often have incredible
stories and capture your
imagination with their original
art and music. They are some
of the most critically
acclaimed games ever made. But
competing with free is hard.
So these games haven't been as
successful for eventualers and
they haven't been as easy to
find for players. We think we
have come up with a great new
way to bring more of these
amazing games to more people
than ever before. We are
working with some of the most
creative game developers in the
world on a new kind of service
designed specifically for games
like these. A service giving
them the freedom to do the best
work of their lives. We call
it Apple Arcade.
(Applause).
Apple Arcade is the world's
first game subscription service
for mobile, desktop and living
room. With Apple Arcade, we
have carried a collection of
brand new games that redefine
games, and we are not just
curating them, we are backing
their development and our team
is working closely with
developers to bring these games
to life. We are really excited
about this, and so are the
creators we are working with.
Let's hear from some of them
now.
♪
>> It's an
extraordinary
time to be
writing games.
Beyond a Steel
Sky is super
ambitious in
that it's
taking a full,
high quality
console game
directly to
mobile. We are
working with
the legendary
comic book
artist Dave
Gibbons who
cocreated and
drew Watchmen.
The story,
character
modeling,
graphics, the
audio, all of
those come
together to
create a
GamePlay
experience
that's
completely
immersive.
>> Where Cards
Fall tells a
very personal
coming-of-age
story that
other
publishers
wouldn't take a
chance on. We
are not shying
away from
uncomfortable,
formative
experiences.
We see the
characters at
school, we see
them at the
homecoming
dance, we see
them have a
fight with
their mom.
It's really
important for
us to be
authentic.
>> There's no
guns, there's
no killing.
We're just
telling a
story.
We are almost
the complete
opposite of the
current market
and most people
typically
wouldn't see it
unless Apple
Arcade existed.
>> We wanted Lifelike to
have a calming effect on
players.
I'm not aware of another
game that uses swarm
behavior as its main game
mechanic.
This fascinating beauty
was inspired by natural
phenomenon.
We just simply don't want
to be responsible for
adding another layer of
chaos into the world.
>> Overland is a post
apocalyptic road trip
strategy game.
The cool thing about it
is every time you play,
it's different.
You never know what
people you're going to
meet or what places
you're going to go.
We're really excited that
Apple was doing this
platform because people
have iPads, people have
iPhones, and that means
bringing a whole new
audience to games
That's awesome.
>> Apple Arcade is the
perfect avenue for
expanding creativity.
>> For us, it was like,
ah, finally! Finally
someone who gets it.
>> Apple Arcade is all
about giving developers
the freedom to come up
with really interesting
ideas that could never
have been done by the
mainstream. Everything
is changing.
(Applause).
These developers are some of
the greatest storytellers and
artists in the world. From
immersive AR to ground breaking
multiplayer, they are creating
games that have never been
possible before. These games
are insanely fun and will
appeal to the kid in all of us
and with Apple Arcade, you will
get to play all of these games.
With a single subscription, you
will get access to over 100 new
and exclusive games that will
raise the bar for what's
possible in gaming. You won't
find these games on any other
mobile platform or in any other
subscription service. So how
will you get to Apple Arcade.
Apple Arcade will be a new area
right on the App Store, with
its own dedicated tab. Rather
than pay up front for each
game, your subscription will
allow you to download and play
any Apple Arcade game from the
App Store. And we will be
adding new games all of the
time. With full access to this
amazing collection of new
games, you will have the
freedom to try whatever you
want whenever you want. You
will be able to play Apple
Arcade games across iPhone,
iPad, Mac and Apple TV and pick
up where you left off in a game
even if you switch devices.
And unlike streaming services,
every game will be playable off
line. So you can play anywhere
regardless of your Internet
connection.
(Applause).
All Apple Arcade games will be
all you can play to all game
features, content and future
updates will be included.
There will be no adds and no
additional purchases needed and
parents can manage kids' access
with our screen time features.
Like all of our products and
services, we designed Apple
Arcade to be a great
experience. The App Store
already works hard to protect
your privacy with Apple Arcade,
we are taking it even further.
Apple Arcade games cannot
collect any data about you nor
track any information about how
you play their games without
your consent. Also Apple
Arcade will be curated by our
team of expert editors, offer
personalized recommendations
and your family will be able to
enjoy it for no additional
charge.
(Applause).
We really think you are going
to love Apple Arcade, a game
subscription service unlike any
other. You will enjoy over 100
amazing new and exclusive games
and more games will be added
all of the time. So who is
ready to see more of these
incredible games?
(Applause).
Here is a sneak peek of some
of the games coming to Apple
Arcade.
♪
(Applause).
Apple Arcade will be available
this fall in over 150 countries
and regions around the world.
Pricing and more details to
come. And that's a sneak peek
of Apple Arcade.
(Applause).
>> TIM COOK: Thank you, Ann. I
can't wait until all of us can
play. Now, let's talk about
TV.
(Applause).
For over a decade, we have been
bringing you innovative TV
experiences from the first TV
shows that you could download
right to your iPod to the
best in class cinematic picture
and sound quality of today's
Apple TV 4K. We have done it
because we love TV. TV is more
than just entertainment, it's
cultural. TV at its best
enriches our lives and we can
share it with people that we
love. Today there is so much
to watch in more ways than ever
before. And with so many
choices, sometimes it's hard to
know where to start. That's
why we created the Apple TV
app. It's one place to easily
discover shows you will love
from over 150 is streaming apps
across your iPhone, iPad, and
Apple TV 4K. In fact, our
vision for Apple TV app is to
bring together your favorite
shows, movies, sports, and news
and make them available on all
of your devices. So you can
spend less time looking for
something to watch and more
time enjoying it. Today we are
excited to show you an all new
Apple TV app and to tell you
all about it, I'd like to
invite up Peter Stern Vice
President of Services. Peter.
(Applause).
>> PETER STERN: Thanks Tim.
Let's start with what you
watch. Beginning with movies,
all of the new releases and the
massive iTunes movie catalog,
over 100,000 titles plus your
personal library are now all
built into the Apple TV app.
If you love movies the new
Apple TV app is now the place
for you. Next, if you
subscribe to cable or satellite
TV, like Spectrum, DirectTV, or
Optimum, or one of the new
Internet live TV providers, you
can now access all of your
sports, news and network TV
right inside the Apple TV app.
For so many people, these cable
bundles are convenient because
you can get access to hundreds
of channels for just one price.
If you want it all, there is no
better way. But for some of
us, the big bundle is more than
we need. So we designed a new
TV experience where you could
pay for only the channels you
want, all in one app with the
password you already have.
Watch everything on demand and
ad-free. Download your shows
to take with you anywhere.
Enjoy the highest quality
picture and sound available.
And share this great experience
with your entire family. This
is how TV should work.
(Applause).
Now, it does with Apple TV
channels. Only the channels
you want on demand, ad-free,
for the entire family, and all
of it is inside the new Apple
TV app. We are launching Apple
TV channels like HBO, Showtime,
Starz, Epix, CBS All Access and
everything else you see here
and we will be adding even more
around the world. So to recap,
whether you get your TV from a
live, a streaming service like
Prime Video, Hulu or ESPN plus,
movies from iTunes, sports,
news, and network TV from cable
or satellite, or shows from
HBO, Showtime, and Starz with
the new Apple TV channels, it's
all together in one place the
Apple TV app. And because
there is so much to watch, all
in this one place, we have
redesigned the Apple TV app to
make it even simpler to find
what you love. Let's dig in.
Your home in the Apple TV app
is watch now. Most of the time
we watch TV, we want to watch
our show or tonight's game or
maybe finish the movie we
started last night. That's
where the up next row comes in.
All of the things you watch no
matter where they come from are
here in up next. It makes it
so easy to pick up right where
you left off, but what do you
do when you are all caught up
on your shows? If you know
what you want to watch next,
it's easy. Just use Siri. But
if you don't know what to
watch, well, that's where the
new Apple TV app really shines.
Our expert editors are like
that friend you have that
always knows the best shows on
TV. Every day they do the work
for you so you can just watch
the good stuff. But when it
comes to TV, each of us is
unique. That's why the new
Apple TV is personalized for
you. We use advanced Machine
Learning to understand what you
like to watch from the
subscriptions you already have
so we can help you find your
next favorite show. And, of
course, the new Apple TV
channels are available too, so
when you subscribe to a
channel, like Showtime,
everything from that channel is
in one place. It's so easy to
browse, and you can play all of
it right inside the Apple TV
app, no more bouncing from app
to app.
(Applause).
Moving beyond Watch Now, we
have also decreed I new --
created a new home for movies
so you can buy or rent
Bumblebee or Oceans 8 from your
new Apple channel subscription
to HBO, all of your favorite
movies are here. The Apple TV
app is also great for sports
fans. You can see current
games with live scores, check
out tonight's match ups and
even get notifications when
your favorite team is having a
close game. To show you some
of the cool new stuff the Apple
TV app can do I would like to
bring out Cindy Lin, Director
of Program Management. Cindy.
(Applause).
>> CINDY LIN: Thanks Peter.
Hi, everyone. Time so excited
to show you the new Apple TV
app. The app is right here on
my Home screen. Let's dive in.
Everything I'm watching is here
in Up Next. I can pick up
where I left off in the
Marvelous Mrs. Maisel, watch
the next episode of Project
Runway, or finish watching
Bumblebee. I get my cable from
Spectrum, and I also have Hulu
and Prime Video. It's all
right here in the Apple TV.
There is so much to watch.
When I want to find something
new, this is where the app
really helps me out. It's
always getting smarter about
what I like. The
recommendations in for are you
are personalized just for me.
I love Sandra O'and I have been
hearing so much about this
show. I'm definitely adding
this to up next to watch later.
One of my favorite speet
features is this new way to
browse TV. Swiping is just
like channel surfing except
every show here is one I
actually want to watch. And
trailers play right here.
>> My father was a light
housekeeper. My mother was a
queen.
But life has a way of bringing
people together.
>> I love Jason Momoa in Game
of Thrones and I can't wait to
watch Aquaman. There is
already so much here and it's
so easy to add even more with
Apple TV channels. Everybody
has been talking about the new
season of Billions of Showtime
and I need to get caught up. I
can start my free trial right
here, it's just a couple of
clicks, and then I'm done.
That's it! That was so easy!
(Applause).
Now, everything from Showtime
is here in the Apple TV app and
I can start watching right
away. There is nothing else to
set up.
I can skip the intro to get
right to the action.
♪ .
♪
Okay. No spoilers. I'm going
to pick this back up again
later from my up next. I have
a 5-year-old son and there is a
brand new kids' experience for
us. All of my son's favorite
characters are here. There is
Chase from paw patrol, Daniel
tiger and, of course, everyone
from Sesame Street.
There are so many episodes
here, even the ones that I
watched as a kid. And whether
we want to learn something new,
be inspired by other kids, or
just let our imaginations run
wild, I love that we have a
safe place to explore together.
(Applause).
So that's a Quick Look at the
new Apple TV app, it's the best
place to watch TV on all of my
devices, and I can't wait for
you to try it. Back to you,
Peter.
(Applause).
>> PETER STERN: Thanks Cindy.
Now, that you have seen the new
Apple TV app you are going to
want it on all of your screens.
You just saw it on Apple TV 4K.
It looks and sounds stunning on
iPad. And everything you saw
is amazing on iPhone. So for
all of those moments in between
whether you are on your way to
work, or just stealing a moment
for yourself, all of your shows
are always with you. You will
be able to get this new
experience including Apple TV
channels on all of these
devices through a software
update this May. And I'm so
excited to tell you that for
the first time we are bringing
the Apple TV app to the Mac
this fall.
(Applause).
And that's not all. We know
you are going to want this
great experience on every
screen in your home, so we are
doing something we've never
done before. We are bringing
the Apple TV app to Smart TVs.
(Applause).
We're launching the same great
experience with Samsung this
spring followed by Sony, LG and
video, all of the biggest names
biggest names in Smart TVs and
we are even bringing the Apple
TV app to Roku and Amazon so
everyone can have an Apple TV
experience on every screen.
(Applause).
Today the Apple TV app is
available in ten countries, but
we are bringing the all new
experience to our customers
around the world in over 100
countries.
(Applause).
The Apple TV app delivers on
all of these principles
including our commitment that
we won't share your personal
information with anyone.
(Applause).
So that's the new Apple TV app,
your apps, movies, cable, the
all new Apple TV channels, all
in one place on all of your
screens. Back to you, Tim.
(Applause).
>> TIM COOK: Thank you Peter.
The new features of the Apple
TV app look really great. But
we have even more to contribute
to the TV experience. Apple
has always tried to make the
world a better place. And we
believe deeply in the power of
creativity. Our products help
people express their creativity
and to tell their stories,
because great stories can
change the world. Great
stories can move us and inspire
us. They can surprise us and
challenge our assumptions. We
feel we can contribute
something important to our
culture and to society through
great storytelling. So we
partnered with the most
thoughtful accomplished and
award winning group of creative
visionaries who have ever come
together in one place to create
a new service unlike anything
that's been done before.
Apple TV plus.
(Applause).
We have two amazing people that
are running this effort for us,
Zack Van Amburg and Jamie
Erlicht and I'm very pleased to
introduce you to them now, and
ask them to tell you all about
this incredible new service.
Guys.
>> Thanks Tim. Thank you.
Jamie and I are so excited to
be here with all of you today.
As Tim said, great stories can
change the world. And that's
because great stories connect
us. They connect us to each
other. They connect us to new
ideas, and they even connect us
to new worlds and cultures
we've never experienced.
That's important and it's
powerful, and helps connect us
to something bigger than who we
are as individuals. At Apple
we know that great stories
begin and end with the
incredible artists who tell
them. The artists who are
thoughtful enough and brave
enough to share their best
story with us and the world.
>> JAMIE ERLICHT: We thought
you would like to meet a few of
these exceptional artists as we
begin to share our vision for a
new service dedicated to the
best stories ever told. We've
asked a few of them to speak
about their inspiration and
creative process. Because if
we are going to contribute,
inspire, challenge assumptions
and change the world, we need
to examine the art of great
storytelling and the mindset of
the greatest storytellers.
Have a look.
>> Want me to help you
find your opening? Well,
I would do this. I would
start with a black screen
and I would put a little
speck of light in the
center of the black
screen, and I would have
the light grow in
intensity, and then like
the Big Bang, it
explodes.
♪ .
♪
>> Life often makes no
sense. There is
something about stories
that gives a sense of
order and purpose to the
world, and allows us to
live other lives than the
life we are living.
>> The best ideas that
I've had have come to me
when I have least
expected them.
They're always
intruders, but they are
welcome intruders.
>> Once you get an idea
in your head, it just
keeps nagging at you
until you express it.
>> That's the feeling of
the idea that it just
becomes irrational.
There is a woman sitting
in a car in a field.
Now, I need to know why
she is sitting there.
>> I begin to believe
that there's something of
myself that I can share
with an audience. If I'm
thrilled, that's a good
sign. If I'm laughing,
that's a good beginning.
>> It's the spark, it's
the living with the
thing. It's the
outlining of it.
>> I find writing to be
the hardest part.
>> Writing and rewriting
for months or years.
>> She dies.
No, she lives.
He dies.
>> The first draft, the
second draft, the third
draft, the fourth draft,
the fifth draft, the
sixth draft,
da-da-da-da, yadda,
yadda, yadda, yadda.
>> Then you begin to
build the collaboration
that will help you go on
that voyage.
>> You've got to find the
cast of your dreams.
>> For every character
that I decide to do, I
envision memories for
them.
I create the dimensions
of who this woman is.
>> Imagine if you were
this person, and imagine
if you lived in that
world.
>> You have to think
about the environment
that the story exists in.
How are you going to
create that environment?
>> What's the look going
to be?
What's the tone? What's
the palette? How is it
going to work?
The costumes, the props,
the set design.
Little by little, the
elements start to come
together and build on
each other.
>> It's electric and
amazing.
The thing is becoming
alive.
>> You walk onto the set,
and you smell this
amazing aroma of sawdust,
wood and plaster.
>> You just sort of
disappear into this
fantasy world.
>> So then you have to
think well, how are you
going to shoot this
thing? Because you're not
going to shoot a movie
chronologically.
So you're starting the
movie shooting the most
dramatic, most painful,
most agonizing scene
first.
>> My anxiety often
starts at about 3:00 in
the morning.
The wheels start turning.
There is an excitement
and a dread.
>> You definitely go in
with a very concrete
sense of what you're
aiming for.
Then you have to be
willing to throw it all
away.
>> Nothing I'm doing is
good. Nothing is
working.
>> The shot goes up, and
it's not right, and
that's, that's torture.
>> It's not a big deal
when it's just you and a
pad of paper.
But when it's countless
numbers of talented
people who are all
waiting around and the
sun is going away.
>> You are under so much
time pressure and you are
kind of holding your
breath.
>> Tick, tick, tick,
tick, tick, tick, tick.
>> The pressure is on,
and it's horrifying.
>> Fear is good. At
least for me, it's good.
The fear of failure is a
kind of octane that keeps
me wanting to stand on
the edge of the abyss
but at the same time not
plunge to my career
death.
>> It's all falling apart
and then a new
possibility appears.
>> There are those
moments when the actor is
sitting there and she's
doing the thing, the
thing that inspired you
months, sometimes years
earlier.
Everyone is quiet and the
crew is just focused and
everyone has done their
job to get you to this
moment.
Somehow everything is in
sync.
>> There is truth pumping
through your veins and
into the story that you
are telling.
>> There is no greater
moment than that when you
feel that you are really
cruising and you're one
organism telling one
story and you're all
telling it with each
other's contributions.
Nobody is telling it
alone.
>> The sun is in the
perfect place.
The birds go right, where
you could never --
there are moments where
you are like, it's
impossible.
>> Finally you wrap the
project, and then it goes
out into the world and
you hope that all of
these decisions that you
were part of, that you
collaborated on, it will
move people and touch
people in a way that it
seemed like it was
inevitable.
>> Nothing works if the
themes don't connect with
the audience.
They have to.
>> Sharing stories with
one another makes us feel
less alone.
>> Everyone deserves to
have their story be told.
>> That's what makes us
special is the tapestry
of who we are as human
beings.
>> To become involved in
someone else's life,
that's the idea of what a
story should be.
A story should make you
forget your surroundings,
it should make you forget
your agenda, your day,
and hopefully makes you
forget yourself.
(Applause).
(Cheers and Applause).
>> STEVEN SPIELBERG: Thank you.
Well, I'm so grateful to be
here today. This is my first
time at Apple. You know, the
place where imagination and
technology join forces to
change the world through sight
and sound and touch. Now, my
first encounter with science
fiction came from an anthology
magazine called amazing
stories. And this magazine had
been in existence for since
1926, and my father had
devoured it when he was a boy
and when I was a little kid, he
read this to me. And the
stories he read me were as the
title promised, amazing or so
it seemed to a 5-year-old me.
And it's relatively easy to
inspire amazement in the head
and heart of a child. Kids
enter into the booming
confusion of life with a pro
capacity for amazement and that
capacity is a human birth
right. It's our inheritance.
It's how our interaction with
the marvelous world around us
gets sparks flying across our
brains and thanks to the
visionary and inventive folks
here at Apple my team and I are
going to be resurrecting this
93-year-old brand and offering
to multigenerational audiences
a whole new batch of amazing
stories and we want to
transport the audience with
every episode. Like the World
War II pilot whose plane
magically travels through space
and time from the past and into
the present day. Who will he
meet? Can he return? Does he
want to? What happens if he
doesn't? It's the universal
human trait to search for
meaning so in these
disconnected stories we think
the audience will find that one
compelling narrative that will
make the first season of
amazing stories into a single
themmal thematic experience for
them and I hope for all of you
too. Thank you.
(Cheers and Applause).
>> REESE WITHERSPOON: Thank
you!
>> JENNIFER ANISTON: Thank you!
Thank you guys. This is so
exciting, Reese and I are so
proud to be a part of this
exciting launch with Apple,
officially announcing our new
project, The Morning Show.
(Applause).
>> REESE WITHERSPOON: So in The
Morning Show, we pull back the
curtain on the power dynamics
between men and women in the
high stakes world of morning
news shows. It's a real
insider's view into the lives
of the people who help America
wake up every day.
>> JENNIFER ANISTON: And
through the prism of those
underslept over adrenalized
people behind and in front of
the camera we take an honest
look at the complex
relationships between women and
men in the workplace, and we
engage in the conversation
people are a little too afraid
to have unless they are behind
closed doors.
>> STEVE CARELL: Hello? Am I
late? Hi guys.
>> JENNIFER ANISTON: Steve
Carell. Hi Steve.
>> STEVE CARELL: I saw the two
of you on screen up there, and
I didn't know if it was my turn
or not.
>> JENNIFER ANISTON: No, no,
Steve, we have to tell you we
are so thrilled that you are a
part of the show because
honestly you can't have an
honest look at complex
relationships between men and
women with just women.
>> STEVE CARELL: Well, I am
just happy to provide the
manliness.
>> REESE WITHERSPOON: The
Morning Show is seen through
the eyes of two ambitious
aspirational fee characters.
>> STEVE CARELL: And a
prominent male.
>> REESE WITHERSPOON: Yes, a
prominent male character, yes.
>> JENNIFER ANISTON: Steve, why
don't you say something about
your character.
>> STEVE CARELL: Ease bold and
dynamic. He has a lot of
gravitas, he is a great
listener, he is also relatable
and extremely handsome. His
colleagues love him and America
loves him. He also --
>> REESE WITHERSPOON: He is
surrounded by an exciting
ensemble of other characters
all from the very brilliant
mind of Kerry Ehrin our writer
producer.
>> STEVE CARELL: She created --
(Applause).
Incidentally, she created a
very bold dynamic character for
me.
>> REESE WITHERSPOON: She did.
>> JENNIFER ANISTON: Steve, is
there anything else you want to
add?
>> STEVE CARELL: No.
>> REESE WITHERSPOON: The
Morning Show is a high velocity
thrill ride in which we pose
questions without easy answers
and shine a light on the fault
lines in our society at this
very complicated cultural
moment.
>> JENNIFER ANISTON: All of
this and the chance for us to
collaborate again has brought
me back to television and I'm
really excited about it.
(Applause).
So we can't wait to show all of
you what we have been cooking
up.
>> REESE WITHERSPOON: So be on
the lookout for The Morning
Show.
(Cheers and Applause).
>> Surprise! Thank you. I
am -- we are so thankful to be
here. Pretty stoked! I'd like
to try something with everyone,
so, please, close your eyes
just for a moment. Just close
them. I want you to experience
something. Try to think about
the world this way. Heard,
touched, smelled, sensed, but
without sight. Imagine every
human experience available to
you, love, joy, discovery,
terror, despair and hope.
Imagine it was all experienced
this way. Heard, touched,
smelled, taste even, but not
seen. Now, open your eyes.
Let me spoil this a little bit,
you have no idea what that
would be like. Neither do I.
Being blind isn't something
that can get turned on and off.
It's a part of who you are,
it's a part of your soul. And
now while you are at it,
imagine a world evolved
designed and built to be
experienced without sight. We
did. And it yielded the world,
the world of See.
>> ALFRE WOODARD: From the
unfettered imagination of
Steven Knight See takes place
in a world in which the earth
was devastated by a virus that
left only a few million
survivors. And those
survivors, each and every one
of them, emerged blind. Our
story begins centuries later at
which point the human race has
existed for so long without
sight it's disputed whether
such a thing ever existed. In
this world, we are going to
have our evil queens, brave
heroes, and thrilling
adventure. But beyond the
adventure, See will ask
questions you may have already
started asking yourselves just
now with your eyes closed, how
much of my experience of the
world is visual? Without
sight, would it change who I
am? This is a world
constructed unlike any of have
ever experienced, See is a
journey wherein we may discover
something entirely new about
ourselves, about our world. As
a result, we cannot wait for
you to join us on this journey.
(Applause).
>> KUMAIL NANJIANI: I grew up
in Karachi, Pakistan.
>> Okay.
Pakistan is in the house!
Hi.
What I knew of America, I
had learned from
Hollywood movies and
American TV Shows.
So when I was moving to America
at the age of 18, I was
excited. I was excited about
the idea of being dwarfed by
sky scrapers that would
loom above the horizon
and then I landed in Iowa
. Okay, would Iowa is here too.
thought this is very different
from the America in movies.
You don't, you guys don't lead
with that America, you know. I
had missed the one movie that
would have prepared me for that
America, Iowa, Field of Dreams.
Did not see that one. I was
like this is false advertising.
This is not the America I was
promised. I was one of two
Pakistanis at the college I
went to, but I found common
ground with people. My love of
Springsteen, their curiosity
about how to say various swear
words in you urdu, she could hel
you out too. I once met a huge
Pakistani stew called Haleem
and I misread the recipe and
put in twice the amount of
chili powder and I lost a lot
of friends that day. They
didn't, like, die, they just
wished they were dead.
Eventually I moved to Chicago,
and I did what every American
does, I struggled to pay rent,
fell in love, got jobs, lost
jobs, got a cat, burned food,
disappointed my parents and
tried to figure out what to do
with my life. Normal, everyday
life stuff. When people defend
immigration, they focus on the
exceptionality of immigrants.
Albert Einstein was an
immigrant. Joseph Pulitzer was
an imfrant. Bhiel all of --
immigrant. While all of those
stories are valuable, we wanted
to focus on immigrants doing
everyday life stuff. Little
America is an anthology series
inspired by the true stories of
immigrants in the U.S. Here is
the thing, it's not about like
telling immigrant stories these
are human stories that feature
immigrants. When you get to
know someone and start to see
your struggles and their
struggles, your passions and
theirs, your problems and
theirs, they stop being the
other. I along with my
partners, Emily Gordon, Leize
enberg. Allen Yang, wanted to
make a show that did just that,
because ultimately we are
looking for the same thing,
food, home, meaning, love.
Like the emotional story of a
young Indian boy living in Utah
whose parents achieved the
American dream of running their
own motel until they were
suddenly deported. 12-year-old
Kumail wasn't going to let his
parents' dream die so this boy
secretly ran the motel for the
next ten years on his own while
simultaneously plotting his
quest to get his parents back
to the U.S. Okay, true story.
He competed in the national
spelling Bee so he could meet
First Lady Laura Bush and ask
for help, and he came in 13th
and he actually got to meet
her. He did!
(Applause).
I know you guys are like 13th
doesn't sound that impressive,
but he was running a motel at
the time too. And he speaks a
whole other language.
(Applause).
Did Laura Bush help him? Tune
in to find out. Little America
will cover the full range of
human emotions. Some episodes
are funny, some are romantic,
some are thrilling, they
feature immigrants from Iran,
Syria, Nigeria, Mexico and more
and are set all over America
from Texas to Oklahoma to
California. The majority of
the writers and directors are
either immigrants or the
children of immigrants.
(Applause).
On set one of our actors said
to Emily, I have been acting
for decades, but I have never
gotten to be in every scene.
How awesome is that! We hope
Little America will help
viewers understand that there
is no such thing as the other.
There is only us, which is why
at this moment in history, we
are excited that we get to tell
these stories with Apple,
connecting humanity is in their
DNA. The immigrant dream is
the American dream. Connecting
through our stories will give
us a better understanding of
each other, an understanding
that allows us to live
together, eat each other's
food, maybe learn some fun new
ways of swearing, and that is
the America I was promised. We
can't wait for you to see our
Little America. Thank you.
(Applause).
>> BIG BIRD: Hello there! Ha
ha ha. Hi, its me, in case you
don't know who I am, I'm Big
Bird. I think I'm in the right
place to meet my new friend
Cody, but I'm not sure. She
gave me directions to get here.
She said first, turn right at
Hooper's store, and then take a
left at Oscar's trash can, and
then keep going straight until
you see Apple Park. I love
circles, by the way.
So where is she?
>> CODY: Here I am, Big Bird.
Hi, everybody!
>> BIG BIRD: Hi, Cody.
>> CODY: High, how are you
doing? I'm great. Thank.
>> BIG BIRD: Thanks for helping
me get here.
>> CODY: I'm a Helpster a
monster who loves to help. I'm
glad you are here because I
wanted to tell you and everyone
here some very special news.
>> BIG BIRD: Let's hear it!
>> CODY: The peeps at Sesame
Workshop and Apple have teamed
up to make an incredible new
preschool show starring me.
It's called Helpsters.
(Applause).
Thank you.
>> CODY: Never had a live
stream platform me before.
Helping is my favorite thing to
do. My Helpster friends and I
love to help anyone with any
problem no matter how large or
small from making Instruments
for a band to teaching a friend
how to fly their first kite,
and you know how we do it?
>> BIG BIRD: How?
>> CODY: We use the big ideas
behind coding to solve
problems.
>> BIG BIRD: You don't say.
>> CODY: I do say.
>> BIG BIRD: Do you think you
could help teach me.
>> CODY: I already did. You
know the directions I gave you?
>> BIG BIRD: Yes.
>> CODY: Well, directions are
one of the building blocks of
coding. Coding fosters
collaboration,
critical-thinking skills and is
an essential language that
every child can learn. By
teaching preschoolers about
coding, we are giving them the
opportunity to change the
world. World. World. World.
World. In their own special
way. And did I mention we also
have cool music and funky dance
moves. Boy, I want to watch
that show.
>> BIG BIRD: And you are
helping kids grow up to be
smarter, stronger and kinder.
>> CODY: And more creative too.
We just want to make a
difference in children's lives
just like how you and all of
your friends on Sesame Street
have done for all of these nice
people when they were kids and
continue to do today. Yep!
>> BIG BIRD: That's pretty
cool.
>> CODY: It sure is, Big Bird.
Do you remember those
directions to get home?
>> BIG BIRD: I think so. Do
you want to come with me?
>> CODY: Of course. Let's go.
>> BIG BIRD: Bye-bye everybody.
>> CODY: Bye everybody!
(Applause).
>> J.J. ABRAMS: Hello. Thank
you. Thank you. I feel
incredibly lucky to be here
today to get a chance to
collaborate with Sara whose
music who has moved me for
years and with Apple is an
actual thrill.
>> SARA BAREILLES: A couple of
years ago I ran into JJ and we
talked about my struggles as a
singer songwriter. I had not
at all. But I heard myself
say, yes, JJ, of course, I
have.
>> J.J. ABRAMS: Sara Bareilles
is a liar. That's the message
I hope to communicate today.
We brought in Jesse Nelson,
Sara's writing partner on the
musical waitress. We talked
about music but also the
terrifying, thrilling, absurdly
wonderful and often
embarrassing time when as a
young person you venture into
the world for the first time.
>> SARA BAREILLES: This was the
gipg beginning of our certifies
little voice, a funny romantic
show a reality about what is
wonderful and transformative
about being a young woman who
has to ultimately find her
voice as an artist but also as
a person through music.
>> J.J. ABRAMS: Sara may be
lying to you.
>> SARA BAREILLES: I'm not
lying. The main character is a
promising flawed young woman, a
musician living in New York in
and around a community of young
hopeful artists, family and
friends, soul mates and band
mates learning to find herself
and her own true voice.
>> J.J. ABRAMS: Everyone who
has given everything they have
to go after a dream will feel
like the show was written for
them and how lucky for the
series that Sara is not just a
creator and producer but also
composer.
>> SARA BAREILLES: The theme
song says it all.
(Applause).
♪
(Applause).
>> That was beautiful.
Incredible. Thank you, Sara.
Sara Bareilles.
As you can imagine, we are
honored to be working with such
amazing and talented people,
and that's just the beginning.
We've partnered with the most
accomplished storytellers as
well as a new generation of the
most exciting voices who
together will define Apple TV
plus as the destination with
the highest quality originals.
(Applause).
The original shows and movies
will intellectually challenge
and thrill, define and redefine
our expectations, inspire us,
make us laugh, transform our
mood and brighten our day, but
make us believe anything is
possible from documentaries to
dramas, from kids to comedies,
the highest quality of
storytelling in one single
place. This is Apple TV plus.
(Applause).
>> Stand by three. Stand by
one. Make your move.
>> Seven.
>> Ready.
>> Six.
>> Yes, I'm ready.
>> Five. Four. Three. Two.
One.
♪
>> This is where we build our
new home.
(Cheers and Applause).
>> It's great. Thank you.
Thank you. So that's a first
look at Apple TV plus it's not
just another streaming service,
it is the destination where the
world's greatest storytellers
will bring their best ideas to
life. And you will be able to
experience all of these
original shows and movies right
on the dynamic new Apple TV
app. And the TV app will
deliver Apple TV plus across
all of your Apple devices and
the biggest screen in your
life, on Smart TVs. So here is
a few more details. Apple TV
plus is an ad-free subscription
service. It's on demand,
available on line and off line.
Everything is downloadable.
The best in entertainment with
exclusive original movies and
shows, with new additions every
single month. It's available
in 100 plus countries, a global
service, and it's all starting
this fall. Apple TV plus will
define commitment to quality
storytelling, all in one place
on every screen in your life.
>> We are so excited to share
our vision of Apple TV plus and
can't wait for you to
experience it for y yourself.
Thank you, and back to Tim.
>> Thanks everybody.
(Cheers and Applause).
>> TIM COOK: Thank you. Love
it! Thank you Zack and Jamie.
Apple TV plus looks incredible
and we think that it will
encourage new ways of looking
at the world. This is just a
sneak peek, the beginning of
something very exciting. The
opportunity to work with all of
these exceptional artists is
truly inspiring. Each will
bring their own unique
perspective to the stories they
tell. Now, we have one more
remarkable storyteller to share
with you this morning. One
whose voice illustrates how
powerful stories can change
lives and change the world.
♪
(Applause).
>> OPRAH WINFREY: Thank you.
Thank you.
Thank you. Thank you. Hi,
everybody! Thank you.
(Cheers and Applause).
okay. Hi. There has never
been a moment quite like this
one. We have this unique
opportunity to rise to our best
selves in how we use and choose
to use both our technology and
our humanity. We are all at a
cross roads where we get to
decide if we want to reach
beyond the borders of our heart
and mind to face the daunting
challenges of our time. Each
of us comes to this earth with
a deep potential that yearns to
be fulfilled with a love to be
set free. We all crave
connection. We search for
common ground. We want to be
heard, but we also need to
listen, to be open and and
contribute in order to harness
our hopes and dreams and to
heal our divisions. That's why
I have joined forces with
Apple.
(Cheers and Applause).
because they are the company
that has reimagined how we
communicate. I've joined in
order to serve this moment
because the Apple platform
allows me to do what I do in a
whole new way, to take
everything I've learned about
connecting to people to the
next level. Because they are
in a billion pockets, y'all, a
billion pockets. The whole
world has got them in their
hands. And that represents a
major opportunities to make a
genuine impact. So I am proud
and honored to be a part of
this new platform where I can
connect with people around the
world to share meaningful ways
to create positive change. My
intention is to illuminate
consciousness and to build
greater awareness through
compelling conversations with
news makers, with leaders, with
artists, with people in all
walks of life. I want to reach
that sweet spot where insight
and perspective, truth and
tolerance actually intersect.
So I have two documentaries in
the works right now, one
exploring the toll of sexual
harassment, assault and
violation in the workplace, the
working title is toxic labor.
The other yet unnamed multipart
series focuses on mental
health, and how the skurge of
depression, anxiety,
post-traumatic stress,
addiction, trauma and loss is
just devastating lives daily
across the globe. And what I
know is if we do our jobs
right, we are going to replace
shame, and we are going to
replace stigma with wisdom,
with some compassion and with
honesty.
(Applause).
And now for what I love the
most, for me there is nothing
more thrilling than being
transported by a brilliant
book, nothing. The only thing
actually more gratifying than
an extraordinary read is being
able to share that experience
with others and we are going to
do just that by building the
biggest, the most vibrant, the
most stimulating book club on
the planet.
(Applause).
It is a club, listen to this,
imagine, where Ap Apple Stores
stream a conversation with the
aauthor and me live across all
devices, across all borders,
uniting people to stories that
remind us that no matter who
you are or where you are from,
every man, woman, and child
looks up in awe at the same
sky. So I want to literally
convene a meeting of the minds
connecting us to through books.
For as long as I can remember,
I have had this dream that for
us all to some day realize that
deep potential that we are each
born to. It abides in every
soul. I know this to be true,
and my deepest hope is that we
all humans get to become the
fullest version of ourselves as
human beings, to join in the
mission and vision for our
common good. To leave this
world more enlightened, kinder,
and better than we found it.
And to move together one
billion plus strong into a
future of our own design all
connected through Apple.
(Applause).
Thank you.
>> OPRAH WINFREY: Thank you.
>> TIM COOK: Thank you Oprah.
(Cheers and Applause).
Thank you. I will never forget
this.
All right. Okay. Oprah
joins these amazingly
passionate and award winning
artists. These are people who
we admire for their unique
voices, incredible creativity,
and wonderfully diverse
perspectives, they have
impacted our culture, society,
and we are so excited and so
humbled to be working with
them. We can't wait to hear
all of the incredible stories
that they are going to tell.
What a fun morning!
(Cheers and Applause).
from everything we've shared
with you, you can see how
important these services are
for us and for all of the ways
they extend the experiences of
our customers even further.
They entertain, inspire,
inform, and enrich our lives.
Because at Apple the customer
is and always will be at the
center of everything that we
do.
(Applause).
Now, before I close, I'd like
everyone from Apple that worked
so hard in making today
possible to stand up so we can
recognize you.
(Applause).
They've sacrificed a lot to get
us to this day, and I sincerely
thank you. It's amazing the
privilege of a lifetime that I
have to be able to work with
all of them. I want to thank
everyone for coming. I want to
thank all of the artists that
came out today and shared time
with us, and most of all, thank
you to all of the folks
watching, our customers. Thank
you! Bye-bye!