WEBVTT 00:00:27.261 --> 00:00:32.833 align:start line:85% position:48% size:28% (Applause). 00:00:43.410 --> 00:00:51.885 align:start line:85% position:49% size:3% ♪ 00:01:17.210 --> 00:01:25.786 align:start line:85% position:49% size:3% ♪ 00:01:56.917 --> 00:02:02.689 align:start line:85% position:49% size:3% ♪ 00:02:17.671 --> 00:02:23.443 align:start line:85% position:48% size:28% (Applause). 00:02:23.443 --> 00:02:25.579 align:start line:85% position:50% size:75% >> TIM COOK: Thank you! Thank 00:02:25.579 --> 00:02:30.417 align:start line:85% position:45% size:73% you! Thank you. Thank you. 00:02:30.417 --> 00:02:34.588 align:start line:85% position:45% size:73% Wow! Thank you. Thank you. 00:02:34.588 --> 00:02:38.625 align:start line:85% position:45% size:73% Good morning! And welcome to 00:02:38.625 --> 00:02:39.926 align:start line:85% position:44% size:78% the Steve Jobs Theater. As you 00:02:39.926 --> 00:02:41.928 align:start line:85% position:50% size:75% can tell, today is going to be 00:02:41.928 --> 00:02:44.231 align:start line:85% position:50% size:81% a very different kind of event. 00:02:44.231 --> 00:02:45.799 align:start line:85% position:47% size:58% We have got some really 00:02:45.799 --> 00:02:46.900 align:start line:85% position:45% size:73% exciting things to share with 00:02:46.900 --> 00:02:48.335 align:start line:85% position:45% size:73% you, and we are going to have 00:02:48.335 --> 00:02:49.736 align:start line:85% position:50% size:65% some fun along the way, so 00:02:49.736 --> 00:02:53.140 align:start line:85% position:45% size:73% let's get going. For decades 00:02:53.140 --> 00:02:55.442 align:start line:85% position:45% size:73% Apple has been creating world 00:02:55.442 --> 00:02:57.778 align:start line:85% position:50% size:75% class hardware and world class 00:02:57.778 --> 00:02:59.379 align:start line:85% position:50% size:70% software. We have also been 00:02:59.379 --> 00:03:00.614 align:start line:85% position:45% size:73% creating a growing collection 00:03:00.614 --> 00:03:01.615 align:start line:85% position:46% size:68% of world class services and 00:03:01.615 --> 00:03:04.117 align:start line:85% position:47% size:63% that is what today is all 00:03:04.117 --> 00:03:04.317 align:start line:85% position:50% size:16% about. 00:03:04.317 --> 00:03:06.119 align:start line:85% position:50% size:56% (Cheers and Applause). 00:03:11.792 --> 00:03:13.827 align:start line:85% position:44% size:78% so what is a service? Well, if 00:03:13.827 --> 00:03:15.729 align:start line:85% position:47% size:53% you look it up in the 00:03:15.729 --> 00:03:17.397 align:start line:85% position:44% size:78% dictionary, you will see that a 00:03:17.397 --> 00:03:19.099 align:start line:85% position:47% size:63% service is defined as the 00:03:19.099 --> 00:03:22.736 align:start line:85% position:44% size:78% action of helping or doing work 00:03:22.736 --> 00:03:24.337 align:start line:85% position:50% size:65% for someone. At Apple our 00:03:24.337 --> 00:03:25.472 align:start line:85% position:45% size:73% services are actively working 00:03:25.472 --> 00:03:27.307 align:start line:85% position:45% size:73% to help our customers get the 00:03:27.307 --> 00:03:28.809 align:start line:85% position:50% size:75% most out of their products and 00:03:28.809 --> 00:03:35.148 align:start line:85% position:46% size:68% to enrich their lives. Use 00:03:35.148 --> 00:03:36.483 align:start line:85% position:44% size:78% using the iPhone as an example, 00:03:36.483 --> 00:03:37.751 align:start line:85% position:50% size:61% let's take a look at our 00:03:37.751 --> 00:03:42.289 align:start line:85% position:50% size:75% services in A., the iPhone you 00:03:42.289 --> 00:03:45.492 align:start line:85% position:50% size:70% carry with you with powerful 00:03:45.492 --> 00:03:46.927 align:start line:85% position:50% size:70% hardware and software allows 00:03:46.927 --> 00:03:48.929 align:start line:85% position:50% size:70% you to capture the very best 00:03:48.929 --> 00:03:51.932 align:start line:85% position:50% size:65% moments of your life. And 00:03:51.932 --> 00:03:53.967 align:start line:85% position:44% size:78% automatically makes your entire 00:03:53.967 --> 00:03:55.335 align:start line:85% position:50% size:75% photo library available across 00:03:55.335 --> 00:03:59.573 align:start line:85% position:50% size:75% all of your devices, any time, 00:03:59.573 --> 00:04:02.309 align:start line:85% position:50% size:75% anywhere, safe and protected. 00:04:02.309 --> 00:04:05.645 align:start line:85% position:44% size:78% This is just one example of the 00:04:05.645 --> 00:04:07.681 align:start line:85% position:46% size:68% benefits that come from the 00:04:07.681 --> 00:04:09.516 align:start line:85% position:47% size:58% seamless integration of 00:04:09.516 --> 00:04:11.218 align:start line:85% position:47% size:58% hardware, software, and 00:04:11.218 --> 00:04:12.219 align:start line:85% position:50% size:56% services. And this is 00:04:12.219 --> 00:04:14.020 align:start line:85% position:47% size:63% something that Apple does 00:04:14.020 --> 00:04:15.956 align:start line:85% position:50% size:61% better than anyone else. 00:04:15.956 --> 00:04:17.691 align:start line:85% position:48% size:28% (Applause). 00:04:17.691 --> 00:04:23.830 align:start line:85% position:44% size:78% Thank you. Thank you. Now, we 00:04:23.830 --> 00:04:26.600 align:start line:85% position:44% size:78% have a whole range of services, 00:04:26.600 --> 00:04:27.801 align:start line:85% position:50% size:61% like iCloud, our service 00:04:27.801 --> 00:04:30.437 align:start line:85% position:50% size:65% which keeps your contacts, 00:04:30.437 --> 00:04:32.405 align:start line:85% position:50% size:75% calendar, Notes, and as I just 00:04:32.405 --> 00:04:35.408 align:start line:85% position:50% size:70% showed you, your photoed and 00:04:35.408 --> 00:04:36.910 align:start line:85% position:50% size:75% even your documents up to date 00:04:36.910 --> 00:04:39.212 align:start line:85% position:50% size:70% across all of your devices. 00:04:39.212 --> 00:04:43.116 align:start line:85% position:50% size:61% Siri is the most popular 00:04:43.116 --> 00:04:44.618 align:start line:85% position:44% size:78% personal assistant in the world 00:04:44.618 --> 00:04:46.119 align:start line:85% position:50% size:75% that helps you get things done 00:04:46.119 --> 00:04:47.954 align:start line:85% position:44% size:78% just by asking. And Apple Maps 00:04:47.954 --> 00:04:49.589 align:start line:85% position:44% size:78% the most used navigation system 00:04:49.589 --> 00:04:53.727 align:start line:85% position:50% size:70% on iOS by far. Apple Pay is 00:04:53.727 --> 00:04:55.362 align:start line:85% position:50% size:75% our service that lets you make 00:04:55.362 --> 00:04:58.064 align:start line:85% position:50% size:75% secure purchases in stores and 00:04:58.064 --> 00:05:01.935 align:start line:85% position:50% size:70% apps and on the Web. And we 00:05:01.935 --> 00:05:03.069 align:start line:85% position:50% size:70% offer communication services 00:05:03.069 --> 00:05:05.805 align:start line:85% position:50% size:75% like messages, and FaceTime so 00:05:05.805 --> 00:05:06.907 align:start line:85% position:46% size:68% you can stay connected with 00:05:06.907 --> 00:05:09.042 align:start line:85% position:47% size:63% people that you love. We 00:05:09.042 --> 00:05:10.577 align:start line:85% position:50% size:75% provide services that help you 00:05:10.577 --> 00:05:13.313 align:start line:85% position:45% size:73% locate your devices with Find 00:05:13.313 --> 00:05:15.615 align:start line:85% position:45% size:73% My IPhone or simply know that 00:05:15.615 --> 00:05:17.317 align:start line:85% position:50% size:75% your kids made it to school on 00:05:17.317 --> 00:05:19.553 align:start line:85% position:44% size:78% time with Find My Friends. And 00:05:19.553 --> 00:05:21.454 align:start line:85% position:45% size:73% then there is Apple Music and 00:05:21.454 --> 00:05:22.856 align:start line:85% position:50% size:75% Podcasts and books and the App 00:05:22.856 --> 00:05:25.192 align:start line:85% position:50% size:75% Store and Apple News, services 00:05:25.192 --> 00:05:28.094 align:start line:85% position:44% size:78% that deliver incredible content 00:05:28.094 --> 00:05:32.232 align:start line:85% position:50% size:81% and ser services directly to you 00:05:32.232 --> 00:05:33.533 align:start line:85% position:44% size:78% whenever and wherever you are. 00:05:33.533 --> 00:05:35.835 align:start line:85% position:44% size:78% Now, most of these services are 00:05:35.835 --> 00:05:37.637 align:start line:85% position:46% size:68% free while some of them are 00:05:37.637 --> 00:05:40.240 align:start line:85% position:50% size:70% paid, offering very valuable 00:05:40.240 --> 00:05:44.911 align:start line:85% position:50% size:81% content from talen talented crea 00:05:44.911 --> 00:05:47.280 align:start line:85% position:45% size:73% fore tellers and artists. We 00:05:47.280 --> 00:05:49.182 align:start line:85% position:44% size:78% take our same approach at Apple 00:05:49.182 --> 00:05:51.384 align:start line:85% position:50% size:75% with our services as we do our 00:05:51.384 --> 00:05:52.586 align:start line:85% position:44% size:78% products. They have to be easy 00:05:52.586 --> 00:05:55.021 align:start line:85% position:47% size:53% to use. They have an 00:05:55.021 --> 00:05:57.290 align:start line:85% position:46% size:68% uncompromising attention to 00:05:57.290 --> 00:05:59.392 align:start line:85% position:47% size:53% detail and design and 00:05:59.392 --> 00:06:00.393 align:start line:85% position:44% size:78% Engineering. They are designed 00:06:00.393 --> 00:06:02.329 align:start line:85% position:47% size:53% to keep your personal 00:06:02.329 --> 00:06:03.897 align:start line:85% position:44% size:78% information private and secure. 00:06:03.897 --> 00:06:06.032 align:start line:85% position:48% size:28% (Applause). 00:06:12.372 --> 00:06:13.974 align:start line:85% position:46% size:68% And with our services we do 00:06:13.974 --> 00:06:17.611 align:start line:85% position:44% size:78% even more. They are curated by 00:06:17.611 --> 00:06:20.080 align:start line:85% position:50% size:70% our expert editors, they are 00:06:20.080 --> 00:06:22.415 align:start line:85% position:44% size:78% personalized just for you. And 00:06:22.415 --> 00:06:23.883 align:start line:85% position:50% size:75% they are designed to be shared 00:06:23.883 --> 00:06:27.988 align:start line:85% position:50% size:75% with your entire family. Now, 00:06:27.988 --> 00:06:29.256 align:start line:85% position:50% size:75% today we are excited to extend 00:06:29.256 --> 00:06:31.891 align:start line:85% position:47% size:63% our services even further 00:06:31.891 --> 00:06:33.960 align:start line:85% position:47% size:53% making them even more 00:06:33.960 --> 00:06:38.298 align:start line:85% position:50% size:75% entertaining, more useful, and 00:06:38.298 --> 00:06:40.834 align:start line:85% position:50% size:70% more informative. Let's get 00:06:40.834 --> 00:06:42.902 align:start line:85% position:47% size:58% starts with Apple News. 00:06:42.902 --> 00:06:44.771 align:start line:85% position:50% size:56% (Cheers and Applause). 00:06:47.307 --> 00:06:49.175 align:start line:85% position:44% size:78% when we created Apple News over 00:06:49.175 --> 00:06:50.744 align:start line:85% position:45% size:73% three years ago, we wanted to 00:06:50.744 --> 00:06:52.178 align:start line:85% position:50% size:70% provide the best way to read 00:06:52.178 --> 00:06:54.981 align:start line:85% position:46% size:68% the news on your iPhone and 00:06:54.981 --> 00:06:56.283 align:start line:85% position:46% size:68% iPad. And we felt we could 00:06:56.283 --> 00:06:57.751 align:start line:85% position:50% size:70% make a difference in the way 00:06:57.751 --> 00:07:00.854 align:start line:85% position:50% size:70% that news is experienced and 00:07:00.854 --> 00:07:02.188 align:start line:85% position:45% size:73% understood, a place where the 00:07:02.188 --> 00:07:04.691 align:start line:85% position:50% size:70% news would come from trusted 00:07:04.691 --> 00:07:07.360 align:start line:85% position:47% size:63% sources and be curated by 00:07:07.360 --> 00:07:09.663 align:start line:85% position:45% size:73% experts. Now, this is a very 00:07:09.663 --> 00:07:10.730 align:start line:85% position:50% size:75% different approach than others 00:07:10.730 --> 00:07:13.400 align:start line:85% position:45% size:73% have taken. As Slate pointed 00:07:13.400 --> 00:07:15.402 align:start line:85% position:47% size:58% out by hand picking its 00:07:15.402 --> 00:07:17.237 align:start line:85% position:45% size:73% publishers and stories, Apple 00:07:17.237 --> 00:07:19.339 align:start line:85% position:47% size:58% News prioritizes a news 00:07:19.339 --> 00:07:20.607 align:start line:85% position:46% size:68% source's reputation and the 00:07:20.607 --> 00:07:23.209 align:start line:85% position:45% size:73% value of its content over the 00:07:23.209 --> 00:07:25.412 align:start line:85% position:50% size:75% propensity of its headlines to 00:07:25.412 --> 00:07:27.213 align:start line:85% position:50% size:61% garner clicks and likes. 00:07:27.213 --> 00:07:29.716 align:start line:85% position:48% size:28% (Applause). 00:07:32.319 --> 00:07:34.821 align:start line:85% position:44% size:78% with news being so important to 00:07:34.821 --> 00:07:38.558 align:start line:85% position:50% size:70% us, it's critical that it be 00:07:38.558 --> 00:07:41.594 align:start line:85% position:45% size:73% trusted. With over 5 billion 00:07:41.594 --> 00:07:43.096 align:start line:85% position:44% size:78% articles read each month, Apple 00:07:43.096 --> 00:07:48.068 align:start line:85% position:44% size:78% News is now the number one news 00:07:48.068 --> 00:07:49.135 align:start line:85% position:48% size:48% app! Unbelievable! 00:07:49.135 --> 00:07:50.937 align:start line:85% position:48% size:28% (Applause). 00:07:52.472 --> 00:07:55.208 align:start line:85% position:50% size:75% In fact, Apple News has become 00:07:55.208 --> 00:07:57.110 align:start line:85% position:50% size:75% an essential daily destination 00:07:57.110 --> 00:08:00.046 align:start line:85% position:50% size:70% for millions of people. Our 00:08:00.046 --> 00:08:01.715 align:start line:85% position:50% size:70% editors pick the Top Stories 00:08:01.715 --> 00:08:03.516 align:start line:85% position:50% size:70% every day so you can stay on 00:08:03.516 --> 00:08:05.819 align:start line:85% position:44% size:78% top of important news. You get 00:08:05.819 --> 00:08:08.021 align:start line:85% position:50% size:61% a personalized news feed 00:08:08.021 --> 00:08:09.322 align:start line:85% position:50% size:70% delivering stories on topics 00:08:09.322 --> 00:08:11.925 align:start line:85% position:50% size:70% that are most interesting to 00:08:11.925 --> 00:08:13.493 align:start line:85% position:46% size:68% you, whether they come from 00:08:13.493 --> 00:08:15.095 align:start line:85% position:45% size:73% publishers that you regularly 00:08:15.095 --> 00:08:17.897 align:start line:85% position:50% size:75% read or from ones that you are 00:08:17.897 --> 00:08:19.999 align:start line:85% position:50% size:70% completely new to you. Now, 00:08:19.999 --> 00:08:22.102 align:start line:85% position:45% size:73% when it comes to major events 00:08:22.102 --> 00:08:26.740 align:start line:85% position:45% size:73% our team of editors c curates 00:08:26.740 --> 00:08:27.774 align:start line:85% position:44% size:78% collections of the best stories 00:08:27.774 --> 00:08:29.976 align:start line:85% position:47% size:53% from news, sports and 00:08:29.976 --> 00:08:31.277 align:start line:85% position:50% size:81% entertainment and so much more. 00:08:31.277 --> 00:08:36.216 align:start line:85% position:44% size:78% Now, probably like many of you, 00:08:36.216 --> 00:08:38.852 align:start line:85% position:50% size:75% I love the feeling of being at 00:08:38.852 --> 00:08:40.553 align:start line:85% position:44% size:78% the Newsstand with all of those 00:08:40.553 --> 00:08:42.856 align:start line:85% position:44% size:78% beautiful and thought provoking 00:08:42.856 --> 00:08:45.425 align:start line:85% position:50% size:65% magazines covering so many 00:08:45.425 --> 00:08:48.428 align:start line:85% position:44% size:78% topics. We want them all. But 00:08:48.428 --> 00:08:49.929 align:start line:85% position:50% size:70% we might only be able to get 00:08:49.929 --> 00:08:54.401 align:start line:85% position:50% size:75% one or maybe two. But what if 00:08:54.401 --> 00:08:58.138 align:start line:85% position:50% size:75% we could have them all? Well, 00:08:58.138 --> 00:09:00.340 align:start line:85% position:45% size:73% today we are going to do just 00:09:00.340 --> 00:09:01.875 align:start line:85% position:50% size:56% that. We are bringing 00:09:01.875 --> 00:09:03.243 align:start line:85% position:50% size:65% magazines to million news. 00:09:03.243 --> 00:09:07.480 align:start line:85% position:48% size:28% (Applause). 00:09:12.051 --> 00:09:13.787 align:start line:85% position:47% size:58% With amazing design and 00:09:13.787 --> 00:09:17.056 align:start line:85% position:50% size:75% striking photography, in depth 00:09:17.056 --> 00:09:19.826 align:start line:85% position:47% size:63% journalism, magazines are 00:09:19.826 --> 00:09:21.895 align:start line:85% position:47% size:63% iconic, and a part of our 00:09:21.895 --> 00:09:23.496 align:start line:85% position:47% size:63% culture. They follow and 00:09:23.496 --> 00:09:25.298 align:start line:85% position:46% size:68% create the latest trends in 00:09:25.298 --> 00:09:29.235 align:start line:85% position:47% size:58% fashion and style, they 00:09:29.235 --> 00:09:30.837 align:start line:85% position:50% size:65% entertain, they educate us 00:09:30.837 --> 00:09:32.272 align:start line:85% position:50% size:70% about the world we live in. 00:09:32.272 --> 00:09:34.174 align:start line:85% position:50% size:65% They provide insights into 00:09:34.174 --> 00:09:36.376 align:start line:85% position:45% size:73% science and technology. They 00:09:36.376 --> 00:09:38.678 align:start line:85% position:47% size:63% go behind the scenes with 00:09:38.678 --> 00:09:41.214 align:start line:85% position:46% size:68% exclusive interviews of our 00:09:41.214 --> 00:09:42.682 align:start line:85% position:44% size:78% favorite artists. They feature 00:09:42.682 --> 00:09:45.185 align:start line:85% position:44% size:78% the work of some of the world's 00:09:45.185 --> 00:09:47.387 align:start line:85% position:45% size:73% best journalists. They cover 00:09:47.387 --> 00:09:51.057 align:start line:85% position:44% size:78% the world of sports, they bring 00:09:51.057 --> 00:09:53.393 align:start line:85% position:44% size:78% today's business innovation and 00:09:53.393 --> 00:09:55.995 align:start line:85% position:46% size:68% technology into focus. And 00:09:55.995 --> 00:09:59.165 align:start line:85% position:50% size:75% they tell stories that give us 00:09:59.165 --> 00:10:00.733 align:start line:85% position:50% size:65% perspective. All of these 00:10:00.733 --> 00:10:02.435 align:start line:85% position:50% size:70% magazines come to life in an 00:10:02.435 --> 00:10:05.138 align:start line:85% position:50% size:70% all new service that we call 00:10:05.138 --> 00:10:05.872 align:start line:85% position:50% size:31% Apple News+. 00:10:05.872 --> 00:10:09.442 align:start line:85% position:48% size:28% (Applause). 00:10:14.848 --> 00:10:16.649 align:start line:85% position:46% size:68% This is going to take Apple 00:10:16.649 --> 00:10:19.519 align:start line:85% position:46% size:68% News to a whole new level. 00:10:19.519 --> 00:10:22.155 align:start line:85% position:50% size:70% We've made a video about the 00:10:22.155 --> 00:10:26.526 align:start line:85% position:46% size:68% power of journalism and its 00:10:26.526 --> 00:10:27.427 align:start line:85% position:46% size:68% cultural impact and I would 00:10:27.427 --> 00:10:29.462 align:start line:85% position:50% size:70% love to play it for you now. 00:10:36.302 --> 00:10:42.976 align:start line:85% position:49% size:3% ♪ 00:10:44.878 --> 00:10:47.347 align:start line:85% position:45% size:73% >> My passion as a journalist 00:10:47.347 --> 00:10:49.616 align:start line:85% position:44% size:78% has been to help readers better 00:10:49.616 --> 00:10:50.884 align:start line:85% position:45% size:73% understand the moment that we 00:10:50.884 --> 00:10:53.419 align:start line:85% position:50% size:35% are living in. 00:10:53.419 --> 00:10:56.189 align:start line:85% position:45% size:73% >> I definitely go further to 00:10:56.189 --> 00:10:58.358 align:start line:85% position:50% size:70% get a shot man my wife would 00:10:58.358 --> 00:11:00.493 align:start line:85% position:50% size:35% like me to go. 00:11:00.493 --> 00:11:02.195 align:start line:85% position:50% size:70% >> I think fashion magazines 00:11:02.195 --> 00:11:04.197 align:start line:85% position:50% size:56% play such a huge role, 00:11:04.197 --> 00:11:05.565 align:start line:85% position:44% size:78% magazines allowed me to kind of 00:11:05.565 --> 00:11:06.766 align:start line:85% position:46% size:68% see people that looked more 00:11:06.766 --> 00:11:09.469 align:start line:85% position:50% size:21% like me. 00:11:09.469 --> 00:11:12.205 align:start line:85% position:50% size:61% >> You have to have more 00:11:12.205 --> 00:11:12.772 align:start line:85% position:50% size:65% voices. Representation in 00:11:12.772 --> 00:11:14.374 align:start line:85% position:50% size:56% front of the camera is 00:11:14.374 --> 00:11:15.375 align:start line:85% position:45% size:73% important, but representation 00:11:15.375 --> 00:11:17.110 align:start line:85% position:50% size:75% behind the camera is even more 00:11:17.110 --> 00:11:18.645 align:start line:85% position:50% size:25% important. 00:11:20.246 --> 00:11:21.748 align:start line:85% position:50% size:65% >> One of the functions of 00:11:21.748 --> 00:11:22.949 align:start line:85% position:44% size:78% journalism in this moment is to 00:11:22.949 --> 00:11:25.385 align:start line:85% position:47% size:63% offer a fuller picture of 00:11:25.385 --> 00:11:26.686 align:start line:85% position:50% size:75% power, who has it, who doesn't 00:11:26.686 --> 00:11:28.488 align:start line:85% position:50% size:75% have it, and what the costs of 00:11:28.488 --> 00:11:30.423 align:start line:85% position:48% size:38% that have been. 00:11:31.824 --> 00:11:34.527 align:start line:85% position:50% size:65% >> Photography can take us 00:11:34.527 --> 00:11:36.329 align:start line:85% position:44% size:78% anywhere in that infinite world 00:11:36.329 --> 00:11:39.966 align:start line:85% position:50% size:70% of stories, and gives you an 00:11:39.966 --> 00:11:42.168 align:start line:85% position:46% size:68% empathy that you could have 00:11:42.168 --> 00:11:43.202 align:start line:85% position:48% size:38% never imagined. 00:11:43.202 --> 00:11:46.506 align:start line:85% position:50% size:75% >> Great writing ideally helps 00:11:46.506 --> 00:11:47.473 align:start line:85% position:44% size:78% people make sense of the world. 00:11:47.473 --> 00:11:48.908 align:start line:85% position:46% size:68% >> Sports photography is my 00:11:48.908 --> 00:11:50.276 align:start line:85% position:46% size:68% life and that's what I have 00:11:50.276 --> 00:11:54.247 align:start line:85% position:50% size:65% been inspired by, freezing 00:11:54.247 --> 00:11:54.447 align:start line:85% position:49% size:13% time. 00:11:54.447 --> 00:11:56.349 align:start line:85% position:50% size:70% >> Part of my job is to shed 00:11:56.349 --> 00:11:58.184 align:start line:85% position:44% size:78% light on stories that have been 00:11:58.184 --> 00:12:00.587 align:start line:85% position:48% size:43% kept in the dark. 00:12:00.587 --> 00:12:02.922 align:start line:85% position:50% size:65% >> The container for these 00:12:02.922 --> 00:12:04.424 align:start line:85% position:46% size:68% stories is changing. If we 00:12:04.424 --> 00:12:06.225 align:start line:85% position:45% size:73% have a place to go to that we 00:12:06.225 --> 00:12:08.361 align:start line:85% position:50% size:75% can trust to hold all of those 00:12:08.361 --> 00:12:12.865 align:start line:85% position:44% size:78% stories, that is going to help. 00:12:20.073 --> 00:12:22.141 align:start line:85% position:49% size:8% ♪ . 00:12:22.141 --> 00:12:22.775 align:start line:85% position:50% size:6% ♪ 00:12:33.987 --> 00:12:39.359 align:start line:85% position:49% size:3% ♪ 00:12:47.400 --> 00:12:51.070 align:start line:85% position:48% size:28% (Applause). 00:12:52.672 --> 00:12:56.609 align:start line:85% position:50% size:70% Thank you. Now, to till you 00:12:56.609 --> 00:12:58.044 align:start line:85% position:46% size:68% more about Apple News+, I'd 00:12:58.044 --> 00:13:02.515 align:start line:85% position:44% size:78% like to invite up Roger Ross -- 00:13:02.515 --> 00:13:04.250 align:start line:85% position:44% size:78% Roger Rosner, Vice President of 00:13:04.250 --> 00:13:09.188 align:start line:85% position:47% size:53% Applications. Roger. 00:13:09.188 --> 00:13:09.822 align:start line:85% position:45% size:73% >> ROGER ROSNER: I'm thrilled 00:13:09.822 --> 00:13:11.591 align:start line:85% position:47% size:63% to tell you about the new 00:13:11.591 --> 00:13:12.592 align:start line:85% position:50% size:65% service we are bringing to 00:13:12.592 --> 00:13:14.861 align:start line:85% position:44% size:78% Apple News. Our goal for Apple 00:13:14.861 --> 00:13:17.897 align:start line:85% position:50% size:75% News+ was simple, we wanted to 00:13:17.897 --> 00:13:19.699 align:start line:85% position:50% size:61% create the best magazine 00:13:19.699 --> 00:13:21.367 align:start line:85% position:45% size:73% reading experience ever for a 00:13:21.367 --> 00:13:23.569 align:start line:85% position:46% size:68% mobile device. Apple News+ 00:13:23.569 --> 00:13:26.606 align:start line:85% position:47% size:63% will bring you over 3,000 00:13:26.606 --> 00:13:29.542 align:start line:85% position:47% size:63% magazines across all, I'm 00:13:29.542 --> 00:13:32.779 align:start line:85% position:44% size:78% sorry, 300 magazines across all 00:13:32.779 --> 00:13:37.083 align:start line:85% position:47% size:53% sorts of topics, like 00:13:37.083 --> 00:13:39.719 align:start line:85% position:50% size:70% entertainment, fashion, news 00:13:39.719 --> 00:13:43.156 align:start line:85% position:45% size:73% and politics, we've got great 00:13:43.156 --> 00:13:45.458 align:start line:85% position:46% size:68% health magazines, and great 00:13:45.458 --> 00:13:48.461 align:start line:85% position:44% size:78% lifestyle magazines. We've got 00:13:48.461 --> 00:13:50.797 align:start line:85% position:50% size:61% magazines for travelers, 00:13:50.797 --> 00:13:53.299 align:start line:85% position:50% size:56% magazines for foodies, 00:13:53.299 --> 00:13:55.702 align:start line:85% position:50% size:65% magazines for gear heads. 00:13:55.702 --> 00:13:57.236 align:start line:85% position:50% size:70% We've got magazines for just 00:13:57.236 --> 00:13:59.739 align:start line:85% position:45% size:73% about every passion under the 00:13:59.739 --> 00:14:01.908 align:start line:85% position:50% size:70% sun. And Apple News+ is the 00:14:01.908 --> 00:14:03.042 align:start line:85% position:50% size:75% only place where you will find 00:14:03.042 --> 00:14:05.011 align:start line:85% position:46% size:68% all of these magazines in a 00:14:05.011 --> 00:14:05.745 align:start line:85% position:48% size:38% single package. 00:14:05.745 --> 00:14:09.716 align:start line:85% position:48% size:28% (Applause). 00:14:12.819 --> 00:14:15.621 align:start line:85% position:50% size:75% To show it to you, I'd like to 00:14:15.621 --> 00:14:18.057 align:start line:85% position:50% size:61% invite up Wyatt Mitchell 00:14:18.057 --> 00:14:19.158 align:start line:85% position:50% size:75% Apple's Director of Design for 00:14:19.158 --> 00:14:19.492 align:start line:85% position:48% size:33% Applications. 00:14:19.492 --> 00:14:22.095 align:start line:85% position:48% size:28% (Applause). 00:14:22.095 --> 00:14:24.697 align:start line:85% position:45% size:73% >> WYATT MITCHELL: Thank you, 00:14:24.697 --> 00:14:25.798 align:start line:85% position:50% size:16% Roger. 00:14:25.798 --> 00:14:27.667 align:start line:85% position:50% size:70% Let's take a look at the new 00:14:27.667 --> 00:14:29.902 align:start line:85% position:46% size:68% Apple News+. It all starts 00:14:29.902 --> 00:14:32.538 align:start line:85% position:46% size:68% with the same brought Apple 00:14:32.538 --> 00:14:33.639 align:start line:85% position:45% size:73% News free experience and that 00:14:33.639 --> 00:14:36.876 align:start line:85% position:46% size:68% means it's got Top Stories, 00:14:36.876 --> 00:14:39.545 align:start line:85% position:50% size:75% it's got trending stories, and 00:14:39.545 --> 00:14:41.748 align:start line:85% position:50% size:61% here are my personalized 00:14:41.748 --> 00:14:42.949 align:start line:85% position:50% size:70% recommendations in for you. 00:14:42.949 --> 00:14:45.718 align:start line:85% position:48% size:48% With an Apple News+ 00:14:45.718 --> 00:14:46.652 align:start line:85% position:50% size:70% subscription, the experience 00:14:46.652 --> 00:14:48.321 align:start line:85% position:45% size:73% gets even better. It means I 00:14:48.321 --> 00:14:50.022 align:start line:85% position:44% size:78% get the latest magazines. With 00:14:50.022 --> 00:14:51.491 align:start line:85% position:50% size:70% this design we wanted to add 00:14:51.491 --> 00:14:52.792 align:start line:85% position:50% size:61% the best of the magazine 00:14:52.792 --> 00:14:53.893 align:start line:85% position:50% size:70% experience into the app, and 00:14:53.893 --> 00:14:55.461 align:start line:85% position:45% size:73% that starts with the covers. 00:14:55.461 --> 00:14:56.963 align:start line:85% position:46% size:68% We wanted to make them even 00:14:56.963 --> 00:14:59.332 align:start line:85% position:44% size:78% more inviting and entrance into 00:14:59.332 --> 00:15:01.167 align:start line:85% position:50% size:75% other world, so we created the 00:15:01.167 --> 00:15:04.003 align:start line:85% position:44% size:78% live cover. Check this one out 00:15:04.003 --> 00:15:05.104 align:start line:85% position:44% size:78% from National Geographic. It's 00:15:05.104 --> 00:15:08.775 align:start line:85% position:47% size:58% an amazing aerial view. 00:15:08.775 --> 00:15:11.410 align:start line:85% position:48% size:28% (Applause). 00:15:11.410 --> 00:15:14.347 align:start line:85% position:45% size:73% It's an amazing irall view of 00:15:14.347 --> 00:15:19.185 align:start line:85% position:45% size:73% Sid yi us -- Sid yi Australia 00:15:19.185 --> 00:15:20.486 align:start line:85% position:50% size:65% when I top the cover, I am 00:15:20.486 --> 00:15:23.322 align:start line:85% position:50% size:81% taken to the table of contents. 00:15:23.322 --> 00:15:25.124 align:start line:85% position:50% size:75% I can jump to whatever one I'm 00:15:25.124 --> 00:15:26.192 align:start line:85% position:45% size:73% interested in like this. And 00:15:26.192 --> 00:15:27.894 align:start line:85% position:47% size:63% here I land in a National 00:15:27.894 --> 00:15:32.498 align:start line:85% position:44% size:78% Geographic article, beautifully 00:15:32.498 --> 00:15:36.569 align:start line:85% position:45% size:73% designed, and full of amazing 00:15:36.569 --> 00:15:37.103 align:start line:85% position:50% size:65% infographics. Apple News+ 00:15:37.103 --> 00:15:38.271 align:start line:85% position:50% size:75% makes the experience of diving 00:15:38.271 --> 00:15:40.506 align:start line:85% position:44% size:78% into an issue even more fun and 00:15:40.506 --> 00:15:42.708 align:start line:85% position:46% size:68% exciting. It's really like 00:15:42.708 --> 00:15:43.409 align:start line:85% position:50% size:65% having National Geographic 00:15:43.409 --> 00:15:44.977 align:start line:85% position:45% size:73% designed for my phone, and to 00:15:44.977 --> 00:15:46.779 align:start line:85% position:44% size:78% get more I can tap on the table 00:15:46.779 --> 00:15:48.481 align:start line:85% position:44% size:78% of contents or I can browse the 00:15:48.481 --> 00:15:49.982 align:start line:85% position:50% size:70% issue by simply swiping from 00:15:49.982 --> 00:15:51.918 align:start line:85% position:50% size:75% article to article like this. 00:15:51.918 --> 00:15:54.020 align:start line:85% position:44% size:78% I can read full magazine issues 00:15:54.020 --> 00:15:55.555 align:start line:85% position:45% size:73% no matter where or when right 00:15:55.555 --> 00:15:57.590 align:start line:85% position:45% size:73% on my phone. All right. Let 00:15:57.590 --> 00:15:59.625 align:start line:85% position:50% size:75% me get back to the Today tab. 00:15:59.625 --> 00:16:00.827 align:start line:85% position:50% size:75% There are more recommendations 00:16:00.827 --> 00:16:03.129 align:start line:85% position:50% size:70% of articles and issues here, 00:16:03.129 --> 00:16:05.331 align:start line:85% position:50% size:70% but the place to explore all 00:16:05.331 --> 00:16:08.167 align:start line:85% position:50% size:81% magazines is the news plus tab. 00:16:08.167 --> 00:16:10.269 align:start line:85% position:44% size:78% Here we wanted to design a home 00:16:10.269 --> 00:16:12.905 align:start line:85% position:45% size:73% dedicated to everything about 00:16:12.905 --> 00:16:15.241 align:start line:85% position:50% size:65% enjoying magazines. I can 00:16:15.241 --> 00:16:19.045 align:start line:85% position:50% size:75% easily find my favorite titles 00:16:19.045 --> 00:16:20.479 align:start line:85% position:46% size:68% right here? My magazines. 00:16:20.479 --> 00:16:22.715 align:start line:85% position:50% size:65% Here is one of my all time 00:16:22.715 --> 00:16:25.017 align:start line:85% position:45% size:73% favorites, the New Yorker. I 00:16:25.017 --> 00:16:26.319 align:start line:85% position:47% size:63% also see suggestions like 00:16:26.319 --> 00:16:27.420 align:start line:85% position:45% size:73% popular science here based on 00:16:27.420 --> 00:16:29.655 align:start line:85% position:47% size:63% my interests. And recent 00:16:29.655 --> 00:16:31.224 align:start line:85% position:50% size:61% issues are automatically 00:16:31.224 --> 00:16:32.425 align:start line:85% position:50% size:70% downloaded to I will already 00:16:32.425 --> 00:16:35.027 align:start line:85% position:50% size:70% have them before I board the 00:16:35.027 --> 00:16:36.028 align:start line:85% position:44% size:78% flight. Scrolling down here is 00:16:36.028 --> 00:16:37.897 align:start line:85% position:45% size:73% one of our first looks. It's 00:16:37.897 --> 00:16:39.899 align:start line:85% position:50% size:75% the new cover of Rolling Stone 00:16:39.899 --> 00:16:41.334 align:start line:85% position:50% size:75% featuring some of the stars of 00:16:41.334 --> 00:16:42.435 align:start line:85% position:50% size:56% Game of Thrones. Now, 00:16:42.435 --> 00:16:45.238 align:start line:85% position:45% size:73% everything here is curated by 00:16:45.238 --> 00:16:46.272 align:start line:85% position:50% size:65% the Apple News editors and 00:16:46.272 --> 00:16:48.574 align:start line:85% position:46% size:68% personalized which makes it 00:16:48.574 --> 00:16:49.876 align:start line:85% position:50% size:70% really easy to disor a great 00:16:49.876 --> 00:16:51.744 align:start line:85% position:50% size:75% article or -- discover a great 00:16:51.744 --> 00:16:53.145 align:start line:85% position:44% size:78% article or explore a topic like 00:16:53.145 --> 00:16:55.748 align:start line:85% position:50% size:70% this group of travel stories 00:16:55.748 --> 00:16:58.084 align:start line:85% position:50% size:70% for me. I have been reading 00:16:58.084 --> 00:17:00.186 align:start line:85% position:45% size:73% about Costa Rica recently and 00:17:00.186 --> 00:17:01.654 align:start line:85% position:50% size:75% while I'm not a regular reader 00:17:01.654 --> 00:17:03.656 align:start line:85% position:44% size:78% of Marie Claire, I can see news 00:17:03.656 --> 00:17:04.590 align:start line:85% position:50% size:65% plus is recommending their 00:17:04.590 --> 00:17:05.391 align:start line:85% position:46% size:68% article on traveling there, 00:17:05.391 --> 00:17:06.959 align:start line:85% position:47% size:63% which is really smart and 00:17:06.959 --> 00:17:08.861 align:start line:85% position:50% size:75% really great. I will also see 00:17:08.861 --> 00:17:11.264 align:start line:85% position:44% size:78% featured articles like this one 00:17:11.264 --> 00:17:13.065 align:start line:85% position:50% size:70% from Wired Magazine, and new 00:17:13.065 --> 00:17:15.468 align:start line:85% position:47% size:63% issues like this one from 00:17:15.468 --> 00:17:20.940 align:start line:85% position:46% size:68% Essence with he's Issa Rae 00:17:20.940 --> 00:17:23.142 align:start line:85% position:46% size:68% often on the core cover. I 00:17:23.142 --> 00:17:24.543 align:start line:85% position:46% size:68% will tap on the cover story 00:17:24.543 --> 00:17:28.180 align:start line:85% position:50% size:75% because I'm a big farch of her 00:17:28.180 --> 00:17:29.348 align:start line:85% position:48% size:38% show, Insecure. 00:17:32.785 --> 00:17:35.221 align:start line:85% position:44% size:78% Design plays such a big part of 00:17:35.221 --> 00:17:36.455 align:start line:85% position:45% size:73% magazines we really wanted to 00:17:36.455 --> 00:17:38.758 align:start line:85% position:45% size:73% give the titles their ability 00:17:38.758 --> 00:17:40.626 align:start line:85% position:46% size:68% to express their own unique 00:17:40.626 --> 00:17:42.395 align:start line:85% position:46% size:68% look and feel through their 00:17:42.395 --> 00:17:43.729 align:start line:85% position:50% size:56% design, typography and 00:17:43.729 --> 00:17:45.331 align:start line:85% position:45% size:73% photography. This is Essence 00:17:45.331 --> 00:17:47.033 align:start line:85% position:50% size:75% designed for the phone. So it 00:17:47.033 --> 00:17:48.534 align:start line:85% position:44% size:78% looks great here on the phone. 00:17:48.534 --> 00:17:51.070 align:start line:85% position:50% size:70% Let's take a look at it on a 00:17:51.070 --> 00:17:52.305 align:start line:85% position:49% size:13% iPad. 00:17:52.305 --> 00:17:54.240 align:start line:85% position:44% size:78% I will open up the same article 00:17:54.240 --> 00:18:00.880 align:start line:85% position:50% size:70% on the iPad. And as you can 00:18:00.880 --> 00:18:02.381 align:start line:85% position:50% size:56% see, the article looks 00:18:02.381 --> 00:18:03.883 align:start line:85% position:50% size:65% fantastic here too, nicely 00:18:03.883 --> 00:18:05.885 align:start line:85% position:50% size:70% adapted to the larger size. 00:18:05.885 --> 00:18:09.755 align:start line:85% position:45% size:73% Just like on the phone, I can 00:18:09.755 --> 00:18:11.624 align:start line:85% position:44% size:78% tap on the table of contents to 00:18:11.624 --> 00:18:12.758 align:start line:85% position:44% size:78% navigate to another article. I 00:18:12.758 --> 00:18:14.460 align:start line:85% position:50% size:70% will try this beauty story. 00:18:14.460 --> 00:18:16.162 align:start line:85% position:50% size:70% And here we have a beautiful 00:18:16.162 --> 00:18:20.099 align:start line:85% position:45% size:73% photo essay. The iPad really 00:18:20.099 --> 00:18:21.200 align:start line:85% position:46% size:68% shows off great photography 00:18:21.200 --> 00:18:24.870 align:start line:85% position:44% size:78% like this. Now, if I'm looking 00:18:24.870 --> 00:18:26.072 align:start line:85% position:50% size:75% for something specific or just 00:18:26.072 --> 00:18:28.074 align:start line:85% position:50% size:61% wanting to browse, I can 00:18:28.074 --> 00:18:30.409 align:start line:85% position:44% size:78% navigate to the full breadth of 00:18:30.409 --> 00:18:32.044 align:start line:85% position:46% size:68% the catalog by just tapping 00:18:32.044 --> 00:18:33.579 align:start line:85% position:46% size:68% here at the top, and here I 00:18:33.579 --> 00:18:35.648 align:start line:85% position:45% size:73% have hundreds and hundreds of 00:18:35.648 --> 00:18:37.416 align:start line:85% position:47% size:63% magazines. I can find my 00:18:37.416 --> 00:18:41.554 align:start line:85% position:44% size:78% sports, my music, my travel. I 00:18:41.554 --> 00:18:43.089 align:start line:85% position:45% size:73% can find the entire Newsstand 00:18:43.089 --> 00:18:44.890 align:start line:85% position:44% size:78% that Tim referred to right here 00:18:44.890 --> 00:18:47.827 align:start line:85% position:44% size:78% on my iPad. And that's the new 00:18:47.827 --> 00:18:50.529 align:start line:85% position:50% size:70% Apple News+, the best mobile 00:18:50.529 --> 00:18:51.397 align:start line:85% position:44% size:78% magazine experience ever. Back 00:18:51.397 --> 00:18:57.970 align:start line:85% position:50% size:35% to you, Roger. 00:18:57.970 --> 00:19:01.040 align:start line:85% position:48% size:28% (Applause). 00:19:01.040 --> 00:19:02.508 align:start line:85% position:46% size:68% >> ROGER ROSNER: Thank you, 00:19:02.508 --> 00:19:04.543 align:start line:85% position:50% size:70% Wyatt. No one has ever made 00:19:04.543 --> 00:19:06.612 align:start line:85% position:45% size:73% digital magazines as gorgeous 00:19:06.612 --> 00:19:07.713 align:start line:85% position:50% size:75% and readable as this. Whether 00:19:07.713 --> 00:19:09.148 align:start line:85% position:45% size:73% you like to read whole issues 00:19:09.148 --> 00:19:11.450 align:start line:85% position:50% size:70% cover to cover or individual 00:19:11.450 --> 00:19:12.685 align:start line:85% position:50% size:70% articles, Apple News+ is the 00:19:12.685 --> 00:19:14.987 align:start line:85% position:45% size:73% best way to read magazines on 00:19:14.987 --> 00:19:17.289 align:start line:85% position:45% size:73% your device. But Apple News+ 00:19:17.289 --> 00:19:20.359 align:start line:85% position:50% size:75% is about more than magazines. 00:19:20.359 --> 00:19:21.594 align:start line:85% position:50% size:75% Apple News+ also includes some 00:19:21.594 --> 00:19:24.597 align:start line:85% position:46% size:68% of the most popular premium 00:19:24.597 --> 00:19:26.799 align:start line:85% position:50% size:75% digital subscriptions like The 00:19:26.799 --> 00:19:26.999 align:start line:85% position:50% size:16% Skimm. 00:19:26.999 --> 00:19:30.536 align:start line:85% position:48% size:28% (Applause). 00:19:32.338 --> 00:19:35.007 align:start line:85% position:50% size:65% But we didn't stop there. 00:19:35.007 --> 00:19:37.710 align:start line:85% position:45% size:73% Apple News+ also includes the 00:19:37.710 --> 00:19:40.212 align:start line:85% position:50% size:75% country's largest metropolitan 00:19:40.212 --> 00:19:42.181 align:start line:85% position:50% size:70% newspaper and a rising star, 00:19:42.181 --> 00:19:42.948 align:start line:85% position:48% size:38% the L.A. Times. 00:19:42.948 --> 00:19:44.784 align:start line:85% position:48% size:28% (Applause). 00:19:48.721 --> 00:19:51.457 align:start line:85% position:44% size:78% And I'm super proud to announce 00:19:51.457 --> 00:19:52.958 align:start line:85% position:50% size:75% that Apple News+ also includes 00:19:52.958 --> 00:19:56.328 align:start line:85% position:50% size:56% one of the world's top 00:19:56.328 --> 00:19:56.929 align:start line:85% position:46% size:68% newspapers, The Wall Street 00:19:56.929 --> 00:19:57.163 align:start line:85% position:50% size:21% Journal. 00:19:57.163 --> 00:19:59.532 align:start line:85% position:48% size:28% (Applause). 00:20:03.702 --> 00:20:05.304 align:start line:85% position:50% size:75% And, of course, Apple News+ is 00:20:05.304 --> 00:20:07.540 align:start line:85% position:44% size:78% built on a foundation of expert 00:20:07.540 --> 00:20:10.042 align:start line:85% position:50% size:45% human curation and 00:20:10.042 --> 00:20:10.776 align:start line:85% position:50% size:41% industry-leading 00:20:10.776 --> 00:20:11.477 align:start line:85% position:46% size:68% personalization, so finding 00:20:11.477 --> 00:20:13.212 align:start line:85% position:46% size:68% what you are looking for in 00:20:13.212 --> 00:20:14.413 align:start line:85% position:45% size:73% that incredible collection of 00:20:14.413 --> 00:20:16.982 align:start line:85% position:44% size:78% content is as easy as launching 00:20:16.982 --> 00:20:20.219 align:start line:85% position:50% size:75% Apple News. When we announced 00:20:20.219 --> 00:20:21.987 align:start line:85% position:50% size:65% Apple News, we told you we 00:20:21.987 --> 00:20:23.489 align:start line:85% position:50% size:75% designed it to be private from 00:20:23.489 --> 00:20:25.257 align:start line:85% position:44% size:78% the ground up, and that's still 00:20:25.257 --> 00:20:26.459 align:start line:85% position:50% size:61% true, and it's even more 00:20:26.459 --> 00:20:28.861 align:start line:85% position:50% size:75% important today. So sometimes 00:20:28.861 --> 00:20:30.696 align:start line:85% position:50% size:61% people ask us, how do we 00:20:30.696 --> 00:20:33.099 align:start line:85% position:44% size:78% recommend the best articles for 00:20:33.099 --> 00:20:35.701 align:start line:85% position:45% size:73% you without compromising your 00:20:35.701 --> 00:20:37.503 align:start line:85% position:50% size:65% privacy? The answer is we 00:20:37.503 --> 00:20:38.771 align:start line:85% position:46% size:68% download groups of articles 00:20:38.771 --> 00:20:41.740 align:start line:85% position:45% size:73% from our servers, and then we 00:20:41.740 --> 00:20:43.042 align:start line:85% position:45% size:73% use on device intelligence to 00:20:43.042 --> 00:20:45.978 align:start line:85% position:44% size:78% make recommendations. And that 00:20:45.978 --> 00:20:48.147 align:start line:85% position:50% size:70% means we don't know what you 00:20:48.147 --> 00:20:49.548 align:start line:85% position:50% size:75% read, and in addition to that, 00:20:49.548 --> 00:20:51.884 align:start line:85% position:45% size:73% we don't allow advertisers to 00:20:51.884 --> 00:20:52.151 align:start line:85% position:50% size:25% track you. 00:20:52.151 --> 00:20:55.988 align:start line:85% position:48% size:28% (Applause). 00:21:05.231 --> 00:21:06.632 align:start line:85% position:44% size:78% So what you read about in Apple 00:21:06.632 --> 00:21:08.067 align:start line:85% position:44% size:78% News will not follow you across 00:21:08.067 --> 00:21:13.038 align:start line:85% position:45% size:73% the Web. So Apple News+ over 00:21:13.038 --> 00:21:15.207 align:start line:85% position:45% size:73% 300 great magazines, The Wall 00:21:15.207 --> 00:21:17.176 align:start line:85% position:44% size:78% Street Journal, the L.A. Times, 00:21:17.176 --> 00:21:19.245 align:start line:85% position:46% size:68% those great premium digital 00:21:19.245 --> 00:21:22.581 align:start line:85% position:47% size:63% subscriptions. There has 00:21:22.581 --> 00:21:23.549 align:start line:85% position:45% size:73% literally never been an offer 00:21:23.549 --> 00:21:24.650 align:start line:85% position:50% size:75% like this before. If you were 00:21:24.650 --> 00:21:26.785 align:start line:85% position:50% size:70% to subscribe to all of these 00:21:26.785 --> 00:21:28.654 align:start line:85% position:44% size:78% individually, it would cost you 00:21:28.654 --> 00:21:31.457 align:start line:85% position:44% size:78% over $8,000 per year. But with 00:21:31.457 --> 00:21:37.329 align:start line:85% position:50% size:75% Apple News+, you pay $9.99 per 00:21:37.329 --> 00:21:37.530 align:start line:85% position:50% size:16% month. 00:21:37.530 --> 00:21:38.964 align:start line:85% position:48% size:28% (Applause). 00:21:42.468 --> 00:21:44.270 align:start line:85% position:45% size:73% And that's not just for you. 00:21:44.270 --> 00:21:46.205 align:start line:85% position:50% size:56% We thought this was so 00:21:46.205 --> 00:21:47.907 align:start line:85% position:50% size:70% important we decided to make 00:21:47.907 --> 00:21:49.842 align:start line:85% position:45% size:73% this available to your entire 00:21:49.842 --> 00:21:52.344 align:start line:85% position:45% size:73% family with Family Sharing at 00:21:52.344 --> 00:21:54.246 align:start line:85% position:50% size:41% no extra charge. 00:21:54.246 --> 00:21:56.415 align:start line:85% position:48% size:28% (Applause). 00:22:00.119 --> 00:22:02.087 align:start line:85% position:44% size:78% Each person in your family gets 00:22:02.087 --> 00:22:06.959 align:start line:85% position:50% size:75% full access to that incredible 00:22:06.959 --> 00:22:08.394 align:start line:85% position:50% size:70% catalog on their own devices 00:22:08.394 --> 00:22:09.895 align:start line:85% position:50% size:70% with their own favorites and 00:22:09.895 --> 00:22:10.996 align:start line:85% position:50% size:45% their own personal 00:22:10.996 --> 00:22:12.097 align:start line:85% position:47% size:63% recommendations. It's an 00:22:12.097 --> 00:22:13.832 align:start line:85% position:50% size:75% amazing value. Apple News+ is 00:22:13.832 --> 00:22:15.734 align:start line:85% position:50% size:75% available today, just download 00:22:15.734 --> 00:22:17.603 align:start line:85% position:50% size:65% today's updates of iOS and 00:22:17.603 --> 00:22:19.305 align:start line:85% position:50% size:70% macOS and launch Apple News, 00:22:19.305 --> 00:22:21.273 align:start line:85% position:50% size:70% and the first month is free. 00:22:21.273 --> 00:22:24.343 align:start line:85% position:48% size:28% (Applause). 00:22:27.846 --> 00:22:29.281 align:start line:85% position:44% size:78% And in addition to launching in 00:22:29.281 --> 00:22:31.083 align:start line:85% position:45% size:73% the U.S., I'm happy to say we 00:22:31.083 --> 00:22:33.419 align:start line:85% position:50% size:70% are also bringing Apple News 00:22:33.419 --> 00:22:35.254 align:start line:85% position:50% size:70% and Apple News+ to Canada in 00:22:35.254 --> 00:22:37.790 align:start line:85% position:46% size:68% both English and in French. 00:22:37.790 --> 00:22:42.094 align:start line:85% position:48% size:28% (Applause). 00:22:42.094 --> 00:22:44.997 align:start line:85% position:44% size:78% And we are adding over 30 great 00:22:44.997 --> 00:22:47.032 align:start line:85% position:46% size:68% Canadian magazines to Apple 00:22:47.032 --> 00:22:48.834 align:start line:85% position:50% size:61% News+ along with the top 00:22:48.834 --> 00:22:55.074 align:start line:85% position:44% size:78% newspaper in Canada, the Starr. 00:22:55.074 --> 00:22:56.508 align:start line:85% position:45% size:73% and later this year, we will 00:22:56.508 --> 00:22:58.644 align:start line:85% position:50% size:65% be bringing Apple News+ to 00:22:58.644 --> 00:23:01.247 align:start line:85% position:44% size:78% Australia and we will be coming 00:23:01.247 --> 00:23:04.149 align:start line:85% position:46% size:68% to Europe starting with the 00:23:04.149 --> 00:23:04.316 align:start line:85% position:50% size:11% U.K. 00:23:04.316 --> 00:23:07.086 align:start line:85% position:48% size:28% (Applause). 00:23:07.086 --> 00:23:10.222 align:start line:85% position:50% size:61% So that's Apple News+, a 00:23:10.222 --> 00:23:11.724 align:start line:85% position:50% size:65% premium subscription built 00:23:11.724 --> 00:23:13.125 align:start line:85% position:50% size:65% right into Apple News that 00:23:13.125 --> 00:23:15.094 align:start line:85% position:46% size:68% brings you the world's best 00:23:15.094 --> 00:23:16.695 align:start line:85% position:50% size:75% publications all in one place, 00:23:16.695 --> 00:23:18.063 align:start line:85% position:50% size:70% built on the principles that 00:23:18.063 --> 00:23:20.132 align:start line:85% position:45% size:73% guide all of our services, we 00:23:20.132 --> 00:23:22.034 align:start line:85% position:50% size:75% are super excited about this. 00:23:22.034 --> 00:23:26.672 align:start line:85% position:44% size:78% We hope you like it. Thanks so 00:23:26.672 --> 00:23:26.872 align:start line:85% position:49% size:13% much! 00:23:26.872 --> 00:23:28.140 align:start line:85% position:48% size:28% (Applause). 00:23:32.745 --> 00:23:33.545 align:start line:85% position:46% size:68% >> TIM COOK: This is really 00:23:33.545 --> 00:23:36.282 align:start line:85% position:44% size:78% important to us. We believe in 00:23:36.282 --> 00:23:38.717 align:start line:85% position:44% size:78% the power of journalism and the 00:23:38.717 --> 00:23:40.486 align:start line:85% position:47% size:63% impact it can have on our 00:23:40.486 --> 00:23:42.187 align:start line:85% position:47% size:63% lives. We want to make a 00:23:42.187 --> 00:23:43.822 align:start line:85% position:50% size:70% valuable contribution to the 00:23:43.822 --> 00:23:46.325 align:start line:85% position:50% size:70% industry and to society as a 00:23:46.325 --> 00:23:48.127 align:start line:85% position:44% size:78% whole. We think Apple News+ is 00:23:48.127 --> 00:23:50.162 align:start line:85% position:47% size:53% going to be great for 00:23:50.162 --> 00:23:51.864 align:start line:85% position:50% size:61% customers, and great for 00:23:51.864 --> 00:23:52.164 align:start line:85% position:48% size:28% publishers. 00:23:52.164 --> 00:23:54.366 align:start line:85% position:48% size:28% (Applause). 00:23:56.702 --> 00:24:00.205 align:start line:85% position:46% size:68% Now, let's talk about Apple 00:24:00.205 --> 00:24:00.372 align:start line:85% position:50% size:11% Pay. 00:24:00.372 --> 00:24:02.107 align:start line:85% position:48% size:28% (Applause). 00:24:04.143 --> 00:24:05.444 align:start line:85% position:50% size:70% We launched Apple Pay with a 00:24:05.444 --> 00:24:08.147 align:start line:85% position:50% size:75% vision to replace the Wallet. 00:24:08.147 --> 00:24:09.315 align:start line:85% position:47% size:63% And people are absolutely 00:24:09.315 --> 00:24:12.551 align:start line:85% position:50% size:70% loving it. Apple Pay is the 00:24:12.551 --> 00:24:13.619 align:start line:85% position:50% size:70% simple plist most secure and 00:24:13.619 --> 00:24:15.387 align:start line:85% position:50% size:70% private way to pay, and it's 00:24:15.387 --> 00:24:16.789 align:start line:85% position:45% size:73% growth has been literally off 00:24:16.789 --> 00:24:20.392 align:start line:85% position:44% size:78% the charts. In fact, we are on 00:24:20.392 --> 00:24:23.996 align:start line:85% position:50% size:70% target to surpass 10 billion 00:24:23.996 --> 00:24:26.031 align:start line:85% position:47% size:58% transactions this year. 00:24:26.031 --> 00:24:29.168 align:start line:85% position:48% size:28% (Applause). 00:24:29.168 --> 00:24:30.703 align:start line:85% position:45% size:73% This is huge! We are looking 00:24:30.703 --> 00:24:32.404 align:start line:85% position:45% size:73% forward to a future where all 00:24:32.404 --> 00:24:34.707 align:start line:85% position:50% size:70% payments are made this way. 00:24:34.707 --> 00:24:36.809 align:start line:85% position:44% size:78% Now, retail acceptance of Apple 00:24:36.809 --> 00:24:40.379 align:start line:85% position:44% size:78% Pay has already past 70% in the 00:24:40.379 --> 00:24:41.780 align:start line:85% position:45% size:73% United States and it's higher 00:24:41.780 --> 00:24:45.517 align:start line:85% position:44% size:78% in other countries like Canada, 00:24:45.517 --> 00:24:49.655 align:start line:85% position:50% size:81% the unite united dom. In Austra 00:24:49.655 --> 00:24:52.124 align:start line:85% position:50% size:50% we have achieved 99% 00:24:52.124 --> 00:24:53.292 align:start line:85% position:45% size:73% acceptance. And we have been 00:24:53.292 --> 00:24:55.027 align:start line:85% position:44% size:78% adding more and more countries, 00:24:55.027 --> 00:24:56.962 align:start line:85% position:44% size:78% and by the end of this year, we 00:24:56.962 --> 00:24:58.230 align:start line:85% position:45% size:73% expect that Apple Pay will be 00:24:58.230 --> 00:25:00.099 align:start line:85% position:47% size:63% available in more than 40 00:25:00.099 --> 00:25:01.767 align:start line:85% position:50% size:25% countries. 00:25:01.767 --> 00:25:06.772 align:start line:85% position:48% size:28% (Applause). 00:25:06.772 --> 00:25:09.975 align:start line:85% position:50% size:75% Apple Pay has also made riding 00:25:09.975 --> 00:25:11.677 align:start line:85% position:47% size:58% transit easier and more 00:25:11.677 --> 00:25:13.045 align:start line:85% position:45% size:73% convenient than ever before. 00:25:13.045 --> 00:25:14.947 align:start line:85% position:44% size:78% Every day millions of customers 00:25:14.947 --> 00:25:16.949 align:start line:85% position:47% size:63% in these cities use their 00:25:16.949 --> 00:25:19.418 align:start line:85% position:50% size:75% iPhone or their Apple Watch to 00:25:19.418 --> 00:25:20.919 align:start line:85% position:50% size:56% go quickly through the 00:25:20.919 --> 00:25:22.254 align:start line:85% position:46% size:68% turnstiles and get on their 00:25:22.254 --> 00:25:24.556 align:start line:85% position:45% size:73% way. And I'm excited to tell 00:25:24.556 --> 00:25:25.991 align:start line:85% position:50% size:75% you that we are bringing Apple 00:25:25.991 --> 00:25:29.294 align:start line:85% position:50% size:75% Pay to transit in major Cities 00:25:29.294 --> 00:25:30.896 align:start line:85% position:44% size:78% in the U.S. starting right here 00:25:30.896 --> 00:25:32.664 align:start line:85% position:44% size:78% on the west coast with Portland 00:25:32.664 --> 00:25:34.500 align:start line:85% position:50% size:75% and rolling out in Chicago and 00:25:34.500 --> 00:25:37.936 align:start line:85% position:50% size:75% New York City later this year. 00:25:37.936 --> 00:25:40.305 align:start line:85% position:48% size:28% (Applause). 00:25:43.208 --> 00:25:47.446 align:start line:85% position:44% size:78% So retail, transit apps, on the 00:25:47.446 --> 00:25:49.014 align:start line:85% position:50% size:75% Web, Apple Pay cash, there are 00:25:49.014 --> 00:25:51.316 align:start line:85% position:45% size:73% so many ways to use Apple Pay 00:25:51.316 --> 00:25:52.518 align:start line:85% position:50% size:75% with its convenience, security 00:25:52.518 --> 00:25:54.153 align:start line:85% position:45% size:73% and privacy. It's become the 00:25:54.153 --> 00:25:57.055 align:start line:85% position:44% size:78% preferred way to pay for almost 00:25:57.055 --> 00:25:58.757 align:start line:85% position:50% size:75% anything. But we want to take 00:25:58.757 --> 00:26:01.493 align:start line:85% position:45% size:73% the Apple Pay experience even 00:26:01.493 --> 00:26:04.096 align:start line:85% position:47% size:58% further. And we saw an 00:26:04.096 --> 00:26:06.465 align:start line:85% position:50% size:61% opportunity to transform 00:26:06.465 --> 00:26:07.966 align:start line:85% position:45% size:73% another fundamental method of 00:26:07.966 --> 00:26:10.536 align:start line:85% position:50% size:75% payment, and that's the credit 00:26:10.536 --> 00:26:12.704 align:start line:85% position:50% size:70% card. Now, with the success 00:26:12.704 --> 00:26:14.406 align:start line:85% position:45% size:73% and momentum of Apple Pay, we 00:26:14.406 --> 00:26:16.775 align:start line:85% position:44% size:78% have learned a lot about credit 00:26:16.775 --> 00:26:18.844 align:start line:85% position:44% size:78% cards. While we all need them, 00:26:18.844 --> 00:26:20.612 align:start line:85% position:44% size:78% there are some things about the 00:26:20.612 --> 00:26:21.380 align:start line:85% position:46% size:68% credit card experience that 00:26:21.380 --> 00:26:24.850 align:start line:85% position:50% size:75% could be so much better. Like 00:26:24.850 --> 00:26:27.653 align:start line:85% position:47% size:63% simplifying applications, 00:26:27.653 --> 00:26:29.855 align:start line:85% position:50% size:65% eliminating fees, lowering 00:26:29.855 --> 00:26:32.891 align:start line:85% position:50% size:75% interest rates, offering clear 00:26:32.891 --> 00:26:35.327 align:start line:85% position:44% size:78% and compelling rewards, and, of 00:26:35.327 --> 00:26:37.062 align:start line:85% position:50% size:75% course, providing the security 00:26:37.062 --> 00:26:38.597 align:start line:85% position:46% size:68% and the privacy that people 00:26:38.597 --> 00:26:41.533 align:start line:85% position:45% size:73% have come to expect for Apple 00:26:41.533 --> 00:26:43.635 align:start line:85% position:50% size:75% Pay. By bringing together our 00:26:43.635 --> 00:26:45.103 align:start line:85% position:44% size:78% hardware, software and services 00:26:45.103 --> 00:26:47.105 align:start line:85% position:50% size:75% we are going to do all of this 00:26:47.105 --> 00:26:50.876 align:start line:85% position:45% size:73% and so much more changing the 00:26:50.876 --> 00:26:53.011 align:start line:85% position:44% size:78% entire credit card experience. 00:26:53.011 --> 00:26:54.513 align:start line:85% position:50% size:65% Today we are introducing a 00:26:54.513 --> 00:26:57.549 align:start line:85% position:45% size:73% brand new service and we call 00:26:57.549 --> 00:26:58.484 align:start line:85% position:50% size:35% it Apple Card. 00:26:58.484 --> 00:26:59.952 align:start line:85% position:48% size:28% (Applause). 00:27:08.093 --> 00:27:10.462 align:start line:85% position:44% size:78% Apple Card was created by Apple 00:27:10.462 --> 00:27:12.397 align:start line:85% position:44% size:78% and built on principles that we 00:27:12.397 --> 00:27:15.834 align:start line:85% position:45% size:73% stand for like simplicity and 00:27:15.834 --> 00:27:17.402 align:start line:85% position:45% size:73% transparency and privacy. To 00:27:17.402 --> 00:27:19.705 align:start line:85% position:50% size:75% tell you all about Apple Card, 00:27:19.705 --> 00:27:22.374 align:start line:85% position:45% size:73% I'm very pleased to invite up 00:27:22.374 --> 00:27:23.775 align:start line:85% position:44% size:78% Jennifer Bailey, Vice President 00:27:23.775 --> 00:27:26.044 align:start line:85% position:50% size:61% of Apple Pay. Jennifer. 00:27:26.044 --> 00:27:31.283 align:start line:85% position:48% size:28% (Applause). 00:27:31.283 --> 00:27:35.521 align:start line:85% position:44% size:78% >> JENNIFER BAILEY: Thank you. 00:27:35.521 --> 00:27:36.722 align:start line:85% position:47% size:58% With Apple Card we have 00:27:36.722 --> 00:27:37.923 align:start line:85% position:44% size:78% completely rethought the credit 00:27:37.923 --> 00:27:40.492 align:start line:85% position:50% size:75% card. A new kind of card that 00:27:40.492 --> 00:27:42.394 align:start line:85% position:45% size:73% takes advantage of everything 00:27:42.394 --> 00:27:44.596 align:start line:85% position:44% size:78% iPhone offers is designed for a 00:27:44.596 --> 00:27:45.631 align:start line:85% position:50% size:70% healthier financial life and 00:27:45.631 --> 00:27:47.599 align:start line:85% position:50% size:70% sets a new level for privacy 00:27:47.599 --> 00:27:49.902 align:start line:85% position:50% size:70% and security. Apple Card is 00:27:49.902 --> 00:27:51.303 align:start line:85% position:45% size:73% designed to take advantage of 00:27:51.303 --> 00:27:53.138 align:start line:85% position:50% size:75% the power of the iPhone. This 00:27:53.138 --> 00:27:54.773 align:start line:85% position:50% size:70% means it can do all sorts of 00:27:54.773 --> 00:27:57.009 align:start line:85% position:46% size:68% things that no other credit 00:27:57.009 --> 00:27:58.710 align:start line:85% position:44% size:78% card can do. For starters, you 00:27:58.710 --> 00:28:00.379 align:start line:85% position:50% size:75% don't have to wait days to get 00:28:00.379 --> 00:28:02.681 align:start line:85% position:46% size:68% your card. Just sign up on 00:28:02.681 --> 00:28:04.783 align:start line:85% position:50% size:61% your iPhone, and in just 00:28:04.783 --> 00:28:05.951 align:start line:85% position:44% size:78% minutes you get your Apple Card 00:28:05.951 --> 00:28:07.252 align:start line:85% position:50% size:65% and you can start using it 00:28:07.252 --> 00:28:08.420 align:start line:85% position:48% size:28% right away. 00:28:08.420 --> 00:28:12.291 align:start line:85% position:48% size:28% (Applause). 00:28:13.892 --> 00:28:16.228 align:start line:85% position:50% size:61% You can use it worldwide 00:28:16.228 --> 00:28:17.563 align:start line:85% position:50% size:65% anywhere with Apple Pay in 00:28:17.563 --> 00:28:19.731 align:start line:85% position:50% size:70% apps, in stores, on the Web, 00:28:19.731 --> 00:28:21.934 align:start line:85% position:46% size:68% and your Apple Card will be 00:28:21.934 --> 00:28:24.169 align:start line:85% position:50% size:70% available across all of your 00:28:24.169 --> 00:28:25.871 align:start line:85% position:45% size:73% Apple devices. Apple Card is 00:28:25.871 --> 00:28:27.472 align:start line:85% position:44% size:78% always with you because it's in 00:28:27.472 --> 00:28:29.041 align:start line:85% position:50% size:75% your iPhone in the Wallet app, 00:28:29.041 --> 00:28:30.876 align:start line:85% position:50% size:56% and the Wallet app has 00:28:30.876 --> 00:28:32.244 align:start line:85% position:45% size:73% completely new capabilities. 00:28:32.244 --> 00:28:33.545 align:start line:85% position:45% size:73% So you can see everything you 00:28:33.545 --> 00:28:35.514 align:start line:85% position:45% size:73% need to know about your Apple 00:28:35.514 --> 00:28:37.716 align:start line:85% position:44% size:78% Card, like what you have spent, 00:28:37.716 --> 00:28:40.052 align:start line:85% position:44% size:78% how much you've spent, and when 00:28:40.052 --> 00:28:42.387 align:start line:85% position:46% size:68% your payment is due. We've 00:28:42.387 --> 00:28:44.790 align:start line:85% position:44% size:78% also made it really easy to get 00:28:44.790 --> 00:28:46.191 align:start line:85% position:45% size:73% help. With Apple Card if you 00:28:46.191 --> 00:28:48.627 align:start line:85% position:45% size:73% have a question, just text us 00:28:48.627 --> 00:28:50.529 align:start line:85% position:47% size:53% right from Messages. 00:28:50.529 --> 00:28:51.730 align:start line:85% position:44% size:78% Everything from getting details 00:28:51.730 --> 00:28:54.066 align:start line:85% position:50% size:75% on a transaction to letting us 00:28:54.066 --> 00:28:56.368 align:start line:85% position:50% size:75% know your new address, it's as 00:28:56.368 --> 00:28:58.704 align:start line:85% position:46% size:68% easy as messaging a friend. 00:28:58.704 --> 00:29:00.505 align:start line:85% position:48% size:28% (Applause). 00:29:05.611 --> 00:29:07.145 align:start line:85% position:50% size:56% Next we've taken on an 00:29:07.145 --> 00:29:08.080 align:start line:85% position:50% size:75% important challenge with Apple 00:29:08.080 --> 00:29:10.649 align:start line:85% position:50% size:70% Card to help everyone live a 00:29:10.649 --> 00:29:11.717 align:start line:85% position:45% size:73% healthier financial life. It 00:29:11.717 --> 00:29:13.085 align:start line:85% position:46% size:68% starts with having a better 00:29:13.085 --> 00:29:13.885 align:start line:85% position:50% size:75% understanding of your spending 00:29:13.885 --> 00:29:16.455 align:start line:85% position:44% size:78% so you can make smarter choices 00:29:16.455 --> 00:29:17.889 align:start line:85% position:45% size:73% with your money. Many of you 00:29:17.889 --> 00:29:19.925 align:start line:85% position:46% size:68% looking at your credit card 00:29:19.925 --> 00:29:21.126 align:start line:85% position:50% size:56% statements today might 00:29:21.126 --> 00:29:22.794 align:start line:85% position:45% size:73% recognize seeing transactions 00:29:22.794 --> 00:29:25.564 align:start line:85% position:45% size:73% that look like this. Cryptic 00:29:25.564 --> 00:29:27.799 align:start line:85% position:50% size:75% merchant names that are pretty 00:29:27.799 --> 00:29:29.534 align:start line:85% position:45% size:73% hard to decipher. With Apple 00:29:29.534 --> 00:29:31.737 align:start line:85% position:50% size:70% Card we use Machine Learning 00:29:31.737 --> 00:29:33.939 align:start line:85% position:46% size:68% and Apple Maps to transform 00:29:33.939 --> 00:29:35.007 align:start line:85% position:50% size:61% this mess into names and 00:29:35.007 --> 00:29:36.241 align:start line:85% position:47% size:58% locations that you will 00:29:36.241 --> 00:29:36.508 align:start line:85% position:50% size:25% recognize. 00:29:36.508 --> 00:29:39.478 align:start line:85% position:48% size:28% (Applause). 00:29:45.017 --> 00:29:46.985 align:start line:85% position:45% size:73% Apple Card also automatically 00:29:46.985 --> 00:29:48.286 align:start line:85% position:47% size:63% organizes and totals your 00:29:48.286 --> 00:29:50.188 align:start line:85% position:45% size:73% purchases, so you can see how 00:29:50.188 --> 00:29:51.890 align:start line:85% position:45% size:73% much you've spent and exactly 00:29:51.890 --> 00:29:53.458 align:start line:85% position:50% size:65% where you've spent it with 00:29:53.458 --> 00:29:54.726 align:start line:85% position:46% size:68% Apple Maps and you can keep 00:29:54.726 --> 00:29:57.129 align:start line:85% position:47% size:63% track of your spending by 00:29:57.129 --> 00:29:59.131 align:start line:85% position:44% size:78% categories like food and drink, 00:29:59.131 --> 00:30:00.799 align:start line:85% position:46% size:68% shopping, entertainment and 00:30:00.799 --> 00:30:02.834 align:start line:85% position:45% size:73% more. Where each category is 00:30:02.834 --> 00:30:05.837 align:start line:85% position:45% size:73% represented by its own color, 00:30:05.837 --> 00:30:08.607 align:start line:85% position:50% size:75% like orange for food and drink 00:30:08.607 --> 00:30:10.008 align:start line:85% position:45% size:73% and Apple Card also shows you 00:30:10.008 --> 00:30:11.510 align:start line:85% position:45% size:73% how your spending is trending 00:30:11.510 --> 00:30:13.945 align:start line:85% position:50% size:65% week over week or month or 00:30:13.945 --> 00:30:15.514 align:start line:85% position:50% size:70% month. So you can decide in 00:30:15.514 --> 00:30:17.649 align:start line:85% position:46% size:68% real time if you need to or 00:30:17.649 --> 00:30:21.386 align:start line:85% position:45% size:73% want to change your spending. 00:30:21.386 --> 00:30:23.588 align:start line:85% position:47% size:63% Next one let's talk about 00:30:23.588 --> 00:30:25.323 align:start line:85% position:44% size:78% rewards. Most rewards programs 00:30:25.323 --> 00:30:27.359 align:start line:85% position:50% size:70% use points. With points you 00:30:27.359 --> 00:30:29.227 align:start line:85% position:45% size:73% are never quite sure how much 00:30:29.227 --> 00:30:31.229 align:start line:85% position:44% size:78% they are worth or where or when 00:30:31.229 --> 00:30:33.131 align:start line:85% position:45% size:73% you can use them. With Apple 00:30:33.131 --> 00:30:34.800 align:start line:85% position:50% size:70% Card, we want you to get the 00:30:34.800 --> 00:30:36.968 align:start line:85% position:50% size:75% most for your money. So every 00:30:36.968 --> 00:30:40.005 align:start line:85% position:44% size:78% time you spend with Apple Card, 00:30:40.005 --> 00:30:42.307 align:start line:85% position:50% size:75% you get cash back, and you get 00:30:42.307 --> 00:30:45.444 align:start line:85% position:44% size:78% it every day. It's my favorite 00:30:45.444 --> 00:30:47.579 align:start line:85% position:45% size:73% feature, and we call it Daily 00:30:47.579 --> 00:30:47.779 align:start line:85% position:49% size:13% Cash. 00:30:47.779 --> 00:30:53.318 align:start line:85% position:48% size:28% (Applause). 00:30:54.920 --> 00:30:56.888 align:start line:85% position:46% size:68% So when you are buying your 00:30:56.888 --> 00:31:00.325 align:start line:85% position:50% size:70% morning coffee, shopping for 00:31:00.325 --> 00:31:03.328 align:start line:85% position:44% size:78% groceries, and any time you pay 00:31:03.328 --> 00:31:05.931 align:start line:85% position:44% size:78% using Apple Card, you get Daily 00:31:05.931 --> 00:31:07.599 align:start line:85% position:44% size:78% Cash, not a month from now, but 00:31:07.599 --> 00:31:11.436 align:start line:85% position:50% size:70% every day. So every day you 00:31:11.436 --> 00:31:13.538 align:start line:85% position:50% size:70% spend, cash is added to your 00:31:13.538 --> 00:31:14.639 align:start line:85% position:50% size:75% Apple Cash Card, which is also 00:31:14.639 --> 00:31:18.276 align:start line:85% position:50% size:70% in the Wallet app. And it's 00:31:18.276 --> 00:31:19.978 align:start line:85% position:45% size:73% cash, like real cash. So you 00:31:19.978 --> 00:31:23.982 align:start line:85% position:50% size:61% can do anything with it. 00:31:23.982 --> 00:31:25.450 align:start line:85% position:47% size:58% Use it to pay down your 00:31:25.450 --> 00:31:27.285 align:start line:85% position:50% size:75% balance, spend it wherever you 00:31:27.285 --> 00:31:29.187 align:start line:85% position:50% size:70% use Apple Pay, or send it to 00:31:29.187 --> 00:31:32.758 align:start line:85% position:46% size:68% friends using Messages. In 00:31:32.758 --> 00:31:34.459 align:start line:85% position:45% size:73% fact, every time you pay with 00:31:34.459 --> 00:31:37.262 align:start line:85% position:44% size:78% your iPhone or Apple Watch, you 00:31:37.262 --> 00:31:39.231 align:start line:85% position:46% size:68% will get 2% of the purchase 00:31:39.231 --> 00:31:40.398 align:start line:85% position:47% size:53% amount in Daily Cash. 00:31:40.398 --> 00:31:44.870 align:start line:85% position:48% size:28% (Applause). 00:31:47.906 --> 00:31:49.608 align:start line:85% position:44% size:78% And for purchases made directly 00:31:49.608 --> 00:31:51.309 align:start line:85% position:50% size:75% from Apple like from our Apple 00:31:51.309 --> 00:31:53.812 align:start line:85% position:46% size:68% Retail stores, from our App 00:31:53.812 --> 00:31:55.247 align:start line:85% position:46% size:68% Store, or when you purchase 00:31:55.247 --> 00:31:57.649 align:start line:85% position:50% size:70% services like Apple Music or 00:31:57.649 --> 00:32:03.688 align:start line:85% position:46% size:68% news plus, you get 3% Daily 00:32:03.688 --> 00:32:03.889 align:start line:85% position:49% size:13% Cash. 00:32:03.889 --> 00:32:05.590 align:start line:85% position:48% size:28% (Applause). 00:32:07.692 --> 00:32:09.127 align:start line:85% position:50% size:70% And the amount of Daily Cash 00:32:09.127 --> 00:32:11.596 align:start line:85% position:50% size:75% that you can receive every day 00:32:11.596 --> 00:32:15.567 align:start line:85% position:50% size:75% is unlimited. So that's Daily 00:32:15.567 --> 00:32:18.770 align:start line:85% position:46% size:68% Cash. Every day, cash, for 00:32:18.770 --> 00:32:22.307 align:start line:85% position:50% size:61% you. How great is that! 00:32:24.409 --> 00:32:26.812 align:start line:85% position:48% size:28% (Applause). 00:32:26.812 --> 00:32:28.180 align:start line:85% position:50% size:75% Another area where we can make 00:32:28.180 --> 00:32:29.981 align:start line:85% position:50% size:56% a really big impact in 00:32:29.981 --> 00:32:30.916 align:start line:85% position:44% size:78% improving your financial health 00:32:30.916 --> 00:32:32.951 align:start line:85% position:45% size:73% is helping you understand how 00:32:32.951 --> 00:32:34.419 align:start line:85% position:44% size:78% much you owe and if you want to 00:32:34.419 --> 00:32:36.288 align:start line:85% position:50% size:75% pay it back over time how much 00:32:36.288 --> 00:32:39.291 align:start line:85% position:50% size:75% it will cost you. This is how 00:32:39.291 --> 00:32:41.726 align:start line:85% position:50% size:70% most cards show your payment 00:32:41.726 --> 00:32:43.461 align:start line:85% position:50% size:70% options, with an emphasis on 00:32:43.461 --> 00:32:45.297 align:start line:85% position:45% size:73% minimum payments, which costs 00:32:45.297 --> 00:32:48.200 align:start line:85% position:50% size:75% you a fortune in interest, and 00:32:48.200 --> 00:32:49.968 align:start line:85% position:44% size:78% seem to be designed to keep you 00:32:49.968 --> 00:32:52.737 align:start line:85% position:45% size:73% in debt. With Apple Card our 00:32:52.737 --> 00:32:55.207 align:start line:85% position:46% size:68% goal is to help you save on 00:32:55.207 --> 00:32:57.108 align:start line:85% position:44% size:78% interest, so we start by making 00:32:57.108 --> 00:32:58.743 align:start line:85% position:47% size:63% it easy to see a range of 00:32:58.743 --> 00:33:01.680 align:start line:85% position:45% size:73% payment options. And because 00:33:01.680 --> 00:33:03.215 align:start line:85% position:50% size:75% Apple Card calculates interest 00:33:03.215 --> 00:33:05.717 align:start line:85% position:46% size:68% in real time, as you select 00:33:05.717 --> 00:33:07.552 align:start line:85% position:45% size:73% different payment amounts you 00:33:07.552 --> 00:33:09.955 align:start line:85% position:50% size:61% can make a more informed 00:33:09.955 --> 00:33:11.723 align:start line:85% position:50% size:75% payment decision understanding 00:33:11.723 --> 00:33:14.759 align:start line:85% position:50% size:75% the true cost. Another way to 00:33:14.759 --> 00:33:17.028 align:start line:85% position:44% size:78% save on interest is to pay more 00:33:17.028 --> 00:33:19.130 align:start line:85% position:44% size:78% often, say, biweekly or weekly, 00:33:19.130 --> 00:33:20.866 align:start line:85% position:50% size:50% so we have added the 00:33:20.866 --> 00:33:23.802 align:start line:85% position:50% size:70% flexibility to schedule more 00:33:23.802 --> 00:33:25.203 align:start line:85% position:50% size:75% frequent payments, and when we 00:33:25.203 --> 00:33:26.638 align:start line:85% position:46% size:68% thought about a financially 00:33:26.638 --> 00:33:27.973 align:start line:85% position:44% size:78% healthy credit card, all of the 00:33:27.973 --> 00:33:29.608 align:start line:85% position:50% size:70% fees and high interest rates 00:33:29.608 --> 00:33:31.843 align:start line:85% position:44% size:78% that most banks charge are just 00:33:31.843 --> 00:33:34.546 align:start line:85% position:45% size:73% not okay. So Apple Card does 00:33:34.546 --> 00:33:37.682 align:start line:85% position:50% size:65% not have any fees, no late 00:33:37.682 --> 00:33:39.317 align:start line:85% position:50% size:61% fees, no annual fees, no 00:33:39.317 --> 00:33:42.120 align:start line:85% position:50% size:75% international fees and no over 00:33:42.120 --> 00:33:46.358 align:start line:85% position:47% size:53% limit fees. No fees. 00:33:46.358 --> 00:33:48.526 align:start line:85% position:48% size:28% (Applause). 00:33:53.064 --> 00:33:54.766 align:start line:85% position:44% size:78% And our goal with Apple Card is 00:33:54.766 --> 00:33:56.735 align:start line:85% position:45% size:73% to provide each customer with 00:33:56.735 --> 00:33:58.003 align:start line:85% position:50% size:75% an interest rate that is among 00:33:58.003 --> 00:34:00.005 align:start line:85% position:50% size:70% the lowest in the industry. 00:34:00.005 --> 00:34:01.873 align:start line:85% position:50% size:75% Even if you miss a payment, we 00:34:01.873 --> 00:34:04.576 align:start line:85% position:44% size:78% won't charge you a penalty rate 00:34:04.576 --> 00:34:06.678 align:start line:85% position:45% size:73% like most banks do. Our goal 00:34:06.678 --> 00:34:08.313 align:start line:85% position:44% size:78% is to make it easier for you to 00:34:08.313 --> 00:34:10.882 align:start line:85% position:50% size:65% pay down your balance, not 00:34:10.882 --> 00:34:12.384 align:start line:85% position:46% size:68% harder. To create a credit 00:34:12.384 --> 00:34:15.053 align:start line:85% position:45% size:73% card, you need a bank, and to 00:34:15.053 --> 00:34:17.789 align:start line:85% position:47% size:58% create a credit card as 00:34:17.789 --> 00:34:18.690 align:start line:85% position:46% size:68% innovative as Apple Card we 00:34:18.690 --> 00:34:20.625 align:start line:85% position:50% size:75% needed a bank that was willing 00:34:20.625 --> 00:34:21.960 align:start line:85% position:46% size:68% to do things that had never 00:34:21.960 --> 00:34:23.662 align:start line:85% position:47% size:63% been done in the industry 00:34:23.662 --> 00:34:25.463 align:start line:85% position:45% size:73% before. So we partnered with 00:34:25.463 --> 00:34:26.798 align:start line:85% position:50% size:70% Goldman Sachs as the issuing 00:34:26.798 --> 00:34:29.000 align:start line:85% position:47% size:63% bank of Apple Card. As a 00:34:29.000 --> 00:34:31.503 align:start line:85% position:50% size:75% newcomer to consumer financial 00:34:31.503 --> 00:34:32.971 align:start line:85% position:50% size:70% services, Goldman was up for 00:34:32.971 --> 00:34:34.172 align:start line:85% position:50% size:56% the challenge of doing 00:34:34.172 --> 00:34:36.241 align:start line:85% position:47% size:58% something more bold and 00:34:36.241 --> 00:34:37.042 align:start line:85% position:50% size:61% innovative. We are also 00:34:37.042 --> 00:34:38.443 align:start line:85% position:50% size:65% excited to be working with 00:34:38.443 --> 00:34:40.278 align:start line:85% position:47% size:63% MasterCard who has been a 00:34:40.278 --> 00:34:41.413 align:start line:85% position:50% size:75% fantastic partner on Apple Pay 00:34:41.413 --> 00:34:44.115 align:start line:85% position:47% size:53% from the start. With 00:34:44.115 --> 00:34:45.550 align:start line:85% position:46% size:68% MasterCard's global payment 00:34:45.550 --> 00:34:46.751 align:start line:85% position:46% size:68% network, Apple Card will be 00:34:46.751 --> 00:34:48.753 align:start line:85% position:50% size:70% accepted all over the world. 00:34:48.753 --> 00:34:51.256 align:start line:85% position:48% size:28% (Applause). 00:34:55.593 --> 00:34:57.362 align:start line:85% position:50% size:75% We also designed Apple Card to 00:34:57.362 --> 00:35:01.333 align:start line:85% position:44% size:78% set a new level for privacy and 00:35:01.333 --> 00:35:02.834 align:start line:85% position:50% size:75% security. Security is totally 00:35:02.834 --> 00:35:04.002 align:start line:85% position:47% size:63% integrated throughout the 00:35:04.002 --> 00:35:05.637 align:start line:85% position:50% size:70% hardware and software. When 00:35:05.637 --> 00:35:07.605 align:start line:85% position:50% size:65% you get your Apple Card, a 00:35:07.605 --> 00:35:09.341 align:start line:85% position:45% size:73% unique per device card number 00:35:09.341 --> 00:35:12.077 align:start line:85% position:45% size:73% is created, and stored safely 00:35:12.077 --> 00:35:14.646 align:start line:85% position:50% size:61% in the Secure Element, a 00:35:14.646 --> 00:35:16.014 align:start line:85% position:45% size:73% special security chip used by 00:35:16.014 --> 00:35:18.917 align:start line:85% position:50% size:61% Apple Pay. Each payment 00:35:18.917 --> 00:35:21.686 align:start line:85% position:46% size:68% includes a one-time dynamic 00:35:21.686 --> 00:35:23.288 align:start line:85% position:50% size:70% security code which protects 00:35:23.288 --> 00:35:25.090 align:start line:85% position:46% size:68% your card number from being 00:35:25.090 --> 00:35:26.725 align:start line:85% position:48% size:43% used without your 00:35:26.725 --> 00:35:27.692 align:start line:85% position:47% size:63% authorization. And every 00:35:27.692 --> 00:35:29.594 align:start line:85% position:50% size:75% purchase is authenticated with 00:35:29.594 --> 00:35:32.063 align:start line:85% position:50% size:75% Touch ID or Face ID. With all 00:35:32.063 --> 00:35:33.698 align:start line:85% position:46% size:68% of these security features, 00:35:33.698 --> 00:35:34.899 align:start line:85% position:45% size:73% Apple Card is the more secure 00:35:34.899 --> 00:35:37.969 align:start line:85% position:48% size:28% way to pay. 00:35:37.969 --> 00:35:39.871 align:start line:85% position:50% size:75% And Apple Card is defined with 00:35:39.871 --> 00:35:43.141 align:start line:85% position:47% size:63% your privacy in mind. We 00:35:43.141 --> 00:35:47.379 align:start line:85% position:50% size:70% create a unique architecture 00:35:47.379 --> 00:35:48.646 align:start line:85% position:50% size:65% for Apple Card where Apple 00:35:48.646 --> 00:35:49.581 align:start line:85% position:45% size:73% doesn't know what you bought, 00:35:49.581 --> 00:35:50.682 align:start line:85% position:44% size:78% where you bought it or how much 00:35:50.682 --> 00:35:52.450 align:start line:85% position:45% size:73% you paid for it. So features 00:35:52.450 --> 00:35:54.953 align:start line:85% position:47% size:58% like spend tracking and 00:35:54.953 --> 00:35:56.955 align:start line:85% position:44% size:78% categorization all happen using 00:35:56.955 --> 00:35:58.556 align:start line:85% position:50% size:75% on device intelligence, not on 00:35:58.556 --> 00:36:00.458 align:start line:85% position:50% size:35% Apple servers. 00:36:00.458 --> 00:36:03.528 align:start line:85% position:48% size:28% (Applause). 00:36:06.331 --> 00:36:08.366 align:start line:85% position:50% size:65% And for Apple Card Goldman 00:36:08.366 --> 00:36:10.001 align:start line:85% position:50% size:75% Sachs will never share or sell 00:36:10.001 --> 00:36:12.137 align:start line:85% position:50% size:75% your data to third parties for 00:36:12.137 --> 00:36:13.438 align:start line:85% position:47% size:63% marketing or advertising. 00:36:13.438 --> 00:36:16.541 align:start line:85% position:48% size:28% (Applause). 00:36:19.244 --> 00:36:21.513 align:start line:85% position:50% size:75% So that's Apple Card, designed 00:36:21.513 --> 00:36:23.381 align:start line:85% position:50% size:65% for iPhone and a healthier 00:36:23.381 --> 00:36:24.783 align:start line:85% position:45% size:73% financial life and sets a new 00:36:24.783 --> 00:36:27.419 align:start line:85% position:50% size:81% level for privacy and security. 00:36:27.419 --> 00:36:29.421 align:start line:85% position:50% size:75% But that's not all. For those 00:36:29.421 --> 00:36:30.755 align:start line:85% position:45% size:73% rare times when you happen to 00:36:30.755 --> 00:36:33.058 align:start line:85% position:44% size:78% be somewhere where Apple Pay is 00:36:33.058 --> 00:36:34.793 align:start line:85% position:45% size:73% not yet accepted, we designed 00:36:34.793 --> 00:36:36.528 align:start line:85% position:44% size:78% something for that too, and you 00:36:36.528 --> 00:36:38.430 align:start line:85% position:44% size:78% know, when we design something, 00:36:38.430 --> 00:36:39.731 align:start line:85% position:50% size:70% we design it to be the best, 00:36:39.731 --> 00:36:41.766 align:start line:85% position:44% size:78% and we would like to show it to 00:36:41.766 --> 00:36:43.334 align:start line:85% position:50% size:21% you now. 00:36:50.341 --> 00:36:56.681 align:start line:85% position:49% size:3% ♪ 00:37:28.346 --> 00:37:31.516 align:start line:85% position:48% size:28% (Applause). 00:37:37.155 --> 00:37:38.957 align:start line:85% position:45% size:73% The card is titanium and your 00:37:38.957 --> 00:37:40.859 align:start line:85% position:50% size:70% name is laser etched on it. 00:37:40.859 --> 00:37:43.962 align:start line:85% position:47% size:63% It's the most beautifully 00:37:43.962 --> 00:37:45.997 align:start line:85% position:45% size:73% designed card ever. And your 00:37:45.997 --> 00:37:47.832 align:start line:85% position:50% size:75% Apple Card is more secure than 00:37:47.832 --> 00:37:50.135 align:start line:85% position:50% size:61% others. It has now card 00:37:50.135 --> 00:37:52.437 align:start line:85% position:45% size:73% number, no CVV, no expiration 00:37:52.437 --> 00:37:53.605 align:start line:85% position:48% size:43% and no signature. 00:37:53.605 --> 00:37:56.574 align:start line:85% position:48% size:28% (Applause). 00:37:59.978 --> 00:38:01.279 align:start line:85% position:46% size:68% Of course, if you ever need 00:38:01.279 --> 00:38:02.514 align:start line:85% position:45% size:73% that information, it's in the 00:38:02.514 --> 00:38:04.816 align:start line:85% position:47% size:58% Wallet app. As I noted 00:38:04.816 --> 00:38:07.051 align:start line:85% position:50% size:70% earlier, you will receive 3% 00:38:07.051 --> 00:38:09.187 align:start line:85% position:45% size:73% Daily Cash for purchases made 00:38:09.187 --> 00:38:11.289 align:start line:85% position:45% size:73% directly from Apple, 2% Daily 00:38:11.289 --> 00:38:13.458 align:start line:85% position:50% size:70% Cash for Apple Pay, and when 00:38:13.458 --> 00:38:15.093 align:start line:85% position:45% size:73% you make a purchase with this 00:38:15.093 --> 00:38:17.395 align:start line:85% position:45% size:73% beautiful titanium Apple Card 00:38:17.395 --> 00:38:20.098 align:start line:85% position:50% size:56% you get 1% Daily Cash. 00:38:20.098 --> 00:38:23.201 align:start line:85% position:48% size:28% (Applause). 00:38:25.303 --> 00:38:27.739 align:start line:85% position:50% size:75% So that's Apple Card. There's 00:38:27.739 --> 00:38:30.175 align:start line:85% position:45% size:73% never been a credit card like 00:38:30.175 --> 00:38:32.610 align:start line:85% position:50% size:75% it before. Apple Card will be 00:38:32.610 --> 00:38:35.380 align:start line:85% position:44% size:78% coming to the Wallet app in the 00:38:35.380 --> 00:38:36.614 align:start line:85% position:45% size:73% U.S. this summer and we think 00:38:36.614 --> 00:38:37.849 align:start line:85% position:50% size:65% you are going to love it. 00:38:37.849 --> 00:38:38.283 align:start line:85% position:50% size:25% Thank you. 00:38:38.283 --> 00:38:41.920 align:start line:85% position:48% size:28% (Applause). 00:38:41.920 --> 00:38:44.222 align:start line:85% position:50% size:75% >> TIM COOK: Thanks Jennifer. 00:38:44.222 --> 00:38:46.891 align:start line:85% position:50% size:65% Great! With our hardware, 00:38:46.891 --> 00:38:47.992 align:start line:85% position:50% size:65% software, and services, we 00:38:47.992 --> 00:38:49.794 align:start line:85% position:50% size:70% think that Apple is uniquely 00:38:49.794 --> 00:38:51.396 align:start line:85% position:46% size:68% positioned to make the most 00:38:51.396 --> 00:38:53.398 align:start line:85% position:47% size:63% significant change in the 00:38:53.398 --> 00:38:56.000 align:start line:85% position:50% size:70% credit card experience in 50 00:38:56.000 --> 00:38:57.302 align:start line:85% position:50% size:70% years. And we can't wait to 00:38:57.302 --> 00:39:00.071 align:start line:85% position:45% size:73% get started. Now, let's turn 00:39:00.071 --> 00:39:02.140 align:start line:85% position:44% size:78% our attention to the App Store. 00:39:02.140 --> 00:39:04.108 align:start line:85% position:48% size:28% (Applause). 00:39:06.411 --> 00:39:07.812 align:start line:85% position:44% size:78% Apps have reshaped the way that 00:39:07.812 --> 00:39:10.815 align:start line:85% position:46% size:68% we work, connect, learn and 00:39:10.815 --> 00:39:12.650 align:start line:85% position:50% size:70% play. From day one, the App 00:39:12.650 --> 00:39:14.886 align:start line:85% position:47% size:63% Store has been a safe and 00:39:14.886 --> 00:39:16.888 align:start line:85% position:50% size:65% trusted place for users to 00:39:16.888 --> 00:39:19.924 align:start line:85% position:44% size:78% discover and download apps. We 00:39:19.924 --> 00:39:21.726 align:start line:85% position:50% size:75% review every single app before 00:39:21.726 --> 00:39:24.896 align:start line:85% position:45% size:73% it goes live. We also have a 00:39:24.896 --> 00:39:28.366 align:start line:85% position:44% size:78% team of expert editors creating 00:39:28.366 --> 00:39:30.868 align:start line:85% position:50% size:65% rich editorial content and 00:39:30.868 --> 00:39:32.170 align:start line:85% position:44% size:78% curated collections of the best 00:39:32.170 --> 00:39:34.439 align:start line:85% position:44% size:78% apps. The App Store has become 00:39:34.439 --> 00:39:36.507 align:start line:85% position:50% size:70% the essential destination to 00:39:36.507 --> 00:39:38.109 align:start line:85% position:46% size:68% discover new apps, to learn 00:39:38.109 --> 00:39:39.978 align:start line:85% position:44% size:78% more about the apps you already 00:39:39.978 --> 00:39:42.347 align:start line:85% position:47% size:63% have, or just to meet the 00:39:42.347 --> 00:39:43.715 align:start line:85% position:45% size:73% developers behind them. It's 00:39:43.715 --> 00:39:46.484 align:start line:85% position:44% size:78% no wonder that the App Store is 00:39:46.484 --> 00:39:48.419 align:start line:85% position:50% size:70% now visited by over a half a 00:39:48.419 --> 00:39:51.155 align:start line:85% position:44% size:78% billion people each week. Now, 00:39:51.155 --> 00:39:53.992 align:start line:85% position:50% size:70% the most popular category on 00:39:53.992 --> 00:39:58.997 align:start line:85% position:46% size:68% the App Store is games. In 00:39:58.997 --> 00:40:00.932 align:start line:85% position:50% size:61% fact, iOS has become the 00:40:00.932 --> 00:40:03.234 align:start line:85% position:50% size:75% largest gaming platform in the 00:40:03.234 --> 00:40:03.434 align:start line:85% position:50% size:16% world. 00:40:03.434 --> 00:40:05.937 align:start line:85% position:48% size:28% (Applause). 00:40:10.575 --> 00:40:12.577 align:start line:85% position:46% size:68% Now, we want to make gaming 00:40:12.577 --> 00:40:14.912 align:start line:85% position:50% size:75% even better. To tell you more 00:40:14.912 --> 00:40:17.315 align:start line:85% position:44% size:78% about what we have planned, I'm 00:40:17.315 --> 00:40:23.187 align:start line:85% position:50% size:70% pleased to bring up Ann Thai 00:40:23.187 --> 00:40:23.688 align:start line:85% position:50% size:61% Senior Product Marketing 00:40:23.688 --> 00:40:28.326 align:start line:85% position:44% size:78% Manager of the App Store. Ann. 00:40:28.326 --> 00:40:31.796 align:start line:85% position:44% size:78% >> ANN THAI: Thanks, Tim. Many 00:40:31.796 --> 00:40:33.231 align:start line:85% position:50% size:75% games on the App Store are not 00:40:33.231 --> 00:40:36.934 align:start line:85% position:46% size:68% just hits but also cultural 00:40:36.934 --> 00:40:38.136 align:start line:85% position:46% size:68% phenomenon. You know about 00:40:38.136 --> 00:40:39.337 align:start line:85% position:50% size:75% them regardless of whether you 00:40:39.337 --> 00:40:42.407 align:start line:85% position:50% size:75% have played them. They become 00:40:42.407 --> 00:40:44.842 align:start line:85% position:50% size:70% part of pop culture like the 00:40:44.842 --> 00:40:46.577 align:start line:85% position:50% size:70% many Fortnite emotes we have 00:40:46.577 --> 00:40:48.479 align:start line:85% position:45% size:73% seen on the playing field and 00:40:48.479 --> 00:40:50.415 align:start line:85% position:44% size:78% all of this is no surprise when 00:40:50.415 --> 00:40:52.850 align:start line:85% position:50% size:61% there have been over one 00:40:52.850 --> 00:40:55.053 align:start line:85% position:47% size:58% billion people who have 00:40:55.053 --> 00:40:56.888 align:start line:85% position:45% size:73% downloaded games from the App 00:40:56.888 --> 00:40:57.088 align:start line:85% position:50% size:16% Store. 00:40:57.088 --> 00:40:58.122 align:start line:85% position:48% size:28% (Applause). 00:40:59.924 --> 00:41:01.426 align:start line:85% position:50% size:61% The App Store supports a 00:41:01.426 --> 00:41:02.760 align:start line:85% position:46% size:68% vibrant gaming community of 00:41:02.760 --> 00:41:04.529 align:start line:85% position:47% size:58% players of all ages and 00:41:04.529 --> 00:41:05.530 align:start line:85% position:46% size:68% backgrounds from around the 00:41:05.530 --> 00:41:08.399 align:start line:85% position:50% size:75% world with a catalog of nearly 00:41:08.399 --> 00:41:10.635 align:start line:85% position:45% size:73% 300,000 games. The App Store 00:41:10.635 --> 00:41:13.705 align:start line:85% position:50% size:75% has both free and paid games. 00:41:13.705 --> 00:41:15.306 align:start line:85% position:44% size:78% Free games are either supported 00:41:15.306 --> 00:41:18.376 align:start line:85% position:45% size:73% by advertising or have in-app 00:41:18.376 --> 00:41:21.579 align:start line:85% position:45% size:73% purchases like Clash Royale. 00:41:21.579 --> 00:41:23.247 align:start line:85% position:50% size:70% These are incredibly popular 00:41:23.247 --> 00:41:24.816 align:start line:85% position:46% size:68% and hundreds of millions of 00:41:24.816 --> 00:41:26.751 align:start line:85% position:44% size:78% people love playing them. With 00:41:26.751 --> 00:41:28.519 align:start line:85% position:46% size:68% paid games customers pay up 00:41:28.519 --> 00:41:30.955 align:start line:85% position:50% size:75% front for the full experience, 00:41:30.955 --> 00:41:32.790 align:start line:85% position:45% size:73% like Monument Valley 2, these 00:41:32.790 --> 00:41:34.692 align:start line:85% position:46% size:68% games often have incredible 00:41:34.692 --> 00:41:37.095 align:start line:85% position:50% size:61% stories and capture your 00:41:37.095 --> 00:41:38.363 align:start line:85% position:44% size:78% imagination with their original 00:41:38.363 --> 00:41:39.831 align:start line:85% position:45% size:73% art and music. They are some 00:41:39.831 --> 00:41:41.532 align:start line:85% position:50% size:56% of the most critically 00:41:41.532 --> 00:41:44.068 align:start line:85% position:44% size:78% acclaimed games ever made. But 00:41:44.068 --> 00:41:45.970 align:start line:85% position:45% size:73% competing with free is hard. 00:41:45.970 --> 00:41:49.307 align:start line:85% position:50% size:75% So these games haven't been as 00:41:49.307 --> 00:41:50.475 align:start line:85% position:50% size:75% successful for eventualers and 00:41:50.475 --> 00:41:53.211 align:start line:85% position:50% size:70% they haven't been as easy to 00:41:53.211 --> 00:41:54.612 align:start line:85% position:50% size:75% find for players. We think we 00:41:54.612 --> 00:41:56.247 align:start line:85% position:45% size:73% have come up with a great new 00:41:56.247 --> 00:41:57.582 align:start line:85% position:50% size:65% way to bring more of these 00:41:57.582 --> 00:41:59.016 align:start line:85% position:50% size:70% amazing games to more people 00:41:59.016 --> 00:42:02.420 align:start line:85% position:47% size:63% than ever before. We are 00:42:02.420 --> 00:42:05.556 align:start line:85% position:45% size:73% working with some of the most 00:42:05.556 --> 00:42:06.257 align:start line:85% position:44% size:78% creative game developers in the 00:42:06.257 --> 00:42:08.760 align:start line:85% position:50% size:75% world on a new kind of service 00:42:08.760 --> 00:42:11.095 align:start line:85% position:44% size:78% designed specifically for games 00:42:11.095 --> 00:42:12.797 align:start line:85% position:45% size:73% like these. A service giving 00:42:12.797 --> 00:42:14.499 align:start line:85% position:44% size:78% them the freedom to do the best 00:42:14.499 --> 00:42:18.569 align:start line:85% position:45% size:73% work of their lives. We call 00:42:18.569 --> 00:42:19.370 align:start line:85% position:50% size:41% it Apple Arcade. 00:42:19.370 --> 00:42:22.306 align:start line:85% position:48% size:28% (Applause). 00:42:27.478 --> 00:42:28.880 align:start line:85% position:46% size:68% Apple Arcade is the world's 00:42:28.880 --> 00:42:30.281 align:start line:85% position:44% size:78% first game subscription service 00:42:30.281 --> 00:42:34.118 align:start line:85% position:50% size:75% for mobile, desktop and living 00:42:34.118 --> 00:42:35.787 align:start line:85% position:50% size:70% room. With Apple Arcade, we 00:42:35.787 --> 00:42:37.789 align:start line:85% position:50% size:70% have carried a collection of 00:42:37.789 --> 00:42:40.825 align:start line:85% position:45% size:73% brand new games that redefine 00:42:40.825 --> 00:42:42.427 align:start line:85% position:50% size:65% games, and we are not just 00:42:42.427 --> 00:42:44.929 align:start line:85% position:45% size:73% curating them, we are backing 00:42:44.929 --> 00:42:45.630 align:start line:85% position:50% size:75% their development and our team 00:42:45.630 --> 00:42:47.298 align:start line:85% position:47% size:58% is working closely with 00:42:47.298 --> 00:42:48.499 align:start line:85% position:44% size:78% developers to bring these games 00:42:48.499 --> 00:42:50.268 align:start line:85% position:44% size:78% to life. We are really excited 00:42:50.268 --> 00:42:52.370 align:start line:85% position:50% size:65% about this, and so are the 00:42:52.370 --> 00:42:53.638 align:start line:85% position:50% size:75% creators we are working with. 00:42:53.638 --> 00:42:54.839 align:start line:85% position:50% size:70% Let's hear from some of them 00:42:54.839 --> 00:42:56.641 align:start line:85% position:50% size:11% now. 00:43:05.316 --> 00:43:09.420 align:start line:85% position:49% size:3% ♪ 00:43:17.128 --> 00:43:17.862 align:start line:85% position:50% size:25% >> It's an 00:43:17.862 --> 00:43:18.729 align:start line:85% position:48% size:33% extraordinary 00:43:18.729 --> 00:43:19.564 align:start line:85% position:50% size:25% time to be 00:43:19.564 --> 00:43:20.631 align:start line:85% position:50% size:35% writing games. 00:43:20.631 --> 00:43:21.866 align:start line:85% position:50% size:35% Beyond a Steel 00:43:21.866 --> 00:43:22.900 align:start line:85% position:50% size:31% Sky is super 00:43:22.900 --> 00:43:24.435 align:start line:85% position:50% size:31% ambitious in 00:43:24.435 --> 00:43:25.136 align:start line:85% position:48% size:23% that it's 00:43:25.136 --> 00:43:25.736 align:start line:85% position:50% size:35% taking a full, 00:43:25.736 --> 00:43:26.270 align:start line:85% position:50% size:31% high quality 00:43:26.270 --> 00:43:26.871 align:start line:85% position:50% size:31% console game 00:43:26.871 --> 00:43:27.872 align:start line:85% position:48% size:28% directly to 00:43:27.872 --> 00:43:29.340 align:start line:85% position:48% size:38% mobile. We are 00:43:29.340 --> 00:43:29.874 align:start line:85% position:50% size:31% working with 00:43:29.874 --> 00:43:30.341 align:start line:85% position:48% size:33% the legendary 00:43:30.341 --> 00:43:30.808 align:start line:85% position:50% size:25% comic book 00:43:30.808 --> 00:43:31.442 align:start line:85% position:48% size:28% artist Dave 00:43:31.442 --> 00:43:32.310 align:start line:85% position:48% size:28% Gibbons who 00:43:32.310 --> 00:43:33.478 align:start line:85% position:48% size:33% cocreated and 00:43:33.478 --> 00:43:34.579 align:start line:85% position:50% size:35% drew Watchmen. 00:43:34.579 --> 00:43:35.880 align:start line:85% position:50% size:25% The story, 00:43:35.880 --> 00:43:36.614 align:start line:85% position:48% size:23% character 00:43:36.614 --> 00:43:37.315 align:start line:85% position:48% size:23% modeling, 00:43:37.315 --> 00:43:38.382 align:start line:85% position:48% size:33% graphics, the 00:43:38.382 --> 00:43:39.217 align:start line:85% position:48% size:33% audio, all of 00:43:39.217 --> 00:43:40.418 align:start line:85% position:50% size:25% those come 00:43:40.418 --> 00:43:41.986 align:start line:85% position:48% size:28% together to 00:43:41.986 --> 00:43:42.353 align:start line:85% position:50% size:21% create a 00:43:42.353 --> 00:43:42.820 align:start line:85% position:50% size:21% GamePlay 00:43:42.820 --> 00:43:43.754 align:start line:85% position:50% size:25% experience 00:43:43.754 --> 00:43:44.155 align:start line:85% position:50% size:16% that's 00:43:44.155 --> 00:43:45.122 align:start line:85% position:50% size:25% completely 00:43:45.122 --> 00:43:45.623 align:start line:85% position:50% size:25% immersive. 00:43:45.623 --> 00:43:46.524 align:start line:85% position:50% size:35% >> Where Cards 00:43:46.524 --> 00:43:46.891 align:start line:85% position:50% size:31% Fall tells a 00:43:46.891 --> 00:43:47.458 align:start line:85% position:48% size:33% very personal 00:43:47.458 --> 00:43:48.359 align:start line:85% position:48% size:33% coming-of-age 00:43:48.359 --> 00:43:48.960 align:start line:85% position:50% size:25% story that 00:43:48.960 --> 00:43:49.560 align:start line:85% position:49% size:13% other 00:43:49.560 --> 00:43:50.061 align:start line:85% position:50% size:25% publishers 00:43:50.061 --> 00:43:50.928 align:start line:85% position:48% size:38% wouldn't take a 00:43:50.928 --> 00:43:51.696 align:start line:85% position:50% size:35% chance on. We 00:43:51.696 --> 00:43:52.430 align:start line:85% position:50% size:35% are not shying 00:43:52.430 --> 00:43:52.897 align:start line:85% position:48% size:23% away from 00:43:52.897 --> 00:43:53.431 align:start line:85% position:50% size:35% uncomfortable, 00:43:53.431 --> 00:43:54.398 align:start line:85% position:48% size:23% formative 00:43:54.398 --> 00:43:55.099 align:start line:85% position:50% size:31% experiences. 00:43:55.099 --> 00:43:55.633 align:start line:85% position:50% size:25% We see the 00:43:55.633 --> 00:43:56.334 align:start line:85% position:48% size:33% characters at 00:43:56.334 --> 00:43:56.801 align:start line:85% position:50% size:35% school, we see 00:43:56.801 --> 00:43:57.201 align:start line:85% position:48% size:28% them at the 00:43:57.201 --> 00:43:57.835 align:start line:85% position:50% size:25% homecoming 00:43:57.835 --> 00:43:58.402 align:start line:85% position:48% size:33% dance, we see 00:43:58.402 --> 00:43:58.870 align:start line:85% position:48% size:28% them have a 00:43:58.870 --> 00:43:59.504 align:start line:85% position:50% size:25% fight with 00:43:59.504 --> 00:44:00.071 align:start line:85% position:50% size:25% their mom. 00:44:00.071 --> 00:44:00.638 align:start line:85% position:48% size:28% It's really 00:44:00.638 --> 00:44:01.205 align:start line:85% position:48% size:33% important for 00:44:01.205 --> 00:44:01.973 align:start line:85% position:50% size:21% us to be 00:44:01.973 --> 00:44:02.607 align:start line:85% position:50% size:25% authentic. 00:44:02.607 --> 00:44:03.107 align:start line:85% position:48% size:33% >> There's no 00:44:03.107 --> 00:44:03.741 align:start line:85% position:48% size:33% guns, there's 00:44:03.741 --> 00:44:04.308 align:start line:85% position:48% size:28% no killing. 00:44:04.308 --> 00:44:05.042 align:start line:85% position:50% size:25% We're just 00:44:05.042 --> 00:44:05.710 align:start line:85% position:48% size:23% telling a 00:44:05.710 --> 00:44:06.344 align:start line:85% position:50% size:16% story. 00:44:06.344 --> 00:44:07.178 align:start line:85% position:48% size:33% We are almost 00:44:07.178 --> 00:44:07.912 align:start line:85% position:50% size:31% the complete 00:44:07.912 --> 00:44:08.779 align:start line:85% position:48% size:38% opposite of the 00:44:08.779 --> 00:44:09.647 align:start line:85% position:50% size:35% current market 00:44:09.647 --> 00:44:10.414 align:start line:85% position:48% size:38% and most people 00:44:10.414 --> 00:44:11.082 align:start line:85% position:48% size:23% typically 00:44:11.082 --> 00:44:11.516 align:start line:85% position:48% size:38% wouldn't see it 00:44:11.516 --> 00:44:12.116 align:start line:85% position:50% size:31% unless Apple 00:44:12.116 --> 00:44:42.980 align:start line:85% position:48% size:38% Arcade existed. 00:44:52.256 --> 00:44:53.324 align:start line:85% position:50% size:61% >> We wanted Lifelike to 00:44:53.324 --> 00:44:53.824 align:start line:85% position:50% size:61% have a calming effect on 00:44:53.824 --> 00:44:54.525 align:start line:85% position:50% size:21% players. 00:44:54.525 --> 00:44:55.693 align:start line:85% position:50% size:61% I'm not aware of another 00:44:55.693 --> 00:44:56.627 align:start line:85% position:50% size:50% game that uses swarm 00:44:56.627 --> 00:44:57.161 align:start line:85% position:47% size:63% behavior as its main game 00:44:57.161 --> 00:44:58.362 align:start line:85% position:48% size:23% mechanic. 00:44:58.362 --> 00:44:59.063 align:start line:85% position:47% size:58% This fascinating beauty 00:44:59.063 --> 00:45:00.531 align:start line:85% position:50% size:61% was inspired by natural 00:45:00.531 --> 00:45:01.666 align:start line:85% position:48% size:28% phenomenon. 00:45:01.666 --> 00:45:02.867 align:start line:85% position:47% size:63% We just simply don't want 00:45:02.867 --> 00:45:04.735 align:start line:85% position:47% size:53% to be responsible for 00:45:04.735 --> 00:45:05.236 align:start line:85% position:47% size:58% adding another layer of 00:45:05.236 --> 00:45:07.638 align:start line:85% position:47% size:53% chaos into the world. 00:45:07.638 --> 00:45:08.673 align:start line:85% position:47% size:53% >> Overland is a post 00:45:08.673 --> 00:45:09.707 align:start line:85% position:47% size:53% apocalyptic road trip 00:45:09.707 --> 00:45:10.808 align:start line:85% position:50% size:35% strategy game. 00:45:10.808 --> 00:45:11.909 align:start line:85% position:47% size:58% The cool thing about it 00:45:11.909 --> 00:45:12.710 align:start line:85% position:47% size:58% is every time you play, 00:45:12.710 --> 00:45:14.078 align:start line:85% position:48% size:38% it's different. 00:45:14.078 --> 00:45:15.246 align:start line:85% position:48% size:48% You never know what 00:45:15.246 --> 00:45:16.280 align:start line:85% position:50% size:56% people you're going to 00:45:16.280 --> 00:45:17.248 align:start line:85% position:48% size:48% meet or what places 00:45:17.248 --> 00:45:19.250 align:start line:85% position:48% size:48% you're going to go. 00:45:19.250 --> 00:45:20.351 align:start line:85% position:47% size:63% We're really excited that 00:45:20.351 --> 00:45:21.519 align:start line:85% position:50% size:50% Apple was doing this 00:45:21.519 --> 00:45:23.354 align:start line:85% position:47% size:58% platform because people 00:45:23.354 --> 00:45:24.789 align:start line:85% position:47% size:58% have iPads, people have 00:45:24.789 --> 00:45:26.023 align:start line:85% position:47% size:58% iPhones, and that means 00:45:26.023 --> 00:45:26.991 align:start line:85% position:50% size:50% bringing a whole new 00:45:26.991 --> 00:45:28.392 align:start line:85% position:48% size:43% audience to games 00:45:28.392 --> 00:45:31.562 align:start line:85% position:48% size:38% That's awesome. 00:45:35.600 --> 00:45:36.067 align:start line:85% position:50% size:56% >> Apple Arcade is the 00:45:36.067 --> 00:45:36.601 align:start line:85% position:50% size:45% perfect avenue for 00:45:36.601 --> 00:45:37.335 align:start line:85% position:47% size:53% expanding creativity. 00:45:37.335 --> 00:45:38.135 align:start line:85% position:47% size:58% >> For us, it was like, 00:45:38.135 --> 00:45:39.604 align:start line:85% position:47% size:53% ah, finally! Finally 00:45:39.604 --> 00:45:42.840 align:start line:85% position:50% size:50% someone who gets it. 00:45:48.613 --> 00:45:49.213 align:start line:85% position:50% size:56% >> Apple Arcade is all 00:45:49.213 --> 00:45:49.714 align:start line:85% position:47% size:58% about giving developers 00:45:49.714 --> 00:45:50.348 align:start line:85% position:50% size:56% the freedom to come up 00:45:50.348 --> 00:45:51.082 align:start line:85% position:47% size:58% with really interesting 00:45:51.082 --> 00:45:51.816 align:start line:85% position:50% size:56% ideas that could never 00:45:51.816 --> 00:45:52.617 align:start line:85% position:47% size:53% have been done by the 00:45:52.617 --> 00:45:53.117 align:start line:85% position:47% size:58% mainstream. Everything 00:45:53.117 --> 00:46:01.692 align:start line:85% position:50% size:31% is changing. 00:46:01.692 --> 00:46:04.328 align:start line:85% position:48% size:28% (Applause). 00:46:08.833 --> 00:46:09.834 align:start line:85% position:50% size:70% These developers are some of 00:46:09.834 --> 00:46:11.936 align:start line:85% position:45% size:73% the greatest storytellers and 00:46:11.936 --> 00:46:14.038 align:start line:85% position:46% size:68% artists in the world. From 00:46:14.038 --> 00:46:17.174 align:start line:85% position:44% size:78% immersive AR to ground breaking 00:46:17.174 --> 00:46:18.275 align:start line:85% position:50% size:75% multiplayer, they are creating 00:46:18.275 --> 00:46:19.377 align:start line:85% position:50% size:65% games that have never been 00:46:19.377 --> 00:46:21.045 align:start line:85% position:45% size:73% possible before. These games 00:46:21.045 --> 00:46:23.047 align:start line:85% position:47% size:63% are insanely fun and will 00:46:23.047 --> 00:46:25.216 align:start line:85% position:50% size:75% appeal to the kid in all of us 00:46:25.216 --> 00:46:26.784 align:start line:85% position:44% size:78% and with Apple Arcade, you will 00:46:26.784 --> 00:46:29.353 align:start line:85% position:50% size:81% get to play all of these games. 00:46:29.353 --> 00:46:32.056 align:start line:85% position:44% size:78% With a single subscription, you 00:46:32.056 --> 00:46:34.358 align:start line:85% position:44% size:78% will get access to over 100 new 00:46:34.358 --> 00:46:35.393 align:start line:85% position:45% size:73% and exclusive games that will 00:46:35.393 --> 00:46:36.761 align:start line:85% position:50% size:61% raise the bar for what's 00:46:36.761 --> 00:46:38.763 align:start line:85% position:50% size:75% possible in gaming. You won't 00:46:38.763 --> 00:46:40.765 align:start line:85% position:45% size:73% find these games on any other 00:46:40.765 --> 00:46:42.533 align:start line:85% position:44% size:78% mobile platform or in any other 00:46:42.533 --> 00:46:44.602 align:start line:85% position:45% size:73% subscription service. So how 00:46:44.602 --> 00:46:48.139 align:start line:85% position:50% size:75% will you get to Apple Arcade. 00:46:48.139 --> 00:46:49.807 align:start line:85% position:44% size:78% Apple Arcade will be a new area 00:46:49.807 --> 00:46:51.042 align:start line:85% position:50% size:70% right on the App Store, with 00:46:51.042 --> 00:46:54.178 align:start line:85% position:50% size:75% its own dedicated tab. Rather 00:46:54.178 --> 00:46:56.180 align:start line:85% position:50% size:65% than pay up front for each 00:46:56.180 --> 00:46:57.381 align:start line:85% position:50% size:70% game, your subscription will 00:46:57.381 --> 00:46:59.850 align:start line:85% position:50% size:75% allow you to download and play 00:46:59.850 --> 00:47:00.985 align:start line:85% position:50% size:75% any Apple Arcade game from the 00:47:00.985 --> 00:47:04.088 align:start line:85% position:50% size:65% App Store. And we will be 00:47:04.088 --> 00:47:06.290 align:start line:85% position:46% size:68% adding new games all of the 00:47:06.290 --> 00:47:08.459 align:start line:85% position:44% size:78% time. With full access to this 00:47:08.459 --> 00:47:09.660 align:start line:85% position:47% size:63% amazing collection of new 00:47:09.660 --> 00:47:10.928 align:start line:85% position:50% size:61% games, you will have the 00:47:10.928 --> 00:47:12.329 align:start line:85% position:46% size:68% freedom to try whatever you 00:47:12.329 --> 00:47:15.266 align:start line:85% position:50% size:70% want whenever you want. You 00:47:15.266 --> 00:47:17.768 align:start line:85% position:50% size:65% will be able to play Apple 00:47:17.768 --> 00:47:20.171 align:start line:85% position:46% size:68% Arcade games across iPhone, 00:47:20.171 --> 00:47:22.306 align:start line:85% position:44% size:78% iPad, Mac and Apple TV and pick 00:47:22.306 --> 00:47:23.841 align:start line:85% position:44% size:78% up where you left off in a game 00:47:23.841 --> 00:47:26.777 align:start line:85% position:50% size:70% even if you switch devices. 00:47:26.777 --> 00:47:28.713 align:start line:85% position:50% size:75% And unlike streaming services, 00:47:28.713 --> 00:47:31.015 align:start line:85% position:44% size:78% every game will be playable off 00:47:31.015 --> 00:47:33.117 align:start line:85% position:44% size:78% line. So you can play anywhere 00:47:33.117 --> 00:47:34.719 align:start line:85% position:46% size:68% regardless of your Internet 00:47:34.719 --> 00:47:35.019 align:start line:85% position:48% size:28% connection. 00:47:35.019 --> 00:47:43.794 align:start line:85% position:48% size:28% (Applause). 00:47:43.794 --> 00:47:44.762 align:start line:85% position:50% size:75% All Apple Arcade games will be 00:47:44.762 --> 00:47:46.997 align:start line:85% position:50% size:70% all you can play to all game 00:47:46.997 --> 00:47:48.766 align:start line:85% position:50% size:70% features, content and future 00:47:48.766 --> 00:47:49.967 align:start line:85% position:50% size:65% updates will be included. 00:47:49.967 --> 00:47:52.737 align:start line:85% position:50% size:70% There will be no adds and no 00:47:52.737 --> 00:47:54.338 align:start line:85% position:44% size:78% additional purchases needed and 00:47:54.338 --> 00:47:56.474 align:start line:85% position:44% size:78% parents can manage kids' access 00:47:56.474 --> 00:47:58.242 align:start line:85% position:44% size:78% with our screen time features. 00:47:58.242 --> 00:47:59.944 align:start line:85% position:50% size:70% Like all of our products and 00:47:59.944 --> 00:48:01.545 align:start line:85% position:46% size:68% services, we designed Apple 00:48:01.545 --> 00:48:03.414 align:start line:85% position:50% size:50% Arcade to be a great 00:48:03.414 --> 00:48:04.715 align:start line:85% position:50% size:65% experience. The App Store 00:48:04.715 --> 00:48:06.217 align:start line:85% position:45% size:73% already works hard to protect 00:48:06.217 --> 00:48:08.252 align:start line:85% position:44% size:78% your privacy with Apple Arcade, 00:48:08.252 --> 00:48:11.355 align:start line:85% position:44% size:78% we are taking it even further. 00:48:11.355 --> 00:48:12.757 align:start line:85% position:47% size:63% Apple Arcade games cannot 00:48:12.757 --> 00:48:14.959 align:start line:85% position:50% size:75% collect any data about you nor 00:48:14.959 --> 00:48:16.393 align:start line:85% position:44% size:78% track any information about how 00:48:16.393 --> 00:48:18.596 align:start line:85% position:50% size:70% you play their games without 00:48:18.596 --> 00:48:21.966 align:start line:85% position:47% size:63% your consent. Also Apple 00:48:21.966 --> 00:48:24.235 align:start line:85% position:45% size:73% Arcade will be curated by our 00:48:24.235 --> 00:48:29.473 align:start line:85% position:45% size:73% team of expert editors, offer 00:48:29.473 --> 00:48:31.375 align:start line:85% position:50% size:70% personalized recommendations 00:48:31.375 --> 00:48:33.277 align:start line:85% position:44% size:78% and your family will be able to 00:48:33.277 --> 00:48:35.212 align:start line:85% position:50% size:65% enjoy it for no additional 00:48:35.212 --> 00:48:35.446 align:start line:85% position:48% size:18% charge. 00:48:35.446 --> 00:48:39.283 align:start line:85% position:48% size:28% (Applause). 00:48:39.283 --> 00:48:40.785 align:start line:85% position:44% size:78% We really think you are going 00:48:40.785 --> 00:48:43.287 align:start line:85% position:50% size:70% to love Apple Arcade, a game 00:48:43.287 --> 00:48:45.122 align:start line:85% position:44% size:78% subscription service unlike any 00:48:45.122 --> 00:48:47.091 align:start line:85% position:44% size:78% other. You will enjoy over 100 00:48:47.091 --> 00:48:48.626 align:start line:85% position:44% size:78% amazing new and exclusive games 00:48:48.626 --> 00:48:49.994 align:start line:85% position:50% size:70% and more games will be added 00:48:49.994 --> 00:48:52.429 align:start line:85% position:46% size:68% all of the time. So who is 00:48:52.429 --> 00:48:54.064 align:start line:85% position:50% size:65% ready to see more of these 00:48:54.064 --> 00:48:55.099 align:start line:85% position:48% size:43% incredible games? 00:48:55.099 --> 00:49:00.237 align:start line:85% position:48% size:28% (Applause). 00:49:00.237 --> 00:49:02.673 align:start line:85% position:50% size:75% Here is a sneak peek of some 00:49:02.673 --> 00:49:05.075 align:start line:85% position:50% size:70% of the games coming to Apple 00:49:05.075 --> 00:49:05.776 align:start line:85% position:48% size:18% Arcade. 00:49:33.838 --> 00:49:41.011 align:start line:85% position:49% size:3% ♪ 00:50:01.031 --> 00:50:04.335 align:start line:85% position:48% size:28% (Applause). 00:50:07.137 --> 00:50:10.241 align:start line:85% position:50% size:75% Apple Arcade will be available 00:50:10.241 --> 00:50:12.977 align:start line:85% position:44% size:78% this fall in over 150 countries 00:50:12.977 --> 00:50:15.246 align:start line:85% position:50% size:75% and regions around the world. 00:50:15.246 --> 00:50:17.648 align:start line:85% position:46% size:68% Pricing and more details to 00:50:17.648 --> 00:50:22.052 align:start line:85% position:50% size:75% come. And that's a sneak peek 00:50:22.052 --> 00:50:22.419 align:start line:85% position:50% size:41% of Apple Arcade. 00:50:22.419 --> 00:50:25.489 align:start line:85% position:48% size:28% (Applause). 00:50:25.489 --> 00:50:27.691 align:start line:85% position:44% size:78% >> TIM COOK: Thank you, Ann. I 00:50:27.691 --> 00:50:31.228 align:start line:85% position:50% size:75% can't wait until all of us can 00:50:31.228 --> 00:50:34.531 align:start line:85% position:50% size:70% play. Now, let's talk about 00:50:34.531 --> 00:50:34.698 align:start line:85% position:49% size:8% TV. 00:50:34.698 --> 00:50:37.001 align:start line:85% position:48% size:28% (Applause). 00:50:37.935 --> 00:50:39.904 align:start line:85% position:44% size:78% For over a decade, we have been 00:50:39.904 --> 00:50:42.039 align:start line:85% position:50% size:65% bringing you innovative TV 00:50:42.039 --> 00:50:43.307 align:start line:85% position:45% size:73% experiences from the first TV 00:50:43.307 --> 00:50:44.608 align:start line:85% position:45% size:73% shows that you could download 00:50:44.608 --> 00:50:46.710 align:start line:85% position:47% size:63% right to your iPod to the 00:50:46.710 --> 00:50:48.712 align:start line:85% position:44% size:78% best in class cinematic picture 00:50:48.712 --> 00:50:51.515 align:start line:85% position:50% size:70% and sound quality of today's 00:50:51.515 --> 00:50:53.851 align:start line:85% position:45% size:73% Apple TV 4K. We have done it 00:50:53.851 --> 00:50:56.887 align:start line:85% position:44% size:78% because we love TV. TV is more 00:50:56.887 --> 00:51:00.190 align:start line:85% position:45% size:73% than just entertainment, it's 00:51:00.190 --> 00:51:02.459 align:start line:85% position:47% size:63% cultural. TV at its best 00:51:02.459 --> 00:51:04.428 align:start line:85% position:45% size:73% enriches our lives and we can 00:51:04.428 --> 00:51:06.830 align:start line:85% position:50% size:70% share it with people that we 00:51:06.830 --> 00:51:08.699 align:start line:85% position:45% size:73% love. Today there is so much 00:51:08.699 --> 00:51:12.069 align:start line:85% position:44% size:78% to watch in more ways than ever 00:51:12.069 --> 00:51:14.038 align:start line:85% position:47% size:63% before. And with so many 00:51:14.038 --> 00:51:15.139 align:start line:85% position:44% size:78% choices, sometimes it's hard to 00:51:15.139 --> 00:51:17.875 align:start line:85% position:50% size:70% know where to start. That's 00:51:17.875 --> 00:51:20.477 align:start line:85% position:46% size:68% why we created the Apple TV 00:51:20.477 --> 00:51:22.680 align:start line:85% position:50% size:75% app. It's one place to easily 00:51:22.680 --> 00:51:25.316 align:start line:85% position:50% size:70% discover shows you will love 00:51:25.316 --> 00:51:28.719 align:start line:85% position:44% size:78% from over 150 is streaming apps 00:51:28.719 --> 00:51:32.990 align:start line:85% position:45% size:73% across your iPhone, iPad, and 00:51:32.990 --> 00:51:36.327 align:start line:85% position:50% size:65% Apple TV 4K. In fact, our 00:51:36.327 --> 00:51:37.528 align:start line:85% position:45% size:73% vision for Apple TV app is to 00:51:37.528 --> 00:51:38.896 align:start line:85% position:50% size:70% bring together your favorite 00:51:38.896 --> 00:51:42.399 align:start line:85% position:44% size:78% shows, movies, sports, and news 00:51:42.399 --> 00:51:44.735 align:start line:85% position:50% size:75% and make them available on all 00:51:44.735 --> 00:51:47.538 align:start line:85% position:50% size:70% of your devices. So you can 00:51:47.538 --> 00:51:49.206 align:start line:85% position:46% size:68% spend less time looking for 00:51:49.206 --> 00:51:51.608 align:start line:85% position:46% size:68% something to watch and more 00:51:51.608 --> 00:51:54.845 align:start line:85% position:44% size:78% time enjoying it. Today we are 00:51:54.845 --> 00:51:57.715 align:start line:85% position:50% size:75% excited to show you an all new 00:51:57.715 --> 00:51:59.249 align:start line:85% position:50% size:70% Apple TV app and to tell you 00:51:59.249 --> 00:52:01.785 align:start line:85% position:47% size:63% all about it, I'd like to 00:52:01.785 --> 00:52:03.620 align:start line:85% position:50% size:65% invite up Peter Stern Vice 00:52:03.620 --> 00:52:05.689 align:start line:85% position:50% size:75% President of Services. Peter. 00:52:05.689 --> 00:52:07.925 align:start line:85% position:48% size:28% (Applause). 00:52:10.928 --> 00:52:12.329 align:start line:85% position:50% size:70% >> PETER STERN: Thanks Tim. 00:52:12.329 --> 00:52:14.465 align:start line:85% position:47% size:63% Let's start with what you 00:52:14.465 --> 00:52:16.700 align:start line:85% position:50% size:75% watch. Beginning with movies, 00:52:16.700 --> 00:52:20.504 align:start line:85% position:44% size:78% all of the new releases and the 00:52:20.504 --> 00:52:24.341 align:start line:85% position:45% size:73% massive iTunes movie catalog, 00:52:24.341 --> 00:52:25.743 align:start line:85% position:45% size:73% over 100,000 titles plus your 00:52:25.743 --> 00:52:27.177 align:start line:85% position:50% size:70% personal library are now all 00:52:27.177 --> 00:52:29.613 align:start line:85% position:45% size:73% built into the Apple TV app. 00:52:29.613 --> 00:52:31.849 align:start line:85% position:50% size:65% If you love movies the new 00:52:31.849 --> 00:52:33.017 align:start line:85% position:45% size:73% Apple TV app is now the place 00:52:33.017 --> 00:52:36.053 align:start line:85% position:50% size:56% for you. Next, if you 00:52:36.053 --> 00:52:38.555 align:start line:85% position:44% size:78% subscribe to cable or satellite 00:52:38.555 --> 00:52:42.626 align:start line:85% position:44% size:78% TV, like Spectrum, DirectTV, or 00:52:42.626 --> 00:52:44.962 align:start line:85% position:50% size:65% Optimum, or one of the new 00:52:44.962 --> 00:52:46.764 align:start line:85% position:44% size:78% Internet live TV providers, you 00:52:46.764 --> 00:52:49.967 align:start line:85% position:50% size:65% can now access all of your 00:52:49.967 --> 00:52:51.702 align:start line:85% position:46% size:68% sports, news and network TV 00:52:51.702 --> 00:52:54.671 align:start line:85% position:44% size:78% right inside the Apple TV app. 00:52:54.671 --> 00:52:57.074 align:start line:85% position:44% size:78% For so many people, these cable 00:52:57.074 --> 00:52:58.075 align:start line:85% position:50% size:75% bundles are convenient because 00:52:58.075 --> 00:52:59.710 align:start line:85% position:50% size:75% you can get access to hundreds 00:52:59.710 --> 00:53:02.346 align:start line:85% position:50% size:81% of channels for just one price. 00:53:02.346 --> 00:53:04.381 align:start line:85% position:44% size:78% If you want it all, there is no 00:53:04.381 --> 00:53:07.951 align:start line:85% position:50% size:70% better way. But for some of 00:53:07.951 --> 00:53:09.820 align:start line:85% position:44% size:78% us, the big bundle is more than 00:53:09.820 --> 00:53:14.358 align:start line:85% position:50% size:75% we need. So we designed a new 00:53:14.358 --> 00:53:16.693 align:start line:85% position:45% size:73% TV experience where you could 00:53:16.693 --> 00:53:19.229 align:start line:85% position:45% size:73% pay for only the channels you 00:53:19.229 --> 00:53:22.666 align:start line:85% position:45% size:73% want, all in one app with the 00:53:22.666 --> 00:53:26.236 align:start line:85% position:46% size:68% password you already have. 00:53:26.236 --> 00:53:30.641 align:start line:85% position:50% size:75% Watch everything on demand and 00:53:30.641 --> 00:53:32.042 align:start line:85% position:45% size:73% ad-free. Download your shows 00:53:32.042 --> 00:53:35.546 align:start line:85% position:46% size:68% to take with you anywhere. 00:53:35.546 --> 00:53:37.247 align:start line:85% position:47% size:63% Enjoy the highest quality 00:53:37.247 --> 00:53:39.883 align:start line:85% position:45% size:73% picture and sound available. 00:53:39.883 --> 00:53:41.752 align:start line:85% position:44% size:78% And share this great experience 00:53:41.752 --> 00:53:44.354 align:start line:85% position:50% size:75% with your entire family. This 00:53:44.354 --> 00:53:46.223 align:start line:85% position:50% size:56% is how TV should work. 00:53:46.223 --> 00:53:49.293 align:start line:85% position:48% size:28% (Applause). 00:53:54.031 --> 00:53:58.035 align:start line:85% position:50% size:65% Now, it does with Apple TV 00:53:58.035 --> 00:53:59.136 align:start line:85% position:50% size:70% channels. Only the channels 00:53:59.136 --> 00:54:02.106 align:start line:85% position:50% size:70% you want on demand, ad-free, 00:54:02.106 --> 00:54:04.274 align:start line:85% position:50% size:75% for the entire family, and all 00:54:04.274 --> 00:54:07.244 align:start line:85% position:45% size:73% of it is inside the new Apple 00:54:07.244 --> 00:54:10.314 align:start line:85% position:44% size:78% TV app. We are launching Apple 00:54:10.314 --> 00:54:15.853 align:start line:85% position:44% size:78% TV channels like HBO, Showtime, 00:54:15.853 --> 00:54:19.656 align:start line:85% position:44% size:78% Starz, Epix, CBS All Access and 00:54:19.656 --> 00:54:20.591 align:start line:85% position:50% size:70% everything else you see here 00:54:20.591 --> 00:54:22.993 align:start line:85% position:44% size:78% and we will be adding even more 00:54:22.993 --> 00:54:25.295 align:start line:85% position:44% size:78% around the world. So to recap, 00:54:25.295 --> 00:54:27.831 align:start line:85% position:50% size:75% whether you get your TV from a 00:54:27.831 --> 00:54:30.334 align:start line:85% position:50% size:75% live, a streaming service like 00:54:30.334 --> 00:54:34.838 align:start line:85% position:44% size:78% Prime Video, Hulu or ESPN plus, 00:54:34.838 --> 00:54:37.674 align:start line:85% position:46% size:68% movies from iTunes, sports, 00:54:37.674 --> 00:54:40.277 align:start line:85% position:44% size:78% news, and network TV from cable 00:54:40.277 --> 00:54:43.280 align:start line:85% position:46% size:68% or satellite, or shows from 00:54:43.280 --> 00:54:45.682 align:start line:85% position:45% size:73% HBO, Showtime, and Starz with 00:54:45.682 --> 00:54:48.685 align:start line:85% position:44% size:78% the new Apple TV channels, it's 00:54:48.685 --> 00:54:51.255 align:start line:85% position:45% size:73% all together in one place the 00:54:51.255 --> 00:54:52.623 align:start line:85% position:50% size:65% Apple TV app. And because 00:54:52.623 --> 00:54:55.058 align:start line:85% position:50% size:75% there is so much to watch, all 00:54:55.058 --> 00:54:58.128 align:start line:85% position:50% size:65% in this one place, we have 00:54:58.128 --> 00:54:59.463 align:start line:85% position:50% size:75% redesigned the Apple TV app to 00:54:59.463 --> 00:55:01.265 align:start line:85% position:50% size:70% make it even simpler to find 00:55:01.265 --> 00:55:06.069 align:start line:85% position:45% size:73% what you love. Let's dig in. 00:55:06.069 --> 00:55:08.138 align:start line:85% position:44% size:78% Your home in the Apple TV app 00:55:08.138 --> 00:55:10.340 align:start line:85% position:44% size:78% is watch now. Most of the time 00:55:10.340 --> 00:55:12.242 align:start line:85% position:45% size:73% we watch TV, we want to watch 00:55:12.242 --> 00:55:15.078 align:start line:85% position:45% size:73% our show or tonight's game or 00:55:15.078 --> 00:55:16.613 align:start line:85% position:47% size:63% maybe finish the movie we 00:55:16.613 --> 00:55:18.248 align:start line:85% position:46% size:68% started last night. That's 00:55:18.248 --> 00:55:24.454 align:start line:85% position:50% size:81% where the up next row comes in. 00:55:24.454 --> 00:55:25.789 align:start line:85% position:50% size:75% All of the things you watch no 00:55:25.789 --> 00:55:26.924 align:start line:85% position:44% size:78% matter where they come from are 00:55:26.924 --> 00:55:29.026 align:start line:85% position:45% size:73% here in up next. It makes it 00:55:29.026 --> 00:55:30.327 align:start line:85% position:50% size:75% so easy to pick up right where 00:55:30.327 --> 00:55:31.862 align:start line:85% position:45% size:73% you left off, but what do you 00:55:31.862 --> 00:55:33.297 align:start line:85% position:45% size:73% do when you are all caught up 00:55:33.297 --> 00:55:35.332 align:start line:85% position:46% size:68% on your shows? If you know 00:55:35.332 --> 00:55:37.201 align:start line:85% position:50% size:70% what you want to watch next, 00:55:37.201 --> 00:55:40.137 align:start line:85% position:44% size:78% it's easy. Just use Siri. But 00:55:40.137 --> 00:55:41.638 align:start line:85% position:47% size:63% if you don't know what to 00:55:41.638 --> 00:55:43.574 align:start line:85% position:45% size:73% watch, well, that's where the 00:55:43.574 --> 00:55:47.244 align:start line:85% position:50% size:81% new Apple TV app really shines. 00:55:47.244 --> 00:55:49.680 align:start line:85% position:46% size:68% Our expert editors are like 00:55:49.680 --> 00:55:50.881 align:start line:85% position:47% size:63% that friend you have that 00:55:50.881 --> 00:55:53.550 align:start line:85% position:50% size:75% always knows the best shows on 00:55:53.550 --> 00:55:55.352 align:start line:85% position:44% size:78% TV. Every day they do the work 00:55:55.352 --> 00:55:57.321 align:start line:85% position:45% size:73% for you so you can just watch 00:55:57.321 --> 00:56:00.958 align:start line:85% position:50% size:70% the good stuff. But when it 00:56:00.958 --> 00:56:04.328 align:start line:85% position:50% size:65% comes to TV, each of us is 00:56:04.328 --> 00:56:07.030 align:start line:85% position:46% size:68% unique. That's why the new 00:56:07.030 --> 00:56:09.600 align:start line:85% position:50% size:70% Apple TV is personalized for 00:56:09.600 --> 00:56:11.168 align:start line:85% position:45% size:73% you. We use advanced Machine 00:56:11.168 --> 00:56:12.369 align:start line:85% position:44% size:78% Learning to understand what you 00:56:12.369 --> 00:56:15.172 align:start line:85% position:50% size:56% like to watch from the 00:56:15.172 --> 00:56:16.073 align:start line:85% position:50% size:75% subscriptions you already have 00:56:16.073 --> 00:56:17.608 align:start line:85% position:50% size:70% so we can help you find your 00:56:17.608 --> 00:56:21.612 align:start line:85% position:50% size:70% next favorite show. And, of 00:56:21.612 --> 00:56:23.413 align:start line:85% position:50% size:61% course, the new Apple TV 00:56:23.413 --> 00:56:24.848 align:start line:85% position:50% size:75% channels are available too, so 00:56:24.848 --> 00:56:26.450 align:start line:85% position:47% size:58% when you subscribe to a 00:56:26.450 --> 00:56:29.052 align:start line:85% position:47% size:58% channel, like Showtime, 00:56:29.052 --> 00:56:30.587 align:start line:85% position:44% size:78% everything from that channel is 00:56:30.587 --> 00:56:33.590 align:start line:85% position:50% size:75% in one place. It's so easy to 00:56:33.590 --> 00:56:35.158 align:start line:85% position:44% size:78% browse, and you can play all of 00:56:35.158 --> 00:56:37.160 align:start line:85% position:50% size:70% it right inside the Apple TV 00:56:37.160 --> 00:56:38.829 align:start line:85% position:50% size:75% app, no more bouncing from app 00:56:38.829 --> 00:56:40.497 align:start line:85% position:48% size:18% to app. 00:56:40.497 --> 00:56:44.201 align:start line:85% position:48% size:28% (Applause). 00:56:48.538 --> 00:56:50.140 align:start line:85% position:46% size:68% Moving beyond Watch Now, we 00:56:50.140 --> 00:56:53.410 align:start line:85% position:50% size:65% have also decreed I new -- 00:56:53.410 --> 00:56:54.878 align:start line:85% position:45% size:73% created a new home for movies 00:56:54.878 --> 00:56:57.781 align:start line:85% position:50% size:56% so you can buy or rent 00:56:57.781 --> 00:57:00.217 align:start line:85% position:44% size:78% Bumblebee or Oceans 8 from your 00:57:00.217 --> 00:57:01.585 align:start line:85% position:50% size:75% new Apple channel subscription 00:57:01.585 --> 00:57:03.820 align:start line:85% position:50% size:70% to HBO, all of your favorite 00:57:03.820 --> 00:57:06.056 align:start line:85% position:50% size:75% movies are here. The Apple TV 00:57:06.056 --> 00:57:07.758 align:start line:85% position:50% size:70% app is also great for sports 00:57:07.758 --> 00:57:09.059 align:start line:85% position:50% size:65% fans. You can see current 00:57:09.059 --> 00:57:10.861 align:start line:85% position:45% size:73% games with live scores, check 00:57:10.861 --> 00:57:12.629 align:start line:85% position:46% size:68% out tonight's match ups and 00:57:12.629 --> 00:57:14.231 align:start line:85% position:46% size:68% even get notifications when 00:57:14.231 --> 00:57:16.500 align:start line:85% position:50% size:75% your favorite team is having a 00:57:16.500 --> 00:57:18.068 align:start line:85% position:45% size:73% close game. To show you some 00:57:18.068 --> 00:57:20.737 align:start line:85% position:44% size:78% of the cool new stuff the Apple 00:57:20.737 --> 00:57:23.440 align:start line:85% position:45% size:73% TV app can do I would like to 00:57:23.440 --> 00:57:25.742 align:start line:85% position:45% size:73% bring out Cindy Lin, Director 00:57:25.742 --> 00:57:26.943 align:start line:85% position:50% size:75% of Program Management. Cindy. 00:57:26.943 --> 00:57:29.579 align:start line:85% position:48% size:28% (Applause). 00:57:29.579 --> 00:57:30.314 align:start line:85% position:50% size:70% >> CINDY LIN: Thanks Peter. 00:57:30.314 --> 00:57:32.115 align:start line:85% position:50% size:75% Hi, everyone. Time so excited 00:57:32.115 --> 00:57:34.718 align:start line:85% position:50% size:70% to show you the new Apple TV 00:57:34.718 --> 00:57:36.586 align:start line:85% position:50% size:75% app. The app is right here on 00:57:36.586 --> 00:57:40.857 align:start line:85% position:50% size:81% my Home screen. Let's dive in. 00:57:40.857 --> 00:57:42.659 align:start line:85% position:44% size:78% Everything I'm watching is here 00:57:42.659 --> 00:57:44.061 align:start line:85% position:50% size:65% in Up Next. I can pick up 00:57:44.061 --> 00:57:46.363 align:start line:85% position:47% size:58% where I left off in the 00:57:46.363 --> 00:57:47.130 align:start line:85% position:50% size:70% Marvelous Mrs. Maisel, watch 00:57:47.130 --> 00:57:50.300 align:start line:85% position:46% size:68% the next episode of Project 00:57:50.300 --> 00:57:53.136 align:start line:85% position:50% size:65% Runway, or finish watching 00:57:53.136 --> 00:57:55.105 align:start line:85% position:44% size:78% Bumblebee. I get my cable from 00:57:55.105 --> 00:57:57.974 align:start line:85% position:50% size:75% Spectrum, and I also have Hulu 00:57:57.974 --> 00:57:59.176 align:start line:85% position:50% size:65% and Prime Video. It's all 00:57:59.176 --> 00:58:01.078 align:start line:85% position:50% size:70% right here in the Apple TV. 00:58:01.078 --> 00:58:03.413 align:start line:85% position:46% size:68% There is so much to watch. 00:58:03.413 --> 00:58:05.916 align:start line:85% position:45% size:73% When I want to find something 00:58:05.916 --> 00:58:07.384 align:start line:85% position:50% size:65% new, this is where the app 00:58:07.384 --> 00:58:09.686 align:start line:85% position:50% size:65% really helps me out. It's 00:58:09.686 --> 00:58:11.021 align:start line:85% position:50% size:70% always getting smarter about 00:58:11.021 --> 00:58:14.224 align:start line:85% position:48% size:43% what I like. The 00:58:14.224 --> 00:58:17.194 align:start line:85% position:50% size:75% recommendations in for are you 00:58:17.194 --> 00:58:19.096 align:start line:85% position:50% size:75% are personalized just for me. 00:58:19.096 --> 00:58:22.432 align:start line:85% position:44% size:78% I love Sandra O'and I have been 00:58:22.432 --> 00:58:23.667 align:start line:85% position:50% size:65% hearing so much about this 00:58:23.667 --> 00:58:25.102 align:start line:85% position:50% size:70% show. I'm definitely adding 00:58:25.102 --> 00:58:27.904 align:start line:85% position:50% size:81% this to up next to watch later. 00:58:27.904 --> 00:58:30.407 align:start line:85% position:50% size:61% One of my favorite speet 00:58:30.407 --> 00:58:32.376 align:start line:85% position:46% size:68% features is this new way to 00:58:32.376 --> 00:58:34.878 align:start line:85% position:46% size:68% browse TV. Swiping is just 00:58:34.878 --> 00:58:36.413 align:start line:85% position:46% size:68% like channel surfing except 00:58:36.413 --> 00:58:38.315 align:start line:85% position:50% size:61% every show here is one I 00:58:38.315 --> 00:58:40.150 align:start line:85% position:50% size:70% actually want to watch. And 00:58:40.150 --> 00:58:44.755 align:start line:85% position:47% size:63% trailers play right here. 00:58:46.390 --> 00:58:48.759 align:start line:85% position:50% size:61% >> My father was a light 00:58:48.759 --> 00:58:50.394 align:start line:85% position:45% size:73% housekeeper. My mother was a 00:58:50.394 --> 00:58:53.330 align:start line:85% position:50% size:16% queen. 00:58:53.330 --> 00:58:54.831 align:start line:85% position:50% size:75% But life has a way of bringing 00:58:54.831 --> 00:58:56.566 align:start line:85% position:50% size:41% people together. 00:58:56.566 --> 00:59:00.404 align:start line:85% position:45% size:73% >> I love Jason Momoa in Game 00:59:00.404 --> 00:59:03.507 align:start line:85% position:50% size:75% of Thrones and I can't wait to 00:59:03.507 --> 00:59:04.574 align:start line:85% position:50% size:61% watch Aquaman. There is 00:59:04.574 --> 00:59:06.376 align:start line:85% position:45% size:73% already so much here and it's 00:59:06.376 --> 00:59:08.078 align:start line:85% position:45% size:73% so easy to add even more with 00:59:08.078 --> 00:59:10.480 align:start line:85% position:45% size:73% Apple TV channels. Everybody 00:59:10.480 --> 00:59:12.249 align:start line:85% position:50% size:75% has been talking about the new 00:59:12.249 --> 00:59:14.317 align:start line:85% position:50% size:75% season of Billions of Showtime 00:59:14.317 --> 00:59:16.787 align:start line:85% position:44% size:78% and I need to get caught up. I 00:59:16.787 --> 00:59:18.588 align:start line:85% position:45% size:73% can start my free trial right 00:59:18.588 --> 00:59:20.157 align:start line:85% position:46% size:68% here, it's just a couple of 00:59:20.157 --> 00:59:23.393 align:start line:85% position:46% size:68% clicks, and then I'm done. 00:59:23.393 --> 00:59:25.595 align:start line:85% position:45% size:73% That's it! That was so easy! 00:59:25.595 --> 00:59:27.764 align:start line:85% position:48% size:28% (Applause). 00:59:30.867 --> 00:59:32.302 align:start line:85% position:45% size:73% Now, everything from Showtime 00:59:32.302 --> 00:59:34.171 align:start line:85% position:44% size:78% is here in the Apple TV app and 00:59:34.171 --> 00:59:35.906 align:start line:85% position:50% size:65% I can start watching right 00:59:35.906 --> 00:59:38.041 align:start line:85% position:44% size:78% away. There is nothing else to 00:59:38.041 --> 00:59:40.644 align:start line:85% position:48% size:18% set up. 00:59:42.846 --> 00:59:45.582 align:start line:85% position:46% size:68% I can skip the intro to get 00:59:45.582 --> 00:59:48.485 align:start line:85% position:50% size:50% right to the action. 00:59:48.485 --> 00:59:50.387 align:start line:85% position:49% size:8% ♪ . 00:59:50.387 --> 00:59:50.487 align:start line:85% position:49% size:3% ♪ 00:59:53.089 --> 00:59:54.724 align:start line:85% position:50% size:75% Okay. No spoilers. I'm going 00:59:54.724 --> 00:59:56.226 align:start line:85% position:50% size:65% to pick this back up again 00:59:56.226 --> 01:00:00.664 align:start line:85% position:50% size:75% later from my up next. I have 01:00:00.664 --> 01:00:02.566 align:start line:85% position:44% size:78% a 5-year-old son and there is a 01:00:02.566 --> 01:00:04.935 align:start line:85% position:50% size:75% brand new kids' experience for 01:00:04.935 --> 01:00:07.337 align:start line:85% position:45% size:73% us. All of my son's favorite 01:00:07.337 --> 01:00:10.273 align:start line:85% position:50% size:75% characters are here. There is 01:00:10.273 --> 01:00:12.776 align:start line:85% position:45% size:73% Chase from paw patrol, Daniel 01:00:12.776 --> 01:00:15.512 align:start line:85% position:50% size:75% tiger and, of course, everyone 01:00:15.512 --> 01:00:17.747 align:start line:85% position:48% size:48% from Sesame Street. 01:00:17.747 --> 01:00:19.983 align:start line:85% position:50% size:65% There are so many episodes 01:00:19.983 --> 01:00:21.284 align:start line:85% position:50% size:65% here, even the ones that I 01:00:21.284 --> 01:00:24.821 align:start line:85% position:50% size:75% watched as a kid. And whether 01:00:24.821 --> 01:00:27.824 align:start line:85% position:44% size:78% we want to learn something new, 01:00:27.824 --> 01:00:30.594 align:start line:85% position:45% size:73% be inspired by other kids, or 01:00:30.594 --> 01:00:33.763 align:start line:85% position:45% size:73% just let our imaginations run 01:00:33.763 --> 01:00:35.565 align:start line:85% position:46% size:68% wild, I love that we have a 01:00:35.565 --> 01:00:38.502 align:start line:85% position:44% size:78% safe place to explore together. 01:00:38.502 --> 01:00:41.304 align:start line:85% position:48% size:28% (Applause). 01:00:44.007 --> 01:00:47.043 align:start line:85% position:45% size:73% So that's a Quick Look at the 01:00:47.043 --> 01:00:48.879 align:start line:85% position:44% size:78% new Apple TV app, it's the best 01:00:48.879 --> 01:00:51.615 align:start line:85% position:50% size:75% place to watch TV on all of my 01:00:51.615 --> 01:00:52.782 align:start line:85% position:45% size:73% devices, and I can't wait for 01:00:52.782 --> 01:00:55.285 align:start line:85% position:50% size:70% you to try it. Back to you, 01:00:55.285 --> 01:00:55.986 align:start line:85% position:50% size:16% Peter. 01:00:55.986 --> 01:00:58.555 align:start line:85% position:48% size:28% (Applause). 01:01:02.692 --> 01:01:03.860 align:start line:85% position:50% size:75% >> PETER STERN: Thanks Cindy. 01:01:03.860 --> 01:01:05.328 align:start line:85% position:44% size:78% Now, that you have seen the new 01:01:05.328 --> 01:01:06.496 align:start line:85% position:45% size:73% Apple TV app you are going to 01:01:06.496 --> 01:01:09.132 align:start line:85% position:50% size:81% want it on all of your screens. 01:01:09.132 --> 01:01:12.636 align:start line:85% position:50% size:81% You just saw it on Apple TV 4K. 01:01:12.636 --> 01:01:17.974 align:start line:85% position:44% size:78% It looks and sounds stunning on 01:01:17.974 --> 01:01:19.242 align:start line:85% position:45% size:73% iPad. And everything you saw 01:01:19.242 --> 01:01:21.945 align:start line:85% position:45% size:73% is amazing on iPhone. So for 01:01:21.945 --> 01:01:23.346 align:start line:85% position:44% size:78% all of those moments in between 01:01:23.346 --> 01:01:24.881 align:start line:85% position:50% size:75% whether you are on your way to 01:01:24.881 --> 01:01:27.617 align:start line:85% position:44% size:78% work, or just stealing a moment 01:01:27.617 --> 01:01:30.854 align:start line:85% position:44% size:78% for yourself, all of your shows 01:01:30.854 --> 01:01:32.055 align:start line:85% position:50% size:75% are always with you. You will 01:01:32.055 --> 01:01:34.658 align:start line:85% position:47% size:58% be able to get this new 01:01:34.658 --> 01:01:36.192 align:start line:85% position:45% size:73% experience including Apple TV 01:01:36.192 --> 01:01:37.394 align:start line:85% position:50% size:61% channels on all of these 01:01:37.394 --> 01:01:38.762 align:start line:85% position:50% size:65% devices through a software 01:01:38.762 --> 01:01:41.631 align:start line:85% position:50% size:70% update this May. And I'm so 01:01:41.631 --> 01:01:42.933 align:start line:85% position:50% size:70% excited to tell you that for 01:01:42.933 --> 01:01:45.235 align:start line:85% position:50% size:75% the first time we are bringing 01:01:45.235 --> 01:01:46.670 align:start line:85% position:46% size:68% the Apple TV app to the Mac 01:01:46.670 --> 01:01:47.203 align:start line:85% position:50% size:25% this fall. 01:01:47.203 --> 01:01:54.911 align:start line:85% position:48% size:28% (Applause). 01:01:54.911 --> 01:01:56.346 align:start line:85% position:50% size:70% And that's not all. We know 01:01:56.346 --> 01:01:58.381 align:start line:85% position:50% size:65% you are going to want this 01:01:58.381 --> 01:01:59.583 align:start line:85% position:47% size:63% great experience on every 01:01:59.583 --> 01:02:01.451 align:start line:85% position:50% size:75% screen in your home, so we are 01:02:01.451 --> 01:02:03.687 align:start line:85% position:46% size:68% doing something we've never 01:02:03.687 --> 01:02:05.455 align:start line:85% position:45% size:73% done before. We are bringing 01:02:05.455 --> 01:02:08.525 align:start line:85% position:50% size:75% the Apple TV app to Smart TVs. 01:02:08.525 --> 01:02:11.494 align:start line:85% position:48% size:28% (Applause). 01:02:15.231 --> 01:02:17.133 align:start line:85% position:50% size:75% We're launching the same great 01:02:17.133 --> 01:02:19.569 align:start line:85% position:50% size:70% experience with Samsung this 01:02:19.569 --> 01:02:23.673 align:start line:85% position:44% size:78% spring followed by Sony, LG and 01:02:23.673 --> 01:02:27.344 align:start line:85% position:50% size:81% video, all of the biggest names 01:02:27.344 --> 01:02:29.379 align:start line:85% position:50% size:75% biggest names in Smart TVs and 01:02:29.379 --> 01:02:30.914 align:start line:85% position:50% size:75% we are even bringing the Apple 01:02:30.914 --> 01:02:33.149 align:start line:85% position:50% size:70% TV app to Roku and Amazon so 01:02:33.149 --> 01:02:35.852 align:start line:85% position:45% size:73% everyone can have an Apple TV 01:02:35.852 --> 01:02:37.153 align:start line:85% position:46% size:68% experience on every screen. 01:02:37.153 --> 01:02:39.556 align:start line:85% position:48% size:28% (Applause). 01:02:45.495 --> 01:02:47.163 align:start line:85% position:47% size:63% Today the Apple TV app is 01:02:47.163 --> 01:02:48.798 align:start line:85% position:44% size:78% available in ten countries, but 01:02:48.798 --> 01:02:50.533 align:start line:85% position:46% size:68% we are bringing the all new 01:02:50.533 --> 01:02:53.136 align:start line:85% position:46% size:68% experience to our customers 01:02:53.136 --> 01:02:58.141 align:start line:85% position:50% size:70% around the world in over 100 01:02:58.141 --> 01:02:58.408 align:start line:85% position:50% size:25% countries. 01:02:58.408 --> 01:02:59.643 align:start line:85% position:48% size:28% (Applause). 01:03:02.946 --> 01:03:04.180 align:start line:85% position:50% size:70% The Apple TV app delivers on 01:03:04.180 --> 01:03:05.882 align:start line:85% position:47% size:58% all of these principles 01:03:05.882 --> 01:03:07.283 align:start line:85% position:45% size:73% including our commitment that 01:03:07.283 --> 01:03:09.119 align:start line:85% position:50% size:70% we won't share your personal 01:03:09.119 --> 01:03:10.887 align:start line:85% position:50% size:61% information with anyone. 01:03:10.887 --> 01:03:14.858 align:start line:85% position:48% size:28% (Applause). 01:03:14.858 --> 01:03:16.993 align:start line:85% position:44% size:78% So that's the new Apple TV app, 01:03:16.993 --> 01:03:20.363 align:start line:85% position:45% size:73% your apps, movies, cable, the 01:03:20.363 --> 01:03:22.832 align:start line:85% position:50% size:75% all new Apple TV channels, all 01:03:22.832 --> 01:03:25.435 align:start line:85% position:46% size:68% in one place on all of your 01:03:25.435 --> 01:03:27.871 align:start line:85% position:46% size:68% screens. Back to you, Tim. 01:03:27.871 --> 01:03:29.906 align:start line:85% position:48% size:28% (Applause). 01:03:29.906 --> 01:03:31.841 align:start line:85% position:45% size:73% >> TIM COOK: Thank you Peter. 01:03:31.841 --> 01:03:34.044 align:start line:85% position:45% size:73% The new features of the Apple 01:03:34.044 --> 01:03:38.014 align:start line:85% position:50% size:75% TV app look really great. But 01:03:38.014 --> 01:03:39.449 align:start line:85% position:44% size:78% we have even more to contribute 01:03:39.449 --> 01:03:43.853 align:start line:85% position:50% size:70% to the TV experience. Apple 01:03:43.853 --> 01:03:45.055 align:start line:85% position:50% size:70% has always tried to make the 01:03:45.055 --> 01:03:49.059 align:start line:85% position:45% size:73% world a better place. And we 01:03:49.059 --> 01:03:53.129 align:start line:85% position:50% size:75% believe deeply in the power of 01:03:53.129 --> 01:03:56.700 align:start line:85% position:50% size:75% creativity. Our products help 01:03:56.700 --> 01:03:58.001 align:start line:85% position:44% size:78% people express their creativity 01:03:58.001 --> 01:04:00.136 align:start line:85% position:50% size:65% and to tell their stories, 01:04:00.136 --> 01:04:01.571 align:start line:85% position:47% size:63% because great stories can 01:04:01.571 --> 01:04:03.873 align:start line:85% position:50% size:61% change the world. Great 01:04:03.873 --> 01:04:05.942 align:start line:85% position:44% size:78% stories can move us and inspire 01:04:05.942 --> 01:04:08.344 align:start line:85% position:45% size:73% us. They can surprise us and 01:04:08.344 --> 01:04:10.814 align:start line:85% position:50% size:75% challenge our assumptions. We 01:04:10.814 --> 01:04:12.949 align:start line:85% position:50% size:56% feel we can contribute 01:04:12.949 --> 01:04:14.350 align:start line:85% position:50% size:65% something important to our 01:04:14.350 --> 01:04:16.953 align:start line:85% position:50% size:75% culture and to society through 01:04:16.953 --> 01:04:19.389 align:start line:85% position:50% size:65% great storytelling. So we 01:04:19.389 --> 01:04:21.057 align:start line:85% position:47% size:58% partnered with the most 01:04:21.057 --> 01:04:22.692 align:start line:85% position:46% size:68% thoughtful accomplished and 01:04:22.692 --> 01:04:24.661 align:start line:85% position:44% size:78% award winning group of creative 01:04:24.661 --> 01:04:26.162 align:start line:85% position:50% size:75% visionaries who have ever come 01:04:26.162 --> 01:04:28.832 align:start line:85% position:44% size:78% together in one place to create 01:04:28.832 --> 01:04:31.201 align:start line:85% position:45% size:73% a new service unlike anything 01:04:31.201 --> 01:04:34.170 align:start line:85% position:50% size:61% that's been done before. 01:04:39.609 --> 01:04:41.377 align:start line:85% position:50% size:35% Apple TV plus. 01:04:41.377 --> 01:04:43.913 align:start line:85% position:48% size:28% (Applause). 01:04:53.356 --> 01:04:55.992 align:start line:85% position:44% size:78% We have two amazing people that 01:04:55.992 --> 01:05:00.263 align:start line:85% position:44% size:78% are running this effort for us, 01:05:00.263 --> 01:05:01.364 align:start line:85% position:47% size:63% Zack Van Amburg and Jamie 01:05:01.364 --> 01:05:03.233 align:start line:85% position:44% size:78% Erlicht and I'm very pleased to 01:05:03.233 --> 01:05:04.534 align:start line:85% position:50% size:75% introduce you to them now, and 01:05:04.534 --> 01:05:06.703 align:start line:85% position:50% size:75% ask them to tell you all about 01:05:06.703 --> 01:05:08.338 align:start line:85% position:45% size:73% this incredible new service. 01:05:08.338 --> 01:05:11.875 align:start line:85% position:49% size:13% Guys. 01:05:11.875 --> 01:05:20.183 align:start line:85% position:46% size:68% >> Thanks Tim. Thank you. 01:05:20.183 --> 01:05:21.618 align:start line:85% position:45% size:73% Jamie and I are so excited to 01:05:21.618 --> 01:05:23.153 align:start line:85% position:44% size:78% be here with all of you today. 01:05:23.153 --> 01:05:25.722 align:start line:85% position:50% size:75% As Tim said, great stories can 01:05:25.722 --> 01:05:27.757 align:start line:85% position:45% size:73% change the world. And that's 01:05:27.757 --> 01:05:29.959 align:start line:85% position:45% size:73% because great stories connect 01:05:29.959 --> 01:05:31.561 align:start line:85% position:50% size:70% us. They connect us to each 01:05:31.561 --> 01:05:34.197 align:start line:85% position:50% size:75% other. They connect us to new 01:05:34.197 --> 01:05:35.665 align:start line:85% position:44% size:78% ideas, and they even connect us 01:05:35.665 --> 01:05:37.667 align:start line:85% position:50% size:65% to new worlds and cultures 01:05:37.667 --> 01:05:39.969 align:start line:85% position:47% size:63% we've never experienced. 01:05:39.969 --> 01:05:41.738 align:start line:85% position:47% size:63% That's important and it's 01:05:41.738 --> 01:05:43.339 align:start line:85% position:50% size:75% powerful, and helps connect us 01:05:43.339 --> 01:05:45.475 align:start line:85% position:44% size:78% to something bigger than who we 01:05:45.475 --> 01:05:48.578 align:start line:85% position:45% size:73% are as individuals. At Apple 01:05:48.578 --> 01:05:50.680 align:start line:85% position:50% size:65% we know that great stories 01:05:50.680 --> 01:05:52.782 align:start line:85% position:50% size:56% begin and end with the 01:05:52.782 --> 01:05:54.050 align:start line:85% position:46% size:68% incredible artists who tell 01:05:54.050 --> 01:05:55.919 align:start line:85% position:50% size:65% them. The artists who are 01:05:55.919 --> 01:05:57.620 align:start line:85% position:46% size:68% thoughtful enough and brave 01:05:57.620 --> 01:05:59.122 align:start line:85% position:50% size:65% enough to share their best 01:05:59.122 --> 01:06:04.360 align:start line:85% position:50% size:70% story with us and the world. 01:06:04.360 --> 01:06:04.961 align:start line:85% position:50% size:70% >> JAMIE ERLICHT: We thought 01:06:04.961 --> 01:06:06.496 align:start line:85% position:44% size:78% you would like to meet a few of 01:06:06.496 --> 01:06:07.997 align:start line:85% position:44% size:78% these exceptional artists as we 01:06:07.997 --> 01:06:10.099 align:start line:85% position:44% size:78% begin to share our vision for a 01:06:10.099 --> 01:06:11.401 align:start line:85% position:50% size:70% new service dedicated to the 01:06:11.401 --> 01:06:13.436 align:start line:85% position:50% size:75% best stories ever told. We've 01:06:13.436 --> 01:06:14.571 align:start line:85% position:50% size:70% asked a few of them to speak 01:06:14.571 --> 01:06:16.306 align:start line:85% position:46% size:68% about their inspiration and 01:06:16.306 --> 01:06:17.907 align:start line:85% position:45% size:73% creative process. Because if 01:06:17.907 --> 01:06:21.010 align:start line:85% position:46% size:68% we are going to contribute, 01:06:21.010 --> 01:06:21.778 align:start line:85% position:50% size:75% inspire, challenge assumptions 01:06:21.778 --> 01:06:23.746 align:start line:85% position:45% size:73% and change the world, we need 01:06:23.746 --> 01:06:26.950 align:start line:85% position:46% size:68% to examine the art of great 01:06:26.950 --> 01:06:28.384 align:start line:85% position:44% size:78% storytelling and the mindset of 01:06:28.384 --> 01:06:30.220 align:start line:85% position:46% size:68% the greatest storytellers. 01:06:30.220 --> 01:06:31.921 align:start line:85% position:50% size:31% Have a look. 01:06:38.695 --> 01:06:39.996 align:start line:85% position:50% size:56% >> Want me to help you 01:06:39.996 --> 01:06:41.898 align:start line:85% position:47% size:63% find your opening? Well, 01:06:41.898 --> 01:06:43.299 align:start line:85% position:47% size:63% I would do this. I would 01:06:43.299 --> 01:06:44.100 align:start line:85% position:47% size:63% start with a black screen 01:06:44.100 --> 01:06:45.001 align:start line:85% position:50% size:61% and I would put a little 01:06:45.001 --> 01:06:45.735 align:start line:85% position:47% size:53% speck of light in the 01:06:45.735 --> 01:06:46.669 align:start line:85% position:48% size:48% center of the black 01:06:46.669 --> 01:06:47.503 align:start line:85% position:50% size:61% screen, and I would have 01:06:47.503 --> 01:06:48.304 align:start line:85% position:48% size:43% the light grow in 01:06:48.304 --> 01:06:49.072 align:start line:85% position:50% size:61% intensity, and then like 01:06:49.072 --> 01:06:49.906 align:start line:85% position:50% size:41% the Big Bang, it 01:06:49.906 --> 01:06:54.611 align:start line:85% position:48% size:23% explodes. 01:06:54.611 --> 01:06:56.679 align:start line:85% position:49% size:8% ♪ . 01:06:56.679 --> 01:06:57.213 align:start line:85% position:50% size:6% ♪ 01:07:01.651 --> 01:07:02.418 align:start line:85% position:50% size:56% >> Life often makes no 01:07:02.418 --> 01:07:03.419 align:start line:85% position:50% size:41% sense. There is 01:07:03.419 --> 01:07:05.822 align:start line:85% position:47% size:58% something about stories 01:07:05.822 --> 01:07:07.624 align:start line:85% position:47% size:53% that gives a sense of 01:07:07.624 --> 01:07:09.626 align:start line:85% position:50% size:61% order and purpose to the 01:07:09.626 --> 01:07:11.561 align:start line:85% position:47% size:58% world, and allows us to 01:07:11.561 --> 01:07:12.729 align:start line:85% position:47% size:63% live other lives than the 01:07:12.729 --> 01:07:16.099 align:start line:85% position:48% size:48% life we are living. 01:07:19.435 --> 01:07:20.136 align:start line:85% position:50% size:56% >> The best ideas that 01:07:20.136 --> 01:07:20.970 align:start line:85% position:50% size:61% I've had have come to me 01:07:20.970 --> 01:07:21.971 align:start line:85% position:48% size:43% when I have least 01:07:21.971 --> 01:07:22.672 align:start line:85% position:50% size:35% expected them. 01:07:22.672 --> 01:07:23.339 align:start line:85% position:48% size:38% They're always 01:07:23.339 --> 01:07:23.973 align:start line:85% position:47% size:58% intruders, but they are 01:07:23.973 --> 01:07:27.076 align:start line:85% position:50% size:45% welcome intruders. 01:07:27.076 --> 01:07:28.177 align:start line:85% position:47% size:58% >> Once you get an idea 01:07:28.177 --> 01:07:29.245 align:start line:85% position:47% size:53% in your head, it just 01:07:29.245 --> 01:07:30.179 align:start line:85% position:50% size:50% keeps nagging at you 01:07:30.179 --> 01:07:32.215 align:start line:85% position:47% size:53% until you express it. 01:07:32.215 --> 01:07:33.683 align:start line:85% position:50% size:61% >> That's the feeling of 01:07:33.683 --> 01:07:34.784 align:start line:85% position:47% size:53% the idea that it just 01:07:34.784 --> 01:07:36.819 align:start line:85% position:48% size:48% becomes irrational. 01:07:36.819 --> 01:07:37.921 align:start line:85% position:50% size:61% There is a woman sitting 01:07:37.921 --> 01:07:39.489 align:start line:85% position:50% size:50% in a car in a field. 01:07:39.489 --> 01:07:41.357 align:start line:85% position:47% size:58% Now, I need to know why 01:07:41.357 --> 01:07:43.726 align:start line:85% position:47% size:53% she is sitting there. 01:07:43.726 --> 01:07:44.894 align:start line:85% position:47% size:53% >> I begin to believe 01:07:44.894 --> 01:07:46.062 align:start line:85% position:47% size:63% that there's something of 01:07:46.062 --> 01:07:47.664 align:start line:85% position:47% size:58% myself that I can share 01:07:47.664 --> 01:07:48.598 align:start line:85% position:47% size:63% with an audience. If I'm 01:07:48.598 --> 01:07:49.732 align:start line:85% position:47% size:58% thrilled, that's a good 01:07:49.732 --> 01:07:51.067 align:start line:85% position:47% size:58% sign. If I'm laughing, 01:07:51.067 --> 01:07:55.004 align:start line:85% position:50% size:61% that's a good beginning. 01:07:55.004 --> 01:07:56.172 align:start line:85% position:47% size:58% >> It's the spark, it's 01:07:56.172 --> 01:07:57.206 align:start line:85% position:48% size:48% the living with the 01:07:57.206 --> 01:07:58.074 align:start line:85% position:50% size:41% thing. It's the 01:07:58.074 --> 01:07:59.642 align:start line:85% position:50% size:41% outlining of it. 01:07:59.642 --> 01:08:00.443 align:start line:85% position:47% size:58% >> I find writing to be 01:08:00.443 --> 01:08:01.311 align:start line:85% position:48% size:43% the hardest part. 01:08:01.311 --> 01:08:02.378 align:start line:85% position:50% size:61% >> Writing and rewriting 01:08:02.378 --> 01:08:03.413 align:start line:85% position:50% size:50% for months or years. 01:08:03.413 --> 01:08:04.480 align:start line:85% position:50% size:31% >> She dies. 01:08:04.480 --> 01:08:05.148 align:start line:85% position:50% size:35% No, she lives. 01:08:05.148 --> 01:08:06.115 align:start line:85% position:50% size:21% He dies. 01:08:06.115 --> 01:08:06.983 align:start line:85% position:47% size:58% >> The first draft, the 01:08:06.983 --> 01:08:07.784 align:start line:85% position:47% size:58% second draft, the third 01:08:07.784 --> 01:08:08.418 align:start line:85% position:50% size:61% draft, the fourth draft, 01:08:08.418 --> 01:08:09.152 align:start line:85% position:50% size:50% the fifth draft, the 01:08:09.152 --> 01:08:09.919 align:start line:85% position:50% size:31% sixth draft, 01:08:09.919 --> 01:08:10.420 align:start line:85% position:48% size:48% da-da-da-da, yadda, 01:08:10.420 --> 01:08:13.089 align:start line:85% position:50% size:50% yadda, yadda, yadda. 01:08:13.089 --> 01:08:14.390 align:start line:85% position:50% size:50% >> Then you begin to 01:08:14.390 --> 01:08:15.658 align:start line:85% position:47% size:58% build the collaboration 01:08:15.658 --> 01:08:16.626 align:start line:85% position:50% size:61% that will help you go on 01:08:16.626 --> 01:08:17.994 align:start line:85% position:50% size:31% that voyage. 01:08:17.994 --> 01:08:18.928 align:start line:85% position:47% size:63% >> You've got to find the 01:08:18.928 --> 01:08:20.496 align:start line:85% position:50% size:50% cast of your dreams. 01:08:20.496 --> 01:08:22.899 align:start line:85% position:50% size:56% >> For every character 01:08:22.899 --> 01:08:24.334 align:start line:85% position:50% size:56% that I decide to do, I 01:08:24.334 --> 01:08:24.801 align:start line:85% position:47% size:53% envision memories for 01:08:24.801 --> 01:08:27.503 align:start line:85% position:49% size:13% them. 01:08:27.503 --> 01:08:29.605 align:start line:85% position:47% size:58% I create the dimensions 01:08:29.605 --> 01:08:31.107 align:start line:85% position:47% size:53% of who this woman is. 01:08:31.107 --> 01:08:32.075 align:start line:85% position:50% size:56% >> Imagine if you were 01:08:32.075 --> 01:08:32.942 align:start line:85% position:50% size:61% this person, and imagine 01:08:32.942 --> 01:08:33.509 align:start line:85% position:50% size:50% if you lived in that 01:08:33.509 --> 01:08:34.777 align:start line:85% position:50% size:16% world. 01:08:34.777 --> 01:08:36.045 align:start line:85% position:50% size:50% >> You have to think 01:08:36.045 --> 01:08:37.013 align:start line:85% position:47% size:53% about the environment 01:08:37.013 --> 01:08:37.981 align:start line:85% position:47% size:63% that the story exists in. 01:08:37.981 --> 01:08:38.881 align:start line:85% position:50% size:50% How are you going to 01:08:38.881 --> 01:08:39.983 align:start line:85% position:50% size:61% create that environment? 01:08:39.983 --> 01:08:40.483 align:start line:85% position:50% size:61% >> What's the look going 01:08:40.483 --> 01:08:41.284 align:start line:85% position:50% size:16% to be? 01:08:41.284 --> 01:08:42.385 align:start line:85% position:50% size:61% What's the tone? What's 01:08:42.385 --> 01:08:43.353 align:start line:85% position:50% size:56% the palette? How is it 01:08:43.353 --> 01:08:44.120 align:start line:85% position:50% size:35% going to work? 01:08:44.120 --> 01:08:44.887 align:start line:85% position:50% size:61% The costumes, the props, 01:08:44.887 --> 01:08:46.389 align:start line:85% position:48% size:38% the set design. 01:08:46.389 --> 01:08:47.123 align:start line:85% position:47% size:53% Little by little, the 01:08:47.123 --> 01:08:47.590 align:start line:85% position:50% size:56% elements start to come 01:08:47.590 --> 01:08:48.191 align:start line:85% position:47% size:53% together and build on 01:08:48.191 --> 01:08:48.758 align:start line:85% position:48% size:28% each other. 01:08:48.758 --> 01:08:49.425 align:start line:85% position:50% size:50% >> It's electric and 01:08:49.425 --> 01:08:50.159 align:start line:85% position:50% size:21% amazing. 01:08:50.159 --> 01:08:50.660 align:start line:85% position:47% size:53% The thing is becoming 01:08:50.660 --> 01:08:52.328 align:start line:85% position:50% size:16% alive. 01:08:52.328 --> 01:08:53.196 align:start line:85% position:47% size:63% >> You walk onto the set, 01:08:53.196 --> 01:08:54.931 align:start line:85% position:50% size:45% and you smell this 01:08:54.931 --> 01:08:55.798 align:start line:85% position:47% size:63% amazing aroma of sawdust, 01:08:55.798 --> 01:08:57.266 align:start line:85% position:48% size:43% wood and plaster. 01:08:57.266 --> 01:08:58.935 align:start line:85% position:48% size:48% >> You just sort of 01:08:58.935 --> 01:08:59.502 align:start line:85% position:48% size:48% disappear into this 01:08:59.502 --> 01:09:00.670 align:start line:85% position:50% size:35% fantasy world. 01:09:00.670 --> 01:09:01.671 align:start line:85% position:50% size:56% >> So then you have to 01:09:01.671 --> 01:09:02.638 align:start line:85% position:47% size:58% think well, how are you 01:09:02.638 --> 01:09:03.573 align:start line:85% position:48% size:48% going to shoot this 01:09:03.573 --> 01:09:04.374 align:start line:85% position:47% size:63% thing? Because you're not 01:09:04.374 --> 01:09:05.008 align:start line:85% position:50% size:56% going to shoot a movie 01:09:05.008 --> 01:09:06.142 align:start line:85% position:50% size:41% chronologically. 01:09:06.142 --> 01:09:07.643 align:start line:85% position:50% size:56% So you're starting the 01:09:07.643 --> 01:09:08.644 align:start line:85% position:47% size:58% movie shooting the most 01:09:08.644 --> 01:09:09.345 align:start line:85% position:47% size:58% dramatic, most painful, 01:09:09.345 --> 01:09:09.912 align:start line:85% position:50% size:50% most agonizing scene 01:09:09.912 --> 01:09:12.248 align:start line:85% position:50% size:16% first. 01:09:12.248 --> 01:09:14.350 align:start line:85% position:48% size:48% >> My anxiety often 01:09:14.350 --> 01:09:15.051 align:start line:85% position:47% size:58% starts at about 3:00 in 01:09:15.051 --> 01:09:16.352 align:start line:85% position:50% size:31% the morning. 01:09:16.352 --> 01:09:18.354 align:start line:85% position:47% size:63% The wheels start turning. 01:09:18.354 --> 01:09:19.555 align:start line:85% position:50% size:56% There is an excitement 01:09:19.555 --> 01:09:20.890 align:start line:85% position:50% size:31% and a dread. 01:09:20.890 --> 01:09:21.891 align:start line:85% position:47% size:58% >> You definitely go in 01:09:21.891 --> 01:09:23.126 align:start line:85% position:50% size:50% with a very concrete 01:09:23.126 --> 01:09:23.626 align:start line:85% position:50% size:50% sense of what you're 01:09:23.626 --> 01:09:24.427 align:start line:85% position:48% size:28% aiming for. 01:09:24.427 --> 01:09:25.061 align:start line:85% position:48% size:48% Then you have to be 01:09:25.061 --> 01:09:25.695 align:start line:85% position:47% size:58% willing to throw it all 01:09:25.695 --> 01:09:26.529 align:start line:85% position:49% size:13% away. 01:09:26.529 --> 01:09:27.030 align:start line:85% position:47% size:58% >> Nothing I'm doing is 01:09:27.030 --> 01:09:27.930 align:start line:85% position:48% size:43% good. Nothing is 01:09:27.930 --> 01:09:29.499 align:start line:85% position:50% size:21% working. 01:09:29.499 --> 01:09:31.534 align:start line:85% position:50% size:61% >> The shot goes up, and 01:09:31.534 --> 01:09:33.336 align:start line:85% position:48% size:48% it's not right, and 01:09:33.336 --> 01:09:34.670 align:start line:85% position:47% size:58% that's, that's torture. 01:09:34.670 --> 01:09:35.605 align:start line:85% position:50% size:56% >> It's not a big deal 01:09:35.605 --> 01:09:36.239 align:start line:85% position:50% size:61% when it's just you and a 01:09:36.239 --> 01:09:37.240 align:start line:85% position:48% size:33% pad of paper. 01:09:37.240 --> 01:09:38.141 align:start line:85% position:47% size:58% But when it's countless 01:09:38.141 --> 01:09:38.908 align:start line:85% position:48% size:48% numbers of talented 01:09:38.908 --> 01:09:39.809 align:start line:85% position:50% size:45% people who are all 01:09:39.809 --> 01:09:40.610 align:start line:85% position:50% size:56% waiting around and the 01:09:40.610 --> 01:09:41.778 align:start line:85% position:50% size:45% sun is going away. 01:09:41.778 --> 01:09:42.779 align:start line:85% position:50% size:61% >> You are under so much 01:09:42.779 --> 01:09:43.746 align:start line:85% position:47% size:63% time pressure and you are 01:09:43.746 --> 01:09:44.414 align:start line:85% position:50% size:50% kind of holding your 01:09:44.414 --> 01:09:44.947 align:start line:85% position:48% size:18% breath. 01:09:44.947 --> 01:09:45.681 align:start line:85% position:50% size:50% >> Tick, tick, tick, 01:09:45.681 --> 01:09:46.649 align:start line:85% position:47% size:58% tick, tick, tick, tick. 01:09:46.649 --> 01:09:48.151 align:start line:85% position:50% size:56% >> The pressure is on, 01:09:48.151 --> 01:09:49.452 align:start line:85% position:50% size:50% and it's horrifying. 01:09:49.452 --> 01:09:50.420 align:start line:85% position:50% size:50% >> Fear is good. At 01:09:50.420 --> 01:09:51.821 align:start line:85% position:50% size:61% least for me, it's good. 01:09:51.821 --> 01:09:54.090 align:start line:85% position:50% size:61% The fear of failure is a 01:09:54.090 --> 01:09:56.359 align:start line:85% position:47% size:63% kind of octane that keeps 01:09:56.359 --> 01:09:57.560 align:start line:85% position:50% size:56% me wanting to stand on 01:09:57.560 --> 01:09:58.461 align:start line:85% position:47% size:53% the edge of the abyss 01:09:58.461 --> 01:09:59.095 align:start line:85% position:50% size:61% but at the same time not 01:09:59.095 --> 01:10:00.563 align:start line:85% position:48% size:48% plunge to my career 01:10:00.563 --> 01:10:01.531 align:start line:85% position:50% size:16% death. 01:10:01.531 --> 01:10:02.665 align:start line:85% position:47% size:63% >> It's all falling apart 01:10:02.665 --> 01:10:04.167 align:start line:85% position:50% size:35% and then a new 01:10:04.167 --> 01:10:07.870 align:start line:85% position:50% size:50% possibility appears. 01:10:12.875 --> 01:10:13.276 align:start line:85% position:50% size:45% >> There are those 01:10:13.276 --> 01:10:14.811 align:start line:85% position:47% size:63% moments when the actor is 01:10:14.811 --> 01:10:15.745 align:start line:85% position:47% size:58% sitting there and she's 01:10:15.745 --> 01:10:16.612 align:start line:85% position:50% size:50% doing the thing, the 01:10:16.612 --> 01:10:17.580 align:start line:85% position:47% size:58% thing that inspired you 01:10:17.580 --> 01:10:18.081 align:start line:85% position:47% size:58% months, sometimes years 01:10:18.081 --> 01:10:20.683 align:start line:85% position:50% size:21% earlier. 01:10:20.683 --> 01:10:22.318 align:start line:85% position:47% size:63% Everyone is quiet and the 01:10:22.318 --> 01:10:23.119 align:start line:85% position:50% size:61% crew is just focused and 01:10:23.119 --> 01:10:23.920 align:start line:85% position:47% size:58% everyone has done their 01:10:23.920 --> 01:10:25.321 align:start line:85% position:50% size:56% job to get you to this 01:10:25.321 --> 01:10:25.988 align:start line:85% position:48% size:18% moment. 01:10:25.988 --> 01:10:26.789 align:start line:85% position:50% size:61% Somehow everything is in 01:10:26.789 --> 01:10:28.724 align:start line:85% position:49% size:13% sync. 01:10:28.724 --> 01:10:30.593 align:start line:85% position:47% size:63% >> There is truth pumping 01:10:30.593 --> 01:10:31.594 align:start line:85% position:50% size:56% through your veins and 01:10:31.594 --> 01:10:32.261 align:start line:85% position:47% size:58% into the story that you 01:10:32.261 --> 01:10:34.764 align:start line:85% position:50% size:31% are telling. 01:10:34.764 --> 01:10:35.865 align:start line:85% position:50% size:56% >> There is no greater 01:10:35.865 --> 01:10:36.966 align:start line:85% position:47% size:63% moment than that when you 01:10:36.966 --> 01:10:38.234 align:start line:85% position:50% size:61% feel that you are really 01:10:38.234 --> 01:10:39.435 align:start line:85% position:47% size:58% cruising and you're one 01:10:39.435 --> 01:10:40.536 align:start line:85% position:50% size:50% organism telling one 01:10:40.536 --> 01:10:41.838 align:start line:85% position:50% size:50% story and you're all 01:10:41.838 --> 01:10:42.972 align:start line:85% position:50% size:50% telling it with each 01:10:42.972 --> 01:10:44.474 align:start line:85% position:50% size:56% other's contributions. 01:10:44.474 --> 01:10:45.041 align:start line:85% position:50% size:50% Nobody is telling it 01:10:45.041 --> 01:10:46.075 align:start line:85% position:50% size:16% alone. 01:10:46.075 --> 01:10:46.742 align:start line:85% position:50% size:50% >> The sun is in the 01:10:46.742 --> 01:10:47.977 align:start line:85% position:50% size:35% perfect place. 01:10:47.977 --> 01:10:48.811 align:start line:85% position:47% size:63% The birds go right, where 01:10:48.811 --> 01:10:50.113 align:start line:85% position:50% size:45% you could never -- 01:10:50.113 --> 01:10:50.813 align:start line:85% position:47% size:58% there are moments where 01:10:50.813 --> 01:10:51.881 align:start line:85% position:50% size:45% you are like, it's 01:10:51.881 --> 01:10:55.818 align:start line:85% position:48% size:28% impossible. 01:11:00.923 --> 01:11:01.424 align:start line:85% position:47% size:58% >> Finally you wrap the 01:11:01.424 --> 01:11:01.958 align:start line:85% position:47% size:63% project, and then it goes 01:11:01.958 --> 01:11:02.658 align:start line:85% position:50% size:56% out into the world and 01:11:02.658 --> 01:11:03.626 align:start line:85% position:50% size:50% you hope that all of 01:11:03.626 --> 01:11:04.427 align:start line:85% position:50% size:61% these decisions that you 01:11:04.427 --> 01:11:05.628 align:start line:85% position:50% size:56% were part of, that you 01:11:05.628 --> 01:11:06.696 align:start line:85% position:50% size:61% collaborated on, it will 01:11:06.696 --> 01:11:07.663 align:start line:85% position:47% size:53% move people and touch 01:11:07.663 --> 01:11:08.965 align:start line:85% position:47% size:58% people in a way that it 01:11:08.965 --> 01:11:09.732 align:start line:85% position:50% size:45% seemed like it was 01:11:09.732 --> 01:11:12.935 align:start line:85% position:48% size:28% inevitable. 01:11:12.935 --> 01:11:14.537 align:start line:85% position:47% size:58% >> Nothing works if the 01:11:14.537 --> 01:11:15.204 align:start line:85% position:47% size:63% themes don't connect with 01:11:15.204 --> 01:11:17.073 align:start line:85% position:48% size:33% the audience. 01:11:17.073 --> 01:11:18.441 align:start line:85% position:48% size:33% They have to. 01:11:18.441 --> 01:11:20.743 align:start line:85% position:47% size:58% >> Sharing stories with 01:11:20.743 --> 01:11:22.311 align:start line:85% position:47% size:63% one another makes us feel 01:11:22.311 --> 01:11:25.381 align:start line:85% position:48% size:28% less alone. 01:11:25.381 --> 01:11:26.582 align:start line:85% position:47% size:58% >> Everyone deserves to 01:11:26.582 --> 01:11:27.783 align:start line:85% position:47% size:63% have their story be told. 01:11:27.783 --> 01:11:28.651 align:start line:85% position:47% size:58% >> That's what makes us 01:11:28.651 --> 01:11:29.752 align:start line:85% position:47% size:58% special is the tapestry 01:11:29.752 --> 01:11:34.590 align:start line:85% position:50% size:56% of who we are as human 01:11:34.590 --> 01:11:35.391 align:start line:85% position:48% size:18% beings. 01:11:35.391 --> 01:11:36.192 align:start line:85% position:50% size:61% >> To become involved in 01:11:36.192 --> 01:11:36.926 align:start line:85% position:50% size:50% someone else's life, 01:11:36.926 --> 01:11:37.593 align:start line:85% position:47% size:63% that's the idea of what a 01:11:37.593 --> 01:11:39.495 align:start line:85% position:50% size:41% story should be. 01:11:39.495 --> 01:11:40.463 align:start line:85% position:47% size:58% A story should make you 01:11:40.463 --> 01:11:41.330 align:start line:85% position:47% size:63% forget your surroundings, 01:11:41.330 --> 01:11:42.165 align:start line:85% position:47% size:63% it should make you forget 01:11:42.165 --> 01:11:44.400 align:start line:85% position:50% size:56% your agenda, your day, 01:11:44.400 --> 01:11:45.034 align:start line:85% position:47% size:58% and hopefully makes you 01:11:45.034 --> 01:11:54.744 align:start line:85% position:50% size:41% forget yourself. 01:12:03.586 --> 01:12:05.721 align:start line:85% position:48% size:28% (Applause). 01:12:13.162 --> 01:12:17.466 align:start line:85% position:50% size:56% (Cheers and Applause). 01:12:27.743 --> 01:12:29.845 align:start line:85% position:50% size:81% >> STEVEN SPIELBERG: Thank you. 01:12:29.845 --> 01:12:33.015 align:start line:85% position:46% size:68% Well, I'm so grateful to be 01:12:33.015 --> 01:12:34.417 align:start line:85% position:45% size:73% here today. This is my first 01:12:34.417 --> 01:12:37.153 align:start line:85% position:45% size:73% time at Apple. You know, the 01:12:37.153 --> 01:12:39.622 align:start line:85% position:46% size:68% place where imagination and 01:12:39.622 --> 01:12:41.123 align:start line:85% position:47% size:63% technology join forces to 01:12:41.123 --> 01:12:42.124 align:start line:85% position:50% size:75% change the world through sight 01:12:42.124 --> 01:12:44.126 align:start line:85% position:45% size:73% and sound and touch. Now, my 01:12:44.126 --> 01:12:46.262 align:start line:85% position:50% size:70% first encounter with science 01:12:46.262 --> 01:12:49.198 align:start line:85% position:50% size:75% fiction came from an anthology 01:12:49.198 --> 01:12:50.933 align:start line:85% position:47% size:58% magazine called amazing 01:12:50.933 --> 01:12:52.635 align:start line:85% position:44% size:78% stories. And this magazine had 01:12:52.635 --> 01:12:56.239 align:start line:85% position:46% size:68% been in existence for since 01:12:56.239 --> 01:12:59.008 align:start line:85% position:47% size:58% 1926, and my father had 01:12:59.008 --> 01:13:00.309 align:start line:85% position:45% size:73% devoured it when he was a boy 01:13:00.309 --> 01:13:02.245 align:start line:85% position:44% size:78% and when I was a little kid, he 01:13:02.245 --> 01:13:04.547 align:start line:85% position:47% size:63% read this to me. And the 01:13:04.547 --> 01:13:06.782 align:start line:85% position:50% size:75% stories he read me were as the 01:13:06.782 --> 01:13:09.085 align:start line:85% position:45% size:73% title promised, amazing or so 01:13:09.085 --> 01:13:11.854 align:start line:85% position:50% size:75% it seemed to a 5-year-old me. 01:13:11.854 --> 01:13:14.323 align:start line:85% position:46% size:68% And it's relatively easy to 01:13:14.323 --> 01:13:15.324 align:start line:85% position:45% size:73% inspire amazement in the head 01:13:15.324 --> 01:13:18.261 align:start line:85% position:46% size:68% and heart of a child. Kids 01:13:18.261 --> 01:13:19.762 align:start line:85% position:50% size:56% enter into the booming 01:13:19.762 --> 01:13:26.102 align:start line:85% position:50% size:70% confusion of life with a pro 01:13:26.102 --> 01:13:27.803 align:start line:85% position:44% size:78% capacity for amazement and that 01:13:27.803 --> 01:13:30.273 align:start line:85% position:47% size:63% capacity is a human birth 01:13:30.273 --> 01:13:32.475 align:start line:85% position:50% size:75% right. It's our inheritance. 01:13:32.475 --> 01:13:34.210 align:start line:85% position:45% size:73% It's how our interaction with 01:13:34.210 --> 01:13:35.444 align:start line:85% position:45% size:73% the marvelous world around us 01:13:35.444 --> 01:13:37.480 align:start line:85% position:45% size:73% gets sparks flying across our 01:13:37.480 --> 01:13:39.749 align:start line:85% position:50% size:61% brains and thanks to the 01:13:39.749 --> 01:13:41.250 align:start line:85% position:45% size:73% visionary and inventive folks 01:13:41.250 --> 01:13:44.387 align:start line:85% position:44% size:78% here at Apple my team and I are 01:13:44.387 --> 01:13:47.690 align:start line:85% position:45% size:73% going to be resurrecting this 01:13:47.690 --> 01:13:50.092 align:start line:85% position:50% size:75% 93-year-old brand and offering 01:13:50.092 --> 01:13:51.894 align:start line:85% position:50% size:75% to multigenerational audiences 01:13:51.894 --> 01:13:54.463 align:start line:85% position:50% size:70% a whole new batch of amazing 01:13:54.463 --> 01:13:55.865 align:start line:85% position:50% size:56% stories and we want to 01:13:55.865 --> 01:13:57.233 align:start line:85% position:46% size:68% transport the audience with 01:13:57.233 --> 01:14:00.736 align:start line:85% position:50% size:75% every episode. Like the World 01:14:00.736 --> 01:14:03.506 align:start line:85% position:50% size:61% War II pilot whose plane 01:14:03.506 --> 01:14:04.940 align:start line:85% position:44% size:78% magically travels through space 01:14:04.940 --> 01:14:07.143 align:start line:85% position:44% size:78% and time from the past and into 01:14:07.143 --> 01:14:10.880 align:start line:85% position:45% size:73% the present day. Who will he 01:14:10.880 --> 01:14:12.782 align:start line:85% position:50% size:75% meet? Can he return? Does he 01:14:12.782 --> 01:14:16.319 align:start line:85% position:50% size:70% want to? What happens if he 01:14:16.319 --> 01:14:18.020 align:start line:85% position:50% size:70% doesn't? It's the universal 01:14:18.020 --> 01:14:19.622 align:start line:85% position:47% size:63% human trait to search for 01:14:19.622 --> 01:14:21.624 align:start line:85% position:48% size:48% meaning so in these 01:14:21.624 --> 01:14:23.759 align:start line:85% position:45% size:73% disconnected stories we think 01:14:23.759 --> 01:14:26.062 align:start line:85% position:44% size:78% the audience will find that one 01:14:26.062 --> 01:14:27.029 align:start line:85% position:50% size:75% compelling narrative that will 01:14:27.029 --> 01:14:28.698 align:start line:85% position:50% size:61% make the first season of 01:14:28.698 --> 01:14:33.502 align:start line:85% position:45% size:73% amazing stories into a single 01:14:33.502 --> 01:14:34.537 align:start line:85% position:44% size:78% themmal thematic experience for 01:14:34.537 --> 01:14:36.138 align:start line:85% position:50% size:75% them and I hope for all of you 01:14:36.138 --> 01:14:37.239 align:start line:85% position:50% size:41% too. Thank you. 01:14:37.239 --> 01:14:39.342 align:start line:85% position:50% size:56% (Cheers and Applause). 01:14:57.159 --> 01:14:59.462 align:start line:85% position:46% size:68% >> REESE WITHERSPOON: Thank 01:14:59.462 --> 01:14:59.862 align:start line:85% position:50% size:11% you! 01:14:59.862 --> 01:15:01.697 align:start line:85% position:50% size:81% >> JENNIFER ANISTON: Thank you! 01:15:01.697 --> 01:15:03.399 align:start line:85% position:46% size:68% Thank you guys. This is so 01:15:03.399 --> 01:15:04.533 align:start line:85% position:50% size:70% exciting, Reese and I are so 01:15:04.533 --> 01:15:07.436 align:start line:85% position:50% size:65% proud to be a part of this 01:15:07.436 --> 01:15:09.472 align:start line:85% position:46% size:68% exciting launch with Apple, 01:15:09.472 --> 01:15:11.807 align:start line:85% position:45% size:73% officially announcing our new 01:15:11.807 --> 01:15:12.742 align:start line:85% position:50% size:65% project, The Morning Show. 01:15:12.742 --> 01:15:17.947 align:start line:85% position:48% size:28% (Applause). 01:15:17.947 --> 01:15:18.614 align:start line:85% position:44% size:78% >> REESE WITHERSPOON: So in The 01:15:18.614 --> 01:15:19.949 align:start line:85% position:50% size:75% Morning Show, we pull back the 01:15:19.949 --> 01:15:21.584 align:start line:85% position:45% size:73% curtain on the power dynamics 01:15:21.584 --> 01:15:23.419 align:start line:85% position:50% size:70% between men and women in the 01:15:23.419 --> 01:15:25.020 align:start line:85% position:50% size:70% high stakes world of morning 01:15:25.020 --> 01:15:27.656 align:start line:85% position:50% size:61% news shows. It's a real 01:15:27.656 --> 01:15:28.491 align:start line:85% position:45% size:73% insider's view into the lives 01:15:28.491 --> 01:15:30.226 align:start line:85% position:50% size:75% of the people who help America 01:15:30.226 --> 01:15:31.827 align:start line:85% position:50% size:45% wake up every day. 01:15:31.827 --> 01:15:32.361 align:start line:85% position:50% size:61% >> JENNIFER ANISTON: And 01:15:32.361 --> 01:15:34.430 align:start line:85% position:50% size:65% through the prism of those 01:15:34.430 --> 01:15:36.298 align:start line:85% position:46% size:68% underslept over adrenalized 01:15:36.298 --> 01:15:37.933 align:start line:85% position:45% size:73% people behind and in front of 01:15:37.933 --> 01:15:40.069 align:start line:85% position:50% size:70% the camera we take an honest 01:15:40.069 --> 01:15:42.471 align:start line:85% position:48% size:48% look at the complex 01:15:42.471 --> 01:15:43.272 align:start line:85% position:44% size:78% relationships between women and 01:15:43.272 --> 01:15:45.408 align:start line:85% position:50% size:70% men in the workplace, and we 01:15:45.408 --> 01:15:47.476 align:start line:85% position:50% size:65% engage in the conversation 01:15:47.476 --> 01:15:48.944 align:start line:85% position:50% size:75% people are a little too afraid 01:15:48.944 --> 01:15:50.312 align:start line:85% position:50% size:75% to have unless they are behind 01:15:50.312 --> 01:15:55.151 align:start line:85% position:48% size:33% closed doors. 01:15:55.151 --> 01:15:57.353 align:start line:85% position:45% size:73% >> STEVE CARELL: Hello? Am I 01:15:57.353 --> 01:16:02.358 align:start line:85% position:48% size:38% late? Hi guys. 01:16:02.358 --> 01:16:04.093 align:start line:85% position:50% size:65% >> JENNIFER ANISTON: Steve 01:16:04.093 --> 01:16:06.429 align:start line:85% position:50% size:45% Carell. Hi Steve. 01:16:06.429 --> 01:16:07.062 align:start line:85% position:50% size:75% >> STEVE CARELL: I saw the two 01:16:07.062 --> 01:16:09.131 align:start line:85% position:50% size:75% of you on screen up there, and 01:16:09.131 --> 01:16:10.800 align:start line:85% position:44% size:78% I didn't know if it was my turn 01:16:10.800 --> 01:16:12.435 align:start line:85% position:48% size:18% or not. 01:16:12.435 --> 01:16:13.135 align:start line:85% position:50% size:70% >> JENNIFER ANISTON: No, no, 01:16:13.135 --> 01:16:14.537 align:start line:85% position:45% size:73% Steve, we have to tell you we 01:16:14.537 --> 01:16:15.871 align:start line:85% position:50% size:75% are so thrilled that you are a 01:16:15.871 --> 01:16:17.072 align:start line:85% position:50% size:61% part of the show because 01:16:17.072 --> 01:16:18.574 align:start line:85% position:50% size:65% honestly you can't have an 01:16:18.574 --> 01:16:20.509 align:start line:85% position:50% size:56% honest look at complex 01:16:20.509 --> 01:16:21.510 align:start line:85% position:45% size:73% relationships between men and 01:16:21.510 --> 01:16:23.946 align:start line:85% position:50% size:56% women with just women. 01:16:23.946 --> 01:16:24.613 align:start line:85% position:46% size:68% >> STEVE CARELL: Well, I am 01:16:24.613 --> 01:16:29.018 align:start line:85% position:47% size:63% just happy to provide the 01:16:29.018 --> 01:16:29.285 align:start line:85% position:50% size:25% manliness. 01:16:29.285 --> 01:16:29.852 align:start line:85% position:47% size:63% >> REESE WITHERSPOON: The 01:16:29.852 --> 01:16:30.419 align:start line:85% position:50% size:70% Morning Show is seen through 01:16:30.419 --> 01:16:33.355 align:start line:85% position:47% size:63% the eyes of two ambitious 01:16:33.355 --> 01:16:36.659 align:start line:85% position:50% size:70% aspirational fee characters. 01:16:36.659 --> 01:16:37.726 align:start line:85% position:50% size:56% >> STEVE CARELL: And a 01:16:37.726 --> 01:16:39.128 align:start line:85% position:48% size:38% prominent male. 01:16:39.128 --> 01:16:40.029 align:start line:85% position:50% size:70% >> REESE WITHERSPOON: Yes, a 01:16:40.029 --> 01:16:42.231 align:start line:85% position:50% size:75% prominent male character, yes. 01:16:42.231 --> 01:16:43.666 align:start line:85% position:44% size:78% >> JENNIFER ANISTON: Steve, why 01:16:43.666 --> 01:16:44.767 align:start line:85% position:45% size:73% don't you say something about 01:16:44.767 --> 01:16:47.603 align:start line:85% position:48% size:38% your character. 01:16:47.603 --> 01:16:48.971 align:start line:85% position:50% size:75% >> STEVE CARELL: Ease bold and 01:16:48.971 --> 01:16:52.408 align:start line:85% position:47% size:63% dynamic. He has a lot of 01:16:52.408 --> 01:16:54.210 align:start line:85% position:47% size:58% gravitas, he is a great 01:16:54.210 --> 01:16:55.544 align:start line:85% position:50% size:75% listener, he is also relatable 01:16:55.544 --> 01:16:59.148 align:start line:85% position:50% size:70% and extremely handsome. His 01:16:59.148 --> 01:17:00.416 align:start line:85% position:44% size:78% colleagues love him and America 01:17:00.416 --> 01:17:03.319 align:start line:85% position:50% size:56% loves him. He also -- 01:17:03.319 --> 01:17:03.919 align:start line:85% position:46% size:68% >> REESE WITHERSPOON: He is 01:17:03.919 --> 01:17:05.421 align:start line:85% position:47% size:63% surrounded by an exciting 01:17:05.421 --> 01:17:06.355 align:start line:85% position:50% size:70% ensemble of other characters 01:17:06.355 --> 01:17:08.257 align:start line:85% position:46% size:68% all from the very brilliant 01:17:08.257 --> 01:17:11.260 align:start line:85% position:50% size:75% mind of Kerry Ehrin our writer 01:17:11.260 --> 01:17:11.594 align:start line:85% position:48% size:23% producer. 01:17:11.594 --> 01:17:12.761 align:start line:85% position:44% size:78% >> STEVE CARELL: She created -- 01:17:12.761 --> 01:17:14.697 align:start line:85% position:48% size:28% (Applause). 01:17:17.800 --> 01:17:19.835 align:start line:85% position:46% size:68% Incidentally, she created a 01:17:19.835 --> 01:17:22.037 align:start line:85% position:44% size:78% very bold dynamic character for 01:17:22.037 --> 01:17:22.338 align:start line:85% position:49% size:8% me. 01:17:22.338 --> 01:17:23.939 align:start line:85% position:50% size:75% >> REESE WITHERSPOON: She did. 01:17:23.939 --> 01:17:24.573 align:start line:85% position:50% size:75% >> JENNIFER ANISTON: Steve, is 01:17:24.573 --> 01:17:26.475 align:start line:85% position:44% size:78% there anything else you want to 01:17:26.475 --> 01:17:27.776 align:start line:85% position:50% size:11% add? 01:17:27.776 --> 01:17:28.244 align:start line:85% position:50% size:50% >> STEVE CARELL: No. 01:17:28.244 --> 01:17:28.811 align:start line:85% position:47% size:63% >> REESE WITHERSPOON: The 01:17:28.811 --> 01:17:29.712 align:start line:85% position:44% size:78% Morning Show is a high velocity 01:17:29.712 --> 01:17:31.814 align:start line:85% position:50% size:70% thrill ride in which we pose 01:17:31.814 --> 01:17:33.315 align:start line:85% position:50% size:75% questions without easy answers 01:17:33.315 --> 01:17:35.117 align:start line:85% position:50% size:75% and shine a light on the fault 01:17:35.117 --> 01:17:37.953 align:start line:85% position:50% size:70% lines in our society at this 01:17:37.953 --> 01:17:40.189 align:start line:85% position:47% size:63% very complicated cultural 01:17:40.189 --> 01:17:40.422 align:start line:85% position:48% size:18% moment. 01:17:40.422 --> 01:17:41.023 align:start line:85% position:46% size:68% >> JENNIFER ANISTON: All of 01:17:41.023 --> 01:17:42.658 align:start line:85% position:45% size:73% this and the chance for us to 01:17:42.658 --> 01:17:44.326 align:start line:85% position:45% size:73% collaborate again has brought 01:17:44.326 --> 01:17:46.128 align:start line:85% position:45% size:73% me back to television and I'm 01:17:46.128 --> 01:17:47.563 align:start line:85% position:50% size:61% really excited about it. 01:17:47.563 --> 01:17:50.032 align:start line:85% position:48% size:28% (Applause). 01:17:50.032 --> 01:17:51.300 align:start line:85% position:44% size:78% So we can't wait to show all of 01:17:51.300 --> 01:17:53.636 align:start line:85% position:45% size:73% you what we have been cooking 01:17:53.636 --> 01:17:53.836 align:start line:85% position:49% size:8% up. 01:17:53.836 --> 01:17:54.470 align:start line:85% position:50% size:75% >> REESE WITHERSPOON: So be on 01:17:54.470 --> 01:17:55.738 align:start line:85% position:46% size:68% the lookout for The Morning 01:17:55.738 --> 01:17:56.906 align:start line:85% position:49% size:13% Show. 01:17:56.906 --> 01:17:58.674 align:start line:85% position:50% size:56% (Cheers and Applause). 01:18:12.588 --> 01:18:27.136 align:start line:85% position:46% size:68% >> Surprise! Thank you. I 01:18:27.136 --> 01:18:31.607 align:start line:85% position:50% size:75% am -- we are so thankful to be 01:18:31.607 --> 01:18:34.076 align:start line:85% position:44% size:78% here. Pretty stoked! I'd like 01:18:34.076 --> 01:18:35.277 align:start line:85% position:44% size:78% to try something with everyone, 01:18:35.277 --> 01:18:36.879 align:start line:85% position:46% size:68% so, please, close your eyes 01:18:36.879 --> 01:18:39.882 align:start line:85% position:50% size:75% just for a moment. Just close 01:18:39.882 --> 01:18:42.618 align:start line:85% position:44% size:78% them. I want you to experience 01:18:42.618 --> 01:18:44.353 align:start line:85% position:50% size:75% something. Try to think about 01:18:44.353 --> 01:18:48.190 align:start line:85% position:46% size:68% the world this way. Heard, 01:18:48.190 --> 01:18:51.560 align:start line:85% position:45% size:73% touched, smelled, sensed, but 01:18:51.560 --> 01:18:55.397 align:start line:85% position:45% size:73% without sight. Imagine every 01:18:55.397 --> 01:18:56.999 align:start line:85% position:45% size:73% human experience available to 01:18:56.999 --> 01:19:02.171 align:start line:85% position:50% size:65% you, love, joy, discovery, 01:19:02.171 --> 01:19:04.707 align:start line:85% position:50% size:65% terror, despair and hope. 01:19:04.707 --> 01:19:05.608 align:start line:85% position:50% size:75% Imagine it was all experienced 01:19:05.608 --> 01:19:10.245 align:start line:85% position:50% size:65% this way. Heard, touched, 01:19:10.245 --> 01:19:14.316 align:start line:85% position:50% size:70% smelled, taste even, but not 01:19:14.316 --> 01:19:16.819 align:start line:85% position:50% size:70% seen. Now, open your eyes. 01:19:16.819 --> 01:19:18.721 align:start line:85% position:44% size:78% Let me spoil this a little bit, 01:19:18.721 --> 01:19:20.222 align:start line:85% position:50% size:65% you have no idea what that 01:19:20.222 --> 01:19:23.459 align:start line:85% position:50% size:75% would be like. Neither do I. 01:19:23.459 --> 01:19:24.393 align:start line:85% position:46% size:68% Being blind isn't something 01:19:24.393 --> 01:19:26.395 align:start line:85% position:50% size:81% that can get turned on and off. 01:19:26.395 --> 01:19:27.997 align:start line:85% position:46% size:68% It's a part of who you are, 01:19:27.997 --> 01:19:29.898 align:start line:85% position:50% size:75% it's a part of your soul. And 01:19:29.898 --> 01:19:31.600 align:start line:85% position:50% size:61% now while you are at it, 01:19:31.600 --> 01:19:33.636 align:start line:85% position:47% size:58% imagine a world evolved 01:19:33.636 --> 01:19:34.870 align:start line:85% position:50% size:61% designed and built to be 01:19:34.870 --> 01:19:37.172 align:start line:85% position:50% size:75% experienced without sight. We 01:19:37.172 --> 01:19:39.375 align:start line:85% position:44% size:78% did. And it yielded the world, 01:19:39.375 --> 01:19:42.578 align:start line:85% position:48% size:43% the world of See. 01:19:42.578 --> 01:19:43.879 align:start line:85% position:50% size:65% >> ALFRE WOODARD: From the 01:19:43.879 --> 01:19:45.748 align:start line:85% position:47% size:63% unfettered imagination of 01:19:45.748 --> 01:19:47.282 align:start line:85% position:45% size:73% Steven Knight See takes place 01:19:47.282 --> 01:19:49.318 align:start line:85% position:45% size:73% in a world in which the earth 01:19:49.318 --> 01:19:50.853 align:start line:85% position:50% size:75% was devastated by a virus that 01:19:50.853 --> 01:19:52.955 align:start line:85% position:47% size:58% left only a few million 01:19:52.955 --> 01:19:55.057 align:start line:85% position:47% size:53% survivors. And those 01:19:55.057 --> 01:19:55.958 align:start line:85% position:45% size:73% survivors, each and every one 01:19:55.958 --> 01:19:59.728 align:start line:85% position:50% size:70% of them, emerged blind. Our 01:19:59.728 --> 01:20:02.865 align:start line:85% position:44% size:78% story begins centuries later at 01:20:02.865 --> 01:20:04.500 align:start line:85% position:50% size:75% which point the human race has 01:20:04.500 --> 01:20:06.735 align:start line:85% position:46% size:68% existed for so long without 01:20:06.735 --> 01:20:07.736 align:start line:85% position:46% size:68% sight it's disputed whether 01:20:07.736 --> 01:20:10.472 align:start line:85% position:50% size:75% such a thing ever existed. In 01:20:10.472 --> 01:20:12.174 align:start line:85% position:46% size:68% this world, we are going to 01:20:12.174 --> 01:20:15.310 align:start line:85% position:46% size:68% have our evil queens, brave 01:20:15.310 --> 01:20:17.880 align:start line:85% position:47% size:53% heroes, and thrilling 01:20:17.880 --> 01:20:20.683 align:start line:85% position:50% size:65% adventure. But beyond the 01:20:20.683 --> 01:20:21.884 align:start line:85% position:47% size:58% adventure, See will ask 01:20:21.884 --> 01:20:23.018 align:start line:85% position:50% size:75% questions you may have already 01:20:23.018 --> 01:20:24.753 align:start line:85% position:50% size:75% started asking yourselves just 01:20:24.753 --> 01:20:27.322 align:start line:85% position:50% size:75% now with your eyes closed, how 01:20:27.322 --> 01:20:29.825 align:start line:85% position:50% size:70% much of my experience of the 01:20:29.825 --> 01:20:33.562 align:start line:85% position:47% size:63% world is visual? Without 01:20:33.562 --> 01:20:36.165 align:start line:85% position:50% size:70% sight, would it change who I 01:20:36.165 --> 01:20:39.068 align:start line:85% position:50% size:50% am? This is a world 01:20:39.068 --> 01:20:41.804 align:start line:85% position:50% size:75% constructed unlike any of have 01:20:41.804 --> 01:20:44.606 align:start line:85% position:50% size:65% ever experienced, See is a 01:20:44.606 --> 01:20:46.542 align:start line:85% position:44% size:78% journey wherein we may discover 01:20:46.542 --> 01:20:48.077 align:start line:85% position:50% size:70% something entirely new about 01:20:48.077 --> 01:20:50.746 align:start line:85% position:44% size:78% ourselves, about our world. As 01:20:50.746 --> 01:20:52.448 align:start line:85% position:50% size:70% a result, we cannot wait for 01:20:52.448 --> 01:20:55.851 align:start line:85% position:44% size:78% you to join us on this journey. 01:20:55.851 --> 01:20:59.688 align:start line:85% position:48% size:28% (Applause). 01:21:18.173 --> 01:21:20.109 align:start line:85% position:45% size:73% >> KUMAIL NANJIANI: I grew up 01:21:20.109 --> 01:21:22.177 align:start line:85% position:47% size:53% in Karachi, Pakistan. 01:21:22.177 --> 01:21:25.247 align:start line:85% position:50% size:21% >> Okay. 01:21:25.247 --> 01:21:29.718 align:start line:85% position:50% size:70% Pakistan is in the house! 01:21:29.718 --> 01:21:29.885 align:start line:85% position:49% size:8% Hi. 01:21:29.885 --> 01:21:30.419 align:start line:85% position:47% size:63% What I knew of America, I 01:21:30.419 --> 01:21:31.053 align:start line:85% position:50% size:41% had learned from 01:21:31.053 --> 01:21:31.553 align:start line:85% position:50% size:50% Hollywood movies and 01:21:31.553 --> 01:21:34.723 align:start line:85% position:50% size:45% American TV Shows. 01:21:34.723 --> 01:21:36.024 align:start line:85% position:44% size:78% So when I was moving to America 01:21:36.024 --> 01:21:38.026 align:start line:85% position:47% size:58% at the age of 18, I was 01:21:38.026 --> 01:21:38.927 align:start line:85% position:45% size:73% excited. I was excited about 01:21:38.927 --> 01:21:46.135 align:start line:85% position:50% size:70% the idea of being dwarfed by 01:21:46.135 --> 01:21:46.635 align:start line:85% position:47% size:58% sky scrapers that would 01:21:46.635 --> 01:21:48.203 align:start line:85% position:50% size:56% loom above the horizon 01:21:48.203 --> 01:21:50.672 align:start line:85% position:47% size:63% and then I landed in Iowa 01:21:50.672 --> 01:21:54.309 align:start line:85% position:50% size:81% . Okay, would Iowa is here too. 01:21:54.309 --> 01:21:55.310 align:start line:85% position:50% size:75% thought this is very different 01:21:55.310 --> 01:21:56.812 align:start line:85% position:50% size:70% from the America in movies. 01:21:56.812 --> 01:21:58.580 align:start line:85% position:50% size:75% You don't, you guys don't lead 01:21:58.580 --> 01:22:01.517 align:start line:85% position:44% size:78% with that America, you know. I 01:22:01.517 --> 01:22:03.051 align:start line:85% position:45% size:73% had missed the one movie that 01:22:03.051 --> 01:22:04.887 align:start line:85% position:44% size:78% would have prepared me for that 01:22:04.887 --> 01:22:06.622 align:start line:85% position:50% size:81% America, Iowa, Field of Dreams. 01:22:06.622 --> 01:22:08.624 align:start line:85% position:50% size:70% Did not see that one. I was 01:22:08.624 --> 01:22:10.993 align:start line:85% position:50% size:81% like this is false advertising. 01:22:10.993 --> 01:22:14.429 align:start line:85% position:45% size:73% This is not the America I was 01:22:14.429 --> 01:22:16.231 align:start line:85% position:46% size:68% promised. I was one of two 01:22:16.231 --> 01:22:17.599 align:start line:85% position:46% size:68% Pakistanis at the college I 01:22:17.599 --> 01:22:19.434 align:start line:85% position:46% size:68% went to, but I found common 01:22:19.434 --> 01:22:22.538 align:start line:85% position:44% size:78% ground with people. My love of 01:22:22.538 --> 01:22:23.639 align:start line:85% position:50% size:70% Springsteen, their curiosity 01:22:23.639 --> 01:22:26.208 align:start line:85% position:50% size:75% about how to say various swear 01:22:26.208 --> 01:22:30.078 align:start line:85% position:50% size:81% words in you urdu, she could hel 01:22:30.078 --> 01:22:36.518 align:start line:85% position:50% size:81% you out too. I once met a huge 01:22:36.518 --> 01:22:38.887 align:start line:85% position:50% size:70% Pakistani stew called Haleem 01:22:38.887 --> 01:22:41.223 align:start line:85% position:50% size:70% and I misread the recipe and 01:22:41.223 --> 01:22:45.661 align:start line:85% position:50% size:65% put in twice the amount of 01:22:45.661 --> 01:22:47.095 align:start line:85% position:45% size:73% chili powder and I lost a lot 01:22:47.095 --> 01:22:48.397 align:start line:85% position:50% size:65% of friends that day. They 01:22:48.397 --> 01:22:50.299 align:start line:85% position:50% size:70% didn't, like, die, they just 01:22:50.299 --> 01:22:52.367 align:start line:85% position:50% size:56% wished they were dead. 01:22:52.367 --> 01:22:54.169 align:start line:85% position:50% size:75% Eventually I moved to Chicago, 01:22:54.169 --> 01:22:57.372 align:start line:85% position:45% size:73% and I did what every American 01:22:57.372 --> 01:22:59.174 align:start line:85% position:50% size:75% does, I struggled to pay rent, 01:22:59.174 --> 01:23:01.276 align:start line:85% position:50% size:70% fell in love, got jobs, lost 01:23:01.276 --> 01:23:04.213 align:start line:85% position:45% size:73% jobs, got a cat, burned food, 01:23:04.213 --> 01:23:05.314 align:start line:85% position:46% size:68% disappointed my parents and 01:23:05.314 --> 01:23:07.015 align:start line:85% position:50% size:75% tried to figure out what to do 01:23:07.015 --> 01:23:09.751 align:start line:85% position:44% size:78% with my life. Normal, everyday 01:23:09.751 --> 01:23:12.487 align:start line:85% position:44% size:78% life stuff. When people defend 01:23:12.487 --> 01:23:14.223 align:start line:85% position:50% size:75% immigration, they focus on the 01:23:14.223 --> 01:23:17.292 align:start line:85% position:50% size:75% exceptionality of immigrants. 01:23:17.292 --> 01:23:18.760 align:start line:85% position:50% size:56% Albert Einstein was an 01:23:18.760 --> 01:23:20.796 align:start line:85% position:44% size:78% immigrant. Joseph Pulitzer was 01:23:20.796 --> 01:23:22.998 align:start line:85% position:50% size:70% an imfrant. Bhiel all of -- 01:23:22.998 --> 01:23:24.867 align:start line:85% position:50% size:75% immigrant. While all of those 01:23:24.867 --> 01:23:26.501 align:start line:85% position:44% size:78% stories are valuable, we wanted 01:23:26.501 --> 01:23:28.470 align:start line:85% position:50% size:70% to focus on immigrants doing 01:23:28.470 --> 01:23:29.605 align:start line:85% position:50% size:70% everyday life stuff. Little 01:23:29.605 --> 01:23:32.541 align:start line:85% position:50% size:75% America is an anthology series 01:23:32.541 --> 01:23:35.444 align:start line:85% position:44% size:78% inspired by the true stories of 01:23:35.444 --> 01:23:36.945 align:start line:85% position:44% size:78% immigrants in the U.S. Here is 01:23:36.945 --> 01:23:39.882 align:start line:85% position:50% size:75% the thing, it's not about like 01:23:39.882 --> 01:23:41.383 align:start line:85% position:44% size:78% telling immigrant stories these 01:23:41.383 --> 01:23:43.352 align:start line:85% position:50% size:75% are human stories that feature 01:23:43.352 --> 01:23:44.853 align:start line:85% position:50% size:70% immigrants. When you get to 01:23:44.853 --> 01:23:46.655 align:start line:85% position:45% size:73% know someone and start to see 01:23:46.655 --> 01:23:49.358 align:start line:85% position:50% size:61% your struggles and their 01:23:49.358 --> 01:23:50.859 align:start line:85% position:50% size:70% struggles, your passions and 01:23:50.859 --> 01:23:52.594 align:start line:85% position:47% size:63% theirs, your problems and 01:23:52.594 --> 01:23:54.062 align:start line:85% position:46% size:68% theirs, they stop being the 01:23:54.062 --> 01:23:55.864 align:start line:85% position:47% size:58% other. I along with my 01:23:55.864 --> 01:23:59.334 align:start line:85% position:45% size:73% partners, Emily Gordon, Leize 01:23:59.334 --> 01:24:01.570 align:start line:85% position:50% size:75% enberg. Allen Yang, wanted to 01:24:01.570 --> 01:24:04.039 align:start line:85% position:44% size:78% make a show that did just that, 01:24:04.039 --> 01:24:05.540 align:start line:85% position:47% size:63% because ultimately we are 01:24:05.540 --> 01:24:07.042 align:start line:85% position:46% size:68% looking for the same thing, 01:24:07.042 --> 01:24:09.344 align:start line:85% position:46% size:68% food, home, meaning, love. 01:24:09.344 --> 01:24:11.480 align:start line:85% position:45% size:73% Like the emotional story of a 01:24:11.480 --> 01:24:13.982 align:start line:85% position:44% size:78% young Indian boy living in Utah 01:24:13.982 --> 01:24:15.584 align:start line:85% position:50% size:65% whose parents achieved the 01:24:15.584 --> 01:24:16.718 align:start line:85% position:44% size:78% American dream of running their 01:24:16.718 --> 01:24:19.121 align:start line:85% position:47% size:63% own motel until they were 01:24:19.121 --> 01:24:23.025 align:start line:85% position:44% size:78% suddenly deported. 12-year-old 01:24:23.025 --> 01:24:25.193 align:start line:85% position:50% size:75% Kumail wasn't going to let his 01:24:25.193 --> 01:24:26.929 align:start line:85% position:50% size:75% parents' dream die so this boy 01:24:26.929 --> 01:24:28.330 align:start line:85% position:50% size:75% secretly ran the motel for the 01:24:28.330 --> 01:24:30.599 align:start line:85% position:44% size:78% next ten years on his own while 01:24:30.599 --> 01:24:31.500 align:start line:85% position:46% size:68% simultaneously plotting his 01:24:31.500 --> 01:24:33.568 align:start line:85% position:45% size:73% quest to get his parents back 01:24:33.568 --> 01:24:35.837 align:start line:85% position:44% size:78% to the U.S. Okay, true story. 01:24:35.837 --> 01:24:38.040 align:start line:85% position:46% size:68% He competed in the national 01:24:38.040 --> 01:24:41.610 align:start line:85% position:45% size:73% spelling Bee so he could meet 01:24:41.610 --> 01:24:42.210 align:start line:85% position:45% size:73% First Lady Laura Bush and ask 01:24:42.210 --> 01:24:44.947 align:start line:85% position:45% size:73% for help, and he came in 13th 01:24:44.947 --> 01:24:46.748 align:start line:85% position:46% size:68% and he actually got to meet 01:24:46.748 --> 01:24:48.717 align:start line:85% position:48% size:33% her. He did! 01:24:48.717 --> 01:24:50.652 align:start line:85% position:48% size:28% (Applause). 01:24:54.389 --> 01:24:56.458 align:start line:85% position:45% size:73% I know you guys are like 13th 01:24:56.458 --> 01:24:57.759 align:start line:85% position:50% size:75% doesn't sound that impressive, 01:24:57.759 --> 01:24:59.161 align:start line:85% position:45% size:73% but he was running a motel at 01:24:59.161 --> 01:25:02.197 align:start line:85% position:50% size:75% the time too. And he speaks a 01:25:02.197 --> 01:25:06.501 align:start line:85% position:47% size:53% whole other language. 01:25:06.501 --> 01:25:08.937 align:start line:85% position:48% size:28% (Applause). 01:25:14.376 --> 01:25:15.777 align:start line:85% position:50% size:75% Did Laura Bush help him? Tune 01:25:15.777 --> 01:25:19.481 align:start line:85% position:44% size:78% in to find out. Little America 01:25:19.481 --> 01:25:22.551 align:start line:85% position:50% size:70% will cover the full range of 01:25:22.551 --> 01:25:24.586 align:start line:85% position:50% size:75% human emotions. Some episodes 01:25:24.586 --> 01:25:27.422 align:start line:85% position:45% size:73% are funny, some are romantic, 01:25:27.422 --> 01:25:29.024 align:start line:85% position:50% size:61% some are thrilling, they 01:25:29.024 --> 01:25:32.761 align:start line:85% position:45% size:73% feature immigrants from Iran, 01:25:32.761 --> 01:25:34.429 align:start line:85% position:44% size:78% Syria, Nigeria, Mexico and more 01:25:34.429 --> 01:25:35.731 align:start line:85% position:50% size:70% and are set all over America 01:25:35.731 --> 01:25:37.199 align:start line:85% position:47% size:63% from Texas to Oklahoma to 01:25:37.199 --> 01:25:37.999 align:start line:85% position:50% size:70% California. The majority of 01:25:37.999 --> 01:25:40.869 align:start line:85% position:45% size:73% the writers and directors are 01:25:40.869 --> 01:25:42.404 align:start line:85% position:50% size:61% either immigrants or the 01:25:42.404 --> 01:25:43.672 align:start line:85% position:47% size:58% children of immigrants. 01:25:43.672 --> 01:25:48.677 align:start line:85% position:48% size:28% (Applause). 01:25:48.677 --> 01:25:50.312 align:start line:85% position:45% size:73% On set one of our actors said 01:25:50.312 --> 01:25:51.880 align:start line:85% position:50% size:70% to Emily, I have been acting 01:25:51.880 --> 01:25:54.016 align:start line:85% position:45% size:73% for decades, but I have never 01:25:54.016 --> 01:25:56.618 align:start line:85% position:45% size:73% gotten to be in every scene. 01:25:56.618 --> 01:25:58.854 align:start line:85% position:45% size:73% How awesome is that! We hope 01:25:58.854 --> 01:26:00.322 align:start line:85% position:50% size:61% Little America will help 01:26:00.322 --> 01:26:00.922 align:start line:85% position:45% size:73% viewers understand that there 01:26:00.922 --> 01:26:02.824 align:start line:85% position:44% size:78% is no such thing as the other. 01:26:02.824 --> 01:26:06.028 align:start line:85% position:50% size:75% There is only us, which is why 01:26:06.028 --> 01:26:07.329 align:start line:85% position:45% size:73% at this moment in history, we 01:26:07.329 --> 01:26:09.031 align:start line:85% position:44% size:78% are excited that we get to tell 01:26:09.031 --> 01:26:10.966 align:start line:85% position:47% size:63% these stories with Apple, 01:26:10.966 --> 01:26:13.468 align:start line:85% position:44% size:78% connecting humanity is in their 01:26:13.468 --> 01:26:15.470 align:start line:85% position:50% size:70% DNA. The immigrant dream is 01:26:15.470 --> 01:26:17.572 align:start line:85% position:44% size:78% the American dream. Connecting 01:26:17.572 --> 01:26:18.907 align:start line:85% position:45% size:73% through our stories will give 01:26:18.907 --> 01:26:20.342 align:start line:85% position:50% size:70% us a better understanding of 01:26:20.342 --> 01:26:22.344 align:start line:85% position:50% size:70% each other, an understanding 01:26:22.344 --> 01:26:23.945 align:start line:85% position:50% size:56% that allows us to live 01:26:23.945 --> 01:26:26.048 align:start line:85% position:50% size:65% together, eat each other's 01:26:26.048 --> 01:26:27.449 align:start line:85% position:50% size:75% food, maybe learn some fun new 01:26:27.449 --> 01:26:29.885 align:start line:85% position:45% size:73% ways of swearing, and that is 01:26:29.885 --> 01:26:31.787 align:start line:85% position:44% size:78% the America I was promised. We 01:26:31.787 --> 01:26:33.722 align:start line:85% position:45% size:73% can't wait for you to see our 01:26:33.722 --> 01:26:35.190 align:start line:85% position:46% size:68% Little America. Thank you. 01:26:35.190 --> 01:26:37.893 align:start line:85% position:48% size:28% (Applause). 01:27:05.153 --> 01:27:07.989 align:start line:85% position:45% size:73% >> BIG BIRD: Hello there! Ha 01:27:07.989 --> 01:27:11.827 align:start line:85% position:44% size:78% ha ha. Hi, its me, in case you 01:27:11.827 --> 01:27:14.529 align:start line:85% position:50% size:70% don't know who I am, I'm Big 01:27:14.529 --> 01:27:15.831 align:start line:85% position:44% size:78% Bird. I think I'm in the right 01:27:15.831 --> 01:27:17.532 align:start line:85% position:46% size:68% place to meet my new friend 01:27:17.532 --> 01:27:19.367 align:start line:85% position:50% size:70% Cody, but I'm not sure. She 01:27:19.367 --> 01:27:21.570 align:start line:85% position:50% size:81% gave me directions to get here. 01:27:21.570 --> 01:27:24.239 align:start line:85% position:45% size:73% She said first, turn right at 01:27:24.239 --> 01:27:25.807 align:start line:85% position:44% size:78% Hooper's store, and then take a 01:27:25.807 --> 01:27:28.276 align:start line:85% position:50% size:75% left at Oscar's trash can, and 01:27:28.276 --> 01:27:29.578 align:start line:85% position:50% size:75% then keep going straight until 01:27:29.578 --> 01:27:32.681 align:start line:85% position:46% size:68% you see Apple Park. I love 01:27:32.681 --> 01:27:35.317 align:start line:85% position:50% size:50% circles, by the way. 01:27:35.317 --> 01:27:37.185 align:start line:85% position:50% size:45% So where is she? 01:27:37.185 --> 01:27:39.321 align:start line:85% position:50% size:75% >> CODY: Here I am, Big Bird. 01:27:39.321 --> 01:27:41.056 align:start line:85% position:50% size:35% Hi, everybody! 01:27:41.056 --> 01:27:42.757 align:start line:85% position:50% size:56% >> BIG BIRD: Hi, Cody. 01:27:42.757 --> 01:27:44.126 align:start line:85% position:50% size:65% >> CODY: High, how are you 01:27:44.126 --> 01:27:47.229 align:start line:85% position:50% size:65% doing? I'm great. Thank. 01:27:47.229 --> 01:27:47.963 align:start line:85% position:44% size:78% >> BIG BIRD: Thanks for helping 01:27:47.963 --> 01:27:49.264 align:start line:85% position:50% size:31% me get here. 01:27:49.264 --> 01:27:50.765 align:start line:85% position:47% size:63% >> CODY: I'm a Helpster a 01:27:50.765 --> 01:27:52.567 align:start line:85% position:44% size:78% monster who loves to help. I'm 01:27:52.567 --> 01:27:53.568 align:start line:85% position:46% size:68% glad you are here because I 01:27:53.568 --> 01:27:55.303 align:start line:85% position:44% size:78% wanted to tell you and everyone 01:27:55.303 --> 01:27:58.206 align:start line:85% position:50% size:70% here some very special news. 01:27:58.206 --> 01:27:59.441 align:start line:85% position:46% size:68% >> BIG BIRD: Let's hear it! 01:27:59.441 --> 01:28:01.009 align:start line:85% position:50% size:70% >> CODY: The peeps at Sesame 01:28:01.009 --> 01:28:02.377 align:start line:85% position:50% size:75% Workshop and Apple have teamed 01:28:02.377 --> 01:28:04.646 align:start line:85% position:50% size:70% up to make an incredible new 01:28:04.646 --> 01:28:05.847 align:start line:85% position:50% size:70% preschool show starring me. 01:28:05.847 --> 01:28:10.619 align:start line:85% position:50% size:56% It's called Helpsters. 01:28:10.619 --> 01:28:11.186 align:start line:85% position:48% size:28% (Applause). 01:28:11.186 --> 01:28:12.187 align:start line:85% position:50% size:25% Thank you. 01:28:12.187 --> 01:28:13.488 align:start line:85% position:47% size:63% >> CODY: Never had a live 01:28:13.488 --> 01:28:14.789 align:start line:85% position:46% size:68% stream platform me before. 01:28:14.789 --> 01:28:16.725 align:start line:85% position:44% size:78% Helping is my favorite thing to 01:28:16.725 --> 01:28:18.426 align:start line:85% position:50% size:75% do. My Helpster friends and I 01:28:18.426 --> 01:28:20.228 align:start line:85% position:50% size:70% love to help anyone with any 01:28:20.228 --> 01:28:23.064 align:start line:85% position:50% size:75% problem no matter how large or 01:28:23.064 --> 01:28:24.166 align:start line:85% position:45% size:73% small from making Instruments 01:28:24.166 --> 01:28:25.667 align:start line:85% position:44% size:78% for a band to teaching a friend 01:28:25.667 --> 01:28:27.402 align:start line:85% position:50% size:70% how to fly their first kite, 01:28:27.402 --> 01:28:30.906 align:start line:85% position:50% size:65% and you know how we do it? 01:28:30.906 --> 01:28:31.339 align:start line:85% position:48% size:43% >> BIG BIRD: How? 01:28:31.339 --> 01:28:32.541 align:start line:85% position:45% size:73% >> CODY: We use the big ideas 01:28:32.541 --> 01:28:34.075 align:start line:85% position:50% size:56% behind coding to solve 01:28:34.075 --> 01:28:34.376 align:start line:85% position:48% size:23% problems. 01:28:34.376 --> 01:28:35.544 align:start line:85% position:46% size:68% >> BIG BIRD: You don't say. 01:28:35.544 --> 01:28:36.945 align:start line:85% position:50% size:45% >> CODY: I do say. 01:28:36.945 --> 01:28:37.846 align:start line:85% position:45% size:73% >> BIG BIRD: Do you think you 01:28:37.846 --> 01:28:39.314 align:start line:85% position:50% size:50% could help teach me. 01:28:39.314 --> 01:28:40.115 align:start line:85% position:50% size:70% >> CODY: I already did. You 01:28:40.115 --> 01:28:42.484 align:start line:85% position:44% size:78% know the directions I gave you? 01:28:42.484 --> 01:28:42.918 align:start line:85% position:48% size:43% >> BIG BIRD: Yes. 01:28:42.918 --> 01:28:44.085 align:start line:85% position:45% size:73% >> CODY: Well, directions are 01:28:44.085 --> 01:28:45.620 align:start line:85% position:45% size:73% one of the building blocks of 01:28:45.620 --> 01:28:48.323 align:start line:85% position:47% size:58% coding. Coding fosters 01:28:48.323 --> 01:28:48.657 align:start line:85% position:50% size:35% collaboration, 01:28:48.657 --> 01:28:50.325 align:start line:85% position:44% size:78% critical-thinking skills and is 01:28:50.325 --> 01:28:51.459 align:start line:85% position:50% size:65% an essential language that 01:28:51.459 --> 01:28:53.461 align:start line:85% position:50% size:65% every child can learn. By 01:28:53.461 --> 01:28:54.963 align:start line:85% position:46% size:68% teaching preschoolers about 01:28:54.963 --> 01:28:56.698 align:start line:85% position:50% size:75% coding, we are giving them the 01:28:56.698 --> 01:28:59.000 align:start line:85% position:47% size:63% opportunity to change the 01:28:59.000 --> 01:29:01.703 align:start line:85% position:44% size:78% world. World. World. World. 01:29:01.703 --> 01:29:03.638 align:start line:85% position:50% size:70% World. In their own special 01:29:03.638 --> 01:29:05.340 align:start line:85% position:44% size:78% way. And did I mention we also 01:29:05.340 --> 01:29:07.842 align:start line:85% position:44% size:78% have cool music and funky dance 01:29:07.842 --> 01:29:09.945 align:start line:85% position:50% size:70% moves. Boy, I want to watch 01:29:09.945 --> 01:29:12.080 align:start line:85% position:50% size:25% that show. 01:29:12.080 --> 01:29:12.881 align:start line:85% position:50% size:61% >> BIG BIRD: And you are 01:29:12.881 --> 01:29:14.583 align:start line:85% position:50% size:65% helping kids grow up to be 01:29:14.583 --> 01:29:16.818 align:start line:85% position:45% size:73% smarter, stronger and kinder. 01:29:16.818 --> 01:29:18.019 align:start line:85% position:50% size:81% >> CODY: And more creative too. 01:29:18.019 --> 01:29:19.421 align:start line:85% position:50% size:56% We just want to make a 01:29:19.421 --> 01:29:20.889 align:start line:85% position:50% size:75% difference in children's lives 01:29:20.889 --> 01:29:22.290 align:start line:85% position:50% size:70% just like how you and all of 01:29:22.290 --> 01:29:24.559 align:start line:85% position:45% size:73% your friends on Sesame Street 01:29:24.559 --> 01:29:26.228 align:start line:85% position:44% size:78% have done for all of these nice 01:29:26.228 --> 01:29:27.362 align:start line:85% position:50% size:75% people when they were kids and 01:29:27.362 --> 01:29:32.734 align:start line:85% position:46% size:68% continue to do today. Yep! 01:29:32.734 --> 01:29:34.069 align:start line:85% position:50% size:65% >> BIG BIRD: That's pretty 01:29:34.069 --> 01:29:34.402 align:start line:85% position:49% size:13% cool. 01:29:34.402 --> 01:29:35.637 align:start line:85% position:44% size:78% >> CODY: It sure is, Big Bird. 01:29:35.637 --> 01:29:36.838 align:start line:85% position:47% size:53% Do you remember those 01:29:36.838 --> 01:29:38.840 align:start line:85% position:47% size:58% directions to get home? 01:29:38.840 --> 01:29:39.541 align:start line:85% position:50% size:70% >> BIG BIRD: I think so. Do 01:29:39.541 --> 01:29:41.309 align:start line:85% position:47% size:63% you want to come with me? 01:29:41.309 --> 01:29:43.912 align:start line:85% position:50% size:75% >> CODY: Of course. Let's go. 01:29:43.912 --> 01:29:45.647 align:start line:85% position:44% size:78% >> BIG BIRD: Bye-bye everybody. 01:29:45.647 --> 01:29:46.481 align:start line:85% position:47% size:58% >> CODY: Bye everybody! 01:29:46.481 --> 01:29:51.386 align:start line:85% position:48% size:28% (Applause). 01:30:09.771 --> 01:30:19.314 align:start line:85% position:48% size:28% (Applause). 01:30:19.314 --> 01:30:19.948 align:start line:85% position:45% size:73% >> J.J. ABRAMS: Hello. Thank 01:30:19.948 --> 01:30:21.449 align:start line:85% position:50% size:61% you. Thank you. I feel 01:30:21.449 --> 01:30:22.851 align:start line:85% position:46% size:68% incredibly lucky to be here 01:30:22.851 --> 01:30:25.120 align:start line:85% position:50% size:61% today to get a chance to 01:30:25.120 --> 01:30:27.922 align:start line:85% position:46% size:68% collaborate with Sara whose 01:30:27.922 --> 01:30:29.557 align:start line:85% position:50% size:65% music who has moved me for 01:30:29.557 --> 01:30:31.192 align:start line:85% position:50% size:65% years and with Apple is an 01:30:31.192 --> 01:30:33.228 align:start line:85% position:50% size:35% actual thrill. 01:30:33.228 --> 01:30:33.928 align:start line:85% position:50% size:75% >> SARA BAREILLES: A couple of 01:30:33.928 --> 01:30:36.197 align:start line:85% position:50% size:75% years ago I ran into JJ and we 01:30:36.197 --> 01:30:39.801 align:start line:85% position:50% size:75% talked about my struggles as a 01:30:39.801 --> 01:30:41.503 align:start line:85% position:45% size:73% singer songwriter. I had not 01:30:41.503 --> 01:30:43.805 align:start line:85% position:46% size:68% at all. But I heard myself 01:30:43.805 --> 01:30:49.377 align:start line:85% position:50% size:65% say, yes, JJ, of course, I 01:30:49.377 --> 01:30:49.577 align:start line:85% position:49% size:13% have. 01:30:49.577 --> 01:30:50.211 align:start line:85% position:50% size:75% >> J.J. ABRAMS: Sara Bareilles 01:30:50.211 --> 01:30:52.380 align:start line:85% position:50% size:75% is a liar. That's the message 01:30:52.380 --> 01:30:55.016 align:start line:85% position:45% size:73% I hope to communicate today. 01:30:55.016 --> 01:30:57.519 align:start line:85% position:46% size:68% We brought in Jesse Nelson, 01:30:57.519 --> 01:30:59.220 align:start line:85% position:45% size:73% Sara's writing partner on the 01:30:59.220 --> 01:31:00.455 align:start line:85% position:50% size:70% musical waitress. We talked 01:31:00.455 --> 01:31:02.157 align:start line:85% position:50% size:61% about music but also the 01:31:02.157 --> 01:31:04.259 align:start line:85% position:44% size:78% terrifying, thrilling, absurdly 01:31:04.259 --> 01:31:06.161 align:start line:85% position:48% size:48% wonderful and often 01:31:06.161 --> 01:31:07.295 align:start line:85% position:46% size:68% embarrassing time when as a 01:31:07.295 --> 01:31:09.097 align:start line:85% position:45% size:73% young person you venture into 01:31:09.097 --> 01:31:10.865 align:start line:85% position:45% size:73% the world for the first time. 01:31:10.865 --> 01:31:11.700 align:start line:85% position:44% size:78% >> SARA BAREILLES: This was the 01:31:11.700 --> 01:31:13.168 align:start line:85% position:44% size:78% gipg beginning of our certifies 01:31:13.168 --> 01:31:15.837 align:start line:85% position:50% size:75% little voice, a funny romantic 01:31:15.837 --> 01:31:17.439 align:start line:85% position:50% size:70% show a reality about what is 01:31:17.439 --> 01:31:18.473 align:start line:85% position:50% size:70% wonderful and transformative 01:31:18.473 --> 01:31:20.542 align:start line:85% position:45% size:73% about being a young woman who 01:31:20.542 --> 01:31:22.344 align:start line:85% position:50% size:65% has to ultimately find her 01:31:22.344 --> 01:31:25.213 align:start line:85% position:50% size:75% voice as an artist but also as 01:31:25.213 --> 01:31:27.716 align:start line:85% position:47% size:58% a person through music. 01:31:27.716 --> 01:31:28.483 align:start line:85% position:46% size:68% >> J.J. ABRAMS: Sara may be 01:31:28.483 --> 01:31:30.452 align:start line:85% position:48% size:33% lying to you. 01:31:30.452 --> 01:31:31.019 align:start line:85% position:50% size:65% >> SARA BAREILLES: I'm not 01:31:31.019 --> 01:31:32.620 align:start line:85% position:44% size:78% lying. The main character is a 01:31:32.620 --> 01:31:35.123 align:start line:85% position:44% size:78% promising flawed young woman, a 01:31:35.123 --> 01:31:36.825 align:start line:85% position:50% size:75% musician living in New York in 01:31:36.825 --> 01:31:38.827 align:start line:85% position:44% size:78% and around a community of young 01:31:38.827 --> 01:31:40.462 align:start line:85% position:46% size:68% hopeful artists, family and 01:31:40.462 --> 01:31:42.664 align:start line:85% position:50% size:70% friends, soul mates and band 01:31:42.664 --> 01:31:43.732 align:start line:85% position:50% size:75% mates learning to find herself 01:31:43.732 --> 01:31:45.834 align:start line:85% position:47% size:58% and her own true voice. 01:31:45.834 --> 01:31:46.568 align:start line:85% position:50% size:70% >> J.J. ABRAMS: Everyone who 01:31:46.568 --> 01:31:47.802 align:start line:85% position:50% size:75% has given everything they have 01:31:47.802 --> 01:31:49.204 align:start line:85% position:45% size:73% to go after a dream will feel 01:31:49.204 --> 01:31:50.305 align:start line:85% position:45% size:73% like the show was written for 01:31:50.305 --> 01:31:51.906 align:start line:85% position:50% size:65% them and how lucky for the 01:31:51.906 --> 01:31:54.075 align:start line:85% position:50% size:75% series that Sara is not just a 01:31:54.075 --> 01:31:56.811 align:start line:85% position:45% size:73% creator and producer but also 01:31:56.811 --> 01:31:57.212 align:start line:85% position:48% size:23% composer. 01:31:57.212 --> 01:31:57.812 align:start line:85% position:50% size:70% >> SARA BAREILLES: The theme 01:31:57.812 --> 01:31:59.614 align:start line:85% position:48% size:43% song says it all. 01:31:59.614 --> 01:32:00.782 align:start line:85% position:48% size:28% (Applause). 01:32:11.259 --> 01:32:16.564 align:start line:85% position:49% size:3% ♪ 01:32:45.326 --> 01:32:51.399 align:start line:85% position:49% size:3% ♪ 01:33:03.812 --> 01:33:11.619 align:start line:85% position:49% size:3% ♪ 01:33:42.016 --> 01:33:46.588 align:start line:85% position:49% size:3% ♪ 01:33:47.589 --> 01:33:52.894 align:start line:85% position:48% size:28% (Applause). 01:34:00.235 --> 01:34:01.936 align:start line:85% position:47% size:58% >> That was beautiful. 01:34:01.936 --> 01:34:04.672 align:start line:85% position:50% size:75% Incredible. Thank you, Sara. 01:34:04.672 --> 01:34:07.208 align:start line:85% position:48% size:38% Sara Bareilles. 01:34:11.346 --> 01:34:13.348 align:start line:85% position:50% size:65% As you can imagine, we are 01:34:13.348 --> 01:34:15.483 align:start line:85% position:44% size:78% honored to be working with such 01:34:15.483 --> 01:34:16.484 align:start line:85% position:50% size:70% amazing and talented people, 01:34:16.484 --> 01:34:19.387 align:start line:85% position:44% size:78% and that's just the beginning. 01:34:19.387 --> 01:34:21.623 align:start line:85% position:45% size:73% We've partnered with the most 01:34:21.623 --> 01:34:22.824 align:start line:85% position:50% size:70% accomplished storytellers as 01:34:22.824 --> 01:34:24.492 align:start line:85% position:44% size:78% well as a new generation of the 01:34:24.492 --> 01:34:26.594 align:start line:85% position:50% size:61% most exciting voices who 01:34:26.594 --> 01:34:28.763 align:start line:85% position:45% size:73% together will define Apple TV 01:34:28.763 --> 01:34:31.266 align:start line:85% position:50% size:70% plus as the destination with 01:34:31.266 --> 01:34:33.768 align:start line:85% position:50% size:75% the highest quality originals. 01:34:33.768 --> 01:34:36.404 align:start line:85% position:48% size:28% (Applause). 01:34:36.404 --> 01:34:38.706 align:start line:85% position:45% size:73% The original shows and movies 01:34:38.706 --> 01:34:39.841 align:start line:85% position:45% size:73% will intellectually challenge 01:34:39.841 --> 01:34:42.744 align:start line:85% position:44% size:78% and thrill, define and redefine 01:34:42.744 --> 01:34:45.446 align:start line:85% position:45% size:73% our expectations, inspire us, 01:34:45.446 --> 01:34:47.782 align:start line:85% position:50% size:70% make us laugh, transform our 01:34:47.782 --> 01:34:49.717 align:start line:85% position:50% size:75% mood and brighten our day, but 01:34:49.717 --> 01:34:51.653 align:start line:85% position:46% size:68% make us believe anything is 01:34:51.653 --> 01:34:53.621 align:start line:85% position:50% size:75% possible from documentaries to 01:34:53.621 --> 01:34:55.456 align:start line:85% position:50% size:75% dramas, from kids to comedies, 01:34:55.456 --> 01:34:57.125 align:start line:85% position:50% size:56% the highest quality of 01:34:57.125 --> 01:34:59.060 align:start line:85% position:50% size:65% storytelling in one single 01:34:59.060 --> 01:35:01.262 align:start line:85% position:50% size:75% place. This is Apple TV plus. 01:35:01.262 --> 01:35:03.364 align:start line:85% position:48% size:28% (Applause). 01:35:06.901 --> 01:35:10.004 align:start line:85% position:50% size:70% >> Stand by three. Stand by 01:35:10.004 --> 01:35:12.707 align:start line:85% position:47% size:53% one. Make your move. 01:35:12.707 --> 01:35:13.675 align:start line:85% position:48% size:23% >> Seven. 01:35:13.675 --> 01:35:14.375 align:start line:85% position:48% size:23% >> Ready. 01:35:14.375 --> 01:35:15.343 align:start line:85% position:48% size:18% >> Six. 01:35:15.343 --> 01:35:18.379 align:start line:85% position:50% size:45% >> Yes, I'm ready. 01:35:18.379 --> 01:35:22.050 align:start line:85% position:50% size:75% >> Five. Four. Three. Two. 01:35:22.050 --> 01:35:23.451 align:start line:85% position:50% size:11% One. 01:35:35.964 --> 01:35:43.237 align:start line:85% position:49% size:3% ♪ 01:36:01.789 --> 01:36:08.663 align:start line:85% position:49% size:3% ♪ 01:36:20.441 --> 01:36:22.243 align:start line:85% position:45% size:73% >> This is where we build our 01:36:22.243 --> 01:36:25.079 align:start line:85% position:48% size:23% new home. 01:36:31.386 --> 01:36:34.455 align:start line:85% position:50% size:56% (Cheers and Applause). 01:36:37.825 --> 01:36:41.462 align:start line:85% position:46% size:68% >> It's great. Thank you. 01:36:41.462 --> 01:36:45.600 align:start line:85% position:45% size:73% Thank you. So that's a first 01:36:45.600 --> 01:36:47.568 align:start line:85% position:50% size:75% look at Apple TV plus it's not 01:36:47.568 --> 01:36:48.469 align:start line:85% position:44% size:78% just another streaming service, 01:36:48.469 --> 01:36:50.805 align:start line:85% position:44% size:78% it is the destination where the 01:36:50.805 --> 01:36:52.306 align:start line:85% position:45% size:73% world's greatest storytellers 01:36:52.306 --> 01:36:53.908 align:start line:85% position:50% size:75% will bring their best ideas to 01:36:53.908 --> 01:36:55.710 align:start line:85% position:50% size:75% life. And you will be able to 01:36:55.710 --> 01:36:56.911 align:start line:85% position:47% size:58% experience all of these 01:36:56.911 --> 01:36:58.479 align:start line:85% position:44% size:78% original shows and movies right 01:36:58.479 --> 01:37:01.382 align:start line:85% position:46% size:68% on the dynamic new Apple TV 01:37:01.382 --> 01:37:03.818 align:start line:85% position:47% size:63% app. And the TV app will 01:37:03.818 --> 01:37:04.819 align:start line:85% position:50% size:70% deliver Apple TV plus across 01:37:04.819 --> 01:37:07.388 align:start line:85% position:45% size:73% all of your Apple devices and 01:37:07.388 --> 01:37:08.956 align:start line:85% position:50% size:65% the biggest screen in your 01:37:08.956 --> 01:37:11.392 align:start line:85% position:44% size:78% life, on Smart TVs. So here is 01:37:11.392 --> 01:37:13.594 align:start line:85% position:45% size:73% a few more details. Apple TV 01:37:13.594 --> 01:37:16.064 align:start line:85% position:44% size:78% plus is an ad-free subscription 01:37:16.064 --> 01:37:18.866 align:start line:85% position:47% size:63% service. It's on demand, 01:37:18.866 --> 01:37:20.401 align:start line:85% position:50% size:81% available on line and off line. 01:37:20.401 --> 01:37:22.136 align:start line:85% position:50% size:70% Everything is downloadable. 01:37:22.136 --> 01:37:25.006 align:start line:85% position:50% size:75% The best in entertainment with 01:37:25.006 --> 01:37:26.774 align:start line:85% position:45% size:73% exclusive original movies and 01:37:26.774 --> 01:37:28.476 align:start line:85% position:44% size:78% shows, with new additions every 01:37:28.476 --> 01:37:31.713 align:start line:85% position:45% size:73% single month. It's available 01:37:31.713 --> 01:37:33.414 align:start line:85% position:44% size:78% in 100 plus countries, a global 01:37:33.414 --> 01:37:34.816 align:start line:85% position:50% size:75% service, and it's all starting 01:37:34.816 --> 01:37:39.020 align:start line:85% position:50% size:75% this fall. Apple TV plus will 01:37:39.020 --> 01:37:41.355 align:start line:85% position:50% size:70% define commitment to quality 01:37:41.355 --> 01:37:43.391 align:start line:85% position:50% size:75% storytelling, all in one place 01:37:43.391 --> 01:37:45.426 align:start line:85% position:45% size:73% on every screen in your life. 01:37:45.426 --> 01:37:47.395 align:start line:85% position:45% size:73% >> We are so excited to share 01:37:47.395 --> 01:37:49.197 align:start line:85% position:44% size:78% our vision of Apple TV plus and 01:37:49.197 --> 01:37:50.131 align:start line:85% position:47% size:53% can't wait for you to 01:37:50.131 --> 01:37:52.166 align:start line:85% position:50% size:75% experience it for y yourself. 01:37:52.166 --> 01:37:53.901 align:start line:85% position:46% size:68% Thank you, and back to Tim. 01:37:53.901 --> 01:37:55.169 align:start line:85% position:50% size:50% >> Thanks everybody. 01:37:55.169 --> 01:37:56.604 align:start line:85% position:50% size:56% (Cheers and Applause). 01:37:56.604 --> 01:37:57.905 align:start line:85% position:45% size:73% >> TIM COOK: Thank you. Love 01:37:57.905 --> 01:38:01.743 align:start line:85% position:44% size:78% it! Thank you Zack and Jamie. 01:38:01.743 --> 01:38:04.245 align:start line:85% position:50% size:75% Apple TV plus looks incredible 01:38:04.245 --> 01:38:06.114 align:start line:85% position:47% size:63% and we think that it will 01:38:06.114 --> 01:38:08.182 align:start line:85% position:45% size:73% encourage new ways of looking 01:38:08.182 --> 01:38:10.084 align:start line:85% position:45% size:73% at the world. This is just a 01:38:10.084 --> 01:38:12.320 align:start line:85% position:50% size:70% sneak peek, the beginning of 01:38:12.320 --> 01:38:14.021 align:start line:85% position:45% size:73% something very exciting. The 01:38:14.021 --> 01:38:15.723 align:start line:85% position:44% size:78% opportunity to work with all of 01:38:15.723 --> 01:38:17.792 align:start line:85% position:50% size:70% these exceptional artists is 01:38:17.792 --> 01:38:19.827 align:start line:85% position:46% size:68% truly inspiring. Each will 01:38:19.827 --> 01:38:21.496 align:start line:85% position:50% size:56% bring their own unique 01:38:21.496 --> 01:38:24.632 align:start line:85% position:44% size:78% perspective to the stories they 01:38:24.632 --> 01:38:30.071 align:start line:85% position:50% size:70% tell. Now, we have one more 01:38:30.071 --> 01:38:31.072 align:start line:85% position:44% size:78% remarkable storyteller to share 01:38:31.072 --> 01:38:34.942 align:start line:85% position:46% size:68% with you this morning. One 01:38:34.942 --> 01:38:37.311 align:start line:85% position:46% size:68% whose voice illustrates how 01:38:37.311 --> 01:38:38.846 align:start line:85% position:46% size:68% powerful stories can change 01:38:38.846 --> 01:38:42.016 align:start line:85% position:46% size:68% lives and change the world. 01:38:47.188 --> 01:38:49.891 align:start line:85% position:49% size:3% ♪ 01:40:04.866 --> 01:40:08.436 align:start line:85% position:48% size:28% (Applause). 01:40:21.682 --> 01:40:23.084 align:start line:85% position:45% size:73% >> OPRAH WINFREY: Thank you. 01:40:23.084 --> 01:40:27.388 align:start line:85% position:50% size:25% Thank you. 01:40:29.023 --> 01:40:35.630 align:start line:85% position:46% size:68% Thank you. Thank you. Hi, 01:40:35.630 --> 01:40:37.298 align:start line:85% position:50% size:56% everybody! Thank you. 01:40:37.298 --> 01:40:39.200 align:start line:85% position:50% size:56% (Cheers and Applause). 01:40:43.137 --> 01:40:48.175 align:start line:85% position:46% size:68% okay. Hi. There has never 01:40:48.175 --> 01:40:51.679 align:start line:85% position:45% size:73% been a moment quite like this 01:40:51.679 --> 01:40:55.716 align:start line:85% position:47% size:63% one. We have this unique 01:40:55.716 --> 01:40:59.220 align:start line:85% position:44% size:78% opportunity to rise to our best 01:40:59.220 --> 01:41:02.056 align:start line:85% position:44% size:78% selves in how we use and choose 01:41:02.056 --> 01:41:05.660 align:start line:85% position:50% size:75% to use both our technology and 01:41:05.660 --> 01:41:08.896 align:start line:85% position:50% size:75% our humanity. We are all at a 01:41:08.896 --> 01:41:10.331 align:start line:85% position:46% size:68% cross roads where we get to 01:41:10.331 --> 01:41:12.266 align:start line:85% position:50% size:65% decide if we want to reach 01:41:12.266 --> 01:41:15.069 align:start line:85% position:44% size:78% beyond the borders of our heart 01:41:15.069 --> 01:41:18.439 align:start line:85% position:45% size:73% and mind to face the daunting 01:41:18.439 --> 01:41:20.942 align:start line:85% position:45% size:73% challenges of our time. Each 01:41:20.942 --> 01:41:22.777 align:start line:85% position:50% size:75% of us comes to this earth with 01:41:22.777 --> 01:41:25.880 align:start line:85% position:44% size:78% a deep potential that yearns to 01:41:25.880 --> 01:41:31.218 align:start line:85% position:50% size:75% be fulfilled with a love to be 01:41:31.218 --> 01:41:34.822 align:start line:85% position:47% size:58% set free. We all crave 01:41:34.822 --> 01:41:37.258 align:start line:85% position:50% size:65% connection. We search for 01:41:37.258 --> 01:41:39.060 align:start line:85% position:45% size:73% common ground. We want to be 01:41:39.060 --> 01:41:44.999 align:start line:85% position:50% size:65% heard, but we also need to 01:41:44.999 --> 01:41:49.837 align:start line:85% position:46% size:68% listen, to be open and and 01:41:49.837 --> 01:41:50.771 align:start line:85% position:50% size:75% contribute in order to harness 01:41:50.771 --> 01:41:53.040 align:start line:85% position:46% size:68% our hopes and dreams and to 01:41:53.040 --> 01:41:55.710 align:start line:85% position:44% size:78% heal our divisions. That's why 01:41:55.710 --> 01:41:58.179 align:start line:85% position:47% size:63% I have joined forces with 01:41:58.179 --> 01:41:58.379 align:start line:85% position:50% size:16% Apple. 01:41:58.379 --> 01:42:00.781 align:start line:85% position:50% size:56% (Cheers and Applause). 01:42:07.621 --> 01:42:08.856 align:start line:85% position:50% size:70% because they are the company 01:42:08.856 --> 01:42:11.859 align:start line:85% position:50% size:65% that has reimagined how we 01:42:11.859 --> 01:42:14.295 align:start line:85% position:50% size:70% communicate. I've joined in 01:42:14.295 --> 01:42:17.498 align:start line:85% position:50% size:65% order to serve this moment 01:42:17.498 --> 01:42:18.899 align:start line:85% position:50% size:65% because the Apple platform 01:42:18.899 --> 01:42:21.335 align:start line:85% position:50% size:75% allows me to do what I do in a 01:42:21.335 --> 01:42:23.337 align:start line:85% position:50% size:56% whole new way, to take 01:42:23.337 --> 01:42:25.239 align:start line:85% position:45% size:73% everything I've learned about 01:42:25.239 --> 01:42:27.608 align:start line:85% position:46% size:68% connecting to people to the 01:42:27.608 --> 01:42:30.678 align:start line:85% position:45% size:73% next level. Because they are 01:42:30.678 --> 01:42:34.749 align:start line:85% position:50% size:75% in a billion pockets, y'all, a 01:42:34.749 --> 01:42:36.050 align:start line:85% position:46% size:68% billion pockets. The whole 01:42:36.050 --> 01:42:37.885 align:start line:85% position:46% size:68% world has got them in their 01:42:37.885 --> 01:42:40.488 align:start line:85% position:45% size:73% hands. And that represents a 01:42:40.488 --> 01:42:42.990 align:start line:85% position:45% size:73% major opportunities to make a 01:42:42.990 --> 01:42:45.026 align:start line:85% position:50% size:75% genuine impact. So I am proud 01:42:45.026 --> 01:42:46.494 align:start line:85% position:46% size:68% and honored to be a part of 01:42:46.494 --> 01:42:48.963 align:start line:85% position:45% size:73% this new platform where I can 01:42:48.963 --> 01:42:51.265 align:start line:85% position:50% size:75% connect with people around the 01:42:51.265 --> 01:42:53.267 align:start line:85% position:50% size:75% world to share meaningful ways 01:42:53.267 --> 01:42:56.637 align:start line:85% position:50% size:75% to create positive change. My 01:42:56.637 --> 01:42:59.673 align:start line:85% position:50% size:65% intention is to illuminate 01:42:59.673 --> 01:43:01.075 align:start line:85% position:50% size:65% consciousness and to build 01:43:01.075 --> 01:43:03.110 align:start line:85% position:47% size:63% greater awareness through 01:43:03.110 --> 01:43:05.046 align:start line:85% position:45% size:73% compelling conversations with 01:43:05.046 --> 01:43:07.548 align:start line:85% position:44% size:78% news makers, with leaders, with 01:43:07.548 --> 01:43:09.316 align:start line:85% position:46% size:68% artists, with people in all 01:43:09.316 --> 01:43:12.586 align:start line:85% position:44% size:78% walks of life. I want to reach 01:43:12.586 --> 01:43:15.823 align:start line:85% position:45% size:73% that sweet spot where insight 01:43:15.823 --> 01:43:18.192 align:start line:85% position:50% size:65% and perspective, truth and 01:43:18.192 --> 01:43:19.927 align:start line:85% position:50% size:75% tolerance actually intersect. 01:43:19.927 --> 01:43:21.762 align:start line:85% position:50% size:75% So I have two documentaries in 01:43:21.762 --> 01:43:23.731 align:start line:85% position:50% size:61% the works right now, one 01:43:23.731 --> 01:43:27.334 align:start line:85% position:50% size:70% exploring the toll of sexual 01:43:27.334 --> 01:43:28.602 align:start line:85% position:47% size:58% harassment, assault and 01:43:28.602 --> 01:43:29.904 align:start line:85% position:44% size:78% violation in the workplace, the 01:43:29.904 --> 01:43:31.872 align:start line:85% position:50% size:75% working title is toxic labor. 01:43:31.872 --> 01:43:34.475 align:start line:85% position:44% size:78% The other yet unnamed multipart 01:43:34.475 --> 01:43:36.510 align:start line:85% position:50% size:61% series focuses on mental 01:43:36.510 --> 01:43:42.750 align:start line:85% position:45% size:73% health, and how the skurge of 01:43:42.750 --> 01:43:44.251 align:start line:85% position:50% size:50% depression, anxiety, 01:43:44.251 --> 01:43:45.586 align:start line:85% position:50% size:56% post-traumatic stress, 01:43:45.586 --> 01:43:47.488 align:start line:85% position:45% size:73% addiction, trauma and loss is 01:43:47.488 --> 01:43:49.356 align:start line:85% position:50% size:70% just devastating lives daily 01:43:49.356 --> 01:43:51.392 align:start line:85% position:45% size:73% across the globe. And what I 01:43:51.392 --> 01:43:53.794 align:start line:85% position:47% size:63% know is if we do our jobs 01:43:53.794 --> 01:43:55.996 align:start line:85% position:50% size:75% right, we are going to replace 01:43:55.996 --> 01:43:57.965 align:start line:85% position:50% size:65% shame, and we are going to 01:43:57.965 --> 01:43:59.633 align:start line:85% position:46% size:68% replace stigma with wisdom, 01:43:59.633 --> 01:44:01.302 align:start line:85% position:45% size:73% with some compassion and with 01:44:01.302 --> 01:44:01.535 align:start line:85% position:50% size:21% honesty. 01:44:01.535 --> 01:44:03.904 align:start line:85% position:48% size:28% (Applause). 01:44:08.442 --> 01:44:10.244 align:start line:85% position:46% size:68% And now for what I love the 01:44:10.244 --> 01:44:11.946 align:start line:85% position:45% size:73% most, for me there is nothing 01:44:11.946 --> 01:44:13.481 align:start line:85% position:47% size:63% more thrilling than being 01:44:13.481 --> 01:44:15.950 align:start line:85% position:50% size:65% transported by a brilliant 01:44:15.950 --> 01:44:17.952 align:start line:85% position:50% size:75% book, nothing. The only thing 01:44:17.952 --> 01:44:20.087 align:start line:85% position:45% size:73% actually more gratifying than 01:44:20.087 --> 01:44:21.155 align:start line:85% position:50% size:75% an extraordinary read is being 01:44:21.155 --> 01:44:22.890 align:start line:85% position:45% size:73% able to share that experience 01:44:22.890 --> 01:44:24.892 align:start line:85% position:44% size:78% with others and we are going to 01:44:24.892 --> 01:44:27.128 align:start line:85% position:50% size:70% do just that by building the 01:44:27.128 --> 01:44:29.363 align:start line:85% position:50% size:75% biggest, the most vibrant, the 01:44:29.363 --> 01:44:31.699 align:start line:85% position:45% size:73% most stimulating book club on 01:44:31.699 --> 01:44:32.566 align:start line:85% position:48% size:28% the planet. 01:44:32.566 --> 01:44:35.169 align:start line:85% position:48% size:28% (Applause). 01:44:35.169 --> 01:44:40.007 align:start line:85% position:45% size:73% It is a club, listen to this, 01:44:40.007 --> 01:44:42.343 align:start line:85% position:50% size:75% imagine, where Ap Apple Stores 01:44:42.343 --> 01:44:43.644 align:start line:85% position:50% size:75% stream a conversation with the 01:44:43.644 --> 01:44:48.415 align:start line:85% position:50% size:75% aauthor and me live across all 01:44:48.415 --> 01:44:50.551 align:start line:85% position:50% size:70% devices, across all borders, 01:44:50.551 --> 01:44:52.019 align:start line:85% position:50% size:75% uniting people to stories that 01:44:52.019 --> 01:44:53.254 align:start line:85% position:50% size:70% remind us that no matter who 01:44:53.254 --> 01:44:55.489 align:start line:85% position:50% size:75% you are or where you are from, 01:44:55.489 --> 01:44:57.992 align:start line:85% position:46% size:68% every man, woman, and child 01:44:57.992 --> 01:45:00.494 align:start line:85% position:46% size:68% looks up in awe at the same 01:45:00.494 --> 01:45:03.130 align:start line:85% position:50% size:70% sky. So I want to literally 01:45:03.130 --> 01:45:05.232 align:start line:85% position:50% size:75% convene a meeting of the minds 01:45:05.232 --> 01:45:07.334 align:start line:85% position:50% size:81% connecting us to through books. 01:45:07.334 --> 01:45:08.903 align:start line:85% position:50% size:75% For as long as I can remember, 01:45:08.903 --> 01:45:12.840 align:start line:85% position:50% size:75% I have had this dream that for 01:45:12.840 --> 01:45:17.144 align:start line:85% position:44% size:78% us all to some day realize that 01:45:17.144 --> 01:45:20.181 align:start line:85% position:44% size:78% deep potential that we are each 01:45:20.181 --> 01:45:24.185 align:start line:85% position:50% size:70% born to. It abides in every 01:45:24.185 --> 01:45:25.819 align:start line:85% position:50% size:75% soul. I know this to be true, 01:45:25.819 --> 01:45:30.191 align:start line:85% position:50% size:75% and my deepest hope is that we 01:45:30.191 --> 01:45:33.060 align:start line:85% position:50% size:70% all humans get to become the 01:45:33.060 --> 01:45:35.362 align:start line:85% position:44% size:78% fullest version of ourselves as 01:45:35.362 --> 01:45:38.399 align:start line:85% position:50% size:70% human beings, to join in the 01:45:38.399 --> 01:45:40.301 align:start line:85% position:50% size:65% mission and vision for our 01:45:40.301 --> 01:45:43.137 align:start line:85% position:46% size:68% common good. To leave this 01:45:43.137 --> 01:45:46.240 align:start line:85% position:44% size:78% world more enlightened, kinder, 01:45:46.240 --> 01:45:48.075 align:start line:85% position:45% size:73% and better than we found it. 01:45:48.075 --> 01:45:51.879 align:start line:85% position:50% size:61% And to move together one 01:45:51.879 --> 01:45:53.881 align:start line:85% position:50% size:65% billion plus strong into a 01:45:53.881 --> 01:45:57.818 align:start line:85% position:50% size:70% future of our own design all 01:45:57.818 --> 01:46:01.922 align:start line:85% position:50% size:61% connected through Apple. 01:46:01.922 --> 01:46:05.759 align:start line:85% position:48% size:28% (Applause). 01:46:07.261 --> 01:46:12.900 align:start line:85% position:50% size:25% Thank you. 01:46:24.044 --> 01:46:25.646 align:start line:85% position:50% size:70% >> OPRAH WINFREY: Thank you. 01:46:25.646 --> 01:46:30.951 align:start line:85% position:45% size:73% >> TIM COOK: Thank you Oprah. 01:46:30.951 --> 01:46:31.952 align:start line:85% position:50% size:56% (Cheers and Applause). 01:46:31.952 --> 01:46:35.122 align:start line:85% position:44% size:78% Thank you. I will never forget 01:46:35.122 --> 01:46:38.025 align:start line:85% position:49% size:13% this. 01:46:38.025 --> 01:46:41.195 align:start line:85% position:50% size:65% All right. Okay. Oprah 01:46:41.195 --> 01:46:42.896 align:start line:85% position:47% size:53% joins these amazingly 01:46:42.896 --> 01:46:45.232 align:start line:85% position:50% size:70% passionate and award winning 01:46:45.232 --> 01:46:46.734 align:start line:85% position:50% size:75% artists. These are people who 01:46:46.734 --> 01:46:48.802 align:start line:85% position:50% size:65% we admire for their unique 01:46:48.802 --> 01:46:51.805 align:start line:85% position:50% size:75% voices, incredible creativity, 01:46:51.805 --> 01:46:53.674 align:start line:85% position:47% size:58% and wonderfully diverse 01:46:53.674 --> 01:46:54.675 align:start line:85% position:47% size:58% perspectives, they have 01:46:54.675 --> 01:46:56.310 align:start line:85% position:50% size:75% impacted our culture, society, 01:46:56.310 --> 01:46:59.413 align:start line:85% position:50% size:70% and we are so excited and so 01:46:59.413 --> 01:47:01.649 align:start line:85% position:50% size:65% humbled to be working with 01:47:01.649 --> 01:47:03.050 align:start line:85% position:50% size:70% them. We can't wait to hear 01:47:03.050 --> 01:47:04.652 align:start line:85% position:45% size:73% all of the incredible stories 01:47:04.652 --> 01:47:08.656 align:start line:85% position:45% size:73% that they are going to tell. 01:47:08.656 --> 01:47:10.791 align:start line:85% position:48% size:48% What a fun morning! 01:47:10.791 --> 01:47:13.127 align:start line:85% position:50% size:56% (Cheers and Applause). 01:47:18.065 --> 01:47:18.932 align:start line:85% position:50% size:70% from everything we've shared 01:47:18.932 --> 01:47:20.968 align:start line:85% position:47% size:63% with you, you can see how 01:47:20.968 --> 01:47:23.103 align:start line:85% position:50% size:70% important these services are 01:47:23.103 --> 01:47:25.072 align:start line:85% position:50% size:75% for us and for all of the ways 01:47:25.072 --> 01:47:27.074 align:start line:85% position:50% size:75% they extend the experiences of 01:47:27.074 --> 01:47:30.744 align:start line:85% position:50% size:70% our customers even further. 01:47:30.744 --> 01:47:33.647 align:start line:85% position:50% size:61% They entertain, inspire, 01:47:33.647 --> 01:47:36.784 align:start line:85% position:50% size:75% inform, and enrich our lives. 01:47:36.784 --> 01:47:40.321 align:start line:85% position:45% size:73% Because at Apple the customer 01:47:40.321 --> 01:47:43.457 align:start line:85% position:50% size:70% is and always will be at the 01:47:43.457 --> 01:47:45.526 align:start line:85% position:50% size:70% center of everything that we 01:47:45.526 --> 01:47:45.826 align:start line:85% position:49% size:8% do. 01:47:45.826 --> 01:47:48.262 align:start line:85% position:48% size:28% (Applause). 01:47:53.667 --> 01:47:56.403 align:start line:85% position:45% size:73% Now, before I close, I'd like 01:47:56.403 --> 01:48:00.607 align:start line:85% position:44% size:78% everyone from Apple that worked 01:48:00.607 --> 01:48:02.242 align:start line:85% position:47% size:58% so hard in making today 01:48:02.242 --> 01:48:03.777 align:start line:85% position:50% size:75% possible to stand up so we can 01:48:03.777 --> 01:48:04.678 align:start line:85% position:50% size:35% recognize you. 01:48:04.678 --> 01:48:08.048 align:start line:85% position:48% size:28% (Applause). 01:48:24.131 --> 01:48:25.966 align:start line:85% position:44% size:78% They've sacrificed a lot to get 01:48:25.966 --> 01:48:29.002 align:start line:85% position:44% size:78% us to this day, and I sincerely 01:48:29.002 --> 01:48:33.507 align:start line:85% position:50% size:70% thank you. It's amazing the 01:48:33.507 --> 01:48:34.808 align:start line:85% position:50% size:75% privilege of a lifetime that I 01:48:34.808 --> 01:48:36.110 align:start line:85% position:50% size:70% have to be able to work with 01:48:36.110 --> 01:48:38.746 align:start line:85% position:45% size:73% all of them. I want to thank 01:48:38.746 --> 01:48:39.947 align:start line:85% position:44% size:78% everyone for coming. I want to 01:48:39.947 --> 01:48:41.448 align:start line:85% position:45% size:73% thank all of the artists that 01:48:41.448 --> 01:48:43.450 align:start line:85% position:50% size:75% came out today and shared time 01:48:43.450 --> 01:48:45.552 align:start line:85% position:44% size:78% with us, and most of all, thank 01:48:45.552 --> 01:48:47.554 align:start line:85% position:47% size:58% you to all of the folks 01:48:47.554 --> 01:48:49.256 align:start line:85% position:44% size:78% watching, our customers. Thank 01:48:49.256 --> 01:48:54.294 align:start line:85% position:50% size:35% you! Bye-bye!