Transcript of Apple's September 2018 Keynote

"Name","Text"
"TIM COOK","Thank you. Thank you. Thank you. Thank you. Good morning! Thank you. Welcome to the Steve Jobs Theater! Wasn't that a fun video? Things certainly do get hectic around here leading up to days like this, but they are also magical days because we goat to share our latest innovations with you. As you know, Apple was founded to make the computer more personal. Of course, first with the Apple II and then with the Mac. Over the years we have taken this mission further than anyone could have imagined. We have created several categories of technology that have had a profound impact on people's lives from the iPod to the iPhone to the iPad, to the Apple Watch and we've completely reinvented the retail experience, making it more personal and engaging. Our stores have become part of the community. They are open, beautiful, and inspiring places to learn and gather, like this gorgeous store, the Apple Piazza that is revitalizing a plaza in the heart of Milan. The stored to thousands of customers who came to experience a weekend full of events and we know it will be popular for years to come. In fact, our Apple Stores are now welcoming over 500 million visitors per year. (Cheers and Applause). We love that so many customers have a chance to experience our products firsthand and get the personal help that they need to get the most out of them. Of course, we aim to put the customer at the center of everything that we do. That's why iOS is not just the world's most advanced mobile Operating System, it's the most personal. We are about to hit a major milestone. We are about to ship our 2 billionth iOS device. (Applause). This is astonishing. IOS has changed the way we live. From the way we learn to the way we work. To how we are entertained, to how we shop, order our food, get our transportation, and stay in touch with one another. And, of course, how we capture the moments of our lives and share them with those we love. It's amazing how our mission started with personalizing technology for the desktop to now seeing the many ways that we have made it more personal in so many aspects of our lives. So it's only fitting that today we are going to tell you about two of our most personal products, the ones that are with you everywhere that you go, and how we are going to take them even further. So let's get started with the Apple Watch. (Cheers and Applause). We are thrilled by how much the Apple Watch has grown in such a short period of time. I mean, to think this category didn't even exist just a few years ago. And now Apple Watch is being embraced by so many people around the world. Apple Watch is not only the number one smartwatch in the world, it's the number one watch, period. (Applause). Apple Watch has redefined what a watch can do for you. It's the integration of break through technology and powerful software and world class services that bring it to life. For millions of people around the world, Apple Watch has become an indispensable part of their daily lives by helping them stay connected to be more active and to live a healthier day. To tell you how we are going to take Apple Watch to the next level, I'd like to invite Jeff up. Jeff. (Applause)."
"JEFF WILLIAMS","Wow, thank you. Thank you. We are humbled and inspired by how Apple Watch has become such an important and even essential part of people's lives, and it's becoming more indispensable in three areas in particular. It keeps you connected to the people and information you care about with phone calls and messages and notifications right on your wrist. And cellular lets you stay connected with just your Apple Watch even if you leave your phone behind. Fitness is at the Core of Apple Watch encouraging you to be more active by closing your rings and tracking your workouts, and now you have built in GPS, it's swim proof, and it automatically detects when you are working out. And health. Health has been at the score of Apple Watch as well. Apple Watch put heart rate monitoring right on the wrist and while you could always check your heart rate, Apple Watch now looks in the background and notifies you if it detects an elevated heart rate. This may seem like a simple change, but we see this in our customer letters. It's a profound change. Apple Watch has become an intelligent guardian for your health. Today in each of these areas staying connected, living an active life and managing your health, we are taking Apple Watch to the next level, and now I'd like to introduce the (Cheers and Applause). Apple Watch Series 4, everything about it has been redesigned and re-engineered. Every detail has been thoughtfully considered and it's just beautiful. It all starts with a stunning new display. We have pushed the screens right to the edges and we have curved the corners to perfectly match the shape of the watch. The screens are significantly larger. In fact, they are over 30% larger. (Applause). Thank you. And we have done this with minimal changes to the case size. Series 4 is thinner, so there is actually less total volume than in Series 3. And to take advantage of the new displays, every part of the UI has been redesigned. You will see more in maps and photo and calendar. And we have created new complications. They look beautiful and they show even more information and detail. We have also designed a brand new watch face with up to eight complications that really brings them to life. And you can customize it with the things you care about. Now, you can add loved ones to your watch face and simply tap to connect with them. Or if you are traveling, you can customize a watch face to track the different time zones or maybe you want to create the ultimate health and fitness watch. We also redesigned the modular face with more detailed and graphical information from apps like Stocks and heart rate and activity, and even apps from our developers, so now you can track the live score of your favorite team with MLB at bat., your boarding information will appear right on the watch face with the Qantas app or you can glance at nutritional intake with the LifeSum app. Next, the Breathe app has been a popular way for people to take a moment to be more mindful, and now the app is available as a watch face, so with a simple raise of the wrist, the watch face will guide you through a deep breath. And there are three beautiful variations to choose from. It's a little hypnotic. It's kind of wonderful. In addition we have created some dynamic new watch faces that uniquely interact with the shape of the display with the fire face, see how the flames subtly illuminate the ticks of the dial. In the new water face, notice how the bubbles splash off the Edges. And the vapor face, looks amazing with the rich, vibrant colors. We think you are going to love everything about the new displays on Series 4. Next let's turn to the Digital Crown. The Digital Crown has been completely re-engineered and it now includes haptic feedback giving you a more responsive and mechanical feel. It's especially great in apps like Podcast and Calendar where you precisely flip through each item. The speaker has also been completely redesigned. It's 50% louder, which is great for phone calls and Walkie-Talkie or Siri requests. Ask Siri something on Series 4 and she comes back with volume. You just won't believe the sound you get out of such a small device. We moved the microphone on Series 4 to the opposite side as far away from the speaker as possible to reduce echo, making phone calls even clearer. And the back of series 4 is absolutely beautiful. It's made entirely of black ceramic and sapphire crystal. It's not only beautiful, it's highly functional. Radio waves can now pass through both the front and the back resulting in improved cellular reception. So this along with a new speaker and microphone makes mae series 4 even better for staying connected. Series 4 is just as impressive on the inside. The brain of Series 4 is our fourth generation silicon package or SiP and we call is S4. It allows us to build in so many capabilities in such a small device. S4 contains a powerful new dual Core 64-bit processor, and a new GPO, both custom designed by our Apple silicon team to deliver up to two times faster performance. On Apple Watch the accelerometer and gyroscope, they power important experiences like all-day activity tracking or even identifying your swim stroke. Well, Series 4 as a Ned generation accelerometer and gyroscope with twice the dynamic range, measuring up to 32 g-forces and can sample motion data eight times faster. You probably have no idea what any of that means, but that's okay, because we do, and it's allowed us to do something new. One of the leading causes of injuries worldwide is falls. So whether you slip off a stepladder or you trip on a curb, I hard fall can be serious and it can be difficult to get immediate help. Well, now Apple Watch Series 4 can detect a fall. It's interesting, identifying a fall may sound like a straight forward problem, but it requires a tremendous amount of data and analysis. We conducted studies with thousands of people over a long period of time and we captured data on real world falls and we learned something. We learned that with falls, there is this repeatable motion pattern that happens. For example, when you trip, your body will naturally pitch forward and your arms will go out involuntarily to brace yourself, however, if you slip, there is a natural upward motion of the arms. Well, these are motions Series 4 is ideally suited to recognize. With a new accelerometer and gyroscope, the watch analyzes wrist trajectory and impact acceleration to determine when a fall occurs. And after detecting a fall, Series 4 delivers an alert, and from that alert, you can initiate an emergency call. However, if the watch senses you are immobile for one minute, it will start the call automatically. And it also sends a message with your locations to your emergency contacts using the SOS feature that is already built into Apple Watch. Fall detection is a feature we hope you never need, but it's really nice to know it's there. The optical heart sensor has been essential to Apple Watch from the beginning, and it allows us to calculate the calorie burn during your workouts, it allows us to determine your resting heart rate, and it also powers the high heart rate notification that has helped Apple Watch become an intelligent guardian for your health. We wanted to do more in some space so we are announcing three new heart features. First, a notification if your heart rate appears to be too low. Now, generally a low heart rate is thought to be a good thing, but if it's too low, it might mean that your heart is not pumping enough blood to the body. That could be a sign of something serious and now Apple Watch can detect it. The second feature is related to heart rhythm, and this is a big deal. Apple Watch can now screen your heart rhythm in the background and it sends you a notification if it detects an irregular rhythm that appears to be atrial fibrillation. Now, it woanl catch every instance of afib, but we believe this is going to help a lot of people who didn't otherwise know they had an issue. The first two features, they are powered by the optical sensor. The third feature is made possible by a new electrical heart sensor on Series 4. We have added electrodes into the back sapphire crystal and the Digital Crown allowing you to take an electrocardiogram. it's otherwise known as an ECG, and this is the first ECG product offered over-the-counter directly to consumers. (Applause). An ECG measures the electrical activity of the heartbeat and it's used by physicians to help diagnose certain heart diseases and other conditions and so now you can take an ECG any time, anywhere right from your wrist. You just open the app and you put your finger on the Digital Crown. To show you how this works, let's take a closer look. The built in electrodes in the back crystal and the Digital Crown, they detect electrical impulses from the heartbeat, they route them to the S4 chip which converts them to signal for our algorithms. The entire process takes just 30 seconds, and at the completion of the ECG recording, you will receive a heart rhythm classification. If your heart is beating in a normal rhythm, the app will classify the measurement as classify the measurement as sign usinus rhythm and the app l cls classify atrial fibrillation. All ECG recordings, the classifications, the noted symptoms, they are all stored in health app in a PDF you can pair with your doctor. So your doctor has a detailed picture of your heart rhythm similar to a lead one ECG that is usually only obtained in the clinic. And to give you his thoughts on this, I'd like to invite to the stage the president of the American Heart Association, and also a practicing cardiologist, Dr. Ivor Benjamin."
"IVOR BENJAMIN","Thank you, Jeff. I'm inspired by the life saving potential of technology and applaud Apple's innovation and commitment to health. Capturing meaningful data about a person's heart in real time is changing the way we practice medicine. In my experience, people often report symptoms that are absent during their medical visits. That is why information is vital. Information about a person's daily life-style choices, and their specific health data. The ability to access health data on on-demand electrocardiogram or ECG is game changing, especially when evaluating atrial fibrillation, an irregular and often rapid heart rate that can increase a person's risk of stroke, heart failure, and other health-related complications. At the American Heart Association, we are committed to educate and empower people to be Proactive in all areas of their health and general well being. The American Heart Association is a relentless force for a world of longer, healthier lives. Products that seek to provide deeper health insights like the Apple Watch Series 4 offer great potential in getting us there. Thank you. (Applause)."
"JEFF WILLIAMS","Thanks, doctor, it's great to have the support of the American Heart Association, and I'm also pleased to say we have received clearance from the FDA. and this is a deNovo clearance which means it's the first of its kind. Also the irregular heart rhythm alert has also received FDA clearance, both of these features will be available to U.S. customers later this year and we are working hard to bring them to customers around the world. I just have to show you when you open the app, this is what you see on the watch face. It's really, really beautiful. People in general don't like things that are medical, this kind of makes you want to take an ECG. It's amazing to think that the same watch you wear every day to make phone calls and respond to messages, track your activity, even run a marathon can now take an ECG. Apple Watch series 4 is the ultimate guardian for your health, the best fitness companion, and the most convenient way to stay connected, and with all of these amazing features, of course, your data is still protected. At Apple we believe your personal information belongs to you, you should decide who you share it with and who gets to see it, period. All of your health and fitness data, it's encrypted on device and in the Cloud. So Apple Watch Series 4, larger display, brand new UI, Digital Crown with haptics, up to two times faster performance, louder speaker, fall detection, and an industry-first built in electrical heart sensor capable of taking an ECG, and, of course, cellular, GPS, altimeter, swim proof, and I have probably missed some things. We also have the most advanced wearable Operating System watchOS 5. So with all of these features and a slimmer design, you are probably wonderiwondering about battery Series 4 has the same 18-hour battery life that our customers enjoy on Apple Watch. (Applause). And we've increased the outdoor workout time to six hours so you can have full GPS tracking which is perfect for those Mara marathons or long bike rides. Apple Watch has been designed and manufactured in an environmentally friendly way. We have created a video about Series 4 and I would like to Apple Watch Series 4 is more than an evolution. It represents a fundamental redesign and reEngineering of While retaining the original iconic design, we have developed and refined the form also managing to make it thinner. The new display is now over 30% larger and is seamlessly integrated into the product. The interface has been redesigned for a new display providing more information with richer detail. The hardware and the software combine to define a very new and truly integrated singular design. Navigating with the Digital Crown already one of the most intricate mechanisms we have ever created has been entirely re-engineered with haptic feedback delivering a precise mechanical feel as you scroll. In addition to an optical heart sensor, there is a new Apple designed electrical heart sensor that allows you to take an electrocardiogram or ECG to share with your doctor, a momentous achievement for a wearable device. Placing a finger on the Digital Crown creates a closed circuit with electrodes on the back providing data the ECG app uses to analyze your heart rhythm. While understanding heart health is essential to our well being, additional features and enhancements encourage us to live an overall healthier, more active life. The accelerometer, gyroscope and altimeter allow you to record new types of workouts, measure runs with increased precision, and track your all-day activity with great accuracy. Enharnsed cellular -- enhanced cellular connectivity enables something truly liberating, the ability to stay connected with just your watch. Phone calls, music streaming and even emergency assistance are all immediately available from your wrist. Apple Watch Series 4 is a device so powerful, so personal, so liberating, it can change the way you live each day. Series 4 will be available in three aluminum finishes, silver, gold and Space Gray, and the stainless collection is absolutely beautiful with polished in space black. We have shipped stainless before, but there is something about Series 4 that is even more gorgeous. And there is a brand new finish, gold stainless, which is, it is wonderful paired with this Milanese Loop. (Applause). All band colors and band styles fit any generation of Apple Watch so all of those Series 4 customers, all of the bands that you already own will work just fine on the Series 4. (Applause). For customers who love Nike+, especially runners, it's been optimized for Series 4 with full screen watch faces that look great, and they have done something really cool with the Nike Sport Loop. They have added reflective yarn for nighttime visibility. Apple Watch Hermes continues this fall with some bold new looks. There is these gorgeous color blocks on the watch face, and they change with the passage of time, and they look really wonderful paired with the new bands. (Applause). Series 4 with GPS starts at $399, Series 4 with cellular started at $499 and we are keeping Series 3 in line at more affordable prices starting at $279. Series 4GPS will be available in 26 markets at launch. Series 4 with cellular will start in 16 markets with 34 carriers, that's more than twice the number of carriers we had last year. You can order Series 4 starting Friday. And it will be available the following Friday, September 21st. Series 3 at the new price is available right after the show. And watchOS 5, the most advanced wearable Operating System, will be available on September 17th. That's Apple Watch, and now back to Tim. (Cheers and Applause)."
"TIM COOK","Thank you. I could not be more excited about the Apple Watch Series 4. Apple Watch is really redefining what a watch can do for you. Now, we made a video about how the Apple Watch is inspiring people all around the world to be more active, and I'd love to run it for you now. I think you are going to get a ♪ You put your right arm in, you put your right arm out, you put your right arm in and you shake it all about. You do the Hokeypokey and you turn yourself around, that's what it's all about. You put your left foot in, you put your left foot out, you put your left foot in and you shake it all about. (Applause). We really love what the Apple Watch is doing to get the world moving. So that is Apple Watch. Now, let's talk about iPhone. (Cheers and Applause). IPhone X defined the future of the Smartphone, it introduced new technologies that is at the cutting edge of what's possible. With a stunning all screen design and intoo tich gestures -- intuitive gestures, with technology like the TrueDepth Camera System and Face ID where your face becomes your password. IPhone X has an incredible camera system that uses intelligent software to make the most stunning portraits. This was only previously possible with pro level equipment. And there is so many other innovative technologies that are built right in. Of course, all of them are powered by the world's most advanced mobile Operating System, iOS. IPhone X has changed the industry. And along the way, it became the number one SmartPhone in the world! But what's most important to us is that it's the most loved SmartPhone with an amazing 98% customer satisfaction. (Applause). Now, today we are going to take iPhone X to the next level. I'm excited to show you what is by far the most advanced iPhone ♪ This is iPhone Xs. It is the most advanced iPhone we have ever created and I'd like to invite Phil up to tell you all about it. Phil."
"PHIL SCHILLER","Thank you, Tim. Good morning, everyone! I am so excited to tell you all about iPhone Xs. It is made of a surgical grade stainless steel, it has a gorgeous new gold finish on the front and on the glass. It is the most beautiful iPhone we have ever made. (Applause). The screen goes top to bottom, edge to edge rounded into the corners and it's covered on the front and the back with a new formulation of glass that is the most durable glass ever in a SmartPhone. IPhone Xs comes in three finishes, gold, silver and Space Gray. They are beautiful. And they are protected from dust and liquids to an even higher level, IP68 that means it's protected up to two meters for 30 minutes. If two meters for 30 minutes. If you ha happen to be hanging on e pool and you drop it in the water, don't worry. Grab it, rinse it, let it dry. It will be fine. The team tested in many different liquids chlorinated water, orange juice, tea, wine, even beer. This is some of the most fun intense testing we get to do at Apple. The screen on iPhone Xs is a Super Retina Display, the best we have made yet. It's an OLED display, 5.8 inches on the diagonal. It's 2.7 million pixels. The highest quality display on an iOS device. Let's put it side by side with our plus size phone and IPhone 8 Plus. As you can see it's a big a display as the plus size phone, but in a smaller design, and so many customers love that, big display, easy, comfortable to hold in your hand, and it looks incredible. Watching movies on it, the latest HDR movies like LEGO Batman, using the latest formats. Your photos look stunning on iPhone Xs. You shoot them with beautiful wide color and they display better than ever on the new Super Retina Display because it has a 60% greater dynamic range for colors in your photos than the iPhone X's display. It is gorgeous. The iPhone Xs is not just one, but two sizes of display. The 5.8 inch and a new 6.5 inch Super Retina Display. (Applause). This is the biggest display ever on an iPhone. It is an OLED display as well. 3.3 million pixels, 458 pixels per inch. Now, a lot of customers have loved the plus size iPhone so let's put that side by side. You can see it's about the same size phone with a much larger display. We think there are a lot of customers who are going to love this larger display. Now, the 5.8 inch was as big as a plus sized display so what do you call a phone that is bigger than plus size? We call it the IPhone Xs Max. (Applause). And the Max is an incredible experience, watching videos on it is cinematic. Looking at your photos bigger than ever is incredible, surfing the Web, looking at Flyovers in map, even when you are using some of the built-in apps, the team has taken advantage of the wider display when in horizontal mode like a Split View in contacts. It's awesome for editing videos, for creating songs with GarageBand, even playing immersive killer games so much fun on the IPhone Xs Max. There are two Super Retina Displays, both OLED displays both a million to one contrast ratio. They are HDR displays. They are fast, 120 hertz touch sensitive layer, that's how it gets smooth scrolling, really fast typing and gaming response. They both have 3D Touch for pressure sensitivity. They have tap to wake. They have incredible color management. They are True Tone display to the paper white looks just right, and they have wide color. These are amazing displays. We have watched them to incredible sound systems as well, stereo sound, better than in any iPhone to date. Now, with the 10S, you get a wider stereo field. The team has matched powerful speakers to deliver an even richer sound experience so watching movies sounds incredible. So playing games which previously you put on headphones, now you want to listen through the speakers because of the wide stereo sound. Of course, listening to music videos sounds better than ever. Let's talk about Face ID. Face ID is a huge step forward in biometric protection for all of our personal data on our devices and customers love it. It is powered by our TrueDepth Camera system, and there is so much technology in that space right there, an infa retd camera, Flood Illuminator, dot projector, Front Camera, speaker, microphone, all working together on our devices and they are designed with multiple neural networks so it's secure and seamless in the iPhone experience, with iPhone Xs you pick up your iPhone, look at it, it recognizes your face and unlocks your notifications and information. And it does it faster than ever before because the 10S has faster algorithms and runs on a faster version of the Secure Enclave so it's gotten even better. Face ID works remarkably well, in fact, we are proud to say it is the most secure facial authentication ever in a SmartPhone. (Applause). Powering Face ID in everything we do on the iPhone is the A series chip. The team has worked hard to make every generation of the A series chip better than ever in the SmartPhone and this year is no exception. What the team has done is truly, truly break through. It's called the 512 bionic. (Applause). A12 Bionic is the industry's first 7 nanometer chip. That's a huge break through. (Applause). Now, the A12 Bionic is packed with 6.9 billion transistors, what the team has done with all of that is remarkable. So let's go through some of the things in this chip. We are going to talk about the CPU, the GPU and the Neural Engine. Let's start with the CPU, Apple designed six Core CPU, a fusion system, it has two high performance Cores, four high efficiency Cores. The two high performance Cores run faster while also being 40% more energy efficient and the high efficiency Cores are up to 50% more energy efficient and all six Cores can run at once. The GP you, this is an Apple defined GPU. The A11 was ahead of everything else in the industry. The A12GPU is up to 50% faster than the A11. A huge jump in graphics performance, but the real advancement is this Neural Engine. We introduced the first Neural Engine last year. The A12 Bionic we take it much fernlger. The 1 -- further. The 11 was a two Core design. And it has a smart commute system, what that means, it's able to analyze neural network data and figure out on the fly whether to run it on the CPU, the GPU or the Neural Engine. The performance is unmatched. We told you last year the A11 Bionic could process 600 billion operations per second. Well, the A12 Bionic is able to process 5 trillion operations per second. (Cheers and Applause). Unbelievable! Now, the A12 by ontic is a complete system on a chip so there is so much more. The team works hard to be just as innovative at every one of these things in the A12 Bionic, as the next generation single processor, incredible video coders and decoders. There is our display engine, our audio system, of course, it's a Secure Enclave. There is memory controllers, storage controller. The Apple designed storage controller is now address twice as much internal storage previously. That's a half a terabyte on your iPhone in your pocket. That's enough for over 200,000 photos stored on your iPhone. Its incredible! (Applause). This A12 Bionic is without question the smartest and most powerful chip ever in a SmartPhone. So much of the experience we have with iPhone is driven by this chip and it's going to enable us to have so many great new experiences not possible before. So I'm very excited to bring out Kaiann to show you what we can do with iPhone and Kaiann is our senior director of iPhone product marketing."
"KAIANN DRANCE","Thank you. A12 Bionic was designed for iPhone, not any other SmartPhone. This is one of the reasons why our team can deliver a chip design for incredible performance, great battery life for everything iPhone needs from our everyday tasks to our most advanced technologies, such as every time you look at your phone and unlock it with Face ID. Or play an immersive game on our edge to edge Super Retina Display. And each time you take a remarkable photo. Every single thing you do touches the chip. The CPU, the GPU, or any other powerful component all throughout, best in class and designed for iPhone for the best performance. So next time you unlock your phone, perhaps launch Photos searching through the thousands of photos you have to find just the one you are looking for, deciding how to share it amongst different apps such as messages and then moving onto the next thing with Multitasking perhaps landing in Maps to find direction. A12 Bionic makes the everyday tasks feel fast and effortless, and A12 Bionic with the performance updates in iOS 12 helps apps launch up to 30% faster. So we are focused on thighs everyday experiences but beyond that such as those that make use of Machine Learning. We have used Machine Learning for a number of years now to make our features even better, such as quick type suggestions in Messages, in Memories, how we curate photos and videos, getting real time suggestions in Maps when you need them, our True Tone adaptive display, and, of course, finding the very best photo of your cat or other pet. But what's really remarkable this year is that our next generation Neural Engine unlocks the power of real time Machine Learning. This is incredibly important for apps like camera, and we use that depth information for Portrait mode and Portrait Lighting, in Animoji, mapping the 50 different facial muscles over your face in a live FaceTime call. That is computation alley intense, and and our immersive AR experiences or fun new me moajgy will for even getter selfie scenes like the one you see here in incredibles 2. Of in iOS 12 we are also Of in iOS 12 we are also announcing and laun launching Si shortcuts so you can get done by asking Siri to help. You can create a shortcut with multiple steps like the one I used this morning. Let's take a look. I asked Siri to run my Keynote day shortcut. It will Keynote day shortcut. It will kick off my h HomeKit enabled accessories and order my coffee. It will tell me how long it takes to pick it up. It will kick off the reminder I said to not forget my badge, get driving directions and start my music play list. Here we go. This is one of many things you can do with Siri shortcuts. (Applause). We are really excited this year to be opening up our Neural Engine to Core ML, and Core ML is going to get a lot faster. It's going to get up to nine times faster. But it's going to run with as little as one-tenth the energy. This is tremendous, it means developers can run the most complex, most advanced neural networks in their apps and do so more often then freeing up the power of the GPU for more immersive graphics like never before which by the way is really useful for Augmented Reality. This is another area we are focused on. That camera view finder has turned into a wonderful window to these new AR experiences, such as this app called FishingGo that lets you turn your surroundings into you turn your surroundings into this immersive March rather Marm where you can discover 200 species of sea life. We custom calibrate our cameras and sensors for the best AR experience and A12 Bionic, the GPU helps us render realistic graphics, the ISP for real world lighting and the Neural Engine for object reflections and more, and it joins the best AR software with ARKit 2. Persistent experiences, multiple users, and we have even included a new Measure app built in. And with AR Quick Look, you can look at a 3D object like this one in Safari and with just a tap bring it out into the real world. Isn't that amazing! So you have heard some examples today of how 512 bionic is accelerating real world accelerating real world scenarios but also e enabling nw experiences. It extends out to our talented pool of developers in that wonderful ecosystem where they have access to the best software with iOS 12 and the A12 Bionic. This takes us to the next generation of apps and we are thrilled to have three developers here today to show you what's possible in just a short amount of time. Now, our first developer is making use of the CPU and GPU to take their game to the next level of impact. Please welcome Todd Howard game director of Bethesda Game Studios. (Applause)."
"TODD HOWARD","Thanks, thank you. I wrote my first game when I was 12 on an Apple 2, and I got to tell you, I took full advantage of every single one of those low Res40 by 40 pixels. It's amazing how far we have come with the technology that is packed into our phones, we can now start reaching for games that are more than simple diversions, but experiences that can truly transport you. And in the new iPhone, we have been able to do just that. Let's take a look at our new elder scrolls game Blades. Like the series is known for it is a massive first person role playing game full the stories, requests, and an incredible world to explore. You play one of the Blades, the empire's elite warriors and you will define your own character and how you want to engage in combat. You can use defense, mmelee or magic. And on the iPhone's OLED screen, we can pull out all of the detail that you would usually miss in the bright and the dark areas. You can see the lighting from these crystals bloom, reflect off of the water, we can have that lighting bounce off of the walls. And we can even have it reflect Additionally, we can use the new stereo widening on the iPhone so you can hear the forest around you, all without headphones. ♪ and scenes like this used to only be possible in your living room on a high end gaming console. We can do them now on your phone while doing full screen post processing all while rendering 40% faster than before. You will see the sword follows specific moving and timing. It feels incredible. And the depth of field ramra effect let's you focus your actions during combat. And spiders are just terrifying! We have been able to pull off some incredible environments that just weren't possible before. 12-year-old me would not be able to comprehend all of these pixels, all As we kill this Litch, we can use the power of the phone to bring it all together, the visuals, the sound and haptic feedback on your attacks. It's not just immersive, it transports you. You may have fought dragons, but you have never experienced the elder scrolls like this own your phone. Blades is coming to iOS this fall, it's available for preorder now. We will see you out there. (Applause)."
"KAIANN DRANCE","Thank you, Todd. Now, our next developer is going to enable an entirely new use case for the camera using Core ML. Here is David Lee, CEO of next team, and Steve Steve Nash and a new member of the Basketball Hall of Fame. (Cheers and Applause)."
"DAVID LEE","Thanks."
"STEVE NASH","When I was young and learning the game, I never really knew if I was doing the right thing to improve my game. I would spend hours and hours shooting by myself, just hoping I was refining the technique that's would take me to the next level. I have been working closely with the HomeCourt team on a tool that will revolutionize basketball training and I can't wait to show you what we can do with the new iPhone."
"DAVID LEE","We couldn't bring the basketball court here so we won't out last week and saw training. We have a recording of the app running on the iPhone let's take a look. The app recognizes the hoop and the court automatically. Touch start and it starts tracking basketball attempts, and misses by the red Xs drawn as an overlay right on the court. With the new iPhone and Core ML two we see a massive performance gain that allows us to do more. The powderful bionic run up to nine times faster and that unlocks new features that were not possible before. Let's take a look at what's going on under the hood. Only on a new iPhone we can run real time player tracking. Real time post estimation, real time body detection. We call this real time shot science that tracks six metrics for every single shot the player takes. These insights are not visible to the naked eye."
"STEVE NASH","To become a great shooter, you need to practice every day, you need to shoot at game speed and with the right posture. I focus my students on staying low and stable when they shoot. HomeCourt is giving players immediate feedback to help them understand if they are practicing with the right form. Release time is also a great indicator of whether the player is shooting at game speed while staying low. These meaningful insights and feedback just weren't possible before."
"DAVID LEE","You see the release time from the set, it will be displayed on screen and the app can give audio feedback in the stereo speaker or your Air Pods."
"STEVE NASH","As players train with real time feedback they build muscle memory. I really wish when I was younger we had these tools. HomeCourt is great for every basketball player that wants to get better, whether a beginner or a pro."
"DAVID LEE","The most amazing part is this is all done with just the iPhone. There are no sensors on the player, no sensors on the ball and no sensors on the court. And that's HomeCourt real time shot science. Thank you. (Cheers and Applause)."
"KAIANN DRANCE","You would,"
"KAIANN DRANCE","You would, thathat was something! Here is Atli Mar, CEO of Directive Games."
"ATLI MAR","Thanks Kaiann. Playing request friends at the arcades has always been a lot of fun. Generations of gamers have enjoyed countless hours playing some of the world's best titles. And now in AR, we are able to have our own arcade cabinet wherever and whenever we want. And with ARKit 2, multiple players are able to share the same AR experience. Joining me here are my friends and they are eager to climb the leader boards. Are you guys ready? >> We are ready to battle."
"ATLI MAR","This is Galaq ta AR. You avoid being attacked With the additional GPU Core, we are able to render scenes like the stun effect. This is something we couldn't do And the new iPhone stereo widening makes things sound really immersive, just listen (Cheers and Applause). Last year we shipped our first AR game, and now with new features of ARKit 2 and the power of the iPhone we are able to craft experiences at a much higher fidelity as well as connect players both digitally and in the physical world. Look for the first game in our AR series on the App Store later this year. Thank you."
"KAIANN DRANCE","Wow! We can't wait for you guys to experience those apps and games. This is really just the beginning. We are scratching the surface of what's going to be possible on the iPhone Xs and the A12 Bionic. No other chip in the world would allow us to do this. Thank you, and now back to Phil. (Cheers and Applause)."
"PHIL SCHILLER","Thank you Kaiann. The A12 Bionic just empowers so many incredible experiences and that includes the camera. We all love the cameras in our iPhone. No doubt you all know it is the world's most popular camera and for great reason. Over ten years customers have been taking incredible photographs with their iPhone cameras like this and sharing them with us around the world and telling us stories with them, and we are so proud of all of the people who use the iPhone camera from consumers to even increasingly professionals are using them for photos like this, this is a beautiful portrait photo, but what makes us so proud of it is that it appeared on the cover This was their issue for women who are changing the world and we couldn't be prouder to be part of that story. Well, you part of that story. Well, you are going to be blown w away wih the pictures you can take with the iPhone Xs camera. It is a remarkable new dual camera system, a 12 megapixel wide camera, and an even more improved True Tone flash. The 12 megapixel wide camera has a larger sensor with bigger, deeper pixels. It has optical image stabilization and our fast 1.8 Aperture lens, Apple's 6 element lens. The telephoto camera is also optical image stabilization, F2.4, Apple design lens. On the front side, you have the TrueDepth Camera System. That's a new sensor as well, a 7 megapixel sensor that is twice as fast. It works together with the IR camera so it can create depth in portrait mode photos. Everyone talks about the sensor and the lens and rightly so they are an important part of the camera system, but increasingly what makes incredible photos possible are just the sensor in t lens but it's the chip and software that runs on it. This is so true with iPhone photography. So, for example, in the A12 Bionic is the image Signal Processor is the image Signal Processor working together with the CPU. It does so many things. It automatically sets exposure, white balance, sets the focus, does Noise Reduction on low light photography. It brings out highlights and details and it can fuse multiple images together like when you done an HDR photo or create a panorama. It does all of this better than ever before, but what it does that is entirely new is connect together the ISP with that Neural Engine to use them together to make our photos incredible. So, for example, the CPU and the Neural Engine can work together to do detection of people's faces and bodies, to understand the scene that you are shooting, and it can do facial landmarking so it recognizes exactly where the eyes are and does instant red eye reduction that looks perfect. It creates better segmentation masks so when you are doing portrait mode the hair and glasses are better than ever before. This is an amazing amount of power for our camera team. When you take a photo, it's capable of doing a trillion operations on every photo you take. And what the team is doing with that power is truly remarkable. We have a brand new feature we call smart HDR. And we all know what HDR is, right, you can take a couple of photos, merge them together to bring out highlights and shadows. Smart HDR takes the idea further. Let's sake you are taking a picture and the subject is moving. You go to press on the shutter and you get a picture instantly, zero shutter lag. What the A12 Bionic is doing is shooting a four-frame buffer so it can capture the critical moment. But the 512 bionic is doing more, it's capturing secondary interframes at the same time and those are shot at different exposure level to bring out highlight details. It's doing more than that, it's shooting a long exposure so it can get better shadow detail as well. When you are taking that picture, it's analyzing all of those, finding out how to match up the best parts of each and merge them into one perfect photo. That's smart HDR. It is a break through, and it makes taking photos easier than ever and to get beautiful results. So let me show you a few photos shot with iPhone Xs, not reDutched in any way, no exterior lighting used anything else, just straight from the camera. Here is one. This is stunning, your subject beautifully lit with natural light, beautiful skin tones, great detail and I nice beautiful soft background, but beautiful soft background, but what's har hark remarkable is is a windy day by the Walter, and the hair was blowing but you get the incredible detail. Here is another example. As you can see, this is what you are not supposed to do, right, shooting a photo into the sun because that will blow out the exposure, but we got a great sky, detail on the shadows of the water, but most of all, look at the water drops coming off of his hair and how crisp and detailed they are. That's incredible. All of your photos come out so much better now with iPhone Xs so matter what the subject matter, people, pets, look at the skin detail and the hair and the beautiful sky. It shoots wide color photos as well, look at the color range of the photo shot state off iPhone Xs. It looks better with the higher dynamic range display on the iPhone Xs when you look the it there. Here is an example. It's incredible the level of detail. This is the Stage Light feature and the pour straight lighting. It looks -- Portrait Lighting it looks so beautiful. Here is another portrait mode photo, beautiful, soft background. These are better than ever before, and there is a huge advancement here. Remember the area on the background on the photo, the quality of that blur is what the industry calls Bokeh. And the team wanted to make a big advancement in what could be done with Bokeh and they have done amazing work. They studied some of the highest full frame cameras and expensive fast lenses to characterize the quality of professional Bokeh and bring the capability to more and more of us through the portrait mode photos we take with iPhone, and what they have achieved is really break through. I will show you a photo now, this was not shot with a high end expensive camera. This is shot with iPhone Xs and it is break through. It is absolutely beautiful. The detail on the face, the great skin tones obviously reflecting from the surface of the car to light it up, but the background and the quality of that Bokeh is remarkable. This is a break through in photography for a Smartphone, but further than that, the team discovered something remarkable. This is so, so exciting. If you can tell, I'm excited about this, but so when you take the picture with Portrait mode and then you go into the Photos app and you tap edit you will see a slider on the bottom that says depth. Someone said no. Get ready for this. And let me blow it up. You will have to watch two things at once, the depth and the background. You can, after taking a picture, adjust the depth of field. From F4.4 to F16, and the background is changing with it. Let's do that again. We are going to slide the depth of field and watch the background as it changes the depth of field of the photo. This is done after you have taken it. That has not been possible in photography with any kind of camera. This is something that iPhone can now do with the power of the A12 by ontic chip. Let me show you one more example. There is another photo shot on iPhone Xs and you see the beautiful background, the incredible higher quality Bokeh, and we selected F2.0 because it had the right depth of field. This is a new era photography. Some people call it computational photography, the power of not only the sensor and the lens but the 512 bionic, and the care the camera has put into creating high quality photography is making images possible now that weren't before. And the benefits of this are not foanl y for photography as well, but it's a gnaw era of videography as well. And it can do many things. It has a twice as fast sensor, it can take advantage of a lot of technology to give better image quality in the videos. Taking advantage of the four microphones we can record stereo sound with videos as well, and it replays back with the beautiful wide stereo feel and it sounds amazing. Let me show you a quick video we shot with iPhone Xs, nothing done to it other than we edited for length and it's shot in low light and creates images that weren't possible before, here >> What's up? (Applause). That's a beautiful video, you just shoot it, 4K, but there is a lot going on that the system is doing for us, Autofocus, Autoexposure, bringing out the highlight details, shadow details with wider dynamic range. Amazing color rendering and tone mapping, and stereo sound being recorded automatically. So that's photography. That's video. That's our camera. Now, let's talk about battery life. Increasingly all SmartPhone users want more performance, bigger screens but longer battery life too. The team has worked hard on this. IPhone Xs is able to, compared to iPhone X get you up to 30 minutes longer in your day than iPhone X did, and that's great. IPhone X S max has the biggest battery that can get you up to an hour and a half longer in your day. (Applause). And there is a lot more new with iPhone X and IPhone Xs Max, faster network, gigabit class LTE. They have more bands than any other SmartPhone bands than any other SmartPhone so the best worldwide ro roamin One thing we have had request for is Dual SIM capability. Some of you know what this is for, for the rest, here are reasons people want Dual SIM. Some people want two phone numbers on their phone, maybe a home number and work number. Some want two different plans depending on the region of the world they are in and what they need. Many of us like to travel and we want to keep our local phone number. To do this into iPhone X and IPhone Xs Max we created DSDS. You have both phone numbers there in your phone waiting to get the call whichever one gets it becomes the active line. And to enable that, we have added our eSIM technology. eSIM is a standard we have been working with carriers to promote around the world. We have been shipping it in cellular iPads in cellular watches and now we are bringing it to iPhone. So with eSIM, it's built in, easy to set up a second line, you can point your camera at a QR code from a carrier and set it up. The team has worked to make sure in the software that the fact that you have two phone numbers is understood and you can name them home and work, primary, secondary, whatever, and throughout the user experience you will see that a phone call is coming in on a certain line, you know how to deal with that. Now, support for eSIM requires support from carriers and we have been working with many great carrier partners and they will be rolling out eSIM support throughout the fall and many more into next year. We are happy to be working with them on this. Those how we will provide Dual SIM support around the world. We will have a single physical SIM and an eSIM in XS and XS max. In China, we are making a special model of the IPhone Xs Max that has two physical Sims one on each side of the SIM tray, a smart implementation, and we think they are going to love that. So this is is iPhone Xs and IPhone Xs Max. Better super reatna displays, the new 6.5 inch OLED displays, our next generation nanometer, A12 Bionic chip, faster CPU, GPU, Neural Engine and helping us to deliver even longer battery life, a new generation dual camera system, the bigger sensor, smart HDR, portrait mode with more beautiful Bokeh. Dynamic depth of field higher quality videos with HD and 4K. TrueDepth Camera System that's faster for face IB. Beautiful new gold finish, protection to IP68 and so much more. These are incredible new iPhones. And the team works really hard to make these iPhones the most environmentally friendly manner possible. To tell you more about that I'm excited to bring out Lisa."
"LISA JACKSON","Thanks, Phil. You know, we never stop thinking about what's best for the planet. This starts with our products, but it extends to everything we do at Apple. So, for instance, earlier this year, we announced something pretty amazing. You may have heard about it already, but we can't help repeating ourselves, because we now run Apple on 100% renewable energy. All of our facilities worldwide. (Applause). Now, of course, that includes the gorgeous campus that we are on right now, it's powered by our own solar panels and directed bio gas fuel cells but it's also about the facilities that you don't often see, like our data centers which use lots of clean energy to support services like iMessage. And that means every time you send an iMessage or make a FaceTime video call we are using lots of clean energy to make that happen. Now, when we set out to do this, people said it couldn't be done and if you know Apple, those are exactly the kinds of challenges that we love. So we have done it and we are really, really proud of it. Now, we are onto the next challenge. We hope to one day eliminate our need to mine new materials from the earth. Now, as you can imagine, this is a massive effort. So to reach that goal, we have to do three things. First, we will have to find new ways to make our products with recycled or renewable materials that are sourced responsibly. Then we will have to ensure that our products last as long as possible. And then finally, after a long life of use, we have to ensure that they are recycled properly. So let's take a look at some of the material innovations within the new iPhones that we have just announced. We have transitioned to using recycled tin in the make logic board of iPhone, including the new iPhone Xs, and, of course, this is with no reduction in quality or performance. This one change will prevent the mining of over 10,000 tons of tin ore in a single year. (Applause). And we are doing this with other materials as well. We have a Better Plastics program, and through that we are reducing our use of traditional plastics and transitioning to recycled and bio-based materials. For example, the speaker enclosure for iPhone Xs is now made with 35% post consumer recycled plastics. And the cover -- yes, it's good. And the cover glass frame is made with 32% bio-based plastic. It's better for the planet, but it's also tougher and performs better. (Applause). Second, we also make sure to design and build durable products that last as long as possible. That means long lasting hardware coupled with our amazing software. All of these devices including the iPhone 5S run iOS 12 and iOS 12 is designed to make your iPhone and iPad experience even better, even more responsive, faster, just better! And because they last longer, you can keep using them, and keeping using them is the best thing for the planet. (Applause). And finally, when it comes to time to reuse and recycle, we have Apple Giveback. This is something I'm really proud of. With Apple Giveback it doesn't matter what device you have or what condition it's in, bring it in or mail it into us. We will assess it and if it can be used by someone else, we will give you the value. If not, we will recycle it properly for free. We will even use a robot, who remembers Liam, well, meet his sister, Daisy who can disassemble nine different models of iPhone. Using Daisy we can use recycled materials in future products and the more we do this, the let we will have to mine from the earth. So that iPhone 5S with Apple Giveback it can go onto another user when you are ready to switch to a new iPhone. And when it comes to the new iPhone Xs, you can feel confident that it too was designed for another long life of use. Either way, it's good for you, but it is a huge win for the planet. Thank you. (Applause)."
"PHIL SCHILLER","Thank you, Lisa. This work is really important to all of the teams at Apple, and it's a great example of the collaboration between all of the teams to do everything from reducing the amount of tin in products to the giveback program, just great work and we are really proud of everything they do. So iPhone Xs, IPhone Xs Max, they are stunning. The best iPhones we have ever made by a long shot. We are so excited about the technologies in here, the experiences they are going to bring to people, and we hope customers love them just as much as we do. We want to reach as many customers as we can with this incredible technology. So that's why we are very excited to show you (Cheers and Applause). it is incredible. We are so excited to introduce you to the iPhone Xr. And we hope it reaches even more customers with this amazing incredible technology. It's made from 7,000 series aerospace grade aluminum and has more durable glass. It is stunning. It comes in incredible new finishes, white, black, blue, Coral, yellow, each beautifully designed with aluminum finish, the glass in the back. The screen goes edge to edge and top to bottom. There is even an incredible product red one as well, and it is beautiful. All of these are protected from dust and liquids to IP67, they are designed end to end with the most incredible technology. This display is really what strikes you though. It's an LCD display that for the first time goes edge to edge. It took advanced must Engineering and technology to do pixel masking and to have LEDs that fit in a smaller space an ever before. This is most advanced LCD ever in a SmartPhone. And it's so cool, we had to give it its own cool new name, it's called the Liquid Retina Display. (Applause). The Liquid Retina Display is 6.1 inches on the diagonal. Well, it's 1.4 million mix els so true Retina image quality. Let's bring the IPhone 8 Plus next to it because it's interesting. It is an bigger display in a smaller design. The design fits between the size of an 8 and 8 Plus, so we think it willing make a lot of customers really happy. (Applause). So 6.1 inch Liquid Retina Display. 1.4 million pixels, tap to wake, 120 hertz touch sensitive, color management, color accuracy, wide color display, and it has True Tone support so the whites, the paper white in all of the lights. And it is an iPhone X sphexperience on an LCD display That means you tap to wake it That means you tap to wake it up. No hom Home Button. You se down to get notifications, swipe down to get to Control Center from the right corner. Now, it doesn't have 3D Touch, but here again the team came up with something really smart. It has a new feature we call haptic touch, to get to the camera, you press on it, feel a haptic tap and you are taken to the camera. There is a similar technology to what we do with the MacBook Pro. It is a great experience, and like every iPhone X new experience it has Face ID, and there is a TrueDepth Camera System, the same TrueDepth Camera System in iPhone Xs and iPhone Xs Ma. All of the technology to have an incredible Face ID experience, so you look at iPhone Xr to unlock it you look at it to pay with Apple Pay and like iPhone Xs and IPhone Xs Max it faster running on a faster Secure Enclave. Inside is nothing but the best chip we make the brand new seven nanometer A12 Bionic chip. Faster CPU, faster GPU, faster Neural Engine and it can do all of the experience that's Kaiann showed you earlier including real time Machine Learning. It is incredible new phone. And it has a great new camera system as well. It's a single camera system, our best single camera system ever made, 12 megapixel wide angle camera. Is our new generation sensor that's larger with bigger pixels, optical image stabilization, twice as many Focus Pixels, fast F1.8 Aperture Apple design lens and the True Tone flash as well. It takes beautiful photos like this one. This was taken from an iPhone Xr. It is stunning, incredible detail, beautiful tone mapping. It's probably something you have noticed about this photo though. It's a Portrait mode photo with the beautiful background blur taken from a single camera system. This is remarkable. What the team is able to do is combine hardware and software to create Here is another example. Just incredible, beautiful, beautiful focus on the subject, great lighting, beautiful background Bokeh, yes, it gets the same advanced Bokeh technology we talked about with iPhone Xs and IPhone Xs Max. It gets Depth Control dynamically after you have taken the feet picture. Here are other examples taken from iPhone Xr. They are absolutely beautiful. It has smart HDR as well. It helps to bring out highlights and shadows even in low light photos, it is wide color as well so you get stunning, beautiful, rich color photographs. On the front side photographs. On the front side is the same t TrueDepth Camera System. So you get full support for portrait mode and Portrait Lighting. It can take some of the best selfies you have ever seen. Shot off the camera on IPhone Xr. What about battery life, here the story continues to be great with performance and big screen, the team has worked hard to give great battery life. Let's compare it to the IPhone 8 Plus, many customers love the long battery life of that. IPhone Xr gives you up to an hour and a half more in your day than the IPhone 8 Plus. So this is the brand new iPhone Xr. It's a 6.1 inch Liquid Retina Display an LCD display, the most advanced ever in the industry. It is our latest 7 nanometer A12 buy ojic trip with faster CPU and GPU and the Neural Engine and helping deliver even longer battery life. It's the best single camera system we have made with support for smart HDR, Portrait mode with beautiful Bokeh, dynamic Depth Control, incredible video. It has the same TrueDepth Camera System as iPhone Xs and IPhone Xs Max with faster Face ID and Xs Max with faster Face ID and on and ot on. The six beautiful new finishes. And IP67 protection from liquids and dust. IPhone Xs, iPhone Xs mash and XR have arsenic-free display glass. PVC free, Beryllium free, they are low carbon process and highly recyclable. This is a huge day for iPhone. We now have iPhone Xs, IPhone Xs Max and XR. Three new models of iPhone. We have a product video to tell you a little bit more. And they are amazing. >> The iPhone X described our vision for the future of the SmartPhone. Today we are extending that vision with significant advances across three entirely new products. IPhone Xs, IPhone Xs Max, and iPhone Xr. IPhone Xs is completely uncompromising, the expansive, Super Retina Display with OLED delivers vivid brightness, true blacks and High Dynamic Range content. IPhone Xs Max has the largest display ever on an iPhone. Custom developed stainless steel is precisely machined to create structural bands in three finishes including new gold, with even better water and dust resistance, this structure is integrated with the most durable glass ever developed for a SmartPhone. Face ID enabled by the TrueDepth Camera System reinvents the way to secure the unlock, log in, and pay with only a glance. Now, it's even The A12 Bionic chip is the smartest and most powerful chip ever in a SmartPhone. It's next generation Neural Engine dedicates Machine Learning to everything from Augmented Reality to photography. With a more advanced dual camera system and Neural Engine, iPhone is, again, taking us to a new era of photography where even more capable sensors are combined with lenses, chips and advanced software delivering smart HDR across your photos creating images like never before. Portrait mode on both the Back Camera and front TrueDepth Camera now features more nuanced software with adjustable depth of field. 4K video with better low light performance and extended dynamic range now records in stereo and your content plays back in wider stereo sound. IPhone Xr integrates the same break through technologies. It's powered by the same 512 bionic chip, has the same versatile TrueDepth Camera with the same advanced Face ID, an entirely new range of finishes are enabled by precision machined, structural aluminum bands an onized to dpliment an all glass enclosure. The Retina display is the most advanced LCD in a SmartPhone and the most color accurate in the industry. A new back light design allows the display to extend into the radius corners enabling a larger LCD than ever before. The advanced single camera system combined with Machine Learning allows iPhone Xr to recognize people, map subjects and add depth. The depth of field is adjustable, so you can take more dramatic Our utterly uncompromised vision for the future, iPhone Xs and IPhone Xs Max, and with a range of new finishes offering more choice to more (Applause). Thank you. IPhone Xr will come in six finishes and three sizes. 64 gigabytes, 128 gigabytes and 256 gigabytes of storage, and it will start at $749. That's less expensive than the IPhone 8 Plus, really proud of the work the team has done. You can order it in just over a month, October 19th, and it will start to ship a week later than that, October 26th. IPhone Xs will come in three configurations, 64 GBs, 256 GBs and the new 512 gigabyte storage capacity. It starts at $999. IPhone Xs Max, same three configurations with larger screen, larger battery, just $100 more starting at $1,099. (Applause). So iPhone Xs and XS max you can start preordering on Friday, September 14th and it will ship a week later, Sept September 21st, and it will start shipping in all of these markets, a nice long list. If you don't see your favorite location there, don't worry, a week later it will start shipping in these locations as well. Somebody saw their favorite country or location! This is the fastest rollout geographically we have ever had for new iPhone. That's really great. This holiday we have an unbelievable lineup of iPhones. IPhone 7 starts now at just $449 and there are models of iPhone 7 and 7 plus, iPhone 8 at $599, models of 8 and 8 Plus. The brand new iPhone Xr. $749, XS at $999 and XS Max $1,099. They are running iOS 12, and we can all upgrade to its performance and its great features, AR, Animoji, Memoji, screen time and more next week, September 17th. So that is our news on iPhone. Back to Tim."
"TIM COOK","Thank you, Phil! What a fantastic new lineup of iPhones. It's clearly the best lineup we have had by far. Taking the breakthroughs of iPhone X even further than before. And making them available to even more people. Now, before we close this morning, I have got a few more updates to give you. We have got an update to the home pod our break through home speaker. We recently added stereo pairs in AirPlay 2 so when you add a second home pod to create a stereo pair it creates this incredible wide immersive sound stage. You really have to hear is it to believe it. It's awesome. And with AirPlay 2 home pod becomes the most rulty room audio experience. We have other great features we are bringing to home pod. You will be able to search for your favorite songs by lyrics, create multiple timers, make and receive phone calls right from your home pod and just like your Apple Watch you can ping your iPhone or any Apple devices to help find them around your house, it's incredibly useful at my house. We couldn't be more excited about how Siri shortcuts will open a world of apps for the home pod. Also we will be shipping a new update to tvOS with support for Dolby Atmos for Apple TV 4K. It's a stunning new 4K Aerials and with access to a wide range of live sports and news programs, live sports and news programs, there are now well over 100 video partners available through the TV App. Both the home pod and TVOS updates will be available on Monday, September 17th, and then the following week we have got a great new updates for the Mac with macOS Mojave, Dark Mode and updates to desktop and Finder, enhanced privacy and security, and a completely redesigned Mac App Store. MacOS Mojave will be available on September 24th. We are excited about this huge month, and all of these big releases that we've got. So what a great morning! We introduced the Apple Watch Series 4, newly designed and re-engineered to help you stay even more active, healthy and connected. It is the most capable Apple Watch yet. We showed you the new iPhone Xs, the most advanced SmartPhone in the world with a Super Retina Display, advanced Face ID, a break through dual camera system and the smartest, most powerful chip ever in a SmartPhone. And iPhone Xs is not just one phone, it's two with the IPhone Xs Max, the biggest screen ever in an iPhone! The biggest battery ever in an iPhone! And, of course, the biggest experience ever in an iPhone! And the iPhone Xr with the new Liquid Retina Display, it shares so many of the advanced features of iPhone Xs, and it is just stunning with six beautiful new finishes to choose from. IPhone Xr will allow us to deliver the future of the SmartPhone to even more people. Now, at Apple we are always pushing our products forward and making technology more personal. We hope that you love these new products as much as we do. We have got a hands-on area just upstairs. It's going to open in a moment, and we hope that you will take time to get your hands on them and experience them for yourselves. I would lick to thank everyone for joining us this morning including those watching us online, and I would especially like to thank all of the people at Apple who have made this magical day possible."