Introduction:it is the honor

of a lifetime to be here to present you the legacy of Steve Job created for the
world. It is the revolution product the shocked the world.Now let me introduced you

you to the people behind the Apple company

01:05
have expecially come rushing back but we
01:09
can now reflect on him with joy instead
01:14
of sadness his greatest gift his
01:19
greatest expression of his appreciation
01:21
for humanity would not be a singular
01:24
product we dedicate this theater to
01:29
Steve because we loved him and because
01:33
he loved days like this
01:36
Steve's vision and passion live on here
01:42
at Apple Park we honor him start moving
01:50
in Apple Park later this year but of
01:53
course such a large move it's really
01:54
more of a process Apple Park has been
01:57
built to reflect apples values for both
02:01
technology and the environment Apple
02:05
Park is designed to be seamless with
02:07
nature it's open transparent it brings
02:10
the outside in and in fact we have one
02:15
of the world's largest on-site solar
02:17
installations right here or you can
02:20
learn more about Apple Park its design
02:23
and its innovations that designs Apple
02:27
Park also designs our largest retail
02:30
stores around the world but it's funny
02:33
places where everyone's welcome and
02:36
where all of Apple comes together and
02:39
this summer to turn on these new
02:42
features we've launched today at Apple
02:45
our in-store experience designed to
02:48
inspire customers to go even further
02:51
with their passions so that's a brief
02:54
highlight just a couple of things we've
02:56
been working on and as Tim said Apple's
02:59
retail
03:00
purpose has always been to enrich lives
03:03
so a huge thank you to the 65,000 Apple
03:06
retail employees around the world whose
03:08
passion energy and commitment that I am
03:12
especially proud of our unbelievable
03:16
retail team Apple watch was designed to
03:20
help people stay active motivated and
03:22
connected so that they could live a
03:24
better day in fact last quarter Apple
03:29
watch grew over 50 percent compared to
03:31
the previous year this is incredible the
03:34
number one watch in the world but those
03:41
stories are so moving and there's really
03:43
no words to describe what it feels like
03:46
to receive these notes I'd like to thank
03:49
everybody in the video for sharing their
03:52
personal experience with all of us and
03:54
today it's the most used heartrate
03:57
monitor in the world and we're making
04:00
enhancements to the heartrate app to
04:01
give you more information now you'll see
04:04
your heart rate right on the watch face
04:06
so you can keep an eye on it with just a
04:07
raise of the wrist and the third thing
04:11
we're doing is focused on heart rhythm
04:14
and that can cause problems the most
04:17
common form of serious arrhythmia is
04:19
called atrial fibrillation or afib and
04:21
it affects tens of millions of people
04:24
our initial studies Apple watch has been
04:26
effective at surfacing irregular rhythms
04:28
so we're expanding that work and today
04:31
we're announcing the Apple heart study
04:33
this study is being conducted in
04:35
partnership with Stanford medicine and
04:37
we're working closely with the FDA and
04:39
they've been great to work with will be
04:41
available to all Apple watch customers
04:43
on September 19 the next generation of
04:47
Apple watch
04:50
[Music]
04:59
introducing Apple watch Series three and
05:01
it has cellular built-in this this has
05:07
been our vision from the very beginning
05:09
and we believe built-in Cellular makes
05:11
series three the ultimate expression of
05:13
Apple watch you can use maps and get
05:16
directions and the location for five my
05:19
friend automatically switches to your
05:20
watch when you're away from your phone
05:21
as with Apple watch series three and
05:24
Apple music you can stream 40 million
05:28
songs on your wrist it's really really
05:31
fast Siri is quicker than ever and
05:35
thanks to the new processor for the
05:37
first time on Apple watch Siri can talk
05:40
and we've added a barometric altimeter
05:44
rather than add an antenna the display
05:47
itself is the multi frequency antenna
05:50
for both LTE and UMTS so instead we
05:54
integrated an electronic sim and it's a
05:56
fraction of the size the only difference
06:01
is we extended the back crystal amir
06:03
0.25 millimeters that's as thin as two
06:06
sheets of paper hi Deidre yeah that's
06:25
you Deidre give give give well series
06:29
three comes in a wide variety of cases
06:31
and bands we have a beautiful new gold
06:35
aluminum finish along with silver and
06:37
Space Gray for Apple watch Nike plus we
06:40
have exclusive new colors and they're
06:42
releasing a new version of their Nike
06:44
Plus run club app with some wonderful
06:47
colors across all of our bands that you
06:48
just have to see in person so that's
06:52
Apple watch series three cellular GPS
06:55
swim proof 70% faster dual-core
06:58
processor barometric altimeter all the
07:02
features of watch OS 4 and it's still
07:05
has all-day battery life up to 18 hours
07:07
across the mix of LTE there's one with
07:11
cellular at 399 and a version without
07:13
cellular that has all the other great
07:14
features at just 329 an availability
07:21
will be September 22nd that's the update
07:25
on Apple watch and now back to Tim now
07:29
Jeff showed you some very cool things
07:31
you can do with the cellular function in
07:33
a series 3 next up I'd like to turn your
07:37
attention to Apple TV one that has the
07:42
most stunning visuals ever that are
07:45
ideal for the large TV screens that are
07:48
coming into our living rooms I am so
07:50
excited to introduce Apple TV 4k and to
07:59
tell you all about them let me show you
08:03
this is an image in 4k it's got
08:06
incredible detail that's possible
08:09
because 4k has four times the number of
08:11
pixels as HD or HDR while 4k is about
08:16
the number of pixels HDR is about better
08:18
pixels let you are look at the color the
08:25
details Apple TV can do this because it
08:28
supports the industry standard HDR 10 as
08:30
well as Dolby vision the best HDR
08:33
experience here we are in Dubai
08:36
and even at night you can see incredible
08:38
details in the buildings and the cars on
08:41
the road and the new Apple TV isn't just
08:43
slightly faster it's remarkably faster
08:46
CPU performance is more than twice as
08:48
fast as the current Apple TV and
08:50
graphics are more than four times faster
08:53
the best operating system for the living
08:56
room if you've bought one of those
08:58
movies in HD from iTunes we're gonna
09:01
automatically upgrade them to 4k HD are
09:04
at no additional charge you're really
09:07
gonna love this feature if your favorite
09:10
team is playing on ESPN it'll
09:12
automatically appear right first in the
09:15
up next list and it ships just a week
09:17
later
09:18
that is the new Apple TV 4k Thank You
09:22
and I'd like to turn it back to 10
09:23
Apple has always believed that
09:26
technology infused with humanity could
09:30
improve people's lives and change the
09:32
world nothing else has become so
09:36
essential or put so much power into so
09:39
many people's hands than iPhone over the
09:42
last 10 years we've reimagined or
09:44
invented numerous technologies to create
09:47
just that experience for the first time
09:51
you are actually touching the software
09:54
instead of buttons we change the way
09:59
people communicate with features like
10:01
iMessage and FaceTime that allowed us
10:04
all to connect in more meaningful ways
10:07
we used artificial intelligence to make
10:10
our voices more powerful with touch ID
10:13
and our wallets with Apple pay iPhone
10:17
put amazing easy-to-use cameras into our
10:19
hands becoming the most popular way to
10:22
capture the images of our lives we can
10:26
create devices that are far more
10:28
intelligent far more capable far more
10:31
personal than ever before and it gets
10:34
started right now
10:38
[Music]
10:48
I am so excited to tell you all about
10:51
the new iPhone 8 and the new iPhone 8
10:54
plus these the design is all new it has
10:58
glass in both the front in the back it
11:01
comes in silver space grey and a
11:06
beautiful new gold finish the glass has
11:10
a seven layer color process making sure
11:12
there's a beautiful precise hue so
11:15
microscopically sealed for water and
11:17
dust resistance in iphone eight and a
11:21
5.5 inch an iphone 8 plus now Apple
11:25
Retina displays are renowned for their
11:27
incredible color accuracy along with the
11:30
displays iPhone 8 and 8 plus have new
11:32
serial speakers as well they're 25
11:35
percent louder than the speakers in
11:36
iphone 7 and they have a deeper bass 2
11:39
we call it a 11 Bionic the 64-bit design
11:48
4.3 billion transistors six core we're
11:51
gonna geek out here for a bit cuz it is
11:52
so awesome it has two high-performance
11:55
course they're 25% faster than the high
11:57
performance course and the previous
11:59
industry-leading
12:00
810 chip is their managed by our
12:02
second-generation performance controller
12:04
that now can use all six cores at once
12:06
it can deliver up to 70 percent
12:08
improvement in multi-threaded workloads
12:10
graphics processing unit or GPU this is
12:13
a three core design it's 30% faster than
12:16
the graphics in the previous a 10 and
12:19
the GPU also is incredible for machine
12:21
learning apps and it's more to it the 11
12:26
by iana concludes our first new
12:28
generation image signal processor or ISP
12:31
and for the first time to help reduce
12:33
noise that is Hardware enabled multiband
12:35
noise reduction and people love taking
12:39
photos and customers sent us their
12:40
photos for our shot on iphone campaign
12:42
it's larger and faster it provides 83
12:46
percent more light and it provides more
12:49
it's more power efficient at the same
12:51
time iPhone 8 plus has two new sensors
12:54
in its dual camera the wide-angle camera
12:57
has an F 1.8 aperture and optical image
12:59
stabilization the
13:01
photocamera has F 2.8 aperture does beta
13:04
but it will ship with the iPhone 8 plus
13:06
and here's how it works you compose a
13:09
photo in the camera app using the
13:11
portrait mode the dual cameras in the
13:13
isp sense the scene and actually changes
13:16
the lighting of the contours over your
13:17
face that happens while you're composing
13:20
the shot ever you want to shoot and
13:25
these aren't filters this is real-time
13:28
analysis of the light on your subjects
13:30
face in fact you can go in later after
13:32
shot a portrait mode photo into the
13:34
Photos app and change the lighting
13:36
effect to select which one you want to
13:38
use on your photograph along with the
13:40
ISP we have an apple design video
13:42
encoder this enables faster frame rates
13:44
and higher quality video to million of
13:47
them and we analyze the two million
13:49
tiles every second looking for details
13:51
like texture and edges to predict
13:54
whether that tile has grass sky water of
13:57
movement in it this video was shot on an
14:00
iPhone in 4k it's amazing at 1080p HD
14:07
240 frames a second that's double the
14:10
frame rate of previous we custom tune
14:13
each iPhone for augmented reality the
14:17
cameras are actually individually
14:18
calibrated in the factory and that makes
14:20
a huge difference in the performance for
14:22
AR an AR greatly benefits in the new al
14:24
Evan Bionic chip the CPU handles world
14:27
tracking the new isp does real-time
14:31
lighting estimation this is the machines
14:36
in the game players battle their friends
14:39
in real-time either online or around the
14:43
table in the same room are able to
14:45
experience games in an entirely new way
14:48
since players are able to view the game
14:50
from any angle our content has to be
14:53
incredibly detailed
14:54
while also allowing you to move in close
14:57
to really appreciate the high visual
15:00
fidelity became a tactical advantage
15:03
just look how antha is moving towards
15:05
this cave lining up his targets this is
15:08
something that would have been hard to
15:08
do with pension soon this spatial audio
15:13
if you go close to the action the sound
15:16
increases and if a solid object gets
15:23
between you and the action the sound is
15:25
occluded perfect and with the stereo
15:27
speakers on the new iPhone what you just
15:30
saw is an amazing evolution in how games
15:32
are played and experienced thanks to the
15:34
combination of a our kit a metal two on
15:36
the brand new iPhone we once said that
15:41
the future is Wireless it supports LTE
15:45
advanced for fast networking connections
15:47
Bluetooth 5.0 for the latest accessories
15:51
of course it supports our great beloved
15:53
air pods and the beats X headphones that
15:55
use our w1 chip but it's glass back
15:58
we're enabling the freedom of wireless
16:01
charging
16:05
what makes this possible is we're
16:08
building into iPhone 8 and 8 plus
16:10
wireless charging with Qi that she is
16:13
the leading openness wireless charging
16:14
standard and they'll work with iPhone 8
16:18
many companies are offering Qi chargers
16:21
and those that are Qi certified should
16:23
all work with iPhone 8 is packed with
16:26
innovative technologies from the glass
16:29
and aluminum design to the retina HD
16:31
displays the new a11 Bionic chip and
16:34
wireless charging when these three
16:37
configurations starting at 32 gigabytes
16:39
will really happen to your iPhone 8 it's
16:42
gonna start with twice the capacity of
16:44
64 gigabytes and of a second one at 256
16:47
gigabytes will be six hundred and ninety
16:50
nine dollars iPhone 8 plus will have the
16:54
same two configurations 64 gigabytes and
16:57
it will be priced start over to
16:58
pre-order them starting this Friday on
17:00
September 15th on September 22nd
17:04
starting on September 19th
17:07
so that is iPhone 8 I like to turn it
17:10
back to Tim one more thing the first
17:16
iPhone revolutionized that decade of
17:19
technology and changed the world in the
17:22
process now ten years later that will
17:27
set the path for technology for the next
17:30
decade
17:33
[Music]
17:44
[Music]
17:56
this is iPhone 10 it is the biggest leap
18:01
forward since the original iPhone and to
18:05
tell you all about it I'd like to invite
18:06
Phil back up Phil you can imagine there
18:09
are a lot of people at Apple that didn't
18:10
get much sleep last night preparing for
18:12
this is this this is so exciting it is
18:15
beautiful to look at it is incredible to
18:18
hold the display fits edge to edge top
18:22
to bottom it goes into each corner where
18:24
it follows the tight curve of the design
18:27
the beam is made from a surgical grade
18:30
stainless steel it's both durable and
18:32
polishes to a beautiful finish and look
18:35
all the glass and the stainless steel v
18:37
form a continuous surface from front to
18:39
back there has never been anything like
18:41
it comes in two beautiful finishes space
18:46
gray and silver each has an incredible
18:49
depth and a pearl essence to the color
18:51
in the glass
18:52
it's called the super Retina display
18:58
start with the super Retina display is
19:01
five point eight inches on the diagonal
19:04
resolution that's over 2.7 million
19:07
pixels in 58 pixels per inch now this is
19:10
the highest resolution in pixel density
19:13
ever in an iPhone the super Retina
19:16
display uses OLED technology this is the
19:18
first OLED display great enough to be in
19:21
an iPhone but they came with trade-offs
19:24
in brightness and rich colors and color
19:26
accuracy at least compared to our retina
19:29
displays and lives up to all that we
19:31
expect from an iPhone display supports
19:34
HDR in both the Dolby vision and HDR 10
19:37
formats it has an incredible a million
19:40
to 1 contrast ratio as the best color
19:43
accuracy it integrates our unique 3d
19:46
touch technology right into the display
19:48
and like iPhone 8 includes true tone so
19:52
let's start with a simplest thing how do
19:54
you wake up your iPhone 10 well
19:56
certainly you can raise to wake just
19:58
like before but now you can also
20:01
tap on the screen so now when you want
20:03
to go to the home screen you simply
20:05
swipe up from the bottom you go home
20:08
what do you do you simply swipe up from
20:11
the bottom and you go home it's that
20:13
easy and that intuitive also works for
20:17
multitasking so if you're in an app and
20:19
you want a multitask you just swipe up
20:22
from the bottom you pause for split
20:23
second and you're in multitasking and
20:25
you can now press the side button in
20:28
which has been made larger once you
20:30
press it in you can just talk to Siri
20:31
the first iPhone we led the way with
20:34
multi-touch and we created slide to
20:36
unlock and just protect the iPhone from
20:38
turning on when you didn't want it to
20:40
like in your pocket we invented touch ID
20:43
made it fast and easy to protect all
20:45
your data and unlock your phone with
20:47
just your fingerprint iPhone 10 your
20:51
iPhone is locked until you look at it
20:54
and it recognizes you nothing has ever
20:57
been simpler more natural and effortless
21:00
face ID make face ID possible took some
21:05
of the most advanced technology we have
21:07
ever created and much of it is packed
21:09
right up here into this tiny little area
21:11
at the top of the display we the true
21:13
depth camera system the front side
21:16
camera and a dot projector and that's
21:19
not all there's also the proximity
21:20
sensor the ambient light sensor the
21:22
speaker and microphone all packed into
21:24
this true depth camera system area it is
21:26
amazing every time you glance at your
21:29
iPhone 10 it detects your face with the
21:31
flood and illuminator even in the dark
21:35
the dot projector projects out over
21:38
30,000 invisible IR dots to create a
21:43
mathematical model of your face and then
21:46
we check that mathematical model against
21:48
the one that we've stored that you set
21:49
up earlier to see if to match and unlock
21:52
your phone and this all happens in real
21:53
time it all happens invisibly you don't
21:55
see these things going off it's
21:57
incredible it just all works it all
21:59
happens and with that they developed
22:01
multiple neural networks to create face
22:03
ID neural Engine yeah this is a big deal
22:08
in our pockets in our phones is an A 11
22:12
Bionic chip with a built in neural and
22:14
this is another example of the
22:16
incredible collaboration between the
22:17
hardware and software teams it's only
22:19
possible at Apple there's a highest
22:21
density computing ever it's a dual core
22:24
design it can perform over 600 billion
22:26
operations per second and it but for all
22:29
of us us it's just super easy and fun to
22:31
use it tells you how to move your head
22:33
around in the camera so fesai he can
22:36
recognize your face and that's it you do
22:38
that once when you set it up and it
22:40
adapts to you as your face even gone and
22:44
worked with professional mask makers and
22:47
makeup artists in Hollywood to protect
22:49
against these attempts to beat face ID
22:51
these are actual masks used by the
22:53
engineering team to train the neural
22:55
networks to protect against them and
22:57
face ID all the processing is done on
23:00
iPhone 10 and not sent to a server we
23:03
require user attention to unlock that
23:06
means if your eyes are closed you're
23:07
looking away it's not going to unlock
23:09
and the data for touch ID has been one
23:13
in 50,000 meaning that the chance that a
23:16
random person could use their
23:17
fingerprint to unlock your iPhone it's
23:20
been about 1 in 50,000 and it's been
23:22
great statistics for face ID in the
23:29
population could look at your iPhone 10
23:31
and unlock it with their face is about
23:34
one in a million
23:35
hopefully you don't face ID also works
23:38
with Apple pay so to pay for things you
23:41
just double tap the button on the side
23:43
you look at iPhone 10 to authenticate
23:46
and hold it near the payment terminal to
23:48
pay it's that easy fast intuitive simple
23:51
so face ID it's faith on face
23:54
authentication for unlocking your iPhone
23:57
and protecting your sensitive data they
23:59
use the innovative to depth camera
24:01
system it's trained with neural networks
24:04
it's easy to set up it learns your face
24:07
and it adapts to your face over time it
24:10
works with Apple pay and it works with
24:12
third-party apps in emoji these are
24:15
animated emojis in emojis track more
24:19
than 50 facial muscle movements they've
24:22
been meticulously animated to create
24:24
amazing expressiveness
24:28
you just watch this can you
24:32
you said literally where are you you can
24:38
pick from a dozen different animated
24:40
emojis to share and express whatever you
24:43
want expressed repairman friends looking
24:46
at it and swiping up and you know let's
24:49
try that again
24:51
oh-ho-ho let's uh go to back up here and
24:58
get right in so here we are and you see
25:01
this expansive display it's just a
25:05
beautiful canvas for all of your content
25:07
and your gestures now I'm just gonna go
25:10
into the weather app here to edge on
25:12
this display and your photos of course
25:15
are just gorgeous as well let's jump
25:18
into this one just amazing you can just
25:26
swipe down and get a control center from
25:29
anywhere it's that easy now let's take a
25:32
look again at face ID because unlocking
25:36
your phone is just amazingly intuitive
25:38
you just raise it look at it and swipe
25:41
right up to get started
25:43
I'm authenticated and I can get in just
25:48
like that now the true depth camera
25:51
behind face ID isn't just about
25:53
authentication in fact we've extended AR
25:56
kit with some incredible new face
25:57
tracking capabilities that provide a
25:59
whole new class of augmented reality
26:01
experiences now we've been working on
26:03
one with snapchat the tracking is just
26:09
unreal let's check out this one now look
26:14
at the detail over the eyes the
26:16
incredible metallic reflections the
26:19
quality of the tracking it's it's just
26:21
stunning we also let you manipulate
26:23
these in full-screen you can audition
26:26
your favorites there's some really great
26:28
ones like the kitty cat is so expressive
26:30
and ferocious
26:33
it's a happy puppy check out the physics
26:36
in the ears the pig take me to your
26:40
leader
26:42
wait a minute Craig I am your leader
26:45
let's wrap this thing up is your first
26:51
look at the new iPhone 10 and the
26:53
amazing experience with the true depth
26:56
camera and an emoji I think you're gonna
26:58
love it
26:58
thank you very much iPhone 10 has dual
27:02
quote 12 megapixel sensors the dual
27:05
cameras both a faster sensors wider
27:08
sensors just like an iPhone 8 does new
27:10
color filters new deeper pixels there's
27:13
an F 1.8 aperture on them to take better
27:15
photos and videos in low-light there's
27:18
also a better quad led two-tone flash
27:21
that is twice the uniformity of light on
27:23
our subjects as factory calibrated
27:26
cameras the new gyroscope accelerometer
27:28
the performance advantage of the a11
27:32
Bionic chips cpu GPU and ISP an AR kit
27:35
is tuned for iPhone 10 and it's true
27:40
depth camera it really delivers a
27:42
breakthrough into the photos you can
27:44
take for selfies because now with
27:46
selfies you can take portrait mode
27:48
photos as well and it also supports
27:51
portrait lighting all through the front
27:53
side to depth camera amazing new a 11
27:58
Bionic chip we talked all about an
28:00
iPhone 8 but it's worth hitting on the
28:03
highlights again because there has never
28:04
been anything like it a 64-bit 6 core
28:08
designed 4.3 billion transistors to high
28:11
performance course for high efficiency
28:13
cores our new second-generation
28:15
performance controller that uses all six
28:17
cores at once our first Apple design
28:20
graphics processing units be encoded
28:22
that is real-time motion analysis while
28:25
you're shooting video the knurl engine
28:27
and of course the secure Enclave to
28:29
protect our face ID data so I think it's
28:32
important to tell you that we've
28:33
increased it yes it lasts
28:38
yes Wireless just like iPhone 8 iPhone
28:42
10 is also built for a wireless world it
28:45
is cheap charging through the glass back
28:47
and it will work with the Qi charging
28:48
devices like the ones that we mentioned
28:50
earlier from Mophie and Belkin it also
28:53
worked with third-party cheap devices
28:54
that are Qi certified it's a mat that
28:58
you place your iPhone 8 or iPhone 10
28:59
down and it just starts to charge and
29:02
there's a beautiful new interface it
29:05
doesn't stop there you can place your
29:06
series 3 Apple watch down on it and it
29:09
starts to charge as well and you can
29:13
place your ear pods where the optional
29:15
new wireless charging case on it and it
29:18
starts to charge as well they all charge
29:25
we're going to be working with the chief
29:27
standards team to incorporate these
29:29
benefits into the future of the
29:31
standards to make wireless charging
29:33
better for everyone it is the future of
29:35
the smartphone it is packed with many
29:38
innovative features huge list won't go
29:41
through them all they add up to a new
29:43
better experience
29:49
[Music]
29:56
[Music]
30:12
[Music]
30:26
the team works hard to make iPhone 8 an
30:29
iPhone 10 in the most environmentally
30:31
friendly manner possible
30:33
if arsenic-free display glass
30:34
mercury-free displays their BFR free PVC
30:37
free beryllium free 64 gigs and 256
30:42
gigabytes their be priced $9.99 in order
30:47
it starting on October 27th and begin to
30:51
ship on November 3rd
30:54
so this shipping this year so this is
30:57
our lineup for the holidays now every
30:58
year we say it's a great lineup for the
30:59
holidays and it is but this year is
31:02
really special
31:03
it starts with iPhone se iPhone 6s
31:06
iphone 7 the new generation iPhone 8 and
31:09
the futuristic iPhone 10 thank you so
31:16
what a morning we've had Apple watch
31:18
series 3 with cellular which gives you
31:21
the freedom to go anywhere you want with
31:23
or without your iPhone Apple TV 4k
31:28
brings the magic of the cinema straight
31:31
to your living room
31:32
iPhone a beautiful glass design
31:36
incredible cameras wireless charging an
31:38
iPhone 10 the most advanced iPhone we've
31:42
ever made the incredible new design face
31:45
ID true depth camera system and more
31:48
powerful technologies than we've ever
31:51
put in an iPhone before and we begin
31:55
this morning with some inspiring words
31:58
from Steve work really hard at Apple to
32:02
create wonderful things and we hope you
32:06
love what we've introduced today thank
32:10
you
32:11
[Applause]