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  • (Cheers and applause)

  • (Music playing)

  • (Cheers and applause)

  • >> TIM COOK: Thank you!

  • Thank you! Thank you.

  • Thank you. Wow!

  • Thank you. Thank you.

  • Good morning!

  • And welcome to the Steve Jobs Theater.

  • As you can tell, today is going to be a very different

  • kind of event.

  • We have got some really exciting things to share with

  • you, and we are going to have some fun along the way,

  • so let's get going.

  • For decades, Apple has been creating world-class hardware

  • and world-class software.

  • We have also been creating a growing collection of

  • world-class services, and that is what today is all about.

  • (Cheers and Applause)

  • So what is a service?

  • Well, if you look it up in the dictionary,

  • you will see that a service is defined as the action of helping

  • or doing work for someone.

  • At Apple, our services are actively working to help our

  • customers get the most out of their products and to enrich

  • their lives.

  • Using the iPhone as an example, let's take a look at

  • our services in action.

  • The iPhone you carry with you with its powerful hardware and

  • powerful software allows you to capture the very best moments of

  • your life, and our iCloud service helps you easily share

  • those photos with loved ones and automatically makes your entire

  • photo library available across all of your devices, anytime,

  • anywhere, safe, and protected.

  • This is just one example of the benefits that come from the

  • seamless integration of hardware, software,

  • and services.

  • And this is something that Apple does better than anyone else.

  • (Applause)

  • Thank you.

  • Thank you.

  • Now, we have a whole range of services, like iCloud,

  • our service which keeps your contacts, calendar, notes, and,

  • as I just showed you, your photos,

  • and even your documents up-to-date across all of

  • your devices.

  • Siri is the most popular personal assistant in the world

  • that helps you get things done just by asking.

  • And Apple Maps, the most used navigation system on iOS by far.

  • Apple Pay is our service that lets you make secure purchases

  • in stores and apps and on the Web.

  • And we offer communication services like Messages and

  • FaceTime so you can stay connected with people

  • that you love.

  • We provide services that help you locate your devices with

  • Find My iPhone or simply know that your kids made it to school

  • on time with Find My Friends.

  • And then there is Apple Music and Podcasts and Books and the

  • App Store and Apple News, services that deliver incredible

  • content and experiences directly to you whenever and

  • wherever you are.

  • Now, most of these services are free,

  • while some of them are paid, offering very valuable content

  • from talented creators, storytellers, and artists.

  • We take this same approach at Apple with our services as we do

  • our products.

  • They have to be easy to use.

  • They have an uncompromising attention to detail and design

  • and engineering.

  • They are designed to keep your personal information

  • private and secure.

  • (Applause)

  • And with our services, we do even more.

  • They are curated by our expert editors.

  • They are personalized just for you.

  • And they are designed to be shared with your entire family.

  • Now, today we are excited to extend our services even further

  • making them even more entertaining, more useful,

  • and more informative.

  • So let's get started with Apple News.

  • (Cheers and Applause)

  • When we created Apple News over three years ago,

  • we wanted to provide the best way to read the news on your

  • iPhone and iPad, and we felt we could make a difference in the

  • way that news is experienced and understood,

  • a place where the news would come from trusted sources and be

  • curated by experts.

  • Now, this is a very different approach than others have taken.

  • As Slate pointed out by hand-picking its publishers and

  • stories, Apple News prioritizes a news source's reputation and

  • the value of its content over the propensity of its headlines

  • to garner clicks and likes.

  • (Applause)

  • With news being so important to us,

  • it's critical that it be trusted.

  • With overbillion articles read each month,

  • Apple News is now the number one news app! Unbelievable!

  • (Applause)

  • In fact, Apple News has become an essential daily destination

  • for millions of people.

  • Our editors pick the Top Stories every day so you can stay on top

  • of important news.

  • You get a personalized news feed delivering stories on

  • topics that are most interesting to you,

  • whether they come from publishers that you regularly

  • read or from ones that you are completely new to you.

  • Now, when it comes to major events,

  • our team of editors curate collections of the best stories

  • from news, and sports, entertainment, and so much more.

  • Now, probably like many of you, I love the feeling of being at

  • the newsstand with all of those beautiful and thought-provoking

  • magazines covering so many topics.

  • We want them all, but we might only be able to get

  • one or maybe two.

  • But what if we could have them all?

  • Well, today we are going to do just that.

  • We are bringing magazines to Apple News.

  • (Applause)

  • With amazing design and striking photography,

  • in-depth journalism, magazines are iconic and a

  • part of our culture.

  • They follow and create the latest trends in fashion and

  • style, they entertain, they educate us about the world we

  • live in, they provide insights into science and technology,

  • they go behind the scenes with exclusive interviews of our

  • favorite artists, they feature the work of some of the world's

  • best journalists, they cover the world of sports,

  • they bring today's business innovation and technology into

  • focus, and they tell stories that

  • give us perspective.

  • All of these magazines come to life in an all new service that

  • we call Apple News+.

  • (Applause)

  • This is going to take Apple News to a whole new level.

  • We've made a video about the power of journalism and its

  • cultural impact and I would love to play it for you now.

  • (Music playing)

  • >> REBECCA TRAISTER: My passion as a journalist has been to help

  • readers better understand the moment that we are living in.

  • >> AARON HUEY: I definitely go further to get a shot than my

  • wife would like me to go.

  • >> SAMIRA NASR: I think fashion magazines play such a huge role.

  • Magazines allowed me to kind of see people that looked

  • more like me.

  • >> DANA SCRUGGS: You have to have more voices.

  • Representation in front of the camera is important,

  • but representation behind the camera is even more important.

  • >> REBECCA TRAISTER: One of the functions of journalism in this

  • moment is to offer a fuller picture of power.

  • Who has it?

  • Who doesn't have it?

  • And what the costs of that have been.

  • >> AARON HUEY: Photography can take us anywhere in that

  • infinite world of stories and gives you an empathy that you

  • could have never imagined.

  • >> REBECCA TRAISER: Great writing ideally helps people

  • make sense of the world.

  • >> WALTER IOOSS JR: Sports photography is my life and

  • that's what I have been inspired by, freezing time.

  • >> REBECCA TRAISER: Part of my job is to shed light on stories

  • that have been kept in the dark.

  • >> AARON HUEY: The container for these stories is changing.

  • If we have a place to go to that we can trust to hold all of

  • those stories, that is going to help.

  • (Applause)

  • Thank you.

  • Thank you.

  • Now, to tell you more about Apple News+,

  • I'd like to invite up Roger Rosner,

  • Vice President of Applications. Roger.

  • >> ROGER ROSNER: I'm thrilled to tell you about the new service

  • we are bringing to Apple News.

  • Our goal for Apple News+ was simple,

  • we wanted to create the best magazine reading experience ever

  • for a mobile device.

  • Apple News+ will bring you over 3,000 magazines across all,

  • I'm sorry, 300 magazines across all sorts of topics,

  • like entertainment, fashion, news, and politics.

  • We've got great health magazines,

  • and great lifestyle magazines.

  • We've got magazines for travelers,

  • magazines for foodies, magazines for gear heads.

  • We've got magazines for just about every passion

  • under the sun.

  • And Apple News+ is the only place where you will find all of

  • these magazines in a single package.

  • (Applause)

  • To show it to you, I'd like to invite up Wyatt Mitchell,

  • Apple's Director of Design for Applications.

  • (Applause)

  • >> WYATT MITCHELL: Thank you, Roger.

  • Let's take a look at the new Apple News+.

  • It all starts with the same great Apple News free

  • experience, and that means it's got Top Stories,

  • it's got Trending Stories, and here are my personalized

  • recommendations in for you.

  • With an Apple News+ subscription,

  • the experience gets even better.

  • It means I get the latest magazines.

  • With this design, we wanted to add the best of the magazine

  • experience into the app, and that starts with the covers.

  • We wanted to make them even more inviting,

  • an entrance into another world, so we created the live cover.

  • Check this one out from National Geographic.

  • It's an amazing aerial view.

  • (Applause)

  • It's an amazing aerial view of Sydney, Australia,

  • and what looks like an incredible issue.

  • So let's take a look.

  • When I tap on the cover, I am taken to the table of contents

  • where I can see all the articles in the issue.

  • I can jump to whichever one I'm interested in like this.

  • And here I land in a National Geographic article,

  • beautifully designed, and full of amazing infographics.

  • Apple News+ makes the experience of diving into an issue even

  • more fun and exciting.

  • It's really like having National Geographic designed

  • for my phone.

  • And to get more, I can just tap on the table of contents or I can

  • browse the issue by simply swiping from article to article

  • like this.

  • I can read full magazine issues no matter where or when right on

  • my phone.

  • All right, let me get back to the Today tab.

  • There are more recommendations of articles and issues here,

  • but the place to explore all magazines is the News+ tab.

  • Here we wanted to design a home dedicated to everything about

  • enjoying magazines.

  • I can easily find my favorite titles right

  • here in My Magazines.

  • There is the National Geographic I was just looking at.

  • Here's one of my all-time favorites, the New Yorker.

  • I'll also see suggestions like Popular Science here based

  • on my interests.

  • And recent issues are automatically downloaded so I

  • will already have them before I board a flight.

  • Scrolling down, here is one of our first looks.

  • It's the new cover of Rolling Stone featuring some of the

  • stars of Game of Thrones.

  • Now, everything here is curated by the Apple News editors and

  • personalized, which makes it really easy to discover a great

  • article or explore a topic like this group of travel stories

  • recommended for me.

  • I have been reading a lot about Costa Rica recently,

  • and while I'm not a regular reader of Marie Claire,

  • I can see that News+ is recommending their article on

  • traveling there, which is really smart and really great.

  • I will also see featured articles like this one from

  • Wired Magazine, and new issues like this one from Essence with

  • Issa Rae on the cover.

  • Now along with the cover, I can see a few articles from the

  • issue, which makes it really easy to browse.

  • Now I'm going to tap on this cover story because I'm a big

  • fan of her show Insecure.

  • And here we enter another beautifully designed