9月イベント2018 アップル (September Event 2018 Apple)

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[ Music ]
[ Music ]
>> Hey Siri, what's the fastest
way to Steve Jobs Theater?
>> Take a right.
Then in a quarter mile, take a--
[ Music ]
>> Kevin? Shouldn't you be at
the event?
[ Sound effect ]
>> That's a serious upgrade.
[ Music ]
>> Is that it?
[ Music ]
Tim, it's here.
[ Music ]
>> The clicker.
[ Music ]
>> The clicker.
>> The clicker?
[ Applause ]
>> Thank you, thank you, thank
you, thank you.
Good morning.
[ Applause ]
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're also
magical days because we get 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
2 and then later with the Mac.
Over the years, we've taken this
mission further than anyone
could have imagined.
We've 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're open, beautiful,
inspiring places to learn and
gather.
Like this gorgeous store, the
Apple Piazza Liberty, it's
revitalizing a plaza in the
heart of Milan.
The store opened to thousands of
customers who came to experience
a weekend full of events, and we
know it's going to be popular
for years to come.
In fact, our Apple stores are
now welcoming over 500 hundred
million visitors per year.
Thank you.
[ Applause ]
We love that so many customers
had the chance to experience our
products first hand 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're 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're 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've made it more personal in
so many aspects of our lives.
So it's only fitting that today
we're going to tell you about
two of our most personal
products, the ones that are with
you everywhere that you go, and
how we're going to take them
even further.
So let's get started with the
Apple Watch.
Yeah.
[ Applause ]
We're 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 smart watch 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
breakthrough 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're going to
take Apple Watch to the next
level, I'd like to invite Jeff.
Jeff.
[ Applause ]
>> Wow, thank you, thank you.
We're 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 even
automatically detects when
you're working out.
And health.
Health has been at the core 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.
[ Applause ]
Today, in each of these areas,
staying connected, living an
active life, and managing your
health we're taking Apple Watch
to the next level.
And now, I'd like to introduce
the next generation of Apple
Watch.
[ Music ]
[ Applause ]
Apple Watch Series 4.
Everything about it has been
redesigned and reengineered.
Every detail has been
thoughtfully considered and it's
just beautiful.
[ Applause ]
It all starts with a stunning
new display.
We pushed the screens right to
the edges, and we curved the
corners to perfectly match the
shape of the watch.
And the screens are
significantly larger.
In fact, they're over 30 percent
larger.
[ Applause ]
Thank you.
[ Applause ]
And we've done this with minimal
changes to the case size.
Series 4 is thinner, so there's
actually less total volume than
in Series 3.
And to take advantage of the new
display, every part of the UI
has been redesigned.
You'll see more in maps and
photo and calendar, and we've
created new complications.
They look beautiful, and they
show even more information and
detail.
And we've 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're traveling, you can
customize the watch face to
track the different time zones.
Or maybe you want to create the
ultimate health and fitness
watch.
[ Applause ]
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 your watch face
with the Quantas 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've 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?
And 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're going to love
everything about the new
displays on Series 4.
[ Applause ]
Next, let's turn to the digital
crown.
The digital crown's been
completely reengineered, 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 percent louder, which is
great for phone calls and walkie
talkie or Siri requests.
You 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,
and 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
Series 4 even better for staying
connected.
[ Applause ]
Series 4 is just as impressive
on the inside.
The brain of Series 4 is our
fourth-generation silicon in
package, or SIP, and we call it
S4, and 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.
[ Applause ]
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 has a next
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 your slip off a step
ladder or you trip on a curb, a
hard fall can be serious, and it
can be difficult to get
immediate help.
Well now Apple Watch Series 4
can detect a fall.
[ Applause ]
It's interesting, identifying a
fall may sound like a
straightforward 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's 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's a
natural upward motion of the
arms.
Well these are motions Series 4
is ideally suited to recognize.
With the 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 location to your emergency
contacts using the SOS feature
that is already built into Apple
Watch.
Fall detection is a feature that
we hope you never need, but it's
really nice to know it's there.
[ Applause ]
The optical heart sensor has
been essential to Apple Watch
from the beginning, and it
allows us to calculate the
calorie burned during your
workouts.
It allows to determine your
resting heart rate, and it also
powers the high heart rate
notification that's helped Apple
Watch become an intelligent
guardian for your health.
We wanted to do even more in
this space, and so we're
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's not
pumping enough blood to the
body, and that can be a sign of
something serious, and now Apple
Watch can detect it.
[ Applause ]
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 won't 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.
[ Applause ]
The first two features, they're
powered by the optical sensor.
The third feature is made
possible by a new electrical
heart sensor on Series 4.
We've added electrodes into the
back sapphire crystal and the
digital crown allowing you take
an electrocardiogram.
[ Applause ]
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
diagnosis certain heart diseases
and other conditions.
And so now you can take an ECG
anytime, 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
sinus rhythm, and the app will
also classify atrial
fibrillation.
All ECG recordings, their
classifications, the noted
symptoms, they're all stored
right in the health app in a PDF
you can share with your doctor.
So now 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.
[ Applause ]
>> 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 lifestyle 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 and
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.
Back to you Jeff.
[ Applause ]
>> Thanks Dr. Benjamin.
It's great to have the support
of the American Heart
Association, and I'm also
pleased to say, we've received
clearance from the FDA.
[ Applause ]
And this is a de novo 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're
working hard to bring them to
customers around the world.
[ Applause ]
I just have to show you when you
open the app, this is what you
see on the watch face.
It's 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,
like even run a marathon can now
take an ECG.
[ Applause ]
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 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.
[ Applause ]
All your health and fitness
data, it's encrypted on device
and in cloud.
So Apple Watch Series 4, larger
display, brand new UI, digital
crown with haptics, up to two
times faster performance, a
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 probably missed
some things.
We also have the most advanced
wearable operating system watch
OS5.
So with all of these features in
a slimmer design, you're
probably wondering about battery
life.
Well, I'm pleased to tell you
that Series 4 has the same
18-hour, all-day 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
marathons or long bike rides.
And of course, Apple Watch has
been designed and manufactured
in an environmentally friendly
way.
We created a video about Series
4, and I'd like to show that to
you now.
[ Background Noise ]
>> Apple Watch Series 4 is more
than an evolution.
It represents a fundamental
redesign and reengineering of
Apple Watch.
[ Music ]
>> While retaining the iconic
design, we've developed and
refined the form, also managing
to make it thinner.
The new display is now over 30
percent larger and is seamlessly
integrated into the product.
The interface has been
redesigned for our 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've ever
created, has been entirely
reengineered 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.
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.
[ Applause ]
>> Series 4 will be available in
three aluminum finishes, silver,
gold, and space gray, and the
stainless collection is
absolutely beautiful with
polished and space black.
We've shipped stainless before,
but there's something about
Series 4 that is even more
gorgeous, and there's a
brand-new finish, gold
stainless, which is wonderful
paired with this Milanese loop.
[ Applause ]
All band colors and band styles
fit any generation of Apple
Watch, so all those Series 4
customers, all the bands that
you already own will work just
fine on the Series 4.
[ Applause ]
For customers who love Nike
Plus, especially runners, it's
been optimized for Series 4 with
full-screen watch faces that
look great, and they've done
something really cool with the
Nike sport loop.
They've added reflective yarn
for night-time visibility.
[ Applause ]
Apple Watch Hermes continues
this Fall with some bold new
looks.
There's 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
Double Tour bands.
[ Applause ]
Apple Watch Series 4 with GPS
starts at $399.
Series 4 with cellular starts at
$499, and we're keeping Series 3
in the line at more affordable
prices, starting at just $279.
[ Applause ]
Series 4 GPS 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 prices is
available right after the show,
and watchOS 5, the most advanced
wearable operating system will
be available on September 17.
That's Apple Watch, and now back
to Tim.
[ Applause ]
>> Thanks Jeff.
[ Applause ]
Thank you.
[ Applause ]
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're going to get a
kick out of it.
[ Music ]
>> 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 hokey pokey and you
turn yourself around,
that's what it's all about.
Left foot.
You put your left foot in, you
put your left foot out, you put
your left foot in, and you shake
it all about.
>> Hey honey, let's go running.
>> You do the hokey pokey and
you turn yourself around,
that's what it's all about.
[ Music ]
You put your left arm in, you
put your left arm out,
you put your left arm in,
and you shake it all about.
You do the hokey pokey and you
turn yourself around,
that's what it's all about.
>> Whole self.
>> You put your whole self in,
you put your whole self out,
you put your whole self in,
and you shake it all about.
You do the hokey pokey and you
turn yourself around,
that's what it's all about.
>> That's what it's all about.
>> That's what it's 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.
[ 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-stream
design and intuitive gestures,
with technologies like the
TrueDepth camera system and Face
ID, where your phone knows what
you look like, and 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 are so many other
innovative technologies that are
built right in, and of course
all of them are powered by the
world's most advance mobile
operating system, iOS.
iPhone X has changed the
industry, and along the way, it
became the number one smartphone
in the world.
[ Applause ]
But what's most important to us
is that it's the most loved
smartphone with an amazing 98
percent customer satisfaction.
[ Applause ]
Now, today, we're going to take
iPhone X to the next level.
I'm excited to show you what is
by far the most advanced iPhone
we have ever created.
[ Music ]
[ Applause ]
This is iPhone XS.
It is the most advance iPhone
we've ever created, and I'd like
to invite Phillip to tell you
all about it.
Phil.
[ Applause ]
>> 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.
[ Applause ]
iPhone XS comes in three
finishes, gold, silver, and
space gray.
They are beautiful, and they're
protected from dust and liquids
to an even higher level now.
IP68, that means it's protected
to two meters for up to 30
minutes.
So if you happen to be hanging
by the pool, drop your phone in
the water, don't worry.
Dive down, grab it, rinse it,
let it dry, you'll be fine.
[ Applause ]
And the team tested it in my
different liquids, in
chlorinated water, salt 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've made yet.
It's an OLED display, 5.8 inches
on the diagonal, and it's 2.7
million pixels, 458 pixels per
inch, the highest quality
display on an iOS device.
Now let's put it side by side
with our plus size phone, an
iPhone 8 Plus, and as you can
see, it's as big a display as
the plus size phone but in a
smaller design, and so many
customers love that about 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, Dolby Vision, HDR10.
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 percent greater dynamic
range for colors in your photos
than the iPhone X's display.
It is gorgeous.
Well 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 again.
Now a lot of our 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, we already
said was as big as a plus size
display, so what do you call a
phone that's bigger than plus
size?
Well, 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 fly
overs in Map, even when you're
using some of the built-in apps,
the team's taken advantage of
the wider display when it's in
horizontal mode to give you a
split view like here in
contacts.
It's awesome for editing videos
in iMovie for creating songs
with Garage Band and even
playing immersive killer games
is so much fun on the iPhone XS
Max.
So, there are two Super Retina
displays now, 5.8 inch, 6.5
inch, both OLED displays, both a
million to one contrast ratio,
they're HDR displays.
They have fast 120 Hertz
touch-sensitive layer, that's
how it gets its 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're true tone display, so
the paper white looks just right
in all the different lighting
that you use it, and they have
wide color.
These are amazing displays.
And we've matched them to
incredible sound systems as
well.
Stereo sound, better than in any
iPhone today.
Now, with the 10S, you get a
wider stereo field.
The team has matched powerful
speakers with great software to
deliver an even richer sound
experience.
So watching movies sounds
incredible.
And playing games, like Alto
Odyssey, which previously you
put on headphones.
Now you just want to listen
through the speakers because of
that beautiful wide stereo
sound.
Of course, listening to music
and watching music videos like
the Foo Fighters sounds better
than ever.
All right.
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's so much technology
in that little space right
there.
An infrared camera, flood
illuminator, proximity sensor,
ambient light sensor, dot
projector, front camera, speaker
and microphone, all working
together to give protection to
the data on our devices.
And they're designed with
multiple neural networks, so
it's secure and seamless in the
iPhone experience.
With iPhone XS, you just 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 XS now 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're 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 our A
series chip, and the team has
worked so hard to make every
generation of the A series chip
better than any and ever in a
smartphone, and this year is no
exception.
What the team has done is truly,
truly, breakthrough.
It's called the A12 Bionic.
[ Applause ]
And the A12 Bionic is the
industry's first seven nanometer
chip, and that's a huge
breakthrough, yes.
[ Applause ]
The A12 Bionic is packed with
6.9 billion transistors, and
what the team has done with all
that is remarkable.
So let's go through some of the
things in this chip.
We're going to talk about the
CPU, the GUP, and the neural
engine.
Let's start with the CPU.
It's an Apple designed 6-core
CPU, this is a fusion system.
It has two high-performance
cores, four high-efficiency
cores.
The two high-performance cores
run up to 15 percent faster than
the cores in the A11 Bionic
while also being 40 percent more
energy efficient.
And the high efficiency cores
are up to 50 percent more energy
efficient, and all six cores can
run at once.
The GPU, well this is an Apple
designed GPU.
It is so powerful.
Now the A11 GPU was already
ahead of anything else in the
industry.
The A12 GPU is now up to 50
percent faster than the A11, so
a huge jump in graphics
performance.
But the real advancement, the
real blow-away thing is this
neural engine.
Now you know we introduced the
first neural engine last year
with the A11 Bionic.
With the A12 Bionic, we take it
much further.
The A11 was a 2-core design.
This is an 8-core dedicated
machine-learning engine to power
all that great machine learning
software on our systems, and it
has a smart compute system.
What that means, it's able to
analyze the neural network data
and figure out on the fly
whether to run it on the CPU,
the GPU, or the neural engine.
I mean this is breakthrough, and
the performance is unmatched.
We told you last year that A11
Bionic could process an insane
600 billion operations per
second.
Well the A12 Bionic is able to
process 5 trillion operations
per second.
[ Applause ]
Unbelievable.
[ Applause ]
Now the A12 Bionic is a complete
system on a chip, so there's so
much more.
And the team works very hard to
be just as innovative at every
one of these things in the A12
Bionic.
It has a next generation image
single processor, incredible
video coders and decoders.
There's our display engine, our
audio system.
Of course, it has a secure
enclave.
It has memory controllers,
storage controllers.
The Apple designed storage
controller and the A12 Bionic
can now address twice as much
internal storage as previously.
So now you can have up to 512
gigabytes of internal storage if
you want.
That's a half a terabyte on your
iPhone in your pocket.
That's enough for over 200,000
photos stored on your iPhone.
It is incredible.
[ Applause ]
This A12 Bionic is without
question the smartest and most
powerful chip ever in a
smartphone.
[ Applause ]
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 Drance to show you just
what we can do with iPhone and
Kaiann is our senior director of
iPhone product marketing.
Kaiann.
[ Applause ]
>> Thank you, Phil, thank you.
[ Applause ]
A12 Bionic was designed for
iPhone, not any other
smartphone.
This is one 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 playing 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 very 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're 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 these everyday
tasks feel fast and effortless.
And, A12 Bionic with the
performance updates in iOS 12
helps apps launch up to 30
percent faster.
[ Applause ]
So we're focused on these
everyday experiences, but even
beyond that, such as those that
make use of machine learning.
Now, we've 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 your 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 those 50
different facial muscles over
your face in a live Facetime
call.
That is computationally really
intense.
And of course our immersive AR
experiences, our fun new Memoji,
and the new Clicks app launching
this fall will make use of
portrait segmentation on the
neural engine for even better
selfie scenes, like the one you
see here in Incredibles 2.
At iOS 12 we're also announcing
and launching Siri shortcuts, so
you can get even more done with
just a tap or by asking Siri to
help.
You can easily create a shortcut
with multiple steps, like the
one I used this morning.
Let's take a look.
I just press and hold or ask
Siri to run my keynote day
shortcut.
Now the first you'll do, it'll
kick off my HomeKit enabled
accessories, then it'll order my
morning coffee.
And it'll tell me how long it
takes for me to go pick it up.
And then it will kick off the
reminder I set to not forget my
badge, get me driving
directions, and start my music
playlist, and here we go.
And this is just one of many
things that you can do with Siri
shortcuts.
[ Applause ]
We're 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.
[ Applause ]
But it's going to run with as
little as one-tenth the energy.
This is tremendous.
It means developers can run
their most complex, most
advanced neural networks in
their apps and do so even more
often.
Then freeing up the power of a
GPU for more immersive graphics
like never before, which by the
way is really useful for
augmented reality, and this is
another area that we're focused
on.
That camera view finder has
turned into a wonderful window
to these new AR experiences,
such as this app here called
Fishing Go, that lets you turn
your surroundings into this
immersive marine aquarium where
you can discover more than 200
species of sea life.
iPhone XS is the best platform
for AR.
We custom calibrate our cameras
and sensors for the best AR
experience.
In 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, where
apps can access enhanced surface
and object detection, persistent
experiences, multiple users, and
we've even included a new
Measure app built-in.
And with AR Quick Look, you can
look at a 3D object like this
one here in Safari and with just
a tap bring it out into the real
world.
Isn't that amazing?
[ Applause ]
So you've heard some examples
today of how A12 Bionic is
accelerating real-world everyday
scenarios but also enabling new
experiences, but it doesn't end
with us.
It also extends out to our
talented pool of developers and
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're
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 ]
>> Thanks Kianne.
Thank you.
You know, 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 res 40 x 40 pixels.
And it's amazing how far we've
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 with the new iPhone, we've
been able to do just that.
Let's take a look at our new
Elder Scrolls game, Blades.
Like series is known for, it is
a massive, first-person
role-playing game full of
stories, quests, and an
incredible world to explore.
You play one of the blades, the
empire's elite warriors, and
you'll define your own character
and how you want to engage in
combat.
You can use defense, melee, or
magic.
And on the iPhone's OLED screen,
we can pull out all of the
detail that you'd 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
off of your sword.
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 percent faster than
before.
You'll see the sword follows
Craig's specific movements and
timings.
It feels incredible, and that
new depth of field camera effect
really lets you focus your
actions during combat.
And spiders are just terrifying.
We've been able to pull off some
incredible environments that
just weren't possible before.
Twelve-year-old me would not be
able to comprehend all of these
pixels, all 2.7 million of them.
As we [inaudible] we can use the
power of the phone to bring all
those parts together, the
visuals, the sound, and even
haptic feedback on your attacks.
It's not just immersive.
It transports you.
You may have fought dragons in
Skyrim, but you've never
experienced the Elder Scrolls
like this and on your phone.
Blades is coming to iOS this
Fall.
It's available for preorder
right now.
We'll see you out there.
[ Applause ]
Thank you, Todd.
Now our next developer is going
to enable an entirely new use
case for the iPhone camera using
Core ML.
Here's David Lee, CEO of
NexTeam, and Steve Nash,
two-time NBA MVP and a new
member of the Basketball Hall of
Fame.
[ Applause ]
>> Thanks Kianne.
HomeCourt is an app that used
Core ML to track basketball
shots by simply pointing your
iPhone at a court.
>> When I was young and learning
the game, I never really knew if
I was doing the right things to
improve my game.
I would spend hours and hours
shooting by myself, just hoping
I was refining the techniques
that would take me to the next
level.
I've 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.
>> We couldn't bring a
basketball court here, so we
went out last week and saw Steve
training an athlete.
We now have a screen recording
of our app on a new iPhone.
Let's take a look.
The app recognizes the hoop and
the court automatically.
Tap start, it will start
tracking real-time shot
attempts, the makes indicated by
the dot on the floor and misses
by the red X's drawn as an
overlay right on the court.
With the new iPhone and Core ML
2 we see a massive performance
game that allows us to do a lot
more.
The powerful A12 Bionic
[inaudible] models 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 ball detection, and
trajectory estimation all at the
same time.
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.
>> 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.
>> Where you see that release
time from the set, it will be
displayed on screen, and app can
also give audio feedback for the
[inaudible] stereo speaker or
your earbuds.
>> As players train with
real-time feedback, they build
muscle memory.
I really wish that when I was
younger we had these tools.
HomeCourt is great for every
basketball player who wants to
get better, whether you're a
beginner or a pro.
>> The most amazing part is this
is all done with just your new
iPhone.
There are no sensors on the
player, no sensor on the ball,
and no sensor on the court, and
that's HomeCourt real-time shot
science, shipping as an update
this Fall.
Thank you.
[ Applause ]
>> Thank you Dave and Steve.
Wow, that was something.
Okay. So our third app makes use
of AR to do even more in a game.
Here is Atli Mar, CEO of
Directive Games.
[ Applause ]
>> Thanks Kianne.
Playing with 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 experiences.
Joining me here are my friends,
and they are eager to climb the
leader boards.
Andrea, Shai-Hi, Alessandra.
Are you guys ready?
>> We're ready to battle, Atli.
>> This is Galaga AR.
[explosion noise]
Just like the classic, you
eliminate your enemies, you
avoid being attacked, and you
grab power ups.
[ Game sounds ]
With the digital GPU Core, we
are able to render scenes like
the sun effect.
This is something that we could
not do before.
[ Game sounds ]
And the new iPhone stereo
widening makes things sound
really immersive.
Just listen to this epic
[inaudible] battle.
[ Game sounds ]
[ Applause ]
Last year, we shipped our first
AR game, and now, with new
features of ARKit 2 and the
power of the new 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 arcade series on the App
Store later this year.
Thank you.
[ Applause ]
>> Wow. Wow.
We can't wait for you guys to
experience those apps and games.
This is really just the
beginning.
We're 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.
[ Applause ]
>> Thank you, Kianne.
[ Applause ]
The A12 Bionic just powers so
many incredible new 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're so proud of all 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 of Time Magazine.
[ Applause ]
And this is their issue for
women who are changing the
world, and we couldn't be
prouder to be a part of that
story.
Well, you are going to be blown
away with the pictures you can
take with the iPhone XS's
camera.
It is a remarkable new
dual-camera system.
It has a 12-megapixel wide
camera, a 12-megapixel telephone
camera, and an even more
improved true-tone flash.
The 12-megapixel wide camera has
a new sensor, a larger sensor
with bigger, deeper pixels.
It has optical image
stabilization and our fast 1.8
aperture lens.
It's Apple's six-element lens.
The telephoto camera is also a
12-megapixel camera, also
optical image stabilization,
F2.4, Apple design lens.
On the front side, we have the
true-depth camera system, and
that's a new sensor as well.
A 7-megapixel sensor that's
twice as fast, and it works
together with the IR camera and
the dot projector, so it can
create depth in your
portrait-mode photos.
And as we talk about cameras, of
course everyone talks about the
sensors and the lens and rightly
so.
They're an important part of the
camera system.
But increasingly what makes
incredible photos possible
aren't just the sensor and the
lens, but it's the chip and
software that runs on it.
And this is so true with iPhone
photography.
So, for example, in the A12
Bionic is the image signal
processor, working together with
the CPU.
And it does so many things every
time we take a picture.
It automatically sets exposure,
white balance, sets the focus,
does noise reduction and low
light photography.
It brings out highlights and
details, and it can fuse
multiple images together like
when you do an HDR photo or
create a beautiful panorama.
And the ISP and the A12 Bionic
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're
shooting, and can do facial
landmarking.
So it recognizes exactly where
the eyes are and does instant
red eye reduction that looks
perfect.
And it creates better
segmentation masks so even with
portrait mode the hair and the
glasses are better than ever
before.
This is an amazing amount of
power for our camera team.
In fact, when you take a photo,
it's capable of doing a trillion
operations on every photo you
take.
[ Music ]
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 photos and
merge them together to bring out
highlight and shadows and keep
your subject looking great.
Well, Smart HDR takes this idea
so much further.
So let's say you're taking a
picture, and the camera
recognizes you're shooting a
subject and the subject is
moving, you go to press down on
the shutter and you get a
picture instantly.
It's called zero shutter lag.
What the A12 Bionic is actually
doing is shooting a four-frame
buffer so it can capture that
critical moment.
The A12 Bionic is doing even
more than that.
It's also capturing secondary
interframes at the same time,
and those interframes are shot
at a different exposure level to
bring out highlight details.
And it's doing more than that.
It's shooting a long exposure so
we can get better shadow detail
as well.
And when you're 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 breakthrough, and it
makes taking photos easier than
ever and to get beautiful
results.
[ Applause ]
So let me show you a few photos
shot with iPhone XS, not
retouched in any way, no
exterior lighting used, anything
else.
It's just straight from the
camera.
So here's one.
I mean this is stunning.
You're subject beautifully lit
with natural light, beautiful
skin tones, great detail, and a
nice beautiful soft background.
But what's remarkable about this
photo is it was a windy day by
the water, and her hair was
blowing.
Yet you still get that
incredible detail in her hair on
this Smart HDR photo.
Here's another example.
As you can see, this is what
you're not supposed to do,
right, shooting a photo into the
sun, because that's going to
blow out the exposure.
But Smart HDR makes sure we got
a great sky, we got 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 your photos come out so much
better now with iPhone XS no
matter what your subject matter,
people, pets.
Look at the skin detail and the
hair and the beautiful sky.
Like we said, it shoots wide
color photos as well.
Look at the color range on this
photo.
Shot straight off iPhone XS.
And it looks even better with
the higher dynamic range display
on the iPhone XS when you look
at it there.
We introduced portrait mode and
portrait lighting photos.
Those are better than ever
before, and here's an example.
It's incredible the level of
detail.
This is the stage light feature
and the portrait lighting.
It looks so beautiful.
Here's another portrait lighting
photo, excuse me, portrait mode
photo.
Beautiful soft background.
These are better than ever
before, and there's a huge
advancement here.
Remember the area on the
background of the photo, the
quality of that blur is what the
industry calls bokeh.
And the team wanted to make a
big advancement in what can be
done with bokeh, and they've
done some amazing work here.
They studied some of the
highest-end full-frame cameras
and expensive fast lenses to
characterize the quality of
professional bokeh and then
bring that capability to more
and more of us through the
portrait mode photos that we can
take with iPhone, and what
they've achieved is really
breakthrough.
So I'm going to show you a photo
now, and I'll just tell you
right up front, this was not
shot with a high-end expensive
camera.
This was shot with an iPhone XS,
and it is breakthrough.
It is absolutely beautiful.
The detail on her face, the
great skin tones, obviously
reflecting from the surface of
the car to light it up, but that
background, and the quality of
that bokeh is remarkable.
This is a breakthrough in
photography for a smartphone.
But further than that, the team
discovered something remarkable.
This is so, so exciting.
I can't tell if you can tell I'm
excited about this, but this
is-- so when you take the
picture with portrait mode, and
then you go in to the photos
app, and you tap edit, you're
going to see a new slider on the
bottom that says depth.
Yeah, someone said no.
Get ready for this, because let
me blow it up, you're going to
have to watch two things at
once.
You're going to watch the depth,
and you're going to watch the
background.
You can, after taking the
picture, adjust the depth of
field, so that's 1.4, that's 16.
[ Applause ]
And the background is changing
with it.
Let's do that again.
We're going to slide a depth of
field, and watch the background
as it changes the depth of field
of your photo.
This is done after you've taken
it.
This 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 Bionic chip.
Let me show you one more
example.
[ Applause ]
Here's another photo shot with
iPhone XS, and we see a
beautiful background with
incredible higher quality bokeh,
and as we looked at it, we slide
and we selected f2.0 because we
thought it had just the right
depth of field we want in the
photo.
This is a new era of
photography.
Some people call it
computational photography.
With a power of not only the
sensor and the lens, but the A12
Bionic and incredible software
and the care the camera team has
put to creating high-quality
photography is making images
possible now that weren't
before.
And the benefits of this, not
only for photography, but for
video as well, it's a new era of
videography as well, but this
new sensor and the power of that
A12 Bionic chip.
And it can do many things.
It has a twice as fast sensor.
It can take advantage of a lot
of this technology to give
better image quality in our
videos.
And there's something else the
team has done too.
Taking advantage of the four
microphones built into iPhone
XS, you can record stereo sound
with your videos as well.
And it plays back with that
beautiful wide stereo field, and
it sounds amazing.
So let me show you a quick video
that was shot with iPhone XS,
just natively shot on it,
nothing done to it other than we
edit it for length, and it's
shot in low light, and it
creates images that weren't
possible before.
Here we are.
>> Hey, what's up.
You made it up here.
>> Yeah. Had a little drive in.
[ Background Noise ]
[ Applause ]
And that's a beautiful video.
You just shoot it, 4K, but
there's a lot going on that the
system is doing for us.
Autofocus, auto exposure,
bringing up the highlight
details, the 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 I'll talk about battery
life.
Increasingly, all smart phone
users want more performance,
bigger screens, but longer
battery life too.
The teams really 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 really
great.
iPhone XS Max has the biggest
battery we've ever put into an
iPhone, and it can get you up to
an hour and a half longer in
your day.
[ Applause ]
And there's a lot more new with
iPhone XS and XS Max.
Faster networking, gigabit-class
LTE.
They have more bands than any
other smartphone, so they have
the best worldwide roaming and
speaking of worldwide
capabilities, one thing we've
had requests for is dual SIM
capability.
Well some of you know what this
is for.
For the rest, here are some
reasons people want dual SIM.
Some people want two phone
numbers on their phone.
Maybe a home number and a work
number.
Some want two different plans
depending on the region of the
world they're in and what they
need.
And many of us like to travel
and want to keep our local phone
number but may need to get a
data plan in a region we're in
so we can have access to fast
data there.
To do this, into iPhone XS and
XS Max, we built a technology
called DSDS, or Dual SIM Dual
Standby.
This means that you have both
phone numbers there in your
phone waiting to get call,
whichever one gets it becomes
the active line.
And to enable that, the we've
added our eSIM technology.
eSIM is a standard that we've
been working with carriers to
promote around the world.
We've actually already been
shipping it in cellular iPads,
in cellular watches, and now
we're 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, and the team has worked
to make sure in the software
that the fact that you have two
different phone numbers is
understood.
And you can name them home and
work, primary and secondary,
whatever.
And then throughout the user
experience, you'll see that a
phone call is coming in on a
certain line, and you know how
to deal with that.
Support for eSIM requires
support from carriers, and we've
been working with many great
carrier partners, and they're
going to be rolling out eSIM
support throughout the fall and
many more into next year.
We're really, really happy to be
working with them on this.
So that's how we provide dual
SIM support around the world.
We will have a single physical
SIM and a eSIM in both iPhone XS
and XS Max.
In China, where we can't bring
eSIM into iPhone yet, we're
making a special model of the
iPhone XS Max that has two
physical SIMs, actually one on
each side of the SIM tray.
It's a really smart
implementation, and we think
they're going to love that.
[ Applause ]
So this is iPhone XS and XS Max.
They are packed with so many new
advancements.
Better Super Retina displays,
5.8 inch and the new 6.5 inch
OLED displays.
Our next generation 7 nanometer
A12 Bionic chip with faster CPU,
GPU, neural engine, and helping
us to deliver even longer
battery life.
Our new generation dual camera
system with a bigger sensor,
Smart HDR, portrait mode with
more beautiful bokeh, dynamic
depth of field, higher quality
videos with HD and 4K, new
true-depth camera system that's
faster for Face ID,
gigabit-class LTE, 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 in the
most environmentally friendly
manner possible.
And to tell you a little bit
more about that, I'm really
excited to bring out Lisa.
[ Applause ]
>> 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 percent
renewable energy at all of our
facilities worldwide.
[ Applause ]
Now of course that includes the
gorgeous campus that we're on
right now.
It's powered by our own solar
panels and directed biogas 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're 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've done it, and we're
really really proud of it.
And now, we're on to 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'll have to find new
ways to make our products with
recycled or renewable materials
that are sourced responsibly.
Then we'll 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're recycled properly.
So let's take a look at some of
the material innovations within
the new iPhones that we've just
announced.
We've transitioned to using
recycled tin in the main 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're doing this with other
materials as well.
We have a better plastics
program, and through that we're
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 percent
post-consumer recycled plastic.
And the cover glass frame is
made with 32 percent bio-based
plastic.
It's better for the planet, but
it's also tougher and it
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 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'll assess it, and if it can
be used by someone else, we'll
give you the value.
If not, we'll recycle it
properly for free.
Maybe we'll even use the robot.
Who remembers Liam?
Well meet his sister, Daisy, who
can disassemble nine different
models of iPhone.
Using Daisy, we can reuse those
recycled materials in future
products, and the more we do
this, the less we'll have to
mine from the Earth.
So that iPhone 5S, with Apple
GiveBack, it can go on to
another user when you're 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 ]
>> Thank you, Lisa.
[ Applause ]
This work is really important to
all the teams at Apple, and it's
a great example of the
collaboration between all the
teams to do everything from
reducing the amount of tin in
products to the GiveBack
program.
Just great work and we're really
proud of everything they do.
So, iPhone XS, iPhone XS Max,
they are stunning, the best
iPhones we've ever made by a
long shot.
We are so excited about the
technologies in here, the
experiences they're 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 one more
iPhone.
[ Music ]
[ Applause ]
It is incredible, and 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 a 7000 series
aerospace grade aluminum and has
more durable glass.
It is absolutely stunning.
It comes in incredible new
finishes, white, black, blue,
coral, yellow, each beautifully
designed with that aluminum
finish, the glass in the back.
The screen goes edge to edge and
top to bottom.
There's even an incredible
product red one as well, and it
is beautiful.
[ Applause ]
All of these are protected from
dust and liquids to IP67.
They're 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 new engineering
and technology to do pixel
masking and pixel [inaudible]
and to have LEDs that fit into a
smaller space than ever before.
This is the most advanced LCD
ever in a smartphone.
[ Applause ]
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.
Now let's bring, well first it's
1.4 million pixels, and it's 326
pixels per inch.
So true retina image quality.
Now let's bring that iPhone 8
Plus next to is, because it's
really interesting.
It is a bigger display than the
iPhone 8 Plus in a smaller
design.
The design actually fits
perfectly between the sides of
an 8 and an 8 Plus, so we think
it's going to make a lot of
customers really happy.
[ Applause ]
So a 6.1 inch Liquid Retina
display, an LCD display, 1.4
million pixels.
It supports tap to wake.
It has that 120 Hertz
touch-sensitive layer, so it
scrolls super-fast.
It has great color management,
color accuracy.
It has a wide color display, and
it has true tone support.
So the whites look paper white
in all the lights you use them.
And it is an iPhone X experience
on an LCD display.
So that means you tap it to wake
it up.
There's no home button.
You swipe up to go to the home
screen, a first for an LCD
display.
Swipe down to get your
notifications.
Swipe down to get to control
center from the right corner.
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.
So to get to the camera from the
home screen, we just press on
it.
You feel a haptic tap, and
you're taken right to the
camera.
This is a similar technology to
what we do with the track pad in
the Mac Book Pro that we all
love so much.
It is a great experience.
And like every iPhone X new
experience, it has Face ID.
And there's a TrueDepth camera
system, the same TrueDepth
camera system in iPhone XS and
XS Max.
So it's an infrared camera,
flood illuminator, proximity
sensor, ambient light sensor,
dot projector, front camera,
speaker and microphone.
All 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 XS Max,
it's faster but it's faster
algorithms, running on a faster
secure enclave.
And inside the iPhone XR is
nothing but the best chip we
make, our brand new seven
nanometer A12 Bionic chip.
So this is a powerhouse, faster
CPU, faster GPU, faster neural
engine, and it can do all of
those experiences that Kianne
showed you earlier, including
real-time machine learning.
It is an incredible new phone.
And it has a great new camera
system as well.
It's a single camera system, our
best single camera system that
we've ever made.
It's a 12 megapixel, wide-angle
camera, the exact same
wide-angle camera in the XS and
XS Max, so it's our new
generation sensor that's larger
with bigger pixels, optical
image stabilization, twice as
many focus pixels, faster f1.8
aperture, Apple designed lens,
and the new improved true tone
flash as well.
And it takes beautiful photos.
Like this one.
So this was taken from an iPhone
XR.
It is stunning.
Incredible detail, beautiful
tone mapping.
There's probably something
you've noticed about this photo
though.
It's a portrait mode photo with
that 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 a depth segmentation map
using the focus pixels and
neural net software so that we
can create portrait mode photos
on the brand-new iPhone XR.
Here's 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 XS Max, and
it gets depth control
dynamically after you've taken
the picture.
So all that breakthrough
features and capabilities that
you want are right here.
Here are some other photo
examples taken from iPhone XR.
They are absolutely beautiful.
It has Smart HDR as well.
Helps to bring out highlights
and shadows even in low-light
photos.
It has wide color as well, so
you get stunning, beautiful,
rich color photographs.
On the front side is the same
TrueDepth camera system as
iPhone XS and XS Max with its
latest technology so you get
full support for portrait mode
and portrait lighting.
It can take some of the best
selfies you've ever seen.
These are shot off the TrueDepth
camera on iPhone XR.
Well what about battery life?
Well here the story continues to
be just great because
performance in this big screen,
the team has worked hard to give
great battery life.
So let's compare it to the
iPhone 8 Plus.
So many customers love the long
battery life of that.
Well iPhone XR gives you up an
hour and a half more in your day
than the iPhone 8 Plus.
[ Applause ]
So this is the brand new iPhone
XR.
It has a 6.1 inch Liquid Retina
display, an LCD display, the
most advanced ever in the
industry.
It is our latest seven nanometer
A12 Bionic chip with its faster
CPU and GPU and that
breakthrough neural engine and
helping to deliver even longer
battery life.
It is the best single camera
system we've ever made with our
new generation 12 megapixel
sensor with support for Smart
HDR, portrait modes with
beautiful bokeh, dynamic depth
control, incredible video.
It has the same TrueDepth camera
system as iPhone XS and XS Max
with faster Face ID and on and
on.
These six beautiful new
finishes, that incredible 7000
Series aerospace grade aluminum
and IP67 protection from liquids
and dust.
IPhone XS, XS Max, and iPhone XR
have arsenic-free display glass,
mercury-free displays, BFR-free,
PVC-free, beryllium-free.
They're designed and
manufactured with a low-carbon
process, and they're highly
recyclable.
We're so proud of all that work
the team does.
This is a huge day for iPhone.
We now have iPhone XS, XS Max,
and XR, three new models of
iPhone.
We have a product video about it
to tell you a little bit more,
and they're amazing.
[ Applause ]
>> The iPhone X described our
vision for the future of the
smartphone.
Today, we're 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 securely unlock login and pay
with only a glance.
Now it's even faster.
[ Music ]
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 enhanced,
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 widened stereo sound.
iPhone XR integrates the same
breakthrough technologies.
It's powered by the same A12
Bionic chip, has the same
versatile TrueDepth camera with
the same advanced Face ID.
An entirely new range of
finishes are enable by
precision-machined, structural
aluminum band, anodized to
complement an all-glass
enclosure.
The all-screen Liquid 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 portraits.
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 people, iPhone
XR.
[ Applause ]
>> Thank you.
Well iPhone XR will come in six
finishes and in three sizes, 64
gigabytes, 128 gigabytes, and
256 gigabytes of storage, and it
will start at $749.
[ Applause ]
So that's less expensive than
the iPhone 8 Plus.
I'm really proud of the work the
team has done on that.
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 gigs, 256
gigs, and that new 512-gigabyte
storage capacity.
It starts at $999.
The iPhone XS Max, same three
configurations with its larger
screen, larger battery, just
$100 more, starting at $1099.
[ Applause ]
The iPhone XS and XS Max, you
can start preordering in Friday,
September 14th, and it'll ship a
week later, September 21st.
It will start shipping in all of
these markets, a nice long list.
But if you don't see your
favorite location there, don't
worry, a week later, it'll start
shipping in all of these
locations as well.
This is-- somebody saw their
favorite country or location--
this is the fastest rollout
geographically we've ever had
for new iPhone.
That's really great.
So 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 Plus.
The brand new iPhone XR starting
at $749, XS at $999, and XS Max
at $1099.
They're all running iOS 12, the
world's most advanced mobile
operating system, 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.
[ Applause ]
>> Thank you, Phil.
What a fantastic new lineup of
iPhones.
It's clearly the best lineup
we've 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've got a few more
updates to give you.
We've got an update to the
HomePod, our breakthrough home
speaker.
We recently added stereo pairs
and AirPlay 2, so now when you
add a second HomePod to create a
stereo pair, it creates this
incredible wide, immersive sound
stage.
You really have to hear this to
believe it.
It's really awesome.
And with AirPlay 2, HomePod
becomes the best multiroom audio
experience.
We've got some other great
features that we're bringing to
HomePod.
You'll be able to search for
your favorite songs by lyrics,
create multiple timers, make and
receive phone calls right from
your HomePod, and just like your
Apple Watch, you can ping your
iPhone or any of your Apple
devices to help find them around
your house.
It's incredibly useful at my
house.
And we couldn't be more excited
about how Siri shortcuts will
open up a world of apps for the
HomePod.
Also, we'll be shipping a new
update to TVOS with support for
Dolby At Most for Apple TV 4K.
It has stunning new 4K aerials,
and with access to a wide range
of live sports and news
programs, there are now well
over 100 video partners
available through the TV app.
Both the HomePod and the TVOS
updates will be available on
Monday, September 17th.
And then the following week,
we've got a great new update for
the Mac with MacOS Mohave, all
new Dark Mode and updates to
desktop and finder, enhanced
privacy and security in a
completely redesigned Mac App
Store.
MacOS Mohave will be available
on September 24th.
We're excited about this huge
month and all of these big
releases that we've got.
[ Applause ]
So what a great morning.
We introduced the Apple Watch
Series 4, newly designed and
reengineered 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
breakthrough 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.
[ Applause ]
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.
[ Applause ]
At Apple, we're always pushing
our products forward and making
technology more personal.
We hope that you love these new
products as much as we do.
We've got a hands-on area just
upstairs that's going to open in
a moment, and we hope that
you'll take time to get your
hands on them and experience
them for yourselves.
I'd like to thank everyone for
joining us this morning,
including those watching us
online, and I especially like to
thank all the people at Apple
who've made this magical day
possible.
Thank you.
[ Applause ]
[ Music ]