September Event 2019 — Apple By Apple

Thank you good morning and welcome to the Steve Jobs theater. We've always believed that by giving people wonderful tools, you enabled them to do wonderful things and Apple. We put the customer at the center of everything that we do with products and technologies that are designed in the service of humanity. Innovations that enrich people's lives to help them learn, create work, play share and stay healthy through the deep integration of hardware, software and services. These products empower people to do incredible things. Every day we have a huge morning plan for you with some huge announcements, so I'm going to just yeah, so I'm going to dispense up my usual updates and get right into it, beginning with the app store, we're adding a whole new way to enjoy games on the App Store with Apple Arcade.

We've joined forces with the world's most innovative game developers to push the boundaries of what's possible. To tell you all about Apple Arcade I'd like to invite Anne to the stage, and we are thrilled to launch Apple Arcade on the App Store. The world's first game subscription service for mobile, desktop and TV Apple. Arcade is the only place you can get unlimited access to over 100 groundbreaking exclusive new games made for iPhone, iPad, Mac and Apple TV. You can't find these games on any other mobile platform or subscription service.

No games service has ever launched as many games at once, and we can't wait for you to play all of them instead of paying upfront for each game. Your subscription lets you download and play any Apple Arcade game right from the app store it all starts with the App Store's brand, new or stab, where you can discover the latest Apple Arcade games with new games at it. Every month, get personalized recommendations, watch game trailers and get expert editorial content like game guides and sneak peeks. This collection of awesome games cover so many genres and play styles, so everyone in the family can count on finding games. They love on Apple Arcade.

We are really excited to show you a few today. First up our partners at INAMI who have delighted players for decades. Their next game is sure to be a hit for the whole family. Please welcome INAMI brand manager, Benjamin Kinney, to tell you more, thanks. Anne, everybody loves Flogger.

That's why, together with cue games, INAMI could not be more excited to bring our title to Apple Arcade Flogger into a town. In this level we find ourselves in bathroom and Flogger has to rescue somebody's frog let friends by classic Flogger. There are many obstacles in the way over now you can find power-ups like this bomb, and you can use to clear the path ahead of you. You'll also notice we're collecting jelly beans, there's a fun and important part of gameplay, but I'll tell you more about that here in a little while, so the physics are incredible, see how the blocks bob up and down in real time when you jump on them and look we rescued another problem, you will have dozens of different outfits that you can put your Flogger in today. We have picked this adorable bathing suit.

Isn't he cute is that said, Italian baby wearing sunglasses? He is making a mess. Let's try to go around camp now. You remember those jelly beans from earlier. Well, when you collect a hundred, you unlock super Flogger, alright, alright enough of that, we got the last frog let to rescue, and we did it great job. Flogger and Toy town will be available at launch, and we cannot wait for you to play with your friends and family exclusively on Apple Arcade.

Thank you thanks, Benjamin Flogger looks adorable. Next up is legendary game studio cap com, their new game brings console quality, graphics and gameplay to a whole new audience. To tell you more, please welcome Cap com producer Peter Fabiano thanks man with shinsekai into the depths we set out to create a beautiful, yet treacherous underwater world. The world above is covered in ice. You have no choice but to search the ocean below.

This is humanity's last survivor. You'll notice gauges at the top that indicate air health and depth. You'll need to be thoughtful and careful. As you traverse the new world, you can use thrusters to navigate or get to safety while searching for resources. Our explorer encounters a terrifying feature, which is why it's ever important that you maintain your oxygen levels lucky for us.

Our little drone is here to help us out. We crafted every detail of the world to make it feel authentic and immersive. In fact, we reported music and sound effects underwater. Let's give it a listen. Shine's controls are simple, yet mastering shooting, while thrusting will challenge even the most seasoned gamer, the underwater physics and the creatures unpredictable attacks make battle both challenging and a blast.

You'll have to find out what happens next, by playing shin Sakai into the depths, we're bringing our brand of game design to a new, wider global audience both at home and on mobile available only on Apple Arcade. Thank you, Wow, thanks Peter, that was beautiful. Our last demo is from Annapurna interactive, known for innovative games that break the mold. Their next game is truly one of a kind to tell you more. Please welcome Annapurna interactive producer, Kelsey Hansen.

We are teaming up with Simon to bring their creative, ambitious new game to Apple Arcade. Sayonara Wild hearts is a fast-paced neon pop music dreamscape. We like to think of it as a playable music video. Let's jump in you play as our heartbroken heroine as she races to win back their hearts in this level, our heroine is chasing after the stereo lovers, filled, seamlessly, transition back and forth between rhythm babes tapping and high speed Racing's you as the player will never actually be moving the camera, but playing as the perspectives automatically change makes this game challenging and so much fun. The battle and storytelling are interwoven with the music making sure you never miss a beat to add to the excitement.

Collecting hearts will increase your rank. The more hearts you collect, the higher your score will be sensing defeat the twins up the ante and transform their swords into a giant jet in an attempt to escape, but our heroine has other ideas with one flash of her sword. Our heroine defeats the stereo lovers. She reclaims a piece of her heart and steals a piece of ours. We hope you enjoy sayonara wild hearts on Apple Arcade.

Thank you. Thank you healthy. What an awesome soundtrack these three talented partners joined so many more amazing developers bringing new games to Apple Arcade this year. Apple Arcade is available, starting on September 19th. That's in over 150 countries around the world, we'll be introducing over 100 new games to our launch catalog in the weeks ahead.

So how much does unlimited access to all these amazing games cost just $4.99 a month for the whole, and we're launching with a one-month free trial? We hope you have a blast playing all the incredible games on Apple Arcade, thanks and back to you Tim. Thank you. An Apple Arcade is a gaming service, unlike any other out there. We can't wait to start playing when it launches later this month. Next up, let's talk about Apple TV, plus our mission for Apple TV plus, is to bring you the best original stories from the most creative minds in television and film stories that help you find inspiration that are grounded in emotion, truly stories to believe in stories with purpose.

This summer we released three trailers for a few of our premiere originals, like for all mankind, an innovative reimagine action of the space race in Dickinson, starring, Hailed Seinfeld, a coming-of-age story about Emily Dickinson, told in a completely modern way, and the morning show with this blockbuster cast during Reese Witherspoon, Steve, Carell and Jennifer Aniston in her first TV series. Since friends, the reaction to these trailers has been incredible. They've been viewed over a hundred million times. In fact, the trailer for the morning show is one of the most watched trailers for any new television show ever. This is incredible, and the new issue of Entertainment Weekly calls the morning show fall's most anticipated series this morning.

I want to share with you one of the most imaginative, thrilling and thought-provoking dramas ever see, stars Jason Momoa, and it takes place hundreds of years into the future in a world without sight, we worked with blind and low-vision cast crew and consultants who provided the detail and the authenticity for how this world should be defined. Today, I am so excited to share with you the worldwide premiere trailer for C centuries. From now. Almost all humans have lost the ability to see some say sight was taken from them by God to heal the earth. For the few who remain vision is only a myth, but after so many years the power of sight has returned.

What is it sometimes different? The children they have the ability to see my children, they have the power that we would call magical or evil must protect them for centuries. We feared this day would come the evil of light ones almost destroyed the world, and now it has returned find the children who can't sleep and drink some tea. If we give the babies, they might leave us alone, go I start with the social market. They will print knowledge that will begin in the world. Your family, we are one we fight his point.

The moment has come it's astonishing. How the smallest moment can change an entire world. I hope that you think. Thank you. I hope that you can get a sense of why I love that show and I think that you will too now.

These are just a few of the exclusive originals from the exciting Apple TV Plus lineup, with Apple TV plus you'll get access to these, and so many more. The best movies, comedies dramas and kids shows now. I know that some of you have been wondering when will Apple TV Plus be available, and how much will it cost? Well today, we're excited to tell you that the first shows will be available on November 1st and will be thanked you, and we'll be adding more Apple originals. Every month a new Apple TV plus will be available in over a hundred countries at launch, and it is just $4.99 per month. All of these incredible shows for the price of a single movie rental.

This is crazy. We are so excited about Apple, TV, plus that we wanted to do something really special and so starting today, when you buy an iPhone, an iPad, a Mac or an Apple TV, you get one year of Apple, TV plus included, so we can't wait for you to start watching. Apple TV Plus on November 1st in the Apple TV app across all of your screens. That's Apple TV Plus. Now, let's turn our attention to I pad.

We created iPad. We set out to design something truly unique, a product that you could take with you everywhere and that it's so fun and so easy to use, and now, with hundreds of millions of iPads out in the world, iPad is transforming the way we create, learn, work and play. This has been a huge year for iPad we've revamped our entire lineup, starting with the new iPad Mini, all the way up to the powerful iPad pros, and we push what people could do with iPad further than ever before, with the introduction of iPad OS is an advanced operating system with a new name to recognize the distinctive experience of iPad. Of course, iPadOS builds on the same foundation as iOS, but adds powerful new capabilities and intuitive features that are specific to the large display and versatility of the iPad. Unique integration of hardware software, with over 1 million apps that are specifically designed to take advantage of the large canvas, provide an experience that you won't find on any other device out there.

We have never been more excited about the future of iPad and to tell you about the newest iPad I'd like to invite jaws to the stage jaws. Thank you. Thank you. We're incredibly excited about iPadOS and our entire iPad lineup, but today I want to talk to you about our most popular iPad. The 9.7 inch delivers so much versatility at such an affordable price, and it brings more new users to our iPad than any other model. In fact, for nearly 60% of these users, this is their very first iPad, and we're about to make this iPad a lot better because we're replacing the 6th generation iPad with this, the new seventh generation iPad.

This is a big upgrade with some great new features, and it's designed to make the most out of iPadOS. Of course, iPad is a magical piece of glass. You can become almost anything we want it to be, so the display is so important to the iPad experience, and we're making the display even bigger. This iPad has a new, larger 10.2 inch, Retina display it has nearly three and a half million pixels. When you compare it to this, the top-selling PC laptop in the U.

S. for the first half this year, I know this display has more than three times the number of pixels plus greater brightness and a much wider viewing angle. So your content always looks amazing under the hood of this iPad is the a10 fusion chip. So that means that this iPad is up to two times faster than that top-selling PC and for the very first time our new most popular iPad features the smart connector. So you can effortlessly connect the optional full-size smart keyboard, which delivers a great typing experience in a thin and light design that also folds into a protective cover, and we're especially excited that this iPad was engineered to take full advantage of iPad OS is packed with an enormous breadth of new features designed for iPads unique capabilities, including the redesign home screen, powerful, new ways to work with multiple apps, deeper integration with Apple Pencil, desktop class browsing with Safari and so much more iPadOS truly expands what you can do with this iPad.

So let's take it for a quick spin. First, let's talk about multitasking with iPadOS. It's never been easier to get to your favorite apps. You can quickly switch between multiple apps and slide over or fan them out to pick the one you want, or you can swipe along the bottom to get between multiple spaces. You can even use the same app as notes across multiple spaces and paired with different apps.

It's perfect for working on multiple projects. Safari brings desktop-class browsing to iPad, so now you can create a website and Squarespace or edit your documents in Google Docs right in Safari and with a simple, simple pinch on the soft keyboard. A new floating keyboard appears gives you more room for your content and a great and a great one-handed typing experience is awesome. IPadOS enables new workflows on iPad. So now you can even connect your SD card or your thumb drive to quickly browse your photos and videos right in the files app, and you have a whole new video editing experience with powerful new tools in the new enhanced Photos app.

You can add filters and effects. You could even crop and rotate your video and there's some great new ways to use Apple Pencil simply swipe up from the bottom corner, to capture a screenshot or choose the new full page option to create a PDF of a full web page or your document, and from there you can mark it up. There notes and share it all without ever putting the pencil down and there's so much more to iPad, including our awesome new services. I mean gaming on the iPad was already awesome, but now it's even better because of Apple Arcade. You can't get anything like this on any other device or just lean back and enjoy all that amazing Apple, TV, plus content and as Tim just told you seem to like it.

You even get one year of Apple, TV plus included for free. We think the combination of iPadOS, our new service offerings, this new iPad hardware is simply incredible. So this is the new 7th generation iPad 10.2 inch Retina display support for Apple, pencil and full-sized smart keyboard and, as you would expect great cameras, sensors and ultra-fast wireless all packed into a thin and light design, that's durable and weighs about a pound, and for the very first time our enclosure is made from 100% recycled. We're really proud that we can continue to expand our environmental achievements for this. Our most popular iPad.

We're also proud that, with all these enhancements, this new iPad will start at just $329 and when you think about all the things this iPad can do, we can't think of another device that delivers this much value and for our education customers, it's even more affordable at 299, and you can well there you go. You can order it today, and it will start shipping at the end of the month. It really has been a big year for iPad. This new iPad joins the new iPad, mini iPad, air and iPad pros all taken further than ever before with iPadOS. So that's the news for iPad now back to Tim fakes jaws.

This new iPad will enable so many more people to experience the power and versatility of iPad. Now next up. Let's talk about Apple Watch. Apple Watch puts groundbreaking health, fitness and communications capabilities onto the risk of millions and millions of people. Today, Apple Watch is everywhere, and it's making a difference in so many ways all over the world.

We hear firsthand every day about the truly personal and profound impacts that the Apple Watch is having on people's lives. So we made a video for you this morning to share just some of these stories with you, dear Mr. Cook, dear Apple, dear Tim, so the run began as usual. I was 32 weeks pregnant, getting ready to go to bed. The next morning, I'd have notifications on my watching my phone saying your heart rate is elevating.

I was like. Ah, that's strange, and I run my EKG, and it says 220 beats, and I'm like something's, not right, I told my husband like we need to go. He was like I'm in the middle of cutting grass and like we need to go and then suddenly I woke up to be abused. This is my husband Kyle he's going out to cut the grass when I fell. It automatically calls 911 cause my wife when I think about what happened and what could have happened once we got to the hospital they realized.

It was some sort of infection. My heart rate was spiking, and it was causing the baby's heart rates to get lower and lower, so emergency c-section, and she was born, had surgery it summated that I would have had a heart attack within less than 12 months. I mean like I'm, like you have goosebumps I, don't know if you can see them through like the camera, it's crazy! It's not something you think of your watch, blah saving your life anyway, hi in the past, I didn't prioritize taking care of myself, but now I've gained the ability to be active in ways that I never would've dreamed of all because the computer, my wrist, told me it was time to fill the rings yeah closing weeks like this little reminder going. Okay, you can do a little better today when I see the little rings of light. Get your moves in today.

Sometimes it used to be like mind your business Apple Watch, but then it's like you know what I do need to get. My movement I like the idea of achievements that you get for every small things done. It has I just reminded me: I should stand out by the way to go, shoot you to NATO missile early on you stay home and put makeup. Thank you he's the blur and that's his nickname as the blur Harrison is on the autism spectrum, and he's on the cross-country and track teams here at the school. He was having some issues with anxiety and crowd noise.

The sound of the cheering just there's mail, so I paired up my watch with my headphones and the music helps me focus when he started running with music playing. It was like seeing a different athlete this moment of triumph goosebumps and tears, and cinematic Apple needs to know this happened, but you did in your brainstorming. Sessions, came to life and helped save mine. Dear I, just had to tell my story: I will be forever grateful. I had no idea that one day it would save my life.

What I want to say is. Thank you. Thank you. Thank you. Thank you.

Okay, thank you. Thank you. It is it's truly inspiring to see the difference that the Apple Watch is making they the hearing. These stories really make my heart sing, and these are just a few of the amazing stories that I get every day now. In addition to helping individuals, Apple Watch is having an impact on another important area that affects all of us, and that is health research.

We're excited about how Apple Watch can make a tremendous difference in this area and to tell you more about it, I'd like to invite MBL to the stage Symbol. What makes the amazing stories you just saw even possible are the incredible capabilities built into Apple Watch each one requiring extensive development and research. This deep focus on science is the foundation of many of our product features, especially the ones focused on health. For example, the irregular heart rhythm notification was developed from the using the data from the largest study ever focused on atrial fibrillation. Over 400,000 people participated in the Apple heart study, and this showed for the first time that a Smartwatch could help in the early detection of aphid.

It transformed how we look at cardiovascular science. We were so encouraged that today we are announcing three new health research studies, starting with the Apple hearing study since Apple Watch is on you all the time and can now measure sound levels in your environment. This study will analyze how your daily sound exposure impacts. Your long-term hearing health for this study, we're working with the experts at the University of Michigan and the World Health Organization for our second study, we're using the new cycle tracking feature that we introduced in June, the Apple women's health study focuses on an area that hasn't received much attention in many years. It'll, look at how menstrual cycles can inform the screening for important conditions like infertility and osteoporosis, for this novel study, we're partnering with the Harvard School of Public Health and the NIH.

Finally, the apple heart and movement study will look at how metrics from Apple Watch can serve as early warning signs and help create innovative interventions to improve. Overall health for this study, we're so excited to be partnering with the American Heart Association and the cardiovascular experts at the Brigham and Women's Hospital. If you would like to participate in this research and make a contribution to potential medical discoveries, you can enroll using the new apple research, app where you can enroll perform tasks and view your data. Of course, you decide what data you want to share and with whom Apple cannot access any information that directly identifies you. The new apple research app will be available in the US later this year now back to Tim.

Thank you. Some more we're really excited about the impact the research app can have. It gives us all of us an amazing opportunity to participate in health research that could lead to innovations to improve our health and the health of future generations. So I hope that you check it out. Since the beginning, innovation has been the core of the Apple Watch, innovations that really matter to people from the life changing to the potential life savings.

Many of these technologies were barely imaginable. Just a few years ago, Apple Watch has become the most advanced and most loved Smartwatch in the world and to tell you all about what's next, with the Apple Watch I'd like to invite up Stan in Stan thanks Tim, we want to make Apple Watch even better for all the things you do in place as you go, and so today, I'm so excited to share with you. The next generation of Apple Watch introducing Apple Watch Series 5 featuring an innovative new display that is always on the new always-on Retina Display Never Sleeps. So the watch face is always visible with previous models of Apple Watch. When you lowered your wrist, the display would go completely dark, but now with series 5, you be always able to see your time and complications.

Hey risks. Razor a tap brings everything back to full brightness. Now the new always-on display is just loaded with advanced technologies, so I want to tell you about it. It all starts with the industry's. Only low temperature, poly-silicon and oxide display or LAP Oh LAP allows the display to refresh dynamically from as high as 60 Hertz to as low as one Hertz, which is extremely power.

Efficient, there's also. A new low power display driver, an ultra efficient power management, integrated circuit and a new ambient light sensor, which all work seamlessly together by combining this incredible hardware, with innovative software. We're able to deliver this always-on display, while still maintaining the same all-day 18-hour battery life. Now all the watch faces have been carefully tuned for the new display, so you'll always be able to see your time in your complications. We've also optimized the screens for all the workouts in the workout apps, so you'll be able to see your workout metrics without raising your wrist.

This always on display is perfect for those times when you can't raise your wrist or tap the display or when you're in a social or work setting, where you kind of want to just sneak a quick glance at the top right or when you're the middle of a crazy hard workout, where a wrist raise just isn't possible. The new always on display is going to be useful for so many situations throughout the day. We can't wait for you to try it next. Let's talk about another new feature in series: 5, a built-in compass now, with the updated, Maps app you'll, be able to see which way you're facing just like on your iPhone. You can add the compass to your watch face, so you can see your direction at a glance and there's even a new compass app which allows you to see not only you're heading, but also your latitude longitude current elevation and incline.

Now our developers can take advantage of the compass as well, so the direction is always clear when you're hiking, with wiki elope paddleboarding with goes up or searching out the constellations with night sky. Next, let's talk about safety features. Apple Watch has some important safety features built right in like fall, detection, emergency, SOS, medical ID. Now emergency SOS could be life-saving. Should you ever need it, and so we wanted to make it even more capable now with series 5, every cellular model has international emergency calling? So you can call emergency services in over a hundred and fifty countries around the world just by pressing and holding down the side button, even without your iPhone.

We think this will give you great peace of mind if you ever travel internationally next. Another important benefit of Apple Watch is being able to express your personal style and Series. Five has the widest assortment of case finishes ever aluminum models come in silver, gold and Space Gray, and now the cases are made from a hundred percent recycled aluminum stainless-steel models come in gold space, black and polished, and were introducing new models for the first time in titanium, this natural brushed, titanium maintained his color through a special surface treatment than Apple custom engineered and there's also a second model in titanium. In this brush space, black with a diamond light, coating Sears five will be available in ceramic as well. In this brilliant white color really beautiful, there are new Apple Watch, Nike models featuring new Nike sport, band's, new reflective sport, loops and cool new Nike watch faces, and there are new Hermes models in these beautiful color block bands with a classic or mass print.

Aren't they cool this year, we're also introducing Hermes models in black featuring space, black stainless steel cases featuring handcraft noir leather bands? These are just stunning, of course, every Apple Watch is designed and manufactured in the most environmentally friendly way possible. We're so excited about Apple Watch, Series 5, with its always-on display compass, international emergency calling and all the other great features like its swim proof. You can take an ECG fall detection, Apple Pay all the new features of watch the. What six it truly is, the most capable Apple Watch ever series. Five GPS models will start at just three.

Ninety-Nine and $4.99 for cellular models. You'll be able to order series five starting today, right after the keynote, and they'll be available in our stores, starting September 20th. We're also keeping the very popular series three in the line. Series three is a great watch. It has GPS heart rate sensor, it's swim proof the new features of watch, Allah, six and now starting at a low price of just $1.99 and that's Apple Watch. Thank you back to you.

Tim, Thank, You, Stan, I'm, really excited about this new Apple Watch lineup and with all the new amazing features. Apple Watch is going to enable you to do even more than before. We created a fun video to demonstrate just this I'd love to play it for you now. This watch tells time and takes phone calls. This watch tells time and turns on lights and opens up doors.

This watch tells time and communicates with satellites, twelve thousand four hundred and twenty-seven miles above the earth. It wakes you up and gets you onto subways and place every Elton John studio, album, hey Siri, play tumbleweed connection ever recorded, play goodbye, yellow, brick road, say madman across the window. This watch tells time and sets timers and set your pace and warns you when it's too loud and text your friends and opens portals, kidding and tracks your distance underwater and starts competitions and accepts challenges and tracks. Your workouts and tells you which direction you should be going and reminds you to breathe and has an app that measures the exact timing of the electrical waves traveling through the upper and lower chambers of your heart, otherwise known as an electrocardiogram. So in conclusion, just to reiterate this watch tells time I love that video I love that video.

It really helps you understand, so many of the amazing things that the watch can do next up. Let's talk about iPhone in the incredible capabilities that it puts into people's hands has changed the way we live our lives in ways that we never could have imagined. It's become so essential for hundreds and hundreds of millions of people all over the world. It's changed industries and led to the creation of entirely new ones, and it's made a profound impact on all of our daily lives. Customers love I phone, and we keep striving to make it better and better.

Last year we launched three incredible iPhones the iPhone 10 R became the most popular iPhone and the most popular smartphone in the world. We also launched the iPhone 10 s and the iPhone 10 s max the most advanced iPhones we have ever created these three iPhones together have a combined 99% customer satisfaction. This is the highest in the industry. Really unbelievable. Customers love I phone because we focus on technologies that matter most in their lives.

Today, I am thrilled to share with you the newest iPhone. This is iPhone 11, the next generation of iPhone, and it is jam-packed with great new capabilities in an incredible new design. To tell you all about iPhone 11 I'd like to invite Cayenne to the stage pan Thank You, Tim, the innovations, an iPhone 11 are truly remarkable, and that starts with a design. iPhone 11 has a beautiful anodized, aluminum and glass design and that glass, it's the toughest ever in a smartphone on the front and back in the glass it surrounds. The camera has a sculpted 3d geometry, and it was precision milled down from a single piece of glass.

To achieve this, elegant look iPhone 11 comes in six new colors, with an all-new purple white, yellow, green black and product red. It has a 6.1 inch, liquid Retina display with true tone: white color, tapped, awake and haptic touch in even more places with Iowa's 13, like contextual menus. Now, videos are wonderful to watch on this display, and now we have spatial audio, which provides an immersive theater like experience by creating a sound field around you using an apple design virtualize, and we support Dolby Atmos for an incredible sound experience. Now, let's talk about camera, iPhone is the world's most popular camera, and it gets even better with iPhone 11. We have an amazing dual camera system with an all-new wide camera, with a new sensor with a hundred percent focused pixels for faster autofocus, three times faster and low-light, and we have a new ultra-wide camera with a hundred and twenty degree fields of view.

This will let you capture way more in your photos and videos, because now you can take a wide camera shot like this, but switch to the ultra-wide to reveal the so now see the beautiful framing my mother nature, but the details still are there in the sky: the rocks in the sand. This is doing an optical zoom out to X, so you can capture way more without moving. So now, when you're taking a wide camera shot, you'll see our new immersive camera interface, but lets you see outside the frame hinting at a bigger shot, then you can simply tap to switch to the ultra-wide revealing more of your scene. This is great for these epic landscape shots where you can see edge to edge all this detail, and it's also great for tight spaces where you can't physically back up, but the ultra-wide lets. You do that revealing more of your story.

You can use an angle like this to take a heroic and dynamic shot, because the ultra-wide can elongate your subject. It keeps all these details sharp from her red dress, all the way to her face now. These are some examples of great ultra-wide photos. We've also updated our image pipeline, which processes over a trillion operations per photo, and it's got our image signal processor, and it has our neural Engine for machine learning, and now we've added semantic rendering. This allows us to more intelligently, detect subjects and relight them with detail, so they look even better.

Now we use this across your photos, including in our next-gen, smart HDR. You can see the gorgeous smile in her warm face accentuated by the backlit Sun. Now we're using multiscale tone mapping, so we can treat highlights differently in different parts of the image, depending on what's best for them. Now it works here in portrait mode and people love taking portraits on iPhone 11 and either 11. Has this wide-angle camera? So you can take these beautiful, wide shots of portraits for people, but now, with two cameras, we have stereoscopic depth.

So now you can also take portraits of your favorite pets, and you can also use creative depth-of-field for shots like this. Now we have a new portrait lighting effect and that's Hake mono. You can take a stunning studio. Quality portrait like this from a pretty ordinary background. Alright, let's talk about night mode.

This is for those very low-light environments like outdoors at night or inside. A dimly lit restaurant and night mode comes on automatically when it's dark enough to brighten photos and reduce noise. Here's an image with night mode turned off here. It is with night mode turn on. We determined the image fusion time and use adaptive bracketing based on what we see in preview, so shorter frames.

If you have subject motion or longer frames, if you have deep shadows to recover them, then we intelligently fuse images together, reducing motion and blur all right. We know you love taking videos, and you're capturing more than ever an iPhone, so I'm really excited to show you the first video shot on iPhone 11 entirely on our wide and ultra-wide cameras. So the quality is just astounding that was shot in 4k resolution and all the shots, including the ones overhead or handheld. So it's making use of our even better cinematic video stabilization. So in taking video, you can easily tap to switch to the ultra-wide camera to capture even more on your scene.

You can also use the zoom wheel to just transition easily between the two cameras. Now we make it great to capture in all the formats you love, because we support 4k resolution up to 60 frames per second slo-mo time-lapse, cinematic video stabilization and now extended dynamic range at 4k up to 60 frames per second, and this is across both cameras, which is pretty cool. We also wanted to make it easier for you to take a quick video with quick take. So now, when you're taking photos- and you decide- you want to take a quick video, simply tap and hold the shutter button to record a video. You can do that without changing frames.

So video really shines on iPhone 11. In fact, it has the highest quality video ever in a smartphone. This is enabled by a real time, processing across our camera hardware, our software, our video encoders and our chip. So that's the amazing dual camera system on iPhone 11, with their new wide and ultra-wide 4, 2, X optical zoom out night mode, a brighter flash next gen smart HDR and the highest quality video. It will change the way you take your photos and videos.

We've also updated our front, a true depth camera to a wider 12 megapixel sensor. So now you can still take your 7 megapixel selfies, as you normally would, but simply rotate to landscape to capture even more people using that wider sensor. Also, on the front camera we've added 4k video with extended dynamic range up to 30 frames per second, and you can also capture on the front at 4k 60 as well. Now, we've also added slow-motion video to the front camera for the first time now we think this is going to be really fun. It's so fun that we created a little ad about it, and we couldn't resist showing you okay.

So we want this to inspire you to go. Take some awesome, slow fees, because we can't wait too soon, all right now, so much of our great camera is also enabled by performance and iPhone.11 has leading performance for your every day to the most demanding tasks. In fact, our Apple design chips have led the industry for many years. Ben says the a12 is so far ahead of the industry that it will still be competitive with the best Android smartphones in two years. Well, now we're introducing the a13 Bionic, the next generation of our industry-leading chip.

So if you look at CPU performance with the iPhone 10 hours, a 12 Y ionic chip, it still leads the pack in terms of the latest smartphones and chips. Well, the 13 Bionic is just going to extend that leave even further. The 13 is the fastest CPU ever in a smartphone, and that's great because everything you do every day from morning till night makes use of the chip. So what about graphics? Well, if you look at the a12 still leading the pack in GPU performance and the a13 Bionic is just going to get even faster, because the a13 Bionic is also the fastest GPU ever in the car, and to show you more about that, because this is great for mobile gaming, I'd like to introduce giant Network, they are the force behind some of the most popular mobile games in China and now, with their studio tips, works they're preparing to release their first global title. It's called Pascal's wager, and I'd like to introduce yang the founder of tips works.

Thank you. We have been working on in exciting action wrapping gear. Let's take a look past Casey wager it's a dark, fantasy action game. Your take on a journey through a messy for world. The game happens in a place that you're surrounded by internal darkness, and a few minutes must make a pass by state blow to joints does illuminate.

You will notice the fantastical creatures which look amazing with meta to shaders. Please can select the one of four characters and can change throughout to use different skills. Now we will change it to Bonita whose powerful web can take out enemies. Middle engine we spent hours of recruiting the perfect sounds of footsteps, change and even blade. Slashing details are clear: with the iPhone spatial audience, let's watch a spent fight this monster, so we trailed albo.

We see the benefits of hunter processing effects, including anti aliasing and bloom, which are only possible with a GPU of the new iPhone of this, with an incredible 60 frames-per-second of smooth performance, which comes in handy as we keep evil at bay speaking of evil. Our hero could use some help. We don't want to spoil anything. This is a preview of Pascal's wager pre-order exclusively on the App Store next month. Thank you, so I just have to say how remarkable it is that a game like that with those kinds of phenomenal graphics, can run on a small and powerful chip in the palm of your hand, a 13 Bionic.

So just kudos to that and our incredible silicon engineers. We can't wait to see Pascal's wager and what else other developers will come up with the a13 all right so battery. We know that battery life is really important to customers and last year with the iPhone 10 are we already have the longest battery life in an iPhone ever, and it was a big leap and our customers loved it. So, with the advancements in iPhone, 11 it'll still have an hour more and vim battery that your iPhone 10 R 4. The advances in iPhone 11 really touch areas that customers experience every day.

This is innovation that matters powerful dual camera system, night mode and things we didn't even have time to talk about like faster face: ID water and dust resistance, wireless charging, Wi-Fi. Six and more. We think customers will love iPhone 11, and we've created a really fun video all about it. I phone 11 offer so much meaningful innovation, and we want even more people to experience it, so we're really excited to offer iPhone 11 at just $6.99. We think this is an amazing phone that everyone will love.

Thank you and now back to Tim, Thank, You Cayenne. The new iPhone 11 is simply amazing. We designed it with our customers in mind, and it will impact their lives in meaningful ways every day, but we didn't stop there for our customers that want the most sophisticated technology that really pushes the limits. We've created something truly special, and I'm thrilled to introduce it to you now Oh. This is the iPhone 11 Pro, and these are the most powerful and most advanced iPhones that we have ever built in a stunning new design, I'd like to invite Phil up to tell you all about them.

Phil. Thank you, Tim and good morning. Everyone how you're doing out there, but this is the first phone that we've called pro and for us that means it's a device that pros can count on to get their work done, but it's also product for all of us who want simply the best product made, even if we're not a pro. So let's talk all about it. We'll start with this incredible stunning new pro design.

This is the most advanced and detailed iPhone we've made. Yet it's made of a surgical grade, stainless steel. That back is a single piece of machine glass with an optical PVD coating. There's a beautiful new mat textured finish that looks great and feels awesome in your hand, iPhone 11 Pro comes in some gorgeous new finishes. This is an all-new midnight green there's, a very pro Space Gray, a beautiful silver and a new gold.

These are incredible all right. Let's talk about this pro display. It comes in two sizes, five point, eight inches and 6.5 inches. They have the highest pixel density of any display. Apple makes our super Retina display is the most advanced we've ever built into an iPhone.

It's a new OLED panel that has 2 million to 1 contrast, ratio, P, three-wide, color, true tone have to touch, and now a much brighter up to 1200 nits, that's incredibly bright, while also being 15% more energy-efficient. Now this incredible new display has a love of a brightness contrast ratio color in detail. Well, really it's the experience that we're building into the new display for the Mac Pro. We call that the Pro Display XDR and now that experience is being built into an iPhone. In addition to that, it has the spatial audio sound, the Cayenne told you about as HDR 10, we vision Dolby Atmos, so we decide it's worthy of a new name.

We call it the super retina XD our display. Alright, let's talk about performance, a pro level performance. As you know, our a series chips have kept Apple ahead of the industry for years now, and the a13 Bionic is going to extend that lead. Well, to tell you even more about the a13 Bionic I'm really excited to bring up three. Some phantom is our vice president of silicon engineering.

Sri. Thank you, hello. Everyone. Our engineering team at Apple, has been designing chips for iPhone for over a decade and today, I'm excited to talk to you about eight 13 Bionic, our latest creation, and we have touched everything now at Apple. We have the benefit of owning the entire vertical stack, the software, the system, hardware and the chip design, and we work together to optimize every block on the chip all the way from the transistor up through the package design to work efficiently for iOS and iPhone.

We've touched so many things that improve so many things in the 813 Bionic, but today, I'd like to talk to you about two specific improvements, machine learning and low-power design. First, machine learning, we use machine learning all throughout iPhone and in our chips, our CPU, GPU and neural engine are all optimized for different types of machine learning, workloads and in a 13 Bionic we made them all faster 4ml, particularly the CPU if we added brand-new machine learning accelerators in our CPUs. These accelerators are built on matrix multiplication very fast. That's an operation! That's used frequently in ml computation. These dedicated accelerators allow the CP to process matrix math operations up to 6x faster, making the CPU capable of over one trillion operations per second.

Now, as developers, experiment on the bleeding edge of ml, the CPU can accelerate these nascent evolving models. In addition, the chip works our latest generation of the Apple Design machine learning controller, so that ml models can be automatically and seamlessly scheduled on the CPU, GPU and neural engine, balancing efficiency and performance together with iPhone 11 Pro. This creates a fully integrated platform where developers can do some incredible things like natural language, processing, image, classification in photos and videos and character, animation and people occlusion in AR apps. All of this makes I phone 11 pro the best machine learning platforms in any smartphone. The second thing I'd like to talk to you today about is how we lowered the power of the a13 Bionic.

It is our most efficient chip today, and here are a few reasons why first, it starts with the transistors. The fundamental building blocks of our chips and 8:13 Bionic uses an advanced, improved, 2nd generation, 7 nanometer transistors, the most advanced in the industry, and we carefully tailored each transistor for high performance and low power, and we did this with over eight and a half billion transistors. That's the most we've ever put into any iPhone chip, but it's not just a sheer volume of transistors to get both high performance and low power. You need great architecture. One example of that is our hot apple, architected high-efficiency CPU cores.

These cores are the most efficient place to run lightweight tasks and powerful enough to use most of the time, giving you great battery life. Finally, at the design level, we apply many low-power design techniques to increase the efficiency of our design. For example, we have hundreds of voltage domains on the chip, so we light up only the sections of the chip that need to function at any given time, but that's not all we have hundreds of thousands of got caught gating domains, so we only turn on the smallest amount of logic in the chip dramatically reducing power, the result is our highest performing most efficient design ever all of our core CPU GPU and Ural engine are all up to 20 percent faster. In addition, at the same time as we move performance up for those applications and tasks that don't need more performance in the 12, we were able to reduce the power of all our engines, for example, or GPU by up to 40%. All of this translates to great performance and battery life for our customers and, in addition, combined to the thermal design of the iPhone 11 Pro, we have our best sustained performance ever and that's 813 bionic.

It is our most efficient, most performant chip we have ever built for iPhone. We can't wait for our customers and developers succeed in action. Thank you and back to film. Well, thank you three. So what is our team done to help the battery keep up with this incredible level of pro performance? We are so excited to tell you that with iPhone 11 Pro, you now get up to four hours longer in your day with iPhone 11 Pro Max up to five hours longer their day, we're also including our fast charge.18 watt adapter in the box. You can charge them all faster, too so I know, I know what you're waiting for I am too.

Let's talk about the cameras now question my favorite part about iPhone. This is the first iPhone that we've had a camera system that we call pro it's really worthy of this name. So what does it have? First, it has a new wide camera that has a fast F, 1.8 aperture and focus pixels to cover a hundred percent of the sensor. It is a new telephoto camera with a larger F, 2.0 aperture. It lets in 40% more light and has a new ultra-wide camera with a super, wide 120 degree, field of view and a tremendous range of focus across the entire image.

Now all these work together with the a13 Bionic chip and its new generation image signal processor and that enables a whole new level of photography, pro photography, and you're just going to love it. So, let's, let's go to one that some of the things that does first with the telephoto camera and the ultra-wide do the ability to zoom in two times and zoom out two times: that's a 4x optical zoom range. With these three cameras, you have incredible creative control. So, for example, you can use the telephoto and getting close on your subject to really zoom in on it, or you can use the wide to tell a bit more of a story, or you can pull all the way out to the ultra-wide and reveal the full surroundings. You can take all three shots from one vantage point now: we've given iPhone 11pro to some pro photographers to use to see what they can do with this incredible new camera system, and first they absolutely love it, and they are excited to share with you some of the photos they've taken.

So we've picked from all the incredible shots. They've taken six we're going to go through six shots that pros have taken to show you some different cameras and what's possible, and they're just stunning and here's a perfect one. To start with. Look at this image. It is shot with the wide camera shot by Jody wood shot it in a perfect named place for this photo Piano, Canyon and Kana Utah.

That's just the awesome name for this. Look at the eye the detail in the eye it's the details in the eyelashes, the incredible skin tones. This is a great photo show the power of this new camera system. Here's another shot very different kind of shot, also taken with that wide camera. This was shot by Jake Michael's in LA.

You can see caught a moment frozen in time, the fast shutter, speed and capture the light just bouncing off those frozen water droplets, and it uses our black and white pro level image filter which gives incredible tonal grayscale to it all right now, let's switch over the telephoto is an incredible shot taken by Francesca Alan out in Malibu. Just the incredible image: clarity, stunning environment, skin tones are beautiful, shot by the natural light, and that's just the natural depth of field of that aperture with F 1.8 F 2.0. It is amazing and the Blues of the sky in the water just stunning. So now, let's look at a portrait mode, shot of the telephoto camera, it's very different from than than what you would take. This is backlit a backlit portrait mode, telephoto shot by Jeff, Jake Michael's, and you just see the incredible silhouette, but so much detail in the hair.

Look at the blue and gold backlit, just such vibrant colors, a stunning image all right. Now, let's look at a photo taken with our new ultra-wide camera. Jake Michael's took this down in Venice Beach over a skateboard park. How did you take this? Got up on a cherry, picker 50 feet above the ground. I think many of us would be a little nervous doing that, but for us, he did it took a shot down with the wide-angle.

The super wide camera just sees this incredible abstract image looks stunning. The focus is incredible because of the depth of focus of that camera all right. One more example: this is shot with the ultra-wide by Kiara's Anna shot this in Arizona see this amazing contrast between the lights and the dark and mid-tones the sky. The landscape is just surreal. This is just this otherworldly kind of shot that we'd all love to get.

So those are six examples of photos using the three cameras there. What pros can do if you put it in their hands with their incredible talent? It's amazing stuff. Well, now what we want to do yep now we want to give you a sneak peek of a new feature coming in the camera that will be available with the software update. This fall, but it's so cool. We have to tell you about it: it's using the knurl engine of the a13 Bionic to create a whole brand-new kind of image processing system.

We call it deep fusion, and this is so cool that to tell you what it's doing when you do that, while we look at an image, so this is a photo that was shot on an iPhone 11 Pro using this deep fusion technology, and this kind of image would not have been possible for we use machine learning to take this photo and low to medium light, and it's unlike anything possible with the iPhone camera before so what is it doing? How do we get an image like this? All right, you ready for this. What it does it shoot? Nine images before you press the shutter button. It's already shot for short images for secondary images. When you press the shutter button, it takes one long exposure and then in just one second, the knurl engine analyzes the fuse combination of long and short images, picking the best among them, selecting all the pixels and pixel by pixel, going through 24 million pixels to optimize for detail and low noise. Like you see on the sweater there, it is amazing this is the first time a neural engine is responsible for generating the output image.

It is computational photography, mad science. This way, all right now, let's talk about video iPhone 11 Pro is a powerful new video camera system. All three cameras shoot 4k 60 frames. A second extended dynamic range video with beautiful, highlights and shadow details. So, of course, we gave iPhone 11 Pro to a professional, cinematographer and director and asked them to take it to a back lot in LA, shoot something and show us all what's possible with this brand-new camera system and that's what we want to show you now that incredible that was not always shot, but also edited entirely.

An iPhone 11 Pro by director of photography, Guillermo Garza and director at Diego Contreras. Thank you guys. That is just stunning video and the team works hard to make sure that you can get consistent image capture across all three video cameras. We actually paired the three cameras right at the factory, calibrating them for color and exposure and then all the time while you're using them. We actually do some smart things like we in real time, take data from the camera, you're shooting with and prime the other cameras automatically for autofocus, auto exposure, color temperature, even tone mapping.

So you can get a smooth transition across all three cameras, while we minimize any shifts in color or exposure and for pros who want to edit this video quickly on device. Now with iOS 13, we have new advanced video editing features built into the Photos app, so you can do things like edit, a video for exposure, color temperature even cropping, and scaling right in the palm of your hands. So this is the new camera system in iPhone, 11 Pro, we think pros are going to love it we're all going to love it. It is incredible new wide ultra-wide telephoto cameras, the highest quality video ever four times: optical zoom, new, smarter HDR, new night mode on and on it is an incredibly we even have reach designed the camera out. There's a new font in it called SF camera.

It is so pro you're gonna love using it. Now, on top of all of this iPhone 11 Pro, it's really the only pro camera with a native app ecosystem. There's App Store has over 50 over 30 thousand photo and video apps. So you can do just about anything, can imagine right on device. So a great example of this is film.

They make a great app called film Pro. That makes it possible for award-winning directors to push the boundaries of what's possible, with cinematic filmmaking on iPhone, so we're really honored to invite up their CTO Christopher Cohen and along with them director of acclaimed films, the Florida, Project and tangerine. The first theatrical trailer shot entirely on iPhone Shaun Baker welcome, guys, I shot tangerine on iPhone using film, Pro, and I've been working closely with Chris and the film team. Ever since now, every shot has the right lens as a filmmaker. It's my job to figure out which lens that is unset I use a tool called the directors' viewfinder.

It helps me find a frame and choose focal length. Filmmakers have been doing it like this for nearly 75 years, but what if you could use what we're all going to have in our pockets? We're delighted to preview the next version of film Pro? It's going to move filmmaking forward. Let's take a look at the next generation of lens selection. We've divided the viewfinder into individual feeds, visualizing every field of view available on the new iPhone, with the new, a 13 and the higher sustained performance of the new iPhone. You can shoot with our most complex capture pipeline up to five times longer than before, but now you can shoot with multiple cameras at the same time, giving filmmakers even more options and I love that, because it's totally transformative with two cameras rolling in film Pro I get twice as much coverage on the same, take reducing my number of takes and giving me more options in post to facilitate that we employ a compound overlay representing the primary and secondary cameras, while both are being recorded simultaneously.

I can focus in on my akin to compose or back up to see my widest field of view. I'm always excited when I see evolution in filmmaking style and craft, and this multicar feature will give me new creative options for covering scenes, such as how I would approach the traditional shot. Reverse shots right, Sean. We can even couple this incredible ultra-wide camera with the front-facing camera. This enables me to capture the organic and intimate interaction between two individuals in one unbroken take with a single unobtrusive device, so I can literally take the audience and slap them right in the middle of a conversation.

It's not only incredible for narrative storytelling, it will be wonderful for documentaries and journalism as well. The ability to record multiple videos, this amazing, sustained performance and this incredible ultra-wide lens. It's all in one device. It's going to change this industry, the all-new film pro will be available later this year only in the App Store. Thank you, Thank You, Christopher and Shawn.

So this is iPhone 11 Pro. In addition to the triple camera system, a 13 Bionic, longer battery life, faster charging, new designs, there's also faster cellular, better water resistance, stronger glass and so much more. We think this is the most exciting iPhone we've made. Yet we've made a video to tell you just a little more about it. Introducing iPhone 11 Pro every detail has been used as an opportunity to set new standards in design, quality and engineering, ensuring it will deliver uncompromising performance in any situation at the core of the iPhone 11 crow design is a stainless steel structural band in a three-dimensional glass pack made from the toughest glass in a smartphone.

If sculpted from a single, solid sheet, reinforce down to the atomic level and then brought to life in one of four textured matte finishes, the enclosure is designed to withstand what life can throw at it. Rigorous testing and refining can help create a durable dust and water resistant iPhone. The apple-designed 813 Bionic chips is the most ambitious to date. It's the fastest chip ever in a smartphone, yet more efficient than ever, and with new optimized batteries that give you up to five extra hours. In your day, you get more performance in an iPhone the longer than ever.

The triple camera system combines cutting edge technology with the extraordinary ease of iPhone a redesigned. Camera interface complements the new hardware, with a more immersive and intuitive experience, telephoto wide and new ultra-wide cameras. You can now view four times more scene in your photos and videos with the ultra-wide. All new night mode allows you to capture images, never before possible on an iPhone and drastically low in light. The highest quality video in a smartphone is now even better, with extended dynamic range.

Now, at 4k at 60fps, you can record pro quality video at twice as many frames per second editing tools previously reserved for photos now make editing your videos a pro level experience perfect and then playback. Your footage on the new super Retina MTR display that has the highest pixel density of any Apple device. Privacy is built into every iPhone from the ground up from iOS 13 to face ID the most secure facial authentication in a smartphone which now works from greater angles and is even faster. This new line of iPhone has been pushed to extremes like never before ensuring that each party is worthy of the name: iPhone 11 Pro, so iPhone, 11pro and iPhone 11 are made to be designed free from these harmful materials and, of course, to reduce their impact on the environment, and this is so important to us. So I bring it up every time we want to keep pushing the boundaries of this iPhone, 11 iPhones it up in pro our most advanced phones, I, think everyone's going to want to show them off, and some people like to protect them with cases.

So we have a new line of cases for them as well, including clear cases for all three models, so you can show off your beautiful new finishes, so iPhone 11 Pro will start at $9.99 an iPhone 11 Pro max. It's just $100 more at 1099. You can pre-order all of them, starting this Friday at a new time, 5:00 a. m. Pacific Daylight Time.

So if you can get a few more hours of sleep and then get in line a pre-order they'll all start shipping on September 20th. So this is our lineup of three new iPhones starting at six. Ninety, nine, ninety, nine and ten. Ninety-nine, in addition to that, we're going to keep iPhone 10 are in the line, starting at just $5.99 and iPhone eight at four, forty, nine. So there's a lot of great options for people at all different price points.

So that is our news today on iPhone 11 and iPhone 11 Pro back to you, Tim with breakthrough technologies and advanced capabilities, the all new iPhone 11 Pro and iPhone 11 Pro Max or just beyond. Incredible and, of course, the best place to learn more about these and get your hands on them are in our amazing retail stores, and to tell you all about, what's going on at retail, I'd like to introduce you to dare draw Brian thanks, so much Tim I would love to start this update on Apple retail by giving a huge shout out to our retail team members all around the world. The customer truly is at the center of everything that we do and thanks to our passionate teams, there really is no better place to see this in action than in our stores. Today, we would love to share two ways: we're making the experience even better. Let's start with personalization Apple Retail has always been the best place to help you customize and personalize your products, and now we're going to take it even further with Apple Watch.

Currently, we offer a wide selection of watches where we choose and pair the cases with the fans with Apple Watch Series five, we're thrilled to announce the all new Apple Watch studio where you choose and pair any case with any band to create exactly the watch that you want. The Apple Watch studio experience is available in our stores and online and with so many combinations. There are nearly a thousand different ways to represent your own personal style. Now next we'd love to talk about Apple, train, I'd love to show you how it works. You just saw all of this great news about our new iPhones, and now you can use your current iPhone as credit towards a new iPhone and because we know many of our customers prefer to pay by months we're pleased to offer low monthly payments in a number of our countries Apple trade and makes your new iPhone even more affordable and because we reuse and recycle it's great for the planet.

Now those are just two of the services that we offer. There is so much more so much and the entire store experience is brought to life by our amazing teams and the care that they have for our customers. This deep care, along with our incredible collection of products, services and experiences like today at Apple, are designed to delight and are available only at Apple now. Finally, our stores are the best place for a celebration, so on September 20th the same day, our new iPhones and Apple watches arrived we're thrilled to be hosting our biggest store reopening ever Apple 5th Avenue. The newly expanded public plaza is going to be a wonderful place for the community together and inside everything's, been completely transformed, we've dramatically increased the height, and we've nearly doubled the size, making it our largest in the world.

Apple 5th Avenue has a special place in our hearts, and we can't wait to welcome you back. That's a quick update on retail back to you too. Thank you, thanks. Kara I am so proud of our retail team and the unique experience they deliver to our customers every day. They are amazing, and I'm, especially thrilled that the iconic 5th Avenue stores, reopening I, hope to see all of you there on September 20th.

What an exciting morning. I hope you guys have had as much fun as I have we, we shared the all new Apple Arcade a game subscription service, unlike any other, come in to the App Store this month, an Apple TV plus with powerful and unique Apple originals from today's most creative storytellers, coming to the Apple TV app beginning November 1st and the new iPad, bringing a 10 point.2 inches, Retina display support for Apple Pencil and smart keyboard and the power of iPadOS to more people than ever before. The new Apple Watch Series 5 with it's always on Retina display compass, new finishes and the amazing new features of watch, OS 6, the new iPhone 11, with its new dual camera system, powerful, a 13 chip, beautiful new finishes and incredible capabilities. And, of course, the stunning new iPhone 11, throw with is jam-packed with advanced technologies designed to enable people to do even more than before. Our mission at Apple has always been to design products that empower people and enrich people's lives, to put technologies in your hands and to see all the wonderful things that you'll do with them.

We couldn't be more proud of the products and services that we shared with you this morning, for those of you here today with us, we'd like to invite you to experience them first in the hands-on area, upstairs, and I'd like to thank everyone at Apple for doing the best work of their lives in bringing these products and services to market, and I'd like to thank everyone. Thank you and I, especially like to thank everyone that came out this morning and everyone that tuned in online to watch the keynote this morning. Thank you and have a great day you.

Source : Apple