Apple Special Event. September 10, 2013.

Good morning, it's great to see you all, thank you very much for joining us and welcome to Cupertino. A

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welcome to those who joined us in Beijing, Berlin and Tokyo this morning. We're very excited to show you this morning some things that I'm very proud of, but before we dive into that, I have some updates on some interesting things happening at the company this month in September. The iTunes festival started earlier this month. The iTunes Festival is the perfect way for us to celebrate our passion for music. featuring some of our favorite artists, this is the s

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h year in a row we've held the festival and this year is the best yet, it's 30 unforgettable nights of live performances in London, we have the most incredible line-up with global superstars and rising stars . artists, they are truly incredible headliners.

Lady Gaga opened the festival and performed her new full-length album ahead of her release and we can't wait to see Justin Timberlake and Katy Perry and so many others. All concerts take place here. on London's historic roundabout, it's a beautiful and incredibly intimate venue to see a concert and despite it being the most popular ticket in London, we don't charge anything to get in. Now, as you can imagine, demand for these concerts has surpassed the lists of 20 million. People requested tickets. It's like the opening weekend of the product. Now we wanted everyone to enjoy this experience, so we are streaming the concerts live to over a hundred countries and many of them, many of the concerts, are also available on demand.

Eddie's team prepared a simple and elegant app so that fans can enjoy the concerts on their ipad or iphone or they can join on their mac or pc and itunes or they can enjoy it on

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tv in beautiful hd quality the enthusiasm and excitement in around the festival is just amazing and we put together a video and would love to show it to you this morning. Hey, aah, it's a month of amazing music and I really encourage you to check out a couple of concerts. They are incredible. Plus, this month we have a lot. Excitement in Retail, As many of you know, we have been expanding our presence outside of the United States, but this month our focus is at home, a few miles from here, at the Stanford Mall, we have had this small 1,100-square-foot store and despite the size of Our teams have served five million customers there in just nine years and have recently been serving 2,000 a day in the space.

Now this store has long needed extensive expansion and this weekend we replaced it with this store. The store is a beautiful pavilion design with glass on three sides and a cantilevered roof supported by all three sides of glass. It is an architectural marvel. It's absolutely stunning. It's also eight times bigger than the other store you just saw. The store consists of two. In the main hall rooms you can get your hands on all of our expertise, all of our products so you can have a really hands-on experience and in the other room you have access to all of our services from the genius bar to personal settings. one on one training this was the opening it was really it was really great a lot of excitement that's our new store in Stanford I encourage you to come after today's

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it's really cool to see our retail teams doing an amazing job they do retail like no one else now also this month we have been working hard to complete ios 7. now of course ios 7 is the latest version of the most advanced mobile operating system in the world and next month we will ship the 700th millionth ios devices and since we facilitate the updates and we make them available to as many customers as possible, iOS 7 will quickly become the most popular mobile operating system in the world, it is packed with amazing new features and an amazing new user interface, and to tell you all about it I would like ask craig out craig hello good morning good morning these are exciting times it's only been three months since we at wwdc first introduced ios 7 and we couldn't be more excited with the response and now soon we will be witnessing an almost unprecedented event in our industry when practically overnight hundreds of millions of people download iOS 7 and begin a fantastic new experience with their devices.

Let's take a look at what they have in store. Start with the lock screen. It's so gorgeous with its edge-to-edge design and precise typography when you swipe to the home screen you get these gorgeous animations as these icons come with their harmonious design, precisely chosen color palette, but iOS 7 is so I live with depth and not through artificial shadows or There are no limits, but the way the device responds to the movement of your hand with a parallax effect and this deep layer is transmitted through every experience of the device, so that swiping up from the bottom of the screen brings up the control center and sees that semi layer. -Transparent layer with these practical controls so you can activate airplane mode, access your music, even turn on a flashlight, this also extends to experiences such as the notification center, which you can display from the top and now from anywhere, including the lock screen, and it's incredibly useful.

You can find out where you need to go next and because in iOS 7 your device actually learns when and where you travel, it can recommend where you need to go and how long it will take you to get there with current traffic conditions, now totally useful. We've also made searching more convenient than ever in iOS 7. From any screen on your home screen you can pull up and search for whatever you're looking for and find it just like that, now the iOS experience extends everywhere. all apps, a great example is the weather app, you see the edge to edge design, precise typography, subtle animations and if you double click the home button you will access multitasking where all your apps stay updated. tap like for example on safari and move forward an app and safari on ios 7 is fantastic we have the new tab view just tap on the bottom right of the screen and you will get an overview of all your tabs choose a tab You swipe forward, start navigating and the controls just gracefully fade away allowing you to focus on your content Now Siri has been vastly improved in iOS 7.

Just hold down the home button to enter Siri and you can say things like what is lady gaga saying looking on twitter, okay, here are some tweets for you to see that Siri can now take advantage of the latest tweets, but also notice that great new high-quality female voice. You can also select from a new high-quality male voice. Here are some tweets and in addition to Twitter, siri can now take advantage of online web search information from wikipedia and excellent photo search, now voices are not the only place where the sound is improved on ios 7 when you receive a call, it is you might hear something like this or this or this now you might miss a call because you're dancing, but that's okay, we still have voicemail so everything is fine and we've also improved the system alert sounds.

You have many options like this one or this one or my favorite, it's great, in addition to these and many others that we have. All the old classics too, but remastered to sound better than ever. Of course, one of the most important things we do with our phones is capture memories. We do it with the camera app, but in iOS 7 the camera is better than ever. Easily swipe between your different cameras, like your video camera, a new square aspect ratio camera, you can tap on the bottom right and get access to live photo effects, you can apply them while shooting or later when editing, but what I really love Photos on iOS 7 is the way that instead of a flat camera roll, I can automatically group my photos by moments based on the location and time they were taken and if I want to go back, those moments are collected into related collections, for example an All holidays are automatically gathered into a single collection and I can go back even further in the year view.

It's simply impressive. I can see my entire year as a wall of color. The really amazing thing is that on a Retina display you can tell it. different parts of your photo collection and you can just hold your finger and scroll and find a particular photo and display it and of course when you find a great photo you'll want to share it and sharing in iOS 7 is easier. you never tap on the bottom left to open the sharing sheet at the top, you can select additional photos to share, of course you can share via messages, email, icloud, share photos, but if you want to share them with the people around you, there is nothing better than airdropping for anyone who has their phone nearby will appear in an airdrop.

You can just tap, tap each person you want to share with and be a high speed wi-fi p2p that you are sharing safely. It's absolutely phenomenal now, of course, at Apple. I really love music and in iOS 7 the music app is absolutely the best way to enjoy your own personal music collection, but now in iOS 7 we also have iTunes Radio, it's the best way to experience new music. Now it's as easy as touching the top. In one of the featured stations, you can also, of course, create your own stations. Simply tap the new station button and you'll be prompted for a set of genres to explore, but what's really cool is that you can actually create a station that expresses your own taste.

So if you're like me, you'll tap the search field and type r-u-s-h to watch the amazing Canadian rock trio and get a full dose of awesome right in your featured stations list. Absolutely thank goodness they included the audio in that or there would be an Air Guitar endgame here, so anyway, that's music now. iOS 7, of course, is more than I can show you here. There are over 200 features and it doesn't stop there because our developer community has been hugely inspired by ios 7 and we are seeing cool new designs for apps like open table evernote zillow nbc and many more, you will see many more in the app store and on the future, so downloading ios 7 is like getting a completely new device, one that is much more useful and stylish than ever, but you already know how to use it and it is fantastic not only on the iPhone but also on the iPad, where io 7 Make the most of your expanded iPad. canvas as always ios 7 will be available incredibly free starting September 18th it is available for iphone 4 and later the ipad 2 and later the ipad mini and the fifth generation ipod touch which is ios 7. thank you very much, this has been an effort incredible.

I can't emphasize that enough and it's only possible because of the incredible collaboration between johnny and his amazing design team and craig and his amazing engineering team. We think our customers will love it. Now I would like to switch gears and let's talk about other software that we created, as you know, iwork was designed to harness the power of the iPhone and iPad and to bring that power to your fingertips and what you may not know is that iwork now It consists of the best-selling software. mobile productivity apps on any platform now iwork has three amazing apps: the first is Keynote Keynote is the most powerful presentation app ever designed for mobile devices, allowing you to create and deliver world-class presentations on your iPad or iPhone and pages on the most beautiful spreadsheet. ever written for a mobile device allows you to create, edit and view documents from anywhere and numbers is the best spreadsheet ever designed for a mobile device and allows you to create beautiful spreadsheets in just minutes.

Now iwork highlights the fact that iOS devices are not just great for consuming content, they are amazing for creating content, we also created some amazing creativity apps, apps like iphoto iphoto brings powerful photography tools to your fingertips so you can take your photo editing to the next level and apps like imovie so you can make beautiful Full HD movies, from Hollywood trailers to more sophisticated projects right on your iPhone or iPad. We now believe that iwork is a really key benefit for customer productivity and that iphoto and imovie are great for our customers' creativity. No other platform has applications like these.

We believe that all iOS devices are even better if they have these apps and almost all of our customers want these apps, so today we announced that we are making these five industry-leading apps free. They are free with any news. ios device we believe that our customers willbelieve this is amazing, it will be great for your productivity and creativity, so when you set up your new ios device, ios 7 will present you with this screen and with a single tap, all five of these apps are downloaded for you and a few additional ones. We think our customers will love it.

This is for any new iPad or any new iPhone or fifth-generation iPod touch. We think this will be great for our customers. Now I'd like to Talking about the iPhone, some of you maybe expected this about a year ago, we announced the iPhone 5. The iPhone 5 instantly became the most beloved iPhone of all time and had the most successful first year of any iPhone that we have manufactured. Customers love retina. screen, love the slim and beautiful design, super fast processing and graphics, amazing camera and iPhone 5 helped take our iPhone business to a completely different level, becoming very big now in the past when we announced a new iPhone, we lowered the price of the current iPhone making it even more accessible to more people but this year we are not going to make the business has become so big that this year we are going to replace the iPhone 5 and we are going to replace it with not one but two new ones designs, this allows us to serve even more customers and tell them all about these two amazing new designs.

I would like to invite Phil Schiller.out phil, well good morning everyone, I am very happy to be here because I have the great honor and privilege to present to you these two new iPhone products and the first one is called iPhone 5c. The iPhone 5c is made with all the incredible technology that Customers have loved the iPhone 5 and there's more: it has a completely new and incredible design, one that is more fun, more colorful than any iPhone we have ever created, but it is possible Some of you have seen some photos on the web. and that's great because everyone is very excited about this and so are we, but you haven't really seen it before, not like this, this is the iPhone 5c and it's really impressive, amazing, new color design, offers color throughout the product, every detail, the volume buttons, switches the entire back and sides are made in one piece and the front is a glass multi touch surface as close as you look you will see no seams or partial lines or joints it is absolutely beautiful and when you you turn on for the first time The first time you run an iOS 7 on the new iPhone 5c, you'll see how amazing they look together, the vibrant icons, the color-coordinated wallpaper, the way the translucency brings color to the surface and creates a full color experience and the experience just doesn't.

Let's not stop with the design of the phone and the software, the team has created a cool line of custom cases specifically for the iPhone 5c. They are made from a soft-touch silicone rubber, are lined with microfiber, and have designed areas like around the camera. and flash where the color of the iPhone shines, in fact, when we look down, you'll see these cool circular cutout patterns so you get this amazing color combination between the iPhone 5c and its case, and you can combine them in really amazing combinations. to create the exact look you love, it's absolutely beautiful and when you pick up and hold the iPhone 5c for the first time, you'll be amazed by its quality and how stiff and great it feels in your hand.

Made of a hard-coated polycarbonate material that is ideal for this amazing color, but it is more on the inside. It is built with a new construction method that uses a steel reinforced structure. Provides incredible rigidity. It also serves dual purpose as part of the antenna system, so it's really smart. It surrounds a beautiful four-inch retina display with built-in touch overlays so colors feel like they're right there on top of the glass. It has a magnificent range of colors. It's amazing for your photos and videos inside. It works with an Apple a6 design. chip that delivers great performance and great battery life, in fact the battery inside the iPhone 5c is slightly larger than the battery in the previous iPhone 5.

It has the world's most popular camera, the 8-megapixel View Camera with its five-element lens with back-illuminated sensor. hybrid infrared filter, take great photos and use that new camera app that Craig told you about that has all these great features as well as these live online photo filters while you take your photos and zoom while you record your video. The front has a new Facetime HD camera that is even better in low-light scenarios. It has larger pixels, better backlighting, and works with this new Facetime audio feature in iOS 7. You can make crystal-clear calls using Facetime on the iPhone 5c.

It supports more network bands than any phone we've ever made, but it actually supports more LTE bands than any other smartphone in the world. It has download speeds of up to 100 megabits per second. It has dual-band Wi-Fi and Bluetooth 4.0. It runs iOS 7. and running the apps on ios 7 in this beautiful color design is just an incredibly cool experience, so this is the iPhone 5c, it comes in five colors: blue, white, pink, yellow and green. It starts with a large 16 gigabyte configuration priced at just $99. You can see 32 gigabytes for 199 in a typical two-year contract with a US carrier.

There are six colors to choose from in these gorgeous cases, only 29 each. We believe customers will get more than one and change the look of their iPhone whenever they want. We work very hard to ensure that these products are designed in the most environmentally friendly way. Your screen without arsenic. Mercury-free glass screen. No BFR. PVC free. Yes. And without Android. This is the iPhone 5c. We have a video to tell our clients much more. The iPhone 5c is, in many ways, the distillation of what people love about the iPhone 5. It's simpler, more essential, but it's more capable and certainly more colorful.

We believe iPhone is an experience defined by hardware and software working together in harmony. Continue to refine that experience, dramatically blurring the lines between the two, making it more powerful, more intuitive, and ultimately more useful. The iPhone 5c is beautiful, unapologetically plastic. Multiple parts have been reduced to a single polycarbonate component whose surface is continuous and seamless, I believe that designs with a true coherence are the result of developing form, material and color in unison, each element informing and many ways it defines the other, creating a meaningful and meaningful design, just as with its appearance, we take the same fanatical care with how the iPhone 5c feels in your hand. that sense of quality and integrity that is synonymous with the iPhone meant developing the design by creating an entirely new structural architecture.

It starts with a single piece of polycarbonate in which we install a steel reinforced frame creating a custom made assembly that doubles as an antenna and then we add the back plate, then we machine the holes for the buttons ensuring perfect alignment and then the whole assembly It goes through multiple finishing processes, including a hard coat of clear lacquer that creates a durable, incredibly shiny surface. This entire process culminates in an extraordinarily rigid structure and a dense solid field that would not be expected from a plastic product. From the beginning we wanted to design cases as colorful and as well made as the iPhone itself.

The soft, matte, microfiber-lined silicone is a very intentional contrast to the iPhone's hard, glossy finish. The result is a case that expands and complements the product while offering dozens of colorful combinations. iPhone 5c is built on a foundation of features people know and love, like the beautiful 4-inch Retina display, ultra-fast performance, and console-level graphics from the A6 chip. 8 megapixel view camera and impressive battery life and now we've added more LTE bands than any other smartphone in the world and given you a new Facetime HD camera for even better Facetime calls and self-portraits beyond what it comes with iOS 7, including new features like AirDrop Control Center and iTunes Radio, combined with a ton of other great features, iOS 7 creates an experience that's even simpler, more useful, and more enjoyable. iOS 7 is designed to beautifully complement the iPhone 5C, the wallpapers have the same color on the outside and the translucency inherent to iOS 7 conveys this color in everything you do.

This is just another great example of how we design and engineer our products together. It's really the only way we think provides the right experience. I think it's quite remarkable. when something is familiar and yet new at the same time, that's the iPhone 5c, it's the vivid realization of hardware and software together in a single device, so that's the iPhone 5c, the first of our two new phone lines today, the second, the second is called iPhone 5s. The 5s is the most forward-thinking phone we've ever created; In fact, it may be the most forward-thinking phone ever made;

It's packed with incredible technologies that are in the service of helping people use these devices more in the ways we all do. I want and it is built in a design that is absolutely the most beautiful and impressive phone design in the industry and this is what it looks like. This is the iPhone 5s. It is made of high quality aluminum with diamond cut beveled edges. Perfectly matched glass inlays that the team has carefully designed. I considered every detail to make this the most beautiful phone ever created and it is the gold standard in smartphones. It comes in three metal finishes, silver gold and a new space gray.

There are so many innovations inside that I will tell you about three. The most important ones today, the first is performance. We all want great performance on our devices. It's hard to even remember the old days when performance meant big processing cards, graphics cards, power supplies and fans that defined computing performance, but thank goodness we're over that. Customers now want great performance that fits in the palm of their hands and can be taken anywhere, and the iPhone 5s is a breakthrough in mobile computing performance. It starts with a new system on a chip from Apple called a7 a7 is 64-bit, this is the first on a phone of any kind, I don't think the others are even talking about it, but now the PC world went through A transition from 32-bit to 64-bit today took years.

Let's see that Apple was going to advance the system, the mobile computing system from 32 to 64 bits in one day. I'm going to do it through fantastic new hardware, incredible advancements in the operating system and all new applications, so let's talk about the hardware, the a7 chip, this is remarkable, it is a 64-bit desktop class architecture, which means that we can use a new modern instruction set, an arm instruction set that is more efficient than what everyone else uses, has a lot of great technology, the number that just stands out above everything, has more than a billion transistors and fits On a die that's about the same size as the previous generation A6, it has about twice as many transistors, it's notable that you've heard a lot about iOS 7, but what we have I haven't told you yet that it's also been completely redesigned for 64-bit At the same time, the 64-bit kernel libraries and drivers and all the applications that come with your iPhone 5s have been redesigned for 64-bit.

Also, this will be an easy transition for developers as we have updated our tools with xcode to support 64-bit so they can create 32-bit and 64-bit applications easily and this is perfect for customers because it is fully compatible with all their existing versions. 32-bit applications runs 32-bit and 64-bit applications side by side seamlessly, you don't have to worry at all why go through all this because the benefits are huge, the a7 is up to twice as fast as a previous generation system in CPU tasks and is up to two times faster in graphics tasks as well and the leap forward in performance by our team here is incredible and fun in making this CPU performance graph from the first iPhone so far the new iPhone 5s has increased. 40 times what is striking when looking at this graph is that half of that performance comes today with the iPhone 5s and it is even more with the graphics: it has increased 56 times since the original iPhone, again half of that performance comes today with The new iPhone 5s runs OpenGL version 3.0. the latest graphics standard, this means that graphics-intensive applications can easily bring their console- and desktop-level 64-bit graphics to the iPhone platform and this will allow performance leaps for graphics-intensive games and things thatwe love to play with it and wear it all day long. our iphones now, that sounds cool, but what's really amazing is when you see it for the first time, so we're very excited to invite you from Epic Games, Donald Mustard, co-founder of Chair Entertainment, Donald, welcome, good morning, I can hardly believe that it was like that.

Three years since we first introduced the world to Infinity Blade with a touch game designed from the ground up for these incredible Apple devices, Infinity Blade one and two have delighted tens of millions of players and won countless awards today. My brother Jeremy and I are delighted to introduce you. The epic conclusion to the Infinity Blade trilogy and we will show you something that has never been seen before on a mobile device until now, we begin our journey in the hideout that serves as a hub for players to access any of the eight new worlds. In Infinity Blade 3.

Let's take a look at some of those worlds Now in Infinity Blade 3 you will play as two characters, this is a stealth warrior thief, each of these environments is huge, extremely detailed and full of rich and rewarding gameplay, and each of these areas is as large or larger than the entirety of the first Infinity Blade. Now all of this runs in real time and each of these complex environments loads almost instantly, which is more than five times faster than on an iPhone 5. Now look, you literally just fade to black, download this and boom in a whole new world, well, the 64-bit architecture of the new a7 chip is so efficient that I literally did a double take the first time I saw how fast it loaded, now normally converting software to 64-bit is a long process and painstaking, but with Apple's excellent tools it took you how long did it take you jeremy two hours two hours only now cyrus and issa have joined forces to take down the immortal and the secret worker with opengl es 3.0 we can now combine advanced rendering effects that you've only seen in movies before, like depth of field and blur and full screen vignettes, even now we can add lens flares that would make jj abrams proud, yes, and his armor even reflects the surroundings, which Infinity Blade is known for for its Big Epic Boss Battles, but we wanted to make something bigger, something that would even make this troll fear for his life.

Now this new boss eats the old boss for lunch. Remember that this is running in real time. This is not a movie at all. Jeremy is fighting this. dragon right now on the iPhone 5s okay so when we first got our hands on the new iPhone I was blown away by how much we could throw at it, we literally kept turning on feature after feature and there was still power to spare e.g. , We were able to add four times as much detail. For this dragon, I want you to notice the rows of sharp teeth and the ridges of the spongy bone column on its back.

I truly believe this represents a sea change for our industry. Okay, Jeremy, let's see if you have what it takes to kill. the dragon huh so thank you infinity blade 3 will once again completely redefine the boundaries of mobile gaming and is only possible thanks to the power of the new iphone. Best of all, we just finished putting the finishing touches on infinity blade 3 and it will be available in the app store along with the new iPhone 5s. Thank you. I hope you are impressed. I'm at a level of graphics and performance that you've never seen before on a mobile device.

It's because of this amazing new software running on it. amazing a7 chip but that's not the end of the story in the architecture there's more we have a whole new part in the iphone we call it m7 it works together with a7 it's a motion coprocessor so what does it do well? Take advantage of all these fantastic sensors and continuously measure the data coming from them without even having to activate the a7 chip. Measure from the accelerometer, gyroscope and compass, and with new software and apps you take it to a whole new level. For health and fitness solutions never before possible on a mobile phone, we're updating our core motion API within iOS 7 to read this data and provide it to apps, and can characterize and analyze the data to tell apps if you're standing still. , walking, running. drive and give you that to allow you to take apps that will help you make life healthier and fitter and we have been working with developers to do this.

They are doing an amazing job, like telling you about one of them, Nike, the great team at Nike is creating a new app called Nike Plus Move. Its goal is to help athletes stay motivated to be fit and active throughout the day. It uses the new m7 chip and core motion API as well as GPS that help track the type of activities you do. You participate throughout the day and when you do, you get Nike fuel points, it allows you to compete with friends in Game Center, all in service of how having a healthier and more active lifestyle throughout the day is really cool, so a7. m7 much more performance much more graphics motion data what about battery life?

We are very happy to tell you that the team has done a phenomenal job. They have a battery life equal to or greater than that of the iPhone 5, 10 hours of 3g talk time 8. hours of 3g navigation 10 hours of lte navigation wi-fi navigation video playback 40 hours of music listening up to 250 hours of standby, so this is the first of our new innovative technologies in the iPhone 5s, a 64-bit class architecture and incredible performance of a7 and m7 Secondly, the camera system people love taking pictures with their iPhones and its vision camera and does a phenomenal job. We want it to get smarter and better to help us take phenomenal photos.

It used to be the way to take better pictures. It is learning to be. To be a better photographer, you get bigger cameras, bigger lenses, you learn all the techniques of light meters, gels and filters, and you can spend your life studying how to take advantage of this and make it work for you and for the people who want to do it. That's great, but for most of us we just want to take a photo and have the iPhone take a better photo for us and we have great advances in technology with the iPhone 5s to do just that, first it starts with the hardware, a new system of camera that We have a new five-element lens designed by Apple that has a larger f 2.2 aperture that allows more light to enter the sensor.

We also have a new sensor that has a 15 larger active area. Now our competitors would simply include more pixels which would make them even smaller. and put them together to get some stats on a spec sheet, that's not what we know, we know a secret, you know, it's actually bigger pixels that create a better image and the pixels on this sensor are 1, 5 microns larger than the iPhone 5 and much larger than most competing phones, they often have 1.0 or 1.1 micron sized pixels, but with a larger pixel they let in more light, You get better dynamic color range and less image noise, all to make for better photography, the new software in iOS 7 has been designed to take advantage of this new sensor, as well as the imaging capabilities of the A7 chip, which are remarkable.

Let me give you an example of some of the things this new camera app does automatically when you launch the camera. app before you even take a photo, automatically sets the white balance and gets the right colors for you, automatically sets the exposure level to get the right brightness level for the first time, creates a dynamic local tone map around the image So you can get better highlights and shadows in the image for the first time it is doing autofocus matrix metering with 15 focus zones. This is some DSLR level stuff to get a sharper image and then when you take a photo without you knowing it actually takes multiple photos and instantly analyzes them into real. time for which one is the sharpest and that's what you see on your screen it's fully automatic and much smarter and more capable than ever and it doesn't stop with that, it also has a new flash, we call it the true tone flash. take a photo with flash, I'm sure many of you know that ambient light, whether you're outside or in a room, varies in its color temperature, for example, a fluorescent light is cooler or bluer, a Incandescent light is warmer or more amber, whatever the color of your The flash will clash with the color of the lighting in the room and give you a photo that doesn't look quite right, e

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ly skin tones, because skin It is very reflective.

The flash and iPhone 5s solve this; It actually has two LEDs. one of cooler white color and another of warmer amber color and in real time analyzes the scene and can present a color flash of more than a thousand color variations to give exactly the correct color flash for the room or situation in which you find yourself The first time this is done not only on a phone but on a camera of any kind, it's really a breakthrough, so before you use a phone that has a camera with a single LED, you might get a photo like this .

You see that it has a warm incandescent light. the skin tones don't look good at all the wooden table looks too orange the jeans are too blue and not right that's very hard to fix later with editing this is an unretouched photo taken directly from the iphone 5s in the same scene looks much more natural skin tones the wooden table looks great that's one of the great new features in the camera system here's another one for the first time the iPhone's automatic image stabilization we've all encountered situations as this is in a room maybe a little less ambient light the subject is moving you need a long exposure to get an image but that means the photo will look blurry so this is not a problem.

You have to get rid of this photo, but on the iPhone 5s you get a much sharper image. the same situation, what are you doing? Actually, with just one press of the shutter you take multiple photos, you can combine them to get the right exposure level, but select the parts of the image that could be sharper in that short exposure time, it's all done instantly in real time. time, here's another great feature of this camera system, a fun new burst mode when you go to take a photo, if you hold down the shutter button it will explode a bunch of photos;

It can actually take 10 frames per second as long as you hold it down. Your finger on the shutter so it can work like this, so in two seconds we take 20 photos of that scene. This is great for action shots or maybe you're just taking a photo of some kids who are fidgeting and moving around now if every When you did this, you had to go to your camera roll and sort all of those photos. Well, the fun would be lost, but the team did a brilliant job using the a7 chip in real time while you were taking those photos, analyzing them to determine a number. of variables, it checks the sharpness of the exposure, whether the faces in the scene are smiling, whether they are blinking, and when you go into the camera roll, it presents what it thinks might be your favorite shot of all the shots you don't have.

To select them, you can go in and select any of the others you want. They are all there, but choose the best one. If it notices a shot like this that was an action sequence, it will choose a couple of shots to represent the important movements in the action so that you have a few photos from that entire series, all done in real time automatically, one more excellent feature of the camera . I want to talk to you about slow motion, so we have a video camera that you can select in the camera app. the second called slow motion camera, you select it and then you can create slow motion scenes like this, if iPhone 5s does it in that situation, it captures HD video at 720p at 120 frames per second, now normal video is 30 frames per second and you can go in and select right on the screen what part you want to be normal speed, what you want to be slow motion and create it instantly, but it looks completely natural and there is no loss of quality as you go in and out of normal speed and slow. and then just share it with your family and friends.

Now all of these great features and technologies are simply in the service of taking a beautiful photograph, so we have a few photos that I like to scroll through here and show you, all taken directly from an iPhone 5s not edited, retouched in any way, so here are some examples, just a beautiful macro shot. A large dynamic range of color is seen in this image. A still shot. Great clarity is seen. The camera takes such sharp images. Now, with its improved lighting capabilities, you can get photos in all different situations that are even more beautiful, like this jellyfish taken in aAquarium.

Now, in a previous product, we showed some photos and everyone had his favorite, which was of a creature, so we talked to his agent and asked her to come back. another shot for us he was kind enough to sit down for another shot this is a california ground squirrel or beach spermophilia if you don't know and the sharpness and detail is amazing we captured another great creature this is a young homo sapien in a rare moment of rest now again this is taken from the iPhone 5s camera beautiful rich deep brown skin tones it is a wonderful photo this is also beautiful a sunset shot amazing white balance just beautiful bright tones and even the great panoramic photos we can take they are even better with the iphone 5s this is a 28 megapixel panorama taken with the 5s and what makes it even better now is that we can adjust the exposure level automatically as you paint the scene so for example this scene has more sunlight on the right side of the left side of the sky and the exposure automatically adjusted as we panned the scene so that's the new visual camera and the iPhone 5s the third the third feature has to do with security now that we have so much personal information on our devices that we want to protect and I miss the old days when documents were actually paper and you could store them in closed places and protect them, but we know that is not the world we live in anymore, we have much of our personal life on these devices, our contacts, our emails, access to our accounts. our photos and they are with us wherever we go, so we have to protect them.

The most common way, of course, is to set up a simple four-digit passcode or a more complex one if you want. This is something that is done dozens of times a day to unlock and access your phone, unfortunately some people find this too cumbersome and don't set it up. In fact, in our research, about half of smartphone customers don't set a passcode on the device and they really should, which is why the team has worked very hard on new technology to make this easy and fun to make and it's called Touch ID. Touch ID uses a key that you have with you wherever you go, your finger, more specifically, your fingerprint, which is unique to each of us.

It reads your fingerprint at an incredibly detailed level and that's thanks to a new sensor called the Touch ID sensor. It is a capacitive touch sensor. It's super thin, 170 microns thick and thicker than a human hair, but it scans at a very high resolution of 500 pixels per inch. through the outer layers of your epidermis to the inner living layers to get a better image of your real fingerprint, you can teach it about more than one finger if you want, maybe use it with your right hand or left hand and without no matter what orientation you have. use it to train it, you can rotate your finger and you don't have to worry because you can read it in the orientation, but probably one of the most brilliant things the team did was put this new sensor directly on the home button we use it all day this It's really smart, the home button still has a touch switch like before, so it works like before, but now it also includes the Touch ID sensor around it and the stainless steel sensing ring so the sensor knows when to read. your fingerprint just by the fact that your fingers are on the button, you don't even have to click on it, it is protected with a sapphire lens, it is difficult and also provides a better image on the touch ID sensor that you now have Touch ID. has been deeply integrated into iOS 7.

The team has made it really fun and easy for you to teach your iPhone 5s about your fingerprint and once you do, you can simply tap the home button to unlock your phone and it's something that is a pleasure to do everything. every day and always leave it on, and since it's built into computers, they also figured out how to use it to make purchases on iTunes, which of course has a different passcode, but you can use the same finger to authenticate music apps, books , television shows and movies. with just a tap of your finger, so it wouldn't be amazing technology from Apple without a great video telling us all about it.

The iPhone 5s is our most refined iPhone yet. It is meticulously designed and crafted, but it is the remarkable innovation within the iPhone 5s that sets a new precedent. It is not just unbridled technology for the sake of technology. Every component, every process has been considered and measured to ensure that it is truly useful and truly Improve the user experience This consideration extends to how we protect all the important information you actually carry with you on your iPhone. It's what led us to create Touch ID. Your fingerprint is one of the best passwords in the world.

It is always with you and no two are exactly the same. It made a lot of sense to create a simple, integrated way to use it as a password with just a touch of the home button. The Touch ID sensor quickly reads your fingerprint and automatically unlocks your phone. You can even use it to authorize purchases through our musical movie stores. TV shows, apps and books Setting up Touch ID to recognize your fingerprint is easy and every time you use it it gets better at reading your print. It can read multiple fingerprints and read them in any orientation.

The technology within Touch ID is one of the most advanced. hardware and software that we put on any device the button itself is made of sapphire crystal, one of the hardest and most transparent materials available, it protects the sensor and acts as a lens to focus it precisely on your finger the steel ring that surrounds The button detects your finger and prompts Touch ID to start reading your print. The sensor uses advanced capacitive touch to essentially take a high-resolution image of your fingerprint from the sub-epidermal layers of your skin. It then intelligently analyzes this information with a remarkable degree of detail and precision.

Classify your impression. Using one of three basic types, arc loop or twist, it maps individual details on ridges that are smaller than the human eye can see and even inspects minor variations in ridge direction caused by pores and edge structures. . Touch ID uses all of this to provide the most accurate information. match and a very high level of security all fingerprint information is encrypted and stored within the secure enclave on our new a7 chip here it is locked away from everything else which can only be accessed by the touch id sensor, never It is available for other software and is never stored on Apple servers or backed up in iCloud Touch ID defines the next step in how to use your iPhone by making something as important as security so easy and so simple we believe technology is at its best and at its maximum power when it just disappears, so that's the touch.

It's the third of our cutting-edge technologies in iPhone 5s, featuring the new a7 chip with its 64-bit desktop architecture, the new iSight camera system with its true-tone flash, and dozens of new features that make taking pictures a breeze. better and easier. than ever and deeply integrated Touch ID security features based on your fingerprint. Throughout all of this, you've heard about iOS 7 in ways you haven't heard before, in addition to all the great user experience and great features, you now know that I also have 7. built to be fully compatible with the iPhone 5s with a 64-bit architecture, Touch ID integration at a deep system level and all that camera capability with image processing on the a7 chip, this is our most forward-thinking phone yet, it's the iPhone 5s again. in silver gold and space gray, it starts with a 16 gigabyte configuration at just 199. 32 gigabytes of 299, the mass of 64 gigabytes at 3.99 again with a standard two-year contract, in addition, the team has manufactured a set of cases that fit the character of this phone is so good, its leather cases died in these five gorgeous colors, only 39 each and there is also a beautiful red product, it is really great, like all our products, it is very important that we design the iPhone 5s to be environmentally friendly.

Don't talk about this, but we will continue because it is very important. Arsenic-free glass shade. Mercury-free screen. BFR free. PVC free and highly recyclable with its high quality aluminum and glass. Now you've seen our two new phones. iPhone 5c and iPhone 5s Lines , many carriers will offer it for free with their two-year contracts, so this is the first time we've launched and introduced two new iPhone lines, so how are we going to get it right starting Friday, September 13? That's this Friday, you'll be able to order the iPhone 5c, reserve it online, and then a week later, on September 20, you'll start being able to buy both the iPhone 5c and iPhone 5s on channels in the United States, Australia, Canada, China .

France Germany Japan Singapore and the UK This is the first time we have been able to launch an iPhone at the start of other countries in China and we are very proud of the work the team has done here in the US and in China to do this possible is really cool and in Japan we are going to launch it with our great friends at Softbank and KDDI and also for the first time with NTT Docomo by the end of the year, we are going to work hard to bring it. in 100 countries and over 270 carrier partners around the world, so that's iPhone, let me go back in time, these iPhones are packed with remarkable technologies, but we've done it in a way that really matters to people, by making the easier and better things for our users, we don't just include feature after feature, we think deeply about what kind of experience we want to create and then create technologies that enable that experience.

It is truly an amazing set of products. iOS 7, the biggest change to iOS since the original iPhone. iPhone 5c, a preview of the iPhone 5 with an all-new design that feels great in your hand and a color done in a way that only Apple could make the iPhone 5s, the most advanced iPhone ever created with our most innovative technologies. Now we prepare some announcements because We are very excited about the new iPhones and iOS and I selected one this morning and I would like to put it on you, captain, okay, it has to be very fast, I have a second.

Guess who, oh, Edward Lucas Jumbo. Come out, come back, buddy, oh my god, don't stop calling me, oh what's so cool? We hope you love these new products as much as we loved creating them. I would like to thank all the Apple teams who have worked so hard. on the creation of these products, I am incredibly proud of your work now, before I close this morning, I would like to return to the music for a moment. You've heard us say many times that music is deeply rooted in our DNA and you've seen. Today we talk about iTunes Festival on iTunes Radio.

We really love music and we love celebrating with great artists. Sometimes in the past we have invited a musical guest to help us remember how much we love music. We invited a guest this morning. and he has done everything possible to get here his work spans three decades and 29 albums he is widely considered one of the greatest singer-songwriters of our time and his voice is simply unmistakable he is a grammy award winner and is a hall of famer of rock and roll, please join me in welcoming our friend elvis costello, how are you all, wow, that's a lot of fancy stuff.

I feel like I'm underdressed, I just put my old Fender guitar up here. Oh I'm sorry can I say fender here here's a song that was written by my good friend nick lowe as I walk through this evil world looking for the light of darkness I hate what's so fun about peace love and understanding what's so funny fun peace my spirit gets discouraged sometimes so where are they strong and who do I trust? It makes me want to cry. What's so funny about this love and understanding? What's so funny about this love of understanding? And every time I feel like it's living.

What's so fun about peace, love and understanding? Getting it, thanks, I think Nick, I originally wrote that song as a joke to make fun of all the love and peace songs of the 1960s, but as time goes on it seems to be more poignant, yeah, singing that song when I I left school the first time, the first job I did was a computer operator and seeing all the magic and wonder of today, I'm starting to think I got into the wrong business, you know, I was lucky enough toto stay fit by running up and down a computer center that was as big as a football field and probably everything that computer could do, just a small piece of your new iPhone can do now, I think it's like that, it's I'm curious because as we go forward in time we come up with new devices for thrillers and when I was little my dad was a singer in a radio dance band so in a way you know he lived on the radio until now.

Because I was worried, part of the time I got in a lot of trouble when I first came to America for singing a song about the radio, so I thought what I was going to sing for you today is because you have this, you know, Manzana. The radio thing is happening today and I thought, how about I go back to the way I originally wrote this song? Because when before I got into show business I thought radio was cool and I wrote a song about celebrating the dream of late night listening and maybe this was my imaginary song about radio before I discovered how disgusting and twisted it was, Of course, we said it just today, but I thought maybe you recognized something from this song, but I thought I'd sing this for you just to have a little fun, you know, you have to imagine that I was sitting in my, in my little kitchen, waiting let my voice come out of the radio.

I was going to wait a long time because I hadn't done it. I made a record I was tuning to the bright light and I died in front of my radio when a man said there's nothing on the news today but trouble and we all know one thing, we come to my work, it's trouble, as you know, that's true . What we need is some music, so here we are. Night stations playing songs. Breaking turned you into sin. I was seriously thinking about having the receiver when the switchboard because it's old and a voice inside me said: are you a believer?

This is your real soul ready. your soul is a self salvation running through the airways clean cross condition don't get confused with the rhythm and the blues and the cold of rock and roll it's there all day all night well parked I believe in a radio soul young girl dressed That nice dancing shoes and skorts, but when they play those saddle songs it really hurts, it was a broken, crooked jukebox, one warm night when I followed that shuffling sound and the window, she'll sneak up on you and bite you when you are least there. I wanted to talk on the radio about losers and winners, but I don't talk at all and the TV talks about cheetahs in the centers, so I know who I'll call as soon as possible, but for me I don't worry too much, at least not since then.

They told me I could surf with the songs that play in my real soul, read your soul, it's a sonic salvation that runs through the clean airwaves all over the country, don't be confused by the rhythm and blues and the cold of rock and roll in which it is found. all night it's okay, it's okay station I want to sit down it's a relaxation if you want to get up it's an elevation it has all the facts and information says you don't need any doubt for all your friends and all your relationships. Believe it my real soul, yes one more, yes I thought everyone was getting up to dance, that could be the next app, couldn't it be like a tornado like an ipad?

You know, uh, I have to do this song, it's uh, how? Would you like to hear a new song? Would you like to hear some news? Yeah, this is it and I've never played it in public before and this is from an album we're about to release next week. We also get product ads, we have me and me and the roots, you know, the roots. We made a record called Wise Up Ghost and it's been a beautiful thing, in fact, part of that was that one of the vocals was recorded on my iPad in my kitchen uh, we used every method imaginable, but we had a great time doing it and we hope that you like it and uh, this is a ballad that you can play with a band, but I'll see if I can play it for you. right now and it's a bit, a bit of a sad song to end on, I know, but it's true.

Just because I don't speak the language doesn't mean you can't understand the twisted handwriting of an insult scrawled on the back. of your hand torn from the page of Scripture spread on the wall or the frizz of a flag forbidden kisses on the lips and all of you fine clothes burst and destroyed tripwire there is a tripwire do not open the door because they are coming, no You do not open the door door because they are up here there is a sinister call below there is a murmur of prayer torn from the vegetal scandal spread on the wall or from the frizz and the forbidden flag kisses on the lips and all your fine clothes blown up in the rubble trip wire trip wire trip wire there is a trip wire there is a trip wire there is a trip wire trip wire there is a cross on the circuit line there is a vice that you could here is a lens that makes your image perfect they say you have nothing to fear in the extended independent center on the flag freeze wall far, far away there is a target and the sound of armor starting to march trip wire trip wire troop wire there is a trip wire there is a tripod just because I don't speak the language doesn't mean I am blind to the threat, although I thought forgiveness was more than everything, we conveniently forget the mockery of the pages of history, repeat it over and over, and over and over, or you are very much against us and this is how it begins the hate triple triple triple triple tripod oh thank youThank you so much for coming, we have the iPhone 5c and the iPhone 5s across the hall so you can get it if you're in the media.

I would like to thank everyone for coming and don't forget the store. in palo alto you