March Event 2019 — Apple

(Cheers and applause) (Music playing) (Cheers and applause) TIM COOK: Thank you! Thank you! Thank you. Thank you. Wow! Thank you. Thank you. Good day! And welcome to the Steve Jobs Theater. As you can see, today will be a very different type of

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. We have some really interesting things to share with you and we'll have some fun along the way, so let's get started. For decades, Apple has been creating world-class hardware and software. We've also been building a growing collection of world-class services, and that's what today is all about. (Applause and applause) So what is a service?

Well, if you look it up in the dictionary you will see that a service is defined as the action of helping or doing work for someone. At Apple, our services actively work to help our customers get the most out of their products and enrich their lives. Using the iPhone as an example, let's take a look at our services in action. The iPhone you carry with its powerful hardware and powerful software allows you to capture the best moments of your life, and our iCloud service helps you easily share those photos with your loved ones and automatically makes your entire photo library available on everyone. your devices. devices, anytime, anywhere, safe and secure.

This is just one example of the benefits that come from the seamless integration of hardware, software and services. And this is something Apple does better than anyone. (Applause) Thank you. Thank you. Now, we have a wide range of services, like iCloud, our service that keeps your contacts, calendar, notes and, as I just showed you, your photos and even your documents up to date on all your devices. Siri is the world's most popular personal assistant that helps you do things just by asking. And Apple Maps, the most used navigation system on iOS by far. Apple Pay is our service that allows you to make secure purchases in stores and apps and on the web.

And we offer communication services like Messages and FaceTime so you can stay connected with the people you love. We provide services that help you locate your devices with Find My iPhone or simply find out if your kids arrived at school on time with Find My Friends. And then there's Apple Music, Podcasts, Books, the App Store, and Apple News—services that bring you incredible content and experiences directly whenever and wherever you are. Now, most of these services are free, while some of them are paid and offer highly valuable content from talented creators, storytellers, and artists. At Apple we take the same approach with our services as we do with our products.

They have to be easy to use. They have unwavering attention to detail, design and engineering. They are designed to keep your personal information private and secure. (Applause) And with our services, we do even more. They are selected by our expert editors. They are personalized just for you. And they are designed to be shared with your entire family. Now, today we are excited to expand our services even further, making them even more entertaining, more useful and more informative. So, let's start with Apple News. (Applause and applause) When we created Apple News more than three years ago, we wanted to provide the best way to read the news on your iPhone and iPad, and we felt we could make a difference in the way news is experienced and understood. a place where news would come from reliable sources and be curated by experts.

Now this is a very different approach than what others have taken. As Slate noted in carefully selecting its editors and stories, Apple News prioritizes a news source's reputation and the value of its content over its headlines' propensity to get clicks and likes. (Applause) Because news is so important to us, it is essential that it is trusted. With more than 5 billion articles read each month, Apple News is now the number one news app. Incredible! (Applause) In fact, Apple News has become an essential daily destination for millions of people. Our editors choose top stories every day so you can stay on top of the news that matters.

You get a personalized news service that delivers stories on the topics you find most interesting, whether they're from publishers you regularly read or publishers you're completely new to. Now, when it comes to major

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s, our team of editors curates collections of the best stories in news, sports, entertainment and more. Now, probably like many of you, I love the feeling of being at the newsstand with all those beautiful and thought-provoking magazines covering so many topics. We want them all, but we may only be able to get one or maybe two. But what if we could have them all?

Well, today we are going to do just that. We're bringing magazines to Apple News. (Applause) With amazing design and amazing photography, in-depth journalism, magazines are iconic and part of our culture. They follow and create the latest trends in fashion and style, they entertain, they educate us about the world we live in, they provide information about science and technology, they go behind the scenes with exclusive interviews from our favorite artists, they present the work. From some of the world's best journalists, they cover the world of sports, highlight current business innovation and technology, and tell stories that give us perspective.

All of these magazines come to life in a brand new service we call Apple News+. (Applause) This will take Apple News to a whole new level. We made a video about the power of journalism and its cultural impact and I would love to show it to you now. (Music playing) REBECCA TRAISTER: My passion as a journalist has been helping readers better understand the moment we are living in. AARON HUEY: I definitely go further than my wife would like me to go to get a photo. . SAMIRA NASR: I think fashion magazines play a very important role. Magazines allowed me to see people who were more like me.

DANA SCRUGGS: You have to have more voices. Representation in front of the camera is important, but representation behind the camera is even more important. REBECCA TRAISTER: One of the functions of journalism right now is to offer a more complete picture of power. Who has it? Who doesn't have it? And what have been the costs of that? AARON HUEY: Photography can take us anywhere in that infinite world of stories and gives you an empathy you would never have imagined. REBECCA TRAISER: Ideally, good writing helps people make sense of the world. WALTER IOOSS JR: Sports photography is my life and that's what has inspired me, freezing time.

REBECCA TRAISER: Part of my job is to shed light on stories that have been kept in the dark. AARON HUEY: The container for these stories is changing. If we have a place to go that we can trust to store all those stories, that will help. (Applause) Thank you. Thank you. Now, to tell you more about Apple News+, I'd like to invite Roger Rosner, Vice President of Applications. Roger. ROGER ROSNER: I'm delighted to tell you about the new service we're introducing to Apple News. Our goal for Apple News+ was simple: we wanted to create the best magazine reading experience ever created for a mobile device.

Apple News+ will bring you over 3,000 magazines on everything—sorry, 300 magazines on all kinds of topics, including entertainment, fashion, news, and politics. We have great health magazines and great lifestyle magazines. We have magazines for travelers, magazines for foodies, and magazines for gearheads. We have magazines for almost every passion under the sun. And Apple News+ is the only place where you'll find all of these magazines in one package. (Applause) To show you, I'd like to invite Wyatt Mitchell, Apple's director of application design. (Applause) WYATT MITCHELL: Thank you, Roger. Let's take a look at the new Apple News+. It all starts with the same great free Apple News experience, and that means you have Top Stories, Trending Stories, and here are my personalized recommendations for you.

With an Apple News+ subscription, the experience gets even better. It means I get the latest magazines. With this design, we wanted to add the best of the magazine experience to the app, and that starts with the covers. We wanted to make them even more attractive, an entrance to another world, so we created the live cover. Check out this one from National Geographic. It is an incredible aerial view. (Applause) It's an amazing aerial view of Sydney, Australia, and what looks like an incredible subject. So let's take a look. When I tap the cover, I go to the table of contents where I can see all the articles in the issue.

I can jump to the one I'm interested in this way. And here I land on a National Geographic article, beautifully designed and full of amazing infographics. Apple News+ makes the experience of diving into a topic even more fun and exciting. It's really like having National Geographic designed for my phone. And to get more information, I can tap the table of contents or I can explore the topic by simply swiping from article to article like this one. I can read entire issues of magazines no matter where or when right on my phone. Alright, let me go back to the Today tab.

There are more article and issue recommendations here, but the place to browse all the magazines is the News+ tab. Here we wanted to design a home dedicated to everything related to enjoying magazines. I can easily find my favorite titles here in My Magazines. There's the National Geographic I was watching. Here's one of my all-time favorites, the New Yorker. I'll also look at suggestions like Popular Science here based on my interests. And recent issues download automatically, so I'll have them before I board a flight. Scrolling down, here's one of our first looks. It's the new cover of Rolling Stone starring some of the stars of Game of Thrones.

Now, everything here is curated by Apple News editors and personalized, making it really easy to discover a great article or explore a topic like this group of travel stories they recommended to me. I've been reading a lot about Costa Rica recently, and while I'm not a regular Marie Claire reader, I can see News+ recommending your article about traveling there, which is really clever and great. I'll also see feature articles like this one from Wired magazine and new issues like this one from Essence with Issa Rae on the cover. Now, along with the cover, I can see some articles from the issue, which makes it really easy to navigate.

Now I'm going to tap on this cover story because I'm a big fan of your show Insecure. And here we enter another beautifully designed article. Design plays such an important role in magazines that we really wanted to give titles the ability to express their own unique look through their layout, typography and photography. This is really a great example of that. This is Essence designed for the phone. It looks great here on the phone. Let's look at it on an iPad. I'm going to open the same article on the iPad. And as you can see, the item here also looks fantastic and is very well adapted to the larger size.

And just like on the phone, I can always tap the index to navigate to another article. I'm going to try this beauty story. And here we have a beautiful photo essay. The iPad really shows great photos like this. Now, if I'm looking for something specific or I just want to browse, I can navigate to the entire catalog just by tapping here at the top, and I have hundreds and hundreds of magazines here. I can find my sports, my music, my travels. I can find the full Kiosk that Tim referred to right here on my iPad. And that's the new Apple News+, the best mobile magazine experience ever created.

Back to you, Roger. (Applause) ROGER ROSNER: Thank you, Wyatt. I think Apple News+ is amazing. No one has ever created digital magazines as beautiful and readable as this one. Whether you like to read entire issues from cover to cover or individual articles, Apple News+ is the best way to read magazines on your device. But Apple News+ is more than magazines. Apple News+ also includes some of the most popular premium digital subscriptions, like The Skimm. (Applause) But we didn't stop there. Apple News+ also includes the country's largest metropolitan newspaper and a rising star, the L.A. Times. (Applause) And I'm very proud to announce that Apple News+ also includes one of the largest newspapers in the world, The Wall Street Journal. (Applause) And of course, Apple News+ relies on expert human curation and industry-leading personalization, so finding what you're looking for from that incredible collection of content is as easy as launching Apple News.

When we announced Apple News, we told you that we designed it to be private from the ground up, and that's still true and even more important today. So sometimes people ask us: how can we recommend the best items to you without compromising your privacy? The answer is that we download groups of items from our servers and then use the device's intelligence to makerecommendations. And that means we don't know what you read, and we don't let advertisers track you. (Applause) So what you read on Apple News won't follow you around the Web. So Apple News+, 300+ great magazines, The Wall Street Journal, L.A.

Times, those great premium digital subscriptions. There has literally never been an offer like this before. If you subscribed to all of these individually, it would cost you over $8,000 per year. But with Apple News+, you pay $9.99 per month. (Applause) And that's not just for you. We thought this was so important that we decided to make it available to your entire family with Family Sharing at no additional cost. (Applause) Each person in your family gets full access to that incredible catalog on their own devices with their own favorites and their own personal recommendations. It's an amazing value. Apple News+ is available today, simply download today's iOS and macOS updates and start Apple News and your first month is free. (Applause) And in addition to the US launch, I'm pleased to say that we're also bringing Apple News and Apple News+ to Canada, in both English and French. (Applause) And we're adding more than 30 great Canadian magazines to Apple News+ along with Canada's largest newspaper, The Star. (Applause) And later this year, we're bringing Apple News+ to Australia and reaching Europe starting with the UK . (Applause) So that's Apple News+, a premium subscription built directly into Apple News that brings you the best publications in the world. everything in one place, built on the principles that guide all our services.

We are very excited about this. We hope you like it. Thank you so much! (Applause) TIM COOK: This is really important to us. We believe in the power of journalism and the impact it can have on our lives. We want to make a valuable contribution to the industry and society as a whole. We think Apple News+ will be great for customers and great for publishers. (Applause) Now let's talk about Apple Pay. (Applause) We launched Apple Pay with the vision of replacing the wallet, and people love it. Apple Pay is the simplest, safest and most private form of payment, and its growth has been literally off the charts.

In fact, our goal is to surpass 10 billion transactions this year. (Applause) This is huge! We look forward to a future where all payments are made this way. Now, retail acceptance of Apple Pay has already surpassed 70% in the United States and is even higher in many other countries such as Canada and the United Kingdom and many more that accept Apple Play in general. In Australia, we have achieved an astonishing 99% acceptance. And we have been adding more and more countries. And by the end of this year, we expect Apple Pay to be available in more than 40 countries. (Applause) Apple Pay has also made traveling on public transportation easier and more convenient than ever.

Every day, millions of customers in these cities use their iPhone or Apple Watch to quickly pass through the turnstiles and be on their way. And I'm excited to tell you that we're bringing Apple Pay to public transportation in major U.S. cities, starting here on the West Coast with Portland and expanding to Chicago and New York City later this year. (Applause) So in retail, transit apps, on the web, Apple Pay in cash, there are many ways to use Apple Pay with its convenience, security and privacy. And it has become the preferred way to pay for almost anything.

But we want to take the Apple Pay experience even further. And we saw an opportunity to transform another fundamental payment method, which is the credit card. Now, with the success and momentum of Apple Pay, we've learned a lot about credit cards. While we all need them, there are some things about the credit card experience that could be much better, such as simplifying applications, eliminating fees, lowering interest rates, offering clear and attractive rewards, and, of course, providing security and privacy. what people expect from Apple Pay. By bringing together our hardware, software and services, we will do all this and more, changing the entire credit card experience.

Today we are introducing a brand new service and we call it Apple Card. (Applause) Apple Card was created by Apple and was based on principles we defend, such as simplicity, transparency and privacy. To tell you all about Apple Card, I'm pleased to invite Jennifer Bailey, vice president of Apple Pay. Jennifer. (Applause) JENNIFER BAILEY: Thank you. With Apple Card we have completely rethought the credit card. A new type of card that takes advantage of everything the iPhone has to offer is designed for a healthier financial life and sets a new level of privacy and security. Apple Card is designed to harness the power of the iPhone.

This means it can do all kinds of things that no other credit card can do. For starters, you don't have to wait days to get your card. Simply sign up on your iPhone and in just a few minutes you'll get your Apple Card and can start using it right away. (Applause) You can use it around the world anywhere with Apple Pay, in apps, in stores, on the web, and your Apple Card will be available on all your Apple devices. Apple Card is also always with you because it's on your iPhone in the Wallet app, and the Wallet app has brand new capabilities, so you can see everything you need to know about your Apple Card, like what you've spent, how much you've spent, and when. payment is due.

We've also made it very easy to get help. With Apple Card, if you have any questions, text us directly from Messages. Everything from getting details about a transaction to telling us your new address is as easy as sending a message to a friend. (Applause) Next, we've taken on a major challenge with Apple Card to help everyone live a healthier financial life. It starts with a better understanding of your spending so you can make smarter decisions with your money. Many of you looking at your credit card statements today might recognize that you see transactions that look like this, cryptic merchant names that are quite difficult to decipher.

With Apple Card, we use Machine Learning and Apple Maps to transform this clutter into names and locations you'll recognize. (Applause) Apple Card also automatically organizes and totals your purchases, so you can see how much you've spent and exactly where you've spent it with Apple Maps, and you can track your spending by categories like food and drink, shopping, entertainment, and more . Where each category is represented by its own color, such as orange for food and drink, and Apple Card also shows you the trend of your spending week by week, month or month, so you can decide in real time if you need it or want it. change your expenses.

Next, let's talk about rewards. Most rewards programs use points. With points, you're never sure how much they're worth or where or when you can use them. With Apple Card, we want you to get the most out of your money. So every time you spend with Apple Card, you get cash back, and you get it every day. It's my favorite feature and we call it Daily Cash. (Applause) So when you buy your morning coffee, you buy groceries, and every time you pay with Apple Card, you get Daily Cash, not within a month, but every day. So every day you spend, cash is added to your Apple Cash Card, which is also found in the Wallet app.

And it's cash, like real money, so you can do anything with it. Use it to pay your balance, spend it wherever you want using Apple Pay, or send it to friends using Messages. In fact, every time you pay with your iPhone or Apple Watch, you will get 2% of the purchase amount in Daily Cash. (Applause) And for purchases made directly from Apple, like in our Apple Retail stores, in our App Store, or when you buy services like Apple Music or News+, you get 3% daily cash. (Applause) And the amount of Daily Cash you can receive every day is unlimited.

So that's Daily Cash. Every day, cash, for you. How good is that? (Applause) Another area where we can make a really big impact in improving your financial health is helping you understand how much you owe and, if you want to pay it off over time, how much it will cost you. This is how most cards display their payment options, with an emphasis on minimum payments, which cost you a fortune in interest and seem designed to keep you in debt. With Apple Card, our goal is to help you save on interest, so we start by making it easy for you to see a variety of payment options.

And because Apple Card calculates interest in real time, by selecting different payment amounts, you can make a more informed payment decision and understand the true cost. Another way to save on interest is to pay more frequently, say biweekly or weekly, so we've added the flexibility to schedule more frequent payments. And when we think about a financially healthy credit card, all the fees and high interest rates that most banks charge just aren't right. Therefore, Apple Card has no fees, no late fees, no annual fees, no international fees, and no over-limit fees. No fees. (Applause) And our goal with Apple Card is to provide every customer with an interest rate that is among the lowest in the industry.

Even if you miss a payment, we won't charge you a penalty like most banks do. Our goal is to make it easier for you to pay your balance, not harder. To create a credit card, you need a bank, and to create a credit card as innovative as Apple Card, we needed a bank that was willing to do things that had never been done before in the industry, which is why we partnered with Goldman Sachs as the issuing bank of the Apple Card. As a newcomer to consumer financial services, Goldman was up to the challenge of doing something bolder and more innovative.

We're also excited to work with MasterCard, who has been a fantastic partner on Apple Pay from the beginning. With the MasterCard Global Payment Network, the Apple Card will be accepted around the world. (Applause) We also designed the Apple Card to establish a new level of privacy and security. Security is fully integrated into all hardware and software. When you get your Apple Card, a unique card number is created per device and securely stored in Secure Element, a special security chip used by Apple Pay. Each payment includes a unique dynamic security code that protects your card number from being used without your authorization, and each purchase is authenticated with Touch ID or Face ID.

With all these security features, Apple Card is the safest way to pay. And Apple Card is designed with your privacy in mind. We created a unique architecture for Apple Card where Apple doesn't know what you bought, where you bought it, or how much you paid for it. Therefore, features like expense tracking and categorization are done using on-device intelligence, not on Apple servers. (Applause) And in the case of Apple Card, Goldman Sachs will never share or sell your data to third parties for marketing or advertising purposes. (Applause) This is the Apple Card, designed for the iPhone and a healthier financial life and establishing a new level of privacy and security.

But that is not all. For those rare occasions when you find yourself somewhere where Apple Pay isn't yet accepted, we designed something for that too. And you know, when we design something, we design it to be the best and we would like to show it to you now. (Music playing) (Applause) JENNIFER BAILEY: The card is made of titanium and your name is laser engraved. It is the most beautifully designed card ever created. And your Apple Card is more secure than others. It has no card number, no CVV, no expiration, and no signature. (Applause) Of course, if you ever need that information, it's in the Wallet app.

As I noted above, you'll earn 3% Daily Cash for purchases made directly from Apple, 2% Daily Cash for Apple Pay, and when you make a purchase with this beautiful titanium Apple Card, you'll earn 1% Daily Cash. (Applause) So that's the Apple Card. There has never been a credit card like this before. Apple Card is coming to the Wallet app in the US this summer and we think you'll love it. Thank you. Back to you. (Applause) TIM COOK: Thank you, Jennifer. Excellent! With our hardware, software and services, we believe Apple is uniquely positioned to make the most significant change to the credit card experience in 50 years, and we can't wait to get started.

Now, let's turn our attention to the App Store. (Applause) Apps have reshaped the way we work, connect, learn and play. Since day one, the App Store has been a safe and trusted place for users to discover and download apps. We review each app before it is released. We also have a team of expert editors who create rich editorial content and curated collections of the best apps. The App Store has become the essential destination to discover new apps, learn more about the apps you already own, or simply meet new users.developers behind them. It's no surprise that the App Store is visited by more than 500 million people every week.

Now, the most popular category on the App Store is games. In fact, iOS has become the largest gaming platform in the world. (Applause) Now we want to make the games even better. To tell you more about what we have planned, I'm happy to mention Ann Thai, Senior Product Marketing Manager for the App Store. Ana. (Applause) ANN THAI: Thank you, Tim. Many games on the App Store are not only hits but also cultural phenomena. You know them regardless of whether you've played them. They become part of pop culture like many Fortnite emotes we've seen on the playing field.

And all this is not a surprise when more than one billion people have downloaded games from the App Store. (Applause) The App Store supports a vibrant community of gamers of all ages and backgrounds from around the world with a catalog of nearly 300,000 games. The App Store has free and paid games. Free games are supported by advertising or have in-app purchases, like Clash Royale. They are incredibly popular and hundreds of millions of people love to play them. With paid games, customers pay up front to enjoy the full experience, like Monument Valley 2. These games often have incredible stories and capture your imagination with their original art and music.

They are some of the most critically acclaimed games ever created. But competing with free is difficult, which is why these games haven't been as successful for developers and haven't been as easy to find for players. We think we've come up with a great new way to bring more of these amazing games to more people than ever before. We're working with some of the most creative game developers in the world on a new type of service designed specifically for games like these, a service that gives them the freedom to do the best work of their lives. We call it Apple Arcade. (Applause) Apple Arcade is the world's first game subscription service for mobile, desktop and living room.

With Apple Arcade, we've launched a collection of new games that redefine gaming, and we don't just curate them, we support their development and our team works closely with developers to bring them to life. We are very excited about this, as are the creators we are working with. Let's now listen to some of them. (Music playing) CHARLES CECIL: It's an extraordinary time to be writing games. Beyond a Steel Sky is super ambitious because it brings a complete, high-quality console game directly to mobile. We're working with legendary comics artist Dave Gibbons, who co-created and drew Watchmen. The story, the character modeling, the graphics, the audio, it all comes together to create a completely immersive gaming experience.

SAM ROSENTHAL: Where Cards Fall tells a very personal coming-of-age story that other publishers wouldn't risk. We do not shy away from formative and uncomfortable experiences. We see the characters at school, we see them at the homecoming dance, we see them fight with their mom. It is very important for us to be authentic. CEDRIC ADAMS: No guns, no murders. We're just telling a story. We're almost the complete opposite of the current market and most people wouldn't normally see it unless Apple Arcade existed. DENIS MIKAN: We wanted Lifelike to have a calming effect on players. I don't know of another game that uses swarming behavior as a primary mechanic.

This fascinating beauty was inspired by a natural phenomenon. We simply don't want to be responsible for adding another layer of chaos to the world. BEKAH SALTSMAN: Overland is a post-apocalyptic road trip strategy game. The good thing about this is that every time you play, it's different. You never know what people you are going to meet or what places you are going to go. We're very excited that Apple was creating this platform because people have iPads, people have iPhones, and that means bringing a whole new audience to gaming. That's great. MALE SPEAKER: Apple Arcade is like the perfect avenue to expand creativity.

BEKAH SALTSMAN: For us, it was like, ah, finally, finally someone who gets it. DENIS MIKAN: Apple Arcade is about giving developers the freedom to come up with really interesting ideas that the mainstream could never have done. Everything is changing. (Applause) ANN THAI: These developers are some of the best storytellers and artists in the world. From immersive AR to innovative multiplayer, they are creating games that have never been possible before. These games are incredibly fun and will appeal to the child in all of us. And with Apple Arcade, you can play all of these games. With a single subscription, you'll gain access to over 100 new and exclusive games that will raise the bar of what's possible in gaming.

You won't find these games on any other mobile platform or subscription service. So how will you get to Apple Arcade? Apple Arcade will be a new area directly in the App Store with its own dedicated tab. Instead of paying upfront for each game, your subscription will allow you to download and play any Apple Arcade game from the App Store. And we will add new games all the time. With full access to this incredible collection of new games, you'll have the freedom to try what you want whenever you want. You'll be able to play Apple Arcade games on iPhone, iPad, Mac and Apple TV, and pick up where you left off even if you switch devices.

And unlike streaming services, all games can be played offline, so you can play anywhere regardless of your Internet connection. (Applause) All Apple Arcade games will be the only ones you can play, including all future game features, content, and updates. No additions or additional purchases will be needed, and parents can manage children's access with our screen time features. Like all of our products and services, we've designed Apple Arcade to be a great experience. The App Store already works hard to protect your privacy. With Apple Arcade we go even further. Apple Arcade Games cannot collect any data about you or track any information about how you play their games without your consent.

Plus, Apple Arcade will be curated by our team of expert editors, offer personalized recommendations, and be enjoyed by your family at no additional charge. (Applause) We really think you'll love Apple Arcade, a game subscription service like no other. You'll enjoy over 100 amazing new and exclusive games and more games will be added all the time. So who's ready to see more of these amazing games? (Applause) Here's a sneak peek at some of the games coming to Apple Arcade. (Music playing) (Applause) Apple Arcade will be available this fall in more than 150 countries and regions around the world. Prices and more details to come.

And that's a preview of Apple Arcade. (Applause) TIM COOK: Thank you, Ann. I can't wait until we can all play. Now, let's talk about television. (Applause) For more than a decade, we've been bringing you innovative TV experiences, from the first TV shows you could download directly to your iPod to the best cinematic sound and picture quality of today's Apple TV 4K. We have done it because we love television. Television is more than just entertainment. It's cultural. Television, at its best, enriches our lives and we can share it with the people we love. Today there is a lot to see in more ways than ever.

And with so many options, sometimes it's hard to know where to start. That's why we created the Apple TV app. It's a place to easily discover shows you'll love from over 150 streaming apps on your iPhone, iPad, and Apple TV 4K. In fact, our vision for the Apple TV app is to bring together your favorite shows, movies, sports and news and make them available across all your devices, so you can spend less time searching for something to watch and more time enjoying it. . Today we are pleased to show you a new application for Apple TV. And to tell you everything, I would like to invite Peter Stern, vice president of services.

Pedro. (Applause) PETER STERN: Thanks Tim. Let's start with what you see. Starting with movies, all new releases and iTunes' huge movie catalog - over 100,000 titles plus your personal library - are now integrated into the Apple TV app. If you love movies, the new Apple TV app is now the place for you. Next, if you subscribe to cable or satellite TV, like Spectrum, DirectTV, or Optimum, or one of the new Live TV Internet providers, you can now access all your sports, news, and network TV right from the Apple TV app . For many people, these cable packages are convenient because they can get access to hundreds of channels for one price.

If you want it all, there is no better way. But for some of us, the big package is more than we need, so we designed a new TV experience where you can pay only for the channels you want, all in one app, with the password you already have. See everything on demand and without advertising. Download your programs to take them with you anywhere. Enjoy the highest quality picture and sound available. And share this great experience with your entire family. This is how television should work. (Applause) Now it does it with Apple TV channels. Just the channels you want on demand, ad-free, for the whole family, and it's all within the new Apple TV app.

We're launching Apple TV channels like HBO, Showtime, Starz, Epix, CBS All Access, and everything you see here, and we'll be adding even more around the world. In short, whether you get your TV through a streaming service like Prime Video, Hulu, or ESPN Plus, iTunes movies, sports, news, and cable or satellite TV networks, or shows from HBO, Showtime, and Starz. With the new Apple TV channels, everything is together in one place: the Apple TV app. And because there's so much to watch in one place, we've redesigned the Apple TV app to make it even easier to find what you love.

Let's dig deeper. Now you can see your home in the Apple TV app. Most of the time we watch television, we want to watch our show or tonight's game or maybe finish the movie we started last night. That's where the next row comes in. All these things you see, no matter where they come from, are here below. It makes it very easy to pick up right where you left off. But what do you do when you're up to date with your programs? If you know what you want to see next, it's easy. Just use Siri. But if you don't know what to watch, that's where the new Apple TV app really shines.

Our expert editors are like that friend you have who always knows the best TV shows. Every day they do the work for you so you can see the good things. But when it comes to television, each of us is unique. That's why the new Apple TV app is personalized for you. We use advanced machine learning to understand what you like to watch from the subscriptions you already have so we can help you find your next favorite show. And of course, the new Apple TV channels are also available, so when you subscribe to a channel, like Showtime, everything related to that channel is in one place.

It's very easy to navigate and you can play everything directly within the Apple TV app, without having to jump from one app to another. (Applause) Beyond Watch Now, we've also created a new home for movies, so you can buy or rent iTunes movies like Bumblebee or you can watch Oceans 8 from your new HBO Apple Channel subscription, all your favorite movies are here . . The Apple TV app is also great for sports fans. You can view current games with live scores, see tonight's matchups, and even get notified when your favorite team has a close game. To show you some of the cool new things the Apple TV app can do, I'd like to mention Cindy Lin, Director of Program Management.

Cindy. (Applause) CINDY LIN: Thank you, Peter. Hello everyone. I'm very excited to show you the new Apple TV app. The app is here on my home screen. Let's dig deeper. Everything I'm watching is here on Up Next. I can pick up where I left off on Marvelous Mrs. Maisel, watch the next episode of Project Runway, or finish watching Bumblebee. I get my cable from Spectrum and I also have Hulu and Prime Video. It's all here in the Apple TV app. There is a lot to see. When I want to find something new, this is where the app really helps me.

He's getting smarter about what I like. The recommendations on For You are personalized just for me. I love Sandra Oh and have heard a lot about this show. I'll definitely be adding this to my Up Next to watch later. One of my favorite features is this new way to browse TV. Swiping is like channel surfing, except every show here is one I really want to watch. And the trailers play right here. JASON MAMOA: My father was a lighthouse keeper. Mymother was a queen. But life has a way of bringing people together. CINDY LIN: I love Jason Momoa on Game of Thrones and I can't wait to see Aquaman.

There's already a lot here and it's very easy to add even more with Apple TV Channels. Everyone has been talking about the new season of Billions on Showtime and I need to catch up. I can start my free trial right here. It's just a couple of clicks and you're done. That's all! That was so easy! (Applause) Now, everything from Showtime is here in the Apple TV app and I can start watching right away. There is nothing more to configure. I can skip the introduction to get straight to the action. Okay, no spoilers. I'll pick this up later from my Next.

I have a 5 year old son and we have a completely new childhood experience. All of my son's favorite characters are here. There's Chase from Paw Patrol, Daniel Tiger, and of course everyone from Sesame Street. There are so many episodes here, even the ones I watched as a kid. And whether we want to learn something new, be inspired by other kids, or just let our imaginations run wild, I love that we have a safe place to explore together. (Applause) This is a quick look at the new Apple TV app. It's the best place to watch TV on all my devices and I can't wait for you to try it.

Back to you, Peter. (Applause) PETER STERN: Thank you Cindy. Now that you've seen the new Apple TV app, you'll want it on all your screens. You just watched it on Apple TV 4K. It looks and sounds awesome on iPad. And everything you saw is amazing on iPhone. So for all those moments in between, whether you're on your way to work or just stealing a moment, all your programs will always be with you. You'll be able to get this new experience, including Apple TV channels, on all of these devices through a software update in May. And I'm so excited to tell you that, for the first time, we're bringing the Apple TV app to Mac this fall. (Applause) And that's not all.

We know you'll want this great experience on every screen in your home, so we're doing something we've never done before. We bring the Apple TV application to Smart TVs. (Applause) This spring we'll be launching the same great experience with Samsung, followed by Sony, LG and Vizio, all the biggest names in smart TVs, and we'll even bring the Apple TV app to Roku and Amazon so everyone can have an Apple experience. TV on every screen. (Applause) Today, the Apple TV app is available in ten countries, but we are bringing the all-new experience to our customers around the world in more than 100 countries. (Applause) The Apple TV app adheres to all of these principles, including our commitment to not share your personal information with anyone. (Applause) So that's the new Apple TV app, your apps, movies, cable, all the new Apple TV channels, all in one place on all your screens.

Back to you, Tim. (Applause) TIM COOK: Thanks, Peter. The new features of the Apple TV app look really cool. But we have even more to contribute to the television experience. Apple has always tried to make the world a better place and we believe deeply in the power of creativity. Our products help people express their creativity and tell their stories because great stories can change the world. Great stories can move and inspire us. They can surprise us and challenge our assumptions. We believe we can contribute something important to our culture and society through great storytelling, which is why we partnered with the most thoughtful, successful and award-winning group of creative visionaries ever gathered in one place to create a new service. like no other. that has been done before.

AppleTV+. (Applause) We have two wonderful people leading this effort for us, Zack Van Amburg and Jamie Erlicht, and I'm so excited to introduce them to you now and ask them to tell you all about this amazing new service. Guy. ZACK VAN AMBURG: Thanks, Tim. Thank you. Jamie and I are so excited to be here with all of you today. As Tim said, great stories can change the world, and that's because great stories connect us, they connect us to each other, they connect us to new ideas, and they even connect us to new worlds and cultures we've never experienced.

That is important, powerful, and helps us connect to something bigger than who we are as individuals. At Apple, we know that great stories begin and end with the incredible artists who tell them, the artists who are thoughtful and brave enough to share their best story with us and the world. JAMIE ERLICHT: We thought you might like to meet some of these exceptional artists as we begin to share our vision for a new service dedicated to the greatest stories ever told. We've asked some of them to talk about their inspiration and creative process, because if we are going to contribute, inspire, challenge assumptions and change the world, we must examine the art of telling great stories and the mindset of the greatest. narrators.

Have a look. STEVEN SPIELBERG: Do you want me to help you find your opportunity? Well, I would do this. I would start with a black screen and put a small point of light in the center of the black screen, and make the light grow in intensity and then, like the Big Bang, it explodes. J. J. ABRAMS: Life often has no meaning. There is something about stories that gives a sense of order and purpose to the world and allows us to live lives other than the one we are living. STEVEN SPIELBERG: The best ideas I've ever had have come to me when I least expected them.

They are always intruders, but they are welcome intruders. SOFIA COPPOLA: Once you have an idea in your head, it keeps bothering you until you express it. M. NIGHT SHYAMALAN: That's the feeling of the idea that it just becomes irrational. There is a woman sitting in a car in a field. Now I need to know why she is sitting there. RON HOWARD: I'm starting to believe there's something about me I can share with the audience. If I'm excited, that's a good sign. If I laugh, that's a good start. J. J. ABRAMS: she is the spark. It's living with the thing.

It is the delineation of it. SOFIA COPPOLA: Writing seems to me to be the most difficult part. RON HOWARD: Writing and rewriting for months or years. M. NIGHT SHYAMALAN: She dies. No, she lives. He dies. STEVEN SPIELBERG: The first draft, the second draft, the third draft, the fourth draft, the fifth draft, the sixth draft, da‑da‑da‑da, yadda, yadda, yadda, yadda. J. J. ABRAMS: Then you start to build the collaboration that will help you take that journey. STEVEN SPIELBERG: You have to find your dream cast. FEMALE SPEAKER: For each character I decide to play, I imagine memories for them.

I create the dimensions of who this woman is. REESE WITHERSPOON: Imagine if you were this person and imagine if you lived in that world. RON HOWARD: You have to think about the environment in which the story exists. How are you going to create that environment? J. J. ABRAMS: What will the look be? What is the tone? What is the palette? How is it going to work? The costumes, the props, the scenery. SOFIA COPPOLA: Little by little, the elements begin to come together and build on each other. J. J. ABRAMS: It's electric and surprising. The thing is coming to life.

STEVEN SPIELBERG: You walk on set and you smell this incredible aroma of sawdust and wood and plaster. JENNIFER ANNISTON: You just disappear into this fantasy world. J. J. ABRAMS: So you have to think, well, how are you going to film this? Because you're not going to shoot a movie chronologically, so you often start shooting the movie in the most dramatic and painful way. The most agonizing scene first. RON HOWARD: My anxiety usually starts around 3:00 in the morning. The wheels have started to turn. There is excitement and fear. DAMIEN CHAZELLE: You definitely go in with a very concrete sense of what you're looking for, then you have to be willing to throw it all away.

HAILEE STEINFELD: Nothing I'm doing is good. Nothing works. M. NIGHT SHYAMALAN: The shot goes up and it's not right, and that's torture. J. J. ABRAMS: It's not a big deal when it's just you and a pad of paper, but when there are countless talented people waiting and the sun is setting. SOFIA COPPOLA: You're under so much time pressure that you're holding your breath. M. NIGHT SHYAMALAN: Tick, tick, tick, tick, tick, tick, tick. J. J. ABRAMS: There is pressure and it is horrible. STEVEN SPIELBERG: Fear is good. At least for me it's good. The fear of failure is a kind of octane that makes me want to be on the edge of the abyss, but at the same time not sink into the death of my career.

RON HOWARD: Everything is falling apart and then a new possibility appears. J. J. ABRAMS: There are those moments where the actor is sitting there and he's doing what inspired you months, sometimes years before. Everyone is quiet and the team is focused and everyone has done their job to get you to this moment. Somehow everything is synchronized. JENNIFER ANISTON: There is truth running through your veins and in the story you are telling. STEVEN SPIELBERG: There's no better moment than when you feel like you're really sailing and you're an organism telling a story and everyone's telling it with everyone else's contributions.

Nobody tells it alone. J. J. ABRAMS: The sun is in the perfect place. As if the birds go just where you never could, as if there are moments when it seems impossible to you. J. J. ABRAMS: Finally, you wrap up the project, and then it goes out into the world and you hope that all these decisions that you were a part of, that you collaborated on, move people and move them in a way that seemed like it was inevitable. RON HOWARD: Nothing works if the topics don't connect with the audience. They have to. DAMIEN CHAZELLE: Sharing stories with each other makes us feel less alone.

REESE WITHERSPOON: Everyone deserves to have their story told. OCTAVIA SPENCER: What makes us special is the tapestry of who we are as human beings. STEVEN SPIELBERG: Getting involved in someone else's life, that's the idea of ​​what a story should be. A story should make you forget your surroundings, it should make you forget your agenda, your day, and hopefully make you forget about yourself. (Applause) (Applause and applause) STEVEN SPIELBERG: Thank you. Well, I'm very grateful to be here today. This is my first time at Apple. You know, the place where imagination and technology join forces to change the world through sight, sound and touch.

Now, my first encounter with science fiction came from an anthology magazine called Amazing Stories, and this magazine had been around since 1926. And my father had devoured it as a child, and when I was little, he read This to Me, and the stories that he read to me were, as the title promised, amazing, or so it seemed to me when I was 5 years old. And it's relatively easy to inspire wonder in a child's head and heart. Children enter the growing confusion of life with a prodigious capacity for wonder, and that wonder, that capacity is an innate right of human beings.

It is our inheritance. This is how our interaction with the wonderful world around us makes sparks fly through our brains. And thanks to the visionary and inventive people here at Apple, my Amblin team and I will resurrect this 93-year-old brand and offer multi-generational audiences a whole new batch of Amazing Stories and we want to transport the audience with each episode. Like the World War II pilot whose plane magically travels through space and time from the past to the present. Who will he meet? Will he be able to return? Do you want to do it? What if he doesn't?

It's the universal human trait to search for meaning, so in these unconnected stories, we believe audiences will find that compelling narrative that will make the first season of Amazing Stories a unique thematic experience for them, and I hope for all of you. also. Thank you. (Applause and applause) REESE WITHERSPOON: Thank you! JENNIFER ANISTON: Thank you! Thanks guys. This is very exciting. Reese and I are very proud to be a part of this exciting launch with Apple, officially announcing our new project, The Morning Show. (Applause) REESE WITHERSPOON: So on The Morning Show, we lift the curtain on the power dynamics between men and women in the high-stakes world of morning news.

It's a true look into the lives of the people who help America wake up every day. JENNIFER ANISTON: And through the prism of those poor sleepers and over-adrenaline people behind and in front of the camera, we take an honest look at the complex relationships between women and men in the workplace, and participate in the conversation. people are too afraid to have it unless it's behind closed doors. STEVE CARELL: Hello? I've arrived late? Hi guys. Hey. JENNIFER ANISTON: Oh, get out of here. REESE WITHERSPOON: Yes. Yes. JENNIFER ANISTON: Steve Carell. REESE WITHERSPOON: Steve, come here. JENNIFER ANISTON: Hi, Steve.

STEVE CARELL: Hello. I just saw you two on the screen up there and I didn't know if it was my turn or not. REESE WITHERSPOON: Oh, yeah. Well. JENNIFER ANISTON: No, no, Steve, we have to tell you that we are very excited to have you be a part of the show because, honestly, you can't get an honest look at the complex relationships between men andBareilles. As you can imagine, we are honored to work with such amazing and talented people, and that's just the beginning. We've partnered with top storytellers as well as a new generation of the most exciting voices who together will define Apple TV+ as the destination for the highest-quality originals. (Applause) Original shows and films will challenge and excite intellectually, define and redefine our expectations, inspire us, make us laugh, transform our moods and brighten our days, but they will make us believe that anything is possible, from documentaries to dramas, since kids. to comedies, the highest narrative quality in one place.

This is Apple TV+. (Applause) (Music plays) MALE SPEAKER: Wait three. Wait one. Make your move. FEMALE SPEAKER: Seven. FEMALE SPEAKER 2: Ready? FEMALE SPEAKER: Six. FEMALE SPEAKER 2: Yes, I'm ready. FEMALE SPEAKER: Five, four, three, two, one. JASON MOMOA: This is where we built our new home. (Applause and applause) ZACK VAN AMBURG: That's great. Thank you. Thank you. This is a first look at Apple TV+. It is not just another streaming service. It is the destination where the best storytellers in the world will bring their best ideas to life. And you'll be able to experience all of these original shows and movies right in the dynamic new Apple TV app.

And the TV app will offer Apple TV+ on all your Apple devices and the biggest screen of your life, on Smart TV. So here are some more details. Apple TV+ is an ad-free subscription service. It is on demand, available online and offline. Everything is downloadable. The best in entertainment with exclusive original movies and shows, with new additions every month. It is available in more than 100 countries. It is a global service. And it will all start this fall. Apple TV+ will define the commitment to quality storytelling, all in one place, on every screen in your life. JAMIE ERLICHT: We're so excited to share our vision for Apple TV+ and can't wait for you to experience it for yourself.

Thanks and back to Tim. ZACK VAN AMBURG: Thank you all. (Applause and applause) TIM COOK: Thank you. I love it! Thanks, Zack and Jamie. Apple TV+ looks great and we think it will encourage new ways of seeing the world. This is just a preview, the beginning of something very exciting. The opportunity to work with all of these exceptional artists is truly inspiring. Each will bring their own unique perspective to the stories they tell. Now we have another remarkable storyteller to share with you this morning, one whose voice illustrates how powerful stories can change lives and change the world. (Music plays) (Applause) OPRAH WINFREY: Thank you.

Thank you. Thank you. Thank you. Hello everyone! Thank you. (Cheers and applause) Okay. Hello. There has never been a moment like this. We have this unique opportunity to reach our best selves in the way we use and choose to use our technology and our humanity. We are all at a crossroads where we can decide if we want to go beyond the boundaries of our hearts and minds to face the enormous challenges of our time. Each of us comes to this earth with a deep potential that longs to be realized with a love to be released. We all crave connection.

We look for common points. We want to be heard, but we also need to listen, open up, be open, and contribute to harness our hopes and dreams and heal our divisions. That's why I've joined forces with Apple. (Applause and applause) Because they are the company that has reinvented the way we communicate. I joined to take advantage of this moment because the Apple platform allows me to do what I do in a whole new way, to take advantage of everything I've learned about connecting with people at the next level. Because they are in a billion pockets, you, a billion pockets.

The whole world has them in their hands and that represents a great opportunity to generate a genuine impact. Therefore, I am proud and honored to be part of this new platform where I can connect with people around the world to share meaningful ways to create positive change. My intention is to illuminate consciousness and create greater awareness through compelling conversations with newsmakers, leaders, artists, and people from all walks of life. I want to hit that sweet spot where insight and perspective, truth and tolerance truly intersect. So I have two documentaries in the works right now, one exploring the cost of sexual harassment, assault and rape in the workplace.

The working title is Toxic Work. The other, as-yet-unnamed, multi-part series focuses on mental health and how the scourge of depression and anxiety, post-traumatic stress, addiction, trauma and loss devastates lives daily around the world. And what I know is that if we do our job well, we will replace shame and stigma with wisdom, some compassion and honesty. (Applause) And now what I love most. For me there is nothing more exciting than being transported by a brilliant book. Nothing. The only thing truly more rewarding than an extraordinary read is being able to share that experience with others, and that's what we're going to do by creating the largest, most vibrant, most stimulating book club on the planet. (Applause) It's a club - listen to this - imagine, where Apple stores broadcast a conversation with the author and me live across all devices, across all borders, uniting people in stories that remind us that No matter who you are or where you are from, every man, woman and child looks in awe at the same sky.

That's why I want to literally convene a meeting of minds that connect us through books. For as long as I can remember, I have had a dream that we will all one day realize that deep potential we were all born to have. Dwells in every soul. I know this is true. And my deepest hope is that all humans will become the most complete version of ourselves as human beings, to join the mission and vision of our common good, to leave this world more enlightened, kinder and better than ever. what we found it, and to move together with more than a billion people towards a future of our own design, all connected through Apple. (Applause) Thank you.

Thank you. TIM COOK: Thank you, Oprah. (Greetings and applause) Thank you. I will never forget this. Alright. Well. Oprah joins these incredibly passionate and award-winning artists. They are people we admire for their unique voices, incredible creativity, and wonderfully diverse perspectives. They have impacted our culture and society, and we are very excited and honored to work with them. We can't wait to hear all the amazing stories they have to tell. What a fun morning! (Cheers and applause) From everything we've shared with you, you can see how important these services are to us and all the ways they further extend our customers' experiences.

They entertain, inspire, inform and enrich our lives. Because at Apple, the customer is and always will be at the center of everything we do. (Applause) Now, before I close, I would like everyone at Apple who worked so hard to make today possible to stand up so we can recognize them. (Applause) You have sacrificed a lot to get to this day and I sincerely thank you. It is incredible the privilege of my life to be able to work with all of them. I want to thank everyone for coming. I want to thank all the artists who came today and shared time with us and, above all, thank you to all the people who watched us, our customers.

Thank you! Bye bye!