September Event 2018 — Apple

Hello Siri, what is the quickest way to the Steve Jobs Theater? Turn right. Then, in a quarter mile, take a-- Kevin? Shouldn't you be at the

event

? That's a major improvement. Is that all? Tim, it's here. The clicker. The clicker. The clicker? Thank you, thank you, thank you, thank you. Good day. Thank you. Welcome to the Steve Jobs Theater. Wasn't that a fun video? Certainly, things get hectic here before days like this, but they are also magical days because we get to share our latest innovations with you. As you know, Apple was founded to make the computer more personal.

Of course, first with the Apple 2 and then with the Mac. Over the years, we have taken this mission further than anyone could have imagined. We have created several categories of technology that have had a profound impact on people's lives. From iPod to iPhone, iPad to Apple Watch, we've completely reinvented the retail experience, making it more personal and engaging. Our stores have become part of the community. They are open, beautiful and inspiring places to learn and gather. Like this beautiful store, Apple Piazza Liberty is revitalizing a square in the heart of Milan. The store opened to thousands of customers who came for a weekend full of

event

s and we know it will continue to be popular for years to come.

In fact, our Apple stores now welcome more than 500 million visitors a year. Thank you. We love that so many customers have had the opportunity to experience our products firsthand and get the personal help they need to get the most out of them. Of course, our goal is to put the customer at the center of everything we do. That's why iOS is not only the most advanced mobile operating system in the world, but also the most personal. We are about to reach an important milestone. We're about to ship our 2 billionth iOS device. This is amazing, iOS has changed the way we live, from the way we learn to the way we work.

How we entertain ourselves, how we shop, order our food, get our transportation, and stay in touch with each other. And of course, how we capture the moments of our lives and share them with those we love. It's amazing how our mission started with personalizing technology for the desktop and now we see the many ways we have made it more personal in so many aspects of our lives. That is why it is logical that today we talk to you about two of our most personal products, the ones that accompany you wherever you go, and how we are going to take them even further.

So, let's start with the Apple Watch. Yes. We're thrilled to see how much the Apple Watch has grown in such a short time. I mean this category didn't even exist a few years ago, and now many people around the world are adopting the Apple Watch. Apple Watch is not only the world's number one smartwatch, but also the number one watch period. Apple Watch has redefined what a watch can do for you. It is the integration of innovative technology, powerful software and world-class services that brings it to life. For millions of people around the world, Apple Watch has become an indispensable part of their daily lives, helping them stay connected, be more active, and live a healthier day.

To tell you how we're taking Apple Watch to the next level, I'd like to invite Jeff. Jeff. Wow, thank you, thank you. We are humbled and inspired by how the Apple Watch has become such an important and even essential part of people's lives, and is becoming more indispensable in three areas in particular. Keeps you connected to the people and information you care about with phone calls, messages and notifications right on your wrist, and cellular service lets you stay connected with just your Apple Watch, even if you leave your phone behind. Fitness is at the core of the Apple Watch, encouraging you to be more active by closing the rings and tracking your workouts, and now you have built-in GPS.

It's swim-proof and even automatically detects when you're exercising. And health. Health has also been at the core of the Apple Watch. Apple Watch put heart rate monitoring right on your wrist, and while you can always check your heart rate, Apple Watch now watches in the background and notifies you if it detects an elevated heart rate. This may seem like a simple change, but we see it in our clients' letters. It is a profound change. Apple Watch has become a smart guardian of your health. Today, in each of these areas—staying connected, living an active life, and managing your health—we're taking Apple Watch to the next level.

And now I would like to introduce you to the next generation of Apple Watch. Apple Watch Series 4. Everything about it has been redesigned and redesigned. Every detail has been carefully considered and is simply beautiful. It all starts with a stunning new display. We pushed the screens to the edges and curved the corners to perfectly match the shape of the watch. And the screens are significantly larger. In fact, they are more than 30 percent larger. Thank you. And we've done it with minimal changes to the box size. The Series 4 is thinner, so it actually has less overall volume than the Series 3.

And to take advantage of the new screen, every part of the user interface has been redesigned. You'll see more in maps, photos and calendar, and we've created new complications. They look beautiful and show even more information and details. And we've also designed a new watch face with up to eight complications that really brings them to life. And you can customize it with the things that interest you. Now you can add your loved ones to your watch face and simply tap to connect with them. Or if you're traveling, you can customize the watch face to track different time zones.

Or maybe you want to create the best health and fitness watch. We also redesigned the modular face with more detailed graphical information from apps like actions, heart rate and activity and even apps from our developers, so now you can follow the live score of your favorite team with MLB at Bat. Your boarding information will appear directly on your watch face with the Quantas app. Or you can take a look at nutritional intake with the Lifesum app. Then the Breathe app has been a popular way for people to take a moment to be more mindful and now the app is available as a watch face, so with a simple lift of your wrist the watch face will guide you via a Take a deep breath and there are three beautiful variations to choose from.

It's a little hypnotic. It is something wonderful. Additionally, we've created some new, dynamic watch faces that uniquely interact with the shape of the screen. With the face of fire, do you see how the flames subtly illuminate the ticks of the sphere? And on the new side of the water, watch bubbles splash around the edges. And the steam face looks amazing with the rich and vibrant colors. We think you'll love everything about the new Series 4 displays. Next, let's move on to the digital crown. The digital crown has been completely redesigned and now includes haptic feedback, giving it a more mechanical and responsive feel.

It's especially good in apps like Podcast and Calendar, where you accurately flip through each item. The speaker has also been completely redesigned. It's 50 percent louder, which is great for phone calls and walkie talkie or Siri requests. You ask Siri something in Series 4 and she responds loudly. You simply won't believe the sound you get from such a small device. We moved the Series 4's microphone to the opposite side, as far away from the speaker as possible to reduce echo and make phone calls even clearer. And the rear of the Series 4 is absolutely beautiful. It is made entirely of black ceramic and sapphire crystal, and is not only beautiful, but also very functional.

Radio waves can now pass both in front and behind, improving cellular reception. This, along with a new speaker and microphone, makes the Series 4 even better at staying connected. The 4 Series is just as impressive inside. The brain of the Series 4 is our fourth-generation silicon package, or SIP, and we call it S4, and it allows us to pack so many capabilities into such a small device. S4 contains a powerful new 64-bit dual-core processor and a new GPO, both custom designed by our Apple Silicon team to deliver up to two times faster performance. On Apple Watch, the accelerometer and gyroscope power important experiences like all-day activity tracking or even identifying your swimming stroke.

Well Series 4 has a next-generation accelerometer and gyroscope with twice the dynamic range that measures up to 32 G of forces and can sample motion data eight times faster. You probably have no idea what that means, but that's okay because we do and it's allowed us to do something new. One of the leading causes of injuries worldwide is falls. So whether you slip off a ladder or trip on a sidewalk, a hard fall can be serious and it can be difficult to get immediate help. Well now the Apple Watch Series 4 can detect a fall. It's interesting: identifying a crash may seem like a simple problem, but it requires a huge amount of data and analysis.

We conducted studies with thousands of people over a long period of time, captured data on real-world falls, and learned something. We learned that with falls this repeatable movement pattern occurs. For example, when you trip, your body will naturally lean forward and your arms will involuntarily reach out to catch yourself. However, if you slip, a natural upward movement of your arms occurs. Well, these are moves that the Series 4 is ideal for recognizing. With the new accelerometer and gyroscope, the watch analyzes the trajectory of the wrist and the acceleration of impact to determine when a fall occurs and, after detecting a fall, the Series 4 sends an alert and, from that alert, can start an emergency call.

However, if the watch detects that you are standing still for one minute, it will automatically initiate the call. And also send a message with your location to your emergency contacts using the SOS feature already built into Apple Watch. Fall detection is a feature we hope you never need, but it's really nice to know it's there. The optical heart sensor has been essential in the Apple Watch from the beginning, and allows us to calculate the calories burned during your workouts. It allows you to determine your resting heart rate and also activates the high heart rate notification that has helped the Apple Watch become a smart guardian of your health.

We wanted to do even more in this space and that's why we announced three new heart features. First, a notification if your heart rate seems too low. Now a low heart rate is generally thought to be a good thing, but if it's too low, it could mean your heart isn't pumping enough blood to the body, and that can be a sign of something serious, and now the Apple Watch can detect him. The second characteristic is related to heart rate and this is very important. Apple Watch can now monitor your heart rate in the background and send you a notification if it detects an irregular rhythm that appears to be atrial fibrillation.

Now, it won't catch every case of AFib, but we think it will help a lot of people who otherwise wouldn't know they had a problem. The first two functions work with the optical sensor. The third feature is made possible by a new electrical heart sensor in the Series 4. We have added electrodes on the sapphire crystal back and digital crown that allow you to perform an electrocardiogram. It is also known as ECG and this is the first ECG product to be offered over the counter directly to consumers. An ECG measures the electrical activity of the heartbeat and is used by doctors to help diagnose certain heart diseases and other conditions.

And now you can take an ECG anytime, anywhere, right from your wrist. You simply open the app and place your finger on the digital crown. To show you how this works, let's take a closer look. Electrodes integrated into the back glass and digital crown detect electrical impulses from your heartbeat. They route them to the S4 chip, which converts them into signals for our algorithms. The entire process takes only 30 seconds, and upon completion of the ECG recording, you will receive a heart rate classification. If your heart beats at a normal rate, the app will classify the measurement as sinus rhythm and will also classify atrial fibrillation.

All ECG recordings, their classifications and observed symptoms are stored directly in the health app in a PDF that you can share with your doctor. Now your doctor has a detailed picture of your heart rhythm, similar to a primary ECG that is normally only obtained in the clinic. And to give them theiropinion on this, I would like to invite to the stage the president of the American Heart Association, and also a practicing cardiologist, Dr. Ivor Benjamin. Thanks, Jeff. I am inspired by the potential of technology to save lives and applaud Apple's innovation and commitment to health. Capturing meaningful data about a person's heart in real time is changing the way we practice medicine.

In my experience, people often report symptoms that do not appear during their medical visits. That's why information, information about a person's daily lifestyle choices and their specific health data, is vital. The ability to access health data in electrocardiograms or ECGs on demand is a game changer. Especially when evaluating atrial fibrillation and irregular and often rapid heart rate, which can increase a person's risk of stroke, heart failure, and other health-related complications. At the American Heart Association, we are committed to educating and empowering people to be proactive in all areas of their overall health and well-being. The American Heart Association is a relentless force for a world of longer, healthier lives.

Products that seek to provide deeper health insights, like the Apple Watch Series 4, offer great potential to get there. Thank you. Back to you Jeff. Thank you Dr. Benjamin. It's great to have the support of the American Heart Association and I'm also happy to say that we have received clearance from the FDA. And this is a de novo authorization, meaning it's the first of its kind. Additionally, the irregular heart rhythm alert also received FDA approval. Both features will be available to US customers later this year, and we're working hard to bring them to customers around the world.

I just have to show you when you open the app, this is what you see on the watch face. It's really beautiful. People in general don't like medical things. This makes you want to get an ECG. It's amazing to think that the same watch you use every day to make phone calls and respond to messages, track your activity, like even running a marathon, can now take an ECG. Apple Watch Series 4 is the ultimate guardian of your health, the best fitness companion, and the most convenient way to stay connected. And with all these amazing features, of course, your data will still be protected.

At Apple we believe that your personal information belongs to you, you should decide who you share it with and who can see it, period. All your health and fitness data is encrypted on the device and in the cloud. So, Apple Watch Series 4, larger screen, new user interface, digital crown with haptics, up to two times faster performance, a louder speaker, fall detection and an industry-first built-in electrical heart sensor capable of taking an ECG and of course cell phone, GPS, altimeter, swim proof and I probably missed a few things. We also have the most advanced portable operating system, OS5.

So with all these features in a slimmer design, you're probably wondering about battery life. Well, I'm happy to report that the Series 4 has the same 18-hour all-day battery life that our customers enjoy on the Apple Watch. And we've increased the outdoor training time to six hours, so you can have full GPS tracking, which is perfect for those marathons or long bike rides. And of course, the Apple Watch has been designed and manufactured in an environmentally friendly way. We created a video about the Series 4 and I would like to show it to you now. Apple Watch Series 4 is more than an evolution.

It represents a fundamental redesign and reengineering of the Apple Watch. Maintaining the iconic design, we have developed and refined the shape, also managing to make it slimmer. The new display is now 30 percent larger and is seamlessly integrated into the product. The interface has been redesigned for our new screen, providing more information with more details. Hardware and software combine to define a very new and truly integrated singular design. Navigating with the Digital Crown, already one of the most complex mechanisms we've ever created, has been completely redesigned with haptic feedback that provides a precise mechanical feel as you scroll.

In addition to an optical heart sensor, there's a new Apple-designed electrical heart sensor that lets you take an electrocardiogram, or ECG, to share with your doctor, a momentous achievement for a wearable device. Placing a finger on the digital crown creates a closed circuit with electrodes on the back, providing data that the ECG app uses to analyze your heart rhythm. While understanding heart health is essential to our well-being, additional features and improvements encourage us to live healthier, more active lives overall. The accelerometer, gyroscope and altimeter allow you to record new types of workouts, measure runs more accurately, and track your activity throughout the day with great precision.

Improved cellular connectivity enables something truly liberating: the ability to stay connected only to your watch. Phone calls, music streaming, and even emergency assistance are immediately available from your wrist. Apple Watch Series 4 is a device so powerful, so personal, and so liberating that it can change the way you live every day. The Series 4 will be available in three aluminum finishes, silver, gold and space gray, and the stainless steel collection is absolutely beautiful with brushed and space black. We've shipped stainless steel before, but there's something about the Series 4 that's even more beautiful, and there's a brand new finish, gold stainless steel, that looks wonderful paired with this Milanese loop.

All band colors and styles fit any generation of Apple Watch, so for all Series 4 customers, all the bands you already own will work well on Series 4. For customers who love Nike Plus, especially runners, it's been optimized for Series 4 with full-screen watch faces that look great and they've done something really cool with the Nike Sports Loop. They have added reflective thread for night visibility. Apple Watch Hermes continues this fall with some bold new looks. There are these gorgeous color blocks on the watch face that change over time and look really wonderful paired with the new Double Tour straps.

The Apple Watch Series 4 with GPS starts at $399. The Series 4 with cellular starts at $499, and we're keeping the Series 3 in the lineup at more affordable prices, starting at just $279. GPS Series 4 will be available in 26 markets at launch. Series 4 with cellular will start in 16 markets with 34 operators, that's more than double the number of operators we had last year. You can order Series 4 starting Friday and it will be available the following Friday, September 21. The Series 3 at the new prices will be available right after the show, and watchOS 5, the most advanced wearable operating system, will be available on September 17. That's the Apple Watch, and now back to Tim.

Thanks Jeff. Thank you. I couldn't be more excited about the Apple Watch Series 4. Apple Watch is truly redefining what a watch can do for you. We've made a video about how the Apple Watch is inspiring people around the world to be more active and I'd love to show it to you now. I think you'll have fun. You put your right arm in, you take your right arm out, you put your right arm in and you shake it all over the place. You do the hokey pokey and turn around, that's what it's all about. Left foot. You put your left foot in, you take your left foot out, you put your left foot in and you shake it all over the place.

Hello honey, let's go run. You do the hokey pokey and you turn around, that's what it's all about. You put your left arm in, you take your left arm out, you put your left arm in and you shake it all over the place. You do the hokey pokey and turn around, that's what it's all about. Be complete. You put your whole being in, you take your whole being out, you put your whole being in and you shake it completely. You do the hokey pokey and turn around, that's what it's all about. That's what it's about. That's what it's about.

We really love what the Apple Watch does to keep the world moving. So that's the Apple Watch. Now let's talk about the iPhone. The iPhone X defined the future of the smartphone. It introduced new technologies that are at the forefront of what is possible. With a stunning all-round design and intuitive gestures, with technologies like the TrueDepth camera system and Face ID, where your phone knows what you look like and your face becomes your password. The iPhone X has an incredible camera system that uses intelligent software to take the most impressive portraits. Previously, this was only possible with professional level equipment.

And there are many other innovative technologies integrated and, of course, all of them run on the world's most advanced mobile operating system, iOS. The iPhone X has changed the industry and, along the way, became the number one smartphone in the world. But the most important thing for us is that it is the most loved smartphone with an amazing 98 percent customer satisfaction. Now, today we're taking the iPhone X to the next level. I'm excited to show you what is by far the most advanced iPhone we've ever created. This is the iPhone XS. It's the most advanced iPhone we've ever created and I'd like to invite Phillip to tell you all about it.

Phil. Good morning everyone. I'm very excited to tell you all about the iPhone XS. It is made of surgical grade stainless steel. It has a beautiful new gold finish on the front and glass. It's the most beautiful iPhone we've ever made. The screen goes from top to bottom, edge to edge, rounded at the corners. And it's covered on the front and back with a new glass formulation that is the most durable glass ever used in a smartphone. The iPhone XS comes in three finishes: gold, silver, and space gray. They are beautiful and are now protected from dust and liquids to an even greater level.

IP68, that means it is protected at two meters for up to 30 minutes. So if you're hanging out by the pool, drop your phone in the water, don't worry. Dip in, take it, rinse it, let it dry, you'll be fine. And the team tested it in my different liquids, in chlorinated water, salt water, orange juice, tea, wine and even beer. This is one of the most fun and intense tests we can do at Apple. The iPhone XS display is Super Retina, the best we've created yet. It is an OLED screen, 5.8 inches diagonal and 2.7 million pixels, 458 pixels per inch, the highest quality screen on an iOS device.

Now let's put it next to our plus size phone, an iPhone 8 Plus, and as you can see, it has a screen just as big as the plus size phone but in a smaller design, and a lot of customers love that, big. Screen, easy and comfortable to hold in your hand. And it looks incredible. Watch movies on it, the latest HDR movies like Lego Batman, using the latest formats, Dolby Vision, HDR10. Your photos look stunning on the iPhone XS. You shoot with beautiful, expansive colors and they show up better than ever on the new Super Retina display because it has a 60 percent greater dynamic range of colors in your photos than the iPhone X screen.

It's beautiful. Well, the iPhone XS has not just one, but two screen sizes: the 5.8-inch and the new 6.5-inch Super Retina display. This is the largest screen ever seen on an iPhone. It's also an OLED display, 3.3 million pixels, 458 pixels per inch again. Now many of our customers have loved the full size iPhone. So let's put that next to each other. As you can see, it's a phone around the same size with a much larger screen. We believe there are many customers who will love this larger screen. Now, the 5.8-inch screen, which we already said, was as big as a plus-size screen, so what do you call a phone that's bigger than a plus-size screen?

Well, we call it iPhone XS Max. And the Max is an incredible experience. Watching videos on it is cinematic. Seeing your photos bigger than ever is amazing. Browsing the web, looking at aerial views on the Map, even when you're using some of the built-in apps, the team took advantage of the wider screen when in landscape mode to give you a split view like here in contacts. Editing videos in iMovie is amazing, creating songs with Garage Band, and even playing immersive games is a lot of fun on the iPhone XS Max. So now there are two Super Retina displays, 5.8 and 6.5 inches, both OLED displays, both with a million to one contrast ratio, they are HDR displays.

They have a fast 120 Hertz touch-sensitive layer, that's how you get smooth scrolling and really fast typing and gaming response. Both have 3D touch for pressure sensitivity. They have a tap to wake up. They have incredible color management. They are true tone screens, so the white paper looksperfect with all the different lights you use it with, and they have a wide color. These are amazing exhibits. And we've also combined them with incredible sound systems. Stereo sound, better than any current iPhone. Now, with the 10S, you get a wider stereo field. The team has combined powerful speakers with excellent software to deliver an even richer sound experience.

So watching movies sounds amazing. And play games, like Alto Odyssey, that you previously put on headphones. Now you just want to listen through the speakers thanks to that beautiful, wide stereo sound. Of course, listening to music and watching music videos like Foo Fighters sounds better than ever. Alright. Let's talk about Face ID. Face ID is a big step forward in biometric protection of all our personal data on our devices and customers love it. Works with our TrueDepth camera system. And there's so much technology in that little space right there. An infrared camera, a floodlight, a proximity sensor, an ambient light sensor, a dot projector, a front camera, a speaker and a microphone, all working together to protect the data on our devices.

And they're designed with multiple neural networks, so the iPhone experience is secure and seamless. With iPhone XS, you simply pick up your iPhone, look at it, it recognizes your face, and unlocks your notifications and information. And it does it faster than ever because the XS now has faster algorithms and runs on a faster version of the secure enclave, so it's gotten even better. Face ID works remarkably well. In fact, we're proud to say it's the most secure facial authentication ever implemented on a smartphone. Our A-series chip powers Face ID in everything we do on the iPhone, and the team has worked very hard to make each generation of the A-series chip better than any other in a smartphone, and this year we don't is an exception.

What the team has done is truly a breakthrough. It's called A12 Bionic. And the A12 Bionic is the industry's first seven-nanometer chip, and that's a big step forward, yes. The A12 Bionic is equipped with 6.9 billion transistors and what the team has done with all of that is extraordinary. So let's go through some of the things on this chip. Let's talk about the CPU, the GUP and the neural engine. Let's start with the CPU. It is a 6-core CPU designed by Apple, this is a fusion system. It has two high-performance cores, four high-efficiency cores. The two high-performance cores run up to 15 percent faster than the A11 Bionic cores while being 40 percent more energy efficient.

And the high-efficiency cores are up to 50 percent more energy efficient and all six cores can operate at once. The GPU, well this is an Apple designed GPU. It's so powerful. Now the A11 GPU was already ahead of anything else in the industry. The A12 GPU is now up to 50 percent faster than the A11, which is a huge leap in graphics performance. But the real advance, the real surprise, is this neural engine. Now you know that last year we introduced the first neural engine with the A11 Bionic. With the A12 Bionic we go much further. The A11 had a 2-core design.

This is a dedicated 8-core machine learning engine to power all that great machine learning software in our systems, and it has an intelligent computing system. What that means is that it is able to analyze the neural network data and determine on the fly whether it should be run on the CPU, GPU, or Neural Engine. I want to say this is a huge advance and the performance is unmatched. Last year we told you that A11 Bionic could process a whopping 600 billion operations per second. Well, the A12 Bionic is capable of processing 5 trillion operations per second. Incredible. Now the A12 Bionic is a complete system on a chip, so there's a lot more.

And the team works very hard to be just as innovative in each of these things in the A12 Bionic. It has a unique state-of-the-art image processor, incredible video encoders and decoders. There's our display engine, our audio system. Of course, it has a secure enclave. It has memory controllers, storage controllers. The Apple-designed storage controller and the A12 Bionic can now handle twice as much internal storage as before. So now you can have up to 512 gigabytes of internal storage if you wish. That's half a terabyte on your iPhone in your pocket. That's enough for more than 200,000 photos stored on your iPhone.

Is incredible. This A12 Bionic is undoubtedly the smartest and most powerful chip ever used in a smartphone. Much of the experience we have with the iPhone is powered by this chip, and it will allow us to have many new and incredible experiences that were not possible before. That's why I'm very excited to introduce Kaiann Drance to show you what we can do with the iPhone and Kaiann is our senior director of iPhone product marketing. Kaiann. Thanks, Phil, thanks. A12 Bionic was designed for iPhone, not any other smartphone. This is a smart phone. This is one of the reasons our team can deliver a chip design for incredible performance and great battery life for everything your iPhone needs, from our everyday tasks to our most advanced technologies, like every time you look at your phone and unlock it with Face.

ID, or play an immersive game on our edge-to-edge Super Retina display and take an extraordinary photo every time. Everything you do is about the chip, CPU, GPU or any other powerful component, best in class and designed for iPhone for the best performance. So the next time you unlock your phone, maybe launch photos, search through the thousands of photos you have to find the one you're looking for, decide how to share it between different apps, like messages, and then move on to the next one. thing, with multitasking, maybe landing on Maps to find direction. A12 Bionic makes these everyday tasks seem quick and effortless.

And A12 Bionic with performance updates in iOS 12 helps apps launch up to 30 percent faster. That's why we focus on these everyday experiences, but even beyond that, such as those that use machine learning. Now, we've used machine learning for several years to further improve our features, like quick typing suggestions in messages, in memories, how we curate your photos and videos, getting real-time suggestions in Maps when you need them. them, our customizable true-tone display and, of course, finding the best photo of your cat or other pet. But what's really notable this year is that our next-generation neural engine unleashes the power of machine learning in real time.

This is incredibly important for apps like the camera, and we use that depth information for portrait mode and portrait lighting. In Animoji, map those 50 different facial muscles onto your face in a live Facetime call. This is computationally very intense. And of course, our immersive AR experiences, our fun new Memoji, and the new Clicks app launching this fall will make use of portrait segmentation in the Neural Engine for even better selfie scenes, like the one you see here in Incredibles 2. In iOS 12 we also announced and launched Siri Shortcuts, so you can do even more with just a tap or by asking Siri for help.

You can easily create a multi-step shortcut, like the one I used this morning. We'll see. I simply press and hold or ask Siri to run the shortcut of the day from my keynote. Now, the first thing you're going to do is start up my HomeKit-enabled accessories and then it's going to order my morning coffee. And it will tell me how long it takes me to go pick it up. And then it will start the reminder I set so I don't forget my license plate, get driving directions, start my music playlist, and off we go. And this is just one of the many things you can do with Siri Shortcuts.

We are very excited this year to open our neural engine to Core ML, and Core ML will be much faster. It will be up to nine times faster. But it will work with just a tenth of the energy. This is tremendous. It means developers can run their most complex and advanced neural networks in their applications and do so even more frequently. Then unleashing the power of a GPU for more immersive graphics like never before, which by the way is really useful for augmented reality, and this is another area we focus on. That camera viewer has become a wonderful window into these new AR experiences, like this app called Fishing Go, which allows you to turn your environment into this immersive marine aquarium where you can discover over 200 species of marine life. iPhone XS is the best platform for AR.

We custom calibrate our cameras and sensors for the best AR experience. In A12 Bionic, the GPU helps us generate realistic graphics, the ISP for real-world lighting, and the neural engine for object reflections and more. And it joins the best AR software with ARKit 2, where apps can access improved surface and object detection, persistent experiences, multiple users, and we've even included a new built-in Measurement app. And with AR Quick Look, you can look at a 3D object like this here in Safari and with just a tap bring it into the real world. Isn't it amazing? Today you've heard some examples of how A12 Bionic is accelerating everyday real-world scenarios but also enabling new experiences, but it doesn't end with us.

It also extends to our talented group of developers and that wonderful ecosystem where they have access to the best software with iOS 12 and A12 Bionic. This brings us to the next generation of applications and we are delighted to have three developers here today to show you what is possible in a short period of time. Now, our first developer is using the CPU and GPU to take his game to the next level of impact. Please welcome Todd Howard, Game Director at Bethesda Game Studios. Thanks Kianne. Thank you. You know, I wrote my first game when I was 12 on an Apple 2, and I have to tell you, I made the most of every one of those low-resolution 40 x 40 pixels.

And it's amazing how far we've come. With the technology included in our phones, we can now start looking for games that are more than just fun, but experiences that can truly transport you. And with the new iPhone, we've been able to do just that. Let's take a look at our new Elder Scrolls game, Blades. As the series is known, it is a huge first-person role-playing game full of stories, missions and an incredible world to explore. You play as one of the Blades, the elite warriors of the empire, and you will define your own character and how you want to participate in combat.

You can use defense, melee or magic. And on the iPhone's OLED display, we can highlight all the details you'd normally miss in bright and dark areas. You can see the lighting from these crystals bloom and reflect in the water. We can make that lighting bounce off the walls. And we can even make it reflect on your sword. Plus, we can use the iPhone's new stereo amplification so you can hear the forest around you, all without headphones. And scenes like this were previously only possible in your living room with a high-end game console. We can do them now on your phone while doing full-screen post-processing, all while rendering 40 percent faster than before.

You will see that the sword follows Craig's specific movements and timing. It feels amazing and that new depth of field camera effect really lets you focus on your actions during combat. And spiders are just terrifying. We've been able to create some amazing environments that weren't possible before. Twelve-year-old me wouldn't be able to understand all these pixels, all 2.7 million of them. How we can use the power of the phone to bring all those parts together, the images, the sound and even the haptic feedback of your attacks. It's not just immersive. It transports you. You may have fought dragons in Skyrim, but you've never experienced the Elder Scrolls this way and on your phone.

Blades is coming to iOS this fall. It's available for pre-order right now. See you out there. Thanks, Todd. Now our next developer will enable a completely new use case for the iPhone camera using Core ML. Here are David Lee, CEO of NexTeam, and Steve Nash, two-time NBA MVP and new member of the Basketball Hall of Fame. Thanks Kianne. HomeCourt is an app that uses Core ML to track basketball shots by simply pointing your iPhone at a court. When I was young and learning to play, I never really knew if I was doing the right thing to improve my game.

I spent hours and hours shooting alone, with the sole hope of perfecting the techniques that would take me to thenext level. I've been working closely with the HomeCourt team on a tool that will revolutionize basketball training and I can't wait to show you what we can do with the new iPhone. We couldn't get a basketball court here, so we went out last week and saw Steve training an athlete. We now have a screen recording of our app on a new iPhone. We'll see. The application recognizes the hoop and the court automatically. Tap start, it will begin tracking shot attempts in real time, hits indicated by the dot on the floor, and misses by red Xs drawn as an overlay right on the court.

With the new iPhone and Core ML 2 we see a game of massive performance that allows us to do much more. The powerful A12 Bionic models run up to nine times faster, unlocking new features not possible before. Let's take a look at what's going on under the hood. Only on a new iPhone can we run real-time player tracking, real-time post estimation, real-time ball detection, and trajectory estimation all at the same time. We call this real-time shooting science, and it tracks six metrics for every shot the player takes. This knowledge is not visible to the naked eye. To become a great shooter, you must practice every day.

You must shoot at game speed and with the proper stance. I focus my students on staying low and stable when shooting. HomeCourt provides players with immediate feedback to help them understand if they are practicing correctly. Shooting time is also a great indicator of whether the player is shooting at game speed while staying crouched. These meaningful insights and comments simply weren't possible before. When you see the release time of the set, it will be displayed on the screen and the app can also provide audio information for the stereo speaker or your headphones. As players train with real-time feedback, they develop muscle memory.

I really wish when I was younger we had these tools. HomeCourt is ideal for all basketball players who want to improve, whether beginner or professional. The most amazing part is that all this is done only with your new iPhone. There are no sensors on the player, on the ball, or on the court, and that's HomeCourt's real-time shooting science, which will ship as an update this fall. Thank you. Thanks Dave and Steve. Wow, that was something. Well. That's why our third app uses AR to do even more things in a game. Here's Atli Mar, CEO of Directory Games.

Thanks Kianne. Playing with friends in arcades has always been a lot of fun. Generations of gamers have enjoyed countless hours playing some of the best titles in the world. And now in AR, we can have our own arcade cabinet wherever and whenever we want. And with ARKit 2, multiple players can share the same AR experiences. I'm joined here by my friends and they're eager to climb the leaderboards. Andrea, Shai-Hi, Alessandra. Are you guys ready? We are ready for battle, Atli. This is Galaga AR. Just like in the classic, you eliminate your enemies, prevent them from attacking you and get power-ups.

With the digital GPU Core, we can render scenes such as the sun effect. This is something we couldn't do before. And the iPhone's new stereo upscaling makes it all sound really immersive. Just listen to this epic battle. Last year, we launched our first AR game and now, with the new features of ARKit 2 and the power of the new iPhone, we can create experiences with much higher fidelity and connect players both digitally and in the physical world. . Look for the first game in our AR arcade series on the App Store later this year. Thank you. Wow. Wow.

We can't wait for you to experience those apps and games. In reality, this is just the beginning. We're scratching the surface of what will be possible on the iPhone XS and A12 Bionic. No other chip in the world would allow us to do this. Thanks and now back to Phil. Thanks, Kianne. The A12 Bionic powers so many incredible new experiences, and that includes the camera. We all love our iPhone cameras. Without a doubt, you all know that it is the most popular camera in the world and for good reason. For over ten years, customers have been taking amazing photos with their iPhone cameras like this and sharing them with us around the world and telling us stories with them.

And we're very proud of everyone who uses the iPhone camera, from consumers to increasingly professionals who use it for photos like this. This is a beautiful portrait, but what makes us so proud is that it appeared on the cover of Time magazine. And this is her theme for women who are changing the world, and we couldn't be more proud to be a part of that story. Well, you are going to be impressed with the photographs you can take with the iPhone XS camera. It is a remarkable new dual-camera system. It has a 12-megapixel wide-angle camera, a 12-megapixel phone camera, and an even further improved true-tone flash.

The 12-megapixel wide-angle camera has a new sensor, a larger sensor with larger and deeper pixels. It has optical image stabilization and our 1.8 fast aperture lens. It's Apple's six-element lens. The telephoto camera is also a 12 megapixel camera, also optical image stabilization, F2.4, Apple design lens. On the front, we have the true depth camera system, and that's a new sensor as well. A 7-megapixel sensor that's twice as fast and works together with the infrared camera and dot projector, so you can create depth in your portrait mode photos. And since we're talking about cameras, of course everyone talks about sensors and lenses, and rightly so.

They are an important part of the camera system. But increasingly, what makes incredible photos possible is not just the sensor and lens, but also the chip and the software that runs on it. And this is very true with iPhone photography. So, for example, in the A12 Bionic there is an image signal processor that works together with the CPU. And it does so many things every time we take a photo. Automatically sets exposure, white balance, sets focus, reduces noise and low light photography. It brings out highlights and details, and can merge multiple images, like when you take an HDR photo or create a beautiful panorama.

And the ISP and the A12 Bionic do all of this better than ever, but what makes it completely new is connecting the ISP with that neural engine to use them together to make our photos amazing. So, for example, the CPU and the neural engine can work together to detect people's faces and bodies, understand the scene you're filming, and can set facial landmarks. Therefore, it recognizes exactly where your eyes are and performs instant red-eye reduction that looks perfect. And it creates better segmentation masks, so even in portrait mode your hair and glasses look better than ever. This is an amazing amount of power for our camera equipment.

In fact, when you take a photo, it is capable of performing a trillion operations on each photo you take. And what the team is doing with that power is truly extraordinary. We have a new feature we call Smart HDR. And we all know what HDR is, right? You can take a couple of photos and blend them together to bring out the highlights and shadows and keep your subject looking great. Well, Smart HDR takes this idea much further. So let's say you're taking a photo and the camera recognizes that you're photographing a subject and the subject is moving, you press the shutter and you get a photo instantly.

It's called zero shutter lag. What the A12 Bionic is really doing is capturing a four-frame buffer in order to capture that critical moment. The A12 Bionic does even more than that. It also captures secondary mid-frames at the same time, and those mid-frames are shot at a different exposure level to bring out prominent details. And it's doing more than that. This is a long exposure so we can also get better shadow details. And when you take that photo, you analyze them all, you figure out how to put the best parts of each one together and merge them into one perfect photo.

That's smart HDR. It's a huge advancement and makes taking photos easier than ever and getting beautiful results. Let me show you some photos taken with the iPhone XS, not retouched in any way, without exterior lighting or anything else. It's straight from the camera. So here's one. I mean this is awesome. You are subject beautifully lit with natural light, beautiful skin tones, great detail and a nice soft background. But what's notable about this photo is that it was a windy day by the water and her hair was blowing. However, you can still see that incredible detail in her hair in this Smart HDR photo.

Here is another example. As you can see, this is what you're not supposed to do, take a photo in the sun, because that will ruin the exposure. But Smart HDR makes sure that we have a great sky, we have details in the shadows of the water, but most of all, look at the water droplets falling from your hair and how sharp and detailed they are. That is incredible. All your photos come out much better now with the iPhone XS regardless of the subject, people or pets. Look at the details of the skin, hair and the beautiful sky.

As we said, it also takes photos in wide colors. Look at the range of colors in this photo. Taken directly from the iPhone XS. And it looks even better with the iPhone XS's higher dynamic range display when you look at it there. Introducing portrait mode and portrait lighting photography. They are better than ever and here is an example. The level of detail is incredible. This is the function of stage lighting and portrait lighting. It looks so beautiful. Here is another photo with portrait lighting, excuse me, portrait mode photo. Beautiful soft background. These are better than ever and there is a big step forward here.

Remember the background area of ​​the photo, the quality of that blur is what the industry calls bokeh. And the team wanted to make a breakthrough in what can be done with bokeh, and they've done an incredible job here. They studied some of the highest-end full-frame cameras and fast, expensive lenses to characterize professional bokeh quality and then bring that capability to more and more of us through the portrait mode photos we can take with the iPhone, and what we have achieved is really a breakthrough. So I'll show you a photo now and tell you from the beginning that this was not taken with an expensive high-end camera.

This was filmed with an iPhone XS and is a great development. It's absolutely beautiful. The details of his face, the gorgeous skin tones, obviously reflecting off the surface of the car to illuminate it, but that background and the quality of that bokeh is remarkable. This is a huge leap forward in photography for a smartphone. But beyond that, the team discovered something extraordinary. This is so, so exciting. I can't say if you can say I'm excited about this, but this is... so when you take the photo with portrait mode, and then you go into the photos app and tap edit, you go to see a new slider on the bottom part that says depth.

Yes, someone said no. Get ready for this, because let me expand on it, you'll have to see two things at once. You are going to observe the depth and you are going to observe the bottom. You can, after taking the photo, adjust the depth of field, so it's 1.4, or 16. And the background changes with it. Let's do that again. Let's slide a depth of field and look at the background as the depth of field of your photo changes. This is done after it has been taken. This has not been possible in photography with any type of camera.

This is something the iPhone can now do with the power of the A12 Bionic chip. Let me show you one more example. Here's another photo taken with the iPhone This is a new era of photography. Some people call it computational photography. With the power of not only the sensor and lens, but also the A12 Bionic, incredible software, and the care the camera team has put into creating high-quality photos, it is now possible to obtain images that were not possible before. And the benefits of this, not just for photography, but also for video, it's also a new era of videography, but this new sensor and the power of the A12 Bionic chip.

And it can do many things. It has a sensor twice as fast. Much of this technology can be used to provide better image quality in our videos. And there's something else the team has done too. Taking advantage of the four microphones built into the iPhone XS, you can also record stereo sound with your videos. And it plays with that beautiful, wide stereo field and sounds incredible. So let me show you a quick video that was recorded with the iPhonedetermine its length, and is recorded in low light, and creates images that were not possible before. . Here we are.

Hey, what's up? You came this far. Yes. I drove a little. And that is a beautiful video. You just record it, 4K, but the system is doing a lot of things for us. Auto focus, auto exposure, bringing out highlight details, shadow details with a wider dynamic range, incredible color reproduction and tone mapping and stereo sound that is automatically recorded. So that's photography. That's video. That's our camera. Now I will talk about the battery life. Increasingly, all smartphone users want more performance, larger screens, but also longer battery life. The teams really worked hard on this. The iPhone XS can, compared to the iPhone X, give you up to 30 more minutes in your day than the iPhone The iPhone XS Max has the largest battery we've ever installed in an iPhone and can extend your day by up to an hour and a half longer.

And there are many more new features with the iPhone XS and XS Max. Faster networking, gigabit-class LTE. They have more bands than any other smartphone, so they have the best global roaming and speaking of global capabilities, one thing we have requested is dual SIM capability. Well, some of you know what this is for. Otherwise, here are some reasons why people want dual SIM. Some people want two phone numbers on their phone. Maybe a home number and a work number. Some want two different plans depending on where they are in the world and what they need. And many of us like to travel and want to keep our local phone number, but we may need to get a data plan in a region we are in so we can access fast data there.

To do this, in the iPhone XS and XS Max, we incorporate a technology called DSDS or Dual SIM Dual Standby. This means that you have both phone numbers on your phone waiting to receive a call, whichever one receives it becomes the active line. And to enable that, we've added our eSIM technology. eSIM is a standard that we have been working with operators to promote around the world. In fact, we've already been shipping it on cellular iPads, on cellular watches, and now we're bringing it to the iPhone. So with the eSIM it is integrated and it is easy to set up a second line.

You can point your camera at a carrier's QR code and set it up, and the team has worked to make sure the software understands the fact that you have two different phone numbers. And you can name them home and work, primary and secondary, whatever. And then throughout the user experience, you'll see a phone call come in on a given line and you'll know how to deal with that. eSIM support requires carrier support, and we have been working with many great carrier partners, and they will be rolling out eSIM support in the fall and many more over the next year.

We are very, very happy to work with them on this. This is how we provide dual SIM support worldwide. We will have a single physical SIM and an eSIM in both iPhone XS and XS Max. In China, where we cannot yet add eSIM to the iPhone, we are making a special model of the iPhone XS Max that has two physical SIMs, actually one on each side of the SIM tray. It's a really clever implementation and we think you'll love it. This is the iPhone XS and XS Max. They are filled with many new advancements. Better Super Retina screens, 5.8 inches and the new 6.5-inch OLED screens.

Our next-generation 7-nanometer A12 Bionic chip with faster CPU, GPU and Neural Engine helps us deliver even longer battery life. Our next-generation dual camera system with a larger sensor, Smart HDR, portrait mode with more beautiful bokeh, dynamic depth of field, higher quality videos with HD and 4K, new true depth camera system that is faster for Face ID, gigabit-class LTE, beautiful new gold finish, IP68 protection and much more. These are amazing new iPhones. And the team works very hard to make these iPhones in the most environmentally friendly way possible. And to tell you a little bit more about that, I'm very excited to introduce Lisa.

Thanks Phil. You know, we never stop thinking about what's best for the planet. This starts with our products, but extends to everything we do at Apple. For example, earlier this year we announced something quite surprising. You may have already heard about this, but we can't help but repeat it because Apple now runs on 100 percent renewable energy in all of our facilities worldwide. Of course, that includes the magnificent campus we are on now. It is powered by our own solar panels and directed biogas fuel cells. But these are also facilities you don't see often, like our data centers, which use a lot of clean energy to support services like iMessage.

And that means every time you send an iMessage or make a Facetime video call, we use a lot of clean energy to make that happen. Now, when we set out to do this, people said it couldn't be done. And if you know Apple, those are exactly the types of challenges we love. So we've done it and we're very proud of it. And now, we move on to the next challenge. We hope to one day eliminate our need to extract new materials from the Earth. As you can imagine, this is a huge effort. So to achieve that goal, we have to do three things.

First, we will have to find new ways to make our products with recycled or renewable materials that are responsibly sourced. So we will have to make sure our products last as long as possible. And finally, after a long useful life, we must ensure that they are recycled properly. So let's take a look at some of the material innovations inside the new iPhones we just announced. We've switched to using recycled tin on the main logic board of iPhones, including the new iPhone XS, and of course, without compromising quality or performance. This change will prevent the extraction of more than 10,000 tons of tin ore in a single year.

And we are also doing this with other materials. We have a better plastics program and through it we are reducing our use of traditional plastics and transitioning to recycled and bio-based materials. For example, the iPhone XS speaker casing is now made from 35 percent post-consumer recycled plastic. And the glass cover frame is made from 32 percent bio-based plastic. It's better for the planet, but it's also stronger and performs better. Secondly, we also make sure to design and manufacture durable products that last as long as possible. That means durable hardware along with our amazing software. All of these devices, including the iPhone 5S, run iOS 12 and iOS 12 is designed to make your iPhone and iPad experience even better, even more responsive, faster, just better, and because they last longer, you can keep using them and keeping using them is best for the planet.

And finally, when it's time to reuse and recycle, we have Apple GiveBack. This is something I'm really proud of. With Apple GiveBack, no matter what device you have or what condition it's in, bring it or mail it to us. We will evaluate it and, if it can be used by someone else, we will give you the value. If not, we will recycle it properly for free. Maybe we'll even use the robot. Who remembers Liam? We will meet his sister, Daisy, who can take apart nine different iPhone models. Using Daisy, we can reuse those recycled materials in future products, and the more we do this, the less we will have to extract from the Earth.

So that the iPhone 5S, with Apple GiveBack, can be passed on to another user when they are ready to switch to a new iPhone. And when it comes to the new iPhone XS, you can rest assured that it was also designed for a long life. Either way, it's good for you, but it's a big win for the planet. Thank you. Thanks, Lisa. This work is really important to all teams at Apple and is a great example of collaboration between all teams to do everything from reducing the amount of tin in products to the GiveBack program. Just great work and we are very proud of everything they do.

So iPhone XS, iPhone XS Max, they're awesome, the best iPhones we've ever made, by far. We're very excited about the technologies here, the experiences they will bring to people, and we hope customers love them as much as we do. We want to reach as many customers as we can with this amazing technology. That's why we're very excited to show you one more iPhone. It's incredible and we are very excited to present the iPhone XR to you. And we hope it reaches even more customers with this amazing and incredible technology. It is made of 7000 series aerospace grade aluminum and has more durable glass.

It's absolutely stunning. It comes in amazing new finishes, white, black, blue, coral, yellow, each beautifully designed with that aluminum finish, the glass on the back. The screen goes from edge to edge and from top to bottom. There is even an amazing red product and it is beautiful. All of them are protected against dust and liquids up to IP67. They are designed from end to end with the most incredible technology. However, this screen is really what catches your eye. It is an LCD screen that goes edge to edge for the first time. Advanced new engineering and technology was needed to do pixel and pixel masking and have LEDs that fit in a smaller space than ever before.

This is the most advanced LCD screen ever seen in a smartphone. And it's so cool that we had to give it its own new name: it's called the Liquid Retina display. The Liquid Retina display has a diagonal of 6.1 inches. Now let's bring in, well, first it's 1.4 million pixels and 326 pixels per inch. So true retina image quality. Now let's bring the iPhone 8 Plus to the side, because it's really interesting. It's a larger screen than the iPhone 8 Plus in a smaller design. The design actually fits perfectly between the sides of an 8 and an 8 Plus, so we think it will make a lot of customers very happy.

So, a 6.1-inch Liquid Retina display, an LCD screen, 1.4 million pixels. Support touch to wake up. It has that 120 Hertz touch sensitive layer, so it moves super fast. It has excellent color management and color accuracy. It has a large color display and supports true tones. So the whites look paper white with all the lights you use them in. And it's an iPhone X experience on an LCD screen. That means you touch it to wake it up. There is no home button. Swipe up to go to the home screen, the first time on an LCD screen. Swipe down to receive your notifications.

Swipe down to reach the control center from the right corner. It doesn't have a 3D touch, but here again the team came up with something really clever. It has a new feature we call haptic touch. So to get to the camera from the home screen, we simply click on it. You feel a haptic touch and are taken directly to the camera. This is similar technology to what we do with the Mac Book Pro trackpad that we love so much. It is a great experience. And like every new iPhone X experience, it has Face ID. And there's a TrueDepth camera system, the same TrueDepth camera system on the iPhone XS and XS Max.

These are an infrared camera, a reflector, a proximity sensor, an ambient light sensor, a dot projector, a front camera, a speaker and a microphone. All the technology to have an incredible Face ID experience. Then you look at the iPhone XR to unlock it. You look at it to pay with Apple Pay. And like the iPhone XS and XS Max, it's faster but has faster algorithms and runs in a faster secure enclave. And inside iPhone XR is nothing but the best chip we make, our new seven-nanometer A12 Bionic chip. So this is a powerhouse, a faster CPU, a faster GPU, a faster neural engine, and it can do all of those experiences that Kianne showed you earlier, including real-time machine learning.

It's an amazing new phone. And it also has a fantastic new camera system. It's a single-camera system, our best single-camera system we've ever made. It's a 12-megapixel wide-angle camera, exactly the same wide-angle camera on the XS and focus, faster f1.8. aperture, Apple designed lens and also the new improved true tone flash. And take beautiful photos. Like this. This was taken from an iPhone XR. Is awesome. Incredible detail, beautiful tonal mapping. You've probably noticed something in this photo. It's a portrait mode photo with that beautiful blurred background, taken with a single camera system. This is remarkable. ItWhat the team can do is combine hardware and software to create a depth segmentation map using focus pixels and neural network software so we can create portrait mode photos on the new iPhone XR.

Here is another example. Simply amazing, beautiful, beautiful focus on the subject, excellent lighting, beautiful bokeh background. Yes, it has the same advanced bokeh technology we talked about with the iPhone XS and XS Max, and you get depth control dynamically after taking the photo. All the innovative features and capabilities you want are here. Here are some other examples of photos taken from the iPhone XR. They are absolutely beautiful. It also has Smart HDR. Helps highlight highlights and shadows even in low-light photos. It also has a wide variety of colors, so you'll get stunning, beautiful, richly colored photos.

On the front is the same TrueDepth camera system as the iPhone XS and XS Max with its latest technology so you get full support for portrait mode and portrait lighting. It can take some of the best selfies you'll ever see. These were taken with the iPhone XR's TrueDepth camera. Well, what about the battery life? Well, here the story is still just great because the performance on this big screen, the team has worked hard to deliver excellent battery life. So, let's compare it with the iPhone 8 Plus. Many customers love the long battery life. Well, the iPhone XR offers you an hour and a half more in your day than the iPhone 8 Plus.

This is the new iPhone XR. It has a 6.1-inch Liquid Retina display, an LCD screen, the most advanced ever seen in the industry. It's our latest seven-nanometer A12 Bionic chip with its fastest CPU and GPU and that innovative Neural Engine that helps deliver even longer battery life. It's the best single-camera system we've ever created with our next-generation 12-megapixel sensor with support for Smart HDR, portrait modes with beautiful bokeh, dynamic depth control, and incredible video. It has the same TrueDepth camera system as the iPhone XS and XS Max with faster Face ID and so on. These six beautiful new finishes, that incredible 7000 Series aerospace-grade aluminum, and IP67 protection against liquids and dust.

The iPhone XS, XS Max and iPhone XR have arsenic-free, mercury-free, BFR-free, PVC-free and beryllium-free glass screens. They are designed and manufactured with a low carbon process and are highly recyclable. We are very proud of all the work the team does. This is a great day for the iPhone. Now we have iPhone XS, XS Max and XR, three new iPhone models. We have a product video about it to tell you a little more, and they are amazing. The iPhone X outlined our vision for the future of the smartphone. Today, we expand that vision with significant advancements in three completely new products. iPhone XS, iPhone XS Max and iPhone XR.

The iPhone XS is completely uncompromising. The large Super Retina display with OLED delivers vivid brightness, true blacks, and high dynamic range content. The iPhone XS Max has the largest screen ever seen on an iPhone. Custom-developed stainless steel is precision machined to create structural bands in three finishes, including new gold. With even better water and dust resistance, this build is integrated with the most durable glass ever developed for a smartphone. Face ID enabled by the TrueDepth camera system reinvents the way to securely unlock login and pay with just a glance. Now it's even faster. The A12 Bionic chip is the smartest and most powerful chip ever used in a smartphone.

Its next-generation neural engine dedicates machine learning to everything from augmented reality to photography. With a dual camera system and a more advanced neural engine, the iPhone ushers us back into a new era of photography where even more capable sensors are combined with lenses, chips and advanced software that deliver intelligent HDR in your photos, creating images like Never before. Portrait mode on both the rear and front TrueDepth cameras now features adjustable, software-enhanced depth of field with more nuance. 4K video with better low-light performance and extended dynamic range is now recorded in stereo and its content is played back with expanded stereo sound.

The iPhone XR integrates the same innovative technologies. Powered by the same A12 Bionic chip, it has the same versatile TrueDepth camera with the same advanced Face ID. An entirely new range of finishes is made possible by a precision-machined structural aluminum strip, anodized to complement an all-glass casing. The full-screen Liquid Retina display is the most advanced LCD display in a smartphone and the most color accurate in the industry. A new backlight design allows the screen to extend to the corners of the radio, allowing for a larger LCD screen than ever before. The advanced single camera system combined with machine learning allows iPhone XR to recognize people, map subjects and add depth.

The depth of field is adjustable, so you can take more dramatic portraits. Our absolutely uncompromising vision for the future, iPhone XS and iPhone XS Max, and with a range of new finishes that offer more options to more people, iPhone XR. Thank you. Well, the iPhone XR will be available in six finishes and three sizes, 64 gigabytes, 128 gigabytes and 256 gigabytes of storage, and its starting price will be $749. So it's less expensive than the iPhone 8 Plus. I'm very proud of the work the team has done on that. You can order it in just over a month on October 19, and it will start shipping a week later on October 26.

The iPhone XS will come in three configurations, 64 gigs, 256 gigs, and that new 512 gigabyte storage capacity. Starts at $999. The iPhone XS Max, same three configurations with its larger screen, larger battery, just $100 more, from $1,099. You can start pre-ordering the iPhone XS and XS Max on Friday, September 14, and it will ship a week later on September 21. It will start shipping to all of these markets, a nice long list. But if you don't see your favorite location there, don't worry, a week later it will start shipping to all of these locations as well. This is... someone saw your favorite country or location... this is the fastest geographic launch we've ever had for a new iPhone.

That's really cool. So this holiday we have an amazing line of iPhones. The iPhone 7 now starts at just $449, and there are iPhone 7 and 7 Plus models. iPhone 8 at $599, 8 and Plus models. The new iPhone XR starts at $749, XS at $999, and XS Max at $1,099. They all run iOS 12, the world's most advanced mobile operating system, and we can all upgrade its performance and great features, AR, Animoji, Memoji, Screen Time and more next week, September 17. Those are our new features on iPhone. Let's go back to Tim. Thanks, Phil. What a fantastic new line of iPhones. It's clearly the best line we've had yet, taking the advancements of the iPhone X even further than before and making them available to even more people.

Now, before we close this morning, I have a few more updates to give you. We have an update to the HomePod, our innovative home speaker. We recently added stereo pairs and AirPlay 2, so now when you add a second HomePod to create a stereo pair, it creates this incredible wide, immersive soundstage. You really have to hear this to believe it. It's really amazing. And with AirPlay 2, HomePod becomes the best multi-room audio experience. We have some other great features we're bringing to the HomePod. You'll be able to search for your favorite songs by lyrics, create multiple timers, make and receive phone calls right from your HomePod, and, like your Apple Watch, you can ping your iPhone or any of your Apple devices to help you find them. around your house.

It's incredibly useful in my house. And we couldn't be more excited about how Siri Shortcuts will open up a world of apps for the HomePod. Additionally, we will ship a new TVOS update with support for Dolby At Most for Apple TV 4K. It has impressive new 4K antennas and, with access to a wide range of live sports and news programmes, there are now over 100 video partners available through the TV app. Both HomePod and TVOS updates will be available on Monday, September 17. And then the following week we have a great new update for Mac with MacOS Mohave, all-new Dark Mode and updates to the desktop and search engine, improved privacy and security in a completely redesigned Mac App Store.

MacOS Mohave will be available on September 24. We are excited about this great month and all these great releases we have. So what a great morning. Introducing the Apple Watch Series 4, newly designed and redesigned to help you stay even more active, healthy, and connected. It's the most capable Apple Watch yet. We show you the new iPhone XS, the most advanced smartphone in the world, with a Super Retina display, advanced Face ID, an innovative dual camera system and the smartest and most powerful chip ever seen in a smartphone. And the iPhone XS isn't just one phone, it's two, with the iPhone iPhone.

And the iPhone XR with the new Liquid Retina display shares many of the advanced features of the iPhone XS and is simply stunning with six beautiful new finishes to choose from. The iPhone XR will allow us to bring the future of the smartphone to even more people. At Apple, we're always pushing our products and making technology more personal. We hope you love these new products as much as we do. We have a hands-on area just upstairs that will be opening shortly and we hope you will take the time to get your hands on them and experience them for yourself.

I'd like to thank everyone for joining us this morning, including those who follow us online, and I'd like to especially thank all the people at Apple who have made this magical day possible. Thank you.