September Event 2019 — Apple

Thank you, good morning and welcome to the Steve Jobs Theater. We've always believed that by giving people great tools you enable them to do wonderful things, and Apple puts the customer at the center of everything we do with engineered products and technologies. serving humanity innovations that enrich people's lives to help them learn, create, work, play, share and stay healthy through the deep integration of hardware, software and services, these products enable people to do amazing things every day. We've got a great morning plan for you with some really big announcements, so I'm going to say yeah, so I'm going to leave my usual updates and jump right into the app store.

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

No gaming service has released so many games at once and we can't wait for you to play them all instead of paying upfront for each game. Your subscription allows you to download and play any Apple arcade game directly from the App Store. Everything starts. With the new o ktab from the App Store, where you can discover the latest Apple arcade games with new games every month get personalized recommendations watch game trailers and get expert editorial content like game guides and previews this collection of amazing games covers many genres and play styles so everyone in the family can count on finding the games they love on Apple Arcade.

We are very excited to show you some today. First, our partners at Konami, who have been delighting gamers for decades. Their next game is sure to be a hit. The whole family, please welcome Konami Brand Manager Benjamin Kinney to tell you more. Thanks Anne, everyone loves Frogger. That's why, along with the flagship games, Konami couldn't be more excited to bring our title to Apple Arcade. Frogger to a city in this level, we find ourselves in the bathroom. and Frogger has to rescue someone's frog friends in the classic Frogger. There are many obstacles on the way. Now you can find power-ups like this bomb and you can use them to clear the path in front of you.

You will also notice that we are collecting gelatin. Beans, there is a fun and important part of the game, but I'll tell you more about that here in a bit, so the physics are amazing. Watch the blocks go up and down in real time when you jump on them and look, we solved another problem. You'll have dozens of different outfits you can put your Frogger in today. We have chosen this adorable swimsuit, isn't it cute? It's that Italian baby with sunglasses saying. He's making a mess. Let's try to tour the camp. Now you remember those jellies. beans from before, well when you collect a hundred you unlock the super Frogger, okay, enough of that, we have the last little frog to rescue and we did it, great job.

Frogger and Toytown will be available at launch and we can't wait for you to play with your friends. and family exclusively on Apple Arcade thank you, thank you Benjamin Frogger looks adorable. Next up is the legendary game studio Capcom. Their new game brings console-quality graphics and gameplay to a whole new audience. To tell you more, welcome Capcom producer Peter Fabiano, thanks to the man with shinsekai. Depths we set out to create a beautiful but treacherous underwater world. The world above is covered in ice. You have no choice but to search the ocean below. This is the last survivor of humanity.

You'll notice gauges on top indicating air health and depth. You will have to be thoughtful and careful as you traverse the new world. You can use thrusters to navigate or get to safety while searching for resources. Our explorer finds a scary feature, so it's always important to maintain your oxygen levels. Lucky for us, our little one. The drone is here to help us, we design every detail of the world to make it feel authentic and immersive, in fact, we report underwater music and sound effects, let's listen to it. Shinseki's controls are simple but mastering the shooting while pushing will challenge even the most experienced.

Player, underwater physics and unpredictable creature attacks make the battle challenging and fun, you'll have to find out what happens next by playing Shin Sekai in the depths. We're bringing our brand of game design to a new, broader global audience, both at home and on mobile available only on Apple Arcade thanks Wow, thanks Peter, that was beautiful. Our latest demo is from Annapurna Interactive known for its innovative games that break the mold. Their next game is truly unique. To tell you more, welcome to the producer of Annapurna Interactive. Kelsey Hansen We're teaming up with Simogo to bring their ambitious new creative game to Apple Arcade Sayonara Wildhearts is a dreamscape of fast-paced neon pop music We like to think of it as a playable music video Let's jump in and play as our heroine heartbroken as she runs to win back their hearts in this level, our heroine is chasing stereo lovers full of seamless transition back and forth between baby beat and high speed racing, you as a player will never move the camera, Instead, you will play while the perspectives change automatically. makes this game challenging and a lot of fun, the battle and narrative are intertwined with the music, making sure you never miss a beat to increase the excitement.

Collecting hearts will increase your rank, the more hearts you collect, the higher your score will be, you will feel defeating the twins. They up the ante and transform her sword into a giant jet in an attempt to escape, but our heroine has other ideas with a flash of her sword. Our heroine defeats the stereo lovers. She claims a piece of her heart and steals a piece of ours. enjoy Sayonara Wild Hearts on Apple Arcade thank you, thank you healthy, what an incredible soundtrack. These three talented partners joined many more incredible developers bringing new games to Apple Arcade this year.

Apple Arcade is available starting September 19 in more than 150 countries around the world. We will be introducing over 100 new games to our launch catalog in the coming weeks. So how much does unlimited access to all of these amazing games cost? Only $4.99 a month for the total and, we hope, we'll launch it with a one-month free trial. You have a great time playing all the amazing Apple Arcade games, thank you and again, Tim, thank you. Apple Arcade is a gaming service unlike any other. We can't wait to start playing when it launches later this month. Next step, let's talk. about Apple TV plus our mission for Apple TV plus is to bring you the best original stories from the most creative minds in television and film, stories that will help you find inspiration based on emotion, true stories to believe in stories with a purpose , this summer we released three trailers for some of our original releases as For All Mankind a groundbreaking reimagining of the space race in Dickenson starring Hailee Steinfeld a coming-of-age story about Emily Dickinson told in a completely modern way and the morning show With this blockbuster cast including Reese Witherspoon, Steve Carell and Jennifer Aniston in their first TV series since Friends, the reaction to these trailers has been incredible, they have been viewed over a hundred million times, in fact, the trailer for the morning show is one of the most watched of any new show on television, this is incredible and the new issue of Entertainment Weekly calls the morning show the most anticipated series of the fall this morning.

I want to share with you one of the most imaginative, exciting and thought-provoking dramas you've ever seen, starring Jason Momoa, and it takes place. Hundreds of years in the future, in a world without sight, we worked with blind and low vision consultants and casting crew who provided the details and authenticity of how this world should be defined today. I am very excited to share with you the world premiere trailer. For C centuries from now, almost all humans have lost the ability to see. Some say that God took their sight to heal the land. For the few that remain, vision is just a myth, but after so many years, the power of sight has returned to what it is.

Sometimes it is different. Children have the ability to see. My children have the power that we would call magical or evil. We must protect them for centuries. We feared that this day the evil of the light would come. It almost destroyed the world and now it has returned to find the children who cannot. sleep and drink some tea if we give the babies they could leave us alone, come on, I start with the social market, they will print the knowledge that will begin in the world, your family, we are one, we fight for their point, the moment has arrived.

Come on, it's amazing how the smallest moment can change an entire world. I hope you think, thank you. I hope you can get an idea of ​​why I love that show and I think you will too. These are just some of the exclusive originals. From the exciting Apple TV Plus lineup With Apple TV plus, you'll have access to these and many more, the best movies, comedies, dramas and kids' shows. Now I know some of you have been wondering when Apple TV Plus will be available and how much. Will it cost well today? We are pleased to inform you that the first programs will be available on November 1st and we will appreciate it.

We will add more Apple Originals every month. A new Apple TV plus will be available in more than a hundred. countries at launch and is just $4.99 per month for all of these amazing shows for the rental price of a single movie. This is crazy. We're so excited about Apple TV plus that we wanted to do something really special, and starting today when you buy an iPhone, iPad, Mac or Apple TV, you get a year of Apple TV plus included, so we can't wait for you to start watch Apple TV Plus on November 1 in the Apple TV app on all your screens, that's Apple TV Plus now.

We turned our attention to the I pad, we created the iPad, we set out to design something truly unique, a product that you could take with you everywhere and that was very fun and easy to use, and now with hundreds of hundreds of millions of iPads on the market . iPad is transforming the way we create, learn, work and play. This has been a great year for the iPad. We've revamped our entire lineup, from the new iPad Mini to powerful professional iPads, and we're promoting what people can do with it. iPad goes further than ever with the introduction of iPad OS. iPad OS is an advanced operating system with a new name to recognize the distinctive iPad experience.

Of course, iPad OS builds on the same foundation as iOS, but adds powerful new capabilities and intuitive features that are specific to the iPad's big screen and versatility. The unique integration of iPad hardware software with more than 1 million apps designed specifically to take advantage of the large canvas provides an experience you won't find on any other device we own. I have never been more excited about the future of the iPad and to tell you about the newest iPad. I'd like to invite Jaws on stage. Jaws, thank you, thank you. We're incredibly excited about iPad OS and our entire iPad lineup, but today I want to talk about our most popular iPad: the 9.7-inch offers so much versatility at such an affordable price and attracts more new users to our iPad than any other model.

In fact, for almost 60% of these users this is their first iPad and we are about to make this iPad much better because we are replacing the 6th generation iPad with this new 7th generation iPad. This is a big update with some great new features, and of course, it's designed to get the most out of the iPad OS. The iPad is a magical piece of glass that can become almost anything we want, so the screen is very important to the iPad experience and we're making the screen even bigger. This iPad has a new larger 10.2-inch Retina display and has almost three and a half million pixels compared to this, the best-selling laptop in the US for the first half of this year, I know this The display has more than three times the number of pixels, plus higher brightness and a much wider viewing angle, so your content will always look great.

Under the hood of this iPad is the a10 fusion chip, whichThat means this iPad is up to two times faster than the best-selling PC, and for the first time, our most popular new iPad features the Smart Connector so you can effortlessly connect the optional full-size Smart Keyboard for a great gaming experience. writing in a slim, lightweight design that also folds into a protective cover, and we're especially excited that this iPad has been designed to take full advantage of the iPad operating system. The iPad operating system is packed with a huge variety of new features designed for unique iPad capabilities, including a redesign of the powerful Home screen. new ways to work with multiple apps deeper integration with the desktop Apple pencil navigation with Safari and much more iPad OS really expands what you can do with this iPad, so first let's quickly test it out, let's talk about multitasking with iPad OS, never It's like that.

It has been easier to access your favorite applications. You can quickly switch between multiple apps and swipe or pull them down to choose the one you want, or you can swipe across the bottom to switch between multiple spaces. You can even use the same app as notes. multiple spaces and combined with different applications, it is perfect for working on multiple projects. Safari brings desktop browsing to iPad, so now you can create a website and Squarespace or edit your documents in Google Docs right in Safari and with a simple pinch of the software. keyboard appears a new floating keyboard that gives you more space for your content and a great one-handed typing experience is amazing. iPad OS enables new workflows on iPad, so now you can even plug in your SD card or USB stick to quickly browse your photos and videos right in the Files app and you've got a whole new video editing experience with new and powerful tools in the new improved Photos app, you can add filters and effects, you can even crop and rotate your video and there are great new ways to use the Apple Pencil, simply swipe up from the bottom corner to capture a screenshot or choose the new full page option to create a PDF of an entire web page or your document and from there you can mark up your notes and share it all without even putting down your pen and there's so much more on iPad, including our awesome new services, I mean gaming It was already amazing on the iPad, but now it's even better thanks to Apple Arcade.

You can't get anything like this on any other device or just sit back and enjoy all that amazing Apple TV plus content and like Tim. I just told you, you seem to like it, you even get a year of Apple TV plus included for free. We think the combination of iPad OS, our new service offerings, this new iPad hardware is just amazing, so this is the new 7th generation iPad with 10.2-inch Retina display. Apple Pencil support and full-size Smart Keyboard, and as you'd expect, great cameras, sensors, and ultra-fast wireless, all packed into a slim, lightweight design that's durable and weighs about a pound and, for the first time, our case is made from 100% recycled, we are very proud to be able to continue expanding our environmental achievements for this our most popular iPad.

We are also proud that with all of these improvements, this new iPad will start at just $329 and if you think about all the things that this iPad offers what we can do, we can't think of another device that offers so much value and for our education customers it is even more affordable at 299 and you can, voila, you can order it today and it will start shipping at the end of the month. It really has been a great year for the iPad, this new iPad joins the new iPad mini, iPad air and iPad pro, all taken further than ever with iPad OS, so that's the news for iPad, now back to Tim Fakes Jaws, this new iPad will allow much more. people experience the power and versatility of the iPad now, let's talk about the Apple Watch next.

The Apple Watch puts innovative health, fitness and communication capabilities at risk for millions and millions of people today. The Apple Watch is everywhere and is making a difference in many ways. Around the world we hear firsthand every day about the truly personal and profound impacts the Apple Watch is having on people's lives, so we made a video for you this morning to share just a few of these stories with you. , dear Mr. Cook, dear Apple, dear Tim, so the race began as usual. I was 32 weeks pregnant and getting ready to go to bed the next morning.

I had notifications on my phone saying your heart rate is going up. I thought, ah, that's strange and I ran. My EKG says 220 beats and I think something is wrong. I told my husband we had to go. He was like he was mowing grass and we had to go and all of a sudden I woke up. Abused this is my husband Kyle he goes to mow the lawn when I fell I automatically call 911 because my wife when I think about what happened and what could have happened once we got to the hospital they realized that It was some kind of infection in my heart.

The heart rate was increasing and it was causing the baby's heart rate to decrease more and more, so the emergency c-section and she was born and the surgery concluded that she would have had a heart attack in less than 12 months. I mean, I'm just like you. I have goosebumps I don't know if you can see them through the camera it's crazy it's not something you think about on your watch blah saving your life anyway hello in the past I didn't prioritize taking care of myself but now I've gained the ability to be active in ways I would have never dreamed of, all because the computer on my wrist told me it was time to fill out the rings, yeah, closing out weeks like this little reminder, okay, you can do a little better today when I see the little rings of light make your moves nowadays, sometimes it used to be like you're on your own thing, the Apple Watch, but then it's like you know what I need to make my moves.

I like the idea of ​​achievements you get for every little thing you do. I just reminded myself that I should stand out to shoot the NATO missile from the beginning. Stay home and put on makeup. Thank you. He is the blur and that is his nickname as the blur. Harrison is on the autism spectrum and is on the cross. country and track teams here at school I was having some issues with anxiety and crowd noise, the sound of cheering, there was only mail so I paired my watch with my headphones and the music helped me focus when it started to run with music playing. like seeing a different athlete this moment of triumph goosebumps and tears and cinematic Apple needs to know this happened but you did it in your brainstorming sessions it came to life and helped save mine dear I just had to tell my story I will be here forever grateful that I had no idea that one day it would save my life what I want to say is thank you, thank you, thank you, thank you, it's okay, thank you, thank you, it's really inspiring to see the difference the Apple Watch is making, to hear these stories really does. my heart sings and these are just some of the incredible stories I receive every day, in addition to helping people.

Apple Watch is having an impact in another important area that affects us all and that is health research. We're excited about how Apple Watch can make a tremendous difference in this area, and to tell you more about it, I'd like to invite sümbül on stage. Sumbul, what makes the incredible stories you just saw possible are the incredible capabilities built into Apple Watch, each of which requires a great deal of experience. Development and Research This deep focus on science is the basis for many of our product features, especially those that focus on health, for example, irregular heart rhythm notification was developed using data from the study More largest ever focused on atrial fibrillation, involving more than 400,000 people. in the Apple heart study and this demonstrated for the first time that a smartwatch could help in the early detection of atrial fibrillation, transformed the way we view cardiovascular science.

We were so encouraged that today we announced three new health research studies starting with Apple's audience. study since the Apple Watch is with you all the time and can now measure the sound levels in your environment. This study will look at how your daily sound exposure affects your long-term hearing health. For this study, we are working with experts from the University of Michigan. and the World Health Organization for our second study we are using the new cycle tracking feature we introduced in June. Apple's women's health study focuses on an area that hasn't received much attention in many years: it will look at how menstrual cycles work. can inform screening for important conditions such as infertility and osteoporosis for this novel study in which we partnered with the Harvard School of Public Health and the NIH.

Finally, the Apple Heart and Motion study will look at how Apple Watch metrics can serve as early warning signs. and help create innovative interventions to improve overall health for this study. We are very excited to partner with the American Heart Association and the cardiovascular experts at Brigham and Women's Hospital. If you would like to participate in this research and make a contribution to potential medical discoveries, you can sign up using the new Apple Research app, where you can sign up, perform tasks and view your data, of course, you decide what data you want to share and with whom Apple cannot access any information that directly identifies you.

Apple's new research app will be available in the US later this year, back to Tim, thank you very much. We are very excited about the impact the research application can have. It gives us all an incredible opportunity to participate in health research that could lead to innovations to improve our health. The health and health of future generations, so I hope they check it from the beginning. Innovation has been at the core of the Apple Watch. The innovations that really matter to people, from life-changing to potential lifesavers, many of these technologies were barely imaginable. A few years ago, Apple Watch became the most advanced and beloved SmartWatch in the world and to tell you all about what's next with the Apple Watch, I would like to invite Stan to Stan, thanks Tim, we want to make Apple Watch even better . for all the things you do on the go, which is why today I'm so excited to share with you the next generation of Apple Watch, introducing the Apple Watch Series 5 with an innovative new display that's always on the new Retina display always on.

Never Sleeps, so the watch face is always visible with previous Apple Watch models, when you lowered your wrist the screen went completely dark, but now with the series 5 you can always see your time and complications, hey, They take risks, a touch makes everything return to normal. Full brightness now the new always-on display is loaded with advanced technologies, so I want to tell you about it. It all starts with the industry's only low-temperature polysilicon-oxide display, or LTP. Oh, LTP allows the display to dynamically update from 60 hertz to one hertz, which is extremely energy efficient. There's also a new low-power display controller, an ultra-efficient power management IC, and a new ambient light sensor that work seamlessly together by combining this incredible hardware with innovative software.

We are able to offer this always-on display while maintaining the same 18-hour battery life throughout the day. Now all watch faces have been carefully adjusted for the new display so you can always see your time on your complications. We've also optimized the screens for all workouts in the training apps so you can see your workout metrics without lifting your wrist. This always-on display is perfect for those times when you can't raise your wrist or tap. the screen or when you're in a social or work environment where you just want to take a quick look at the top right or when you're in the middle of a crazy hard workout where it's just not possible to lift your wrist.

The new Always On Display will come in handy for so many different situations throughout the day that we can't wait for you to try it out next. Let's talk about another new feature for the Series 5, a built-in compass, now with the updated Maps app. You'll be able to see which direction you're facing just like on your iPhone, you can add the compass to your watch face so you can see your direction at a glance.glance and there is even a new compass app that allows you to see not only your heading but also your current latitude, longitude, elevation and inclination, now our developers can also take advantage of the compass so that the direction is always clear when you are walking with wiki elope paddleboarding with climbs or looking for the constellations with the night sky.

Next, let's talk about security. Features Apple Watch has some important safety features built in, such as fall detection, emergency SOS medical identification. Now Emergency SOS could save your life if you ever need it, so we wanted to make it even more capable now with the Series 5, every cell model has international. Emergency calls so you can call emergency services in over one hundred and fifty countries around the world by simply pressing and holding the side button even without your iPhone. We think this will give you great peace of mind if you ever travel internationally. Another important benefit of the Apple Watch is being able to express your personal style and the Series five has the widest variety of case finishes yet.

The aluminum models come in silver gold and space gray and the cases are now made from 100% recycled aluminum. Stainless steel models come in gold. space black and polished and we introduced new models for the first time in titanium, this natural brushed titanium kept its color through a special surface treatment designed by Apple and there is also a second model in titanium in this brushed space black with a light coating Sears five diamond watches will also be available in ceramic, in this really beautiful bright white color, there are new Nike Apple Watch models with the new reflective Nike sports bands and cool new Nike watch faces, and there are new Hermes models in these Beautiful color block straps with a classic or massive print, aren't they great?

This year we are also introducing Hermes models in black with space black stainless steel cases and handmade black leather straps. These are simply stunning, of course, every Apple watch is designed and manufactured in the most environmentally friendly way. possible, we're very excited about the Apple Watch Series 5 with its always-on display compass, international emergency calling, and all the other great features like swim test, you can take an ECG, fall detection, Apple pays for all the new Features of the What Six watch. It truly is the most capable Apple Watch ever. The five series GPS models will start at just three ninety nine and $4.99 for cellular models.

You will be able to order series five starting today, immediately after the keynote, and they will be available in our stores. Starting September 20th we will also keep the popular series three in the line the series three is a great watch it has a GPS heart rate sensor it is swim proof the new illah six watch features and now starts at a price down to just $1.99 and that's Apple Watch, thanks again to you Tim, thanks Stan. I'm very excited about this new line of Apple Watch, and with all the amazing new features, Apple Watch will let you do even more than before.

We created a fun video to demonstrate it. just this I would love to play it for you now this clock tells the time and receives phone calls this clock tells the time and turns on lights and opens doors this clock tells the time and communicates with satellites twelve thousand four hundred and twenty-seven miles above the earth wakes you up and wakes you up take to the subway and put on every elton john studio album hear siri play tumbleweed connection ever recorded play goodbye yellow brick road say crazy on the other side of the window this clock tells time and set timers and pace yourself and warns you when it's too loud and texts your friends and opens portals by joking around and tracks your distance underwater and starts competitions and accepts challenges and tracks your workouts and tells you which direction to go and reminds you that you need to breathe and it has an app that accurately times the electricity waves traveling through the upper and lower chambers of your heart, also known as an electrocardiogram, so in conclusion, just to reiterate, this watch tells time.

I love that video. I love that video. It really helps you understand many of the wonderful things the watch can do. Next, let's talk about the iPhone. The iPhone and the incredible capabilities it puts in people's hands have changed the way we live our lives in ways we could never have imagined. It has become so essential for hundreds and hundreds of millions of people around the world. It changed industries and led to the creation of entirely new ones and has had a profound impact on all of our daily lives. Customers love the phone and we continue to strive to make it better and better.

Last year we launched three amazing iPhones, the iPhone 10 R became the most popular iPhone and the most popular smartphone in the world. We also launched the iPhone 10 s and iPhone 10 s max. The most advanced iPhones we have ever created. These three iPhones together have a combined customer satisfaction of 99%. This is the highest in the industry. Truly amazing, customers love calling because we focus on the technologies that matter most in their lives today. I am delighted to share with you the newest iPhone, this is the iPhone 11, the next generation of iPhone and it is packed with great new capabilities in an amazing new design to tell you all about the iPhone 11 I would like to invite Cayenne to the stage Thanks Tim , the innovations of an iPhone 11 are truly remarkable and that starts with a design.

The iPhone 11 has a beautiful anodized aluminum and glass design and that glass. It's the toughest ever in a smartphone on the front and back, the glass surrounding the camera has a sculpted 3D geometry and was precision milled from a single piece of glass to achieve this sleek look. The iPhone 11 comes in six new colors with an all-new purple, white, yellow, green, black and red product. It has a 6.1-inch liquid Retina display with true tone, white color, touch awake and touch in even more places with the 13 Iowa-like context menus. Now it's wonderful to watch videos on this screen and now.

We have spatial audio that provides an immersive, theater-like experience by creating a sound field around you using an Apple Design virtualizer, and we support Dolby Atmos for an incredible sound experience. Now let's talk about the camera. The iPhone is the most popular camera in the world and it gets even better. With the iPhone 11 we have an incredible dual camera system with a completely new wide-angle camera with a new sensor with hundred percent focused pixels for three times faster autofocus and in low light and we have a new ultra-wide angle camera with hundred twenty degree field of view, this will allow you to capture much more in your photos and videos because now you can take a wide photo with the camera like this, but switch to the ultra wide angle to reveal the beautiful frame of my mother nature, but the details are still there in the sky, the rocks in the sand, this is doing an optical zoom to immersive, but it will allow you to see outside the frame hinting at a larger shot, so you can simply tap to switch to ultra wide angle and reveal more of your scene.

This is great for these epic landscape shots where you can see edge to edge all of these details and it's also great for tight spaces where you can't physically step back, but the ultra wide angle allows you to do so, revealing more of your story. You can use an angle like this to take a heroic and dynamic photo because the ultra wide angle can elongate the subject and keep all these details sharp. red dress up to her face now these are some examples of great ultra wide photos. We've also updated our image pipeline which processes over a billion operations per photo and has our image signal processor and neural engine for machine learning. and now we have added semantic representation, this allows us to detect subjects more intelligently and re-light them with details to make them look even better.

We now use this on your photos including our next generation smart HDR, you can see the beautiful smile on your warm face accentuated by the backlit sun now we are using multi-scale tone mapping so we can treat lights differently in different parts of the image depending on what's best for them now it works here in portrait mode and people love taking portraits on the iPhone 11 and 11 has this wide angle camera so you can take these beautiful panoramic portrait shots of people, but now With two cameras we have stereoscopic depth so now you can also take portraits of your favorite pets and you can also use the creative depth of field.

For shots like this we now have a new portrait lighting effect and that is Heike mono. You can take a stunning studio-quality portrait like this from a pretty ordinary background. Okay, let's talk about night mode. This is for those environments with very low light, such as outdoors at night. or inside a dimly lit restaurant and night mode is automatically activated when it is dark enough to brighten the photos and reduce noise here is an image with night mode disabled here is with night mode activated we determine the blending time of images and we use adaptive bracketing based on what we see in the preview, shorter frames if you have subject movement or longer frames if you have deep shadows to recover them, then we intelligently merge images, reducing motion and blur, we know that you love taking videos and are capturing more than ever. an iPhone, so I'm very excited to show you the first video recorded with the iPhone 11 completely with our wide angle and ultra wide angle cameras, so the quality is just amazing;

It was shot in 4K resolution and all shots, including aerial or handheld, are making use of our even better cinematic video stabilization, so when taking videos you can easily tap to switch to the ultra-wide camera and capture even more in your scene. You can also use the zoom wheel to easily transition between the two cameras. Now we do it. Great for shooting in all the formats you love because we support 4k resolution up to 60 frames per second, slow motion cinematic video stabilization and now extended dynamic range in 4k up to 60 frames per second and this is on both cameras which is Great, we also wanted to make it easier for you to take a quick video with Quick Shot, so now when you're taking photos and decide you want to take a quick video, simply tap and hold the shutter button to record a video. do it without dropping frames so the video really shines on the iPhone 11.

In fact, it has the highest video quality ever on a smartphone. This is achieved through real-time processing in our camera hardware, our software, our video encoders and our chip, so that's the amazing dual camera. system on iPhone 11 with its new Night Mode with 4 2X wide and ultra-wide optical zoom, a brighter flash, next-generation smart HDR, and the highest quality video that will change the way you take your photos and videos. We have also updated our front. true depth camera to a wider 12-megapixel sensor, so now you can still take your 7-megapixel selfies as you normally would, but simply rotate towards the landscape to capture even more people using that wider sensor.

Also on the front camera we have added 4k video with extended camera. dynamic range of up to 30 frames per second and you can also capture on the front at 4K 60. We've also now added slow motion video to the front camera for the first time. We think this will be really fun. It's so fun that we created a little ad about it and couldn't resist showing it to you, so we want this to inspire you to take some awesome slow rates because we can't expect much of our excellent camera too soon, right now. It is also helped by performance and the iPhone 11 has leading performance for everyday and most demanding tasks.

In fact, our Apple-designed chips have led the industry for many years. Ben says the a12 is so far ahead of the industry that it will still be competitive with the best Android smartphones in two years, we are now introducing the a13 Bionic, the next generation of our industry-leading chip, so if you look at the CPU performance with the iPhone 10 hours and a 12 year old Onic chip, it still leads the pack in terms of the latest smartphones and chips, well the a 13 Bionic will simply be extended even further, the a 13It's the fastest CPU ever in a smartphone and that's great because everything you do every day, from morning to night, uses the chip, so what?

Well, about the graphics, if you notice that the a12 is still leading the pack in GPU performance and the a13 Bionic is going to get even faster because the a13 Bionic is also the fastest GPU ever in the car and to show you more about that because It's great for mobile games I would like to introduce you to Giant Network, they are the force behind some of the most popular mobile games in China and now, with advice from their studio, they are preparing to launch their first global title, it's called Pascal's bet and I'd like to introduce you to Yang Yang, the founder of Tips Works.

Thanks, we've been working on exciting action teams. Let's look beyond Casa. I bet it's a dark fantasy action game. Your vision of a journey through the messy world in which the game takes place. a place where you are surrounded by inner darkness and for a few minutes you have to go through the state, hit the joints, it lights up, you will notice the fantastic creatures that look amazing with meta to shaders, you can select one of the four characters and you can change along to use different skills we will now change it to Bonita, whose powerful net can eliminate enemies.

Central engine. We spent hours recruiting the perfect sounds of steps, changes and even the details of the sword cut are clear with the iPhone's spatial hearing. Let's see a spenita fight this monster. So we continue on and see the benefits of Hunter rendering effects, including antialiasing and Bloom, which are only possible with a GPU in the new iPhone, with an incredible 60 frames per second of smooth performance, which is useful while maintaining the evil at bay, speaking of evil, our hero could use some help, we don't want to spoil anything, this is a preview of the pre-order of Pascal's wager exclusively on the App Store next month, thanks, so just I have to say how extraordinary it is that a game like that with those kinds of phenomenal graphics can run on a small, powerful chip in the palm of your hand, a 13 Bionic, so kudos to that and our amazing silicon engineers. , we are looking forward to seeing Pascal's Wager and what other developers.

We will come up with the a13 so the battery we know that battery life is really important to customers and last year with the iPhone 10 we already have the longest battery life on an iPhone and it was a big leap and to our customers they love me. So with the advances in the iPhone 11 you will still have one more hour and a battery so powerful that your iPhone 10 R 4 the advances in the iPhone 11 really touch areas that customers experience every day. This is an innovation that matters. Powerful dual camera system. Night mode. Things we didn't even have time to talk about like faster Face ID, water and dust resistance, wireless charging, Wi-Fi six and more, we think customers will love the iPhone 11 and we've created a video really funny about it. iPhone 11 Deal There's so much significant innovation and we want even more people to experience it, which is why we're so excited to offer the iPhone 11 for just $6.99.

We think this is an amazing phone that everyone will love. Thanks and now back to Tim. Thanks Cayenne, the new iPhone. 11 is simply incredible, we designed it with our customers in mind and it will impact their lives significantly every day, but we didn't stop there for our customers who want the most sophisticated technology that truly pushes the boundaries. We have created something truly special and I am delighted to present it to you now. Oh, this is the iPhone 11 Pro and these are the most powerful and advanced iPhones we've ever built with a stunning new design. I'd like to invite Phil to tell you. all about them Phil, thanks Tim and good morning everyone, how are you doing?

But this is the first phone we call professional and to us that means it's a device that professionals can count on to get their work done, but it's also a product. for all of us who want simply the best product, even if we are not professionals, so let's talk about it, we will start with this new amazing professional design, this is the most advanced and detailed iPhone we have created so far. Made of surgical grade stainless steel, the back is a single piece of machined glass with an optical PVD coating, there is a beautiful new matte textured finish that looks great and feels amazing in your hand.

The iPhone 11 pro comes in some gorgeous new finishes. -new midnight green, there is a very professional space gray, a beautiful silver and a new gold, these are amazing, okay, let's talk about this professional display. It comes in two sizes, five point eight inches and 6.5 inches. They have the highest pixel density of any Apple display. makes our Super Retina display the most advanced we've ever built into an iPhone. It is a new OLED panel that has 2 million to 1.P contrast ratio: true tone of three color widths that you have to touch and now much brighter, up to 1200 nits, which is incredibly bright and at the same time it is 15% more efficient from an energy point of view.

Now this amazing new screen loves the brightness and color contrast ratio in detail. It's really the experience that we are incorporating into the new display for Mac Pro, we call it XDR pro display and now that experience is being integrated into an iPhone, plus it has the spatial audio sound that Cayenne told you about like HDR 10 we visualize Dolby Atmos, so we decided it's worthy of a new name, we call it super retina of the industry for years. and the a13 Bionic is going to extend that advantage to tell you even more about the a13 Bionic.

I'm very excited to mention three. A ghost is our VP of Silicon Engineering Sri, thank you. Hello everyone, our engineering team at Apple has been. designing iPhone chips for over a decade and today I'm excited to talk to you about eight 13 Bionic, our latest creation and we've touched on everything now at Apple we have the benefit of owning the entire vertical stack, software, system hardware and design of the chip and we work together to optimize every block of the chip, from the transistor to the package design, to work efficiently for iOS and iPhone. We've touched on a lot of things that improve a lot of things on the 813 Bionic, but today I'd like to talk to you about two specific improvements: machine learning and low-power design.

First, machine learning. We use machine learning throughout the iPhone and in our chips. Our CPU, GPU, and Neural Engine are optimized for different types of machine learning workloads. At 13 Bionic we made them all faster by 4 ml, particularly the CPU, we added new machine learning accelerators on our CPUs. These accelerators are based on very fast matrix multiplication, which is an operation frequently used in ml calculus. These dedicated accelerators allow the CP to process the array. Math operations up to 6 times faster, making the CPU capable of performing more than a trillion operations per second. Now, as developers experiment with the cutting edge of ML, the CPU can accelerate these nascent evolving models, plus the chip is powered by our latest generation of Apple Design's machine learning controller. so that ml models can be programmed automatically and seamlessly on the CPU, GPU and neural engine, balancing efficiency and performance together with the iPhone 11 Pro, this creates a fully integrated platform where developers can get things done Incredibles like natural language processing, image classification in photos and videos, and character animation and people occlusion in AR apps all make the iPhone 11 pro the best machine learning platform on any smartphone.

The second thing I would like to talk to you about today is how we reduce the power of the a13 Bionic, it is our most efficient chip today and here are some reasons why it first starts with the transistors, the fundamental components of our chips, and 8:13 Bionic uses an improved advanced second-generation 7-nanometer transistor, the most advanced in the industry, and we carefully tailor each transistor. for high performance and low power and we did it with more than eight and a half billion transistors, which is the most we've ever put in any iPhone chip, but it's not just a large volume of transistors to get high performance and low power what that is needed. architecture, an example of this is our Apple-designed high-efficiency CPU cores.

These cores are the most efficient place to run light tasks and powerful enough to use most of the time, giving you excellent battery life. Finally, at the design level, we apply lots and lots of bass. -power design techniques to increase the efficiency of our design, for example we have hundreds of voltage domains on the chip, so we light only the sections of the chip that need to work at any given time, but that's not all, We have hundreds of thousands of stuck controlling domains, so we only activate the smallest amount of logic on the chip, which dramatically reduces power.

The result is our most efficient, highest-performing design to date. Our entire core CPU, GPU and Ural engine are up to 20 percent faster. At the same time we increase performance for those applications and tasks that do not need more performance, at 12 we were able to reduce the power of all our engines, for example or GPU, by up to 40%, all this translates into great performance and battery life for our customers and also combined with the thermal design of the iPhone 11 Pro, we have our best sustained performance to date and that is the 813 bionic, it is our most efficient and highest performing chip we have ever built for iPhone. wait for our customers and developers to succeed in action thanks and back to the movie well thanks three so what has our team done to help the battery keep up with this incredible level of professional performance?

We are very excited to tell you that with the iPhone 11 Pro you now have up to four more hours in your day with the iPhone 11 Pro max up to five more hours in your day. We also include our 18W fast charging adapter in the box. You can also load them all faster, so I know what. are you waiting Let's talk about cameras too now ask my favorite part about the iPhone this is the first iPhone we've ever had a camera system that we call professional is really worthy of this name so what do you have first?

It has a new wide-angle camera that has a fast aperture of F 1.8 and focusing pixels to cover one hundred percent of the sensor. It's a new telephoto camera with a larger F 2.0 aperture that lets in 40% more light and has a new ultra-wide camera with a super-wide 120-degree field of view and tremendous focusing range across the entire image. Now all of this works together with the a13 Bionic chip and its next-generation image signal processor and that enables a whole new level of professional photography and you're going to love it, so let's get to a few of the things it does first.

With the telephoto camera and the ultra wide angle camera you have the ability to zoom in twice and zoom out twice, that is, a 4x optical zoom range with these three cameras. You have incredible creative control, so, for example, you can use the telephoto lens and zoom in on your subject to get really close, or you can use the wide angle to tell a little more of a story, or you can zoom out all the way to the ultra wide angle. and reveal the entire environment, you can take all three photos from one point of view.

We've now given the iPhone 11pro to some professional photographers to use and see what they can do with this amazing new camera system. First of all, they love it and are excited. to share with you some of the photos they took, so we selected from all the amazing shots they took, six, we'll go over six shots that the pros took to show you some of the different cameras and what's possible. and they are simply stunning and here is a perfect one to start with. Look at this image, it was taken with the panoramic camera taken by Jordy Wood.

He took it in a place with a perfect name for this photo. Picabo Canyon and Kanab Utah, that's just the amazing name of this eye look the detail in the eye is the details in the eyelashes the amazing skin tones this is a great photo shows the power of this new camera system here's another one very different shot type of shot also taken with that wide angle camera this one was Taken by Jake Michaels in Los Angeles, you can see a frozen moment in thetime, fast shutter speed and capture light that simply bounces off those frozen water droplets and uses our professional-grade black and white image filter that gives you incredible tonal grayscale.

Now let's switch to the telephoto lens. It's an incredible photo taken by Francesca Alan in Malibu. Just the incredible clarity of the image. The stunning surrounding skin tones are beautiful taken in natural light and that's just the natural depth of field of that aperture with F 1.8 F 2.0. It's amazing and the blue of the sky on the water is just stunning, so now let's look at a portrait mode shot from the telephoto camera. It's very different from what you would take. It's backlit, a backlit telephoto portrait shot by Jeff Jake Michaels and you just see the amazing silhouette, but there's so much detail in the hair, look at the backlit blue and gold colors, so vibrant, stunning image, now let's look at a photo taken with our new ultra wide angle camera.

Jake Michaels took this on Venice Beach. about a skate park, how did you take this? He climbed onto a crane 50 feet above the ground. I think a lot of us would be a little nervous doing that, but for us, he did it, he got shot with the wide angle, the super. wide camera just check out this amazing abstract image it looks stunning the focus is amazing because of the depth of focus of that camera very well one more example this was taken with the ultra wide angle by Anka from Kiara taken this in Arizona check out this amazing contrast between the highlights and the dark and mid tones the sky the landscape is just surreal this is just this kind of otherworldly shot that we would all love to take so these are six examples of photographs using the three cameras that are there, which What professionals can do if you put their hands on it with their incredible talent is something incredible, well now what we want to do, yes, now we want to give you a preview of a new feature that comes in the camera and that will be available with the update of software this fall, but it's cool that we have To tell you, it's using the knurled motor from the a13 Bionic to create a whole new type of image processing system, we call it deep fusion and this is cool, so to tell you what it does when you do it you do while we.

Look at an image so this is a photo that was taken with an iPhone 11 pro using this deep fusion technology and this type of image would not have been possible because we use machine learning to take this photo and in low to medium light and it is different. Everything possible with the iPhone camera before, so what is it doing? How do we get an image like this? Okay, you're ready for this. What are you doing. Take nine images before pressing the shutter button. It is already taken for short images for secondary images. You press the shutter button, take a long exposure and then, in just one second, the knurled motor analyzes the fuse combination of long and short images, selecting the best among them, selecting all pixels and pixel by pixel, going through 24 millions of pixels to optimize details. and low noise, as seen in the sweater, is surprising, this is the first time that a neural engine is responsible for generating the output image.

It's computational photography, mad science. So, now let's talk about video. The iPhone 11 Pro is a powerful new video camera system, all three cameras record 4k, 60 frames, a second extended dynamic range video with beautiful highlight and shadow details, so of course we gave it the iPhone 11 Pro to a professional cinematographer and cinematographer and we asked him to take it to a back lot in Los Angeles to shoot something. and show us everything that is possible with this new camera system and that is what we want to show you now, that incredible one that was not always filmed but also edited entirely with an iPhone 11 pro by director of photography Guillermo Garza and director Diego Contreras, thank you guys.

It's simply stunning video and the team works hard to make sure you get a consistent image capture across all three video cameras. In fact, we pair all three cameras right at the factory, calibrating them for color and exposure, and then all the time while you're at it. Using them, we actually do some smart things like taking real-time data from the camera you're shooting with and automatically preparing the other cameras for autofocus, autoexposure, color temperature, uniform tone mapping so you can get a smooth transition between the three chambers. While we minimize any color or exposure changes, and for professionals who want to edit this video quickly on the device, now with iOS 13 we have new advanced video editing features built into the Photos app so you can do things like edit a video for exposure color temperature. even crop and scale right in the palm of your hands, so this is the new camera system on the iPhone 11 Pro.

We think professionals will love it. We will all love it. Is incredible. New wide and ultra-wide telephoto cameras. A video of the highest quality ever seen. four times optical zoom new smarter HDR new night mode again and again it is amazing, we even managed to design the camera, there is a new source called SF camera, it is so professional that you will love to use it now, in addition to everything of this iPhone 11 Pro It's truly the only professional camera with a native app ecosystem. The App Store has over 50 over 30 thousand photo and video apps so you can do almost anything you can imagine right on the device, so a great example of this is film. create a great app called filmic Pro that makes it possible for award-winning directors to push the boundaries of what's possible with cinematic filmmaking on the iPhone, so we're really honored to invite their CTO Christopher Cohen and, along with them, the director of acclaimed films, the Florida Project and Tangerine, the first theatrical trailer filmed entirely on iPhone.

Shaun Baker, welcome guys. I filmed Tangerine on iPhone using Filmic Pro and have been working closely with Chris and the film team ever since. Now every shot has the right lens as a filmmaker. my job is to determine which lens is not set. I use a tool called director's viewer. It helps me find a frame and choose the focal length. Filmmakers have been doing it this way for almost 75 years, but what if you could use what we're all doing? we are going to have in our pockets we are delighted to be able to preview the next version of filmic Pro, it will advance filmmaking, let's take a look at the next generation of lens selection, we have divided the viewfinder into individual streams that view each field of view available on the new iPhone with the new at 13 and aboveWith the sustained performance of the new iPhone, you can film with our most complex capture system up to five times longer than before, but now you can film with multiple cameras at the same time, providing filmmakers even more options and I love that because it is totally transformative with two cameras.

By shooting in Filmic Pro I get twice the coverage in the same shot, which reduces my number of shots and gives me more options in post-production to make it easier for us to employ a composite overlay that represents the primary and secondary cameras while both are recorded simultaneously. I can focus on my affinity for composing or pull back to see my broader field of view. I'm always excited to see the evolution in film art and style and this multi-camera feature will give me new creative options for covering scenes like the way I would approach traditional. reverse shots, right, Sean, we can even combine this incredible ultra-wide camera with the front camera, allowing me to capture the organic and intimate interaction between two people in a single uninterrupted shot with a single discreet device, so I can literally taking the audience and slapping them right in the middle of a conversation is not only amazing for narrative storytelling, it will be wonderful for documentaries and journalism, also the ability to record multiple videos, this incredible sustained performance and this incredible ultra wide angle lens , all in one device, it is going to change this industry the new filmic pro will be available later this year only in the App Store thank you Thank you Christopher and Shawn so this is the iPhone 11 Pro in addition to the triple camera system a 13 battery Longer-lasting Bionic, faster charging, new designs There is also a faster cell phone, better water resistance, stronger glass and much more.

We think this is the most exciting iPhone we've created yet. We've made a video to tell you a little more about how we introduced the iPhone 11 Pro. Every detail has been discussed. It is used as an opportunity to set new standards in design and engineering quality, ensuring that it will deliver uncompromising performance in any situation. At the core of the iPhone 11's Raven design is a stainless steel structural band in a three-dimensional glass package made from the strongest glass on the market. The smartphone, if sculpted from a single solid sheet, is reinforced down to the atomic level and then brought to life in one of four textured matte finishes.

The case is designed to withstand whatever life throws at it. Rigorous testing and refinement can help create long-lasting protection against dust and water. Rugged iPhone, the Apple-designed 813 Bionic chip is the most ambitious yet, it's the fastest chip ever included in a smartphone but it's more efficient than ever and, with new optimized batteries that give you up to five extra hours on your day, you get more performance in a longer iPhone than ever The triple camera system combines cutting-edge technology with the extraordinary ease of iPhone. A redesigned camera interface complements the new hardware with a more immersive and intuitive experience.

Telephoto lens with wide angle cameras and new ultra wide angle cameras. Now you can watch four times as many scenes. Your photos and videos with the new Ultra Wide Night Mode allows you to capture images never before possible on an iPhone and in drastically low light conditions. The highest quality video on a smartphone just got even better with extended dynamic range now to 4k at 60fps. It can record professional-quality videos at double the frames per second. Editing tools previously reserved for photos now make video editing a seamless pro-level experience and then play your footage on the new Super Retina xtr display that has the highest pixel density of any Apple device.

Privacy is built into every iPhone from the ground up, from iOS 13 to Face ID, the most secure facial authentication on a smartphone that now works from higher angles and is even faster. This new iPhone line has been taken to extremes like never before, ensuring that every party is worthy of the iPhone 11 Pro name, which is why the iPhone 11pro and iPhone 11 are designed to be free of these harmful materials and of course , to reduce its impact on the environment and this is very important to us, so I mention it every time I want to continue pushing the limits of this iPhone 11, iPhone, in our most advanced phones.

I think everyone will want to show them off and some people like to protect them with cases, so we also have a new line of cases for them, including clear cases for all three models so you can show off your beautiful new finishes, so the iPhone The 11 Pro will start at $9.99 and the iPhone 11 pro max is just $100 more at 1099. You can pre-order them all starting this Friday at a new 5:00 a.m. Pacific Daylight Time, so if you can sleep in a few more hours and then pre-order them all will start shipping on September 20th so this is our lineup of three new iPhones starting at six ninety nine ninety. nine ten ninety nine, on top of that we're keeping the iPhone 10 in the lineup starting at just $5.99 and the iPhone eight at four forty nine, so there are plenty of great options for people of different price points as well that's our Today's news about the iPhone 11 and iPhone 11 Pro comes back to you, Tim, with innovative technologies and advanced capabilities, the new iPhone 11 pro and iPhone 11 Pro max or simply more than incredible and, of course, the best place to learn more about these and get them in your hands. are in our amazing retail stores and to tell you all about what's happening in retail stores, I'd like to introduce you to dare to draw Brian.

Thank you very much Tim. I'd love to start this update on Apple retail stores by giving a big shout out to our retail team members around the world, the customer really is at the center of everything we do and thanks to our passionate teams, there really is no better place to see this in action than in our stores. We would love to share two waysWe're making the experience even better, let's start with personalization Apple Retail has always been the best place to help you personalize your products and now we're taking it even further with Apple Watch.

We currently offer a wide selection of watches where we choose and match cases with Apple Watch Series 5 fans. We're excited to announce the new Apple Watch Studio, where you choose and match any case with any band to create exactly the watch you want the Apple Watch Studio experience to be. Available in our stores and online and with so many different combinations, there are almost a thousand different ways to represent your personal style. Now, next, we would love to talk about Apple Tradin. I'd love to show you how it works. You just saw it all. of this great news about our new iPhones and you can now use your current iPhone as credit towards a new iPhone and as we know that many of our customers prefer to pay by month, we are pleased to offer low monthly payments in several of our countries.

Apple markets and makes its new iPhone even more affordable and because we reuse and recycle, it's great for the planet. Now those are just two of the services we offer. There is so much more and the entire store experience is brought to life by our incredible teams and the care they take for our customers, this deep care along with our incredible collection of products, services and experiences like today at Apple are designed to delight and are available only on Apple. Now finally our stores are the best place for a celebration. On September 20, the same day our new iPhones and Apple Watches arrived, we are thrilled to host the reopening of our largest store to date, Apple 5th Avenue, the newly expanded public plaza will be a wonderful place for the community united and inside everything has been completely transformed.

We have dramatically increased the height and almost doubled the size, making it our largest

apple

in the world. Fifth Avenue has a special place in our hearts and we can't wait to welcome you back. This is a quick update on retail. You too, thank you, thank you Kara. I am very proud of our retail team and the unique experience they provide our customers every day. They're amazing and I'm especially excited to have the iconic Fifth Avenue stores reopen. I hope to see you all there on September 20th, what an exciting morning. I hope you had as much fun as I did.

We share the new Apple Arcade, a game subscription service like no other. Enter the App Store this month, a powerful and unique Apple TV plus with Apple. Originals from today's most creative storytellers are coming to the Apple TV app starting November 1, and the new iPad will bring a 10-point, 2-inch Retina display with support for Apple Pencil and Smart Keyboard and the power of iPad OS to more people than ever. The new Apple Watch. The Series 5 with its always-on Retina display has new finishes and the amazing new features of Watch OS 6, the new iPhone 11 with its new dual camera system, a powerful 13 chip, beautiful new finishes and incredible capabilities and of course , the stunning new iPhone 11 is packed with advanced technologies designed to enable people to do even more than before.

Our mission at Apple has always been to design products that empower people and enrich their lives to put technologies in their hands and see all the wonderful things they can see. what we'll do with them, we couldn't be more proud of the products and services we shared with you this morning. For those of you who are here with us today, we would like to invite you to experience them first in the practical area above and I would like to thank everyone at Apple for doing the best job of their lives in bringing these products and services to market and I would like thank you all, thank you and I would especially like to thank everyone who came this morning and everyone who tuned in online to watch the keynote this morning, thank you and have a great day.