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Good morning and welcome to the Steve Jobs Theater. We've always believed that by giving people wonderful tools, you enabled them to do wonderful things. At APA, we put the customer at the center of everything that we do with products and technologies that are designed in the service of humanity. Innovations that enrich people's lives to help them learn, create, work, play, share and stay healthy. Through the deep integration of hardware, software and services, these products empower people to do incredible things every day.


We have a huge morning planned for you with some truly big announcements, so I'm going to just. Yeah. So I'm going to dispense of my usual updates and get right into it. Beginning with the app store.


We're adding a whole new way to enjoy games on the app store with Apple Arcade. We've joined forces with the world's most innovative game developers to push the boundaries of what's possible. To tell you all about Apple Arcade, I'd like to invite and to the stage and. Thanks, Tim. We are thrilled to launch Apple Arcade on the App Store, the world's first game subscription service for mobile, desktop and TV. Apple Arcade is the only place you can get unlimited access to.


Over 100 groundbreaking, exclusive new games made for iPhone, iPad, Mac and Apple TV. You can't find these games on any other mobile platform or subscription service. No games service has ever launched as many games at once, and we can't wait for you to play all of them. Instead of paying upfront for each game, your subscription lets you download and play any Apple Arcade game right from the App Store. It all starts with the App Store brand new arcade tab where you can discover the latest Apple Arcade games with new games added every month.


Get personalized recommendations, watch game trailers and get expert editorial content like game guides and sneak peeks. This collection of awesome games covers so many genres and playstyles, so everyone in the family can count on finding games they love on Apple Arcade. We are really excited to show you a few today. First step are our partners at Konami who have delighted players for decades. Their next game is sure to be a hit for the whole family. Please welcome Konami brand manager Benjamin Kinney.


To tell you more.


Thanks and. Everybody loves Frogger. That's why, together with Q Games, Konami could not be more excited to bring our title to Apple Arcade, Frogger and Toy Town.


In this level, we find ourselves in bathroom and Frogger has to rescue some of his private friends by classic Frogger. There are many obstacles in the way. No, now you can find power like this bomb and you can use to clear the path ahead. You'll also notice we're collecting jelly beans as a fun, an important part of gameplay. But I'll tell you more about that here in a little while. So the physics are incredible. SEAL the block Bob up and down in real time when you jump on them.


And look, we rescued another frog.


You will have dozens of different outfits that you can put your Frogger. Today we picked this adorable bathing suit. Isn't he cute?


Oh, what is that? It's a baby wearing sunglasses. He is making a mess.


Let's try to go around, Kim. You remember those jellybeans from earlier? Well, when you collect one hundred, you unlock super Frogger.


All right. All right, enough of that. We've got the last project to rescue and we did it.


Great job. Frogger and toy time will be available at launch and we cannot wait for you to play with your friends and family exclusively on Apple Arcade. Thank you. Thanks, Spiderman. Frogger looks adorable. Next step is legendary game studio cap com. Their new game brings console quality graphics and gameplay to a whole new audience. To tell you more, please welcome C&P coproducer. Peter Fabiano.


Thanks. And with Shinseki into the depths, we set out to create a beautiful yet treacherous underwater world, the world above is covered in ice. You have no choice but to search the ocean below.


This is humanity's last survivor. You'll notice gauges at the top that indicate air health and depth. You'll need to be thoughtful and careful as you traverse the new world. You can use thrusters to navigate or get to safety. While searching for resources, our explorer encounters a terrifying creature. Which is why it's ever important that you maintain your oxygen levels. Lucky for us, our little drone is here to help us out.


We crafted every detail of the world to make it feel authentic and immersive. In fact, we recorded music and sound effects underwater. Let's give it a listen.


She'd say guys, controls are simple, yet mastering shooting while thrusting will challenge even the most seasoned gamer. The underwater physics and the creatures unpredictable attacks make battle both challenging and a blast. You'll have to find out what happens next. By playing, she said, diving into the depths. We're bringing our brand of game design to a new wider global audience, both at home and on mobile.


Available only on Apple Arcade. Thank you. Wow. Thanks, Peter. That was beautiful. Our last demo is from Anna Perner Interactive. Known for innovative games that break the mold. Their next game is truly one of a kind to tell you more. Please welcome Anna pro-Mitt interactive producer Kelsey Hanson. And we are teaming up with some Mogo to bring their creative, ambitious new game to Apple Arcade, Sayonara Wild Hearts is a fast paced neon pop music dreamscape.


We like to think of it as a playable music video. Let's jump in. You play as our heartbroken heroine as she races to win back her heart in this level. Our heroine is chasing after the stereo lover. She'll seamlessly transition back and forth between rhythm, bass, tapping and high speed. Great things. You as a player will never actually be moving the camera, but playing the perspective automatically. Change makes this game challenging and so much fun.


The battle and storytelling are interwoven with the music, making sure you never miss a beat. To add to the excitement, collecting hearts will increase your rank. The more hearts you collect, the higher your score will be. Sensing defeat, the twins up the ante and transformed their swords into a giant jet in an attempt to escape. But our heroine has other ideas. With one flash of her sword, our heroine defeat the stereo lovers. She reclaims the piece of her heart and steals a piece of ours.


We hope you enjoy science, our wild hearts on Apple Arcade. Thank you. Thank you. Healthy. What an awesome soundtrack. These three talented partners join so many more amazing developers bringing new games to Apple Arcade this year. Apple Arcade is available starting on September 19th. And that's in over 150 countries around the world. We'll be introducing over 100 new games to our launch catalog in the weeks ahead. So how much does unlimited access to all these amazing games cost?


Just for ninety nine a month for the whole family. And we're launching with a one month free trial. We hope you have a blast playing all the incredible games on Apple Arcade. Thanks. And back to you, Tim. Thank you, and Apple Arcade is a gaming service unlike any other out there. We can't wait to start playing when it launches later this month. Next up, let's talk about Apple TV. Plus. Our mission for Apple TV plus is to bring you the best original stories from the most creative minds in television and film, stories that help you find inspiration that are grounded in emotion.


Truly stories to believe in, stories with purpose. This summer we released three trailers for a few of our premiere originals, like for All Mankind, an innovative re-imagination of the space race.


And Dickinson, starring Hailee Steinfeld, a coming of age story about Emily Dickinson told in a completely modern way. And the morning show, with its blockbuster cast during Reese Witherspoon, Steve Carell and Jennifer Aniston in her first TV series since Friends. The reaction to these trailers has been incredible. They've been viewed over a hundred million times.


In fact, the trailer for the morning show is one of the most watched trailers for any new television show ever. This is incredible. And the new issue of Entertainment Weekly calls the morning show fall's most anticipated series. This morning, I want to share with you one of the most imaginative, thrilling and thought provoking dramas ever see stars Jason Momoa, and it takes place hundreds of years into the future in a world without sight.


We've worked for the blind and low vision cast, crew and consultants who provided the detail and the authenticity for how this world should be defined. Today, I'm so excited to share with you the worldwide premiere trailer for See.


Centuries from now, almost all humans have lost the ability to see.


Some say it was taken from them by God. To heal the earth for the few who remain fasion is. But after so many years, the power of sight has returned. What is it? Something's different. The children have the ability to see. They have power that we recall magical or evil. For centuries, we feared statehood. Lied once, almost destroyed the world. The children who can sneak some things to me. For us, if we get the babies, they might leave us alone.


No. I would put. You see. It's astonishing how the smallest moment can change an entire. I hope. Thank you. I hope that you can get a sense of why I love that show. And I think that you will, too. Now, these are just a few of the exclusive originals from the exciting Apple TV plus lineup with Apple TV. Plus you'll get access to these and so many more the best movies, comedies, dramas and kid shows.


Now, I know that some of you have been wondering when will Apple TV plots be available and how much will it cost? Well, today, we're excited to tell you that the first shows will be available on November 1st.


And we'll be thank you. And we'll be adding more Apple originals every month. And Apple TV plus will be available in over a hundred countries at launch. And it is just for ninety nine per month. All of these incredible shows for the price of a single movie rental. This is crazy.


We are so excited about Apple TV plus that we wanted to do something really special. And so starting today, when you buy an iPhone and iPad, a Mac or an Apple TV, you'll get one year of Apple TV plus a.


So we can't wait for you to start watching Apple TV. Plus, on November 1st in the Apple TV app across all of your screens. That's Apple TV plus. Now let's turn our attention to i-Pad. re-created i-Pad we set out to design something truly unique, a product that you could take with you everywhere and that it's so fun and so easy to use. And now, with hundreds and hundreds of millions of iPods out in the world, i-Pad is transforming the way we create, learn, work and play.


This has been a huge year for i-Pad. We've revamped our entire lineup, starting with the new iPad mini all the way up to the powerful iPod pros and we push what people could do with i-Pad further than ever before with the introduction of i-Pad OS. I Pedophile's is an advanced operating system with a new name to recognize the distinctive experience of i-Pad. Of course, I pedophile's builds on the same same foundation as I.O.U.s, but adds powerful new capabilities and intuitive features that are specific to the large display and versatility of the i-Pad.


I pledge unique integration of hardware software with over 1 million apps that are specifically designed to take advantage of the large canvas, provide an experience that you won't find on any other device out there. We have never been more excited about the future of i-Pad and to tell you about the newest i-Pad. I'd like to invite jaw's to the stage jaws..


Were a credibly excited about i-Pad OS and our entire i-Pad lineup. But today I want to talk to you about our most popular i-Pad. The 9.7 inch delivers so much versatility at such an affordable price. And it brings more new users to our i-Pad than any other model. In fact, for nearly 60 percent of these users, this is their very first i-Pad and we're about to make this i-Pad a whole lot better because we're replacing the sixth generation i-Pad with this the new seventh generation i-Pad.


This is a big upgrade with some great new features and it's designed to make the most out of i-Pad OS. Of course I pad is a magical piece of glass. It can become almost anything we want it to be. So the display is so important to the i-Pad experience and we're making the display even bigger. This i-Pad has a new, larger ten point two inch retina display.


It has nearly three and a half million pixels when you compare it to this.


The top selling P.C. laptop in the US for the first half this year, I know, I know this display has more than three times the number of pixels plus greater brightness and a much wider viewing angle. So your content always looks amazing. Under the hood of the side pad is the A-10 fusion chip. So that means that this i-Pad is up to two times faster than that top selling p.c. And for the very first time, our new most popular i-Pad features the smart connector so you can effortlessly connect the optional full sized smart keyboard, which delivers a great typing experience in a thin and light design that also folds into a protective cover.


And we're especially excited that this i-Pad was engineered to take full advantage of i-Pad OS i-Pad. US is packed with an enormous breadth of new features designed for eyepatch unique capabilities, including the redesigned homescreen. Powerful new ways to work with multiple apps. Deeper integration with Apple Pencil, desktop class browsing with Safar and so much more. i-Pad us truly expands what you can do with this i-Pad. So let's take it for a quick spin. First, let's talk about multitasking with i-Pad OS.


It's never been easier to get to your favorite apps. You can quickly switch between multiple apps and slide over or fan them out to pick the one you want.


Or you can swipe along the bottom to get between multiple spaces. You could even use the same app like notes across multiple spaces and paired with different apps. It's perfect for working on multiple projects. Safari brings desktop class browsing to i-Pad. So now you can create a Web site and Squarespace or edit your documents in Google Docs right in Safari. And with a simple, so simple pinch on the soft keyboard. A new floating keyboard appears gives you more room for your content and a great.


And a great one man typing experience is awesome. I us enables new workflows on i-Pad. So now you can even connect SD card or your thumb drive to quickly browse your photos and videos right in the files app. And you have a whole new video editing experience with powerful new tools and the new enhanced photos that you can add filters and effects, you could even crop and rotate your video. And there's some great new ways to use Apple Pencil. Simply swipe up from the bottom corner to capture a screenshot or choose the new full page option to create a PDA of a full Web page or your document.


And from there you can market up their notes and share it all without ever putting the pencil down. And there's so much more to i-Pad, including our awesome new services. I mean, gaming on the iPod was already awesome, but now it's even better because of Apple Arcade. You can't get anything like this on any other device or just lean back and enjoy all that amazing Apple TV plus content. And as Tim just told you, you seemed to like it.


You even get one year of Apple TV plus included for free.


We think the combination of i-Pad us, our new service offerings, this new i-Pad hardware is simply incredible. So this is the new seventh generation i-Pad ten point two inch retina display, support for Apple Pencil and full sized smart keyboard. And as you would expect, great cameras, sensors and ultrafast wireless all packed into a thin and light design that's durable and weighs about a pound. And for the very first time, our enclosure is made from one hundred percent recycled.


Feel really proud that we can continue to expand our environmental achievements for this, our most popular i-Pad. We're also proud that with all these enhancements, this new i-Pad will start at just three hundred and twenty nine dollars. And when you think about all the things this i-Pad can do, we can't think of another device that delivers this much value for our education customers. It's even more affordable. Two hundred ninety nine. And you can.


Well, there you go. You can order it today and it will start shipping at the end of the month.


It really has been a big year for i-Pad. This new i-Pad joins the new i-Pad Mini i-Pad Air and i-Pad Pros. All taken further than ever before with i-Pad us. So that's the news from Pat. Now back to Tim. Thanks, George. This new i-Pad will enable so many more people to experience the power and versatility of i-Pad. Now, next up, let's talk about Apple Watch. Apple Watch takes groundbreaking health, fitness and communications capabilities onto the wrist of millions and millions of people.


Today, Apple Watch is everywhere and it's making a difference in so many ways all over the world.


We hear firsthand every day about the truly personal and profound impacts that the Apple Watch is having on people's lives. So we made a video for you this morning to share just some of these stories with you. Dear Mr. Cook, dear Apple, dear Tim Cook at Apple. Hey, Dad. Hi. Nice meet. OK. So the run began, as usual. I was 32 weeks pregnant, getting ready to go to bed the next morning. I have notifications on my watch to my phone.


Take your heart rate is elevated. I was like cough talk. That's strange. And I run my EKG and it says two hundred and twenty beats. And I'm like, something's not right. I told my husband, like me to go. It's like I'm in the middle of cutting grass, like we need to go. And then suddenly I woke up to eat and.


There's my husband, Kyle. He's going out to cut the grass.


When I fell, it automatically called nine one one.


And then it calls my wife's when I think about what happened. And what could have happened? Once we got to the hospital, they realized it was some sort of infection. My heart rate was spiking and it was causing the baby's heart rate to get lower and lower. So emergency C-section and she was born. Had I not had surgery, it estimated that I would have had a heart attack within less than twelve months. I mean, I'm I have goose bumps.


I know you can see them through like the camera. It's crazy. It's not something you think of your watch or saving your life any way. Hi. In the past, I didn't prioritize taking care of myself. Yes, these are probably one of the largest pairs of pants.


I'm standing in one of the legs with them, but now I've gained the ability to be active in ways that I never would've dreamed of. All because the computer my wrist told me it was time to fill the ring. Yeah, clothes in ways like this little reminder. Go, ok. You could do a little better today when I see the little rings of like get your moves in today. Sometimes I used to be like, mind your business, Apple Watch.


But then it's like, you know why I do need to get my move. I like the idea of achievements that he get for every small things done. It has just reminded me I should stand up, by the way, to go. So you don't see many yahoos who push me. Thank you. I'm not blind. He's the blur. That's his nickname is The Blur. Harrison is on the autism spectrum and he's on the cross country and track teams here at the school.


He was having some issues with anxiety and crowd noise. The sound of the hearing just was. So by paradigm, my watch with my headphones and the music helps me focus. When he started running with music playing, it was like seeing a different athlete. This moment of triumph. Goose bumps and tears. And it was cinematic. Apple needs to know this happened, what you did in your brainstorming sessions came to life and helped save Ma. Dear, dear, dear Mr.


Crow. I just had to tell my story. I will be forever grateful. I had no idea that one day it would save my life. What I want to say is. Thank you. Thank you. Thank you. It is truly inspiring to see the difference to the Apple Watch is making the hearing, these stories really make my heart say. And these are just a few of the amazing stories that I get every day. Now, in addition to helping individuals, Apple Watch is having an impact on another important area that affects all of us, and that is health research.


We're excited about how Apple Watch can make a tremendous difference in this area. And to tell you more about it. I'd like to invite somebody to the stage. Some will.


What makes the amazing stories you just saw even possible are the incredible capabilities built into Apple Watch. Each one requiring extensive development and research. This deep focus on science is the foundation of many of our product features, especially the ones focused on health. For example, the irregular heart rhythm notification was developed from the using the data from the largest study ever focused on atrial fibrillation. Over four hundred thousand people participated in the Apple Heart study, and this showed for the first time that a smartwatch could help in the early detection of A-fib.


It transformed how we look at cardiovascular science. We were so encouraged that today we are announcing three new health research studies, starting with the Apple hearing study. Since Apple watches on you all the time and can now measure sound levels in your environment. This study will analyze how your daily sound exposure impacts your long term hearing health. For this study, we're working with the experts at the University of Michigan and the World Health Organization.


For our second study, we're using the news cycle tracking feature that we introduced in June, the Apple Women's Health Study focuses on an area that hasn't received much attention in many years. It will look at how menstrual cycles can inform the screening for important conditions like infertility and osteoporosis. For this novel study, we're partnering with the Harvard School of Public Health and the NIH. Finally, the Apple Heart and movement study. We'll look at how metrics from Apple Watch can serve as early warning signs and help create innovative interventions to improve overall health.


For this study, we're so excited to be partnering with the American Heart Association and the cardiovascular experts at the Brigham and Women's Hospital. If you would like to participate in this research and make a contribution to potential medical discoveries, you can enroll using the new Apple Research app where you can enroll, perform tasks and view your data. Of course, you decide what data you want to share and with whom. Apple can not access any information that directly identifies you.


The new Apple Research app will be available in the U.S. later this year. Now back to Tim. Thank you, somebo-, you really excited about the impact the research app can have, it gives us all of us an amazing opportunity to participate in health research that could lead to innovations to improve our health and the health of future generations. So I hope that you check it out. Since the beginning, innovation has been the core of the Apple Watch innovations that really matter to people from the life changing to the potentially life savings.


Many of these technologies were barely imaginable just a few years ago. Apple Watch has become the most advanced and most loved smartwatch in the world. And to tell you all about what's next with the Apple Watch, I'd like to invite up Stan a Stan.


Thanks, Tim. We want to make Apple Watch even better for all the things you do and places you go. And so today I'm so excited to share with you the next generation of Apple Watch. Something.


Maybe like. Introducing Apple Watch Series 5 featuring an innovative new display that is always on. The new always on retina display never sleeps. So the watch face is always visible with previous models of Apple Watch. When you lowered your wrist, the display would go completely dark. But now with Series 5, you'll always be able to see your time and complications. A risk raise or a tap brings everything back to full brightness. Now the new always on display is just loaded with advanced technologies.


So I want to tell you about it. It all starts with the industry's only low temperature, poly silicon and oxide display or l.T p.O. LTL allows a display to refresh dynamically from as high as 60 hertz to as low as 1 hertz, which is extremely power efficient. There's also a new low power display driver, an ultra efficient power management integrated circuit and a new ambient light sensor which all work seamlessly together. By combining this incredible hardware with innovative software, we're able to deliver this always on display while still maintaining the same all day, 18 hour battery life.


Now, all of the watch faces have been carefully tuned for the new display. So you'll always be able to see your time and your complications. We've also optimized the screens for all of the workouts in the workout apps, so you better see your workout metrics without raising your wrist. This always on display is perfect for those times when you can't raise your risk or tap the display. Or when you're in a social or work setting where you kind of want to just sneak a quick glance at the top.


Or when you're in the middle of a crazy hard workout where a risk raised just isn't possible. The new always on display is going to be useful for so many different situations throughout the day. We can't wait for you to try it. Next, let's talk about another new feature in series five, a built in Compass. Now, with the updated maps app, you'll be able to see which way you're facing. Just like on your iPhone, you can add the compass to your watch face.


You can see your direction at a glance. And there's even a new Compass app which allows you to see not only your heading, but also your latitude. Longitude. Current elevation and incline. Now our developers can take advantage of the compass as well. So the direction is always clear when you're hiking with Wicky look. Paddleboarding with goes up or searching out the constellations with night sky. Next, let's talk about safety features. Apple Watch has some important safety features built right in like fall detection emergency s.o.s medical I.D.


. Now, emergency s.o.s. Could be lifesaving. Should you ever need it? And so we wanted to make it even more capable. Now, with Series 5, every cellular model has international emergency calling. So you can call emergency services in over one hundred and fifty countries around the world just by pressing and holding down the side. But even without your iPhone. We think this will give you great peace of mind if you ever travel internationally. Next, another important benefit of Apple Watch is being able to express your personal style, and Series 5 has the widest assortment of case finishes ever.


Aluminum models come in silver. Gold and space gray, and now the cases are made from 100 percent recycled aluminum. Stainless steel models come in gold space, black and polished. And we're introducing new models for the first time in titanium.


This natural brushed titanium maintains its color through a special surface treatment that Apple custom engineered. And there's also a second model in titanium in this brush space, black with a diamond like coating. Here's five will be available in ceramic as well in this really in white color. There are new Apple Watch Nike models featuring new Nike sport bands, new reflective sport loops and cool new Nike watch faces. And there are new or mez models and these beautiful color block bands with a classic or mass print.


Aren't they cool? This year, we're also introducing or MEZ models in black featuring lace black stainless steel cases featuring handcrafted or rather than. These are just stunning. Of course, every Apple Watch is designed and manufactured in the most environmentally friendly way possible.


We're so excited about our watch series five with it's always on display compass. International emergency calling and all the other great features like it swim prove you can take an ACG fall detection apple pay all the new features of Watch the US Six. It truly is the most capable Apple Watch ever. Series 5. g._p._s models will start at just three ninety nine. And for ninety nine for sell your models, you'll be able to order series five starting today right after the keynote.


And they'll be available in our stores starting September 20th. We're also keeping the very popular series three in the line, series three is a great watch. It has g._p._s heart rate sensor. It's swim proof, the new features of Wauchula six and now starting at a low price of just one ninety nine. And that's Apple Watch. Thank you. Back to you, Tim. Thank you, Stan. I'm really excited about this new Apple Watch lineup. And with all of the new amazing features, Apple Watch is going to enable you to do even more than before.


We created a fun video to demonstrate just this. I'd love to play it for you now. This watch tells time and takes phone calls. This watch tells time and turns on lights and opens up doors. This watch tells time and communicates with satellites. Twelve thousand four hundred and twenty seven miles above the earth.


Wakes you up and gets you onto subways and plays every Elton John's studio album Hasari play Tumbleweed Connection ever recorded played Goodbye Yellow Brick Road Map and the cost of. This watch tells time and sets timers and sets your pace and warns you when it's too loud and text your friends. Opens portals. Kidding. And tracks your distance underwater. It starts competitions and accepts challenges. Tracks your workouts. And tells you which direction you should be going. It reminds you to breathe.


And has an app that measures the exact timing of the electrical waves travelling through the upper and lower chambers of your heart. Otherwise known as an electrocardiogram. So in conclusion, just to reiterate, this watch tells time, among other things.


I love that video. I love that video. It really helps you understand so many of the amazing things that the watch can do. Next stop, let's talk about iPhone. By phone. In the incredible capabilities that it puts into people's hands has changed the way we live our lives in ways that we never could have imagined. It's become so essential for hundreds and hundreds of millions of people all over the world. It's changed industries and led to the creation of entirely new ones.


And it's made a profound impact on all of our daily lives. Customers love iPhone. And we keep striving to make it better and better. Last year, we launched three incredible iPhones the iPhone 10. Our became the most popular iPhone and the most popular smartphone in the world.


We also launched the iPhone 10 s and the iPhone 10 as max, the most advanced iPhones we have ever created. These three iPhones together have a combined ninety nine percent customer satisfaction. This is the highest in the industry. Really unbelievable. Customers love iPhone because we focus on technologies that matter most in their lives. Today, I am thrilled to share with you the newest iPhone. No.


This is iPhone Eleven. The next generation of iPhone, it is jam packed with great new capabilities and an incredible new design to tell you all about iPhone Eleven. I'd like to invite Kyan to the stage can.


Thank you, Tim. The innovations in iPhone Eleven are truly remarkable. And that starts with a design iPhone Eleven has a beautiful anodized aluminum and glass design. And that glass. It's the toughest ever smartphone on the front and back. And the glass that surrounds the camera has a sculpted 3D geometry. And it was precision milled down from a single piece of glass. To achieve this elegant look. iPhone Eleven comes in six new colors with an all new purple, white, yellow, green, black and product red.


It has a six point one inch liquid retina display with true tone, wide color tapped away and haptic touch in even more places with I was 13 like contextual menus. Our videos are wonderful to watch on this display. And now we have spatial audio, which provides an immersive theater like experience by creating a sound field around you using an apple designed virtual Isar. And we support Dolby Atmos for an incredible sound experience. Now let's talk about camera. iPhone is the world's most popular camera.


And it gets even better with iPhone Eleven. We have an amazing tool, a camera system with an all new wide camera, with a new sensor with 100 percent focused pixels for faster autofocus three times faster and low light. And we have a new ultra wide camera with one hundred and twenty degree field of view. This will let you capture way more in your photos and videos. Because now you can take a wide camera shot like this, but switched to the ultra wide to reveal the scale.


And now see the beautiful framing my mother nature. But the details still are there in the sky. The rocks in the sand. This is doing an optical zoom out to X so you can capture way more without moving. So now when you're taking a wide camera shot, you'll see our new immersive camera interface that lets you see outside the frame hinting at a bigger shot than you can simply tap to switch to the ultra wide, revealing more of your scene.


This is great for these epic landscape shots we can see. Edge to edge. All this detail. And it's also great for tight spaces where you can't physically back up, but the ultra wide lets you do that, revealing more of your story. You can use an angle like this to take a heroic and dynamic shot because the ultra y can a longate your subject to keep all these details sharp from her red dress all the way to her face. Now, these are some examples of great ultra wide photos.


We've also updated our image pipeline, which processes over a trillion operations per photo. And it's got her image signal processor and it has our neural engine for machine learning. And now we've added semantic rendering. This allows us to more intelligently detect subjects and relight them with detail so they look even better. Now we use this across your photos, including in our next gen smart HD ya. You can see the gorgeous smile and her warm face accentuated by the backlit sun.


Now we're using multi-skilled tone mapping so we can treat highlights differently in different parts of the image, depending on what's best for them. Now works here in portrait mode. And people love taking portraits on iPhone Eleven. And Ivan elevon has this wide angle camera so you can take these beautiful wide shots of portraits for people. But now with two cameras, we have stereoscopic depth. So now you can also take portraits of your favorite pets.


And you can also use creative depth, the field for shots like this. Now we have a new portrait lighting effect and that's high key Mondo. You can take a stunning studio quality portrait like this from a pretty ordinary background. All right, let's talk about Knight Mode. This is for those very low light environments like outdoors at night or inside a dimly lit restaurant and nightmare comes on automatically when it's dark enough to brighten photos and reduce noise. Here's an image with nightmare turned off.


Here it is with nightmare turn on. We determined that image fusion time and use adaptive bracketing. Based on what we see and preview. So shorter frames, if you subject motion or longer frames. If you have deep shadows to recover them, then we intelligently fuse images together, reducing motion and blur. All right. We know you love taking videos and you're capturing more than ever an iPhone. So I'm really excited to show you the first video shot on iPhone Eleven entirely on our wide and ultra wide cameras.


Well, to see. So the quality is just astounding. That was shot in 4K resolution and all the shots, including the ones overhead, were handheld. So it's making use of our even better cinematic video stabilization. So when taking video, you can easily tap to switch to the ultra wide camera to capture even more on your scene. You can also use the zoom wheel to just transition easily between the two cameras. Now we make it great to capture in all the formats you love because we support 4K resolution up to 60 frames per second.


MO timelapse cinematic video stabilization and now extended dynamic range at 4K up to 60 frames per second. And this is across both cameras, which is pretty cool.


We also wanted to make it easier for you to take a quick video with quick take. So now when you're taking photos and you decide you want to take a quick video, simply tap and hold the shutter button to record a video can do that without changing frames you for. So video really shines on iPhone Eleven. In fact, it has the highest quality video ever in a smartphone. This is enabled by a real time processing across our camera hardware, our software, our video encoders and our chip.


So that's the amazing dual camera system, an iPhone eleven with their new wide and ultra wide for 2 X optical zoom out night mode, a brighter flash, next gen smart HDR and the highest quality video. It will change the way you take your photos and videos. We've also updated our front trued up camera to a wider twelve megapixel sensor, so now you can still take your 7 megapixel selfies as you normally would, but simply rotate the landscape to capture even more people using that wider sensor.


Also on the front camera, we've added 4K video with extended dynamic range up the 30 frames per second. And you can also capture on the front at 4K 60 as well. Now, we've also added slow motion video to the front camera for the first time. Now we think this is going to be really fun and so fun that we created a little ad about it and we couldn't resist showing you. OK, so we want this to inspire you to go take some awesome slow phase because we can't wait to see him.


All right. Now, so much of our great camera is also enabled by performance and iPhone Eleven has leading performance for your every day to the most demanding tasks. In fact, our apple design chips have led the industry for many years. Ben says the age 12 is so far ahead of the industry that it will still be competitive with the best Android smartphones in two years. Well, now we're introducing the A13 Bionic. The next generation of our industry leading chip.


So if you look at c_p_u_ performance with the iPhone 10 hours A-12 bionic chip, it still leads the pack in terms of the latest smartphones and chips. Well, the A13 Bionic is just going to extend that the even further. The A13 is the fastest c_p_u_ ever in a smartphone. And that's great because everything you do every day from morning till night makes use of the chip. So what about graphics? Well, if you look at the A12 still leading the pack in GPE, you performance and the A13 Bionic is just going to get even faster because the A13 Bionic is also the fastest jape you ever of.


And to show you more about that, because this is great for mobile gaming. I'd like to introduce giant network fare, the force behind some of the most popular mobile games in China. And now with their studio Tipps works, they're preparing to release their first global title. It's called Pascal's Wager. And I'd like to introduce Yin Yang, the founder of KIPP's works.


We have been working on an exciting action dropping in. Let's take a look. Pascal's Wager. It's a duck fantasy action game you take on a journey through a messy, poor world.


The game happens in a place that's surrounded by internal darkness and the humans must make a pass by state blow to giant dust.




You notice the fantastical creatures, which you look amazing with a matterto shaders.


Pliss can select the one of four characters and can changes the rule out to use different skills. Now we've a change hoop in Utah was a powerful whip can take on enemies mid range.


We spend hours recreating the perfect songs off footsteps, chins and even blades clashing. Details are clear with the iPhone spatial audio.


Let's watch. Aspin, Utah by Gizmo. So we trailed Alvo, we see the benefits of photo processing that's including umpired leasing and the blue, which are only possible with a GP view of the new iPhone.


Off this with an incredible 60 frames per second of smooth performance, which comes in handy as we keep the evil at bay.


Speaking of evil, how a hero could you use and kill?


We don't want to spoil anything. This is a preview of Pascal's Wager pre-order exclusively on the App Store next month. Thank you.


So I just have to say how remarkable it is that a game like that with those kinds of phenomenal graphics can run on a small and powerful chip in the palm of your hand. A13 Bionic So just kudos to that and our incredible silicon engineers. We can't wait to see Pascal's Wager and what else other developers will come up with with the 8:13. All right, so battery. We know that battery life is really important to customers. And last year was the iPhone 10.


Ah, we already had the longest battery life in an iPhone ever. And it was a big leap and our customers loved it. So with the advancements in iPhone Eleven, it'll still have an hour more than battery than your iPhone 10 or for a credible. The advances in iPhone Eleven really touch areas that customers experience every day. This is innovation that matters powerful tool, camera system, night mode and things we didn't even have time to talk about like faster face I.D.


, water and dust resistance. Wireless charging Wi-Fi, six and more. We think customers will love iPhone Eleven and we've created a really fun video all about it. iPhone 11 offers so much meaningful innovation and we want even more people to experience it. So we're really excited to offer iPhone Eleven at just six ninety nine.


We think this is an amazing phone that everyone will love. Thank you. And now back to Tim. Thank you. And the new iPhone Eleven is simply amazing. We designed it with our customers in mind and it will impact their lives in meaningful ways every day. But we didn't stop there. For our customers that want the most sophisticated technology that really pushes the limits, we've created something truly special. And I'm thrilled to introduce it to you now. This is the iPhone Eleven Pro.


And these are the most powerful and most advanced iPhones that we have ever built. In a stunning new design, I'd like to invite Phil up to tell you all about him. Phil? Thank you, Tim, and good morning, everyone. How are you doing out there? But this is the first phone that we've called pro. And for us, that means it's a device that pros can count on to get their work done. But it's also a product for all of us who want simply the best product made, even if we're not a pro.


So let's talk all about it. We'll start with this incredible, stunning new pro design. This is the most advanced and detailed iPhone we've made yet. It's made of a surgical grade stainless steel that back is a single piece of machine glass with an optical P.V decoding. There's a beautiful new map textured finish that looks great and feels awesome in your hand. I followed up impro cause some gorgeous new finishes. This is an all new midnight green.


There's a very pro space gray. A beautiful silver. And a new gold. These are incredible. All right, let's talk about this pro display. It comes in two sizes, five point eight inches and 6.5 inches. They have the highest pixel density of any display. Apple makes our super retina display is the most advanced we've ever built into an iPhone. It's a new 0 led panel that has 2 million to 1 contrast ratio, P 3 wide color, true tone, haptic touch and now a much brighter.


Up to twelve hundred nits. That's incredibly bright while also being 15 percent more energy efficient. Now, this incredible new display has a level of brightness contrast ratio color in detail. Well, really, it's the experience that we're building into the new display for the Mac Pro. We call that the pro display XDR. And now that experience is being built into an iPhone. In addition to that, it has the spatial audio sound the client told you about as HDR 10, Tobie Vision, Dolby Atmos.


So we decide it's worthy of a new name. We call it the Super retin-a XDR display. All right, let's talk about performance of pro level performance. As you know, are a series Chipps of kept Apple ahead of the industry for years now and the A13 Biyani is going to extend that lead. We'll tell you even more about the A13 Bionic. I'm real excited to bring up Srey somethin' home. He's our vice president of Sukant Engineering Three.


Thank you. Hello, everyone. Our engineering team at Apple has been designing chips for iPhone for over a decade. And today, I'm excited to talk to you about 8:13 bionic, our latest creation. And we have touched everything now at Apple. We have the benefit of owning the entire vertical stack, the software, the system hardware and the chip design. And we work together to optimize every block on the chip, all the way from the transistor up through the package designed to work efficiently for Iowas and iPhone.


We've touched so many things and improved so many things in the 8:13 bionic. But today, I'd like to talk to you about two specific improvements machine learning and low power design. First, machine learning. We use machine learning all through our iPhone and in our chips are c_p_u_ pure neural engine are all optimized for different types of machine learning workloads and in 8:13, bionic. We made them all faster for AML, particularly the c_p_u_. We added a brand new machine learning accelerators in our youth.


These accelerators are built on matrix multiplication very fast. That's an operation that is frequently in M0 computation. These dedicated accelerators allow the S.P. to process matrix math operations up to 6x faster, making this EPU capable of over 1 trillion operations per second.


Now is developers experiment on the bleeding edge of Amelle. The Seip, you can accelerate these Nathans involving models. In addition, the chip works. Their latest generation of the Apple design machine learning controller so that Emil models can be automatically and seamlessly scheduled on the c_p_u_ GPO neural engine balancing efficiency and performance. Together with the iPhone Eleven Pro, this creates a fully integrated platform where developers can do some incredible things like natural language processing, image classification in photos and videos and character animation and people inclusion in a-r apps.


All of this makes iPhone Eleven Pro the best machine learning platform in any smartphone. The second thing I'd like to talk to you today about is how do we lowered the power of the 8:13 bionic? It is our most efficient chip today. And here are a few reasons why. First, it starts with the transistors. The fundamental building blocks of chips and 8:13 bionic uses an advanced, improved second generation 7 nanometre transistor, the most advanced in the industry.


And we carefully tailored each transistor for high performance and low power. And we did this with over eight and a half billion transistors.


That's the most we've ever put into any iPhone chip. But it's not just the sheer volume of transistors to get both high performance and low power. You need great architecture. One example of that is our high apple architected high efficiency because these cores are the most efficient place to run lightweight tasks and powerful enough to use most of the time giving a great battery life. Finally, at the design level, we apply many, many low power design techniques to increase the efficiency of our design.


For example, we have hundreds of voltage domains in the chip, so we light up only the sections of the chip that need to function at any given time. But that's not all. We have hundreds of thousands of clock getting domains, so we only turn on the smallest amount of logic and the chip dramatically reducing power. The result is our highest performing, most highest performing, most efficient design ever. All of our core CPI g._p._a neural injured are all up to 20 percent faster.


In addition, at the same time, as we move performance up for those applications and tasks that don't need more performance and the A12, we were able to reduce the power of all our engines, for example our GDP by up to 40 percent. All of this translates to great performance in battery life for our customers. And in addition, combined with the thermal design of the iPhone Eleven Pro, we have our best sustained performance ever. And that's 8:13 bionic.


It is our most efficient, most performance chip we have ever built for iPhone. We can't wait for our customers and developers to see it in action. Thank you. And back to film. Well, thank you, three. So what does our team done to help the battery keep up with this incredible level of pro performance? We are so excited to tell you that with iPhone Eleven Pro, you now get up to four hours longer in your day.


With iPhone eleven pro Macs up to five hours longer today. We're also including our fast charge 18 watt adapter in the box. You can charge them all faster, too. So. I know, I know what you're waiting for. I am, too. Let's talk about the cameras now. Question my favorite part about iPhone. This is the first iPhone that we've had a camera system that we call pro. That's really worthy of this name. So what does it have?


First, it has a new wide camera that has a fast F one point eight aperture and focus picks off the cover 100 percent of the sensor. It is a new telephoto camera with a larger F 2.0 aperture lets in 40 percent more light and has a new ultra wide camera with a super wide 120 degree field of view and a tremendous range of focus across the entire image. Now all these work together with the A13 bionic chip and its new generation image signal processor, and that enables a whole new level of photography, pro photography, and you're just going to love it.


So let's let's go to one that some of the things it does first with a telephoto camera and the ultra wide ability to zoom in two times and zoom out two times. That's a 4 x optical zoom range. With these three cameras, you have incredible creative control. So, for example, you can use the telephoto and getting close on your subject to really zoom in on it or you can use the wide to tell bit more of a story where you can pull all the way out to the ultra wide and reveal the full surroundings.


And you can take all three shots from one vantage point.


Given I love pro to some pro photographers to use to see what they can do with this incredible new camera system. At first they absolutely love it and they are excited to share with you some of the photos they've taken. So we've picked from all the incredible shots they've taken six. We're to go through six shots that pros have taken to show you some of the different cameras and what's possible. And they're just stunning. And here's a perfect one to start with.


Look at this image. It is shot with the Y camera, shot by jocketty Wood, shot it in a perfect named place for this photo, peek-a-boo Canyon and Kanab, Utah, just the awesome name for this. Look at the eye. The detail in the eye, though, it's the details in the eyelashes, the incredible skin tones. This is a great photo show the power of this new camera system. Here's another shot. Very different kind of shot.


Also taken with that white camera shot by Jake Michaels in L.A. could see caught a moment frozen in time. The fast shutter speed and capture the light just bouncing off those frozen water droplets. And it uses our black and white pro-level image filter, which gives incredible tonal greyscale to it. Right now, let's switch over the telephoto is an incredible shot taken by Francesca Allen Malibu. Just see incredible image, clarity, stunning environment. Skin tones are beautiful, shot by natural light.


And that's just the natural depth. The field of that aperture with f 1.8 F 2.0. It is amazing. And the blues of the sky and the water just stunning. So now let's look at a portrait mode shot of the telephoto camera. It's very different than than than what you would take. This is backlit a backlit portrait mode, telephoto shot by Jack Jake Michaels. And you just see the incredible silhouette. But so much detail in the hair.


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


Just see, this incredible abstract image looks stunning. The focus is incredible because of the depth of focus of that camera. All right. One more example. This is shot with the ultra wide Chiara's. Zorka shot this in Arizona. See this amazing contrast between the lights and the darks and the mid tones, the sky. The landscape is just so real. This is just this otherworldly kind of shot that we'd all love to get. So those are six examples of photos using the three cameras.


The pros can do if you put it in their hands with their incredible talent. It's amazing stuff. Now what we want to do.


Yeah. It's. Now we want to give you a sneak peek of a new feature coming in the camera that will be available with the software update this fall, but it's so cool, we have to tell you about it. It's using the neural engine of the A13 Bionic to create a whole brand new kind of image processing system. We call it deep fusion. And this is so-call. So to tell you what it's doing and to do that while we look at an image.


So this is a photo that was shot on an iPhone eleven pro using this deep fusion technology. And this kind of an image would not have been possible for we use machine learning to take this photo in low to medium light. And it's unlike anything possible with iPhone camera before. So what what is it doing? How do we get an image like this? Are you ready for this? What it does? It shoots nine images before you press the shutter button.


It's already shot four short images for secondary images. When you press the shutter button, it takes one long exposure. And then in just one second, the neural engine analyzes the fuse combination of long inshort images picking the best among them, selecting all the pixels and pixel by pixel going through 24 million pixels to optimize for detail and low noise like you see in a sweater there. It is amazing this the first time a neural engine is responsive for generating the output image.


It is computational photography, mad science this way.


Right now, let's talk about video. iPhone LFN Pro is a powerful new video camera system. All three cameras shoot 4K 60 frames, second extended dynamic range video with beautiful highlights and SHADO details. So of course we gave iPhone Eleven Pro to a professional cinematographer and director and asked them to take it to a backlot in L.A., shoot something and show us all what's possible with this brand new camera system. And that's what we want to show you now. That's incredible.


That was not only a shot, but also edited entirely on iPhone Eleven Pro by director of photography Nirmal Gaza and director Diego Contraries. Thank you, guys. That is just stunning video. The team works hard to make sure that you can get consistent image capture across all three video cameras. We actually paired the three cameras right at the factory calibrating for color and exposure. And then all the time while you're using them, we actually do some smart things like we in real time take data from the camera you're shooting with in prime the other cameras automatically for auto focus, auto exposure, color temperature, even tone mapping.


So you can get a smooth transition across all three cameras while we minimize any shifts in color or exposure. And for pros to want to edit this video quickly on device. Now with Iowas 13, we have new advanced video editing features built into the photos out. So I can do things like edit a video for exposure, color, temperature, even cropping and scaling right in the palm of your hands. So this is the new camera system, an iPhone or nothing pro, we think pros are going to love it.


We're all gonna love it. It is incredible. New wide, ultra wide telephoto cameras, a highest quality video ever. Four times optical zoom. New, smarter HDR. New Knight Mode on and on. It is an. We even have redesigned the camera out. There's a new Fonteyn at called SRF camera. It is so pro you're gonna love using it.


Now, on top of all of this iPhone or iPhone, Pro is really the only pro camera with a native app ecosystem. There's App Store has over 50 that should be over thirty thousand photo and video apps. You can do just about anything. Can imagine right on device. So a great example. This is filmic. They make 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 iPhone. So we're really honored to invite up their CTO, Christopher Cohen, and along with him, director of acclaimed films The Florida Project and Tangerine, the first theatrical trailer shot entirely in iPhone. Sean Baker, welcome, guys.


I shot Tangerine on iPhone using filmic probe. I've been working closely with Chris and the filmic team ever since. Now every shot has the right lens. As a filmmaker, it's my job to figure out which lens that is. UNset, I use a tool called the director's viewfinder and helps me find a frame and choose focal length filmmakers have been doing it like this for nearly seventy five years.


But what if you could use what we're all going to have in our pockets or delighted to preview the next version of Filmic Pro? It's going to move filmmaking forward.


Let's take a look at the next generation of lens selection.


We've divided the viewfinder into individual feeds, visualizing every field of view available on the new iPhone with the new A13 and the higher sustained performance of the new iPhone. You can shoot with our most complex part capture pipeline up to five times longer than before. Now you can shoot with multiple cameras at the same time, giving filmmakers even more options.


And I love that because it's totally transformative with two cameras rolling and filmic pro. I get twice as much coverage on the same take, reducing my number of takes and giving me more options in post.


To facilitate that, we employ a compound overlay representing the primary and secondary cameras. While both are being recorded simultaneously. I can focus in on my ACON to compose or backup to see my widest field of view.


I'm always excited when I see evolution in film making style and craft, and this multicam feature will give me new creative options for covering scenes such as how I would approach the traditional shot.


Reverse shots. Right shot. We can even couple this incredible ultra wide camera with the front facing camera.


This enables me to capture the organic and intimate interaction between two individuals in one unbroken take with a single unobtrusive device so I can literally take the audience and slap them right in the middle of a conversation.


It's not only incredible for narrative storytelling, it will be wonderful for documentaries and journalism as well.


The ability to record multiple videos, this amazing sustained performance and this incredible ultra wide lens. It's all in one device. It's gonna change this industry. The all new filmic pro will be available later this year, only in the Appstore.


Thank you. Thank you, Christopher. And Sean, so this is iPhone of iPhone Pro in addition to the triple camera system. A13 Bionic longer battery life, faster charging new designs. There's also faster cellular, better water resistance, stronger glass and so much more. We think this is the most exciting iPhone we've made yet. We've made a video to tell you just a little bit more about it. Introducing high point eleven pro. Every detail has been used as an opportunity to set new standards and design quality and engineering, ensuring it will deliver uncompromising performance in any situation.


At the core of the iPhoto, Levin Kro Design is a stainless steel structural band and a three dimensional bosbach made from the toughest glass in a smartphone. If sculpted from a single solid sheet, reinforced down to the atomic level and then brought to light in one of four textured matte finishes. The enclosure is designed to withstand what life can throw it it. Rigorous testing and refining can help create a durable dust in water resistant IBOC. The Apple Design A13 bionic chip is the most ambitious to date.


It's the fastest chip ever in a smartphone, yet more efficient than ever. And with new optimized batteries that give you up to five extra hours in your day, you get more pro performance and an iPhone longer than ever. The triple camera system combines cutting edge technology with the extraordinary ease of iPhone, the redesigned camera interface complements the new hardware with a more immersive and intuitive experience telephoto.


Why new ultra light cameras? You can now view four times more seen in your photos and videos with the ultra wide. Oh, no night mode allows you to capture images never before possible on an iPhone in drastically low and light, the highest quality video and a smartphone is now even better with extended dynamic range now at 4K 60 f.b.i.'s. You can record pro quality video at twice as many frames per second. Editing tools previously reserved for photos now make editing videos a pro-level experience purrfect and then playback your footage on the new Super Retina Ex-teacher display set as the highest pixel density of any Apple device.


Privacy is built into every iPhone from the ground up from Iowa 13 to face I.D. the most secure facial authentication in a smartphone which now works from greater angles and is even faster. This new line of iPhone has been pushed to extremes like never before. Ensuring that each party is worthy of the name. By far a loving crowd. So I thought about Jim Crow and I found heaven are made to be design free from these harmful materials and of course, to reduce their impact on the environment.


And this is so important to us. So I bring it up every time we want to keep pushing the boundaries of this. iPhone Eleven iPhone adapted pro our most advanced phones. Everyone's going to want to show them off. And some people like to protect them with cases. So we have a new line of cases for them as well, including clear cases for all three models. So you can show off your beautiful new finishes. So iPhone Eleven Pro will start at nine ninety nine.


An iPhone eleven pro max is just one hundred dollars more at ten ninety nine.


You can preorder all of them starting this Friday at a new time, 5:00 a.m. Pacific Daylight Time, so if you get a few more hours of sleep and then get in line to pre-order, they'll all start shipping on September 20th. So this is our lineup of three new iPhones starting at six ninety nine, ninety nine and ten ninety nine. In addition to that, we're going to keep iPhone ten are in the line starting at just five ninety nine. An iPhone 8 at four forty nine.


So there's a lot of great options for people at all different price points. So that is our news today on iPhone Eleven, an iPhone eleven pro. Back to you, Tim. With breakthrough technologies and advanced capabilities, the all new iPhone 11 Pro and iPhone 11 Pro Macs or just beyond, incredible. And of course, the best place to learn more about these and get your hands on them are in our amazing retail stores. And to tell you all about what's going on at retail.


I'd like to introduce you to Deirdre O'BRIEN.


Thanks so much, Tim. I would love to start this update on Apple retail by giving a huge shout out to our retail team members all around the world.


The customer truly is at the center of everything that we do, and thanks to our passionate teams, there really is no better place to see this in action than in our stores today. We'd love to share two ways we're making the experience even better. Let's start with personalization. Apple retail has always been the best place to help you customize and personalize your products. And now we're going to take it even further with Apple Watch. Currently, we offer a wide selection of watches where we choose and pair the cases with the bands.


With Apple Watch Series 5. We're thrilled to announce the all new Apple Watch studio where you choose and pair any case with any band to create exactly the watch that you want.


The Apple Watch studio experience is available in our stores and online. And with so many different combinations, there are nearly a thousand different ways to represent your own personal style.


Now, next, we'd love to talk about apple trading. I'd love to show you how it works. You just saw all of this great news about our new iPhones and now you can use your current iPhone as credit towards a new iPhone. And because we know many of our customers prefer to pay by month, we're pleased to offer low monthly payments in a number of our countries.


Apple trading makes your new iPhone even more affordable. And because we were using recycle, it's great for the planet. Now, those are just two of the services that we offer. There is so much more, so much in the entire store experience is brought to life by our amazing teams and the care that they have for our customers. This deep care, along with our incredible collection of products, services and experiences like today at Apple, are designed to delight and are available only at Apple.


Now, finally, our stores are the best place for celebration. So on September 20th, the same day our new iPhones and Apple watches arrive. We're thrilled to be hosting our biggest store reopening ever, Apple 5th Avenue.


The newly expanded public plaza is going to be a wonderful place for the community together and inside, everything has been completely transformed. We've dramatically increased the height and we've nearly doubled the size, making it our largest in the world. Apple 5th Avenue has a special place in our hearts and we can't wait to welcome you back. That's a quick update on retail. Back to you. Thank you. Thanks, Deirdre. I am so proud of our retail team and the unique experience that delivered our customers every day.


They are amazing and I'm especially thrilled that the iconic Fifth Avenue store's reopening. I hope to see all of you there on September 20th. What an exciting morning. I hope you guys have had as much fun as I have. We shared the all new Apple Arcade game subscription service, unlike any other. Come into the app store this month. An Apple TV plus with powerful and unique Apple originals from today's most creative storytellers coming to the Apple TV app beginning November 1st.


And the new i-Pad bringing a ten point two inch retina display, support for Apple pencil and smart keyboard and the power of iPad OS to more people than ever before. The new Apple Watch series five with its always on retina display, compass, new finishes and the amazing new features of Watch OSX. The new iPhone Eleven with its new dual camera system, powerful A13 chip, beautiful new finishes and incredible capabilities. And of course, the stunning new iPhone 11 pro with his jam packed with advanced technologies designed to enable people to do even more than before.


Our mission at Apple has always been to design products that empower people and enrich people's lives, to put technologies in your hands and just see all of the wonderful things that you'll do with them. We couldn't be more proud of the products and the services that we shared with you this morning. For those of you here today with us, we'd like to invite you to experience them first in the hands on area upstairs. And I'd like to thank everyone at Apple for doing the best work of their lives in bringing these products and services to market.


And I'd like to thank everyone. Thank you. And I especially like to thank everyone that came out this morning and everyone that tuned in online to watch the keynote this morning. Thank you and have a great day.