- Welcome to the Steve Jobs Theater.
Today, we're going to tell you
about two of our most personal products.
Let's get started with the Apple Watch.
Apple Watch Series 4, everything about it
has been redesigned and re-engineered.
It all starts with a stunning new display.
We pushed the screens right to the edges
and we curved the corners
to perfectly match
the shape of the watch.
The screens are significantly larger.
In fact, they're over 30 percent larger.
We've done this with minimal
changes to the case size.
Series 4 is thinner, so there's
actually less total volume
than in Series 3.
You'll see more in Maps
and Photo and Calendar.
We've created new complications.
They look beautiful
and they show even more
information and detail.
We've also designed a brand-new watch face
with up to eight complications
that really brings them to life.
You can add loved ones to your watch face
and simply tap to connect with them.
Or if you're traveling, you
can customize a watch face
to track the different time zones.
Or maybe you want to create
the ultimate health and fitness watch.
The digital crown's been
completely re-engineered
and it now includes haptic feedback,
giving you a more responsive
and mechanical feel.
It's especially great
in apps like Podcasts
and Calendar, where you
precisely flip through each item.
The speaker has also been
completely redesigned.
It's 50 percent louder, which
is great for phone calls
and walkie-talkie or Siri requests.
We moved the microphone on Series 4
to the opposite side, as far away
from the speaker as
possible to reduce echo,
making phone calls even clearer.
The back of Series 4 is
absolutely beautiful.
It's made entirely of black
ceramic and sapphire crystal.
Radio waves can now pass
through both front and the back,
resulting in improved cellular reception.
The brain of Series 4
is our fourth-generation
Silicone in Package, or SiP.
We call it S4.
S4 contains a powerful new
dual-core, 64-bit processor
and a new GPO, both custom-designed by
our Apple Silicone team to deliver up to
two times faster performance.
Series 4 has a next-generation
accelerometer and gyroscope,
with twice the dynamic range,
measuring up to 32 g-forces
and can sample motion
data eight times faster.
Apple Watch Series 4 can detect a fall
with the new accelerometer and gyroscope,
the Watch analyzes risk
trajectory and impact acceleration
to determine when a fall occurs.
After detecting a fall,
Series 4 delivers an alert.
From that alert, you can
initiate an emergency call.
We wanted to do even more in this space,
and so we're announcing
three new heart features.
First, a notification
if your heart rate appears to be too low.
The second feature is
related to heart rhythm.
Apple Watch can now
screen your heart rhythm
in the background, and it
sends you a notification
if it detects an irregular rhythm
that appears to be atrial fibrillation.
The third feature is made possible
by a new electrical
heart sensor on Series 4.
We've added electrodes into
the back sapphire crystal
and the digital crown,
allowing you to take
an electrocardiogram.
With all of these features
in a slimmer design,
you're probably wondering
about battery life.
Well, I'm pleased to tell you
this Series 4 has the same,
18-hour, all-day battery life
that our customers enjoy.
Series 4 will be available
in three aluminum finishes,
silver, gold, and space gray.
The stainless collection
is absolutely beautiful,
with polished and space black.
All band colors and band styles
fit any generation of Apple Watch.
Apple Watch Series 4
with GPS starts at $399.
Series 4 with cellular starts at $499.
We're keeping Series 3 in the line
at more affordable prices,
starting at just $279.
You can order Series 4 starting Friday,
and it will be available
the following Friday, September 21st.
Series 3 at the new price is
available right after the show.
And watchOS 5 will be
available on September 17th.
Now let's talk about iPhone.
(applause)
This is iPhone Xs.
It is the most advanced
iPhone we've ever created.
It is made of a surgical
grade stainless steel.
It has a gorgeous new gold finish
on the front and on the glass.
It's covered on the front and the back
with a new formulation of glass
that is the most durable
glass ever in a smartphone.
iPhone Xs comes in three finishes,
gold, silver, and space gray.
They're protected from dust and liquids
to an even higher level now.
IP68, the screen on iPhone Xs
is a super retina display.
The best we've made yet.
It's an OLED display, 5.8
inches on the diagonal,
has 2.7 million pixels,
458 pixels per inch,
the highest quality
display on an iOS device.
Well, the iPhone Xs has not just one,
but two sizes of display.
The 5.8 inch and a new 6.5
inch super retina display.
It is an OLED display as well.
3.3 million pixels, 458
pixels per inch again.
You can see it's about the same size phone
with a much larger display.
We call it the iPhone Xs Max.
The team has worked so hard
to make every generation
of the A-series chip
better than any ever in a smartphone,
and this year is no exception.
What the team has done
is truly breakthrough.
It's called the A12 Bionic,
and the A12 Bionic is the industry's first
seven nanometer chip.
It is an Apple-designed 6-Core CPU.
This is a fusion system.
It has two high performance cores,
four high efficiency cores.
You are going to be blown away
with the pictures you can take
with the iPhone Xs' camera.
It has a 12 megapixel wide camera,
a 12 megapixel telephoto camera,
and an even more improved True Tone flash.
On the front side, you have
the true depth camera system.
That's a new sensor as well,
a seven megapixel that's twice as fast.
Increasingly, all smartphone
users want more performance,
bigger screens, but
longer battery life too.
iPhone Xs gets you up to 30
minutes longer in your day
than iPhone X did, and
that's really great.
iPhone Xs Max has the biggest
battery we've ever put
into an iPhone, and it can get you
up to an hour and a
half longer in your day.
One thing we've had requests for
is Dual SIM capability.
To do this into iPhone Xs and Xs Max,
we built a technology called DSDS,
or Dual SIM Dual Standby.
We want to reach as
many customers as we can
with this incredible technology.
So that's why we are
very excited to show you
one more iPhone.
It is incredible.
We are so excited to introduce
you to the iPhone Xr.
It's made from 7000-series
aerospace-grade aluminum.
It has more durable glass.
It is absolutely stunning.
It comes in incredible new finishes.
White, black, blue, coral, yellow,
each beautifully designed
with that aluminum finish.
There's even an incredible
Product Red one as well,
and it is beautiful.
All of these are protected
from dust and liquids to IP67.
This display is really
what strikes you though.
It's an LCD display that's
called the Liquid Retina display.
It's 1.4 million pixels and
it's 326 pixels per inch,
so true retina image quality.
Now let's bring that
iPhone 8 Plus next to it,
because it's really interesting.
It is a bigger display
than the iPhone 8 Plus
in a smaller design.
It supports tap to wake.
It has that 120 Hertz
touch-sensitive layer
so it scrolls super fast.
It doesn't have 3D touch but here again,
the team came up with
something really smart.
It has a new feature we call haptic touch.
So to get to the camera
from the Home screen,
you just press on it,
you'll feel a haptic tap,
and you're taken right to the camera.
It has Face ID, and there's
a true depth camera system,
the same true depth camera
system on iPhone Xs and Xs Max.
It's infrared camera, flood illuminator,
proximity sensor, ambient light sensor,
dot projector, front
camera, speaker, microphone.
Inside the iPhone Xr is nothing
but the best chip we make,
a brand-new seven
nanometer A12 Bionic chip.
This is a powerhouse,
and it has a great new
camera system as well.
It's a 12 megapixel wide-angle camera,
exact same wide-angle
camera in the Xs and Xs Max,
so it's our new generation.
A sensor that's larger with bigger pixels,
optical image stabilization,
fast f1.8 aperture, Apple-designed lens,
and the new improved
True Tone flash as well.
It takes beautiful photos, like this one.
There's probably something you've noticed
about this photo though.
It's a portrait-mode photo
with that beautiful background blur,
taken from a single camera system.
This is remarkable.
What the team is able to do
with my hardware and software
to create a depth segmentation map,
using the focused pixels
and neuronet software
so that we can create portrait-mode photos
in the brand-new iPhone Xr.
What about battery life?
Well, here the story
continues to be just great.
So let's compare it to the iPhone 8 Plus.
So many customers love the
long battery life of that.
Well, iPhone Xr gives you up
to an hour and a half more
in your day than the iPhone 8 Plus.
You have iPhone Xs, Xs Max, and Xr,
three new models of iPhone.
The iPhone Xr will come in six
finishes and in three sizes.
64 gigabytes, 128 gigabytes,
and 256 gigabytes of storage,
that will start at $749.
(applause)
That's less expensive
than the iPhone 8 Plus.
You can order it in just
over a month, October 19th,
and it'll start to ship
a week later than that, October 26th.
iPhone Xs will come in
three configurations,
64 gigs, 256 gigs, and that new
512 gigabyte storage capacity.
It starts at $999.
An iPhone Xs Max, same
three configurations
with its larger screen, larger battery,
it'll be just $100
more, starting at $1099.
So iPhone Xs, Xs Max, you can
start pre-ordering on Friday,
September 14th, and it'll ship
a week later, September 21st.
It'll start shipping in
all of these markets.
A week later, it'll start shipping
in all of these locations as well.
I'd like to thank everyone
for joining us this morning,
including those watching us online.
I'd especially like to thank
all the people at Apple
who made this magical
day possible, thank you.
