Technology Trends

Apple Event — September 14

[lively violin playing] [upbeat rock music] Like a sound you hearthat lingers in your ear But you can’t forgetfrom sundown to sunset It’s on in the air,you hear it everywhere No matter what you do It’s gonna grab a hold on you California soul California soul They say the sun comesup every morning now And if you listen, oh so carefully The winds that rise on the high tide Whistles a melody So the people started to sing And that’s how the sun gave birth,I’m told To California soul California soul You might as well get with it Like a sound you hearthat lingers in your ear Oh, oh California soul Tim: Good morning,and thank you for joining us.I really love the incredible energyin that opening. It represents the way we feelabout California. California has always been a place forpeople with big ambitions and big dreams, a place where people are fueledwith optimism to make things better, to make things that can change the world. It’s such an important partof who we are at Apple, and inspires usin everything we create and do. We’re proud to call California our home. We have a lot to talk about today. Let’s get started with Apple TV+. Apple TV+ is a hometo the world’s most creative storytellers, and continues to expandwith award-winning programming. Apple Original series, films,and documentaries have now been honored with more than 130 wins and over 500 nominationsin less than two years. We’re so proud this yearthat Apple TV+ has 35 Primetime Emmy nominations, including 20 for “Ted Lasso,” a record for the first seasonof a comedy series.And we’re just getting started. Let’s take a quick look at a few showsthat are premiering this fall. Things will happen to you. Things that you cannot control. Raw emotion will find you. When it does, what you do will define who you are. [exciting music] Our heroes reunite. – Hi!- Oh, my God. – Hi!- You okay? Oh, yes. I wanna do something that matters. Ooh La, la, la, la, la,let’s live in the moment Forget Sunday morning Ah! What the hell happened to my face? [laughs] Welcome back. I’m gonna compete with you, buddy. “Buddy”? They’re worriedyou can predict the future. They’re worried people believe I can. My name is Jon Stewart.Welcome to…”The Problem with Jon Stewart.” We should put a comma in that. The world wants to test us. To see if it can break us. He didn’t beat you because he’s better. He beat you because he’s smarter. Do you think we’ll make it? La, la, la, la, la,let’s live in the moment. Not without my team. I think I can help you. The first thing I’m going to dois completely unethical. I’m gonna give you a hug. – Oh, ooh.- I’m a hugger. Hey, remember to focuson the here and now. Living in the moment, it’s a gift.That’s why they call itthe present, y’all. Ooh La, la, la, la, la,let’s live in the moment Tim: I can’t wait for all the new showsand movies coming to Apple TV+, including the second season of oneof my favorites, “The Morning Show,” which starts this Friday. Next, we’re thrilled to share our newestproduct announcements, starting with iPad. There’s no other device like iPad, and today, it’s more popularand more essential than ever. And the reason it’s so popularis its amazing versatility. It can transform intowhatever you need it to be. With advanced displays,users can literally touch their content, unlike any other device. With powerfuland efficient Apple designed chips, iPad delivers breathtakingperformance all day long. And with fast connectivity,advanced cameras, and accessories like the Magic Keyboardand Apple Pencil, iPad becomes even more versatile, extending what users can do on iPadand where they can do it.At the heart of it all is iPadOS delivering powerful features, while maintaining the simplicityof a touch-first experience. What makes iPad even more versatileare the over 1 million apps designed specificallyfor its large canvas. The iPad business has never been stronger. We’ve grown by over 40% this past year. We have a great lineup today with industry-leadingcustomer satisfaction, and it’s about to get even stronger. It starts with our most popular iPad,which delivers the full iPad experience at an incredible affordable price. And today it gets even better. This is the new iPad, and to tell you all about it,here’s Melody. [lively music] Melody: This new iPad is packed fullof updates, so let’s jump in.Under the hood isa more powerful chip, A13 Bionic. And it pushes even furtherthan the speedy A12 from last year’s iPad with 20% faster performancein every aspect of the chip from the CPU and GPUto the Neural Engine. A13 is leaps ahead of the competition. In fact, it makes this iPadup to three times faster than the best-selling Chromebook and up to six times fasterthan the best-selling Android tablet. And it means users will seeeven more responsive performance for all the things they loveto do on iPad, from everyday uses like messagingand browsing the web to playing immersive,high-quality games. And as users explore more advanced appslike Adobe Fresco with its super realistic water colors, A13 delivers the performance they needand then some. And the more powerful Neural Engine in A13 makes next-generationmachine learning experiences like Live Text in iPadOS 15 even faster.The upgraded image signal processor in A13 also means the rear cameracaptures great photos with improved autofocus in low light, and better selfiesfrom the front camera as well. Now, the front camera on iPad is essential for things like remote learningand connecting with family. And that’s why we’re so thrilledto give it a big upgrade. It’s now a 12 MP Ultra Wide camerathat produces a huge leap in image quality and enables a super popular featurefrom iPad Pro, and that’s Center Stage.We’re bringingthe magical Center Stage experience from iPad Pro to this new iPad. Enabled by the Ultra Wide front cameraand the Neural Engine, Center Stage makes video callsmore engaging by automatically detecting peopleand dynamically adjusting the frame as they move aroundor as more people join in. It works in landscape orientationand portrait, so users can enjoy Center Stagein all the ways they use iPad. Not only does Center Stage workin FaceTime, it makes video calls more naturalin other popular apps, like Zoom, BlueJeans, and Webex. And it’s not justfor video conferencing. Users can record, stream,and post Center Stage video in apps like DoubleTake,Explain Everything, and TikTok. It makes you more productive on iPad,and it’s simply more fun. Another new feature coming to this iPadthat users love is True Tone.It adjusts the displayto the color temperature of a room to provide a more comfortableviewing experience. And by retaining the same popular design, this iPad supports a vast arrayof accessories, including the thinand light Smart Keyboard, and third party keyboardslike Logitech’s latest rugged combo with trackpad for schools. And of course, this iPad supportsthe first-generation Apple Pencil, where iPadOS makes the experienceof using Apple Pencil as easy and natural as pen and paper. And this new iPad will shipwith iPadOS 15, which is packedwith great new features. For example,you can place widgets among your apps, making important informationavailable with just a glance. New multitasking controls make it eveneasier to launch and use multiple apps. Quick Note gives you a fast and easy wayto take notes anywhere. And the list goes on. iPadOS is so immensely capableand so easy to use.When you combine itwith a beautiful display, great cameras, broad accessory support,Gigabit-class LTE, and all-day battery life,this iPad delivers enormous value because this new iPad starts at just $329. And that’s with twice the storage,starting at 64 gigabytes. For schools,it’s even more affordable at just $299. It comes in Space Gray and Silver,and cellular models are available as well. You can order the new iPad today,and it will be available next week. With the power of A13 Bionic, a new 12 MP Ultra Wide front camerawith Center Stage, True Tone, double the storage,and the versatility of iPadOS 15, this is a giant upgradefor our most popular iPad. Now back to Tim. Tim: We’re excited that our most populariPad is now so much better. And now let’s talk about iPad mini.There’s simply no other devicelike iPad mini. It gives users all the power of iPadin its most portable form, which makes it indispensablefor a wide range of uses, like when it’s secured to the legof a pilot in flight or pulled from a doctor’s lab coatto care for patients in the ER. iPad mini is in a class of its own. And today we’re giving our littlest iPadits biggest upgrade ever. Introducing the all-new iPad mini.[upbeat music] Katie: As Tim said, we’re giving iPad minia huge set of updates a complete redesign that puts everythingour users love about iPad right in the palm of their hand. The all-new enclosure featuresa beautiful all-screen design with narrow bordersand elegant rounded corners. The design is remarkably thin and lightand absolutely stunning. And iPad mini now comesin a gorgeous array of new colors. Purple, Pink, Starlight,and Space Gray. And this design featuresa brilliant Liquid Retina display. With this new design we were ableto increase the screen size all the way out to 8.3 inches,while keeping the same compact footprint. With wide color, True Tone,500 nits of brightness, and the lowest reflectivityin the industry, everything you view on iPad miniwill look great wherever you go.And delivering this edge-to-edge screenmeant finding a new location for Touch ID. So just like iPad Air, we put itright in the top button of iPad mini. Touch ID is fast, easy, and secure, whether you’re unlocking your iPador using ApplePay. iPad mini is alreadythe fastest device of its kind, and the performance of the new iPad miniis simply remarkable. Compared to the previous generation, the new iPad mini sees a 40% jumpin CPU performance and a whopping 80% leapin GPU performance. So whether you’re using ForeFlight to navigate your flight planwith live wind speed overlays or playing the graphically rich game”Star Wars: Hunters” online with your friends, the new iPad mini will powerright through it with ease. And the Neural Engine, for powerfulmachine learning applications, also takes a big leap forwardon the new mini, increasing performance by up to two timesover the previous generation. Combined with the CPU and the GPU, the Neural Engine enables apps to deliver next-level experiences. Like the new Translate appin iPadOS 15, which can automaticallytranslate a conversation in real time. The performance of the new iPad miniis on a whole new level.And we know that iPad users relyon ultra-fast connections. Well, the most mobile iPadis about to get a lot faster and even more versatile. iPad mini now has a USB-C port, so you getthe same great USB-C functionality that we brought to iPad Air, which means it is up to ten times fasterthan its predecessor. So iPad mini can now connectto a vast ecosystem of USB-C accessories, which is great,whether you’re a photographer who needs to connect to cameraswhen shooting on location or a doctor in a remote areausing Butterfly to conduct an ultrasound. And when users are on the go, it’s crucial to have accessto the fastest cellular connections, and that’s why we’re bringing 5Gto iPad mini.Download speeds can beup to 3.5 gigabits per second. This is key when you needto stay connected on the go, like when technicians use Splunk ARon-site to access real time data,performance analytics, and complex schematics. Or if you’re using SharePlayto take a MasterClass with your friends. 5G keeps you connected. Next, let’s talk aboutthe cameras and audio. Users rely on iPad mini for FaceTime, taking photos and videos,and experiencing AR, so we’ve updated both the frontand back cameras. The back camera now featuresa 12 megapixel sensor with Focus Pixels and a larger aperture to capture sharp, vivid photos. And we added a True Tone flash to minifor improved photos in low light. With a new ISP, users will seeenhanced photos with Smart HDR, which improves image quality by recoveringdetails in shadows and highlights. And now with the ability to record in 4K, iPad mini becomesyour mobile movie studio.On the front, iPad mini featuresthe new 12 MP Ultra Wide camera, which means it also supports Center Stage. As Melody mentioned,this has been a huge hit on iPad Pro, and now it’s coming to iPad mini. And iPad mini also features a new speakersystem with stereo in landscape, great for listeningto your favorite playlist or doing an Apple Fitness+ workoutin your hotel room. And iPad mini’s versatility is furtherenhanced by its amazing accessories. There’s a new set of slim Smart Foliocovers in beautiful coordinating colors that complementthe new iPad mini finishes, perfect for expressingyour personal style. And now, iPad mini supports the amazingsecond-generation Apple Pencil, which magnetically attachesto the side of iPad mini so it’s always connected,charged, and with you. Apple Pencil transforms iPad miniinto your digital sketch book, We’re so excited about the new iPad mini. Let’s see it in action. [percussive music] [alarm beeping] [both scream] [shutter clicks] [upbeat rock music] Katie: With its all-new designand huge boost in performance, the new iPad mini starts at just $499, and it’ll be available in both Wi-Fiand cellular configurations.You can order it today,and it will be available next week. So this is the all-new iPad mini featuring a brilliantliquid retina display, super fast performance, new cameras front and back, Center Stage, 5G,support for Apple Pencil, and all-new colors. With all of these new features, this is by far the most powerfuland versatile iPad mini ever. [light music] And with both the new iPad and iPad mini, we continue our commitmentto the environment. Both of these iPad models are builtwith a 100% recycled aluminum enclosure.And this marks a milestone for iPad. Every single iPad in the lineup now featuresa 100% recycled aluminum enclosure. This is just one of the manyongoing efforts we have underway to reduce the environmental impactof our products. Now back to Tim. Tim: With the even more capable new iPadand the phenomenal new iPad mini, our iPad lineupis the best it’s ever been. Next, let’s talk about Apple Watch.Apple Watch isan indispensable daily companion that keeps you connected to the peopleand things you care about most. It encourages you to be activeand get more out of your workouts. And it monitors your health,helping you live a better day. I am so inspired by the impactwe’ve had on people’s lives, and we continue to push the boundariesof what Apple Watch can do. To tell you about what’s next,here’s Jeff. [upbeat music] Jeff: Being more active is one of the best ways to stay healthy. And it’s been at the heart of Apple Watch since the beginning. Well, today we’re adding new featuresto Apple Watch for everyone who rides a bike. watchOS 8 will detect when you beginriding and remind you to start a workout. And it will automatically pause and resumeif you stop temporarily.And watchOS 8 adds Fall Detectionto cycling by sensing the unique motionand impact of falls while riding a bike. And Apple Watchnow better supports e-bikes with an improved workout algorithmthat more accurately calculates calories. These cycling updates join allthe other great additions in watchOS 8, like the Mindfulness appand Memories in Photos. And this year we focused onmaking these features and everything you do on Watchbigger and better. Introducing…The next generation of Apple Watch. [dramatic music] This is the incredibleApple Watch Series 7. It takes all the great featuresof Apple Watch and combines them with our largestand most advanced display ever. The new Retina display on Series 7 hasnearly 20% more screen area than Series 6. And it’s an even bigger jump over Series 3with over 50% more screen area. The Series 7 displayhas been completely reengineered to reduce the bordersto just 1.7 millimeters. That’s 40% thinner than on Series 6. It’s an incredible innovationthat maximizes the screen area while barely changing the dimensionsof the watch itself.And the shape of the watchhas also been refined. Both the case and the display of Series 7have softer, more rounded corners. The new display refracts light atits edges for a subtle wrap around effect, creating a seamless integrationwith the curvature of the case. And it’s also up to 70% brighter indoorswhen your wrist is down, making it even easierto discreetly check the time. This new display is an industry first and we fully optimized the user interfacefor it.Here’s Lauren to tell you more. Lauren: Across the user interfaceon Series 7, buttons have been redesigned and enlarged to complement the size and shapeof the new display, like in Stopwatch, Activity, and Alarms, making them even easier to tap. It can also fit nearly 50% more textonscreen than Series 6. This helps you read Messages and emailswith a lot less scrolling. Series 7 also featuresnew ways to input text. There’s a full keyboardthat you can either tap or slide from letter to letterwith QuickPath, which uses machine learningto predict the word you’re typing. There are also new watch facesdesigned specifically for Series 7. The dynamic Contour faceanimates on wrist-raise, pushing the dial right out to the edge. And a new Modular faceleverages the extra screen area with two large,data-rich center complications. All of these improvements give Series 7the best user experience of any Apple Watch. We also improved durability, which is another essential aspectof Apple Watch. Series 7 is the most durable Apple Watchwe’ve ever built. It has our most crack-resistantfront crystal, thanks to a strongerand more robust geometry.It’s also the first Apple Watchto have IP6X certification, so you don’t have to worry aboutwearing it in dusty environments. And of course, it’s still swim-proofwith WR50 water resistance. With our best-ever durability, you can take Series 7anywhere you want to go. And use it all-day longwith the same, great 18-hour battery life. Series 7 also hasan improved charging experience. It charges up to 33% faster than Series 6. With an updated charging architectureand new fast-charging USB-C cable, it takes just 45 minutesto go from 0 to 80% charge. And 8 minutes of charging is enoughfor 8 hours of Sleep Tracking. We think customers will lovethe optimized user interface, best-ever durability,and faster charging of Series 7. Now back to Jeff. Jeff: Series 7 will be availablein five new aluminum colors, Midnight, Starlight,Green, Blue, and PRODUCT(RED). It will also be available in silver,graphite, and gold stainless steel, as well as in naturaland space black titanium.Apple Watch Nike modelsfeature a new graphic Sport Loop and Nike Bounce watch face. And there’s a new Apple Watch HermesCircuit H leather band with matching face, plus, an elegant new Double Tour band. Now, of course, bands are a great wayto customize your Apple Watch for any activity or occasion, so we’ve added new colorsacross our most popular styles. And Series 7 is compatiblewith all existing bands. We’ve designed Series 7with the environment in mind. All aluminum watch cases are madewith 100% recycled metal and all magnets in Series 7 use 100%recycled rare earth elements.So here’s our 2021 Apple Watch lineup. Series 3 remainsat the great entry price of $199. Apple Watch SE starts at $279. And Apple Watch Series 7 starts at $399. Series 7 will be availablelater this year, and we can’t wait for you to try it. Here’s another lookat some of the amazing capabilities of Apple Watch Series 7. To live is to ask the big questions. Like, “Why are we here?” “What is our purpose? And “Whoa!How fast was that serve?” 98 miles per hour. Nice. But I was thinking ideas aboutwow.Excuse me? Yeah, how far was that drive? 250 yards. Okay, getting back to my point,I mean, haven’t you ever wondered– How far have I gone? 5 miles. Average speed: 12.4 miles per hour. That is how far you’ve gone. But I was actually thinking– wait, are you taking an ECG here? And you’re taking one here? Are you taking an ECG next to a piata? Heads up! Oh, we’re surfing. Wow, that’s just that’s just impressive. Wait, how many waves you get? 15 waves. Oh, good morning.How did you sleep? Why are you checkingyour blood oxygen level? Oh, that’s why. Okay, let’s get back to the big questions,like, are the mysteries of the universeout of reach? Or can we discover the answersthrough the power of meditation? Oh, come on, now! You know you’re levitating, right? Sorry. Don’t mind me. Anyway, there are questions,and it seems like your watch has all the answers,which is cheating. Jeff: So that’s Apple Watch Series 7.It has the largestand most advanced display ever, an optimized UI with new keyboardand watch faces, best-ever durability,fast charging, new colors, and all the great featuresof watchOS 8. Series 7 is simplyour best Apple Watch yet, and there’s no better wayto stay connected, active, and healthy. And a great way to stay active and healthywith Apple Watch is with Apple Fitness+. I’ll hand it over to Jayto give you an update. [upbeat music] Jay: Apple Fitness+ is the firstfitness service designed entirely around Apple Watch,and our users love it.With ten different workout typesfrom HIIT to Yoga, there’s something for everyone. And with workouts from 5 to 45 minutes, it’s easy to fit one inno matter how busy your schedule is. There are also modifications in everyworkout to accommodate all levels, and with over 1200 workoutsin 4K Ultra High-Definition and new content droppingevery single week, you’ll never get bored. The real-time connection with Apple Watch helps make every workout motivatingand engaging. You see your heart rate, calories burned, you get timers for the tough intervals, and even celebrationswhen you close your Activity rings. The Fitness+ Trainer Team has beenembraced for their diversity, welcoming approach to fitness,as well as their superb coaching skills. And they always bring the funto help the time fly by. Time to Walk has inspired people to getmoving with an engaging audio experience that lets you walk with someof the world’s most interesting people Today Fitness+ is availablein six countries. We’re excited to announce that later this fall, Fitness+ will be available in 15 new countries.The workouts will be in Englishwith subtitling in six languages, so that more people can experiencethe health benefits of Apple Fitness+. I’m excited to introduce youto a few of the trainers to tell you about what’s coming nextin Fitness+. Over to you, Sam. Sam: Body conditioning workouts, like strength, core, and yoga, are among the most popular workouts in Fitness+. Another great body conditioning workoutis Pilates. It’s low impact, targets the core, and is terrific for improving strengthand flexibility. And we are really excitedto be bringing Pilates to Fitness+. Users will find new Pilates workoutseach week with modificationsfor those just starting out, as well as options for thosewho are more advanced. Can’t wait for you to try it. Next, let’s go to Jessica. Jessica: We want Fitness+ to be a servicethat motivates you to stay healthy, strong, and fit, as well as a place where you can improveyour overall well-being. To make it easy for you to practicemindfulness every day, we’re excited to be bringingGuided Meditation to Fitness+. Each week new Guided Meditationswill be available in Fitness+, where you can select from themessuch as calm, gratitude, and kindness, and meditatealongside your favorite trainer in an immersive video experience.In the new Mindfulness app on Apple Watch, the same meditations will be uploadedeach week in audio form. These new guided videoand audio experiences make it easy to fit the benefits of meditationinto your life. Over to you, Bakari. Bakari: We love creatingnew Fitness+ workouts every week, Our newest workout programtakes its inspiration from winter sports. Skiing and snowboardingare fantastic exercise and a fun way to hang outwith your family and friends. So we’re introducing Workoutsto Get Ready for Snow Season. We designed these workoutswith Ted Ligety, two-time Olympic Gold Medalist,five-time World Champion, and father of three. This program contains workoutsthat will build up your strength, help you on the slopes longer, and make it your best snow season ever. Now back to Jay. [upbeat music] Jay: For many people, fitness is more funwhen it’s a shared experience, like taking a class togetheror working out with a buddy. We wanted to make it easier for you towork out with the people who motivate you, no matter where they are in the world. So we’re excited to introduce Fitness+Group Workouts powered by SharePlay.From a group message threador FaceTime call, navigate to the Fitness appand get started. Your metrics are still on your screen, and you’ll see when your friendsmove ahead on the Burn Bar or close their Activity rings. Fitness+ Group Workouts is availableon iPhone, iPad, and on Apple TV through AirPlay with supportfor up to 32 people at the same time. And those are the latest updatesin Fitness+: Pilates to help you get stronger, Guided Meditation to make it easyto practice mindfulness, a new workout programto get you ready for snow season, and so much more. All these new features will be launchinglater this month, and Group Workouts and our 15new countries will launch later this fall.New Fitness+ subscriberswill receive a one-month free trial and 3 months free with the purchaseof a new Apple Watch. And Fitness+ is also bundledwith an Apple One Premier subscription. Here’s a look at how Fitness+is inviting everyone to the party. [lively piano music] Welcome to the club. What’s going on and welcometo your 10-minute HIIT. – Hours of operation…- Let’s go ahead. Get your arms up. – All day.- Exhale.Push up. – All night.- [exhales] Can’t sleep. – Whenever you need to feel good.- Punch, punch, punch, kick! – The club has no dress code.- You got this! No rules of decorum.Pets are allowed Now we’re squat-jumping up a storm!Come on! Making space. We have yoga, Pilates, – HIIT, dance…- Breathe naturally. Meditation. Ah! Cold, cold, cold. The locker rooms are unisex. The club has trainers. – Kim…- Kim here in the Fitness+ Studio. – Amir.- Your last one! Janelle. Josh. Betina. Jamie Ray. – Yes, Jamie Ray!- Dolly. Dolly: Hopefully with us walking together, we’ll feel a little more freedom. You don’t have to show your cardat the door. There is no door to the club. There is no ceiling. – There are walls…- Three more to go! – But we can break through those.- Come on, two more. Go faster! Go deeper! – Go higher! This is it!- Whoo! We have music. Drake. Dua Lipa. Nicki. Billie. Keith Urban. Bad Bunny. Front, back, quick, quick, slow, stop! – Right leg goes up!- Whatever moves you. And you. And them. The club is the largest club in the world because the club is the world.- Come on, faster!- It is all people. Keep up, sis! Come on, you got this. And if you have ten minutes… – Come on!- Twenty. – All the way!- Thirty. Yes! And if you’re wearing one of these, let’s go. Thank you. Stay active. Close your rings. See you next time. Jay: And that’s Fitness+.Back to Tim. [upbeat music] Tim: With Apple Watch Series 7,the most advanced smart watch ever, and the incredible new contentand features in Apple Fitness+, we can’t wait to see the impactthey’re sure to have on our users’ lives. Now let’s talk about iPhone. iPhone has forever changed the world. Every single day people rely on iPhone,from their most demanding tasks, to capturing the moments of their lives,streaming their favorite TV shows, playing their favorite games, staying up-to-datewith the news of the world, and connecting with friendsand loved ones.This is what drives usto create the best iPhone possible, to create an experience unlike any otherwith legendary ease of use, beautiful and durable designs, with water resistanceand great battery life, with industry leading performance, and the world’smost advanced camera systems, and with privacy built in. People love iPhone. And we keep making iPhone better, more powerful, more capable,and even more fun to use. Today we are thrilled to introduceour next generation of iPhone. Here it is. [bass music thumping] This is iPhone 13. To tell you more, here’s Kaiann. [upbeat music] Kaiann: Let’s take a closer lookat iPhone 13 starting with design.It has the sleek,flat-edged design that people love. It’s also incredibly durablewith our exclusive Ceramic Shield front, tougher than any smartphone glass, and has industry leadingIP68 water resistance. iPhone 13 has a new lookfor the advanced dual-camera system with the lenses arranged diagonally. The aerospace-grade aluminum frameis beautifully formed and really shows off five new colors: an all-new Pink, Blue, Midnight,Starlight, and (PRODUCT)RED. On the front, the TrueDepth camera systemhas been reengineered to provide more display area. Everything inside, including Face ID, the most secure facial authenticationin a smartphone, fits into a space that’s 20% smaller. iPhone 13 is designedwith the environment in mind, using many recycled materials. For example, these antenna linesuse upcycled plastic water bottles, an industry first. Under the hood, iPhone 13 hasbeen completely re-architected to make room for new technologiesand a bigger battery. This beautiful design is the sameacross two sizes, iPhone 13 and iPhone 13 mini. Both feature a more advancedSuper Retina XDR display. It’s 28% brighter, up to 800 nits, brilliant for viewingeven when you’re outside.For HDR content like photos and videos, the peak brightness is higherat 1200 nits. And you can enjoythe pixel-precision brightness for longer thanks to the display’simproved power efficiency. You’ll see true blacks in games,photos, and videos with the incredible contrast ratioof our OLED display. This new brighterSuper Retina XDR display delivers an immersive viewing experience with support for Dolby Vision,HDR10, and HLG. Now let’s talk about the chip that powers iPhone 13 and iPhone 13 mini. Frankly, the competitionis still playing catch-up to our chips, not just from last year,but even from two years ago. And today,we’re extending our lead with A15 Bionic. Here’s Hope to tell you all about it. [upbeat music] Hope: Our silicon is the engine of iPhone. With A15 Bionic, we have innovationsacross the entire system to deliver more performanceand power efficiency, At its foundation,A15 uses five nanometer technology, which enables us to includenearly 15 billion transistors. You’ll absolutely fly through demandingworkloads smoothly and efficiently thanks to a powerful new 6-core CPU with two high-performanceand four high-efficiency cores.We’ve increased the performance of our CPU’sdedicated machine learning accelerators that power experiencessuch as advanced text-to-speech in Siri and on-device processing of directionsin Maps. It’s the fastest CPU in any smartphone, up to 50% fasterthan the leading competition, For graphics-intensive tasks,like advanced games, A15 Bionic features our latest 4-core GPU, enabling more eye-catching visualsand lighting effects. It delivers up to 30% faster graphicsversus the leading competition. And we continue to push the limitsof machine learning with the new 16-core Neural Enginethat is perfect for ML tasks. It’s capable of an astounding15.8 trillion operations per second. We design our Neural Engine together with our camera hardwareand software teams. This unique vision and integrationbrings to life leading capabilities in video and image processing. This means faster ML computationsfor experiences like Live Text with iOS 15. Point your camera at text on the goand instantly take action, like buying tickets or getting directions. The ML advancements across our entire chipwill empower developers to do even more in their apps,like SwingVision, which can smoothly runpowerful CoreML and AR models on A15 Bionic for real-time shot tracking, video analysis, and remote coaching.PeakVisor helps you navigate the outdoorsto identify mountains and explore detail-rich 3D mapswhile hiking. And Seek uses a machine learning modeltrained by over 20 million photos to instantly identify plantsand animals around you, and all the processing is done on-device. A15 is a powerhouse. In additionto core performance improvements, there’s a new display engine, new video encoder and decoder, and twice the system cache. There’s nothing in the worldlike this chip. Back to Kaiann. Kaiann: A15 Bionic also powersthe amazing camera system on iPhone 13. It combines our powerful cameras, next-generation image signal processor, and computational photography to createour most advanced dual-camera system. The all-new Wide camera lets you takestunning shots in any situation, like this photo full of color and texture.It gathers 47% more lightfor less noise and brighter results in your photos and videos. This is enabled by larger,1.7-micron pixels that capture more lightand a wide f/1.6 aperture. It’s the biggest sensor we’ve ever putin our dual-camera system. iPhone 12 Pro Max introducedan amazing advanced technology, sensor-shift optical image stabilization. And incredibly, we are bringing thisto iPhone 13 and iPhone 13 mini. Here’s a low-light photo fromthe new Wide camera with sensor-shift OIS.The larger sensor capturesnearly 50% more light. Hard to believe this photo was takenin a dark room with just a little lightcoming through a window. Night mode shots are even more impressive. Capture times are shorter, too,for sharper images of your subjects and fine details. We’ve also custom-designeda new Ultra Wide camera that will reveal more of the dark areaswith less noise, like you see herein the walls and ceilings. Capturing fun, creative perspectivesis easy with the Ultra Wide and now it’s even better on iPhone 13. Now let’s switch to video. iPhone already hasthe highest quality video in a smartphone. And iPhone 13 brings a brand-new feature, Cinematic mode. Now over to Johnnie to tell you more. Johnnie: Filmmakers haveused focus changes to tell engaging stories for decades. It’s a technique called rack focus that requires skill, planning,and creative vision. You’ve seen rack focus usedin all your favorite films. It brings a whole new dimensionto storytelling. Well, we’re bringing this capabilityto iPhone in a simple and intuitive way, so you can capture cinema-style moments, even if you aren’ta professional filmmaker.And guess what,the movie clip you just saw was shot on iPhone. And we’d love to show you more. [mysterious music] [door slams] [siren wailing] It’s remarkable and so easy to use. Just start recording, and Cinematic modewill hold focus on the subject even when they’re moving. Focus transitions happen automaticallyin real time, like from one subject to another. Cinematic mode anticipates when a subjectis about to enter the frame, and intelligently racks focusto them when they do, And when a subject gazes awayfrom the camera, iPhone itself changes focus and then back. To create these automatic focus changes, we extensively studied the artof cinematography and the creative choices directorsof photography make to guide the viewers’ attention. We combined these learnings with computational algorithms so you can effortlessly createcinema-grade videos. For more creative control,you can tap to shift focus at any time. Tap again to lockand track focus on the subject. Cinematic mode shootsin Dolby Vision HDR. This is enabled by our Apple-custom sensor and the incredible power of A15 Bionic, which grades each frame in Dolby Vision live while you are recording.And that’s Cinematic mode. Now back to Kaiann. Kaiann: iPhone 13 and iPhone 13 mini have advanced new camera systems with sensor-shift OIS, fantastic low-light performance, and Cinematic modealso on the front TrueDepth camera. Next, let’s turn to 5G. Millions and millions of iPhone usersare already experiencing 5G every day for super fast downloads and uploads,lower latency, and new experiences on the go. And on iPhone 13, we’ve innovated further on custom-designed antennasand radio components that let us add more bands so iPhone 13 works on 5Gwith the latest speeds and in more places. The world is moving quickly to 5G.We’re collaboratingwith more carrier partners for the best call quality,performance, coverage, and battery life. By the end of the year,we will double 5G support to over 200 carriersin 60 countries and regions. That means you can benefit from 5Gin more places than ever to binge watch your favorite showstogether using SharePlay on Apple TV+ and even more streaming partnersfor video and music. You can be ultra competitivein multiplayer games, share surprise greetings from a celebrityin high res over Cameo, or take the sound at any live eventto a whole new level with Mix Halo. 5G is taking over, and iPhone 13 is readywith the best 5G experience. Now let’s talk about battery life, which is really important to our users. iPhone 13 has a faster chip, faster 5G speeds, a brighter OLED display, and the most advanced dual-camera systemever in an iPhone.And with all these new capabilities, the iPhone 13 lineuphas better battery life. On iPhone 13 mini,most users will experience an hour and a half hour longerin their day than with iPhone 12 mini. And on iPhone 13,two and a half hours longer than iPhone 12for incredible all-day battery life. This amazing battery life is deliveredby A15 Bionic, more power-efficient components,a bigger battery, and power optimizations from our deephardware and software integration, like Smart Data Mode,which intelligently conserves battery life by automatically shifting your iPhoneto LTE when 5G speeds aren’t needed. We also look at every opportunityto improve privacy. With iPhone and iOS,privacy is built in from the beginning.With iOS 15,Siri uses on-device speech recognition, meaning your Siri audio requestsdo not leave your iPhone by default. Intelligent tracking preventionnow prevents trackers from profiling you using your IP address. And mail privacy protectionhides your IP address and prevents senders from learningabout your mail activity. Another huge benefit of owning an iPhoneis the vast ecosystem that extends what iPhone can do. That includes MagSafe,which we introduced last fall and has been a hit. From multi-chargersand swiveling charger stands to cases, wallets, tripods,and car mounts, along with our own accessories for charging,like the MagSafe Battery Pack. For iPhone 13, we have leather,silicone, and clear cases in stunning new colors and engineered to work perfectlywith MagSafe.We also have a new MagSafe Leather Wallet that supports Find My. You can now be notifiedof the last known location where your wallet was separatedfrom your iPhone. iPhone 13 is loaded with new technologies, including Cinematic mode, A15 Bionicthat’s faster than the competition, our most advanced dual-camera systemwith sensor-shift OIS, longer battery life, 5G, and so much more. With all this,iPhone 13 still starts at just $699. We also have some fantastic offersfrom Apple and our partners, including up to $700 off in the U.S. when you trade in a qualifying iPhone. And we’re increasing the starting capacityto 128 gigabytes for double the storageand adding a new 512-gigabyte option. iPhone 13 is impressively powerful. Let’s see it in action. [upbeat music] [thunderclap] [doorbell rings] [dog barking] Now back to Tim. [upbeat music] Tim: We are so excited for iPhone 13. With all of its power and capability, we can’t wait to seewhat our customers will do with it, and we’re not done yet.Our Pro lineup pushes the limitswith our most advanced technologies for our userswho want the very best iPhone, best-in-class performance,best-in-class camera experience, great durability, larger displays, and incredible design. This year,we build on that in a major way. Let’s take a lookat our most Pro iPhone ever. [dramatic pop music] This is iPhone 13 Pro. To tell you more, here’s Joz. [upbeat music] Joz: iPhone 13 Profeatures our most pro design with exceptional materials, like these surgical-gradestainless steel bands. Each band goes througha physical vapor deposition process to create an Apple-custom finishthat is so elegant, yet incredibly resistant to abrasionand corrosion. iPhone 13 Pro comesin four striking finishes, a rich, deep graphite, gorgeous gold, beautiful silver,and this all-new sierra blue. This sierra bluerequired an entirely new process, using multiple layers of nanometer-scalemetallic ceramics applied across the surface for a stunningand very durable finish.IPhone 13 Pro has a newly designed front with a TrueDepth camera systemthat’s 20% smaller. On the back,you see our incredible new camera system with beautiful stainless steel trim that perfectly surroundsthe sapphire crystal lenses of each of our three new cameras, and a beautiful textured matte glassthat feels great and shows off the stunning color. On the front,it has our incredible Ceramic Shield that is tougherthan any smartphone glass. It also has industry-leadingIP68 water resistance. On the inside,it’s been completely redesigned to support our latest pro technologies, including the all-new camera system, incredible new display,and a bigger battery. iPhone 13 Pro also supports MagSafeand the ever-expanding ecosystem of really cool, new accessories. And it’s joinedby the larger iPhone 13 Pro Max. Now let’s talk about performanceand the powerful new A15 Bionic. As you heard from Hope,A15 Bionic features a CPU with two new high-performance coresand four new high-efficiency cores, and a faster Neural Engine,as well as our new ISP, which provides improved noise reductionand tone mapping.And for these Pro models, A15 Bionic includesour most powerful graphics ever with a new 5-core GPU. It provides up to 50% faster graphicsperformance than the leading competition. In fact, iPhone 13 Pro hasthe fastest graphics performance in any smartphone ever, great for high-performance gaming and our most powerful camera features, like Apple ProRAWand 4K Dolby Vision video. And the A15 Bionic chip’s new 5-core GPUand custom display engine combine with an amazing new display that takesthe iPhone experience even further. This year, we’re proud to introducean entirely new Super Retina XDR display. With a new, more efficient OLED panel, the display now supportsup to 1000 nits peak outdoor brightness. That’s 25% higher than last year. And for the first time,we’re bringing ProMotion to iPhone.With our latest technology,this ProMotion display can refresh from as low as 10 hertzto as high as 120 hertz. ProMotion is designed to responddynamically and match your content. The advanced, custom architecture producesfast frame rates when you need them, and preserves battery lifewhen you don’t. We also optimized iOSto take full advantage of this. For example,when swiping between apps or scrolling, the system adapts the frame rates to precisely match the speedof the user’s finger. The result is an incredibly responsiveexperience that is fast and fluid. Of course,ProMotion is also great for apps, providing more responsive inputs, smoothergraphics, and more precise gameplay. We brought in a few developersto see what they could do with it, and the results were amazing. Joe: Alright, lets go.[laughs] I work on a titlecalled Marvel: Future Revolution.Kyle: I am the Senior Design Evangelistfor Adobe. I work on Adobe Fresco. Tommy: And I am the Founder and CTOof Super Evil Megacorp. Catalyst Black is really a richand detailed world and ProMotions adaptiveframe rate is really unique. Because of the 120 frames per second,you can get perfect response time. Its about the refresh rate,its about the controls.Its almost like your fingers areglued to the screen Kyle: A device like this changesthe game for artists everywhere. With ProMotion, it meansthat Im actually seeing the pixels move in real time. There is absolutely no lag. Joe: Super Retina XDR display allows the gamers to see furtherinto the distance and catch more details and surroundings. So we have all these great characters.They need to look better than real. Tommy: The iPhone 13 Pro has one of the most powerful mobile GPUsever created, and with that, we can really bring all these graphics featuresto the mobile device. Joe: I like that part. Tommy: The incredible combinationof A15 Bionic, ProMotion, and 5G makes the iPhone 13 Prothe most powerful smartphone in the world, or any world, for that matter. Joz: The new Super Retina XDR displaywith ProMotion comes in two great sizes, 6.1-inch and 6.7-inch. And the custom-designed OLED panelswork across different lighting conditions and content types, maintainingincredible color accuracy and contrast. Now let’s talk about the all-newiPhone 13 Pro camera system. This is our biggest cameraadvancement ever. To tell you more about it, here’s Louis.[upbeat music] Louis: iPhone 13 Pro and iPhone 13 Pro Maxintroduce an all-new camera system, starting with a new 77-millimetertelephoto camera with 3X optical zoom, a new Ultra Wide camera withauto-focus and a larger f/1.8 aperture with a 92% improvement in low light, and a new Wide camerathat has a larger f/1.5 aperture and 1.9 micron pixelsfor our largest sensor ever, with up to 2.2 times improvementin low light. So you’ll get beautiful photosin any situation. The larger sensor of the Wide offersmore light gathering for less noise and faster shutter speedsand even longer brackets when shooting night mode photoswith a tripod. The new 77-millimeter telephoto enablesbeautiful, classic portraiture photos and 3X optical zoom for photos and videos for a total 6X optical zoom rangeon iPhone 13 Pro.With the new Ultra Wide,low light photos are brighter and sharper with more details, like you seein her dress or on the couch. The Ultra Wide camera also enablessomething entirely new on iPhone, Macro Photography. Macro Photography typically usesa special lens that can focus at close distances. The new Ultra Wide lens designand auto-focus system enable incredibly sharp focus and can magnify subjectswith a minimum distance of 2 centimeters. So you can get detailed close ups, like of this beautiful red daisy,the cells in this leaf, or the water droplets on this mushroom. And for the first time,all of the cameras, including the telephoto, have night mode, which is made possibleby advanced computational photography. With tight integration between hardwareand software, our cameras can do even more. To tell you all about it, here’s Rebecca. Rebecca: When tuningthe iPhone camera system, we shoot and review thousands of photos. Analyzing all of those photos allows usto deliver features, like Smart HDR 4, which automatically brings improved color, contrast, and lightingfor each subject in a group photo, including for challenging shots like this.Our software in ISP adjustsfor different lighting, and we’ve made improvementsfor skin tones, so everyone looks even better. We’re also introducing a wayto personalize your iPhone camera with Photographic Styles. This is a feature that pro photographersare going to love. Photographic Stylesbring your individual preferences right into our advanced image pipeline, applying local editslike a photo editor would, but in real time as we render the photo. That means you get all the benefits ofour multi-frame image processing pipeline with the ability to customize itin a way you could never achieve with a simple filter. Select from one of our four default stylesbefore you shoot. For example,Rich Contrast for a bolder look or Vibrant for a punchier look.Each uses our deep semantic understanding to intelligently apply the right amountof adjustments to different parts of the photowhile preserving skin tones. You can also customize the styles furtherwith tone and warmth, which combine multiple attributesfor a look that’s all your own. Styles works across scenesand subject types. You don’t need to set it every time, so you can define your styleand use it across your photos. And that’s Photographic Stylescoming to iPhone 13 Pro, and we’re excited to bring itto iPhone 13 as well. Now back to Joz. Joz: The all-new Pro camera systemcombined with the power of computational photographywill allow users to capture beautiful imagesbetter than ever before. The new iPhone 13 Pro camera system also providesour most advanced video features. The all-new camera system,along with Dolby Vision HDR recording, produces incredible Pro-level video. So we asked two-time Academy Award winningdirector Kathryn Bigelow and Oscar-nominatedcinematographer Greig Fraser to show us what they can dowith the power of iPhone 13 Pro.[upbeat music] Kathryn:Its a completely integrated process now. The iPhone doesnt requireany ancillary pieces of equipment. Like, it becomes still,and she turns slowly. Its the dawning realization. I thought it was a good challenge. You know, these are all genres I love. And its so great to kind of parachute in,do a deep dive with the iPhone. And with so much accessibility, I thinkall pretension tends to disappear. And so it makes the set and the filmingprocess much less apprehensive. Greig: There was no limitations to whatI could do with this particular camera. Whereas normally, everybody getsso precious about a camera lens. Its so expensiveor its so–its so fragile. One of the things that the iPhonecouldnt do up until now was to createan idea of depth from a lens. With Cinematic mode, whats exciting is,we can actually choose focus later. To me, thats really bringing it upto the professional film cameras.We can actually go aheadand make these stories and make these filmsusing the tools on this iPhone. I believe that with the adventand with the addition of Cinematic mode, were going to very, very soonsee filmmakers make films in a different way, which is exciting. Kathryn: It might even birtha brand-new genre. Greig: I have no doubt it will. Just given the sizeand given the ability to move this camera. Kathryn: Exactly. Greig: It will change the languageof cinema in a very positive way. [dramatic music] Joz: Everything you just saw,including the behind the scenes footage, was shot on iPhone 13 Pro. With major updates across the Wide,Ultra Wide, and Telephoto cameras, it’s an incredible device for filmmaking. The new Ultra Wide camera enablesamazing macro slo-mo videos thanks to the new lens design. And the new 3X telephoto allows youto zoom even closer to the action and offers a great new focal lengthfor video.This is really awesomewhen using our all-new Cinematic mode, which uses machine learningand disparity to create a depth map that’s built into the video. So you can change the depth effect,including the level of bokeh and where the focus is applied,even after the capture. This is another iPhone first, as iPhone 13 and iPhone 13 Pro arethe only smartphones that can do this. We also have another Pro video featurecoming later this year, and that’s ProRes video. ProRes video offersexceptionally high color fidelity and more efficient encoding for use inpro video editing apps like Final Cut Pro. That’s why it’s widely used by videoeditors as the final delivery format for commercials, feature films,and broadcast. A15 Bionic adds hardware accelerationfor ProRes. And in combination with our advancedvideo encoders and decoders, as well as our faster file systemand flash storage pipeline, you can now record up to 4Kat 30 frames per second in ProRes right in the Camera app. iPhone 13 Pro is the only smartphoneto provide an end-to-end pro workflow, allowing you to record and editin ProRes or Dolby Vision.This will transform filmmaking with a devicethat can simply slip into your pocket. Next, let’s talk about battery life. This is our most Pro iPhone everwith our fastest performance, most advanced display, and most powerful camera systemever in an iPhone. Thanks to the efficiencyof the A15 Bionic and iOS 15, as well a larger battery, iPhone 13 Pro deliversincredible all-day battery life. iPhone 13 Pro lasts morethan one and a half hours longer in your day than iPhone 12 Pro. And the iPhone 13 Pro Max will last morethan two and a half hours longer than the iPhone 12 Pro Max. That means iPhone 13 Pro Max hasthe longest battery life ever in an iPhone. The entire iPhone 13 lineuphas been carefully designed to minimize its impacton the environment. We redesigned the packagingto eliminate the outer plastic wrap, saving 600 metric tons of plastic. This brings us closer to our goalof completely removing plastic from all of our packaging.IPhone uses 100% recycledrare Earth elements in magnets and 100% recycled tin in the solderof the main logic board. So that’s iPhone 13 Prowith our most advanced technologies: an all-new camera systemwith three new cameras, ProRes video, Cinematic mode, the new Super Retina XDR displaywith ProMotion, A15 Bionic with 5-core GPU, 5G, MagSafe, and incredible durability features. These iPhones push the boundariesfor what’s possible in a smartphone. Even with all thisincredible technology, iPhone 13 Pro still starts at $999. And iPhone 13 Pro Maxstill starts at $1,099. We also have amazing offersfrom Apple and our partners, including up to $1,000 off in the U.S.when you trade in a qualifying iPhone. And this year, we’re introducinga new 1-terabyte storage option.This is a great additionfor our Pro iPhone users. The 1-terabyte joins our 128-, 256-,and 512-gigabyte storage options. You can pre-order all four new modelsof iPhone 13 family this Friday, September 17th, and they will be availableon September 24th. So here’s our new iPhone lineup, including iPhone 12, iPhone 11, and iPhone SE, starting at just $399. Now back to Tim. [upbeat music] Tim: Thank you, Joz, and thank youto all of today’s presenters. What a spectacular set of announcements. Our most popular iPad is now poweredby the A13 Bionic with a new 12-megapixel Ultra Widefront camera with Center Stage. This is a big upgrade. iPad mini getsa completely new all-screen design with a brilliant Liquid Retina Display, blazing fast performancewith the new A15 Bionic chip, new cameras with Center Stage,and all new colors. This is the mightiest iPad mini yet. The new Apple Watch Series 7 hasour largest and most advanced display, optimized UI, new Watch faces,and it’s our most durable ever. It’s the best smartwatch in the world. An update to Apple Fitness+,adding Pilates and guided meditation, a new workout to get you readyfor snow season, as well as Group Workoutsto help keep you motivated.And iPhone 13with fantastic new technologies, including our most advanceddual camera system with Cinematic mode, A15 Bionic, 5G, brighter Super Retina XDR display, and longer all-day battery life. iPhone 13 Pro with our moststate-of-the-art technologies for those who want the mostout of their iPhone. With our biggestcamera system advancement yet including Cinematic modeand ProRes video, the Super Retina XDR displaywith ProMotion, A15 Bionic with 5-core GPU, 5G, and industry-leading durability. These are the best iPhoneswe’ve ever created. Here at Apple, the customer isat the center of everything we do. And we continue to innovate, designing the very best productsand services to enrich people’s lives and to empower themto do great things every day. Thank you for joining us. Stay safe and take care. [upbeat music] .

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